Active International
The corporate trade leader for four decades, we enable companies to maximize the value they receive for assets, increase their return on ad spend, and generate funding for unbudgeted expenses through innovative solutions.
May 30, 2025 Pinterest, now with 570 million users, is a powerful platform for product discovery and shopping intent. A new guide from Pinterest outlines how to market effectively: upload a product catalog, optimize listings with metadata and images, and expand reach by making Pins shoppable and using themed boards. Brands can also leverage Pinterest Ads, including AI-driven Performance+ and mobile deep linking, to boost conversions and reach. Strategic use improves visibility and sales.
See full article on Social Media Today
Google is expanding its AI Mode feature, enhancing search capabilities with new AI tools. The updates, introduced at Google I/O, include Gemini 2.5 for better AI-generated search results and expanded AI Overviews in over 200 countries. New features like Deep Search and live capabilities allow more detailed, real-time search. Google also adds agentic capabilities, data visualizations, and shopping features to AI Mode, improving user experience and supporting the company’s broader AI investment strategy.
Brand advertising enhances paid media performance by increasing trust, recognition, and long-term engagement. The article notes that consumers are 2.5x more likely to view a brand as high quality and 3x more likely to consider it when exposed to consistent brand messaging. This leads to better click-through and conversion rates. Combining brand and performance marketing also boosts direct and organic traffic, creating more effective and sustainable advertising outcomes across channels.
See full article on Search Engine Journal
A report by Wunderkind and Retail Dive shows 90% of retail marketers use paid social, with 99% planning to increase spending in 2025. While 68% will prioritize paid social, 37% plan to invest more in email. Despite predictions of its decline, email remains highly effective—63% say it outperforms other channels. Marketers value email for its personalization potential and higher conversion rates, especially crucial in a tough economic climate focused on ROI.
See full article on Chief Marketer
Influencer marketing is evolving beyond likes and follows, with trends focusing on authenticity, trust, and personalization. Key trends include omnichannel strategies, honest storytelling, and topic-driven discovery. Nano-influencers, AI-generated influencers, and executive thought leadership are gaining momentum. Brands are also prioritizing organic conversations, social selling, and customer advocacy. The rise of micro-communities and co-created brand experiences are reshaping influencer marketing, emphasizing genuine, engaging, and impactful partnerships with creators.
Along with Alan Elkin, Arthur co-founded Active International in 1984. Since its inception, the company has been recognized as the global leader in Corporate Trade and maintains a footprint in 12 countries.
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