Afleveringen
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The year is almost over and you know what that means, it's time to look back on what was and throw out some hot takes for what's ahead.
On the final episode of the Performance Marketing Unlocked podcast season 3, the entire PMW editorial team (1:51) is in the studio to talk about 2024's biggest surprises, 2025's most exciting trends, and assess the myriad of opportunities and threats facing adland in the coming months.
It isn't all debate however, we also embrace the festive season by playing a little game that sheds some light on the team's favourite Christmas films.
See you in the new year for season 4!
This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.
~ Episode breakdown ~
(1:51) The PMW team reviews 2024
(21:49) Hot takes for 2025
(46:42) Biggest opportunities and threats facing adland next year
(51:53) Festive fun!
~ Further reading ~
GARM to shut down following Musk's X antitrust lawsuit
âAnyone else tearing their hair out too?â: Adland reacts to Googleâs big cookie comeback
Dentsu forecasts global advertising market to grow 6.8% in 2024
TikTok faces US ban by the new year if it doesnât sever ties with ByteDance
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Ongoing customer loyalty is widely agreed as being pivotal to any businesses long-term success, but how to best go about creating it is up for debate.
On this episode of the Performance Marketing Unlocked podcast, Guy Meyers (28:29), Senior Director of Customer Success (Global) at Recurly, argues why â despite loyalty ultimately being an upper funnel, brand-building play â data is the most valuable asset for generating it.
Preceding the discussion with Guy however, is a final Black Friday rundown from PMW's Premium Content Editor, Jyoti Rambhai. Alongside host Joe, Jyoti reviews all the important marketing trends to prepare you for the weekend ahead, with some breaking news interrupting the show.
This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.
~ Episode breakdown ~
(3:50) PMW discusses the upcoming Black Friday Cyber Monday Weekend
(19:31) Breaking news!
(26:56) 60 second news round-up
(28:29) Introducing Recurly's Guy Meyers
(41:50) Can loyalty be measured?
(53:57) PMW's famous 'resell me a pen' challenge
~ Further reading ~
Adland on the cusp of ârecord breakingâ Black Friday weekend
Essential tasks every marketer should tick off before Black Friday
Why data privacy is a balancing act: navigating personalisation and trust in the digital era
Performance marketing software market to double by 2032
Netflix revenue grew 17% as hit series Baby Reindeer and Bridgerton attract audiences
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Zijn er afleveringen die ontbreken?
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Where will retail media be 12 months from now? Will the UK market finally be as "mature" as the US? Will AI have upended the channel? And will the term itself still be common place?
To answer these questions, PMW's Editor Robin Langford (25:00) joined host Joe at Retail Media Summit UK '24. Recorded on the ground at the event, Robin and Joe discuss the channel's top talking points and reveal their biggest takeaways from the day. Interwoven within the discussion are clips from interviews conducted at the Summit with channel experts from the likes of Co-op, WH Smith, Tesco, Boots, The Very Group, and more.
Also on this episode, the entire editorial team is in the studio (3:19) to reminisce about last week's PMW Awards 2024, each revealing a favourite winner and a personal highlight from the evening.
This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.
~ Episode breakdown ~
(3:19) The PMW team talk our 2024 awards
(25:00) Defining retail media
(37:27) What does the future of retail media look like?
(44:14) Retail media in the US vs the UK
~ Further reading ~
A moment at Retail Media Summit UK '24 with... Boots Media Group
Can retail media deliver a true halo effect this Christmas?
Performance Marketing World Awards: all 28 winners announced
View from the red carpet: photos from the PMW Awards 2024
PMW Awards 2024: The winner's circle in pictures
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What's Google's AI innovation strategy? And how is it responding to social media's impact on the search landscape?
On this episode of the Performance Marketing Unlocked podcast, Dyana Najdi (23:56), Managing Director for Google Advertising UKI â leading specialist teams who deliver AI-driven solutions for partners and customers â lifts the veil on how the tech giant strength-tests its AI output and explains why she's not worried about social media's growing search capabilities.
