Retailer Paid Search; Whole Foods Expands Grocery Pickup; Commerce Marketing

By Cleveland Admin

As eCommerce gains prominence, manufacturers continue to be drawn to paid search advertising activations across different customers. 71% of respondents polled during our Summit indicated they spend 75% or more of their ad budget on Amazon within paid search activations. In addition, investing more and refining paid search strategies on Walmart.com was the top area of focus cited by brands selling on the site. The Instacart panel discussion also highlighted that manufacturers are primarily focused on maximizing the paid search opportunity on that platform before moving onto other digital activations like coupons or delivery promotions.

Commerce Marketing:
Nearly every company polled during our eCommerce Summit indicated they are participating in advertising on Amazon, and there is growth occurring with the number of brands participating in similar digital activations on sites like Walmart.com and Target.com. The range of 1-5% of sales is the most common level of investment on both Amazon and Walmart, with 5% and 4% being the weighted averages respectively. Almost two-thirds of brands, however, reported not having enough quality access to data and reporting to efficiently refine and optimize their commerce marketing efforts.