Performance Marketing Unlocked

Interested in flirting with an AI-powered large language model (LLM)?

This episode of the Performance Marketing Unlocked podcast features PMW's News Reporter, Reem Makkari (2:12), who unpacks the rumours circulating across the industry asserting an incoming integration of ChatGPT into Apple's new iOS 18 upgrade. On the heels of this scuttlebutt, OpenAI has launched ChatGPT 4.0, the LLM's latest version that will be able to communicate (and flirt) with users through a two-way voice chat and video call.

Reem also delves into Google's latest updates to its AI model, Gemini, as the search giant continues to "fully embracing its AI era".

Also in this episode, Natasha Phillips (14:55), an affiliate marketing expert with over 15 years of both brand and agency-side digital marketing experience, joins to discuss the past, present and future of affiliate, partnership and influencer marketing. She reveals the best ways to drive success in the space, the pitfalls to avoid when picking partners and how AI will impact the affiliate ecosystem. Further, Natasha offers a candid reflection on her recent redundancy at cosmetics brand, The Body Shop, outlining how she responded to the laying-off and what her plans are for the future.

This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.

~ Further reading ~

ChatGPT can talk, see and flirt in latest OpenAI update

Apple to integrate ChatGPT into the next iPhone upgrade?

Google is fully embracing its AI era

What’s really happening in affiliate and influencer marketing?

‘The most powerful performance marketing I have experienced’: AI’s impact on affiliate marketing

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Google has set "early 2025" as the fourth (and final?) date for its deprecation of third party cookies on Chrome, following yet another delay announced late last month.

This episode of the Performance Marketing Unlocked podcast features PMW's Editor, Robin Langford (2:01), who went out into the industry to try and find answers to the key questions that have arisen in the wake of this latest delay. Namely, why did it occur? When can we expect cookie deprecation to actually unfold? And what should organisations do about their first party data solutions in the meantime?

Also in this episode (19:10), Giovanni Pupo, Head of E-commerce Media, Europe at Lipton, joins to discuss the best ways to balance and measure brand and performance, better known as 'brandformance'. Beyond his role at Lipton, Gio is also a University lecturer and host of popular YouTube web-series, 'A Glass of Marketing'.

This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.

~ Further reading ~

Will Google now expand its cookieless test to 10% of Chrome users?

‘Enough is enough’: Google’s cookie delay ignites frustration from the ad industry

Google delays cookie phase out until 2025

“Define that creative goal into something you can measure”: how the worlds of brand and performance marketing are merging

4 marketing resolutions for 2024: experts on AI, cookie death and ‘brandformance’

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Adspend grew for a 12th consecutive quarter to open 2024, as identified in last week's IPA Bellwether report. Subsequently, marketers feel the opportunities ahead of them are boundless, with budgets looking strong for the year ahead...but will it all be smooth sailing?

This episode of the Performance Marketing Unlocked podcast features PMW's News Reporter, Reem Makari (1:59), who unpacks the latest IPA Bellwether and reveals exactly where PMW's panel of experts think the biggest marketing opportunities of the future are hiding.

Also in this episode (13:34), Dean Harris, Head of Co-op's Retail Media Network and Claire Trbovic, Partnership Director at SMG, join to discuss the ever-changing retail media landscape. Together, they unpack how to create a successful retail media network, the biggest challenges that come with entering the space, and ensuring you focus on the most important element – the consumer. Not to be missed either, is a 'Resell Me a Pen Challenge' masterclass (39:35) from the pair to round out the show.

This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.

~ Further reading ~

Co-op launches UK’s first convenience Retail Media Network

Morrisons uses AI to set ‘personalised shopping challenges’ as part of retail media revamp

IPA Bellwether: contraction in UK main media spend as advertisers risk ‘overusing’ discounts

Understanding consumer behaviour is key: 16 marketers’ takeaways from the latest IPA Bellwether

IPA Bellwether reaction: 16 marketers on using data, AI and the summer of sport to get ahead in 2024

What’s next for 2024:14 marketers on sustainability, growth channels, and other lessons from the IPA Bellwether report

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With Amazon bringing its AI image generation tool to UK shores and doubling down on its investment in AI startup, Anthropic, committing a further $2.75bn to the business, the global e-commerce  landscape is becoming increasingly impacted by AI technology.

