Seven Reasons Why Brands Should Celebrate Amazon’s Arrival In Australia

Seven Reasons Why Brands Should Celebrate Amazon’s Arrival In Australia
SHARE
THIS



In this guest post, Jaywing’s managing director, Chris Pittham (pictured below) argues that despite all the doubters and naysayers, Amazon’s arrival in Australia could prove a boon for local brands…

There is no doubt that Amazon is not being universally welcomed. It is often seen as a retailer that will swallow up the independents while optimising its tax position to everyone else’s detriment. However, it is here and it’s not likely to be going anywhere any time soon. We’ve already seen how Amazon has worked in other markets such as the UK and US and while we can all try to remain the champion of the independent there are reasons why Amazon has been so successful. So how about we put the hand-wringing on hold and get smart to work with it rather than against it, turning Amazon’s presence to an advantage?

Screen Shot 2017-12-06 at 9.42.13 am

  1. The existence of a huge marketplace can provide visibility and growth

There is no doubt that Amazon is not being universally welcomed. It is often seen as a retailer that will swallow up the independents while optimising its tax position to everyone else’s detriment. However, it is here and it’s not likely to be going anywhere any time soon. We’ve already seen how Amazon has worked in other markets such as the UK and US and while we can all try to remain the champion of the independent there are reasons why Amazon has been so successful. So how about we put the hand-wringing on hold and get smart to work with it rather than against it, turning Amazon’s presence to an advantage?

  1. Amazon is a route to market just as any other channel might be

You can buy space on Amazon to advertise products and stores just as you can on PPC, Google Shopping, Facebook advertising, programmatic or any other paid media (including eBay), which allows for diversification and greater spread of risk and opportunity.

  1. And so the same principles as any other biddable media strategy apply

The key to making it work is a solid biddable media and cost per acquisition strategy founded on the principles of mathematical optimisation.

  1. It’s eminently trackable

Which means you can gather and use data to integrate with all other data you already have in order to feed better attribution and optimisation.

  1. It increases advertising competition

Competition is always healthy, albeit between the global giants such as Google and Facebook. It will come in the form of increased advertising options (which should make the ACCC happier given the recently announced investigation into Facebook and Google); and the increasing adoption of personal assistants and connected home devices such as Alexa via the Echo and Dot and Google Home.  The rise of voice search will also provide opportunities for niche products, niche marketing and brand recognition.

  1. It has become a go-to brand for consumers

Whether trying to find the exact novelty item to give for your Secret Santa or weighing up the various benefits of similar product types for more everyday purchases, consumers buy from Amazon because it’s easy. It’s easy to view options, find stuff you didn’t even know you wanted and pay all at once. And when Prime and Fulfilment by Amazon (FBA) comes, delivery will far surpass that of many other retailers. This is why Amazon remains the giant it is, even when it doesn’t sit well with consumers’ principles. They’re time poor and the service delivers.

  1. Which is likely to drive others to up their game

Amazon’s arrival will no doubt put pressure on other retailers to improve the online and logistics experience they offer to consumers in order to compete. Brands focusing on all aspects of their marketing across all channels as well as their customer experience needn’t fear the future – they will be the ones most likely to survive and thrive in this new etail era.

Latest News

HubSpot Creates ‘Marketing Hub Starter’ For Small Businesses
  • Marketing
  • Technology

HubSpot Creates ‘Marketing Hub Starter’ For Small Businesses

Marketing software player HubSpot has launched Marketing Hub Starter, a new software offering that aims to give growing teams the tools they need to start marketing right. This new tier of HubSpot’s platform is designed with small businesses in mind, consolidating the capabilities of existing disparate marketing tools into one platform and offering an affordable […]

Market Research Industry Cracks Down On Shonky Behaviour With New Digital Platform
  • Marketing

Market Research Industry Cracks Down On Shonky Behaviour With New Digital Platform

The Association of Market and Social Research Organisations (AMSRO) has launched a digital platform to highlight fake or illegitimate research activities to the public. ‘Phish of the Day’ enables AMSRO members, as well as the general public, to report any scams or non-genuine market and social research activities to the association. These might include telemarketing […]

Pooled Energy Appoints Magnum & Co And The Wired Agency
  • Advertising
  • Marketing

Pooled Energy Appoints Magnum & Co And The Wired Agency

Swimming pool electricity retailer Pooled Energy has appointed Magnum & Co and sister agency The Wired Agency to its roster, following a competitive pitch. Magnum & Co will handle Pooled Energy’s social media and PR, while The Wired Agency has been appointed to manage the company’s search and display advertising. Both agencies will collaborate with […]

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]