TikTok has made another move that could change how brands think about social commerce. Its latest tools bring shopping assistance, checkout, and lead generation closer to the point where a person first becomes interested in a product. The bigger shift is that TikTok is trying to reduce the gap between watching something and acting on …
Apple has made another significant change to the digital advertising environment with iOS 27, and this time the impact reaches deeper into the ad tech systems used to identify audiences, deliver advertisements and measure activity across the web. The latest changes involve WebKit, the browser engine used by Safari and required for browsers running on …
Creator partnerships are becoming a larger part of how brands plan and execute marketing campaigns. A few years ago, a creator might have been hired to publish one sponsored post or short video before the partnership ended. Today, brands are increasingly working with creators across several stages of a campaign, using their content for social …
First Party Data is becoming increasingly important as Google changes how businesses measure advertising, build audiences and improve campaign performance. Information collected directly from customers through websites, purchases, enquiries, sign ups and other interactions gives businesses a clearer picture of the people they are trying to reach. Google is now building more of its advertising …
Instagram Reels are changing how businesses reach potential customers because short form video can put a brand in front of people who may never have followed the account before. Instagram has increasingly become a place where people discover businesses, products, services and creators through recommended content, rather than relying entirely on posts from accounts they …
Creating content for your business is easy when the goal is simply to post something. The harder part is giving people a reason to keep reading, watching, commenting and coming back to your page. Customers see a constant stream of posts every day, so repeating the same sales message can quickly make a business feel …
Having a large social media following can feel like a sign that your marketing is working, but followers alone do not pay the bills. A business can have thousands of people following its page and still struggle to generate sales if those followers have no clear reason to buy, do not understand the offer, or …
Google Ads is changing how businesses reach customers through search as Google brings artificial intelligence deeper into the way search campaigns find audiences, create advertising messages and respond to what people are looking for. Search advertising has traditionally relied heavily on keywords, bids and carefully written ads, but Google is giving its systems a larger …
Short Form Video is changing digital advertising as businesses look for better ways to capture attention on platforms such as TikTok, Instagram and YouTube. People can scroll through dozens of videos in a short period, giving advertisers only a small window to make someone stop and watch. This has pushed businesses to rethink how they …
Social media is no longer used only for keeping up with friends, sharing photos or watching entertaining videos. People are increasingly using platforms such as TikTok, Instagram and YouTube to find restaurants, products, services, reviews, tutorials and recommendations. This shift is changing how businesses need to think about social media, because a potential customer may …
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