Econsultancy columnist Oren Stern has offered two strategies for the retailers doing business with Amazon for improving customer engagement using search and social advertising.

Stern says, “Many brands are embracing ecommerce focused advertising on Amazon. But how can you build this into an omnichannel programme incorporating search and social?

Ads on Amazon are native – fit in naturally with the content and information present on the pages where they appear – and are intent driven, making them very effective. From a simple product search, for example, an ad appears that looks exactly like a regular product listing – unobtrusive, native, and engaging for the shopper.

These native ecommerce ads have higher conversion rates than banners or contextual ads on other sites. Which is why brands are increasingly investing in them, especially on Amazon.

Today’s online purchase journey, however, is increasingly non-linear, with people hopping between traditional search engines, ecommerce sites such as Amazon, and Facebook, Pinterest and the other social networks as they twist and turn through many phases: inspiration, product discovery, focused product research and comparison, and active online shopping”.

How Amazon retailers can use search & social ads to improve customer engagement

Econsultancy
Sharing is caring