Google’s New Demand Gen Features in 2026: What Advertisers Should Actually Test Now
Google just made Demand Gen more serious for advertisers who care about creative scale, creator-led performance, and YouTube-driven demand. On March 26, Google announced its latest Demand Gen Drop, adding three notable upgrades: Veo-generated video variations from static images, YouTube Creator Partnerships inside Google Ads, and optimization for follow-on views. Google’s own Demand Gen documentation […]
AI Search in Japan in 2026: What Foreign Brands Need to Do Beyond SEO
Search in Japan is no longer just a ranking game. In March 2026, Hakuhodo DY ONE released its AI Search White Paper 2026, describing search behavior as being at a major turning point and explicitly warning marketers that AI search will affect traditional SEO, search ads, and content strategy. A few weeks earlier, Google announced […]
UNIQLO’s Marketing Playbook: How “Basics” Became a Global Growth Strategy
When people talk about “great marketing,” they often think of flashy campaigns, celebrity endorsements, or trend-led drops. UNIQLO built one of Japan’s most successful global brands by doing almost the opposite. They took “basics” — the most commoditized category in apparel — and turned it into a scalable strategy: simple products, consistent messaging, and relentless […]
Digital Ads Are Now Bigger Than TV in Japan: What This Means for Your 2026 Growth Plan
Japan just crossed a major advertising milestone that foreign brands should not ignore. For the first time, internet advertising in Japan has reached a majority share of total ad spend. In Dentsu’s official “2025年 日本の広告費” release, Japan’s total ad spend in 2025 reached ¥8.0623 trillion, and internet advertising reached ¥4.0459 trillion, representing 50.2% of total […]
Rakuten × YouTube Shopping in Japan (2026): What Brands Should Do Now to Win Discovery and Sales
If you sell products in Japan—or you’re helping foreign brands enter the Japanese market—this is one of the most important commerce updates to watch this year. In February 2026, Rakuten officially announced a partnership with Google in Japan to enable shopping from Rakuten Ichiba through YouTube content. Around the same period, YouTube Japan also published […]
How to Win Visibility in Google’s AI‑Powered Search (July 2025 SME Playbook)
Google’s Search Generative Experience (SGE)—now simply branded as AI Mode and AI Overviews—is rolling out worldwide. Instead of ten blue links, many queries now trigger an instant, AI‑written answer that cites a handful of sources and lets users refine the conversation without leaving Google. According to industry tracking, 84 % of U.S. searches already surface an AI Overview, […]
Coca-Cola’s “Share a Coke” Refresh: A Digital Experience Tailored for Gen Z
Coca-Cola’s iconic “Share a Coke” campaign has long been a staple in the beverage giant’s marketing playbook. In an era where digital experiences and personalization are paramount, Coca-Cola is reimagining the campaign to better connect with Gen Z consumers. By blending classic branding with cutting-edge digital interactivity, the refreshed campaign aims to deepen engagement, foster […]
Influencer Marketing Growth: How the Creator Economy is Powering a $33 Billion Boom
In the ever-evolving world of digital marketing, one trend stands out as a transformative force—influencer marketing. Once viewed as a niche strategy, influencer marketing has exploded into a powerhouse, driving unprecedented growth for brands worldwide. Recent reports project that global spending on influencer-driven campaigns will hit $33 billion in 2025, more than triple the market […]
Tariff Turbulence: How New U.S. Tariff Policies Are Shaping Influencer Campaign Strategies
In an era of dynamic global trade policies, brands are finding that traditional influencer marketing is no longer immune to external economic forces. New U.S. tariff policies are forcing companies to re-evaluate their influencer partnerships, campaign planning, and pricing strategies. As tariffs drive up costs for imported goods and complicate supply chains, marketers must now […]
Marketing Case Study: The Rise of Nano and Micro-Influencers in Spain – Authenticity Over Aesthetics
In recent years, the landscape of influencer marketing has shifted dramatically. Once dominated by mega-celebrities and influencers with massive followings, the industry is now witnessing the ascent of nano and micro-influencers—smaller content creators whose authentic, relatable content resonates deeply with audiences. In Spain, this shift is particularly evident. According to a recent report, traditional stars […]