The document outlines Mark Power's approach to developing a strategic plan for Amazon advertising and marketing. It recommends conducting an audit of a brand's current Amazon presence, developing a holistic strategy that integrates Amazon across marketing channels, and fixing foundations like product pages before launching performance advertising campaigns. The approach aims to help brands succeed on Amazon by planning across the full ecosystem beyond just the online store.

1. www.podean.co
m
Building Brands. Standing Out. Selling Product.
A STRATEGIC APPROACH TO
AMAZON ADVERTISING MARKETING
Mark Power, Founder and CEO @ Podean
& Author of Amazon For CMOs
AMAZON STRATEGIES

2. 20+ years digital media
and marketing
Founder and CEO @ Podean
Amazon Agency & Marketplace Consultancy
Built and launched IPG's
Amazon Center Of
Excellence
Led IPG's award-winning
mobile and innovation
agency Ansible
Managing Director @
Reprise – IPG’s global
digital media network
Who is this guy?
T o d a y ’ s s e s s i o n

3. www.podean.co
m
A b o u t P o d e a n
Our mission
Building Brands.
Standing Out.
Selling Product.
Podean (puh-dee-uhn) hails from the word “antipodean” that refers to things diametrically opposed.

4. www.podean.co
m
Platform
Market
Marketplace
Target
Ecosystem

5. www.podean.co
m
Amazon is now a
strategic imperative

6. www.podean.co
m
Brands must plan carefully to succeed
E c o m m e r c e i s n ’ t e a s y
A consistent and delightful customer experience
Attribution between channels > Spend optimization
No channel in isolation
Single customer view

7. www.podean.co
m
A holistic strategy and integrated approach will result in success
E c o m m e r c e i s n ’ t e a s y
D2C/Brand.com
BrandedStores
Otherphysicalretailers
Onlinespecialtyretailers
Content
Packaging
Onlineretailers
Marketplaces/Amazon
Marketing
Social

8. www.podean.co
m
CMO
Media MarketingDigital Ecomm Retail
Sales
Brand
Walled Gardens Walled Ecom/Marketplaces
The CMOs Challenge
P l a n n i n g H o l i s t i c a l l y

9. www.podean.co
m
CMO
Media MarketingDigital Ecomm Retail
Sales
Brand
Walled Gardens Walled Ecom/Marketplaces
An integrated approach to Amazon strategy and planning
P l a n n i n g H o l i s t i c a l l y

10. www.podean.co
m
True scale lies beyond search

11. www.podean.co
m
Amazon dominates.
A J u g g e r n a u t
2x
US shoppers are twice
as likely to begin a
consumer product
search on Amazon than
any other search engine
75%
of smart speaker
category.
Google 24%
AWS
Has greater market
share than Microsoft,
Google and IBM
combined
~$15b
n
Advertising revenue,
growing at +60% YOY
51%
Of US eCommerce
(8x size of 2nd largest –
eBay)
Only 15% of
sellers advertise
500m+
products
3mmerchants
(US Only)
Less than
10% do more
than product listing
ads/search
But that means fierce competition and complexity.
31%
Of respondents to a
Digiday survey cited
Amazon as the hardest
platform to work with

12. www.podean.co
m
Across devices Video Reviews Audio Streaming Voice Social Sharing Ecommerce Video Streaming
Thinking beyond an online store
T h e r e i s m u c h m o r e t h a n A m a z o n . c o m

13. www.podean.co
m
A focus on retail or search isn’t enough
C l i e n t s h a v e b r o a d n e e d s
Search
DSP:
Display
OTT
Video
Audio
Voice:
SEO
Skills
Integration
OOH
activations
Sponsorship
Amazon Marketing Cloud (AMC)
A+ Content
Stores
Innovation
Listing Setup
and
optimization
Warehousing
Logistics
FBA setup
Holistic AMZ Strategy
Brand
Advocacy &
Protection
Analytics:
Pricing
Demand
3P
SOV

14. www.podean.co
m
A recommended approach

15. www.podean.co
m
Understand where you and your competitors stand
P r e s e n c e a n d p e r f o r m a n c e a u d i t
Audit – share of voice, brand consistency, PDPs, A+, stores

16. www.podean.co
m
Informing your strategy
A u d i t d o c u m e n t s

17. www.podean.co
m
Strategy – holistic, go-to-market, across marketplaces, D2C approach
Planning all retail and advertising efforts
D e v e l o p i n g t h e s t r a t e g y
Audit – share of voice, brand consistency, PDPs, A+, stores, margin analysis

18. www.podean.co
m
Planning all retail and advertising efforts
D e v e l o p i n g t h e s t r a t e g y

