New Amazon Marketing Cloud Capabilities with Ross Walker - Episode 336

The Interplay Between Brand and Ecommerce: Lessons From Alicia Ponzani With Premier Nutrition - Episode 343

Welcome to another episode of The Ecommerce Braintrust podcast! In this episode, our host Julie Spear is chatting with Alicia Ponzani, E-commerce Manager at Premier Nutrition.

Alicia is here to share her valuable insights on how she transferred her skills from the brand side to e-commerce, the importance of collaboration between teams, the evolution of e-commerce strategies within larger organizations, and the rising significance of social commerce.

They also discuss the impact of AI and share exciting predictions for the industry's future.

Tune in to hear Alicia's journey and expertise in navigating the dynamic world of e-commerce.

KEY TAKEAWAYS

In this episode, Julie and Alicia discuss:

• Alicia's career journey from being a brand analyst in pet food verticals to e-commerce management

• Alicia's passion for health and wellness with her current role in the dynamic e-commerce industry

• Importance of data analysis from the brand side for e-commerce performance evaluation

• Transitioning from awareness metrics on the brand side to lower funnel metrics on the e-commerce side

• Collaboration with cross-functional teams and its importance in e-commerce success

• Comparison of e-commerce silos at J.M. Smucker with the integrated team structure at Premier Nutrition

• Integration of an omnichannel approach by including various online retailers under one e-commerce team

• Impact of retail media complexity on marketing strategies

• Collaborative strategies between brand, sales, and e-commerce teams

• Development of repeatable frameworks for scalability and efficiency

• Importance of flexibility and adaptability in a fast-paced e-commerce environment

• Embracing the test and learn mentality for success in e-commerce

• Trying new strategies and technologies in the evolving e-commerce landscape

• Surprising rise of social commerce and its integration with e-commerce platforms

• Impact of tech partnerships like Meta and Amazon on social commerce

• Prediction on the increased role of AI in e-commerce for automating tasks and enhancing consumer experiences

• Speculation on the potential use of AI in back-end campaign setup and efficiency improvements in marketing strategies

Escape from Retail Island with Jared Belsky - Episode 342

🎙️Interview with CEO of Acadia, Jared Belsky

Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia’s Head of Retail Marketplaces Services Julie Spear.

Today we’re joined by Acadia’s CEO, Jared Belsky! This episode is all about the concept of "retail island”- a metaphor for the siloed nature of retail media. Jared sheds light on its implications for funding, organizational structure, and creative strategy.

Drawing parallels from the eras of search and social media, he explains why the stakes are even higher now and offers actionable insights on how brands can navigate this fragmented landscape.

KEY TAKEAWAYS

In this episode, Julie and Jared discuss:

• What is the Retail Island? Despite the explosive growth of retail media, it remains siloed in funding, organizational structure, and creative efforts. Jared unpacks why this isolation occurs and the dangers it presents to brands.

• Brand Impact: Is your Amazon budget dramatically lower than your brand and performance media budgets? Jared explains how organizational silos are holding your potential captive and why it’s crucial to integrate your budgets and strategies.

• Historical Context: The cyclical nature of new advertising channels and how retail media is repeating the history of search and social media but with higher stakes.

• Organizational Shifts: Practical examples of brands integrating their teams and budgets to drive better ROI and efficiency.

• Challenges in Measurement: Why media mix modeling is not the silver bullet we hoped for? Breaking down the complexities and offering simpler, more actionable strategies for cross-channel measurement.

• Actionable Steps: Simplifying your performance comparison and being brave with testing.

• Agency Perspective: The impact of retail island transcends beyond brands, influencing how agencies should evolve.

Looking Forward to Prime Day [Part II] with João Couceiro da Costa - Episode 341

🎙️Interview with Acadia Project Manager, João Couceiro da Costa

Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia’s Head of Retail Marketplaces Services Julie Spear.

Today, we're diving into the intricacies of Prime Day 2024 with our expert guest, João Couceiro da Costa, an experienced account manager from Acadia's retail team.

In this episode, we're unpacking everything from the operational strategies to the creative reporting styles João employs. He’ll share his innovative approach to Prime Day preparations, including extending promotional periods and focusing on profitability over mere revenue gains.

Make sure you tune in to find out how to enhance your e-commerce momentum for one of the biggest online shopping events of the year!

KEY TAKEAWAYS

In this episode, Julie and João discuss:

• Introduction to Prime Day Preparation

• João's Reporting Style

• Speculations on Prime Day Dates based on inventory deadlines and deal submissions.

• Discussion on the historical scheduling of Prime Day.

• Changes in Prime Day Strategy for 2024

• Shift from focusing on top-line revenue to prioritizing profitability and sustainability.

