ClickZ Indie Agency News Newsletter | 📈 Freeman enhances digital strategy with Tag Digital

Live From SXSW 🎤

🎯 What Every eCommerce Marketer Was Talking About at SXSW

ClickZ has been on the ground at SXSW, reporting from exclusive interviews, panels, and sessions. Here are some standout takeaways for eCommerce marketers — and how to turn them into actionable growth opportunities:

✅ Audio Meets Video: Over 270M people now watch video podcasts on Spotify — but ad spend hasn’t caught up yet. The rise of multi-format content presents a major opportunity for brand engagement. Understanding cross-platform performance will be key to capitalizing on this shift.

✅ AI-Driven Personalization: AI is driving consumer expectations — with users engaging across 13+ platforms daily, they now expect hyper-personalized, native ad experiences. Real-time insights into which platforms are driving true impact will allow you to fine-tune your strategy.

✅ Authenticity Is Driving Performance: Authenticity and storytelling took center stage at SXSW, with brands and creators emphasizing genuine connections over technological spectacle. Marketing experts noted a shift away from "purpose fatigue," highlighting the importance of meaningful engagements that feel real.

📊 Understanding these shifts requires smarter measurement. That’s why leading brands are turning to Fospha to track cross-platform performance and uncover the true impact of brand engagement across channels.

👀 Stay tuned for more updates from SXSW — where innovation meets opportunity.

🎯 Exclusive: Get 10% Off Shoptalk Registration

ClickZ is thrilled to offer our readers an exclusive 10% discount on Shoptalk—where the future of retail takes shape.

Shoptalk brings together the biggest names in eCommerce and retail to explore the latest trends and challenges—from AI-driven personalization to shifting consumer behavior.

ClickZ will be on the ground at Shoptalk, sharing exclusive insights with our readers. Fospha will be attending too—book a meeting to discover how performance-driven measurement can transform your strategy.

👉 Register now using the code RBCLICK269.
👉 Book a Meeting with Fospha

Expert View 🧠

Navigating Tariff Turbulence: Embracing the Digital Shift in Retail Advertising

In today’s fast-paced retail world, rising import taxes are forcing brands to rethink how they spend on advertising. With traditional media giving way to digital platforms, companies are shifting their budgets to capture performance and flexibility, leading to smarter, data-driven campaigns.

Big retailers like Walmart and Best Buy are showing us that this isn’t just about cost-cutting. It’s a strategic move: digital channels such as Meta, Google, and TikTok offer immediate insights and real-time adjustments that traditional outlets simply can’t match. This transition is all about boosting ROI and keeping every advertising dollar accountable.

Three main factors underline this shift:
• Digital’s Measurable ROI: Digital ads offer prompt tracking and clear metrics, making it easier to demonstrate value.
• Cost Pressures: With tariffs pushing up the cost of imported goods, brands are tightening margins and adjusting strategies to maintain consumer trust without hiking prices.
• Data-Driven Decisions: Robust analytics now guide where budgets should be trimmed or amplified, ensuring that marketing spend is both efficient and effective.

For eCommerce marketing professionals, these developments provide a strategic playbook:
• Conduct a data audit to learn which channels work best.
• Diversify your media mix, leaning on digital platforms with strong performance insights.
• Collaborate with partners to design campaigns that merge creative storytelling with solid data.

In a market where every dollar counts, embracing this digital shift can pave the way for enhanced precision, improved ROI, and sustained growth. Stay agile, keep informed, and let data guide your next campaign.

Sector Spotlight 🎥

ECOMMERCE INNOVATION

Miami eCommerce Thrives as AI Chatbots Elevate Consumer Engagement and Revenue

Miami is at the forefront of eCommerce innovation, leveraging AI-powered chatbots to redefine customer engagement and enhance sales strategies. Armed with natural language processing and machine learning, these chatbots streamline operations, offering 24/7 assistance and personalized experiences. This technological adoption positions businesses favorably in a burgeoning market set to surpass $1.1 trillion.

STRATEGIC DIGITAL ADVANCEMENTS

Freeman Enhances Digital Strategy with Acquisition of Innovative Marketing Talent

US events management firm Freeman has acquired Glasgow-based Tag Digital. The acquisition will enhance Freeman’s digital marketing capabilities through Tag’s expertise in innovative event marketing for EMEA, APAC, and North America. This collaboration positions mdg, a Freeman company, to expand its strategic digital solutions and take advantage of emerging global markets.

CREATIVE AGENCY EVOLUTION

VML Reaches A-List Peak with Integrated eCommerce and Creative Mastery

VML, recognized as a Standout Agency by Ad Age, exemplifies best-in-class integration and creative prowess following the merger of Wunderman Thompson and VMLY&R. Through cutting-edge services in CX and Enterprise Solutions, VML delivers crucial insights for digital commerce, fueling creative strategies that enhance consumer engagement while prioritizing transformative employee development.

AI TRANSFORMATION INSIGHTS

Embrace Deliverable-Based Pricing for AI-Enhanced eCommerce Marketing Transformation

AI is transforming eCommerce marketing agency pricing, advocating for a transition from traditional time-effort models to deliverable-based frameworks. This shift emphasizes strategic value delivery, prompted by AI's efficiency gains. Agencies must redefine value propositions, focusing on transparent, outcome-driven pricing to maintain competitive advantage and enhance brand differentiation in a dynamic market landscape.

Influencer Corner 📣

Optimization Hub ⚙️

AI-ENHANCED MARKETING

Google's AI Mode Transforms Affiliate Marketing into an Opportunity Rich Landscape

Google's AI Mode reshapes search landscapes, presenting unique opportunities to boost product visibility, engagement, and precise targeting. With shifts from traditional search, carefully optimizing content for AI-generated summaries is key. Embracing this transformation can enhance strategies in competitive, data-driven eCommerce channels.

AD TECH EVOLUTION

Leading the Ad Tech Renaissance with AI, Programmatic Innovation and Privacy-First Strategies

In 2025, ad tech advances through AI solutions, programmatic strategies, and privacy-focused methods. Leaders highlight AI's potential in optimizing consumer engagement and the value of direct partnerships within CTV's evolving landscape. Embracing rapid AI changes and inventive formats will be key to enhancing performance in Amazon's insights-driven marketing sphere.

Your Say 🙋🏽‍♀️