The Death of Social Networks and rise of the Entertainment Networks

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According to Rand, TikTok is an example of a very popular entertainment network, growing fast, but facing Western regulation. Entertainment networks will require different kinds of content investments and different forms of advertising. Brands need to expect to invest, fail, learn, and try again. “It is not just because TikTok is a success your company needs to be there. Be where your audience is.” For example, Twitter is still growing and can be a good opportunity for brands.


Rand bets on the Marketing Flywheel as a model that brand uruguay number datas can use to improve their results. He shared an example of this model to help marketers get started.


Government Regulation, Privacy Issues, & Antitrust Impacts
For Rand, Apple has had a major impact on this matter. They are investing against the collection of Apple users’ data by other companies, but internally they track their consumers’ data. Legally, there’s a lot happening in the US and other countries where governments are seeking to increase privacy regulations. AdTech will probably still find a way to continue tracking behavior, though. Brands need to start working with inferred connections, as indirect tracking and implied attribution are on the rise.

Growth vs. Profitability in a Recession and the macroeconomic impact
The recession is expected to be much milder than in 2001 and 2008, according to Rand. But brands need to understand how to prioritize marketing. It is important to know how your team prioritizes growth vs. profitability. “Investing in organic strategies (like content marketing) is a good way to keep growing.”