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Marketing Resource Management (MRM): An Expert’s Guide



11 B2B Content Ideas to Fuel your Marketing (with Examples)

In our recent study, State of Content 2022, we found that 23% of marketers surveyed intend to spend between $100K and $500K on content in the coming year — with 16% planning to spend up to $5M. 

We also found that 43% of organizations have more than 20 people involved in content operations, and 76% plan to hire even more staff to get the job done in 2022.

Exciting stuff!

But it also presents a unique challenge in terms of managing the mountain of digital assets being created every day. If this is a headache you’re all too familiar with, you’re not alone. 

In fact, there’s a whole industry dedicated to it, known as Marketing Resource Management (MRM). In this guide, we’re going to walk you through everything you need to know about MRM, including the most important features to look for when choosing a solution. 

Here’s a sneak peek of the top three MRM features:

  • Centralized digital asset management 
  • A marketing-first approach
  • Capability to support deep integrations

First, though, let’s answer some basic questions about MRM.

What is marketing resource management (MRM)?

Marketing resource management is the process of allocating marketing resources like digital assets, budgets, planning capabilities, editorial calendars, content production, creative briefs, and metrics at each stage of the marketing lifecycle from campaign planning to execution.

MRM is conceptually similar to enterprise resource planning (ERP) in that it takes a centralized approach to resources, gathering them in a single ecosystem that’s accessible to everyone. The idea is that productivity will increase when people aren’t constantly starting from scratch. 

As marketing departments become more and more complex, MRM software is becoming a must-have tool for many companies. Which begs another question…

What’s MRM software? 

MRM software is a solution that stores all of your marketing resources in one place, often serving as the central hub or backbone of a marketing technology (MarTech) stack. 

Welcome’s MRM software, for example, allows you to centralize all your digital assets for easy discovery and reuse them across all teams and stakeholders, making it easy to create and repurpose content at scale. 

Plus, centralized requests provide a single source of truth, making management easier throughout the process and ensuring proper resource allocation for future marketing activities.

Key features an MRM system should have

In this section, we’re going to cover three key features to look for when evaluating an MRM solution for your company.

1. Integrated digital asset management 

Digital assets are pieces of marketing collateral that provide value to your organization. As a content marketer, these are typically individual pieces of content, from blog articles to graphics to podcast episodes. Other relevant marketing assets include logos, approved images, and other brand-specific visuals. 

With that in mind, digital asset management (DAM) is the practice of organizing and tagging assets in a centralized library so everyone who needs them can easily access them. It’s one of the key features you should look for when evaluating MRM systems. 

Theresa Regli, a strategic consultant focused on digital asset management, explains it this way: “DAM is concerned with delivering the right content to the right people, on all devices, mostly in real time, with the ability to track and measure digital asset engagement across an enterprise and its potential global reach.”

2. A marketing-first approach 

As we mentioned earlier, the idea of centrally organizing resources is not a new one. What is new, however, is the sheer number of resources that need to be managed within marketing departments. 

In fact, in that State of Content survey we mentioned earlier, we found that figuring out how to store, manage, and reuse assets is the third hardest challenge marketers face right now. 

For this reason, it’s important to choose a solution that’s designed specifically for marketing as opposed to one that has a broader audience. Marketing-specific tools are going to include features that tie everything together and make life easier for your team. 

Here are some specific features to look for: 

  • Editorial and content calendars
  • Campaign planning and execution tools
  • Customizable tasks and workflows
  • Automated work request routing
  • Content production and distribution tools
  • Asset management
  • Content editing tools
  • Performance analytics

3. Capability to support deep integrations

1648755046 496 Marketing Resource Management MRM An Experts Guide

Try as they might, even the most comprehensive all-in-one tools won’t eliminate the need for specific point solutions. So, it’s important to find a tool that’s designed to allow deep integrations as opposed to just surface-level add-ons. 

This approach is in line with what Scott Brinker, creator of the MarTech 5000, calls the “second golden age of MarTech”. He posits that a new dynamic is emerging in the industry and that the old battle between all-in-one versus point solutions is being replaced with something more akin to an ecosystem.

In this new ecosystem, major platforms will serve as the backbone of marketing stacks, designed to be augmented with specialized apps that can plug deeply into their systems — just like Welcome. Here’s how it works: 

  • Capabilities – Welcome integrations map directly to the way your team works across the full marketing campaign and content lifecycle, helping you at every stage of the process.
  • Connectors – Welcome’s Codeless Connectors are purpose-built solutions, designed to map to common use cases and give you the freedom of choice to integrate with the tools your team uses daily.
  • Public API – Welcome’s open API extends the functionality of our Connectors, helping you push (and pull) content and data between systems — even your unique, homegrown tools.

