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Apple gives you a lot of control over your privacy and security. Make good use of it.

The iPhone has a lot of settings to bolster your privacy. Apple, despite collecting a decent amount of your data, gives you more control over your privacy than your average gadget, mobile or not, but many of these settings are turned off by default.

It’s easy to change that. You can lock down your location sharing, app sharing, and targeted advertising, as well as enable features that will help you find your device if it’s lost or stolen. All of the settings I’ve rounded up are based on the latest iOS 26 version, which debuted shortly before the release of the iPhone 17. If you have an older version of iOS, certain settings may be in a different location, but the majority of iPhones should have access to most (if not all) of these settings.

iPhone Privacy Settings to Change

Privacy is personal, so you shouldn’t treat the settings I listed here as a checklist. Treat them as suggestions. Your tolerance for data collection and the individual apps you have installed will largely dictate what settings you need to change. And remember, there’s some level of privacy you have to give up with any device connected to the internet, so although these settings will help your online privacy, they won’t make you completely anonymous.

Turn Off App Tracking
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ScreenshotApple via Jacob Roach

You’ve undoubtedly come across an app asking to track you, which the iPhone, thankfully, lets you deny. If you want to turn off all tracking, you can. By default, the iPhone allows apps to request to track you, following you around other apps and websites to see what you’re doing. In the settings, you can automatically deny app tracking requests whenever you install a new app.

Open the Settings app, swipe down to the bottom, and choose Privacy & Security. Choose Tracking, and tick off the All Apps to Request to Track setting. You’ll also see any apps you’ve given tracking permission to listed, and you can revoke those permissions if you want.

Customize Location Sharing
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ScreenshotApple via Jacob Roach

There are a lot of reasons you’d want to share location data with an app—for example, when using Apple or Google Maps—but apps that don’t need your location might still request it. Follow the same path of Settings, then Privacy & Security, but choose Location Services after. There, you’ll find all of the apps that have access to location services, their individual settings, and the option to turn off location services altogether.

I don’t recommend doing that, but you can still clean things up. First, for any app that doesn’t need a precise GPS signal (for instance, a retailer’s app), turn off the Precise Location setting, which you can find by tapping into an app. Once that’s done, choose System Services, which covers all of the functionality built into the iPhone that accesses location data.

There are a lot of settings here you probably want to leave on, such as Setting Time Zone and Cell Network Search, but there are some you can take off. At the bottom, you’ll find the Product Improvement section, and you can safely turn off those settings. You can also turn off Significant Locations & Routes if you don’t want your iPhone to automatically pick up your home or, for instance, your route to work.

Change App Sharing Settings

In the same Privacy & Security menu, just below the previous two settings, you’ll see a list of apps. These are apps that other apps might request access to, and you can customize those settings here. A great example is already set up on the iPhone. You’ll see that the Focus app is shared with the Messages app, which is pretty useful to let your iMessage friends know that you need some time to focus.

There’s some app sharing you might want to turn off. For example, the Photos app is fully shared with Google Drive on my iPhone, but I don’t use Google Drive for photos. There’s a ton of information that travels along with photos—metadata like the date captured and location—that I’d rather not share. Tapping in, I can change Google Drive to Limited Access to choose what I share, or I can block it outright.

Turn Off Apple Analytics
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ScreenshotApple via Jacob Roach

By default, the iPhone doesn’t share a ton of data. In fact, most settings are turned off out of the box, but there are a few analytics you’ll need to dig in and turn off manually. Once again, head to the Privacy & Security menu, and swipe all the way down to the bottom. There, you’ll find two settings: Analytics & Improvements and Apple Advertising.

First, analytics. Tap in, and you’ll find two settings turned on: Share iPhone Analytics and Share With App Developers. Turn those off. You might find some other settings depending on what you’ve connected to your iPhone (like an Apple Watch), and you can turn off that analytics sharing, as well.

Next is advertising. Apple Advertising is more focused on privacy than other platforms, blocking ads from tracking you across websites and services. You can turn off the Personalized Ads toggle. You’ll still get ads, but they’ll be generic. If you turn on Apple Advertising, you can tap into the Ad Targeting Information screen to see what data is shared, such as your birth year, zip code, and the categories for apps you have downloaded.

Generate Privacy Reports

This isn’t really a setting, but the iPhone has built-in privacy reporting tools that can give you insight into what data apps are requesting and using. In the Privacy & Security menu, near the bottom, you’ll see the App Privacy Report and Apple Intelligence Report.

For the former, you’ll see the domains the app contacts each time you use it, as well as a layout of how many domains an app contacts. For Apple Intelligence, you’ll see private compute requests and what data was shared with the request. This report is exported as a JSON file, and you’ll need a text editor to view it. Regardless, both of these reports are fairly technical, and they don’t help your privacy; they just give you more information.

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ScreenshotApple via Jacob Roach
Keep Notes Local

Apple automatically stores and syncs anything you put in the Notes app through iCloud, so no, those random thoughts you jotted down five years ago aren’t completely private. Thankfully, you can keep them private with an “On My iPhone” account, which, as the name suggests, doesn’t sync your notes and keeps them local to your device.

To set it up, open Settings and go down to the bottom of the list for Apps. Find the Notes app and toggle the On My iPhone Account setting on. Just above it, you can also set a password if you want to encrypt and lock any highly sensitive notes. Remember, you won’t be able to pull up these notes on another Apple device because they won’t sync, and if you lose your iPhone, you may not be able to access your notes altogether without a recent backup.

Hide (or Lock) Apps and Photos

You can hold down on any app icon, select Edit Home Screen, and tap an app to hide it. That’ll keep the app on your phone, but it won’t appear on your home screen. (You can search for it via Spotlight.) You can also hold down and select Require Face ID to lock the app, meaning it’ll require biometric authorization every time you open the app.

That’s great for apps, but you can do the same thing for photos, as well. Hold down on any photo in the Photos app and select Hide. It’ll be put into your Hidden album, which is locked behind either Face ID or your password. You can find the Hidden album in the Collections tab, at the bottom under the Utilities section.

iPhone Security Settings to Change

The iPhone is pretty secure out of the box, and Apple courts users into leveraging its security features as you set up a new device. Just like the privacy settings, however, the particular settings you use here are up to you. Many security settings will sacrifice privacy, and vice versa. You can’t locate a stolen device if you aren’t using location services, for example.

Use Face ID
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ScreenshotApple via Jacob Roach

You need to set up Face ID when you set up an iPhone, and you’re probably using it anyway. But I’ve seen some misconceptions about how Face ID (and biometric authentication more broadly) works. Your fingerprint for Touch ID and images for Face ID are not sent to Apple, and they’re generally more secure than a password or simple PIN.

Instead, your fingerprint or face is used to generate an ID, which is encrypted and stored in Apple’s Secure Enclave, locally on your device. When you unlock your device, Face ID or Touch ID is checked against this ID, and if there’s a match, your device unlocks. If you’ve been avoiding Face ID due to privacy concerns, you aren’t protecting yourself as much as you might think.

Set Up Two-Factor Authentication

You and I both know it—you should be using two-factor authentication (2FA). I hate typing in a code or pulling up a second device as much as the next person, but it’s hard to overstate just how much more secure an account is with two authentication factors instead of one. And, you can easily set up 2FA for your Apple account from your iPhone.

