Ecomdigest Stationery - 11.07.2024

PLUS: Swan Mill Acquires Gifted Stationery Co.

Author

Sophie Bruxner-Randall
November 07, 2024 • Estimated Reading Time: 6 minutes

Editor’s Pick 🎯

YouTube surpasses forecasts in Alphabet's Q3 earnings call

Google parent Alphabet's Q3 earnings call revealed YouTube's impressive performance, bringing in nearly $9b in ad revenue—a 12.2% increase year-over-year. This substantial growth, typically undisclosed by Alphabet, signals the platform's rising dominance in digital advertising.

👉 Fospha highlighted this upward trend in their their latest report, identifying YouTube as the second-fastest-growing ad channel for eCom brands by ad spend.

While YouTube currently reports the highest CPA among Google channels as brands adapt and optimize their campaigns, its increasing popularity reflects a broader shift toward brand-building channels for long-term growth. The platform's potential for driving brand growth makes it one to watch in coming quarters.

Niche Nuggets

Fountain Pen Day Weekend is a cherished event for enthusiasts, fostering a sense of community and appreciation for handwritten art. It's more than just a shopping event; it's a celebration of the global community that values the tradition of writing by hand. This weekend offers a chance to reconnect with your collection, try new writing styles, and explore fresh pen and ink pairings.

Supporting local artisans and retailers is crucial, especially in a competitive market dominated by large online sellers. Fountain Pen Day encourages thoughtful purchases that support quality craftsmanship. Retailers offer discounts and unique products, like fountain pen-friendly paper samplers, to help beginners navigate the market. Remember, your spending choices impact the survival of beloved brands and makers.

Swan Mill Group has acquired The Gifted Stationery Company, enhancing its portfolio with complementary products. CEO David Byk and Gifted's Nigel Parr, who will remain involved, share a business ethos. The acquisition promises growth opportunities, particularly with the Hey Hugo brand, benefiting both UK and international markets.

Daiso is opening a new store at The Quad in Whittier, California, on November 9th. This 7,855-square-foot store will offer a wide range of affordable products. The first 100 customers spending $30 will receive a goodie bag. Daiso continues expanding, with 163 stores in eight states.

Explore the best advent calendars of 2024, offering a delightful countdown to the holidays. These calendars are not just about daily surprises; they provide a practical way to sample new products. From beauty to wellness, each calendar is thoughtfully curated to enhance your holiday experience. Here are some top picks:

  • Stationary: Papier's 24 Doors of Desk Delights, featuring premium paper products.

  • Beauty: Sabon's 31-Day Advent Calendar, offering luxurious bath and body essentials.

  • Wellness: The White Company's calendar, blending candles and skincare for daily indulgence.

Leading Voices 📣

Jamie Bolton reveals how top eCommerce brands drive resilient growth:

🌐 Diversification is Key: A diverse channel mix acts as an “insurance policy” for brands amid rising CPAs and a challenging market.

🔄 Stay Agile: What worked last year may not work today. Top brands adjust their strategy over time, adapting to new growth levers as they mature.

📊 Measurement Matters: With channel diversity comes more complex measurement needs. Only with full-funnel attribution can brands assess their channel mix and remain agile.

For a full rundown, check out the full post!

Performance Pulse 📈

Front Row, an acceleration company, helps brands optimize e-commerce strategies on platforms like Amazon. By leveraging Deal Days, brands can boost sales and visibility. Success requires planning, unique offerings, and nurturing customer loyalty. Effective SEO and affiliate marketing are crucial for sustained growth and maximizing long-term benefits.

LinkedIn's new research highlights the effectiveness of connected TV (CTV) campaigns for reaching decision-makers. With LinkedIn's CTV ad options, you can extend your marketing to platforms like Paramount and Roku. This approach could enhance your campaign's reach, especially among influential LinkedIn users who regularly consume CTV content.

Brands are shifting focus this holiday season, emphasizing social media content like hauls and unboxing over traditional e-commerce. According to Digiday Research, companies are refining strategies, including gift guides and catalogs, while adjusting discounts and revenue expectations. Insights from industry professionals highlight evolving marketing tactics and competitive dynamics.

Ecomdigest is a Contentive publication in the DTC Ecommerce division