ClickZ Consumer Electronics Newsletter - 10.10.2024

PLUS: Apple's homeOS is Set to Revolutionize Smart Home Technology in 2025

Author

Priscilla Soedarpo
October 10, 2024 • Estimated Reading Time: 8 minutes

Live From Ad Week New York 🎤

ADVERTISING INSIGHTS
✨ Fresh Insights from AdWeek 2024

Missed AdWeek 2024 in New York? No worries! Chair of Contentive Lee Arthur attended, capturing fresh insights. Here's a snapshot of what you need to know:

  1. Transition to Profit-Focused Metrics: The shift from traditional ROAS to profit-driven metrics emphasizes the need for DTC marketers to evaluate the true impact of each channel. This aligns with findings from Fospha's latest report, highlighting the importance of optimizing customer acquisition across platforms like Meta, TikTok, and Snapchat.

  2. First-Party Data Utilization: Emphasizing first-party data is crucial for creating personalized advertising experiences. As brands enhance their omnichannel strategies, leveraging this data will be key to delivering consistent messaging across all touchpoints.

  3. Full Funnel Measurement Challenges: Understanding how different channels contribute to conversions is increasingly complex. The insights shared at Adweek emphasize the necessity for sophisticated full funnel measurement tools and strategies.

  4. Platform-Specific Strategies: With unique strengths across platforms, DTC marketers must adapt their approaches accordingly.

Specialty Bites 🍪

Garmin

Garmin has introduced the Lily 2 Active, a smartwatch that combines fashion with functionality, featuring built-in GPS and a suite of health and wellness tools. As Garmin's smallest GPS-enabled smartwatch, it boasts a timeless design with a metal case and a unique patterned lens. The device offers up to 9 days of battery life in smartwatch mode and 9 hours in GPS mode, catering to active users with features like on-screen workouts and Garmin Coach training plans.

The Lily 2 Active is designed for versatility, seamlessly transitioning from professional settings to athletic activities. It includes 24/7 health monitoring, women's health tracking, and a meditation activity, making it ideal for those constantly on the move. Available in two colorways, Lunar Gold and Bone or Silver and Purple Jasmine, it blends classic aesthetics with modern technology.

In addition to fitness tracking, the smartwatch supports contactless payments via Garmin Pay and connects with the Garmin Connect app for comprehensive health data analysis. Safety features like Assistance and Incident Detection enhance user security during outdoor activities. Priced at $299.99, the Lily 2 Active exemplifies Garmin's commitment to innovation, offering a stylish yet practical solution for health-conscious consumers.

Google is set to release the Pixel 9a, a budget-friendly smartphone with a new design and dual-camera setup. Expected in Spring, it will feature Android 15 and be priced under $500. The Pixel 'a' series continues to offer affordable, functional alternatives to Google's flagship models.

Webinar Wrap 🎧

This week, we attended Fospha's pre-peak webinar on Acquiring Customers Profitably During Peak Period. Here's what we learned:

  1. Competition is hot – so be prepared

With the ad economy rebounding and cross-channel CPA up 13% YoY, brands need to step up. Dan Sava compared Peak Period to the Olympics—each year, competition gets tougher, and brands need to start preparing early to stay competitive.

  1. Go full-funnel to unlock scaling potential in Paid Social

There is still huge headroom for brands to scale Paid Social, but there’s a knack to creating a sustainable approach. A full-funnel strategy. Henry Linney shared how Seraphine boosted returns by investing more in Paid Social Consideration and Awareness, while Dan Sava highlighted Nike’s method of educating customers early to ensure they’re ready to convert by Black Friday.

  1. Don’t ignore TikTok

The panel highlighted the huge value in TikTok’s seamless consumer experience, from discovery to purchase. Dan Sava added, “Most, if not all, brands should try it.”

🎥 Watch the full webinar here!

More Specialty Bites 🍪

Apple

Apple is developing 'homeOS' to power new smart home devices, including a HomePod with a display and a smart display with a robotic arm. These innovations aim to enhance Apple's smart home offerings, competing with rivals like Samsung and Google. The HomePod is expected next year, with the display by 2026.

Chromebooks are receiving significant AI upgrades in October, enhancing features like Live Translate, Help Me Read, and video call quality. Chromebook Plus models will have exclusive tools, while standard Chromebooks gain access to Gemini's AI assistant. These updates aim to improve user experience and productivity across various tasks and devices.

Goldring reintroduces its first turntable in over 20 years with the GR3, a sleek model featuring advanced technology. It includes a pre-installed moving magnet cartridge and a phenolic resin platter for superior sound quality. Priced at $699, the GR3 offers a minimal setup for those seeking a tactile music experience.

Robot lawn mowers have evolved significantly, offering advanced features like AI and GPS navigation at lower prices. Top picks include Mowrator S1, Husqvarna Automower 435X, Sunseeker Orion X7, and Segway Navimow i110N. Consider factors like yard size, cut quality, and app functionality when choosing.

Performance Platters 🍽️

Social ad spending targets younger audiences with low-cost products, leveraging platforms for direct-response ads and video formats. Media and entertainment use social media for game installs amid reduced TV spending. Retail and CPG dominate social ad spend, driven by competition from Shein, Temu, and D2C players.

Brands face "deal fatigue" as constant sales events pressure budgets and loyalty. To stand out, they innovate with exclusive products, tiered discounts, and added value like loyalty points. Despite challenges, Prime Day remains crucial. Adaptation is key in navigating this evolving retail landscape, ensuring sustained customer engagement and growth.

Retailers are starting holiday promotions earlier due to inflation and a shorter shopping season. With a focus on budget-friendly options and early deals, marketers aim to capture consumer interest. Enhanced in-store experiences and creative delivery strategies are key to building customer loyalty and adapting to economic challenges.

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