Prior to that discussion with Dyana, PMW's Premium Content Editor Jyoti Rambhai (2:59) joins host Joe to dissect the latest IPA Bellwether Report, with a keen eye on the upcoming Autumn Budget, US election, and more.
This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.
~ Episode breakdown ~
(2:59) PMW's Premium Content Editor Jyoti Rambhai discusses the latest IPA Bellwether Report
(23:56) Introducing Google's Dyana Najdi
(26:53) What's the current state of the search landscape?
(43:15) Is there an AI arms race?
(51:36) PMW's famous 'resell me a pen' challenge
~ Further reading ~
Google announces additional AI-powered PMax updates for peak season
Google shakes up Performance Max ad auctions ahead of peak shopping season
Over a third of consumers to reject third-party cookies in Chrome next year
IPA Bellwether: UK adpsend freezes for first time in over three years
âWhen finances are constrained, thatâs when the magic happensâ: Adland unfazed by shock UK adspend freeze
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Will AI help put an end to the agency vs in-house vs in-house agency debate?
On this episode of the Performance Marketing Unlocked podcast, Lydia Hinchliff (16:18), Director of Strategy at performance marketing agency, Journey Further, argues why we shouldn't all throw caution to the wind and hop aboard the AI-train, believing instead that a human-driven, holistic approach to both breaking down marketing silos and building an agency/brand relationship is the best way forward.
Preceding Lydia however, is PMW's Editor Robin Langford (2:18), who gives a state of play report for adland as it heads into the famed 'Golden Quarter'. Joe quizzes Robin on the importance of seasonal shopping events, whether or not the opportunities outweigh the risks, who, if anyone, is the king of e-commerce, and more.
This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.
~ Episode breakdown ~
(2:18) PMW's Editor Robin Langford answers four key questions surrounding the need for brands to invest in the golden quarter
(16:18) Introducing Journey Further's Lydia Hinchliff
(18:19) Is performance moving up the funnel as much as we think?
(38:58) Can agencies compete with AI?
(49:51) PMW's famous 'resell me a pen' challenge
~ Further reading ~
Agency vs in-house vs in-house agency? The big question thatâs divided marketers
âA litmus test for buying intentâ: Can Amazon Prime Day dispel peak shopping season jitters?
Nearly half of marketers believe AI will make their companies less dependent on agencies
Over nine in ten marketers have experienced selective reporting from agencies
Cannes Lions 2024: Creativity isnât dying, but its âbig ideaâ gatekeepers are losing their grip
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What media platforms do marketers prefer to spend on? And using what channels? Perhaps more importantly, how do their preferences align with consumers?
On this episode of the Performance Marketing Unlocked podcast, Gonca Bubani (13:04), Global Thought Leadership Director of Media at Kantar, unpacks their latest Media Reactions report, reviewing the findings in an attempt to determine whether or not their really is freedom of choice in digital advertising.
Opening this episode however, is PMW's Premium Content Editor Jyoti Rhambai (2:05), fresh off her flight back to London from Boston. Alongside host Joe, Jyoti regales us with tales from her trip to HubSpot's Inbound Conference 2024, revealing the biggest marketing trends talked about at the event and hot takes from industry superstars including Ryan Reynolds and Serena Williams.
This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.
~ Episode breakdown ~
(2:05) A review of Hubspot's Inbound conference 2024 with Jyoti Rhambhai
(13:04) Introducing Kantar's Gonca Bubani
(24:12) Are marketers paying enough attention to consumers' advertising preferences?
(34:09) Is there really freedom of choice in advertising?
(44:28) PMW's famous 'resell me a pen' challenge
~ Further reading ~
Amazon, TikTok, Netflix and YouTube crowned advertisingâs golden childs
X poised to suffer âbiggest recorded pullbackâ from advertisers ever
Is AI bridging the gap between performance and creative?
