Tag Archives: Marketing

The need to eradicate platform dependence

The advertising industry is undergoing a seismic shift. Connected TV (CTV), Retail Media Networks (RMNs), and omnichannel strategies are rapidly redefining how brands engage with consumers. As digital privacy regulations evolve and platform dynamics shift, advertisers must recognise a fundamental truth. You cannot build a sustainable business on borrowed ground.

The recent uncertainty surrounding TikTok is a reminder that no single platform is invincible. Whether through regulatory challenges, algorithm updates, or shifts in user behaviour, brands that rely too heavily on any one channel risk losing control over their reach, engagement, and revenue. In 2025, diversification is not just best practice, it is a necessity.

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How E-commerce Marketers Can Win Black Friday

As new global eCommerce players expand their influence across both European and US markets, traditional brands are navigating a rapidly shifting landscape. These fast-growing Asian platforms have gained traction by offering ultra-low prices, rapid product turnarounds, heavy investment in paid user acquisition, and leveraging viral social media trends to create demand almost in real-time. This evolution is reshaping consumer expectations and forcing traditional brands to rethink their approach, particularly around major retail events like Black Friday.

This year, we anticipate a marked evolution in the strategies of dominant eCommerce platforms. When it comes to their mobile marketing, these marketplaces are turning their attention away from mass user acquisition and focusing more on deepening engagement with their existing users. This pivot suggests a new challenge for brands: increasing investment in retention and re-engagement campaigns to avoid losing customers to these giants during the holiday rush.

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Marketing in the Metaverse

With the metaverse, it becomes possible for consumers to visit their favourite retailer, get real-time inspiration depending on their requirement (be it an upcoming wedding, a holiday), and make a purchase after virtually trying on a new look. The same goes for people using the metaverse at home to view products in 3D and true to scale in their home. The result is a new opportunity to create an exciting, hassle-free virtual shopping trip that transcends physical boundaries.

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Marketing in the Metaverse

With the metaverse, it becomes possible for consumers to visit their favourite retailer, get real-time inspiration depending on their requirement (be it an upcoming wedding, a holiday), and make a purchase after virtually trying on a new look. The same goes for people using the metaverse at home to view products in 3D and true to scale in their home. The result is a new opportunity to create an exciting, hassle-free virtual shopping trip that transcends physical boundaries.

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Travel industry, ‘check-in’ on cart abandonment

People are not loyal to travel brands now – they can’t afford to be. With the right deal and customer experience, there is an opportunity to capture the huge number of customers who will be shopping for their summer deals this month and beyond.

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Using data analytics effectively in marketing

If data isn’t analysed in the right way, it’s impossible to understand your customers. Which means if you can’t understand them, you can’t reach them. So, if data is good, more data must be better, right? Not necessarily.

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