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

Profile of Dr Sevil Yesiloglu and new influencer marketing book

December 10, 2020 • Scott Guthrie • Episode 14

Episode 14 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 Dr Sevil Yesiloglu senior lecturer in Advertising at London College of Communication, University of the Arts London, UK and editor of the new book ‘Influencer Marketing: Building Brand Communities and Engagement’ recently published by Routledge.

In this episode we discuss:

How universities are better preparing students for industry careers through an increased focus on digital advertising - and especially influencer marketing
We also talk about Sevil's new book ‘Influencer Marketing: Building Brand Communities and Engagement’ recently published by Routledge.
We spend some time looking at my chapter contribution - Virtual Influencers: More Human than Human where I look at virtual influencers - their evolution, the brand benefits and potential pitfalls of their use.
We also talk about the component parts of authenticity - and in the context of influencer marketing - the difference between passion authenticity and transparent authenticity. We hear how within academia authenticity is not confined to a real person - making the case for, at least some virtual influencers, to be more authentic than their human counterparts.
We also talk about brand advertising's communication journey from monologue to dialogue and onto polylogue.

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

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