Hubspot launches host of AI-powered tools for marketers
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Creating an identity on social media is becoming increasingly important for brands, and leveraging popular trends like 'Brat Summer' and 'Demure' can be a quick-fire way of making headway in this respect. But it doesn't come without risk, particularly when investing in influencers and creators to send a brand's message out into the world.
On this episode of the Performance Marketing Unlocked podcast, Ellie Hooper (16:00), Head of Client at The Goat Agency, outlines exactly how performance marketers can ace their organisation's influencer and social media marketing, whether that be organic or paid.
Opening the episode, once again, is PMW's News Reporter Reem Makari (2:45), who has been working day and night to bring you up to speed with Google's latest antitrust trial against the US Department of Justice. Listen as Reem and Joe set the stakes, reveal the biggest takeaways from day one of the trial, and look to the future through some expert analysis.
This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.
~ Further reading ~
Brat summer turns âvery demureâ: how brands can leverage viral TikTok moments
The future of affiliate marketing: AI, influencers, and beyond
Whatâs really happening in affiliate and influencer marketing?
Everything you need to know ahead of Googleâs antitrust trial
Google vs. the DOJ day one: what we know so far
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Is audio advertising a viable performance marketing channel? The millions of Brits listening to music and podcasts everyday tell us there is certainly an active audience ready to be leveraged, but UK adspend indicates that marketers aren't yet sold on the medium.
To convince them otherwise, this episode of the Performance Marketing Unlocked podcast features Ed Couchman (20:19), Head of Sales for the UK and Northern Europe at Spotify. With over 626 million monthly active users, Ed believes Spotify represents why audio advertising is quickly becoming performance marketing's most underutilised advertising channel.
Like any good salesman, Ed brought his pitch along with him. From the medium's success in the US to Spotify Ads Manager's litany of case studies, even the most sceptical performance marketer will be hard-pressed to ignore audio's potential.
Opening the episode however, is PMW's News Reporter Reem Makari (2:56). Reem joined PMW from a podcasting background and famously adores the practice, so she jumped at the chance to go head-to-head with host Joe for some verbal jousting on why audio ads should demand more marketing dollars than alternative performance channels.
This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.
~ Further reading ~
Everything Iâve learnt about performance marketing and why Iâm choosing to ignore it
Budweiser Brazil is transforming songs that name-drop its brand into audio ads on Spotify
Why brands should be harnessing the power of fandom
Spotifyâs ad marketplace expands to Asia and Latin America with AI
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Maintaining brand safety in advertising is becoming increasingly difficult. From ensuring ads are placed within appropriate contexts to preventing wasted adspend caused by overzealous and outdated exclusion lists, modern digital advertising can be a minefield for publishers, advertisers, marketers and brands alike. And following news that X's lawsuit against the World Federation of Advertisers (WFA) will see it close down the Global Alliance for Responsible Media (GARM), brand safety just got even harder to secure.
This episode of the Performance Marketing Unlocked podcast features PMW's Editor Robin Langford (2:29), who takes us on a whistle-stop tour of the latest stories from across our news desk, with brand safety a central theme throughout. Touching on Amazon's partnership with Pinterest and TikTok, whether or not Google will have to sell part of its adtech business, and much more.
Also in this episode, Fiona Salmon (11:21), Managing Director of Mantis, joins us to discuss how X's lawsuit against the WFA led to the discontinuation of GARM and what the industry can expect with regard to brand safety and suitability going forward. In conversation with host Joseph Arthur, Fiona discloses why she thinks short-terminism isn't going anywhere, how Mantis is trying to help publishers get the most from their ad placements and why AI is the best path forward.
This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.
~ Further reading ~
âIt seems a bully has wonâ: Ad industry reacts to GARMâs demise after Muskâs X lawsuit
GARM to shut down following Musk's X antitrust lawsuit
US court rules Googleâs search business broke antitrust laws: What next?
