Amazon also will be adding more video features to its site, according to Utzschneider. “Our customers love video,” she said. “What we’ve done is embed video in our ads and customers can purchase products straight from the ads.”
Susanna Grundmann, marketing and communications manager at Nikon, joined Utzschneider on the stage to talk about Nikon’s campaigns on Amazon. To promote its D3200 camera, Nikon ran two PC-based campaigns and one multiscreen campaign on the Web and mobile devices like the Kindle Fire.
The multiscreen campaign produced a consideration rate (Amazon’s term for customers who click on a product’s details page after viewing the ad) that was three times higher than the PC-based campaigns, according to Grundmann.
“We know consumers who look for higher-priced items spend more time online and that they’re using their mobile phones,” Grundmann said. “We see an urgent need to get even better [at multiscreen advertising].”
It’s also a mistake to manage offline and online campaigns separately, Grundmann noted.
“When we run offline campaigns, they can be a trigger for people to go online and start searching information to compare products and prices before they buy the product online,” she said. “Or the reverse could happen, where they look online and then make the purchase at the store.”