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The Amazon
and Retail
Media Summit
Can Amazon be Used as a Brand
Builder?
2
Session 1
10am PT | 1pm ET
Amazon and Retail Media State of the
Union: Charting the Course
Session 2
10:35am PT | 1:35pm ET
How Can I Reach Custom Audience
Segments on Amazon?
Session 3
11:10am PT | 2:10pm ET
Why is Omnichannel Measurement the
New Gold Standard for Brand Growth?
Session 4
11:45am PT | 2:45pm ET
Your Map to Navigating the Future of
Amazon and Retail Media
Session 5
10am PT | 1pm ET
Smart Budgets, Strong Brands: The
Game-Changing Guide
Session 6
10:35am PT | 1:35pm ET
How to use Curated Deals to Drive
Programmatic Success
Session 7
11:10am PT | 2:10pm ET
What Are the Latest Strategies for Driving
Your Bottom Line?
Session 8
11:45am PT | 2:45pm ET
Can Amazon be Used as a Brand Builder?
DAY 1
Wednesday, February 7, 2023
DAY 2
Wednesday, February 14, 2023
Today’s Logistics
Recording & slides will be in your inbox
tomorrow
Download relevant resources
Join our chat and submit questions for live Q&A
Log back anytime with same link
Join our poll questions - including if you want to talk to
our teams after!
Katherine Bishop
Marketing Webinars Specialist
WE’VE MASTERED THE
MEDIA THAT
MATTERS MOST
Tinuiti is the largest independent performance
marketing firm across Streaming TV and the
Triopoly of Google, Facebook, Amazon.
Employees
Media managed
Award-winning
culture*
$4B
#1
1000+
Some of
Our Clients
Our
Recognition
For commerce leaders of today and the future
Our Speakers
JESSICA DERKSEN
Senior Manager, Commerce Media
KARIE CASPER
Strategist, Amazon Search
EVA HART
Enterprise Content Manager &
Amazon Growth Expert
DAN LEBLANC
CEO & Co-Founder
GÖKHAN ERKAVUN
CEO & Co-Founder
How involved is your brand team when it
comes to retail media strategy?
● Our brand team is heavily involved in our retail media
strategy.
● We connect from time to time.
● Brand has no involvement in our retail media strategy.
POLL
● Content Strategy is key.
8
Setting Yourself Apart
● Leveraging tools like Amazon Live and Amazon Inspire
can amplify brand presence and engagement.
● Regularly updating your Amazon Storefront
ensures it remains advertiseable and aligned
with your brand strategy.
● Make use of features like "Brand Story" and A+
Content to enhance product appeal and
visibility.
● Siloed goals hinder progress, while shared data,
audiences, and strategies across channels improve
overall business performance.
9
Managing Internal Goals
● A robust product strategy is critical for success,
especially in a landscape where customer ownership
is limited.
● Product differentiation, pricing strategies, and
customer relations are focal points for success.
Defining clear strategies across teams ensures
alignment and maximizes results.
Despite differences in Lifetime Value (LTV), comparing
metrics like Return on Ad Spend (ROAS) and Cost Per
Order (CPO) across channels is crucial. Understanding
individual channel performance as well as combined
impact is key for optimizing strategies.
10
Navigating Measurement
Different channels may prioritize different metrics. For
example, focusing on New-to-Brand (NTB) on Amazon
while emphasizing retention and LTV on DTC. Aligning
strategies and sharing audiences can bridge these
differences and enhance overall performance.
Leveraging already created content from social
platforms through vertical video is now more accessible
on Amazon, enhancing product visibility and
engagement.
11
Video Strategy
The effectiveness of user-generated content and
influencer collaborations in driving traffic and
engagement.
Vertical video placements perform exceptionally
well.
Good reviews, a well-maintained storefront, and brand
pages are crucial.
12
Search
Customers often encounter ads outside of Amazon but end
up searching directly on Amazon.
Every brand should consider listing at least some
products on Amazon, regardless of their primary
fulfillment channel.
● Purpose beyond sales: Understand and tailor
messaging and strategies for each channel
13
Brand Consistency
● Create comprehensive brand guidelines, including
color codes, logo usage, messaging, mission
statement, imagery, and user personas.
● Integration of tech-stack: Ensure tools used
for advertising and management
communicate for consistency.
Key Takeaways
1. Established brands are leveraging Amazon not just for
presence, but as a key platform to build and maintain
brand relevance.
2. Brands are aligning their Amazon content strategy with
their Direct-to-Consumer (DTC) approach, emphasizing
the importance of utilizing features like Brand Story, A+
Content, and updating the Amazon Storefront
continuously.
3. Internal alignment is crucial for success on Amazon, as
separate goals can lead to competition within the brand
itself.
4. Comprehensive analysis of metrics across channels is
vital for understanding performance. It’s important to
understand the differences between platforms while also
knowing each platform serves a unique purpose in overall
strategy.
Schedule Your
Consultation
with an Amazon
and Retail Media
Expert
Q&A
JESSICA DERKSEN
Senior Manager, Commerce Media
KARIE CASPER
Strategist, Amazon Search
EVA HART
Enterprise Content Manager & Amazon
Growth Expert
DAN LEBLANC
CEO & Co-Founder
GÖKHAN ERKAVUN
CEO & Co-Founder
17
Marketing in
2024: 5 Big
Bets for the
CMO
Read Now
➜
Thank you!

