Four Questions About Amazon Every Marketer Should Ask

4 QUESTIONS ABOUT amazon.com THE MEGA-RETAILER IS NOT ONLY SELLING, THAT EVERY MARKETER by IT'S ALSO BECOME CONSUMERS' SEAN MUST ASK MUZZY FAVORITE SEARCH ENGINE. ARE YOU PREPARED TO MAKE THE MOST OF IT? Customers aren't just buying on Amazon-they're also searching for reviews on the site and "showrooming," too (viewing a product in store while looking for deals online). Meanwhile, IBM recently reported that 17% of Cyber Monday transactions occurred through a mobile device-a 55% spike over last year. Here's what marketers and sellers should be asking themselves in the face of all this. IS MY PRESENCE ON AMAZON OWNED OR BORROWED? If you're not selling your products on Amazon, someone else is. Guide your consumer toward legitimate products and capitalize on the showrooming effect. WHAT CAN I LEARN ABOUT MY CURRENT AND POTENTIAL CUSTOMERS? usage experience, and propensity to recommend. Mine reviews of your own and competitors' products to learn what you can. Amazon's reviews are a wealth of information on your consumers' intent, HOW DOES AMAZON IMPACT MY PRICING STRATEGY? Amazon's model of convenience and price directly challenges omnichannel retail pricing, factor this into your strategy. Add price checking, recommendations, and convenient delivery to your toolkit. SHOULD I USE AMAZON TO ADVERTISE OR SELL MY PRODUCTS? Amazon has improved its media and advertising capabilities, and is now firmly in the data business. Even if you're not selling on the site, look to leverage product ads or run programs that target affinity groups. Sean Muzzy is the Chief Executive Officer, North America, of Neo@Ogilvy. commerce@Ogilvy CONTINUOUS COMMERCE ContinuousCommerce.ogilvydo.com