MARKETING
20 Effective Ways to Automate and Grow Your Business

There’s more scope for automation in your business than ever before. With automation, you can schedule emails to be sent at the perfect time, follow up with leads that have abandoned their cart, sync data between apps, and notify team members of new tasks.
However, these options can be overwhelming, especially if your business isn’t a huge corporation with a lot of budget and resources to throw at automation.
You might be wondering:
- What types of automation will benefit my business the most?
- What should I stay away from?
- How can I easily implement these while keeping life simple?
Let’s explore the best types of business automation so you can start implementing a strategy in your own organization.
20 Ways to Automate Your Small Business
1. Set up automated email campaigns.
When you think of automation, email marketing automation might come to mind first. It’s not only one of the most popular types of automation, it’s one of the most accessible, too.
Types of email automation:
- Triggering emails based on actions, such as webinar sign-up confirmations or abandoned basket notifications
- Email drip workflows that send content at set intervals
- Delivering content or requested information after filling out a form
- A/B testing content and automatically send the best performing version of the content
- Personalizing each email you send
- Segmenting groups based on data and automatically sending the right email to each group
A good way to get started with email marketing automation is to have a look at the automation capabilities that your email marketing platform already has and think about how you can use them to execute your strategy.
All popular email marketing tools have built-in automation functionality. However, if you haven’t picked an emailing tool yet, pick an option with enough automation functionalities to meet the needs of your business.
2. Create standard operating procedures (SOPs).
How many processes within your business are documented? Whether you’re a solopreneur or lead a small team, having standard operating procedures (SOPs) is critical for a healthy business.
SOPs are detailed instructions that outline how to complete processes within your business. As your company grows, having SOPs on hand makes it so much easier to onboard new team members and delegate tasks to others. The faster team members can get up and running, the greater the impact they can have on your business.
3. Upload contact data to a CRM for a centralized database.
Is your customer data hidden across various messy spreadsheets? Is it hard for your team to decipher a contact’s status, or when the last interaction with them was? If so, your business could benefit from customer database automation.
To automate your customer information, you can use a CRM as a centralized database, and sync contact data between apps to automatically make updates as soon as anything changes on a customer account. This reduces the manual work done by your team, and improves relationships with your contacts and customers.
4. Implement a lead scoring system.
Does your team have a process for determining which leads are more viable? If not, you may want to consider implementing lead scoring.
With lead scoring, key attributes of leads will generate numerical values making it easier for you and your team to prioritize working with leads who are most likely to buy from your business. This saves you and your team precious time and allows you to engage with leads who are more likely to become paying customers.
5. Use a social media scheduling tool.
Any social media manager or content creator can tell you how time-consuming social media can be, especially when posting on the fly. That’s why using a social media scheduling tool is a game-changer for busy marketing teams.
With the right social media scheduling tool, your team can create meaningful content in advance, and schedule content to automatically post to your key platforms.
6. Immediately respond to customer service requests.
How well your company responds to customer service inquiries can make all the difference in keeping customers happy and coming back for more. Response time and first response resolution rate are key metrics driving customer satisfaction, and it can be hard for customer service teams to meet demands while carrying out all customer service manually.
Automation is not about removing the human element from one-to-one interactions. In fact, it’s about making more time for these and providing a better experience for your customers.
You can automate notifications to let you know when it’s the right time to reach out to a customer, meaning you can engage in targeted outreach for better results. Customer satisfaction surveys can also be automated to alert you when a customer needs quick attention to reduce the risk of churn.
Your team can also leverage chatbots or knowledge bases with built-in AI that can quickly answer simple questions, or route a customer to the best support rep for their inquiry if that doesn’t fix it.
Automation enables your customer care staff to manage a higher volume of customers more effectively, without burning out or diminishing the quality of one-to-one interactions.
7. Automate SMS marketing messages.
Increased screen time due to the COVID-19 pandemic has led to a resurgence in SMS marketing.
Your marketing team can consider adding automated SMS marketing to your company’s strategy to reconnect with leads and convert potential customers. Potential SMS marketing automation includes:
- Meeting and event reminders
- Restock alerts for products the contact has expressed interest in
- Empty cart abandonment messages
- Promotional messages for special deals and discounts
8. Review and automate your sales process.
Sales automation is about managing your sales process more effectively, reducing friction, and increasing conversion rates.
