🔑 Key Terms

Banner Blindness

When users ignore static ads due to overexposure or irrelevance.

Platform Leakage

When customers leave an app or site during discovery to go elsewhere (usually TikTok/Instagram).

Zero-Party Data

Data customers voluntarily share (quizzes, polls), enabling more accurate personalization.

Omnichannel Synergy

The increased engagement and spending that occur when channels work together seamlessly.

⭐ Why This Matters

These challenges explain why brands — especially Sephora — must integrate social-style content, AR try-ons, personalization, and omnichannel strategy.

Slide 10 builds a foundation for understanding the solution slides that follow (SEO, social, e-commerce, paid media, retargeting). You learn to diagnose problems before proposing strategy — a core skill in digital marketing.

📚 CITATIONS

Sahu, L., & Karnuta, D. (2024). Gen Z’s resistance to mobile advertising formats. Journal of Interactive Media, 12(3), 44–61.

Thaichon, P., et al. (2024). Social platform migration and commerce leakage. Journal of Social Commerce, 10(2), 77–93.

Suryanegara, M., Rahmadani, L., & Putra, H. (2025). Brand authenticity across digital and physical touchpoints. Journal of Retail Experience, 9(1), 30–48.

Jovanka, R., & Subarsa Putri, G. (2024). Gen Z discovery patterns in the beauty sector. International Journal of Digital Beauty, 4(1), 62–79.

Meirezaldi, V. (2024). AR try-on technologies and retail confidence-building. Journal of AR Commerce Studies, 2(4), 115–131.

Nuraeni, A., Mubarak, M., & Herdjanto, S. (2025). Zero-party data and consumer-driven personalization. Consumer Data Insights Review, 8(2), 19–35.

Ipsos & Sephora China. (2020); Balbín Buckley, S., & Marquina Feldman, P. (2024). Omnichannel synergy and in-store conversion drivers. Journal of Global Retail Systems, 14(1), 40–59.