How to Engage New-to-Brand Amazon Customers in 2023
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The document outlines strategies for engaging new-to-brand customers on Amazon in 2023, highlighting the importance of targeting these customers due to their brand agnosticism and the competitive nature of the marketplace. It also discusses a case study showing a 6% increase in sales with new-to-brand bid adjustments and various advertising types that can aid in acquiring these customers. Key takeaways stress the need to focus ad spending on Amazon's ad types that leverage new-to-brand metrics and to regularly update creatives to enhance sales volume.
How to Engage New-to-Brand Amazon Customers in 2023
- 1. How to Engage New-to-Brand Amazon Customers in 2023
- 2. Today’s Logistics Recording & slides will be in your inbox shortly after the session 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! Katherine Bishop Marketing Coordinator
- 3. 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+
- 4. Some of Our Clients Our Recognition For Commerce Leaders of Today and the Future
- 5. Our Speakers UPENDAR GARG Senior Product Manager - MobiusX JESSICA SHAPP Specialist, Marketplaces
- 6. Agenda ● Intro to New-to- Brand Customers on Amazon ● Case Study and Impact ● In Practice: Acquiring NTB Customers on Amazon ● Capabilities ● Key Takeaways ● Q&A 6
- 7. What percentage of your spend is going toward acquiring NTB customers? ● 0-25% ● 25%-50% ● 50%-75% ● 75%-100% POLL
- 9. Who is Considered a New-to-Brand Customer on Amazon? Amazon considers a New to Brand customer, anyone who has not purchased any product of the brand within the last 365 days Takes into account both Organic and Advertising purchases 9
- 10. Why Focus on NTB? Amazon Shoppers are Brand Agnostic ● 78% of searches on Amazon are brand agnostic (Marketplace Pulse via Amazon) ● 52% of shoppers are more willing to buy a brand they’re not familiar with on Amazon (Tinuiti via Amazon) New to Brand Focus Crucial in 2023 As Amazon holds the majority of ecommerce market share (38% via Statista), it continues to become more competitive and more necessary to remain visible within non-branded searches. ● Percentage of spend attributed to Sponsored Products is decreasing ○ 77% in Q3 2022 (-8% YoY) ○ Brands investing more within ad types, providing NTB reporting ● Amazon Advertising reaches 98% of all US adults ages 25-54 each month 10
- 11. Ad Types Providing NTB Reporting ● Sponsored Products In AMC only ● Sponsored Brands ● Sponsored Display ● Amazon DSP 11
- 12. NTB Case Study and MobiusX 12
- 13. Case Study on NTB and Impact Case Study ● Conducted a case study for our 5 clients (big to small) for a period of 10 days without NTB and 10 days with NTB bid adjustments for 8 different campaigns. Impact: ● 6% Increase in NTB sales for campaigns with NTB adjustments compare to campaigns without NTB adjustments ● 5% increase in NTB orders for campaigns with NTB adjustments compare to campaigns without NTB adjustments 13
- 14. NTB Bid Adjustments in MobiusX ● This is an API first feature, meaning Amazon ads console doesn’t have the capability to adjust NTB bids. ● Tinuiti is one of the first early adopters of this feature to bring this capability to adjust NTB bids in MobiusX UI. ● We have created a very user-friendly interface to make NTB bid adjustments with few clicks ○ While creating the copy of an old existing campaign ○ Inline edits for existing compatible campaigns ● Users have ability to increase NTB bids up to 900% 14
- 15. In Practice: Acquiring NTB Customers on Amazon 15
- 16. Fueling the Funnel DSP In-Market & Lifestyle DSP Retargeting Ad Console Sponsored Display & Sponsored Products Exploratory Awareness Consideration Purchase Intent Purchase Experience Purchase 16 Pairing Amazon DSP & Search Advertising to win New to Brand customers Ad Console Sponsored Brands
- 17. DSP NTB Capability Amazon Demand-Side Platform ● Target Lifestyle, In-Market, and Retargeting segments both on and off Amazon ● Option for Responsive eCommerce creative, custom image & copy, and video ○ Allows us to customize messaging for shoppers unfamiliar with our brands/products ● Increased optimization levers on DSP allow us to negate out purchasers of the brand within any set date range DSP Targeting More sophisticated than Sponsored Display, DSP gives us more upper-funnel capabilities through Lifestyle and In-Market targeting - allowing us to reach user demographics and customers actively shopping in particular categories and verticals but have yet to purchase 17
- 18. Sponsored Display NTB Capability Amazon Sponsored Display ● Target Categories, Audiences, ASINs both on and off Amazon ● Option for custom image & copy, and now video ○ Allows us to customize messaging for shoppers unfamiliar with our brands/products ○ +37% increased purchase rate onsite ○ +30% DPVR offsite Sponsored Display Targeting Similar to DSP, utilizing Contextual and Audience Targeting through Sponsored Display can help to fuel NTB interest to then pair with Sponsored Brands and Sponsored Products as the shopper moves through the purchase journey 18
- 19. Sponsored Brands NTB Capability Amazon Sponsored Brands ● Opportunity for custom image & copy OR video ● Opportunity to showcase up to 3 ASINs at the top of search placement, taking up 50% of the screen in Mobile ● Brand Building opportunity ○ Tell brand story ○ Direct to Brand Store Utilizing your Brand Store with Captivating Creative Amazon Stores allow us to tell a brand story with 100% SOV uninterrupted by competitors utilizing images, videos, and copy while showcasing the entire catalog in an organized way through subpages and tabs. ● Amazon reported a 35% increase in attributed sales within shoppers visiting the Brand Store when updated regularly 19
- 20. Amazon Search Capabilities ● Awareness tactic ● Targeting shoppers with little to no brand preference ● NTB Bid Multipliers utilizing Mobius/API connection ● Consideration tactic ● Opportunity to conquest competitor traffic by winning top-of-search placements on Branded search terms ● NTB Multipliers helpful to win competitor SOV ● Consideration Tactic ● Visibility on competitor PDPs when shopper is most likely to convert ● Amazon constantly testing new Sponsored Brand placements on the PDP Category Keyword Competitor Branded Competitor ASIN 20 Sponsored Brands
- 21. Key Takeaways 1. Begin focusing on funneling spend towards Amazon’s Ad Types with NTB metrics in 2023 2. Regularly updating creatives is proven to increase sales volume 3. Utilize NTB multipliers to drive traffic toward incremental sales
- 22. Schedule Your Consultation with an Amazon Expert
- 23. Q&A UPENDAR GARG Senior Product Manager - MobiusX JESSICA SHAPP Specialist, Marketplaces
- 24. 24 Stay informed on the future of digital marketing Visit our content hub ➜
- 25. Thank you!