Читать книгу Marketing Strategy In The Digital Age: Applying Kotler's Strategies To Digital Marketing - Milton Kotler - Страница 36

Amazon is very concerned about the user’s page experience and constantly updates its pages for customer tests. What information can be provided to increase the conversion rate of customers? The layout, color, size and buttons of the website all refer to the solutions formed by many customer tests. When conducting user experience tests, other Internet companies often send user invitations before analyzing user behavior by observation. Amazon’s powerful database, however, ensures that they do not have to set up a separate process, but just provide a test solution as users browse. You can learn which solution is more directly experienced through the final behavior of your customers. Powerful data capabilities give Amazon the ability to improve user experience in real time.

Powerful data capabilities not only give Amazon the advantage of data in its traditional e-commerce business but also help Amazon build business advantages in other areas, such as enterprise cloud computing services. Before Amazon launched its cloud computing service, it did not dabble in the corporate services business, nor did it have the experience of establishing customer contacts with business CIOs and IT departments or reach long-term licensing agreements on cloud computing with Fortune 500. Amazon does not yet have a marketing team for business, or a corresponding after-sale service system, but Amazon has a computing infrastructure that supports complex data collection, data mining and analysis. If Amazon’s computing power can help itself complete sophisticated and esoteric data storage and calculation, helping other businesses complete the corresponding computing services is also no more difficult.

According to Amazon’s financial statements, business computing generates more than US$6 billion in annual revenue, reaching a profit of around US$1 billion. Even compared with Microsoft and IBM — the traditional giants of B2B cloud computing services — Amazon is no less capable.