Select your name at the top of the Settings app, which will open your Apple account information. Select Sign-In & Security, and then choose Two-Factor Authentication. Here, you’ll see devices you can use for 2FA, including the iPhone you’re using. When signing into your Apple account on another device, you can use any of the devices listed as your second factor, be it another Apple product or a text sent to a verified phone number.

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ScreenshotApple via Jacob Roach
Encrypt Your iPhone’s Cloud Storage

iCloud encrypts your data, but it doesn’t use end-to-end encryption, at least by default. Out of the box, Apple manages your encryption keys, so it could, technically, decrypt the data you store in iCloud. Although that’s unlikely, you can still set up end-to-end encryption and manage your own encryption keys with Advanced Data Protection.

To turn it on, open Settings and select iCloud. Then, scroll down and select Advanced Data Protection. To turn it on, you’ll need to set up some account recovery options. Apple won’t be able to decrypt your data, so if you don’t have any recovery options set up, you won’t be able to decrypt or recover your data.

Turn On Stolen Device Protection
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ScreenshotApple via Jacob Roach

Apple includes Stolen Device Protection with your iPhone, but it’s turned off by default. This feature requires you to verify with Face ID or Touch ID when taking certain actions without a password to fall back on, and it enforces a security delay, where critical actions such as changing your Apple password are only possible after a one-hour delay.

There are two forms of Stolen Device Protection. You can either have these features on all the time, or only when you’re away from familiar locations. Note that if you choose the latter, you’ll need to keep the Significant Locations & Routes setting mentioned earlier turned on.

If you set up Stolen Device Protection to only work when you’re away from familiar locations, it’ll kick in automatically. However, Stolen Device Protection doesn’t lock down everything about your iPhone. It crops up in certain situations, which Apple details on its support page. You can turn on the setting in the Privacy & Security menu at the bottom of the page.

Turn On Find My

You often have to trade privacy for better security, and that’s the case for both Stolen Device Protection and Apple’s “Find My” feature. To make sure you have it on, open Settings, select your account at the top, and choose Find My. Make sure Find My iPhone is turned on. If you tap in, you can also turn on Send Last Location, which will update the location of your iPhone if it’s about to die.

Although you’ll need to have location services running, Apple says that devices using iOS 17 and later don’t need to share that location data. When offline, at least, Apple can’t see location information when you have Find My turned on.

Hide Notifications

Finally, a bit of operational security. If you have sensitive information that could pop up in notifications, you can obfuscate how notifications appear while your iPhone is locked. It’s a small change, but it can keep you protected from someone peaking over your shoulder or picking up your phone while it’s locked.

Open Settings and head to Notifications. There, switch the display to Count and change Show Previews to either When Unlocked or Never. If you have a particularly sensitive app—say, an encrypted messaging app—you can also customize individual app notifications on this screen.

iPhone Privacy and Security Apps to Download

The iPhone provides a surprising number of privacy and security tools, from app privacy reports to a built-in password manager via the Passwords app. Some functions are better served with a third-party app, though, either for better security or more features. Although all of the apps I’m recommending here have paid options—and I recommend those paid plans—they all also have a free version if you don’t have the money to spare.

ProtonVPN is the best VPN you can use, and you can get started with it for free. While most free VPNs are questionable at best, Proton’s free service is rock solid. You’re limited to slower speeds and only have access to a handful of servers, but it still works. I’d be worried if a free VPN didn’t impose any limitations, frankly. It’s also one of the best VPNs for iPhone, mainly due to its excellent speed. Proton tops the charts in our speed tests, and although others, such as NordVPN, are close, Proton has maintained its lead across desktop and mobile.

The iPhone has a VPN built in, but it’s not the same thing as commercial VPNs as most people know them. Rather, it’s a configuration tool if you want to set up your own VPN. If you want a tool to mask your IP address and help you stay more private online, you’ll need a third-party VPN, and Proton VPN is the best.

A Password Manager

Bitwarden ranks as the best password manager you can use, though Proton Pass takes a close second. Both offer free options, and they’ll give you more flexibility when storing and sharing credentials compared to Apple’s built-in Passwords app.

Although Apple’s Passwords app is plenty secure, it’s limited. An app like 1Password has apps for Windows and Android, for instance, which Passwords lacks. Third-party password managers let you store a wide range of data, too, from passwords and passkeys to encrypted documents and medical insurance.

Encrypted Email

You’ve locked down your messages; now it’s time for email. Google recently started offering end-to-end encryption for Gmail, but only for Google Workspace customers. If you want end-to-end encryption for personal use, you’ll need an encrypted email service like Proton Mail, which is my favorite option.

There’s a lot to like about Proton Mail, but from a security standpoint, it does a couple of things right. First, if you’re sending emails to another Proton Mail user, you get the convenience of a service like Gmail, but with true end-to-end encryption. Your emails are encrypted before they leave your device, and they’re only decrypted once they’re delivered.

You can also send emails to non-Proton users with end-to-end encryption, either using Proton’s password-protected email feature or by sharing your public key, though that requires a bit of technical know-how on both parties.

By

Jacob Roach is a product writer and reviewer at WIRED, focused on software as a service (SaaS) products, including VPNs, password managers, cloud storage, and antivirus applications. Previously he worked as lead reporter at Digital Trends, and his work has been cited in Fox News, Business Insider, and Futurism, among … Read More

Sourced from WIRED

By Georg Szalai

The U.K. TV giant, led by CEO Carolyn McCall, reported its latest results.

U.K. TV giant ITV, led by CEO Carolyn McCall, is planning 35 million ($46 million) in “temporary,” or “one-off,” cost savings amid “softer” advertising demand in the fourth quarter. The news came Thursday as the company reported the latest revenue for its ITV Studios production arm and advertising business.

Third-quarter revenue came in unchanged from the year-ago period, better than forecast. That leaves nine-month ad revenue down 5 percent year to date. The company had previously forecast that its total ad revenue would come in “marginally down” in the third quarter, “compared to the same period in 2024, reflecting the tough comparative from the final knockout matches of the Men’s Euros in July 2024.” However, the firm had also predicted continued “strong growth in digital advertising revenues.”

But the current fourth quarter is full of uncertainty, with concern about what the late November budget by Prime Minister Keir Starmer’s Labour Party government may bring. “The economic outlook in the U.K. remains uncertain, with widespread caution being exercised across business sectors ahead of the budget in November,” ITV highlighted on Thursday. “This is impacting demand for advertising throughout the industry in the fourth quarter, with ITV total advertising revenue (TAR) expected to be down around 9 percent in the quarter.” That would leave full-year 2025 ad revenue down 6 percent.

“In response to this current reduction in advertising demand, we have identified £35 million of additional temporary savings in [our] Media & Entertainment (M&E) [segment] in the fourth quarter,” ITV said. “These savings align our M&E cost base — particularly content and discretionary spend — with the softer advertising demand we are seeing in the fourth quarter and will largely offset the expected reduction in total advertising revenue.”