• Impact of Amazon's new fee changes on sellers’ profitability.

• Emphasis on operational efficiency due to increased inventory-related fees.

• Strategy to extend promotional periods to smooth out demand spikes.

• Consumer Response to Expanded Promotional Periods

• Consumer fatigue and their adaptation to frequent sales events.

• Maintaining traditional Prime Day despite overall promotional dilution.

• Strategic Focus for Prime Day 2024

• Increased emphasis on subscription-based promotions and retention.

• Shifting focus from one-time sales to subscription models during Prime Day.

• Preparation for Prime Day

• Utilization of tiered cataloging to manage promotions effectively.

• Importance of updating product descriptions and brand narratives for Prime Day.

• Impact of Promotional Strategies on Organic Ranking**

• Boosting organic rankings and brand visibility.

• Strategies to optimize listings and storefronts

• Influence of Amazon on Retailers Worldwide During Prime Day

Looking Forward to Prime Day [Part I] with Dusan Tepavac - Episode 340

Interview with Dusan TepavacAmazon Advertising Expert and Retail Media Specialist at Acadia

Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia’s Head of Retail Marketplaces Services Julie Spear.

With Prime Day just around the corner, we decided to dive into the intricacies of maximizing success during one of the biggest e-commerce events of the year.

In this discussion, we are joined by guest Dusan Tepavac, a seasoned Amazon Advertising Expert and Retail Media Specialist at Acadia, who shares his expert insights on preparing for Prime Day with paid media strategies, audience targeting, and leveraging Amazon's advertising ecosystem.

Make sure you tune in to find out more!

KEY TAKEAWAYS

In this episode, Julie and Dusan discuss:

• Introduction to Prime Day Preparation

• Prime Day: Enhanced Capabilities and Strategies

• Integration of AMC and DSP for advanced audience targeting

• Focus on shoppers’ behaviors and the advantages of new tools in Amazon’s ad ecosystem

• Optimizing Budgets with AMC Insights

• Strategic use of AMC for competitive advantage

• Planning budgets based on insights to gain better ad placements

• Brand-Specific Trends and Client Concerns

• Discussion on brand trends and expectations during Prime Day

• Approaches to handle profitability concerns and promotional investments

• Promotional Strategies and Importance of Prime Exclusive Discounts

• Discussion on varying strategies of discount percentages and full catalog promotions

• Significance of Prime Day badging for visibility and conversion rates

• Emphasis on the importance of the traditional summer Prime Day over other sales events

• Prime Day Preparation and Key Focus Areas

• Detailed strategy on keyword focus, organic ranking, and budget adjustment

• Importance of addressing both branded and non-branded spending as Prime Day approaches

• Tactical Shifts Closer to Prime Day

• Adjustment of strategies focusing more on non-branded spending closer to the event

• Recommendations on campaign types and budget distribution for maximum impact

• Strategies for Brands Not Participating in Prime Day Promotions

• Tactical adjustments for brands not offering discounts during Prime Day

• Use of day-parting to manage budget and visibility effectively during peak times

• Post-Prime Day Strategy

• Managing ad budgets and strategic focus following Prime Day

• Using data from Prime Day to inform ongoing strategies and upcoming promotional events

Expanding Your Amazon Business Internationally With Gary Hammerschlag - Episode 339

In this episode of the Ecommerce Braintrust, Julie Spear, Head of Retail Marketplaces Services at Acadia, is joined by, Gary Hammerschlag, an account management team lead at Acadia, who shares his expert insights on the framework for evaluating potential markets, the process involved, and strategic considerations for brands looking to broaden their e-commerce horizons globally. Their discussion is packed with actionable tips and an in-depth analysis of the various aspects of international expansion on Amazon.

Make sure you tune in to find out more!

In this episode, Julie and Gary discuss:

• Gary’s Framework for International Expansion

• Evaluating when an international market is a suitable fit.

• The increasing ease of compliance and streamlined processes post-COVID.

• Importance of considering international expansion as a growth lever beside D2C channels.

• Key Markets for Expansion:

• Insights into prioritizing markets: Germany, the UK, Canada, and Japan.

• Specific focus on Japan’s beauty market due to recent Amazon incentives.

• The Testing Process:

• How to frame and assess the testing period for a market.

• Operational, logistical, and budget considerations for entering new markets.

• Readiness and Launch:

• The readiness phase involving VAT application, label review, and finding a responsible person.

• Detailed timeline expectations from decision to launch.

• Tools and Resources:

• Utilizing tools like Helium 10 or Analytic Index for market analysis.

• How agencies specializing in Amazon can aid in smoother launches.

• Advice for Brands Considering International Markets:

• The importance of patience and setting realistic timelines.

• Building a strong initial foundation to facilitate growth.