An Aussie Guide through the Amazon

Enter Travis Johnson a native Aussie who isamp160President of Sellwin Consulting Dentsu Aegis Network39s USbased marketing consultancyamp160 He is dedicated solely to helping marketers understand and take advantage of all the intricacies of Amazon from a marketing communication shopper marketing and media perspectiveamp160 To do this he has brought together the quotbest of the bestquot from all relevant areas at Dentsu Aegis Network including ecommerce experts who have led teams from RGA leaders on businesses like L39Oramp233al eBay and Luxottica media experts from Caratamp160and data experts from Merkleamp160 As an umbrella organization Sellwin Consulting can tap into all relevant resources across the Dentsu Aegis Network global organizationHe is the kind of guy who is on 247 and has been throughout his careeramp160 Johnson and his team are 247365 just like Amazonamp160 They have a passion and drive to bring marketers successful efficient and futureforward tools to sell productamp160 quotI am drawn to trends in the market building a team and growing that team to beat the competitionquot Johnson saidamp160 With their successes in programmatic mobile and innovation make no mistake that they are in it to make sure that their clients win and win bigFor Johnson the focus on Amazon actually began in 2017amp160 While in a previous innovation role he was part of a team working on Miller Coors which spearheaded an effort allowing consumers in select markets to order beer via Amazon Echo by simply saying quotAlexa get me a beerquotamp160 They also created a custom Amazon Dash button that would order and deliver beer with a push of the Dash beer tab on your fridgeThose experiences along with Amazon39s increasing focus on advertising revenue via the growth of Amazon OTT including Fire Stick and Instant Video led to Johnson discussing his idea of an Amazonfocused consultancy with Dentsu Aegis Network39s CEO Nick Brienamp160 Brien was quick to embrace this given the ad agency world very much saw Amazon as the next big advertising platformFor Johnson now is the perfect moment for clients to engage with Sellwin Consultingamp160 quotAmazon is at an inflection point where it39s balancing retail and now advertisingquot he saidamp160 quotThey are realizing the revenues and opportunities in front of themamp160 Marketers are perplexed and challenged on how to be successful on a platform that has so many facets to itamp160 And as an agency we have many parts of our business such as iProspect in terms of search Amnet in terms of programmatic and Isobar in terms of content that have all been touching Amazon without an overarching strategic unit that can pull the right parts to meet client needsamp160 Amazon is very complicated and it39s not just advertising or media propertiesamp160 Clients need help with all of it together which is why Sellwin Consulting was formedquotJohnson truly believes in the potential of Amazon to build brands and that marketers39 budget allocations towards that haveamp160been underservedamp160 quotA lot of the market still sees Amazon as a retail transaction bottomofthefunnel advertising platformquot he notedamp160 quotI talk about their OTT inventory which is substantialamp160 They have Thursday Night Football for the NFL and they39ll continue to partner with content and sporting propertiesamp160 I don39t think many advertisers see them that wayquotIn addition to brand building Johnson also believes that few marketers are aware of the tremendous sampling opportunity that Amazon provides quotAdvertisers don39t see that you can sample your products or have Amazon send on your behalf direct mail pieces to the exact right audience via Amazon39s data and targeting capabilitiesquot he saidamp160 Johnson believes that this lack of exposure to the full capabilities of Amazon marketing has led to an underinvestment in the platformWhile Amazon39s focus on advertising has increased over the past few years there is no mistaking where their bread and butter literally is and that makes the role of Sellwin Consulting critically important in managing ideas and expectations on both sidesamp160 quotThere is still a notion of church and state between the advertising and the retail divisions in companies and between the advertising and the retail divisions at Amazonquot Johnson explainedamp160 quotOur clients need partners that bring these two things togetherquotGiven reports of Amazon reaching out to marketers over the past few weeks with multimilliondollar advertising proposals Sellwin Consulting39s core focus on Amazon could be a valuable hedge in ensuring that clients optimize the value and impact of the relationship across all aspects of Amazon39s offeringamp160 Sellwin Consulting39s multifaceted model seems like it brings in many of the necessary components in increasing the value for the marketer And optimizing value and impact is exactly why Travis Johnson is in this to win itClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers amp160

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An Aussie Guide through the Amazon

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Jeff Minsky

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An Aussie Guide through the Amazon

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