360i Goes All In On Amazon, Creates Dedicated Specialty Practice Built Around It

360i Goes All In On Amazon, Creates Dedicated Specialty Practice Built Around It

by Joe Mandese @mp_joemandese, October 4, 2017

Dentsu Aegis Network’s 360i Wednesday unveiled a new dedicated unit devoted to developing brand strategies, discovery and “e-commerce optimization” around a single platform’s marketing capabilities: Amazon.

The agency said the practice includes, but is not limited to:

  • Developing integrated marketing strategies to be successful on Amazon and/or via a brand’s wholly owned properties.

  • Driving discovery and performance on Amazon.com via both paid media and organic optimization.

  • Developing voice-interface solutions that help brands be present on, and relevant with, Alexa.

“Amazon has long been referred to as a ‘sleeping giant,’ but there’s no ignoring the impact it’s already had on how consumer goods brands operate in the e-commerce and retail spaces,” 360i CEO Sarah Hofstetter said in a statement announcing the new unit. “As Amazon continues to disrupt shopping behaviors and upend consumer expectations, brands and their partners face a critical opportunity to take control of their commerce destiny on and off the platform.”

The diversification is an interesting play for an agency whose roots began in search, and have broadened to cover all digital and even conventional forms of media marketing, but now appears to see the need for a vertical marketing services practice built around a single digital commerce platform.

As part of the practice, 360i has hired Will Margaritis, a former e-commerce strategy and operations exec at L’Oreal, to lead the new unit.

360i Goes All In On Amazon, Creates Dedicated Specialty Practice Built Around It | DeviceDaily.com

MediaPost.com: Search Marketing Daily

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