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The study of impact on Digital marketing on amazon

Introduction:- Digital marketing (also known as data-driven marketing) is an umbrella term for
the marketing of products or services using digital technologies, mainly on the Internet, but also including
mobile phones, display advertising, and any other digital medium.
Digital marketing's development since the 1990s and 2000s has changed the way brands and businesses
utilize technology for marketing. As digital platforms are increasingly incorporated into marketing plans
and everyday life, and as people use digital devices instead of visiting physical shops, digital marketing
campaigns are becoming more prevalent and efficient.
Digital marketing techniques such as search engine optimization (SEO), search engine marketing (SEM),
content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing
and e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing,
display advertising, ebooks, and optical disks and games are becoming more common in our advancing
technology. In fact, digital marketing now extends to non-Internet channels that provide digital media,
such as mobile phones (SMS and MMS), call-back, and on-hold mobile ring tones.*
The term digital marketing was first used in the 1990s, but digital marketing has roots in the mid-1980s,
when the Soft Ad Group, now Channel Net, developed advertising campaigns for automobile companies

Digital marketing is often referred to as 'online marketing', 'internet marketing' or 'web marketing'. The
term digital marketing has grown in popularity over time, particularly in certain countries. In the
USA online marketing is still prevalent. In Italy, digital marketing is referred to as web marketing. In the
UK and worldwide

There are a number of ways brands can use digital marketing to benefit their marketing efforts. The use of
digital marketing in the digital era not only allows for brands to market their products and services, but
also allows for online customer support through 24/7 services to make customers feel supported and

A key objective is engaging digital marketing customers and allowing them to interact with the brand
through servicing and delivery of digital media. Information is easy to access at a fast rate through the use
of digital communications. Users with access to the Internet can use many digital mediums, such as
Facebook, YouTube, Forums, and Email

Through Digital communications it creates a Multi-communication channel where information can be

quickly exchanged around the world by anyone without any regard to whom they are Social segregation
plays no part through social mediums due to lack of face to face communication and information being
wide spread instead to a selective audience.

By using Internet platforms, businesses can create competitive advantage through various means. To reach
the maximum potential of digital marketing, firms use social media as its main tool to create a channel of
information. Through this a business can create a system in which they are able to pinpoint behavioural
patterns of clients and feedback on their needs.

Brand awareness has been proven to work with more effectiveness in countries that are high in uncertainty
avoidance, also these countries that have uncertainty avoidance; social media marketing works effectively.

