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Consumer Tech Newsletter | 🧠 Outthink Last Click Attribution

Plus: 📊 PMAX vs Paid Search: What Top Brands Are Doing

Author

Rafe Houston
April 09, 2025 • Estimated Reading Time: 32 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.

Editor’s Pick 🌟

Curious to know the optimal way to allocate your Google Ads budget? Fospha’s latest analysis of top performers reveals key insights into balancing Performance Max (PMAX) and Paid Search:

🥇 How Top-Performers Do It: For the highest-performing 25% of brands, a strategic allocation of around 55% of total Google budget to Performance Max and 12% to Paid Search appears to be the sweet spot for driving results.

🏢 Size Matters: Note, this optimal allocation does vary slightly between different brand sizes. Top-performing small brands were found to have a 52% PMAX / 15% Paid Search split, while top-performing large brands allocated more to PMAX, with a 59% PMAX / 9% Paid Search split.

Why? Consumer goods adopt search-heavy strategies because their products often address specific functional needs that consumers actively search to solve. Fashion brands, by contrast, primarily sell products through visual storytelling and emotional appeal, better suited to other Google ads formats including PMAX.

Unlock the full potential of your Google Ads budget! Fospha’s new Performance Max and Paid Search Playbook is your guide to cultivating cross-channel synergies, reducing wasted ad spend, and maximizing blended performance.

Sector Spotlight 🎥

BUSINESS IMPACTS

Nintendo's decision to delay Switch 2 preorders due to newly announced Trump tariffs illustrates the deep impact of international trade policies on tech markets. By assessing potential economic repercussions, Nintendo positions itself strategically amidst evolving market conditions. This highlights the critical need for marketers to remain agile and responsive to geopolitical shifts affecting consumer electronics.

The Switch 2, with its advanced features and price increase to $450, is expected to captivate a broad audience. Its launch, coinciding with new tariffs, underscores the intersection of product innovation and external economic pressures. This scenario presents a strategic opportunity for marketing professionals to leverage geopolitical awareness in crafting campaigns that align with consumer sentiment and evolving market landscapes. Understanding these dynamics is essential for deriving maximum strategic value in advancing marketing initiatives within the tech industry.

TECHNOLOGY INNOVATION

Apple's upcoming AirTag 2 aims to enhance the tracking range with an extended UWB chip, increasing from 15 to 60 meters, thus benefiting users needing extensive item tracking. The release may include enhanced anti-stalking features, addressing security concerns for marketers managing product inventory or personal assets. Expected release is around WWDC 2025, offering opportunities for strategy refinement in product logistics and consumer engagement.

TARIFF IMPACT

The potential escalation of Apple's iPhone 16 Pro Max price by $350 due to President Trump's reciprocal tariffs is a pivotal moment for marketing professionals in the tech industry. UBS analysts highlighted the implications for Apple, emphasizing the near 30% increase for U.S. consumers on products made in China. This increase could affect consumer purchasing decisions and necessitate strategic pricing and marketing adaptations to maintain market share. The tech giant faces heightened challenges as it navigates the combined effects of tariff-induced production costs, potential production relocations, and diminishing consumer buying power.

Apple's situation exemplifies the strategic complexity inherent in balancing global production and sales amidst shifting trade policies. Analysts predict possible global price hikes as high as 6%, underscoring the need for adaptive strategies to offset these financial burdens. Furthermore, with its supply chain diversification to countries like India and Vietnam, Apple's ongoing efforts to mitigate risk highlight a crucial case study for marketing professionals. Understanding these dynamics is essential for industry leaders aiming to leverage strategic insights and practical adaptation to navigate these challenges.

CONSUMER ELECTRONICS GROWTH

The global consumer electronics market is projected to grow from $845.31 billion in 2024 to $1,449.16 billion by 2032, driven by advancements in AI, IoT, and 5G technologies. Trends indicate rapid growth in Asia Pacific and North America, with smart devices and eCommerce expansion significantly influencing consumer behavior.

HUMANOID ROBOTS

Amazon's entrance into the humanoid robot market offers transformative potential for warehousing and home automation. Leveraging robots for tasks like unloading trailers and integrating Alexa, Amazon aims to enhance operational efficiency across industries, promising competitive disruption and practical applications for marketers focused on technological integration.

GENERATIVE AI ADVANCEMENTS

Meta has launched initial Llama 4 AI models, accessible through WhatsApp, Messenger, and more, aiming to lead in generative AI advancement. The most powerful model, Llama 4 Behemoth, is in development and promises innovative AI capabilities, beneficial for marketers seeking cutting-edge technology integration.

Influencer Corner 📢'

We chatted with Amy J. Oelkers, TikTok’s GM, US Head of Commerce, about how the power of discovery on TikTok is driving commerce everywhere | TikTok for Business

📌 4 in 5 users are discovering brands through creators' recommendations.*

📌 After discovering something on TikTok (via a creator), 45% of users continued searching for more information on the platform.

📌 1 in 4 users search within the first 30 seconds of opening the app (internal user data).

In our Shoptalk 2025 wrap up with ClickZ.com, one thing was clear | Lee Arthur

This industry is operating in a new reality. From full-funnel AI to omnichannel orchestration, the conversations weren’t speculative,they were tactical.

Here are the biggest shifts we heard on the ground:

🔹 AI is everywhere
“AI isn’t a concept -it’s a capability,” summed up by voices across the floor. From text-to-buy to media measurement, brands are moving from testing to scaling.

🔹 Omnichannel is baseline
“Omnichannel isn’t a trend - it’s the new baseline,” said Sam Carter, CEO at Fospha. The new standard is unified journeys online and off.

Optimization Hub ⚙️

BUSINESS MEASUREMENT FRAMEWORK

Breaking organizational silos is essential for building effective measurement frameworks, ensuring data-driven insights drive marketing success. By involving all stakeholders and focusing on real-world applications, businesses can align metrics with strategic objectives. Tailored frameworks improve communication and performance across departments, essential for today's competitive landscape.

SOCIAL MEDIA MARKETING

Instagram's new monthly recap feature provides creators with valuable insights into their content performance, including total views, follower engagement, and specific audience activity times. This feature aids marketers by offering actionable tips to enhance content strategy based on the unique behaviors of their audiences, fostering a more tailored approach to growth and engagement.

ECOMMERCE OPTIMIZATION

Adjusting the Google Ads bid strategy, specifically the Target ROAS, can enhance Shopping Ads revenue without reducing profitability for eCommerce businesses. Use Impression Share and Search Lost IS metrics to identify and rectify revenue loss. Gradual budget and ROAS adjustments ensure consistent performance improvement.

📲 Like what you’re seeing?

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