Podcast Summary:Transforming Brands on Amazon & Walmart
“A typical owner (online seller) knows their product really well, but doesn’t know each platform intimately.”
— Corey D Brown
Navigating the eCommerce Landscape
The digital landscape is constantly changing with success requiring more than just great products. Corey D Brown, the founder of buffaBRAND Marketing guest stars on the B2B podcast, sharing his unique perspectives on mastering modern day eCommerce. He digs into Amazon, Walmart and emerging markets such as Tik Tok Shop.
Strategic Branding
The single biggest driving point for brands is how they approach their execution of strategic branding. Corey discusses his Buffalo-based Amazon consulting team and how they collaborate with brands to provide comprehensive support services. Remaining flexible, his team plugs into a company’s existing infrastructure, filling gaps and extending banwidth.
Platform-Specific Challenges
Amazon: A complex ecosystem with multiple integration possibilities and data-driven strategies
Walmart: Emerging as a serious competitor with fewer app integrations
TikTok: An increasingly important socially-based channel for reaching younger demographics
Content Is Still KingThe agency emphasizes several critical trends in marketplace marketing:
User-Generated Content (UGC): Becoming increasingly important for brand visibility as platforms now allow vertical videos.
Influencer Marketing: This has been growing in 2024 and shows no signs of slowing.
Multi-Channel Advertising: Be considerate of every channel and what actually works with users.
Emerging Challenges: Amazon Rufus
With Amazon's new Rufus AI, sellers face new challenges. This newly launched AI aggregates product information, including customer reviews, which can potentially amplify negative feedback—even from potentially fake reviews. Early tests have shown that Rufus can be helpful in some cases, but often times completely fails to show the correct information, confusing customers in the process.
Conclusion
Running a successful eCommerce business requires an adaptable strategic approach that goes beyond old school methods. We now need to understand each platform, create compelling content and remain flexible as the digital landscape shifts.
Key Takeaways
Content is King. The shift in types of content is constantly moving and brands need to stay on it.
Invest in building high-quality content that evokes emotional responses to your products.
Future-proof your brand by becoming omni-channel. Develop a multi-platform approach
