Sue Azari

Sue Azari, Industry Lead, e-Commerce at AppsFlyer Azari brings her deep knowledge of the sector to advise companies on their mobile marketing strategies. She has more than 10 years’ experience scaling retail apps, having worked at a number of high-growth brands, including The Very Group, Net-A-Porter, and Beauty Pie. Outside of work, Azari spends her time practicing yoga, cold water swimming, kayaking and travelling to new cities.

Posts by Sue Azari:

The need to eradicate platform dependence

The advertising industry is undergoing a seismic shift. Connected TV (CTV), Retail Media Networks (RMNs), and omnichannel strategies are rapidly redefining how brands engage with consumers. As digital privacy regulations evolve and platform dynamics shift, advertisers must recognise a fundamental truth. You cannot build a sustainable business on borrowed ground.

The recent uncertainty surrounding TikTok is a reminder that no single platform is invincible. Whether through regulatory challenges, algorithm updates, or shifts in user behaviour, brands that rely too heavily on any one channel risk losing control over their reach, engagement, and revenue. In 2025, diversification is not just best practice, it is a necessity.

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The rise of loyalty apps

Increased choice and a consumer more price sensitive than ever before, has made customers far more likely to shop around for the best deals. Price is now the number one factor in brand consideration. In an effort to bag a bargain, loyalty programs have become increasingly popular with consumers, with nine out of ten in the UK now signed up for at least one.

This is unsurprising. After all, their use has now become ubiquitous. And for good reason. They are highly intuitive and convenient to use to earn and redeem rewards at a time when money is tight. Loyalty apps are helping bring in a new era of retailing by encouraging multi-channel shopping.

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How E-commerce Marketers Can Win Black Friday

As new global eCommerce players expand their influence across both European and US markets, traditional brands are navigating a rapidly shifting landscape. These fast-growing Asian platforms have gained traction by offering ultra-low prices, rapid product turnarounds, heavy investment in paid user acquisition, and leveraging viral social media trends to create demand almost in real-time. This evolution is reshaping consumer expectations and forcing traditional brands to rethink their approach, particularly around major retail events like Black Friday.

This year, we anticipate a marked evolution in the strategies of dominant eCommerce platforms. When it comes to their mobile marketing, these marketplaces are turning their attention away from mass user acquisition and focusing more on deepening engagement with their existing users. This pivot suggests a new challenge for brands: increasing investment in retention and re-engagement campaigns to avoid losing customers to these giants during the holiday rush.

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