While translation enables global reach, brands are finding that true marketing impact depends on localisation, cultural relevance, and scalable content operations that preserve brand consistency across markets.
New data shows 70% of influencer campaigns remain focused on awareness, as TikTok closes in on Instagram and XiaoHongShu strengthens its role in consumer discovery.
Users now see the platform not just as a marketplace, but as a trusted layer that actively protects and guides their experience. Tools such as QR screening and contextual chat guidance reflect this shift toward a “guardian-led” marketplace model, says Muneeb Farrukh, Director of Product at Bayut.com & dubizzle.
AI-driven marketing demands better data than fragmented stacks can deliver. Max Groth of Decentriq explains how data clean rooms close the gap—with outcome evidence from two published campaigns.
The real signal isn't a blown SLA or a clunky handoff. It's what happens the moment a deal falls through. Marketing blames the nurture. Sales blames the lead quality. Both wave their data. Neither changes a thing, says Kevin Virsolvy, Senior Director, EMEA Marketing at Braze.
The report shows sales and distribution teams are under pressure to drive revenue growth, while disconnected systems and AI uncertainty make execution harder.
As AI agents reshape marketing operations, CMOs are being challenged to focus less on execution and more on governance, brand stewardship, and content quality to ensure long-term visibility and business impact.
Many enterprise marketers are treating GEO as a content challenge, but success in AI search increasingly depends on execution speed, operational agility, and third-party visibility rather than content volume alone.
We need to move past the broken notion that you must choose between a legacy storage-based CDP and a modern, composable platform that only one vendor understands, says Zack Wenthe, Director of Product Marketing & Customer Data Evangelist at Tealium.
As digital marketing costs rise and customer trust becomes harder to win online, more ecommerce brands are discovering why an offline presence is essential for long-term growth.
