Beauty marketing has become harder to predict. Paid social costs continue to rise. AI-driven search is reshaping discovery. Consumer trust is shifting toward influencers, editorial recommendations, and community-led purchasing behavior. At the same time, beauty and wellness buyers are more informed than ever. They compare ingredients on TikTok, discover routines through YouTube, and purchase through…
The health and wellness industry continues to expand, but the way consumers discover and trust brands has changed dramatically. Paid social has become more competitive. Customer acquisition costs remain unpredictable. AI-generated search results are reshaping how people research products. Meanwhile, wellness consumers have become more cautious about exaggerated claims, transactional influencer promotions, and brands that…
AI is reshaping how consumers discover products online, and this shift has changed the relationship between content and commerce. Search is shifting from links to answers. Discovery is becoming more conversational, recommendation-driven, and distributed across influencers, affiliates, and performance media. A customer might discover a product through a TikTok creator, validate it through a Reddit thread, encounter it again in an AI overview, and…
Last-click attribution has been disrupted by AI-driven search and discovery, and smart advertisers are scrambling to adapt. That disruption is no longer theoretical. It’s showing up in budget conversations, channel cuts, and misallocated spending. Meanwhile, the customer journey has changed. A single purchase path might include discovery through a trusted creator or AI-generated summary, research…
Brand partnerships have moved from an experiment to vital partnership marketing infrastructure. Across retail, travel, fintech, and DTC, brands are reallocating budget into partnerships that drive measurable outcomes, including revenue, new customers, and lasting audience access. This guide breaks down quality brand partnership examples, what makes them effective, and how brands structure them into repeatable…
Perhaps Agency attended three marketing events in March 2026, meeting with industry leaders and offering insights on full-funnel strategy for top brands. The Perhaps team represented the partner marketing agency at Natural Products Expo West in Anaheim, California; SXSW 2026 in Austin, Texas; and Shoptalk Spring 2026 in Las Vegas, Nevada. Perhaps Agency Focuses on…
What is Integrated Media Planning? Integrated media planning is the process of aligning paid, earned, owned, and partner channels into a marketing strategy that drives consistent messaging and measurable results across the full funnel. It reflects how consumers actually discover and buy today. For example, a customer might see a product in a creator video, validate it through search or AI-generated answers, and then later convert…
Partner marketing has become one of the most effective growth strategies for brands navigating a fragmented marketing landscape. Customer discovery now happens across many touchpoints. Search engines, influencers, affiliates, and micro-communities all influence purchase decisions. Brands that rely on one channel often struggle to sustain growth. Partner marketing addresses this challenge by turning trusted third…
Perhaps Agency joined industry experts at eTail West 2026 in Palm Springs, California, to discuss the future of retail partnerships. Jen Root, Managing Director of Perhaps, delivered opening remarks and facilitated two panels for the Brand and Community Building Track, interviewing leaders from top brands including Norwegian Cruise Line, Duluth Trading Company, and StackCommerce. The…
Full-funnel marketing reflects how modern consumers actually discover and purchase products. A shopper first notices a brand through an influencer they’ve been following for years. Later, they see the brand mentioned again in an AI-generated answer which links back to an article from Forbes or Wired. Finally, they find a promotional link from a partner…