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Amazon Strategies January 2019 | Sellwin

Presented by Will Margaritis

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Amazon Strategies January 2019 | Sellwin

  1. 1. Building Amazon Success Seven Essential Functions of a Detail Page
  2. 2. W I L L M A R G A R I T I S S V P , S T R A T E G Y
  3. 3. “Amazon is primarily a sales channel” The old way of thinking
  4. 4. “Amazon is where my brand builds connections with consumers” The new way of thinking
  5. 5. Brands are getting excited for big ideas
  6. 6. Even brands not ready for those ideas are capitalizing on Amazon’s data
  7. 7. But they can’t forget the foundation
  8. 8. INSPIRING CONTENT DRIVES CONVERSION
  9. 9. Conveys the brand story Delivers a powerful product promise Replicates the ability to see/touch Generates credibility by improving ratings/reviews Essential functions of a product detail page: 1 2 3 4 Inspires users seasonally Drives prominence in search results Convert users online and in-store 5 6 7
  10. 10. Effective content is a representation of the brand
  11. 11. Effective content is a representation of the brand Consumers expect a coherent brand experience
  12. 12. Effective content tells a powerful product story
  13. 13. Effective content tells a powerful product story Highlights purchase drivers Prioritizes what the consumer wants to hear, not what marketing wants to say Repetitive without being redundant
  14. 14. Effective content recreates the ability for consumers to see and touch the product
  15. 15. Effective content recreates the ability for consumers to see and touch the product Demonstrates the product and its value Shows the product in and out of packaging Visualizes consumers enjoying the product
  16. 16. Effective content generates credibility via reviews/ratings
  17. 17. Effective content generates credibility via reviews/ratings Ensure consumers understand what will arrive on their doorstep Avoid misunderstandings, miscommunications, and misrepresentations
  18. 18. Effective content is seasonally relevant
  19. 19. Effective content is seasonally relevant Encourage shoppers by taking advantage of a brands’ seasonal cadence
  20. 20. Effective content drives organic search
  21. 21. Effective content drives organic search Algorit Results Search Visibili Produc Sales
  22. 22. Effective content enhances brick and mortar sales
  23. 23. 84% of smartphone shoppers use their phones while at physical stores* 81% of retail shoppers conduct research online before shopping** Effective content enhances brick and mortar sales • Googlestudy:https://www.thinkwithgoogle.com/_qs/documents/889/mobile-in-store_research-studies.pdf • ** V12 Data, 2/19, https://v12data.com/blog/consumer-shopping-trends-stats/
  24. 24. All your efforts lead to a critical landing page: your PDP. It is your foundation. Investing in it will improve your metrics in every channel.
  25. 25. Thank you.

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  • amwangi1

    Feb. 18, 2020
  • nextluxe

    Jun. 11, 2020

Presented by Will Margaritis

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