While we have a range of advertising solutions to help answer this question, we often respond by examining the experience customers have with a brand throughout their decision journey – much of which is influenced by content. As Antonio Sciuto, EVP and CMO of Nestle Waters North America recently said in an interview with AdExchanger1:
“The way consumers use Amazon is challenging companies to have the best content possible. It’s not about product names, descriptions or images anymore. It can become a place you can really create a brand experience, [by] providing additional information through videos that can really break shopping barriers and traditional relations with the brand.”
We first developed Campaign landing pages so that advertisers who also sell products on Amazon could showcase multiple items on a single page rather than driving to a single product page. However, we’ve since seen a wide range of advertisers – including many who don’t sell on Amazon – adopt these pages to create rich brand experiences on our site.
For example, auto manufacturers, non-profits, and coffeehouse chains have used these pages to help tell brand stories using the power of video, high-resolution image galleries, and in-depth product descriptions to educate and engage customers. Particularly for brand advertisers, these pages can help create a rich and cohesive experience across screens.
Fitbit® recently used a branded landing page as part of a two-pronged marketing strategy in which education about a new feature was equally as important as eCommerce-enabled browsing across their product range.
Using the Multi-Product Showcase landing page solution from Amazon, we were able to educate consumers on our recent Alexa integration and drive consideration and purchases across the whole Fitbit product range.Matt Nelson, Sr. Marketing Manager, Fitbit
By driving traffic to a brand page, Fitbit was able to more deeply engage customers with their products and messages. Using a large, full-bleed header image as their canvas, they were able to communicate the new Alexa skill functionality and ultimately drive product sales.
To learn more about how you can elevate your brand presence on Amazon, contact your Amazon Advertising account executive directly or reach out to us here.
1 Nestle Waters CMO Sees A Bright Future For ‘Direct-To-Consumer’ Content | AdExchanger [Internet]. AdExchanger. 2016