Performance Marketing Unlocked

Is marketing and advertising a creative industry or content factory?

Every January we feel that this year will be 'a year of change' but something definitely feels different in 2024, said Perla Bloom, Connections Planning Lead at EA Games and judge for the PMW People Awards 2024. She is joined in this episode by fellow judge Caroline Parkes, CSO at RAPP, to talk about the top skills on a performance marketer's CV in a year of AI, cookieless advertising and creative efficiency.

We talk about the importance of "flexitarians" in your team, why pitching is the best method of upskilling and how to integrate AI into your role. Looking forward to the year ahead, Caroline and Perla discuss what they want to change and what they would like to stay the same including flexible working to create more equal opportunities for women and being data informed vs data constrained.

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

~ Further reading ~

Find out more about PMW Unlocked 2024, the two-day event dedicated to performance marketers

Marketing has lost its big ideas, will they come back? John Farrell joins the podcast

Barbie, Battlefield and branded Easter eggs: EA Games joins the Performance Marketing Unlocked podcast

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Amazon's goldmine of data, two elections, one Elon Musk and no more cookies. The countdown into 2024 brings more questions and change for the marketing industry.

As Google begins deprecating its Chrome cookies, where will the $480bn spent on programmatic go? Will it head into black box walled gardens or into the open web?

One expert predicts that Musk will sell X by the end of the year, a year that also holds two critical elections for the US and UK. Warner Bros. Discovery and Paramount discuss a merger, creating an alliance that will add fire the the streaming wars for Netflix and Disney+ whilst Amazon reigns supreme as the world's most valuable brand in 2023 sitting on top of a goldmine of data.

Plus, what is Tippex getting up to these days? We discuss this and more in the first episode of the year, readying you for 2024, with Editor Robin Langford and Premium Content Editor Jyoti Rambhai. Hosted by Multimedia Editor Lucy Shelley.

Don't forget to leave a review, follow the podcast and subscribe at performancemarketingworld.com.

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'Prompt' is the word of the year for PMW Editor, Robin Langford.

In a year that has been upturned by AI and social platforms, marketing has lost its big ideas, says John Farrell, ex-CEO of Publicis Groupe's SAMS.

In the final episode of the year, John joins the podcast to chart the evolution of performance marketing from its early beginnings in the 80s, to what 2024 and beyond will look like for the sector.

He recaps his biggest pitch fail as the Global CEO of D'Arcy and the fraught agency/client dynamic, dissecting the industry's two speed economy. Are agencies are falling behind brands in terms of innovation, stuck using the same processes for the last 50 years?

To cap it all off, John questions where marketing's 'big ideas' have gone. Do clients not value it as much? Is it too indulgent? Too risky? And to wrap up the PMW Resell Me a Pen challenge with a Christmas twist, John sells what a brand should be to a modern day consumer in 2024.

But before we hear from John, PMW's editorial team close the year recapping the biggest performance marketing moments of 2023, from AI to social commerce.

Thanks for following our podcast along this year, it's been an exciting journey and we can't wait to bring you more of the latest and greatest from the performance marketing industry next year!

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

~ Further reading ~

PMW Predicts… the niche-ification of AI

“This could be a genuine game changer”: what the Meta and Amazon collaboration means for marketers

Amazon continues to bolster its social commerce standing with Snap collaboration

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Domino's jumped its online orders from just 50% on the app, to 80% in 18 months. And it is credit to the powerful personalisation of Netflix.

Nick Bamber, Digital Director at Domino's, joins the Performance Marketing Unlocked podcast to delve into the app's transformation and its users. Like most performance marketers, ex-golfer Nick is a big fan of data and the fresh skills it brings through its people. But he still affirms, "it's a hard field to hire for".

Nick discusses the importance of making tests "as dramatic as possible" and the triumphs and difficulties of innovation at a large company. Personalisation was key to the app's success and he charts how Amazon used to be the poster child of personalisation but has since been replaced by newer platforms.

The PMW Resell Me a Pen is once again attempted, with the seemingly easy task of a CD-ROM. Listen on to see how Nick fairs with the (pizza-shaped?) disks...

If you want to grab yourself a ticket for PMW Unlocked 2024, find out more here.

Don't forget to leave a review, follow the podcast and subscribe at performancemarketingworld.com.

~ Further listening ~

Behind TikTok – how the app is convincing its advertisers

Technology, AI, the metaverse... the future has two radically different possibilities – which side will you be on?

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How much do we actually make our own decisions? Or are we influenced by people around us?

Behavioural science plays a huge role in marketing and Herdify brings it to the forefront. By understanding offline communities and their purchase habits, marketers can translate this into online sales. In this episode, Ed Barter, Lead Data Scientist at Herdify, joins the podcast to talk about people's mental laziness, how brands can market to consumers who are bored of ads and the overrated marketing tactics used around Black Friday.

He also attempts the PMW Resell Me a Pen challenge with the tough task of Tiddlywinks from previous guest TikTok's Simon Hofmeister, giving it a Royal PR boost...

Also in this episode, PMW's News Reporter Joe Arthur discusses the news of the week with Amazon's partnership with Meta and Snap in a bid to minimise the competition from TikTok, but what do the experts think?

To find out more about PMW Unlocked 2024, head here to register.

