Ecomdigest Watches Newsletter - 10.24.2024

PLUS, the iconic Stylist is revived for young collectors.

Author

Sophie Bruxner-Randall
October 24, 2024 • Estimated Reading Time: 6 minutes

Leading Voices 📣

Sam Carter on TikTok for Business

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.

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.

Niche Nuggets 🔎

RR Auction is hosting an online auction featuring rare space-flown watches, including a Rolex GMT-Master II from Apollo 14 and two Omega Speedmasters. These watches, with rich histories and authentic provenance, are expected to fetch high bids. The auction runs until October 24, 2024.

The Tissot Stylist, originally launched in 1965, has been revived as an affordable option for young watch enthusiasts. With its minimalist, retro design and cushion-shaped case, it offers a stylish yet budget-friendly choice at just $275. This makes it competitive with online micro-brands, but with the added benefit of Tissot's rich history.

Key features include a 32 mm stainless steel case, 7 mm thickness, and a sapphire crystal, ensuring durability. The watch is water-resistant up to 50 meters and comes in two dial finishes: a gradient blue with Roman numerals and a silver with gilt indices. Powered by a Swiss quartz movement, the Stylist combines vintage charm with modern reliability, making it an excellent entry-level watch for young collectors.

eBay has collaborated with Zodiac to create the Super Sea Wolf Compression Diver watch, featuring eBay's signature colors and a unique countdown bezel. Limited to 300 pieces, this watch is priced at $1,695, matching Zodiac's standard model. It's a fun, stylish addition to the dive watch market

Timex's Marlin Jet Automatic watch, inspired by 1960s Space Age design, has been a hit, selling out quickly. The latest version features new colors and a date window, enhancing its appeal. Priced at $289, it's available on a black perlon strap, but likely to sell out fast.

Breitling, a Swiss watchmaker since 1884, continues to innovate with a rich heritage. You can explore its history through an interactive museum in Zurich. Key milestones include inventing the modern chronograph in 1915 and pioneering the navigational tool watch in 1952. These achievements highlight Breitling's commitment to blending purpose with style.

The brand's latest innovations include the Caliber B19, a perpetual calendar chronograph movement, featured in limited-edition anniversary pieces. These watches, like the Premier and Navitimer, showcase advanced features such as a full calendar and moonphase. Breitling's dedication to precision and sustainability ensures its place as a leader in the watch industry, appealing to both enthusiasts and newcomers alike.

Editor’s Pick 🏆

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.

Ecomdigest is a Contentive publication in the DTC Ecommerce division