Meg is an advertiser at a consumer electronics company.She has run advertising campaigns on Amazon in the past,and after mixed results,wants to reconsider her approach.What should she first do before crafting an advertising strategy?

Before crafting an advertising strategy, Meg should first use retail insights to understand her brand's baseline traffic and performance on Amazon. This foundational step provides crucial data on how her products are currently performing organically, identifying strengths, weaknesses, and opportunities. Without this understanding, any advertising strategy would be based on assumptions rather than data, potentially leading to inefficient spending and suboptimal results. Using Sponsored Products to reach existing in-market demand is an advertising tactic, not a preliminary step for strategy development. While important, it comes after understanding the current retail landscape and defining strategic objectives.