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What we know about Gen Z in 2025 – Key Insights for Brands Who Want Real Connection What we know about Gen Z in 2025 Gen Z is no longer “the up-and-coming” generation. With increasing purchasing power, cultural influence, and distinct values and behaviours shaped by technology, social change, and economic uncertainty, they are central to any forward-looking marketing strategy. Generational cohorts like Gen X, Y (Millennials), and Z are important to marketers because they offer a clear framework for understanding consumer needs, behaviours, and values across life stages. Marketers use these generational cohorts to segment audiences, predict behaviour, and…
Executive Summary: Artificial intelligence is rapidly entering the conversation, offering tools for everything, from tone editing to triage and stirring intense debate about its rightful place. We present data gathered from the first 100 researchers, editors, publishers, and reviewers from diverse disciplines around the world, through an ongoing, comprehensive, and anonymous online survey.The survey aims to understand AI usage, perceived benefits, ethical concerns, and training needs. Our early findings reveal not consensus, but a crossroad: optimism, skepticism, curiosity, and caution all converge at a pivotal moment that may shape research practices for decades. While most see potential in AI-assisted peer…
Welcome to Creator Capitalist Conversations, a series spotlighting real-life legends who have rejected traditional career paths and built lives around what makes them different.Subscribe now Read more
Email marketing has undergone some fairly dramatic changes in the past 10 years, both from a strategic and technical standpoint. Gone are the days of sending mass emails to your entire database which include generic product pushes, which are about as inspirational as the ‘one size fits all’ label on a piece of clothing. One of the driving forces behind this change is that it is now commonly accepted by marketeers that segmentation and personalisation of email campaigns are the ways to drive higher ROI, brand awareness and loyalty. So how do we make sure every email we send is tailored to the personal…
In today’s complex marketing landscape, success often depends on more than creative ideas and precise targeting. It requires a connected ecosystem where platforms share data, insights flow seamlessly and optimization happens in real time. Google’s Campaign Manager 360 (CM360) is constantly adding integrations to help with this. As the ad server at the center of the Google Marketing Platform (GMP), CM360 powers ad delivery, tracking, conversion reporting, and attribution but its true value emerges when it’s integrated with the right tools. These integrations help in a variety of ways to unify measurement and make your campaigns work harder across every…
My life changed in a big way twenty years ago today. It was the first Affiliate Summit that I organized with Missy Ward and it took place at Baruch College in New York City on November 3, 2003. Pulling the whole thing together happened pretty fast. We chatted on the phone about trying to start a conference and registered AffiliateSummit.com on May 19, 2003. The original goal was to put on a conference on a cruise in 2004, but we decided to do a small event before that to get the name out there and build a list. I heard…
In fall 1988, I was a freshman at the University of Maryland at College Park, and I decided to go through fraternity rush, because I wanted to be in a fraternity. Along the way, I took notes, because I thought the whole process from rush through initiation would make for a good short story. The stories and experiences resulting in a lot of notes, and I thought I might try writing a book one day to share what I went through. I worked on it sporadically and I have finally finished writing 90,000 words about being a Fraternity Pledge. The…
Five years after this video was created, the idea that machine learning might be “far outside the scope of your SEO work” seems outrageous. But you can understand why it was positioned this way. Britney’s early work in LLMs, machine learning, and SEO was initially met with scepticism. “I remember people telling me I was insane and actually, like, very seriously criticizing me for making these sorts of leaps when I have been at the hackathons. I’ve been at these AI conferences. I know the current capabilities exist,” but at the time, the concept was “such a foreign concept” to many people.As…
As someone who’s spent the past few years building websites and helping businesses fine-tune their digital presence, I’ve seen firsthand how overlooked the homepage can be. Yet, it’s the most visited page on your entire website. The virtual front door that welcomes (or turns away) the majority of your traffic. A lot of businesses struggle here because they treat the homepage like a one-size-fits-all landing page. But your homepage has a much bigger job to do. It needs to guide visitors from all different backgrounds, interests, and traffic sources to the next best step. That means it has to be…
Gen Z is rewriting the rules of communication. Born between 1997 and 2012, this digital-first generation grew up with smartphones in hand, endless scrolling on TikTok, and fast-moving conversations on Instagram and Snapchat. So here’s the big question: how do you connect with a group that lives in memes, emojis, and 15-second videos—through email?