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Alice Poli

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Giorgia Squizzato

on 12 December 2016

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Transcript of Alice Poli

Global Integrated Marketing Communications
Alice Poli
Giorgia Squizzato
Iñigo Ordoñez
Miguel Romo

Founded by Jeff Bezos in 1994 in USA
the site went online in 1995
Amazon's market share represents 1/3 of USA
It started as an online bookstore and now has 16 categories
In 2004 the American Customer Satisfaction Index gave Amazon a score of 88 that was the highest customer satisfaction ever recorded in any service industry, online or offline
E-commerce sales Amazon's customer service was ranked Nº 1 in 2009, 2011 and also in 2004 by American Customer Satisfaction
Amazon communicates the message through a multiple marketing communication mix in various media across people/societies/countries
"Continuous improvement in the customer experience is the most effectiveness marketing communication"
more visits from the customers
more success with GIMC
a message across people/societies/countries
word-of-mouth promotion
Global IMC
Strong and uniform brand image
Brand history
Strong brand identity
Defined ideals
Lowest price consistently
Easy to use interface
Unique shipping offering
High quality service
Investments in brand building

Strong brand image
Amazon personalized service to all customers
mirror of customer's visual IDENTITY
High customer satisfaction rate shows
strong and standardized image
Global Integrated Marketing Communications
Brand Image
Brand Equity
Larger firms tend to centralize their marketing communication strategy
be the earth's most customer centric company; to build a place where people can come to find and discover anything they might want to buy online
amazon wants to
All their activities are aligned towards this common vision

Collection of short-term that lead to a quicker and/or larger sales of a particular product by consumers or the trade.
Marketing campaign directed to consumers

Promotional Code
Free Products Offers
Receive Multiple Item or Best Value Discount
Free Shipping
Danbo is the Company's mascot
Marketing campaign directed wholesalers or retailers
"If you focus on what customers want and build a relationship, they will allow you to make money."
The thing that drives everything is creating genuine value for customers

Various forms of interactive marketing where the company uses media that enable it to get access the end consumer and establish one-to-one relationship
Direct Marketing
Online marketing
"If we have 72 million customers, we should have 72 million stores"
E-mail, just for:
Highly targeted
Relationship building messages
Avoid sending email campaigns or multiples messages per week
Amazon records
Time the customer spents on webpage
Every search, every click
It presents the first physical store without boxes to pay:
Amazon Go
Seattle, USA: it'll open to the public in early 2017
A supermarket with no checkout required
Just Walk Out Shopping experience: it detects when products are taken from or returned to the shelves and keeps track of them in a virtual cart
Simply using the Amazon Go app: shopping done, the customer leaves the store, shortly after Amazon charge from the customer's account and send to a receipt
Full transcript