Performance Marketing Unlocked

Influencer marketing is coming of age. It's making its way through the stroppy teen years of regulatory issues and Kim Kardashian, and is now cementing itself as a serious – and lucrative – marketing channel.

Scott Guthrie, Director General of the Influencer Marketing Trade Body (IMTB) warns of the deification of data, reveals why follower count is overrated, and explains the significance of the IMTB being the first new member to join CAP (Committee of Advertising Practice) in over a decade.

Plus, he takes on Perla Bloom's (EA Games) Resell Me a Pen challenge with the floppy disk!

If you liked this episode, like, share, subscribe and leave a review. Get more from PMW at www.performancemarketingworld.com

Podcasts referenced:

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

Kate Cox, BrightBid: The future of AI in marketing and the 'big daddy' ChatGPT: S3E3 Performance Marketing Unlocked podcast

Articles referenced:

Influencer Emily Valentine: The devil wears Prada: an influencer’s story

Robin Ward, LTK, quote: “Creators are completely essential to brand marketing strategies” but, there’s a measurement gap

Kim Kardashian's crypto ad: Kim Kardashian’s $1.3million fine for undisclosed crypto ad

Mylene Klass: Myleene Klass Instagram posts for Next and Skechers banned by ASA for not being identifiable as ads

Under the influence: the impact of failure to disclose as watchdogs continue clampdowns

IMTB joins CAP: CAP appoints Influencer Marketing Trade Body as member

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"Never let a human do a machine's job," said Kate Cox, CMO of AI scale-up BrightBid. The questions marketers should be asking now isn't will AI take jobs, but what do we do with the time that is saved by AI?

Kate saw the 2023 explosion of AI several years back, but explains why we're still in the efficiency stage, and what the real changes will look like in the coming years. In this episode, we talk Elon Musk's halt on development, legislating an unprecedented phenomenon and what happens when you put AI against a comedian...

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How do you ask the Archbishop of Canterbury for your ball back? Well that's what this week's guest duo Tom Rainsford (Marketing Director, Beavertown Brewery) and Paul McEntee (CEO, PR agency Here Be Dragons) had to do.

The marketing double act push creativity to its extremes – so how does this translate into performance marketing? In this episode, PMW's Joe Arthur and Lucy Shelley sit down with the pair to unlock creativity within performance channels. Beavertown's bold branding became so popular they launched an e-commerce channel, which became more successful than even they expected. From landfill marketing to brands oversharing on social, to vanilla collaborations and tattoos, we get deep into conversation about the underrated relationship between marketing channels, and how to do it right.

Keep listening to the hear the fastest Resell Me a Pen challenge yet, VAR requests and some iffy statistics from 'Harvard Business School'.

If you liked this episode, let us know by leaving a review, give us a follow and subscribe to our site performancemarketingworld.com

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Tickets are selling fast for our FutureCommerce event in London on June 6th, check it out here!!!

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“We ain’t in Kansas anymore.” PMW’s first episode of the rebranded podcast speaks to EA Games’ Global Marketing Strategy Manager, Perla Bloom. We unlock gaming communities and virtual spaces starting with the Barbie trailer and that foot clip. 

We discuss how to surprise and delight huge fans, how easter eggs can work in marketing, and why NFTs are more than their ‘finance bro’ reputation. Perla unlocks why EA Games thinks the metaverse is overrated and underrated, why NFTs will revolutionise blockchain technology, and how to use creators to target users of loyal fan bases for a new game launch.

And listen to the end to hear Perla attempt the Re-sell Me A Pen challenge with… an arcade game! 

Please leave us a review, like and subscribe to be the first to unlock the hottest topics in the performance marketing industry. 

www.performancemarketingworld.com

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Microsoft Bing X ChatGPT plans to introduce ads into the generative AI search function. Whilst this maybe an obvious move, the speed of the announcement prompts questions around brand safety and suitability. From bans in Italy, to Wozniak and Musk getting cold feet, the PMW editorial team get behind the scenes of the news of the week in a bitesize episode.

Read more at www.performancemarketingworld.com

If you enjoyed this episode, share with friends, leave us a review and follow Attention Seekers to keep up to date with performance marketing's official attention seekers.

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What does innovation really look like? Tech evolutions are hard to keep up with but sometimes the most creative uses are invisible. 'Loud' jacket-wearer Azlan Raj, CMO EMEA at Merkle and CMO UK&I at dentsu, dissects the brand and performance pendulum, argues what brand loyalty looks like for progressive brands and gets into the 'unsexy stuff' within innovations.

He also talks about being bold for your personal brand and joins the Attention Seekers' 'Dragon's Den' for the ultimate Resell me a Pen challenge.

Please leave us a review, like and subscribe to be the first to know who is seeking attention in the performance marketing industry.

www.performancemarketingworld.com

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In the past year, Meta has cut almost 30% of its workforce, with 10,000 layoffs adding to the 11,000 in November, and the 5,000 unfilled vacancies closed. Zuckerberg announced the restructuring as a 'flattening' of the organisation, removing low-priority projects. This included its recent expansion of NFTs within Facebook and Instagram, which launched testing less than a year ago.

To add to the movements at Meta, the platform is exploring development of a Twitter-like platform, code-named P92, adding even more competition to the current social media landscape. Listen to this episode for a quick low-down of Meta's moves and what it means for marketers.

If you enjoyed this episode, share with friends, leave us a review and follow Attention Seekers to keep up to date with performance marketing's official attention seekers.

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What gets the attention of the top marketers in the UK? From sex toys to hedgehog brains, this episode unwraps performance marketing and what happened at PMW Unlocked, our 2 day event with 800 attendees. We begin with a recap from the editorial team at PMW, some 'jokes' from the Editor and a rundown of the biggest topics including ChatGPT, attribution and why advertisers' biggest competitors are dogs.

Then we hear from the delegates on the conference floor including the Director of the Influencer Marketing Trade Body and the CMO at BrightBid, revealing what's getting their attention at the moment, with some pretty sweat-inducing stories at the end...!

If you liked this episode and want to find out more about who's getting attention in the performance marketing industry, subscribe to the podcast to be the first to know when the next episode comes out. And for more news, analysis, reports and more, subscribe at performancemarketingworld.com.

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A 100-year-old german skincare brand like Nivea is about as risk averse as they come. So how does the Head of Digital convince their boss to try new channels? Adam Wright is this week's Attention Seeker discussing the resurgence of old school media channels, why big brands envy smaller brands and what Bezos did right with Amazon. We get into TikTok and the metaverse and why the need to be first is overrated. Plus, Adam attempts the mighty Re-sell Me a Pen challenge.

Please leave us a review, like and subscribe to be the first to know who is seeking attention in the performance marketing industry.

Register on our site performancemarketingworld.com

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Shelter, the UK housing charity, made the news with its bold cost of living 'hacks' campaign satirising the government's 'stick-a-plaster-on-it' advice. "Marketing is a really powerful industry" and Helen Saul, Shelter's Head of Marketing, wants to do it for good, not for money. Helen talks through what the end goal was for the campaign, why employee advocacy is underrated and challenges anyone who works in sales to an email marketing duel.

If you enjoyed this episode, share with friends, leave us a review and follow Attention Seekers to keep up to date with performance marketing's official attention seekers. 

Subscribe at performancemarketingworld.com

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