Zach Ciampa is an associate research analyst in the 451 Research technology research group within S&P Global Market Intelligence. He leads coverage of consumer-focused marketing and advertising tech within the Customer Experience & Commerce channel. Specific areas of research interest include the creator economy, convergent television, grocery and shoppable media. His work explores emerging platforms, tools and strategies that brands can use to build stronger relationships with consumers. Zach’s experience spans nearly a decade in hospitality and retail. He has extensive supplemental experience with social media, having amassed a following of over six figures on platforms such as TikTok and Instagram. He has also acted as a freelance community manager for multiple brands. Prior to S&P Global Market Intelligence, he worked for luxury retailer Canada Goose and a venture-backed cosmetics startup. Zach received a Bachelor of Science in Business Administration from Suffolk University in Boston, with concentrations in entrepreneurship and business management. His past accolades include his alma mater’s Entrepreneurship Leadership Award and an ASBPE Award of Excellence for his 2022 report Data Shows Consumers Heavily Favor Federal Data Privacy Regulations.
Another busy holiday shopping season is upon us, and consumer spending is expected to remain strong while competition around price takes the spotlight. We already know that discounts are most desirable to consumers, but where else can brands and retailers improve on their experience during this year's festivities (and beyond)?
This year has been the product of multiple years of societal unrest due to high inflation, natural disasters, an AI boom and geopolitical conflicts, topped off with a US presidential election. We aim to determine whether these events will ultimately affect this year's holiday spending or the broader adoption of more advanced financial practices.
Influencer marketing is growing and not a passing fad. Leveraging creators is all about access, giving brands inroads to some of their most desired audiences, which they often struggle to reach, even with advanced targeting tools. As brands look to spend more on creator partnerships, technologies such as influencer marketing platforms, artificial intelligence and syndicated user-generated content should rise in prominence.
Brands are embracing the creator economy more than ever, but often struggle to adapt to a marketing strategy they are not native to, hence the rising need for influencer marketing platforms. GRIN is one such vendor looking to foster relationships between businesses, agencies and content creators.
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