Marketing leaders are under pressure to prove ROI, balance budgets, and figure out which channels are worth the spend. It’s no surprise, then, that Forrester’s latest look at marketing measurement and optimization vendors is generating buzz.

In its Q3 2025 “Marketing Measurement and Optimization Services Landscape”, Forrester recognized Marketbridge as a “notable provider.” The consulting and marketing firm specializes in helping enterprises plan, measure, test, and recalibrate their investments across the funnel—upper, mid, and lower—driving growth and sales in the process.

A Data-First Approach to Measurement

Marketbridge staked its spot in the report by showcasing three core scenarios: attribution modeling, data quality diagnostics, and owned/earned media measurement. Each plays into the firm’s pitch of speed and accuracy.

Chief Analytics Officer Andy Hasselwander contrasted Marketbridge’s approach with traditional measurement providers: “Our data-driven approach delivers real-time, accurate answers—getting to the truth in one day, while other comparable offerings take over three months.”

That speed, paired with a five-year media mix view, is a key differentiator. While most services focus on immediate results, Marketbridge positions itself as the long-range partner—helping brands plan strategically instead of chasing quarterly wins.

Why It Matters Now

The recognition comes as marketers shift from short-term demand generation to more authoritative, brand-building strategies—a pivot fueled by AI-powered search engines and the need to future-proof visibility. Channels that were once considered unmeasurable, such as earned media, are increasingly part of the equation.

By tackling upper-funnel investments head-on and quantifying their long-term effects, Marketbridge is aiming to fill a measurement gap that rivals often overlook.

The Bigger Picture

The marketing measurement landscape is crowded, with players ranging from specialized analytics firms to large consultancies. Forrester’s report highlights not only the complexity of the vendor ecosystem but also the heightened demand for providers that can bridge data accuracy, speed, and foresight.

Marketbridge’s inclusion signals that its model—speedy insights today, strategic guidance for tomorrow—resonates with an industry in flux. For CMOs staring down shrinking budgets and rising expectations, that blend could prove more valuable than ever.

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Marketing investment funds across borders is a regulatory minefield, and Hong Kong just became the latest jurisdiction where compliance headaches get easier. Zeidler Group, the legal and compliance firm specializing in the global funds industry, has expanded its Marketing Material Review Tool (MMR-Tool) to include Hong Kong.

The upgrade brings Hong Kong’s fund distribution rules directly into the platform, covering key frameworks like the Hong Kong Code on Unit Trusts and Mutual Funds, the Advertising Guidelines for Collective Investment Schemes, and the FAQ guidance on advertising materials. In practice, it means asset managers can now review fund marketing content against Hong Kong’s requirements with a few clicks—no manual cross-checking needed.

Why It Matters

Hong Kong remains one of Asia’s most important fund distribution hubs, particularly for European funds targeting the region. Adding its regulatory framework makes the MMR-Tool significantly more useful for asset managers juggling compliance in multiple markets.

“Hong Kong marks another important milestone in our commitment to deliver global, tech-enabled compliance solutions,” said Scott Parkin, Head of US at Zeidler Group. “With Hong Kong being a leading distribution hub, our clients can now streamline their processes across yet another key market.”

More Than Just Coverage

The expansion isn’t just about geography. Zeidler has also broadened the tool’s language support to include simplified and traditional Chinese, making it more accessible for both local and global teams.

“The MMR-Tool is now even more equipped to support on-the-ground and strategic global fund distribution,” said Serena Goldberg, EVP of Product & Services.

LLM Meets Legal Expertise

The MMR-Tool combines large language model (LLM) technology with Zeidler’s in-house legal team to deliver jurisdiction-specific, rapid reviews of marketing materials. For asset managers, that translates to less manual work, faster approvals, and stronger compliance oversight.

It’s already trusted by more than 160 global asset managers across major markets including the US, EU/EEA, UK, Singapore, Switzerland, and the UAE—with Hong Kong now in the mix and more jurisdictions on the way.

The Bigger Picture

As regulators worldwide tighten scrutiny of fund advertising, tools like Zeidler’s are becoming indispensable. The push toward automation reflects an industry reality: global fund distribution is only getting more complex, and asset managers can’t afford bottlenecks—or compliance missteps.

By embedding Hong Kong’s rules, Zeidler is signaling that global coverage isn’t just a long-term goal, but an active roadmap. For firms marketing across multiple continents, that could mean one less sleepless night for compliance officers.

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Google still dominates search, but cracks are showing. A new consumer research study from digital marketing agency HigherVisibility, How People Search Today: A Study on Evolving Search Behaviors in 2025, reveals accelerating shifts toward AI-powered platforms.

