By ROBIN LANDA

Successful brands engage audiences with authentic storytelling, shared values, and emotional resonance to create lasting relationships that go beyond transactions.

Feature Image Credit: Getty Images

By ROBIN LANDA

Sourced from Inc.

By Jenny Rooney

In this special episode of the Marketing Vanguard podcast, host Jenny Rooney speaks with media and marketing legend Gary Vaynerchuk. They explore the future of marketing, how creative content is reshaping reach, the rise of live shopping, and the need for brands to adapt to the fast-evolving social media landscape.

The Vaynerchuk family immigrated to the U.S. from Belarus in 1978, starting in a small studio apartment in Queens before settling in New Jersey. Even from a young age, Vaynerchuk had a knack for business, first with a lemonade franchise at age 7, then selling baseball cards and toys in high school.

At 14, he joined his family’s liquor business, where he saw the early internet as an “untapped land” in the late ’90s. Transforming his father’s store into one of the country’s first ecommerce sites for alcohol, Vaynerchuk rebranded it as Wine Library, growing sales from $4 million to $60 million.

In 2006, he launched WineLibraryTV, one of YouTube’s first long-form video series, which led to national TV appearances and his growing reputation as a digital marketing pioneer. After his 2008 keynote at Web 2.0, Vaynerchuk published Crush It! with HarperCollins, a bestseller that launched his career in media and as an angel investor in companies like Facebook, Twitter, and Uber.

He went on to co-found VaynerMedia with his brother AJ, building it into a leading digital agency with top clients like PepsiCo and Johnson & Johnson. Expanding his media ventures, Vaynerchuk acquired PureWow, launched several bestselling books, created The #AskGaryVee show, and grew his personal brand to over 44 million followers across social platforms. His life goal remains owning the New York Jets.

“For the first time in the history of marketing, the creative creates the reach,” he says on the podcast. “And if it creates reach, it earned it. When you understand that truth, it will flip this industry upside down, putting social creative at the starting point, not the matching luggage to a campaign we’re doing at the end.”

Key takeaways:

01:22 Why Social Media Is More Than Just an Add-On — Driven by advanced social media platforms, Vaynerchuk highlights that today’s social media platforms offer marketers a unique opportunity: organic content itself can drive massive reach and generate invaluable consumer insights without the heavy costs of traditional media campaigns. Social isn’t just an add-on; it’s a powerful, data-rich starting point. Testing creative ideas directly on platforms like TikTok, Instagram, and YouTube shorts allows brands to quickly see what resonates and adjust in real-time, saving on ad spend and connecting more authentically with audiences.

04:28 Adapt or Fade — The future of marketing is shifting fast, with smaller, agile brands, often with minimal venture capital, winning market share from industry giants. Agencies must quickly adapt to add real value as companies increasingly move tasks in-house due to frustration with outdated approaches. Now, creative success will be measured on actual performance, not just reputation or charisma.

12:02 Why Leaders Should Embrace Authenticity and Failure — Vaynerchuk underlines the importance of being open and authentic as a leader, sharing that while much of his professional life is public, his personal life remains private. He encourages others to embrace failure without fear of judgment, noting that many people overly value external opinions, often based on limited context

By Jenny Rooney

• @jenny_rooney

Jenny Rooney is Chief Brand and Community Officer, leading strategy for the overall ADWEEK brand as well as the ways in which we serve and support our audiences with high-value content, products, partnerships and experiences, notably through our community programs such as Marketing Vanguard.

Sourced from ADWEEK

By Dirk Petzold

Master E-Commerce and Build Your Online Store

Starting an online store can feel overwhelming, especially if you’re not a tech expert. But with e-commerce booming and Shopify leading the way as one of the best platforms, there’s never been a better time to take the plunge. Whether you want to launch your first product line, grow a small business, or simply explore a new way to share your creativity with the world, learning how to set up an online shop is an invaluable skill.

That’s where Rocío Carvajal’s online course comes in. Designed for absolute beginners, this course takes the guesswork out of e-commerce. With Rocío as your guide, you’ll learn how to create a fully functional Shopify store from scratch. From setting up your account to designing a storefront and launching your shop, Rocío walks you through every step of the process.

