Performance marketing in the influencer world — Shane Austrie // Silicon Valley Consulting

Quotes

• “There's the 14.5 update, which means that consumers are going to be opting out of being tracked. And there's also the large platforms abandoning the third party cookie. And in my theory is that they want to hold on to their first party data. So people come to them for advertising instead of it being spread around the world.”

• “At first, we were having brokers, broker deals for advertisers and platforms, and then it moved to more centralized locations like Facebook and Google. And now we're kind of breaking away to work with these platforms again, which is amazing.”

• “I think the large platforms are trying to consolidate power. And what that is doing is giving some credibility to the more niche platforms.”

• “You'll see enterprise companies actually put influencer marketing into their one-year plan. However, they put it underneath the brand awareness budget. It's not underneath the performance marketing budget. And that's the issue because creator or influencer marketing is more powerful than we realize.”

• “Well, if you want to understand the true impact of influencer marketing, you could say two approaches to it. If you're looking at it from a brand awareness aspect… or track the ROI of influencer marketing and how much money is bringing it into this quarter...”

• “The devil is in the details when you're using somebody else's audience and the credibility that they've built up, whether it's a podcaster or a blogger, a YouTuber, an Instagrammer, a tech talker, the goal here is what really matters is what you're trying to accomplish.”

• “So when we talk about the ad tech and tracking, it really depends if you're trying to do direct response or not.”

• “When it comes to actually targeting people with influencer marketing and specifically doing direct response, it normally falls upon two sides of the spectrum. Some companies follow their old tactics of advertising heavily in a product way to promote, or you can tell them promoted to be paid, to push it to an abnormal level of obsession...”

• “Well, maybe if you have a generic product like Coke and everyone's your audience… but if you have a product that only a core group of people like, then you just focus on a small individual connecting with their audience on a different level than a big influencer can ever do.”

• “It depends. Depends what your product is. It depends what your industry is. It depends on your marketing goals, you know, what you're trying to accomplish.”