ClickZ-亚马逊时代B2C（英文）.pdf

The Age of Amazon:
Maximizing the B2C
Marketing Opportunity
In partnership with:
The Age of Amazon: Maximizing the B2C Marketing
Opportunity, published by ClickZ Intelligence in
partnership with Catalyst, a GroupM and WPP
company, is based on a survey of more than 250
North America-based business-to-consumer (B2C)
marketers (across all sectors), and numerous in-
depth interviews with those who are actively using
Amazon as a marketing and sales platform for their
own brands or on behalf of their clients.
The report is aimed at all B2C-panies
marketing and selling to consumers across a range
of sectors, but is particularly relevant for those
working in the consumer-packaged goods (CPG1)
arena. In conjunction with our survey of marketers,
we also carried out an online survey of 1,600
. consumers, looking at usage of Amazon and
comparing research and buying behavior for eight
categories of retail goods. The marketer survey was
conducted in July 2017, while the consumer survey
was carried out in August 2017.
1For those reading outside the ., CPG is the same as FMCG
(fast-moving consumer goods)
2
Contents
Evolution of the customer journey drives CPG anization 8
The continued disruption of retail, and fusing of digital and offline 11
Influence of ecommerce grows across range of categories 14
The rise of Amazon as a media and marketing player 18
Use of Amazon Marketing Services 21
panies are budgeting for Amazon 24
Ownership of Amazon strategy and programs 28
Seizing the Alexa opportunity 33
12 key mendations for optimizing your Amazon
strategy and programs 36
3
Executive Summary
mazon’s star is in the ascendancy, with and only 15% agree that they are using Amazon
business and mainstream media fixated Marketing Services to its full potential.
on everything from its share price and We make the following mendations which
acquisitionsA to its rapidly expanding portfolio are e