What makes this course stand out is Rocío’s extensive experience. As the founder of The Make Group, an e-commerce and digital marketing agency in London, she has helped big-name clients like Amazon, Shell, and Sky succeed online. But don’t let her impressive resume intimidate you—her teaching style is approachable and easy to follow, making even the most complex tasks feel doable.

Whether you’re dreaming of starting a side hustle or building a full-fledged online business, this course gives you everything you need to get started. Let’s break down what you can expect and why this course could be the perfect starting point for your e-commerce journey.

About the Instructor

Rocío Carvajal brings unmatched expertise to this course. As the founder of The Make Group, a London-based e-commerce and digital marketing agency, she has helped global brands like Amazon, Shell, and Sky thrive in the digital space. With over a decade of hands-on experience, Rocío has mastered the art of crafting successful online businesses. Her teaching style reflects a balance of professionalism and accessibility, making complex topics understandable for all learners.

What You Will Learn

This course is tailored for those with little to no prior knowledge of e-commerce. Students will learn to:

• Set up a Shopify account and navigate its interface.
• Design a user-friendly, visually appealing storefront.
• Integrate essential features like payment gateways, shipping options, and product categories.
• Optimize product listings for better visibility and sales performance.
• Manage orders and monitor store analytics for long-term success.

By the end of the course, participants will have a fully operational online store ready to serve customers.

Who Should Take This Course?

This course is ideal for anyone eager to explore e-commerce for the first time. It is especially suitable for:

• Entrepreneurs launching their first product line.
• Small business owners transitioning from physical stores to online sales.
• Creatives and freelancers looking to monetize their work through an online shop.

No prior technical knowledge is required, making this course accessible to anyone with a computer and an internet connection.

Strengths of the Course

1. Beginner-Friendly Approach
   Rocío ensures that every concept is explained clearly, with practical examples to illustrate key points. The step-by-step format eliminates confusion and builds confidence.
2. Hands-On Project
   The course culminates in the creation of a fully functional Shopify store, providing students with a tangible outcome to showcase their efforts.
3. Expert Insights
   Drawing from her extensive experience, Rocío shares valuable tips and real-world examples that elevate the learning experience.
4. Lifetime Access
   Students can revisit the course materials whenever needed, making it a long-term resource for continuous improvement.

Room for Improvement

Although the course excels in its simplicity, some students might benefit from additional content on advanced Shopify features, such as marketing integrations and SEO optimization. Providing optional modules for advanced learners could expand its appeal.

Rocío Carvajal’s Shopify course is an excellent starting point for anyone interested in entering the e-commerce arena. With a clear focus on actionable learning, it equips students with the skills needed to create and manage an online store with ease. Whether you are a complete beginner or someone seeking a structured introduction to Shopify, this course delivers practical knowledge backed by years of professional expertise.

For entrepreneurs ready to take their first steps in e-commerce, this course provides the tools and guidance necessary to succeed in the digital marketplace.

By Dirk Petzold

Sourced from WE AND THE COLOUR

By Aisha Counts

Meta Platforms Inc.’s Instagram will soon account for half of the company’s advertising revenue in the U.S., according to estimates from research firm Emarketer, further cementing the photo- and video-sharing app’s role as the key growth driver for the company.

Instagram has steadily expanded into arguably the most important part of Meta’s business, not only for its role-driving revenue but also as a vehicle for features like Reels and Threads that offer competition to rivals. In 2021, Instagram generated $32.4 billion globally, or 27% of the company’s total sales. By early 2022, Instagram was responsible for nearly 30% of Meta’s global business, according to court filings released earlier this year.

Instagram is expected to top $32 billion in U.S. advertising revenue in 2025, up more than 24% from the current year, according to data from Emarketer. The video-sharing app has more than 148 million American users.

Meta’s focus on video content has been a major contributor to that growth, wrote Jasmine Enberg, principal analyst at Emarketer, in a blog post. “Instagram is now a video-first platform, with users spending close to two-thirds of their Instagram time watching videos,” she wrote.

Meta previously told investors that Instagram Reels, a short-form video product that rivals TikTok, makes up more than 50% of the time people spend on the app.

