MERCADEO Versión en español
Amazon Marketing Channel More Buoyant Than Google And Facebook — New Research From Clickz
Liz Unamo| 12 de octubre de 2017
66% de los consumidores encuestados ha comprado ropa en Amazon
North American marketers are more likely to be increasing their marketing budgets for Amazon than they are for Google, Bing, Facebook or Twitter, according to new research.An Amazon-focused study by ClickZ Intelligence, produced in partnership with Catalyst, part of GroupM, has found that 63% of companies advertising on Amazon are planning to increase this budget over the next 12 months, compared to 54% for Google, 53% for Facebook, 27% for Bing and 23% for Twitter.The Age of Amazon: Maximizing the B2C Marketing Opportunity has also found that only 15% of marketers agree they are using Amazon Marketing Services (AMS) to its full potential, while only 17% say they have a fully defined AMS strategy.The report is based on a survey of more than 250 North America-based business-to-consumer marketers carried out in July 2017, and in-depth interviews with those actively using Amazon as a marketing and sales platform for their own brands or on behalf of their clients.Kerry Curran, Managing Partner, Marketing Integration at Catalyst, said: “Today, it’s not enough to simply spend more with Amazon. With multi-factored opportunities for product promotion, brand investment needs to be expertly managed for maximum return.” She added: “In this Age of Amazon, brands must be strategic, savvy, and internally integrated to maximize sales.”
