Ecomdigest Baby Care Newsletter - 10.17.2024

PLUS: Netmums partners with Mantis to enhance advertising with AI

Author

Marina Mouka
October 17, 2024 • Estimated Reading Time: 7 minutes

Ad Week New York 🎤

ADVERTISING INSIGHTS
Advertising Week NYC Recap

💡 Balancing Fame and Flow in a Post-Privacy Landscape, by Sam Carter, CEO of Fospha.

AdWeek NYC 2024 was packed full of fresh ideas and powerful reminders of evergreen principles. From navigating privacy challenges to ensuring sustainable brand growth, here are my key takeaways that all brands should be implementing:

  1. Balance Fame and Flow: Brands that focus too much on short-term conversions and neglect long-term brand-building efforts fall into the ‘doom loop’, converting only existing demand without generating new demand. Eventually the convertible audience is exhausted, efficiency plummets, and the brand finds itself in trouble. To avoid this, brands need to strike the right balance between conversion and long-term brand awareness to sustain growth.

  2. Go Full-Funnel for Measurement: To balance short and long-term goals of conversion and brand awareness, marketing teams need to be able to measure the impact of both. Last Click attribution chronically undervalues awareness activities, so brands should opt instead for measurement tools that use a full-funnel methodology.

  3. Privacy-Proof Your Tech Stack: With third-party cookies deprecation and new privacy regulations cropping up regularly, brands need to accept the death of user-level data and embrace privacy-centric solutions to future-proof their measurement.

Read the full article here.

Hot in D2C eCommerce 🔥

AI POWERS PRIME
Amazon Prime Big Deal Days 2024 Breaks Records with AI and Innovation (top links below 👇)

Amazon’s Prime Big Deal Days 2024 made history with the largest October shopping event ever, saving Prime members over $1 billion globally. This year’s event highlighted Amazon’s cutting-edge AI tools, including its AI assistant, Rufus, and drove massive sales across electronics, toys, and apparel. Top brands like Apple and Dyson offered unbeatable deals, setting the stage for a promising holiday shopping season.

Momentum Commerce reported a 41% sales increase on Day 1, with brands like Crocs and Lego leading the charge, while regions like Canada and Europe saw notable growth despite weather impacts affecting the U.S. Competitors Target and Walmart also launched early sales events, but Amazon's use of innovative shopping tools and AI set it apart in an increasingly competitive market.

For deeper insights into this record-breaking event, explore these key sources:

Specialty Bites 🍪

Lalo

Lalo, a baby and toddler brand, is focusing on aesthetics and simplicity to attract millennial parents this holiday season. By offering minimalist designs in toys and playsets, such as a play kitchen and a new play fridge, Lalo aims to blend seamlessly into modern homes. The brand emphasizes ease of assembly, with products like a redesigned play kitchen that requires minimal setup, appealing to parents who value convenience.

Despite financial stress, parents prioritize holiday spending, seeking value through discounts and loyalty programs. Lalo's strategy includes curated toy boxes and licensed products, like Paw Patrol, to engage parents and children. By balancing monetary and non-monetary value, Lalo aims to grow its presence in the play category, making it a key revenue driver during the holiday season.

Netmums partners with Mantis to enhance brand safety and contextual advertising. This collaboration leverages AI to offer precise audience targeting without third-party cookies, ensuring ads are contextually relevant. The partnership aims to provide advertisers with effective solutions in a privacy-first world, enhancing Netmums' digital media offerings.

Smarty Pants

SmartyPants Vitamins introduces Kids Triple Action Immunity gummies, featuring vitamin C, D, zinc, and ElderCraft elderberry extract for enhanced absorption and immune support. This allergen-free, vegetarian supplement is a Clean Label Project Purity Award Winner, offering parents peace of mind during the school year. Available on Amazon.

The article highlights recent recalls of baby and toddler products due to safety concerns, such as choking and suffocation hazards. Parents and caregivers are encouraged to stay informed about recalls through resources like cpsc.gov. Companies are proactive in addressing potential risks, ensuring safer products for children.

Inglesina, a leading Italian childcare brand, has acquired the iconic English stroller brand Maclaren. This strategic move combines Inglesina's craftsmanship with Maclaren's innovation in lightweight strollers. The acquisition aims to enhance Maclaren's legacy, offering modern parents innovative solutions while expanding Inglesina's global presence in the childcare industry.

Performance Platters 🍽️

Microsoft is transitioning from its retail media platform, PromoteIQ, to a partnership with Criteo. This shift reflects the evolving retail media landscape, emphasizing the need for adaptable strategies. While PromoteIQ's closure isn't officially announced, the move highlights the importance of resilient, owned architectures in the dynamic ad tech industry.

Amazon's Amelia AI, currently in Beta, aims to assist sellers with insights and advice. While it simplifies tasks for new users, its potential lies in evolving features like competitive analysis and content optimization. Amelia is promising, but its future impact on Amazon sellers remains to be seen.

Advertising Week New York highlighted three key trends: the scarcity of third-party data, the rise of the creator economy, and the pressure on marketers to prove ROI. Brands must leverage first-party data, embrace TikTok's potential, and focus on measurable outcomes to succeed in this evolving landscape.

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