Effectively executing across the digital/retail ecosystem involves delivering brand experiences across every consumer touchpoint, physical, digital and social. The power of social media, brand ambassadors, influencers, experiential events and pop-up activations as well as placement in music videos and other marketing strategies can be increased further by leveraging cultural trends and conversations.
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A review of the literature indicated that shoppable media is a growing trend in the U.S., with much room for expansion. Shoppable media blurs the boundaries between television and internet outlets (e.g., social platforms, retail websites). with social commerce being the most popular. Consumers engage with shoppable media through various access points such as QR codes and live videos on retail websites and social platforms. Ninety percent of consumers use internet-connected TVs, with 78% watching ad-supported streaming and 30% making purchases via QR codes or smart assistants.
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While most of the issues addressed in these analyses have always been important to marketers’ success, we find that 2026 forecasts are dominated by the expected (or assumed) impact of AI. Thus, AI is widely seen as the main reason for re-examining issues considering a changed environment and fluid consumer behaviors.
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