April '23 Roundup

This April roundup features...??

• A look at how full-service management can foster rapid sales growth?
• Harvard Business Review's perspective on unifying brand-building and performance marketing?
• Highlights from Andy Jassy’s letter to Amazon Shareholders?
• The 2 core opportunities for growing market share?

And more updates you might have missed the first time around.?

Let's get GO-ing ??

CASE STUDY: Full-Service Management Spurs Rapid Sales Growth

A pet brand brought in new consumers and boosted consumption.

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CASE STUDY: FBA Fee Reduction Through ASIN Repackaging.

Reworking a product’s packaging generated a lower FBA fee tier, improving the product’s overall margin.

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Amazon DSP: What is it and when should you consider a DSP campaign?

A great tool like Amazon DSP comes with added cost and can waste a significant amount of budget if you’re using the wrong approach or strategy. ?

This blog post is intended to help you approach Amazon DSP in the right way. We’ll cover the basics of what Amazon DSP is, how it is different from Sponsored Ad tools (specifically Sponsored Display), and when you can utilize it to create the impact you need.??

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Finding the Best Full-Service Agency for Your Brand

If you lack the capacity to navigate Amazon's complexities, you’ll quickly start to see inefficiencies, knowledge gaps, reduced access to unique first-to-market opportunities, and an increased potential for wasted resources—all of which are blockers to the profitability and growth you were wanting from Amazon in the first place. That's where a full-service agency comes in, but vetting them isn't easy.?Here is what to look for in a full-service agency...

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Harvard Business Review published “How Brand Building and Performance Marketing Can Work Together” by Jim Stengel , Cait Lamberton , and Ken Favaro as part of HBR May-June 2023 issue.

The dense article is packed with some helpful reminders and case studies representing how brand-building and performance marketing can’t succeed if they are competing for the same budget. ?

“Pitting brand building and performance marketing against each other in a competition for budget unnecessarily damages the effectiveness of both.” ?

The answer? HBR says to upgrade your metrics.

Check out the article to see how they recommend doing it, along with some case studies to show the impact. Read the article →

If you have competitors targeting your PDPs, this case study shows how using Sponsored Display Brand Protection campaigns can help edge out those competitors while also driving things like basket-building for increased loyalty. Scroll through the Case Study in the post →

Russ Dieringer shared an insightful recap of Andy Jassy’s Amazon shareholder letter, shortening the top-line message to a single request from Jassy to stakeholders:?“Trust Us.”

Russ also highlighted some growth initiatives worth calling out:?

• Advertising – Continuing to enhance measurement that strengthens the?unique advantage of targeting the right shoppers at the right moment. ?
• Amazon Marketing Cloud (AMC) - Continuing to incorporate more datasets over time. ?
• Amazon Business – Brought in $35B in annualized gross sales last year and is a “sleeper area on Amazon”?
• Buy with Prime – Third-party shopping sites have seen a 25% increase in shopper conversion due to Buy with Prime integration.

Read the full letter from Andy Jassy →

Dr. Nworah Ayogu , Chief Medical Officer of Amazon Clinic , was interviewed on CNBC about how Amazon Clinic plans to live up to its promise of saving customers time and money. ?

“...What we’re trying to do is make it dramatically easier for customers to find, choose, and afford the products and services they need to get and stay healthy. For us, that means being able to access care [through Amazon’s acquisition of One Medical], find a clinician quickly for common conditions [through Amazon Clinic], and making it easy to find and access the medications they need at a low cost [through Amazon Pharmacy].”?

While Dr. Ayogu shares helpful information about the opportunity Amazon is pursuing through Amazon Clinic, he addressed an important question regarding privacy concerns related to medical information intersecting with retail purchases. His concise response was helpful enough to call out separately: ?

“Privacy is paramount to us. We follow all HIPAA and privacy regulations. Beyond that, customer trust is foundational to everything we’re doing and building. Privacy and security is built into all areas... Patient healthcare information remains safe, secure and separate...”?

Watch the interview here →

GO's Director of Brand Strategy,? Dana Swygard , recently connected with Amazon Ads to discuss the different tactics, tools, and reports we utilized to win the 2022 Amazon Ads US Performance Growth Partner Award. In the video, Dana shares how we helped our client increase monthly new-to-brand shoppers by 61% and subscribe and save (SNS) subscriptions by 170%. ?

Watch the video →

Successfully unsuppressing ASINs on Amazon is not an easy task. It requires know-how, scrappiness, dedication, and time, making it difficult for many brands to accomplish this on their own. Read through this case study that shows how we went about unsuppressing 3 ASINs for a client, creating a big lift for each ASIN in just 2-weeks. Read more →

Where do you find market share? Steal it or create it.?

Now that we’re officially in Q2, your team might be looking to shift some tactics towards key growth opportunities, like market share. If that’s the case, here are 2 important reminders about the greatest opportunities for market share based on your current standings. ?

• If your current market share is <20-30%… The growth opportunity is in stealing from other brands. Look for opportunities to conquest competitor brand and keyword terms but?be selective. Target the competitors, keywords, and products that?currently provide?the most opportunity to efficiently divert attention toward your products. ?
• If your current market share is 60-70%… the growth opportunity is in bringing new customers into the market. This happens through more specialized, mid-to-upper funnel advertising that targets?overlap audiences of those customers who have similar interests but aren’t shopping your aisle (yet).?Also, while you’re investing in top-of-funnel tactics, don’t?stop investing in all other critical elements of operations and customer care. You'll want to make sure those new customers are converting as efficiently as possible. ?

This month’s Get GO-ing Challenge is inspired by Indra Nooyi 's view of marketing: ?

When you think about your own marketing campaigns, utilize more human elements of storytelling to highlight your products alongside your shared values and beliefs about the world.?This can help you focus on creating a message and a brand experience that resonates long after they interact with you. Remember... “people buy from people, not companies.” ?

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