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Don’t Put All Your Eggs in One Channel | Baby Buzz Newsletter

PLUS: Sam Altman Praises Cradlewise's Intelligent Crib for Baby Comfort

Author

Zihan Lyu
April 16, 2025 • Estimated Reading Time: 8 minutes

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Welcome to Baby Buzz, your essential newsletter for baby care eCommerce professionals.

Top 5 adtech tools this week: Fospha, Pentaleap, Compliant, Oktopost and Claritas | Performance Marketing World

Top 5 adtech and martech tools this week: from decoding competitor strategies to proving the ROI of in-game ads, here’s our round up of new ways to power up your tech stack.

This week:
– Fospha: Halo tool measures true cross-channel marketing impact on DTC Amazon sales
– Pentaleap: teams up with Vantage to offer retail media networks a unified path-to-purchase
– Compliant: working with Fiducia to boost programmatic media quality for clients
– Oktopost: new Content Marketing Intelligence to decode competitor strategies for B2B clients
– Claritas: teaming up with Anzu.io to prove ROI of intrinsic in-game ads

Sector Spotlight 🎥

PACKAGING INNOVATION

The global baby food packaging market is set for robust growth, with a projected increase from USD 77.83 billion in 2024 to USD 138.81 billion by 2032, driven by urbanization, birth rates, and demand for eco-friendly materials. Brands focusing on biodegradable and recyclable packaging are appealing to eco-conscious consumers, positioning themselves strategically in this expanding market. This trend underscores significant opportunities for marketers to leverage sustainable packaging as a competitive advantage.

PRODUCT LAUNCH

CALPAK has expanded its baby collection, appealing to parents seeking stylish and functional travel bags. With insights from real moms, the new Baby Weekender Duffel and Crossbody Diaper Bag exemplify market responsiveness, featuring practical designs like water-resistant materials and ample compartments. This launch provides a strategic opportunity for marketers in the baby and travel industries to leverage CALPAK's continued success by tapping into the lucrative market of celebrity-endorsed, high-demand baby travel products.

STRATEGIC PARTNERSHIPS

Sunny Days Entertainment's expanded alliance with Mattel aims to develop new Fisher-Price products, enhancing offerings in bath toys and potty training by late 2025 and sports items by 2026. This venture synergizes Sunny Days' market acumen with Mattel's heritage, presenting marketing professionals the opportunity to capitalize on consumer demand within the infant and toddler segment.

PARENTING INNOVATION

Mamas & Papas' new app serves as both a shopping platform and a resource hub offering style inspiration, parenting advice, and expert insights on sleep and pregnancy, enhancing the customer experience for parents. Its features include interactive shopping options, curated content, and real-time stock updates, aligning with the brand's mission to empower parents with confidence and convenience. This app is relevant to marketers by showcasing how a strategic combination of commerce and expert content can increase engagement and conversions, demonstrated by its impressive average dwell time of 10 minutes.

TECH ENTREPRENEURSHIP

OpenAI CEO Sam Altman's endorsement of Indian startup Cradlewise highlights the strategic relevance of integrating tech-savvy solutions in baby products to enhance consumer experience. Cradlewise's smart crib, equipped with a monitor, soothing music, and adaptive features, exemplifies innovation in the baby care industry, presenting marketers with a case study in leveraging technology for product differentiation. Altman's recognition reinforces the startup's credibility, offering marketers insights into the significance of influential endorsements in driving brand growth and consumer trust.

Expert Insights 🧠

Turning Uncertainty Into Opportunity: How DTC Baby Brands Are Winning With Community and Commerce

The baby care market is facing a perfect storm—tariffs are driving up costs, supply chains are unpredictable, and parents are more anxious than ever about both price and safety. Yet, the most forward-thinking DTC brands aren’t just reacting. Instead of relying on traditional eCommerce tactics, they’re harnessing the power of micro-influencers and authentic community engagement to build trust and drive growth.

What’s different now is the speed and intimacy of these connections. Parents are active participants in live shopping events, Q&As, and peer-led product demos. The brands that win are those that show up in these moments with transparency, empathy, and actionable advice.

For example, when tariffs hit, some brands quickly partnered with parent creators to explain the impact, offer real-time deals, and highlight sustainable options like secondhand gifting. This not only reassured anxious buyers but also turned a potential crisis into a loyalty-building opportunity.

In a category where trust is everything, the smartest DTC leaders are investing in community-first strategies, leveraging data to personalize experiences, and staying agile to address emerging concerns.

Influencer Corner 📢

Experience Over Possession, Gen'Z Luxury | Juan Campdera

Gen Z values experiences over owning luxury goods, favoring moments they can share and showcase on social media. This has driven demand for experiential luxury like exclusive events, pop-ups, and limited-edition releases that foster community and exclusivity.

+71% Gen Z say they would rather spend money on an experience than a product.

+75% Gen Z beauty consumers claim that "the brand’s values and storytelling" significantly influence their purchasing decision.

The “Marketing & Communication Manager” Starter Pack 👩🏼‍💻 | Emma Bauditz Hansen

Included in the box:
💻 A MacBook that never closes
☕ Coffee, because ideas don’t come without it
🎧 AirPods (always connected to the wrong device)
🕶️ Sunglasses for the lunch breaks outside ofc
 📱 LinkedIn and Canva, where the magic (and mild panic) happens
 💄 A touch of lipstick for a perfectly practiced “I’ve got this” face
& a smile that means “This brand is in good hands”

Optimization Hub ⚙️

ACCOUNT-BASED MARKETING

LinkedIn stands out as the premier platform for account-based marketing due to its unmatched targeting capabilities that effectively reach specific companies and roles. Leveraging LinkedIn's tools, such as matched audiences and layered targeting approaches, significantly enhances conversion rates and ROI, as engagement-based strategies increase retargeting prospects by 40%. To maximize LinkedIn's power, marketers should define precise ideal customer profiles and integrate AI-powered tools for dynamic audience optimization.

AI SEARCH STRATEGIES

Google's AI Mode is transforming search by integrating AI-driven, conversational interactions akin to ChatGPT into its platform, reshaping SEO efforts. This demands a focus on generative engine optimization and enhanced content quality, leveraging structured data, and developing authoritative backlinks to remain visible and competitive. AI tools and insights are critical for adapting strategies to this new search paradigm.

AI INVESTMENT STRATEGY

Amazon CEO Andy Jassy underscores the necessity of significant AI investments to enhance customer experiences and maintain competitiveness. With around $8 billion invested in AI startup Anthropic, Amazon integrates AI into its offerings, such as the revamped Alexa voice assistant. This positions the company at the forefront of providing enriched, personalized experiences, serving shareholders and aligning with industry trends.

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Clickz is a Contentive publication in the DTC Ecommerce division