Your brand or business is in a digital market where everyone tries to get the attention of consumers, so it is not enough to have a good product; You need a strategy that makes you highlight. This is where Amazon DSP (Demand-Side Platform) can help you, a tool that extends your reach strategically and efficiently.
Read this article to understand how Amazon DSP can become your best ally to capture new customers and increase brand awareness .
Index
What is brand awareness?
Brand consciousness is that level of familiarity that makes someone recognize you and, eventually, trust you . We can say that it is like when you listen to one song several times until you are humming it without realizing it. The same goes for brands: you need to appear enough to stay in the minds of consumers.
Amazon DSP understands this very well, therefore, its strategy to build brand awareness is simple but effective: it helps you create a solid and consistent presence using shocking visual ads, such as videos and banners. But the real trick is that you will appear in the right places and at the right time, reinforcing your message again and again . In this way, when consumers think of a product category, your brand will be the first to come to mind.
In addition, Amazon DSP not only focuses on showing meaningless ads, because its approach is to build an emotional connection with the public.
Types of audiences to capture new customers
The platform allows you to be extremely specific about who you talk to. And that is key, because when you understand your audience, you can customize your message and increase your chances of success.
These are the three main types of audiences that you can go with Amazon DSP:
Lookalike audiences
Do you know who your current customers are? Perfect. Now imagine finding more people who behave like them, who have the same interests and who would probably also love your product.
That is what Amazon DSP does with Lookalike audiences: analyze your current customers data and find similar audiences in the market . It's like discovering a group of people who were waiting for you.
In-Market audiences
Amazon DSP has the ability to identify users who are looking for what you sell , that is, they are in the final stages of the purchase process, ready to make a decision. You don't have to convince them that they need something, you just have to show them that you are the best option.
Specific interest audiences
If your product is for a very concrete niche, there is no problem, because Amazon DSP allows you to segment people according to their interests. This is key to connect with consumers who will really resonate with the values and essence of your brand .
Examples of campaigns to capture new customers
We show you some real examples of how large brands have used Amazon DSP to create epic campaigns:
Kitkat and Twitch
Kitkat decided to enter the world of Twitch to connect with young gamers, specifically the Z generation and millennials. For this, they integrated their message "even the best champion needs a break" in live broadcasts. The result was a 52% increase in brand recognition. The secret here was to be in the right place, speaking the language of his audience .
Volkswagen and Alexa
Volkswagen brought management tests to a higher level when creating an interactive experience with Alexa. Through voice commands, users could "try" the SUV ID.4. This was innovative and generated great interest in the vehicle, especially among younger consumers. This case is an excellent example of how creativity can make your brand stand out .
LOFTIE AND SPONSORED DISPLAY
Loftie, a brand that sells intelligent alarmrs designed to improve sleep, used videos on Sponsored Display to show the unique benefits of your product. Thanks to this strategy, they registered, on average, a return of advertising investment (Roas) of $ 5.66 and an advertising cost of the sales (Acosta) of 17.68%. This shows that visual formats can help you connect with audiences that do not know you .
Reach beyond Amazon
One of the best things of Amazon DSP is that it does not limit you to the Amazon platform, but its reach extends to many external sites, such as Prime Video, Twitch, mobile applications and a network of third -party websites . Thanks to this, you can be present in the places where your audience spends time.
You have the possibility of putting ads in Prime Video, a platform where millions of people are watching their favorite series and movies; or announce on Twitch, an active community of Gamers. You can even reach users who sail in their favorite apps or on websites that visit daily. In a nutshell, you will be in all important places at the same time.
Metrics to measure the effectiveness in new customers collection campaigns
A campaign is worth nothing if you cannot measure its impact. Luckily, Amazon DSP has advanced tools so you can analyze how everything goes. In this sense, the metrics that you must monitor are these:
- Impressions: It tells you how many times your announcement has been shown.
- Traffic and page views: I measure how many people clicks on your ad and visited your page.
- New customers: Identify how many of your sales come from people who buy for the first time.
- Brand studies: Evaluate whether people remember your ad, if they intend to buy you or if they recognize your brand.
- Total scope: Calculate the size of the audience exposed to your ads.
With this data in your hand, you can adjust and optimize your campaigns in real time.
How to combine DSP with other Awareness strategies?
Although Amazon DSP is a tool at most power, you should not leave everything in your hands. Rather, you have to combine it with other marketing strategies and brand recognition to go further. Here are some ideas:
- Content marketing: Create articles, videos and publications that reinforce the message of your campaign.
- Social networks: Use platforms such as Instagram, Tiktok or Twitter to amplify the scope of your ads.
- Collaborations with influencers: works with content creators who already have the attention of your target audience.
- Amazon Attribution: This tool helps you measure how campaigns in other channels are contributing to your sales.
- Offline strategies: for example, promotional events or activations in stores, to create a more complete brand experience.
At present, capturing consumers' attention is more difficult than ever, but there is Amazon DSP, a tool for any brand that wants to highlight and be recognized, in other words, be in everyone's mind.
