Abhishek Paul

Amazon.inc Improving traffic to amazon site as a Brand Manager Abhishek Paul DIGITAL MARKETING HYPOTHESIS As a brand manager in Amazon India, my top priority will be getting as much traffic as possible through my official website and social media. As per data, Amazon India has 103,736,357 clicks per month from organic traffic which has decreased by 11,608,156 from last month and also 10,775,670 clicks per month from paid traffic which has decreased by 1,768,080 from last month. PROCEDURE 1. My first priority will be getting organic traffic and to achieve it, I would like to do some adjustments in the backend of the website. a. Firstly, I would like to change the TITLE TAG from 98 characters to the recommended 20-70 characters and also the pixels from 727 to somewhat around 200-569. b. Secondly, I would like to change the pixels of the META DESCRIPTION from 941 to the recommended 600-940. c. Thirdly I would like to add the ALT ATTRIBUTES for the following images which are missing: https://images-eu.ssl-images-amazon.com/images/G/31/amazonui/loading/lo ading-4x._CB-_.gif https://images-eu.ssl-images-amazon.com/images/G/31/personalization/ybh/ loading-4x-gray._CB-_.gif d. I checked the robots.txt file for amazon.in but couldn't find an XML sitemap. Specifying the location of your ​XML sitemaps​ in the robots.txt file ensures that search engines and other crawlers find and access it easily each time they access any website. I would like to do some changes here too. e. I also found many URLs using underscores as word separators but Google only interprets hyphens as word separates, so I would like to fix that as well. f. No SCHEMA.ORG, ​Schema.org is a set of vocabularies used to add meaning to the information on a webpage in a way that is readable by machines (Google). Schema.org vocabularies include attributes for entities, relationships between entities and actions and hence another change that I would like to make. g. The OPEN GRAPH PROTOCOL is not properly assigned and requires some attention. h. I found 7 uncached assets on the website. Caching assets such as images, javascript and CSS files allows a browser to keep these files in local storage so it doesn't have to download them every time it requests a page on the website. This will lower the bandwidth used and improve the page load time. 1 i. Social Media Accounts have not linked to the official website and hence another important change I would do as a Brand Manager. RESULTS Once all the procedures are done the website can expect more organic traffic and the budget for the paid traffic can be minimized to some extent and which can be used for paid video marketing in Youtube and also Voice Marketing in devices like Alexa(the relevance of the ad can be identified by voice data used by the user ) or on platforms like Spotify. CONCLUSION Amazon.inc can be considered the top brand in India currently as far as E-Commerce is concerned but staying at the top needs adaptation to changes and hence Future Marketing Methods should be used in order to retain the position and me as A Brand Manager would implement things which might be useful in the near future. 2