{"id":43492,"date":"2022-03-25T03:54:35","date_gmt":"2022-03-25T03:54:35","guid":{"rendered":"https:\/\/research-methodology.net\/?p=11233"},"modified":"2022-03-25T11:48:52","modified_gmt":"2022-03-25T11:48:52","slug":"amazon-marketing-communication-mix-2","status":"publish","type":"post","link":"https:\/\/research-methodology.net\/amazon-marketing-communication-mix-2\/","title":{"rendered":"Amazon Marketing Communication Mix"},"content":{"rendered":"

\"AmazonAmazon marketing communication mix deals with individuals elements of the marketing mix such as print and media advertising, sales promotions, events and experiences, public relations and direct marketing.<\/p>\n

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<\/a>Amazon Print and Media Advertising<\/h2>\n

Amazon uses print and media advertising extensively in order to communicate its marketing message to the members of the target customer segment. The most memorable Amazon TV ads include a video clip featuring former Top Gear host Jeremy Clarkson promoting Amazon Fire TV, a promotion deal reported to cost Amazon GBP 160 million[1]<\/a>.<\/p>\n

Moreover, TV commercials promoting Amazon feature cute animals in order to associate the brand image with qualitative values. This strategy indicates to changes in Amazon marketing message in a way that \u201crather than hawking hardware like Kindle e-readers, furry pets are pitching Amazon\u2019s USD 99,00 Prime membership, which features delivery discounts and media streaming\u201d[2]<\/a>.<\/p>\n

The online retail giant had also released \u201cMom\u2019s Here\u201d TV advertisement on Oprah Winfrey Network, targeting mothers for Amazon Echo. In 2019 Amazon overtook Netflix as the top advertiser for video streaming services and increased TV advertisement spending by 28% for Amazon Prime Video.[3]<\/a><\/p>\n

Print advertising is used by Amazon extensively as well via magazines, journals, newspapers and billboards. In the latest move, Amazon started to print advertisement messages, pictures and cartoon characters from \u201cMinions\u201d movie on its shipping boxes[4]<\/a>, marking the start of a new type of print advertising.<\/p>\n

One of the most memorable print advertisements by Amazon refers to the ad that appeals to Aatmanirbhar Bharat (self-sufficient India) sentiment featured in The Economic Times in 2020. This specific campaign has been praised as a successful attempt to show solidarity with nationalistic sentiment in India.<\/p>\n

Viral marketing also plays an important role in Amazon marketing strategy.\u00a0 Amazon is one of the earliest adopters of viral marketing and the company is credited with the creation of the first affiliate program.[5]<\/a>In one of the most noteworthy cases, a video clip illustrating a new service \u2018Prime Air\u2019, that involves the delivery of the purchase by a flying robot in about 30 minutes proved to be a viral hit among internet users generating more than 10 million views.[6]<\/a><\/p>\n

The largest internet retailer in the world by revenue also uses celebrity endorsement on occasional manner. Super Bowl ad \u2018Alexa Loses Her Voice\u2019 featured chef Gordon Ramsey, rapper Cardi B, comedian Rebel Wilson, and actor Anthony Hopkins and it is widely considered to be a successful ad.[7]<\/a><\/p>\n

Moreover, the e-commerce and cloud computing company enlisted a number of celebrities for Amazon Prime Day in 2019. Special deals on the Prime Day were introduced by the likes of\u00a0Kobe Bryant,\u00a0Zac Brown, Marshmello,\u00a0Kristen Bell,\u00a0JoJo Siwa, Jaden Smith,\u00a0Mark Wahlberg\u00a0and many others.<\/p>\n

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<\/a>Amazon Sales Promotions<\/h2>\n

Sales promotions is one of the main tools in Amazon marketing strategy used in a frequent manner. Amazon sales promotions techniques include the following:<\/p>\n