One of the major changes that occurred in traditional marketing was the "emergence of digital marketing",
this led to the reinvention of marketing strategies in order to adapt to this major change in traditional
As digital marketing is dependent on technology which is ever-evolving and fast-changing, the same
features should be expected from digital marketing developments and strategies. This portion is an attempt
to qualify or segregate the notable highlights existing and being used as of press time.
Amazon:- Amazon.com, Inc. is an American electronic commerce and cloud computing company that
was founded on July 5, 1994 by Jeff Bezos and is based in Seattle, Washington. Amazon has separate retail
websites for the United States, the United Kingdom and Ireland, France, Canada, Germany, Italy, Spain,
Netherlands, Australia, Brazil, Japan, China, India, and Mexico. Amazon also offers international shipping
to certain other countries for some of its products. In 2016, Dutch, Polish, and Turkish language versions
of the German Amazon website were launched.
Amazon's initial business plan was unusual; it did not expect to make a profit for four to five years. This
"slow" growth caused stockholders to complain that the company was not reaching profitability fast
enough to justify their investment or even survive in the long-term. When the dot-com bubble burst at the
start of the 21st century and destroyed many e-companies in the process, Amazon survived and grew on
past the tech crash to become a huge player in online sales. The company finally turned its first profit in
the fourth quarter of 2001: $5 million (i.e., 1 per share), on revenues of more than $1 billion. This profit
margin, though extremely modest, proved to skeptics that Bezos' unconventional business model could
succeed. In 1999, Time magazine named Bezos the Person of the Year when it recognized the company's
success in popularizing online shopping.
On October 11, 2016, Amazon announced plans to build convenience stores and develop curbside pickup
locations for food. In December 2016, the Amazon Go store was opened to Amazon employees in
Seattle. The store uses a variety of sensors and automatically charges a shopper's Amazon account as they
walk out of the store, therefore there are no checkout lines. The store is planned to open for the general
public in early 2017.
Until June 30, 2006, typing ToysRUs.com into a browser would bring up Amazon.com's "Toys & Games"
tab; however, this relationship was terminated due to a lawsuit.Amazon also hosted and managed the
website for Borders bookstores but this ceased in 2008. From 2001 until August 2011, Amazon hosted the
retail website for Target.
Amazon.com's product lines available at its website include several media (books, DVDs, music
CDs, videotapes and software), apparel, baby products, consumer electronics, beauty products, gourmet
food, groceries, health and personal-care items, industrial & scientific supplies, kitchen items, jewelry,
watches, lawn and garden items, musical instruments, sporting goods, tools, automotive items and toys &
In India, Amazon is now gearing up to play a role in the grocery retail sector aimed at delivering customer
Amazon.com has a number of products and services available, including:
Amazon Prime
Amazon Web Services
Amazon Drive
Fire tablets
Fire TV
Kindle Store
Music Unlimited
Amazon Digital Game Store
Amazon Studios
Literature Review :-
The company was founded as a result of what Amazon founder Jeff Bezos called his "regret
minimization framework," which described his efforts to fend off any regrets for not
participating sooner in the Internet business boom during that time. In 1994, Bezos left his
employment as vice-president of D. E. Shaw & Co., a Wall Street firm, and moved to Seattle,
Washington. He began to work on a business plan for what would eventually become
On July 5, 1994, Bezos incorporated the company as Cadabra, Inc. Bezos changed the name
to Amazon.com, Inc. a few months later, after a lawyer misheard its original name as
"cadaver". In September 1994, Bezos purchased the URL Relentless.com and briefly
considered naming his online store Relentless, but friends told him the name sounded a bit
sinister. The domain is still owned by Bezos and still redirects to the retailer. The company
went online as Amazon.com in 1995.
Bezos selected the name Amazon by looking through the dictionary; he settled on "Amazon"
because it was a place that was "exotic and different", just as he had envisioned for his
Internet enterprise. The Amazon River, he noted, was the biggest river in the world, and he
planned to make his store the biggest in the world. Bezos placed a premium on his head start
in building a brand and told a reporter, "There's nothing about our model that can't be copied
over time. But you know, McDonald's got copied. And it still built a huge, multibillion-dollar
company. A lot of it comes down to the brand name. Brand names are more important online
than they are in the physical world." Additionally, a name beginning with "A" was
preferential due to the probability it would occur at the top of any list that was alphabetized.


To study the consequences of the digital marketing of Amazon on its consumers.

To study the buying behaviour of the consumer with the help of the app.
To study the post buying behaviour of consumer after purchase.

Our study is limited to Mumbai region only.
Difficult to study all the consumers view at the same time
Cannot measure the satisfaction level of the consumer exactly.


1. How often do you shop for products online?

Once a week

Once a month

Once a year


2. Which of these online shopping services do you prefer?





Other (please specify)

3. What is most important to you when shopping online?


Ease of use


Free Shipping

Other (please specify)

4. Are you more inclined to buy an item you normally wouldn't consider buying if it is
on sale?


5. Have you ever heard of Amazon Prime?



6. What 3 words would you use to describe Amazon Prime?




7. In general, do you feel like subscription services are worth the price of membership?



8. What is most important to you when subscribing to a service?

A variety of options

Getting your money's worth

Receiving more personal customer service

Peace of mind

I do not use subscription services

Other (please specify)

9. Do you know how much Amazon Prime costs?



10. Have you ever used Amazon Prime?



11. If you have used Amazon Prime what features did you like about it the best?

12. Have you seen advertisements for Amazon Prime?



13. The price of a subscription to Amazon Prime is Rs500 per year. In your opinion, is
this cost
Too high

Too low

No opinion

I need more information about Amazon Prime

14. What features, if any, would you like to see added to Amazon Prime?
15. Please describe your overall feelings toward the Amazon Company as a whole



Other (please specify)

16. Please describe your overall feelings about Amazon Prime




Other (please specify)

17. My annual income is (estimate)

Less than 10,000






18. My ethnicity is




19. My highest level of education is

Less than high school

High school

College (2-year)

College (4-year)

Master-level degree

Doctrate-level degree

20. My employment status is

Not employed

Self employed

Employed for a wage

Employed for a salary