Presented by Margaux Logan

1. Mythbusting Amazon
1
Changing Your Mindset To Change Your Results

2. First, Some Introductions….

3. Our Transformation
FROM
Holding Company
TO
Platform Company
3
P OW E R O F P U B LI C IS G RO UPE

4. Powered by Integrated Solutions with Clients at the Core
4
Need a new graphic
here—digital retail
experience related?
C L I E N T

5. Amazon in Context
5

6. 6
S H A R E O F U S
E C O M M E R C E
eMarketer 2019
47% 14.5%v s .
C O M B I N E D S H A R E O F
N E X T 3 C O M P E T I T O R S
51%C O N S U M E R G O O D S
L E A D E R S S E E A M A Z O N A S A
C R I T I C A L T H R E A T
SalesForce 2019
68%
A M A Z O N H A S
I N O N E O F T H E M O S T M A T U R E E C O M M E R C E M A R K E T S
A M A Z O N C A PA B I L I T I E S A R E N E C E S S A RY
I T ’ S A G R O W T H D R I V E R
A N D C L I E N T S & C O N S U M E R S
A R E A S K I N G F O R I T
B E L I E V E C O N S U M E R S A R E
M O R E L O Y A L T O A M A Z O N
T H A N T H E I R B R A N D S

7. So What Does that Mean
For You And Your Clients?
7

8. Myth 1:
Amazon Is Only Worth The Investment For Search
8
54%
Share of Product Searches
20182015
54% 54%
46%46%
Fact:
Amazon Investment Depends On Short Term vs Long Term Goals

9. Myth 2:
On Amazon, ROAS is the Only Metric that Matters
9
Fact:
Many Metrics—Choose Appropriately And Strategically

10. 10
R E L E V A N C E :
Using retail insights to inform communication
tactics at all stages of the journey
B U S I N E S S C H A L L E N G E :
Can we use our retail partners to gain a better understanding
of who is interacting with our media online?
A C T I V A T I O N :
UsingAmazon RetailAudience Insights to define who’s
buying, discover their attributes, find the most receptive
audiences, and reach the right consumers in every channel
R E S U LT S : More insight and targeting
about what sets us apart from our competition
• Identify gaps in communication strategy
• Leveraged for creative optimizations
• Targeting shifts for other media channels
Mining Insights to Drive Growth
C O R E
C O N S U M E R
O U R B R A N D
S W I T C H E R
BRAND
B
BRAND
A

11. Myth 3:
Amazon Reviews Don’t Matter
11
Fact:
Amazon Reviews Can Make Or Break An ASIN

12. Myth 4:
Good Creative Translates to Amazon
12
Fact:
Amazon Creative Needs To Be Built Amazon First
Adding video
(none previously)
6 SUPPLEMENTARY
Increasing # of images
Adding A+ content
(none previously)
52% 8%23%
I M P R O V I N G P E R F O R M A N C E
A T P R O D U C T C A R D S :

13. Myth 5:
Amazon Advertising is Only About Media Expertise
Adapt or perish, now as ever, is
nature’s inexorable imperative.
H.G. WELLS
“
13
Fact:
Amazon requires an understanding of the whole business. Ignore retail or media metrics at your peril.
Amazon’s

14. 14
• Amazon Investment Depends On ShortTerm vs LongTerm Goals
• Many Metrics—Choose Appropriately And Strategically
• Amazon Reviews Can Make Or Break An ASIN
• Amazon Creative Needs To Be Built Amazon First
• Amazon Requires An Understanding OfThe Whole Business
Just the Facts

15. Thank You!