Amazon has gone into the digital advertising business and now represents one of their fastest-growing and most profitable sectors.
Initially, the mighty merchant frowned on this type of advertising fearing it may clutter their site and alienate shoppers. However, they own 10.7% of the $191 billion US digital ad market today.
More and more people are bypassing Google and using Amazon as a search engine to find products. Today Google owns 28.8% of the market, down from 73.1% in 2019.
Amazon is taking ad business from Facebook too. In June, Apple introduced privacy changes on iPhones that have rendered Facebook & Instagram ads significantly less effective. The Apple feature known as App Tracking Transparency (ATT) forces developers to ask for consent before their apps can track users. Facebook launched an aggressive campaign against Apple claiming ATT will hurt the open internet and small businesses. Facebook is warning that customers who opt out of tracking will be excluded from specific targetable audiences, which will result in a decrease in audience sizes.
Many companies are reluctant to market on Amazon because they can lose the direct connection with their consumers. However, marketers are reporting significant declines in the performance of their Facebook ads which is sending big brands on the hunt for alternative options. As Amazon has an estimated 153 million Prime subscribers, it’s a platform that may be worth the risk.
Big brands are redirecting their digital ad budgets to other means of marketing that include incorporating social-media influencers and returning to more traditional channels like direct mail.
Direct mail has its own woes right now as postage and shipping rates are increasing at record levels, and paper shortages are causing the cost to implement direct mail campaigns to rise.
U.S. Postal Service Announces Proposed Temporary Rate Adjustments for 2021 Peak Holiday Season
WASHINGTON – The United States Postal Service filed notice the Postal Regulatory Commission (PRC) regarding a temporary price adjustment for key package products for the 2021 peak holiday season. This temporary rate adjustment , which was approved by the Board of Governors Aug. 5, will affect prices on commercial and retail domestic competitive parcels – Priority Mail Express (PME), Priority Mail (PM), First-Class Package Service (FCPS), Parcel Select, USPS Retail Ground, and Parcel Return Service. International products would be unaffected. Pending final approval by the PRC, the temporary rates will go into effect on Oct. 3, 2021, and remain in place until Dec. 26, 2021.
The planned price changes include:
Priority Mail, Priority Mail Express, Parcel Select Ground and USPS Retail Ground:
• $0.75 increase for PM and PME Flat Rate Boxes and Envelopes.
• $0.25 increase for Zones 1-4, 0-10 lbs.
• $0.75 increase for Zones 5-9, 0-10 lbs.
• $1.50 increase for Zones 1-4, 11-20 lbs.
• $3.00 increase for Zones 5-9, 11-20lbs.
• $2.50 increase for Zones 1-4, 21-70 lbs.
• $5.00 increase for Zones 5-9, 21-70 lbs.
A full list of commercial and retail pricing can be found on the Postal Service’s Postal Explorer website https://pe.usps.com/text/dmm300/Notice123.htm
We are (so) excited to learn that The Printing Industries of the Gulf Coast has honored Business Extension Bureau with 2 Graphic Excellence Awards.
We are pleased to announce that our interactive Calendars received an Award of Merit, and our postcard for the City Houston, Enroll Gulf Coast won an Award of Excellence! The Award of Excellence allows us to be entered into the running for a “Best of” Category trophy. We won’t know the winners of the “Best Of” honors until the night of the big reception, on April 22nd at the Doubletree Greenway Plaza.
We hope to see you there, as it will be an extra special night for all of us. Our Angel Wiener is on the committee that will debut the new Printing Industries of the Gulf Coast Young Professional Group, and our Joy Zehrbach is co-hosting the awards ceremony.
Go to the PIGC website for more details, or click here to register.
From the BEB family to yours, have a safe and happy Labor Day weekend.