AMC and the Amazon Sphere: What You Did in 2020 Won’t Work in 2023
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The document outlines the agenda for a retail and Amazon-focused summit, covering strategies for improving sales in 2023, including bottom and top of funnel tactics and the importance of omnichannel and display advertising. It emphasizes the changing landscape from 2020 strategies, highlighting the need for new approaches in a complex consumer journey. Key sessions will discuss leveraging digital media for brand awareness and conversion, along with insights from various industry experts.
AMC and the Amazon Sphere: What You Did in 2020 Won’t Work in 2023
- 1. Retail Success Through Every Part of the Funnel THE COMMERCE SUMMIT
- 2. Session 1 10am PT | 1pm ET Bottom of Funnel Conversion: What Your Brand Can Do if Sales Are Down in Q1 Session 2 10:35am PT | 1:35pm ET Finding The New Top of Funnel: Riding The Third Wave Session 3 11:10am PT | 2:10pm ET Finding The New Top of Funnel: In-Store Physical Retail Media Session 4 11:45am PT | 2:45pm ET Driving Middle Funnel with Consideration: How to take Advantage of the Newest in Shoppable and Display Session 5 10am PT | 1pm ET Bottom of Funnel Conversion: Search and Display Strategies to Jump-Start 2023 Sales Session 6 10:35am PT | 1:35pm ET AMC and the Amazon Sphere: What You Did in 2020 Won’t Work in 2023 Session 7 11:10am PT | 2:10pm ET How to Master Omnichannel Display and Video for Amazon Session 8 11:45am PT | 2:45pm ET An Amazon Seller’s Guide to Operational Success: Driving Traffic from External Sources DAY 1: RETAIL Wednesday, February 15, 2023 DAY 2: AMAZON Wednesday, February 22, 2023
- 3. AMC and The Amazon Sphere What You Did In 2020 Won’t Get You There In 2024
- 4. Today’s Logistics Katherine Bishop Marketing Coordinator Recording & slides will be in your inbox tomorrow Download relevant resources Join our chat and submit questions for live Q&A Log back anytime with same link Join our poll questions - including if you want to talk to our teams after!
- 5. WE’VE MASTERED THE MEDIA THAT MATTERS MOST Tinuiti is the largest independent performance marketing firm across Streaming TV and the Triopoly of Google, Facebook, Amazon. Employees Media managed Award-winning culture* $3B #1 1000+
- 6. Some of Our Clients Our Recognition For commerce leaders of today and the future
- 7. Our Speakers AARON GOODEN Director, Marketplaces RUSS DIERINGER Founder & CEO
- 8. Practical research, events & advisory for consumer brands ● Weekly research in a digestible format ● Practitioner-focused live sessions ● 1-on-1 advisory services ● Custom research Stratably Closes the eCommerce Knowledge Gap Reaching thousands of leaders across hundreds of companies each week.
- 9. Agenda ● Why 2020 Strategies Will No Longer Cut It ● What to Focus on in 2023 ● How Brands are Adjusting Ad Plan in 2023 ● Amazon Operations ● How to Prioritize Retailers 9
- 10. Are you currently using tools like AMC? ● No, I don’t know enough about it. ● Not yet, but I want to! ● Yes, just getting started. ● Yes, it’s a great tool! POLL
- 11. What Are We Dealing With Today?
- 12. 12 Pandemic Gains Narrowing…but Return to Stores?
- 13. One-Third the Projected Growth
- 14. Over-Built Capacity Impacting Profitability
- 15. 15 And Retail Media’s Importance Continues to Grow Source: eMarketer
- 16. 16 With Shopper Journeys Becoming More Complex Than Ever Source: McKinsey COVID-19 US Consumer Pulse Survey, March 2022 75% of shoppers are omnichannel utilizing multiple digital touch points signaling the demand for connected commerce Experience Strategy Content/Creative Strategy Customer Understanding AWARENESS PERSONAL REFERRALS BRAND AWARENESS PROGRAMMATIC OTT / DISPLAY IN-STORE DISPLAY OR SIGN CONSIDERATION Social Search Shopping Display Email SOCIAL AD ONLINE WALMART SEARCH -NB ADD TO CART (NO PURCHASE) WALMART DISPLAY CONVERSION Affiliate Lower Funnel Tactics Audience Segmentation ADDED TO 1P AUDIENCE RETARGETING LIST BRAND SEARCH TARGET PURCHASE TARGET SITE VISIT CHEEZ-ITS COUPON SEARCH ADVOCACY Customer Retention Loyalty Program Marketing Automation Email NEW VS CURRENT AUDIENCES AUTOMATED EMAIL - EVENT RETARGETING FOR PRINGLES CROSS CHANNEL STRATEGY 1 2 3 4
- 17. 2020 Strategies Aren’t Cutting it Anymore 17
- 19. Drivers to Amazon Ad Strategies in ‘23 Amazon Marketing Cloud Amazon Attribution Amazon Stream Answer customer journey questions previously unanswerable Near real-time information on performance Measuring the impact on Amazon sales from non-Amazon ads
- 20. Low Adoption of Tools Now Powering Amazon Advertising
- 22. CROWDED!
