The Amazon landscape is continuously evolving, and you must be aware of these changes in order to become a successful Amazon seller. With more and more sellers introducing their product on Amazon, the competition in this landscape is getting fiercer.
This growing competition is forcing sellers to become involved in their marketing strategies spread them across multiple channels. Every year, there are marketing trends that drive the strategies to build by Amazon sellers, and 2020 is going to be no different.
In this article, we will be discussing some of the prominent marketing trends for Amazon sellers and brands that will be dominating in 2020.
1. Understanding the Customer’s Journey
Amazon sellers typically focus on the first and the last touch-point of customers. However, each touch-point of their journey and valuable insights that can no longer be overlooked. From being aware of your brand to making a purchase decision, there will be multiple incidents where customers will come in contact with your brand. It might be from posters, advertising, window display, social media channels, websites, reviews, or word-of-mouth recommendations.
Q: How to better understand your customers and what they are looking for?
A: A thorough Amazon keyword research can be of great help.
Take SellerMotor Keyword Research as an example, it is a useful tool that you can implement to understand the customers journey and then make a better decision. It extends sellers with an extensive set of data and insights that include keyword search volumes, orders, reviews, etc. All these information together helps sellers to find out what customers are exploring, buying, and reviewing.
2. PPC Campaign
Pay-Per-Click or PPC campaign is not a new trend in Amazon marketing, but its prominence will certainly increase in 2020. Implementing an effective Amazon PPC ads allow sellers to generate greater visibility for their products and get them on top of the search results. A well-planned and implemented PPC campaign can significantly help in boosting your sales.
Sponsored ads appear on top of the search results, providing you with better opportunity to get clicks. PPC sales directly influence the organic ranking of your product on Amazon. So more sales derived from Amazon PPC ads will have increased positive effect on the organic ranking of your product. This is especially important if you are introducing a new product as they lack sales history and performance data. With Amazon PPC you can change that by increasing your product’s traffic, subsequently boosting your sales.
3. Generate Strong Brand Awareness
A brand goes beyond merely name and logo; it is also about the relationship your products build with consumers. A strong brand presence can add value to your business and contributes in creating a loyal clientele. You need to think outside the box in order to sustain in this increasingly competitive market. Your customers not just looking for products on Amazon, they are searching on Google and social media channels. Therefore, you have to think beyond Amazon ranking and reviews.
Building a website and being actively present on social media is a great way of generating higher brand awareness. Additionally, put a little more thought into your packaging as it can help in creating an impression for your brand. Brand packaging is a great marketing tool, so make sure you invest in quality and creative packaging that has your logo and mane placed smartly so that your customers remember your product.
4. Get on with Voice Search
Voice search is not a new trend; people have been talking about it for a couple of years. However, its adoption is going to increase in the coming year significantly. In fact, 50% of the searches on Amazon are expected to be voice searched in 2020. In fact, there is a growing concept called voice search SEO and sellers better get on this bandwagon as soon as possible. While voice search for products and services are yet to become mainstream, they are considered to be the next big thing on the Amazon.
Presently around 1 Billion voice searches happen every month, and the sales of voice commerce are speculated to reach approximately USD 40 Billion by 2022. Optimizing the product for voice-search early on will give you competitive advantages in the future. With voice search, the way sellers use keywords is going to change dramatically. The focus will be on a more colloquial way of speaking, which means there will be a switch to the first-person approach.
There has been a 65% increase in first personal search terms like, where should I, How do I, What Should I, etc. Voice search also influences what people say when they are looking for products on Amazon. So it is important for sellers to understand this shift, and optimize their products for voice search terms.
5. Google Smart Shopping
The marketing world is getting more dynamic with every passing year, so if you are focusing your marketing strategy solely on Amazon, you are missing out on many opportunities. Google continues to hold the top placer, where people search for product information online prior to making a decision. In fact, in a recent report, 85% of the people revealed that they use Google to search for products online. Now people who search on Amazon are close to making a purchase decision, whereas people who search on Google for the product are still on their research phase.
However, Google provides customers with an opportunity to showcase their brand in front of people. Google Smart Shopping allows sellers to generate campaigns that target people who are likely to make a purchase. Furthermore, with Google smart shopping, you will be able to capitalize on the people who are browsing on Instagram, Pinterest, YouTube, etc. It furthermore leverages machine learning to identify the audience, automate bids and display ads across search network, YouTube, display network, Gmail, etc. You only have to provide a display ad with text and image along with relevant product data, and Google will handle the rest for you.
In 2020, the competition is going to be fiercer and to sustain in the market; Amazon sellers need to prepare ahead. Above are some prominent advertising trends that will be dominating the marketing strategies. Understanding these trends and effectively implementing them into the marketing strategies will allow Amazon sellers to stay ahead from the competitors and drive more sales.