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Hur du kickstartar din strategi



Hur du kickstartar din strategi

The Amazon Marketplace is one of the most well-known and popular marketing channels for online retailers. This is due in part to the incredible brand-building potential selling on Amazon offers, but it’s also more simply because of all those prospective customers.

Maintaining an active presence on Amazon was once considered nice-to-have for many retailers, but today, many brands find it an absolute necessity. In order to make sales, your products have to be available where people are shopping, and people are most certainly shopping on Amazon…

  • “In 2021, Amazon’s total consolidated net sales revenue amounted to 469.82 billion U.S. dollars.” (Statista)

  • “Amazon spent 10.4 billion U.S. dollars on advertising in the United States in 2021. The e-commerce company consolidated its position as the largest U.S. advertiser in terms of spending for the third consecutive year.” (Statista)

  • There are 153 million Amazon Prime members in the US (200 million worldwide) (Statista)

Amazon is continuously maturing and evolving in all aspects of its business, from enhancements to Amazon Creative, to the launch of Amazon Marketing Cloud, Amazon Moments, Buy With Prime, and so much more.

Content, inventory, search advertising, display, video, targeting, measurement and reporting, and more—the world of Amazon can be overwhelming if you’re just starting out on the platform! But we’re here to break it all down, diving into all the ins and outs you need to understand to successfully sell on Amazon in 2023 and beyond.

Keep reading for a step-by-step list covering how to sell on Amazon.

Table of Contents




Weighing the primary pros and cons of selling on Amazon can help you determine if it’s the right fit for your brand, and serve as an easy-to-reference checklist to revisit if you decide to move forward. While many of the pros and cons you’ll likely add to your list will be dependent on your unique situation and business goals, there are a few to consider that are relevant to most brands…


  • Amazon is the leading online retailer in the US, with market share so large that it’s nearly incomprehensible. According to recent data shared by Statista: “As of June 2022, Amazon accounted for 37.8 percent of the U.S. e-commerce market…Second place was occupied by the e-commerce site of retail chain Walmart, with a 6.3 percent market share.”

  • Building a presence on Amazon can introduce you to new-to-brand customers who might not have found your brand through other channels

  • Having Prime-eligible products can help you secure increased sales from new and current customers, particularly if the free shipping threshold on your website isn’t easily reached with one item

Drawbacks & Considerations

  • Sellers are up against considerable competition on Amazon, including from established brands and sellers who have been actively selling and/or advertising for years

  • Increased competition within the same space makes having the best price not only important, but absolutely essential to securing sales

  • There are a number of associated fees to consider, which must be factored into the equation from the outset to help determine profitability


How Is Selling on Amazon Different from Selling on Your ecommerce Site?

As profitable and beneficial for brand-building as selling on Amazon can be, there are key differences from how you approach selling on your own site. Sellers on Amazon are essentially tenants, and have to abide by the landlord’s rules and policies.

Let’s explore a few primary differences to consider…

  • While Amazon Stores (covered below) help you showcase your brand, products, and value proposition on Amazon, you don’t have the same level of control over the look, feel, functionality, and overall customer experience as you do on your own website

  • On Amazon, you’re not alone. Once you’ve attracted shoppers to your own website, the additional products they’ll find while browsing and comparing will be your own. On Amazon, browsing and comparing can easily lead shoppers to another seller

  • All that competition comes with some problem sellers. On Amazon, you’ll have to watch out for scammers trying to benefit from your hard work and quality products by using your legitimate ASINs (Amazon Standard Identification Numbers) for their own counterfeit products. To help protect against this, consider enrolling in Amazon Brand Registry


Selling on Amazon as a Vendor (1P) vs. Third-Party (3P) Seller

Before we dive into important tips to help you sell on Amazon, it’s important to distinguish between first-party and third-party sellers.

Vendors, or first-party sellers, use a program called Amazon Vendor Central to manage their account. Vendors sell their inventory to Amazon for a wholesale rate, then Amazon sells the product directly to consumers.

Amazon vendors are part of an invite-only program for manufacturers and distributors, with Amazon reaching out to express interest in buying their product or products directly. This is typically done if a brand/product has historically solid selling performance on the platform, or is a well-established brand/product. These listings will display as being both sold by Amazon, and fulfilled by Amazon.

However, the majority of sellers on Amazon are Third-Party Sellers, who use an interface called Amazon Seller Central. This requires sellers to list, price, and market their own products, and also leaves sellers responsible for organizing and monitoring inventory, pricing, advertising, reports, and more. With that said, being a third-party seller has its perks:

  • Increase Exposure and Reach New Customers – With millions of unique monthly visitors, visibility on Amazon helps boost varumärkeskännedom, and get more people to your online store. The Amazon Marketplace is huge. You’ll gain exposure to new and varied shoppers through the Marketplace—many of whom might never encounter your online store otherwise

  • Leverage Marketplace Benefits – Amazon’s Marketplace is a shopping destination that is known for reliability, ease of online shopping, speedy shipping, and an incredible selection. Listing on the Marketplace will allow you to capitalize on the hard branding and growth work Amazon has put in over the past 25+ years

  • Increase Sales – Many shoppers come to Amazon with the explicit intent to purchase, or at the very least are looking to browse or compare. Online search, advertising, and other forms of online exposure do not guarantee that same bottom-funnel audience that is likely to quickly convert

Selling through Amazon Seller Central is generally more work than selling through Amazon Vendor Central, but it’s also open to a larger group of sellers, and comes with greater levels of control around shipping, prices, and fulfillment—not to mention the potential for higher margins.

Ready to dive in? Let’s take a top-down approach outlining how to sell on Amazon…

Conduct Market and Product Research

If you’ll be selling products on Amazon that you already sell on other online marketplaces, including your own retail website, you already have a healthy head start on the market and product research. That said, you aren’t done!

Whether you’re a new seller, or an established ecommerce retailer in other spaces, it’s important to conduct Amazon-specific market and product research. The factors and tactics that drive shoppers to your ecommerce site may differ quite a bit from what will lead to success on Amazon.

A few things to consider in your research:

  • What are the current top-sellers in your market, category, or niche, and what can you learn from those listings?

  • Do the top listings in your category have a large number of images, detailed product information, and/or reviews?

  • How important does offering Prime shipping appear to be in your space?

  • What is the overall sentiment for the best-sellers and worst-sellers in your space?

  • In reading the reviews for similar products, take note of what shoppers like, dislike, have trouble with, or wish they knew before buying

  • Where possible, contact others in your industry to learn more about their experience selling on Amazon, and ways in which they approach the space similarly or differently than other platforms


Assess Your Business Plan

Your business plan on Amazon should start by identifying your primary goals—why do you want to sell on Amazon in the first place? What do you want, or need, to get out of selling on Amazon to consider it “a success?”

From there, it can be helpful to assign a hierarchy to your goals. Knowing which goals are most important will help everyone in your organization better understand what to do, and how to do it, in ways that ladder up to the desired outcomes. It will also help in resource allocation, as you’ll want to be sure your primary goal is supported in every business decision you make.

Some things you’ll want to consider in building your business plan include:

  • What does our space on Amazon look like? We all know there is a lot of competition on Amazon, but not all competition is created equal. Take time to research other primary players in your space already active on the platform to see if you’ll be going up against MVPs, or can more quickly make a name for yourself with some strategic moves

  • How long do we plan to sell on Amazon? For most brands, there is no ‘end date’ in mind, as selling on Amazon is an integral part of their overall marketing strategy. However, others use Amazon for a needed temporary boost, or to increase brand awareness that they hope will translate to increased traffic on their own site. Because many marketing strategies are long-term, and different optimization methods and advertising initiatives see the most success on differing timelines, it’s important to determine if selling on Amazon will just be a fling, or you’re working toward an ongoing relationship

  • How much time and money are we willing to invest in selling on Amazon? Before you spend time creating a robust marketing strategy packed with internal projects and full-funnel advertising options, make sure you have a solid understanding of what you, or your business, are willing to spend. Also consider if there are any situations you would consider make-or-break, and factor those in


Find Reliable Suppliers

If you’ll be selling entirely new products for which you don’t already have inventory, you’ll need to dedicate time to researching reliable suppliers. This can be done via the internet, or in person, such as connecting through trade shows. Top considerations when determining a good fit include:

  • The quality of the products they offer. Be sure to request a sample of every product you plan to purchase so you can personally assess the look and feel

  • The price per product, and if there is a minimum (or maximum) order quantity

  • How easy the supplier is to reach, including how quickly they return calls or emails, and how many avenues you’re provided with to contact them

  • The order volume they can keep up with. Just like retailers, suppliers come in all sizes and capabilities, and some will be equipped for much higher output than others. This can vary not only by the size of the supplier, but the type of goods, among other factors. For example, a supplier might be able to quickly restock socks and candles, but will need more time—or have a smaller number of—hand-knit sweaters, which take longer to produce

  • How quickly they can ship, and where their shipments come from. Knowing where shipments originate will give you a better idea of how long they will take to arrive from order date, as well as any current conditions / supply chain issues that may impact their delivery


Decide Between the Professional or Individual Seller Plan

When choosing an Amazon Seller Plan—Individual or Professional—the most important thing to consider is how many products you plan to list for sale on the site. The totality of the sales you anticipate on the platform should be your guiding light when deciding on a plan.

Both Individual and Professional Seller plans allow for listing products across a wide selection of common categories, with some additional categories available only to Professional Sellers who apply for permission and meet the necessary requirements. Categories exclusively available to Professional Seller accounts include fine art, fine jewelry, collectible coins, and more.

The major differences between the Professional Amazon Seller Plan vs. the Individual Seller Plan include:

Individual Plan: Best if you are an entry-level or niche seller that expects to sell fewer than 40 items per month. There’s no monthly subscription fee, but your selling fees are $0.99 per item in addition to referral fees and additional selling fees.

