Reevaluating Amazon As A Branding Channel with Julian Galindo and Laurie Tovo - Episode 361

Ecommerce Braintrust

Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia’s Director of Retail Operations, Jordan Ripley.

Today, we are joined by two of Acadia’s resident experts: Julian Galindo, Senior Account Manager, who oversees brand strategy for some of our most prominent client partners, and Laurie Tovo, a key member of our media team with a passion for integrating branding into comprehensive media strategies on Amazon.

We’ll be exploring a topic that, while not new, has become increasingly important over the years: To what extent should Amazon be viewed as a branding channel versus a performance-driven sales channel?

An exciting discussion - tune in to find out more!

KEY TAKEAWAYS

In this episode, Jordan, Julian, and Lauren discuss:

• Why Amazon is transitioning from being purely a sales channel to a significant branding channel.

• Historical perspective on Amazon's evolution and the increasing importance of branding.

• Challenges and insights on balancing lower funnel metrics like ROAS and conversion rates with upper funnel brand-building activities.

• The importance of understanding the full story beyond performance metrics.

• Strategies for ensuring brand cohesion across multiple platforms, particularly Amazon.

• The importance of repurposing assets and developing Amazon-specific creative content.

• The evolving role of visual content in media campaigns on Amazon.

• How existing content can be repurposed effectively for Amazon.

• Leveraging new metrics and brand analytics for improved customer segment targeting.

• Using this data to inform product launches and brand strategies.

• Early experiences and potential of Amazon's new AI-driven creative tools.

• Predictions on the future role of AI in creating branded content on Amazon.

• Specific tactics like brand-tailored promos to engage different customer segments.

• Insights into interactive and personalized content options like premium A+ content.

• Exciting new developments in Amazon's branding tools and metrics.

• Predictions and expectations for the future of branding on Amazon.