The cuts will include 20 million pounds ($26 million) in content savings, “as we move some programming into 2026, which will be financed out of the existing 2026 content spending plans,” ITV said. “The total content budget for 2025 is expected to be around £1.21 billion ($1.58 billion).” In July, ITV had lowered its full-year 2025 total content spend estimate to around 1.23 billion pounds ($1.67 billion), compared to the previously indicated 1.25 billion pounds ($1.70 billion), “as we continue to optimize our content spend to best reflect viewer dynamics.”

ITV on Thursday also mentioned 15 million pounds ($20 million) of non-content savings, primarily from reduced discretionary spend reflecting the lower demand environment and reduced marketing spend aligned with the adjusted content slate, and marketing efficiencies.

Total ITV revenue grew 2 percent to 2.80 billion pounds ($3.66 billion) over the first nine months of 2025, driven by an 11 percent gain at ITV Studios. External revenue in the studios unit was up 20 percent, “reflecting strong demand from, and the timing of, programs for global streaming platforms.”

ITV Studios had recorded a revenue increase of 3 percent for the first six months of 2025. The production arm, which has been a much-rumored takeover target for various possible bidders in the industry, had back then also said that “we remain on track to deliver our target of total organic revenue growth of 5 percent on average per annum from 2021 to 2026 — ahead of the market.” But it had emphasized that 2025 results would be weighed more toward the second half of the year.

ITV’s M&E unit revenue for the first three quarters of 2025 fell 5 percent, but digital was a strong area, with digital advertising revenue up 15 percent and total digital revenue rising 13 percent. “ITVX delivered good growth in viewing, with total streaming hours up 14 percent,” ITV said.

“ITV has delivered a good performance in a tough advertising market,” McCall said Thursday. “Our strategic initiatives continue to progress well, and we remain confident in delivering good growth in ITV Studios revenue and digital revenue for the full year. This is supported by laser-focused strategic cost management and underpinned by our resilient and highly cash generative linear broadcast business.”

Thursday’s cost savings news came after ITV had in July unveiled an additional 15 million pounds($20 million) in permanent non-content cost savings, taking the total group permanent non-content savings in 2025 to 45 million pounds ($61 million). CFO Chris Kennedy in the mid-year earnings call cited technology and process efficiencies as drivers of the latest set of cost reductions. “Everyone is really focused on…rebalancing the cost base” to ensure continued business success, he said.

Feature image credit: ITV CEO Carolyn McCall Courtesy of Matt Frost/ITV

By Georg Szalai

Sourced from The Hollywood Reporter

By Rick Evans

These days, agencies act more like orchestrators of tech and creator access

A decade ago, I fought tooth and nail to gain a foothold in the advertising industry. I contacted the great-ish minds of our generation leading strategy at the legendary Madison Ave. shops and the new-fangled, tech-enabled experience studios. Handwritten letters rattled the bin without reply. Most emails went unanswered, save for a few generous folks who gleaned genuine interest in my request.
To those folks, I explained my interest—I am curious about people.

During a decade working brand-side marketing roles, I glimpsed what agency strategists got to do and I was jealous. One anecdote came from my time at a youth-focused travel company. As part of a project, I flew to London and trailed a few strategists from our agency for field research. We hit university pubs, buying students pints of cider and lager in exchange for travel stories and booking experiences.

Strategists sought a truth about humans, business and culture. While the world of advertising was already in flux, it still had some shine. It seemed a fitting way to use my journalism degree while making enough to not need more roommates than rooms in my apartment.

There were trips for some to industry confabs. At least once a week, we entertained a client with dinner and drinks or at least a stop at happy hour. I got to do plenty of research interviews. I even spent a few years working at iconic agencies in London, the birthplace of planning.

Today, I fear the industry is losing what made it home for misfits like myself—its focus on people.

Recently, a well-known CMO shared a screenshot on LinkedIn. In the midst of a publisher’s article was an ad. This ad looked nothing like the ads I wanted to help create. You can imagine it now. They are usually found at the bottom of articles on news websites. They feature a clickbait headline, an AI-generated image and a tiny disclosure line in a half-assed attempt to tell you what you’re seeing is an ad and not actual news.

Over the decade since I got into advertising, the share of ad revenue going to Meta, Amazon, Microsoft, Alphabet and TikTok has climbed from 22 percent to 65 percent, per MoffettNathanson. Instead of the industry using its understanding of people to help these platforms create ad formats and creative that work through narrative and entertainment, agencies bent the knee. They reworked ideas to fit formats, ceded creation to influencers and accepted that somewhere between 5 and 50 percent of the users seeing an ad weren’t people, but bots. Unsurprisingly, the percentage of humans who find advertising annoying has also climbed.

A recent report from Forrester predicts that, “As creators take on more ideation and production responsibilities, creative agencies will act more like orchestrators of tech and creator access.”

Times change and culture shifts. I’m not naïve enough to see this prediction as a surprise nor stubborn enough to grasp at the vestiges of the industry of yore. What floors me about Forrester’s prediction is how willing the industry is to cede its leadership in understanding people.

These digital behemoths have reduced users to data points that brands can buy for pennies on the dollar. They don’t need to understand their users. Heck, they don’t even need to acknowledge that there is a human user. What matters is the identifying ID that bought from an e-commerce shop after tapping an ad so bad that even a junior art director wouldn’t put it in a sparse portfolio.

Our industry can and should do better.

Let’s give life to those aggregated data points. Let’s help clients see what they are already pointing out themselves: AI slop and clickbait ads are not going to win hearts and minds.

Research from System1 and others has shown that creators, as proper collaborators, can play a brand-building role. We can’t settle for becoming an orchestrator when at the very least we should be composing the music.

The smart, creative people with empathy and curiosity that I wrote about on this website a half-decade ago are what make the advertising industry great.

And these people aren’t gone. In terms of positioning, they are still our most valuable offer. They show us that when the advertising industry focuses on people, both those creating the ads and those enjoying them, the advertising industry wins.

By Rick Evans

Sourced from Muse by Clios

By Kirk Stange • Edited by Micah Zimmerman 

For any business to get off the ground, an entrepreneur must know how to attract customers or clients to the company.

Key Takeaways

  • Marketing proficiency is the foundation of every successful entrepreneurial venture.
  • Without effective marketing, even great products and services go unnoticed.
  • Entrepreneurs must master marketing before focusing on other business skills.

Several key attributes contribute to being a successful entrepreneur. For an entrepreneur to succeed, they must have multi-faceted skills in various areas.

Knowing how to structure a business administratively is a vital skill for an entrepreneur. For example, having well-defined structures and procedures for business management is critical. Effective business management skills are essential. Obviously, the larger the company, the more challenging this can become.

Figuring out how to have a successful financial plan within your business is also essential. Any business needs to have a workable budget and financial plan. It is also crucial to be able to create accurate and realistic forecasts for the future. Without such financial data, most businesses will quickly get into trouble.

Understanding the best strategies for recruiting and retaining talent is crucial. For any business to succeed, hiring the best legal talent available is essential for driving business growth. To do so, companies need to understand where and how to post jobs that align with their business needs. They will also need to know how to pursue the best talent actively.

Furthermore, making clients and customers happy is also essential for a sustainable business. There is no way any business can succeed if most of its customers and clients are not satisfied with the goods or services it offers. If customers and clients are not happy, the word can spread. A business also ends up with negative online reviews, which makes it harder for the company to succeed.

