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• 1. James Crowe Azael Martindale-Hernandez Bhumika Patel Nathan Ruhling Melissa Sarathy Lexus White
• 2. Introduction
• 3. Online PresenceThe Industry ●Amazon is a part of the “e-commerce” Industry ●The industry has grown about 10% or more each year for the past 15 years. ●In the recent years, online shopping has become so easy with so many devices such as Mobile phones, Tablets, Laptops. ●Amazon is seen as being one of the world’s largest online retailer
• 4. Online PresenceTimeline 1995: Started off as a online Bookstore 1997: Started selling shares 1999: Introduced Toys & Electronics 2000: New Logo to showcase competitive advantage 2001: First Profit of 5 Million dollars 2007: Launched Amazon Web services 2005: Introduced Amazon Prime 2006: Launched Amazon Fresh in Seattle 2007: Released the Kindle 2011: Released Kindle Fire 2013: Announced Prime Air drone delivery service 2014: Introduced Amazon Echo
• 5. Target Market
• 6. Online PresenceThree Pillars
• 7. Online PresenceSellers • 700,000 Unique Brands • 350 Million Products • Extend Reach for Small Business • Increase Online Presence • Accounts for 1:3 Online Transactions • Amazon Needs Sellers • Offer Education, Training, & Exclusive Tools • Inventory Management
• 8. Online PresenceCustomers • Always Day One • Innovation & Customer Obsession • Ideal Target • Early Adopters • New Parents • Amazon Prime • Free 2-Day Shipping • Exclusive Access to Benefits
• 9. Online PresenceDevelopers • Over 70 Cloud Computing Services • Operates with 1MM+ Businesses • Worldwide Service Areas • Ideal Target • Frustrated Companies • Provide Cost-Saving Solutions • Start-Ups • Replace Up-front Capital
• 10. Online Presence
• 11. Online PresenceHistory • Bezos Intrigued with Internet • 1994 Entered Market As Bookseller • Instant Market Response • Low Prices • Fast Delivery • Expanded into Other Categories • Industry Disruptor • Earth’s Biggest Selection
• 12. Online PresenceWebsite Experience • Clean Lines • Center Search Bar • Navigation Menu • Tiles for Browsing
• 13. Competition
• 14. Online PresenceCompetition Google • Adwords • Cloud Computing Services • Amazon Echo vs. Google Home Apple • Kindle Fire vs. Apple iPad • Release of iBooks • Siri Smart Home Device Wal-Mart • Competitive Online Pricing • Amazon aspires to be bigger than Wal-Mart • Free Two-Day Shipping with Orders over $35
• 15. SWOT Analysis
• 16. Online PresenceStrengths • Innovation • Customer Focus • Shipping • Low Cost Structure • Product/Service Offering
• 17. Online PresenceWeaknesses • Wide Array of Competitors • Lack of Focus/Overexpansion • Internal Team Structure
• 18. Online PresenceOpportunities • Own Product Line • Drone Delivery Services • Online Payment System • Emerging Markets
• 19. Online PresenceThreats • Local & International Competition • Government Regulations • Security & Identity Theft
• 20. Business Strategies
• 21. Online PresenceBuild | Resolve Build Strengths ● Amazon Go ● Disruption of Brick & Mortar ● Ultra Convenient Shopping ● No Lines, No Checkout ● Amazon Fresh ● Grocery Delivery ● Prime Members Exclusive ● Amazon Prime Now ● Expanding Service Areas Resolve Weaknesses ● Loyal Customers Will Be Tested ● Wal-Mart, eBay, Aliexpress ● Offer Prime benefits to students and non students ● Offer Exclusive Access for Prime Customers to new services and programs ● Use Pricing Strategies to Compete with tech companies like Apple and Samsung