Professional Plan: Most established brands will start here – particularly if they plan to leverage Amazon advertising, which is only available for Professional plans. The monthly subscription fee is currently $39.99 (with no $.99 per item fee), in addition to referral fees and additional selling fees.

Other key features and benefits a Professional plan offers that an Individual plan doesn’t include: Buy Box eligibility; sales tax collection on items sold; API integration available; create listings in bulk; manage your inventory with feeds, spreadsheets and reports; ability to grant user permissions; on-site advertising tools.

Create Your Amazon Seller Account

To get started, visit the “Sell on Amazon” page and click the ‘Sign up’ bubble. Some things you’ll need on-hand to begin registration include: a credit card that can be charged internationally; banking information, including your routing and account numbers; tax identification information.

If you’re a regular Amazon shopper yourself, chances are good you already have hundreds of emails from them in your inbox. To help in keeping your personal and business-related Amazon emails separate, we recommend using a different email address for your business than the one already linked to your personal Amazon Prime account. If you don’t already have a separate account, consider creating one in Gmail before logging into Seller Central. Keep in mind every Seller Central account you open will require a unique email.

Once you’ve decided on a login, Amazon will prompt you to fill out several additional steps, including:

  • Seller Agreement / Information: You will need your business name & address, mobile or telephone number, chargeable credit card & valid bank account, and your tax information

  • Billing / Deposit: This is where you will decide on your Professional Seller plan and fees

  • Tax Information: Here you will select whether you’re a sole proprietor or a business. The major difference? Sole proprietors/individuals use their Social Security Number instead of an Employer Identification Number as their tax identification number

  • Product Information: Amazon will ask you a variety of questions about your products, including: their UPC codes; if you manufacture your own products; how many products you would like to list on the marketplace. Note that Amazon is already cross-checking UPC codes assigned to different ASINs on their marketplace against the GS1 database. This means any seller without authentic GS1 UPC codes is at risk of getting their listings removed at Amazon’s discretion

Once you complete these steps you will be officially welcomed to your Seller Central dashboard, which includes a variety of tabs for managing inventory, pricing, orders, advertising, reports, and performance.

Don’t forget to list your products and fill out the “About Seller” to let the Marketplace know about your business. You can also include your company logo, FAQs, and your privacy policy.

Add Products to Your Store

If the identical product you’re adding already exists on Amazon, you’ll add your product using the existing listing. If this will be a brand new product for which you’re the only seller, you’ll start by creating a new listing.

Below—within Best Practices for Advertising Products Sold on Amazon—we explore how to fully optimize your product detail pages, including how to best structure your title, and use keyword-rich descriptions for optimal discoverability. Some basic listing details you’ll need to get started adding products include:

  • Product identifier (GTIN, UPC, ISBN or EAN)
  • Product brand, name, and category
  • Product description details and images
  • Item SKU (stock keeping unit)
  • Item price and quantity available
  • Shipping options
  • Product condition (ex. new or refurbished)


Establish Inventory Management Processes

You can be doing all the right things on Amazon to get shoppers to your listings, but if your products aren’t in stock, you’ll lose 100% of your potential sales. Effective inventory management is more important than ever, especially if you’re an Amazon seller. In recent years, Amazon introduced monthly long-term storage fees for slow-moving inventory, increased FBA fees, and launched the new Inventory Performance Index (IPI) metric.

There have also been improvements to the basic inventory management features available in Seller Central. What these changes have in common is a mission to help Amazon merchants manage their inventory more effectively. However, some sellers face special challenges when managing their Amazon inventory—particularly if they are self-fulfilling (not leveraging FBA). If that rings true for you, you may want to invest in an Amazon inventory management tool.

Choose a Fulfillment Method

Before you can actually start selling, you need to determine if you want Amazon to handle fulfillment of your products, or if it would make more sense to handle your own order fulfillment when purchases come through. Current Amazon fulfillment options include:

  1. Fulfillment by Amazon (FBA)
  2. Fulfillment by Merchant (FBM)
  3. Seller-Fulfilled Prime (SFP)
  4. FBA Multi-Channel Fulfillment (MCF)

Let’s break these down to better understand each option.

Option 1: Fulfillment by Amazon (FBA)

Amazon statistic, reading “on average, sellers see a 20-25% increase in sales after adopting FBA”


Fulfillment by Amazon (FBA) is a program where Amazon stores, packs, ships, and handles customer service for the products you sell on Amazon. FBA gives you the ability to sell products with free and/or fast shipping and delivery, which can help increase sales.

“Prime members love FREE Two-Day Shipping, and all customers can get free shipping on eligible orders. When you list products for FBA, they are eligible for free shipping, too. Qualified FBA listings are displayed with the Prime logo, so customers know that Amazon handles packing, delivery, customer service, and returns.”Amazon

FBA is a fulfillment option that sellers can choose for any or all of their products. Sellers vary on the number of products they choose to fulfill (if any) using FBA, with primary considerations including their sales volume, margins, product category, and related seller variables.

Fulfillment by Amazon is a great option for merchants who are looking to efficiently and reliably improve shipping times, while reducing time, money, and resources they must allot to fulfillment, including storage and distribution.

The Benefits of FBA

The launch of FBA was a game-changer for many brands and businesses that don’t have the time, desire, or necessary infrastructure, expertise, or workforce to handle fulfillment as well as Amazon is equipped to do. Some key benefits FBA offers include:

  • Streamlined Operations: FBA eliminates fulfillment shipping efforts for sellers. Instead of handling the logistics, work, and associated fees of warehouse management, including picking, packaging, and shipping, retailers can pass off those tasks to Amazon at a cost

  • Products are Primed for Amazon Prime Sales: Amazon Prime customers purchase more products, and shop more frequently, than non-Prime Amazon shoppers on the site. Using FBA increases product discoverability as FBA products feature Prime shipping, and appear for Prime-filtered searches. Conversions are typically higher on product detail pages for items that are Prime-eligible, which can increase sales for products you sell using FBA

  • Customer Service & Returns: Amazon handles customer service and returns for FBA orders—a major perk for sellers who aren’t customer service specialists. This frees you up to spend more time strategically growing your business

  • Shipping Speed: For online shoppers, FBA provides quicker shipping rates, Amazon Prime-eligible shipping, and 24/7 Customer Service and delivery tracking through Amazon. FBA products are shipped from Amazon, so they typically are processed and shipped more quickly than products sent directly from the retailer. Amazon emphasizes customer service, so shoppers can rely on helpful assistance that can reduce the chances of a dissatisfied customer, or negative review

  • Buy Box Share: FBA impacts key factors in Buy Box share variables, including shipping and seller rating. FBA is a good way to boost your chances of getting a share of the Buy Box for products where shipping or other Buy Box eligibility requirements might be hard to achieve

  • Amazon Branding: FBA is fulfilled by Amazon, a company that has worked hard to curate a brand focused on customer service and ease of online shopping. FBA aligns your store with that branding and lends that reputation to your store

Now for the biggest con (for most sellers) to FBA: the cost.

Costs of FBA

Amazon seller fees result in a charge of a percent of total sale profits. In addition to those fees, FBA charges fees based on:

  • Shipping weight and size
  • Handling fees
  • Pick & pack
  • Storage costs (sq ft.)
  • Seasonality surges (costs tend to increase in relation to upcoming holidays and tentpole events)

For some sellers, FBA initially seems like an expensive option, but keep in mind that leveraging FBA makes Amazon your logistics partner. At Tinuiti, we use our FBA Profitability Analysis Tool to help our clients determine if their products will be profitable using FBA.

Amazon Fulfillment impacts your margin for individual products, which arguably limits profitability. However, with the increase of total sale volume and exposure, FBA is likely a good investment for your online store. For example, you may make less money on an individual product—such as a single water bottle—but you are likely to sell more water bottles overall for a larger holistic profit.

Like the idea of FBA for some of your products, but still want to handle fulfillment on your own for others? You can do that!

Sellers using FBA don’t have to use the FBA option for all of their products, allowing you to calculate which products are profitable to fulfill with FBA. FBA may not be a strong option for your store depending on the competition surrounding your products, what products you sell, where your business is located, your margins, and other related variables, but its advantages make it worth exploring for all sellers.

Option 2: Fulfillment by Merchant (FBM)

Amazon Fulfilled by Merchant (FBM) makes you responsible for picking, packing, and shipping the products you sell on the Amazon Marketplace. FBM does not give you the option to list products as “Prime.”

The biggest benefit of FBM is that you’ll avoid some of the fees that come with FBA. However, you’ll be required to abide by all of Amazon seller rules (i.e. replying to customer support issues within 24 hours, provide tracking info, and shipping within your stated time frame).

Self-fulfillment takes more work, but is doable if you already have the right infrastructure in place to handle all of the above.

Unfortunately, and importantly, with FBM you will not have access to selling via Amazon Prime (unless you’re selling with Seller Fulfilled Prime – see below), which in turn will lead to less sales than a comparable FBA offering.

Option 3: Seller Fulfilled Prime (SFP)

Seller Fulfilled Prime (SFP) is a hybrid Amazon fulfillment option that gives you the ability to store, pack, and ship products from your own warehouse, while allowing your products to be listed with the conversion-boosting Prime badge. Just remember—that badge comes with responsibility.

“Seller Fulfilled Prime is the Prime program that allows you to deliver directly to domestic Prime customers from your own warehouse. By displaying the Prime badge, you are committing to fulfill orders with Two-Day Delivery at no additional charge for Prime customers.”Amazon

Qualifying for SFP isn’t easy, requiring you to “complete a trial period to show that you are able to meet the requirements for Prime fulfillment excellence and customer satisfaction.” During the trial period, you’ll need to satisfy all of Amazon’s outlined requirements. These include (but are not limited to): Offering premium shipping options; shipping 99%+ of your orders on time, and meeting the 1-day or 2-day delivery promise; maintaining an OCR (order cancellation rate) below 0.5%; using Amazon Buy Shipping Services for at least 99% of your orders.

