Marketing

    

The 4 Ps in Digital Age at Amazon

            In an attempt to understand how 4 Ps of Brand Marketing function to Digital Marketing, I visited Amazon company and interviewed online marketing management of Amazon. Through our interaction, I managed to analyze the information to understand it better. The analysis of  the  4ps encompassed;

Product

            Usually, products could get touched, seen using naked eyes or even be smelled in-store to know its real quality as well as value. With more sales moving online each day, it becomes harder to know and feel confident in making the right decision in purchasing when physical view or touched on the product misses. But the lesson from Amazon marketing is that just because it sells in the virtual space t does not translate to quality compromise or that it the product doesn’t matter to the user. In fact, in Amazon’s digital as well as highly social shopping environment, consumers may seek out and get reviews on the Internet for products they consider buying. Lower quality products quickly get sniffed out and may cause losing the sale. Amazon always ensures quality of their online products. Features as well as benefits are always made real and differentiated from competition nowadays to ensure customer satisfaction. Product’s performance, quality as well as price always rank amongst top criteria consumers to consider while deciding to buy, at retail or on website. Amazon always ensures their products deliver.

Price

            At all time, traditionally or today, price remains probably what many consumers would assert   to be the most vital ingredient in purchase decisions. While price as well as budget remains most certainly great contributors. Amazon  belief that  there is no question that if  one doesn’t  consider  price in reference to product quality coupons  as well as  deals features,  its sales will automatically  fall short. As a result, the enterprise always ensures that right price-value equation as the key to its success. Customers always want high-quality, differentiated products at competitive price to justify paying higher prices. Amazon uses exclusive deals or coupon which helps to push customers over edge in its favor. Amazon belief that  creating  prestigious name brand that  delivers on quality , then customers  often become  willing to pay  higher prices. For instance, consider a silver bracelet from Amazon’s and a similar silver bracelet from Zale’s. Even when the product looks same, the brand names pose very different price as well as value perception. So Amazon’s will often have a much higher price tag on the products than Zale’s could ever charge.

Promotion

            Promotion includes the different manners through which marketers inform consumers about products. Promotion and place which is next P in the equation create the biggest difference between traditional marketing strategies of years past and the digital marketing. Traditionally, products were promoted basically by radio, TV, print, as well as outdoor advertising. Free Standing Inserts were as well used greatly in the consumer package goods as a way of introducing new products and give coupons inside in weekly newspaper. While coupons get tracked at point-of-purchase, other advertising like TV and radio remain on impressions as well as increasing brand awareness and driving sales and actions of consumers. Amazon says that this has changed. In contrast, its digital marketing today remained measurable and propelled by analytics, behavior tracking as well as Return on Investment strategies. Its Digital marketing strategies include email marketing, search marketing which include organic as well as paid, content marketing, social media, targeted banner ads, web sponsorships and more. Their measurable tactics put their marketers in control of testing and optimizing marketing mix as customers go versus making a big one-time purchase for the year on TV advertising.

Place

            Place is where products gets sold and is always referred called distribution. Whether  the  product  get sold at  retail store, other person’s  brick-and-mortar store, on  website, on Amazon or  even at a local farmer’s market, these locations  have   their own  rewards as well as  challenges to consider. Also current market has become much more global as compared to some years ago. Some years ago, local or regional brick-and-mortar retail remained pretty much the sole place for consideration if one wanted to sell any product. The sole question was whether one would sell it in his store or in someone’s store. With many alternatives today, one needs a much greater rolodex to contact right individuals to get their products. But  one  also need to strategically think  on what kind  of sales setting will showcase  their  products best for instance, settings such as Wal-Mart, Web store or direct in-home sales. The margins one can accept to keep profitability (if one sells to resell their product, one have to  account for prices to them in addition to  his recommended price to  end consumers),and the jurisdiction of the place are as well important. Amazon places its strategies to ensure that locations with consumer targets get utilized during marketing.

Sherry Roberts is the author of this paper. A senior editor at MeldaResearch.Com in custom nursing essay writing services services if you need a similar paper you can place your order for college essay writing services.