Rebrand & Launch With Amazon: Maximizing Product Advertising Strategies - Essay Sample

Introduction

Any business owner is aware that advertising is the doorway to increased revenue. As such, for your advertising to be effective, it has to attract potential clients, spread word about your products and generate sales. Whether your company is trying to rebrand an existing product or launch something new, it should have a lot of options as far as advertising and promotion is concerned.

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Amazon Advertising Strategy

Amazon has become a household name in product advertising. The brand has not only disrupted old shopping behavior but has also disrupted the retail industry, search and digital marketing. In 2012, Amazon exceeded Google to be the most desired destination for online shoppers in the United States (Curran). Today, Amazon is not only the undisputed leader in e-commerce but also a top search engine and a significant channel for product and brand delivery.

A holistic Amazon advertising and promotion strategy include investing in search ads and sponsored products. Similar to paid advertising in companies like Google, these opportunities allow marketers to align promotion to the customer's search query (Curran). As such, a headline search advertisement pops up at the top of Amazon search page and features a chosen variety of products. Consequently, clicking on the headline ad directs you to a search results page that distinctively showcases the endorsed brand and product range.

A content-based technique based on customer insights should inform the product headlines, infographics and A+ (Amazon's paid landing page improvement strategy). As such, a strong PDP provides the client not only the product information but also the attributes they didn't think they needed and should acquire. Holistic advertising and organic search strategies are therefore what truly drives business results through Amazon.

Walmart Advertising and Promotion Strategy

Started by Moore and James Walton, Walmart is the world's largest retailer in terms of revenues and number of employees. The company generated revenue of about four hundred and eighty thousand billion dollars in 2016 and serves more than twenty-six billion customers every week through its channels of about eleven thousand stores in twenty-eight countries (Bhasin). For such a large retailer, Walmart's success lies in its Marketing Mix.

Walmart's Marketing Mix: Price

Walmart has perfected its price positioning by offering customer friendly prices on bulk products to maximize costs. Unique procurement methods allow the brand to bargain with other affordable companies in the supply chain (CFI). Moreover, universal barcoding creates a more effective supply chain thus allowing for affordable prices.

Product- Walmart offers a wide variety of products ranging from hardware, health products, appliances and groceries among others. The company buys products in large quantities hence achieving significant discounts band economies of scale.

Promotion- Walmart runs regular promotions with discounts across seasons. As such, the store uses slogans such as "save money" and "everyday low prices" for product promotion. They also employ a wide range of advertising media such as social media, e-commerce and television advertisements to attract and enlighten their customers about its products. Reliable warranties and replacement policies also give the customers peace of mind and reassurance when purchasing at Walmart.

Modells Advertising and Promotion StrategyModell's bosts of a wide variety of products ranging from gear and equipment form major sports, training gear and sneakers among others. Its main goal is to make more revenue and increase its sales. AS a means of advertising, Modells strives to increase awareness by creating a set of television and online ads (Jedwab). This approach diverts attention away from the sporting goods to overcome location.

Modells has put significant effort into its social media platforms to communicate with consumers. As such, this approach has enabled the brand to maintain its image. Additionally, having physical stores and online fronts offers more opportunities and channels for potential clients to reach out.

Overall, as regards to Walmart, Modell, and Amazon, social media has increasingly being used as a top online advertising engine. It creates a community around the brand and engages the public to forges meaningful relationships. Ultimately, this translates into a growing client base hence leading to increased sales.

Works Cited

Bhasin, Hitesh. Marketing Strategy of Walmart - Walmart Marketing Strategy. n.d. https://www.marketing91.com/marketing-strategy-walmart/.

CFI. What is Walmart Marketing Mix? n.d. https://corporatefinanceinstitute.com/resources/knowledge/other/walmart-marketing-mix/.

Curran, Kerry. Advertising Strategies that drive success on Amazon. 8 February 2018. https://www.digitalcommerce360.com/2018/02/08/advertising-strategies-drive-success-amazon/.

Jedwab, Justin. Modell's Sporting Goods DECA Advertising Campaign. 5 March 2015. https://prezi.com/dmf1vvbu_v5j/modells-sporting-goods-deca-advertising-campaign/.