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Cracking Social Media Algorithms: Jessica M on What Really Drives Engagement Today
Beyond the algorithm: We sat down with Jessica M, Marketing Consultant at Gapblue Software Labs and all-round content pro, to unpack what’s really going on behind your social media feed in 2025. Turns out, social media algorithms aren’t calling all the shots anymore. From the rise of creator-first content to the shift toward authentic engagement…
Your Next Buyer Isn’t Human: How AI-Driven Behavior is Changing Marketing in 2025
Wait, Who’s Shopping Now—An AI? Is it for real? You log into your favorite shopping app to reorder dog food. Before you can even tap, the item’s already in your cart, shipping on the way. Smooth, right? But here’s the twist: it wasn’t you who added it. Magic—no, it’s your AI assistant. Your AI-driven behavior…
Creators or Influencer Marketing? Here’s Where Smart Brands Are Placing Their Bets
A couple of months back, Unilever announced its decision to promote influencer marketing by spending 50 percent of its media ad spending on social platforms. The simple reasoning behind the decision is that brands think social media platforms and an influencer-first policy help create strong connections with consumers. However, in today’s algorithmic era, the platform…
In Conversation: Aparajita Vidyarthi on Rethinking the Customer Journey in a Swipe-First World
Swipe-first, scroll-free, story-led: In this conversation, Aparajita Vidyarthi unpacks how short-form content is transforming the customer journey. As traditional funnels flatten into loops, she explains why journey mapping in 2025 must focus on micro-moments, brand authenticity, and algorithm-ready storytelling. Scrolling is out. Swiping is in. We’re officially entering into the no-scroll era—a space where audience…
From Passive to Participatory: Why Immersive Brand Activations Matter
Billboards and predictable product placements are now boring. The future of brand love — it’s immersive, emotional, and unforgettable. We live in the age of attention scarcity. Consumers scroll, skip, and swipe their way through ads like it’s second nature. In today’s noisy digital world, immersive brand activations cut through the noise by making people…
The Multiplier Effect in Marketing where Brand and Demand Work in Harmony
For too long, marketing teams have operated under a false dichotomy and avoided the multiplier effect in marketing. The false dichotomy creates a distinction between brand building and demand generation. CMOs approach both subjects as they are fundamentally different, even competing, priorities. In many organizations, brand marketing is seen as long-term and intangible, while demand…
DOOH Advertising’s Growth Story Needs a Stronger Backbone: What’s Missing?
In a world where screens dominate everything from our phones to refrigerators, it’s no surprise that outdoor advertising is catching up. DOOH advertising (Digital Out-of-Home) has shifted its role in how brands are seen in public spaces. Cities are no longer just concrete backdrops, but are turning into dynamic, interactive living ad boards. From interactive…
AI Knows You Better Than You Think: The 2025 Guide to Brand Awareness and Loyalty
Have you ever felt like a brand knows you a little too well? Like, when your phone lights up at 2 AM with an ad for that neon green water bottle you almost bought — but didn’t? Or when your Monday morning Spotify playlist cues up exactly the song you needed? You never checked out.…
In Conversation: Michael Wilkins on Co-existence of AI and Sustainability in Marketing
AI in the Industry AI is turbocharging digital marketing—but at what environmental cost? As brands race to adopt the latest tools, few are stopping to ask what it’s doing to the planet. We spoke with Michael Wilkins, co-founder of sustainable marketing agency Akepa, to explore the tension between innovation and impact—and where AI fits in…
Culture Over Carbonation: Unpacking Liquid Death’s Demise in the UK
For many months, marketing experts and pundits have covered Liquid Death’s failure in the UK and explored its reasons. Liquid Death’s journey is quite an interesting case study for brands that may see the UK as a potential market for themselves. Liquid Death saw an uptick in its sales and popularity simultaneously in the US…
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