The Influencer Marketing Lab

Episode 4 of the Influencer Marketing Lab - a weekly podcast tracking the growth spurts and growing pains of influencer marketing.

This podcast is sponsored by Tagger the data-driven influencer marketing platform and social listening tool.

This week Scott Guthrie is in conversation with Mark Dandy managing director of Captivate Influence.

Our discussion covers:

• The challenges facing small, independent influencer marketing agencies
• Why influencer marketing is sometimes the first channel to get cut from marketing budgets - and what to do about it
• The importance of sharing failures as well as sharing success stories to help professionalise the influencer marketing industry
• How the whole influencer ecosystem can be used as a control loop to execute more effective campaigns over time.
• More thoughts on whether micro-influencers should be repositioned as alpha consumers
• Whether fast-fashion influencers are more likely to place profit before passion when creating content
• 25% - 30% of all fashion items bought online are returned - how wannabe influencers are accelerating this headache for online retailers
• The pulling power of Love Island contestants in shifting product
• Molly Mae Hague as a great use case in the evolution of the influencer
• Why some brands are looking to creators for content not community
• Who owns IP and image rights of influencer-generated content?
• Are influencer unions a good idea?

For more information visit influencermarketinglab.com

👍Check out the Influencer Marketing Lab for full show notes, related useful links and a transcript.

🆕 Don't forget to sign up for the companion newsletter The Creator Briefing ( https://www.creatorbriefing.com/ ) - the weekly newsletter from Scott Guthrie which provides a breakdown of all the major news from the creator marketing industry alongside his insight and analysis.

Episode 3 of the Influencer Marketing Lab - a weekly podcast tracking the growth spurts and growing pains of influencer marketing.

This podcast is sponsored by Tagger the data-driven influencer marketing platform and social listening tool.

This week Scott Guthrie is in conversation with Ashley Friedlein CEO & Founder of Guild and Founder of Econsultancy. 

Guild is a messaging app for professionals and we'll hear why Ashley believes it's an antidote to WhatsApp, LinkedIn or Facebook. Ashley Friedlein also founded Econsultancy back in 1999 as the digital marketing best practice outlet.  

Through our discussion, we learn of the marked similarities between the digital landscape of the late nineties and of influencer marketing today. An industry scrambling to define itself. No agreed best practice or emerging best practice and no forum for practitioners to learn from each other. Econsultancy was founded as a place where practitioners could share what was working and why in an open, honest and transparent way in a bid for participants to become better at their jobs.

Our discussion covers:

• The power of word-of-mouth marketing in growing Econsultancy organically
• The benefits of SEO in building the Econsultancy brand
• The challenges of building a community of like-minded people prepared to share their mistakes as well as their successes
• Parallels between the dot com crash of 2001 and today's uncertainty of a Covid-19 economy
• Why, when building a community, the most interesting things to share are the things that haven't worked
• Why exit strategies usually are after 7-10 years rather than the optimistic 3-5 years
• The challenges of international expansion
• The brand extensions which were too early for the marketplace 
• Whilst learnings and insight may be universal examples need to be relevant to the local offering
• Parallels and lessons to be learned from digital in 2000 and influencer marketing in 2020
• Entrepreneurism - the difference between having 'a great idea' and turning that idea into a reality
• What Guild is and who it is designed for
• Why the world needs yet another messaging app
• The opportunities and threats which artificial intelligence brings with it 

For more information visit influencermarketinglab.com

👍Check out the Influencer Marketing Lab for full show notes, related useful links and a transcript.

🆕 Don't forget to sign up for the companion newsletter The Creator Briefing ( https://www.creatorbriefing.com/ ) - the weekly newsletter from Scott Guthrie which provides a breakdown of all the major news from the creator marketing industry alongside his insight and analysis.

Episode 2 of the Influencer Marketing Lab - a weekly podcast tracking the growth spurts and growing pains of influencer marketing.

This podcast is sponsored by Tagger the data-driven influencer marketing platform and social listening tool.

This week Scott Guthrie is in conversation with Oliver Lewis MD of The Fifth group - a creative and strategic influencer marketing agency and talent agency. 

