TikTok’s growing Western European user base means it should be an important consideration in the marketing mix. There’s strong advertising potential, too, though adherence to European regulation could be a limiting factor.

TikTok users are highly engaged. In fact, they’re more engaged than users of any other social or digital video platform. And a diversifying user base means marketers should lean even further into the TikTok opportunity.

The B2B social media landscape is rapidly evolving thanks to younger buyers and AI. To adapt, marketers need to lean into influencer marketing, have a multichannel approach, and embrace generative AI.

Attention-grabbing shopping ads bridge the gap between businesses and consumers, fostering an engaging shopping experience while also driving profitability.

Marketers have a wealth of opportunities throughout the buyer’s journey to leverage generative AI. Here's how to use it effectively at each stage of the customer life cycle.

Netflix’s enhancements to its ad-supported tier has helped it amass 5 million monthly active users worldwide, though its password crackdown could slow momentum. Meanwhile, Max, the combined streaming service of HBO Max and Discovery+, debuted to “early positive feedback,” and Paramount+ hopes partnering with Showtime will prevent it from losing subscribers.

As acquisition costs continue to rise, it’s crucial for D2C brands to double down on the value provided to customers. For outdoor lifestyle company Solo Brands, this meant putting its loyal fan base first by leaning into customer experience, communication, and its value proposition to keep customers engaged and coming back for more.

Seventy percent of marketers expected budget cuts from 2022 to continue into 2023, according to data from performance marketing firm Wunderkind. Here are five ways marketers can balance managing budget constraints with getting results, including cutting down on paid media, focusing on brand building, and diversifying to avoid risk.

First-party data is growing in importance as marketers move forward without cookies. With more reliable and accurate data that’s shared between life cycle marketing and paid channels, brands can lower acquisition costs, create efficient campaigns, and build lasting, one-on-one relationships with target consumers.

TikTok has broken social media with its addictive short-form videos, according to The Economist. While “broken” may be a bit strong, our analyst Debra Aho Williamson agrees that TikTok has irrevocably changed the way we engage with social media, including how much time we spend on the platform.

What is truly promising with generative AI, and when should content marketers stay human? Here’s how content marketers might use ChatGPT and other AI tools and where they should invest time and resources.

B2B marketing leaders have lost their focus on the benefits of email marketing. Email is a key distribution channel, and investments will allow relevant messages with high engagement rates and ROI to be delivered efficiently and effectively.

Today’s insurtech product leaders need to drive profitability with products and journeys that boost retention, simplify acquisition, and promote organic growth. And they must do so at a time when their organizations are cutting costs.

Today’s insurance heads of digital are under pressure to modernize and innovate with greater speed to achieve growth of their business. Some of their significant challenges include overcoming resistance to change and a difficult recruiting market.

See our latest industry KPIs for TikTok.

TikTok’s highly engaged and ever-growing user base is more attractive than ever to UK marketers. To resonate with their audiences on the platform, brands’ marketing strategies should consider content first and foremost.

Financial institutions raced to modernize digital channels at the pandemic’s onset. Now, an economic downturn puts the onus on CMOs to personalize messaging, products, and services to acquire, retain, and upsell customers more efficiently.

Consumers expect personalized experiences. Despite the business benefits personalization delivers, many brands struggle to manage the complexity of an enterprisewide program. Engaged CMOs can elevate their organization’s approach and deliver success.

Research shows that consumers engage with 95% of SMS marketing messages within three minutes of receipt, illustrating the potential of this fast-growing and effective marketing channel.