Seller Fulfilled Prime is the best of both worlds for businesses with a solid fulfillment strategy, but there is no room to slack. Amazon holds SFP orders to very high standards, with ambitious requirements.

If you’d like to explore SFP, check to see if Amazon is currently accepting new registrants. If not, there may be an available waitlist to join.

Option 4: FBA Multi-Channel Fulfillment (MCF)

Multi-channel fulfillment—an option within FBA—is designed to help sellers active across two or more sites or channels access the same inventory for all order fulfillment, no matter where the sale comes through. With Amazon MCF, you ship all of your inventory to Amazon’s fulfillment centers. When orders come through, Amazon will pack and ship them on your behalf, including those that come through your own website.

By utilizing Amazon MCF, sellers who struggle to maintain efficient shipping and delivery speeds can leverage “the world’s largest fulfillment network to provide fast, reliable ecommerce fulfillment wherever orders are placed.” While FBA and MCF come at a cost, the improvement in customer satisfaction can help improve your reviews, and fuel your business growth on and off Amazon.

Once you have all your products listed on Amazon, optimization and advertising can help give them additional visibility, and a boost in sales. Let’s explore some of the most important things to consider when optimizing your listings, and advertising on Amazon.

1. Provide Search Optimized Product Listings

Almost anyone can list on Amazon, but not every seller is following the Amazon SEO best practices that are essential to securing visibility and sales. Detailed product listings can help your product rank above a competitor’s for relevant queries. Additionally, providing shoppers with all the needed information once they land on your page can play a huge role in increased conversions, so it’s truly a win-win to button everything up.

Here are a few tips to get you started…

Product Title Guidelines

Amazon product title lengths are determined at the category-level, and are the same for Fulfillment by Amazon (FBA), Seller Fulfilled Prime (SFP), and Merchant Fulfillment Network (MFN) listings. Review Amazon’s category-specific style guides to find the preferred style for products within your category.

Take time to create strong, detailed product titles that make the most of Amazon’s character count limit, including keywords that could help your product rank better for a variety of relevant searches. Don’t keyword stuff, but think beyond the product-focused keywords themselves to things you can naturally incorporate into the title, like ingredients, product attributes, and/or desired effects. If you are selling a shampoo, for example, in addition to including the brand and size in the product title, you might mention if it’s cruelty-free, volumizing, or includes a certain ingredient that shoppers might be searching for, like tea tree or argan oil.

To create product titles (product names) that help you appear in shoppers’ searches, and encourage strong click-through, we recommend following these best practices:

  • List words in their natural order, considering importance (ie. don’t bury the brand name at the end where it might not be seen)

  • Capitalize the first letter of each word (excluding prepositions, articles, and conjunctions)

  • Spell out measurement-related words, such as Ounce, Inch, and Pound

  • All numbers should be numerals, not spelled out

  • Ampersands should not be used in titles unless part of a brand name; spell out “and” (in lowercase)

  • If the size is not a relevant detail, do not list it in the title

  • If the product does not come in multiple colors, the color should not be noted in the title

While a detailed product title is immensely helpful for sellers and buyers alike, there are a few details you shouldn’t include.

  • Price and quantity (unless a multipack)
  • All caps
  • Seller information
  • Promotional messages such as “Sale”
  • Suggestive commentary such as “Best Seller”
  • Symbols, special characters, emojis, and ASCII characters ($, !, &, ?, etc.)


Use Detailed Bullet Points for Key Product Features

The Amazon product detail page bullet points—aka “Key Product Features” section—is located under the “Descriptions” tab. Product features are the second most important factor in surfacing your products, so you’ll want to maximize your character count here as well. Amazon shoppers rely heavily on bullet points to gather top takeaways at a glance. The more descriptive the bullet points for your product pages, the better your sales are likely to be.

Try to include the following in your listing’s bullet points:

  • Highlight the top five features that you want your customers to consider, such as dimensions, warranty information, or age appropriateness

  • Begin each bullet point with a capital letter

  • Write in fragments, and do not include ending punctuation

  • Write all numbers as numerals

  • Separate phrases in one bullet with semicolons

  • Spell out measurements, such as quart, inch, or feet

As with product titles, there are a few things you shouldn’t do when writing bullet points for your key product features. For example:

  • Do not write vague statements; be as specific as possible with product features and attributes

  • Do not enter company-specific information; this section is for product features only

  • Do not include promotional and pricing information

  • Do not include shipping or company information. Amazon’s policy prohibits including the seller, company, or shipping information


Write Effective Product Descriptions

Product descriptions are typically a few paragraphs long, and should explain the major product features, such as size, style, and what the product can be used for. Amazon encourages sellers to include accurate dimensions, care instructions, and warranty information, and use correct grammar, punctuation, and complete sentences.

Note that as of July 17, 2021, Amazon no longer allows the use of HTML tags in product detail page descriptions, med undantag för radbrytningar (<br>). Användningen av lätt HTML – som att lägga till fetstil i text för att hjälpa den att sticka ut – var vanlig praxis, där Amazon citerade säkerhetsproblem och potentiella tillgänglighetsproblem som skälen till att ta bort HTML-taggningsmöjligheter.

In addition to HTML tags, other things you shouldn’t list in your product description include:

  • Your seller name, phone number, email address, or physical address
  • Website URLs
  • Company-specific information
  • Product condition
  • Price or availability information
  • Quotes, reviews, or testimonials
  • Requests that customers leave a positive review
  • Details about another product that you sell
  • Promotional language such as “SALE” or “free shipping”
  • Anything that would be considered a ‘spoiler’—applies to books, music, video, and DVD (BMVD) listings
  • Time-sensitive information
  • Promotional material
  • Watermarks on images or videos

Additionally, if you’re selling products in a category that Amazon regulates, make sure to carefully read all requirements so you don’t risk your listing getting taken down for using the wrong terms.

Use High-Quality Product Images and Videos

All Amazon detail pages require at least one main product image be shown, but additional images and videos can help greatly in securing buyer confidence and increasing sales. Put your best self forward with clear, eye-catching, information-rich images that enhance product understanding and appeal.

Amazon’s image requirements and site standards include:

  • Images must accurately represent the product for sale, and match the product title

  • Main product image (the image shown in search results) must have a white background

  • Product should fill at least 85% of the image frame

  • Must match the product title

  • Must have clearly defined borders, and not be blurry or pixelated

  • Must not contain nudity or be considered sexually suggestive

  • No Amazon logos, trademarks, or badges used on the platform, or variations thereof, are permitted

  • Supported file types include JPEG (preferred), TIFF, PNG and GIF (no animated GIFs)

  • Must not exceed 10,000px on longest side

  • For your images to be zoom-eligible, they must be at least 1,000px, with a minimum of 1,600px or larger on the longest side recommended for optimal experience

Note that there are additional site standards for Main product images, with the above criteria serving for all images.

By following these best practices, you’ll be able to stay in Amazon’s good graces while ensuring your product listing is compelling.

Win the Amazon Buy Box

Amazon’s Köp Box is a coveted section on the right side of an Amazon product detail page where customers can click to add a product to their cart, or make an instant purchase. The majority of Amazon customers shop using the Buy Box, with many not even being aware that for some listings, there are multiple sellers they can choose to shop from.

Amazon Buy Box infographic also showing where other sellers can be chosen by shoppers

If you sell on Amazon and want to increase your sales, winning the Buy Box is crucial. Obtaining and retaining Buy Box ownership requires that you have a Professional Seller Plan, are competitively priced, and maintain Amazon’s performance requirements. Remember—the Buy Box is designed to make it as easy as possible for customers to purchase from the seller offering the best overall value. If that’s you, you’re not only more likely to win the Buy Box, but also to have sustained customer satisfaction.

Get Legitimate Product Reviews

Customers rely on authentic product reviews on almost every site they shop from, but thanks to Amazon’s size, products sold there tend to have a high number of reviews. Positive, helpful reviews are the social proof brands need to earn continued consumer confidence.

In soliciting reviews, be sure to adhere to Amazon’s customer product reviews policy. Encourage shoppers to leave reviews whenever possible, but don’t offer compensation for doing so. Also be sure to follow-up on any negative reviews, or neutral reviews that cite a concern. This will show prospective customers reading the reviews that if they have an issue with their purchase, they can count on support.

Use A+ Content

Amazon A+ content is available for select sellers on Amazon—currently including 1P vendors, emerging brand owners, and Amazon Brand Registry sellers. A+ content better conveys the value of your products through the use of detailed product descriptions, rich images, comparison charts and infographics, and/or videos.

Below is an example of an A+ content detail page:

jack black A+ content amazon

Using A+ content on Amazon has proven to increase conversion rates and reduce returns for many sellers. Think of everything a potential shopper might want or need to know about your product to be secure in their purchase decision, and account for that in the content you produce. This will vary based on your product and category, but enhanced user experience and customer confidence is at the core of all A+ content.

Invest in Amazon’s Sponsored Ads

Years ago, having a solid organic strategy was enough for many sellers to find success on Amazon. Today, with increased competition and overall growth of the site in mind, Amazon is a bit of a pay-to-play space for the most visibility. For that reason, sellers should be prepared to invest in advertising for their Amazon listings.

There are 3 main, self-serve categories of ad space that brands and sellers can purchase directly from Amazon:

  • Sponsored Products
  • Sponsored Brands
  • Sponsored Display

A fourth advertising avenue to consider is Amazon DSP. Similar to Sponsored Products, Brands, and Display, sellers don’t have to work directly with Amazon to leverage DSP. However, it is required that you work with an agency partner like Tinuiti to run Amazon DSP ads, making it less fully ‘self-serve’ than Sponsored Products, Brands, or Display, which brands and sellers can choose to run themselves, or work with an agency to manage.

Amazon Sponsored Products are pay-per-click (PPC) ads based on relevant keywords (and product targeting) that drive traffic to a specific, individual product listing within the Amazon platform. Sponsored Products ads are shown within shopping results, and on product detail pages.