However, knowing how to create a successful marketing plan is a crucial skill for an entrepreneur. For any business to get off the ground, an entrepreneur must know how to attract customers or clients to the company. Many entrepreneurs are skilled in other areas, but they often lack a comprehensive understanding of the best practices for marketing their business. Until they become proficient in understanding marketing, any entrepreneurial efforts will likely not be successful.

Why is marketing the most important skill of an entrepreneur?

The Know-how to advertise successfully is complex and cumbersome. Many businesses engage a marketing company to develop and implement a marketing plan. Such an approach can be hit or miss for many businesses, as some marketing companies may or may not do a great job. Many marketing companies may not understand the specific niche of your line of business.

Understanding how business marketing works, from top to bottom, is key for businesses that succeed or fail. In this day and age, digital advertising probably makes the most sense for many businesses because you can better target those in need of your company’s services through search engine optimization and online advertisements that target those in need of your company’s goods or services.

Having a web page with lots of content is crucial for most businesses. Advertising through the major search engines can also make sense, in addition to engaging in search engine optimization, so that the website appears organically and through artificial intelligence tools like ChatGPT. Pay-per-click advertising can also make a lot of sense for many businesses, as advertisements appear when individuals are searching for companies in a particular area.

Another option to consider includes paid advertising through social networking sites. Social networking sites can result in more visibility than radio and television at a more palatable cost. Most people think of Facebook and X, but there are many other options available, including Pinterest, Reddit, LinkedIn, Snapchat, TikTok and other social media platforms.

Some businesses, however, still like to brand through television, radio, billboards and other conventional means. Such an approach can be cost-prohibitive for many companies, leading to overspending. Branding also does not necessarily result in leads.

Other businesses may resort to word-of-mouth marketing. They may become active in the community through referral groups, civic or community activities, door-to-door soliciting and other means. However, these techniques may not deliver the boost that most businesses need.

Before you launch, analyse your marketing prowess

Any entrepreneur must carefully consider their marketing strategy before launching a new venture. Many entrepreneurs need to enhance their knowledge and skills in marketing before they take the plunge. Otherwise, they will lack sufficient customers or clients to sustain and grow the business. Even if the products or services are top of the line, if the marketing efforts are not well thought out, most in the community will not even be aware of them.

It might mean reading some marketing books and literature. For others, they may need to take some marketing classes. For those who are self-taught, they might conduct research online through search engines and artificial intelligence tools. It can also mean meeting various marketing professionals to get their ideas and input.

However, until marketing knowledge and plans are where they need to be, many should understand that marketing is the first skill any entrepreneur needs to learn. Without marketing proficiency, there will not be enough business coming through the door to sustain the business. Yes, once a company gets off the ground, the other skills are equally important. However, if you are considering the chicken or the egg question, it’s marketing.

By Kirk Stange 

Kirk C. Stange is a Founding President and Attorney at Stange Law Firm. Mr. Stange built Stange Law Firm from the ground up, starting in 2007. Stange Law Firm now has offices in nine states, continues to expand, and is the second-largest family law firm in the country, with thirty offices.

Edited by Micah Zimmerman 

Sourced from Entrepreneur

By Chris Alarcon

Operating an e-commerce business is a rewarding experience. However, venturing into online selling without a plan can hamper your chances of success. You may ask yourself, “Where do I start planning? What does it truly take to operate an e-commerce business in today’s age?”

Thankfully, we’re here to help answer those questions. This post will teach you how to start and grow your e-commerce business!

Let’s dive in.

Define Your E-Commerce Business Idea

Before entering the e-commerce world, you need to define your business idea. Defining your business idea will ensure you have a clear vision of what you want the business to be and determine if it will be successful.

By doing this, you’re finding your niche in the e-commerce market and learning how to do it better than the rest.

This step takes a bit of brainstorming and research, but soon, you will be on your way to financial freedom.

Choosing Your Right Product(s)

Choosing your product can seem like the easiest part of creating an e-commerce business plan, but the truth is that it takes quite a bit of forethought.

To find the right product for your business, you need to do some market research and sense what you are passionate about. Deciding what to sell means more than purchasing goods from a supplier.

You are identifying which market you want to tap into. Consider selling and creating a new business from various niche markets and products.

If you are unsure of what products or which markets you would like to tap into, here are a few examples:

  • Clothing
  • Home goods
  • Children’s toys
  • Homemade and handcrafted items
  • Digital services

No matter which product or market you choose, performing research is critical.

Validate Your Idea

Once you’ve decided what your product will be, you must validate your e-commerce business idea.

This process entails researching to ensure an audience for your product, learning about the market’s problems and why they are facing them, and finding out how to solve them. You should also see if there are potential trends you can capitalize on.

Answering the questions above will give you the insight you need into whether a business will succeed.

Any business idea can sound ground-breaking at the moment. But moving forward is put on hold until you validate it by ensuring that there is a market for your product or that you can create the need for it.

Define Your Target Audience

Beyond discovering if there is an audience for your product, you will also need to define your target audience.

Is your audience the younger crowd that enjoys and needs trendy items and marketing? Or is it an older audience that prefers straightforward marketing and practical products? Of course, the gender, income level, and general location of your audience also factor in.

Further, you must know your intended audience’s lifestyle factors, interests, wants, and needs.

Implementing a solid definition of who your target audience is will help you shape your marketing approach and tailor your product offerings.

This definition will give you a sense of direction before jumping into the launch of your product or business. Then, you can visualize the prize you should focus on.

Brainstorm What Will Set Your Business Apart

Brainstorming how your business will differ from competitors is vital.

You need to give potential customers a reason why they should choose you over what else is available currently. Without a solid aspect that sets you apart, your business can become lost in the sea of emerging e-commerce businesses.

Research Your Competition

Knowing what sets your business apart from others in the market is critical. That’s why we also recommend spending a substantial amount of time researching your competitors.

To start researching your competitors, pretend you are a potential customer and search for the popular keyword and search queries pertaining to your business.

Then, take note of the pages with the highest rankings, as they will be your main competitors. Don’t stop there!

Dive into your competitors’ social media accounts and note how they brand and market themselves on the platforms. (Also, don’t forget about Amazon!) Use the infamous online retailer as a database to identify similar product offerings.

After you gather all of this information, organize it into a spreadsheet, listing the top competitors for your business.

Build Strong Branding

Branding is everything when marketing your products and your e-commerce business. It conveys the overall message that your company believes in and offers.

For example, brands like Nike will use motivational language to motivate their established customer base and draw potential customers.

But what does branding entail? How do you build your business with strong branding?

Building a strong brand doesn’t have to be costly; it simply takes consistency, planning, and research.

Audience Persona

Your audience persona is what customers will come to know your business for.

As previously mentioned, companies will utilize specific language to convey a message regarding branding. That helps build a company’s persona and brand identity.

You can implement your brand persona in all forms of marketing, from the colors you use in the marketing campaign to the vocabulary you use in social media posts. This implementation will help formulate the characteristics and emotions customers associate with your company.

When you are creating your persona, remember who your target audience is. For example, the persona for a brand like L.L. Bean will not have the same effect on a younger modern audience.

