Pets and Trends Newsletter - 01.23.2025

Editor’s Pick 🌟

PERFORMANCE MARKETING
You’re Not Spending Enough on Upper-Funnel Campaigns 😬

What’s driving the success of high-growth brands in 2025?

The Growth Accelerator Guide uncovers the strategies that are setting industry leaders apart, with exclusive benchmarking data, actionable insights, and proven frameworks for eCommerce growth.

One key takeaway? Upper-funnel campaigns are the foundation for robust ROAS.

🔍 Fospha analyzed tens of billions in eCommerce revenue, and the results are clear:

Brands allocating over 5% of their budget to Awareness & Consideration campaigns see dramatically higher ROAS—especially larger brands, achieving an average of 218% higher ROAS above this threshold.

For large brands, the rewards keep growing. Investing 10%+ of the digital budget in upper-funnel campaign leads to a staggering 110% higher ROAS compared to brands spending under this threshold.

📥 Download the full report here to discover how to build a high-impact full-funnel strategy.

MARKETING PREDICTIONS
Davos 2025: Marketing in the Intelligent Age

What happens when AI meets marketing at the world's most influential business summit?

At Davos 2025, the message was clear: AI is now the driving force behind advertising and the entire customer journey.

Imagine AI powering your ad campaigns on platforms like Google Performance Max and Meta Advantage+, freeing you to focus on what humans do best: creativity and strategy. Meanwhile, social media transforms into a shopping haven, blurring the lines between content and purchase.

This is the new reality of omnichannel retail, and the brands that master AI and social commerce will dominate the next decade.

Read ClickZ’s detailed analysis here

Sector Spotlight 🎥

PET COMMERCE INNOVATION
Innovate Pet Commerce by Harnessing Emerging Trends with Sustainable Ingredients Strategies

European pet food markets thrive despite U.S. M&A slowdown, aligning with human food trends emphasizing sustainability, wellness, and AI. High costs and low consumer trust challenge brands, yet the cat treats category offers a promising growth avenue. Insights highlight strategic opportunities in digital commerce and community engagement for industry leaders.

PET COMMERCE GROWTH
Wonder Bark Broadens Market Access Through Strategic Pet Palette Alliance

Pet Palette Distribution's partnership with Wonder Bark exemplifies a strategic move to amplify digital commerce in the pet sector. By rebranding and launching treat lines like Everyday Heroes, Wonder Bark integrates community engagement through charitable sales, highlighting innovative avenues for eCommerce growth and fostering customer loyalty in pet product offerings.

PET INNOVATIONS
Innovative Purrpops Elevate Cat Treats with Freeze-Dried Delight

BONKERS' Purrpops redefine cat treats with freeze-dried meat options, emphasizing natural ingredients and interactivity. Their Best Crunchy Cat Treat win underscores the surge in demand for engaging, preservative-free pet products, revealing digital commerce opportunities. Strategic exploration in natural pet treats can drive innovation and customer engagement within the eCommerce pet sector.

EXECUTIVE APPOINTMENT
BSM Partners Welcomes Bob Riebe to Drive Global Expansion

Bob Riebe has been appointed Chief Operating and Sales Officer at BSM Partners, bringing extensive CPG industry experience from Colgate-Palmolive. Riebe will enhance BSM's global operations and growth. His strategic insights are expected to benefit BSM's role as a leader in pet care and consumer packaged goods advisory services.

PET HEALTH INNOVATIONS
Pet Honesty Collaborates with AKC to Transform Canine Health Supplements

The partnership between Pet Honesty and the American Kennel Club positions Pet Honesty’s Multivitamin line as the 2025 official supplement, reflecting an innovative leap in pet product marketing. Integration with AKC platforms demonstrates strategic digital engagement, offering eCommerce professionals insights into bolstering brand awareness and driving customer loyalty in the pet industry.

Influencer Corner 📣

Performance Pulse 📈

DIGITAL STRATEGY SHIFT
Brands Innovate and Thrive Amidst Potential U.S. TikTok Ban Challenges

The potential U.S. TikTok ban prompts brands to rethink strategies, focusing on diversification and international markets. House of Marketers emphasizes adaptability, advocating UGC, influencer partnerships, and cross-platform expansion. By leveraging strategic insights and a data-driven approach, brands can navigate disruptions and seize emerging opportunities for growth.

INFLUENCER MARKETING
Unlock Business Success with Influencer Marketing in 2025

Small businesses in 2025 can capitalize on influencer marketing for high ROI and cost-effective engagement. This approach leverages influencers' personal connections, surpassing traditional marketing efficiency. Strategic partnerships boost brand awareness and customer loyalty, with micro-influencers offering budget-friendly opportunities for robust, targeted growth in a competitive digital landscape.

GOOGLE ADS STRATEGIES
Avoid Common Mistakes for Six-Figure Google Ads Growth

Identify and resolve six common Google Ads pitfalls to boost eCommerce success:

1. misjudging performance
2. mismanaging bids
3. neglecting prioritization
4. products too niche
5. conversion tracking errors
6. outdated campaign structures

Strategic adjustments can dramatically enhance campaign efficacy and revenue, leading to sustainable growth and achieving six-figure targets.

Your Say 🙋🏽‍♀️