• 22. Online PresenceExploit | Avoid Exploit Opportunities ● Be First to Market with New Content ● Unlimited Streaming with Prime ● Amazon Firestick allows users to watch content from Netflix, Hulu, HBO NOW, movie rentals, live on- demand sports, etc. ● Developing the Amazon brand with Echo and Alexa Avoid Threats ● Loyal Customers Will Be Tested ○ Wal-Mart, eBay, Aliexpress ● Offer Prime benefits to students and non students ● Offer Exclusive Access for Prime Customers to new services and programs ● Use Pricing Strategies to Compete with tech companies like Apple and Samsung
• 23. Strategic Direction
• 24. Online PresenceDifferentiation & Position ● Product Selection ● Pricing ● Convenience ● Customer Service ● Customer Experience
• 25. Online PresenceSustainability ● Innovation ● Mobile Applications ● Ultimate Online Experience
• 26. Recommendations
• 27. Online PresenceWhat’s Next • Improve E-marketing • Bring light and awareness to their “Hidden Figures” • Market through Retailers • Reinvent Amazon Video • Continue Innovating New Tech & Services
• 28. Conclusion
• 29. Online PresenceFinal Thoughts Conclusion ● One of the world’s favorite online retailers through its customer-centric driven attitude ● Modernize customer online shopping experience ● The mission statement for Amazon is very concise and to the point, it outlines exactly what it wants to do. Recommendations 1. Expand Prime Now Service Areas 2. Create New Incentives for Prime Members 3. Innovate with the Goal of Customer Retention
• 30. Online PresenceAppendix & References About Amazon.com. N.p., n.d. Web. 20 Apr. 2017. web.archive.org/web/20000229045453/http://www.amazon.com/exec/obidos/subst/misc/company-info.html "About Samsung." History - Corporate Profile - About Samsung - Samsung. N.p., 11 Nov. 2008. Web. 23 Apr. 2017. Allen, Robert. "Top Ecommerce Trends to Inform Your 2017 Marketing Strategy - Smart Insights Digital Marketing Advice." Smart Insights. N.p., 23 Feb. 2017. Web. <http://www.smartinsights.com/ecommerce/ecommerce-strategy/top-ecommerce-trends-inform-2017-marketing-strategy/>. Alpe, Lauren. "The History of Amazon." The Telegraph. Telegraph Media Group, 14 Aug. 2015. Web. <http://www.telegraph.co.uk/technology/amazon/11790823/The-history-of- Amazon.html>. Amazon. AWS Overview. Seattle: Amazon, Apr. 2017. Web. d0.awsstatic.com/whitepapers/aws-overview.pdf “Amazon Thanks Customers for #1 Ranking in American Customer Satisfaction Index.” Business Wire, Business Wire, 16 Mar. 2017, www.businesswire.com/news/home/20170316005297/en/. Accessed 19 Apr. 2017. “Amazon Web Services: The Secret to the Online Retailer's Future Success | NewsFactor Network.” NewsFactor Network RSS, NewsFactor, 6 Feb. 2017, www.newsfactor.com/news/AWS--Key-to-Amazon-Future-Success/story.xhtml?story_id=012000E405LC. Accessed 20 Apr. 2017. “AWS Remains Dominant Despite Microsoft and Google Growth Surges.” Www.srgresearch.com, Synergy Research Group, 3 Feb. 2016, www.srgresearch.com/articles/aws- remains-dominant-despite-microsoft-and-google-growth-surges. Accessed 19 Apr. 2017.