The study, based on surveys conducted in August 2025, builds on a February baseline and highlights a sharp rise in AI adoption. Google’s share of general information searches dropped from 73% in February to 66.9% in August. Meanwhile, ChatGPT usage tripled, jumping from 4.1% to 12.5%. Daily use of AI tools also spiked, more than doubling from 14% to 29.2%.

“This isn’t just curiosity anymore—it’s habit-forming behavior,” said Adam Heitzman, Co-Founder and Managing Partner at HigherVisibility. “AI isn’t replacing search engines, but it’s redefining how people interact with information.”

Search Habits Are Fragmenting

• Google still leads for local searches and quick fact-checking.

• AI platforms like ChatGPT are increasingly the go-to for in-depth research and detailed explanations.

• Social media is emerging as a discovery engine for products and trend-based queries.

Convenience Drives the Shift
Survey respondents cited ChatGPT’s conversational interface, faster answers, and precision as top reasons for switching. Others pointed to growing frustration with ad-heavy or overly broad results on traditional search engines.

Implications for Businesses
The findings suggest that search behavior is splintering across multiple platforms. For marketers, this means:

• SEO must expand beyond Google rankings to include AI-readiness.

• Content should be structured for summarization, conversational context, and multi-platform visibility.

• Businesses must anticipate user intent across Google, AI, and social channels.

  The full findings are available at HigherVisibility’s research hub.

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A new digital marketing agency is entering the Boston scene with a clear mission: help local businesses show up everywhere—Google, AI platforms, and social media alike. NOVA Brandworks, founded by SEO and content strategist Dani Furmenek, officially launched this week to support small and medium-sized businesses aiming to boost visibility, rank higher, and convert more customers.

SEO Meets AI

“NOVA Brandworks brings enterprise-level SEO expertise to local businesses,” Furmenek said. “SEO isn’t dead—it’s evolved. People aren’t just searching on Google anymore; they’re asking AI tools, browsing Instagram, and scrolling TikTok. Our job is to make sure your business shows up everywhere your customers are looking.”

The agency’s offerings include:

• Local SEO & Google Business Profile optimization to improve map pack rankings.

• AI search optimization for visibility in generative engines like ChatGPT, Claude, and Perplexity.

• Content strategy & blog development targeting high-value keywords.

• Social media storytelling to build brand presence and engagement.

Results-Driven Approach

NOVA Brandworks is introducing a 90-Day Guarantee: clients who don’t see measurable results within the first three months get continued services at no cost until improvements are achieved. This aggressive, results-focused model signals the agency’s commitment to delivering quick, tangible impact.

Already partnering with local businesses in Boston, NOVA is positioning itself as a trusted ally for SMBs navigating the increasingly complex digital landscape, where AI search, social platforms, and traditional SEO intersect.

With its mix of creativity, data-driven strategy, and AI expertise, NOVA Brandworks is betting that small businesses can compete more effectively in an era of generative search and platform fragmentation.

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As AI adoption sweeps across federal, state, and local agencies, understanding how media shapes perception has become critical for technology vendors. REQ PR, a leading marketing and public sector communications firm, is stepping into that gap with its latest whitepaper, The Media Landscape for Public Sector AI.

The report provides a first-of-its-kind look at how journalists covering government AI initiatives frame stories—from battlefield decision-making and cybersecurity to citizen services and process automation. The insights are aimed at executives and tech leaders seeking to engage public sector audiences effectively and influence procurement decisions.

Mapping the AI Narrative

“This whitepaper is both a mirror and a map,” said Katie Hanusik, EVP, public sector and PR practice lead at REQ PR. “It shows how the public sector AI story is being told today, and how vendors can shape tomorrow’s headlines. From infrastructure to ethics, journalists are influencing not just perception, but adoption.”

Key themes highlighted in the report include:

• Modernization & ModelOps: Agencies are moving from experimentation to scaling AI responsibly.

• Cybersecurity & AI Threats: Coverage emphasizes AI as both a defensive tool and a new attack vector, including synthetic media and adversarial simulations.

• Ethical & Regulatory Pressures: Media scrutiny is increasing around accountability and provability of AI systems amid divergent state and federal guidance.

• Citizen Services & Generative AI: Successes and failures in public-facing AI tools drive attention to validation and usability.

• Defense & National Security: Tactical applications like autonomous drones and predictive logistics are under intense media focus.

Why Vendors Should Care

The whitepaper offers actionable strategies for technology providers, including how to lead with credibility, align messaging with current media priorities, and position themselves as trusted voices amid a crowded AI conversation.

Hanusik added, “Companies need to understand and leverage every available tool to market to this lucrative and complex customer segment. You can’t just take your corporate PR and marketing strategy and apply it to public sector targets.”

