Inside the Creator Economy

By Cure MediaBusiness Marketing

Inside the Creator Economy episodes

March 31, 2021 How Influencer Marketing can Improve Customer Relations w/ Julia Arheden
Relationships have always played an important part in human evolution. Trust and relationships with other people make us feel safe. With this, it makes sense to turn to someone you have a relationship with - regardless of the situation.
The relationship a customer has with a brand today is similar to any other relationship. It has to be nurtured and a two-way communication to work. As influencer marketing is built on the strengths of relationships, it can help brands improve customer relationships in many different ways.
In this episode, Frida Ekholm talks to Julia Arheden, Client Manager at Cure Media, about how influencer marketing can help improve customer relations and why it is critical to know how to communicate with your customers.
We also cover topics such as:
How the best-in-class companies work with customer relations
What's important to have in mind when building relationships with millennials and Gen Z
Tips on how to improve customer relationships with influencer marketing
About Julia Arheden:
Julia is a Client Manager at Cure Media and has several years of experience working within influencer marketing for fashion brands. Over the years, she has accumulated extensive experience and knowledge about how influencer marketing can support fashion brands and marketers in improving the overall media mix and reaching their goals. By meeting a lot of marketers, she knows that there are a few challenges that many of them face, and one of them is improving customer relationships.
12 min
March 24, 2021 Keys to Successful Influencer Marketing for Stronger w/ Matilda Lönn
How do you create a differentiated brand position in the online realm, when more and more brands are entering the digital space? Stronger is one of the fastest growing digital native brands in Sweden and in this week’s episode, Sanna Ödmark talks to Matilda Lönn, Head of Influencer Marketing at Stronger, about their keys to success.
Tune in and learn more about how Stronger works with social media and influencer marketing to build a strong brand community among their target audience, and also, how they’ve managed to build top of mind awareness in a competitive marketplace.
We also cover topics such as:
The value of leveraging user-generated content (UGC) to connect with your audience
Why picture perfect Instagram feeds are no longer to strive for
Tips on how to succeed with influencer marketing today and in the future
About Matilda Lönn:
Matilda Lönn is the Head of Influencer Marketing at Stronger, a leading Swedish activewear brand that sells products through global e-commerce. Matilda has more than 5 years experience from working with influencer marketing at two of the fastest growing digital native brands in Sweden, at the forefront of the industry. Over the years, she has accumulated extensive experience and knowledge about how companies should work with influencers in order to increase brand awareness in a genuine and relevant way, and thereby increase sales and customer satisfaction.
21 min
March 17, 2021 Why Always-on Influencer Marketing is Always Better
The average western consumer is exposed to around 3000 commercial messages every day. How do you make sure your brand is top of mind when it's time for a purchase decision? By working always-on!
It’s like going to the gym one single time won’t give you big muscles, and advertising your brand only for a week won’t make people remember you in the long run. In the same way, if you want your influencer marketing to generate long-term results, you need to have an always-on approach.
In this podcast episode, we’ll walk you through four main reasons why we think ‘always-on’ should be at the heart of every influencer marketing strategy.
18 min
March 10, 2021 How Brands Stand Out and Win in the Digital World w/ Erik Modig
The pandemic has changed the world as we know it and in uncertain times, and when we need to adapt to a new normality, it is more important than ever for businesses to focus on long-term brand building activities, to manage to stand out from the crowd and win the online war in terms of market share and profits.
In this week’s episode, Sanna Ödmark talks to the awarded author, speaker and researcher Erik Modig about why rethinking and evaluating your brand is more important than ever, how brands find the right balance between long-term strategic brand building and tactical sales activations, and why you should never waste a good crisis.

We cover topics such as:
What key things do B2C brands need to consider when it comes to brand building activities in a digital world?
What should e-commerce brands do to stand out in the crowded online space?
How can brands find the right balance between long-term strategic brand building and tactical short-term activations?

