Last month witnessed the most epic shopping haul from Amazon in the form of Amazon Prime days. Amazon prime days are one of the most awaited events of the year especially for E-commerce addicts who are always eyeing on the best offers to make purchases. However this time Amazon not only set an example in terms of expert deals and engagement as a result of it but it also grabbed massive eyeballs in the martech sector for the marketing strategy that they opted.
Amazon prime days were hosted globally and saw a massive surge of sales. While such an amazing haul was a trendsetter to other E-commerce platforms, it has also managed to ravage the trending martech and pertaining Marketing arena by dawning many hats at the same time.
Let us quickly dive into some facets of its Marketing that bees in the news ever since the huge success that was the Amazon Prime Day:
1. Influencer Marketing
Amazon took its influencer marketing a notch higher by subdividing continents and approaching only the trending influencer platforms of the region to design its Instagram influencer and micro-influencer outreach. The accounts were inclined towards lifestyle and other than targeting only reviewers or bloggers. They decided to include normal people who tend to have a minimized but authentic following, whose opinion and choice would be taken seriously even though to one person. This indeed was followed by a fixed set of creatives and insights and impressions review per account.
2. Augmented Reality
Amazon day started the VR shopping set which makes shopping online a true experience. It not only gives you access to shopping in a different tangent but also allows you to experience your visualization experience in 3G. Also, the placement of the VR sets was strategically planned and they were placed in the most populated location with the maximum traction. For ex – A shopping mall is the most strategic location to spot a potential shopper. Amplifying the shopper experience in such a place already gives the brand an upper hand.
3. Landing Page Promotion
Amazon had the tinsel town on its landing page before the beginning of the campaign. A well-decorated landing page with not a lot but crisp information paves a way to successful customer relationships. Especially in the growing arena of CDP, wherein you can easily gauge customer lookout, search history, and buyer preferences to align the right offers and deals accordingly. Amazon minted a lot of profit due to the correct placement of ads and correct deal info onto their landing page.
As the name suggests Amazon Prime Days were for prime members only, however, the buzz created by Amazon channeled FOMO in the right direction to the consumer mindset. It challenged the inclusivity of the human mindset. Since it is a group with special advantages and hence arises the need to be in it especially when the group is the talk of the town. Amazon has not only strategized its marketing through martech but also through customer behavior and psyche.
5. Right Usage of Inventory
Inventory tracking is one of the prime and pivotal ways to run a succeful eCommerce business. Amazon made sure its integrated the right programs to be marketed and enhance the sale of its products. A thorough study about the top sellers and research about the growing trends can easily give you the knowledge about the same. The trick lies in the way you have stocked up prior to something huge like a prime day wherein you can combine your discounts with the piled up stock. This not only helps in clearing out your piled-on stock but also manages your inventory space for future deals and offers.
Right marketing is always a blend of a little bit of technology along with a giant amount of strategy and pinch of research. Martech at the end of the day is just a catalyst to how a marketers brain can function. Events like Amazon Prime day behave as one of those trendsetters which teach marketers a brave lesson about strategizing your marketing in the right proportions.
ABOUT THE AUTHOR
Chandrima is a Content management executive with a flair for creating high quality content irrespective of genre. She believes in crafting stories irrespective of genre and bringing them to a creative form. Prior to working for MartechCube she was a Business Analyst with Capgemini.