What happens when AI stops being just a tool and becomes part of the entire marketing ecosystem? In this episode of Below the Fold, we sit down with Lubna El Bannan, Managing Director of PS Digital, for a deep dive into how brands are evolving through AI, automation, digital ecosystems, and performance marketing. With nearly two decades of experience across digital, PR, communication, and transformation, Lubna shares how brands can move beyond disconnected marketing efforts and start building integrated ecosystems that actually drive growth. From CRM integration and customer journeys to AI-powered workflows and profitability-focused media buying, this episode explores the future of agencies and modern marketing teams.
đź’ˇ What we cover:
• Why most brands still misunderstand digital ecosystemsÂ
• The connection between performance marketing and customer dataÂ
• How AI is transforming agencies internallyÂ
• Why creative strategy matters more than ever in the AI eraÂ
• The shift from ROAS to profitability-focused marketingÂ
• Why testing and scalability are critical for modern brandsÂ
• How agencies are adapting to faster client expectations
This conversation is packed with practical insights for marketers, founders, agencies, and anyone navigating the rapidly changing digital landscape.
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