Benefits of sales automation:
- Stay on top of a busy pipeline
- Better calendar management
- Identify and focus on the most sales-ready leads
- Collect and act on data insights
- Sync the latest data across all apps
- Create a strong bridge with marketing
- Pass new customers to onboarding
- Avoid spending time on bad-fit leads
To get started with sales automation, first look at any built-in automation functionality that your CRM offers. You can then look into adopting and integrating other apps to automate more powerful workflows.
9. Automate repetitive tasks.
Are there any tasks on your team that are repetitive, must be done frequently, or require a similar skill set to complete? If so, these tasks are the ideal candidates for automation.
Consider using a task automation tool such as Zapier or Make to take some of the work out of repetitive tasks. Let’s say your team manually sends a promotional tweet every time your company publishes a blog post.
You can set up an automation in your tool of choice that will publish a tweet with a link to your new blog post every time your company’s blog publishes a new post.
Similar processes can be implemented to sync data across applications in your tech stack to reduce duplicative work.
10. Outsource key tasks to experts.
When you’re first starting a business, you’re usually responsible for all the tasks and responsibilities that make that business run. While that can be good for the bottom line, it’s not good for scaling and automation.
Once you’re able to afford it, outsourcing tasks to new team members, assistants, and specialists can really help your business go to the next level.
Let’s say you’re a small business owner who has handled all of your own email marketing while juggling various other duties. Unless you are an expert email marketer, you may not be giving this area the attention it deserves and the quality may suffer.
When hiring a contract email marketing expert, they can set up the necessary workflows and funnels that can help your email marketing run on autopilot, potentially resulting in more sales.
Go through the tasks you’re currently doing for your business and look for areas you can outsource to someone else to save you time and drive better results.
11. Implement a task management system.
Are your to-do lists on random post-its and scribbled on miscellaneous notebook pages?
Do you give your team tasks in passing and don’t follow up with them until it’s supposed to be due?
Do you and your team have a hard time tracking who does what?
If so, it’s time to implement a task management system with automation. Using task management software such as Asana, ClickUp, or Trello can help you and your team stay organized and accountable. With a task management tool in place, your team knows exactly where to look for their next action item and when it’s due. You’re also able to see their progress so you can support them if they get off track.
Automation can help take your task management system to the next level. You can use Zapier to turn line items from a spreadsheet into a task in your tool of choice, or automatically create tasks from Slack messages.
I use Asana to manage tasks, and love using the Gmail integration to turn emails into tasks with the click of a button.
With solid task management and automation in place, you and your team will save time hunting down tasks and will have more time to actually complete them.
12. Use drop shipping to automate fulfillment for e-commerce businesses.
Running an e-commerce business can be a lot of work. Between tracking inventory and managing fulfillment, a lot has to happen behind the scenes to get products to your customers.
If you don’t want to manage inventory, consider drop shipping. With dropshipping, you can work directly with a supplier who will fulfill and ship your orders so you can focus on other areas of your business without worrying about the risks and logistics of having all of your inventory on hand.
13. Centralize your internal communication efforts.
Automating your communication processes is about streamlining and clarifying human-to-human interactions. As a business owner, these automations can free up your time to look after your team and support their growth.
Types of communication automation:
- Automate team reminders to prep for meetings
- Automatically follow up on tasks after set intervals
- Sharing onboarding materials with new hires
- Collecting daily feedback on wins and blockers
- Self-reviews and performance tracking
- Reporting dashboards
- Syncing data with meeting slides
Gmail, Slack, and Asana are tools you might already be using that also offer great automation functionality to make communicating with your team easier.
14. Streamline your accounting and expense system.
Managing small business finances is a job of its own. If you’re still managing this yourself, consider using an accounting and expense system with automation capabilities.
A tool such as QuickBooks Online can be helpful for tracking your business financials. You can even connect this tool directly to your CRM so your records can accurately reflect which contacts have purchased from you.
Having an accounting and expense system in place can also help with receipt management by automatically categorizing receipts that come to your inbox to corresponding charges on your financial statements.
15. Use trigger/action workflows to publish data between apps.
Do the platforms within your tech stack talk to one another? Using automation to share data between apps can save you hours of manual entry.
