How connectedcommerce works.
Every channel we run is doing one of two jobs, either introducing your brand to people who weren't looking for it or being there when someone is ready to buy. The same people plan both jobs from a shared budget.
Where each channel fits
Demand generation and demand capture.
Some channels put your brand in front of people who were not looking for it yet, and others are there when someone already knows what they want. Both matter, but a lot of wasted budget comes from judging a TikTok campaign by the return you would expect from an Amazon search ad.
Demand generation
Reaching people before they are searching for you.
- Meta, across Facebook and Instagram
- TikTok
- Amazon DSP
- Streaming TV and online video
Judged on
New customers, reach, and the lift it creates in branded search
Demand capture
Being there when they are ready to buy.
- Amazon Sponsored Products and Sponsored Brands
- Shopify and your own site
- Google Search and Shopping
- Ulta.com, Sephora.com and Target.com
Judged on
Return on ad spend, conversion, and share of the searches in your category
We plan both out of the same budget, so when a TikTok push starts lifting branded searches on Amazon, the capture side is already set up to take them instead of paying twice for the same shopper.
Channels affect each other.
When each channel has its own agency, each one is judged on its own results and nobody is asked to look at what happens between them. A TikTok video can sell almost nothing on TikTok and still send more people to search for you on Amazon, help products sell faster at Ulta and make your brand-name ads on Google cheaper, and unless someone is looking across all of it, that video is likely to get switched off.
That is why we are organized the way we are. One team runs all of your channels, money moves toward whatever is working for the brand as a whole, and creative that works in a social ad gets reused on your Amazon and retailer product pages.
How a shopper actually buys.
Most people see a brand a few times before they search for it, read the reviews on a product page before they buy, and come back to buy again if the product works for them. Each of those steps leaves a trace in your numbers, from where you rank in search to how quickly stock sells through.
Someone sees your brand in their TikTok or Instagram feed, often before they know they want the product.
They search for your brand, or for the kind of product, on Amazon or Google.
They land on the product page, where reviews, images and ranking decide whether they buy.
If the product works they come back for more, and repeat customers are where most profitable growth comes from.
The channels we run.
You can hire us for one of them, though they work best when they are planned together.
- IAmazonThe whole Amazon account, from ads and product pages to inventory and reporting.
- IIPaid SocialMeta and TikTok, measured by the new customers they bring in and where those people end up buying.
- IIIPaid SearchGoogle Search and Shopping, with a regular check on whether brand-name ads are paying for sales you would have made anyway.
- IVOnline RetailAds, product pages and promotions on Ulta.com, Sephora.com and Target.com.