36% of respondents rated Amazon advertising to be a “very important” or “important” channel

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 12, 2019, 10:50 AM UTC

44% of agencies find “non-Amazon” retail media to be important.

This article cites a Digiday research stating that brands and retailers are increasingly moving towards retail media websites, mostly Amazon, as they want more direct, lower-funnel conversion and a “total wallet” perspective. 36% of respondents found Amazon to be an important retail media channel.

Comparatively, 91% and 92% of respondents said Instagram and Google were important, respectively. Over 50% of consumer brands and 30% of retailers, and agencies in retail marketing said Amazon was one of the most effective at driving sales.

Further, 80% of retailers said Amazon had good or very good ROI against the marketing spends. Though 37% of respondents said the retail giant helped in acquiring customers.

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[7 minute read; article may be behind a paywall]