It’s a digital world – and Aussies are fully immersed in it. They’ve emerged from lock-down with a new-found appreciation for connectivity. According to a 2022 study by We Are Social, they’re spending more time and money online than ever, driving up music streaming, gaming, app usage and commerce. [1]
This digital uptick means increased exposure for brands across multiple channels. Most consumers are using multiple online touchpoints daily, creating new opportunities for brands to reach relevant audiences with relevant messages, where they are choosing to spend time.
However, ensuring a campaign is a success lies in developing strong content, successfully connecting it to your commerce offering, and ensuring it reaches the right community via effective insights and tools.
Creating strong content
Just as the pandemic has changed the way Aussies use technology, it’s also changed their expectations of brands.
Today’s consumer is all about relevant, authentic marketing that directly meets their needs. And with an overall decline in audience attention span (down to just eight seconds)[2], focus is now on creating short, sharp, engaging content.
It’s no longer just about creating flawlessly produced ads – the 2022 digital customer wants authentic, user-generated content that speaks to them as a consumer. Additionally, they don’t want a hard sell – today’s shopper knows when they’re being marketed to and they’re less likely to shop from brands that appear to be inauthentic. Content that offers “fun-ducation” (a fusion of creative thinking and education), for example, is one way brands are connecting with consumers to create experiences that are both engaging and educational.
The connection to commerce
In today’s digital space, brands should also aim to seamlessly connect their creative to their commerce to help browsers more easily become purchasers.
Advertising partners that offer brands full-funnel marketing are attractive as they provide opportunities across the complete customer journey. Brands are seeking out these types of advertising spaces that enable them to create dynamic content and directly connect it to their commerce channels, creating a premier customer experience.
We’re also seeing the advent of social commerce, as brands are increasingly working with content creators to bring products to audiences in an authentic way. For example, Maybelline recently teamed up with Twitch for a live beauty stream. The streamer hosted an interactive make-up session, letting her community choose her look from a range of Maybelline products. The result? A sell-out in just minutes. It’s a perfect example of commerce becoming the byproduct of making great content and building a community.
L-R: Kelly Wearmouth, Sophie Price, Ricky Chanana and Alana Pozzebon. Photo: Advertising Week APAC
Reaching the right community
Meeting audiences where they are is a critical part of brand success. Brands need to understand where their customers spend time and position their ads accordingly.
Amazon Ads previously collaborated with Whiskas, the #1 cat food brand in Australia, and their agency MediaCom to help the brand revitalize itself for the digitally-driven cat lover. Our insights showed a significant number of Australian Amazon shoppers were also cat owners and were increasingly shopping for pet food in our store. We collaborated with Whiskas for our first-ever Australian on-box advertising campaign, transforming Amazon delivery boxes into kitty playgrounds. Shoppers were encouraged to share snaps of their cats playing inside the custom boxes via a QR code, which took them straight to the Whiskas Amazon landing page. The campaign was a success for the brand, emotionally connecting with its core audience, while also growing sales by 70% on Amazon, with a 4.6% shift offline.
For Amazon Ads, the connectivity between content, commerce, and community, is top-of-mind when developing all our campaigns. The focus is always on creating dynamic content that is connected to business objectives, delivered to the right audience, and creates value for that audience. And when executed correctly? It can yield incredible results.
To learn more about Amazon Ads’ offerings, click here.