These search ads are Amazon’s flagship ad format and are a key investment for brands across all categories for driving awareness and conversions on Amazon’s marketplace.

Screenshot of Amazon Sponsored Products on marketplace search

Sponsored Brands ads (formerly Headline Search ads) allow advertisers to feature custom headlines, up to 3 products, and brand creative—including their brand logo—to engage potential customers at the beginning of their shopping journey. Sponsored Brands banner ads are served within, alongside, or at the top of relevant Amazon shopping results to increase visibility with the right shoppers. These ads direct shoppers to specific product listings on Amazon, or your Amazon Store home page.

amazon sponsored brands ads for wireless earbuds

Sponsored Brands video: The use of video is on the rise across digital advertising on the whole, and Amazon is no exception. Sponsored Brands video ads are designed to educate shoppers about your product, and commonly include demonstrations, use-case examples, and top takeaways about product features. These videos should be short, informative, and product-focused; ideally 15-30 seconds in length.

Sponsored Brands video ads best practices include:

  • Open with the product (no fade-ins or empty frames)
  • Customer reviews cannot be included
  • Amazon branding elements cannot be used
  • Because these videos are set to automatically play and loop upon completion, they should be polished and designed for a seamless user experience; Amazon may reject your ad if there are abrupt edits or crops

Once you’ve laid the foundation with Product collection and Video ads, consider exploring more advanced Sponsored Brands opportunities and formats, including Store spotlight ads for Amazon Store owners.

Sponsored Display is a self-service advertising solution that helps you “engage and re-engage shoppers, on and off Amazon” using shopping and contextual signals. In other words, Sponsored Display ads are effective for reaching entirely new audiences, and for retargeting.

These easy-to-setup-and-launch ads are available for 1P vendors and professional sellers enrolled in Amazon Brand Registry, and are offered with your choice of a CPC or vCPM pricing structure.

Sponsored Display ads can prove beneficial across the full funnel, with optimization strategies including: Optimize for viewable impressions; Optimize for page visits; Optimize for conversions. Because these ads can display deals and savings badges, they can prove especially valuable during Amazon sales events or brand-specific promotional periods.

Where your Sponsored Display ads will appear on and/or off Amazon is determined by your targeting strategy—available tactics include product targeting och audiences.

  • Potential product targeting placements, which are designed to reach shoppers actively considering and comparing their options, include: on product detail pages; within shopping results pages; beneath the featured offer; alongside customer reviews

  • For Sponsored Display audiences campaigns, which are designed to reach relevant shoppers based on their click and browse history, “your display creatives may appear off Amazon on apps and third-party websites such as Twitch, as well as on Amazon in placements on the homepage, product detail pages, and shopping results pages—helping you reengage with shoppers in their purchase journey.”

Example of Amazon sponsored display ad on news site

Sponsored Display ads are ideal for building mid-funnel awareness, helping inform, engage, and convert shoppers. As discussed in our post on Amazon’s blog—How to approach display advertising with Tinuiti—these ads help advertisers “access display inventory without the higher requirements of Amazon DSP.”

“Sponsored Display’s customization features help you tell your brand story and increase campaign performance. Sponsored Display allows you to refresh or edit specific campaign sections, rather than starting from scratch.You can use updated creative elements such as images, headlines or logos for increased seasonal relevance.”Amazon

Advertise Off-site with Amazon DSP (agency support required)

Amazon DSP — also known as the Amazon Demand-Side Platform — gives brands and sellers the ability to programmatically buy video, audio, and display ad placements. Programmatic ads use available data to determine which digital advertising spaces you’ll buy, and how much you’ll pay for them.

Amazon DSP allows brands to use Amazon targeting capabilities in showing ads to new and existing customers on Amazon owned-and-operated web properties, in addition to those it does not control. Even brands that aren’t selling products on Amazon can advertise using Amazon DSP.

Amazon DSP unlocks incredible opportunities for brands and sellers, and we expect the unique ad options and capabilities will only continue growing. Some current forward-thinking DSP advertising options include streaming TV ads on Fire Stick, and in-store screen ads in Whole Foods stores. If you want to reach customers in these spaces, DSP is the way to do it.

Example of Amazon video ad placement with Under Armour bag

Set-Up an Amazon Store

Amazon butiker are a free self-service product that allows brand owners to design and create multipage stores to showcase their brands, products, and value proposition on Amazon. If we think of as a shopping mall, Amazon Stores are the individual retail spaces within.

Example of R+Co Amazon Store

Setting up an Amazon Store is crucial for brand-building on Amazon, but the process can take some time and expertise to efficiently navigate. For that reason, many sellers choose to work with a reputable Amazon agency like Tinuiti to build, design, and optimize their Store.

Here are some of the benefits of working with an experienced Amazon agency to build your Amazon Store:

  • Understanding of how Amazon works and the types of content that resonate best with Marketplace shoppers

  • Knowledge about Store requirements and best practices. An agency’s solid understanding of Amazon’s restrictions and policies can save you substantial time on revisions. It’s also super beneficial to work with an agency that’s already familiar with Amazon’s available features and layouts

  • Avoid wasting time on re-submissions. An experienced agency will be up-to-date on the latest qualifications, which will allow you to move faster through the creation and submission process


Additional Best Practices When Selling on Amazon

Some final considerations to make include whether to sell internationally, how Amazon Attribution and Brand Registry can help you grow and protect your brand, and how those fees all stack up. Let’s dive into each…

Remember: There Are Fees to Sell on Amazon

The cost to sell on Amazon is largely determined by which selling plan you choose, and how you’re planning to handle fulfillment.

As we mentioned earlier, Amazon sellers can choose between a Professional or Individual selling plan. Individual sellers pay $0.99 for each item sold on Amazon, plus referral and additional selling fees. Professional sellers also pay referral and additional selling fees, with a $39.99 monthly charge that exempts them from the $0.99 per item sold fee.

chart showing differences between professional amazon selling plan vs individualVisit Amazon’s pricing page for a fuller breakdown of Amazon fees and additional cost considerations and incentives.

Measure Cross-Channel Impact with Amazon Attribution

Amazon Attribution is a measurement solution that provides advertisers with valuable insights into how their non-Amazon marketing channels are performing on Amazon; these reports include both orders and revenue for traffic originating off Amazon. It can measure traffic brought directly to Amazon, as well as traffic to a site that later converts on Amazon. This arms advertisers and brands with the necessary shopper journey information to optimize their media campaigns, and grow product sales.

Amazon Attribution can measure traffic from nearly any source, including search ads, display ads, social ads, video ads, and email marketing. Through the creation of orders and line items, brands can create unique tracking templates, and performance can be measured to their desired level of granularity.

There is currently no cost to participate in Amazon Attribution, but it is only available to eligible sellers and vendors, including: “professional sellers enrolled in Amazon Brand Registry, vendors, KDP authors, and agencies with clients who sell products on Amazon.”

Consider Enrolling in the Amazon Brand Registry

Screenshot from the Amazon Brand Registry homepage


De Amazon Brand Registry gives brand owners access to proprietary text, image search, predictive automation, and reporting tools designed to protect their registered trademarks and create an accurate and trusted experience for customers.

The Amazon Brand Registry also allows brands to search for content using images, keywords, or a list of ASINs in bulk, and report suspected violations through a simple, guided workflow.

Let’s talk about why this is important for sellers.

While selling on Amazon, you may experience counterfeit issues or situations where your product content is changed by a third party seller.

The Amazon Brand Registry provides a necessary set of tools that may help sellers avoid these issues— including Transparency by Amazon, Project Zero, och Counterfeit Crimes Unit.

Here’s how Amazon’s Brand Registry works, how to enroll, and other brand protection programs that you can use to prevent third-party sellers from counterfeiting your products on the marketplace.

To become a member of the Amazon Brand Registry you must:

  • Step 1. Review eligibility requirements. ”Varumärken måste ha ett pågående eller registrerat och aktivt textbaserat eller bildbaserat varumärke”

  • Steg 2. Logga in på Amazon Brand Registry. Ansökan om varumärkesregistret måste lämnas in av varumärkesägaren. Om du är en auktoriserad agent ber vi dig att låta varumärkesägaren registrera varumärket först och lägga till ditt konto som en extra användare. Om du uppfyller behörighetskraven, logga in med dina befintliga Seller- eller Vendor Central-uppgifter. Eller, om du ännu inte har ett Amazon-konto, skapa ett gratis

  • Steg 3. Registrera ditt varumärke. När du har loggat in måste du registrera ditt/dina varumärken. Efter att Amazon har verifierat informationen du skickar under registreringen kommer du att kunna få tillgång till varumärkesregistrets funktioner för att skydda ditt varumärke


Utforska att sälja produkter internationellt

I början är det vanligt att säljare upplever en kombination av spänning och rädsla vid utsikten att sälja produkter internationellt. Vanliga problem som kreditkortsbedrägerier och leveransförseningar kan verka överväldigande till en början, men med rätt vägledning kan säljare undvika vanliga misstag och förenkla sin globala expansionsprocess.

Beslutet att bli global drivs ofta av en kombination av faktorer – vissa ekonomiska och andra relaterade till marknadsföring, merchandising eller drift. Det kan vara ett lukrativt beslut för vissa säljare, men inte alla. Vi rekommenderar att du fokuserar på dina primära mål med att bli global för att avgöra om det är det bästa draget för ditt företag.

För många säljare och varumärken, absolut!

Med rätt produkter, sofistikerad marknadsföringstaktik, användbara verktyg och säljarsupport kan varumärken som säljer på Amazon se stora framgångar. Även om konkurrensen för nästan alla kategorier på marknaden är hård, finns det fortfarande gott om möjligheter för varumärken att frodas.

