BUSINESS INSIGHTS
and even traditional search-optimised content can drive sustained traffic and conversions.
• Creating seamless shopping experiences: Whether through native social commerce features or owned digital storefronts, reducing friction in the customer journey leads to higher conversions. Investing in first-party data solutions and integrating realtime personalisation across multiple channels can enhance user experience and boost sales.
• Optimising first-party data usage: With third-party cookies fading out, first-party data is becoming more valuable than ever. Retailers
who build robust data strategies – collecting insights through loyalty programmes, CRM integration and in-app engagement – will gain a critical advantage in understanding and serving their customers effectively.
The path forward
It remains to be seen which channels will lead social commerce in the longterm, but the lesson remains the same: brands cannot afford to put all their eggs in one basket. Diversification is not a reactionary move; it is a proactive strategy for long-term success. By investing in a balanced mix of social, retail media, CTV and owned channels, advertisers can future-proof their strategies and maintain stability in an ever-changing landscape.
Embracing agility will be vital. Brands that monitor performance across multiple channels, iterate on strategies quickly and stay ahead of consumer behaviour shifts will be best positioned for success. The digital advertising landscape in 2025 is dynamic, but those who remain adaptable will be able to evolve and thrive. Instead of waiting for the next disruption, smart advertisers will take action now. Ensuring they remain in control of their customer relationships, data and future growth. x
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