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Digital Marketing Project Report

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Digital Marketing Project Report

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project report on retargeting and remarketing with reference to amazon and real-life case study examples.

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  1. 1. PROJECT REPORT ON DIGITAL MARKETING (REMARKETING & RETARGETING) WITH SPECIAL REFERENCE TO AMAZON FORMULATED BY KASHIKA JAUHARI MBA (marketing)
  2. 2. ACKNOWLEDGEMENT This is to inform the viewers of this project that it is a self-paced project work done to acquire learning in the field of digital marketing and it is not authorized from any known firm, this is for learning purpose only.
  3. 3. OBJECTIVE OF THE REPORT 1. To study broadly about digital marketing. 2. To understand how remarketing and retargeting works. 3. To analyze how firms, target the potential customers. 4. To observe the different SEO strategies used by multiple MNCs. 5. To conduct research on SEO & digital marketing for self-learning
  4. 4. TABLE OF CONTENTS CHAPTER 1 i. What is digital marketing ii. History iii. Channels of digital marketing iv. Examples of digital marketing CHAPTER 2 i. Digital marketing in reference to Amazon. ii. Brief of amazon iii. Services and products of amazon iv. Marketing campaigns of amazon. v. Customer relation of amazon. CHAPTER 3 i. What is remarketing and retargeting. ii. How remarketing & retargeting is done. iii. Case study of amazon in regards to remarketing. iv. Outcomes of remarketing v. Benefits of remarketing CHAPTER 4 i. Review of case study ii. Conclusion iii. References iv. Report analysis.
  5. 5. CHAPTER 1
  6. 6. What is Digital Marketing Digital marketing is the component of marketing that utilizes internet and online based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services. Its development during the 1990s and 2000s, changed the way brands and businesses use technology for marketing. As digital platforms became increasingly incorporated into marketing plans and everyday life, and as people increasingly use digital devices instead of visiting physical shops, digital marketing campaigns have become prevalent, employing combinations of search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing, e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e–books, and optical disks and games have become commonplace. Digital marketing extends to non-Internet channels that provide digital media, such as television, mobile phones (SMS and MMS), callback, and on-hold mobile ring tones. The extension to non-Internet channels differentiates digital marketing from online marketing. The development of digital marketing is inseparable from technology development. HISTORY One of the key points in the start of was in 1971, where Ray Tomlinson sent the very first email and his technology set the platform to allow people to send and receive files through different machines. However, the more recognizable period as being the start of Digital Marketing is 1990 as this was where the Archie search engine was created as an index for FTP sites. In the 1980s, the storage capacity of computer was already big enough to store huge volumes of customer information. Companies started choosing online techniques, such as database marketing, rather than limited list broker. These kinds of databases allowed
  7. 7. companies to track customers' information more effectively, thus transforming the relationship between buyer and seller. However, the manual process was not as efficient. Digital marketing became more sophisticated in the 2000s and the 2010s, when the proliferation of devices' capable of accessing digital media led to sudden growth. Statistics produced in 2012 and 2013 showed that digital marketing was still growing. With the development of social media in the 2000s, such as LinkedIn, Facebook, YouTube and Twitter, consumers became highly dependent on digital electronics in daily lives. Therefore, they expected a seamless user experience across different channels for searching product's information. The change of customer behavior improved the diversification of marketing technology. Digital marketing is also referred to as 'online marketing', 'internet marketing' or 'web marketing'. The term digital marketing has grown in popularity over time. In the USA online marketing is still a popular term. In Italy, digital marketing is referred to as web marketing. Worldwide digital marketing has become the most common term, especially after the year 2013. Digital media growth was estimated at 4.5 trillion online ads served annually with digital media spend at 48% growth in 2010. An increasing portion of advertising stems from businesses employing Online Behavioral Advertising (OBA) to tailor advertising for internet users, but OBA raises concern of consumer privacy and data protection. Channels of Digital Marketing 1. Website The website is often the home to your digital marketing efforts. Brands and organizations use websites to host content while using other mediums to distribute it. Most of your digital marketing activities will link back to your
  8. 8. website, where an action is expected to take place, and the conversions are tracked. For example, the download of a file, booking of a product or a service, and so on. 2. Content Marketing Content creation is the spine of your entire digital marketing strategy. Whether you’ve got a documented content marketing strategy or not, you’re creating content to inform, entertain, inspire, or persuade your buyers through other channels. Some of the most common formats of content include text (blog posts), videos, images, infographics, podcasts, slide decks, and eBooks. 3. Search Engine Optimization (SEO) SEO acts as a jetpack for your content marketing efforts. SEO consists of on- page and off-page activities to boost your website’s visibility in search engine result pages (SERPs) for your preferred keywords. Earlier, SEO was primarily text-based, but in recent years voice search has gained prominence as well, which is why your SEO activities need to have a conversational approach. 4. Digital Advertising Digital advertising is an umbrella term for various online advertising strategies. The typical pricing/bidding strategies for digital advertising are cost-per-click (CPC) and cost-per-mile (CPM), i.e., per thousand impressions. Common formats of digital advertising are search engine marketing (SEM), display advertising, native advertising, social media advertising, and programmatic advertising. 5. Email Marketing Email marketing is the process of maintaining a database of cold and warm contacts and sending them email alerts about your brand, products and services.
  9. 9. It is an effective channel to communicate with your audience on an ongoing basis. Email marketing is useful to build your subscriber base, onboard new customers, retain existing ones, promote discounts and offers, and distribute content. 6. Social Media Marketing Social media marketing ensure you are present on the platforms your users are spending the most time on. These include Facebook, Twitter, LinkedIn, Snapchat, and Instagram, where you can distribute content through both – organic and paid channels. Social media has also played a vital role in propagating video marketing and the ephemeral content wave. It enables two- way communication and your fans and followers can interact with you on your content through likes, comments, direct messages, or by posting on your official pages. 7. Affiliate Marketing The concept of affiliate marketing is similar to commission-based sales. Organizations provide custom links to their affiliates. Affiliates earn a specific cut/commission every time someone buys through their custom link. Influence marketing could be considered a modern and evolved spin-off of affiliate marketing. 8. Mobile Marketing The number of smartphone users across the world is expected to grow to 3.5 billion in 2020. To bank on this opportunity, brands connect with their users on their smartphones through mobile apps, emails, mobile-friendly websites, and social media. By connecting with users on the go, brands have been able to optimize their marketing strategies and send timely messages.
  10. 10. 9. Online PR Online Public Relations is a type of earned media. This is when a member of the press (journalist or online publication) mentions your brand through their stories, interviews, and so on. Product reviews by customers and bloggers and Influencers mentioning your brand or products whether paid or organic also contribute to your online PR. 10. Conversational AI The rise of technologies such as artificial intelligence (AI) and machine learning (ML) have paved the way for more evolved marketing strategies such as conversational AI. As the adoption of voice search, chatbots, and digital assistants becomes prevalent, conversational AI becomes vital to digital marketing. 11. Web Analytics Web analytics is the practice of collecting, measuring, analyzing, and reporting data. This is commonly tracked through Google Analytics, but websites could also build their analytical tools. The data collected could be quantitative or qualitative. Web analytics helps marketers understand the sources of traffic, what's working and what's not, the return on investments (ROI), and how they can enhance their digital marketing efforts. Examples of Digital Marketing If you're looking for serious business growth, SEO, or search engine optimization is the strategy for you. Why does it work? Simple! It targets the users that are most likely to convert on your website, and takes them there. A custom SEO campaign with WebEx targets on-page and off-page SEO, which includes things
  11. 11. like keyword research and content implementation, to help your most valuable audience find you online. Drive results with social media marketing services. Almost 75 percent of people use social media when making a purchase decision. It’s a critical touchpoint for shoppers in the business-to-consumer (B2C) and business-to-business (B2B) industry, which is why companies invest in professional social media services. With a client recommendation score that exceeds the industry average by 488 percent, WebEx is a trusted choice for social media marketing services. As your partner, we’ll help your business improve its brand awareness, customer loyalty, revenue, and more. PPC Management Services That Grow Businesses PPC, or pay-per-click advertising, is one of the best ways to target your most qualified audience. It allows you to reach them where they’re already looking, and gain a leg up against competitors. WebEx can deliver a custom PPC
  12. 12. campaign to help you increase both conversions and revenue for your company with our PPC management services.