Amazon expands in-app shopping partnership to include TikTok and Pinterest
WARC: Brand safety tops advertisersâ programmatic advertising concerns
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Chrome will no longer be deprecating third-party cookies before H1 2025. Announced towards the end of last month, the news sent shockwaves through the industry, leaving marketers wondering exactly what the future of data collection is going to hold.
Seeking to answer all the burning questions, this episode of the Performance Marketing Unlocked podcast features PMW's Premium Content Editor, Jyoti Rambhai, and News Reporter, Reem Makari (2:41), who join host Joseph Arthur to evaluate the news' biggest winners and losers.
Also in this episode, Mike Fantis (20:10), VP and Managing Partner of DAC Group UK, speaks to Joseph about the chain of events that led to Google's decision, provides an insight into what Chrome's 'user choice' cookie feature might entail, and outlines why regardless of the continued access to third-party cookies, marketers still need to be investing in alternative, first-party data driven solutions.
This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.
~ Further reading ~
Google scraps cookie deprecation plans in favour of new âuser choiceâ feature
âTheir plan has failedâ: Industry reacts to Googleâs cookie u-turn
âAnyone else tearing their hair out too?â: Adland reacts to Googleâs big cookie comeback
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From sifting through over 600 applicants for single executive jobs to trying to find diamonds in the rough to fill junior positions, it's been a difficult 12 months for the performance marketing workforce â but with the economy trending upwards, are conditions about to improve?
This episode of the Performance Marketing Unlocked podcast features PMW's Premium Content Editor, Jyoti Rambhai (3:18), who joins to discuss the findings from the latest IPA Bellwether report for Q2 2024. Together, Jyoti and host Joseph Arthur unpack all the top-line insights from a generally buoyant report and reveal some of the industry's early reaction.
Also in this episode, Jodie Clayton (18:48), Associate Director, Marketing, Digital and E-commerce at Major Players, joins Jyoti and Joe to discuss the state of play for the marketing workforce. The trio discuss PMW's recently released Workforce Report and Jodie lifts the veil on all things marketing jobs for 2024 and beyond â from how the economy is set to impact salaries and the opportunities across both junior and senior positions, to the incoming 'reskilling revolution' and AI's potential impact on the job market.
This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.
~ Further reading ~
IPA Bellwether: Marketing budgets revised up at strongest rate in over a decade
The importance of a trial and error approach: 17 marketersâ takeaways from the latest IPA Bellwether
IPA Bellwether reaction: 13 experts on AIâs tipping point, live events comeback and beating the cookie-free rush
PMWâs Workforce report: Average salary changes across 36 marketing roles revealed
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PMW's Cannes Lions 2024 podcast miniseries concludes with this special, AI-focused mini-episode featuring Duncan Southgate, Senior Director, Creative and Media Solutions at Kantar.
Recorded during day two of Cannes Lions Festival of Creativity, the discussion centres around AI â particularly generative AI â and marketers' ever-changing relationship with the technology.
Duncan joins host Joseph Arthur to lift the veil on AI's potential when it comes to measurement, campaign creative, optimisation and more. An expert on data analysis and insight gathering, as well as a Cannes Lions veteran, Duncan explains why AI has become such a talking point in Cannes and how marketers' attitudes towards it are beginning to shift from aspiration to application.
This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.
~ Further reading ~
That's a wrap! The biggest surprises, lessons and highlights from Cannes Lions 2024
Cannes Lions 2024 in review: 17 marketers look back at the festival that was
One minute in Cannes with: Relo Metrics
One minute in Cannes with: SS+K M&C Saatchi
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PMW's Cannes Lions 2024 podcast miniseries continues!
Recorded on the ground in Cannes, the second edition of PMW's miniseries looks at the festival in review, unpacking the biggest surprises, lessons and highlights from Cannes Lions 2024.
PMW Editor Robin Langford joins host Joseph Arthur once again, offering listeners a flavour of the festival from within the Palais itself. Together, they share their personal highs and lows and biggest takeaways ahead of next year.
