Strategic Marketing Consultant: Amazon's Lessons for a Coherent Digital Strategy

Digital Strategy, Web Marketing and SEO: The Great Debate at Amazon

For a company as massive as Amazon, every strategic decision can have a global impact. Today, we dive into a fictional dialogue between four experts: a digital strategist, a web marketing specialist, a marketing strategy consultant, and an SEO expert. Their mission? Design an optimal approach for the launch of a new feature: the integration of a platform dedicated to local artisans.

Reporter: Thank you to the four of you for participating in this exchange. To begin with, could you briefly explain your respective roles and training paths?

Digital Strategist (Marie): Of course. I'm Marie, digital strategist. My role is to design a global vision for Amazon using all digital levers. This includes integrating technologies, managing the customer experience across different platforms, and aligning tools like Alexa or AWS to achieve our long-term goals. In terms of training, I went to an engineering school specializing in new technologies before completing an MBA in digital strategy.

Web Marketing Specialist (Paul): I'm Paul. I am in charge of web marketing. My job is very focused on acquiring paid traffic and conversion. This includes advertising campaigns on Google, Amazon Ads, and promotional emails. I studied at a business school with a specialization in digital marketing and gained hands-on experience working for agencies before joining Amazon.

Marketing Strategy Consultant (Claire): Hi, I'm Claire, a marketing strategy consultant. My job is to develop comprehensive strategies to help companies achieve their growth goals. This includes defining targets, positioning, and managing marketing projects from start to finish. I attended business school with a master's degree in strategic marketing. This journey has given me a holistic view of business needs, from strategy to concrete implementation.

SEO expert (Sophie): And I'm Sophie, an SEO expert. I take care of everything related to organic visibility, whether on Google or in Amazon's internal search engine. My goal is to position our pages and products at the top of the results. I studied digital communication before specializing in SEO through certifications and field projects.

Interviewer: Thank you for those presentations. Claire, could you go deeper into the specifics of the role of marketing strategy consultant?

Claire (Marketing Strategy Consultant): Of course. The role of a marketing strategy consultant is to support companies in the definition and implementation of their marketing strategy. It starts with a thorough analysis of the market, the competition, and customer needs. Then, we develop an adapted strategy, which includes specific actions to achieve the objectives.

In terms of training, marketing strategy consultants often have a business school background, with a specialization in strategic marketing or management. Master's degrees such as those in strategic marketing or project management are very popular. We combine theory and practice to understand both the major market trends and operational specificities.

What is the difference between a marketing consultant and a marketing strategy consultant?

Claire (Marketing Strategy Consultant): Excellent question. A marketing consultant and a marketing strategy consultant are both involved in helping companies improve their performance, but their missions and skills differ in depth.

A marketing strategy consultant mainly works on the overall vision. It analyzes the market, the competition, trends and the company's objectives to define a long-term strategic plan. His missions include the development of personalized strategies, brand positioning, and the identification of the most suitable communication channels. For example, in France as in Spain, companies that want to internationalize often call on marketing strategy consultants to build a roadmap adapted to each market.

On the other hand, a marketing consultant acts more on operational missions. He implements the actions defined in the strategy: advertising campaigns, web marketing actions, content creation, and even community management. For example, they can manage a Google Ads campaign or optimize the use of social media to increase brand awareness. His competence focuses on the execution of specific tasks following strategic assets.

 And what are the differences between working with a freelancer and a consulting firm?

Claire: Working with a freelancer or a consulting firm has different implications in terms of cost, quality and expertise.

A freelancer is often more affordable and flexible. In France, for example, many VSEs and SMEs prefer this option for short or targeted missions, such as managing a one-off campaign or setting up a communication plan. Freelancers often bring specialized expertise in a specific field, such as SEO or community management.

On the other hand, a consulting firm offers a more structured vision and a multidisciplinary team. Firms can hire multiple experts to work on complex projects, such as developing a global marketing strategy for a company that wants to expand into multiple markets, such as France and Spain. Of course, this approach is usually more expensive, but it ensures rigorous monitoring and consistent quality on all aspects of the project.

And how do you develop a marketing strategy?

Claire: The development of a marketing strategy is done in several key steps, which are clearly different from the missions of a community manager.

1. Analysis and diagnosis: It all starts with an in-depth study of the company, the market, the competitors and the expectations of the customers. For example, if a company wants to expand in Spain, you need to understand the local cultural and economic specificities.