  13. 13. Here we can see clearly how digital marketing works, it starts advertising the moment you search something on google, this is what also called as SEO (search engine optimization) which helps to find and optimize the quality of a website and through certain ways it start showing adds to that very person who came to search. These are my own examples as I have a keen interest in digital marketing so I keep searching for it and keep looking for different courses and here what it is, I just searched on google and within sometime I started getting these digital marketing course adds on my Instagram feed. Same goes for the college search that I did just to show how digital marketing works and how advertisements appear at your feed.
  14. 14. CHAPTER 2
  15. 15. Digital Marketing with Reference to Amazon What are the steps Amazon is taking? They are aggressively hiring. Amazon's Advertising division has a new HQ in Manhattan as of late 2017. It leased 360,000 square feet and hired 2,000 people for its advertising, Amazon Fashion, and AWS teams. Releasing new product features on its advertising platforms. In January 2018 they released a long- awaited feature to generate date-range reports on its AMS platform. While Amazon's self-serve ad technology is still far behind the feature set of the incumbents, it is continually releasing features to catch up and gain share. What trends are they taking advantage of? Amazon already captures 43% of e-commerce sales in the US and accounts for almost 50% of all online product searches. Amazon is capitalizing on its existing strength as a search engine & fulfilment provider by selling advertising space to brands who want to catch consumers at the transactional end of the purchase lifecycle. Who does this matter to, and why? Leaders, Marketers, and advertising professionals of consumer products brands who currently use digital advertising to reach their target customers. Because now there is another contender in the race. There is now another vehicle to reach their customer and to do this profitably and directly at the time the consumer is actually making a purchase decision - not just discovering or researching. Very large brands with significant media budgets will find there is another option for display advertising - their media buys can include Amazon's web properties and devices like the Kindle. Even the Alexa voice assistant could support advertising one day.
  16. 16. For those it matters to, what can/should they do? Leaders, Marketers, and advertising professionals of consumer products brands should be initiating their Amazon PPC strategies now. The more experience and time these campaigns have, the better they perform and the more data there is to interrogate. Advertisers should be using Amazon for end-of-funnel paid search campaigns, but not at the expense of abandoning their Facebook and Google ad campaigns. Those platforms are still powerful at awareness marketing and earlier in the consumer purchase lifecycle. Will Amazon's display advertising fit that gap eventually? Potentially, but currently it is built for very large brands with a reported $100K minimum spend. Amazon is disrupting the digital advertising landscape. Here's what you need to know. Brands want to shift ad spend to Amazon for a variety of reasons. One equity analyst predicts Amazon will quadruple their advertising revenue by 2020. This would take Amazon's estimated share of the digital advertising industry spend from around 3.5 percent in 2016 to over 10 percent by 2020 based on eMarketer estimates. Over 50% of all product searches start on Amazon, and many consumers choose Amazon as their first website to scan for any purchase. Amazon offers advertisers cheap, and efficient ad spend. In many instances, consumer product brands find their Return on Advertising Spend (ROAS) to be lower than on other paid search channels like Google and Facebook. Kiri Masters founder and CEO of Bobsled Marketing, says that "several of our clients have shifted significant advertising budget to Amazon due to the strong double-digit conversion rates their products experience on Amazon when compared to the lower single digit rates they get from AdWords, Google Shopping. "Amazon is at the transactional end of the consumer purchase funnel. Once a customer knows
  17. 17. what they want to buy, Amazon helps consumers to validate their decision through product detail content and user reviews. Amazon further removes friction from the purchasing stage through their inbuilt fulfilment offer: free and fast shipping and easy returns. By saving people effort and time and essentially guaranteeing a good experience, Amazon's creates a fast path to purchase for brands. The above image shows the social media impact of amazon and how it creates its presence on the social media. Brief of Amazon Amazon is known for its disruption of well-established industries through technological innovation and mass scale. It is the world's largest online marketplace, AI assistant provider, live-streaming platform and cloud computing platform as measured by revenue and market capitalization. Amazon is the largest Internet company by revenue in the world. It is the second largest private employer in the United States and one of the world's most valuable companies. Amazon was founded by Jeff Bezos in Bellevue, Washington, on July 5, 1994. The company started as an online marketplace for books but expanded to sell
  18. 18. electronics, software, video games, apparel, furniture, food, toys, and jewellery. In 2015, Amazon surpassed Walmart as the most valuable retailer in the United States by market capitalization. In 2017, Amazon acquired Whole Foods Market for US$13.4 billion, substantially increasing Amazon's footprint as a physical retailer. In 2018, Bezos announced that its two-day delivery service, Amazon Prime, had surpassed 100 million subscribers worldwide. Amazon distributes downloads and streaming of video, music, and audiobooks through its Prime Video, Amazon Music, Twitch, and Audible subsidiaries. Amazon also has a publishing arm, Amazon Publishing, a film and television studio, Amazon Studios, and a cloud computing subsidiary, Amazon Web Services. It produces consumer electronics including Kindle e-readers, Fire tablets, Fire TV, and Echo devices. In addition, Amazon acquisitions include Ring, Twitch, Whole Foods Market, and IMDb. Among various controversies, the company has been criticized for technological surveillance overreach, a hyper-competitive and demanding work culture, tax avoidance, and anti- competitive practices. Jeff Bezos founded Amazon in July 1994. He chose Seattle because of technical talent as Microsoft is located there. In May 1997, the organization went public. The company began selling music and videos in 1998, at which time it began operations internationally by acquiring online sellers of books in United Kingdom and Germany. The following year, the organization also sold video games, consumer electronics, home-improvement items, software, games, and toys in addition to other items. In 2002, the corporation started Amazon Web Services (AWS), which provided data on Web site popularity, Internet traffic patterns and other statistics for marketers and developers. In 2006, the organization grew its AWS portfolio when Elastic Compute Cloud (EC2), which rents computer processing power as well as Simple Storage Service (S3), that rents data storage via the Internet, were made
  19. 19. available. That same year, the company started Fulfilment by Amazon which managed the inventory of individuals and small companies selling their belongings through the company internet site. In 2012, Amazon bought Kiva Systems to automate its inventory-management business, purchasing Whole Foods Market supermarket chain five years later in 2017. Services and products 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, jewellery, watches, lawn and garden items, musical instruments, sporting goods, tools, automotive items and toys & games.[citation needed] In August 2019, Amazon applied to have a liquor store in San Francisco, CA as a means to ship beer and alcohol within the city. Amazon has separate retail websites for some countries and also offers international shipping of some of its products to certain other countries. Amazon.com has a number of products and services available, including: Amazon Fresh Amazon Prime Amazon Web Services Alexa Appstore Amazon Drive Echo
  20. 20. Kindle Fire tablets Fire TV Video Kindle Store Music Music Unlimited Amazon Digital Game Store Amazon Studios Amazon Wireless Marketing campaigns of Amazon
  21. 21. On time delivery campaign by amazon through video display platform. Starting new business campaigns through amazon, a video display advertisement.
  22. 22. Amazon Instagram story campaigns to keep the customer informed and aware about the new products. Customer relations of Amazon Since its founding 22 years ago, Amazon has reached near mythic status for its superior service and customer service strategy. Says company founder and CEO Jeff Bezos: “I would define Amazon by our big ideas, which are customer centricity, putting the customer at the centre of everything we do, [and] invention. We like to pioneer, we like to explore, we like to go down dark alleys and see what's on the other side.” Now it’s time for you to leverage what Amazon has learned works – and doesn’t – to take advantage of their top customer service and customer experience strategies for your organization. And remember – no matter what industry or business you’re in, you’re competing with Amazon’s customer experience in the eyes of your customers anyhow – so you should consider adapting some these practices for your brand.