Let’s say you have a potential customer fill out a Typeform survey to learn more about what they’re looking for in a product. Instead of manually creating a new contact entry in your CRM, you can set up a workflow that creates a new contact in your CRM any time you receive a response to that specific Typeform survey.
You can use a trigger/action workflow to connect various tools and cut down on administrative work.
16. Automate your onboarding processes.
Onboarding tasks are perfect for automation because they are repetitive. After all, many new employees in an organization will undergo the same training and need similar reminders.
Examples of ways you can automate your onboarding process include:
- Automatically generating and sending legal and compliance forms for new employees to sign electronically.
- Having accounts and access to key tools and systems automatically created.
- Sync employee data across necessary systems to reduce manual entry.
By automating as much of the back-end process of onboarding as possible, you’re creating less busy work for your HR team and creating a smoother experience for new employees.
17. Enlist a tool to make scheduling meetings easier.
There are few things more frustrating than a back-and-forth email chain to determine a meeting time. Optimize this process by using a meeting scheduling tool such as the HubSpot Meeting Scheduler or Calendly that automatically syncs with your calendar, and allows contacts to schedule time to meet with you when you’re available.
These tools can also integrate directly with your CRM so your contact list is always up-to-date with your latest interactions.
18. Email contacts who abandoned their shopping carts.
Most people who use the internet have abandoned an online shopping cart or two. Whether they get distracted when placing an order, have second thoughts after they see shipping prices, or want to spend a little more time thinking about their purchase before pressing “buy” there are various reasons customers may abandon an online shopping cart.
To help your business convert these shoppers, you can use email automation to send a message to contacts who still have items left in their carts after a certain period of time. With 50% of users who click through abandoned cart emails coming back for their purchase, it’s a worthwhile automation to try.
19. Use a password manager to share and secure login credentials across your team.
Chances are your team uses a wide variety of tools to run your business. To keep your company’s information more secure and to make your tech stack accessible to team members who need it, consider implementing a password manager to maintain and easily share login information.
Tools such as LastPass allow users to generate and store secure passwords and can be used for individuals, small teams, and enterprises.
20. Leverage AI and machine learning tools.
Artificial intelligence (AI) is expected to unlock $2.6 trillion in value for businesses in the coming years. As a business owner, there are many ways you can leverage AI to streamline and automate your operations.
For example, AI tools can help streamline data management and reporting, saving your team precious time and helping you gain access to valuable data.
If you have a marketing team that creates a large volume of content, AI tools such as Jasper can greatly reduce the time marketers spend creating content through its outlining, research, and editing capabilities.
Automation is a long-term strategy: it’s not about trying to change everything at once or creating processes that are overly complex for the stage your business is at.
Take a look at where your business is now. Where are the blockers, manual tasks, and inefficiencies?
Ask yourself how can you start automating these areas to free up your focus for the areas where you have the most impact.
MARKETING
AI driving an exponential increase in marketing technology solutions

The martech landscape is expanding and AI is the prime driving force. That’s the topline news from the “Martech 2024” report released today. And, while that will get the headline, the report contains much more.
Since the release of the most recent Martech Landscape in May 2023, 2,042 new marketing technology tools have surfaced, bringing the total to 13,080 — an 18.5% increase. Of those, 1,498 (73%) were AI-based.

“But where did it land?” said Frans Riemersma of Martech Tribe during a joint video conference call with Scott Brinker of ChiefMartec and HubSpot. “And the usual suspect, of course, is content. But the truth is you can build an empire with all the genAI that has been surfacing — and by an empire, I mean, of course, a business.”
Content tools accounted for 34% of all the new AI tools, far ahead of video, the second-place category, which had only 4.85%. U.S. companies were responsible for 61% of these tools — not surprising given that most of the generative AI dynamos, like OpenAI, are based here. Next up was the U.K. at 5.7%, but third place was a big surprise: Iceland — with a population of 373,000 — launched 4.6% of all AI martech tools. That’s significantly ahead of fourth place India (3.5%), whose population is 1.4 billion and which has a significant tech industry.
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The global development of these tools shows the desire for solutions that natively understand the place they are being used.
“These regional products in their particular country…they’re fantastic,” said Brinker. “They’re loved, and part of it is because they understand the culture, they’ve got the right thing in the language, the support is in that language.”
Now that we’ve looked at the headline stuff, let’s take a deep dive into the fascinating body of the report.
