Effective digital strategies address the users’ needs, reverse engineer their steps and analyse their behaviour in order to deliver a useful message, in the right place at the right time. When deciding the channels for a product ad, conventional thinking would point at social media or Google ads. But, is that really reflective of consumer behaviour? The data indicates that brands should be turning their attention (and budget) towards Amazon, the marketplace where consumers are not only searching but also making purchase decisions.

Key take outs:

• Brand searches are down year on year as users no longer look for a product on a brand site. They make a generic product search.
• Consumers who are trying to find a product start their search on Amazon. In fact, 55% of all product searches begin at Amazon and 28% at Google.
• Once they have completed their search, users refine it by applying filters. The most favoured filter and the decision-maker is ‘Amazon prime’.
• In a market where most other ad channels are declining, Amazon is increasing its ad sales year on year. In 2017 their ad sales grew at a staggering 58%.
• Amazon is no longer only a shop front but also a search engine, advertising platform, media company and studio.

THE HIDDEN SEARCH GIANT

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CONTACT

Juana Isola, Crab Creative, [email protected]