Here we are again friends back with more marketing news.
This week the wonderful Melanie Farmer and I are looking at the huge boom in influencer marketing and the realisation that we can no longer buy anything with somebody -anybody, endorsing it; the hilarious disparity between what customer experience people think and what actual customers think; the need for more inclusion of disabled people in marketing; the audacity of male clothes shoppers in Marks & Spencers shopping rationally; the burgeoning AI skills gap and the promotion of images in Google Maps.
So that's quite a lot.
If you are interested in the marketing news you could save yourself quite a lot of scrolling and check it out.
Martin Henley: [00:00:00] So what has caught your eye in the way of marketing news recently?
Melanie Farmer: [00:00:07] Yeah. Yeah. Look, I think for me, I've always been interested in endorsement and influencers since the really the 60s and 70s. So I did my master's on this subject, so I'm really interested in it. You did your.
Martin Henley: [00:00:22] Master's on this subject in the 60s and the 70s.
Melanie Farmer: [00:00:26] No, no, no, but there was data from that time.
Martin Henley: [00:00:30] We already know that you were in the circus in the 70s. You weren't doing a masters in the 70s.
Melanie Farmer: [00:00:36] Compliment I was influencing then. That's what I was doing.
Martin Henley: [00:00:41] You were an early influencer.
Melanie Farmer: [00:00:43] Yeah. But yeah. So I'm interested in the trend, which I predicted and actually happened and even went more than we imagined it would in terms of the budget market. You know, how much money is flowing towards influencer marketing. The second thing I'm interested in is the way that marketing is thinking about disability as an industry. Yeah. Um, which pluses and minuses to how that's happening. And then the third thing is how artificial intelligence is starting to move into don't worry, we'll code for you as well. So now how that what that means for the marketer who can't understand all the coding complexity. And now they kind of don't have to because they've got. This artificial coda. It's like a coda for coding AI for AI. There you are. So that's kind of interesting. It's going to another. Yeah.
Martin Henley: [00:01:54] It is going to another level. It is going to another level. Okay, good. Well, what I've got, which is quite interesting, is add reporting on um, a survey that Survey Monkey have conducted around customer experience. So that's absolutely hilarious. So that's why I want to talk about that. The second thing I want to talk about is Marks and Spencers on its clothing reinvention and embracing men's rational shopping decisions. So for me this is also like on this customer experience rationale, like the idea that men should have rational shopping decisions and this should be something that's worth reporting. Shouldn't we all have rational shopping like preferences? Like, doesn't that make sense? We should all just be buying junk for no reason. Um, seems to be the message of that one. And then the third one is just a throwaway thing, which is about Google now improving the or increasing the priority of photos in their search results. So that might be interesting. And I've got some personal experience about that. I mean, that is kind of a throwaway. Interesting I don't know I don't know if it's interesting at all, really. I thought it was when we started, when I was looking for interesting things to say. But your things are much more interesting. So where do we want to start? We need to put these things in order. We should go. For me, my most important story is the customer experience one. But maybe your influencer marketing thing is more so let's go influencer marketing first and then we will go customer experience and then we will go with your what's your second story, the disability disability inclusive marketing industry or offsetting the demand for skills in marketing with Codeless I.
Melanie Farmer: [00:03:45] Oh so subjective. Put them in order that you have them opened. That's probably going to help, you know, because I.
Martin Henley: [00:03:51] Think they're rubbish ones in the way. So I'm going to go, um, inclusive marketing. Third, I'm going to go marketing M&S men's irrational shopping decisions. I'm going to go offsetting for AI and then Google Maps last. Good. So story number one, influencer marketing, like you say, you have a lot of insight into this. You did an entire master's degree on this. When did you do that master's degree for context.
Melanie Farmer: [00:04:24] Yeah. 2011.
Martin Henley: [00:04:25] 2011.
Melanie Farmer: [00:04:26] So it's been just over ten years. And in that time it has gone up, up, up, up. So already, I suppose in 2011 there was plenty of data on things like, say, the Spice Girls. At the time there was some some evidence from Pepsi. They attributed 3% of their revenue growth to this by.
8 ноя 2023