Featuring even more insights from adland's best and brightest, including Rebecca Swift, Senior Vice President of Creative at Getty images, Tony Gemma, Global VP and Head of Yahoo Creative and Brittany Blanchard, EVP Digital Media at Media.Monks, the Performance Marketing Unlocked podcast has become the go-to show for hot takes on all things Cannes Lions.
This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.
~ Further reading ~
Cannes 2024: Yahoo and Reddit launch products while Google encourages AI experiments
Cannes Lions Day 5: Putting creativity into context
One minute in Cannes with: Media.Monks
One minute in Cannes with: Channel Factory
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PMW is on the ground at Cannes Lions 2024!
Having been dubbed the 'Festival of Creativity and Tech', this first edition of PMW's Cannes Lions podcast miniseries brings you expert insight on all of the biggest discussions, innovations and under-the-radar talking points from across the Croisette.
PMW Editor Robin Langford joins host Joseph Arthur to synthesise all of the 'Cannesdemonium' from the opening days of the event, touching on everything from gen AI and the cookie-less conundrum to CTV, retail media and sustainability.
Featuring revelations from the industry's best and brightest, including the likes of Uber Advertising's Paul Wright, Tripadvisor's Lena Arbery, Adform's Phil Acton and many more, whether you're on the ground in Cannes or following along from afar, the Performance Marketing Unlocked podcast has you covered.
This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.
~ Further reading ~
Cannes 2024: Amazon launches cookie-less solution, WACL holds industry accountable for women representation
Cannes Lions Day 2: A walk on the wild side
Cannes 2024: Meta upgrades advertising suite with boost to gen AI tools
Cannes Lions day 1: back inside the blast furnace of global marketing
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Is programmatic and digital out-of-home (DOOH) the next big performance channel? This week's special guest certainly thinks so.
This episode of the Performance Marketing Unlocked podcast features PMW's Editor, Robin Langford (2:25), who reveals PMW's "most ambitious project yet" â the Performance Marketing Roadmap. The 'top secret' four-part project endeavours to answer the four most consequential questions that performance marketers need answered.
Also in this episode, Mo Moubayed (12:07), co-founder and co-CEO of independent OOH verification adtech company, Veridooh, outlines why programmatic and DOOH is the next big performance channel, set to dominate the future of adspend. Further, as with any good start-up, Veridooh has a doozy of an origin story. Mo tells all, revealing how the company was founded, what challenge it set-out to resolve and exactly how it not only survived but thrived during the global pandemic.
This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.
~ Further reading ~
DOOH it better in 2024
âOut of Home can already be used as a performance marketing channelâ: Mo Moubayed, Veridooh
Top 5 adtech tools this week: Prescient AI, Awin, Veridooh, System1 and Amplified Intelligence
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Interested in flirting with an AI-powered large language model (LLM)?
This episode of the Performance Marketing Unlocked podcast features PMW's News Reporter, Reem Makkari (2:12), who unpacks the rumours circulating across the industry asserting an incoming integration of ChatGPT into Apple's new iOS 18 upgrade. On the heels of this scuttlebutt, OpenAI has launched ChatGPT 4.0, the LLM's latest version that will be able to communicate (and flirt) with users through a two-way voice chat and video call.
Reem also delves into Google's latest updates to its AI model, Gemini, as the search giant continues to "fully embracing its AI era".
Also in this episode, Natasha Phillips (14:55), an affiliate marketing expert with over 15 years of both brand and agency-side digital marketing experience, joins to discuss the past, present and future of affiliate, partnership and influencer marketing. She reveals the best ways to drive success in the space, the pitfalls to avoid when picking partners and how AI will impact the affiliate ecosystem. Further, Natasha offers a candid reflection on her recent redundancy at cosmetics brand, The Body Shop, outlining how she responded to the laying-off and what her plans are for the future.
This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.
