three primary customer sets: consumer customers, seller customers and developer customers.´ Ina special for the Miami Herald, journalist Jack Hardy declares: ³Customer obsession; innovation; bias for action; ownership; high hiring bar and frugality. These six core values focusAmazon.com¶s operational strategies.´ It is committed to long-term growth based on consumer satisfaction.
Myriads of Marketing Strategies
Amazon.com bases its marketing stratagem on six pillars.1.
It freely proffers products and services.2.
It uses a customer-friendly interface.3.
It scales easily from small to large.4.
It exploits its affiliate¶s products and resources.5.
It uses existing communication systems.6.
It utilizes universal behaviors and mentalities.Much of its marketing is subliminal or indirect ± it does not run $1 million dollar ads duringSuper Bowls nor post flyers in mall marketplaces. Amazon.com relies on wily online ploys,strong partner relations and a constant declaration of quality to market itself to the masses.
Pay Per Click Advertising
Independent Pay Per Click (PPC) advertising has been the black sheep of Amazon.com¶smarketing campaign. Their first PPC campaign attempt, spawned by their subsidiary companyA9, was the mediocre Clickriver, a middling PPC program that kept its head above water butcertainly swam no great channels. ProductAds replaced Clickriver in August, 2008. It allows anyweb merchant to purchase PPC ads on Amazon.com¶s website, leading some pundits tosardonically comment about Amazon.com¶s possible pursuit of Google¶s web browsing crown.Despite its potential interest in Google¶s regime, Amazon.com continues to purchase PPCadvertisements on Google to direct browsing customers to their websites. It buys space on theleft side of Google¶s search listing results, and pays a fee for each visitor to Amazon.com whoclicks on their sponsored link. This is typical of Amazon.com¶s marketing strategy. No big banners, loud colors, or pristine men casually conversing about Amazon.com on America¶s tube ± just a demure advertisement on a web page which, incidentally, may wordlessly lead thousandsto Amazon.com
Continual Website Improvement
In today¶s stop-and-go internet traffic, an engaging, simple and easy-to-use website is anecessity. Amazon.com expends millions of dollars and hundreds of man-hours to identify problems, develop solutions, and further enhance the customer¶s online experience. Rob Enderle,head analyst at Enderle Group, states that ³Amazon.com has always been very aggressive aboutanalyzing its website¶s traffic to a high degree and making modifications based on what theysee.´ This constant pursuit of perfection lead to Jakob Nielson¶s prestigious ranking of