Skai on why complexity is one of the biggest challenges for brand growth and how to navigate it

November 21, 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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From the proliferation of more channels to audience fragmentation, digital marketing has grown more complex. Despite these complexities, many marketers are looking for new ways to grow their businesses and better serve their customers.

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 Claudia Virgilio, global vice president of strategic partnerships at Skai, to learn more about the company and how they are working to help brands achieve their business goals. Skai, an omnichannel marketing platform, helps brands and agencies automate, scale, and measure their campaigns with a holistic, insight-driven advertising software.

During the conversation, Virgilio shared how brands can grow and thrive in the midst of change in the ad industry and during times of economy uncertainty, while also staying focused on helping their customers find the products and services they need.

What’s your company's mission?

Skai’s mission is to bring omnichannel connectivity and insights to the world of performance media. We help marketers navigate the ad industry in a customer-centric way that helps their business grow and stand the test of time.

What’s the biggest challenge to brand growth, and why?

Complexity is the biggest challenge. With tighter economic conditions, CEOs have really high expectations from marketing teams to measurably drive revenue growth. But with technology changes, the rapid digitization of everything, and the proliferation of channels, there are a lot of things happening at once for marketing teams to tackle on their own if they want to achieve significant growth.

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

We make it easy for brands to scale their growth using Amazon Ads by giving them everything they need to perform at each stage of their workflow. That could be unique brand and competitive insights for more informed decisions when planning a campaign, or artificial intelligence and machine learning optimization. And of course, testing, experimentation, and reporting for continued improvement.

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

Put your customers at the center of your program, not the channel, which requires breaking down silos. Look for the channel that gives you a shared system for holistic planning, measurement, and collaboration across the channels that matter most to you, and empowers you to understand your marketing performance in the context.

How is your company helping brands grow during economic challenges?

Skai gives brands the transparency and control they need to make advertising on these channels more efficient and effective. We make insight integration and actionability simple and risk-free.

What gets you excited about the future of advertising?

I’ve been with Skai for 13 years, and no two years have ever been the same. Right now, I feel like I have a backstage pass to the most exciting development the ad industry has seen. I’m excited about retail media advancements, Demand Side Platform (DSP), clean rooms, and where the industry is heading next.