Social Listening

1. I chose Amazon for my company. The reason picked it, is because of how crazy in popularity it is. I want to know why that is. I always hear people say they love how fast and easy Amazon is, but hate it because it makes it difficult to stop ordering on there and supporting Jeff Bezos, who is not very liked amongst most people I've talked about this with.

2.  Since it targets a variety of consumers in various countries, a business like Amazon has many value propositions. Amazon's value propositions vary from "Easy to read on the go" for a computer like the iPad to "Easy to find and discover everything they may want to buy online and endeavors to give its customers the lowest possible prices," with its goal "to be Earth's most customer-centric business, where customers can find and discover everything they might want to buy online and endeavors to offer its customers the lowest possible prices."

3. A good thing I hear about amazon is that it offers a wide selection of products and services. The second positive thing I heard is that they offer an efficient supply chain to fulfill orders. And third, they have amazing customer service. Amazon ships approximately 1.6 million packages a day. Considering the huge amount of orders Amazon gets, one would expect a little delay. But no, Amazon did the opposite and made it possible to receive the order even earlier.

    The number one bad thing I heard about Amazon is how it exploits its workers. I had quite a few friends this past year working at Amazon. Many had got back pain because of the long periods of time they would have to stand. And they also said that the company didn't care to enforce covid rules like social distancing. Another huge thing about Amazon is how they avoided all taxes, which obviously made everyone else angry.  Amazon's original business model involved legally dodging the obligation to collect sales taxes, and then using the resulting price advantage to gain market share. And lastly, Amazon has been caught cheating against companies that sell through them, by using data about their sales to compete with them.

4. Amazon promotes itself by directing customers predominantly through a variety of targeted online marketing platforms, including the Associate's program, supported search, portal ads, email marketing campaigns, and other initiatives.

5. According to the customer marketing platform, "Annex Cloud", Amazon has four ways of how they succeed in marketing themselves. Starting off with email marketing. Amazon's extremely refined email strategy is taking advantage of all the opportunities to market within a transactional email. The types of transactional and marketing emails they use include those that guide users through the onboarding process, transactional purchase emails, various types of upsells, and review solicitation. These messages help Amazon account holders become more familiar with the platform and all of its features, which encourages them to keep shopping. Amazon also sends highly customized product recommendation emails based on a variety of factors, including purchasing history, previous order value, location, age, gender, and on-site browsing.

    Ratings and reviews are extremely important in every company/organization. Amazon was actually the first company to let consumers review them on their site. Not only did it engage more with customers but good reviews helped them make much more sales. Annex Cloud has found that " customized ratings & reviews platform lifts revenue by 18%." How amazon exceeds in this area is by adding a simple feature that asked, "Was this review helpful?" This helped them make $2.7 billion each year.

    A great part of Amazon's marketing is helped by its loyal Prime members. Prime members believe that their money is well spent because of the comfort they get. After all, they get free and quick delivery on millions of items, cloud storage, Kindle owners lending library, and a variety of free streaming movies and television shows. Many of these benefits are ongoing, which is an important thing to remember. Rather than offering one-time incentives for purchases, "Amazon loops its loyalty members into an entire ecosystem with benefits that last a year (and much longer, if the membership is renewed)." Customers can use any of the program's functionality at any time.

  

Miller, Grace. “Four Keys to Amazon’s Marketing Success (and How to Improve Them).” Four Keys To         Amazon’s Marketing Success (And How To Improve Them), www.annexcloud.com/blog/four-keys-to-        amazons-marketing-success. Accessed 17 Apr. 2021.

6.  Amazon engages with its customers on a daily basis through non-intrusive and simple satisfaction surveys. The surveys are a powerful tool for increasing sales and converting consumers into devoted fans.

7. If I were the brand's manager, One of the ways I would respond to customers is by always keeping an open line of communication with consumers. People always want quick responses if they have complaints. And they have complaints they are obviously unhappy and waiting for someone to pick up the phone will just escalate the problem. I believe if there's a person to respond to customers right away not only will help the company look good but hopefully even let the consumer give the brand another chance.

8. What I further learned in this assignment is to always, always put the customer first. Your business lies in your customer's hands. People nowadays can only remain loyal to an organization if they have a compelling reason to do so. When it comes to comparing themselves to rivals, the price point is normally the first thing that comes to mind. Competing solely on price is a surefire way to slash your profit margins and jeopardize your market. A larger company will easily undercut your costs by lowering theirs. If you and a rival offer the same product at a similar price, the only thing that separates you is the quality of your customer service.