Brand Voice

In addition to vernacular and language, brand voice is critical for conveying your message. It will further tell your audience what your company is and what it can do for them.

This branding portion focuses explicitly on the language and vernacular part of the branding strategy.

To create a strong brand voice, you should first figure out how you want customers to feel when interacting with your brand’s online presence.

If a relaxed vibe is what you are going for, a laid-back tone and casual language are what you want when creating e-commerce marketing materials.

But on the other hand, if luxury and glamor are the vibe of your company, sophisticated language with flowery descriptions is what you need.

Social Media Branding

In our digital age, branding efforts extend into the social media sphere with most audiences, including older generations. In short, social media is the number one place to reach potential customers.

Your brand’s social media presence should be more than posting advertisements and product launches. Engaging with your audience is critical for building rapport and further ingraining brand voice, persona, and identity.

You can increase your audience engagement by hosting polls, commenting back to followers, and organizing live streams where they can interact with you and your company.

Brand Identity

Finally, we reach brand identity. This encompasses your voice, persona, and social media presence. It gets into the fine details of your visuals and content choices that will set you apart from your competitors.

With a proper brand identity, customers recognize your brand through adverts and social media posts without seeing your company’s name.

Visuals and Content

To establish your brand’s identity, you will want to choose your brand colours, design your logo, create content creation guidelines, and formulate your strategy.

Your branding guidelines should entail information about marketing copy, colour palette, brand story, and image guidelines.

Your strategy should also entail plans for reaching your intended audience through stylized branded content and marketing materials.

If you need help formulating these guidelines and plans, professional brand strategists are available on freelance marketplaces such as Upwork and Fiverr. They can help take your current vision and turn it into an actualized plan.

E-Commerce Websites

Next, incorporate that information into setting up your e-commerce website.

Your company’s website is a hub for selling your products to customers and establishing a home base for all things relating to your brand. In addition, this website is the place for driving your brand voice, persona, and identity into the hearts of established and potential customers.

So, remember to strictly enforce your brand guidelines when building and maintaining your website.

Again, if you need help building an e-commerce website, you can find website builders and your brand strategist on platforms such as Fiverr and Upwork.

Create Your Shipping Strategy

If you are running an e-commerce business with physical products, like clothing, home goods, or kids’ toys, you must create a shipping strategy that gets the product to your customers safely and efficiently.

First, you must determine if you will transfer the shipping costs to your customers or factor shipping into the product’s price and offer free shipping. Offering flat-rate shipping is also an option.

Additionally, no matter which shipping cost method you choose, you will want to keep a database of the weight of your product(s). This data will help you consistently track the price of shipping your products when it is dependent upon their weight.

Finally, you need to source your packaging materials. From boxes to envelopes and wrapping materials to filler, your packaging should help safely deliver the product to the consumer and leave a lasting impression with its presentation.

If you have downloadable digital products to sell online, you will want to find the best platform and software for delivering these materials. Consider these top five:

  • SendOwl
  • Shootproof
  • Shopify Digital Downloads
  • Fetch app
  • Digital Product Delivery

Each has unique offerings, and depending on the type of digital products you sell and your target audience, some will be more suitable than others.

Launch Your Business

After choosing your products, formulating a brand identity, creating a website, and developing a shipping strategy, it’s time to launch your e-commerce business!

Although you have accomplished so much already, the adventure is still ongoing because you need to start selling products.

When launching your business, it’s critical to remember that anything can happen, and you may have to reformulate your previous plans. But don’t be too quick to jump ship; the plan was created for a reason. You simply want to open yourself up to new possibilities.

From here on out, your mission is to achieve financial freedom, which sometimes requires testing variables to improve performance.

Market Your Business

After getting your business up and running, you must increase your marketing efforts to ensure your business grows.

But unlike decades past, with your online business, physical advertisements on billboards and in print newspapers won’t cut it. So instead, you need to learn the ways of e-commerce marketing.

Learn Basic SEO

Learning the basics of search engine optimization (SEO) is your ticket to boosting your business among the Google ranks.

Have a Baseline

To start venturing into the world of SEO, you need to have a baseline.

By utilizing a service like Semrush, you can see your domain overview, and it will tell you how visible your business/webpage is on mobile and desktop apps. Its domain overview section covers all the data and analytics you need to understand where your business currently stands.

Know Your Keywords

Additionally, you will want to research and learn the most prevalent keywords and search queries for your type of business. You can then use this information to create content that will help lead shoppers back to your website.

Discover The Power of Backlinks

Backlinks are also essential for creating online traffic for your business, as they are links to your website from other websites.

The more links you have from trustworthy and high-traffic web pages, the more search engines like Google and Bing will see your business and website as valuable and reliable sources.

But the most critical component of all when it comes to basic SEO is staying informed. SEO is an ever-evolving world that takes ongoing reform to remain successful.

Blog Consistently

While looking for the best ways to market your e-commerce store or business, you may have seen the phrase “content is king.” But what kind of content is best?

Blogging is one of the best forms of online content for marketing your business. By publishing blog posts consistently and utilizing the keywords and search queries that pertain to your business, you can increase your chances of climbing the Google ranks and accruing more backlinks.

Your blog posts should always surround topics pertaining to your business.

For instance, post frequent blog posts about what’s trending in fashion if you have a clothing business. Or, if it’s a digital service company, publish articles that discuss the benefits of utilizing a service like yours.

Implement Social Media Marketing

We live in the golden age of social media, and if you’re searching for more customers, you need to utilize Instagram, Facebook, YouTube, TikTok, and more.

You can do this by posting relevant branded content frequently. Your social media content should also utilize hashtags to help further increase your visibility among your target audience.

Like SEO keywords, hashtags can help lead potential customers back to your page, and the more interaction you have on a post, the more likely you are to appear on Explore and For You pages on social media.

Build and Grow an Email List

Building and growing an email list is the best way to create a direct line to your customer base. You can ensure they return and purchase more products by staying in touch with them.

But people prefer to keep their personal information, like email addresses, private. So how do you grow an email list?

You need to offer a deal in return for a customer’s email. Whether it’s free downloads or special sales offers, customers will take note of what you are willing to give in return.

Analyse Your Results

Adapting your e-commerce business to the ever-evolving world is crucial for long-term success.

After spending time in the market and gathering data, you should analyse your results. You will want to look at critical metrics, like your popular products.

Once you notice consistent growth in your business, you will want to optimize your online storefront for high-scale volume. Think about performing the following as your business grows:

  • Display popular products on the front page.
  • Manage fluctuating stock volumes by sending email invitations and allowing backorders.
  • Allow for more checkout options: guest checkout, abandoned shopping cart reminders, etc.
  • Match your brand and website messaging to the current market.

No matter what your results are after performing an annual analysis, being prepared to make a few changes is always wise.

FAQs

How Do You Start an E-Commerce Business Without Money?

You can start an e-commerce business without money in a few different ways. One of the best and easiest ways is to sell your expert service.

Whether you are a great writer, marketer, virtual assistant, or graphic designer, you can create an online e-commerce business today with zero or minimal start-up costs.

You can also start a drop shipping business, where you have an online store that customers can order from, and the supplier does the product fulfilment directly. AliExpress or Alibaba are popular suppliers for such storefronts.

How Do You Start an E-Commerce Business on Amazon?

