ClickZ Consumer Electronics Newsletter - 10.24.2024

PLUS: Pixel 9’s record-breaking Q3 sales show Google’s smartphone game is stronger than ever

Author

Priscilla Soedarpo
October 24, 2024 • Estimated Reading Time: 6 minutes

Leading Voices 📣

In a recent discussion, Sam Carter highlighted how TikTok for Business helps brands integrate engagement on TikTok with other marketing channels, such as organic and direct search. By providing data-driven insights, TikTok enables brands to analyze how their campaigns perform across the entire funnel, from discovery to conversion. This integration helps businesses optimize the customer journey, ensuring that engagement on TikTok effectively drives higher conversion rates across channels.

@tiktokforbusiness

"We help our clients understand the relationship between TikTok, and a channel like organic or direct search to piece together how the fun... See more

Mark Ritson on Brand vs Performance

It's important to support the notion that brand VERSUS performance is something that needs to be put to rest. The most important word in F&B's The Long and the Short of It is….AND. 

But it's equally important not to swing to the other extreme and start extolling brand and performance as things that can be achieved within the same ad. It's possible. Every good brand building ad also sells a lot of product. And every performance ad does something (usually not much) for the brand. But the key point is that marketers do need to treat brand and performance differently in mindset, objectives and execution. Folding them together only at the campaign level not the ad level.

Specialty Bites 🍪

Apple

The iPad mini 7, recently unveiled by Apple, represents a significant leap in performance, despite its design mirroring the iPad mini 6. Priced at $499, it integrates the A17 Pro chipset, albeit a binned version with one less GPU core than the iPhone 15 Pro. This strategic choice does not detract from its power, as benchmarks reveal its performance closely aligns with the iPhone 15 Pro, making it the second-best Apple tablet after the M4 iPad Pro.

Geekbench 6 scores highlight the iPad mini 7's prowess, achieving approximately 2,800 in single-core and nearly 7,000 in multi-core tests. These results underscore its capability, surpassing the M1 and M2 chips in single-core performance, though the M2 excels in multi-core tasks. Such benchmarks, while not definitive of real-world performance, strongly suggest the iPad mini 7's robust capabilities, reinforcing Apple's reputation for leading-edge chip technology.

The iPad mini 7's advancements are particularly notable when compared to its predecessor, the iPad mini 6, which utilized the A15 chip. The performance boost is substantial, offering users a powerful computing experience at a competitive price. As Apple continues to innovate, the anticipation for future releases, such as the rumored iPhone SE 4 with the A18 chip, remains high, promising further advancements in mobile technology.

Google's Pixel 9 series launch in August 2024 led to record Q3 smartphone sales, with the Pixel 9 Pro XL's camera receiving high praise. This growth reflects a positive trend in the global smartphone market, with Apple also experiencing increased sales. Google's market share expanded, notably in Japan and North America.

Web 3.0 is set to revolutionize the tech industry by enhancing decentralization, privacy, and user control through blockchain and AI. While promising, its adoption faces challenges like complexity and environmental concerns. Key sectors like healthcare and finance stand to benefit significantly from these advancements, fostering innovation and growth.

Apple

Apple is set to launch new products, including Macs with M4 chips, USB-C accessories, and an iPhone SE 4. Expect a redesigned Mac mini, updated iMac, and AirTag 2. A new smart home device is also anticipated. These innovations highlight Apple's commitment to evolving technology and user experience.

Installer No. 57 explores the latest in tech gadgets, including new Kindles, iPads, and retro game consoles. It highlights community recommendations, such as apps and games, and shares insights from The Verge's Adi Robertson. The article encourages readers to engage with tech trends and share their own discoveries.

Insight of the Week 🏆

In this interview, Henry Linney, Performance Marketing Director at Seraphine, a leading maternity brand, discusses how the brand harnessed full-funnel measurement for efficient growth. Here’s how they did it:

📊 Diversifying Channel Mix: Using full-funnel measurement, Seraphine identified opportunities in underused channels like Pinterest, reducing reliance on just a few channels.

💸 Better Budget Allocation: With apples-to-apples comparison across platforms, Seraphine could confidently optimize ad spend for greater efficiency.

⚡ Peak Period Preparation: Having data they trust allowed Seraphine to make quick adjustments to capitalize on momentum during Peak, ensuring strong performance during these periods. 

Read the full interview to learn more about Seraphine’s approach!

Performance Pulse 📈

Messaging apps like WhatsApp and Messenger are vital for sales, offering personal, immediate customer interactions. They enhance engagement, build trust, and drive conversions. By integrating automated tools and multimedia, businesses can optimize strategies. Tracking metrics ensures continuous improvement, making messaging apps a game-changer in customer engagement.

B2B digital commerce is revolutionizing business transactions by leveraging digital touchpoints to engage buyers. This approach enhances efficiency, customer experience, and scalability. Key trends include AI-driven personalization and mobile optimization. Implementing a suitable platform is crucial for success in this evolving landscape.

UK brands are set to expand influencer collaborations by 2025, with a third planning to engage up to 100 more influencers. Despite Instagram's dominance, Facebook remains popular. UK brands prioritize diversity and ethics, favoring micro-influencers. Influencer marketing budgets are expected to rise, reflecting industry growth.

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