  23. 23. Start everything with a core commitment to the customer. Customer service strategy is in the DNA of Amazon. In fact, you could argue that it is the DNA. Read the company’s vision/mission statement and you will see the words: “to be earth’s most customer-centric company.” Bezos has said his leadership decisions have many times fallen to these simple words. With a laser- focus on customer experience and service as guiding strategic forces, it’s no surprise that Amazon has risen to the top. Build a corporate culture that knows how to listen. Because CEO decisions aren’t enough, Amazon makes sure that people in the company internalize the vision. Whether entry level or executive, many Amazon employees have opportunities to attend two days of call-centre training. The goal: get them to learn how to listen – not just talk – to customers. When you listen, you understand. And through understanding, you can take the appropriate steps to meet the needs of your customers. Give your users the power of DIY service. Amazon has an incredibly detailed yet easy-to-navigate help centre, which lets you drill deep into a number of specific concerns. Under the hood, there are thousands of articles, but the surface experience is streamlined, visually appealing, and in sync with the website’s shopping experience where users search by category or by specific need. With streamlined help and customer service paths, shoppers save time and feel empowered as they find their own solutions. Nurture a community of fellow customer support. Sometimes, it takes a village to solve a problem. Through hosting numerous forums, Amazon has made it easy for shoppers to tap into the wisdom of the
  24. 24. crowd to get their customer support. The benefits are numerous. When customers help one another, Amazon’s service representatives can handle customer requests at a faster pace. And those users who do help one another get the satisfaction that comes with knowing they are part of a community. Make personal interactions an easy option. If Amazon’s self-service FAQs or community forums can’t solve the problem, customers have the option of reaching out to a real person. Callers get 24/7 support and are almost never put on hold. Amazon has also amazed with a free customer support service called “Mayday.” Owners of Amazon Fire phones can tap a “Mayday” button and get instantly connected via video to a tech advisor. The user sees the advisor live while the advisor only sees what’s on the phone screen. It’s yet another example of how important human interaction can be to ensure quality customer service. Help your buyer stay connected – wherever they are, whenever they want. The tipping point has passed for mobile commerce as more than half of customers now use their devices to make e-commerce purchases. Amazon’s mobile-first approach has become an industry standard, an impressive feat given the company’s vast array of products and categories. Streamlined and easy to navigate, Amazon’s site provides smart categorization and search functionality. With auto-fill, 1-click ordering, and other features, the shopping experience is one of convenience — something critical for modern-day shoppers on the go. Follow Amazon’s lead and meet your customer anywhere they are, as you build loyalty and appreciation by always keeping mobile in mind. Foster relationships between customers and brands. Amazon also wins points for advocating for the consumer when there is a problem with a vendor’s product or delivery process. In addition to this, the
  25. 25. company builds relationships between its shoppers and hosted brands. Last year the company launched Amazon Exclusives, an initiative for entrepreneurs who want to promote their story. In the spirit of a crowdfunding website, the videos help shoppers feel more personally connected to the company and its products. Make your customer needs the driver of innovation. It’s important to remember that in 1994 when Amazon first started, the idea of making a purchase through “the information superhighway” was still new. Customers had to learn to trust the method of buying something online — a challenge Bezos met largely because he placed such strong emphasis on customer service. But books were never the end game for Amazon. Since then, the company has obviously expanded into other products and services to meet its shoppers’ content needs such as streaming and digital downloads. The company has also created its own hardware such as the Kindle e-reader. The lesson here is to never get comfortable with your success. Customer preferences are always evolving and always will, so let their needs drive your innovation.
  26. 26. CHAPTER 3
  27. 27. What is remarketing & retargeting A mere 2% of people actually convert to becoming a sale the first time they land on your webpage. This number might seem surprisingly low, but the truth is that you really need to win people over long before they make the decision to choose your company over others. You might be getting a lot of new incoming web traffic, which is great, but you may not see those numbers directly translate to sales. Sometimes, the best people to target are either those who have visited your site more than once or have already digitally interacted with you in the past. Retargeting and remarketing can allow you to reach the customers that are even more likely to purchase with you than first-time visitors, and this can be an extremely important strategy in your marketing efforts. While remarketing and retargeting have similar goals, there are some important differences in terms of strategy and who you are able to reach effectively. Let’s explore each individually so that the differences become clear. What is Retargeting? Retargeting can have multiple approaches, but it most often refers to online ad placement or display ads, which target users who have interacted with your site in specific ways. Once a visitor enters your website, clicks on a product, or takes a certain action that you want them to take, a cookie is set in their browser and you can use this information to “retarget” them with ads based on their interactions once they leave your site. These ads are placed by third parties, such as the Google Display Network; allowing your ads to occur on other sites that your visitors use regularly. Ultimately retargeting can be placed into two categories: “on-site” and “off-site” events. Thus, there are different strategies you can take depending on the kind interactions you want to target. Let’s look at these a little closer.
  28. 28. Targeting “Off-Site” Interactions. This group of individuals has not previously interacted with your site, yet they have similarities with your previous customers and you are looking to add them to your sales funnel and get them on your site. If you choose to target an individual based on their “off-site” interactions, you could be looking at targeting their searches. In other cases, you might choose to target individuals who search or interact with the web similarly to how previous customers have. You can also target based on interactions with distributed content (i.e., a Facebook page or an app) or with a partner site that is similar to your own. Targeting “On-Site” Interactions. This is the category most often associated with retargeting because it involves targeting individuals who have already revisited your site and have interacted with your products, services, or have taken some other action but may not have completed the sale. With retargeting to those who have had “on-site interactions” you can increase conversations and retain those who have already expressed interest in your brand. Here are some of the ways you can target to individuals who have partaken in onsite interactions: Target based on a product that they interacted with. Based on how they found your site (social media, a search, or other inbound events) Those on your email list who have expressed interest in your brand but have not yet converted to a purchase Ultimately retargeting campaigns show higher engagement than non- retargeting campaigns do. Again, this goes back to the fact that it is a lot easier to market and advertise to those who have expressed interest in your brand or industry. What is Remarketing? This is where it gets a little confusing and there is some overlap in the industry. Sometimes retargeting is referred to as “remarketing” (even though it actually is
  29. 29. remarketing). An example of this is Google’s Remarketing Tools, which are really all retargeting tools in the classic sense. While this may be a little confusing, just remember that remarketing and retargeting do share goals, and that the terminology is not as important as the associated strategy. That being said, remarketing is often about email campaigns that are able to re- engage customers in their inbox. They use tactics like emailing a customer after they abandon their shopping cart or add an item to their wish list. I haven’t abandoned any shopping carts lately, but Shakeology still managed to remarket to me because they knew that my one-month Shakeology plan was almost up. It could also be an email related to the items that the customer searched for or added as a “favourite” in some way. This kind of approach works well because the potential customer already expressed interest in the product they added; they were just not able to execute at the time they were on your site. As you’ve gathered, remarking is email campaign focused, and is intended to increase conversions for those who have already interacted with your site in a meaningful way. How it is done? It’s not difficult to set up a retargeting campaign for your website. When you create a campaign with a particular ad network, the network will provide you with a small piece of code (called a pixel tag) to add to your website. Every time a new user visits your site, the code will drop an anonymous browser cookie and the user will be added to your retargeting list. When the same user visits another site that hosts display or native ads from your ad network provider, the system will serve your ad to this particular user. This will occur as long as you have an active campaign running.
  30. 30. Now, here I searched for earplugs in the google search bar and then I opened this site link here you see a dialogue box appears where it says accept our privacy terms these are called cookies which collects the user data. In some websites they do not ask for any permission there they just inform you that we are using cookies in this website. What are remarketing pixel tags? Pixel tags are those small pieces of code on a webpage that enable websites to place cookies. Cookies are ‘crumbs’ left by website visitors. Every visitor has a unique yet anonymous ID, so their website activity can be tracked by their trail of cookies. In remarketing, the ad server can access the visitor’s ID and save it to the relevant remarketing lists. What is a remarketing list? A remarketing list is a list of website visitors who perform a certain action or on your site. For example, a “Homepage” remarketing list comprises all the visitors to your homepage over a specified period. As the visitor lands on your
  31. 31. homepage, their cookie is added to the remarketing list. Then, you can remarket only to the list of people who visited your homepage. You can create all sorts of remarketing lists, and tailor your ad messages to each list. What are the Benefits of Remarketing?  Capitalize on lost website traffic  Target people who have already visited your site and shown interest in your offering  Target audiences who are more likely to convert  Keep your brand at top of mind by strategically showing ads to interested audiences  Affordable marketing tactic available on a range of platforms and channels  Suitable for every industry and vertical Your website may be attracting lots of traffic, but the fact is, the average conversion rate for first-time visitors is low. According to research on ecommerce sites, the conversion rate is just 1.6 percent. What does this mean? Although you’re getting the traffic, you’re not getting the sales. Remarketing is your best option to capitalize on all that lost traffic. Targeting people who have already shown an interest in your business is one of the most effective ways to remind them to come back to your site. Retargeting can be used in all verticals and industries, though it is obviously an important tactic in ecommerce. Check out this success story of a European fashion retail and ecommerce chain that saw a 66% increase in conversion rate by retargeting their customers on the Outbrain network. Where Can I Retarget My Customers?