Starting an e-commerce business on Amazon is simple.

First, you must choose what kind of products you want to sell; the possibilities are endless when you choose Amazon as your e-commerce platform.

Afterward, you must sign up for an Amazon seller’s account and select your business model. Wholesale, private label, and retail arbitrage are the most popular.

Once you have the basics covered, it’s time to start listing your products, send them to Amazon to handle storage and shipping, and then market yourself.

What Does an E-Commerce Business Do?

An e-commerce business is a business that sells goods or services online. These goods and services can range from writing and graphic design services to clothing retailers and home goods storefronts.

What Are The Four Types of E-Commerce?

What industry leaders commonly refer to as the four traditional types of e-commerce are business-to-consumer (B2C), business-to-business (B2B), consumer-to-consumer (C2C), and consumer-to-business (C2B).

Each type has specific traits and offerings that set them apart. The most common type is B2C.

Is E-Commerce Really Profitable?

E-commerce can be an incredibly profitable business venture. But if you’re looking for an entirely passive way to generate income, this venture isn’t for you.

Running an e-commerce business takes time and dedication. You have to be willing to devote all of your time to managing the business and potentially marketing yourself to thrive.

How Do You Start up an E-Commerce Business?

Suppose you want to start up an e-commerce business. In that case, you must follow a plan to define your business, create a branding and marketing strategy, and perform market analysis regularly.

Free and low-cost start-up options exist whether you want to sell a service or a physical product.

No matter what e-commerce business you decide to open, be prepared to dedicate a lot of time to starting it. However, it is a rewarding venture.

Start Your Journey to Financial Freedom Today!

Whether you want to operate a small business like a small-scale online retailer or an industry-leading digital service, e-commerce is a way to set yourself up for future financial freedom!

All it takes is time and dedication to ensure smooth sailing in e-commerce. So why not start today?

Start researching your ideas, get to know the current online marketplaces, validate those ideas, and start drawing up a plan.

By Chris Alarcon

Christopher is the driving force behind Financially Well Off – the ultimate destination for those looking to achieve financial independence, explore the world and stay motivated daily. If you’re ready to transform your perspective on money and take charge of your life, you’ve come to the right place.

Sourced from Parent Portfolio

BY FAST COMPANY

Pinterest now counts more than 171 million male users, driven by Gen Z interest in wellness, grooming, AI tools, and fatherhood content.

A growing number of men are flocking to Pinterest.

The company’s first-ever trend report reveals that male users now make up more than one-third of its 570 million global active users. That equates to over 171 million men, most of whom are part of Generation Z, according to Pinterest. Interestingly, these men challenge the typical stereotypes of social media behaviour.

“Our data paints a picture of a nuanced group of male users on Pinterest that largely rejects the toxicity you might find elsewhere online—and engages with content in positive, authentic ways,” the company wrote in a blog post.

Pinterest has been on a roll lately. Its stock is up more than 25% year to date, and it has risen 34% in the past year. The company is scheduled to report its Q2 earnings after the bell on August 7, and Wall Street expects a 14.2% year-over-year increase in revenue.

This influx of male users is engaging with a wide range of content, from Pilates to smart parenting. Many are also turning to Pinterest to research products before buying or to find unique travel destinations, the company said.

To attract even more men to the site, Pinterest has introduced a “Pinterest Man” hub, where male users can explore trending topics and shop the latest styles. This move may intensify competition with TikTok, which is projected to draw over 50 million buyers to its TikTok Shop this year, making it the fourth-largest social commerce platform in the U.S.

Here’s a closer look at what men are interested in on Pinterest.

Health and fitness

Well-being is a key driver for men who join the platform. Searches by male users for Pilates and rock climbing are surging, with Pilates outfits up 300% and rock climber searches up 115%. Interest in health hacks like electrolytes and coconut water is also climbing (both up 45%), along with searches for hydration, which are up 50%.

Style

According to audience insights platform GWI, half of Gen Z and millennial men on Pinterest care about their appearance. This has sparked increased searches for grooming and fashion tips. Healthy hair routines, such as using sea salt spray, have surged, along with skincare trends like micro needling, which some believe has anti-inflammatory and antiaging effects.

There’s also been a 115% spike in searches for male nail art designs and a 230% increase in men’s facials. On the fashion front, Goth and grunge looks appear to be making a comeback. (And—fair warning—searches for jorts are on the rise too.)

Next-gen tech

If you thought 3D printing was fading, think again. Men’s searches for 3D printing designs are up over 1,200%, outpacing even the 800% jump in AI video and the 265% rise in programming tutorials. Fintech is also heating up, with investment app searches increasing 620%.

Home, hobbies, and family

Interests vary by life stage. Gen Z users are diving into gaming content, with a 590% increase in searches for League of Legends characters. Millennials, who are entering parenthood, are searching for advice on everything from smart parenting to screen time—with “daddy and son” searches up 415%. Home décor is also gaining traction among this group.

“On Pinterest, men are finding a community that empowers them to pursue their unique interests with confidence,” the company wrote.

Feature image credit: Dima Solomin/Unsplash

By Chris Morris

This article originally appeared in Inc.’s sister publication, Fast Company. Fast Company is the world’s leading business media brand, with an editorial focus on innovation in technology, leadership, world changing ideas, creativity, and design. Written for and about the most progressive business leaders, Fast Company inspires readers to think expansively, lead with purpose, embrace change, and shape the future of business.

Sourced from Inc.

BY LAUREN KLEINMAN

Brands must stop siloing PR, affiliate, and paid media if they want to build consumer trust that converts.

For years, brands tried to split the difference by hiring a PR agency for visibility, an affiliate manager for commerce coverage and affiliate partnerships, and a media buyer for paid social scale. Seven years ago, I, in fact, was one of them as the former VP of Marketing and Founding Team at Ritual. On paper, it made sense. In practice, I found it created silos, competing agendas, and a lack of shared accountability and synergy across agencies and partners.

PR teams fought for glossy earned placements that drove awareness, but had no understanding of how to interpret the performance data that was now available through affiliate marketing. Affiliate was treated as a “last-click” discount lever instead of a strategic storytelling channel. Paid ads delivered reach, but eroded credibility the more aggressively they followed you around online and touted huge discounts (a never-ending race to the bottom).

Trust is the new currency

The customer journey has never been more fragmented. Discovery happens everywhere: a podcast shoutout, a Reddit thread, a TikTok Shop haul, a Substack product review, or even an AI-powered search result.

In this reality, trust is the only real currency. Consumers don’t care whether a placement was earned, affiliate-driven, or paid; they care if it feels credible, consistent, and relevant to them.

So how can brands actively build that trust?

  • Be transparent about incentives. Consumers aren’t turned off by affiliate links, they’re turned off when they feel misled. Work with creators and publishers who disclose clearly and genuinely believe in your product.
  • Invest in quality storytelling. Clickbait and discount-driven messaging might drive short-term traffic but rarely long-term trust. Prioritize partners and content that add real value or perspective.
  • Align messaging across channels. The fastest way to lose credibility is inconsistency. If your paid ad says one thing and your press coverage another, consumers notice. Every touchpoint should reinforce the same brand truth.
  • Measure what matters. Awareness, reputation, and conversion are all valid goals, but you have to know which you’re pursuing with each channel. That clarity builds internal trust, too.

