Some marketers fail to see the power and reach of social media marketing and still rely on traditional marketing, writes Daisy Domenghini of VaynerMedia EMEA, who cites that 22.5% of marketers responding to Marketing Week's 2024 Career & Salary Survey said social media is the most overrated skill in a marketer. "Social media directly guides what many think of as the key elements of classic, traditional marketing -- to drive growth, to understand the customer, to build customer propositions that resonate, to communicate with consumers, and to position brands," writes Domenghini.

Google's Shopping Graph offers an interactive "style recommendations" feature that lets users rate products by swiping or clicking a thumbs up or down, which enables Google to personalize search results in real-time so shoppers can find products that align with their needs faster. The feature also allows brands to use this data to optimize their Google Shopping product listings.

Generative AI is poised to transform content strategy for business-to-business marketers with its ability to deliver real-time, accurate audience intelligence to inform creative thinking, writes Phyllis Davidson, vice president and principal analyst at Forrester. The technology's not quite there yet, but B2B marketers should prepare by reviewing customer data models and embracing generative AI within content operations, Davidson advises.

Even small to midsize companies can use AI in their marketing to recommend products and events to new and existing customers, writes Rodolfo Delgado, who created Replay Listings, an apartment rental site where real estate agents can upload unedited video content. "Through AI, businesses can create a virtuous cycle of engagement, where each personalized recommendation strengthens the bond with their customers," writes Delgado.

Generation Z consumers, per an analysis from GWI of survey data, are changing why they use social media, with the biggest increase in usage since 2020 to "follow/find information about products and brands" for the reason they use TikTok, followed by "keep up to date with news/the world," also on TikTok. The largest decrease in usage since 2020 has been to "find funny/entertaining content" on Reddit.

Agency leaders share their thoughts on whether or not more shops will merge creative and media to take full advantage of AI's potential. "AI has the potential to be the final piece of the jigsaw that forces the long-predicted reunion between media and creative, signaling a rise for full-service agencies," says Karen Martin, CEO of Bartle Bogle Hegarty, while Spark Foundry's Marcos Angelides notes that such reintegration "will ultimately lead to better work."

Being blind to personality traits -- such as being a "cowardly lion" who acquiesces to others, or the bully who gets their way through fear or the loyalist who lets friendship cloud their judgment -- can undermine your leadership effectiveness, writes Susan Lucia Annunzio, the president and CEO of the Center for High Performance. "Leaders must cultivate self-awareness, actively seek feedback, and be willing to address their weaknesses," Annunzio advises.

A 17-second Discord video on April Fool's Day got more than 1 billion YouTube views within 24 hours. Experts believe that the ad, which jokingly promoted "loot boxes," benefitted from artificial inflation mechanisms like "viewbotting."