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Welcome back!

This week, we cover:

Fospha's webinar uncovers the secrets you need to know as you scale up - joined by market-leading brands + Meta
Nail your video marketing & master customer personalization
Netflix introduces own ad tech platform, while YouTube launches prime advertising spots for top 1% of creators

Dive in!

🚀 Free Webinar – Secrets of Scaling Brands! Sign up below 👇

Fospha is excited to announce an exclusive webinar delving into the best growth strategies for eCommerce brands as they scale.

Speakers:

Harrison Kirkness (Digital Marketing Manager, Represent)
Olly Hudson (CMO, The Essence Vault)
Alfonso Calatrava (EMEA Third Party Measurement Lead, Meta)

Fospha will expand on insights presented in their new report, including:

✅ How and when to diversify your channel, funnel and market mix
✅ Mastering performance through a focus on incrementality & marginal gains
✅ Stories and habits from the best optimized brands

📅 Tuesday, May 21, 2024
🕕 3:30-4.30pm (BST) / 10.30-11.30am (ET)

SIGN UP NOW!

👥 Delta, CVS & Others Face Lawsuits Over Data Tracking

Consumers have filed lawsuits against Quantum Metric, Delta Air Lines, TJX and others for unlawful data tracking.

The lawsuits claim the companies shared personal information and used hidden trackers without consent.

These rising legal challenges emphasize the need for marketers to adhere to privacy laws and ethical data handling to maintain consumer trust.

Amidst an increasingly privacy-focused landscape, advertisers need a privacy-safe measurement solution to understand their best strategies.

🎯 Nail Your Video Marketing!

According to MarTechSeries, these trends will underscore video marketing this year:

Video thumbnails no longer available in SERPs - so marketers have to focus on optimizing Video SEO tactics
Videos to be included in email & newsletter creative
Product videos will become more common
Short-form content is here to stay
More real people on camera to build authenticity

Marketers should:

Adopt short-form, personalized and user-generated video
Experiment with livestreaming
Choose interactive and immersive video

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🗞️ HEADLINES YOU CAN'T MISS 🗞️

📺 Netflix To Run Own Ad Tech Platform

Netflix will launch an in-house ad tech platform by 2025 to enhance ad buying and measurement. With 40M subscribers opting for the ad-supported tier, it aims for superior ad experiences.

🔝 YouTube Launches Ad Takeovers for Top 1% of Creators
YouTube claims to challenge traditional TV, "helping creators reach new heights and using AI to expand creativity". It introduces Creator Takeovers, offering advertisers prime channels.

🤔 Investors Rethinking Assessment of Celebrity Brand Pitches

Amidst fatigue around celebrity, investors now demand concrete business plans, not just famous faces, emphasizing data, product viability, and genuine passion over mere celebrity appeal.

👣 Apple & Google Roll Out Suspicious Tracking Alerts

Google and Apple are launching alerts for suspicious Bluetooth tracking on iOS 17.5 and Android 6.0+. This collaboration aims to prevent misuse of trackers like AirTags, enhancing user privacy and security.

📝 Customers Need Personalization - Here's How to Please Them

In the digital age, customer personalization is no longer optional—it’s essential. 71% of consumers expect personalization; 76% are frustrated by its absence.

Why does it matter?

Personalization drives loyalty and higher conversion rates- despite challenges like data security and costs, the ROI on personalization justifies the investment.

Marketers should:

Leverage data and analytics to understand customers and deliver relevant content and offers.
Embrace AI & big data. These enable brands to meet these expectations, boosting engagement, satisfaction, and sales.

👗 How This DTC Fashion Brand Hit 99 Percent Fit Accuracy

Laws of Motion achieved 99% fit accuracy through several strategic steps:

Data Collection: Started with 10,000 body measurements, amassing over 2 billion data points.
AI Training: Developed AI models using extensive data to predict fit with high precision.
Customization Options: Allowed customers to use quizzes, selfies, or manual measurements for fit prediction.
Feedback Loop: Used customer feedback and return data to continually refine AI accuracy.
Diverse Sizing: Created 1,260 "micro-sizes" to cater to a wide range of body shapes.
Real-World Testing: Used its apparel brand as a lab for real-world testing and iteration.
Business Expansion: Partnered with other brands, offering a dashboard to track fit tech’s impact on key metrics.

These steps resulted in a sub-1% return rate and 86% customer retention, leading to significant investor interest and funding.

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