By Shawn Lim-22 January 2021 01:00am
“We look forward to empowering our users to live healthier and happier lives”
The marketing of smartwatches more often than not involves models running while wearing the gadgets, or celebrities showing them off as stylish accessories. As Zepp’s spokesperson tells The Drum, however, the Chinese-born international wearables brand is looking to do things a little bit different.
Zepp, which entered the North American exercise market 10 years ago with its wearable sensor devices to help people monitor and analyze their exercise data, underwent a relaunch in August.
Zepp s spokesperson explains that the pandemic has been slowly altering how people manage their health and wellbeing and that it has become more important for Zepp to reinforce its sense of purpose, innovate rapidly and get closer to the communities it serves through artificial intelligence.
As Australia gets ready to introduce a mandatory code of conduct for tech platforms Facebook and Google, the latter has threatened to remove its search engine from Australia.
The Drum s senior reporter and media correspondent John McCarthy rounds up the latest media trends and developments. Also available in your inbox every Thursday as The Drum s Future of Media email briefing. Sign up here.
Future of Media: Going carbon neutral, print s huge Covid brief, is news brand safe?
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John McCarthy here with your third Future of Media briefing of 2021. Gone but not forgotten is Trump and the shadow of 2020. Optimism lingers – for now.
By John McCarthy-21 January 2021 12:24pm
Marketers overly worried about brand safety on news sites, says study
Research from news publisher Reach claims that the risk of brand safety issues on trusted news sites has been overstated.
Marketers have grappled brand safety fears since 2017, when many learned they were directly funding Isis via sites like YouTube. Blunt brand safety measures were then favored. Generally, they‘d block ads from appearing next to web pages containing terms like ‘terror‘, which inadvertently demonetised hard news stories on the same subject.
‘In Safe Hands’ from Reach Solutions looks to assuage those fears.
Perception of news, UCG and social
By Shawn Lim-20 January 2021 01:00am
Carousell battled mispriced listings by opportunistic individuals who wanted to use the Covid-19 crisis to profit from masks.
The Covid-19 pandemic continues to reiterate the importance of understanding consumers, and having a pulse on local market sentiments and general news for Carousell. Lavone Toh, a business process improvement manager from the marketplace experience team at the platform explains to The Drum how each market reacted differently with respective lockdown measures and social-distancing guidelines.
Consumer behaviour, such as buying and selling patterns across categories, changed throughout the pandemic in 2020. For example in Singapore, consumer interest moved from medical supplies for masks to home services as the situation improved.