Interesting post about Amazon.com as a top-of-the-funnel distribution channel; it could be the first platform offering brand building opportunities to brands with the advantage of real-time data. We’ve always considered brand building as a long term, difficult to measure, non real-time, non data-friendly discipline. But things might change and new platforms might represent a point of convergence between long and short-term marketing disciplines.
This is a departure from advertisers’ prior focus on paid search advertising. As more consumers spend more time on Amazon.com, advertisers are starting to recognize the brand storytelling and awareness potential on the platform. And advertisers are starting to spend added time and energy building out content for their Amazon brand pages for both earned and paid media placements designed to gain consumer attention.