Prime Day 2.0 2023: Adtechs on how brands should approach it

It’s Prime Day 2.0 2023 and brands are gearing up to battle for consumers’ attention like never before.

As Amazon’s second major sale day ahead of the Christmas rush, Black friday, Cyber Monday et al, kicks off, we’;ve been asking our adtechs how they might make the most of the event in times when budgets are already stretched…

Nisha Eapen, Client Relationship Head – Digital Marketing, Preciso

Last year, for the first time, Amazon added two additional Prime Days, describing the move as a chance for consumers to get ahead with their Christmas shopping, with rarely available discounted deals.

“During an ongoing cost of living crisis, perhaps unsurprisingly, the approach was deemed a success. Now it’s up to other brands, too, to develop smart strategies around what looks likely to be a mainstay in the marketing calendar.

“Those brands that win will be those that communicate creatively, placing the consumer first and leveraging omnichannel platforms capable of supporting a variety of shopping behaviours across a targeted range of contexts and environments.

“With judicious use of ad technology, smaller brands can also benefit, even as the ad industry continues to evolve at breakneck speed, reshaping how advertisers engage with consumers and demanding ever more efficiency from marketing teams.

Saint Betteridge, Chief Revenue Officer, Picnic

Prime Day has become a bellwether for the upcoming holiday season, but as these events grow in popularity and the amount of noise around them increases, sales messaging fatigue is a valid concern.

“As always, marketers must prioritise ad experiences that respect and genuinely engage users, rather than disruptive ad formats that can actually damage longer term brand perception.

“This event must not be approached purely as a one-off. When done well, marketing at this time can lead to new customers or prospects, year-round.

Suz Chaplin, Founder and CEO, esbconnect

“Amazon Prime Day 2.0 is a chance to put your brand in front of consumers at what has traditionally been the busiest time of the year.

“But it’s crucial that marketers look to data and insights to inform their campaigns. With a great deal of competition across a variety of ecommerce platforms, it’s important to focus on getting the right products in front of the right people.

“Approached carefully, with a considered and data-driven approach, events such as these can be the ideal opportunity to attract and engage new customers, and not just in the short term.”

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