2. Goal setting: Goals should be clear, measurable, and aligned with the company's vision. For example, increasing market share by 10% or retaining existing customers.

3. Positioning creation: The marketing strategy consultant determines how the company will differentiate itself in its market. This includes the key message, tone of communication, and priority channels.

4. Development of the action plan: Here, we detail the campaigns, tools, and resources needed. This is where web marketing, advertising and communication come into play.

5. Monitoring and adjustments: A strategy should always be flexible to adapt to results or changes in the market.

In comparison, a community manager focuses on managing social media, creating engaging content, and interacting with the community. It is an essential role in executing some of the actions defined in the marketing strategy, but it does not cover all the stages of strategic thinking.

Claire (addition): In conclusion, whether with a freelancer or a firm, and depending on whether you need a marketing or strategic consultant, it is essential to define your needs well beforehand. Each professional brings unique value, but their impact depends on clear goals and collaboration with your internal teams.

 How do you distinguish your role from that of a web marketer or an SEO expert?

Claire: That's a very good question. The marketing strategy consultant has a more global vision than the web marketing specialist or the SEO expert. For example, I will work on developing the complete strategy, identifying the channels to prioritize and ensuring that all actions are aligned with the business objectives.

On the other hand, the web marketer is more focused on execution: he takes care of paid campaigns, emails or ads on social networks. As for the SEO expert, his role is to optimize content and technical performance to improve organic visibility. Both roles are essential, but complementary to the overall strategy.

To illustrate, a study by HubSpot shows that SEO generates an average ROI of 14.6%, while paid web marketing campaigns have an immediate impact but with sometimes high costs: the average cost per click (CPC) on Google Ads is around $2.69 in some sectors.

 How do you ensure consistency between the overall marketing strategy, the marketing plan, the web marketing actions and the SEO of a site, especially on blog articles?

Claire (Marketing Strategy Consultant): Ensuring this consistency relies on an integrated approach where each element feeds into the other. The overall marketing strategy is the foundation. It defines the big picture: understanding the market, identifying opportunities, analyzing the competition and positioning the company uniquely through strong branding and captivating storytelling.

Let's take a concrete example: let's imagine that a company launches an innovative concept of eco-responsible events. The overall strategy would define how the company wants to differentiate itself in this market by positioning itself as a benchmark in this field. This includes thinking about the key message, the values to be conveyed and the visual identity.

Marie (Digital Strategist): Then, the marketing plan translates this vision into concrete actions. For example, to strengthen branding, the company could organize events around eco-responsibility or partnerships with committed influencers. This plan also determines how to integrate digital tools, such as web marketing and SEO, to maximize impact.

Paul (Web Marketing Specialist): Exactly. Web marketing, in this case, focuses on targeted advertising campaigns, such as Google Ads or sponsored posts on social networks.

Interviewer: Amazon is a giant known for its ability to harmonize global strategy, branding, SEO and web marketing. Can you explain, with concrete examples, how this consistency is implemented at Amazon and what companies can learn from their model?

Claire (Marketing Strategy Consultant): Amazon is a perfect example of a well-thought-out global marketing strategy. Their vision is clear: to be the site where consumers can find everything they want to buy, online. This directly influences their branding, which is based on simplicity, speed and efficiency. For example, their Prime program has transformed the customer experience by making speed of delivery an integral part of their identity.

This strong branding is then applied to all aspects of their strategy. Let's take their marketplace for local artisans: it fits into this vision by strengthening their image as an accessible and inclusive platform, while responding to a market trend towards authentic and local products.

Marie (Digital Strategist): What sets Amazon apart is their ability to align all their digital tools with this global strategy. Their recommendation algorithms, for example, are not just a technical function; They serve their strategic purpose by offering personalized products that enhance customer engagement.

They also use event campaigns to support this branding. On Amazon Prime Days, for example, every action is coordinated: from online ads to SEO-optimized pages to ads on Alexa. These events not only boost sales, but also strengthen their presence as an essential reference in e-commerce.

Sophie (SEO expert): In terms of SEO, Amazon is a well-oiled machine. They not only optimize their pages for the internal search engine, but also for Google. Each product page is built around a clear concept and effective storytelling that responds to user searches. For example, their product descriptions include relevant keywords, customer reviews, and videos, which improves both SEO and conversion rate.