För att bli en framgångsrik Amazon-säljare bör du:

  • Forskning potentiella nischer innan du bestämmer dig för vilka produkter du vill sälja

  • Förstå prissättning, kostnader och avgifter. Detta kan inkludera tillverkningskostnader, frakt, förpackning, försäljningsavgifter och mer

  • Se till att din affärsverksamhet är i gott skick, inklusive lagerhantering och prognoser

  • Skaffa expertkunskap marknadsföring, varumärkesbyggande och reklam. Vi rekommenderar att du samarbetar med en Amazon-byrå som är specialiserad på Amazon-reklam

  • Dra nytta av insikter över kanaler. Tack vare verktyg som Amazon Attribution kan varumärken mäta effekten av sina marknadsföringsinsatser över flera plattformar och kanaler

  • Undvik självbelåtenhet. Varumärken som vilar på lagrarna kan snabbt överträffas av nya konkurrenter

Och viktigast av allt, var beredd på vad Amazon än kastar dig i vägen. Förändringar kan (och gör) ske varje dag. Letar du efter en partner som hjälper dig att navigera i dessa utmaningar? Vi vill gärna hör från dig!


Redaktörens anmärkning: Det här inlägget publicerades ursprungligen av Tara Johnson och har uppdaterats regelbundet för fräschör, precision och heltäckande.


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Vad vi inte förväntade oss av vår innehållsresultatrapport för 2022



Vad vi inte förväntade oss av vår innehållsresultatrapport för 2022

During 2022, DigitalMarketer generated 181 articles, 101 podcasts, and 141 youtube videos for public consumption (we also generated over 1,000 gated videos but we won’t include that data here).

In our Certifiering av innehållsmarknadsföring we teach you how to build the Content Performance Report. The point is to allow you to assess the performance of all of your content using simple metrics, then use those metrics to identify potential opportunities for new content.

Surprisingly, the most consumed content was PODCASTS. Even though we produced less podcasts (101) than both articles (181) and videos (178), podcasts still accounted for 53% of total consumption.

Quick note that “consumption” for our content strategy is “views” for for video, “unique pageviews” for articles, and “downloads” for podcasts.

On average, each podcast was downloaded 2,491 times versus videos at 432 views, and articles at 781 pageviews.

The following is a breakdown of the top performing content DigitalMarketer produced in 2022.

The Best Performing Content

Here are the top performing pieces of content from each content type.

TOP ARTICLE: How Facebook Ads Are Changing In 2022
TOP PODCAST: Episode 231: Become A Certified Email Marketing Master
TOP VIDEO: Paid Traffic Mastery Certification w/Kasim Aslam

Top Performing Articles

The article titles cover a variety of topics related to digital marketing, advertising, and related fields. Some articles focus on specific tactics or strategies, such as Facebook Ads, email marketing, or content marketing.

Others cover broader topics like the skills marketers need to succeed or emerging trends like Web 3.0. Some articles also offer tips on building effective campaigns or optimizing sales funnels.

Overall, the articles provide a range of insights and advice for marketers looking to improve their skills and stay up to date with the latest developments in the field. Here are some possible patterns that could be found with these results:

Emerging Trend Articles

Several article titles mention new or emerging trends in the field of marketing, such as Web 3.0, post-digital marketing, and 2023 digital marketing trends.

Specific Tactics & Strategy Articles:

Many of the article titles focus on specific marketing tactics and strategies, such as Facebook Ads, email marketing, content marketing, and video marketing.

Skills Development Articles:

Several article titles offer advice and tips on developing marketing skills or building a marketing career path.

Optimization & Conversion Articles:

Some article titles focus on optimizing marketing campaigns and improving conversion rates, such as the Ad Grid and copywriting tips for sales funnels.

Common Mistakes Articles:

Two article titles highlight common mistakes that marketers make, such as the #1 mistake when running paid ads and the 5 mistakes that limit YouTube subscription numbers.

Social Media Articles:

Several article titles focus on marknadsföring i sociala medier, such as tips for winning big on social media.

Time Efficiency Articles:

Some article titles offer time-efficient solutions for marketing, such as the 2-hour-per-month content marketing framework.

Certifiering av innehållsmarknadsföring

Vill du bli certifierad inom Content Marketing?

Utnyttja verktygen och kanalerna för att på ett förutsägbart och lönsamt sätt driva medvetenhet, potentiella kunder, försäljning och hänvisningar – ALLT du behöver veta för att bli en sann mästare inom digital marknadsföring. Klicka här

Top Performing Videos

The content focuses on digital marketing, advertising, and business growth strategies. The titles are aimed at marketers, entrepreneurs, and business owners looking to improve their marketing skills and drive revenue growth. The videos cover a range of topics, from social media marketing and email marketing to paid traffic, digital retailing, and content marketing.

Some of the videos appear to be focused on providing specific tips and strategies, such as “How to handle sales objections” and “8 Tips for Writing Effective Email Marketing Subject Lines.” Others are geared towards offering more comprehensive courses or certifications, such as “Paid Traffic Mastery Certification” and “Become a Certified Email Marketing Master.”

The videos feature various experts in the marketing industry, such as Kasim Aslam, Ryan Deiss, and Jena Apgar.

Overall, the video titles suggest that the content is geared towards helping businesses and marketers improve their digital marketing strategies and increase their revenue through targeted and effective advertising.

Paid Advertising & Traffic Generation Videos:

Email Marketing Videos:

Social Media Marketing Videos:

Business & Growth Sales Videos:

Industry Insights & Trends Videos:

Content Marketing Videos:

Top Performing Podcasts

These podcast titles cover a wide range of topics related to marketing, business, and social media. Some of the titles focus on specific tactics or strategies for marketing and advertising, while others explore broader topics related to entrepreneurship and personal development.

The titles also vary in tone, with some being more straightforward and instructional (“A Sales System for All Personalities”), while others are more attention-grabbing and use humor or shock value to pique interest (“Using Poop to Create a Viral Marketing Campaign?”).

Overall, these titles suggest that the podcasts are aimed at entrepreneurs, marketers, and business owners who are interested in learning more about how to grow and scale their businesses, improve their marketing skills, and stay up-to-date on the latest trends in social media and e-commerce.

Advertising Tactics & Marketing Strategies Podcasts:

Personal Development & Entrepreneurship Podcasts:

Interviews with Successful Business Owners & Marketers Podcasts:

Social Media & E-Commerce Trends & Insights:

Creative & Unusual Marketing Tactics:

Podcasting tips and tricks:

1675814445 466 The Rise of Web3 in Web Design 8 Ways Website


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Continue Reading


10 sätt att använda AI för bättre annonser



10 sätt att använda AI för bättre annonser

In our recent post about OpenAI’s ChatGPT, we unpacked what the tool is and how it works, and why we don’t see its popularity as a threat to search engines like Google. In this post, we’ll be diving further into the OpenAI Playground, and how PPC marketers can use that tool along with ChatGPT to save time on research, ideation, execution, and more.

The Playground is a basic UI built on top of OpenAI’s API. OpenAI has recently added ChatGPT to their API. When accessing ChatGPT through this UI, users have the ability to customize the model being used for each query (or continuation of the “conversation”) as they progress through their work.

How to Write ChatGPT Prompts

When working with tools like ChatGPT, it’s important to be as clear as possible in what you ask, and how you ask it. As you write prompts for ChatGPT to work with in retrieving and displaying the information you need, remember that you are giving instructions in a more direct way than you might if conversing with a colleague.

While another person may have contextual insight into what you’re really looking for with your question, tools like ChatGPT take language more literally, tailoring their response to the information you explicitly provide in your request.

ChatGPT will consider every element of your ask, so don’t give generic prompts. The more information you provide the tool in your prompt, the better it will be able to generate what you’re looking for in its response.

Example: Let’s assume you’re using ChatGPT for dinner inspiration…

  • Generic prompt (least likely to return what you’re looking for): Give me 10 recipe ideas for a home-cooked dinner

  • Slightly better prompt: Give me 10 recipe ideas for a home-cooked dinner with squash as the primary ingredient

  • Even better prompt: Give me 10 recipe ideas for a vegetarian home-cooked dinner that I can make in an air fryer in 20 minutes or less with squash as the primary ingredient

See här and the examples below for more information and inspiration on crafting strong prompts.

How to Start Using the OpenAI Playground for PPC Marketing


To get started with the OpenAI Playground, create an account using your personal email address at Once you’re logged in, navigate to the Playground page to access the interface and begin making requests.

skärmdump av öppen lekplats

The right-hand sidebar provides some options for different modes and GPT submodels, as well as Codex models, which are primarily used for generating code. The Complete mode is selected by default, along with the text-davinci-003 model. The other models within the “Complete” mode are typically faster and cheaper but are also less advanced, so they may be viable alternatives depending on the nature of your needs. ChatGPT can be accessed via the Chat mode and is what we used for the examples below.

OpenAI Playground Tokens and Settings

De billing model for using this service is constructed around the concept of tokens. Each new user gets $18 of free credit (900K tokens) that can be used during their first 3 months from sign up; after that, it’s $0.02 for every 1,000 tokens.

There is a token counter in the footer of the Playground display which can help you keep track of how many tokens you are using. 1 token is approximately 4 characters (or 0.75 words), with token usage measured against both your prompts and the responses.

You can limit the number of tokens that can be used in a response by toggling the Maximum length slider on the right hand sidebar, which is set to a 256-token cap by default. If you make an inquiry that requires an elaborate response, you may see the response get cut off before completion; in this case, it may be helpful to increase the Maximum length.

There is a maximum of 4,000 tokens that can be used in a single “request” (single session), i.e. a series of questions within the same Playground. Once you’ve hit that limit, all you need to do is delete your earlier prompt questions and answers, or save them as a “preset” before moving on to a new prompt.

open ai playground-skärmdump med pilmarkeringsknapp för att spara din förinställning

Note: The use of tokens is required in the OpenAI Playground, but not when using ChatGPT natively. As of the time of this writing, ChatGPT is still free to use. A paid version of ChatGPT with advanced features and benefits is also available—ChatGPT Plus.