How to get started with marketing resource management

Now that you know a bit more about what features MRM solutions should have, we’re going to cover a few tips on getting started. 

1. Consider your needs

Before diving into marketing resource management, it’s important to take a step back and evaluate your needs. Here are a few questions to ask your team: 

  • How many marketing resources do we need to manage? 
  • What type of digital assets do we need to organize? 
  • How are we storing and managing our assets?
  • What does our content development process look like? 
  • How do we collaborate with each other and with outside stakeholders when developing content? Do we like this system?
  • What workflows do we have in place? How well are they working? 
  • What kind of metrics or KPIs do we use? How effective are we at measuring them? 

2. Compare your options

The next step is to see what’s out there and compare your options. Obviously, we’re a bit biased towards our own software (wink, wink) so we’ll start with that. But then we’ll take a look at some other choices in the MRM space. 


Welcome is a marketing-specific solution that offers everything you’ll need in the way of marketing resource management. Some of the benefits of our system include the following: 

  • Welcome’s capabilities cover you across the entire marketing lifecycle. Our software supports strategic planning, content development, and performance analytics. 

  • Welcome was built specifically for marketing purposes whereas other tools were built for more general project management. 

  • From managing individual assets to planning long-term campaigns, Welcome gives you marketing automation and real-time collaboration capabilities for any scenario. 


Monday is a broad project management tool that offers a wide variety of features and a flexible user interface. However, its versatility is actually its main downside because it lacks important MRM features as a result. 

For example, Monday doesn’t offer an in-platform document library. You can integrate with an external tool that hosts your documents, but you can’t do it natively. 


Wrike is another project management tool with broad capabilities. Unlike Monday, though, you can customize Wrike for marketing teams. They also have a solid number of features that support marketing tasks. 

The problem is that it takes quite a bit of legwork to get up and running. And since it’s not specifically designed for MRM, it’s not very intuitive to use from a marketing resource management standpoint. 


Asana is another good project management tool, but it’s geared more towards tracking assignments. While you can technically use Asana to store files, its capabilities are limited when it comes to communicating with your team and effectively managing resources. 


Trello is a good organizational tool for smaller marketing campaigns. Its easy-to-use interface takes the shape of a simple Kanban board, which is useful for tracking deadlines and individual responsibilities. However, Trello’s simplicity makes it inadequate for teams with large amounts of resources to manage or anyone looking for a more analytical tool. 

3. Always start with a free trial or demo 

Even if you’ve done all of your research and talked to all the right people, you really can’t tell if you’ve picked the right tool until you’ve tried it for yourself. Every marketing department is different, and a tool that works for one team may not be an ideal fit for another. 

That’s why it’s always best to start with a free trial so that your team can get some firsthand experience with the MRM solution. Once everyone has used it for a bit, here are some questions to ask them: 

  • Is the tool making their job easier? 
  • How steep is the learning curve? 
  • Are they still able to use their favorite point solutions as effectively as they were before? Or is it creating more hoops to jump through? 
  • If they ran into problems, how easy was it to get in touch with customer support? 

Marketing resource management FAQs

What’s the difference between CRM and MRM?

In short, one manages customers and the other manages resources. CRM stands for Customer Relationship Management whereas MRM stands for Marketing Resource Management. Many companies use CRM software to streamline customer communication and manage leads. 

What departments are involved in MRM?

While MRM refers specifically to marketing resources, it can be helpful to many other departments in your company who need access to things like brand assets, calendars, and budgets. Such departments include finance or accounting, product development, sales, human resources, and more. 

What are marketing resources examples?

Examples of marketing resources include digital assets like brand logos, images, graphics, blog articles, podcast episodes, customers success stories, and more. They also include editorial calendars, publishing schedules, budgets, and timelines. 


Hopefully, this guide cleared up some of the mystery surrounding marketing resource management tools. And if we’ve convinced you to give Welcome a try, you can reach out for a free demo any time.

Best of luck out there!  

Marketing Resource Management MRM An Experts Guide

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AI driving an exponential increase in marketing technology solutions



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. 

Screenshot 2023 12 05 110428 800x553

“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. 

Dig deeper: 3 ways email marketers should actually use AI

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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Mastering The Laws of Marketing in Madness



Mastering The Laws of Marketing in Madness

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.


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.


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!

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Intro to Amazon Non-endemic Advertising: Benefits & Examples



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.



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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