This episode of the Performance Marketing Unlocked podcast features both Robin Langford, PMW's Editor, and Ben Marks, Director of Global Market Development at open-source e-commerce marketplace, Shopware.

Robin unpacks the Amazon news further, dissecting exactly what it means for small, medium and large businesses alike. Following this discussion, Ben joins the show to offer some expert insight into why AI is becoming increasingly popular across e-commerce and how SMGs can best begin investing in the technology.

We touch on everything from the importance of hiring people with the right skills and ensuring use of AI promotes efficient scaling, to the need to invest in the technology sooner rather than later and how to expand into new markets. Ben also uses his sales skills to resell us a famously outdated product in PMW's classic 'Resell Me A Pen' challenge.

This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.

~ Further reading ~

Amazon Ads brings its AI-powered product image generation tool to the UK

Will the data skills gap hinder marketers’ ability to integrate AI?

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In the wake of our live event PMW Unlocked, which took place in early March and had been monopolising the editorial team's mental bandwidth, we've finally had some time to think about other things these past couple of weeks.

This episode of the Performance Marketing Unlocked podcast brings together the entire editorial team to discuss some of those things, diving into all the latest performance marketing news.

We dissect everything from what Google's launch of Meridian means for the broader Marketing Mix Modelling landscape and whether or not Schweppes becoming the first brand to purchase an ad buy on Netflix will be a success, to how brands can use new platforms to connect with the next generation of consumers and if organisational use of AI will help or hinder the data skills gap.

This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.

~ Further reading ~

Google enters the MMM game: Meridian helps marketers find their own 'North Star' metrics

Schweppes first brand to land UK title ad buy for Netflix’s The Gentlemen

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It's all been building up to this.

Last week, the PMW Unlocked event took place, bringing together over 1000 performance marketers for the two-day event in London. We heard from Coca-Cola, ASOS, the Financial Times, Heineken and others on what's troubling the sector, the secrets to its solutions and hope for the year ahead.

This episode brings you highlights from the event, discussed by the entire PMW team. We give you a recap talking through the best bits with clips from some of the best sessions.

As an extra special treat, we have also added you the entire session from one of the most exciting interviews at the event to the end of this episode: a conversation with the Marketing Director behind Steven Bartlett and the Diary of a CEO podcast, Grace Andrews. The expert at engaging community even reveals some secrets for the year ahead.

PMW's Editor, Robin Langford, discusses the true effects of the cookie deprecation spoken about in the keynote presentation from Quantcast. We also include a clip from a panel that discussed whether to in-house or outsource performance marketing channels, with the speakers fighting over whether social or search is more difficult!

The PMW team, Lucy Shelley, Joe Arthur, Jyoti Rambhai, Sam Johnstone, Celine Yaseen and Reem Makari, all recap their best bits and the outlook of the industry in this special bumper episode.

Clips include:

Alex Mills, Client Partnerships Director EMEA, Quantcast - on the conference floor

Patrick Zinga, Digital, Data and Martech Lead, Heineken - in a panel discussion

Grace Andrews, Marketing Director, Steven Bartlett and Diary of a CEO - entire session

Thank you to ALL our partners for making the event happen. Including Headline Partner Quantcast and Platinum Partner DAC Group.

The PMW Unlocked event was produced by Haymarket Media Group. A HUGE thanks to whole team behind it with a special mention to Linda Eckefeldt.

This podcast was hosted by Lucy Shelley.

~ Further reading ~

PMW Unlocked 2024: Top tips and tricks that brands and marketers might have missed from day one

PMW Unlocked 2024: It’s a wrap! Here’s everything you missed from day two

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The biggest mistake marketers can make is expecting engagement. So how can marketers stand out on social media as we enter the year of digital detox?

This week's guest is Sophie Miller, Founder of Pretty Little Marketer (PLM) and expert when it comes to connecting with communities.

We sit down to discuss why TikTok can be overrated, how to create a fluid strategy across multiple social platforms and why brands like Gymshark and Jacquemus have been getting it right. Having grown her business from a struggling student to a 6-figure mentor with a following of 400,000, Miller has advised brands including Unilever and Graze on their social media strategies and connecting online and offline communities.

