How E-commerce Aggregators Leverage the Power of Advertising for their Brands

In 2022, retail global e-commerce sales climbed to a staggering $5.5 trillion – a greater than 4X jump from $1.3 trillion just 8 years ago. One of the key drivers of this growth is the pandemic-fueled shift to digital shopping. Another is the increasingly visible presence of e-commerce brand aggregators like Ergode.

In the previous articles, we have explored how e-commerce brands can benefit by partnering with a brand aggregator to streamline their operations, grow their footprint, and optimize profitability. Today we’re exploring how these brands can benefit from the advertising expertise that aggregators can bring to the table. Let’s take a look!

Tailored Ad Campaigns for the Markets of One

Millions of people globally appreciate brands that treat them as individuals and offer products/services that appeal to their specific needs and pain points. For this, brands must first gather information from each customer that tells them who the customer is, where they are, and what they want. They must garner key insights from all this customer data and then use these insights to inform and customize their advertising campaigns for each customer (or customer segment).

Having said that, let’s not forget that performing the entire advertising campaign won’t be this easy. Here, smaller e-commerce brands may find advertising difficult as they lack the appropriate resources or funds to bring in advertising tools or software. And that’s when brand aggregators can step into the gap!

Their marketing and advertising specialists leverage powerful AdTech tools to collect customer information, unpack actionable insights, and impress customers with personalized and tailored ad campaigns. Aggregators thus combine the power of technology with human expertise to convert customer data into more revenues and profits for their e-commerce brands.

Higher Share of Voice (SOV)

E-commerce marketplaces provide opportunities for thousands of brands to sell their products. But they’re also highly competitive, which makes it harder for a smaller brand to increase its visibility over more established brands. Here’s where Share of Voice (SOV) advertising and AdTech solutions come in.

Brand aggregators utilize these SOV solutions to measure a brand’s presence on the marketplace in terms of how often it is seen compared to its competitors. They extract key insights from the tool to understand the competitor landscape and assess where their brand stands within it. By understanding their brands’ SOVs, the aggregator can take steps to ensure that the advertising budget and resources are allocated as efficiently and profitably as possible.

The aggregator’s SOV and advertising experts regularly measure SOV to identify opportunities to optimize content, keywords, design, and pricing in order to improve the brand’s discoverability and market share vis-à-vis its competitors.

Automate Ad Creation with AI

Aggregators have the knowledge and skills to use AI algorithms to design winning ad creatives and copy. Instead of wasting days or weeks manually creating ads, they generate new creatives based on pre-defined templates and animations in the AI tool. They then get these ads out fast, which gives them the flexibility to measure their impact early and regularly and make on-the-fly changes to improve visibility and conversions.

The aggregator’s advertising team can connect the AI-powered AdTech tool to the brand’s store and ad account in order to garner insights and predictions, which they use to improve their advertising strategy. They can also speed up the testing of multiple ad versions to arrive at the version that is most likely to resonate with the audience and increase conversions. AI-based AdTech tools provide a powerful, fast, and scalable way to create effective ads that convert into sales. Together the tool and the aggregator’s advertising experts help optimize the brand’s advertising spend and ROI, while enhancing its voice in the e-commerce marketplace. 

Dynamic Retargeting Ad Edge

Dynamic retargeting advertising enables e-commerce businesses to target individual customers with the most relevant product ads in order to increase conversion. As with new ads, retargeted ads also require an understanding of customers. To gain this understanding, a brand needs data, which means they need the data collection tools and skilled data and marketing experts. 

An e-commerce aggregator uses relevant tools to set up dynamic retargeted ad campaigns and product feeds. They create attractive visual content and then push those visuals to the dynamic product feeds on social media sites. Some AdTech tools offer powerful functionalities to customize dynamic product ads, design customer journeys, and quickly update ads to defeat viewers’ “ad fatigue.” Aggregators know how to use these tools so that they not only fall in the me-too trap but also capture a buyer’s attention while increasing the return on ad spend (ROAS).

Conclusion

In the crowded and noisy e-commerce space, advertising enables brands to capture the attention of their audience. And brand aggregators know this. They use proven processes and tools to advertise and promote their brands, capture customers’ hearts and minds, and maximize ROAS and advertising ROI.

Most small e-commerce companies just cannot achieve these goals. Since they are too focused on the more mundane aspects of their business. They rarely have the resources to pour into advertising. Consequently, they miss out on its many benefits.

If these challenges sound familiar, contact Ergode. We are here to answer your questions about e-commerce advertising. Click here to get started.

 

 

 

 

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