  32. 32. There are a number of different platforms and channels that you can use for remarketing. And here they are:  Simple display remarketing – The most simple and popular type of remarketing. Just display an ad to people on other sites after they have visited yours, on display ad networks like Google, Yahoo and Bing.  Native remarketing – Marketers can re-engage their website visitors with valuable content, recommended across premium publishers in native ad placements.  Search remarketing – Remarketing lists for search ads (RLSA) is a feature that lets you customize your search ads campaign for people who have previously visited your site.  Social media remarketing – Show your retargeting ads to people on social media platforms like Facebook, Twitter and LinkedIn after they’ve visited your website. Remarketing is a great way to increase ROI on your ad spend. If your budget is limited, or if you already feel you’ve paid enough for that first click, you can experiment and finetune your approach for retargeting purposes. Pro tip: Dig into your data and find out which devices, OS and even geo locations bring you the highest conversion rate. Create remarketing campaigns according to these segments, and see how they perform. You may well be able to reduce your costs and increase your conversion rate, at the same time. The reason why visitors to your website didn’t convert is something you can never really know for sure. Maybe they became distracted and simply left. Maybe they didn’t like the offer. Maybe the offer was outside of their budget range. Maybe they are just browsing now, but plan to purchase in a few months.
  33. 33. Whatever the reason, retargeting/remarketing is a great way to keep your business or brand at the front of their minds. Keep giving them reminders and reasons to come back. Eventually, they might! Then you’ll be on your way to generating more leads, conversions and sales for your business. CASE STUDY We can learn from their approach to digital marketing since they use digital marketing efficiently across all customer communications touchpoints through RACE marketing planning framework.  Reach- amazon’s initial business growth based on detail approach to SEO and AdWords targeting millions of keywords.  Act- creating clear and simple experiences through testing and learning.  Convert- using personalization to make relevant recommendations and a clear checkout process that many now imitate.  Engage- amazon’s customer centric culture delights customers and keeps them coming back for more. website doesn’t exist just to get views. But the vast majority of people who visit your website leave without doing anything more than looking at your page. On average, about 98% of website visitors leave without converting. Some of them might come back on their own. But most of them are gone for good—unless you leave with them. Retargeting is an advertising technique that lets you advertise to past website visitors, after they’ve left your website. Here’s how it works: 1. Someone looks at a bestselling product on your website. 2. They leave without buying anything.
  34. 34. 3. They visit other sites, where they see an ad for the product they saw on your site. If a person physically followed you out of a store to tell you more about their products, it’d be super creepy. But retargeting is subtle enough that it feels more coincidental—like when you see a commercial for a car and then start noticing more of that particular model on the road. People are constantly bombarded with ads they have no interest in. And nobody likes that. Retargeting allows you to create more relevant ads, which is better for you and the people who see them. Even with an amazing website and an incredible product or service, most people aren’t ready to pull the trigger after their first encounter with your brand. Retargeting ensures that their first encounter won’t also be the last, allowing you to:  Grow an email list  Increase traffic to your website  Sell more of your product  Secure more free trials, demos, or sales calls  Get more users for your software or app Savvy digital advertisers know that the biggest return on investment comes from the most relevant audience. Retargeting is one of the best ways for advertisers to focus their efforts on the right people. If your audience has already engaged with your website, it’s usually easier to invite them back than to win the interest of a brand-new group of people. What are the main retargeting platforms?
  35. 35. Obviously, for retargeting to work, your ads have to be where people actually are. The Google Display Network lets your ads retarget people across more than two million websites, reaching 90% of people on the Internet. It can also tap into mobile apps. There are also over one billion people on Facebook, which makes Facebook’s retargeting pixel another potent tool. These two companies are advertising giants, but other platforms offer a wealth of inventory as well. AdRoll boasts that the locations they advertise are the cream of the crop, so you get the most from your ad spend. Each platform gives you different data points to work with and unique ways to segment your audiences. But the underlying principle is the same: people leave your website, and your ads leave with them. So here I tried to see my self what retargeting looks like and how amazon did this as amazon is a platform where different companies put up their products, so I searched for a lip crayon for myself and let’s see what happened next.
  36. 36. This is when I searched for the lip crayons for myself on amazon and I just saved some in the cart but didn’t buy. This is my Instagram story which shows me the lip crayons shade and features of it with price. Instagram retargeting is the easiest way as compared to Facebook and YouTube. Today people mostly use Instagram and that is why people are starting their start-ups and business on Instagram. Adding Instagram to your event marketing mix can help you reach more people, get more people to visit your booth and increase engagement with your audience. By following the hashtag of the conference, attendees are drawn to your Instagram shot and able to locate your booth quicker. Brands on Instagram with over 100K followers have grown by 163% in two years. 54% of brands promote their Instagram accounts through custom tabs on Facebook. Engagement with brand posts on Instagram are growing at a greater rate than brands are adopting the network.
  37. 37. Review of The Case Study Introduction The case study shows how amazon and all the third party sell products to the existing as well as the potential customers and I tried to show how they retarget a customer and follow them till they make a purchase. This case study helps us to understand that customer retaining is not easy and what all strategies can be implemented by the company to maintain the name and loyalty of a brand. Therefore, I feel my case analysis shows how various brands including amazon try to retain the existing and gain the potential customers through retargeting or remarketing. Background The relevancy of the analysis lies within the facts that I have described with proofs of my own experience and of course these facts shows how retargeting takes place and how it can affect the decision of an individual. I have myself researched thoroughly for this case study and have worked on searching products and then waited for the right time for the advertisements to appear on my social media handles, so that I can use that as proofs for my case analysis. Evaluation of the case I have majorly focused on the concept of retargeting and how does this happen for anything we see on SERPs. And I have myself witnessed the advertisements for the products I searched for in the search bar. The thing I feel that there can be several more ways to make a purchase rather than only advertising.
  38. 38. Proposed solution and changes  Well I feel that advertisement is not itself enough for the purchase, brands should try to connect through the potential customer through emails, through surveys, through providing offers and discounts on that particular product.  I think this solution is needed because in my opinion the advertisement which I see won’t make any difference to me because even though I see them I am not enough persuaded to buy that product.  My personal experience has been very different for this concept as I do not get persuaded easily to buy that very product unless and until the brand make me feel special about the purchasing and what else they can offer to me accept the product itself. Recommendations  As I said above, I will recommend the brands to expand their advertising strategy to make every purchase unique.  I have tried to give my reviews of the product I ordered from amazon but they denied me to under some criteria and I don’t understand that. Why there has to be some sort of eligibility criteria, I want this feature to be changed by amazon.
  39. 39. CONCLUSION I had a great experience building up this project for my own understanding and learning and I feel I can work on such projects for more different topics. Well the conclusion always states what have I learnt and what have I acknowledged from this project so I will jot down the different points from my learning.  First, this whole project was based on retargeting/ remarketing and this concept states the importance of customer retainment.  I learned the various ways through which retargeting is done and how can we effect and attract the customers in different ways.  One thing I observed while making this, was some of the features that amazon has and it can improvise that. I have stated that feature above and I feel this thing can be changed.  There can be several different ways through which you can attract the existing as well as potential customers, advertising is not the only way.  Emails, surveys, offers and discounts and various other tactics can help retain the loyal customer.  I learned how SEO and cookies on different websites work and what are their importance to gather customer information.  I feel social media influencing is the new way to retain a customer and build brand loyalty, more and more people are on the internet today, and they will like to see more on their feeds rather to visit the site in person. This project helped me to learn and dive deeper into the concept of Digital Marketing and SEO, they themselves are very wide concepts and need to be understood in complete concentration and some practical guidance. I would love to make more projects like this and learn the concepts of marketing in more detail so that I can work on them when required.
  40. 40. REFERENCES Chapter 1- what is digital marketing https://en.wikipedia.org/wiki/Digital_marketing Examples of digital marketing https://www.webfx.com/blog/marketing/7-digital-marketing-examples-to- inspire-your-campaigns/ Channels of digital marketing https://www.greengeeks.com/blog/2019/05/30/11-digital-marketing-channels- you-need-to-focus-on-today/ Chapter 2- Brief of Amazon, products & services of amazon https://en.wikipedia.org/wiki/Amazon_(company) Marketing campaigns of Amazon- https://www.youtube.com/ Chapter 3- what is remarketing & retargeting- https://www.searchenginejournal.com/whats-difference-remarketing- retargeting/186455/ How retargeting is done? Outbrain.com Outcomes of remarketing- https://www.ironpaper.com/webintel/articles/benefits- of-remarketing/ For case study research I used https://www.google.com/ https://www.amazon.in/ https://www.instagram.com/?hl=en
  41. 41. Report Analysis I hereby acknowledge that this project work has been completed with my own veracity and I have taken help from none. This project work took me 1 whole week to complete and this was all supported from the real examples I quoted in my project work. The screenshots have been taken from my Instagram account and all the other facts of the case were taken from YouTube, google and amazon.in.

