Amazon Advertising Helps Chinese Overseas Brands Resilient Growth

The 2022 Amazon Advertising Unboxing Ceremony will be held on December 21. More than 30 advertising experts, industry leaders, brand guests, etc. will gather online to share forward-looking insights and the latest trends of brands going overseas, as well as Amazon Advertising’s innovative products, tools and services. , as well as marketing practice cases of different overseas brands, etc. Amazon Advertising launches comprehensive solutions from aspects such as improving advertising efficiency, enhancing advertising creative capabilities, and optimizing effect measurement to help Chinese overseas brands better cope with challenges, achieve resilient growth, and build global brands.

"Advertisers are re-evaluating their budgets in response to an uncertain environment and looking for new ways to be more efficient, flexible and creative to engage consumers and achieve their business goals." said Colleen Aubrey, senior vice president of global product and technology, Amazon Advertising , "We have seen many Chinese sellers and brands flexibly respond to various challenges to provide global consumers with a rich selection of products, while also demonstrating the creative ability to build brands. Amazon Advertising will continue to innovate to help brands cope with challenges and develop global business." "

Yang Yicheng, Asia Pacific Market Leader of Amazon Advertising, said: "Brand building is becoming increasingly important for the long-term success of overseas companies. Amazon Advertising will use continuously innovative products and tools, as well as continuously strengthened local services, to help Chinese brands effectively connect with global consumers. , improve advertising creative capabilities and optimize advertising strategies, so as to better build global brands and achieve sustainable development.”

Diverse advertising products and tools help overseas brands improve marketing effectiveness

In the face of changes and challenges in the macro environment, how to better improve the effectiveness of advertising and marketing has become one of the topics that overseas sellers and brands pay attention to. Amazon Advertising continues to innovate products, tools and services to help overseas brands improve their advertising and marketing effectiveness. This year, Amazon Advertising has added pre-set and recommendation functions for product promotion activities, allowing brands to get recommendations on daily budgets, keywords, bidding strategies, and predictions of advertising effects for new product promotions, making it easier to start new ads. activities or launch new products. Amazon Advertising research found that pre-set Sponsored Products campaigns saw a 77% increase in clicks and a 29% increase in conversion rates compared to Sponsored Products campaigns that did not use pre-set features.

At the same time, Amazon Advertising offers a variety of free, self-service products, such as brand flagship stores, posts, followers, etc., to help brands build brand positions and establish long-term interactions with target consumers, thereby promoting brand stickiness and repurchase. For new product promotion, Amazon Advertising also launches new product advertising discount coupons on multiple sites to save early trial and error costs for new product traffic.

In addition, Amazon Advertising's display promotion, Amazon DSP, streaming TV advertising, etc. can be used in combination with brand promotion and other products in the Amazon mall site to achieve higher sales output. Amazon research shows that, on average, advertisers who balance investments in Sponsored Products, Sponsored Brands, and Sponsored Display experience year-over-year sales growth of up to 15% and a higher return on ad spend than advertisers who only use Sponsored Products ROAS is also higher.

Connect global consumers through multiple channels to help brands improve their advertising creative capabilities

Amazon has hundreds of millions of active users around the world, including more than 200 million Prime members. Amazon's Kindle, Freevee, Fire TV, as well as interactive live broadcasts and community Twitch cover a variety of different life scenarios for consumers such as reading, entertainment, and shopping. Amazon Advertising connects brands and consumers through multiple scenarios and helps brands formulate and optimize advertising strategies based on insights from consumers’ shopping and browsing behaviors.

As the channels and ways in which consumers access information become fragmented and diversified, brand stories have become an important way to build connection and trust with audiences. According to a relevant survey by Harvard Business Review, 80% of consumers say they need to trust a brand before they will consider purchasing products from that brand. Data from third-party research agency Wyzowl shows that 73% of consumers prefer to learn about products and services through video ads. Video has become an important way to share your brand’s story.

Amazon Advertising has launched a series of product tools to enhance the visual creativity of advertising and empower brands to tell brand stories. For example, the newly launched video production tool this year can help advertisers quickly create video ads in 10 minutes with ready-made customized templates at no additional cost; display promotion videos can help advertisers of any size create video ads, and Displayed to millions of consumers on Amazon and across the web. In terms of resource docking, Amazon Advertising Creative Services can help advertisers discover and screen service providers based on their needs in multiple country sites, and create influential videos and other creative materials, simplifying the creation process of creative materials and reducing costs. The threshold for using basin-wide marketing or brand marketing.

Amazon research shows that advertising campaigns that combine video ads and display ads can increase brand awareness twice as much as campaigns that only include display ads.

Rich measurement indicators to optimize advertising strategies and marketing plans

The development of media technology has made audience channels increasingly fragmented. eMarketer data shows that the average American household is exposed to more than 20 different channels of communication with brands every day. Advertisers need more effective cross-channel measurement and evaluation solutions to fully control the effectiveness of advertising campaigns and brand building results. Currently, Amazon Advertising cooperates with more than 30 third-party partners and provides more than 350 first-hand measurement indicators to help brands measure advertising and marketing effects more efficiently and comprehensively.

For example, Amazon search advertising reports can help advertisers measure advertising performance and optimize delivery using indicators and data such as impression volume, click volume, click-through rate, input-output ratio, and advertising cost-to-sales ratio. Brand metrics can help advertisers quantify and optimize their performance on the Amazon site and evaluate the drivers of business growth based on consumers' actual shopping interactions on Amazon. In addition, Amazon Marketing Cloud also achieved a comprehensive upgrade this year to help advertisers gain a deeper understanding of the impact of different advertising forms, conduct more comprehensive cross-media attribution analysis, and launch partner certification to make it easier for advertisers to use Find potential partners based on your own needs.

Continue to strengthen local services and go far with Chinese brands

Since entering China in 2017, Amazon Advertising has established offices in ten core cities across the country, and continues to build and improve local service teams, build all-round, localized communication channels, and provide customized services to meet the challenges and needs of overseas brands. Customized solutions. At present, the "Amazon Advertising Academy" launched by Amazon Advertising China's training team has released more than 800 advertising operation theme trainings, covering nearly 20 national sites, 56 categories and hundreds of operational difficulties, and has provided more than Advertisers in 70 cities have provided training services. Amazon Advertising’s first seller instructor training program in China already has more than 70 instructors and 600 courses created.

Amazon Advertising also launches customized salons, video creative training camps and other activities to share brand suggestions with Chinese overseas companies, provide overseas insights, and enhance corporate brand building knowledge and skills. At the same time, Amazon Advertising’s one-to-one optimization service will provide specialized diagnosis and optimization suggestions to advertisers.

In addition, Amazon Advertising continues to empower third-party partners, including software service providers, advertising creative service providers, media and marketing service providers, operations management service providers, etc., to work with partners to help brands achieve performance goals and promote the success of overseas enterprises. Continuous development.

Starting in 2021, Amazon Advertising has launched two seasons of "Sailor Project" to truly record the growth story of Chinese brands exploring overseas markets, and provide Chinese overseas sellers and brands with diverse opportunities for exposure on the international stage, such as Cannes International Creativity Festival, Amazon Advertising unBoxed Global Conference, etc. In the future, Amazon Advertising will continue to explore opportunities to help overseas companies gain global exposure and help them build global brands.