Advice
AI, Trust, and Personalization: A Harvard Business School Lecturer Explains B2B Consumer Strategy in 2026
Since AI is bringing fundamental changes in how consumers behave, it has become imperative to rethink strategies to deploy AI in B2B marketing—especially in consumer strategy. Planning, creating, and disseminating information is a traditional system B2B has long been preoccupied with, while sidelining personalization. Segmentation or categorization of consumers gets decided first, and then communication happens through…
The AI Readiness Gap Is Holding Commerce Back in 2026
Brands and retailers feel pressure to protect their margins and keep operations stable, while also needing to innovate and grow. This tension is shaping commerce strategies as we head into 2026. It’s clear that adding more tools won’t make businesses faster or more agile. Real speed comes from having clean, connected data that helps teams work quickly and…
The Downfall of Influencer Marketing is Giving a Way to Creator’s Economy
The future of influencer marketing relies on people, not brands. That may be hard to accept. Viewers, once captivated by influencers, are seeing things differently. Inflation, inauthenticity, fatigue, endless ads, and constant consumerism impact everyone. Over time, brands have exploited influencers and their potential to develop independent identities. As influencer marketing reaches its ‘washed-up’ phase,…
Social Algorithm Reset 2026: How Brands Can Win Organically
It’s incredible how quickly everything changes! In 2024, brands learned the hard way that you needed to pay to be seen on social media. By 2025, everything had changed: platforms went through the “social algorithm reset,”. Users now had significantly more control over what they saw in their feeds; meanwhile, creator communities expanded, safety rules…
Marketing Strategies for 2026: Tips for Marketers to Prepare Better
The marketing landscape remains unpredictable, with constant change challenging marketers whether they focus on amplifying marketing strategies, creativity, or a more human touch. What shapes the future of marketing? Learning from the past and proactively addressing new challenges defines this path. Early 2025, the majority of marketing discussions have centered around hyper-personalization and integrating AI…
Multimodal Search SEO: How to Stay on the Feed When AI Sees Everything
Search once was straightforward. You typed some text, Google ranked the results, and you clicked. But in 2026, that idea already feels outdated. Searching is no longer something you “do”; it is something you “show.” People now talk on their phones, take pictures of products, record their problems, or point their cameras at things they can’t…
Cross-Generation Marketing: Why AI Can’t Sell Everything to Everyone
Cross-generation marketing is a ‘must’ in marketing departments. With AI now a major priority, many brands claim, ‘AI can personalize itself to handle everyone’s needs.’ This belief oversimplifies the challenges. Sundar Pichai put it bluntly this year: “The future of AI is not about replacing humans; it’s about augmenting human capabilities.” — Sundar Pichai, 2025 …
How SMBs Win the Attention Game through CTV Advertising
CTV advertising (Connected TV) has emerged as a strong space for small and midsize businesses (SMBs). TV screens were the forgotten dreams for most mom-and-pop brands. But, in the time of digital reality, big screen games are on, even for SMBs. CTV (ads delivered via streaming platforms on smart TVs, set-top boxes, gaming consoles) merges…
Digital Ad Spend Growth: How Agencies Can Survive and Thrive in the Boom
For years, global spending on digital advertising has been increasing by double-digit percentages, and the trend appears set to continue. In 2024, digital channels surpassed all traditional media combined in terms of advertising spend, and by 2025, the bulk of global ad spending will be allocated to just a few companies: Google, Meta, Amazon, TikTok,…
Brand Trust Starts Here: Why Promise and Experience Must Match
Every brand has a promise, whether it is made in a communication campaign touting a promise of quality, speed, innovation, or value. But promise alone does not win customers. What matters most is whether the brand delivers the promise through experience. When a brand‘s promise matches the feeling it delivers, trust grows. When they don’t…
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