ClickZ Amazon Insights Newsletter - 10.24.2024

PLUS: From multi-touch attribution to AI ads, Amazon’s unBoxed 2025 unveils the future of advertising

Author

Sophie Bruxner-Randall
October 24, 2024 • Estimated Reading Time: 6 minutes

Leading Voices 📣

In a recent discussion, Sam Carter highlighted how TikTok for Business helps brands integrate engagement on TikTok with other marketing channels, such as organic and direct search. By providing data-driven insights, TikTok enables brands to analyze how their campaigns perform across the entire funnel, from discovery to conversion. This integration helps businesses optimize the customer journey, ensuring that engagement on TikTok effectively drives higher conversion rates across channels.

@tiktokforbusiness

"We help our clients understand the relationship between TikTok, and a channel like organic or direct search to piece together how the fun... See more

Mark Ritson on Brand vs Performance

It's important to support the notion that brand VERSUS performance is something that needs to be put to rest. The most important word in F&B's The Long and the Short of It is….AND. 

But it's equally important not to swing to the other extreme and start extolling brand and performance as things that can be achieved within the same ad. It's possible. Every good brand building ad also sells a lot of product. And every performance ad does something (usually not much) for the brand. But the key point is that marketers do need to treat brand and performance differently in mindset, objectives and execution. Folding them together only at the campaign level not the ad level.

Specialty Bites 🍪

Amazon Ads has introduced two innovative AI tools aimed at revolutionizing the advertising landscape. The AI creative studio and Audio generator, unveiled at the Amazon Ads annual unboxed event, are designed to empower advertisers by simplifying the creation of engaging content across various media formats. These tools are part of Amazon's broader strategy to eliminate barriers in ad formats, enabling brands to reach a wider audience. The Audio generator, an extension of Amazon's existing AI suite, allows advertisers to create audio ads by generating voiceover scripts from product information. Meanwhile, the creative studio integrates image, video, and soon audio generation capabilities, facilitating the transformation of simple product shots into dynamic campaigns.

This development aligns with Amazon's ongoing efforts to enhance its eCommerce platform through AI, as seen with the introduction of AI Shopping Guides. These guides streamline the shopping experience by consolidating essential product information, thereby reducing research time for consumers. Daniel Lloyd, Amazon's vice president of personalization, highlights the efficiency these guides bring to the purchasing process.

In parallel, Amazon is advancing its logistics with the AI-powered Vision-Assisted Package Retrieval (VAPR) system for delivery drivers. This system uses computer vision to identify packages, significantly reducing the time drivers spend organizing deliveries. These AI-driven innovations underscore Amazon's commitment to leveraging technology for operational efficiency and customer engagement, setting new benchmarks in the industry.

Amazon's unBoxed conference introduced new advertising tools for brands, emphasizing data-driven strategies and AI innovations. Key updates include multi-touch attribution, audience-based bid optimization, and AI Creative Studio. These advancements aim to enhance campaign efficiency and creativity, urging brands to adapt and invest in Amazon's evolving advertising landscape.

Estée Lauder expands its presence on Amazon with a new virtual foundation tool, enhancing consumer engagement. This move aligns with luxury brands' strategies to leverage digital platforms for personalized experiences. The tool offers 55 shades of Double Wear, reflecting a trend towards innovative, consumer-focused marketing in the beauty industry.

Amazon has revamped its DSP to simplify digital advertising. The update includes a new user interface, machine-learning optimization, and enhanced audience targeting. Advertisers benefit from streamlined campaign creation, frequency cap controls, and improved performance metrics, aiming to reduce complexity and enhance campaign effectiveness across Amazon and external platforms.

Insight of the Week 🏆

In this interview, Henry Linney, Performance Marketing Director at Seraphine, a leading maternity brand, discusses how the brand harnessed full-funnel measurement for efficient growth. Here’s how they did it:

📊 Diversifying Channel Mix: Using full-funnel measurement, Seraphine identified opportunities in underused channels like Pinterest, reducing reliance on just a few channels.

💸 Better Budget Allocation: With apples-to-apples comparison across platforms, Seraphine could confidently optimize ad spend for greater efficiency.

⚡ Peak Period Preparation: Having data they trust allowed Seraphine to make quick adjustments to capitalize on momentum during Peak, ensuring strong performance during these periods. 

Read the full interview to learn more about Seraphine’s approach!

Performance Pulse 📈

Messaging apps like WhatsApp and Messenger are vital for sales, offering personal, immediate customer interactions. They enhance engagement, build trust, and drive conversions. By integrating automated tools and multimedia, businesses can optimize strategies. Tracking metrics ensures continuous improvement, making messaging apps a game-changer in customer engagement.

B2B digital commerce is revolutionizing business transactions by leveraging digital touchpoints to engage buyers. This approach enhances efficiency, customer experience, and scalability. Key trends include AI-driven personalization and mobile optimization. Implementing a suitable platform is crucial for success in this evolving landscape.

UK brands are set to expand influencer collaborations by 2025, with a third planning to engage up to 100 more influencers. Despite Instagram's dominance, Facebook remains popular. UK brands prioritize diversity and ethics, favoring micro-influencers. Influencer marketing budgets are expected to rise, reflecting industry growth.

ClickZ is a Contentive publication in the DTC Ecommerce division