Trust & Attention in the New Digital Era - the role of TikTok & influencers as brand gatekeepers and trusted advisors
As always, the digital world is shifting rapidly - media is fragmenting, AI zero-click search is steadily rising, and brands are fighting harder than ever for visibility and attention. The role of creators has never been more important, as influencers serve as both social entertainers and trusted sources of information for their communities. How can ecomm brands partner with creators to navigate a changing digital landscape, gain audience trust/attention, and ultimately drive marketing effectiveness?
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