The report: A deeper dive
Marketing technology “is a study in contradictions,” according to Brinker and Riemersma.
In the new report they embrace these contradictions, telling readers that, while they support “discipline and fiscal responsibility” in martech management, failure to innovate might mean “missing out on opportunities for competitive advantage.” By all means, edit your stack meticulously to ensure it meets business value use cases — but sure, spend 5-10% of your time playing with “cool” new tools that don’t yet have a use case. That seems like a lot of time.
Similarly, while you mustn’t be “carried away” by new technology hype cycles, you mustn’t ignore them either. You need to make “deliberate choices” in the realm of technological change, but be agile about implementing them. Be excited by martech innovation, in other words, but be sensible about it.
The growing landscape
Consolidation for the martech space is not in sight, Brinker and Riemersma say. Despite many mergers and acquisitions, and a steadily increasing number of bankruptcies and dissolutions, the exponentially increasing launch of new start-ups powers continuing growth.
It should be observed, of course, that this is almost entirely a cloud-based, subscription-based commercial space. To launch a martech start-up doesn’t require manufacturing, storage and distribution capabilities, or necessarily a workforce; it just requires uploading an app to the cloud. That is surely one reason new start-ups appear at such a startling rate.
Dig deeper: AI ad spending has skyrocketed this year
As the authors admit, “(i)f we measure by revenue and/or install base, the graph of all martech companies is a ‘long tail’ distribution.” What’s more, focus on the 200 or so leading companies in the space and consolidation can certainly be seen.
Long-tail tools are certainly not under-utilized, however. Based on a survey of over 1,000 real-world stacks, the report finds long-tail tools constitute about half of the solutions portfolios — a proportion that has remained fairly consistent since 2017. The authors see long-tail adoption where users perceive feature gaps — or subpar feature performance — in their core solutions.
Composability and aggregation
The other two trends covered in detail in the report are composability and aggregation. In brief, a composable view of a martech stack means seeing it as a collection of features and functions rather than a collection of software products. A composable “architecture” is one where apps, workflows, customer experiences, etc., are developed using features of multiple products to serve a specific use case.
Indeed, some martech vendors are now describing their own offerings as composable, meaning that their proprietary features are designed to be used in tandem with third-party solutions that integrate with them. This is an evolution of the core-suite-plus-app-marketplace framework.
That framework is what Brinker and Riemersma refer to as “vertical aggregation.” “Horizontal aggregation,” they write, is “a newer model” where aggregation of software is seen not around certain business functions (marketing, sales, etc.) but around a layer of the tech stack. An obvious example is the data layer, fed from numerous sources and consumed by a range of applications. They correctly observe that this has been an important trend over the past year.
Build it yourself
Finally, and consistent with Brinker’s long-time advocacy for the citizen developer, the report detects a nascent trend towards teams creating their own software — a trend that will doubtless be accelerated by support from AI.
So far, the apps that are being created internally may be no more than “simple workflows and automations.” But come the day that app development is so democratized that it will be available to a wide range of users, the software will be a “reflection of the way they want their company to operate and the experiences they want to deliver to customers. This will be a powerful dimension for competitive advantage.”
Constantine von Hoffman contributed to this report.
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MARKETING
Mastering The Laws of Marketing in Madness


Navigating through the world of business can be chaotic. At the time of this publication in November 2023, global economic growth is expected to remain weak for an undefined amount of time.
However, certain rules of marketing remain steadfast to guide businesses towards success in any environment. These universal laws are the anchors that keep a business steady, helping it thrive amidst uncertainty and change.
In this guide, we’ll explore three laws that have proven to be the cornerstones of successful marketing. These are practical, tried-and-tested approaches that have empowered businesses to overcome challenges and flourish, regardless of external conditions. By mastering these principles, businesses can turn adversities into opportunities, ensuring growth and resilience in any market landscape. Let’s uncover these essential laws that pave the way to success in the unpredictable world of business marketing. Oh yeah, and don’t forget to integrate these insights into your career. Follow the implementation steps!
Law 1: Success in Marketing is a Marathon, Not a Sprint
Navigating the tumultuous seas of digital marketing necessitates a steadfast ship, fortified by a strategic long-term vision. It’s a marathon, not a sprint.
