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Building
Amazon
Success
Seven Essential Functions of a
Detail Page
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
“Amazon is primarily a
sales channel”
The old way of thinking
“Amazon is where my
brand builds connections
with consumers”
The new way of thinking
Brands are getting excited for big ideas
Even brands not ready for those ideas are capitalizing
on Amazon’s data
But they can’t forget
the foundation
INSPIRING CONTENT
DRIVES CONVERSION
Conveys the brand story
Delivers a powerful product promise
Replicates the ability to see/touch
Generates credibility by i...
Effective content is a representation of the brand
Effective content is a
representation of the brand
Consumers expect a coherent
brand experience
Effective content tells a powerful product story
Effective content tells a
powerful product story
Highlights purchase drivers
Prioritizes what the consumer wants
to hear, ...
Effective content recreates the ability for consumers
to see and touch the product
Effective content recreates the
ability for consumers
to see and touch the product
Demonstrates the product and its
value
...
Effective content generates credibility via reviews/ratings
Effective content generates
credibility via reviews/ratings
Ensure consumers understand what
will arrive on their doorstep...
Effective content is seasonally relevant
Effective content is seasonally
relevant
Encourage shoppers by taking advantage
of a brands’ seasonal cadence
Effective content drives organic search
Effective content drives
organic search
Algorit
Results
Search
Visibili
Produc
Sales
Effective content enhances brick and mortar sales
84% of smartphone shoppers use their phones while
at physical stores*
81% of retail shoppers conduct research online
befor...
All your efforts lead to a critical landing
page: your PDP. It is your foundation.
Investing in it will improve your metri...
Thank you.
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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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