Our clients ask us one question all the time: What media mix will drive the most marketing impact? Now you can find that perfect media mix across Amazon’s media channels with the brand-new Amazon Marketing Cloud.
What Is Amazon Marketing Cloud?
This data clean room built within Amazon Web Services lets you upload your own data with no identifying info. It’s privacy safe because Amazon can’t export or access your data sets; they stay your own. And you can only link your data to Amazon’s anonymous and aggregated data to discover impressions, clicks and conversions.
What Does Amazon Marketing Cloud Offer?
Amazon explains Amazon Marketing Cloud “lets you uncover new marketing insights to maximize your campaign performance.” Find out how effective your marketing campaign is, discover the right media combination (what individual channels work best – and together – to accomplish your business goals) and identify your most engaged audiences, the ones most likely to buy.
What Are Amazon Marketing Cloud’s Benefits?
When you use Amazon Marketing Cloud, this valuable new tool helps you:
Understand Your Audience.
Learn about users who make purchases on Amazon.com and directly reach users exposed to your Amazon campaigns. See the path your consumers take from brand awareness to consideration to purchase by analyzing display, video, audio and search and the different types of audience interactions.
Get Robust Reporting.
Amazon Marketing Cloud lets you do more creative and innovative analytics that just weren’t possible in the past. Dive into event-level data sets, build queries, run custom analyses and explore trends and patterns to get a full and holistic view of cross-media performance.
Analyze Your Campaigns.
Get incredible detail about your marketing and measure the full scope of your efforts throughout the marketing funnel both on Amazon, and off. Examine your audience, campaign reach, frequency and attribution, plus campaign performance by media channel, audience segment, device, geographies and more. Understand the value of different media channels and how they can work together for the greatest impact to improve your campaign performance and drive business growth.
What Results Can You Achieve With Amazon Marketing Cloud?
Our client SpoonfulONE aims to prevent food allergies by offering a line of nutritional products geared to making food allergen introduction safe and easy for parents and babies. The company sells its products directly on Amazon and runs a significant amount of media in Amazon advertising.
Hungry for insights on what channels and tactics are driving sales, our SpoonfulONE clients wanted to see what they could accomplish with Amazon Marketing Cloud. That’s where we came in – to help them find the right media mix across Amazon’s media channels to drive more traffic and more sales.
Curious about what we uncovered? Watch and learn how we achieved stellar results.
Or read on to discover our significant and actionable findings:
Audiences who engaged with SpoonfulONE’s Sponsored Product ads and display ads were nearly three times more likely to make a purchase than those exposed to Sponsored Product ads alone.
Though the audience exposed to both Sponsored Product ads and display ads was only 4% of the total unique reach, it’s important to note over half the total purchases were made by this group.
Users who were exposed to both prospecting and retargeting tactics were also 13 times more likely to make a purchase than retargeting alone.
“While sales are the end game, we know awareness is really important for an emerging brand like SpoonfulONE,” says our Steven Urgo, data insights analyst. “Thanks to Amazon Marketing Cloud, we were able to generate unique insights for SpoonfulONE. We quantified the value-add of brand-building campaigns, demonstrated the contribution of different media channels and from there provided media planning recommendations.”
These unique insights turned out to be a boon. SpoonfulONE’s VP head of marketing Zoe Glade said, “Based on those insights, we shifted our strategy to include more upper-funnel tactics, and, in turn, expanded our reach and conversions among very qualified audiences. We’ve seen incredible results like better conversion rates and increased ROI.”
At Goodway Group, we pride ourselves on always being out ahead of the curve, always at the forefront of what’s coming next in digital advertising and evaluating new trends and testing new services and tools well before they hit the mainstream. If you’re curious about what marketing possibilities Amazon Marketing Cloud can unlock for you, contact us today for a complimentary assessment or to get started now. We can help you create an effective holistic marketing strategy to quickly find new prospects and drive more traffic and sales on Amazon.
Megan Crump is a senior director of client services at Goodway Group. Her deepest expertise is helping clients drive and measure leads and sales through all digital media channels. With 20 years of agency experience working with clients across industries, budget sizes and marketing objectives, she feels her day isn’t complete unless she’s exceeded client expectations with exceptional service or quantifiable campaign results.