Shopper Marketing - January 2018 - 56

56 TRENDS 2018

SHOPPER MARKETING JANUARY 2018

"

Content on Amazon should not be the same as
on Walmart.com or Target.com. People who use
[content syndication] services for just blank copyand-paste are not truly getting the best value from
their brand equity and prove they aren't in touch with
the shopper at that retailer.

GAGLIARDI: Anyone can successfully compete with
Amazon if they differentiate themselves from Amazon.
Their biggest challenge is to take the advantage that
they have right now, which is current in-store traffic,
and convert that traffic to buying electronically via
their own sites. The way they do that is by getting to
know their customers better with the help of data and
then marketing to those customers so they don't lose
them to Amazon.

Amazon offers a range of advertising
opportunities. Which have proven most
effective for brands?
MARIANNA ZIDARIC: In fact, each e-retailer has its
own advertising opportunities and platforms. Because
each differs in terms of targeting methods and placements, each plays a different role in your sales funnel.
Specific to Amazon, Kindle is fantastic for driving
awareness and encouraging the purchase of new products. It has stunning campaigns that you can create,
and it's uncluttered. Elsewhere, you could be working
on pay-per-click (PPC) models to reach customers further down the purchasing funnel, setting your budgets
and optimizing keywords to drive efficiencies and ROI
for your brand.
GAGLIARDI: In terms of Amazon's advertising opportunities, AMS (Amazon Marketing Services) paid
search is by far their best solution. In fact, we've seen
disproportionate amounts of activity in the in-store
physical world that was driven off of that paid search.
So, if I were running a team right now, that's where I
would be doubling down with most of my investment.
Are Amazon's third-party sellers a threat or
another sales avenue for brands?
GAGLIARDI: Most brands are using first-party sellers. Those third-party folks are not operating within
normal pricing parameters, and that's causing brands
across the board to reduce their price. There's going
to be substantial downward pricing pressures across
the industry that will really limit any type of revenue
growth.
ZIDARIC: Walmart is another retailer that has opened
up a marketplace for third-party sellers, but only as
a first-party vendor can we really control our brand

"

destinies. It's super important for us to make sure our
product is properly represented - that it's got the right
images, the right classification, title, descriptions and
content. We don't want our customers to have the
wrong impression of what the brand is. Plus, we want
to control the FRPs (full retail prices), so the customer
is getting the product at the right price.
How do you measure e-commerce success?
What metrics are you using?
DANFORD: While data is very limited for our ecommerce revenue, we have established metrics that
quantify progress where we know e-commerce readily
impacts buying behaviors. One way we've augmented
sales, volume and profit metrics is by scoring our digital shelf presence in terms of content accuracy. We
regularly audit retailer websites to score our presence
in terms of product images, search-optimized product titles and product descriptions. This allows us to
measure tangible progress on a secondary metric that
we know positively influences omnichannel conversion and brand engagement, even where other data
is lacking.
GREENWOOD: One of the metrics we use is share
because, for measuring purposes, it provides a simplicity that everyone understands. Ultimately, you want
to replicate your in-store share online. However, in a
Walmart store you're probably up against a few hundred other items, whereas on Amazon it could be thousands or tens of thousands of products in that same
category space, so that admittedly presents a challenge.
E-retailers want more and better
information from brands about products on
the digital shelf. What's the holdup?
ZIDARIC: The digital shelf evolves at such a rapid pace,
with e-retailers constantly looking to remove site friction and improve their overall site experience, so there
are frequent backend adjustments and it's a moving
target for the manufacturers they work with. If you
don't have a centralized, dedicated e-commerce team,
it's difficult to keep up with all of their new forms and
how they want the information to be served to them.
You have to be nimble and flexible to accommodate
each retailer's needs.

Anyone can successfully compete with Amazon if they
differentiate themselves from Amazon. Their biggest
challenge is to take the advantage that they have right
now, which is current in-store traffic, and convert that
traffic to buying electronically via their own sites.

"

Sam Gagliardi, IRI

"

Megan Harbold, The Mars Agency

GAGLIARDI: It's not about just sending over informa-

tion; it's about cultivating your brand presence in a way
that matters for online. Folks just want to send stuff
over, to stick it up there, to check the box that they've
done it. But the digital shelf - and, more specifically,
your product page - is your billboard, effectively your
new packaging and your opportunity to stand out.
Retailers do have different expectations and requirements when it comes to your data components, so it
helps to find the right data partner to manage that.
There are companies like Salsify and ItemMaster that
will take your raw data and put it into the correct format for the different e-retailers.
Are brand marketers using content
syndication to optimize their digital shelf
presence?
DANFORD: We are working with third-party partners to push content directly to pages featuring our
products on retailer websites, including basic product
images and information, videos and recipes, and usergenerated reviews. This allows us to deliver continuity
and a strong brand presence across all these product
pages. Syndication services allow us to directly update and enhance our digital shelf presence without
making additional demands on already resource-constrained retailer teams.
HARBOLD: Content syndication is definitely at play,
though I think the very notion of this practice goes
against the shopper marketer perspective. Content on
Amazon should not be the same as on Walmart.com
or Target.com. People who use these services for just
blank copy-and-paste are not truly getting the best
value from their brand equity and prove they aren't in
touch with the shopper at that retailer.
MEDINA: Beyond the digital shelf, content syndication
can help brands communicate with consumers where
they are, which includes blogs and social media in
addition to retailers' sites. Separate from syndication,
social media offers both a tremendous store of information about consumers and at the same time, it's the
perfect platform to expose people to your brand and
products. Social media influencers impact purchase
decisions online so working with them is another key
SM
strategy.


http://www.Walmart.com http://www.Target.com http://www.Walmart.com http://www.Target.com

Table of Contents for the Digital Edition of Shopper Marketing - January 2018

Contents
Shopper Marketing - January 2018 - 1
Shopper Marketing - January 2018 - 2
Shopper Marketing - January 2018 - Contents
Shopper Marketing - January 2018 - 4
Shopper Marketing - January 2018 - 5
Shopper Marketing - January 2018 - 6
Shopper Marketing - January 2018 - 7
Shopper Marketing - January 2018 - 8
Shopper Marketing - January 2018 - 9
Shopper Marketing - January 2018 - 10
Shopper Marketing - January 2018 - 11
Shopper Marketing - January 2018 - 12
Shopper Marketing - January 2018 - 13
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Shopper Marketing - January 2018 - 15
Shopper Marketing - January 2018 - 16
Shopper Marketing - January 2018 - 17
Shopper Marketing - January 2018 - 18
Shopper Marketing - January 2018 - 19
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Shopper Marketing - January 2018 - 27
Shopper Marketing - January 2018 - 28
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Shopper Marketing - January 2018 - 31
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