Marketing is in the air in the German city of Cologne these days. One of the leading trade fairs in the sector is taking place, Dmexco, a meeting place for the main companies in the industry.
Some companies, such as Facebook, Google and Snapchat, did not want to miss the event. However, Amazon was the one that monopolised a large part of the discussions.
His ambitious and secret plans to expand his advertising business have sparked the interest of professionals who now see him as the third wheel in a market, the digital one, until now dominated by the Facebook-Google duopoly.
In fact, Amazon has been a topic of discussion in many of the panels held during the event, where it has become clear that marketers see Amazon as a great opportunity for their marketing plans.
“What we see is that what consumers do is not linear and the transition armenia phone number from discovery to purchase consideration happens very quickly and can occur in different cycles,” explained Colleen Aubrey, global vp of self-service performance advertising at Amazon, in a panel.
For Yoav Izhar-Prato, co-founder and CEO of Kenshoo, Amazon can become the new and best player in search because “whether it is awareness or multi-device performance, it just works.”
He added that Bezos' company "is speaking very well to consumer goods companies that are trying to reach consumers, because Amazon is the consumer's choice and what we've seen in almost every metric is promising."
However, as far as voice search is concerned, despite Amazon's best efforts through its Echo device, it seems that it has not taken off, at least for now.
Still, “Echo and Alexa present huge opportunities and we’re very focused on finding ways to get marketers’ products in front of consumers,” Aubrey adds.
Nicolas Darveau-Garneau, Google's chief search strategist , is also positive in this regard, saying that "in recent months we have seen a notable improvement in machine learning. There is greater intention to search, purchase and make recommendations. Search is becoming more and more predictive."
Pinterest is also looking into the search field, seeking keyword targeting that allows brands to target specific questions.
“What we’ve seen is that agencies and advertisers are moving from a siloed approach of search, social and email to performance marketing,” said Mike Akkerman , head of marketing partners at Pinterest.