Adapt or Die On Amazon
In his 2018 testimony before Congress, Mark Zuckerberg famously answered Orrin Hatch’s question about how Facebook is able to be free by saying: “Senator, we sell ads.” And then, you might recall, he smirked. Love him or hate him, that is the truth: Facebook, Google, Instagram--they, and others, are all in the business of selling ads. So how then does your business compete? Not with those giants, of course, but merely on their platforms or in the same ecosystems that they’ve created and dominated with increasing algorithmic precision and AI-backed data gathering and interpretation?
Once you’ve come up with your great product, figured out how to make it, store it, and ship it (which ShipHawk can help you do), e-commerce success depends in large part on figuring out the best way for your business to answer that marketing question. Strategies created for and in the brick-and-mortar world don’t quite transfer to the online realm, where the desire for the equivalent of a TV-spot during the evening news is, in some ways, missing the point.
For some businesses, the obvious answer is in turning to online marketing professionals, those who understand the unique demands and possibilities of e-commerce marketplaces. As companies like AiCommerce know, data is king. From knowing where your targeted or potential customers shop, to expanding your business into those marketplaces, marketing strategists enable smaller outfits to not just participate but thrive.
When something like customer intent data is so key to marketplace dominance, non-giants need all the help they can get. Access to and creation of these datasets allow companies to position the right item(s) in front of the right buyers when they predict customers will be looking to make a purchase. Though the giants’ scale and scope may provide them with customer acquisition and retention advantages that smaller merchants cannot approach, strategists and specialists can help. To do this requires both SKU breadth and significant consumer traffic; the more data on both sides of the equation, the higher probability of a match and thus sale.
For more advice on modern delivery automation for small businesses, you can find Adapt or Die on Amazon.
Jeremy Bodenhamer is a leading expert at the intersection of shipping and e-commerce. He has been featured in Inc., TechCrunch, AOL, Fortune, Internet Retailer, and Entrepreneur; is a frequent speaker on innovation, technology, and logistics; and was a 2018 Supply Chain & Executive Pro to Know. Jeremy is an active volunteer in the community, an avid Crossfitter and surfer, and champion of a company culture that promotes health, family, and happiness among employees. He lives in Santa Barbara with his wife—educator and youth advocate, Bethany Bodenhamer—and their three sons.