The launch of Grand Theft Auto VI, the growing power of creators and the hidden benefits of TikTok Shop are set to reshape digital marketing. These should be the key focus areas for retailer and brands’ digital marketing strategy says ecommerce and growth consultant Dave Morrissey. At Meta he helped grow leading global retail brands such as Huel, Alibaba, Lego, Very, and Gymshark. While at TikTok he led the retail and ecommerce lifestyle team, overseeing the growth of businesses such as Represent, Adanola, The Hut Group, SharkNinja, eBay, Wonderskin, P.Louise, and Next, among others. When James Knowles catches up with him he’s busy between meetings, travelling from Madrid to Barcelona, but still keen to discuss the changes he’s seeing in digital marketing.