Description

project report on retargeting and remarketing with reference to amazon and real-life case study examples.

Transcript

  1. 1. PROJECT REPORT ON DIGITAL MARKETING (REMARKETING & RETARGETING) WITH SPECIAL REFERENCE TO AMAZON FORMULATED BY KASHIKA JAUHARI MBA (marketing)
  2. 2. ACKNOWLEDGEMENT This is to inform the viewers of this project that it is a self-paced project work done to acquire learning in the field of digital marketing and it is not authorized from any known firm, this is for learning purpose only.
  3. 3. OBJECTIVE OF THE REPORT 1. To study broadly about digital marketing. 2. To understand how remarketing and retargeting works. 3. To analyze how firms, target the potential customers. 4. To observe the different SEO strategies used by multiple MNCs. 5. To conduct research on SEO & digital marketing for self-learning
  4. 4. TABLE OF CONTENTS CHAPTER 1 i. What is digital marketing ii. History iii. Channels of digital marketing iv. Examples of digital marketing CHAPTER 2 i. Digital marketing in reference to Amazon. ii. Brief of amazon iii. Services and products of amazon iv. Marketing campaigns of amazon. v. Customer relation of amazon. CHAPTER 3 i. What is remarketing and retargeting. ii. How remarketing & retargeting is done. iii. Case study of amazon in regards to remarketing. iv. Outcomes of remarketing v. Benefits of remarketing CHAPTER 4 i. Review of case study ii. Conclusion iii. References iv. Report analysis.
  5. 5. CHAPTER 1
  6. 6. What is Digital Marketing Digital marketing is the component of marketing that utilizes internet and online based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services. Its development during the 1990s and 2000s, changed the way brands and businesses use technology for marketing. As digital platforms became increasingly incorporated into marketing plans and everyday life, and as people increasingly use digital devices instead of visiting physical shops, digital marketing campaigns have become prevalent, employing combinations of search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing, e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e–books, and optical disks and games have become commonplace. Digital marketing extends to non-Internet channels that provide digital media, such as television, mobile phones (SMS and MMS), callback, and on-hold mobile ring tones. The extension to non-Internet channels differentiates digital marketing from online marketing. The development of digital marketing is inseparable from technology development. HISTORY One of the key points in the start of was in 1971, where Ray Tomlinson sent the very first email and his technology set the platform to allow people to send and receive files through different machines. However, the more recognizable period as being the start of Digital Marketing is 1990 as this was where the Archie search engine was created as an index for FTP sites. In the 1980s, the storage capacity of computer was already big enough to store huge volumes of customer information. Companies started choosing online techniques, such as database marketing, rather than limited list broker. These kinds of databases allowed
  7. 7. companies to track customers' information more effectively, thus transforming the relationship between buyer and seller. However, the manual process was not as efficient. Digital marketing became more sophisticated in the 2000s and the 2010s, when the proliferation of devices' capable of accessing digital media led to sudden growth. Statistics produced in 2012 and 2013 showed that digital marketing was still growing. With the development of social media in the 2000s, such as LinkedIn, Facebook, YouTube and Twitter, consumers became highly dependent on digital electronics in daily lives. Therefore, they expected a seamless user experience across different channels for searching product's information. The change of customer behavior improved the diversification of marketing technology. Digital marketing is also referred to as 'online marketing', 'internet marketing' or 'web marketing'. The term digital marketing has grown in popularity over time. In the USA online marketing is still a popular term. In Italy, digital marketing is referred to as web marketing. Worldwide digital marketing has become the most common term, especially after the year 2013. Digital media growth was estimated at 4.5 trillion online ads served annually with digital media spend at 48% growth in 2010. An increasing portion of advertising stems from businesses employing Online Behavioral Advertising (OBA) to tailor advertising for internet users, but OBA raises concern of consumer privacy and data protection. Channels of Digital Marketing 1. Website The website is often the home to your digital marketing efforts. Brands and organizations use websites to host content while using other mediums to distribute it. Most of your digital marketing activities will link back to your
  8. 8. website, where an action is expected to take place, and the conversions are tracked. For example, the download of a file, booking of a product or a service, and so on. 2. Content Marketing Content creation is the spine of your entire digital marketing strategy. Whether you’ve got a documented content marketing strategy or not, you’re creating content to inform, entertain, inspire, or persuade your buyers through other channels. Some of the most common formats of content include text (blog posts), videos, images, infographics, podcasts, slide decks, and eBooks. 3. Search Engine Optimization (SEO) SEO acts as a jetpack for your content marketing efforts. SEO consists of on- page and off-page activities to boost your website’s visibility in search engine result pages (SERPs) for your preferred keywords. Earlier, SEO was primarily text-based, but in recent years voice search has gained prominence as well, which is why your SEO activities need to have a conversational approach. 4. Digital Advertising Digital advertising is an umbrella term for various online advertising strategies. The typical pricing/bidding strategies for digital advertising are cost-per-click (CPC) and cost-per-mile (CPM), i.e., per thousand impressions. Common formats of digital advertising are search engine marketing (SEM), display advertising, native advertising, social media advertising, and programmatic advertising. 5. Email Marketing Email marketing is the process of maintaining a database of cold and warm contacts and sending them email alerts about your brand, products and services.
  9. 9. It is an effective channel to communicate with your audience on an ongoing basis. Email marketing is useful to build your subscriber base, onboard new customers, retain existing ones, promote discounts and offers, and distribute content. 6. Social Media Marketing Social media marketing ensure you are present on the platforms your users are spending the most time on. These include Facebook, Twitter, LinkedIn, Snapchat, and Instagram, where you can distribute content through both – organic and paid channels. Social media has also played a vital role in propagating video marketing and the ephemeral content wave. It enables two- way communication and your fans and followers can interact with you on your content through likes, comments, direct messages, or by posting on your official pages. 7. Affiliate Marketing The concept of affiliate marketing is similar to commission-based sales. Organizations provide custom links to their affiliates. Affiliates earn a specific cut/commission every time someone buys through their custom link. Influence marketing could be considered a modern and evolved spin-off of affiliate marketing. 8. Mobile Marketing The number of smartphone users across the world is expected to grow to 3.5 billion in 2020. To bank on this opportunity, brands connect with their users on their smartphones through mobile apps, emails, mobile-friendly websites, and social media. By connecting with users on the go, brands have been able to optimize their marketing strategies and send timely messages.
  10. 10. 9. Online PR Online Public Relations is a type of earned media. This is when a member of the press (journalist or online publication) mentions your brand through their stories, interviews, and so on. Product reviews by customers and bloggers and Influencers mentioning your brand or products whether paid or organic also contribute to your online PR. 10. Conversational AI The rise of technologies such as artificial intelligence (AI) and machine learning (ML) have paved the way for more evolved marketing strategies such as conversational AI. As the adoption of voice search, chatbots, and digital assistants becomes prevalent, conversational AI becomes vital to digital marketing. 11. Web Analytics Web analytics is the practice of collecting, measuring, analyzing, and reporting data. This is commonly tracked through Google Analytics, but websites could also build their analytical tools. The data collected could be quantitative or qualitative. Web analytics helps marketers understand the sources of traffic, what's working and what's not, the return on investments (ROI), and how they can enhance their digital marketing efforts. Examples of Digital Marketing If you're looking for serious business growth, SEO, or search engine optimization is the strategy for you. Why does it work? Simple! It targets the users that are most likely to convert on your website, and takes them there. A custom SEO campaign with WebEx targets on-page and off-page SEO, which includes things
  11. 11. like keyword research and content implementation, to help your most valuable audience find you online. Drive results with social media marketing services. Almost 75 percent of people use social media when making a purchase decision. It’s a critical touchpoint for shoppers in the business-to-consumer (B2C) and business-to-business (B2B) industry, which is why companies invest in professional social media services. With a client recommendation score that exceeds the industry average by 488 percent, WebEx is a trusted choice for social media marketing services. As your partner, we’ll help your business improve its brand awareness, customer loyalty, revenue, and more. PPC Management Services That Grow Businesses PPC, or pay-per-click advertising, is one of the best ways to target your most qualified audience. It allows you to reach them where they’re already looking, and gain a leg up against competitors. WebEx can deliver a custom PPC
  12. 12. campaign to help you increase both conversions and revenue for your company with our PPC management services.
