Giovanni Perilli - The Funnel Social Manager, marketing, funnel marketing
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Giovanni Perilli - The Funnel Social Manager, marketing, funnel marketing
Giovanni Perilli - The Funnel Social Manager, marketing, funnel marketing
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Strategy

New TikTok Profile 2026: What Has Really Changed (and Why It Matters)

New TikTok Profile 2026: What Has Really Changed (and Why It Matters)

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You opened TikTok and something looked different. Buttons had moved, icons had been rearranged, and the profile looked cleaner, vaguely resembling something you had already seen elsewhere. You are not imagining things, and you did not accidentally change any settings. It is the new profile layout, which has been rolling out since July 2026. The […]

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YouTube Is the New TV, and Your Creative Strategy Hasn’t Caught Up Yet

YouTube Is the New TV, and Your Creative Strategy Hasn’t Caught Up Yet

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There was a second session at Google’s Grow Forum that was worth the price of admission. The title: “YouTube & Creatives.” The subtitle: unlock the full power of video, discover creative frameworks that capture attention, and drive real business impact in a multichannel world. Put like that, it sounds like the usual invitation to “make

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The Meta Ad Set: How It Has Really Changed

The Meta Ad Set: How It Has Really Changed

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For many years, the ad set in Meta Ads was the operational center of targeting. It was where advertisers defined interests, behaviors, lookalike audiences, exclusions, and detailed audience segments. The goal was simple: identify the ideal customer profile and instruct the platform to find those people. Today, that logic is no longer enough. With the

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Privacy-First Measurement: What Is Really Changing (and Why Almost No One Has Understood It)

Privacy-First Measurement: What Is Really Changing (and Why Almost No One Has Understood It)

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I had the opportunity to attend Google’s AI Grow Forum 2026 right here in Dublin, where I live, and the agenda was packed with sessions. One in particular deserved a closer look: “Measurement in a Privacy-First Era.” In other words, how do you measure results and return on investment now that privacy rules are changing

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Growth Driven and Brand Driven: two different paths to brand growth, one shared direction

Growth Driven and Brand Driven: two different paths to brand growth, one shared direction

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In today’s marketing landscape, two expressions have become almost mandatory in every strategy meeting or agency pitch: growth driven and brand driven. They describe two complementary ways of approaching the same objective — growth — yet they differ deeply in tempo, focus, and philosophy. On one side, there’s the growth driven mindset: agile, fast, experimental,

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