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- In influencer marketing, precision wins | The ClickZ Digest
In influencer marketing, precision wins | The ClickZ Digest
PLUS: ClickZ is heading to POSSIBLE Miami — and you're invited.
Zihan Lyu
April 26, 2025 • Estimated Reading Time: 8 minutes
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Hi there!
Highlights from today's newsletter:
🤝 NFL, Adobe team up for AI-powered league and fan-generated content
📊 Changes in 2025 B2B marketing budget priorities
💡 Creative clarity at its best—KFC’s beekeeper ad
EDITOR’S PICK
#INFLUENCER MARKETING
Brands chasing mass exposure at Coachella 2025 found themselves outperformed by those who focused on precision. Rhode, Sol de Janeiro, Method, and Kosas proved that verified engagement, earned media value, and real-world action deliver stronger returns than follower counts.
Content quality, not reach, drove results. Activations that solved real attendee needs or embedded influencers into the experience generated higher conversions and longer post-event impact. Performance marketing teams, not PR, are now leading influencer strategy—where KPIs tie back to revenue, not just impressions.
At Coachella, popularity without purpose was invisible.
#EVENTS
Headed to POSSIBLE Miami? So Are We.
From Shoptalk to SXSW, we've been on the ground bringing you the real stories behind the big stages. Now, Unofficially POSSIBLE (powered by Fospha) is here to deliver fresh takes straight from Miami.
📍 Want to meet us?
We’re booking quick chats with founders, CMOs, and marketers to swap ideas, strategies, and real talk.
📰 Want the inside track?
Get unfiltered brand stories, session highlights, and marketing insights you won't find in the press releases.
See you at Fontainebleau!
WHAT WE ARE READING
 | AI and automation are prompting B2B marketers to reallocate budgets toward measurable, ROI-driven activities while reducing emphasis on broad brand awareness. Modest budget increases for 2025 reflect caution, with investments favoring sales enablement, regional events, and predictive tools. This approach highlights a shift toward targeted initiatives and accountability. |
 | The NFL’s expanded partnership with Adobe introduces AI-powered, personalized content creation tools for both league and fan use, aiming to drive digital engagement through apps like NFL OnePass and platforms such as Adobe Express. This initiative targets younger, tech-savvy audiences and supports the league’s response to declining TV viewership. The collaboration highlights a broader industry trend of leveraging AI in digital marketing to address evolving consumer demands and audience retention. |
 | Immersive marketing, now a $6.90 billion global sector, leverages AR, VR, and AI to engage consumers through multisensory, interactive campaigns, demonstrably resulting in higher ROI and conversion rates. Marketers must define business objectives and employ new success metrics beyond traditional KPIs to maximize efficacy. With increased consumer demand and demonstrated business impact, brands face regulatory expectations to ensure accurate measurement, privacy, and accessibility in these emerging digital experiences. |
WHAT WE ARE LISTENING TO
🎙 THE CHANGEOVER
Industrial marketers now face complex measurement challenges as AI-driven non-human website visitors evade traditional analytics, compounding data opacity. To address this, robust site clarity, machine-readable data, and detailed analytics exploration become mandatory. Continued adaptation is critical as new privacy and attribution realities reshape content, eCommerce, and stakeholder engagement.
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