• 31. Online PresenceAppendix & References Banerjea, Sejuti. "Amazon and Google: Head to Head?" Yahoo! News. Yahoo!, 10 Apr. 2017. Web. <http://finance.yahoo.com/news/amazon-google-head-head-181706254.html>. Bezos, Jeff. “2015 Letter to Shareholders.” Received by Our Shareowners, Sec.gov, Amazon, 6 Apr. 2016, www.sec.gov/Archives/edgar/data/1018724/000119312516530910/d168744dex991.htm. Accessed 19 Apr. 2017. Blodget, Henry. "14 Years Ago Jeff Bezos Told You How To Take Over The World." Business Insider. Business Insider, 16 Nov. 2011. Web. 20 Apr. 2017. www.businessinsider.com/jeff-bezos-told-you-how-to-take-over-the-world-2011-11 Chaffey, Dave. “Amazon.com case study - Smart Insights Digital Marketing Advice.” Smart Insights, Smart Insights, 30 June 2014, www.smartinsights.com/digital-marketing- strategy/online-business-revenue-models/amazon-case-study/. Accessed 18 Apr. 2017. D'Onfro, Jillian. "Amazon Has A Key Weakness." Business Insider. Business Insider, 18 Dec. 2014. Web. 14 Apr. 2017. http://www.businessinsider.com/amazons-new- competition-2014-12 Dougherty, Michael. "A Brief History of Apple, Inc." Bright Hub. N.p., 25 May 2010. Web. 21 Apr. 2017. www.brighthub.com/computing/mac-platform/articles/65346.aspx. “Ecommerce strategies for retailers, including daily news, articles, research.” U.S. E-Commerce at a Glance {Infographic}, Blogspot, 1 Jan. 1970, internetretailernews.blogspot.ca/2016/04/us-e-commerce-at-glance-infographic.html. Accessed 20 Apr. 2017.
• 32. Online PresenceAppendix & References Editor Rating: Excellent Comments October 20, 2016. "Amazon Fire TV Stick With Alexa Voice Remote." PC MAG. PC Mag, 20 Oct. 2016. Web. 23 Apr. 2017. Farber, Madeline. "Consumers Are Now Doing Most of Their Shopping Online." Fortune. Fortune, 08 June 2016. Web. <http://fortune.com/2016/06/08/online-shopping- increases/>. Farfan, Barbara. "What Is Amazon.com's Mission Statement?" The Balance. N.p., 20 Mar. 2017. Web. <https://www.thebalance.com/amazon-mission-statement-4068548>. Hosch, William L., and Mark Hall. "Google Inc." Encyclopædia Britannica. Encyclopædia Britannica, Inc., 11 Aug. 2015. Web. 21 Apr. 2017. <https://www.britannica.com/topic/Google-Inc>. Kline, Daniel B. “How Many Customers Does Amazon Have?” The Motley Fool, The Motley Fool, 24 May 2014, www.fool.com/investing/general/2014/05/24/how-many- customers-does-amazon-have.aspx. Accessed 20 Apr. 2017. Lee, Timothy B. "How Amazon innovates in ways that Google and Apple can't." Vox, 28 Dec. 2016. Web. 14 Apr. 2017. <http://www.vox.com/new- money/2016/12/28/13889840/amazon-innovation-google-apple?yptr=yahoo> Montgomery, Sue. "Amazon Innovates to Stay a Step Ahead." Business.com, 22 Feb. 2017. Web. 14 Apr. 2017. www.business.com/articles/how-amazon-innovates-to- stay-a-step-ahead. "Our History." Walmart Corporate - We save People Money so They Can Live Better. Wal-Mart, n.d. Web. 21 Apr. 2017. www.corporate.walmart.com/our-story/our-history.
• 33. Online PresenceAppendix & References Rawlinson, Nik. "Apple turns 40 today - here's its history from 1 April 1976 to 2016." Macworld UK. N.p., 29 Apr. 2016. Web. 23 Apr. 2017. Smith, Dave. “Older People Are More Loyal To Amazon Prime.” Business Insider, Business Insider, 16 Jan. 2015, www.businessinsider.com/amazon-prime-demographics-chart- 2015-1. Accessed 20 Apr. 2017. Stone, Brad. The everything store: Jeff Bezos and the age of Amazon. London: Corgi , 2014. Print. Tam October 13, 2014 6:50 PM PDT, Donna. "Google's 'biggest Search Competitor' Is Amazon, Says Former CEO." CNET. N.p., 13 Oct. 2014. Web. www.cnet.com/news/googles-biggest-search-competitor-is-amazon-says-former-ceo. Accessed 23 Apr. 2017. Team, Trevis. “Why Amazon is betting big on India” Forbes, 16 www.forbes.com/sites/greatspeculations/2016/06/09/why-amazon-is-betting-big-on-india/#2bcc1ca84555. Accessed 20 Apr. 2017. Wasserman, Steve. "The Amazon Effect." The Nation. The Nation, 10 Feb. 2016. Web. 20 Apr. 2017. www.thenation.com/article/amazon-effect/

