ClickZ Wearables Newsletter - 11.28.2024

Plus: Are wearables missing the mark with exercise focus?

Author

Rafe Houston
November 28, 2024 • Estimated Reading Time: 6 minutes

Guest At the Table 🍴

By Jamie Bolton, Fospha

Black Friday is here, and for many brands, the hard work is done—you’ve set the stage and prepared for the biggest shopping event of the year. But as I’ve seen time and time again, the brands that succeed now are the ones that obsess over the right metrics and adapt quickly to what’s happening in real time. Here are two key areas I believe every marketer should focus on to maximize success this Black Friday:

Benchmarking

Benchmarks are your compass. They don’t just show how well campaigns are performing—they reveal opportunities to improve as the data rolls in. From CPMs to order volumes, understanding how your results stack up against industry benchmarks will help you refine your approach and stay competitive.

Looking ahead to 2025? Post-BFCM benchmarking will be invaluable, and Fospha’s next report will include fresh data to help you plan for the future. Follow us to make sure you don’t miss it. 📊

Measurement

Still relying on Last Click attribution? It’s holding you back. At the most competitive time of year, top brands are using advanced measurement tools to stay ahead of the curve. Fospha gives you a clear, cross-channel view of YoY performance, enabling you to act on the right signals—not misleading ones.

The insights you gather now can set you up for a strong 2025. If you’re ready to take your measurement strategy to the next level, there’s no better time to start than today.

🌟 Let’s make this Black Friday your most successful yet!

Carved Out Insights 🦃

Meta Lab in West Hollywood redefines retail for wearable tech, showcasing Ray-Ban Meta glasses. The space blends AI innovation with cultural elements, offering interactive experiences. It emphasizes community engagement and customization, marking a shift in consumer culture. Visit to explore AI features and unique eyewear designs.

Wearables may be missing the mark by focusing too much on long-term fitness goals rather than immediate rewards. A recent study in the Journal of Sport and Health Science highlights that people are more motivated by instant benefits like a dopamine boost from light exercise or enjoying music during a workout. This suggests that wearables should shift their focus to these immediate pleasures to better engage users.

Many wearables, like Fitbit and Amazfit, struggle to maintain user interest because they emphasize metrics that lack immediate gratification. To improve, wearables could incorporate mindfulness and self-improvement metrics, making the journey enjoyable rather than just focusing on the end goal.

By doing so, they could transform the user experience, encouraging consistent engagement and healthier lifestyles.

  • Google enhances the Fitbit Ace LTE with new features for kids, including games, quests, and a chat function for family communication. The updates aim to make the device more engaging and practical, positioning it as a leader in the kids' smartwatch market, especially in the US.

  • Samsung is set to launch AI-powered XR glasses, developed with Google and Qualcomm, by 2025. These glasses, featuring Gemini AI, will support mobile payments and hand gestures. Unlike Apple's Vision Pro, Samsung's device focuses on practicality, resembling Ray-Ban Meta glasses more than a high-tech headset.

  • Garmin's Descent X50i is a groundbreaking dive computer with a vivid touchscreen and SubWave sonar technology, enabling underwater communication and monitoring. It features a 20 ATM dive rating, backup dive light, and advanced mapping tools, making it ideal for both technical and recreational divers seeking accurate data and enhanced safety.

Food For Thought 🥧

Harsh DTC growth truth: Optimizing your 7DC Meta CPA is only half the job.

- You need to build the ecosystem of people who know you
- You need to get tastemakers to hype you
- You need to seriously grow 1 organic channel
- You need answer every objection on your site
- You need to delight customers & get them to come back

STOP treating growth like a transactional sales funnel.

START building a brand that your audience knows, trusts, and loves.

Jake Abrams

The reactions to Jaguar and Spurs’ (expensive) rebrands this week been pretty negative

…Spurs removed the only title they've had and Jag, well, some commentary suggests they've essentially pivoted and become a new vegan cosmetics brand targeting Gen-Z... thoughts?

James Gray

It’s one of best weeks of the year for so many #ecommerce brands but it does also mark one of the busiest periods of the year 😮‍💨

Here are 3 key stats that we pulled from Black Friday last year:
🤯 Record online spending: In 2023, U.S. consumers spent over $9 billion online on Black Friday alone
📲 Mobile shopping surge with over 50% of all Black Friday online sales in 2023 coming from mobile devices — the easiest way for people to shop these days
📈 Growth in 'Buy Now, Pay Later' especially for larger purchases, showing that more shoppers are spreading the cost of their holiday spending

Tara Jackson

Performance Pulse 📈

TikTok Shop is experiencing a record-breaking festive season in the UK, with trends in pre-loved luxury, beauty, fragrances, and appliances. LIVE shopping sessions and trending hashtags like #TikTokShopBlackFriday are driving engagement. The platform anticipates significant growth in advertising spend, enhancing its retail impact this Christmas.

Marketing on X (formerly Twitter) remains vital for engaging affluent, educated audiences. Success requires platform-specific content, timely promotions, and budget-friendly advertising. Interactive content and data-driven strategies enhance engagement. While X excels in real-time interactions, consider alternatives like TikTok or Instagram Threads if they better align with your goals.

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