“Start right now and commit.” Assembly on how brands can elevate their digital advertising

21 November 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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Whether you’re a new company or an established brand, scaling your business with effective digital marketing can be a complex task. With changes to the ad industry and technology, marketers are always looking for new ways to grow their brands and serve their customers.

At unBoxed 2022, the annual Amazon Ads conference, held at the Jacob Javits Center in New York City from 25 to 27 October, we sat down with Rahul Choraria, chief operating officer of Assembly. Assembly, an advance partner with Amazon Ads, is a global retail software and data company powering Helium 10 and Pacvue. Helium 10 is an all-in-one software tool for Amazon merchants, delivering data-driven solutions to sellers. Serving clients wherever they spend time, Pacvue is an enterprise service for online retail advertising, sales and intelligence that combines unified retail analytics with the tools needed to take recommended actions.

During the conversation, Choraria shared how brands both big and small can grow and thrive in the midst of change in the ad industry and during times of economy uncertainty, while also helping their customers find the products they need.

What’s your company’s mission?

Our mission at Assembly is to make online retail easy – whether that’s helping an entrepreneur start their business, a small business scale their marketing or an enterprise brand lead in their category. For example, at Helium 10, we provide entrepreneurs and small businesses with a blend of software suite, training and community to help them thrive in the digital retail space.

What’s the biggest challenge to brand growth?

The biggest challenge to brand growth is traffic. There are three primary ways to drive traffic: organic, advertising and external traffic. How should a brand deploy their finite and critical resources and dollars optimally across these three channels to grow their business? What data and inputs do they use to dynamically change this allocation to drive efficient and profitable growth? The best brands tend to excel at all these drivers of traffic and growth.

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

We help brands grow by helping them address their biggest challenge, which is often connecting with customers efficiently and increasing conversion through organic, paid and external traffic channels. We help them deploy their resources and capital on these channels to create the highest return for their investment on each channel. We do this by providing best-in-class software, training and community to help brands grow on the Amazon store.

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

Start right now and commit. As they say, the second-best time to start something is today. Getting started with Amazon Ads sponsored ads may at first feel complex, but it’s a hugely rewarding experience, especially as you’re optimizing campaigns. We can help brands get started with our training and software, and supplement that with an incredible community who can guide marketers along the process.

How’s your company helping small and midsize businesses grow, especially during uncertain economic times?

In uncertain times, companies have to be hyper-focused and analyze every dollar they spend. There is no room for waste. Brands need to be adaptable and flexible. We are constantly inventing to give our customers an edge in their categories. One example of this is the “schedules” feature in Adtomic by Helium 10, which uses Amazon Marketing Stream (beta) to provide dayparting capabilities based on hourly analytics. Small and midsize companies use Adtomic to advertise at specific time windows that are most likely to resonate with their customers.

What excites you about the future of advertising?

The pace of innovation in this space energizes us. In particular, we are very excited about the new placements, from podcasts to physical stores, that allow our customers to reach new audiences. Our customers are reinvesting the improved return on investment in their businesses, and we can’t wait to see the new wave of growth this will unlock.