What 2020 influencer marketing can learn from 1999 Digital with Guild and Econsultancy founder, Ashley Friedlein Artwork

The Influencer Marketing Lab

The Influencer Marketing Lab is a weekly podcast covering the influencer marketing industry. Each episode Scott Guthrie talks with topic experts about the industry - the business, the tech, the key themes and the media coverage. They examine what's making the news; where it's being reported and why; they then offer a blend of thoughtful analysis. They also dig into the big business themes surrounding influencer marketing. 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. This podcast gives marketers and business owners the lowdown on this fast-growth sector. Scott Guthrie an influencer marketing management consultant, conference speaker, guest university lecturer, top 10 blogger, and media commentator. World-renowned marketer Mark W. Schaefer has called him "the leading voice of influencer marketing". Take a listen and decide for yourself.

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The Influencer Marketing Lab

What 2020 influencer marketing can learn from 1999 Digital with Guild and Econsultancy founder, Ashley Friedlein

September 16, 2020 • Scott Guthrie • Episode 3

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.

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