Feature Image Credit: Brendon Thorne/Bloomberg

By Aisha Counts

Washington Post

Sourced from The Spokesman-Review

Sourced from BCG

This brief is based on the article “Five Truths (and One Lie) About Corporate Transformation.”

Change can be daunting for any business. It can even be painful. But when change fails to deliver short- and long-term value for a company, it can land a CEO in the unenviable position of having led a failed transformation.

The odds are certainly stacked against success. A new BCG global analysis shows that only 1 in 4 transformations deliver value-creating, enduring change.

A 75% failure rate is sobering for any CEO mulling a transformation path. But BCG’s analysis has brought to light five truths CEOs can embrace to improve their chances of leading a successful transformation, as well as a common lie they should never tell themselves.

Five Truths

1. CEOs can (and should) fix things before they break. Starting a transformation when a company’s total shareholder returns (TSR) are level pegging or ahead of industry averages delivers significantly more value (2.7 percentage points higher TSR over three years) compared to change efforts launched after a company has fallen behind its peers.

2. Leadership will make or break the transformation. Success often pivots on whether a company’s leadership fully demonstrates their willingness and commitment to change. Sometimes, this necessitates an organizational restructuring. BCG data shows that launching a leadership change during a transformation can deliver 4.1 percentage points greater TSR performance over a five-year arc (compared to a previous downturn period). The impact on TSR can nearly double that if the new leadership comes from outside the company.

3. CEOs cannot cut their way to greatness. One year into a transformation launch, investor expectations drive over 70% of TSR outperformance (compared to peers), while efficiency improvements account for only 13%. This disparity underscores the need for CEOs to craft a compelling transformation plan and shareholder narrative at the start of their efforts. Five years into a transformation, cost reductions do play a bigger role, driving more than 30% of TSR outperformance. But even that share is eclipsed by revenue growth, which accounts for more than 40%—indicating that when it comes to long-term transformation success, execution is key.

4. Transformations require a long-term orientation. Transformations with a long-term strategic orientation are associated with 12.5 percentage points higher TSR over five years, BCG analysis shows. Organizations that strike a forward-looking stance often have an entrepreneurial culture that continuously develops new ideas and is unafraid to try unproven models. To support this bold, innovative orientation, companies can complement traditional, backward-looking performance metrics with more forward-focused ones.

5. CEOs cannot make things up as they go. Establishing a formal transformation program is associated with 5.9 percentage points greater TSR over a five-year change effort. In the same vein, CEOs who put their money where mouth is can also unlock greater transformation value. According to BCG’s analysis, a higher-than-industry average restructuring investment is associated with 5.7 percentage points greater TSR in the long run.

One Lie to Avoid

Thinking these truths don’t apply to everyone. At any point over the past two decades, roughly a third of companies were significantly underperforming their peers. Some lagged for years. Transformation is often necessary to improve performance, but it is very tough to get right. CEOs who realize they are probably not the exception to the five truths and instead internalize and act on them fully are more likely to ascend to the ranks of the one quarter of corporate chiefs who actually get change right.

Sourced from BCG

By Jack Kelly

As we stand on the cusp of a new year, the job market continues to evolve at an unprecedented pace, driven by technological advancements and shifting economic realities. In this dynamic environment, professionals across all industries are recognizing the critical importance of upskilling and reskilling to remain competitive and relevant.

The coming year presents a golden opportunity to invest in yourself by acquiring the in-demand skills that employers are actively seeking, ensuring you’re well-positioned for career growth and new opportunities in an increasingly digital and automated world.

The rapid acceleration of digital transformation, catalysed by recent global events, has reshaped the way businesses operate and the skills they require from their workforce. From artificial intelligence and data analytics to cloud computing and cybersecurity, the demand for tech-savvy professionals continues to soar across sectors.

In-Demand Hard Skills For The New Year

As traditional job roles evolve and new positions emerge, the ability to learn and adapt quickly has become a critical asset in itself. By proactively developing these in-demand hard skills, you not only enhance your marketability but also position yourself to thrive in the face of future disruptions and opportunities in the job market.

