Personalisation as Strategy: Amazon Role in Redefining Digital Marketing Paradigms

Abstract

Businesses of the digital age have made personalised marketing a cornerstone, and long-term sustainability is achieved through customer engagement. Leveraging the strength of personalised marketing and revolutionising customer experience around its services has edged Amazon further compared to its market competitors. Here in this article, we take a closer look at Amazon Personalization & personalisation subproducts and the tools that make it possible (data analytics, recommendation systems) or extend its features (dynamic pricing, delivery of personalised content). By doing this, Amazon is able to tailor its service to a specific customer by reading past behaviour of such a customer, and this makes shopping realistic and interesting. The research has supported the idea that a greater deal of personalisation in marketing can increase customer satisfaction, loyalty and conversions. The article also discusses the impact personalised marketing has on a consumer (i.e., their privacy: what data they are sharing with marketers, and how that is enforced—eg by encryption and strict access controls). Last but not least, the findings suggest that personalised marketing is more than just an effective business strategy—it adds value to consumer benefit. This article gives a glance at how companies can do the same, using its almost identical strategies to secure customer relationships in order to generate sustainable growth in future digital markets.

Keywords: Personalised, Digital Age, Amazon, Marketing, E-Commerce

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