Google vs Amazon: How advertisers and brands can get ahead
Top tier agencies are shifting millions in ad spend from Google to Amazon. Over peak retail period, Amazon reaches four in every five online consumers. But during this quarter, Google also drives almost 4 billion clicks to the retail industry, which is over three times the volume of Amazon searches.
The battle between the two tech giants has intensified, leaving several challenges for retailers and brands. How can retailers compete? How can brands collaborate or diversify?
Lisa Luu, Global Head of Insights, breaks down this battle using Hitwise online behavioural data. Through search, product and purchase insights, she identifies where and when each tech giant has the upper hand, and shows how these insights can drive marketing campaigns over peak period.
- Search trends: How have search journeys shifted from Google to within Amazon, and for which categories?
- Retailer trends: Who is taking on Amazon successfully? What does the online retail landscape look like by channel and audience?
- Digital tactics: How can you measure online performance and optimise your campaigns over peak retail period?