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- E-commerce spend grows to $331.6B, video optimization strategies, and BODYARMOR'S Mamba Mentality
E-commerce spend grows to $331.6B, video optimization strategies, and BODYARMOR'S Mamba Mentality
July 25, 2024 - Edition #15
Dia Creative
July 25, 2024
July 25, 2024 - Edition #15
This week you’ll learn:
🛍 E-commerce spend grows to $331.6B
📹 How to optimize videos for maximum impact
🏀 BODYARMOR’s Mamba Mentality
⚡️ Quick hits: Major brands pulling ads, Roblox’s platform evolution, and Google AI Limitations
E-commerce Spend Grows to $331.6B
Adobe Analytics data reveals that U.S. consumers spent $331.6 billion online in the first four months of 2024, a 7% year-over-year increase.
This resilient e-commerce growth has been driven by stable spending in discretionary categories like electronics and apparel, along with a surge in online grocery shopping.
Image Source: Adobe
Persistent inflation has led shoppers to embrace cheaper goods across major e-commerce categories. Adobe found that the share of the least expensive goods increased significantly in:
Personal care: 96%
Electronics: 64%
Apparel: 47%
Home and garden: 42%
Furniture and bedding: 42%
Grocery: 33%
Buy Now Pay Later (BNPL) continues to gain traction, driving $25.9 billion in e-commerce spending from January to April 2024, an 11.8% increase from the same period last year. Adobe expects BNPL to drive over $81 billion in online spending in 2024, setting a new record.
What it Means:
Brands must adapt their strategies to meet changing consumer preferences. Offering a range of price points and highlighting value-oriented products can help brands capture budget-conscious shoppers. Additionally, integrating BNPL options can provide customers with greater flexibility and boost sales.
Maximizing Video Impact
Simply creating videos is not enough—to truly maximize the impact of your video content, it's crucial to optimize your videos to reach the right people and keep them engaged.
Ben Amos, founder of Engage Video Marketing, says many videos don't perform well because they lack a clear plan or effective strategy. Here's how to create a video marketing strategy that actually drives results.
The first step in optimizing videos is grabbing your audience's attention in the opening seconds. Let's break this down into four key areas:
Audio Hooks: Start with an unexpected sound effect, voice, or music clip that catches the viewer's ear and makes them want to know more.
Visual Elements: Show human faces with compelling emotions, feature interesting locations or surprising situations, and use unexpected camera angles to create visual interest.
Text Overlays: Overlay big, bold text in the opening frames that immediately communicates your video's main message or theme.
The Promise: Clearly and compellingly highlight what viewers will get from watching your content, making it relevant to their interests, desires, and pain points.
By implementing these techniques into your videos, you can optimize your video's opening seconds to captivate your audience and keep them engaged.
Keep it Relevant
To keep viewers watching until the end, your video must be relevant to your audience's interests, context, platform, and stage in the customer journey.
As Ben emphasizes, "For your video to make an impact, you must understand what your specific audience wants to see and optimize the viewing experience accordingly." This is the key to creating videos that not only grab attention, but drive meaningful results.
Driving Meaningful Action
The final step is driving meaningful action. Be crystal clear on what you want people to feel, think, and do after watching your video—and optimize accordingly, reinforcing it at every touchpoint.
Define whether you want a soft call-to-action (like engaging with your content) or a hard call-to-action (like making a purchase). Use strong, direct language in your call-to-action, reinforce it with visual cues within the video, and align everything towards that end action.
True video optimization is about understanding your target audience and crafting an engaging, relevant experience that resonates long after they click away. When you optimize for humans first, everybody wins..
BODYARMOR's Mamba Mentality
BODYARMOR, under the leadership of CEO Federico Muyshondt, continues to redefine the sports hydration space with strategic innovations and global market expansions.
Disrupting the Market
BODYARMOR's journey began in 2011 when they identified an unmet demand in the sports drink category—the need for an artificial-free product.
By focusing on this niche, BODYARMOR not only carved out a unique position for itself but also managed to double the category size within just five years.
BODYARMOR is charting their innovation course by venturing into two new segments:
Zero Sugar: Constituting 20% of the $11 billion sports drink category, BODYARMOR's zero sugar product is the first to boast an entirely artificial-free composition.
Rapid Rehydration: While accounting for just 10% of the category last year, it contributed to 40% of the absolute growth. BODYARMOR recognizes their significant role in this space due to their brand's better-for-you attributes.
Authentic Partnerships
One of the key factors behind BODYARMOR's success is their authentic partnership with the late Kobe Bryant.
More than just an investor, Kobe shaped the brand's personality, equity, and packaging, epitomizing the concept of a creator-led brand.
"Our vision was complemented by the involvement of the legendary athlete Kobe Bryant, who joined the ranks early on. The partnership brought a unique perspective to the table, targeting an unmet demand in the sports drinks segment," explains Muyshondt
His "Mamba Mentality," characterized by an unwavering pursuit of excellence, fearlessness in the face of failure, and a relentless drive for improvement, continues to inspire BODYARMOR and remains deeply ingrained in the company's culture.
BODYARMOR has set a new standard for the sports drink industry and serves as inspiration for businesses to commit to the power of vision, innovation, and unwavering commitment to one's values.
⚡️ Quick Hits
Major Brands Pull Ads due to backlash, with Bumble and Apple retracting campaigns.
Google Ads AI Limitations prevent AI from using brand names or logos in ad images.
Roblox's Platform Evolution transitions it from a gaming hub to a comprehensive digital platform.
What we’re working on right now
Have you listened to our Podcast yet? Pioneering Perspectives: A Dia Creative Podcast 🎙️
Ready to break new ground in marketing? In this podcast, we crack the code of marketing within regulated industries. Join real industry leaders as they navigate the unique challenges and share their groundbreaking strategies for success in the marketing field. Our goal is to inspire and equip you to conquer the frontiers of marketing in a complex landscape. Click here to listen to the second episode of Pioneering Perspectives with Tanita Sandhu.
Get ready to meet our powerhouse guest, Tanita Sandhu!
Tanita is a global branding and marketing leader with over 20 years of experience under her belt. Currently, she's the Global Brand & Corporate Marketing Director at Zepp Health, where her expertise drives impactful brand strategies that connect with audiences worldwide.
Tanita's impressive career includes leadership roles like Executive Director of Marketing and Brand at Tecom Investments/Dubai Design District, Chief Brand Director at Majid Al Futtaim Group, and EVP of Corporate Marketing at Gemplus.