How Do Brand Aggregators Ace in Advertising?

E-commerce marketplaces have completely transformed the way buyers shop. Without stepping a foot outside, you can add an item to a cart online through a more personalized shopping experience. However, the scenario isn’t so cordial for the sellers. With the growing popularity of online shopping, competition between e-commerce brands is hotter than ever. The inclining competition rate has made the sellers difficult to stand out in the e-commerce business space. When brand aggregators like Ergode enter the picture, they prefer to aid the pain points by bringing advertising into the picture.  

I strongly believe the point that advertising uniquely is the solution to the majority of the brand’s problems. Running a successful advertising campaign that uses marketplace-specific strategies is nothing less than a smart move and partnering with a brand aggregator is one way to ensure a successful campaign.

Strategizing Differently

The brand aggregators are usually at the top of their game when it comes to boosting a brand’s visibility and performance in a marketplace. One of the key responsibilities is to help brand partners (sellers, vendors) run successful and specific ad campaigns. But all things considered, using ground-breaking strategies unique to an acquired brand’s individual goals is a task. Here, brand aggregators plan to simply scratch the surface of the e-commerce business space. Interestingly, marketplaces also back them!

Brands rely on the fact that marketplaces support sellers/brand partners when they do business within their arena. With the oversight of aggregators, brands exploit this fact by using the marketplace’s own tools to reach their target audiences. If you have ever advertised your brand on Walmart, you might have come across carousel ads – it’s quite popular. This ad format is an all-in-one deal when you seek “impressions.” It allows you to combine multiple images or videos into a single ad, each with its description, link, and CTA. Plus, these ads appear throughout the website: on the search results, the category and browse pages, along with the homepage. Showcasing multiple images of a product across a single domain is a great way to improve lead generation and conversion rates, so this strategy is one that should be on every aggregator’s radar!

In what more ways can users gravitate towards your clickable content?

During a recent product launch on Amazon.com, I visibly noticed its algorithm working in our favor. The algorithm organically and in paid ways boosts our content so you collect customer impressions. As an additional benefit, many marketplaces suggest various tools (as per your campaign’s specifications) that sheerly target your customer segment. One GenZ and brand preferred tool I came across was Amazon Live which, very quickly, grabs the eyeballs of your interested niche and gives the brand an opportunity to “position” their brand via live video streaming. In such a way, Amazon sellers can build brand awareness without even leaving the domain.

Benefits Derived

Now that I’ve touched on some e-commerce marketplace-specific strategies, let’s look at their big-picture benefits.

Filtered Impressions

The Meta man’s Facebook is one example of a website that uses a pay-per-click advertising model or one that prevents ads from appearing in low-quality markets or for inactive audiences. Preventing invalid clicks or impressions will keep your traffic meaningful and is ideal for building an effective approach to lead generation. This brings me to the next benefit! 

Build A Productive Pipeline  

The whole purpose of an ad campaign is to generate leads and improve sales rates, and brand aggregators have access to tools and software which collect the data needed for creating actionable insights. Since you know the ins and outs of marketplace-specific strategies, working with an aggregator means your e-commerce brand can expect a more productive pipeline and higher conversion rates.

Conclusion

Running an advertising campaign is no easy feat, but the importance of a strong ad strategy can not be overstated in the world of e-commerce. Our brand aggregators should always be on the lookout for the latest and most innovative approaches to advertising in e-commerce marketplaces in order to keep acquired brands at the top of their game. And similarly, e-commerce brand owners should be cognizant of the strategies used by aggregators so they can keep web traffic high and build a more productive pipeline. 

All in all, if you’re a brand aggregator who wants to ace in advertising, implement a strategy that’s e-commerce marketplace specific. This is a tried and true way to gain leverage over an audience and can build brand awareness in competitive e-commerce spaces like Amazon or Walmart.