Source: Insights
Amazon is no sleeping giant.
As the Bezos behemoth continues along its unstoppable, disruptive path, brands are increasingly requesting Amazon-tailored services. Agencies have been ramping up their capabilities on the platform and even launching dedicated practices as a response.
Many marketers now view Amazon as a legitimate competitor to Facebook and Google, according to 22squared VP, Director of Media Planning, Brandy Everhart. “What they bring to the table is an expensive data set that you can’t get anywhere else,” she said. “We’ve seen a lot of successful campaigns that are focused on driving conversions on the Amazon platform.”
Even brands that don’t sell on Amazon are asking questions due to the power of its search reach and the benefits of its data sets. “Clients want me to increase their engagement in every possible way,” said Matt Bijarchi, Founder and CEO of digital brand studio Blend. “We’ve learned ecommerce is also a brand-building opportunity.”
Some agencies have already embedded themselves within the machine. After WPP performance marketing agency Possible acquired Amazon-only consultancy Marketplace Ignition, the holding group combined its offerings with media network Mindshare to create a service that offers Amazon-specific solutions.
Possible Global SVP, Commerce, Frank Kochenash explained that the agency developed Amazon-related services well before the partnership, offering “everything from strategy to content development to content optimization, paid search management, media management, all on or within the Amazon ecosystem.”
Explaining the Mindshare partnership, Kochenash added that conquering Amazon is a challenge for his clients, as…
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