For those of us interested in marketing, Amazon’s first ever “Prime Day” celebration could not have been more fun to experience. Intended as a special shopping day for members of Amazon’s $99/year Prime service, Amazon had practically promised ecommerce Armageddon leading up to the 24-hour event, with “More deals than Black Friday!”
As the morning unraveled, however, Prime Day quickly devolved into spectacle as the buying public hammered Amazon for what they perceived as lackluster deals.
Despite customer complaints, Prime Day was by most metrics a staggering success for Amazon. According to online retail tracker ChannelAdvisor, Amazon’s sales were up 93% in the United States year-over-year, and 53% in Europe. 34.4 million items were sold across Prime-eligible countries, shattering Black Friday records, and hundreds of thousands of new users signed up for Amazon Prime throughout the event.
When planning our promotions or campaigns, here are 12 quick tips we can extract from both the failures and successes of the now-infamous Prime Day.
The Economist, in association with New York-based marketing research firm Peppercomm, recently conducted a global survey of top business leaders and marketers on the topic of content marketing. 500 global business executives were surveyed to find out what they look for from content providers, and 500 global marketers were asked about how they build their content strategy. Findings were published in a study titled “Missing the Mark: Global Content Survey of Brand Marketers and their B2B Audiences.“
Let’s take a brief look at four key discoveries from “Missing the Mark”:
1. Though marketers are increasing their investment in content, content strategy remains poorly understood organizationally
93% of brand marketers surveyed have plans to either maintain or increase their budget for content marketing. Despite this heavy investment in content creation, less than a third of marketers believe that the purpose of the brand’s content is highly understood within their organizations.
2. There is a massive disconnect between the content that business executives seek and the content that marketers provide
The majority of global business leaders surveyed (75%) report that they turn to content to research complex business ideas within their industries. Specifically, executives find the most value in content that helps them to better understand the general views and practices of their peers. Also, content that presents two sides of complicated industry issues and content that confirms or sheds new light on business strategies are considered to have value.