Marketing in a big online company

Written on March 1, 2013 by Vanessa Dezem Baida in News

“The biggest trend in marketing strategy nowadays is the focus on mobile”. This is how Antonio Abalos, the head of marketing for Amazon BuyVIP in Spain, defines the future of marketing. The 31 years old Spaniard joined Amazon´s team in April 2011 and came from Facebook, where he worked as a Growth Leader. In the Amazon’s shopping club, he develops the marketing plans and strategies for the online global company.

Bellow, find the interview in which he gives us his perspectives about the trends in this area.








What are the biggest challenges in heading an online company´s marketing area nowadays? 

A.A: Working in an online environment is a constant challenge, since new opportunities and initiatives come up every month. You need to have full control of every acquisition and communication channel to be able to define a good marketing strategy. However, the main challenge for any area manager is to hire and develop a good team. Having the best talent around you –people with more expertise than yourself about specific business areas– is the only option to succeed in this industry. Also, you need to make sure all your team members have clear career goals and that you will be able to help them grow inside the company.


What is specific from a big e-commence company as Amazon? 

A.A: Well, big companies have big plans, so probably the most peculiar thing about working at Amazon or any other large online business is that you have to align with other countries and departments before taking any action. Besides this, you also benefit from a well-known brand and a defined global marketing strategy that you need to adjust to some local needs.


What is changing, in terms of marketing strategy, with the strengthen of social media?

A.A: We need to consider social media as a key part of the marketing strategy. We need to be where our customers are, and we know they spend a lot of time on Facebook and Twitter. Also, social channels are great for e-commerce, since we usually share with our friends what we buy, the coolest offers, great discounts… so a big part of the acquisition budget is dedicated to social ads.


In your opinion, what are the big trends in marketing strategy? 

A.A: I guess the main trend right now is the focus on a mobile strategy. As online retailers, we need to offer our customers the possibility to buy what they want at any time and place. One of every two phones in Spain is a smartphone, so every new marketing plan or strategy has to take this into account. As an example of this, we have launched Amazon.es and Amazon BuyVIP apps for iPhone, Android, Kindle Fire…


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