1. Artificial Intelligence and Machine Learning

AI and machine learning are becoming indispensable skills in the job market, with their importance growing exponentially across industries. The demand for AI-related skills is 3.5 times higher than the average job skill, reflecting the rapid integration of these technologies in various sectors, a PwC report revealed.

This surge in demand is driven by the transformative potential of AI and ML in the workplace. This fast-emerging technology is expected to automate up to 300 million jobs in the United States and Europe, according to investment bank Goldman Sachs, while simultaneously creating 97 million new roles that require advanced technical skills, as predicted by the World Economic Forum. This shift is not just about job displacement; it’s about job evolution. Companies adopting AI are planning to expand their workforce, with 91% of firms integrating AI aiming to increase their employee numbers by 2025.

2. Cloud Computing

Cloud computing skills will remain in high demand, as the industry continues its explosive growth and transformation of business operations across sectors. Gartner forecasts global end-user cloud spending to reach $723 billion in 2025, a 21.5% increase from the previous year.

The rise of generative AI and the need for integrated platforms are accelerating cloud adoption, with 90% of organizations projected to have hybrid cloud deployments by 2027. As organizations continue to migrate their applications and workloads to the cloud, with 48% planning to move at least half of their applications within a year, proficiency in cloud computing will be crucial for professionals looking to stay relevant in the rapidly evolving job market of 2025.

3. Cybersecurity

Cybersecurity skills are highly coveted, as the digital landscape faces unprecedented threats and skyrocketing costs associated with cybercrimes. By 2025, global cybercrime costs are projected to reach a staggering $10.5 trillion annually, according to a report by Cybercrime Magazine.

This surge in cybercrime is accompanied by a severe shortage of qualified professionals in the field. The cybersecurity job market is expected to grow by 33% between 2023 and 2033, with an estimated 3.5 million unfilled cybersecurity positions worldwide by the end of 2025. This talent gap is further exacerbated by the rapid evolution of cyber threats, with encrypted threats increasing by 92% in 2024 and malware rising by 30% in the first half of the same year.

4. Data Analysis

Businesses are increasingly relying on transforming unstructured data into actionable insights to drive growth, improve user satisfaction and maintain a competitive edge in the market. The demand for data analytics expertise is surging across industries, with trends like AI-enhanced analytics, natural language processing and advanced data visualization reshaping how organizations leverage their data assets.

As organizations grapple with the challenges of data quality and governance, professionals skilled in ensuring data integrity and implementing effective data strategies will be in high demand, making data analysis an essential skill.

5. Digital Marketing

In today’s digital landscape, businesses are leveraging online social platforms to connect with and engage their target audiences and customers.

With global digital ad spending projected to surpass $740 billion in 2024, and over 5 billion social media users worldwide, proficiency in digital marketing strategies will be crucial for professionals looking to thrive in the competitive job market.

Feature Image Credit: Getty

By Jack Kelly

Follow me on Twitter or LinkedIn. Check out my website or some of my other work here.

Jack Kelly has been a senior contributor for Forbes since 2018, covering topics in career development, job market trends and workplace dynamics. His articles often focus on practical advice for job seekers and employees, as well as covering the latest news impacting workers so they can make informed decisions about their careers. Read More

Sourced from Forbes

By Christine Moorman and Koen Pauwels

Summary.

A bi-annual poll of U.S. marketing leaders found that social media investments have declined to their lowest level in seven years. An analysis of poll data suggests that lack of strategy fit, weak returns, and new competition from retail media may help explain this dip. Researchers leverage their findings to offer suggestions to marketers on how to overcome past strategy misalignment in order to continue to benefit from social media’s immediacy and pervasiveness, including through the use of Gen AI.

In June 2020, social media spending surged to 23% of marketing budgets when the pandemic forced consumers to stay home and marketers pivoted to digital channels for outreach. A new, heightened focus on social media accelerated the digitization of marketing so that by 2022, fully 57% of spending was dedicated to digital marketing. The recent adoption of new marketing technology (Martech) to automate processes and the use of AI to generate content have driven digitization further into business models.

