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16.03.2021
51 Minuten
This week Tailify’s co-founder, Fredrik Martini, sat down with
one of the most interesting people in marketing, Rob Norman. Rob
is the former Global Chief Digital Officer and CEO of Group M and
is an irrefutable icon of the media industry. We discussed
everything from the creative process, to data and influencer
marketing. This thought-provoking and insightful podcast offers a
window into his fascinating career and how he predicts the future
of influence will evolve.
You can listen to the full episode here, but we’ve summarised
some of our favourite parts from Rob’s interview below.
Q: Looking back at your career, do you see any patterns
when it comes to what gives you energy?
A: I’ve come to believe that if you go to work interested, then
your day is likely to be interesting. So I have tried all of the
time to be interested in what I do, the people I do it with, the
people I work for and the context of what I do.
I always try to extract something interesting from everything I
do.
Q: I don’t think I’ve asked you this before, but what
does influence mean to you?
A: I had a feeling you would ask me this, I suppose influence in
the commercial sense is the leverage of some combination of
celebrity, authority, relevance, and relatability. So celebrity
is someone who is well known, authority is someone whose opinion
you would trust or value, relevance is that opinion is in the
category of the brand and relatability means that I can feel some
kind of personal connection. For me, those are the four pieces
you must activate to leverage influence.
To hear Rob discuss what’s missing for influencer marketing to
get full buy-in from the media industry, and much more - listen
to the full podcast on Influence Lab, or search ‘Influence Lab by
Tailify’ on iTunes or Spotify.
About Tailify
As an agency, our mission is to advance the science of influence.
To that end, we launched a learning platform called The Influence
Lab where we’re hosting accessible educational videos from our
own research and expert contribution. The podcast area of this
lab invites experts to delve deep into their perspective of
influence and how it is shaping today’s world.
Hosted on Acast. See acast.com/privacy for more information.
Mehr
28.01.2021
15 Minuten
The final episode in our series covers one of the most important
topics of influencer marketing: how to measure the ROI of
influencer campaigns.
Hosted on Acast. See acast.com/privacy for more information.
Mehr
28.01.2021
9 Minuten
Episode 3 of the 'What is the influence economy?' series introduces
how to work with influencers effectively to create campaigns. Now
you've found your influencers, what strategies can you implement to
work with them to drive business results.
Hosted on Acast. See acast.com/privacy for more information.
Mehr
28.01.2021
10 Minuten
How do you find the right influencers? It's a problem that has
challenged companies for the last decade as they tackle the
digital space. Ian Randolph, head of Product and R&D at
Tailify is helping to build an AI selector tool to do just
this.
This episode covers how he is training the AI to find the perfect
influencers for your campaigns.
Hosted on Acast. See acast.com/privacy for more information.
Mehr
28.01.2021
11 Minuten
Welcome to 'what is the influence economy?', a series where we
explain how consumer attention has shifted in the digital age to
give way to a new method of communicating. Consumers aren't
seeking out your brand ads anymore, they are choosing to listen
to those they trust!
Join Ian Randolph as he introduces how he's mapping the future of
influence, using AI.
Hosted on Acast. See acast.com/privacy for more information.
Mehr
Über diesen Podcast
Welcome to the Influence Lab. Get the full experience at
learn.tailify.com.
As a company Tailify believes that most mistakes made in
influencer marketing are made because of a lack of understanding
– which is why most influencer marketing campaigns fail. People
don’t understand influence well enough: where to find it, how it
moves, how to get an influencer to drive a certain behaviour or
how to quantify the dimensions and the effect of it.
Therefore there’s a real opportunity to better understand the
influencer marketing industry. We live in an influence economy,
where influence is the real currency for growth. Influence
explains most of our human behaviour. If you understand influence
and how it moves the influence economy, you will understand why
people consume certain types of music, podcasts, clothes, make-up
and media. For any marketer, this information is essential.
We’ve made it our purpose to solve the biggest problems in
influencer marketing by advancing the science of influence. We
want to define the rules within the influence economy and lead
its emergence. We apply data science and psychology to understand
influence, and off the back of this, we build innovative products
and services to help brands flourish in the influence economy.
Influence Lab is a representation of this progress. It’s where we
share our knowledge and the results of our experiments. In
addition to having some of the most knowledgeable people within
the industry on our team, we’ve invited psychologists,
sociologists, data scientists and industry experts to help us
advance the science of influence, and define the influence
economy.
Influence Lab will look at and provide information around
selecting influencers, crafting strategies and measuring
performance.
The platform was developed for brands looking to become the next
generation of category leaders, by putting influence at the core
of their marketing strategy.
Hosted on Acast. See acast.com/privacy for more information.
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