Industry Insights
Is Synthetic Audience an Alternative to Customer Research? Experts Explain
Customer research has got a new magic wand to play with, and it is AI. Yes, the synthetic audience — or you could simply call them AI agents of customer psyche. Imagine your brand plans to introduce a new product, and without reaching the actual target audience, you could secure reactions and feedback from the…
Clicks Don’t Pay the Bills: 8 Performance Marketing Metrics Brands Should Track Now
If marketing had a red-carpet moment, clicks would no longer be the celebrity. They’ve had their era—flashy, easy to track, and universally understood. But when it comes to performance marketing metrics, clicks barely scratch the surface. They don’t reveal if someone cared, converted, or came back again. Over the next few years, most marketers, particularly…
OpenAI ChatGPT Campaign: What Led to its Drubbing in Market
In September 2025, OpenAI rolled out its first global campaign for ChatGPT. The market was expecting something tantalizing and out of the box from a leading AI giant—and honestly, that faith wasn’t unreasonable. Instead, the campaign served relatable human moments under the banner of ‘everyday possibilities’ with ChatGPT. Within a month, it face-planted. Multiple articles…
Kirti Chauhan on What the Australia Social Media Ban for Under-16s Really Means for Marketers
Corporate Social Responsibility & Impact on Consumer Loyalty Australia’s under-16 social media ban is reshaping how young audiences engage online. Social media expert Kirti Chauhan explains what this means for marketers, creators, and brands—and how to rethink youth engagement responsibly. In an era where consumers are more discerning than ever, brand activism and corporate…
Generic CPG Digital Branding is Making the Marketing Disabled
Consumer Packaged Goods live and die by their brands. Yet in the digital world, CPG branding has faded into a sea of sameness, with brands echoing each other’s uninspired playbooks. Take Dua Lipa’s new skincare line: just another face in the celebrity crowd, blending in rather than standing out from the endless parade of star-backed…
Pharma Advertising Regulations: From Viral Hype to Regulatory Reality
We are currently in a time where pharma advertising regulations can transform a compound into a cultural sensation overnight. A 30-second video, a quote from a celebrity, or the endorsement of an influencer can elevate a no-name compound to the latest new trend—similar to skincare hacks or viral fitness challenges. This phenomenon has become rocket fuel…
SA360 vs Google Ads: How to Choose the Right Platform for Smarter Campaign Management
Remember when scaling up a campaign simply meant adding more keywords and increasing your budget? Those days are gone. In 2025, scaling a campaign with SA360 vs Google Ads is no longer about doing more, but about doing it smarter. Scaling is now about orchestration: cross-engine bidding, consolidated insights, and real automation. That actually understands what is valuable to your…
The Cockroach of Marketing: Why SMS Marketing Just Won’t Die
SMS marketing has been around since the dawn of mobile phones; old, predictable, and often overlooked in the age of hyper-personalized digital ads. Yet here it is — still kicking, still delivering, and still impossible to write off. But the big question looming over the marketing world is this: Is it too early or too…
Google Ad Tech Monopoly? Not Anymore. Here’s What Marketers Need to Know in 2026
When a single court ruling can shake the foundation of digital advertising, every marketer should pay attention. In April 2025, a federal court in the U.S. found that Google’s ad tech monopoly had illegally monopolized the online ad ecosystem. A ruling that could change fundamentally how ads are bought, sold, and viewed on the internet. …
Billboard Advertising Gets Smart: When Outdoor Meets Digital Magic
Outdoor advertising has changed over the years. Traditional OOH has evolved in the digital era, without losing the essence of what made billboards iconic in the first place. Today, we are in the age of Billboards 2.0, the time when traditional billboard advertising meets digital interactivity to build valuable experiences that engage audiences beyond the street level. The streets we walk…
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