Marketing channels have multiplied faster than most teams expected. Consumers move between platforms constantly, often within the same hour, and attention is scattered across search, social media, streaming platforms, podcasts, retail media networks, and creator ecosystems. For CMOs, the challenge is no longer access to channels. It is deciding where attention should be invested and […]

Digital marketing rarely stays still for long, but the pace of change heading into 2026 feels sharper than usual. Consumer expectations are shifting quickly. Platforms are evolving faster. Attention spans continue shrinking, while competition for visibility keeps increasing across almost every industry. A few years ago, brands could rely on predictable ad formats and broad […]

A few years ago, most brands treated Influencer Marketing as a visibility play. The logic was simple enough. Partner with creators who had large audiences, generate buzz, and hope the attention translated into brand recall later. For a while, that worked. Social platforms were less crowded, audiences were more receptive, and engagement came relatively easily. […]

SHAYESTA SHAHZABEEN

A marketeer, research fanatic and love reading about brands. I am a seeker, who sees unlimited opportunities and is guided by a value system that focuses on doing good.