Take Apple, for instance. The late ’90s saw them on the brink of bankruptcy. Instead of grasping at quick, temporary fixes, Apple anchored themselves in a long-term vision. A vision that didn’t just stop at survival, but aimed for revolutionary contributions, resulting in groundbreaking products like the iPod, iPhone, and iPad.
In a landscape where immediate gains often allure businesses, it’s essential to remember that these are transient. A focus merely on the immediate returns leaves businesses scurrying on a hamster wheel, chasing after fleeting successes, but never really moving forward.


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A long-term vision, however, acts as the north star, guiding businesses through immediate challenges while ensuring sustainable success and consistent growth over time.
Consider This Analogy:
Building a business is like growing a tree. Initially, it requires nurturing, patience, and consistent care. But with time, the tree grows, becoming strong and robust, offering shade and fruits—transforming the landscape. The same goes for business. A vision, perseverance, and a long-term strategy are the nutrients that allow it to flourish, creating a sustainable presence in the market.
Implementation Steps:
- Begin by planning a content calendar focused on delivering consistent value over the next six months.
- Ensure regular reviews and necessary adjustments to your long-term goals, keeping pace with evolving market trends and demands.
- And don’t forget the foundation—invest in robust systems and ongoing training, laying down strong roots for sustainable success in the ever-changing digital marketing landscape.
Law 2: Survey, Listen, and Serve
Effective marketing hinges on understanding and responding to the customer’s needs and preferences. A robust, customer-centric approach helps in shaping products and services that resonate with the audience, enhancing overall satisfaction and loyalty.
Take Netflix, for instance. Netflix’s evolution from a DVD rental company to a streaming giant is a compelling illustration of a customer-centric approach.
Their transition wasn’t just a technological upgrade; it was a strategic shift informed by attentively listening to customer preferences and viewing habits. Netflix succeeded, while competitors such a Blockbuster haid their blinders on.
Here are some keystone insights when considering how to Survey, Listen, and Serve…
Customer Satisfaction & Loyalty:
Surveying customers is essential for gauging their satisfaction. When customers feel heard and valued, it fosters loyalty, turning one-time buyers into repeat customers. Through customer surveys, businesses can receive direct feedback, helping to identify areas of improvement, enhancing overall customer satisfaction.
Engagement:
Engaging customers through surveys not only garners essential feedback but also makes customers feel valued and involved. It cultivates a relationship where customers feel that their opinions are appreciated and considered, enhancing their connection and engagement with the brand.
Product & Service Enhancement:
Surveys can unveil insightful customer feedback regarding products and services. This information is crucial for making necessary adjustments and innovations, ensuring that offerings remain aligned with customer needs and expectations.
Data Collection:
Surveys are instrumental in collecting demographic information. Understanding the demographic composition of a customer base is crucial for tailoring marketing strategies, ensuring they resonate well with the target audience.
Operational Efficiency:
Customer feedback can also shed light on a company’s operational aspects, such as customer service and website usability. Such insights are invaluable for making necessary enhancements, improving the overall customer experience.
Benchmarking:
Consistent surveying allows for effective benchmarking, enabling businesses to track performance over time, assess the impact of implemented changes, and make data-driven strategic decisions.
Implementation Steps:
- Regularly incorporate customer feedback mechanisms like surveys and direct interactions to remain attuned to customer needs and preferences.
- Continuously refine and adjust offerings based on customer feedback, ensuring products and services evolve in alignment with customer expectations.
- In conclusion, adopting a customer-centric approach, symbolized by surveying, listening, and serving, is indispensable for nurturing customer relationships, driving loyalty, and ensuring sustained business success.
Law 3: Build Trust in Every Interaction
In a world cluttered with countless competitors vying for your prospects attention, standing out is about more than just having a great product or service. It’s about connecting authentically, building relationships rooted in trust and understanding. It’s this foundational trust that transforms casual customers into loyal advocates, ensuring that your business isn’t just seen, but it truly resonates and remains memorable.


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For instance, let’s talk about Oprah! Through vulnerability and honest connections, Oprah Winfrey didn’t just build an audience; she cultivated a community. Sharing, listening, and interacting genuinely, she created a media landscape where trust and respect flourished. Oprah was known to make her audience and even guests cry for the first time live. She had a natural ability to build instant trust.
