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Amazon Strategies January 2019 | Podean

Presented by Mark Power

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Amazon Strategies January 2019 | Podean

  1. 1. www.podean.co m Building Brands. Standing Out. Selling Product. A STRATEGIC APPROACH TO AMAZON ADVERTISING MARKETING Mark Power, Founder and CEO @ Podean & Author of Amazon For CMOs AMAZON STRATEGIES
  2. 2. 20+ years digital media and marketing Founder and CEO @ Podean Amazon Agency & Marketplace Consultancy Built and launched IPG's Amazon Center Of Excellence Led IPG's award-winning mobile and innovation agency Ansible Managing Director @ Reprise – IPG’s global digital media network Who is this guy? T o d a y ’ s s e s s i o n
  3. 3. www.podean.co m A b o u t P o d e a n Our mission Building Brands. Standing Out. Selling Product. Podean (puh-dee-uhn) hails from the word “antipodean” that refers to things diametrically opposed.
  4. 4. www.podean.co m Platform Market Marketplace Target Ecosystem
  5. 5. www.podean.co m Amazon is now a strategic imperative
  6. 6. www.podean.co m Brands must plan carefully to succeed E c o m m e r c e i s n ’ t e a s y A consistent and delightful customer experience Attribution between channels > Spend optimization No channel in isolation Single customer view
  7. 7. www.podean.co m A holistic strategy and integrated approach will result in success E c o m m e r c e i s n ’ t e a s y D2C/Brand.com BrandedStores Otherphysicalretailers Onlinespecialtyretailers Content Packaging Onlineretailers Marketplaces/Amazon Marketing Social
  8. 8. www.podean.co m CMO Media MarketingDigital Ecomm Retail Sales Brand Walled Gardens Walled Ecom/Marketplaces The CMOs Challenge P l a n n i n g H o l i s t i c a l l y
  9. 9. www.podean.co m CMO Media MarketingDigital Ecomm Retail Sales Brand Walled Gardens Walled Ecom/Marketplaces An integrated approach to Amazon strategy and planning P l a n n i n g H o l i s t i c a l l y
  10. 10. www.podean.co m True scale lies beyond search
  11. 11. www.podean.co m Amazon dominates. A J u g g e r n a u t 2x US shoppers are twice as likely to begin a consumer product search on Amazon than any other search engine 75% of smart speaker category. Google 24% AWS Has greater market share than Microsoft, Google and IBM combined ~$15b n Advertising revenue, growing at +60% YOY 51% Of US eCommerce (8x size of 2nd largest – eBay) Only 15% of sellers advertise 500m+ products 3mmerchants (US Only) Less than 10% do more than product listing ads/search But that means fierce competition and complexity. 31% Of respondents to a Digiday survey cited Amazon as the hardest platform to work with
  12. 12. www.podean.co m Across devices Video Reviews Audio Streaming Voice Social Sharing Ecommerce Video Streaming Thinking beyond an online store T h e r e i s m u c h m o r e t h a n A m a z o n . c o m
  13. 13. www.podean.co m A focus on retail or search isn’t enough C l i e n t s h a v e b r o a d n e e d s Search DSP: Display OTT Video Audio Voice: SEO Skills Integration OOH activations Sponsorship Amazon Marketing Cloud (AMC) A+ Content Stores Innovation Listing Setup and optimization Warehousing Logistics FBA setup Holistic AMZ Strategy Brand Advocacy & Protection Analytics: Pricing Demand 3P SOV
  14. 14. www.podean.co m A recommended approach
  15. 15. www.podean.co m Understand where you and your competitors stand P r e s e n c e a n d p e r f o r m a n c e a u d i t Audit – share of voice, brand consistency, PDPs, A+, stores
  16. 16. www.podean.co m Informing your strategy A u d i t d o c u m e n t s
  17. 17. www.podean.co m Strategy – holistic, go-to-market, across marketplaces, D2C approach Planning all retail and advertising efforts D e v e l o p i n g t h e s t r a t e g y Audit – share of voice, brand consistency, PDPs, A+, stores, margin analysis
  18. 18. www.podean.co m Planning all retail and advertising efforts D e v e l o p i n g t h e s t r a t e g y
  19. 19. 17 Purchase intent categories 36 Amazon advertising opportunities 4 Marketing objectives Robust and statistically significant data – survey and empirical calibration 12 Age/demo combinations Customer journey mapping and budget allocation Plan media spend across all Amazon touchpoints and channels