With AI poised to transform government operations—from improving citizen services to strengthening national security—REQ’s report gives vendors a blueprint to rise above the noise, influence public perception, and drive adoption in a highly regulated market.

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8x8, Inc. (NASDAQ: EGHT) is doubling down on France. The customer experience (CX) platform provider has launched a new data center in the country, designed to meet stringent local data residency and sovereignty rules while delivering secure, low-latency AI-powered communications.

The move underscores France as a strategic growth market for 8x8, enabling businesses and public sector organizations to adopt modern CX solutions while remaining fully compliant with GDPR and local hosting mandates.

Local Commitment Amid Growth

The announcement follows a year of expansion in France, including the appointment of Christian Laloy as country lead, closer ties with IT transformation partner SCC, and a partnership with the French trade body AFRC (Association Française de la Relation Client).

“While others choose to operate remotely, we’re investing locally,” Laloy said. “Some providers avoid France, which shows a lack of respect for local businesses, people, and culture. This new data center signals our commitment to secure, fully compliant technology and transparency.”

Serving Regulated Industries

The France facility is part of 8x8’s broader strategy to support regulated and security-conscious sectors. Hosting data locally ensures compliance, reduces latency, and guarantees enterprise-grade reliability—an increasingly critical differentiator in Europe’s compliance-heavy markets.

Regis Davesne, Director at SCC France, emphasized the significance: “By locating its data centers in France, 8x8 delivers high data sovereignty and confidence for customers seeking a reliable long-term partner.”

European Expansion on the Horizon

This is one of several planned European investments in 2025, reflecting 8x8’s focus on high-growth, high-compliance markets. As AI-powered communications reshape CX, localized infrastructure is emerging as a key competitive advantage.

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Virgin Atlantic is making airport check-ins smarter—and faster—thanks to a new partnership with Infobip, the global customer engagement platform. Using Infobip Moments, passengers departing from London Heathrow now receive WhatsApp messages with direct links to check in online, cutting down airport desk congestion and improving operational efficiency.

For passengers not reachable on WhatsApp, the system automatically switches to SMS, ensuring broad coverage. After check-in, travellers receive additional guidance such as terminal and zone information directly via WhatsApp, streamlining the entire pre-flight experience.

Tangible Results

The initiative has already delivered measurable outcomes. Virgin Atlantic reports an 11% increase in online check-in rates since deploying the Infobip-powered messaging solution. Key features include targeted messaging, automated reminders, and robust multichannel delivery, helping the airline improve passenger convenience while optimizing airport operations.

Simon Langthorne, Head of CRM at Virgin Atlantic, said, “Empowering our guests with real-time notifications via WhatsApp enhances the customer journey and streamlines our airport operations. This is part of our broader commitment to smart, guest-first technology.”

Ante Pamuković, President of International Business at Infobip, added, “This collaboration shows how digital messaging can drive real business outcomes and elevate customer satisfaction. We’re proud to support Virgin Atlantic and explore further innovations in the passenger journey.”

Expanding Reach

Following the success at Heathrow, Virgin Atlantic plans to roll out the solution to other UK airports, including Edinburgh and Manchester, later this year. Infobip’s platform also supports alternative channels like RCS or SMS, making it adaptable for airlines targeting passengers across different countries and preferred messaging apps.

With travelers increasingly expecting frictionless, tech-driven experiences, this collaboration highlights how AI-enabled messaging platforms can transform airline operations while boosting customer satisfaction.

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SEO for Lawyers, LLC, a digital marketing agency specializing in the legal sector, has unveiled its latest guide: Best SEO Companies for Lawyers. The blog post offers law firms a curated list of top-tier SEO agencies designed to enhance online visibility and drive client growth.

The legal industry is notoriously competitive, and firms often struggle to cut through the noise when selecting an SEO partner. Todd Stager, founder of SEO for Lawyers, emphasizes that the guide is based on experience, not marketing hype or flashy presentations. “This blog post is more than just a list; it’s a tool for due diligence that helps law firms avoid common pitfalls and connect with agencies that deliver tangible results,” Stager says.

Each featured company is analyzed in depth, covering specialties, proven track records, and unique approaches to legal marketing. The guide arms law firms with actionable insights, helping them make informed decisions on SEO investments tailored to their practice areas.

In an era where online presence directly impacts client acquisition, resources like this are becoming essential for legal professionals aiming to stay ahead. With rivals constantly vying for attention, knowing which SEO agencies actually deliver results can save both time and marketing budget.

As competition intensifies, law firms that leverage experienced SEO partners could see meaningful gains in lead generation, search visibility, and ultimately, revenue. The guide sets a benchmark for transparency and effectiveness in legal marketing, highlighting a shift toward data-driven, accountable SEO strategies in the sector.

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