OpenAI Playground and ChatGPT Temperature

öppen ai lekplats skärmdump markering där du kan justera temperaturen

The Temperature setting controls randomness; lowering the temperature results in less random completions. As the temperature approaches zero, the model will become deterministic and repetitive. For most PPC purposes, we recommend a temperature range of 0.6-0.8 as optimal.

10 Ways PPC Marketers Can Use GPT to Improve Workflow Efficiency


“In terms of use cases, there are many different ways in which people working in all industries, and all fields of expertise, can lean on tools like ChatGPT and the OpenAI API to improve their efficiency and automate certain redundant tasks. This technology can help with smaller, repetitive tasks, such as breaking down a long document into a bullet point summary. However, when it comes to critical thinking and understanding the implications of things, I would be very cautious about over-relying on AI.”

Porträtt av Josh O'Donnell
Josh O’Donnell, Sr. Strategist, Paid Search at Tinuiti

A couple of important things to consider before diving into our examples below:

  1. ChatGPT/GPT language models training data cuts off in 2021. They do not have any knowledge of current events, and cannot accurately respond to questions about such topics. ChatGPT is not aware of things like who won the big game last night; it is not even aware of what day it is.

  3. ChatGPT/GPT language models do not have access to the internet or any other kind of external data retrieval; they can only answer questions based on the knowledge acquired from their training data. They cannot verify facts or provide references, only generate responses based on their own internal knowledge and logic.


1. Keyword Research

Whether you work on the Paid Search side of marketing, or the organic side, you know how important (and time-consuming) thorough keyword research can be. One of the most important rules of marketing is to know your audience—which includes knowing what they want, and how they search for it—and the OpenAI Playground can help you find those answers faster.

Sample Scenario:

You’re just getting started building a new PPC campaign for a client that sells running shoes. To kick off your initial keyword research, you want to get an idea of which related keywords are being searched most often. You want a Top 20 keyword list, and GPT can generate a list for you to help you get started.

The prompt: Provide me with a list of 20 running shoe keywords for google ads, list them in descending order based on expected search volume in the United States.

The result:

skärmdump som visar hur open ai lekplats kan hjälpa till med sökordsforskning

Note that since OpenAI enables you to continue the “conversation” beyond your first query, we also asked it where it got the returned information from (above photo); it’s always important to consider the source when relying on AI-generated responses. This is a good example of why it’s important to take the outputs with a grain of salt, using them as inspiration to get you started, but not the finished product.

2. Competitor Research

Comprehensive competitor research and analysis is a crucial part of a marketer’s job, helping inform and guide their campaigns. However, just like keyword research, this is also an ongoing, time-consuming process.

When you work in a complex space—or your products or services are part of different spaces—it can sometimes feel overwhelming to assure you’re accounting for everything and everyone. The OpenAI Playground can help make short work of initial research in a variety of ways.

Below, we showcase the results provided by three different prompts aimed at unpacking competitor insights instantly…

Sample One: Ask for a list of top US competitors ranked largest to smallest with accompanying website URLs to get ideas for custom audiences, messaging, and product positioning.

skärmdump som visar resultaten när man frågar open ai-verktyget om en lista över de bästa löparskoföretagen i USA rankade störst till minst med webbadress

Sample Two: Ask objective questions about your competitor and their product.

skärmdump som visar resultat när man ber open ai playground att beskriva fördelarna med en konkurrentprodukt jämfört med en annan produkt, inklusive den som är mer inriktad på prismedvetna konsumenter

Sample Three: Ask about pain points for competitor products, and use that info to inform your own product messaging & marketing strategies.

exempel på att använda open ai för att avslöja konkurrentens smärtpunkter

3. Generate Ad Copy

In the below examples, we used the URL of the ad’s landing page to help inform the suggestions from ChatGPT, providing character limits in our prompt to help direct the output. If your original result doesn’t meet your expectations, continue to sculpt with additional follow-up prompts. GPT cannot access these web pages in real-time, but it can use the context from the URL structure to inform the output.

exempel på att använda open ai-lekplats för att hjälpa till med idéer om annonstexter

exempel på att använda open ai-lekplats för hjälp med att skriva beskrivningar av Google-annonser

“It’s more of a utilitarian thing, where you provide the tool with the data, and ask it to manipulate that data for a better output. One example is to provide it with a web page, and ask it to generate some ad copy based on the URL text; it can provide fifteen or twenty options within seconds. I would never recommend simply taking those headlines and pasting them into an ad, but you can now start off your project with a list that you or a teammate can garner inspiration from, and strategically refine or tweak to fully optimize. This gives the practitioner more time to spend on critical thinking, with ChatGPT taking away the more mundane elements of the task.”

Josh O’Donnell, Sr. Strategist, Paid Search at Tinuiti

The copy itself should be quality, but the important aspect of parity between what you’re saying on the ad and what’s on the page can be efficiently solved for.

4. Translations of Copy & Headlines

In the example below, we asked ChatGPT to translate the 5 English language ad copy options generated above into Spanish. Additional options currently available include French and Japanese translations.

exempel på användning av open ai-lekplats för kopieringsöversättning

5. Answer Questions on Demand

Similar to ChatGPT, the OpenAI Playground can also be used for Q&A purposes. Just remember that answers can only be generated based on the tool’s current knowledge.

skärmdump av Q&A-information från open ai-webbplatsen


This can be especially helpful during calls with clients when you need a fast and simple answer to keep the conversation moving forward.

6. Simplify Complex Concepts

When talking about digital marketing with other practitioners, we know our audience ‘speaks the same language’ and certain questions, concepts, or outcomes need no further explanation. However, those same complexities aren’t always as easy to communicate to newer team members or clients.

Even when our day-to-day contacts are digital savvy, they often have to convey information to those higher up the chain in their organization who might not be as familiar with the lingo, or even why certain things they’re highlighting matter.

For scenarios like these, OpenAI’s Summarize for a 2nd grader feature can prove especially helpful. Once you have the foundation laid out, you can add more color and context to paint the fuller picture without worrying the basics would be glazed over.

7. Generate Product Descriptions & Names

Working with accurate, well-optimized product names and descriptions is one of the most essential elements of effective marketing. Strong, descriptive names and product information help search engines and users alike in uncovering the items that will be most relevant to their needs.

skärmdump från open ai-webbplatsen som visar hur deras produktnamnsgenerator fungerar


While names and descriptions will always require a human touch for proper refinement, tools like ChatGPT and the OpenAI Playground can provide a great starting point to build from.

8. Parse Unstructured Data

The OpenAI Playground makes it easy to organize long-form text into a table format. Simply specify a desired structure, provide a few examples to work from, and enjoy the time saved.

skärmdump från open ai-webbplats som visar en uppmaning om att analysera ostrukturerad data


skärmdump från open ai-webbplats som visar ett svar från en uppmaning som ber om strukturerad data



9. Call Summaries & Follow-Ups

Call summaries are an important aspect of keeping organized and ensuring everyone working on a project is clued into plans and discussions, even if they weren’t part of the original calls. Putting together these comprehensive, valuable recaps can sometimes take as much time as the call itself, but GPT can help.

Below, we asked GPT to write a follow-up email based on a call summary.

skärmdump av svaret när du ber GPT att skriva uppföljningsmail baserat på samtalssammanfattning

10. Convert text from first-person to third-person

We have found this feature especially helpful for turning our own notes into actionable steps someone can follow when shared. For example, if you want to share steps for completing a process with a team member or client, you can type naturally using “I” language to convey those directions. You can then quickly convert the text to third-person, adjusting as necessary for optimal clarity.

Skärmdump från Open AI-webbplatsen som visar hur tredjepersonskonverterare fungerar




The capabilities of advanced tools like OpenAI’s Playground and ChatGPT can make short work of mundane tasks, help quickly generate ideas and direction, and ultimately save us all time to focus on the elements of marketing and advertising where our expertise and strategic insights can truly shine. If you’re interested in more under-the-hood information about how ChatGPT works, check out Stephen Wolfram’s breakdown of ChatGPT. Also see here for additional application options, eller reach out today to learn more about how our Paid Search team can bring your PPC advertising results to the next level!


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The Optimizely Podcast – avsnitt 26: digital utveckling i ett klimat av snabba förändringar



The Optimizely Podcast - avsnitt 26: digital utveckling i ett klimat av snabba förändringar



Laura Dolan:

Hello everyone. And welcome to the Optimizely Podcast. I am Laura Dolan, your host, and today we are joined by Dom Graveson, who’s the director of strategy and experience at Netcel och Deane Barker, who is the global director of content management here at Optimera. How’s it going, gentlemen?

Dom Graveson:

Yeah, very good, thank you. How are you?

Laura Dolan:

Doing well, doing well. How about you Deane? How’s it going?

Deane Barker:

Good, Laura. I’m a veteran of this podcast by now.

Laura Dolan:

You are. You are, Deane. So we already know all about you. So Dom, please, let’s start off by telling us a little bit about your background and your history of Netcel.

Dom Graveson:

Yeah, sure. So I’ve been with Netcel for coming up for four years. Netcel are a digital product and experience development company, so we build everything from kind of websites through to integration with CRM, marcoms, basically building digital experiences on the Optimizely platform.

Dom Graveson:

We do a lot of work with kind of experience research and data, so we kind of put customers at the center of all the work we do, but also, we understand that there’s quite a profound impact on businesses. So when you are really going to deliver transformational digital experiences and really up your digital game, particularly in the current climate and the world that everything’s changed so much recently, you are going to need to change your organization and the way that you govern, the way that you manage people, so we do a lot of work with our clients, kind of helping them through that process as well, the kind of change process.

Dom Graveson:

Previous to that, I was with some of the big sort of consultancies working on digital product innovation. I worked around all over the world. So yeah, I kind of bring a few years of experience and broad experience to this.

Laura Dolan:

Very good. Can you speak on some of the digital experience that you’ve worked on with Optimizely?

