Tech Talk with LIN Digital: Multi-Screen Mastery

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LIN Digital delivers industry-leading premium advertising solutions across television, Web, mobile and social platforms for some of the nation's most respected agencies and brands. Learn how it leverages a rich heritage in broadcast media and a robust digital expertise to provide comprehensive integrated solutions that empower agencies to engage audiences across all screens from a national to hyper-local scale.

Common Web Myths Debunked Let's talk about common web myths and debunk them. Things such as the fold, users scrolling, white space is wasted space, if it works for "x" it will work for you, the 3 clicks rule, plus many more will be discussed. You may be a web designer, branding designer, print designer or just interested in this topic and we would like to invite you to have some craft beer, eat some pizza, and discuss the following: Common Web Myths Are They Real or Not How To Enlighten Your Clients About Them

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The document outlines 7 essential functions of an effective product detail page (PDP) on Amazon: 1. Inspires users with content that conveys the brand story, delivers on product promises, and allows users to visualize the product. 2. Drives prominence in search results through seasonally relevant content. 3. Converts users online and in physical stores by enhancing brick-and-mortar sales. 4. Tells a powerful product story through highlights of purchase drivers and prioritizing consumer wants. 5. Recreates the ability to see and touch the product with visual demonstrations. 6. Generates credibility through reviews and ratings to manage expectations. 7. The PDP

Amazon Strategies January 2019 | OneSpace

Digiday

Optimizing product content on Amazon can improve visibility and conversion rates. According to the document: 1) 80% of clicks on Amazon come from the first page of search results, so including top searched keywords in titles is important to capture search volume. 2) Product images are highly influential, with 95% of customers viewing an entire image carousel. Testing different image styles can increase click-through rates and conversions. 3) The product description provides the best opportunity to target keywords, as searchers expect to find detailed information to inform their purchase decision. Classifying keywords helps determine what to include in descriptions and carousels.

Amazon Strategies January 2019 | Tatari

Digiday

HICKIES measured the effectiveness of their TV advertising campaigns on driving sales on Amazon. They partnered with Tatari, a data analytics company, to track ad impressions and measure responses across linear TV and streaming platforms. Tatari's analysis found that 60% of additional sales generated by HICKIES' TV ads came directly from Amazon, with TV allowing them to prospect new customers at scale. The data showed that TV ads led to an increase in on-site conversion rates on the HICKIES website and incremental sales on Amazon for up to 60 days after an ad aired.

Amazon Strategies January 2019 | 23andme

Digiday

The document discusses Amazon's strategies for brands. It notes that Amazon has over 100 million Prime members and 202 million individual shopper behaviors that are used for targeting. 80% of Amazon customers use it to discover new products. The opportunity for new brands on Amazon is highlighted. Customers interact with Amazon in many ways beyond just shopping, including reviews, ecommerce, streaming, social media, and voice services. The document provides tips for strategic brand alignment on Amazon, including leveraging their logistics network, creating quality content, and optimizing regularly. It also discusses approaching marquee days creatively and fostering relationships with multiple Amazon teams.

Amazon Strategies January 2019 | Booyah

Digiday

The document presents Booyah Advertising's modern approach to Amazon strategy, highlighting how utilizing advertising fueled over 700% growth in ad sales and over 500% growth in organic sales between July 2019 and January 2020. It shows how objective-based advertising delivered 52% of traffic and 38% of sales from ads, and discusses plans to bring other ecommerce advertising channels like paid social, search, and display to Amazon. The presentation aims to demonstrate Booyah's proven approach for taking control of the Amazon platform through content, advertising, and expanding to other sales venues.

Amazon Strategies January 2019 | Publicis

Digiday

Amazon has a 47% share of the US ecommerce market compared to 14.5% for the next three competitors combined. Consumer goods leaders see Amazon as a critical threat and 68% believe consumers are more loyal to Amazon than their own brands. The document seeks to debunk common myths about investing and advertising on Amazon, noting that the right approach depends on short and long-term goals, requires understanding multiple metrics and the whole business model, and that Amazon reviews and custom creative are important factors for success on the platform.

Amazon Strategies January 2019 | Perpetua

Digiday

This document provides 3 predictions to guide Amazon advertising strategy in 2020 from Perpetua, an Amazon advertising company. Prediction 1 is that opportunities will open up for richer creative content on Amazon Ads like sponsored brand video. Prediction 2 is that demand for Amazon DSP advertising will grow for its custom targeting abilities, while attribution features will also become more important. Prediction 3 is that success metrics will acknowledge organic sales and total sales, not just attributed metrics, to better reflect business health. Perpetua positions itself as an expert able to help with sponsored brand campaigns, DSP management, and advanced analytics.

Amazon Strategies January 2019 | Podean

Digiday

The document outlines Mark Power's approach to developing a strategic plan for Amazon advertising and marketing. It recommends conducting an audit of a brand's current Amazon presence, developing a holistic strategy that integrates Amazon across marketing channels, and fixing foundations like product pages before launching performance advertising campaigns. The approach aims to help brands succeed on Amazon by planning across the full ecosystem beyond just the online store.

