Introduction
Amazon is one of the biggest multinational companies that provides people with different services through social media and online platforms. In the Ionology quadrant, Amazon shows successful planning, which allows controlling different media types (“About Amazon,” n. d.). The theory has four main parts: advocacy, attention, authority, and prime (McKeown & Durkin, 2016).
Applying the Ionology Quadrant to Amazon
Advocacy
Amazon’s advocacy is related to increased communication with customers through digital platforms. The company is oriented on different cultures and provides advertisements to satisfy the desires of a massive population. For instance, the company allows small advertisements to be placed on the website and become sponsors for other small start-ups (Campbell & Evans, 2018). In my opinion, the company’s advocacy is successful, and the performance increases by paying attention to the development of media platforms and promotions.
Attention
Even though Amazon allows customers to promote their small businesses, it uses bought media to increase attention. For example, the firm collaborates with Google Analytics to ensure that the company and its services are advertised based on personalized search (“About Amazon,” n. d.). I think that it is important for huge organizations to use bought media to maintain customers’ interest. Additionally, this aspect helps to generate the performance of earned media.
Authority and Prime
According to McKeown and Durkin (2016), when the company pays attention to brand authority, clients become more loyal, and influencers start promoting products and services. Amazon collaborates with actors and directors worldwide to make outstanding films and promote Amazon Video. I use the service myself and believe the sector continues to increase through public awareness.
All these aspects of the Ionology quadrat are successfully combined, making the business prime compared to other competitors. The diversity of services like free delivery, video, music access, and clouding systems help promote the company using owned, bought, and earned media. A successful combination of these types of promotion makes the company unique.
Conclusion
In conclusion, the Ionology quadrat helps to understand Amazon’s operations from an advertisement aspect and explains the business’s success. While most of the services are promoted through the owned media, it is still important for Amazon to place advertisements on other sites to increase consistency in the customer flow. This strategy also helps earn its own press and become a prime business.
References
About Amazon. (n. d.). Amazon. Web.
Campbell, C., & Evans, N. J. (2018). The role of a companion banner and sponsorship transparency in recognizing and evaluating article-style native advertising. Journal of Interactive Marketing, 43, 17-32. Web.
McKeown, N., & Durkin, M. (2016). The sixth principles of digital business strategy – engine of growth. The seven principles of digital business strategy, business expert press (pp. 79-93). ProQuest.