🚀 Fospha’s SXSW Masterclass Secrets—Winning Strategies Revealed | Untangled Newsletter

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Masterclass Wrap Up ✨

🎯 What Marketers Learned at SXSW

ClickZ had the inside track at Fospha’s SXSW Masterclass series, where industry leaders unpacked the biggest challenges — and opportunities — shaping eCommerce in 2025. Here are the top takeaways:

1. The Amazon Measurement Struggle Is Real — But Now Solvable: At the Halo Masterclass, brands shared how they’ve struggled to measure the impact of off-platform ads on Amazon sales — a consistent challenge we’ve heard across the industry. Fospha’s latest research introduced Unified ROAS, a game-changing metric that connects external ad spend with Amazon performance for the very first time.

2. There’s More Headroom on TikTok and Snapchat Than You Think: Sessions with TikTok and Snap experts revealed that there’s still huge untapped potential for brands on these platforms. Full-funnel strategies, creative best practices, and better targeting are key — and data-driven approaches are already driving real results.

3. It's Time to Quantify the Power of Brand-Building: Upper-funnel investment can’t be ignored — but it also needs to be justified. Fospha’s data shows how to connect brand investment with business impact, making brand-building a measurable growth driver rather than a leap of faith.

📌 Like what you’re reading? There’s more to come. Fospha continues the Masterclass series at Shoptalk Spring (March 25–27, Las Vegas) with sessions on Amazon measurement, TikTok, Snapchat, Applovin, and measuring brand impact.

👉 Explore Masterclasses at Shoptalk Spring

🎯 Exclusive: Get 10% Off Shoptalk Registration

ClickZ will be on the ground at Shoptalk, sharing exclusive insights with our readers. Fospha will be attending too—book a meeting to discover how performance-driven measurement can transform your strategy.

👉 Register now using the code RBCLICK269.
👉 Book a Meeting with Fospha

Sector Spotlight 🎥

BEAUTY MARKET TRENDS

Curly Hair Extensions Transform Luxury and Style for Every Hair Texture

Jennifer Janisch transforms the hair extension industry with Adored Hair Extensions, focusing on inclusivity for all hair textures. Originating from unmet needs for textured hair, the brand offers handcrafted products bought by certified stylists, enhancing market breadth and client trust.

PRECISION HAIRCARE STRATEGIES

Revolutionizing Haircare with Precision and Innovation through Science and Marketing Strategies

Precision-driven haircare revolutionizes the industry as AI tailors solutions to diverse hair attributes like porosity and density. Pioneering ingredients like peptides and bioengineered collagen promise optimal hair health. The shift towards holistic scalp care and multifunctional products uncovers strategic opportunities in sustainable personalization, necessitating innovative digital marketing approaches for maximizing consumer engagement.

BEAUTY MARKET TRENDS

AI and Gamification Elevate Beauty Engagement for Digital Marketers

AI-driven personalization is now critical in beauty, demanded by Gen Z who also seek gamification and ethical practices. To stay competitive, integrating AI tools with human elements for complex choices is essential. Brands leveraging AI, gamification, and sustainability will excel, shaping consumer engagement and brand presence.

BEAUTY PRODUCT INNOVATION

First Styling Tool Brand Offers Menopause-Friendly Certification and Innovations

CLOUD NINE, the first styling tool brand to gain MTick certification, joins GenM Collective, becoming a leader in addressing menopause-related hair concerns. By offering menopause-friendly products with advanced technology, CLOUD NINE exemplifies strategic innovation, enhancing brand credibility, and catering to women's hair health during menopause.

BEAUTY MARKET TRENDS

WigTok Invites Consumers to Elevate Their Style With Creative Luxury Wig Inspiration

@saebunny

Yall try ittttt @eullair hair #wiginstall #hairinspo

WigTok has grown into a powerful niche on TikTok, empowering Black women and wig influencers to share styling tips, business advice, and insights on healthy hair maintenance. Influencers like Ziora Ajeroh are driving engagement by blending creative expression with practical guidance, fostering a highly engaged and supportive community.

WigTok presents a strategic opportunity to collaborate with influencers and target niche audiences. Leveraging user-generated content, influencer partnerships, and platform-specific trends can drive brand visibility, increase product discovery, and enhance customer trust within this growing market.

BEAUTY MARKET TRENDS

Effortlessly Chic Commuter Hair - The New Trend for Busy Professionals

Sandy Liang's Autumn/Winter 2025 show introduces "commuter girl hair," emphasizing a low-maintenance yet chic updo inspired by the '90s. The look is strategic for marketers targeting trends that promote effortless style with minimal fuss, highlighting the aspirational quality of confidence without over-polishing.

Influencer Corner 📣

Optimization Hub ⚙️

AI STRATEGIES

AI's Future Pitting Chinchilla Models Against Emerging Efficient AI Powerhouses

The future of AI development stands at a critical juncture between traditional "Chinchilla" methods and emerging "reasoning" models. While the former relies on extensive computational resources, the latter offers cost-effective, precise solutions. This strategic shift could redefine AI infrastructure investment, potentially saving trillions and driving innovations in marketing technologies.

SEO INNOVATIONS

Stay Ahead with February 2025's Cutting-Edge Google Search Updates

AI-driven SEO's focus has shifted to semantic relevance, demanding interactive content and robust local SEO practices. Brands must adapt to Google's volatile updates by harnessing structured data, prioritizing video content, especially on YouTube, and aligning with AI's evolving algorithmic preferences for greater strategic impact.

SEO EVOLUTION

AI Powers SEO Evolution Embrace New Strategies for Success

SEO is evolving, not dying. With AI-driven search, brands need to focus on brand authority, conversational content, and integration across digital PR, brand strategy, and content marketing. Success demands adaptation and strategic, data-driven experimentation to leverage AI-era opportunities effectively.

Your Say 📣