  13. 13. Here we can see clearly how digital marketing works, it starts advertising the moment you search something on google, this is what also called as SEO (search engine optimization) which helps to find and optimize the quality of a website and through certain ways it start showing adds to that very person who came to search. These are my own examples as I have a keen interest in digital marketing so I keep searching for it and keep looking for different courses and here what it is, I just searched on google and within sometime I started getting these digital marketing course adds on my Instagram feed. Same goes for the college search that I did just to show how digital marketing works and how advertisements appear at your feed.
  14. 14. CHAPTER 2
  15. 15. Digital Marketing with Reference to Amazon What are the steps Amazon is taking? They are aggressively hiring. Amazon's Advertising division has a new HQ in Manhattan as of late 2017. It leased 360,000 square feet and hired 2,000 people for its advertising, Amazon Fashion, and AWS teams. Releasing new product features on its advertising platforms. In January 2018 they released a long- awaited feature to generate date-range reports on its AMS platform. While Amazon's self-serve ad technology is still far behind the feature set of the incumbents, it is continually releasing features to catch up and gain share. What trends are they taking advantage of? Amazon already captures 43% of e-commerce sales in the US and accounts for almost 50% of all online product searches. Amazon is capitalizing on its existing strength as a search engine & fulfilment provider by selling advertising space to brands who want to catch consumers at the transactional end of the purchase lifecycle. Who does this matter to, and why? Leaders, Marketers, and advertising professionals of consumer products brands who currently use digital advertising to reach their target customers. Because now there is another contender in the race. There is now another vehicle to reach their customer and to do this profitably and directly at the time the consumer is actually making a purchase decision - not just discovering or researching. Very large brands with significant media budgets will find there is another option for display advertising - their media buys can include Amazon's web properties and devices like the Kindle. Even the Alexa voice assistant could support advertising one day.
  16. 16. For those it matters to, what can/should they do? Leaders, Marketers, and advertising professionals of consumer products brands should be initiating their Amazon PPC strategies now. The more experience and time these campaigns have, the better they perform and the more data there is to interrogate. Advertisers should be using Amazon for end-of-funnel paid search campaigns, but not at the expense of abandoning their Facebook and Google ad campaigns. Those platforms are still powerful at awareness marketing and earlier in the consumer purchase lifecycle. Will Amazon's display advertising fit that gap eventually? Potentially, but currently it is built for very large brands with a reported $100K minimum spend. Amazon is disrupting the digital advertising landscape. Here's what you need to know. Brands want to shift ad spend to Amazon for a variety of reasons. One equity analyst predicts Amazon will quadruple their advertising revenue by 2020. This would take Amazon's estimated share of the digital advertising industry spend from around 3.5 percent in 2016 to over 10 percent by 2020 based on eMarketer estimates. Over 50% of all product searches start on Amazon, and many consumers choose Amazon as their first website to scan for any purchase. Amazon offers advertisers cheap, and efficient ad spend. In many instances, consumer product brands find their Return on Advertising Spend (ROAS) to be lower than on other paid search channels like Google and Facebook. Kiri Masters founder and CEO of Bobsled Marketing, says that "several of our clients have shifted significant advertising budget to Amazon due to the strong double-digit conversion rates their products experience on Amazon when compared to the lower single digit rates they get from AdWords, Google Shopping. "Amazon is at the transactional end of the consumer purchase funnel. Once a customer knows
  17. 17. what they want to buy, Amazon helps consumers to validate their decision through product detail content and user reviews. Amazon further removes friction from the purchasing stage through their inbuilt fulfilment offer: free and fast shipping and easy returns. By saving people effort and time and essentially guaranteeing a good experience, Amazon's creates a fast path to purchase for brands. The above image shows the social media impact of amazon and how it creates its presence on the social media. Brief of Amazon Amazon is known for its disruption of well-established industries through technological innovation and mass scale. It is the world's largest online marketplace, AI assistant provider, live-streaming platform and cloud computing platform as measured by revenue and market capitalization. Amazon is the largest Internet company by revenue in the world. It is the second largest private employer in the United States and one of the world's most valuable companies. Amazon was founded by Jeff Bezos in Bellevue, Washington, on July 5, 1994. The company started as an online marketplace for books but expanded to sell
  18. 18. electronics, software, video games, apparel, furniture, food, toys, and jewellery. In 2015, Amazon surpassed Walmart as the most valuable retailer in the United States by market capitalization. In 2017, Amazon acquired Whole Foods Market for US$13.4 billion, substantially increasing Amazon's footprint as a physical retailer. In 2018, Bezos announced that its two-day delivery service, Amazon Prime, had surpassed 100 million subscribers worldwide. Amazon distributes downloads and streaming of video, music, and audiobooks through its Prime Video, Amazon Music, Twitch, and Audible subsidiaries. Amazon also has a publishing arm, Amazon Publishing, a film and television studio, Amazon Studios, and a cloud computing subsidiary, Amazon Web Services. It produces consumer electronics including Kindle e-readers, Fire tablets, Fire TV, and Echo devices. In addition, Amazon acquisitions include Ring, Twitch, Whole Foods Market, and IMDb. Among various controversies, the company has been criticized for technological surveillance overreach, a hyper-competitive and demanding work culture, tax avoidance, and anti- competitive practices. Jeff Bezos founded Amazon in July 1994. He chose Seattle because of technical talent as Microsoft is located there. In May 1997, the organization went public. The company began selling music and videos in 1998, at which time it began operations internationally by acquiring online sellers of books in United Kingdom and Germany. The following year, the organization also sold video games, consumer electronics, home-improvement items, software, games, and toys in addition to other items. In 2002, the corporation started Amazon Web Services (AWS), which provided data on Web site popularity, Internet traffic patterns and other statistics for marketers and developers. In 2006, the organization grew its AWS portfolio when Elastic Compute Cloud (EC2), which rents computer processing power as well as Simple Storage Service (S3), that rents data storage via the Internet, were made
  19. 19. available. That same year, the company started Fulfilment by Amazon which managed the inventory of individuals and small companies selling their belongings through the company internet site. In 2012, Amazon bought Kiva Systems to automate its inventory-management business, purchasing Whole Foods Market supermarket chain five years later in 2017. Services and products 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, jewellery, watches, lawn and garden items, musical instruments, sporting goods, tools, automotive items and toys & games.[citation needed] In August 2019, Amazon applied to have a liquor store in San Francisco, CA as a means to ship beer and alcohol within the city. Amazon has separate retail websites for some countries and also offers international shipping of some of its products to certain other countries. Amazon.com has a number of products and services available, including: Amazon Fresh Amazon Prime Amazon Web Services Alexa Appstore Amazon Drive Echo
  20. 20. Kindle Fire tablets Fire TV Video Kindle Store Music Music Unlimited Amazon Digital Game Store Amazon Studios Amazon Wireless Marketing campaigns of Amazon
  21. 21. On time delivery campaign by amazon through video display platform. Starting new business campaigns through amazon, a video display advertisement.
  22. 22. Amazon Instagram story campaigns to keep the customer informed and aware about the new products. Customer relations of Amazon Since its founding 22 years ago, Amazon has reached near mythic status for its superior service and customer service strategy. Says company founder and CEO Jeff Bezos: “I would define Amazon by our big ideas, which are customer centricity, putting the customer at the centre of everything we do, [and] invention. We like to pioneer, we like to explore, we like to go down dark alleys and see what's on the other side.” Now it’s time for you to leverage what Amazon has learned works – and doesn’t – to take advantage of their top customer service and customer experience strategies for your organization. And remember – no matter what industry or business you’re in, you’re competing with Amazon’s customer experience in the eyes of your customers anyhow – so you should consider adapting some these practices for your brand.
