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Industry Landscape
The digital marketing industry is characterized by rapid evolution, driven by new technologies like AI and changing consumer behaviors. Social media remains central, with an increasing demand for personalized, data-driven campaigns and measurable ROI. Agencies must be agile, culturally relevant, and capable of integrating diverse channels to effectively engage consumers and drive business growth.
Total Assets Under Management (AUM)
Digital Advertising Spending in United States
~315 billion USD
(13.6% CAGR)
- Increased investment in mobile and video advertising.
- Growth driven by e-commerce expansion.
- Strong performance in social media and search marketing.
Total Addressable Market
315 billion USD
Market Growth Stage
Pace of Market Growth
Emerging Technologies
Generative AI
Generative AI can automate content creation, from ad copy and social media posts to video scripts, dramatically increasing production speed and personalization.
Web3 & Metaverse Marketing
Web3 and the metaverse offer new immersive platforms for brand engagement, enabling interactive experiences, digital asset ownership, and decentralized communities.
Advanced Predictive Analytics
Predictive analytics leverages big data to forecast consumer behavior, campaign performance, and market trends, allowing for highly optimized and proactive marketing strategies.
Impactful Policy Frameworks
California Privacy Rights Act (CPRA) - 2023
The CPRA (effective January 1, 2023) expanded upon the CCPA, granting consumers more control over their personal data, including the right to correct inaccurate data and limit the use and disclosure of sensitive personal information.
This policy directly impacts The Sasha Group by requiring more stringent data handling practices, transparent data collection disclosures, and potentially limiting certain targeting capabilities, necessitating adaptation in data-driven campaign strategies.
Children's Online Privacy Protection Act (COPPA) Enforcement - Ongoing
The FTC continues to enforce COPPA, which requires websites and online services directed at children under 13 to obtain parental consent before collecting personal information.
The Sasha Group must ensure all campaigns targeting or potentially reaching younger audiences comply strictly with COPPA to avoid significant penalties and reputational damage.
FTC Endorsement Guides (updated 2023)
The Federal Trade Commission updated its Endorsement Guides in 2023 to provide clearer guidance on disclosures for endorsements and testimonials, particularly regarding social media influencers and affiliate marketing.
The Sasha Group must ensure all influencer marketing and sponsored content campaigns adhere to the updated disclosure requirements to maintain transparency and avoid misleading consumers, impacting creative and media strategies.
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