Amazon Strategies January 2019 | eos

Digiday

This document summarizes an advertising strategy for eos lip balm on Amazon to unlock growth on the platform. The strategy has three main goals: 1) Defend and own the brand by protecting priority products and retaining loyal customers. 2) Drive incremental reach within and outside of Amazon using always-on acquisition efforts. 3) Drive brand equity through storytelling about eos' purpose and innovative products. The strategy outlines tactics like sponsored brand and product ads, remarketing, video content, and partnerships to achieve these goals and metrics like sales growth, return on ad spend, new customer acquisition, and impressions.

Amazon Strategies January 2019 | iCrossing

Digiday

This document provides an introduction to advertising on Amazon. It discusses different types of advertising options on Amazon including paid media like banners and search ads, earned media like reviews, and merchandising strategies. It highlights key differences between Amazon's Sponsored Ads and Amazon DSP programs, and provides tips on setting goals and leveraging placement, audience, creative assets, and messaging to align ad campaigns with goals. It also discusses measurement metrics to track return on investment and effectiveness of Amazon advertising.

Amazon Strategies January 2019 | Dash Hudson

Digiday

This document summarizes Dash Hudson's visual marketing platform, which allows brands to predict creative performance, distribute content across channels, and measure and improve photo and video engagement. It focuses on helping brands leverage existing high-quality creative by bringing it to new audiences and channels to increase traffic and revenue. Dash Hudson's AI tool called Vision can analyze content to understand what performs best for a brand and provide recommendations. It has helped brands like Kendra Scott and REVOLVE increase their return on ad spend by 48% and 70% respectively by using Vision-recommended creative.

Amazon Strategies January 2019 | Direct Agents & Carhartt

Digiday

This document provides information about Direct Agents, an Amazon management agency. It discusses how Direct Agents helps build and transform brands through media, strategy, analytics, and creative services. Direct Agents provides a full suite of Amazon services including new product launches, product and account management, organic ranking optimization, paid media management, promotions, and measurement. The document also provides background on speakers Suzanne Perry from Carhartt and Daniel Owen from Direct Agents.

Amazon Strategies January 2019 | WellPath

Digiday

The document discusses strategies for building a brand on Amazon. It outlines that WellPath leveraged assets developed for their brand and audience to launch products on Amazon. Three key learnings are discussed: 1) Brand matters on Amazon and consumers will pay a premium for recognized brands; 2) First party data from owned channels is valuable for directing traffic to Amazon listings; 3) Building an engaged community establishes brand authority and mobilizes fans for new product launches. The strategies focus on developing four pillars of consumer trust, acquiring first party data, and building a community through content and social media.

Amazon Strategies January 2019 | Tinuiti

Digiday

This document discusses Amazon as a full-funnel marketing solution. It covers three main topics: 1) Sponsored ads advertising is becoming more competitive and important. Strategic harvesting of product IDs (ASINs) through sponsored product campaigns can help target new products. 2) Re-engaging high-intent audiences by adopting and investing in Amazon DSP to target customers at different stages of the purchasing funnel. This includes remarketing to those who viewed but didn't buy products. 3) Key takeaways around adoption, investment, and optimization of Amazon advertising. Brands should adopt new ad products like DSP and invest appropriately to optimize performance over time as Amazon continues changing.

Amazon Strategies January 2019 | Belkin

Digiday

Belkin utilizes data from sources like search terms, conversion rates, and reviews to inform product development and marketing strategies aimed at conquering new categories and defending market share positions. They focus on providing the best products at competitive price points while maintaining a commitment to customer and consumer value. Belkin also protects its brand across marketplaces and evaluates consumer preferred platforms to engage with customers and generate new growth opportunities.

Amazon Strategies January 2019 | Stella Rising

Digiday

The document discusses research from Stella Rising on consumer beauty shopping behavior, particularly on Amazon. It finds that Amazon is the top starting point for many consumers' digital shopping searches. The majority of beauty discovery now happens online, especially on Amazon, Instagram, and YouTube. Convenience is the top reason consumers choose Amazon, citing fast shipping and the ability to shop anytime. When researching products on Amazon, consumers primarily search by brand or category name. Reviews, descriptions, and images are most important for influencing purchase decisions.

Amazon Strategies January 2019 | Moroccanoil

Digiday

This document provides tips for luxury brands on Amazon to create a premium customer experience. It recommends that luxury brands own their brand by controlling the product title, price, seller information, and description. It also suggests elevating product pages with high-quality images and video, expanded specifications, and reviews. Brand stores should have a clear brand identity, premium visuals and copy, and highlight best sellers to build the brand image and differentiate the luxury experience on Amazon.

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Inclusivity is Not an Option or a Trend The document discusses 3 rules brands must follow to be truly inclusive. Rule 1 is to avoid cultural appropriation and respect other cultures. Rule 2 is to be genuine and authentic by doing research to understand minority customer needs. Rule 3 is to be transparent, ask questions, and gain feedback to improve inclusiveness. The document emphasizes that inclusivity requires more than just meeting diversity quotas and urges brands to reflect on how to champion inclusiveness internally.

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