ClickZ-亚马逊时代：B2C营销调查报告（英文）-2017-40页-4mb

Summary of The Age of Amazon: Maximizing the B2C Marketing Opportunity

Core Content

The Age of Amazon: Maximizing the B2C Marketing Opportunity is a report by ClickZ Intelligence in partnership with Catalyst, a GroupM and WPP company. It is based on a survey of over 250 North American B2C marketers and 1,600 U.S. consumers, providing insights into how brands can leverage Amazon as a key marketing and sales platform.

The report highlights the increasing role of Amazon in the customer journey, emphasizing its growth as a media and marketing player, not just an e-commerce platform. It outlines the need for brands to adapt their strategies to the evolving digital landscape, where Amazon is becoming a central hub for product discovery and consumer engagement.

Main Points

• Amazon's Dominance: Amazon has become the top destination for U.S. online shoppers, surpassing Google in 2012. It is now a major search engine and a key channel for product discovery.

• Marketers' Awareness and Strategy:

  • Only 17% of marketers have a clearly defined strategy for Amazon Marketing Services (AMS).
  • 32% of businesses not advertising on Amazon are unaware of the opportunity.
  • 63% of marketers plan to increase their Amazon advertising budget over the next 12 months, indicating strong interest in the platform.

• Consumer Behavior:

  • 55% of U.S. consumers use Amazon directly for product searches, compared to 28% using Google and Bing.
  • E-commerce influences both online and offline purchasing decisions, with the "halo effect" being significant across various categories.
  • Pet and personal care categories are more heavily influenced by e-commerce than household goods, with online sales accounting for 3-6% of total sales in the former and 1% in the latter.

• Amazon's Media Growth:

  • Amazon's ad revenue is projected to grow from $3.5 billion in 2017 to $5.7 billion in 2018.
  • The Amazon Advertising Platform (AAP) and Amazon Marketing Services (AMS) offer a variety of ad formats, including display, video, and sponsored products.
  • Sponsored Products are the most commonly used AMS solution among brands that advertise on Amazon.

• Integration and Strategy:

  • There is a growing need for integration between digital and traditional marketing teams to maximize the impact of Amazon marketing.
  • Brands are reorganizing to better incorporate Amazon into their overall marketing strategy, recognizing its role in both online and offline sales.
  • 12 key recommendations are provided to help brands optimize their Amazon strategies, including developing a clear strategy, balancing upper and lower funnel activities, and focusing on "shoppability".

• Amazon's Influence on Retail:

  • Amazon accounts for 5% of all retail spending in the U.S. and 43% of online retail sales.
  • Its acquisition of Whole Foods signals its ambition to expand into physical retail, blurring the lines between online and offline shopping experiences.

• Data and Insights:

  • Amazon provides valuable behavioral data that can inform marketing and product development decisions.
  • Brands are beginning to use this data to improve their marketing performance and customer engagement.

• Challenges and Opportunities:

  • Despite Amazon's growing influence, many brands are still not fully utilizing its marketing capabilities.
  • The report encourages brands to adopt a more agile and integrated approach to Amazon marketing, leveraging both paid and organic strategies.

Key Recommendations

• Develop an Amazon strategy
• Balance upper and lower funnel marketing activities
• Structure internal teams and agencies to maximize success
• Give ownership to marketers and specialist digital agencies
• Be agile and flexible in your approach
• Assimilate data and optimize measurement and attribution modeling
• Mine user-generated content
• Train internal teams
• Seek out the best agencies
• Focus on "shoppability"
• Develop Alexa Skills and presence
• Gear up for AmazonFresh and Amazon Prime Pantry

Conclusion

The report underscores the critical importance of Amazon in the B2C marketing landscape, especially for consumer-packaged goods (CPG) brands. As the platform continues to grow and evolve, brands must adapt their strategies to fully leverage its potential. The integration of digital and traditional marketing efforts, along with a clear and data-driven approach, is essential for maximizing sales and marketing performance in the Age of Amazon.