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Amazon.com, 2021

By: John R. Wells, Benjamin Weinstock, Galen Danskin, Gabriel Ellsworth

In February 2021, Amazon announced 2020 operating profits of $22,899 million, up from $2,233 million in 2015, on sales of $386 billion, up from $107 billion five years earlier (see Exhibit 1). The…

• Length: 48 page(s)
• Publication Date: Aug 3, 2015
• Discipline: Strategy
• Product #: 716402-PDF-ENG

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In February 2021, Amazon announced 2020 operating profits of $22,899 million, up from $2,233 million in 2015, on sales of $386 billion, up from $107 billion five years earlier (see Exhibit 1). The shareholders expressed their satisfaction (see Exhibit 2), but not all were happy with Amazon's meteoric rise. Many traditional retailers in the United States were going bankrupt, while major competitors such as Walmart and Best Buy were forced to invest aggressively in online retailing to prevent their market share from eroding. Every retail sector appeared to be under threat, fueling anxieties that Amazon and America's other tech giants were becoming too big and powerful. These anxieties were only exacerbated by the COVID-19 pandemic, during which Amazon grew rapidly, while most traditional retailers foundered. Amazon's increasingly clear ambitions in healthcare and autonomous vehicles were also causing concern. In early 2021, Amazon was drawing criticism from across the political spectrum in the United States, with calls for it to be broken up. The European Union was also investigating its practices. Meanwhile, on February 2, 2021, Amazon reported that company founder and CEO Jeff Bezos would step down from his role and become executive chairman of the board. Andy Jassy, the leader of Amazon Web Services (AWS) would become the new CEO. How would Jassy navigate the many challenges to come and continue Amazon's record of success?

Learning Objectives

We describe the history of Amazon from its founding to 2021: its expansion into many lines beyond the original book business, its evolving distribution network, and vertical integration into hardware design and manufacturing. This case is intended to teach students about the strategic challenges that Amazon faced throughout its history and in

• Students should gain a greater understanding of first mover advantage, core competency, and the evaluation of online retail in the 21 century. This case provides a vehicle for discussing the key features of online retail strategy and the way it is disrupting traditional retailing. It also addresses key corporate strategy choices such as whether it makes sense for online retailers to open their platforms to third parties. The case is suitable for courses in basic strategy, strategy and change, disruptive business models, and retail strategy. It can be taught alone or as part of a case pair with "Reinventing Best Buy" (716-455), which describes how Best Buy built a "multi-channel" strategy in response to Amazon. The case can also be taught as part of a six-case module that addresses disruptive retail models in the consumer-electronics sector. (For more information, see the accompanying Teaching Note.)

Aug 3, 2015 (Revised: Jun 6, 2021)

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Geographies:

United States, Washington

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Advertising industry, Consumer electronics, Distribution and logistics industry, Fabrication and manufacturing, Information technology industry, Retail and consumer goods

Harvard Business School

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Case Study: Amazon’s Digital Marketing Strategies [Download PDF]

• November 17, 2022

Table of Contents

It all started with a single book. In the early days of the internet, Amazon was nothing more than an online bookstore. But Jeff Bezos, the company’s founder, had a vision for something much bigger. He wanted Amazon to be the everything store, a one-stop shop for anything and everything people might want.

In order to make this vision a reality, Amazon needed to expand into new markets. And so, in the late 1990s, it set its sights on India.

At first, Amazon’s entry into the Indian market was met with scepticism. Many people were sceptical of the company’s ability to succeed in a country with such a large and diverse population . Amazon has proved all the sceptics wrong by succeeding in India and becoming one of the country’s leading e-commerce companies. 

About Amazon

Amazon was founded in 1994 by Jeff Bezos . The company started as an online bookstore and has since expanded to sell various items, including electronics, furniture, apparel, and food.

Amazon has become one of the largest retailers in the world, with sales totalling over $100 billion in 2015. The company has also been diversifying its business, with ventures into cloud computing, streaming video, and artificial intelligence.

Since 2021, Andrew R. Jassy, an American business entrepreneur born on January 13, 1968, has served as the president and CEO of Amazon.

From 2003 to 2021, he served as senior vice president and CEO of Amazon Web Services. Jeff Bezos chose him during the fourth quarter of 2020, when Bezos assumed the executive chairman role.

Why Should Digital Marketers Study Amazon’s Digital Marketing Strategies? 

Amazon’s digital marketing strategies have played a big role in the company’s success in India.

One of the key elements of Amazon’s digital marketing strategy is its focus on customer experience. Amazon has always been focused on providing the best possible customer experience, and this is evident in the company’s Indian operations. Amazon has invested heavily in infrastructure and logistics in order to ensure that its customers receive their orders on time and in good condition. The company has also developed a strong customer service operation in India, which has helped it build a loyal customer base.

Another important aspect of Amazon’s digital marketing strategy is its use of data. Amazon has a huge database of customer data that it can use to segment its audience and create targeted marketing campaigns. This data allows them to personalize their marketing messages and offer products that are relevant to their customers. Amazon also uses data to optimize their website and make sure that their customers have a positive experience. 

Amazon Logo

Amazon is a company that has evolved greatly over the years, and its logo is a perfect reflection of that journey. From a small online retailer to one of the world’s largest businesses, Amazon has made its mark in nearly every sector of the market.

