In-your-face advertising is predominant today with the big name companies, meaning the ones that can afford it. TV ads, media print, billboards, online marketing, they are everywhere. Many of them don’t have much choice as they are in very competitive markets.
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But one, Amazon is quite opposite and still very successful. One of the most surprising things is the fact that Amazon does not do much advertising, in fact it is their company policy not to. Instead of spending money on the costly TV ads like they used to do few years ago, Amazon invested it internally. They started offering free shipping and improved their customer relationship management.
Amazon takes advantage of other parts of promotional mix more, like PR and sales promotion. For instance, Amazon does point-of-purchase displays by providing a list of accessories or related products following an addition of an item to shopping cart, making it more convenient for their customers. Amazon also has active Facebook and Twitter accounts that are used both for public relations by interacting and building trust with their customers and sales promotions. Furthermore, Amazon offers deals like free shipping, e-book sampling and has a loyalty program, Amazon Prime.
Amazon is now the world’s largest online retailer and their approach to promotion is definitely working for them. It appeals to their target markets and it is just one additional thing that differentiates them from their main competitors.
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