ClickZ Wearables Newsletter - 10.24.2024

PLUS: Get a sneak peek of Apple Watch Ultra 3's big upgrades

Author

Marina Mouka
October 24, 2024 • Estimated Reading Time: 7 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 🍪

WAREABLE

The Apple Watch Ultra 3, anticipated for 2025, is stirring interest despite its absence in 2024. This delay, unexpected given Apple's annual update tradition, suggests a strategic shift. Renowned analyst Ming-Chi Kuo's prediction of a 2025 release aligns with Apple's evolving approach, emphasizing the Ultra line's distinct path from the Series models. The Ultra 3's potential features, though speculative, include a new chip and possibly blood pressure tracking, reflecting Apple's focus on health innovations. However, the much-discussed microLED display remains uncertain, with supply chain challenges casting doubt on its inclusion.

Design-wise, the Ultra 3 could benefit from size variations, addressing the current model's bulkiness. A smaller or larger case could enhance user comfort and appeal. Durability improvements are also crucial, as current models face criticism for susceptibility to damage. Additionally, expanding color options could align the Ultra 3 with Apple's broader product range, enhancing consumer choice. Battery life remains a critical area for enhancement, with users desiring longer-lasting performance akin to competitors like Garmin.

In summary, the Apple Watch Ultra 3's potential innovations and strategic release timing underscore Apple's commitment to refining its smartwatch offerings. As the industry evolves, the Ultra 3's anticipated features and improvements reflect a blend of consumer demand and technological advancement, setting the stage for its future impact.

Samsung's new patent for a wearable projector could revolutionize how you interact with your devices. Imagine projecting your phone's display onto your hand or a keyboard onto a desk. While it's just a patent, the potential for future tech is exciting and worth keeping an eye on.

Motorola

Motorola's Project Ironman reveals AR glasses with a touchpad neckband, powered by Snapdragon 8 Gen 1. Developed with Lenovo for Verizon's 5G network, these wearables promise innovation. Expected pricing is $2,000-$2,500, undercutting Microsoft's Hololens 2. Stay tuned for more updates as Motorola's Edge phone launches.

WAREABLE

When choosing a smartwatch, consider compatibility with your smartphone. The Apple Watch Series 10 is exclusive to iPhone users, while the Samsung Galaxy Watch 7 and Google Pixel Watch 3 cater to Android users. The Oura Ring and Garmin Venu 3S offer flexibility, working with both iOS and Android. This ensures you can enjoy all features seamlessly.

Selecting the right size is crucial for comfort and functionality. Smaller wrists might prefer compact designs, but larger screens can enhance usability. The Oura Ring requires precise sizing for optimal performance, so follow the sizing kit instructions carefully. Prioritize features that align with your needs, like stress tracking or blood pressure monitoring, to make the most of your wearable.

Sony has enhanced its earbuds' usability by integrating Google's Find My feature, making them easier to locate. Additionally, updates like Google Fast Pair and Auto Switch improve connectivity and user experience. These advancements position Sony's earbuds as top contenders in the market, offering convenience and innovation for tech enthusiasts.

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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