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

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.