Kirjahaku

Are you and your organization equipped to succeed in the new Amazon economy? Written by Amazon experts Kiri Masters and Mark Power, Amazon For CMOs is the ultimate strategic resource for senior marketing and retail executives navigating the Amazon imperative. Amazon has now become a priority for most companies but many brands are late to the party, scrambling to create sustainable long term strategies for success. The challenge is that Amazon is highly complex, proving difficult for CMOs & senior executives to navigate. It's no longer just an online retail marketplace, it is also a formidable marketing platform and its growing set of properties, content, and innovations are becoming embedded across modern culture and society. This groundbreaking book will help you understand how Amazon is changing not only how products are distributed to customers, but how Amazon in now evolving into a full funnel closed loop marketing platform. To succeed on Amazon now requires an integrated approach that involves paid search, SEO, organic content, display, video, voice and new emerging channels and media opportunities. It is pushing marketing functions to get up to speed quickly and adopt data-driven approaches that would make a C-level executive's head swim. Amazon increasingly overlaps with business functions that were previously handled as separate and distinct like sales, fulfillment, finance, customer service, and technology. These changes in the status quo require CMOs to better understand how Amazon works from the inside out, and how Amazon can help them achieve their objectives. You will gain deep insights based on the hard-won experience of the Authors over their years leading Amazon initiatives for hundreds of consumer brands. To acquire current intelligence from the field, Mark and Kiri interviewed Chief Marketing Officers, senior media and ecommerce professionals from companies including Mondolez, Mitsubishi, Samsonite, Sony, Outward Hound, Nature's Plus, Charles & Colvard amongst others. Readers will learn: - How Chief Marketing Officers within leading corporations and startups alike are leveraging Amazon not only as a distribution channel, but as a marketing channel. - What Amazon's leadership principles and decision-making frameworks can tell us about their future strategies and how brands can succeed on Amazon by adopting these. - How CMO's are making Amazon strategy decisions based on data. - How organizations need to evolve internally from both structural and cultural perspectives to be able to succeed on Amazon. - How the only failing Amazon strategy is to NOT have a strategy.

With more than 500 major retailers like Albertsons, ALDI, Costco, and CVS now leveraging Instacart's fulfillment capabilities, retail brands are recognizing the huge potential of this channel to elevate their sales.As online grocery shopping continues to be a preferred buying channel, the race is on to meet shoppers where they want to transact. But as a relatively new channel, there is not yet the same level well-documented best practices that we see in more established marketplaces like Amazon.Instacart for CMOs offers the first and most comprehensive look into how other retail brands are operating and maximizing their Instacart sales channel. Dial in your marketing strategy on Instacart before your competitors wake up to the opportunity."Instacart for CMO's is a must read for anyone whose products are listed on Instacart. The book is full of clear, clean, well-written, and actionable advice. Kiri Masters is a true expert on retail marketplaces and knows exactly what it takes to win."-- Jason "Retailgeek" Goldberg, chief commerce strategy officer, PublicisIn Instacart for CMOs, You'll learn: How Instacart has revolutionized online grocery delivery, and what this new state-of-play means for CPG brands.If investing in Instacart is the right move for your brand, and how Instacart should fit amongst your other digital channels.How Chief Marketing Officers and other executives within leading grocery brands and startups alike are leveraging Instacart as a marketing channel. The book includes exclusive interviews with retail industry executives, discussing their Instacart strategies and insights.Demand generation on Instacart: how to use advertising and promotional tools to achieve meaningful results. Get a practitioner's perspective on making Instacart advertising budget and strategy decisions based on data.The sticky challenge that most brands face around Instacart's position in their P&L.How retailers view Instacart, and how their relationship might affect your brand.How to get the most out of Instacart's platform, as well as a preview into what is likely coming in the near future.