ClickZ Agency News Newsletter - 11.14.2024

PLUS: Kantar's 2025 trends shaping marketing success

Author

Priscilla Soedarpo
November 14, 2024

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Niche Nuggets 🔎

Fantastic Furniture, a prominent player in Australia's value furniture and bedding market, has reaffirmed its media partnership with Initiative, extending their collaboration for another year. This renewed alliance encompasses a comprehensive range of media planning and buying, including national and local broadcast, print, OOH, radio, cinema, and BVOD. Since Initiative's engagement in August 2023, the agency has introduced a strategic audience framework and executed pivotal campaigns such as 'Find Your Fantastic,' Black Friday, and the annual Christmas Sale, significantly enhancing Fantastic Furniture's market presence.

Initiative's role has been instrumental in the successful launch of new store locations, notably in Melton and Tweed Heads. Melissa Monneron, Chief Marketing Officer of Fantastic Furniture, expressed enthusiasm about the continued partnership, highlighting Initiative's strategic and creative contributions that have elevated brand metrics. Monneron emphasized the agency's impact in setting sustainable long-term business objectives, fostering growth, and challenging traditional brand perceptions.

The partnership's success is attributed to Initiative's innovative approach and the mutual trust between the teams. The agency's commitment to exploring new channels and strategies has resulted in campaigns that surpass competitors. This collaboration not only meets but exceeds ambitious goals, driving customer engagement and sales, and positioning Fantastic Furniture as a leader in the industry.

LiveRamp and Criteo have partnered with Boots to enhance first-party data capabilities for retail media. This collaboration unites online and offline data, improving ad targeting and ROAS. Boots' Advantage Card data offers a comprehensive view of consumer behavior, driving personalized marketing and revenue growth for brands and retailers.

Kantar's "Marketing Trends 2025" report highlights key trends for marketers, including Gen AI safety, sustainability, and retail media networks. Emphasizing data-driven strategies, the report suggests that embracing these trends will redefine marketing success, urging marketers to innovate and adapt to evolving consumer behaviors and technological advancements.

A content marketing agency can significantly boost eCommerce success by enhancing SEO, creating engaging content, and managing consistent publishing. Agencies like Groove Commerce help brands like Cutter & Buck increase organic traffic and revenue. Choosing the right agency ensures measurable outcomes, making content marketing a powerful tool for growth.

Smyths Toys' 2024 Christmas campaign, crafted by Droga5 Dublin, creatively highlights the excitement children feel at the mention of the brand. The campaign includes a child-friendly, bleeped advert on social media. This initiative marks the start of a promising partnership between Smyths Toys and Droga5 Dublin.

Leading Voices 📣

With the election now behind us, the whopping 44% of consumers who reported delaying purchases pre-election may finally be ready to open their wallets. 

Black Friday and Cyber Monday could be bigger than ever as shoppers prepare to make these ‘revenge purchases.’ This is a prime opportunity for brands to capture pent-up demand.

In this article, Jamie Bolton shares 3 tips to make the most of this opportunity:

📉 Integrate Lower-Competition Channels: Platforms like Snapchat have less competition and lower CPMs, offering low-hanging conversion opportunities.

🎯 Consider TikTok for Efficiency: Last year, TikTok saw the biggest month-over-month jump in ROAS in November, making it a highly efficient tool for BFCM success.

⏳ Strategically Time Ad Spend: 2023 data shows strong results from increasing spend at the start of Black Friday week, but the best approach depends on your budget and goals. (Get a full guide to three timing strategies in Fospha’s BFCM report).

For a closer look at the data behind Jamie’s top tips for BFCM 2024, check out the full article.

Luke Jonas on LinkedIn: Going Global in 2025

Although Black Friday is just around the corner, savvy brands have half their mind on next year.

With economic challenges in the UK, and a growing opportunity in the US/EU, many retailers are asking: how can we mitigate the risk of our home market?

Performance Pulse 📈

Marketers should focus on creating emotionally resonant holiday campaigns that align with consumer behaviors. By prioritizing engagement and building brand loyalty, they can navigate the shortened holiday season effectively. Continuous engagement and innovative strategies, rather than early promotions, are key to long-term success and consumer connection.

BigSummit emphasized the importance of multi-channel strategies for eCommerce success. Brands should engage consumers across various platforms, manage product assortment, and adapt to economic pressures. Social shopping, especially on TikTok, offers new opportunities. Understanding consumer behavior and forming strategic partnerships are crucial for navigating the evolving eCommerce landscape.

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