About Erik Modig:
Erik Modig is a researcher at the Center for Consumer Marketing at Stockholm School of Economics. He's also an awarded author and a demanded speaker at organizations and conferences, where he holds lectures within his field of research. Erik’s research focuses on advertising and how the consumer psychology of communication, branding and creativity affect business growth.
23 min
March 03, 2021 The State of Influencer Marketing 2021
What are B2C marketers' perspectives on the state of influencer marketing in 2021?
It’s finally here! Our annual brand survey on the State of Influencer Marketing 2021 which covers trends, challenges and future investments in influencer marketing to gather brands’ and marketers’ perspectives on the state of the industry in 2021.
In this episode, Frida and Sanna will focus on eight key findings from the report, all based on the answers from B2C brands in Europe, as well as on findings from previous research. You will learn about how marketers plan to invest in the channel in 2021, the most popular marketing channels as well as top challenges and goals with overall marketing activities and influencer marketing.
If you want to deep-dive into further findings and trends, we recommend you to check out the written report as well: https://www.curemedia.com/portfolio-items/report-state-of-influencer-marketing-2021/
16 min
February 24, 2021 Measuring ROI in the Marketing Mix w/ Christopher Engman
One of the biggest challenges for today’s CMOs is to understand how and where to invest their marketing budgets - which channels, formats and messaging types contribute the most and how should you balance the money and resources between the different channels and activities in the marketing mix?
In a digital world, where we have tremendous amounts of data at hand, many brands have focused a lot on short term sales activations that lead to immediate wins. In an increasingly competitive market, however, this makes it harder to grow and increase profit in the long term. To succeed over the long term, brands need to continue putting much focus on building a strong brand - and in this episode, about marketing mix modeling with Christopher Engman, you’ll learn why.
We also cover topics such as:
How marketing mix modeling can help you optimize the marketing mix
The most important concepts of marketing mix modeling
Why you should never measure marketing ROI channel by channel
About Christopher Engman
Christopher Engman is a global entrepreneur, investor, author and expert in driving rapid revenue growth. In his most recent book about Megadeals, which he wrote together with J. Åberg, the authors combine insights from years of marketing and sales experience with more than 100 Fortune 500 companies to propose a set of hypotheses and provide a powerful formula for brands to realize long-term success. Christopher is also a frequently hired speaker in marketing and sales and has written a book about forecasting of the Swedish state budget.
23 min
February 17, 2021 The Power of Micro Influencers
Micro influencer: Small, but mighty!
Since years, they have been on marketers lips and many brands have already shifted their focus from celebrity influencers with millions of followers to these smaller micro influencers. But still, many wonders; What's the power of micro influencers?
In this episode, Sanna and Frida will walk you through how micro influencers differ from bigger influencers, why their close relationship with their followers results in high engagement and credibility, and of course, how you as a brand can use this as an advantage.
16 min
February 10, 2021 The Role of Social Media 2021 w/ Hanaw Rashid
2020 was the year when we stopped talking about social detoxing and instead increased our time on social media more than ever to seek inspiration, information, entertainment and to socialize with friends, family and the online community.
In this week’s episode, Sanna Ödmark talks to Hanaw Rashid about the important, even life-saving role that social media plays today, and what brands need to consider to succeed with their social media strategies in 2021.
We cover topics such as:
Why do we turn to social platforms?
What type of content do consumers want to see on social media in 2021?
The big shifts that are currently taking place on the social platforms
Hanaw Rashid is a digital strategist and social media maverick with more than ten years of experience from working with digital communications. Thanks to her expertise within the digital field, Hanaw is an experienced speaker and appears frequently in the media, for example in Swedish morning shows (e.g. TV4 Nyhetsmorgon) and on Swedish Radio. She’s also a frequent guest lecturer at Berg’s School of Communication.
17 min
February 03, 2021 Millennials: What Brands Need to Know
Millennials: the hardest-to-reach generation? They demand relevant marketing, are positive about the internet and want brands to have a meaningful purpose. Also, they constitute more than one-quarter of the world population.
Millennials are the change makers and the consumers of today and tomorrow - so as a brand, it’s critical that you shift your focus to this generation and learn who they are and what they want in terms of marketing and communications. Because when marketing to millennials - you need to do it right!
In this episode, we’ll walk you through who is defined as millennial and what distinguishes them from other generations, their social media behaviors and what is important to think about when marketing to millennials.
19 min
January 25, 2021 What Role does Influencer Marketing Play in the Media Mix?
One of the biggest challenges marketers face today is understanding the role of influencer marketing in the media mix and on the consumer journey.
Recognize yourself? You’re not alone!
In this episode, we are joined by Emma Lundsten, Global Head of Operations & Customer Success at Cure Media. Emma is responsible for creating strategies and frameworks for our clients. She also manages our operations team that executes collaborations together with customers and influencers on a day-to-day basis.
In this episode we address some of your burning questions, including how influencer marketing fits into the overall media mix, and what role the channel plays in relation to the consumer journey and other media channels.
14 min