Trends & Features

Insights your brand can gain from Amazon Prime Day

One of the key strategies Amazon employs during Prime Day is ‘diversification’

Amazon Prime Day is one of the most important shopping days of the year, attracting millions of customers with amazing deals and special offers.

In 2023, online buyers spent more than £1.15 billion on Amazon Prime Day. While Amazon’s success may appear unique and unattainable, Amazon’s methods provide strategic insights that brands of all sizes can benefit from. By analysing the elements that make Prime Day a retail powerhouse, you can apply similar strategies to improve your brand’s performance.

Expand Your Advertising Reach Across Multiple Platforms

One of the key strategies Amazon employs during Prime Day is ‘diversification’. Amazon spreads its advertising efforts across various platforms to capture the widest possible audience. This approach maximises the number of Prime Day promotions that are seen by potential customers wherever they are browsing online. Diversifying your media spend across multiple networks—such as Google Ads, Facebook, and Instagram—allows you to engage with different audiences. TikTok is becoming increasingly popular to do this on. The app reaches 17.9% of all internet users aged 18+, particularly the Gen Z market.

Explore Diverse Ad Formats to Stand Out

Amazon uses a wide range of ad formats during Prime Day to capture customers’ attention quickly and effectively. Your brand can benefit from going beyond standard search ads. Video advertising is 17% more likely to result in a purchase because it creates a more engaging experience for the consumer. Display ads are another effective format,  especially for retargeting campaigns that remind potential shoppers of things they’ve browsed or added to their carts. By combining ad formats, you may increase your audience reach and total campaign performance.

Use Retail Media Ads

Prime Day not only improves Amazon sales, but it also creates a ‘halo effect’ that increases brand visibility and sales across other channels. This occurs when increasing visibility on one platform results in greater performance on others. For example, a well-placed Amazon ad may prompt a customer to search for your products on Google or visit your brand’s website directly. Understanding and harnessing the halo effect can help you develop a cohesive advertising strategy in which each channel amplifies the others, and creates a smooth experience for your customers.

Integrate Multi-Channel Marketing Strategies

Amazon’s Prime Day success is not only due to internet ads; they skilfully utilise a multichannel approach to link customers at various touchpoints to improve the likelihood of conversions. This includes email, social media, and traditional media such as television. Your company can mimic this strategy by combining many marketing platforms into a unified campaign. For example, combining an email marketing campaign with social media promotions might create a cohesive message. Businesses that use multi-channel strategies have an average of 24% more engagement than those that rely on a single channel, resulting in a higher ROI.

Continuously Test Strategies

Amazon’s willingness to experiment with various techniques, ad formats, and discounts regularly to uncover the most effective approaches is critical to its strategy. This data-driven approach allows them to improve add performance over time. Your brand can take a similar strategy by testing various techniques regularly and evaluating their effectiveness using KPIs. A/B testing can help you identify whether ad copy, pictures, or landing pages are most appealing to your target demographic. You can improve the performance and returns on your campaigns by analysing the outcomes and making data-driven modifications.

Focus on Omnichannel Customer Experience

Omnichannel retailing is a method in which retailers connect customers across numerous digital touchpoints, resulting in a seamless, unified experience that is consistent with the brand. Amazon Prime Day succeeds at omnichannel retailing by providing a consistent experience for customers whether they shop online or through the Amazon app. Implementing an omnichannel strategy for your business entails providing a consistent experience to your clients, whether they interact with your brand in-store, online, or through social media. According to one study, 85% of organisations reported that installing a CRM considerably improved customer experience across several channels.

Evaluate Performance Holistically Across Channels

Rather than evaluating specific advertising or platforms in isolation, Amazon assesses how these components interact together to increase overall sales and consumer engagement, delivering a more complete picture of the campaign’s success. Your brand can mimic this method by utilising advanced analytics tools like Google Analytics to track customer journeys across multiple touchpoints. Assessing the impact of your campaigns across all channels can provide useful insights into how different aspects of your marketing interact and influence one another, allowing you to make better decisions and optimise your strategy for the future.

Conclusion

The success of Amazon Prime Day offers excellent insights for brands looking to develop their marketing strategies. By diversifying advertising efforts, leveraging multiple channels, and continuously learning from data, brands can maximise their reach, drive sales, and build stronger customer relationships. Implementing these tactics can help your brand not only during major retail events but also in achieving long-term growth and success.

Author Bio: Charlotte Cartney is a Senior Amazon Marketplace Consultant at Add People, a digital marketing agency. She is dedicated to helping small and medium-sized businesses improve their advertising strategies and expand their reach. Connect with her on LinkedIn.

 

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