亚马逊时代_北美B2C营销调查报告（英文版）_38页_4mb

The Age of Amazon: Maximizing the B2C Marketing Opportunity Summary

Core Content

This report explores the growing significance of Amazon in the B2C marketing landscape, emphasizing the need for brands to adapt their strategies to leverage Amazon's expanding influence as a media and marketing platform. It highlights the shift in consumer behavior and the evolution of the customer journey, which has led to the reorganization of marketing and sales strategies for many consumer packaged goods (CPG) brands.

Main Points

• Amazon's Rise: Amazon has become a dominant force in the U.S. retail market, surpassing Google as the top destination for online shoppers. It is not only an e-commerce leader but also a key search engine and product discovery channel.

• Consumer Behavior:

  • The majority of consumers rely on smartphones and social media for product research.
  • E-commerce sites, particularly Amazon, have a significant influence on both online and offline purchasing decisions.
  • In some categories, like pet care, e-commerce accounts for a high percentage of sales, while in others, such as groceries, it is still relatively low but growing.

• Marketer Awareness and Strategy:

  • 63% of advertisers plan to increase their Amazon ad budget over the next year.
  • Only 17% of marketers have a clearly defined Amazon Marketing Services (AMS) strategy.
  • Only 15% believe they are using AMS to its full potential.
  • Marketers are still largely unaware of how to effectively integrate Amazon into their overall marketing programs.

• Amazon as a Media Player:

  • Amazon's media and marketing services are growing rapidly, with ad revenue projected to reach $3.5 billion in 2017 and $5.7 billion in 2018.
  • Amazon's media services are seen as a critical channel for reaching consumers, even by brands that do not sell directly on the platform.
  • The platform is still underdeveloped compared to Google and Bing, but it is evolving quickly.

Key Recommendations

1. Develop an Amazon Strategy: Brands should create a comprehensive strategy that integrates both upper and lower-funnel marketing activities.
2. Balance Marketing Activities: It is important to balance the use of paid and organic search, as well as other digital and traditional marketing channels.
3. Structure Teams and Agencies: Internal teams and agencies should be structured to maximize success, with clear ownership and collaboration between different departments.
4. Be Agile and Flexible: Brands must be adaptable in their approach to Amazon's evolving landscape.
5. Assimilate Data and Optimize Measurement: Use data from Amazon to refine marketing efforts and improve measurement and attribution models.
6. Mine User-Generated Content: Leverage reviews and other content generated by users to enhance marketing strategies.
7. Train Internal Teams: Invest in training to ensure that teams are equipped with the necessary skills to navigate Amazon's platform.
8. Seek Out the Best Agencies: Collaborate with agencies that have expertise in Amazon marketing.
9. Focus on "Shoppability": Ensure that Amazon listings are optimized for conversion.
10. Develop Alexa Skills: Utilize voice-activated devices to enhance brand presence and engagement.
11. Gear Up for AmazonFresh and Amazon Prime Pantry: These services are becoming increasingly important in the grocery category.
12. Integrate Digital and Offline: Brands should consider the digital-to-offline halo effect and ensure that their online presence supports offline sales.

Key Insights

• E-commerce Influence: E-commerce is influencing purchasing decisions across a wide range of categories, with some categories seeing higher online sales than others.
• Integration of Marketing Teams: There is a growing need for integration between direct-response and brand marketing teams to maximize the impact of Amazon-based marketing.
• Amazon's Media Potential: Amazon is becoming a major media player, with its ability to provide transactional data and personalized recommendations making it a valuable platform for brands.
• Need for Strategic Investment: Brands must invest strategically in Amazon to capitalize on its growing reach and influence, rather than simply increasing spending.

Conclusion

The report underscores that Amazon is not just an e-commerce platform but a critical media and marketing channel that brands must integrate into their overall strategy. With the increasing reliance on smartphones and the growing influence of e-commerce, brands that fail to adapt may miss significant opportunities for growth and sales. The recommendations provided aim to help brands effectively harness Amazon's potential and align their marketing efforts with the evolving customer journey.