Here are some keystone insights when considering how to develop and maintain trust…
The Unseen Fast-Track
Trust is an unseen accelerator. It simplifies decisions, clears doubts, and fast-forwards the customer journey, turning curiosity into conviction and interest into investment.
The Emotional Guardrail
Trust is like a safety net or a warm embrace, making customers feel valued, understood, and cared for. It nurtures a positive environment, encouraging customers to return, not out of necessity, but a genuine affinity towards the brand.
Implementation Steps:
- Real Stories: Share testimonials and experiences, both shiny and shaded, to build credibility and show authenticity.
- Open Conversation: Encourage and welcome customer feedback and discussions, facilitating a two-way conversation that fosters understanding and improvement.
- Community Engagement: Actively participate and engage in community or industry events, align your brand with genuine causes and values, promoting real connections and trust.
Navigating through this law involves cultivating a space where authenticity leads, trust blossoms, and genuine relationships flourish, engraving a memorable brand story in the hearts and minds of the customers.
Guarantee Your Success With These Foundational Laws
Navigating through the world of business is a demanding odyssey that calls for more than just adaptability and innovation—it requires a solid foundation built on timeless principles. In our exploration, we have just unraveled three indispensable laws that stand as pillars supporting the edifice of sustained marketing success, enabling businesses to sail confidently through the ever-shifting seas of the marketplace.
Law 1: “Success in Marketing is a Marathon, Not a Sprint,” advocates for the cultivation of a long-term vision. It is about nurturing a resilient mindset focused on enduring success rather than transient achievements. Like a marathon runner who paces themselves for the long haul, businesses must strategize, persevere, and adapt, ensuring sustained growth and innovation. The embodiment of this law is seen in enterprises like Apple, whose evolutionary journey is a testament to the power of persistent vision and continual reinvention.
Law 2: “Survey, Listen, and Serve,” delineates the roadmap to a business model deeply intertwined with customer insights and responsiveness. This law emphasizes the essence of customer-centricity, urging businesses to align their strategies and offerings with the preferences and expectations of their audiences. It’s a call to attentively listen, actively engage, and meticulously tailor offerings to resonate with customer needs, forging paths to enhanced satisfaction and loyalty.
Law 3: “Build Trust in Every Interaction,” underscores the significance of building genuine, trust-laden relationships with customers. It champions the cultivation of a brand personality that resonates with authenticity, fostering connections marked by trust and mutual respect. This law navigates businesses towards establishing themselves as reliable entities that customers can resonate with, rely on, and return to, enriching the customer journey with consistency and sincerity.
These pivotal laws form the cornerstone upon which businesses can build strategies that withstand the tests of market volatility, competition, and evolution. They stand as unwavering beacons guiding enterprises towards avenues marked by not just profitability, but also a legacy of value, integrity, and impactful contributions to the marketplace. Armed with these foundational laws, businesses are empowered to navigate the multifaceted realms of the business landscape with confidence, clarity, and a strategic vision poised for lasting success and remarkable achievements.
Oh yeah! And do you know Newton’s Law?The law of inertia, also known as Newton’s first law of motion, states that an object at rest will stay at rest, and an object in motion will stay in motion… The choice is yours. Take action and integrate these laws. Get in motion!
MARKETING
Intro to Amazon Non-endemic Advertising: Benefits & Examples

Amazon has rewritten the rules of advertising with its move into non-endemic retail media advertising. Advertising on Amazon has traditionally focused on brands and products directly sold on the platform. However, a new trend is emerging – the rise of non-endemic advertising on this booming marketplace. In this article, we’ll dive into the concept of non-endemic ads, their significance, and the benefits they offer to advertisers. This strategic shift is opening the floodgates for advertisers in previously overlooked industries.
While endemic brands are those with direct competitors on the platform, non-endemic advertisers bring a diverse range of services to Amazon’s vast audience. The move toward non-endemic advertising signifies Amazon’s intention to leverage its extensive data and audience segments to benefit a broader spectrum of advertisers.
Endemic vs. Non-Endemic Advertising
Let’s start by breaking down the major differences between endemic advertising and non-endemic advertising…
Endemic Advertising
Endemic advertising revolves around promoting products available on the Amazon platform. With this type of promotion, advertisers use retail media data to promote products that are sold at the retailer.