Dom Graveson:

Yeah, so we’ve built products, digital experiences for some of the major not-for-profit organizations in the U.K. So we mainly work in the U.K., U.K. Based, based just North of London. We’re working currently with a large agricultural organization that represents Britain’s farmers around building kind of digital experiences and business-to-business commerce systems with them. So, yeah, then we also work with quite a lot of well-known financial services businesses in the U.K. As well. So our kind of focus has been membership organizations, business-to-business, and financial services with bits of NFP, not-for-profit, as well.

Laura Dolan:

Very cool. Thank you so much for spending a little bit of time on that. I always like to know our relationship with partners, so it’s nice to have that visibility. So today we are talking about the digital evolution in a climate of very rapid change. So what do we mean by digital evolution as opposed to the more traditional concept of digital transformation?

Dom Graveson:

Well, I mean, it’s been something I think that’s been emerging for a while, but for the last kind of 15 years or so, or 20 years since digital really kind of took hold as it were and became a kind of serious channel that organizations were taken seriously, it always seemed that the focus was on getting from A to B or getting from where we are now to a level of competence and capability, which we can define at the beginning of the project.

Dom Graveson:

And I think over the last few years, or over that time really, we’ve seen that become less and less of an appropriate or working approach. And what we are trying to encourage now, and what we are building within the businesses that we work with is this approach to digital, which is more of an evolution rather than the transformation. Because if you’re working across a three-year program, what you define as being the destination now, certainly in the last few years, probably isn’t going to be relevant or fit for purpose within three years of you delivering it, and a lot of IT and digital projects fail to meet their objectives because of this exact approach.

Dom Graveson:

So it’s about kind of structuring your programs in a way that keeps an open mind, a beginner’s mind, and has the instruments within it, and governance within it, and structure that will enable you to discover as you go and focus on outcomes or customer outcomes, business outcomes, rather than thinking too much about kind of architecting the house before you start building, when you don’t know where you’re building it yet, if that makes sense.

Laura Dolan:

Absolutely. Deane, is there anything you can contribute to this as well?

Deane Barker:

So Dom and I did an event together in London at the very top of The Gherkin and we had a long conversation up there. We had a panel discussion up there. We had a long conversation about the fact that digital transformation is maybe a term that we need to retire, replace it with digital evolution, or digital progress, or digital incrementalism. And it’s just the general idea that you make your way over time. You make little bets, and you improve your digital estate piece by piece. I think that too many people are doing too much at one time and digital projects are failing for that reason, whereas they’re not being more deliberate about their goals and they’re not giving themselves room to evolve organically, make one step and see where that leads them, and then make another step and see where that leads them. And I think the goal of instant complete transformational overhaul is maybe unrealistic for a lot of digital teams. So that was the conversation that Dom and I had, which kind of led us the idea of digital evolution. So that’s kind of the perspective we’re coming on.

Dom Graveson:

Yeah. I think also what’s interesting with that is the idea that as Deane was saying that if you’re doing more than one thing at once and something works, how do you know which thing made it work, gave you the success? And one of the things that people aren’t investing in, they’re investing heavily in kind of a sense, trying to make progress, but not investing very heavily in measuring that progress or actually understanding and interpreting that data to be able to understand what was the thing that they did that delivered that benefit. And this is one of the aspects where we need to change the way that we work. It’s interesting, we’ve kind of heard of a major project just this week, big program in the U.K. That’s really struggling. I won’t mention names, but it’s really struggling because they’ve been so desperate to achieve a certain point that they’ve kind of lost their way.

Dom Graveson:

They’ve hired lots of people. They’ve got lots of people leading different parts of the product and all the rest of it, but they kind of lost their way because in their quest to arrive somewhere so quickly or make progress, they’ve kind of lost track of where they were trying to get from the business objectives’ point of view. And I think that’s a common problem. I mean, I’ve been in this business 25 years, I guess, and something I see again and again, that if we can build the team to a certain size or if we can get this kind of throughput of features shipped, we will arrive somewhere.

Dom Graveson:

And of course, that’s important. Progress is at the heart of all of this. But you do need to keep this mindset, as Deane mentioned, this kind of incrementalist mindset, of break things down, take it a step at a time, and structure the organization, manage upward, manage your sponsors robustly so that they understand that this is not something that you can just steamroller into existence. It’s much more of a kind of step forward across a series of fronts to make progress. And that takes kind of courage and communication with all kinds of levels of the organization.

Laura Dolan:

It does. And it is a very common problem because you end up with too many cooks in the kitchen as it were, and then you also end up with a quantity over quality issue, which is such a common problem that you find within organizations. And then you also have the issue of just all the siloing that goes on and the lack of transparency between different departments, and so you have this huge team, but they’re not communicating with each other. So that’s also just a very difficult thing to work around and there has to be a better way, don’t you think?

Dom Graveson:

Yeah. I mean think this is the thing, is that this is why people need to want… Where I’ve seen this successful is where it’s seen as an organizational change, as much as it’s seen as a program of delivery of product or delivery of an experience or new channels or whatever, is that the organization needs to learn and change as the program evolves. You can’t just throw tons of money at this. You need to understand how it’s going to require people to behave differently, work together differently, measure things differently, check in on one another, enable mistakes to be made in a way that people aren’t afraid of that, and that they get surfaced quickly, and that they’re maturely and honestly addressed, all that kind of stuff. And I think a lot of some kind of wasted money over the last 10, 15 years has been where that hasn’t really been seen.

Dom Graveson:

The business case has been made for the program, for the objectives of the program, without really thinking about how the organization is going to change. And organizations are changing, have changed profoundly in the last few years. We’re working from home. We’ve changed the way that we interact with one another socially. We’ve got political upheaval in the U.S. We’ve got a war in Europe. We’ve got all of this stuff that’s really changed the way that we kind of feel about the world and trust is more important than ever and kind of empathy, and understanding, and individualized experiences, and all of these things are not just technical problems to solve by throwing a load of infrastructure in place.

Dom Graveson:

Infrastructure is important, but it’s also about building an experimental mindset. It’s about empowering your people to take risks in a safe environment. It’s about changing the way that your organizations have run right from the top to show and demonstrate that behavior is understood from the frontline all the way to the C-suite.

Laura Dolan:

Hundred percent. So when you talk about these changes that organizations need to make to dovetail into this evolution, where have you seen this approach be successful? Do you have any examples that you can describe for us?

Dom Graveson:

Yeah. When I think where we’ve talked about it, and Deane feel free to jump in here, is where I’ve seen it on organizations of all kinds of sizes that have invested in their digital teams, both from the kind of point of view of giving them the freedom to be able to innovate and the freedom to be able to try new things out, try new technologies out, and build experiences, and invest in audience research, and kind of pulling together the kind of insights, departments and sources of insight within the organization, but also where they’ve had the visibility and had the visible support from the senior leadership.

Dom Graveson:

I think still, you see quite a lot of digital teams being run by either technology or marketing. And I think digital is something that is actually the responsibility of the whole business now, the whole organization. I don’t know, Deane, have you got any thoughts on this? We talked about it extendedly.

Deane Barker:

You and I have talked about this, Dom, and I think I’ve talked about this in the podcast before, is that a key component of digital leadership is trust. Do you trust your people to work towards the good of the organization. Too often, we get kind of hampered by the tyranny of metrics. We need an instant uplift. We need an instant improvement, where that really discourages your team from making small changes and running experiments and trying new things that might not work. For some reason, we want everybody to guarantee that everything’s going to work right out of the box. It’s not. And I think if you trust your teams and provide them kind of the emotional and professional safety to make small changes, and see what works, and come back to you and say, “Look, we tried five things. Four of them didn’t work, but this one thing worked really, really well.”

Deane Barker:

I’m big on taking little bets, small incremental changes, and lengthening the periods required for return and results. If you demand quantitative metric results from your team in 30 days, you’re going to get some very brittle results, if anything. Someone might even be massaging some numbers or framing it in such a way to give you the numbers that you want. But if you sit your team down and say, “Look, I’d like to be in a better place this time next year.” Well then, they can come up with a long term plan, and they can try some things and see what works and see what doesn’t work, and I also think that plays very heavily into employee retention. I think that lets your employees do their best work and be satisfied with their job and satisfied with their efforts, and I think it’s a huge win for the organization, but it takes trust. As a leader, you need to believe that your people are skilled and are working towards the benefit of the organization, and some leaders are more shortsighted than others, let’s say.

Dom Graveson:

It’s interesting, actually. You talk about this kind of leaders wanting results quickly because I think that’s a reality of organizations on this part is. And one of the things that I think a lot of kind of chief digital officers who we tend to work with are struggling between… I have this kind of analogy I use, which is a bit like you’re running a chip van. You’re trying to feed people, hot dogs and chips in the rain and there’s a big queue of people and everyone’s hungry, and you know that you could evolve your product and make better food, but you’re so bogged down by having to kind of feed people that you never get the chance to think about that. And I think one of the things that we talk about is building this idea of a balanced portfolio.

Dom Graveson:

So digital evolution or digital transformation, but digital evolution is always going to be kind of made up of combination of small little bits of quick win work and big core transformational change, which are things like integrating your CRM, or migrating your digital experience platform, or swapping out your ERP or whatever. And you’ve always got this combination of the quick wins, the things that if you’re going to bring the business on the journey with you, you need to demonstrate some simple improvements, such as the marketing team in South America just can’t update their campaigns without calling you. And of course, you are running a chip van, so they’re going to be 15th in the queue, so they’re furious. They don’t want to hear about your big innovation program of new digital experience with the customer centricity. They just want to update their campaigns. So it’s about balancing a number of simple things that you can do for everybody, along with those longer term transformational changes.

