Ecomdigest Stationery - 10.03.2024

PLUS: Crafters, BIC, and more reveal the secrets behind their success.

Author

Sophie Bruxner-Randall
October 03, 2024 • Estimated Reading Time: 4 minutes

Industry News

Sara Davies, founder of Crafters Companion, highlighted the pivotal role of licensing in her company's growth during Brand Licensing Europe 2024. She emphasized authenticity in partnerships and adapting to market changes. Licensing, she noted, can unlock new customer bases, especially in challenging economic times, by leveraging established brands.

Stationery brands are revitalizing their marketing strategies by embracing personalization, sustainability, digital engagement, interactive experiences, and influencer collaborations. These approaches foster deeper consumer connections and loyalty. BIC Cello exemplifies this trend with innovative products like K-Pop and Mood Pens, ensuring relevance in a digital age.

Sisters Leore and Karen Oren founded The Ceremony Club to modernize wedding stationery with a Millennial touch. Their innovative products, like wedding newspapers and colorful photo albums, have gained significant popularity. They emphasize a digital-first approach and advise entrepreneurs to launch ideas without waiting for perfection.

Quick Poll

Meta is enhancing its ad platform with AI-powered updates, allowing advertisers to customize objectives and measure incrementality. New API integrations with third-party analytics tools like Google Analytics and Northbeam aim to provide a more accurate picture of campaign performance. These changes are part of Meta's long-term optimization strategy.

In light of ad platforms increasingly partnering with third party measurement solutions, which of the following providers have you heard of?

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Performance Platters 🍽️

Brands are embracing holistic video strategies to engage consumers across multiple platforms, including streaming TV, online video, and linear TV. With U.S. consumers spending nearly seven hours daily on video content, ads on these platforms are driving significant business outcomes. For example, 75% of consumers have made purchases after watching video ads. By leveraging a cohesive video strategy, brands can achieve full-funnel objectives like brand awareness, consideration, and conversion.

Companies like PepsiCo and Lexus are utilizing Amazon Ads' extensive video ecosystem, including Prime Video, Twitch, and Fire TV, to reach fragmented audiences. First-party data from Amazon enhances targeting, making campaigns more effective. For instance, Lexus saw a 3.1x increase in ad awareness and a 6.6x higher consideration intent for its electric vehicles. Similarly, affresh experienced a 20-point lift in brand awareness and a 36% increase in purchases through a holistic video campaign.

DMEXCO 2024 showcased AI's practical applications, retail media's growth, and the shift to cookieless solutions. Key trends included AI-driven transformation, the rise of retail media, and the importance of first-party data. The event emphasized collaboration, transparency, and the evolving landscape of digital marketing, highlighting innovation and future opportunities.

Brand websites remain crucial for the golden quarter, driving engagement and sales, according to Visualsoft's research. While social media is growing in importance, targeting the right consumers is essential. Newsletters and nostalgic Christmas ads also play significant roles, with nearly half of consumers driven by nostalgia.

Consumers are prioritizing price over brand loyalty due to economic pressures, according to Ibotta's report. With inflation impacting household finances, 75% of shoppers will switch brands for lower prices. Promotional rewards and competitive pricing are key strategies for brands to attract and retain customers.

Ecomdigest is a Contentive publication in the DTC Ecommerce division