Hosted by Lucy Shelley, Multimedia Editor at PMW. If you liked this episode, please leave a review, follow the podcast and subscribe at performancemarketingworld.com.

Tickets to PMW Unlocked 2024 are available here. But grab them quick before they run out! Don't miss the most important performance marketing event of the year, in London on 5 and 6 March 2024.

~ Further listening ~

PMW Resell Me a Pen challengers: DMA: how CMOs deal with imposter syndrome

First episode with cassette challenge: Fat cat art, Hollywood villains and Wordle

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Imposter syndrome first found its name in the 1970s and is talked about now more than ever before. But how does it affect even the top CEOs?

In this week's episode of Performance Marketing Unlocked, we discuss the importance of upskilling and what imposter syndrome looks like across all levels of seniority. To discuss it further, PMW welcomes to the studio Kate Burnett, General Manager of DMA Talent, and Yarmila Yu, the DMA's Chair of Talent and Founder of YUnique Marketing.

We discuss the difficulty of businesses making smaller teams do more work, the over-reliance on AI and the benefit of the government's Skills Bootcamps. Burnett and Yu pull off a joint effort in the PMW Resell Me a Pen challenge, roping in former US President Barack Obama to resell the BlackBerry.

Hosted by Lucy Shelley, Multimedia Editor, PMW. If you liked this episode, please leave a review, follow the podcast and subscribe at performancemarketingworld.com.

Tickets to PMW Unlocked 2024 are available here. But grab them quick before they run out! Don't miss the most important performance marketing event of the year, in London on 5 and 6 March 2024.

~ Further listening ~

How to be a marketer in 2024: PMW People Awards judges

How Domino's became the 'Netflix of Food'

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The Super Bowl is the most anticipated event in the US sporting calendar – but also for its advertisers.

At one of the highest CPM's in the industry (between $6.5m and $7m) advertisers are under pressure to make the biggest – and longest lasting – impact.

In this week's bonus episode, we sit down with Kyle Christensen, CMO at Splash inc. to talk about what brands should be doing either side of the Super Bowl LVIII. As previous head marketer at Facebook and Netflix, he talks about connecting with communities and how to have a compelling idea that extends beyond the Super Bowl, as well what it's like to be at the drawing board for a huge entertainment platform.

Hosted by Lucy Shelley, Multimedia Editor, PMW.

If you liked this episode, please leave a review, follow the podcast and subscribe at performancemarketingworld.com.

Tickets to PMW Unlocked 2024 are available here. But grab them quick before they run out! Don't miss the most important performance marketing event of the year, in London on 5 and 6 March 2024.

Further listening: Super Bowl special: the ads game – Attention Seekers, S2E9

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Who'd have thought you'd see Richard Hammond on a performance marketing podcast?

The automotive industry – in some ways like marketing – is seeing more change than ever before which makes DriveTribe's role as content production company even more important.

DriveTribe was originally founded by Hammond, James May and Jeremy Clarkson, but since being left by the latter two, it has transformed into an automotive media company, in-housing its content, publishing, production and marketing.

Richard Hammond, Creative Director at DriveTribe, joins the podcast alongside the company's Managing Director, Dave Murdoch to discuss the new face of automotive marketing and how DriveTribe is one of Hammond's 'better' accidents...

They reveal how to connect with communities, striking the right balance between data and creativity and how good thumbnails and titles drive performance. They explain the irrelevance of follower and subscriber numbers and why brands are looking for partnerships rather than campaigns.

To cap it all off, the DriveTribe duo attempt the PMW Resell Me a Pen challenge with the task of Hammond's beloved 'Oliver' – the Opel Kadett from the Top Gear Botswana special.

This episode was hosted and edited by Lucy Shelley, Multimedia Editor at PMW, joined by Joseph Arthur, Senior News Reporter at PMW.

If you liked this episode, please leave a review, follow the podcast and subscribe at performancemarketingworld.com.

Tickets to PMW Unlocked 2024 are available here. But grab them quick before they run out! Don't miss the most important performance marketing event of the year, in London on 5 and 6 March 2024.

Hosted on Acast. See acast.com/privacy for more information.