18 Jan Article: Fine-Tuning Tools for E-Retailer and Marketer
Amazon’s success over the past two quarters has exceeded even the most optimistic predictions. The company reported a 37% increase in profits in the third quarter of 2020. The retail giant’s own advertising spend is also growing steadily, with Amazon becoming the world’s largest advertiser for the first time in 2019 (replacing long-time No. 1 Procter & Gamble). But why are external marketing efforts not keeping pace as Amazon continues to attract more attention and online shoppers increasingly spend time on the platform? How can marketers test their creations and products in context and find out what works in the world’s most important marketplace? In a new article of the Advertising Week Jeff Bander, U.S. CRO of eye square, explains the possibilities of e-commerce live testing.
“Marketers make constant adjustments to their Google and Facebook collateral to ensure that they maximize their return on investment. But as Amazon elbows its way into the picture, smart agencies will need to take a similar approach to their Amazon ad spend. While Google’s search engine superiority has never been in doubt, a customer’s buying journey is often skipping the first step and starting directly with Amazon: more than 50% of product searches now begin on Amazon rather than Google” – says Jeff Bander.
Find the full article with exciting insights and recommendations for action here.