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How to Adjust Marketing if There’s No U.S.-China Trade Deal
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💸 How to Adjust Marketing if There’s No U.S.-China Trade Deal
When U.S.–China trade talks stall or fail, businesses that depend on global supply chains, exports, or imports must rethink marketing strategies. Economic pressure, shifting tariffs, currency movements, and supply uncertainty all affect consumer demand, margins, and brand positioning.
Why it matters
Marketers must be agile: campaigns built on assumptions of stable trade may misfire under disruption.
Pricing, messaging, product mix might need adjustment — e.g. promoting “locally made,” supply assurance, or alternative sourcing.
Risk communication becomes part of brand care — reassure customers about consistency, reliability, and value.
Global brands should monitor macro / trade signals and build contingency plans into marketing roadmaps. Read more.
🚀 WPP Commits $400 Million to Google AI for Marketing
WPP announced a five-year partnership expansion with Google, committing US$ 400 million to deepen use of Google Cloud and AI across its marketing operations. The deal centers on WPP Open, the group’s AI operating system, real-time personalization, creative/pipeline automation, privacy-safe data collaboration, and early access to generative models like Veo and Imagen.
Why It Matters
This is a major bet: a top global holding company backing AI across creative, media, data, production.
It signals that AI is no longer optional — it’s becoming infrastructure in marketing.
Clients will increasingly expect agencies to bring AI capability, not just creative or media talent.
The focus on privacy-safe data collaboration is smart — data access is a battleground.
Efficiency, speed, scale — those who master AI in marketing operations may gain a competitive moat. Read more.
🏷️ Australian Retail Media Links In-Store Sales to Digital Ads
In Australia, a new retail media network (by Vinarchy Wines, MixIn, Criteo, Amperity) now directly links in-store sales with digital advertising campaigns — a closed-loop attribution capability. This solves a long-standing challenge: measuring how digital touchpoints influence real purchases in physical stores. The platform claims to do this in a privacy-safe way and was built in about five weeks.
Why It Matters
For brands and agencies, this closes a key measurement gap: digital influence on offline behavior.
It enables smarter budget allocation — you can reward digital channels that truly drive in-store revenue.
Retailers with this capability can monetize more deeply and improve value to brand partners.
This is a trend signal: retail media is evolving — ownership of attribution, measurement, and omnichannel linkage becomes a differentiator. Read more.
💡 Today’s Insight
U.S. Digital Trends from Meltwater — What Marketers Must Note
Meltwater’s 2025 U.S. digital trends report shows that 93.1 % of Americans are online, social media use reaches ~73 % of the population, and every mobile connection now supports broadband. Internet growth is plateauing, but usage depth, platform shifts, and behaviour changes are where the action is.
Key Takeaways
Optimize for performance, not just reach - With saturation, quality over quantity matters.
Invest in engagement tools - Interactivity, community, content depth will win more than passive impressions.
Experiment on emerging or fluctuating platforms - Identify which social channels are rising in relevance.
Leverage speed improvements - Richer media (video, AR/VR, immersive formats) become more viable.
Monitor behaviour patterns closely - Saturation means small behavioural shifts can mark big opportunities.
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