What makes Zappos marketing strategy stand out above the crowd? Cultivating relationships and social networks are certainly contributors. Using the many new social media tools and social platforms, yes?
When choosing to learn from other marketing strategies, it is always helpful to choose one of the top dogs. Ones that stand way above the crowd. Zappos is certainly one of those in this category we believe. One that we regularly follow.
Meet Zappos. They have been successfully executing their marketing strategy with a social focus since the first days of social media. For over 5 years, and their strategies have played a significant role in their growth.
An introduction to Zappos is probably unnecessary.
But let’s examine one of Zappos top advantages … their company culture. The four dimensions of their culture core values (our favorite company culture):
Mission
Deliver ‘WOW’ through service
Do more with less
Adaptability
Embrace and drive change
Pursue growth and learning
Involvement
Create fun and a little weirdness
Be adventurous, creative, and open-minded
Be passionate and determined
Consistency
Build open and honest relationships with communication
Build a positive team and family spirit
In our opinion, the company has inserted itself into the American e-commerce landscape more quickly and craftily than any retail company in history (even considering its parent Amazon). It has forever changed the way companies market themselves to customers.
Zappos has obviously built their business entirely in the digital realm. With a strong presence on multiple social networks, the brand has set a high bar when it comes to being social and engaging its customers. They are at or near the top of nearly every major brand ranking in customer service and social media.
Zappos ability to wear so many hats … corporate success, “local” favorite, and Internet sensation warrants strategic examination.
Why is Zappos’ marketing strategy such a difference-maker? There are five key reasons in our minds:
Going to its customers
When Zappos uses an example of their customer service, it shares it on Google+, posts it to Facebook, tweets it on Twitter, and pins it on Pinterest. It clearly goes to where all its customers like to hang out. Cross-promotion is more valuable as the world becomes more digitally focused.
Each network provides an opportunity to reach its audience in a new channel. Integrating their strategy on each is crucial to increasing visibility and promoting the brand.
Market segmentation
The company has stayed focused exclusively on e-commerce, competing with those who prefer excellent customer service. One could say they set the mark for everyone to target in customer service. And they make it the core of their marketing strategy.
Execution
The company continues to focus on its original product bundle that includes shoes and continues to add new products slowly, ensuring it can maintain its quality service. They keep their focus and attention to the details of great execution and service.
Social Media
One of the earliest adopters of the use of social media for marketing and social commerce, Zappos has certainly taken a leadership position.
Their social media strategy is built around their company web site and 5 additional core social platforms, including Twitter, Facebook, Pinterest, G+, and Youtube. We will review Zappos’ social media strategy in detail below.
Adaptation and Innovation
Zappos’ business innovation via its website, has been a hugh success. Why you may ask? Because they have combined the concepts of change, experimentation, social media, customer engagement, and market research and made the results key components of both their brand as well as their marketing strategy. Have you given Zappos a try? What did you think?
Customer relationships
Instead of solely focusing efforts on accumulating new customers, it cultivates its current relationships. This ensures more fans/followers (by word of mouth marketing) in the long run, as well as the continued existence of brand advocates. This holds particularly true in its emphasizing the importance of customer service.
Customer engagement
