They started by using Sponsored Display Ads, a self-service solution that can reach relevant audiences inside and outside of Amazon. As the company`s activities grew, they continued to work on their outreach goals. To do this, they used a wider range of advertising solutions, such as streaming TV spots, that placed their messages alongside high-quality content, including the latest movies and TV shows, to reach an audience relevant to their brand. As a result, the company saw an immediate increase in interest and sales. Investing in brand awareness is key to a brand`s long-term growth, according to one of the largest ad effectiveness studies in advertising history, conducted by Peter Field and Les Binet.2 Understanding the fundamentals of brand awareness, why it`s important, how to measure it, and how it can help businesses of all sizes grow their businesses. Ad awareness is defined as the percentage of target customers or accounts that promote a brand`s advertising (supported or not). This measure can be specific to a campaign or media, or cover all advertisements. [1] Brands of all sizes have increased their awareness and grown their business on Amazon by using a range of complementary branding solutions – whether they`re large companies or start-up authors promoting a new self-published Kindle novel, and all in between. To raise awareness and build a closer relationship with potential customers, Amazon Ads offers a range of relevant and effective solutions. Sponsored brands, for example, help brands delight shoppers when they browse and discover products on Amazon. You can create a custom title to share your brand message and introduce products to customers when they want to buy. When they click on the logo in your ad, they`ll be redirected to a custom landing page or store where you can showcase your branded products more through a more immersive shopping experience. A self-service store helps increase brand awareness at no additional cost, just like publishing and streaming with Amazon Live.
The Sponsored Brands video also provides additional ways to increase brand awareness and measure impact. A customer`s perception of a brand is based on a series of entries over time. Companies build brands by providing a consistent message and experience across all touchpoints. This consistency, this repetition of messages and experiences, is fundamental to making your brand memorable, which is the key to building brand awareness. Ultimately, awareness represents the beginning of a consumer`s interest in a product or service. This is the first step on the way to purchase and the starting point of their relationship with a brand. Take the company Osmo, which makes hands-on educational games. When they walked into the room packed with STEM toys, they knew they needed to increase brand awareness among an audience of parents and educators. To do this, they didn`t need a commercial budget for the Super Bowl. They sold products on Amazon and started working with Amazon Ads to increase brand visibility and foster lead customer discovery. Ad awareness (%) = Percentage of the total population who know how to advertise a brand. Amazon Ads offers several ways to measure brand awareness, such as new brand metrics.
Sponsored Brands, to use the example of this solution, offers unique reports with new brand metrics that allow you to measure the total number of new customers or the total number of first sales in the last 12 months. If you know that many non-Amazon channels play a role in the customer journey, Amazon Attribution can help you get an overview of how audiences are discovering your products. The console helps you unify your ad metric across search networks, social networks, videos, ads, and emails. By understanding the impact of your digital advertising across all touchpoints, you can better increase awareness and achieve your brand marketing goals. Whatever your budget, there are solutions that can help you achieve measurable results. A great way to start your journey to build brand awareness is to read the “Basics of Success.” You can also learn at your own pace how to use our advertising solutions for you through our Advertising Learning Console. And if you`re looking for inspiration, check out the case study library to find stories from brands like yours that have finally grown their business with Amazon Ads. Or, if you`d rather talk to someone who can help you develop a personalized strategy that increases brand awareness for your business, engages your customers, and helps you achieve your marketing goals, then don`t hesitate to contact us.
Brand awareness (German: brand awareness or brand awareness) is a value that expresses the level of awareness of a brand as a percentage. Specifically, it shows how many people can remember a particular brand with or without support. In the tests, participants are asked which brands come to mind when they think of a particular product group. The brand that a survey participant mentions first is called “Top of Mind” or “Tip of the Tongue”. Trademarks that it can also name and assign to the right category of products without receiving assistance are registered as a recall without help (German: recall not supported). An assisted reminder (German) occurs when a respondent can only remember a mark when it is shown to them. Brand awareness helps your brand come first with potential customers when they start considering purchasing decisions. After all, a strong brand is important, but to grow your business, consumers need to know about it. While the buying journey isn`t linear, the traditional marketing funnel still provides a useful way to visualize it and demonstrate the importance of awareness. Awareness is at the top of the funnel where there are consumers who might be interested in learning more about your products.
Here, a brand that can grab customers` attention with a positive experience will help raise awareness and potentially inspire them to seek out more information. When customers start looking for information, they enter the next phase of the funnel – consideration: they plan to make a purchase. Their purchase intention increased according to the inspiration they received at the level of consciousness. Those who are additionally forced by additional information then enter the conversion phase where they want to make a purchase. Throughout the process, your potential customers limit their options. Companies that already have brand awareness among customers are ahead of the curve because they don`t have to explain who they are and what makes them different. Essentially, they have already shown up, so they can focus on providing more specific information relevant to a potential buyer`s purchase decision. Let`s say you`ve just heard about a new state-of-the-art TV that piqued your interest. And let`s say two companies sell the same TV at a similar price – the first is a company you don`t know, and the other is a company with strong brand awareness. Even if you`ve never bought a product from the second company, its brand awareness is a strength that adds credibility to its product.
And that`s why it`s so important to build brand awareness. Everyone`s attention is limited. With countless brands vying for the attention of the same consumers, it helps to be the first brand they think of when considering a product in your category.