For their craft marketplace, this means creating pages that capture queries such as "local crafts near me" or "handmade handmade gifts". This SEO content is integrated into a broader logic, which also feeds into their web marketing actions.

Paul (Web Marketing Specialist): Exactly. Amazon combines these SEO efforts with targeted advertising campaigns to maximize viewability. For example, they can create Google Ads that link directly to an SEO-optimized page. This ensures a smooth experience for the user and strengthens their branding.

They also use retargeting: if you visit an artisan page without buying, you will see ads for that product on other platforms. This blend of SEO, advertising, and storytelling creates a powerful synergy that keeps Amazon in the minds of consumers.

Claire (Marketing Strategy Consultant): What companies can learn from Amazon is that every action, whether strategic or operational, should contribute to an overall goal. Whether it's strengthening branding, optimizing content for SEO, or running advertising campaigns, everything must be in the spirit of consistency. Even smaller companies can draw inspiration from this model by aligning their marketing plans and digital actions with a strong strategic vision.

Marie (Digital Strategist): In short, the solution lies in a clear and coordinated organization. Amazon doesn't work in silos. Branding, SEO, and web marketing are not independent entities but elements that feed off each other. This integration allows them to remain agile in the face of market changes while maintaining their status as leaders.

Interviewer: So you work in connected fields, but with different priorities. How would you approach the launch of this platform dedicated to local artisans?

Marie (Digital Strategy): I would start by making sure that the platform fits well into Amazon's ecosystem. This means aligning existing technologies, like Alexa, and designing a seamless user experience.

Paul (Web marketing): For my part, I would set up targeted campaigns to quickly attract traffic to the platform. This includes ads on Google and Amazon Ads, but also collaborations with influencers to promote local artisans. A recent study shows that 89% of marketers consider influencer marketing to be an effective strategy.

Claire (Marketing Strategy): For me, the priority would be to understand the expectations of craftsmen and customers. An in-depth analysis of the market will allow us to position this platform as a key player. Then, I would make sure that each marketing action is consistent with the overall strategy.

Sophie (SEO): And for me, the objective would be to work on natural referencing. This means optimizing pages for searches related to local crafts and creating relevant content that meets the needs of users. For example, searches related to "handcrafted products near me" have increased by 23% in the last two years according to Google Trends.

Interviewer: Another important question: if younger generations are migrating to AI for their research, how do you attract this audience? You talked about adaptation, but what are your concrete plans?

Marie (Digital Strategy): We need to position ourselves where these younger generations are. A first step would be to develop native integrations with AIs like ChatGPT or Bard. For example, allowing users to ask directly via AI: "What handmade products are available near me on Amazon?"

Paul (Web marketing): For my part, I see a lot of potential in ads adapted to these platforms. We could experiment with sponsored recommendations that would appear in AI-generated responses.

Claire (Marketing Strategy): My role would be to ensure that these integrations are aligned with our positioning. This includes constant monitoring to anticipate trends and adjust strategy based on emerging expectations.

Sophie (SEO): And for me, that means structuring our content to respond to conversational queries and optimize our presence in AI responses. For example, structured content for AI can generate a 30% increase in organic traffic, according to a study by Semrush.

Interviewer: In conclusion, what would you say to companies that are hesitant to invest in these strategies?

Marie: Think of digital strategy as a road map. Without it, you risk getting lost.

Paul: Web marketing is your booster: essential for quick and measurable results.

Claire: The marketing strategy is the foundation on which everything is based. Without a clear vision, even the best campaigns risk missing the mark.

Sophie: And SEO is your long-term investment, which continues to pay off long after the advertising campaigns are over.

Interviewer: Ok, you talked to us about branding and coherence of action, but does the giant Amazon do competitive intelligence and technology monitoring? How does this translate into practice, what budgets are devoted to it, and above all, why? Who are Amazon's competitors in this context?

Claire (Marketing Strategy Consultant): Absolutely, competitive and technological intelligence is a fundamental pillar of Amazon's strategy. When you are a player of this size, the slightest technological or competitive evolution can have a massive impact. Amazon devotes colossal budgets to these activities, estimated at several billion dollars each year. For example, in 2022, the company invested more than $73 billion in R&D, which includes technological innovations, but also monitoring.

How does Amazon do competitive intelligence?

1. Market Trend Analysis: Amazon has teams dedicated to collecting and analyzing data on global markets. They are constantly monitoring new entrants, innovative startups, and the strategies of their major competitors such as Walmart, Alibaba, or Shopify.

