Question

My company is AMAZON

1. With Integrated Marketing Communications, that outlines the blended mix of promotional tools (advertising, personal selling, sales promotion etc.). Consider which mix of tools will be best suited to the company/organization (choose at least 2).
2. Discuss why these would be the best marketing communication tools and summarize what kind of marketing communication you would employ (for example, what type of sales promotion would you recommend for the company etc.).
3. What types of advertising objectives would you recommend (see table entitled ‘Possible Advertising Objectives” in Chapter 15)?
4. How could a cloud based CRM tool help this company/organization?

Answer 1

The best mix of tools that are suitable to Amazon as part of Integrated Marketing Communications are non traditional marketing methods email marketing, search advertising, sales promotions, direct marketing through messages and notifications and display add. These would be the best suited to company/organisation as the company is an online-commerce business with its vast size of target market. The target audiences for the marketing mix mostly buys online and prefers online ways of communication like emails, online display ads and messages. The sales promotions on the website based on individual customer behaviour is also effective as it is a targeted approach.

I would employ the instant messaging approach as it communicates faster and encourages customers for impulse buying as well as availing discounts given at a particular time maintaining competitive pricing compared to other websites in the market. It increases customer loyalty and sales.

The advertising objectives I would recommend for the company is to create goodwill with customers by highlighting its quality standards, customer service levels, integrity and value driven business for customers. It will help the company to grow its business, increasing customer acquisition, customer loyalty, sales and customer satisfaction. The word of mouth experiences highlighted in such advertisement will promote the brand and induce more sales for its products as well as increasing its value in the market by strengthening brand image in comparison to competition and drive membership for Amazon as a brand.