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Digital Marketing Must Go Beyond Clicks
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Innocean Shifts From Traditional Holiday Cards
In 2025, some agencies chose to move away from traditional printed holiday cards in favour of more meaningful gestures. Innocean USA created its cards with seed paper that recipients can plant, tying the campaign to wildfire recovery efforts and environmental causes. The agency also made a charitable donation to support community relief rather than spend on mass mailings. This reflects a trend where agencies use seasonal messaging to highlight values, sustainability and social impact rather than conventional greetings alone.
Why this matters
This shift shows how marketing teams can align campaigns with purpose and brand values, making seasonal outreach both creative and socially relevant. It also reflects broader marketing trends where audience engagement is rooted in shared values over traditional touchpoints. Read more.
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XPeng Uses AI for G9 EV Marketing
XPeng Motors has applied AI-driven marketing tactics to promote its G9 electric SUV debut, using festive social campaigns and personalization to build excitement. The strategy highlights how the brand leverages AI not only in its vehicles’ advanced driver-assistance systems but also in crafting engaging content that resonates with audiences during key marketing moments. This fusion of technology and marketing reinforces the brand’s innovation credentials and supports global visibility.
Why It Matters
AI is becoming a tool not just for product innovation but also for brand storytelling and customer engagement. Marketers in automotive and tech sectors can learn from how XPeng integrates product capability with promotional creativity to boost relevance. Read more.
The Future of Shopping? AI + Actual Humans.
AI has changed how consumers shop, but people still drive decisions. Levanta’s research shows affiliate and creator content continues to influence conversions, plus it now shapes the product recommendations AI delivers. Affiliate marketing isn’t being replaced by AI, it’s being amplified.
Today’s Insight
Digital Marketing Must Go Beyond Clicks
Digital marketing used to be focused on getting clicks, but the rise of AI tools and language models is changing that approach. Brands now need to gain mentions and visibility in places where AI and search systems pull answers, not just collect clicks to a website. This means content strategy must shift toward building brand authority across platforms, social media and trusted sources so brands show up in AI responses and search summaries. The move reflects a broader shift in how users discover information and interact with brands online.
Key Takeaways
Clicks alone no longer reflect audience engagement or brand reach.
AI-driven search and zero-click trends are forcing new content strategies.
Brands should focus on impressions, mentions and authority across web and social.
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