ClickZ Bedding - 11.07.2024

PLUS: What Amazon Shoppers Love – Best Bedding Picks 🌟

Author

Priscilla Soedarpo
November 07, 2024 • Estimated Reading Time: 6 minutes

Editor’s Pick 👑

YouTube surpasses forecasts in Alphabet's Q3 earnings call

Google parent Alphabet's Q3 earnings call revealed YouTube's impressive performance, bringing in nearly $9b in ad revenue—a 12.2% increase year-over-year. This substantial growth, typically undisclosed by Alphabet, signals the platform's rising dominance in digital advertising.

👉 Fospha highlighted this upward trend in their their latest report, identifying YouTube as the second-fastest-growing ad channel for eCom brands by ad spend.

While YouTube currently reports the highest CPA among Google channels as brands adapt and optimize their campaigns, its increasing popularity reflects a broader shift toward brand-building channels for long-term growth. The platform's potential for driving brand growth makes it one to watch in coming quarters.

Comfort Picks 🛌 

Brooklyn Bedding

Brooklyn Bedding recently introduced its CopperFlex mattress line, which emphasizes affordable luxury with copper-infused foam for enhanced cooling and hygiene—a direct appeal to budget-conscious consumers seeking premium sleep solutions. The CopperFlex collection includes both 12-inch and 14-inch models, available in hybrid and all-foam options, launched strategically ahead of Black Friday with a promotional 30% discount.

This product line leverages copper's natural antimicrobial and moisture-wicking properties, addressing a growing consumer focus on hygiene and wellness in sleep products. The CopperFlex Pro Hybrid variant adds differentiation with its GlacioTex cooling cover, aimed specifically at hot sleepers, an increasingly significant market segment. With a firmness level of 7/10, it’s designed for back sleepers or those looking for more supportive options—another strategic choice for appealing to specific sleep needs.

Brooklyn Bedding’s in-house manufacturing allows for aggressive pricing without quality compromise, a key competitive advantage in the budget-friendly mattress space. Positioned to replace the DreamFoam Essential, the CopperFlex line aims to capture new and returning customers with upgraded features at entry-level prices.

High-consideration brands like Terra Kaffe and Naturepedic are leveraging early marketing and discounts to navigate the holiday season. By focusing on platforms like Pinterest and offering pre-holiday promotions, these brands aim to attract consumers who prioritize self-gifting and informed purchases, enhancing sales during this crucial period.

Shuixing Jiafang's Natural Colored quilt won Bronze at the A' Bedding Design Awards, recognized for its innovative use of natural materials and eco-friendly design. This award highlights the quilt's craftsmanship and potential to influence bedding trends, encouraging further exploration of sustainable materials in the industry.

LuxClub

Amazon shoppers are raving about affordable bedding options that transform bedrooms. Popular choices include microfiber sheets, hotel-style sets, and silk pillowcases, all praised for comfort and durability. With high ratings and diverse styles, these products offer a simple way to refresh your space and enhance your sleep experience.

Leading Voices 📣 

Jamie Bolton reveals how top eCommerce brands drive resilient growth:

🌐 Diversification is Key: A diverse channel mix acts as an “insurance policy” for brands amid rising CPAs and a challenging market.

🔄 Stay Agile: What worked last year may not work today. Top brands adjust their strategy over time, adapting to new growth levers as they mature.

📊 Measurement Matters: With channel diversity comes more complex measurement needs. Only with full-funnel attribution can brands assess their channel mix and remain agile.

For a full rundown, check out the full post!

Performance Pulse 📈

Front Row, an acceleration company, helps brands optimize e-commerce strategies on platforms like Amazon. By leveraging Deal Days, brands can boost sales and visibility. Success requires planning, unique offerings, and nurturing customer loyalty. Effective SEO and affiliate marketing are crucial for sustained growth and maximizing long-term benefits.

LinkedIn's new research highlights the effectiveness of connected TV (CTV) campaigns for reaching decision-makers. With LinkedIn's CTV ad options, you can extend your marketing to platforms like Paramount and Roku. This approach could enhance your campaign's reach, especially among influential LinkedIn users who regularly consume CTV content.

Brands are shifting focus this holiday season, emphasizing social media content like hauls and unboxing over traditional e-commerce. According to Digiday Research, companies are refining strategies, including gift guides and catalogs, while adjusting discounts and revenue expectations. Insights from industry professionals highlight evolving marketing tactics and competitive dynamics.

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