  20. 20. www.podean.co m Before we apply media, make sure it converts F i x t h e f o u n d a t i o n s Audit – share of voice, brand consistency, PDPs, A+, stores, margin analysis Strategy – holistic, go-to-market, across marketplaces, D2C approach Fix the foundations – PDPs, A+, Store(s), 3P, Pricing, Forecasting, Business cases(s), Brand protection
  21. 21. www.podean.co m PDPs, A+, Stores, Social, Images, Video, Copy and more. F i x t h e f o u n d a t i o n s
  22. 22. www.podean.co m Lower funnel performance marketing to balance with D2C A p p l y m e d i a Audit – share of voice, brand consistency, PDPs, A+, stores, margin analysis Strategy – holistic, go-to-market, across marketplaces, D2C approach Fix the foundations –PDPs, A+, Store(s), 3P, Pricing, Forecasting, Business cases(s), Brand protection Performance Media – Search, Display
  23. 23. www.podean.co m The right tech can increase performance 50% A p p l y m e d i a
  24. 24. www.podean.co m New audience, differentiation, demand generation B r a n d b u i l d i n g e f f o r t s Audit – share of voice, brand consistency, PDPs, A+, stores, margin analysis Strategy – holistic, go-to-market, across marketplaces, D2C approach Fix the foundations –PDPs, A+, Store(s), 3P, Pricing, Forecasting, Business cases(s), Brand protection Performance Media – Search, Display Brand Building – Display, Video, High Impact, Sampling
  25. 25. www.podean.co m Media, retail, logistics and beyond I n n o v a t i o n t o i m p r o v e a n d e x c i t e Audit – share of voice, brand consistency, PDPs, A+, stores Strategy – holistic, go-to-market, across marketplaces, D2C approach Fix the foundations –PDPs, A+, Store(s), 3P, Pricing, Forecasting, Business cases(s), Brand protection Performance Media – Search, Display Brand Building –Display, Video, High Impact, Sampling Innovation – leading competitors
  26. 26. www.podean.co m New possibilities for agile brands who can move fast I n n o v a t i o n Voice SEO Content/IntegrationsShoppable media opps beyond Amazon.com Social content in PDPs Flexible and interactive PDPs More live activations Dynamic product bundles Digital gift with purchase
  27. 27. www.podean.co m Except Amazon until recently A l l w a l l e d g a r d e n s h a v e a m a r k e t i n g c l o u d Adobe Marketing Cloud Salesforce Marketing Cloud Google Ads Data Hub Amazon Marketing Cloud (AMC) <beta>
  28. 28. www.podean.co m The data “clean room” L e v e r a g i n g A m a z o n d a t a A neutral space where data can be manipulated and analyzed Individual level data goes in, but individual-level does not come out Aggregated data can be extracted (in lots of 100+ records) for activation Client data: Gathered on their customers Platform/ Publisher data: Gathered on their users/viewers
  29. 29. www.podean.co m We’ve identified 12 use cases (so far) A M C t o d e r i v e i n s i g h t a n d d r i v e e f f i c i e n c y Better media analytics Higher value audiences Attribution Customer journey Creative fatigue BundlingGeography A/B Supply chain Upper/ lower funnel Demand generation Cross- retailer Search DSP: Display, OTT, video, audio Voice: SEO Skills Integration OOH, activations A+ Content, Stores Innovation Listing Setup and optimization Warehousin gLogistics, FBA setup Holistic AMZ Strategy Brand Advocacy & Protection Analytics: Pricing, demand, 3P, SOV
  30. 30. www.podean.co m Preparing for what lies ahead
  31. 31. www.podean.co m What else could Amazon be up to? F u t u r e G a z i n g Take on Google in generic search Alexa as my own virtual assistant EVERYWHERE Continued disruption of B2B, Health, Finance etc
  32. 32. www.podean.co m 1. The only failing strategy is to NOT have a strategy 2. Think of Amazon beyond the online store, but as a brand building ecosystem 4. Plan holistically across Amazon and integrate into a broader omni-channel marketing strategy 3. Thinking like Amazon will accelerate your success Key takeaways W h a t N o w
  33. 33. www.podean.co m Available in kindle and paperback on Amazon (where else?) amazonforcmos.com THANK YOU Mark Power – CEO, Podean mark@podean.com www.podean.com

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