Technological innovations and changing consumer behaviors are expected to significantly impact the marketing industry in the coming year. The new Trump administration may introduce changes in advertising, amid uncertainties around tariffs and privacy legislation. Marketers are anticipated to focus more on performance channels, such as retail media networks and shoppable ads, to demonstrate ROI. TikTok is projected to be a key player, with its shop feature gaining millions of buyers, while the need for better integration and attribution in retail media networks is crucial for maximizing their potential.
Consumers are increasingly seeking seamless paths to purchase within platforms, and savvy advertisers will invest in shoppable ad formats that will meet consumers' demands.
Unless banned, I predict that TikTok Shop will become a must-have channel for commerce-driven brands, as it saw tremendous growth with eMarketer forecasting 11.9 million buyers.
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