Amazon Strategies January 2019 | Podean
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The document outlines Mark Power's approach to developing a strategic plan for Amazon advertising and marketing. It recommends conducting an audit of a brand's current Amazon presence, developing a holistic strategy that integrates Amazon across marketing channels, and fixing foundations like product pages before launching performance advertising campaigns. The approach aims to help brands succeed on Amazon by planning across the full ecosystem beyond just the online store.
Amazon Strategies January 2019 | Podean
- 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. 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. 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.
- 5. www.podean.co m Amazon is now a strategic imperative
- 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. 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. 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. 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. www.podean.co m True scale lies beyond search
- 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. 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. 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
- 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. www.podean.co m Informing your strategy A u d i t d o c u m e n t s
- 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. 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. 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. 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. 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. 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. www.podean.co m The right tech can increase performance 50% A p p l y m e d i a
- 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
- 26. 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
- 27. 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
- 28. 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>
- 29. 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
- 30. 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
- 31. www.podean.co m Preparing for what lies ahead
- 32. 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
- 33. 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
- 34. www.podean.co m Available in kindle and paperback on Amazon (where else?) amazonforcmos.com THANK YOU Mark Power – CEO, Podean [email protected] www.podean.com
Editor's Notes
- #4: Just putting a product on amazon isn’t enough. You’re one of billions. Imagine how many products you’ll sell if you’re on the 104th page of results – not many. Our background is in integrated marketing and that’s why we focus on not just lower-funnel tactics, but building brands so they stand out and drive long term sales. And if you’re wondering where the Podean name came from… Antipodean means opposite and was a term the British used to refer to Australians, New Zealanders and South Africans. As well as that being our heritage we also want to challenge the status quo and big, slow agencies. We are injecting dynamism and innovation to ecommerce,
- #6: Where are you guys from? Creative Agency Media Agency Brand Agency Ecommerce / Agency What verticals? CPG Retail Auto Health Financial Services B2B
- #13: But Amazon is so much more. Over the years through acquisition and growth they’re now a movie studio, audio streaming platform, device manufacturer, grocery store, web hosting company and much more. And of course, they need to monetise all of these assets and they do so through subscriptions and advertising which is in many formats.
- #14: While Amazon has gained prominence in advertising over the last few years, to succeed on Amazon clients need more than ads. They need retail support, analytics etc (touch on each). While our competitors might do retail uploads, or perhaps search, or maybe DSP… only Podean brings the full funnel approach for long term success that integrates with overall marketing plans. We’re taking the conversation and plan beyond just ecommerce and into branding and to the CMO. We know how to balance upper and lower funnel activities to get the best results.