September '24 Monthly Roundup
This September roundup has the mix of case studies, big-picture ideas, trends, and a sprinkle of inspiration to help kick-off your fall (football) season.
Let’s get GO-ing.??
From the GO Team:?
When creative teams work closely with ad teams, it’s easier to test, learn and capitalize on opportunities. This case study highlights how our ads team worked internally with our creative team (GO Studio) to A/B test SBV content and optimize our strategy utilizing the winning version.??
With consumer trends projecting a ~10% increase in 2024 holiday retail ecom revenue every advertiser is strapping in for a busy shopping season. As you do, don’t forget to utilize DSP campaigns to lead into the biggest shopping days and then leverage DSP again coming out of them, to stay in front of those potential buyers and get the most out of this critical season.??
When a client made changes to the product packaging on their 2 top ASINs that made up 85% of their sales, they knew that transitioning those products to new SKUs could heavily impact their sales. Our team proactively worked alongside the client to help make the transition as smooth as possible and to help minimize the disruption. As a result, we were able to restore the “Best Seller” badge within 24 hours.??
With roughly 3,700 new Sellers joining Amazon daily (according to Helium 10) and 2024 search ad spend projected at $28B and expected to double by 2026 (according to EMARKETER), standing out on the platform has become more crucial than ever.? ?
This article highlights three key strategies for brands to rise above the competition:? ?
?? Highlighting unique differentiators?
?? Investing further up the funnel?
?? Maximizing the effectiveness of ad spend?
Posts by others that stood out:?
Juozas Kaziuk?nas , Founder of Marketplace Pulse , shared a review of the TikTok Shop’s top 20 best sellers as part of his look at the first 12 months since its launch. While some have boasted strong success with TikTok shop, Juozas shared some thoughts that are likely more in line with broader performance:?
“First, it is by far the closest we've ever gotten to social commerce, and affiliates drive most sales on the platform. ? ?
Second, no major brands are present. All sales go to brands that figured out TikTok early - many of them from China. The top 20 list is meh. ? ?
Third, TikTok Shop will do single-digit billions in sales this year. Not as much as they hoped ($18b), but there is just no great supply of inventory, and Western shoppers are still getting used to it. So it is fun and can move volume with affiliates plugged in (Goli sold $7m but paid all of its margin to influencers), but it is not yet a major channel for brands, nor is it at a significant scale yet.”?
If you haven’t jumped into TikTok Shop, or maybe you have and you’re reevaluating, it’s interesting to note where else those shoppers might be searching for or buying products.? EMarketer released a report in April 2024 that showed the audience isn’t necessarily incremental to bigger shopping ecom retailers (see below).??
领英推荐
Jeffrey Cohen pulled together a helpful recap of the big announcements two weeks ago at #AmazonAccelerate. Here is how he summarized the highlights:?
Mikael Brakker , ECom Director at L'Oréal, shared the above snapshot from Fox Intelligence highlighting YTD performance in the top 5 EU markets. He shared a great summary on his post and here’s how we interpret it:??
But what does this mean for EU advertisers? Here’s how we see it:??
Fighting for a Steeper and Long-lasting “Responsive Curve”.??
Rikard Wiberg , Partner at Pace, offers a critical reminder for brand-builders: Today's data is just a snapshot, not the full story of your potential. The real challenge? Maximizing each media channel's performance to achieve steeper, longer-lasting response curves.??
These curves show your return on incremental investment, typically in advertising. While increased spending often leads to diminishing returns - with initial investments yielding higher ROI but growth slowing as spending rises - the goal is to shift the entire curve upward. This means extracting more value from each channel, even as you scale up your investment. It's about seeing beyond current numbers to unlock your brand's true growth potential.?
Here’s a look at how Rikard suggests supporting that responsive curve:??
“?? When you look at your advertising results, remember that they’re just snapshots of the current situation. ? ?
?? Our job is to improve each media channel’s performance and make the response curve* steeper and longer-lasting. That will require collaboration among specialists, scientists, creatives, and leaders. Each team member brings a unique perspective that finds new growth opportunities.? ?
??? If you’re not happy with the results, there are ways to change that:? ?
NOTE FROM GO- For Amazon advertisers, Rikard's "negotiation" concept translates to staying savvy with your ad spend across all available tools. Think of it as an ongoing internal negotiation or dialogue: Which tools deserve your investment right now? It's not about sticking with the same old stack just because it's familiar. Instead, it's about flexibly allocating your budget where it counts most at any given time. This approach keeps you agile, ensuring you're always getting the best bang for your advertising buck in Amazon's ever-evolving marketplace.?
Vince Lombardi is rumored to have started every season with the simple statement, "This is a football." Lombardi's approach came from the idea that success was the result of an unwavering focus on the essentials.??
It's easy to get caught up in a whirlwind of tasks and goals, chasing every new trend or tool that might give us some relief amid growing challenges. But the reality is that we can only truly accomplish about three significant things at a time. This isn't a limitation; it's a clarifying force. By narrowing our focus on the essentials, we amplify our impact.??
For the next month, challenge yourself to identify and focus on your three essential goals. Our GO team’s goals are always driving profitability, increasing market share, and building brand equity. But whatever yours might be, regularly evaluate your tasks and prioritize the ones that align your focus with those 3 goals. Stay committed to that work and cut loose anything that distracts you from it. By embracing this concentrated approach, you're not just optimizing your own tasks; you're cultivating a mindset of intentional growth that can create a ripple effect of improvement across your entire team.?
CEO at Pace | MMM & Forecasting
1 个月Great work and a pleasant piece of summary! Keep up the excellent work, and thanks a lot for mentioning our work ??
L’Oréal Luxe, Europe Zone E-Commerce Director Online Pure Players Key Accounts & Marketplaces
1 个月Amazing recap, keep it up! And thank you for the feat, happy to share! ??