With technology advancing by the second, it makes sense for the brands behind it to enlist equally progressive marketing strategies. Aligning with retail giant Amazon can be a surefire way to maintain relevance in the consumer electronics market, a strategy 49% of US brands in the sector have taken up, with Best Buy trailing behind.

However, this tactic is not without its pitfalls.  While Amazon has become one of the most visible destinations across all electronic categories, only 16% of brands manage to secure a competitive position within their individual product categories. Additionally, as Amazon builds out its own army of electronics complete with disproportionately slashed prices, other brands are inadvertently signing up to be overlooked.

The situation is not all irony and invisibility. The rise of social media enables otherwise unknown brands to amplify their presence on various platforms, creating an opportunity for overshadowed brands to gain maximum visibility outside the Amazon bubble. Catchy YouTube mini-series, Facebook promos, and other mobile-friendly content are just a few ways these brands can garner attention and as a result become more memorable than their juggernaut opponents. Because many purchases made on Amazon are heavily influenced by the reviews section, brands can equip their social media audiences to sound off positively there. 

Despite dominance in the consumer electronics category, Apple lost out on Amazon bestseller status for much of the past year to discount player BLU. However, the brand used social media to compensate. Although Apple has traditionally shied away from social media with almost completely inactive accounts on Facebook and Twitter, the brand launched its Instagram account in August and has already amassed 1.2 million followers. This initiative demonstrates that visibility can be gained outside Amazon.

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