Dom Graveson:

And then a third part, which is what we call future possible, which is looking at what technology or platforms might be useful in the future for you and experimenting. So you’ve got this, do the simple stuff that just the CEO, she’s just getting hassled for every day from her colleagues. Get our stuff fixed, because that’ll make you popular and it’ll build you some support. Obviously investing in the, not being afraid to make decisions that are long term. This is not the right platform. We need to change, or we need to integrate this with this, or we need to invest in these people and up-skill them. That’s the kind of big kind of transformational stuff. And then these experiments that will help you discover what the future is. And you have to govern each of those three types of portfolios in a different way, and understand that the experiments will fail, most of them. But that’s where you will discover that the pot of gold for five years’ time, whereas the quick win or BAU, I hate that term BAU, but the quick win stuff, which is really important in building support.

Laura Dolan:

So how can organizations get started on the digital evolution journey?

Deane Barker:

Well, I’ve always been a big proponent of absolutely knowing what your goals are, what your conversion points, are for your digital presence. A conversion, most people know this now, but a conversion is when somebody takes an action in your digital properties that provides value. Ecommerce, it’s somebody checks out or in other websites, if somebody requests a demo or something like that, you have to know what these things are. You have to know the moment that your visitor provides value and the moment that your digital presence has provided value to you. Without knowing that you’re just nowhere, and we see a lot of people doing an enormous amount of work without any idea kind of what the goal is.

Deane Barker:

Back when I was in services, I was working with a healthcare client, and I was talking to their director of marketing. He says, the CEO calls me all the time and says, “We need more social media updates.” And he would go back to the CEO and say, “Why?” And the CEO couldn’t even tell them why, because the CEO didn’t understand the chain from action that the digital team takes to conversion or some moment when the website provides value. So you have to know that. Once you know that, the conversion points when your website provides them value, then you just need to break things down. You need to divide your web presence up into chunks that you can improve over time. Too many people just try to tackle the entire thing at once.

Deane Barker:

Let’s take a look at your contact dose form. Maybe we need to spend some time just fixing that. And then, let’s move to your homepage and run a couple experiments there. I would be remiss if I didn’t mention that Optimizely sells an experimentation suite. Run a couple experiments on your homepage. What’s it going to take to drive people to that contact form? Literally, if that’s the goal that you know have to improve, you can work towards improving that goal and you can filter out people in the organization that have pet projects, or pet ideas, or they’re sure that this is going to make things better. If you can go back to them and say, “Nope, this is the goal. This is the goal we’re working towards,” you can start making incremental steps toward improving that goal. And that’s probably the most important thing that an organization can do.

Dom Graveson:

Yeah. I mean think Deane hits upon two things that are really interesting there. The first one is a lot of people that we work with or often one of the struggles that heads of digital have is, I keep getting asked to do kind of crazy things like create more social media posts by senior people, which adds to that whole noise, that adds to the queue of the backlog of urgent stuff that needs doing, that means that you never get the chance to stop and actually think about things strategically.

Dom Graveson:

And actually, there’s an element of a lack of understanding within very senior people because maybe they’re not so experienced at working within the kind of digital space. Although to be honest, it’s been 20 years. I have little sympathy for that now. An organization that’s probably not only just digital first, but pretty much digital all over. If you think about it now, your first interaction with an organization is going to be probably through its digital channels, and maybe even the entire service experience will be through digital channels. Leaders should get this by now, right?

Dom Graveson:

But my point is that if digital teams are getting kind of requests from leadership, such as create loads of social media posts or build us an app is another one I’ve heard. “We need an app.” “Well, why do we need an app?” Is because actually there’s a responsibility on digital leaders to step up and be leaders and to be able to say, “Right. You need to tell us where this business needs to be. And we will help develop an understanding of what those key conversion points are.” You can’t expect senior, necessarily people who aren’t sort of native digital folk to understand that. But if you provide them with that information, I hope you would get less of those kinds of slightly daft requests. If you see what I mean, Deane, I think there’s a responsibility on digital professionals to educate upwards. And rather than kind of feel like if you’re in an organization that’s struggling, change that organization if you can. It’s a two-way thing.

Deane Barker:

This goes back to trust, right?

Dom Graveson:


Deane Barker:

The reason why you have people in digital, not resisting calls to do things that aren’t going to provide value is because professional insecurity. They don’t believe that their leaders trust them. They think they just have to do whatever the CEO or the CMO tells them to do. They don’t feel like they can push back. I have been working in the digital space for 25 years and everything comes back to organizational and personal psychology at some level. I think you have people in digital team that they just don’t feel like they can push back and make the right suggestions. And they just have to do what someone higher at the [inaudible 00:22:13] tells them to do, and that’s just a recipe for disaster, really.

Dom Graveson:

It also means you’re going to lose the other best people you have, because no one with any integrity and real talent will stick around if that’s the kind of corporate environment that they’re in. People have a lot of choice these days, particularly with increasing mobility and hybrid working, is that really the world is your talent market now and you can find the best people if you build the best cultures, and it doesn’t really matter where they live. For example, Netcel, some of us live outside of the U.K., Some of us live across the U.K., And it’s worked very well.

Dom Graveson:

But I think this thing about what Deane was saying about breaking it down and we touched upon this in the answer to the last question about the balance portfolio. This is where you do need to break down those conversion points and how we improve those conversion points into a really simple set of steps, that by improving this, you can understand how you are influencing the outcome. So don’t necessarily need to rebuild the whole of your shopping funnel, for example, or your conversion funnel, but build a program and invest in this experimentation.

Dom Graveson:

So, this is both in the platform, as Deane said, Optimizely has an experimentation suite built into it, but also working with the agency, the partner that you work with, to understand how experimentation works. At Netcel, we do a lot of work with pitch leaders on kind of building out both kind of capability at the kind of operational level. How do I design an experiment, but also about how you build a business case for experimentation, and kind of build a business case for broader digital evolution as a concept. We’ve actually published a report that you can download from that talks a lot about this, that’s Deane’s been involved with and some other leading digital professionals as well. So, if you wanted to read more, you can check that out. That’s been supported by Optimizely. Yeah, so there’s some good sort of starting points in that.

Laura Dolan:

Yes, please go ahead and send me that link when you can, Dom, and I will definitely put it in the link to the show notes of this podcast that we will have on our website. Perfect. Thank you. Great. You guys have covered a lot and just being conscious of time, is there anything else that we didn’t cover that you’d like to speak on before we wrap up?

Deane Barker:

Both Dom and I have alluded to the concept of employee morale, psychology and retention. And I think this is one of the big crises in digital right now, is that people are searching for the organization that gets it. People are searching for the organization that they can work at, and feel good about their work, and feel like they’re making a positive impact. And so when you hamper your digital teams, when you try to overload them, when you are vague with them, and you don’t have clear goals with them, you don’t let them try new things and incrementally make improvements, you hurt your organization in two ways.

Deane Barker:

Number one, just through lack of conversion, right? Lack of digital efficiency and effectiveness, but you also hurt them from lack employee morale and retention. Losing digital employees is so painful because they’re so painful to replace these days. And so, the damage to your organization is considerable and I think it’s very shortsighted to put some 30-day quantitative metric in front of that.

Dom Graveson:

Yeah. I mean, I completely agree with that, and I think one of the ways that you can tackle that is by ensuring that you’ve got… Digital isn’t something that’s just done with the digital team or just done by the digital team. We talk a lot about digital operating models with the clients that we work with, and this is where we get into the kind of, how do you govern and lead digital, not just how do you build the right products, or build the right experiences.

Dom Graveson:

But if, for example, you’re a professional services company and you want to segment to different markets and build authority in different markets, say you’re a lawyer firm or another kind of professional services firm. You want to build authority in merchants and acquisitions. You want to build authority in sports licensing law. You are going to need a lot of help from the people in your organization to generate that content. That content isn’t going to be generated necessarily by the digital team. But the digital team are there as an enabler. They’re there to provide the technology and the advice and the kind of lead and give people the confidence to be able to create content themselves, to be able to create their own campaigns.

Dom Graveson:

So digital is something that actually another principle and concept that Deane and I have been talking about recently is this idea of digital is like water. It’s kind of everywhere and you don’t notice it, as if you’re a fish, and we’ll put the link to that article in the podcast as well. There’s this idea that actually everyone should be responsible for doing digital to a level of excellence across your organization in the same way that everyone’s able to write emails to a level of excellence across the organization. And your digital teams are really there to set the standard, set examples, measure success, share that success, build a center of excellence, but also enable everyone else. So, you don’t need to necessarily overwork people. You can give people the tools they need to be able to run their own operations and the digital elements of their operations, but with the oversight and support from the digital team. So, this is known as a kind of hub and spoke model.

Dom Graveson:

And this has been a really powerful way of scaling digital, where you don’t want to overload your digital teams. The digital leaders can stay being exactly that, leaders, innovators, consultants, working within the organization to set the agenda, to build the infrastructure that your organization needs for the future, while training up and building basic levels of high-quality digital competencies in your marketing teams, in your customer service teams, in your product development teams, in all the different parts of your organization that interface with customers. And that’s been a really successful model for many, and I think I’m one that has a kind of rosy future ahead of it.

Laura Dolan:

I love that you brought up the, “What is water?” paper. I had a chance to read that and it’s a very interesting article and I know Deane, you actually sent a YouTube video that talks about the commencement speech. So, I am also going to put a link to that in the article, because it is quite fascinating and quite applicable as I said. So, thank you both for contributing both of those pieces that would supplement this subject that we talked about today. I think that’ll really drive the point home.

Deane Barker:

Dom and I have a shared love of David Foster Wallace.

Dom Graveson:

Yes, indeed.

Laura Dolan:

Awesome. Well, thank you both so much for taking the time to come on today and thank you all so much for taking the time to listen to this episode of the Optimizely Podcast. I am Laura Dolan, and I will see you next time.

Laura Dolan:

Thank you for listening to this edition of the Optimizely Podcast. If you’d like to check out more episodes or learn more about how we can take your business to the next level by using our marketing, content, or experimentation tools, please visit our website at, or you can contact us directly using the link at the bottom of this podcast blog to hear more about how our products will help you unlock your digital potential.


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