2. Monitoring competitor performance: Amazon keeps a close eye on rivals' market shares, promotional offers, and new releases. For example, they analyze Alibaba's practices in the Asian market and those of Walmart in the United States to adjust their own initiatives.

3. Technology and business acquisition: Another form of competitive intelligence is the direct acquisition of innovative companies. For example, Amazon bought the startup Ring to strengthen its position in the home automation market.

What about technology watch?

Claire: Amazon's technology watch is based on anticipating future developments. This is crucial to maintain their leadership position. Here are some concrete examples:

• Artificial intelligence (AI): Amazon is a pioneer in the use of AI, especially with Alexa and their recommendation algorithms. Their technology watch allows them to stay ahead of competitors such as Google Assistant and Apple Siri.

• Automated logistics: With innovations such as robotic warehouses or drone delivery, Amazon anticipates the logistics needs of tomorrow. These technologies are the result of a constant technological watch, particularly on innovations in robotics and transport.

• Cloud computing: AWS (Amazon Web Services) is now a cloud giant, and this would not have been possible without a detailed analysis of business needs and emerging technologies.

Why is Amazon investing so much in monitoring?

Claire: The main objective of this monitoring is to preserve and strengthen their competitive advantage. By monitoring technological developments and competitors' strategies, they can:

• Identify opportunities before their rivals.

• Respond quickly to potential threats or disruptions.

• Maintain their leadership position in several areas, whether it's e-commerce, cloud or logistics.

Who are Amazon's competitors?

Claire: Amazon's competitors vary according to the sectors in which they operate:

1. E-commerce: Giants such as Walmart in the United States, Alibaba in Asia, and specialized platforms such as Etsy for crafts or Zalando for fashion.

2. Cloud computing: Amazon Web Services (AWS) is up against Microsoft Azure and Google Cloud Platform.

3. Technology and logistics: In AI or robotics, rivals include Google and Apple, while startups like China's JD Logistics are innovating in logistics.

In summary, intelligence is not just a function at Amazon, it is a structured and integrated strategy that fuels their continuous growth and ability to innovate. For any business, large or small, this is an essential lesson: staying alert, monitoring its environment, and anticipating market needs are keys to thriving in an ever-changing world.

Interviewer: Since you said that Amazon is present in several markets, how do they do their market research? How do they manage to be so well positioned on prices? Do they score? And as for their great after-sales service, is it dedicated budgets or upstream negotiation with suppliers? Finally, how does it fit into their marketing strategy and overall strategy? What is the difference between these two concepts?

Claire (Marketing Strategy Consultant): Amazon is a fascinating model when it comes to adapting and dominating markets. Their success is based on a precise methodology and rigorous execution. I will answer point by point to clarify these aspects.

1. How does Amazon do its market research?

Amazon relies on technological tools and massive data collection to understand consumer needs. Here are some of their methods:

• Internal data analysis: Thanks to their huge user base, they monitor buying trends, searches, and customer reviews. This allows them to identify emerging needs and adapt their offerings.

• Use of artificial intelligence (AI): Their AI analyzes shopping behaviors to anticipate products with high demand. For example, even before certain products become popular, Amazon can add them to its inventory.

• Real-time competitive intelligence: They continuously compare their prices, offers, and selection with their competitors in every market, whether it's Walmart, Alibaba, or specialized platforms like Etsy.

• Focus on local: For each market, Amazon adapts its offers to local cultural and economic preferences. For example, in India, they have introduced cash-on-delivery payment methods to adapt to a market where credit cards are less widespread.

2. How is Amazon so well positioned on prices?

Amazon uses several levers to guarantee competitive prices:

• Dynamic algorithms: Their scoring system adjusts prices in real-time based on demand, supply, and competitors' prices. This allows them to remain competitive without sacrificing their margins.

• Economies of scale: With their massive size, Amazon can negotiate very low prices with suppliers. These savings are passed on to consumers.

• Long-term strategy: They sometimes favor a loss-making approach on certain products to attract customers and build loyalty, for example with their flagship products such as Kindle or Prime services.

• Own brands: Amazon has developed in-house brands (AmazonBasics, Presto, etc.) that offer quality products at competitive prices by cutting out the middleman.

