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.
The Influencer Marketing Lab
Profile of Emily Trenouth head of influencer marketing at MediaCom
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Scott Guthrie
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Episode 13
Episode 13 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 Emily Trenouth, head of influencer marketing at MediaCom.
In this episode we discuss:
- Emily's role as internal champion of influencer marketing at Mediacom
- The proof points used to validate influencer marketing internally within the media agency and externally to clients
- Moving from a PR channel to a performance-based channel
- How 2020 was the year influencer marketing has been validated as a channel
- The key takeaways from the Influencer Marketing Show
- Why diversity and inclusion is much more than just casting diverse talent
- Another look at measurement and evaluation
- Questioning the value of virtual influencers (awks - my chapter on virtual influencers was published this week by Routledge in a new textbook)
- Better transparency around influencer pay and influencer fraud - the benefits of a payment benchmarking system
- Transferring organisational knowledge around Mediacom
👍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.