Mediaboss Marketing

Selbyville, Delaware, June 03, 2021 (GLOBE NEWSWIRE) --

Global Market Insights Inc. has recently added a new report on the pet wearable market which estimates the market valuation for pet wearable will cross US$ 10 billion by 2027. Increasing trend of pet humanization, encouraging pet owners to spend a large share of their income on pets will drive the industry growth.

Pet wearable devices are witnessing high adoption for identification and tracking applications. Smart collars integrated with GPS trackers enable easy identification and tracking of pet animals. The UK has witnessed an explosion in the number of dog thefts since the emergence of the coronavirus pandemic. According to DogLost, the UK's dog rescue community, there has been an estimated 250% rise in dog thefts since March 2020. With the help of GPS tracking devices, the chances of a pet stolen can be reduced drastically. GPS-enabled pet wearables allow owners to easily track a pets location and identify them by using their smartphones.

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A smart harness device can be fastened around a pet's body and is integrated with sensors to sense and monitor a pet's body language, posture, and sound. The device also includes physiological sensors that can monitor body temperature and heart rate. For instance, Inupathy, a Japanese pet tech company, developed a smart harness that monitors the heart rate of pets. The technology utilizes a sensor to analyze a dog's heartbeat variation and includes multicolored LEDs, representing the dogs emotional state.

Pet wearable devices are witnessing high adoption for identification and tracking applications. Smart collars integrated with GPS trackers enable easy identification and tracking of pet animals. The UK has witnessed an explosion in the number of dog thefts since the emergence of the coronavirus pandemic. According to DogLost, the UK's dog rescue community, there has been an estimated 250% rise in dog thefts since March 2020. With the help of GPS tracking devices, the chances of a pet stolen can be reduced drastically. GPS-enabled pet wearables allow owners to easily track a pets location and identify them by using their smartphones.

A smart harness device can be fastened around a pet's body and is integrated with sensors to sense and monitor a pet's body language, posture, and sound. The device also includes physiological sensors that can monitor body temperature and heart rate. For instance, Inupathy, a Japanese pet tech company, developed a smart harness that monitors the heart rate of pets. The technology utilizes a sensor to analyze a dog's heartbeat variation and includes multicolored LEDs, representing the dogs emotional state.

Sensors are estimated to hold a significant pet wearable market share during 2021-2027. Sensors are used to collect a pets vital signs and analyze the collected information to detect & alert pet owners of any health concern. Several types of sensors including heart rate, accelerometers, temperature, image, and water sensors are being developed for different applications. These devices allow the tracking of a pet's behavior, exact movement, activities, and monitors their health-related bio-metric data. The availability of smaller and affordable sensors with improved compatibility is also driving their demand for pet wearables.

The Asia Pacific pet wearable market is anticipated to grow at a substantial rate due to rising disposable income, rapid urbanization, and rising nuclear families. In September 2020, the Ministry of Statistics and Programme Implementation (India) stated that every Indian earns 30% more compared to their earnings in FY2014 - 15. The rising spending capacity of individuals is driving the number of pet owners across the region. Furthermore, the trend of pet humanization and changing attitudes of individuals & treating pets as part of the family present a huge potential for the pet wearable industry across Asia Pacific.

Some major findings of the pet wearable market report are:

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Partial chapters of report table of contents (TOC):