19. 17 Purchase intent
categories
36 Amazon
advertising
opportunities
4 Marketing
objectives
Robust and
statistically
significant data –
survey and empirical
calibration
12 Age/demo
combinations
Customer journey
mapping and budget
allocation
Plan media spend across all Amazon
touchpoints and channels

20. www.podean.co
m
Before we apply media, make sure it converts
F i x t h e f o u n d a t i o n s
Audit – share of voice, brand consistency, PDPs, A+, stores, margin analysis
Strategy – holistic, go-to-market, across marketplaces, D2C approach
Fix the foundations – PDPs, A+, Store(s), 3P, Pricing, Forecasting, Business cases(s), Brand
protection

21. www.podean.co
m
PDPs, A+, Stores, Social, Images, Video, Copy and more.
F i x t h e f o u n d a t i o n s

22. www.podean.co
m
Lower funnel performance marketing to balance with D2C
A p p l y m e d i a
Audit – share of voice, brand consistency, PDPs, A+, stores, margin analysis
Strategy – holistic, go-to-market, across marketplaces, D2C approach
Fix the foundations –PDPs, A+, Store(s), 3P, Pricing, Forecasting, Business cases(s), Brand
protection
Performance Media – Search, Display

23. www.podean.co
m
The right tech can increase performance 50%
A p p l y m e d i a

24. www.podean.co
m
New audience, differentiation, demand generation
B r a n d b u i l d i n g e f f o r t s
Audit – share of voice, brand consistency, PDPs, A+, stores, margin analysis
Strategy – holistic, go-to-market, across marketplaces, D2C approach
Fix the foundations –PDPs, A+, Store(s), 3P, Pricing, Forecasting, Business cases(s), Brand
protection
Performance Media – Search, Display
Brand Building – Display, Video, High Impact, Sampling

26. www.podean.co
m
Media, retail, logistics and beyond
I n n o v a t i o n t o i m p r o v e a n d e x c i t e
Audit – share of voice, brand consistency, PDPs, A+, stores
Strategy – holistic, go-to-market, across marketplaces, D2C approach
Fix the foundations –PDPs, A+, Store(s), 3P, Pricing, Forecasting, Business cases(s), Brand
protection
Performance Media – Search, Display
Brand Building –Display, Video, High Impact, Sampling
Innovation – leading competitors

27. www.podean.co
m
New possibilities for agile brands who can move fast
I n n o v a t i o n
Voice SEO Content/IntegrationsShoppable media opps
beyond Amazon.com
Social content in PDPs
Flexible and
interactive PDPs
More live
activations
Dynamic product
bundles
Digital gift
with purchase

28. www.podean.co
m
Except Amazon until recently
A l l w a l l e d g a r d e n s h a v e a m a r k e t i n g c l o u d
Adobe Marketing
Cloud
Salesforce
Marketing Cloud
Google Ads Data
Hub
Amazon
Marketing Cloud
(AMC)
<beta>

29. www.podean.co
m
The data “clean room”
L e v e r a g i n g A m a z o n d a t a
A neutral space where data can be manipulated and analyzed
Individual level data goes in, but individual-level does not come out
Aggregated data can be extracted (in lots of 100+ records) for activation
Client data:
Gathered on their
customers
Platform/ Publisher
data:
Gathered on their
users/viewers

30. www.podean.co
m
We’ve identified 12 use cases (so far)
A M C t o d e r i v e i n s i g h t a n d d r i v e e f f i c i e n c y
Better
media
analytics
Higher
value
audiences
Attribution
Customer
journey
Creative
fatigue
BundlingGeography
A/B
Supply
chain
Upper/
lower
funnel
Demand
generation
Cross-
retailer
Search
DSP:
Display,
OTT, video,
audio
Voice:
SEO
Skills
Integration
OOH,
activations
A+ Content,
Stores
Innovation
Listing Setup
and
optimization
Warehousin
gLogistics,
FBA setup
Holistic
AMZ
Strategy
Brand
Advocacy &
Protection
Analytics:
Pricing,
demand,
3P, SOV

31. www.podean.co
m
Preparing for what lies ahead

32. www.podean.co
m
What else could Amazon be up to?
F u t u r e G a z i n g
Take on Google in
generic search
Alexa as my own virtual
assistant EVERYWHERE
Continued disruption of
B2B, Health, Finance etc

33. www.podean.co
m
1. The only failing strategy is to NOT have a strategy
2. Think of Amazon beyond the online store, but as a
brand building ecosystem
4. Plan holistically across Amazon and integrate into a broader
omni-channel marketing strategy
3. Thinking like Amazon will accelerate your success
Key takeaways
W h a t N o w

34. www.podean.co
m
Available in kindle
and paperback on
Amazon (where else?)
amazonforcmos.com
THANK YOU
Mark Power – CEO, Podean
mark@podean.com
www.podean.com