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Home > Ecommerce Brain Trust > Reevaluating Amazon As A Branding Channel with Julian Galindo and Laurie Tovo - Episode 361
Podcast: Ecommerce Brain Trust
Episode:

Reevaluating Amazon As A Branding Channel with Julian Galindo and Laurie Tovo - Episode 361
Category: Business
Duration: 00:27:33
Publish Date: 2024-10-01 19:39:00
Description:

Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia’s Director of Retail Operations, Jordan Ripley.

Today, we are joined by two of Acadia’s resident experts: Julian Galindo, Senior Account Manager, who oversees brand strategy for some of our most prominent client partners, and Laurie Tovo, a key member of our media team with a passion for integrating branding into comprehensive media strategies on Amazon.

We’ll be exploring a topic that, while not new, has become increasingly important over the years: To what extent should Amazon be viewed as a branding channel versus a performance-driven sales channel?

An exciting discussion - tune in to find out more!

 

KEY TAKEAWAYS

In this episode, Jordan, Julian, and Lauren discuss:

  • Why Amazon is transitioning from being purely a sales channel to a significant branding channel.

  • Historical perspective on Amazon's evolution and the increasing importance of branding.

  • Challenges and insights on balancing lower funnel metrics like ROAS and conversion rates with upper funnel brand-building activities.

  • The importance of understanding the full story beyond performance metrics.

  • Strategies for ensuring brand cohesion across multiple platforms, particularly Amazon.

  • The importance of repurposing assets and developing Amazon-specific creative content.

  • The evolving role of visual content in media campaigns on Amazon.

  • How existing content can be repurposed effectively for Amazon.

  • Leveraging new metrics and brand analytics for improved customer segment targeting.

  • Using this data to inform product launches and brand strategies.

  • Early experiences and potential of Amazon's new AI-driven creative tools.

  • Predictions on the future role of AI in creating branded content on Amazon.

  • Specific tactics like brand-tailored promos to engage different customer segments.

  • Insights into interactive and personalized content options like premium A+ content.

  • Exciting new developments in Amazon's branding tools and metrics.

  • Predictions and expectations for the future of branding on Amazon.

 
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