Chapter 2Executive Summary

2.1 Pet wearable industry 360 synopsis, 2017 2027

2.1.1 Business trends

2.1.2 Regional trends

2.1.3 Product trends

2.1.4 Technology trends

2.1.5 Application trends

2.1.6 End-use trends

Chapter 3Pet Wearable Industry Insights

3.1 Industry segmentation

3.2 Impact of coronavirus (COVID-19) pandemic

3.2.1 Global outlook

3.2.2 Regional outlook

3.2.2.1 North America

3.2.2.2 Europe

3.2.2.3 Asia Pacific

3.2.2.4 Latin America

3.2.2.5 MEA

3.2.3 Industry value chain

3.2.3.1 Research and development

3.2.3.2 Marketing

3.2.3.3 Supply

3.2.4 Competitive landscape

3.2.4.1 Strategy

3.2.4.2 Distribution network

3.2.4.3 Business growth

3.3 Industry ecosystem analysis

3.3.1 Raw material suppliers

3.3.2 Component suppliers

3.3.3 Manufacturers

3.3.4 Technology providers

3.3.5 Software/cloud providers

3.3.6 System Integrators

3.3.7 Service providers

3.3.8 Distributors

3.3.9 Vendor matrix

3.3.9.1 Raw material suppliers

3.3.9.2 Component suppliers

3.3.9.3 Manufacturers

3.3.9.4 Technology providers

3.3.9.5 Software/cloud providers

3.3.9.6 System Integrators

3.3.9.7 Service providers

3.3.9.8 Distributors

3.4 Technology & innovation landscape

3.5 Number of pets, by region, 2020

3.5.1 North America

3.5.2 Europe

3.5.3 Asia Pacific

3.5.4 Latin America

3.5.5 MEA

3.6 Regulatory landscape

3.6.1 North America

3.6.2 Europe

3.6.3 Asia Pacific

3.6.4 Latin America

3.6.5 MEA

3.7 Price trend analysis, 2017 2027

3.7.1 By product

3.7.2 By region

3.8 Industry impact forces

3.8.1 Growth drivers

3.8.1.1 Increasing awareness for pet's mental and physical fitness

3.8.1.2 Rise in adoption of rescue pets by millennials in Asia Pacific

3.8.1.3 Growing demand for remote monitoring & tracking of pets in the U.S. and Europe

3.8.1.4 Rise in number of pet tech start-up companies in Europe

3.8.1.5 Urbanization and rise in popularity of pets in Latin America and MEA

3.8.2 Industry pitfalls & challenges

3.8.2.1 Power consumption and short battery life of devices

3.8.2.2 Lack of public awareness

3.9 Growth potential analysis

3.10 Porter's analysis

3.10.1 Supplier power

3.10.2 Buyer power

3.10.3 Threat of new entrants

3.10.4 Threat of substitutes

3.10.5 Internal rivalry

3.11 PESTEL analysis

3.11.1 Political

3.11.2 Economical

3.11.3 Social

3.11.4 Technological

3.11.5 Environmental

3.11.6 Legal

About Global Market Insights

Global Market Insights Inc., headquartered in Delaware, U.S., is a global market research and consulting service provider; offering syndicated and custom research reports along with growth consulting services. Our business intelligence and industry research reports offer clients with penetrative insights and actionable market data specially designed and presented to aid strategic decision making. These exhaustive reports are designed via a proprietary research methodology and are available for key industries such as chemicals, advanced materials, technology, renewable energy and biotechnology.

Read more:
Pet Wearable Market revenue to hit $10 Bn by 2027; Global Market Insights Inc. - GlobeNewswire

Word-of-mouth has always been a driving force behind advertising. It is one sure-shot method of driving sales and increasing traffic. When it comes to marketing, small businesses and startups often do not have a budget similar to large corporations. Hence, having a huge budget for marketing is out of the question. Despite this, there are ways for such businesses to market their product or services to the relevant audience.

Digital marketing is one of the ways that can help small businesses and startups get in touch with potential customers and clients. There are different techniques involved in digital marketing. These include content Search Engine Optimization (SEO), Pay-Per-Click (PPC) Advertising, Website Development, Content Writing, Social Media Marketing, and others.

These techniques are valid and essential to drive sales and increase traffic to a companys website. However, social media marketing plays a vital role in increasing brand recognition.

If you own a small business or startup, here are a few reasons why you should invest time and effort in social media marketing.

Social media users are increasing day by day.

Statista reports that in 2020, there were around 3.6 billion people active on social media. By 2025, these numbers will be 4.41 billion, according to estimates. With more people on these platforms, the more potential customers you will find. However, you require a marketing strategy in place to find your audience.

Almost every type of business, including small- and large-scale, have a social media presence. The reason being that they can find their customers on these platforms. A lot of businesses get traffic to their website from social media platforms.

Social media users are spending more time than ever.

On average, social media users spend over two hours on the platform. With more users spending time on the platform, businesses have more opportunities to reach customers. However, it also means that there is competition. There are social media marketing agencies that help startups reach out to their customers. Social media marketing agency Melbourne, First Page, is one such digital marketing company that specializes in this,

Social media users search for products on the platform.

About 54% of social media browsing is for research regarding a product, according to GlobalWebIndex. Users are not only researching a product but also engaging with a brand. Hence, businesses can leverage the power of social media to increase brand awareness among people. People tend to follow brands that are in line with their own beliefs. Moreover, brands that are active and engage actively with their followers are bound to get more traction.

Social media sponsored posts to get hits

Many brands tend to hire influencers on social media platforms to promote their product. Influencers and bloggers on social media, such as Instagram, are quite popular. They can sway the opinion of their followers in checking out a brand and its product.

Conclusion

Social media is an important tool for marketers and businesses. It not only provides a platform for small businesses and startups to showcase their product, but it also helps them communicate with their customers directly.

Read more here:
Why Is Social Media Marketing Important For Small Businesses and Startups? - FinSMEs

A central marketing story of last decade was the rise of the ankle bitersstartup brands collectively feasting on slow moving consumer brands despite their well-fed media budgets. Direct-to-consumer sales fueled by digital and social media were part of the story, but the endless digital shelf and low cost of entry at Amazon also played a major role.

