It’s Time to Start Viewing Audio as More Essential in Media Mix Models
Digital audio is significantly underrepresented in media budgets despite its massive reach and engagement potential. The industry is now focusing on integrating granular, high-quality audio data into media mix models to prove ROI and position audio as a core channel for full-funnel impact. [Source: Ad Week]
40% of gen z discovery happens on social feeds: Report
Gen Z in India is reshaping online shopping by relying heavily on social media for product discovery while preferring traditional e-commerce platforms for secure transactions. Despite 80% of purchases happening on mobile, cart abandonment rates remain high due to unexpected costs, complex checkouts, and delivery delays, making transparency, simplified mobile experiences, and faster logistics critical for reducing drop-offs. [Source: Social Samosa]
Why A Social-First Approach Is The Future Of Marketing
Social-first marketing is becoming the core of brand strategy, not just an add-on. In 2026, expect influencer partnerships to merge with performance marketing, social commerce to dominate with instant purchases, and real-time content to drive trust and engagement. [Source: Forbes]
From Listening to Action: Elevating CX in the Experience Economy
Organizations face a growing gap between customer expectations and actual experiences, with 63% of consumers leaving after one or two poor interactions. Forsta’s Human Experience (HX) framework helps close this gap by unifying customer, employee, and brand data to enable fast, empathetic action. Trust has become the key loyalty driver, and brands that act on feedback quickly and transparently can turn dissatisfaction into advocacy and revenue growth. [Source: CMS Wire]
Breaking clutter digitally: how brands can stand out in crowded festive campaigns
Festive campaigns in India face intense digital clutter, making relevance and authenticity key differentiators. Brands that blend cultural nuance with modern values, leverage technology for real consumer needs, and balance storytelling with utility stand out in this competitive season. [Source: CMO Tech]
Not Seeing ROI From Your Branding Efforts? Here’s How to Change That.
Most small businesses either overspend on branding that doesn’t build real value or underspend in ways that limit growth. The key is to treat branding as a long-term investment, focusing on strategic, high-impact actions that build trust, credibility, and differentiation over time. [Source: Entrepreneur]
Digital Equity Is Brand Equity: Don’t Lose Search Visibility In a Merger
Mergers and acquisitions often overlook digital infrastructure, causing severe drops in search visibility and revenue. The article explains the Digital Dilution Effect, where poor SEO and content migration during M\&A erodes brand equity, and offers a recovery playbook emphasizing early audits, visibility preservation plans, and SEO involvement from day one. [Source: Search Engine Journal]
How AI agents are reshaping enterprise experience and intelligent flow
AI is driving a shift from optimizing legacy systems to re-engineering enterprises for adaptability and intelligent flow. Businesses that embrace AI agents to unify operations, break silos, and amplify human potential will gain speed, trust, and competitive advantage in an era of constant disruption. [Source: CIO]
How To Manage Demand Fluctuation During Key Ecommerce Shopping Seasons
Managing seasonal demand in PPC requires proactive planning and flexibility. Marketers should anticipate spikes using historical data, adjust bids and budgets dynamically, align campaigns with inventory, and maintain cross-team coordination. Post-peak analysis and gradual scaling back are key to sustaining performance and preparing for future cycles. [Source: Search Engine Journal]
How generative AI is transforming brand storytelling in the Middle East
Generative AI is rapidly transforming brand storytelling in the Middle East, enabling hyper-personalized content, real-time adaptation, and immersive experiences like virtual tours. While AI boosts creativity and efficiency, brands must maintain authenticity through human oversight and alignment with their unique voice and values. [Source: The Drum]