  23. 23. Start everything with a core commitment to the customer. Customer service strategy is in the DNA of Amazon. In fact, you could argue that it is the DNA. Read the company’s vision/mission statement and you will see the words: “to be earth’s most customer-centric company.” Bezos has said his leadership decisions have many times fallen to these simple words. With a laser- focus on customer experience and service as guiding strategic forces, it’s no surprise that Amazon has risen to the top. Build a corporate culture that knows how to listen. Because CEO decisions aren’t enough, Amazon makes sure that people in the company internalize the vision. Whether entry level or executive, many Amazon employees have opportunities to attend two days of call-centre training. The goal: get them to learn how to listen – not just talk – to customers. When you listen, you understand. And through understanding, you can take the appropriate steps to meet the needs of your customers. Give your users the power of DIY service. Amazon has an incredibly detailed yet easy-to-navigate help centre, which lets you drill deep into a number of specific concerns. Under the hood, there are thousands of articles, but the surface experience is streamlined, visually appealing, and in sync with the website’s shopping experience where users search by category or by specific need. With streamlined help and customer service paths, shoppers save time and feel empowered as they find their own solutions. Nurture a community of fellow customer support. Sometimes, it takes a village to solve a problem. Through hosting numerous forums, Amazon has made it easy for shoppers to tap into the wisdom of the
  24. 24. crowd to get their customer support. The benefits are numerous. When customers help one another, Amazon’s service representatives can handle customer requests at a faster pace. And those users who do help one another get the satisfaction that comes with knowing they are part of a community. Make personal interactions an easy option. If Amazon’s self-service FAQs or community forums can’t solve the problem, customers have the option of reaching out to a real person. Callers get 24/7 support and are almost never put on hold. Amazon has also amazed with a free customer support service called “Mayday.” Owners of Amazon Fire phones can tap a “Mayday” button and get instantly connected via video to a tech advisor. The user sees the advisor live while the advisor only sees what’s on the phone screen. It’s yet another example of how important human interaction can be to ensure quality customer service. Help your buyer stay connected – wherever they are, whenever they want. The tipping point has passed for mobile commerce as more than half of customers now use their devices to make e-commerce purchases. Amazon’s mobile-first approach has become an industry standard, an impressive feat given the company’s vast array of products and categories. Streamlined and easy to navigate, Amazon’s site provides smart categorization and search functionality. With auto-fill, 1-click ordering, and other features, the shopping experience is one of convenience — something critical for modern-day shoppers on the go. Follow Amazon’s lead and meet your customer anywhere they are, as you build loyalty and appreciation by always keeping mobile in mind. Foster relationships between customers and brands. Amazon also wins points for advocating for the consumer when there is a problem with a vendor’s product or delivery process. In addition to this, the
  25. 25. company builds relationships between its shoppers and hosted brands. Last year the company launched Amazon Exclusives, an initiative for entrepreneurs who want to promote their story. In the spirit of a crowdfunding website, the videos help shoppers feel more personally connected to the company and its products. Make your customer needs the driver of innovation. It’s important to remember that in 1994 when Amazon first started, the idea of making a purchase through “the information superhighway” was still new. Customers had to learn to trust the method of buying something online — a challenge Bezos met largely because he placed such strong emphasis on customer service. But books were never the end game for Amazon. Since then, the company has obviously expanded into other products and services to meet its shoppers’ content needs such as streaming and digital downloads. The company has also created its own hardware such as the Kindle e-reader. The lesson here is to never get comfortable with your success. Customer preferences are always evolving and always will, so let their needs drive your innovation.
  26. 26. CHAPTER 3
  27. 27. What is remarketing & retargeting A mere 2% of people actually convert to becoming a sale the first time they land on your webpage. This number might seem surprisingly low, but the truth is that you really need to win people over long before they make the decision to choose your company over others. You might be getting a lot of new incoming web traffic, which is great, but you may not see those numbers directly translate to sales. Sometimes, the best people to target are either those who have visited your site more than once or have already digitally interacted with you in the past. Retargeting and remarketing can allow you to reach the customers that are even more likely to purchase with you than first-time visitors, and this can be an extremely important strategy in your marketing efforts. While remarketing and retargeting have similar goals, there are some important differences in terms of strategy and who you are able to reach effectively. Let’s explore each individually so that the differences become clear. What is Retargeting? Retargeting can have multiple approaches, but it most often refers to online ad placement or display ads, which target users who have interacted with your site in specific ways. Once a visitor enters your website, clicks on a product, or takes a certain action that you want them to take, a cookie is set in their browser and you can use this information to “retarget” them with ads based on their interactions once they leave your site. These ads are placed by third parties, such as the Google Display Network; allowing your ads to occur on other sites that your visitors use regularly. Ultimately retargeting can be placed into two categories: “on-site” and “off-site” events. Thus, there are different strategies you can take depending on the kind interactions you want to target. Let’s look at these a little closer.
  28. 28. Targeting “Off-Site” Interactions. This group of individuals has not previously interacted with your site, yet they have similarities with your previous customers and you are looking to add them to your sales funnel and get them on your site. If you choose to target an individual based on their “off-site” interactions, you could be looking at targeting their searches. In other cases, you might choose to target individuals who search or interact with the web similarly to how previous customers have. You can also target based on interactions with distributed content (i.e., a Facebook page or an app) or with a partner site that is similar to your own. Targeting “On-Site” Interactions. This is the category most often associated with retargeting because it involves targeting individuals who have already revisited your site and have interacted with your products, services, or have taken some other action but may not have completed the sale. With retargeting to those who have had “on-site interactions” you can increase conversations and retain those who have already expressed interest in your brand. Here are some of the ways you can target to individuals who have partaken in onsite interactions: Target based on a product that they interacted with. Based on how they found your site (social media, a search, or other inbound events) Those on your email list who have expressed interest in your brand but have not yet converted to a purchase Ultimately retargeting campaigns show higher engagement than non- retargeting campaigns do. Again, this goes back to the fact that it is a lot easier to market and advertise to those who have expressed interest in your brand or industry. What is Remarketing? This is where it gets a little confusing and there is some overlap in the industry. Sometimes retargeting is referred to as “remarketing” (even though it actually is
  29. 29. remarketing). An example of this is Google’s Remarketing Tools, which are really all retargeting tools in the classic sense. While this may be a little confusing, just remember that remarketing and retargeting do share goals, and that the terminology is not as important as the associated strategy. That being said, remarketing is often about email campaigns that are able to re- engage customers in their inbox. They use tactics like emailing a customer after they abandon their shopping cart or add an item to their wish list. I haven’t abandoned any shopping carts lately, but Shakeology still managed to remarket to me because they knew that my one-month Shakeology plan was almost up. It could also be an email related to the items that the customer searched for or added as a “favourite” in some way. This kind of approach works well because the potential customer already expressed interest in the product they added; they were just not able to execute at the time they were on your site. As you’ve gathered, remarking is email campaign focused, and is intended to increase conversions for those who have already interacted with your site in a meaningful way. How it is done? It’s not difficult to set up a retargeting campaign for your website. When you create a campaign with a particular ad network, the network will provide you with a small piece of code (called a pixel tag) to add to your website. Every time a new user visits your site, the code will drop an anonymous browser cookie and the user will be added to your retargeting list. When the same user visits another site that hosts display or native ads from your ad network provider, the system will serve your ad to this particular user. This will occur as long as you have an active campaign running.
  30. 30. Now, here I searched for earplugs in the google search bar and then I opened this site link here you see a dialogue box appears where it says accept our privacy terms these are called cookies which collects the user data. In some websites they do not ask for any permission there they just inform you that we are using cookies in this website. What are remarketing pixel tags? Pixel tags are those small pieces of code on a webpage that enable websites to place cookies. Cookies are ‘crumbs’ left by website visitors. Every visitor has a unique yet anonymous ID, so their website activity can be tracked by their trail of cookies. In remarketing, the ad server can access the visitor’s ID and save it to the relevant remarketing lists. What is a remarketing list? A remarketing list is a list of website visitors who perform a certain action or on your site. For example, a “Homepage” remarketing list comprises all the visitors to your homepage over a specified period. As the visitor lands on your
  31. 31. homepage, their cookie is added to the remarketing list. Then, you can remarket only to the list of people who visited your homepage. You can create all sorts of remarketing lists, and tailor your ad messages to each list. What are the Benefits of Remarketing?  Capitalize on lost website traffic  Target people who have already visited your site and shown interest in your offering  Target audiences who are more likely to convert  Keep your brand at top of mind by strategically showing ads to interested audiences  Affordable marketing tactic available on a range of platforms and channels  Suitable for every industry and vertical Your website may be attracting lots of traffic, but the fact is, the average conversion rate for first-time visitors is low. According to research on ecommerce sites, the conversion rate is just 1.6 percent. What does this mean? Although you’re getting the traffic, you’re not getting the sales. Remarketing is your best option to capitalize on all that lost traffic. Targeting people who have already shown an interest in your business is one of the most effective ways to remind them to come back to your site. Retargeting can be used in all verticals and industries, though it is obviously an important tactic in ecommerce. Check out this success story of a European fashion retail and ecommerce chain that saw a 66% increase in conversion rate by retargeting their customers on the Outbrain network. Where Can I Retarget My Customers?