If you liked this episode, don't forget to follow the podcast and subscribe at performancemarketingworld.com

~ Further reading ~

“This could be a genuine game changer”: what the Meta and Amazon collaboration means for marketers

Meta partners with Amazon to let shoppers buy directly from Facebook and Instagram ads

Amazon continues to bolster its social commerce standing with Snap collaboration

Amazon leapfrogs TikTok; becomes third most popular e-commerce ad platform behind Meta and Google

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Will brands and consumers ever get a 'precedented' shopping season? In this week's episode of Performance Marketing Unlocked, we unveil the PMW Retail Playbook as we head into the busiest time in the e-commerce calendar: the Golden Quarter.

PMW's Editor Robin Langford talks through some of the exclusive insights he gained from interviews with Co-op, Boots, Pladis Group (McVitie's) and more. "'Tis the season to be thrifty" he says as we dissect consumers spend, when they're shopping and how. We talk about why the Golden Quarter is so important to performance marketers, why it's going to be different this year and how marketers can do more with data.

Also in this episode, PMW's News Reporter Joe Arthur shares the news of the week in the retail and e-commerce space, including Amazon's recent successes and the introduction of ad-free subscription tiers to Meta's platforms.

Check out the full nine-part PMW Retail Playbook here.

Further reading

Meta to offer ad free subscriptions for Facebook and Instagram in Europe

Amazon leapfrogs TikTok; becomes third most popular e-commerce ad platform behind Meta and Google

Latest podcast: Behind TikTok – how the app is convincing its advertisers

Chapters from the PMW Retail Playbook

Spending habits: why Brits are saving up to slow down

Peak shopping times: a Black Friday bonanza or a bleak midwinter? 

A strategy beyond price: five marketing tactics for a Cost of Living Christmas

If you liked this episode, don't forget to follow the podcast and subscribe at performancemarketingworld.com

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TikTok might have convinced its consumer base, but has it convinced brands and advertisers?

Still in a challenger position, TikTok is constantly experimenting with new products in a bid to draw advertisers away from its competitors Facebook, Instagram and YouTube. Although thought of more as an organic brand tool, the Chinese-owned app is focusing on its performance offering particularly for e-commerce brands.

Simon Hofmeister, Industry Head of E-commerce, Global Business Solutions at TikTok, joins the podcast to unlock TikTok as a performance channel. He discusses the impact of trends on e-commerce including #TikTokMadeMeBuyIt and 'cake or not cake', how the app is attempting to create an 'infinite loop' for the user journey and the game-changing importance of influencers.

Despite the app's success, it's not faultless yet. With measurement challenges and hesitation from other verticals, TikTok is set to attract more brands and advertisers to the platform ahead of the Golden Quarter.

Plus, Simon attempts one of the most impressive and in-depth Resell Me a Pen challenges yet, with the task of Eurovision!

Also in this episode, PMW's News Reporter Joseph Arthur speaks to host Lucy Shelley about the TikTok news that has crossed his news desk recently, including the rumoured subscription tier to battle alongside Meta's.

Further reading:

Meta and TikTok test ad free subscription tiers outside of the US

“Brands need to adapt”: unpacking the influence of TikTok and Meta’s rumoured ad-free subscription tiers

Get tickets to Unlocked 2024

If you liked this episode, don't forget to follow the podcast and subscribe at performancemarketingworld.com

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The IPA dropped the Bellwether report for Q3 of 2023 first thing this morning, revealing some surprises to the UK ad industry, including a looming recession, changes in UK adspend and a greater focus on AI and sustainability for 2024.

To save you reading the whole report, PMW's News Reporter Joe Arthur delves into the quarterly report revealing the good, the bad and the future of the UK adland in less than 10 minutes.

Read PMW's full summary of the report at www.performancemarketingworld.com. Marketers' reactions will be released on PMW in the days to follow so, SUBSCRIBE to follow along.

Hosted by Lucy Shelley, Multimedia Editor at PMW.

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China alone accounts for one-third of the global e-commerce market by payment value. The social and retail landscape is so different to the rest of the world that sometimes the simplest questions are needed to unlock this country's population of 1.4 billion. So how can western brands unlock the Chinese market?

Jimmy Robinson, CEO and Co-founder of Chinese marketing agency PingPong Digital talks through the digital landscape of China and its netizens including the four most popular apps: WeChat, Douyin, Weibo and Red. The last 10 years has seen huge change for the country's internet and shopping cultures and Jimmy explains the attitudes to e-commerce and how to take advantage of it with a case study from clothing brand Lululemon. He reveals the biggest mistakes brands make when marketing to China and how to avoid them. Plus, he takes on a very suitable Resell Me a Pen challenge...

Also in this episode, PMW's Editor Robin Langford talks through our APAC features on PMW in the last week as we head towards the biggest day in the shopping calendar: Single's Day.

If you liked this episode, don't forget to follow the podcast and subscribe at performancemarketingworld.com

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"You shouldn't be a marketer". Marketing at big tech firms like Google is a dream for some, and a nightmare for others. This week's guest Visha Kudhail explains wether its worth the hype and tells us her lessons from being a marketer at big tech firms like Google, Pinterest and Thinkbox.

Visha reveals how you can fail in fast-paced firms and more importantly, what you can learn from it. She divulges her best advice from Tess Alps, the real impact of layoffs across the industry and the not so secret hierarchy between brand and performance teams. We talk about how marketing has become lazy and long form content requires a mindset shift.

Plus, we get into why Steven Bartlett's pod gets overrated due to clickbait and Visha attempts the PMW Resell Me a Pen challenge with the telegram!

If you liked this episode, don't forget to like, follow the podcast, leave a review and subscribe at performancemarketingworld.com

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