The takeaway for founders and marketers is simple: if your PR, affiliate, and paid media aren’t working together, you’re sacrificing trust and growth.

The post-PR agency model

At Dreamday, we coined the term Performance PR: an integrated approach where affiliate and earned media work in tandem. Every consumer press hit is designed to drive not just visibility, but measurable revenue. For brand and business press (think: Inc. or Fast Company) we measure success using the Barcelona Principles, a global framework for evaluating PR effectiveness. In plain terms, the Barcelona Principles remind us that not all press should be measured by direct sales. Some coverage exists to build awareness, credibility, or influence perception, which are all valuable outcomes in their own right.

A feature on a founder’s leadership style, for example, may not drive immediate sale conversions, but it can meaningfully shape brand reputation, attract talent, and open doors for strategic partnerships. Performance PR refers to consumer press that can be measured, actually very effectively these days, through affiliate marketing and commerce’s growing role in publisher objectives (and revenue).

Quality Media has pioneered what we call Performance Publishing, a model where editorial storytelling, creator-led content, and paid amplification combine to outperform traditional brand campaigns.

At both agencies, our main KPI isn’t awards or impressions, it’s the case studies we create for our clients. We don’t rest on our laurels; we’re only as good as the last results we delivered. That focus keeps our teams sharp, ensures accountability, and, most importantly, builds client trust over time.

When we applied this model for clients like Quince or The Bouqs, it wasn’t about choosing between “story” or “scale.” It was about ensuring every placement, whether in Vogue, on TikTok, or in a sponsored story, pulled in the same direction: building credibility and driving conversions.

The key insight: trust compounds when PR, affiliate, and paid collide, not when they compete.

A playbook for founders and marketers

So how can brands put this into practice?

  • Audit your partners. Are PR, affiliate, and paid run by separate agencies or teams competing for credit with different KPIs? If so, you’re eroding trust before you’ve begun.
  • Bring your partners together. Get your PR, affiliate, and paid leads in the same room (or Slack channel). Share KPIs and have them co-own performance. When everyone is accountable to the same metrics, alignment, and trust, follow.
  • Consolidate when needed. If your agencies are working in silos or competing with one another, it’s time to rethink your structure. That might mean consolidating scopes, appointing an internal lead who oversees the full funnel, or finding a partner built for integration.
  • Think like a consumer. Ask yourself: if someone Googled my product, or if ChatGPT surfaced me in a recommendation, would they see consistent, credible validation across multiple sources?
  • Build for convergence. Instead of planning PR, affiliate, and paid as separate campaigns, design them as parts of the same trust-building system.

The future belongs to trust

Trust has always mattered in marketing. What’s different now is how fragile (and essential) it has become for growth.

The brands that win in the next five years won’t be the ones spending the most on ads or executing the flashiest PR moments. They’ll be the ones that can point to undeniable results: credible press hits, measurable affiliate-driven revenue, and high-performing creative that amplifies both.

That’s why we hold ourselves to the same standard we ask of our clients: results that stand up as case studies. Trust isn’t a buzzword—it’s the most valuable KPI left. And it’s earned daily.

Feature image credit: Getty Images

BY LAUREN KLEINMAN

Sourced from Inc.

By Hope Horner • Edited by Chelsea Brown 

AI has stripped the cost and complexity out of video production. The result? An endless stream of content where attention, not output, becomes the true competition.

Key Takeaways

  • AI video allows anyone to produce polished content on demand. What once required crews, budgets and weeks of production can now be generated in minutes.
  • With an avalanche of professional-looking content, companies must pivot from competing on production quality to competing on authentic insight, genuine expertise and human connection.
  • Brands must use AI as a tool to amplify human creativity and understand that having something meaningful to say matters more than saying it beautifully.

AI video tools have crossed a threshold. What used to require crews, budgets and weeks of post-production can now happen in minutes. Text-to-video generators can create actual clips that replace live-action filming — no cameras, no sets, no talent needed. Every brand, startup and side hustle can flood social feeds with polished content that would have cost thousands just a year ago.

The result is an avalanche of video content most marketers aren’t ready for. And when everyone has access to infinite content creation, the bottleneck shifts to something much scarcer: human attention.

The great video inflation of 2025

Think about what happened when desktop publishing killed the printing industry’s pricing power. Suddenly, every business could create professional-looking brochures and flyers on demand. The market got flooded with mediocre design, but the cost advantages were too compelling to ignore. Printing companies that survived had to find new ways to add value beyond just putting ink on paper.

AI video is that moment for content marketing. When every solopreneur can generate Hollywood-quality product demos and every startup can create testimonial footage without actual customers, the video landscape inflates, and we’re not talking about a gradual shift. This is a supply shock.

The number of professional-looking videos published daily is already increasing by orders of magnitude. Marketing teams that were previously constrained by video budgets suddenly have access to unlimited content creation. The creative brief that once became one hero video now becomes 50 variations optimized for every platform, demographic and use case.

For marketers, this feels like winning the lottery. Unlimited content at near-zero marginal cost? What’s not to love?

But there’s a catch. When everyone has the same superpower, no one has an advantage.

Why this time is different

Previous waves of content democratization (think YouTube, smartphones or social media) expanded the pool of creators but didn’t eliminate production friction entirely. You still needed some combination of equipment, skill or time to create compelling video content. That friction acted as a natural quality filter.

AI video removes that filter in many ways. The barrier between having an idea and having a polished video is getting smaller and smaller. A text prompt becomes footage. A description becomes a testimonial. A concept becomes a commercial.

This creates what economists call a “lemons market” — when quality becomes indistinguishable at first glance, markets get flooded with mediocre products. Your audience will face an unprecedented signal-to-noise problem. Professional-looking content will be everywhere, but most of it will have nothing meaningful to say.

The brands that understand this dynamic — and position themselves accordingly — will have a massive advantage over those caught off guard.

The coming brand extinction event

Here’s what most marketers aren’t seeing: AI video doesn’t just make content creation cheaper — it makes content forgettable. When every video looks professionally produced, none of them stand out visually. When everyone can create testimonials and product demos, the format itself loses credibility.

We’re heading toward a content landscape where production value becomes almost meaningless as a differentiator. The slick graphics, perfect lighting and smooth transitions that used to signal “professional brand” will be table stakes. Worse, they might even signal “generated content” to increasingly savvy audiences.

This shift will be brutal for brands that have built their entire content strategy around looking polished rather than saying something meaningful.

How to survive the content inflation

The companies that survive will be the ones that pivot from competing on production quality to competing on authentic insight, genuine expertise and genuine human connection. The production quality will be a given, so it’s the content strategy that will stand out.

This means treating AI video tools like what they actually are: incredibly powerful production assistants that still need direction, strategy and human judgment to create anything worth watching. The technology can generate and optimize the footage, but it can’t generate the insight that makes someone care.

Smart brands are already preparing for this shift. They’re investing more heavily in understanding their audiences, developing unique points of view and building authentic relationships that can’t be automated. They’re using AI to amplify their human creativity, not replace it.

Most importantly, they’re preparing for a world where having something meaningful to say matters more than saying it beautifully. Because when everyone can make beautiful content, the only competitive advantage left is having something worth saying.