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Can Amazon be Used as a Brand Builder???

  • 1. The Amazon and Retail Media Summit Can Amazon be Used as a Brand Builder?
  • 2. 2 Session 1 10am PT | 1pm ET Amazon and Retail Media State of the Union: Charting the Course Session 2 10:35am PT | 1:35pm ET How Can I Reach Custom Audience Segments on Amazon? Session 3 11:10am PT | 2:10pm ET Why is Omnichannel Measurement the New Gold Standard for Brand Growth? Session 4 11:45am PT | 2:45pm ET Your Map to Navigating the Future of Amazon and Retail Media Session 5 10am PT | 1pm ET Smart Budgets, Strong Brands: The Game-Changing Guide Session 6 10:35am PT | 1:35pm ET How to use Curated Deals to Drive Programmatic Success Session 7 11:10am PT | 2:10pm ET What Are the Latest Strategies for Driving Your Bottom Line? Session 8 11:45am PT | 2:45pm ET Can Amazon be Used as a Brand Builder? DAY 1 Wednesday, February 7, 2023 DAY 2 Wednesday, February 14, 2023
  • 3. Today’s Logistics Recording & slides will be in your inbox tomorrow Download relevant resources Join our chat and submit questions for live Q&A Log back anytime with same link Join our poll questions - including if you want to talk to our teams after! Katherine Bishop Marketing Webinars Specialist
  • 4. WE’VE MASTERED THE MEDIA THAT MATTERS MOST Tinuiti is the largest independent performance marketing firm across Streaming TV and the Triopoly of Google, Facebook, Amazon. Employees Media managed Award-winning culture* $4B #1 1000+
  • 5. Some of Our Clients Our Recognition For commerce leaders of today and the future
  • 6. Our Speakers JESSICA DERKSEN Senior Manager, Commerce Media KARIE CASPER Strategist, Amazon Search EVA HART Enterprise Content Manager & Amazon Growth Expert DAN LEBLANC CEO & Co-Founder GÖKHAN ERKAVUN CEO & Co-Founder
  • 7. How involved is your brand team when it comes to retail media strategy? ● Our brand team is heavily involved in our retail media strategy. ● We connect from time to time. ● Brand has no involvement in our retail media strategy. POLL
  • 8. ● Content Strategy is key. 8 Setting Yourself Apart ● Leveraging tools like Amazon Live and Amazon Inspire can amplify brand presence and engagement. ● Regularly updating your Amazon Storefront ensures it remains advertiseable and aligned with your brand strategy. ● Make use of features like "Brand Story" and A+ Content to enhance product appeal and visibility.
  • 9. ● Siloed goals hinder progress, while shared data, audiences, and strategies across channels improve overall business performance. 9 Managing Internal Goals ● A robust product strategy is critical for success, especially in a landscape where customer ownership is limited. ● Product differentiation, pricing strategies, and customer relations are focal points for success. Defining clear strategies across teams ensures alignment and maximizes results.
  • 10. Despite differences in Lifetime Value (LTV), comparing metrics like Return on Ad Spend (ROAS) and Cost Per Order (CPO) across channels is crucial. Understanding individual channel performance as well as combined impact is key for optimizing strategies. 10 Navigating Measurement Different channels may prioritize different metrics. For example, focusing on New-to-Brand (NTB) on Amazon while emphasizing retention and LTV on DTC. Aligning strategies and sharing audiences can bridge these differences and enhance overall performance.
  • 11. Leveraging already created content from social platforms through vertical video is now more accessible on Amazon, enhancing product visibility and engagement. 11 Video Strategy The effectiveness of user-generated content and influencer collaborations in driving traffic and engagement. Vertical video placements perform exceptionally well.
  • 12. Good reviews, a well-maintained storefront, and brand pages are crucial. 12 Search Customers often encounter ads outside of Amazon but end up searching directly on Amazon. Every brand should consider listing at least some products on Amazon, regardless of their primary fulfillment channel.
  • 13. ● Purpose beyond sales: Understand and tailor messaging and strategies for each channel 13 Brand Consistency ● Create comprehensive brand guidelines, including color codes, logo usage, messaging, mission statement, imagery, and user personas. ● Integration of tech-stack: Ensure tools used for advertising and management communicate for consistency.
  • 14. Key Takeaways 1. Established brands are leveraging Amazon not just for presence, but as a key platform to build and maintain brand relevance. 2. Brands are aligning their Amazon content strategy with their Direct-to-Consumer (DTC) approach, emphasizing the importance of utilizing features like Brand Story, A+ Content, and updating the Amazon Storefront continuously. 3. Internal alignment is crucial for success on Amazon, as separate goals can lead to competition within the brand itself. 4. Comprehensive analysis of metrics across channels is vital for understanding performance. It’s important to understand the differences between platforms while also knowing each platform serves a unique purpose in overall strategy.
  • 15. Schedule Your Consultation with an Amazon and Retail Media Expert
  • 16. Q&A JESSICA DERKSEN Senior Manager, Commerce Media KARIE CASPER Strategist, Amazon Search EVA HART Enterprise Content Manager & Amazon Growth Expert DAN LEBLANC CEO & Co-Founder GÖKHAN ERKAVUN CEO & Co-Founder
  • 17. 17 Marketing in 2024: 5 Big Bets for the CMO Read Now ➜