MARKETING
5 Optimization Tips to Maximize Sales This Holiday Season

Advertisers will be facing a shorter time frame this year for the usual holiday hustle and bustle. However, eMarketer is still forecasting total US sales to climb 3.8% making it the first-ever trillion-dollar holiday season. According to Forrester, 2019 online holiday sales will reach $138 billion.
As advertisers, we need to take advantage of these predictions and position ourselves for an outrageously successful holiday season. To set yourself up for success, we’ve highlighted 5 tips to maximize your online sales.
1. Images and Video
Because your users cannot feel, touch, test, or try out your products, high-quality photos are crucial. A user needs to be confident in their purchase decision, especially when purchasing online, and being able to zoom in and see the details of the product they’re purchasing could make or break their decision. Consider what happens if they try to find better product images on the web just simply to get a better idea of what they might be purchasing, and they stumble across a better deal. Don’t let this happen to you!
Product images are extremely important, but it’s just as important to show off your hero shots or promotional images as well. Entering the holiday season, you want to stay relevant and purposefully target those holiday shoppers. Avoid using stock imagery. Create your own holiday imagery that will keep your customers engaged and create likability and credibility. Also, keep in mind the creative you’re using in your advertisements. You want to remain consistent so that users’ experiences are uninterrupted, and they feel a smooth transition from the ad through to the site.
It’s important to think about the video that you make available to your customers as well. Do you have video of your product in action? Consider utilizing this on your product pages but also use this material in your ads; intrigue your users by the use of the products and leave them wanting to learn more about it. I can’t count the number of times I’ve seen video advertisements on Facebook of hair products (specifically L’ange) being used by brand reps and now I own three of their hair styling tools. This is because they have great holiday deals (see tip #3) and because the videos truly helped me learn how to do my hair and got me excited to try new things. Fun fact, or slightly embarrassing, – I’ll let you choose – I never would curl my own hair because I was terrible at it. That is, until I stumbled across these ads and was repetitively shown videos of brand reps curling their hair. Now, I have a scar from burning myself, despite also having a heat-protectant glove. BUT, in all seriousness, thanks to the help of these videos I’m able to curl my hair on a regular basis.
2. User-Generated Content
Going into the holiday season, find the time or resources to look for and utilize user-generated content. Of course, be sure you have permission prior to sharing or using any of this content. Think about the credibility and trust you could build when you’re speaking on behalf of your customers rather than trying to sell it yourself. There are a number of things you can do with user-generated content.
- Images
- Video
- Testimonials
- Website or landing page copy
See what people are posting on Facebook or Instagram and use those to your benefit. These images will look even more natural and may actually reduce the work your team has to put in to create your own images. Below is a perfect example! Someone I went to high school with simply posted pictures of her daughter’s birthday party and, as you can see, Party City asked for permission to use this photo for marketing purposes. It’s as simple as that!

Many brands have brand representatives creating images, videos, their own sponsored material, etc. These videos are the exact videos I was referring to in tip #1. Get permission to utilize this content and place some of these helpful videos throughout your site where people are going to purchase. Heck, use them as testimonials!
Speaking of testimonials, browse through your brand’s Facebook page or Instagram posts for testimonials within the comments. Sure, there’s a review section within Facebook but taking the time to see what people are commenting should provide you with authentic testimonials. Taking a brief side-step – I think it’s important to also ensure you’re responding to these comments when necessary. Let your customers know you hear them and you’re taking action. That’s how you’ll build trust, keep users coming back, and show new customers that you care and you’re putting them first.
Lastly, consider the content throughout your site. It’s extremely easy to write a paragraph, or page, full of jargon. As employees or advertisers of a brand, there’s a language and a way you speak about the brand. However, your users or customers probably don’t understand your product or service in the same terms or language that you do. Therefore, it’s important to keep things simple. Use the comments from your customers, whether it’s from reviews, testimonials, Facebook posts, or Instagram stories, and use that language in your content. Talk to your customers the way they will talk about your product. Take some work off of your team, minimize the need to create copy from scratch, and take advantage of user-generated content.
3. Discounts & Promotions
As we prepare for the holidays, customers will be expecting deals. Promos. Discounts. Whatever we can offer them, they’ll be searching for it. Utilize the imagery we spoke about before to highlight the current or upcoming promotions and be sure that these align with what’s being advertised. It’s crucial to make sure that your advertising messaging and promotions match what’s being promoted on your site at that time. It’s easy to miss this around the holidays as things get busy and many ads are in motion, promotions are changing, etc. But if a user gets to the site and doesn’t see messaging related to that 40% off promotion that was in the ad they just clicked, they’re likely to bounce and now you’ve wasted money on that click. Check out the example below that I saw many times this week, from different brand representatives.