- 23. MEH…
- 24. TEST & LEARN
- 25. DIFFERENTIATE
- 27. Next Generation Amazon Flywheel ● Amazon Marketing Cloud ● Amazon Attribution ● Amazon Marketing Stream Measurement ● Sponsored Products ● Sponsored Brands ● Sponsored Display ● Amazon DSP ● STV Advertising ● Whole Foods ● Amazon Fresh ● Amazon Prime Day(s) Commerce 27
- 29. 29 1. Brand Consideration 2. Conversion Impact 3. New to Brand 5. Loyalty How We Succeeded Objective Understand how exposure to multiple ad types impacts consideration behavior Tactic Leverage AMC insights of detail page view rate (DPVR) across ad types Result Most effective driver of detail page views was a combination of Video ads + Sponsored Products + DSP Action Continue to invest in video (OTT + OLV) throughout the rest of the year to maximize DPVR while pushing into broader categories such as “cola” and “soft drinks” to broaden Poppi’s influence DPVR% by Ad Type Over Time The most powerful combination X *Video includes (OTT & OLV) 4. In Store
- 30. 30 How We Succeeded Objective Understand how exposure to multiple ad types impacts consideration behavior Tactic Leverage AMC insights of conversion rate across ad types Result OTT along with traditional SP and DSP drove the highest conversion rate of all media type combinations. SP and DSP loyalty targeting continues to be effective Action Increase budget allocation aggressively during tentpole events, including winning top of search placements for high-volume keywords and brand conquesting legacy cola brands X 1. Brand Consideration 2. Conversion Impact 3. New to Brand 5. Loyalty 4. In Store
- 31. 31 How We Succeeded Objective Reach and engage new to brand customers Tactic Measure how full-funnel media works together to drive new to brand orders Result The more upper funnel the media (OTT & OLV), the higher the chance Poppi is converting a NTB customer Action Continue to invest in OTT & OLV to drive new customer acquisition and continue to grow Poppi’s pond while expanding beyond healthy soda into the broader soft drink space X of all consumers converted from media in Q1 were new to the Poppi brand 34% 1. Brand Consideration 2. Conversion Impact 3. New to Brand 5. Loyalty 4. In Store
- 32. 32 How We Succeeded Objective Measure the impact of digital media investment on Whole Foods performance Tactic Leveraged OTT Video to initiated the first wave of purchasing behavior as new customers became aware of the brand Poppi Result Significant increases across conversions and new to brand customers shopping at Whole Foods Action We are continuing to incorporate digital media into future integrated marketing strategies for brand awareness, sales growth, and a 360-degree impact online and offline X Increase in MoM conversions at Whole Foods ~12x Increase in MoM new to brand customers at Whole Foods 3.5x Of Whole Foods customers were new to brand 19% Customers saw Amazon media and then purchased at Whole Foods 28% 1. Brand Consideration 2. Conversion Impact 3. New to Brand 5. Loyalty 4. In Store
- 33. 33 How We Succeeded Objective Drive customer loyalty by converting new to brand shoppers into Subscribe & Savers Tactic Remarketing off of OTT customer exposure to turn detail page views and conversions into loyal consumers Result The average shipped revenue from SnS has increased by 36% from Q1 → Q3 Action Further push this approach for high traffic Q4 holiday period and “prime the pump” for a deep pool of new to brand customers to become tomorrow’s subscribers X Monthly Subscribe & Save count increase from January to July 54% 1. Brand Consideration 2. Conversion Impact 3. New to Brand 5. Loyalty 4. In Store
- 34. Key Takeaways 1. What you were doing pre 2020 won’t sustain you in 2023 and beyond. 2. Amazon is finally letting you behind the curtain a bit - YOU SHOULD JUMP ON THAT! 3. You should be fully aware of how your upper funnel media impacts your conversion media in today’s Amazon ecosystem.
- 35. Schedule Your Consultation with an Amazon Expert
- 37. 37 Stay informed on the future of digital marketing Visit our content hub ➜
- 38. Thank you!
- 39. Session 1 10am PT | 1pm ET Bottom of Funnel Conversion: What Your Brand Can Do if Sales Are Down in Q1 Session 2 10:35am PT | 1:35pm ET Finding The New Top of Funnel: Riding The Third Wave Session 3 11:10am PT | 2:10pm ET Finding The New Top of Funnel: In-Store Physical Retail Media Session 4 11:45am PT | 2:45pm ET Driving Middle Funnel with Consideration: How to take Advantage of the Newest in Shoppable and Display Session 5 10am PT | 1pm ET Bottom of Funnel Conversion: Search and Display Strategies to Jump-Start 2023 Sales Session 6 10:35am PT | 1:35pm ET AMC and the Amazon Sphere: What You Did in 2020 Won’t Work in 2023 Session 7 11:10am PT | 2:10pm ET How to Master Omnichannel Display and Video for Amazon Session 8 11:45am PT | 2:45pm ET An Amazon Seller’s Guide to Operational Success: Driving Traffic from External Sources DAY 1: RETAIL Wednesday, February 15, 2023 DAY 2: AMAZON Wednesday, February 22, 2023