Brands Put Pressure on Agencies to Develop Alexa Capabilities

“As the Bezos behemoth continues along its unstoppable, disruptive path, brands are increasingly requesting Amazon-tailored services. Agencies have been ramping up their capabilities on the platform and even launching dedicated practices as a response.”

“Many marketers now view Amazon as a legitimate competitor to Facebook and Google, according to 22squared vp, director of media planning Brandy Everhart. ‘What they bring to the table is an extensive data set that you can’t get anywhere else,’ she said. ‘We’ve seen a lot of successful campaigns that are focused on driving conversions on the Amazon platform.’

Even brands that don’t sell on Amazon are asking questions due to the power of its search reach and the benefits of its data sets. ‘Clients want me to increase their engagement in every possible way,’ said Matt Bijarchi, founder and CEO of digital brand studio Blend. ‘We’ve learned ecommerce is also a brand-building opportunity.'”

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Why It’s Hot

This is hot for 2 key reasons: data and customer engagement.

As VRT devices like Alexa and Google home start to infiltrate the home and the office, it will be increasingly important to understand what information users are asking these devices for, and what content people are consumers – making it a perfect addition to our SENSE offering.

For pharma specifically, Alexa and similar devices offer opportunities to support and engage both patients and HCPs in office and at home. Building relevant skills for these audience could help:

  • support physician discovery and work as a valuable sales resource
  • Provide guidance for patients when self-administering at home and track adherence
  • Help patients track symptom improvement
  • Improve infusion experiences at home and in-office with original and curated content tailored to patient’s interests/needs