Navigating Marketing in a Digital Landscape

This chapter examines the pivotal role of TikTok in brand marketing, particularly for engaging younger consumers, and emphasizes the necessity for agencies to adapt to modern social media trends and AI advancements. It delves into the future of retail media networks, underscoring the importance of personalized marketing strategies and audience segmentation to enhance customer loyalty. The chapter also reflects on key industry networking events that foster collaboration and share insights on the evolving landscape of advertising and e-commerce.

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