1- By referring to the case study, Amazon’s website for your country (Australia), and your experience of Amazon offline communications, evaluate how well they communicate their core proposition and promotional offers.
2- Using the case study, characterize their approach to marketing communications.
3- Explain what distinguishes Amazon in its use of technology for competitive advantage.
4- How does the Amazon ‘Culture of Metrics’ differ from that in other organizations, from your experience?
Amazon’s business strategy, revenue model and culture of metrics: a history I’ve used Amazon as a case study in my books for nearly 20 years now since I think all types of businesses can learn from their digital business strategy. From startups and small businesses to large international businesses, we can all learn from their focus on the customer, testing market opportunities made available by digital technology, and their focus on testing and analysis to improve results. I aim to keep this case study up-to-date for readers of the books and Smart Insights readers who may be interested. In it, we look at Amazon’s background, revenue model, and sources for the latest business results. We can also learn from their approach to digital marketing since they use digital marketing efficiently across all customer communications touchpoints in our RACE marketing planning framework (digital marketing). 14 August 2018 Online business and revenue models Case study: digital transformation: the internal champion that drives meaningful change in your organization.
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