From the ad, you can see that she highlights “up to 76% off” but once you open the site, the first thing you see if “up to 80% off.” I don’t think this is a huge concern but a small example of mismatched messaging. This is also a great example of holiday promotion imagery within the hero images. There’s no way a user will miss this sale.
There are a few less-common things to keep in mind regarding promotions and discounts around the holidays.
- A lack of Black Friday deals
- Your only sale of the year
- Urgency
I suppose you could say these could all go hand-in-hand. If you’re an online retailer that either doesn’t have a Black Friday sale or only has a sale once a year, I think it’s important to call that out to your customers. Set expectations for the lack of sale so they don’t wait to purchase, expecting a sale, and potentially miss out or decide not to purchase all together. If this is the only sale that happens, once a year, remind them of that to create that sense of urgency. Below is a recent example I stumbled across as my husband and I were preparing for Christmas.

The reason I felt it was important to bring this idea to light is because of a few companies I follow on Instagram for children’s products. I discovered Nugget Comfort in the last year or so through another company on Instagram and knew that was what my husband and I were going to get the kids for Christmas. Though I’ve known of the company for a while now, I only started following them on Instagram recently. I’m so thankful I did because they announced their release calendar in October for all of their new prints and restocks of previously sold-out prints. With the transparency that they do not have Black Friday sales and knowing that these would be limited-edition prints, this created a great sense of urgency. Therefore, even though I’ll have to wait 2 months for Christmas, I set my alarm and purchased when my print was released so I knew I wouldn’t miss out.

Here’s another great example I came across this week. This company has decided to do Black Friday deals all month long with different sales each week. Many of their products are also limited-edition colors and styles, so once they’re gone, they’re gone. As you can see below, each week they will be putting some of their limited-edition colors on sale. They’ve made it clear that these sales will be Monday and Tuesday of each week, with different colors, and once the sale is over, those colors will be taken off the site.


Not only do they do a great job of creating urgency, but this is also a great way to get even more revenue as a company. Because colors will be taken off the site each week, customers will likely make multiple purchases throughout the month of November rather than having the ability to wait and purchase all at once.
4. Mobile
Mobile, mobile, mobile. At this point, I sense this is a buzzword. But I think it’s still a work in progress and something that needs attention. As we’ll discuss in tip #5, the purchase process needs to be easy. Specifically, for mobile, the process shouldn’t cause frustration or uncertainty. It needs to be mobile-friendly. A user should feel just as confident making the purchase from their phone as they would from their computer. A number of my completed purchases today come from advertisements I’ve clicked on through Facebook and the process is made so easy, they get me every time. In instances where I don’t purchase, unfortunately rare, I either don’t have my debit card near me, or the process has created a sense of hesitation or friction that I’ve paused and not completed the purchase. This type of interaction is what you want to avoid. Quick things that come to mind:
- Subscriptions: make it easy to cancel or crystal-clear how to cancel
- Guest checkouts: have them – don’t force account creation or login (@Target, you’re killin’ me)
- Expensive products: create a way to “email to cart” or “save cart” so users can easily continue their purchase from their computer
- Keypad: be mindful of the type of field a user is in and give them a numeric keypad when applicable
- Phone number: if it’s easier to place an order over the phone for a larger ticket or complex items, make it easy to call for users at any stage
5. Checkout Experience
Keep it simple. Eliminate distractions. Improve usability. Checkout is the last place you want to lose a customer when they’re THIS close to completing their purchase. Don’t make it easy for them to leave the checkout. Eliminate the navigation and create a sense of urgency to motivate them to complete the transaction. Do not encourage them to go searching for coupon codes. Let them put in the effort to locate this field if they already have a coupon code but don’t flash it in front of their faces so that they go on the hunt for one. I’ll say it again – allow for guest checkouts. People don’t want to be forced to create an account or login. They want simplicity. Lastly, pay attention to your cart expiration. Don’t make a customer work harder to re-add things to their cart just because their cart expired. Keep their items in their cart so they’re ready to check out when they come back. (I feel like more should be added here or a better way to end this section)
Final Thoughts
I hope this gets you just as excited as I am to start thinking about new ways to maximize your holiday sales. Though this is a great way to get ahead for the holidays, don’t let this stop you from taking these tips and applying them throughout the year!
After you’ve prepared for this holiday season, check out these predictions for online marketplaces in 2020 as you begin to prep for the new year and new opportunities!
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.
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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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