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Consumer Tech Newsletter | šŸŽ® Nintendoā€™s Smartest Move Yet? Free Upgrades for Switch 2

Plus: šŸŽ New Data: Brand Spend = Higher AOV (Hereā€™s the Proof)

Author

Rafe Houston
May 21, 2025 ā€¢ Estimated Reading Time: 7 minutes

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Welcome to Consumer Tech, your trusted newsletter for updates and analysis on the marketing trends shaping the consumer tech industry.

Only Got 2 Minutes? ā±ļø

For many finance teams, brand has become shorthand for expensive campaigns with little proven impact. The result= when budgets tighten, brand is often the first to be cut.

Marketers know this is a mistake, but they donā€™t have the data to prove it - until now.

šŸ” Fosphaā€™s latest research uses Bayesian network modelling to uncover the causal relationship between brand spend and commercial outcomes like conversions and AOV.

šŸø Meet us at The Lead Summit - drinks on us

ClickZ Media is hosting an informal drinks reception on 29 May at 4:30 PM, just a short walk from The Lead Summit venueā€”somewhere stylish in NYCā€™s FiDi district.

Expect bold conversation, sharp minds, and good wineā€”no speeches, no badge scans. Just the people driving the future of commerce.

šŸ”’ Limited spots ā€“ Exact location revealed after RSVP

Sector Spotlight šŸŽ„

WEARABLES INNOVATION

Wear OS 6 introduces Gemini across non-Google devices, an updated Material 3-inspired interface, improved glanceable info via redesigned buttons, and up to 10% better battery lifeā€”developments marketers should note as these enhancements position the platform competitively, influencing consumer engagement and future wearable marketing opportunities.

FLAGSHIP PHONE LAUNCH

Nothingā€™s upcoming Phone 3, codenamed ā€œMetroid,ā€ is positioned as the brandā€™s first flagship with a larger battery, Snapdragon 8-series chipset, advanced AI features, and a price around 800. Marketers should note its expected summer launch and premium positioning, suggesting expanded high-end segment competition.

SMART HOME INTEGRATION

Aqaraā€™s Advanced Matter Bridging empowers marketers and smart home enthusiasts to retain proprietary automations and AI-driven features, such as gesture and facial recognition, across platforms like Google Home. This mitigates the typical feature loss found in standard Matter integrations, strengthening ecosystem flexibility and cross-platform marketing strategies.

PRODUCT INNOVATION

A recent Apple software leak indicates AirPods Pro 3 will launch soon, likely around WWDC 2025 or alongside iPhone 17, featuring a new H3 chip for improved Active Noise Cancellation and battery life. Marketers should anticipate consumer demand spikes and prepare for product launches in the premium audio segment.

GAMING INNOVATION

Nintendoā€™s Switch 2 launch will provide immediate, free game updates for 12 existing titles, enhancing features like resolution, frame rates, and GameShare functionality to showcase the new consoleā€™s capabilities. For marketers, this approach underscores Nintendoā€™s commitment to customer retention and platform value without imposing added costs, reinforcing loyalty and engagement at launch.

Influencer Corner šŸ“¢

"42% of Amazon sales are driven by non Amazon paid media" | Lee Arthur

"Sixty per cent of many e-commerce revenues still come from new customers each year. Yet the top 10 per cent of shoppers often drive more than half of sales. " Jake Pasini

Two of my favorite quotes from the eTail Connect conference. Thanks to all involved for great learnings and insights, with fantastic speakers, and Fospha sponsoring our sunny lunch! I met some awesome people, on top of their game... who understand in detail, the complexity and difficulty of delivering brand and retail experiences in a unified way, profitably.

Optimization Hub āš™ļø

INNOVATIVE SHOPPING TECHNOLOGIES

Agentic AI is rapidly transforming eCommerce by automating purchase paths, driving down margins through instant price comparisons, and disrupting product discovery and ad performance, requiring marketers to rethink content strategies and adapt to algorithm-driven environments. Despite current hesitancy among shoppers, early adoption offers retailers a critical edge.

RETAIL MEDIA INNOVATION

First-party data and omnichannel integration are reshaping retail media by providing marketers with measurable KPIs like ROAS and new-to-brand buyers, driving precise targeting and ROI accountability. Emerging technologiesā€”including AI-driven optimization and data clean roomsā€”enable brands to link campaigns directly to in-store and online sales. Marketers seeking practical, results-driven channels should recognize retail mediaā€™s mounting role in achieving measurable growth, particularly as digital-physical attribution improves.

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