1) Build a durable data engine
- Trade genuine value for consent: calculators, samples, gated research, VIP drops.
- Centralize profiles in a lightweight CDP; connect email, SMS/WhatsApp, and on‑site personalization.
- Favor server‑side tagging and modelled reporting to keep measurement resilient.
2) Creators, UGC, and social search
- Treat creators as strategic partners, not ad units. Co‑develop content and whitelist for paid amplification.
- Design for vertical video; optimize captions, hooks, and on‑screen keywords for discoverability.
- Encourage UGC with clear prompts (unboxing, before/after, challenges) and reuse it across ads, PDPs, and emails.
3) AI as copilot, not autopilot
- Use AI to generate variations, summarize insights, and scale feed‑based ads; keep brand voice locked with style guides.
- Build approval workflows, bias checks, and disclosure standards into your AI content pipeline.
4) Commerce anywhere
- Experiment with shoppable video, live demos, and marketplace storefronts.
- Leverage messaging apps for support and checkout; integrate order updates and re‑engagement flows.
- Explore retail media when your audience shops there; measure incrementality, not just ROAS.
5) Full‑funnel measurement for the real world
- Combine MMM (for budget) with lift tests and holdouts (for channel truth).
- Track LTV, not only first‑order CPA; build lifecycle programs (onboarding, winback, referral).
- Align with sales/support: shared dashboards, SLAs, and feedback loops.
Quarterly action plan:
- Launch a signature lead magnet with a clear value exchange + preference capture.
- Recruit 3–5 creators; run a UGC sprint → pick winners → whitelist for paid.
- Implement server‑side tracking for key conversions; set up incrementality tests.
- Build a conversational flow for FAQs, guided selling, and post‑purchase care.