Inside the Creator Economy

Measuring ROI in the Marketing Mix w/ Christopher Engman

One of the biggest challenges for today’s CMOs is to understand how and where to invest their marketing budgets - which channels, formats and messaging types contribute the most and how should you balance the money and resources between the different channels and activities in the marketing mix? 

In a digital world, where we have tremendous amounts of data at hand, many brands have focused a lot on short term sales activations that lead to immediate wins. In an increasingly competitive market, however, this makes it harder to grow and increase profit in the long term. To succeed over the long term, brands need to continue putting much focus on building a strong brand - and in this episode, about marketing mix modeling with Christopher Engman, you’ll learn why.

We also cover topics such as: 

• How marketing mix modeling can help you optimize the marketing mix
• The most important concepts of marketing mix modeling 
• Why you should never measure marketing ROI channel by channel

About Christopher Engman

Christopher Engman is a global entrepreneur, investor, author and expert in driving rapid revenue growth. In his most recent book about Megadeals, which he wrote together with J. Åberg, the authors combine insights from years of marketing and sales experience with more than 100 Fortune 500 companies to propose a set of hypotheses and provide a powerful formula for brands to realize long-term success. Christopher is also a frequently hired speaker in marketing and sales and has written a book about forecasting of the Swedish state budget. 

The Power of Micro Influencers

Micro influencer: Small, but mighty! 

Since years, they have been on marketers lips and many brands have already shifted their focus from celebrity influencers with millions of followers to these smaller micro influencers. But still, many wonders; What's the power of micro influencers?  

In this episode, Sanna and Frida will walk you through how micro influencers differ from bigger influencers, why their close relationship with their followers results in high engagement and credibility, and of course, how you as a brand can use this as an advantage.

The Role of Social Media 2021 w/ Hanaw Rashid

2020 was the year when we stopped talking about social detoxing and instead increased our time on social media more than ever to seek inspiration, information, entertainment and to socialize with friends, family and the online community. 

In this week’s episode, Sanna Ödmark talks to Hanaw Rashid about the important, even life-saving role that social media plays today, and what brands need to consider to succeed with their social media strategies in 2021. 

We cover topics such as: 

1. Why do we turn to social platforms? 
2. What type of content do consumers want to see on social media in 2021?
3. The big shifts that are currently taking place on the social platforms 

Hanaw Rashid is a digital strategist and social media maverick with more than ten years of experience from working with digital communications. Thanks to her expertise within the digital field, Hanaw is an experienced speaker and appears frequently in the media, for example in Swedish morning shows (e.g. TV4 Nyhetsmorgon) and on Swedish Radio. She’s also a frequent guest lecturer at Berg’s School of Communication.

Millennials: What Brands Need to Know

Millennials: the hardest-to-reach generation? They demand relevant marketing, are positive about the internet and want brands to have a meaningful purpose. Also, they constitute more than one-quarter of the world population. 

Millennials are the change makers and the consumers of today and tomorrow - so as a brand, it’s critical that you shift your focus to this generation and learn who they are and what they want in terms of marketing and communications. Because when marketing to millennials - you need to do it right! 

In this episode, we’ll walk you through who is defined as millennial and what distinguishes them from other generations, their social media behaviors and what is important to think about when marketing to millennials.

What Role does Influencer Marketing Play in the Media Mix?

One of the biggest challenges marketers face today is understanding the role of influencer marketing in the media mix and on the consumer journey.

Recognize yourself? You’re not alone! 

In this episode, we are joined by Emma Lundsten, Global Head of Operations & Customer Success at Cure Media. Emma is responsible for creating strategies and frameworks for our clients. She also manages our operations team that executes collaborations together with customers and influencers on a day-to-day basis.

In this episode we address some of your burning questions, including how influencer marketing fits into the overall media mix, and what role the channel plays in relation to the consumer journey and other media channels.

Influencer Marketing Trends 2021

Imagine stepping five years into the future...

… this is exactly what we all did in 2020. Covid-19 accelerated the digital eCommerce shift from shopping in physical stores to digital shopping by five years. With this, consumers’ perception of what’s important and meaningful have shifted, and as priorities have started to change, so has the social media landscape and our consumption behavior.

The question now is, what key influencer marketing trends will shape 2021? In this episode we’ll talk about what is happening on social platforms right now and what that means in the context of influencer marketing.

Learn how Instagram is turning into a social shopping platform and what it means for brands; why consumers want more authentic and unfiltered content, and why you need to prioritize an always-on approach over campaign-based one-offs. 

5 Keys to Successful Influencer Marketing

“What do the brands that succeed with influencer marketing have in common?” 

That’s a question we get a lot. Of course there is no ‘one size fits all’ recipe for success, but from our experience there are five key factors that successful brands have in common. 

In this episode we’re going through 5 keys to successful influencer marketing - what do you need to have in place and why? You will learn why the focus needs to be on your target audience and not the influencer, how to make your brand top-of-mind in your audience, and why data is your best friend.  

The Evolution of Influencer Marketing

What is influencer marketing and why does it matter for marketers? 

It does matter - a lot. In recent years, influencer marketing has gone from being a comparatively unknown and untested channel to a media that more and more brands see as a natural part of the media mix. 

It is both the oldest and the newest marketing channel at the same time. But even though it has been around for as long as humans have existed it has not always been getting the attention it deserves. But times have changed - and we’re moving fast! As a marketer today you need to keep a close eye on this development. 

In this episode we’re discussing the evolution of influencer marketing - how did it all start and what does it look like today? You will learn why the channel is so effective in modern marketing, how the execution has changed over the years and why we trust people more than brands.