There is a great article in this week's Business Week titled, "At Amazon, Marketing is For Dummies".
http://www.businessweek.com/magazine/content/09_39/b4148053513145.htm
It is amazing that Amazon has reached their level of success and broad distribution channels without traditional marketing and branding. Their ease of use and reputation has ranked them to #43 on Global Brand rankings. They have invested in technology and distribution centers which has delivered both perceived and real quality!
Amazon even took an innovative approach to launching an advertising campaign. Instead of hiring an ad agency, they issued a contest to their customers. The customer that created the best commercial, won a $10,000 Amazon.com gift card.
http://www.amazon.com/gp/video-contest/YourAmazonAdContest/ref=gw_cto_yaacsweepstakes?pf_rd_p=490867131&pf_rd_s=left-nav-2&pf_rd_t=101&pf_rd_i=507846&pf_rd_m=ATVPDKIKX0DER&pf_rd_r=0MAT9DQXVVKHK668PQ8Z
I am sure that the overall success of Amazon's "marketing light" approach, will be copied by other companies. Will they achieve the same level of success? Time will tell.
1 comment:
Amazon is one of the greatest tools for online ordering. If you have no clue which stores sell the product you are looking for you can type the product name in Amazon and see the pricing from several different vendors. I find I can order products on Amazon cheaper than stores. I used to purchased used playstation games for my "kids" to save money. I found I can order the same play station games on Amazon brand new for a lower cost than the retail stores that sell the games used.
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