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- Are you all set for a major social media shake-up?
Are you all set for a major social media shake-up?
PLUS: Our Social Commerce Trends reports
Zihan Lyu
January 25, 2025 • Estimated Reading Time: 10 minutes
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Hi there!
Highlights from today's newsletter:
🔹 Major shake-up of social media — are you all set?
🔹 ClickZ's Social Commerce Trends reports
🔹 Davos 2025: Marketing in the Intelligent Age
EDITOR’S PICK
#SPORTS MARKETING
Sports marketing just leveled up at the Sports Licensing & Tailgate Show 2025. With the US licensed sports merchandise market projected to hit $22.6 billion by 2030, brands are turning to digital-first strategies to engage fans and drive revenue.
Recent examples like AI-powered personalized campaigns such as Snickers' José Mourinho activation and WHOOP's athlete partnerships showcasing real-time data demonstrate how personalization and purpose-driven storytelling are changing fan connections.
As AR, VR, and retail media shape the future, marketers across sectors can take a page from sports brands that turn every moment into an opportunity to connect and convert.
#MARKETING PREDICTIONS
What happens when AI meets marketing at the world's most influential business summit?
At Davos 2025, the message was clear: AI is now the driving force behind advertising and the entire customer journey.
Imagine AI powering your ad campaigns on platforms like Google Performance Max and Meta Advantage+, freeing you to focus on what humans do best: creativity and strategy. Meanwhile, social media transforms into a shopping haven, blurring the lines between content and purchase.
This is the new reality of omnichannel retail, and the brands that master AI and social commerce will dominate the next decade.
The ClickZ team has been reporting live from the Sports Licensing & Tailgate Show this week. Check out our exclusive insights from interviews with exhibitors and innovators at SLATS 👇
At SLATS, Ryan Valentine, VP of Global Marketing at Northwest Group, shared how they’re leveraging AI to optimize ad spend, automate product descriptions, and manage 40,000+ SKUs annually.
The focus? Expanding into new markets like Formula One and U.S. Soccer while adapting to consumer trends with new categories like tote bags and picnic blankets.
With plans to add 2,500 more U.S. colleges to their collegiate portfolio, Northwest Group is setting the pace in licensed textiles.
WHAT WE ARE READING
 | Dove's "Unready for Anything" campaign, crafted by Ogilvy, shifts focus to the aftermath of preparation rituals, diverging from typical "get ready with me" social media trends. The campaign marks a strategic pivot for Dove, centering on product rather than people-focused narratives, while integrating influencers' natural content creation styles. Adhering to a specific creative vision, Ogilvy's approach underscores a commitment to authenticity, steering away from AI or overly stylized imagery. This method aligns with Dove’s legacy of inclusive and purpose-driven marketing, subtly trusting consumers' imagination to complete the narrative. |
 | Social media is at a pivotal moment with potential major changes. Meta shifted moderation to align with political interests, raising concerns about its influence. Elon Musk's transformation of Twitter into a self-serving platform also highlights the fragility of current social media giants. TikTok's looming ban in the U.S. further disrupts the landscape. |
 | Generative AI adoption in marketing reveals unexpected disparities in executive and entry-level engagement. Key findings include: ↳ This disparity underscores the necessity for balanced training. By ensuring equal access to AI education, companies can leverage the unique insights of younger employees, particularly in areas such as ethical oversight. |
Discover Our Latest Industry Digital Commerce Reports
Want to stay ahead in digital commerce this year? At ClickZ, we regularly feature key insights from across our portfolio of specialized industry publications.
This week, we’re highlighting two of our latest industry reports to bring you actionable insights from across the digital marketing landscape.
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TOP VOICE
💭INSIGHTS FROM SAMUEL TINSON-WOOD
Remember the days when brand guidelines were just fancy PDFs gathering digital dust? Those days are numbered.
In a bold move that's got the design world buzzing, Dropbox just reshaped how we think about brand guidelines. They've taken something traditionally static and transformed it into a living, breathing digital experience.
Want to know how they're making enterprise-level brand management accessible for teams of all sizes? The full story might just change how you approach your next rebrand...
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