What is the function of a marketplace in a media promotion plan? And what factors should be taken into account when entering the platforms for “newbies”?
Most ArrowMedia clients use marketplaces as a performance channel, and only the largest ones use them partially as a media channel. When entering a marketplace, you should first of all focus on the assortment: choose those products that you can constantly keep in stock and deliver quickly.
It is worth analyzing the actions of competitors and statistics iran mobile database of electronic platforms. And also identify leading sales groups or specific products and focus on them. At the same time, it is especially important to correctly calculate the economic component so as not to work at a loss.
According to our observations, performance channels are used for advertising inside and outside marketplaces. And now we see a trend towards video formats: Yandex Video, programmatic platforms are increasingly used in clients' media plans, even when the tasks are exclusively performance-oriented. Therefore, the video format is our future and it will be actively used in marketplaces too.
Based on the meeting results, we can conclude that the share of small and medium businesses on marketplaces continues to grow rapidly. E-commerce platforms are developing very dynamically today, offering many tools for interacting with the user and detailed analytics. And promotion in the Yandex ecosystem is especially effective due to the fact that synergy is achieved between the tools of Yandex Direct and Market.