  32. 32. There are a number of different platforms and channels that you can use for remarketing. And here they are:  Simple display remarketing – The most simple and popular type of remarketing. Just display an ad to people on other sites after they have visited yours, on display ad networks like Google, Yahoo and Bing.  Native remarketing – Marketers can re-engage their website visitors with valuable content, recommended across premium publishers in native ad placements.  Search remarketing – Remarketing lists for search ads (RLSA) is a feature that lets you customize your search ads campaign for people who have previously visited your site.  Social media remarketing – Show your retargeting ads to people on social media platforms like Facebook, Twitter and LinkedIn after they’ve visited your website. Remarketing is a great way to increase ROI on your ad spend. If your budget is limited, or if you already feel you’ve paid enough for that first click, you can experiment and finetune your approach for retargeting purposes. Pro tip: Dig into your data and find out which devices, OS and even geo locations bring you the highest conversion rate. Create remarketing campaigns according to these segments, and see how they perform. You may well be able to reduce your costs and increase your conversion rate, at the same time. The reason why visitors to your website didn’t convert is something you can never really know for sure. Maybe they became distracted and simply left. Maybe they didn’t like the offer. Maybe the offer was outside of their budget range. Maybe they are just browsing now, but plan to purchase in a few months.
  33. 33. Whatever the reason, retargeting/remarketing is a great way to keep your business or brand at the front of their minds. Keep giving them reminders and reasons to come back. Eventually, they might! Then you’ll be on your way to generating more leads, conversions and sales for your business. CASE STUDY We can learn from their approach to digital marketing since they use digital marketing efficiently across all customer communications touchpoints through RACE marketing planning framework.  Reach- amazon’s initial business growth based on detail approach to SEO and AdWords targeting millions of keywords.  Act- creating clear and simple experiences through testing and learning.  Convert- using personalization to make relevant recommendations and a clear checkout process that many now imitate.  Engage- amazon’s customer centric culture delights customers and keeps them coming back for more. website doesn’t exist just to get views. But the vast majority of people who visit your website leave without doing anything more than looking at your page. On average, about 98% of website visitors leave without converting. Some of them might come back on their own. But most of them are gone for good—unless you leave with them. Retargeting is an advertising technique that lets you advertise to past website visitors, after they’ve left your website. Here’s how it works: 1. Someone looks at a bestselling product on your website. 2. They leave without buying anything.
  34. 34. 3. They visit other sites, where they see an ad for the product they saw on your site. If a person physically followed you out of a store to tell you more about their products, it’d be super creepy. But retargeting is subtle enough that it feels more coincidental—like when you see a commercial for a car and then start noticing more of that particular model on the road. People are constantly bombarded with ads they have no interest in. And nobody likes that. Retargeting allows you to create more relevant ads, which is better for you and the people who see them. Even with an amazing website and an incredible product or service, most people aren’t ready to pull the trigger after their first encounter with your brand. Retargeting ensures that their first encounter won’t also be the last, allowing you to:  Grow an email list  Increase traffic to your website  Sell more of your product  Secure more free trials, demos, or sales calls  Get more users for your software or app Savvy digital advertisers know that the biggest return on investment comes from the most relevant audience. Retargeting is one of the best ways for advertisers to focus their efforts on the right people. If your audience has already engaged with your website, it’s usually easier to invite them back than to win the interest of a brand-new group of people. What are the main retargeting platforms?
  35. 35. Obviously, for retargeting to work, your ads have to be where people actually are. The Google Display Network lets your ads retarget people across more than two million websites, reaching 90% of people on the Internet. It can also tap into mobile apps. There are also over one billion people on Facebook, which makes Facebook’s retargeting pixel another potent tool. These two companies are advertising giants, but other platforms offer a wealth of inventory as well. AdRoll boasts that the locations they advertise are the cream of the crop, so you get the most from your ad spend. Each platform gives you different data points to work with and unique ways to segment your audiences. But the underlying principle is the same: people leave your website, and your ads leave with them. So here I tried to see my self what retargeting looks like and how amazon did this as amazon is a platform where different companies put up their products, so I searched for a lip crayon for myself and let’s see what happened next.
  36. 36. This is when I searched for the lip crayons for myself on amazon and I just saved some in the cart but didn’t buy. This is my Instagram story which shows me the lip crayons shade and features of it with price. Instagram retargeting is the easiest way as compared to Facebook and YouTube. Today people mostly use Instagram and that is why people are starting their start-ups and business on Instagram. Adding Instagram to your event marketing mix can help you reach more people, get more people to visit your booth and increase engagement with your audience. By following the hashtag of the conference, attendees are drawn to your Instagram shot and able to locate your booth quicker. Brands on Instagram with over 100K followers have grown by 163% in two years. 54% of brands promote their Instagram accounts through custom tabs on Facebook. Engagement with brand posts on Instagram are growing at a greater rate than brands are adopting the network.
  37. 37. Review of The Case Study Introduction The case study shows how amazon and all the third party sell products to the existing as well as the potential customers and I tried to show how they retarget a customer and follow them till they make a purchase. This case study helps us to understand that customer retaining is not easy and what all strategies can be implemented by the company to maintain the name and loyalty of a brand. Therefore, I feel my case analysis shows how various brands including amazon try to retain the existing and gain the potential customers through retargeting or remarketing. Background The relevancy of the analysis lies within the facts that I have described with proofs of my own experience and of course these facts shows how retargeting takes place and how it can affect the decision of an individual. I have myself researched thoroughly for this case study and have worked on searching products and then waited for the right time for the advertisements to appear on my social media handles, so that I can use that as proofs for my case analysis. Evaluation of the case I have majorly focused on the concept of retargeting and how does this happen for anything we see on SERPs. And I have myself witnessed the advertisements for the products I searched for in the search bar. The thing I feel that there can be several more ways to make a purchase rather than only advertising.
  38. 38. Proposed solution and changes  Well I feel that advertisement is not itself enough for the purchase, brands should try to connect through the potential customer through emails, through surveys, through providing offers and discounts on that particular product.  I think this solution is needed because in my opinion the advertisement which I see won’t make any difference to me because even though I see them I am not enough persuaded to buy that product.  My personal experience has been very different for this concept as I do not get persuaded easily to buy that very product unless and until the brand make me feel special about the purchasing and what else they can offer to me accept the product itself. Recommendations  As I said above, I will recommend the brands to expand their advertising strategy to make every purchase unique.  I have tried to give my reviews of the product I ordered from amazon but they denied me to under some criteria and I don’t understand that. Why there has to be some sort of eligibility criteria, I want this feature to be changed by amazon.
  39. 39. CONCLUSION I had a great experience building up this project for my own understanding and learning and I feel I can work on such projects for more different topics. Well the conclusion always states what have I learnt and what have I acknowledged from this project so I will jot down the different points from my learning.  First, this whole project was based on retargeting/ remarketing and this concept states the importance of customer retainment.  I learned the various ways through which retargeting is done and how can we effect and attract the customers in different ways.  One thing I observed while making this, was some of the features that amazon has and it can improvise that. I have stated that feature above and I feel this thing can be changed.  There can be several different ways through which you can attract the existing as well as potential customers, advertising is not the only way.  Emails, surveys, offers and discounts and various other tactics can help retain the loyal customer.  I learned how SEO and cookies on different websites work and what are their importance to gather customer information.  I feel social media influencing is the new way to retain a customer and build brand loyalty, more and more people are on the internet today, and they will like to see more on their feeds rather to visit the site in person. This project helped me to learn and dive deeper into the concept of Digital Marketing and SEO, they themselves are very wide concepts and need to be understood in complete concentration and some practical guidance. I would love to make more projects like this and learn the concepts of marketing in more detail so that I can work on them when required.
  40. 40. REFERENCES Chapter 1- what is digital marketing https://en.wikipedia.org/wiki/Digital_marketing Examples of digital marketing https://www.webfx.com/blog/marketing/7-digital-marketing-examples-to- inspire-your-campaigns/ Channels of digital marketing https://www.greengeeks.com/blog/2019/05/30/11-digital-marketing-channels- you-need-to-focus-on-today/ Chapter 2- Brief of Amazon, products & services of amazon https://en.wikipedia.org/wiki/Amazon_(company) Marketing campaigns of Amazon- https://www.youtube.com/ Chapter 3- what is remarketing & retargeting- https://www.searchenginejournal.com/whats-difference-remarketing- retargeting/186455/ How retargeting is done? Outbrain.com Outcomes of remarketing- https://www.ironpaper.com/webintel/articles/benefits- of-remarketing/ For case study research I used https://www.google.com/ https://www.amazon.in/ https://www.instagram.com/?hl=en
  41. 41. Report Analysis I hereby acknowledge that this project work has been completed with my own veracity and I have taken help from none. This project work took me 1 whole week to complete and this was all supported from the real examples I quoted in my project work. The screenshots have been taken from my Instagram account and all the other facts of the case were taken from YouTube, google and amazon.in.

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