Ampd

🍽 𝗘𝗔𝗧 𝗡𝗘𝗪-𝗧𝗢-𝗕𝗥𝗔𝗡𝗗 𝗙𝗢𝗥 𝗕𝗥𝗘𝗔𝗞𝗙𝗔𝗦𝗧... Join the firstmovr team in welcoming Joshua Gebhardt (Ampd) to our JBPx Amazon eCommerce Growth Summits NEXT WEEK Sept 24-25 (US Event) from 12-2p EST / 9a-11:30a PST and Sept 25-26 (EU Event) from 12-2p CET for his session of best practices and insights. 👉 Register today - both events are FREE: - Amazon US - https://lnkd.in/erCKhxXe - Amazon EU - https://lnkd.in/exQsbGSF Driving incremental sales and increasing category share are key objectives for many brands on Amazon, but staying within the “walls” of the retailer.com experience leads to diminishing returns. Go beyond retailer owned and operated media and tap into the vast audience trove of offsite channels in order to drive sales on Amazon. Then, learn how to connect the dots with closed-loop attribution and automation. AND our summits are designed to fit your busy schedule AND if you miss all or part of the event live, registrants get the recording! You'll also hear from Tommy Drummond (GreyScout), Alex Mandel, MBA and Cynthia Stuker (Bold Strategies, Inc.), Russ Dieringer (Stratably), Laura Meyer (Envision Horizons), Spencer Millerberg (DetailPage.com) and Scott Ohsman (Quickfire, LLC)! See you next week! #amazon #digitalshelf #retailmedia #omnichannel #retail #ecommerce #cpg #marketplace #3P #AVN #JBP #partnership

CPG Visionaries don’t buy software; they buy into a future vision — Software solutions often fall into the trap of selling features and immediate ROI. There is a small amount of value there. The visionary brands and agencies care more about the following over the next several years: 1- How do they gain market share from competition and grow their brand? 2- What can they do that competitors aren’t doing — and how will it result in market share? 3- How can they use technology to make sure they are in front of consumers where they are spending their time? 4- How can they place marketing dollars in the right time, place, and channels to get customers when they are deciding to buy? 5- How do we make sure the brand is relevant and attractive to the new generations of consumers? A great conversation around a software solution should answer all these questions directly. This can be communicated in roadmaps, case studies, and proven out with fast test and learns. The best visionaries don't just want to consume, they want to be part of the process of creating the software roadmap, and the future. Features don’t sell to visionaries — Creating the future together, is what gets them excited. #CPG #Visionary #Commerce

Seeing a lot of retail Brands look at ROAS *value* upside down. — here’s an example: Campaign X: Bottom Funnel Product Ad ROAS: $5.00 Campaign Y: Top Funnel Product Ad ROAS: $0.50 A lot of Brands and agencies are immediately tempted to shift budgets to Campaign X Bottom Funnel ROAS since the ROAS is 10x higher. But what these Brands and agencies are missing is how these top funnel ads are serving a different yet highly valuable function in "not just branding", but the conversion process — connecting with customers and sharing the unique value of their Brand’s product. This is done through videos, reels, and short clips all connecting with a customer even before they are ready to purchase, but in many cases already cementing their purchase finality. These top funnel ads are critical at the beginning stages of the purchase journey and are necessary to bring *high-quality* traffic into their retail products. It’s the bottom funnel product ads job to finish the job, converting the remaining unconverted traffic to sales, and therein an obviously higher ROAS. Top of the funnel product ads have a lower ROAS, but a higher overall value to the Brand.

People want to shop where they live. This is true online as much as it is offline. Online, people “live” on Facebook, TikTok, Google, Instagram, streaming video sites, and other media platforms.   Just as no one lives in the toilet paper aisle of their local Walmart store, no one hangs out on the personal hygiene browse node on Amazon. Instead, retailers are where people prefer to buy – and then get out.   For marketers, this creates an interesting puzzle around Share of Voice.   Capturing SOV on Amazon / Walmart: -Pay-to-play on the several Sponsored Products and Sponsored Brands ad slots above the fold in your category -Optimizing your Amazon SEO to win the top few organic slots -Highly effective to ensure you’re not losing market share to your competitors -Expensive and low incrementality, as shoppers are already in your category on Amazon / Walmart   Capturing SOV on Search / Social: -Pay-to-play for a handful of above the fold ad slots -Optimizing SEO on search for organic ranking, and organic engagement on social  -Cheaper than retail media -Highly effective at reaching New-to-Brand customers As a proxy for market share or category share, improving your Share of Voice across the funnel and across channels is important. That said, to drive incremental growth in your category, it’s a lot more effective to reach people where they “live,” before they even show up at the store. #ShareOfVoice #GoogleSearch #AmazonSEO