But among the many changes wrought by the pandemic has been a reversalof fortunes for smaller competitors, which are increasingly losing share and getting outspent by bigger players at Amazon. The e-commerce giant is also drawing more older buyers, a demographic shift that is favoring bigger, established brands. Making matters worse, smaller brands that traditionally relied on cookie-based digital ad targeting and re-targeting to drive direct-to-consumer sales more than bigger ones will see that capability go away over the next year and need to rely even more on Amazon.

Whats happening on Amazon is in many ways a replay of what happened on Facebook last decade, as Sarah Hofstetter, president of e-commerce analytics firm Profitero, sees it. Ten years ago, organic social media helped upstart brands thrive, but then bigger brands began outspending them on Facebook, bidding up ad costs and making it harder for new brands to break through, Hofstetter says.

Focus has shifted in recent years to a growing number of new products invented largely to be sold on Amazon. But the surge of e-commerce caused by the pandemic led big companies to shift huge amounts of media dollars to Amazon. The result has been to hike costs that smaller players have trouble paying and pushing smaller brands down search result rankings in many categories, Hofstetter says.

For that matter, Amazon is becoming a bit more like traditional retail, where small brands never had much chance at high-visibility endcap displays. Amazon was different, often giving them more visibility, Hofstetter says. Now theyre starting to get nudged out because of the money.

Nowhere is the change more noticeable than in the beauty business, which is among the segments of packaged goods affected most by the influx of startups over the past decade. Last year, the share shift from big brands to small lurched into reverse, with Amazon playing a key role, according to research by Evercore ISI based on Numerator data.

While it was a tough year for makeup brands generally, as people going out less needed less makeup, it was a lot harder for smaller players. Niche brands with online shares below 0.5% saw their collective share of U.S. makeup sales fall five points to 31% last year, according to Evercore. Big established mass brands gained the most, particularly LOreal USA brands Maybelline and LOreal Paris, based in part on their strong Amazon presence. Cotys Cover Girl and Rimmel also gained thanks largely to their strong presence on Amazon, according to Evercore.

Skincare fared much better than makeup in overall sales last year, but the category is even more fragmented online than makeup, with niche brands (each having under 0.5% market share) controlling 57% of the market last year. Here too big brands were the winners, gaining 2.1 share points collectively last year, according to Evercore.

In fragrance, niche brands did better, gaining share, but the middle brands were the losers, and the top 10 brands collectively picked up 10 share points. And in haircare, big brands including Procter & Gamble Co.s Pantene and Head & Shoulders and LOreals namesake brand alongside salon staples Redken and Matrix all gained share online while niche brands collectively shed 7 share points.

Looking broadly across health and beauty categoriesalso encompassing deodorant, vitamins and oral carethe top three brands in each category actually gained share collectively in total retail, including brick and mortar. The leading brands' shares indexed at 104 in 2020 vs.100 in 2018, according to Evercore. But the big brands gains were actually faster in more fragmented e-commerce channels, indexing 45 in 2020, up seven points from 38 in 2018.

At least part of the tougher environment for startup brands and more favorable results for big established ones on Amazon owes to where the influx of e-commerce buying came during the pandemic. Boomers and Generation X accounted for most of the increased online shopping and brought with them preferences for older established brands, Evercore notes.

The shift to older Amazon clientele continues this year. According to Numerator, Amazons share of overall CPG sales is up 1.4% among Generation X and 1.5% among Boomers so far in 2021 to 3.8% and 3.2% respectively. Amazons CPG share among Gen Z shoppers has actually declined this year, 0.6 points to 4.3%.

Worth noting is that Amazons share is much higher in some corners of packaged-goods, accounting for more than 10% of diaper sales. Overall, e-commerce has become a huge business in beauty, accounting for more than 30% of sales last year in the U.S., per Evercore.

Certainly, Amazon still offers plenty of opportunity for challenger brands. For example, the retailer has an Internet Famous section highlighting the latest social-media product sensations, such as U.K. cleaner import The Pink Stuff, propelled to fame by TikTok testimonial videos generating millions of views.

Then again, The Pink Stuff isnt a new product in the U.K. Its 20 years old. And many of Amazons other Internet Famous items arent exactly startups either. One currently on the list is a hydrating cleanser from CeraVe, which happens to be owned by LOreal, the biggest beauty marketer on earth. CeraVe became LOrealsstar of the pandemic last year, generating 89% sales growth. And if anything, CeraVe is a testament to beauty brands from big companies growing robustly on Amazon and beyond because theyre getting much better digital and social marketing support.

