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There is a categorization mistake quietly costing brands real money: too many teams treat their TikTok Shop strategy like a social media initiative instead of a revenue strategy. A lot of teams still talk about TikTok Shop like it belongs somewhere inside the social media roadmap. A feature to test. A button to turn on.…
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Scale amplifies every mistake. A misaligned creator, an unmeasured campaign, or a siloed activation that only touches the top of the funnel can mean millions in wasted spend, plus a board-level conversation no CMO wants to have. That risk is higher now because ROI is increasingly shaped by platform algorithms. The old playbook of hiring…
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Can Brands Market During the World Cup Without FIFA Sponsorship? Short answer: Yes. Longer answer: The opportunity is bigger than most brands realize. Here’s what’s happening right now: brands are looking at the 2026 World Cup and assuming the window has closed. The sponsorships are locked. The campaigns are planned. The budgets are committed. And…
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