It’s a new year. And while we’re all still recovering from the effects of 2020, your marketing on Amazon shouldn’t remain the same.
Third quarter eCommerce revenue in the US alone surged by 37 percent to a staggering $199.4 billion, accounting for 13.5 percent of total retail sales for 2020. And those numbers are only predicted to rise. As the events of 2020 forced even staunch holdouts against digital commerce (believe it or not, they exist) were forced to recognize its value, both retailers and individual vendors need to adapt to the influx of consumer demands. That includes marketing. And leading the trend has always been and will always be Amazon. But what can you expect from the months ahead?
eCommerce and Social Media Integration: The New Boss in Town?
In an age in which at least 72 percent of the population uses an average of eight social media networks, it’s only natural that digital marketing makes an ideal partnership. But eCommerce is a different beast altogether than digital marketing. And with minor exceptions, very few social media platforms were willing to leverage digital retail as part of a commercial platform. It’s one thing to pay attention to a Twitter ad. It’s another to use it for shopping purposes.
That changed in May when Facebook announced the launch of Facebook Shops, an online retail platform which users can access through both paid advertising as well as their own page. Promising a seamless merge between social media and shopping, Facebook claims they’re making some 160 million smaller businesses can reach out to any number of its 3 billion users.
By dint of comparison, Amazon only receives roughly 200 million unique visits per month. Nor has it integrated any form of social media for a very simple reason: Amazon is not a social media network. It’s built its reputation by being a secure and virtually all-inclusive platform for retail shopping, not as a community hub. And while Facebook has experimented with eCommerce in the past in the form of Facebook Marketplace, it’s been met with limited success.
It’s too early to tell whether or not Facebook Shops will have any significant impact on digital commerce. And there’s no way of knowing whether or not Amazon will launch its own social media hub in return. In the meantime, there’s no reason why businesses can’t drive outside traffic to their Amazon storefront by leveraging social media. In fact, there’s no reason why they shouldn’t.
Buyer-Seller Messaging: Just the Facts
Raise your hands if you can remember Amazon’s chief mission statement. We didn’t think so. But just to refresh your memory, it’s to be “the Earth’s most customer-centric company.”
Customer-centricity is at the heart of the Amazon ecosystem. And there’s virtually not an Amazon customer alive who appreciates a hard sell. That’s one of the reasons why communication guidelines can seem increasingly stringent. That’s also the reason why they’ll seem even more inflexible in the months ahead.
Even external links to your site are prohibited in buyer-seller messaging unless they’re absolutely necessary to fulfill an order. Try to ensure that your messages with customers contain nothing but the essential facts about both a product and order. Amazon has their own line of marketing solutions available; and using them will ultimately save you time and frustration in customer interactions.
PPC: Amazon’s Secret Marketing Weapon
Despite naysayers who assume otherwise, pay-per-click advertising is neither ineffective nor rigging the Amazon system for a very good reason: it works.
A 2019 survey from independent research agency Clutch indicated that some 31 percent of respondents clicked on a retail shopping ad, while over three-fourths stated that paid search ads made it easier to find the product or service they were looking for. But while it’s been estimated that while PPC can bring an ROI of 200 percent, that same survey indicated that only one-third of Amazon users clicked on an ad for brands they were already familiar with.
Visibility. That’s why new businesses can’t afford not to leverage PPC as part of their Amazon marketing campaign. And numbers don’t lie. According to research from Google AdWords, paid advertising can increase brand awareness by up to 80 percent.
While implementing Sponsored Products and Sponsored Brands on Amazon have consistently been proven an effective part of a digital marketing strategy, brands still aren’t recognizing their full potential. Expect PPC advertising to develop more comprehensively as marketing continues to refine itself in 2021.
Because both refinement and redefinition will be the key to successful digital marketing this year.
Color More Lines provides white glove, global account management of your ecommerce platforms so mission-driven companies can focus on new product development, branding and growth strategies. Find out more at Color More Lines.