As brands increase influencer marketing spend, it is vital to be able to accurately quantify the return on that investment.
Being able to link influencer marketing to revenue and sales is ‘the golden ticket’, as Christina Westley, head of influencer marketing at PepsiCo Content Studio puts it.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
The Advertising Standards Authority is “escalating” sanctions against the social media influencers breaching advertising rules and warns brands they’re next in line.
A monitoring sweep by the regulatory body found an “unacceptable” level of influencer posts are failing to stick to the rules.
The juice category has become “commoditised” in recent years, with its leading brands underinvesting in it. Tropicana is aiming to push back against this by dialling up its brand assets, investing in innovation and reconnecting with key occasions.
Dragons’ Den star Deborah Meaden is confirmed for the 11th Festival of Marketing. She will join CMOs and other speakers from the world of marketing and beyond on 3 October.
According to WARC Media, social media is the largest media channel worldwide by advertising investment, with Meta alone representing a 63% share of global social spend.
Coca-Cola’s senior director of media operations underlined the importance of being customer-centric in order to avoid siloed thinking.