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Amazon Strategies January 2019 | Publicis

Presented by Margaux Logan

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Amazon Strategies January 2019 | Publicis

  1. 1. Mythbusting Amazon 1 Changing Your Mindset To Change Your Results
  2. 2. First, Some Introductions….
  3. 3. Our Transformation FROM Holding Company TO Platform Company 3 P OW E R O F P U B LI C IS G RO UPE
  4. 4. Powered by Integrated Solutions with Clients at the Core 4 Need a new graphic here—digital retail experience related? C L I E N T
  5. 5. Amazon in Context 5
  6. 6. 6 S H A R E O F U S E C O M M E R C E eMarketer 2019 47% 14.5%v s . C O M B I N E D S H A R E O F N E X T 3 C O M P E T I T O R S 51%C O N S U M E R G O O D S L E A D E R S S E E A M A Z O N A S A C R I T I C A L T H R E A T SalesForce 2019 68% A M A Z O N H A S I N O N E O F T H E M O S T M A T U R E E C O M M E R C E M A R K E T S A M A Z O N C A PA B I L I T I E S A R E N E C E S S A RY I T ’ S A G R O W T H D R I V E R A N D C L I E N T S & C O N S U M E R S A R E A S K I N G F O R I T B E L I E V E C O N S U M E R S A R E M O R E L O Y A L T O A M A Z O N T H A N T H E I R B R A N D S
  7. 7. So What Does that Mean For You And Your Clients? 7
  8. 8. Myth 1: Amazon Is Only Worth The Investment For Search 8 54% Share of Product Searches 20182015 54% 54% 46%46% Fact: Amazon Investment Depends On Short Term vs Long Term Goals
  9. 9. Myth 2: On Amazon, ROAS is the Only Metric that Matters 9 Fact: Many Metrics—Choose Appropriately And Strategically
  10. 10. 10 R E L E V A N C E : Using retail insights to inform communication tactics at all stages of the journey B U S I N E S S C H A L L E N G E : Can we use our retail partners to gain a better understanding of who is interacting with our media online? A C T I V A T I O N : UsingAmazon RetailAudience Insights to define who’s buying, discover their attributes, find the most receptive audiences, and reach the right consumers in every channel R E S U LT S : More insight and targeting about what sets us apart from our competition • Identify gaps in communication strategy • Leveraged for creative optimizations • Targeting shifts for other media channels Mining Insights to Drive Growth C O R E C O N S U M E R O U R B R A N D S W I T C H E R BRAND B BRAND A
  11. 11. Myth 3: Amazon Reviews Don’t Matter 11 Fact: Amazon Reviews Can Make Or Break An ASIN
  12. 12. Myth 4: Good Creative Translates to Amazon 12 Fact: Amazon Creative Needs To Be Built Amazon First Adding video (none previously) 6 SUPPLEMENTARY Increasing # of images Adding A+ content (none previously) 52% 8%23% I M P R O V I N G P E R F O R M A N C E A T P R O D U C T C A R D S :
  13. 13. Myth 5: Amazon Advertising is Only About Media Expertise Adapt or perish, now as ever, is nature’s inexorable imperative. H.G. WELLS “ 13 Fact: Amazon requires an understanding of the whole business. Ignore retail or media metrics at your peril. Amazon’s
  14. 14. 14 • Amazon Investment Depends On ShortTerm vs LongTerm Goals • Many Metrics—Choose Appropriately And Strategically • Amazon Reviews Can Make Or Break An ASIN • Amazon Creative Needs To Be Built Amazon First • Amazon Requires An Understanding OfThe Whole Business Just the Facts
  15. 15. Thank You!

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