In retail media, "endemic" refers to ads from brands that sell their products directly through a specific retailer, making the ads highly relevant to the shopping experience. On the other hand, "non-endemic" refers to ads from brands that do not sell products through that retailer. These ads use the retailer's platform to reach new audiences, offering a broader reach and targeting customer segments beyond the store's inventory.

Marketing commoditized products, such as dish detergent or toilet paper, requires a creative approach to influencer marketing. The challenge lies in making mundane products stand out, which demands engaging creators who can inject humor, storytelling, or unique perspectives into campaigns.

By 2025, the media landscape will undergo seismic changes, driven by platform disruptions, regulatory shifts, and evolving consumer preferences. These changes will challenge brands, creators, and consumers but also open new opportunities.

AI is reshaping consumer behavior and commerce through smarter search capabilities, seamless shopping experiences, and enhanced social media integration. Google Shopping leads the way, while retailers and social platforms invest in search technologies to simplify the path to purchase. However, this convenience raises concerns about overconsumption and sustainability.

Content marketing has faced challenges in recent years due to oversaturation, a focus on quantity over quality, reduced organic reach, misaligned metrics, savvier audiences, and the rise of alternative marketing tactics. Many brands failed by using generic, unstrategic approaches, leading to diminished trust and effectiveness.

Agility enables organizations to respond to market demands, seize opportunities, and sustain growth. By combining standardization, technology, and a culture of agility, businesses can transform into faster, smarter, and more impactful teams.

Influencer marketing has evolved from a niche strategy to a $21 billion industry by 2023, leveraging the trust people place in others over businesses. Unlike traditional advertising, influencer marketing builds authenticity and relatability, fostering trust and long-term loyalty.

Winning proposals build trust, boost credibility, and lead to long-term opportunities. By refining your approach and delivering consistent, high-quality work, you’ll establish strong relationships with brands and grow your presence in the industry.