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Keynote #1 Amazon Ads Marketing Connects Retail and Branding
Some brands and marketers may think that Amazon is simply a place where customers buy products, when in fact customers use Amazon for various purposes and in different ways. For example, customers may use Amazon to compare product information before making a purchase at a brick-and-mortar store, or purchase a product they found on Amazon from a brand they would not have thought of otherwise. For this keynote speech, we invite Takashi Ota, Director of eCommerce Division at Coca-Cola Japan, to share examples of campaigns that Coca-Cola has run using both product sales promotions and branding on Amazon. Director Ota will discuss how Coca-Cola Japan implements omnichannel marketing by pushing products and promoting brand understanding among customers in the awareness, interest, and purchase stages of the sales funnel.
