There seems to be a massive shift in the way successful brands allocate dollars and other resources to their online marketing efforts. For example, in 2017, coworkers and I analyzed some advertising activity from P&G showing that hundreds of millions of dollars of its online ad budget had moved to trusted e-commerce channels rather than on sites and approaches typically used for brand marketing.

According to P&G Chief Brand Officer Marc Pritchard and The Wall Street Journal: The ad dollars were pulled back from a long list of digital channels but also included reducing spending with “several big digital players” by 20% to 50% last year (2017). These are significant changes. Driving purchases through online media is increasingly reliant on retailer sites. This transition in the overall market landscape necessitates a change in how companies fundamentally organize their marketing. Doing well on Amazon and other online retailers today requires brand and trade teams to work closely together in order to drive long-term success.

Misalignments

At a high level, brands simply can’t afford misalignment between the information on the product page and the brand promotion (done on sites such as Facebook) that lead customers to that page. Ten years of Google conversion optimization proves that words in ads must match words in titles as closely as possible, or the ads may suffer high bounce rates. Consumers will notice the shift in vocabulary and abandon the landing page, driving down conversion rates.

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