You can see the development in the marketing strategies of Amazon in the logo itself. See if your design can keep up with the world’s largest retailer!

Amazon’s Digital Marketing Strategies 

Amazon is always testing and tweaking its strategies in order to ensure that they are providing the best possible experience for its customers. In order to satisfy its customers & fulfill all the demands Amazon always comes up with great marketing strategies.

And, to give easy access to customers amazon designed fully SEO optimized website that is accepted by its millions of customers.

Below, we have discussed the different digital marketing strategies they employed that marketers can learn from.

Amazon’s Social Media Marketing Strategies & Case Study

Amazon uses social media activities to promote their products, generate brand awareness and connect with their audience. Let’s discuss Amazon’s strategies on each of these platforms. 

Amazon’s Instagram Marketing Strategies

Amazon India’s Instagram page ( amazondotin ), has over 2.2 million followers as of November 2022. Their content on Instagram is notably tailored to the page and makes posts that are focused on visuals and engagement. 

Most of their posts are engagement-focused. For instance, you can see in this post below where Amazon is urging their followers to screenshot an outfit. Through this, customers spend more time on the respective post. 

View this post on Instagram A post shared by Amazon India (@amazondotin)

Next, you’ll also notice many product-based posts that update their customers with different and ongoing offers. This generates sales for their brand and creates urgency. 

The third type of post that you can find on Amazon’s Instagram page is collaborations with influencers. 

View this post on Instagram A post shared by Amazon Alexa (@amazonalexaindia)

Amazon’s Facebook Marketing Strategies

Amazon’s main Facebook account has over 1million of followers, and is mostly used to sell products, highlight offers, run competitions, publish community content, and communicate noteworthy posts. These are frequently optimised to coincide with key events and holidays, giving clients attractive and valuable content.

Amazon responds to a remarkable number of comments posted on its posts – and it does so fast, politely, provides important information and connections, and adds a human touch by addressing commenters by the first name, with the Amazon employee also signing off on each comment using their first name.

Amazon Case Study- Facebook Stas

Amazon India’s Facebook progress graph shows the data how people are talking about Amazon offers on the facebook over the past year.

Amazon’s Twitter Marketing Strategies

Amazon knows how to do Twitter marketing right and holds over a 2.4million followers on the platform.

Here are 3 key strategies they use to drive results using Twitter marketing.

• They use Twitter ads to reach new audiences
• They create engaging content that resonates with their target audience
• They use Twitter Analytics to track their results and optimize their campaigns

Amazon never misses any updates to go on their Twitter handle & create a buzz.

Amazon’s Email Marketing Strategies

We receive emails from Amazon praising us for signup up in the welcome mail, for our purchase, shipping of the product, delivery confirmation, asking for a product review, and even providing a discount if we provide our email address. This is known as email marketing.

Amazon’s email marketing strategy is straightforward it sends customized product recommendation emails to customers based on factors such as purchase history, past order value, location, age, gender, and on-site browsing.

Amazon’s Youtube Marketing Strategies

Did you know that Amazon is the second largest advertiser on YouTube? Amazon has been using Youtube as a marketing platform for a while, which has worked great for them. If you’re looking for some Amazon inspiration, look no further than their Youtube channel. They launch various campaign videos on the platform in collaboration with various influencers.

The youtube analytical data for Amazon clearly shows their youtube marketing strategy and the rise in the number of video views of the channel. They pretty much gain a good number of subscribers every month. Amazon has more than 1.44 million youtube subscribers as of November 2022.

Amazon’s SEO strategies

Amazon has a highly functional website which has a high domain authority of 92. They are ranked “amazing” in all four website factors taken into consideration by Amazon, which are organic keywords (14,009,442), organic monthly traffic (412,258,825), domain authority (92) , and backlinks (157,932,667) . 

www.amazon.in

Mobile Marketing

The amazon apps are available across all major platforms, including iOS, Android, and Windows Phone .

They have every 10 million Android installs with a 4.1 rating , increasing the amount of app-specific offers to boost app popularity. They also ensure to provide ongoing updates on their existing app.

Amazon’s Target Audience

Amazon’s target audience comes from all walks of life, including students and professionals, singles and families, and low to high-income.

Amazon offers everything you could ask for, from electronics to clothing to home goods. Students can find textbooks for their classes and the latest in technological accessories. Professionals can find anything from business clothes to home office supplies and furniture. Singles and families can find outfits for both works and play and home goods to furnish a new apartment or to spruce up an old one. Amazon has something for all people.