The Fifth group is owned by and sits within News UK alongside a stable of other media businesses including The Times, Sunday Times, Wireless Radio and the Sun.

The discussion covers:

• What it's like being owned by a mainstream media titan
• Whether influencer marketing can ever de-thrown TV as the largest advertising category. [Spoiler alert: yes we think it can]
• Evolution of storytelling formats
• Challenges of artificial intelligence
• Importance of nurturing a positive organisational culture within an agency
• Industry's pivot from a creative-led strategy to a talent-led strategy

For more information visit influencermarketinglab.com

👍Check out the Influencer Marketing Lab for full show notes, related useful links and a transcript.

🆕 Don't forget to sign up for the companion newsletter The Creator Briefing ( https://www.creatorbriefing.com/ ) - the weekly newsletter from Scott Guthrie which provides a breakdown of all the major news from the creator marketing industry alongside his insight and analysis.

Episode 1 of the Influencer Marketing Lab - a weekly podcast tracking the growth spurts and growing pains of influencer marketing.

This podcast is sponsored by Tagger the data-driven influencer marketing platform and social listening tool.

After an influencer marketing news round-up Scott Guthrie speaks with Golin Dallas' EVP, Executive Director, Digital, Jim Lin about the state of the industry.

The conversation covers:

• why micro influencers might be better reclassified as alpha consumers
• why finding the most appropriate influencers to work with is the toughest part of the influencer marketing workflow
• why not all influencer marketing best practice is beneficial to the industry (it's about the spreadsheetification, apparently) 
• why we are going to see more social media influencers swaying the US electorate in the presidential election

For more information visit influencermarketinglab.com

👍Check out the Influencer Marketing Lab for full show notes, related useful links and a transcript.

🆕 Don't forget to sign up for the companion newsletter The Creator Briefing ( https://www.creatorbriefing.com/ ) - the weekly newsletter from Scott Guthrie which provides a breakdown of all the major news from the creator marketing industry alongside his insight and analysis.

Podcast description: Influencer Marketing Lab

Influencer marketing works. The sector has grown x20 in the last five years and is now valued at $10 billion dollars. But growth spurts are often accompanied by growing pains. Influencer marketing is no exception. The industry is plagued by negative media headlines, charges of influencer fraud, a lack of transparency, and a perception that success is difficult to measure.

Influencer Marketing Hub is a weekly podcast charting the influencer marketing industry. Each episode I talk with topic experts about the industry. The business, the tech, the key themes and the media coverage. We look at what's making the news; where it's being reported and why and then offer a blend of thoughtful analysis.

We also dig into the big business themes surrounding influencer marketing.  

I'm Scott Guthrie an independent influencer marketing consultant, conference speaker, guest university lecturer, top 10 blogger, and media commentator.

👍Check out the Influencer Marketing Lab for full show notes, related useful links and a transcript.

🆕 Don't forget to sign up for the companion newsletter The Creator Briefing ( https://www.creatorbriefing.com/ ) - the weekly newsletter from Scott Guthrie which provides a breakdown of all the major news from the creator marketing industry alongside his insight and analysis.

Podcast description: Influencer Marketing Lab

Influencer marketing works. The sector has grown x20 in the last five years and is now valued at $10 billion dollars. But growth spurts are often accompanied by growing pains. Influencer marketing is no exception. The industry is plagued by negative media headlines, charges of influencer fraud, a lack of transparency, and a perception that success is difficult to measure.

Influencer Marketing Hub is a weekly podcast charting the influencer marketing industry. Each episode I talk with topic experts about the industry. The business, the tech, the key themes and the media coverage. We look at what's making the news; where it's being reported and why and then offer a blend of thoughtful analysis.

We also dig into the big business themes surrounding influencer marketing.  

I'm Scott Guthrie an independent influencer marketing consultant, conference speaker, guest university lecturer, top 10 blogger, and media commentator.

👍Check out the Influencer Marketing Lab for full show notes, related useful links and a transcript.

🆕 Don't forget to sign up for the companion newsletter The Creator Briefing ( https://www.creatorbriefing.com/ ) - the weekly newsletter from Scott Guthrie which provides a breakdown of all the major news from the creator marketing industry alongside his insight and analysis.