The content inflation crisis isn’t coming — it’s already here. Early adopters are already flooding feeds with AI-generated content, and the volume is only going to increase. The brands that recognize this as an existential shift, not just a new tool to experiment with, will be the ones that survive.

Importantly, this conversation isn’t about whether AI video is good or bad. It’s about understanding that when production costs get lower, everything else about marketing changes. The rules, the strategies, the competitive advantages you’ve gotten used to — all of it gets rewritten.

Your choice is simple: Adapt to the new rules now, or get swept away by the brands that do.

By Hope Horner 

Hope Horner is a serial entrepreneur who built Lemonlight from her bedroom. She’s been named Inc.’s Top Female Founder (twice), landed on the Inc. 5000 list (seven times), and won 30+ awards. She writes about entrepreneurship with clarity, candor, and bite.

Edited by Chelsea Brown 

Sourced from Entrepreneur

By Kendra Barnett

WPP Open Pro is a new push from the holdco to expand vertical and horizontal integration of its flagship AI platform.

British advertising titan WPP is rolling out a self-serve version of WPP Open, its AI-powered marketing platform.

Unveiled Thursday, WPP Open Pro is a platform marketers can use to build campaigns, develop creative assets, and activate on their own, with the help of AI.

The platform is designed to streamline the entire marketing process, from ideation to execution, with the help of automated tools.

Users can craft campaign strategies with the help of AI agents that pull from a well of proprietary WPP data, partner data, and broader industry insights. Then, the platform can help marketers generate branded content for various channels.

To deploy campaigns created within the system, users can publish directly to major ad platforms. WPP Media clients can also connect to WPP’s Open Media Studio, which offers more advanced audience identification, bid optimization, and programmatic management.

Image- and video-generating features in WPP Open Pro are powered by a range of generative AI models, including Google’s Imagen and Veo platforms, OpenAI’s DALL-E, Sora, and GPT Image, Adobe Firefly, and others. Text generation, meanwhile, relies on Google’s Gemini, Anthropic’s Claude, and OpenAI’s ChatGPT.

Courting Small Business

WPP expects the tool to meet the needs of smaller enterprises and performance marketers who don’t need the high-touch managed service version of the program—and might also find uses in the organizations of existing WPP clients.

“We often don’t service the entirety of a client’s business, so it gives us reach into business units and areas that we might not service already,” said Matt McNeany, who helms the Open Pro project at WPP.

He added that smaller businesses open up a new market for WPP beyond its typical slate of Fortune 500 clients. “Now they can get access to professional-grade tools and AI capabilities, and do that in a pretty straightforward way.”

Users pay a fee to access the tool and are charged by usage, though WPP declined to share specific pricing details.

WPP Open Pro will be piloted by Google and some other undisclosed WPP clients. Initial feedback from clients has been “tremendous,” according to McNeany.

Google and WPP earlier this month announced a five-year extension of their ongoing partnership focused on advancing AI and cloud technologies for marketing. As part of that arrangement, WPP has pledged $400 million to bake Google AI tools into WPP Open.

Google declined to comment.

AI push

WPP Open Pro comes as the holding company aims to further align itself with AI to turn around its sinking fortunes.

Since it launched last year, WPP Open got a shiny upgrade in June with the launch of Open Intelligence, a foundational LLM trained specifically for marketing use cases. The platform has also added an integration with TikTok’s generative AI tools. Today, it’s used by brands including L’Oréal, LVMH, and Nestlé.

The launch of WPP Open Pro is among the first major announcements under new WPP CEO Cindy Rose, the Microsoft and Disney alum who succeeded Mark Read on September 1.

Rose’s appointment came after a grueling few years under Read’s leadership in which WPP suffered significant profit losses, client departures, and felt the squeeze of Trump-era tariffs—all while battling rivals over AI promises.

The rollout of WPP Open Pro, she hopes, will give the holdco the opportunity to expand into new markets.

In a statement shared with ADWEEK, Rose said WPP Open Pro’s low barrier to entry will put the company’s AI marketing capabilities “directly into the hands of a much wider array of brands and businesses.” If successful, the shift could drive revenues and bolster WPP’s business more broadly.

A marketing leader at a global brand, speaking on condition of anonymity, told ADWEEK this week that WPP has been pushing the brand aggressively to do more with WPP Open.

McNeany, for his part, is confident in the positioning; he suggested that the tool surpasses rival agencies’ AI-powered marketing offerings today.

“[We’re] taking our data assets, our partner data assets, our agentic capability, the generative partnerships that we’ve got with Google, OpenAI and so on…content automation, media activation, and bundling that up into one solution,” he said.

By Kendra Barnett

Kendra Barnett is Adweek’s senior tech reporter. @KendraEBarnett|[email protected]

Sourced from ADWEEK

By Megan Poinski,

AI chatbots are not created equal. Chatbot developers at competing companies often place a different emphasis on what gets suggested, the sources that are used, and how they intend the user to act on the information presented. In a new report, SEO consulting firm BrightEdge dove into the differences between Google’s AI Mode and ChatGPT. While both gave similar responses to basic comparison questions, they took different tactics when users asked for actions.

“AI search is no longer one thing—it’s splitting into at least two distinct philosophies,” BrightEdge founder and CEO Jim Yu says in the report.

When asked for advice to accomplish a certain task, BrightEdge found that Google tends to surface more things to read and learn from. ChatGPT, meanwhile, often suggests tools and apps to do the task. For example, with a prompt asking how to find a doctor, Google provided directions to a hospital. ChatGPT suggested users try Zocdoc, an app with medical professional listings and information. When asked how to learn Python, Google directs users to GitHub and Medium blogs, while ChatGPT suggests online course site Udemy. And a query on how to make a budget has Google sending users to NerdWallet research and blog posts, while ChatGPT suggests financial apps including Mint and YNAB.

BrightEdge also looked into the differences between results from Google’s AI Overviews—the curated information that shows up at the top of several search result pages—and Google AI Mode—the new button to the right side of the search bar. AI Overviews are constantly changing, but showcase brands in 43% of queries. They also can include 20 or more inline citations. AI Mode, on the other hand, surfaces brands in 90% of its responses, and it’s 3.8 times more likely to feature a unique brand.

What does all of this mean for marketers? As a practical matter, you should continue to hone your AI strategy. It’s time to go deeper than just having content. How does your content show up in an AI search, and what do you want users to do once they find it? Should you concentrate on broad content that helps others learn, actionable solutions, or both? It’s also important to remember that the number of people searching on a particular platform can shift. Search leader Google is quickly rolling out AI Overviews, but AI Mode may become more of a default option. And ChatGPT could see its search fortunes grow through strong performance or a well-placed agreement with an operating system, browser or device.

Regardless of how people find content online, once it’s out there, it can serve as content for everyone in the world—part of a global content strategy. There are many nuances between a winning global strategy and a successful local one. Nataly Kelly, CMO at market research platform Zappi, recently co-authored a book about it with Katherine Melchior Ray titled Brand Global, Adapt Local: How to Build Brand Value Across Cultures. I talked to Kelly about the two strategies. An excerpt from our conversation is later in this newsletter.

By Megan Poinski,

Sourced from Forbes