Channel Mastery - Ep. 49: Larry Pluimer, Founder of Indigitous
Indigitous
everyman’s guide to hacking amazon
“Basically, a third of all product searches on the internet are going to the top one, two, three results on Amazon. So if you're not there, you have a distinct disadvantage.”
- Larry Pluimer
EPISODE PREVIEW:
As today’s guest, Larry Pluimer, says, “If you don’t have an Amazon strategy, you don’t have a brand strategy.” It’s that simple.In today’s episode, Larry explains – in straightforward, human terms (very little coding and algorithm-speak here, thank you very much) – how Amazon approaches search and advertising, and what brands need to know. E-commerce may only make up 13% of all sales, but there is about a 50% chance that your customer went to Amazon to guide their decision process. This is why brands need to present. Understanding how Amazon uses search and how a brand can use Amazon advertising strategically are central to success today.
GUEST PROFILES:
larry pluimer
Larry Pluimer is an ecommerce strategist with 20 years of experience helping brands and retailers successfully engage online customers. In 1998, Pluimer contributed to the team that launched Target.com. Ten years later he was responsible for introducing the Outdoor Recreation category on Amazon.com. Presently, Mr. Pluimer is the Founder and CEO of Indigitous, a thriving Seattle-based ecommerce agency that provides brands and their investors with the strategy and resources necessary to compete on Amazon. Larry’s latest venture is Prime Gear Direct, a FBA resource that facilitates hybrid selling on Amazon for premium wholesale brands.
TOPICS COVERED:
Amazon; advertising among Facebook, Google, Amazon; Amazon Media Group (AMG), Amazon Marketing Service (AMS), search advertising vs. display advertising, spearfishing (search and buy), consumer search behavior, voice shopping and search), Echo, Alexa, naming products for search
SELECT QUOTES
“It's the AMS, the search advertising that is really kind of more the tactical nuts and bolts of what brands are employing on Amazon.”
“Basically, a third of all product searches on the internet are going to the top one, two, three results on Amazon. So if you're not there, you have a distinct disadvantage.”
“So if people have a good engagement, a good experience with your brand on Amazon, that's actually going to potentially impact other sales channels as well. In fact, a majority of people who look at products on Amazon end up buying them somewhere else at some point.”
“I would be remiss not to remind everybody that Amazon is constantly changing. By the time anybody actually sees this video Amazon will have changed again.”
“Customer behavior is actually different on Amazon than it is on Google. Even though they're both search engines. …On Google, somebody will search ‘insomnia.’ On Amazon, somebody will search ‘melatonin five milligram.’”
CONNECT:
LARRY'S TOP 3 TIPS FOR BRAND SUCCESS ON AMAZON
Understand the importance of the platform and allocate budget to manage it
Have a results-driven strategy.
Measure your results.