They must continue investing in full, well-rounded campaigns.
This article points out that companies still have the edge over Amazon in providing enriching experiences. Where Amazon makes it faster and more convenient for consumers to shop from it, it finds it hard to compete with brands on providing experiences.
The author states that if marketers wish to drive brand and sales growth, they must use Amazon as another channel in the media mix. It further says that the ecommerce platform must be treated as “a friend than a foe”.
Adopting a strategic approach to working with Amazon can help companies see returns without the need to enter into a potentially prohibitive, extensive partnerships. To stand out from the crowd, companies must invest in full, well-rounded campaigns to reduce the threat that Amazon poses.
[2 minute read]