MarTech+: Making discovery intuitive and seamless
Discovery is being reimagined in exciting new ways.
In a world where people binge content 24/7, users don't want their next fashion purchase marketed to them – they want to serendipitously stumble upon it. Whether it's a bag you didn't know you needed or an accessory you never thought to look for, modern discovery is equal parts entertainment and inspiration.
This week, we dive into how platforms are reinventing the path from 'that looks interesting' to 'add to cart', plus a glossary refresher and an expert perspective on the evolving loyalty landscape.
Myntra's content-to-commerce moment
Fashion discovery was broken, so Myntra rebuilt it
Myntra's new Glamstream is turning browsing into bingeing. With 500+ hours of curated,
shoppable video
, this move is more than a UI tweak – it's a strategic shift towards making discovery feel seamless, social, and shoppable.
Why you should care: Because the next frontier in e-commerce may not be search but streaming.
Loyalty, reimagined as a layer
From points to people: The MarTech evolution behind loyalty programmes
Forget tiers and tokens. Today's loyalty strategy is about embedded experiences. Smart brands are baking loyalty into every touchpoint, creating a fabric of interactions that feel less like a programme and more like presence.
Why you should care: Because customers remember how you made them feel, not how many points they earned.
What's an ad server, really?
Decoding ad server: The MarTech Glossary by ETBrandEquity
Before there were AI ad engines and omnichannel orchestration platforms, there was the humble ad server. And while the tech may be 30+ years old, it still powers billions in digital media today.
Why you should care: Because understanding the infrastructure powering your campaigns sharpens your strategy and simplifies your stack.
Stories you might have missed
Zerodha doesn't have an AI strategy. On purpose
Elok Musk launches Grok AI chatbot featuring anime girl companion Ani for $30 per month
As AI mode launches in India, Google explains how it moves beyond traditional search
AI becomes spiritual guide for customers on devotional apps
How will AI significantly enhance WhatsApp and RCS services to grow the volume in next 1-2 years
Over to you
How are you building for discovery in your brand's journey? Are you inspiring the scroll-stoppers or just hoping for a search bar miracle?
We'd love your POV. Drop it on LinkedIn and tag us @ETBrandEquity, we're sharing our favourite takes in the next issue.
See you next Wednesday.
– Team ETBrandEquity
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