ClickZ Gifting Newsletter - 10.24.2024

PLUS: Letterbox Gifts’ personalized, hassle-free corporate gifting solutions

Author

Marina Mouka
October 24, 2024 • Estimated Reading Time: 6 minutes

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!

Perfect Picks 🎁

Nikki Creveling, owner of The Ritz Sisters, has been honored with the fourth annual Chad Corzine Young Gift & Home Executive Award by the Gift and Home Trade Association (GHTA). This accolade, presented at the GHTA Conference in Charleston, South Carolina, recognizes Creveling's exemplary leadership and innovative strategies in the Pacific Northwest Rep Group. Her approach to management, which includes fostering strong relationships and implementing a full-time showroom team member, has significantly boosted sales and client satisfaction.

Creveling's dedication extends beyond business metrics; she has shown remarkable compassion by supporting a commission-only team member battling breast cancer. By ensuring full commission and organizing team support, Creveling exemplifies the qualities celebrated by the award, echoing the legacy of Chad Corzine. Corzine, who co-founded Young Gift Executives (YGE) in 2014, aimed to amplify young voices in the industry. His vision led to the integration of YGE with GHTA, fostering a new generation of leaders.

The Chad Corzine Young Gift & Home Executive Award honors individuals who embody leadership, innovation, and empathy. Creveling's recognition underscores her impact and the enduring influence of Corzine's mission. As the industry evolves, such awards highlight the critical role of young executives in shaping its future, ensuring that their voices continue to drive progress and innovation.

Jordan Siemens

National Geographic offers a curated list of 30 travel gift ideas, ranging from tech gadgets like Apple AirTags to camping essentials like smokeless fire pits. These products enhance travel experiences and make thoughtful gifts for travelers. The guide includes detailed descriptions and purchasing links, ensuring a comprehensive shopping experience.

Integrating gift cards with loyalty programs enhances customer experience by leveraging digital technology. Consumers favor apps for managing rewards, with food-related businesses leading in gift card incentives. Personalization is key, but privacy concerns persist. Merchants should balance incentives and data use to maintain consumer trust and engagement.

John Lewis and Waitrose customers are embracing Christmas early, with a significant rise in sales of decorations and festive treats. Online delivery slots are filling rapidly, and the return of the "Never Knowingly Undersold" promise is boosting customer confidence and visits, indicating a strong holiday shopping season ahead.

Letterbox Gifts offers unique British gift sets for corporate gifting, designed to fit through letterboxes. They provide customizable options, from budget-friendly minis to luxury hampers, catering to orders from 50 to 20,000 units. Their service includes bespoke gifts and an online order system for ad-hoc needs.

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.

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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