In the current age of online shopping, consumer journeys are increasingly non-linear, and a single click could bring a customer from awareness to purchase. Ecommerce brands are seeking ways to stand out from the crowd.

In this second episode of Evolving Ecommerce, Ravi Desai, director for mass and brand marketing at Amazon India; Sachin Sharma, category director, APAC, Facebook; and Dhruv Chadha, regional client lead at Facebook, guide us through the latest trends and opportunities.

The convergence of brand and performance advertising

Ecommerce businesses have historically relied on performance marketing, optimizing their marketing strategy to drive immediate action and purchase. However, an increasingly competitive landscape and changing consumer preferences has created the need to shift towards a more integrated approach to build sustained awareness, trust, and loyalty.

The Dragon Tail effect and building a sustainable marketing strategy

The “Dragon Tail effect” describes the integration of brand and performance marketing, where brand campaigns create consistent growth in baseline sales, while performance campaigns add short term spikes on top of the baseline. This integrated approach allows businesses to drive sustainable growth over a longer period.

Ecommerce brands can leverage platforms like Facebook to integrate engaging formats like video and influencers to drive the user journey from awareness to conversion.

Facebook recently published a whitepaper on “The Dragon Tail Effect,” which explains the increasingly complex consumer journeys of the current era of online shopping. It also discusses how marketers should think about their strategies to reach and serve shoppers. Download and read the whitepaper here.

Amazon is guided by four principles: customer obsession, passion for invention, commitment to operational excellence, and long-term thinking. Find out more about how the company is adapting to evolving needs of customers to serve them better.

This content was produced by Tech in Asia Studios, which connects brands with Asia’s tech community. Learn more about partnering with Tech in Asia Studios.