The eCommerce Marketing Podcast walks you through everything that goes into ecommerce marketing — from inbound marketing to paid advertising to conversions. Learn the strategies top marketing experts use to grow their businesses.
In this episode of the eCommerce Marketing Podcast, host Arlen Robinson interviews Dan Brownshire, the CEO and co-founder of Channel Key, a full-service channel management agency focused on Amazon. They discuss high-level Amazon business strategies and how direct-to-consumer e-commerce brands can leverage Amazon to expand their reach. Dan shares his background in e-commerce and how he got started with Amazon. They also cover topics such as retail readiness, advertising strategies, the importance of brand stores, diagnosing problems with an Amazon business, and the future of Amazon and emerging trends.
Key Episode Takeaways:
- Retail readiness is crucial on Amazon, including filling up the image carousel, using infographics and video content, and having a brand store and eight plus content.
- Brands should get clarity on which part of the advertising funnel they want to target on Amazon and focus on the right ad types for their goals.
- Data visibility is important for brands on Amazon, and they should focus on the key performance indicators (KPIs) and data points that matter most to their business.
- Brand stores on Amazon are becoming more important for telling a brand’s story and interacting with customers outside of the platform.
- Amazon is a unique platform and requires its own strategies, different from other marketplaces like Walmart and eBay.
- Emerging trends on Amazon include non-endemic DSP, where brands can leverage Amazon’s advertising capabilities even if they don’t sell physical products on the platform.
If you feel Dan Brownsher and his team at Channel Key can help you, you may visit: https://www.channelkey.com/
For show transcript and past guests, please visit https://www.ecommercemarketingpodcast.com
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https://www.youtube.com/channel/UC3PgT0NOGzpdPGQtBK0XLIQ
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Past guests on the ecommerce marketing podcast include Neil Patel, Nemo Chu, Luke Lintz, Luke Carthy, Amber Armstrong, Kris Ruby and many more.
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In this episode of the eCommerce Marketing Podcast, Arlen Robinson interviews Dan Brownsher, the President, CEO, and Co-Founder of Channel Key, a full-service channel management agency specializing in Amazon. Dan shares his journey from a side hustle selling cufflinks on eBay to leading a successful Amazon-focused agency. The discussion dives deep into high-level Amazon business strategies, exploring how direct-to-consumer brands can optimize their presence on the platform.
Key Takeaways:
- Retail Readiness (06:52): Ensure your Amazon listings are fully optimized with filled image carousels, infographics, videos, brand stores, A+ content, and leveraging Prime delivery. These are essential for higher conversion rates.
- Advertising Funnel (08:13): Brands need clarity on which part of the Amazon advertising funnel to target. Starting at the bottom of the funnel (transactional ads) is common, but eventually, brands should move up the funnel to drive awareness.
- Data Visibility (08:19): Understanding and tracking key performance indicators (KPIs) is critical. Brands should ensure they have high visibility on the data that matters most to their success.
- Demand Planning (16:19): Often overlooked, demand planning is crucial for maintaining stock levels and meeting forecasted sales. This ensures that inventory aligns with promotional and pricing schedules, avoiding lost sales due to out-of-stock items.
- Amazon vs. Other Marketplaces (18:41): Amazon is more complex and offers greater traffic and conversion opportunities than other platforms like Walmart and eBay. Brands should treat Amazon as its own beast with distinct strategies.
Emerging Trends:
- Non-Endemic DSP (24:04): Amazon’s DSP (Demand Side Platform) now allows for advertising of services and non-Amazon products, expanding the reach of Amazon’s advertising network. This is a significant trend to watch.
Guest Information:
Dan Brownsher
- Website: Channel Key
- LinkedIn: Dan Brownsher on LinkedIn
