The new art of wearing your customers shoes
It has long been every marketers’ dream to be able to walk in their customers shoes - the closer they can get to their target audience the more likely they are to offer them tailored products and experiences that meet their needs.
Attribution has been refined over the years to a sleek approach that identifies a set of consumer actions that contribute to a desired outcome - in most cases this is to a conversion.
We have the technology to track a consumer’s entire journey, made all the more impactful because we can cross every boundary from Amazon to Social to draw insights that inform our marketing decisions.
Every touchpoint that plays a role in the shopping journey can now be tapped into.
Having this sort of insight at our marketing fingertips is all very well - it is what we do with it that makes the real difference. To extract real value requires knowing how to maximise on these insights.
The magic resides at the intersection of Social and Amazon Ads as paid Social enhances the strategy and is an excellent source of traffic. It takes a unique blend of social expertise meshed with Amazon’s intricate marketing system to deliver a seamless customer experience - one that truly stands out as ‘tailored’.
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There is no point pursuing a customer with a product they purchased last week - regardless of their satisfaction level on receiving it they rarely want to keep repeating the same purchase.
Instead the focus has to be on creating content that continually resonates and that ebbs and flows with the customer’s life. Sounds like hard work? It is, however, identifying which products and services are likely to be popular and optimising future strategies based on this data pays dividends. Using past actions to inform the creative formats through to the messaging spells the difference between a good campaign and an outstanding one.
Some of the key advantages include marketers being able to define which touchpoints earn the most engagement and optimise their media spend accordingly. Likewise reaching the right consumer at the right time with the most relevant message through to defining everything from when and where a consumer prefers interacting. This can be taken further by making product updates that mirror the functionality customers desire.
Finding the elusive right consumer at the right time and delivering a message through an ad that resonates is all well and good, but if your Amazon listing is not optimised when the potential customer clicks through, then you’re not taking full advantage and instead leaving potentially valuable assets on the table.
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Which is why it’s vital that your listing uses all the available space for images (usually 7), has a high-quality video, a great description that addresses the benefits, not just the features, and of course some beautiful A+ content (if you’re brand registered, which we advise). If the listing doesn’t include the aforementioned points then the conversion rate will be drastically reduced.
Continually evaluating the creative elements of a campaign to refine messaging and visual elements is also key. We now have a wide range of tools we can deploy and we should be making the most of these, from videos to high quality images, every brand asset should be tailored to each platform for maximum impact.
As with other platforms, consumers face a myriad of competitors vying for their precious attention making the creative on your Amazon listing a key component in keeping them engaged. It wouldn’t make sense to just copy and paste the creative used on your social ads straight into your Amazon listing as many an unfortunate seller has come to understand. It’s the equivalent of using an image from your POS stand in your shop image as your bus stop ad – they are two completely different mediums and therefore have to be optimised accordingly. What works for one channel does not automatically work for another, they all have their own important roles to play.
Optimising your listing is a sweet science as you collate data from your competitors reviews, as well as yours if you already have them, and identify what makes a customer say ‘wow’ and equally as important, what makes a customer say ‘oh no!’ Take this rich, first-hand, and sometimes abundant data, and use it to form the basis of your creative. If you sell a Martini glass and customers are raving about how strong it is then it would be wise to illustrate this to potential customers on your listing through your creative.
Certainly taking that walk in your customers shoes has never been easier - however, it is crucial to remember it is what you do with this experience that will either be a game-changer or a blip in the dark - If you would like more advice on how to improve maximise your Amazon and social strategies, please contact us today.