3. The role of after-sales service in Amazon's strategy

After-sales service is one of the pillars of loyalty at Amazon. They offer an exceptional customer experience, with policies like free returns, fast refunds, or replacement of defective products. This is based on two main factors:

• Dedicated budgets: Amazon invests heavily in after-sales service to ensure maximum customer satisfaction. These costs are seen as an investment to build loyalty and increase customer value in the long run.

• Upstream negotiation with suppliers: Amazon often includes clauses in its supplier contracts to ensure that defective or returned products are taken care of by suppliers. This reduces their financial risk while ensuring a smooth experience for customers.

4. How does this fit into their marketing and overall strategy?

• Global strategy: This is Amazon's long-term vision: to become a must-have in all the markets where they operate. This includes technological innovation, geographic expansion, and dominance of key sectors such as cloud computing and e-commerce.

• Marketing strategy: It stems from the overall strategy. Amazon uses tools such as branding (e.g. "fast and stress-free delivery") and storytelling ("we simplify your life") to convey this vision. Actions such as free returns or low prices are operational translations of this strategy.

Difference between the two: The overall strategy sets the course and the main objectives (e.g. being the world leader in e-commerce), while the marketing strategy defines the concrete actions to achieve these objectives (e.g. advertising campaigns, SEO, or loyalty actions such as after-sales service).

Claire: In summary, Amazon succeeds through a combination of accurate market research, strategic negotiations, and an ability to align their marketing initiatives with their overall vision. For companies, the lesson is clear: a strong global strategy must be accompanied by coherent actions tailored to local needs to ensure sustainable success.

Claire (Marketing Strategy Consultant): In conclusion, it is fascinating to note that, despite a clear desire on the part of consumers to favor ethical and socially committed brands, Amazon succeeds in capturing and retaining a global customer base thanks to a rigorously coherent marketing strategy. This strategy, focused on the real and immediate needs of consumers, often diverts them from their ideals to meet concrete interests such as competitive prices, unparalleled speed and ease of use.

This success is based on a fine and strategically deployed customer segmentation. For example, Amazon caters to young people aged 18 to 24 with tailored offerings like Prime Student, which combines discounted pricing with popular services such as Prime Video. This age group, although attracted by ethical values, is often seduced by convenience and price, two major strengths of Amazon. On the other hand, the 25 to 34 age group, which is Amazon's core target, is looking for practical solutions to manage a daily life often punctuated by work and responsibilities. Here, Amazon is strengthening its positioning through exclusive promotions like Prime Days and targeted marketing based on shopping behaviors.

For 35- to 44-year-olds, often parents or household managers, Amazon highlights bundles and personalized suggestions to meet their specific needs. These consumers, who value reliability and efficiency, find in Amazon a platform that anticipates their expectations, whether for household products, toys or ultra-fast delivery services. Older segments, 45 years and older, although fewer in number, show an enduring attachment to the brand, attracted by simplified ordering processes and highly advantageous return policies, thus reinforcing a sense of security and trust.

Beyond age differences, Amazon is also adapting its strategy according to geographical and cultural specificities. In the United States, for example, consumer loyalty is largely based on the popularity of Amazon Prime, which has more than 200 million subscribers. In India, Amazon is adjusting its offering by integrating local payment methods such as cash on delivery, responding to the economic and cultural realities of the market. In Europe, particularly in Germany and the United Kingdom, Amazon is focusing on eco-friendly delivery and partnerships with local brands to appeal to consumers who are more sensitive to environmental issues.

This segmentation does not stop there. Amazon is also targeting a variety of socio-professional profiles, with particular attention to the middle and upper classes, which represent an essential part of its customer base. These consumers, who are often fans of technological or high-end products, find in Amazon an answer to their expectations for quality and speed. At the same time, the working classes are not neglected: thanks to initiatives such as the in-house brands AmazonBasics and regular promotions, Amazon maintains its appeal to this segment in search of value for money. Finally, with Amazon Business, the platform is aimed directly at companies, offering them tailor-made solutions to optimize their bulk purchases and facilitate their logistics management.

This intelligent segmentation demonstrates that, even in a world where ethical values are becoming more important, a marketing strategy that combines understanding of concrete needs, precise segmentation and impeccable execution can prevail. Amazon's success illustrates how a company can establish itself as a key player by responding in a pragmatic way to the diverse expectations of its customers. By aligning segmentation, branding, web marketing, and SEO with a coherent strategic vision, Amazon proves that adapting to real consumer behaviors can prevail over their stated ideals.