Laith Khatib

𝗕𝗿𝗮𝗻𝗱 𝗖𝗵𝗮𝗻𝗻𝗲𝗹𝘀 𝗰𝗮𝗻 𝗼𝘂𝘁𝗽𝗲𝗿𝗳𝗼𝗿𝗺 𝗣𝗲𝗿𝗳𝗼𝗿𝗺𝗮𝗻𝗰𝗲 𝗖𝗵𝗮𝗻𝗻𝗲𝗹𝘀 𝗼𝗻 𝗦𝗵𝗼𝗿𝘁 𝗧𝗲𝗿𝗺 𝗥𝗢𝗔𝗦. Performance channels drive short term impact, and Brand channels drive long term impact. 𝗕𝘂𝘁 𝘄𝗵𝗮𝘁 𝗶𝗳 𝘁𝗵𝗲𝘆 𝗱𝗼𝗻'𝘁? We have been working with brands who have run online performance marketing for a long time, and need to move to a more rounded marketing approach. We naturally try to manage this approach that it might take time to see the see the impact, but 𝗶𝗻 𝗺𝗮𝗻𝘆 𝗰𝗮𝘀𝗲𝘀 𝘁𝗵𝗲 𝗶𝗺𝗽𝗮𝗰𝘁 𝗶𝘀 𝗳𝗮𝘀𝘁. Two examples below for brands who have run online performance channels for some time, and recently broadened into CTV and OOH respectively. The impact on brand search demand is significant and almost immediate, as we would expect. These channels create interest. The relationship which is maybe more surprising, and almost immediate matching impact on online ROAS for performance channels. The "Brand Channels" are driving growth in brand interest, but 𝗮𝗹𝘀𝗼 𝗼𝘂𝘁𝗽𝗲𝗿𝗳𝗼𝗿𝗺𝗶𝗻𝗴 𝘁𝗵𝗲 𝗣𝗲𝗿𝗳𝗼𝗿𝗺𝗮𝗻𝗰𝗲 𝗖𝗵𝗮𝗻𝗻𝗲𝗹𝘀 𝗼𝗻 𝗦𝗵𝗼𝗿𝘁 𝗧𝗲𝗿𝗺 𝗥𝗢𝗔𝗦. Almost as if that distinction never really existed...Turns out every media channel drives a version of both short term and long term impact, just not in equal proportions. Just don't expect everyone to remember and use your discount codes.

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Don’t reinvent the wheel 🛞 Excited to share the latest episode of Meta Performance Talks, a series where we chat with inspiring marketing leaders about strategy, performance and industry trends. In this episode I sat down with Ruth Stubbs, Wavemaker CEO EMEA.  Here are some key takeaways: ✅ Don’t reinvent the wheel - focus on proven tactics that already work. ✅ Use AI to scale smarter - leverage automation and insights to make every dollar work harder. ✅ Growth might feel uncomfortable - but with the right tools, it’s entirely possible, even on a tight budget. #marketingstrategy #performancemarketing #digitalgrowth #AI

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For so many Small & Medium Businesses, breaking down those data barriers is key to growth. That's why learning how businesses like Lepape, 𝗮 𝗹𝗲𝗮𝗱𝗲𝗿 𝗶𝗻 𝘀𝗽𝗼𝗿𝘁𝘀 𝗲𝗾𝘂𝗶𝗽𝗺𝗲𝗻𝘁, are tackling this problem and transforming their customer engagement across Europe is truly inspirational.  I've been following their journey closely and it's clear they've made huge strides. Lepape faced the common challenge of disparate customer data across their many channels and products.  𝗧𝗼 𝗴𝗮𝗶𝗻 𝗮 𝗳𝘂𝗹𝗹, 𝟯𝟲𝟬-𝗱𝗲𝗴𝗿𝗲𝗲 𝘃𝗶𝗲𝘄, 𝘁𝗵𝗲𝘆 𝘂𝗻𝗶𝗳𝗶𝗲𝗱 𝗲𝘃𝗲𝗿𝘆𝘁𝗵𝗶𝗻𝗴 𝘄𝗶𝘁𝗵 𝗦𝗮𝗹𝗲𝘀𝗳𝗼𝗿𝗰𝗲 𝗗𝗮𝘁𝗮 𝗖𝗹𝗼𝘂𝗱.  This move dramatically boosted their team's efficiency, making it easier to spot new opportunities and connect more deeply with customers.  They even saw a 5% rise in email open rates thanks to AI-driven personalisation in Marketing Cloud, and their customer service became much more agile through automation. Their experience highlights 𝗵𝗼𝘄 𝗶𝗻𝘁𝗲𝗴𝗿𝗮𝘁𝗲𝗱, 𝗶𝗻𝘁𝗲𝗹𝗹𝗶𝗴𝗲𝗻𝘁 𝘁𝗼𝗼𝗹𝘀 𝗰𝗮𝗻 𝘀𝗶𝗺𝗽𝗹𝗶𝗳𝘆 𝗼𝗽𝗲𝗿𝗮𝘁𝗶𝗼𝗻𝘀, 𝗵𝗲𝗹𝗽 𝗳𝗶𝗻𝗱 𝗮𝗻𝗱 𝗿𝗲𝘁𝗮𝗶𝗻 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀, 𝗮𝗻𝗱 𝗯𝘂𝗶𝗹𝗱 𝗹𝗮𝘀𝘁𝗶𝗻𝗴 𝘁𝗿𝘂𝘀𝘁 𝘄𝗶𝘁𝗵𝗼𝘂𝘁 𝗰𝗼𝗺𝗽𝗹𝗲𝘅 𝗜𝗧 𝗵𝗲𝗮𝗱𝗮𝗰𝗵𝗲𝘀.  If you're looking to scale efficiently and deepen customer relationships, their story offers a powerful example of what's possible. Struggling with data silos and curious how you could do the same? Talk to us! #SMBSuccess #CustomerExperience #Salesforce #BusinessGrowth #SalesforceSMB Rui Azevedo Costa Andrew Quinn Kelly Goyette ☁ Susan O'Hanlon Camille Schiavi Conor Gleeson Karim Souidi

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#Criteo is teaming up with Google to let advertisers buy retail media ads directly through Search Ads 360. What does this mean? 👉 Retailers instantly get access to new demand. 👉 Advertisers simplify activation by plugging into the ecosystem they already use. 👉 Smaller brands that could never crack retail media “relationship walls” now get in. On the surface, this feels like a win-win. Scale, efficiency, and simplicity. But here’s my take 👇 While this opens doors for advertisers, it also risks commoditizing retail media inventory. If sponsored product ads become just another line item in Google’s stack, will retail media lose its unique edge—its proximity to the shopping cart? Retail media was supposed to be different: contextual, high-intent, and closer to conversions than any other channel. The moment it becomes “yet another Google placement,” the industry needs to ask: Are we unlocking true incremental value for brands—or just chasing more volume? Will retailers hold on to margins, or will price compression squeeze them the same way display and search went? And finally—if every network plugs into the same pipes, where will differentiation come from: data, experience, or measurement? This partnership is a signal: #RetailMedia is moving from walled gardens to highways. That’s powerful, but highways always have toll booths—and someone inevitably pays more. The next battleground won’t be just about access, it will be about who controls the customer insights and who measures the incrementality. Retail Media is growing up fast. The question is-will it grow stronger or just bigger? The link to the article is in the comment section . #RetailMedia #Criteo #Google #AdTech #Programmatic

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