5. Instagram
Integrate with Amazon.com app capabilities
New abilities:
“Price Tag”
“Product Tag”
“…connecting your channels” – Jeff Bullas
Encouraging traffic
http://www.jeffbullas.com/2014/01/14/6-tips-for-instagram-marketing-mastery
6. Facebook
Continue with “Product & Price Tagging”
Integrate Facebook.com’s “Face Recognition”
Create “Product Recognition”
Link tags to Facebook product pages
7. Facebook (Cont.)
Directly from pages users can:
Comment
Rate
Recommend
“Recommendations are hugely important to e-
commerce and commerce in general”
- Business Inder
http://www.businessinsider.com/amazons-amazing-facebook-integration-is-the-future-of-
commerce-2011-2#!Cb4gn
8. Goals
Increase Amazon.com target traffic
Number of items viewed (per mo.)
Number of site visits (per mo.)
Work with Instagram & Facebook
Bring consumers to Amazon.com
Bring Amazon.com to consumers
Become part of the social network
10. Conclusion
Ideal target market
First of its kind
Combine social network with Amazon shopping
Interactive marketing
Very high costs
Aimed to attract AND retain customers
Editor's Notes
I would like to propose a social networking campaign for Amazon.com. Using Instagram & Facebook strategically could be an astounding benefit digital media advertising.
First, I will start with briefly discussing the target market, the channels in which the advertising will take place, the techniques used on those channels, the goals the campaign will achieve, a brief discussion about the budget, and finally I will wrap it all up with a conclusion.
The ideal target market for Amazon.com’s digital advertising campaign are the young adults and college students. This target market has very limited income and pay close attention to the cost of products and services. Amazon.com’s services already appeal to limited income individuals by offering quality products and discounted prices (with sometimes free shipping). Young adults and college students will soon be out in the real world with rea jobs. Once the target market has been attracted, then they will be retained by Amazon.com’s high quality services and continue to use them later in their life when the target market develops into working adults with more income to spend.
The target market has a strong online social presence. They have Instagram, twitter, facebook. They are constantly using these websites, sharing and gathering information among peers. This is what the target market enjoys doing, so why not bring Amazon.com’s shopping experience into the mix.
Instagram has plenty of capabilities to attract customers if done correctly. I suggest that Amazon.com integrates its cell phone app with Instagram directly. Amazon.com’s app allows users to take a picture of a product and search it on Amazon’s catalog. Instagram would allow products in user’s uploaded pictures to be linked directly to Amazon.com’s page for that product. The user’s uploaded image will then have a price tagged to the picture. The picture will display a small price tag quoting the lowest price that the item is for sale on Amazon.com’s catalog. This will inform the user on low prices that Amazon.com has to offer. Users will share the pictures with products in them with their friends, sharing the Amazon.com’s information and products simultaneously. Instagram largest value it has to offer is “connecting your channels” (Jeff Bullas stated in his online article). This can also be done using Facebook.
Facebook can be integrated very similarly by using the same product and price photo tagging abilities as Instagram. Amazon.com can also use their “Face Recognition” technology to recognize products, otherwise known as “product recognition”. This will automatically suggest to users who upload photos to tag products. This will also include the same price tag in the photo as the one discussed on Instagram. The product tagged will then be linked back to a Facebook page for that individual product.
These product pages will be unique. They will allow for users to comment, rate, and recommend the product to their friends. This will combine Amazon.com’s rating and review system with Facebook’s domain and pages. This will allow the user to look up Amazon.com product information, prices, and reviews without even navigating to Amazon.com’s website. The page itself will have a link to Amazon.com’s website if the user wishes to view or purchase it.This integration of Facebook and Amazon will be unmatched; Facebook is the largest social network and Amazon is the largest e-commerce website.
The goals and objectives of the campaign are to increase Amazon.com traffic within the target market.This will be measured by the number of items viewed and site visits per month for each target user.The other object is to work directly with these social networks to create value among social media advertising that will be unmatched. This will help bring consumers to Amazon.com by linking it directly to these sites. It will also bring Amazon.com to the consumers by integrating it directly into the social media websites. Essentially Amazon.com will become a part of the social networks, camping directly in front of the consumer.
All of this heavy integration with Instagram and Facebook will cost a large amount. First Instagram & Facebook needs to get some sort of payment out of this and also a cut out of the profit. Constant maintenance should be done on the pages and websites design by Amazon.com on the social networks websites to prevent customer dissatisfaction.Also a fulltime workforce should be kept to conduct the initial set up and maintenance. The budget will cost at the lowest, 850,000$ a year.
In conclusion, with the young adult and college students markets Amazon.com can start a whole new wave of digital market by combining social networking with Amazon shopping. This type of marketing will be the ultimate interactive marketing technique. However, the costs will be high, this will allow Amazon.com to attract and retain customers in the long run.
