Flywheel Digital on how an always-on strategy can help brands build long-term customers

November 29, 2022 | By Jareen Imam, Sr. Content and Editorial Manager

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This blog post is a part of our coverage for the annual Amazon Ads conference unBoxed. At the 2022 conference, advertising leaders gathered to see our latest products and to discuss ways brands are inventing on behalf of their customers.

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Explore more from unBoxed 2022.

Measurement and insights are fundamental for marketers, especially when they have to ensure every ad dollar they spend is productive.

At unBoxed 2022, the annual Amazon Ads conference, held at the Jacob Javits Center in New York City from October 25 through 27, we sat down with Drew Habeck, senior vice president client services, who leads the media team at Flywheel Digital. Flywheel Digital is a managed service provider that offers proprietary technology tools along with media and retail management to help advertisers automate and optimize Amazon Ads campaigns.

During the conversation, Habeck shared how brands can grow their businesses using measurement in the midst of change in the ad industry and during times of economy uncertainty while also staying focused on developing stronger relationships with their customers.

What’s your company’s mission?

Flywheel Digital accelerates growth in digital commerce for the world’s largest and most sophisticated brands.

What’s the biggest challenge to brand growth?

I think the biggest challenge for brand growth right now is building long-term relationships with customers once their brands make that initial connection. In order for brands to stand out nowadays, they need to implement an always-on approach with their marketing strategies, and brands need to also ensure that their campaigns are not just effective, but also scalable.

How does your company help brands grow in the Amazon store?

Flywheel Digital brings teams and technology together to help brands plan, execute, and optimize their ad spend with Amazon Ads. And we have a critical focus on driving incremental sales.

Outside of our media practice, we also provide solutions across creative, product detail pages, retail support, consulting, forecasting data science, and third-party logistics. We love rolling up our sleeves to figure out the root cause of issues and implement structural fixes to grow our clients’ businesses.

What Amazon Ads products are you most excited about and why?

I think the work Amazon Ads is doing with Amazon Marketing Cloud opens up so many possibilities in terms of actionable insights and helping close the loop for advertisers. It’s exciting, because I think it will become one of the new gold standards of measurement for the online retail landscape.

What advice do you have for brands jumping into the digital marketing space right now?

I would say if you are a new brand to the space, use your agility to your advantage. You can likely move faster in terms of making tweaks to assortment, packaging, supply chain, etc., which can help you gain momentum quickly.

What gets you excited about the future of advertising?

Honestly, it comes back to measurement. As we dig in to the insights that are now available to us, it becomes increasingly more exciting. We can run a Streaming TV ad unit or Thursday Night Football spot and then run back an analysis to understand the impact it had. That to me is very exciting for the future.