Welcome to my blog! I’m jiahui, a graduate student at Clark University.
Social media Monitoring project #2
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Prior to the social media monitor project, we compared Amazon and Walmart’s strategies. Amazon continues to be one of the most popular electronic business platforms in the United States. Despite its popularity, Amazon still has more competitors around the world, such as Walmart, Costco, and BJ’s.
Following the amazon position, we have to admire Amazon💝.
Multi-segment positioning:💖Amazon offers a wide range of products and services, successfully exploiting more than one segment at the same time. Specifically, the online retail giant sells almost 120 million products, appealing to the needs and wants of a wide range of customer segments.
Adaptive positioning:💖 the online retail giant closely monitors changes in the external marketplace and addresses increasing customer expectations by periodically repositioning products and services according to changes in the segment.
Looking at the graph, we can notice amazon's annual global marketing is increasing 🔝.
The geographic region from more than 100 countries and most density from Urban and rural.
Looking at the social mention the statistic, Walmart is neck and neck with Amazon in many ways. Walmart's marketing management appeals to a single customer segment who places greater value on the price attribute of products compared to other attributes. But Amazon has more strength than Walmart, and amazon belongs to the queen of cross-platform promotions, from Instagram to Twitter.
One of Amazon’s biggest strengths lies in its ability to promote its products on other platforms. The retail giant successfully manages to leverage the popularity of other channels to lead back to Amazon product pages.
Another promotion is Snapchat creates a visual search tool.
Using their Snapchat camera, users will now be able to scan an object or its barcode, prompting the pop up of a detailed product card. With one click, the user will be redirected to the Amazon platform to buy the scanned product.
Analysis
Once you’re in Amazon prime orbit, you irresistibly find yourself drawn to other types of products and services. Let’s just have a quick look at some of these Amazon offers and how they translate into actual marketing tactics.
1.Faster shipping: 2 days or less. That’s really fast. And it is one of the main reasons new customers sign up for the program. The fact they’re able to get the products they want in under two days makes it almost as convenient as buying a product at your local store.
2.Discounts in online and physical grocery stores: Big savings. All of your grocery shopping can also be done via Amazon at a discounted rate, whether you prefer shopping online or visiting Amazon’s recently acquired Whole Foods supermarket chain.
3.Access to content: Binge-worthy media. Endless videos, movies, series, ebooks, and music, all take a significant market share away from companies such as Netflix, Hulu, or Spotify.
Social Strategy
Amazon’s marketing strategy on @Twitter has over 3 million followers, it mainly used for humorously engaging with customers.
Hallowmas🎃in the future, Let’s look at the amazon Twitter and how to celebrate the festival. He is amazon fans connect with the amazon, so that good to amazon have a good service with customers.
Amazon’s marketing strategy on Instagram has 2.8millions followers. Amazon’s strategy on Instagram is very similar to how it uses Facebook, except for company news updates. However, their creative use of Instagram stories also allows them to promote interviews with artists, authors, and influencers, with the option to swipe up to purchase their music, books, or other items on Amazon.
because of corvid-19, amazon told people to keep healthy.
Amazon’s marketing strategy on Pinterest has 11milion fans and product promotion through thematic mood boards. On its Pinterest page, Amazon groups a selection of its best products in several thematic lifestyle buckets such as go back to school, holiday, and In the Kitchen to attract different consumer groups back to its own product listings.
Conclusion
After analyzing the amazon social media strategy, few recommendations are given below.
1.Strategically deal with global controversies. Amazon needs to resolve tax issues and manage its app’s features efficiently to diminish negative publicity in the market.
2.Increase its limited presence through opening physical stores outside the U.S. This will augment brand popularity and market reach.
3.Increase competitive edges and enlarge the gap between Amazon and its biggest competitors.
4.Enhance network security systems for the protection of consumers’ rights.
5.Enhance its strategic entry in developing countries where many growth opportunities are available.
Reference
1.Amazon Segmentation, Targeting and Positioning: Widest Range of Target Customer Segment https://research-methodology.net/amazon-segmentation-targeting-positioning-widest-range-target-customer-segment-2/
2.Amazon’s marketing strategy: 5 ways to win on social
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