Insights | February 7, 2025

Three Questions With Sarah Moore, Director, Digital Strategy

Sarah is a digital strategist with over 20 years of experience growing engaged audiences for renowned artists and brands, including Mariah Carey, Bon Jovi and Kid Rock. At G7, she develops digital campaigns that enhance experiential activations and talent partnerships. Discover what’s shaping the future of digital below.

What had the biggest impact on you from your CES experience?

The way AI is being integrated into everything was definitely the biggest standout. What’s really exciting is how AI allows for real-time personalization at scale, which is exactly what consumers now expect. For experiential marketing, this opens up opportunities to create activations that adapt instantly to individual preferences, making them more engaging and memorable.

How do you see the proposed TikTok ban playing out?

The outcome of a TikTok ban depends on factors largely outside of the platform’s control. However, if it happens, other platforms like Instagram Reels and YouTube Shorts are likely to move quickly to capitalize on the gap, promoting their features and attracting creators and audiences. The appetite for short-form, engaging video content isn’t going anywhere, and brands will need to follow where consumers migrate. This could also create opportunities for brands to experiment with new platforms and features, refining their strategies to stay relevant.

How can brands stand out and capture attention in today’s oversaturated digital world?

It’s all about creating long-term value for consumers beyond just social media. People expect brands to understand their needs and deliver tailored experiences across multiple touchpoints. Experiential marketing gives us the unique opportunity to meet consumers face-to-face, creating powerful moments of connection, while digital strategies and extensions build on those interactions to foster long-term relationships that drive loyalty and trust.