What is also worth noting is that Amazon also sells to people living in rural areas, a segment that is often overlooked.

Amazon’s Top Digital Marketing Campaigns 

1. the great indian shopping festival .

Every year, Amazon hosts the great Indian shopping festival, reaches new openings, and hits new records. In fact, according to a report by Live Mint , Amazon increased their sales by 8x during the festival in 2020! 

‘Ab India ki khushiyon ke beech budget nahi aayega!’ claims Amazon India. (Your happiness will no longer be limited by your budget.) The organisation goes above and beyond to entice everyone to its offerings and facilities.

Amazon India’s main film created for the event depicts the same tale of an Indian Parivar- how they prepare to purchase clothes, jewellery, and more without being restricted to any pre-equipped budget through Amazon.

Amazon’s digital advertising strategy encompassed all of the major platforms, including Facebook, YouTube, Instagram, and Twitter. The hype began two weeks before the shopping festival with teaser advertising, progressing to announcing actual dates, highlighting particular bargains, and then adding celebrities like Govinda, Karisma Kapoor, and The Dancing Uncle to increase customer interest.

2. #AurDikhao

The very successful Aur Dikhao campaign debuted in 2015 with the goal of emphasizing the wide range of products available on Amazon.in. The colloquial expression ‘AurDikhao,’ which accurately portrays India’s collective enthusiasm for diversity in shopping, was well received by the crowd.

To this day, the primary source of information for Indians is word of mouth from friends and relatives. The new ad features a delightful interaction between family members while making an online purchase, as well as how one person may assist the other in locating the correct product and payment choice. The campaign communicates the several benefits that Indian consumers want when buying, such as a wide range of brands, various ways of payment, and the simplicity of easy returns.

3. #DeliverThanks – A UGC campaign

User-generated campaigns are one of the most effective digital marketing campaigns. If successful, it can do wonders for your brand. Amazon India introduced the second edition of its digital campaign ‘#DeliverThanks,’ which encourages consumers to convey messages of happiness and appreciation for its frontline staff that assure safe and timely delivery of their ‘Khushiyon ke dibbe.’ 

The ad aims to acknowledge the efforts of tens of thousands of associates across Amazon’s Operations Network. They work tirelessly to guarantee that customers’ holiday shopping arrives safely and on schedule every time. The second edition of #DeliverThanks encourages customers to get creative and leave a ‘Thank You’ letter or poster on their doorstep for delivery workers, who will be thrilled and grateful when they arrive at the customer’s house for delivery. They also encouraged users to share the thank you note on their social media platforms.

Conclusion 

As you can see, Amazon has a website to promote its items and brand. Do you want to make equally successful plans? Enrol in Digital Scholar’s online digital marketing course to learn how to create effective digital marketing strategies for your business.

Enrolling in this course is a wonderful choice if you want to learn everything there is to know about digital marketing and how to utilize it for your business. To find out more about them, go to www.digitalscholar.in  

Are you willing to help your company’s reputation? Now is an excellent time to begin an online digital marketing program!

Which Amazon marketing campaign do you prefer? Fill out the form below with your feedback.

Written By Digital Scholar

Digital Scholar is a premier agency-styled digital marketing institute in India. Which offers an online digital marketing course and a free digital marketing course worldwide to elevate their digital skills and become industry experts. Digital Scholar is headed by Sorav Jain and co-founder Rishi Jain, who are pioneers in the field of digital marketing. Digital Scholar’s blogs touch upon numerous aspects of digital marketing and help you get intensive ideas of different domains of digital marketing.

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Home / Free PowerPoint Presentation Templates for Business And Google Slides / Free Google Slides Amazon PowerPoint Template

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When an installed add-in requires access to your devices, such as your camera or microphone, you will be shown a dialog with the option to allow, allow once, or deny permission.

If you select  Allow , the add-in will have access to the requested devices. The permission you grant persists until you uninstall the add-in or until you clear the cache of the browser where the add-in is running.

If you select  Allow Once , the add-in will have access to the requested devices until it's relaunched in the browser.

If you select  Deny , the add-in won't be able to access the requested devices. This persists until you uninstall the add-in or until you clear the cache of the browser where the add-in is running.

If you want to change an add-in's access to your devices after selecting  Allow  or  Deny , you must first uninstall the add-in or clear your browser cache.

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