By Christine Moorman and Koen Pauwels

Sourced from Harvard Business Review

By Aurelie Sauthier

The boundaries betwee and content marketing are becoming less distinct for experts in our industry, prompting an important question: Is content marketing the future of influencer marketing? Central to this discussion are the strategic interplay between earned and paid influence, and the innovative approach of turning authentic, earned content into digital assets for paid advertising.

The Dynamics Of Earned Vs. Paid Influence

Influencer marketing fundamentally relies on two forms of influence:

• Earned influence consists of organic endorsements from influencers who genuinely support a brand or product. It is characterized by authenticity and trust, as influencers freely share their unfiltered experiences with their followers. This form of influence is highly valued for its credibility and deeper engagement.

• Paid influence involves compensating influencers for promoting a brand or product. While this provides brands with more control over messaging and reach, paid content can appear less genuine to some audiences. However, when executed thoughtfully, paid influence effectively amplifies a brand’s presence.

Content Marketing: The Bridge Between Earned And Paid Influence

Content marketing, which focuses on creating valuable, relevant and engaging content, is becoming a key strategy to bridge the gap between earned and paid influence. To deepen connections with audiences, brands are increasingly repurposing authentic, earned content into digital assets for paid ads.

This offers several advantages:

• Authenticity at scale: Repurposing genuine earned content for paid ads maintains the trust and credibility that come from organic endorsements, even in a paid context.

• Broader reach: Turning earned content into digital assets helps reach audiences beyond the influencer’s community, maximizing content impact.

• Cost efficiency: Repurposing existing content can be more cost-effective than producing new content, optimizing return on investment.

• Extended usability: You can use the content you’ve transformed into digital assets across multiple platforms and campaigns, enhancing its longevity and adaptability.

How My Agency Merges Earned And Paid Influence

In our always-on influencer programs, we try to always combine earned and paid influence to maximize impact for our clients. For the earned portion, we focus on securing as much in-feed video content as possible rather than ephemeral stories. This tactic ensures broader visibility and sustained engagement, as in-feed videos enjoy longer life spans and usually greater organic reach.

Once we have collected a range of earned videos, we carefully scrutinize each piece, identifying which content aligns most effectively with the brand’s messaging and objectives. We then obtain listing rights for the most compelling videos, allowing us to repurpose them as paid ads.

How To Turn Your Earned Influence Into Digital Assets

Transforming your earned influencer content into digital assets involves several strategic steps:

• Identify high-performing content: Select influencer posts that resonate strongly with the influencer’s audience and align with the brand’s values and messaging.

• Secure permissions: Obtain the necessary rights from influencers to repurpose their content for paid advertising, ensuring transparency and maintaining trust.

• Learn to let go of control: You must encourage internal teams—marketing, legal and compliance—to embrace the authenticity that makes influencer content powerful. This means relaxing some of the typical requirements in influencer briefs and trusting influencers to create content that genuinely connects with their audience.

• Repurpose content: Adapt the selected influencer content into various digital formats, such as video ads, banner ads or social media promotions, while preserving the original tone and authenticity.

• Amplify reach: Use paid channels to introduce earned influencer content to new audiences, extending its life span and impact far beyond the influencer’s immediate followers.

By embracing authenticity and giving influencers creative freedom, you can effectively turn earned content into valuable digital assets that resonate with a broader audience.

The Future: Unified Content And Influencer Strategies

Influencer marketing is moving toward a unified approach that leverages both earned and paid influence within a strategic content marketing framework. By converting authentic earned content into digital assets for paid ads, brands can harness the full potential of influencer marketing, significantly expanding reach and engagement.

Ultimately, the merging of influencer marketing and content marketing, supported by the strategic use of earned and paid influence, is redefining how brands connect with audiences. The brands that will thrive are those that can seamlessly integrate these approaches, creating content that resonates authentically while delivering measurable business outcomes. The future of influencer marketing is indeed entwined with content marketing—particularly in the smart use of earned influence as a foundational asset for paid advertising.

Feature Image Credit: getty

By Aurelie Sauthier

Aurelie Sauthier, President & Co-Founder of Made in, Canada 1st Influencer Marketing Agency, est. 2012 with a second office in Paris. Read Aurelie Sauthier’s full executive profile here.

Sourced from Forbes