Category: In the News

This story was first published by Digiday sibling ModernRetail

TikTok is beginning to resonate with food and beverage brands as a platform through which to capture shoppers’ attention, sell through TikTok Shop and even develop new products.

Amanda Parker, head of food for TikTok Shop, told Modern Retail at the Groceryshop conference in Las Vegas that while the platform initially had success with smaller entrepreneurs, major CPG players like Mars and Coca-Cola have joined TikTok Shop as an additional channel of commerce. There, food and beverage brands can introduce new flavors or new products, do R&D, or offer limited-time-only flavors — things that they may have historically done through a grocery partner.

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Bradley Keefer, CRO, Keen Decision Systems

Data is an essential part of any modern marketer’s toolbox, helping them improve their targeting practices, create media plans or win new business during the RFP process.

However, many agencies still rely on outdated legacy tools, which often don’t have the most effective data available. Media planning today continues to rely on a system that was built 20 years ago. As a result, agencies can’t effectively forecast outcomes, optimize their investment strategies or create media plans without tapping into brand data.

As marketers start thinking ahead to 2026, they’ll need to turn to platforms that can provide them with the data that will help them create the most effective forecasts and plans.

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