The Amazon landscape goes through various phases and stages over the years. From year to year, trends and developments emerge that move from marketplace to marketplace and country to country.

But what remains are analogies to classic markets - online as well as offline. Regardless of whether we look at eCommerce outside of Amazon or the offline world, the initial phases are always identical and it is a matter of skimming the market as quickly as possible and exploiting it with high-performance approaches. SEA, social ads, and affiliate marketing are classic instruments here. Supplemented by other instruments such as SEO (onpage & offpage) and conversion rate optimization, a decisive marketing mix is formed step by step, which turns customers into buyers step by step.

The situation is similar in the offline sector in the area business. Listings have to be generated, sales promotion measures are taken, displays are set up, print ads are booked, and TV commercials are run. The full range of marketing options is exploited.

But everything is always against the background of the brand. The customer does not perceive the type of advertising, but the brand behind it and its performance / promise as well as its positioning. Depending on their involvement, customers decide more or less quickly in favor of a product or brand. The stronger the involvement, the more trust the customer needs to decide in favor of it. However, trust is always the basis for every purchase decision.

But how does a brand create trust?

If we look again at the offline sector, many brands create awareness and thus also trust via TV commercials. The consumer may gradually reduce the cognitive dissonance because he remembers the TV spot and thus feels familiarity. The same applies if, for example, many contact points are created in the area business. Depending on how many advertising contacts are necessary, these are built up step by step via various displays, in-store ads or similar. Depending on how many advertising contacts are required, these are built up step by step via various displays, in-store ads, etc., thus creating trust for the upcoming purchase decision.

Online, we have to differentiate more strongly between branded traffic and unbranded traffic. Depending on where the traffic comes from, the goal must be to constantly increase the share of branded traffic. Only when customers specifically search for the brand is it known and, above all, relevant.