CeraVe for most of its 15 years on the market was marketed mainly via dermatologist recommendations and didnt even have an Instagram account when LOreal bought the brand in 2017, says Penelope Giraud, global general manager for the LOreal brand. Turning the usual social-fueled insurgent narrative on its head, the acquisition by LOreal actually helped improve CeraVes social media strategy and execution, which has included growing endorsements by skinfluencers, a strong presence on Twitter, and most recently TikTok videos developed under the guidance of S4 Capitals MediaMonks, Giraud says.

The Amazon shifts comeas smaller brands, which have relied more than bigger ones on digital ad targeting and re-targeting, face the impending loss of personal identifying cookies by next year something that will make retail data and advertising through retailers, including Amazon, even more crucial for them, Hofstetter says.

Weve noticed things have gotten a lot more expensive and frankly hyper-competitive from an advertising standpoint [on Amazon] as a challenger brand to some of the bigger brands, says Halee Patel Newton, VP of e-commerce for Califia Farms, a marketer of oat milk, almond milk, cold brew coffees and juices.

Hostetter says her company recently launched Profitero Pro, an analytics tool aimed at helping smaller brands even the score by managing their e-commerce distribution and marketing effort more efficiently. Newton says the tool is helping Califia identify and eliminate out-of-stocks, which, besides hurting sales can also hurt brands search rankings, as well as identifying keywords it should be buying ads against and tracking how its products are faring against those keywords in searches. Profitero Pro also helps Califia track its sales and competitive share across e-commerce retailers and spot where it needs to direct spending, she says.

The rest is here:
On Amazon big brands are beating small ones in pandemic - AdAge.com

Five UK and Ireland agencies, including two in the North West, have joined forces to create a new marketing super agency with a combined headcount of 65 professionals.

The business is the brainchild of Darren Low, founder of Cheltenham-based Liquorice, which is one of the agencies involved in the new venture.

London and Carlisle digital agency Upbeat Productions, Warrington brand communications agency Bugler Smith, Birminghams JC Social Media and Belfasts premier UX agency Fathom, which also has an office in Dublin, are the other four.

Collectively, the new agency will be known as Low&Behold, with Darren as CEO and founders of some of the other agencies taking positions on the board.

Low&Behold will provide a comprehensive range of services including marketing and strategy, UX and development, creative, paid, earned and owned digital media, PR, events and internal communications.

Each individual agency will retain its identity during an adjustment period, while some owners will form the groups board of directors.

Clients will include Cheshire-based Pets at Home, Just Eat, Which?, Yodel, SLG Beauty, Alliance Pharmaceuticals, Haynes, Tesco Mobile and permanent tsb.

Darren said: Its fantastic to finally be able to reveal the new business and officially welcome staff from all the agencies to Low&Behold

Ive long believed theres a way to bring the best of niche independent expert agencies and the strength and stability of the larger holding company model together, forming a highly capable, agile agency model that can wrap the right expert arms around any client.

He added: Low&Behold is this and Im confident we can execute any brief in a workmanlike manner, but with the engaged and invested service delivery that is in the DNA of all the agencies we have acquired.

We created the agency to bring together talent from a wide range of disciplines, enabling clients to receive a vast array of services from one place. It also means were able to collectively compete against medium and large sized agencies, but still provide the hands-on personal service to clients, something each agency has always prided itself on delivering.

The client roster and experience of all teams is exceptional, but were hoping to continue growing through both organic and further M&A in 2021 and beyond.

He said existing clients will continue to be serviced by the same teams, ensuring continuity, while also affording them with new solutions from within the group.

Read more:
Marketing, digital and social agencies join forces to form new 'super' agency | TheBusinessDesk.com - The Business Desk

LinkedIn has shared some new insights into the evolving marketing employment landscape, and the key skills in demand among brands looking for new marketing and advertising staff.

And interestingly, LinkedIn's data shows that,despite the pandemic, marketing roles have been increasingly in-demand.

"On LinkedIn, weve seen a 63% increase in marketing jobs over the past six months. In total, more than 380,000 marketing job listings were posted over the past year."

Despite the varying challenges of the COVID experience, brands still need to maximize outreach and awareness, and there are significant opportunities for those in the sector, based on these stats.

In addition to this, LinkedIn also notes that:

That last point will be of specific interest to digital marketers, as will the fact that one in every two of the top marketing jobs posted on LinkedIn related to the digital or media space.

As per The Drum:

"By volume of job postings on LinkedIn, the most desired marketing job is a digital marketing specialist. Among other highly in-demand roles are digital account executives, social media managers, digital marketing managers, copywriters and digital strategists."

Some positive news for the SMT audience, and we'll continue to work to keep you up to date on the latest trends to help maximize your opportunities for such.

Check out the infographic below for more insight.

Read the original here:
LinkedIn Shares New Insight into the Most In-Demand Marketing Roles and Skills [Infographic] - Social Media Today