Show Notes
In Part 1 of this Podcast, an interview with Belinda Barker, Chief Executive of World Media Group about their recently produced research report and survey on Content Led Marketing trends. Among the topics we explored are: How do you define content led advertising? How many years has the survey been running? How has proportion on content-led advertising changed since last survey in 2020? We also explore the issue of brand safety --what exactly is brand safety in this context? And we preview the World Media Awards which are now accepting entries. In Part 2 of the podcast, starting at 17 minutes in, I talked with leading marketing author and consultant, Thomas Barta. Thomas is one of the world's foremost thinkers, speakers and writers on the subject of marketing leadership. A former McKinsey partner, he co-authored the path-breaking leadership book 'The 12 Powers of a Marketing Leader' and has consulted for some of the world's most prominent brands. In our interview we explore how marketers can build their leadership capabilities among other C-suite executives. Thomas has a number of practical suggestions to do this. We also discuss the popular Marketing Leadership Masterclass that has begun to run in an e-learning format. marketingleadershipmasterclass.com/ Presenter: Alex Gibson Producer: Kamila Lewandowska
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Interview with Belinda Barker, Chief Executive of World Media Group who was speaking at the launch of their report What's Next for Content-Led Marketing We begin by discussing what's meant by content-led marketing - essentially revolving around the story of the brand. The report is in its third year and addresses many trends in content-led marketing including the factors that respondents felt added impact and effectiveness to brand storytelling around ESG issues for international audiences. Asked to predict the most exciting trends in content-led marketing over the next two years respondents provided a fairly balanced mix of forecasts around tech platforms, formats, and creative approach. The most frequently cited trend was the continuing growth of podcasts and audio formats. Clubhouse and the rise of other online communities were mentioned – how can brands make a play in this space? The pandemic has seen events of all kinds shift online and respondents envisage a continued exploration of brand activations in this space. And there was a divergence of opinion with respondents mentioning the need to "humanify" marketing and make it more personal, and others mentioning AI generated content.
A fantastic discussion on #retailmedia on last week's show with Colin Lewis who is the leading writer on this topic, and has recently penned the WARC Retail Media Platform Primer Series -- a great range of topics covered ...What exactly do we mean by Retail Media? What is the catalyst for the explosion in Retail Media? How important is it actually in overall retail revenues? What are the brands that are taking advantage of this? Leveraging Retailer's first party data. #AmazonMarketingCloud #AmazonFlywheel #WalmartConnect #retailmedia