Non-Endemic Advertising
In contrast, non-endemic advertising ventures beyond the confines of products sold on Amazon. It encompasses industries such as insurance, finance, and services like lawn care. If a brand is offering a product or service that doesn’t fit under one of the categories that Amazon sells, it’s considered non-endemic. Advertisers selling products and services outside of Amazon and linking directly to their own site are utilizing Amazon’s DSP and their data/audience segments to target new and relevant customers.
7 Benefits of Running Non-Endemic Ad Campaigns
Running non-endemic ad campaigns on Amazon provides a wide variety of benefits like:
Access to Amazon’s Proprietary Data: Harnessing Amazon’s robust first-party data provides advertisers with valuable insights into consumer behavior and purchasing patterns. This data-driven approach enables more targeted and effective campaigns.
Increased Brand Awareness and Revenue Streams: Non-endemic advertising allows brands to extend their reach beyond their typical audience. By leveraging Amazon’s platform and data, advertisers can build brand awareness among users who may not have been exposed to their products or services otherwise. For non-endemic brands that meet specific criteria, there’s an opportunity to serve ads directly on the Amazon platform. This can lead to exposure to the millions of users shopping on Amazon daily, potentially opening up new revenue streams for these brands.
No Minimum Spend for Non-DSP Campaigns: Non-endemic advertisers can kickstart their advertising journey on Amazon without the burden of a minimum spend requirement, ensuring accessibility for a diverse range of brands.
Amazon DSP Capabilities: Leveraging the Amazon DSP (Demand-Side Platform) enhances campaign capabilities. It enables programmatic media buys, advanced audience targeting, and access to a variety of ad formats.
Connect with Primed-to-Purchase Customers: Amazon’s extensive customer base offers a unique opportunity for non-endemic advertisers to connect with customers actively seeking relevant products or services.
Enhanced Targeting and Audience Segmentation: Utilizing Amazon’s vast dataset, advertisers can create highly specific audience segments. This enhanced targeting helps advertisers reach relevant customers, resulting in increased website traffic, lead generation, and improved conversion rates.
Brand Defense – By utilizing these data segments and inventory, some brands are able to bid for placements where their possible competitors would otherwise be. This also gives brands a chance to be present when competitor brands may be on the same page helping conquest for competitors’ customers.
How to Start Running Non-Endemic Ads on Amazon
Ready to start running non-endemic ads on Amazon? Start with these essential steps:
Familiarize Yourself with Amazon Ads and DSP: Understand the capabilities of Amazon Ads and DSP, exploring their benefits and limitations to make informed decisions.
Look Into Amazon Performance Plus: Amazon Performance Plus is the ability to model your audiences based on user behavior from the Amazon Ad Tag. The process will then find lookalike amazon shoppers with a higher propensity for conversion.
“Amazon Performance Plus has the ability to be Amazon’s top performing ad product. With the machine learning behind the audience cohorts we are seeing incremental audiences converting on D2C websites and beating CPA goals by as much as 50%.”
– Robert Avellino, VP of Retail Media Partnerships at Tinuiti
Understand Targeting Capabilities: Gain insights into the various targeting options available for Amazon ads, including behavioral, contextual, and demographic targeting.
Command Amazon’s Data: Utilize granular data to test and learn from campaign outcomes, optimizing strategies based on real-time insights for maximum effectiveness.
Work with an Agency: For those new to non-endemic advertising on Amazon, it’s essential to define clear goals and identify target audiences. Working with an agency can provide valuable guidance in navigating the nuances of non-endemic advertising. Understanding both the audience to be reached and the core audience for the brand sets the stage for a successful non-endemic advertising campaign.
Conclusion
Amazon’s venture into non-endemic advertising reshapes the advertising landscape, providing new opportunities for brands beyond the traditional ecommerce sphere. The blend of non-endemic campaigns with Amazon’s extensive audience and data creates a cohesive option for advertisers seeking to diversify strategies and explore new revenue streams. As this trend evolves, staying informed about the latest features and possibilities within Amazon’s non-endemic advertising ecosystem is crucial for brands looking to stay ahead in the dynamic world of digital advertising.
We’ll continue to keep you updated on all things Amazon, but if you’re looking to learn more about advertising on the platform, check out our Amazon Services page or contact us today for more information.
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SEO6 days ago
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