~ Further reading ~
ChatGPT can talk, see and flirt in latest OpenAI update
Apple to integrate ChatGPT into the next iPhone upgrade?
Google is fully embracing its AI era
Whatâs really happening in affiliate and influencer marketing?
âThe most powerful performance marketing I have experiencedâ: AIâs impact on affiliate marketing
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Google has set "early 2025" as the fourth (and final?) date for its deprecation of third party cookies on Chrome, following yet another delay announced late last month.
This episode of the Performance Marketing Unlocked podcast features PMW's Editor, Robin Langford (2:01), who went out into the industry to try and find answers to the key questions that have arisen in the wake of this latest delay. Namely, why did it occur? When can we expect cookie deprecation to actually unfold? And what should organisations do about their first party data solutions in the meantime?
Also in this episode (19:10), Giovanni Pupo, Head of E-commerce Media, Europe at Lipton, joins to discuss the best ways to balance and measure brand and performance, better known as 'brandformance'. Beyond his role at Lipton, Gio is also a University lecturer and host of popular YouTube web-series, 'A Glass of Marketing'.
This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.
~ Further reading ~
Will Google now expand its cookieless test to 10% of Chrome users?
âEnough is enoughâ: Googleâs cookie delay ignites frustration from the ad industry
Google delays cookie phase out until 2025
âDefine that creative goal into something you can measureâ: how the worlds of brand and performance marketing are merging
4 marketing resolutions for 2024: experts on AI, cookie death and âbrandformanceâ
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Adspend grew for a 12th consecutive quarter to open 2024, as identified in last week's IPA Bellwether report. Subsequently, marketers feel the opportunities ahead of them are boundless, with budgets looking strong for the year ahead...but will it all be smooth sailing?
This episode of the Performance Marketing Unlocked podcast features PMW's News Reporter, Reem Makari (1:59), who unpacks the latest IPA Bellwether and reveals exactly where PMW's panel of experts think the biggest marketing opportunities of the future are hiding.
Also in this episode (13:34), Dean Harris, Head of Co-op's Retail Media Network and Claire Trbovic, Partnership Director at SMG, join to discuss the ever-changing retail media landscape. Together, they unpack how to create a successful retail media network, the biggest challenges that come with entering the space, and ensuring you focus on the most important element â the consumer. Not to be missed either, is a 'Resell Me a Pen Challenge' masterclass (39:35) from the pair to round out the show.
This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.
~ Further reading ~
Co-op launches UKâs first convenience Retail Media Network
Morrisons uses AI to set âpersonalised shopping challengesâ as part of retail media revamp
IPA Bellwether: contraction in UK main media spend as advertisers risk âoverusingâ discounts
Understanding consumer behaviour is key: 16 marketersâ takeaways from the latest IPA Bellwether
IPA Bellwether reaction: 16 marketers on using data, AI and the summer of sport to get ahead in 2024
Whatâs next for 2024:14 marketers on sustainability, growth channels, and other lessons from the IPA Bellwether report
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With Amazon bringing its AI image generation tool to UK shores and doubling down on its investment in AI startup, Anthropic, committing a further $2.75bn to the business, the global e-commerce landscape is becoming increasingly impacted by AI technology.
This episode of the Performance Marketing Unlocked podcast features both Robin Langford, PMW's Editor, and Ben Marks, Director of Global Market Development at open-source e-commerce marketplace, Shopware.
Robin unpacks the Amazon news further, dissecting exactly what it means for small, medium and large businesses alike. Following this discussion, Ben joins the show to offer some expert insight into why AI is becoming increasingly popular across e-commerce and how SMGs can best begin investing in the technology.
We touch on everything from the importance of hiring people with the right skills and ensuring use of AI promotes efficient scaling, to the need to invest in the technology sooner rather than later and how to expand into new markets. Ben also uses his sales skills to resell us a famously outdated product in PMW's classic 'Resell Me A Pen' challenge.
This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.
~ Further reading ~
Amazon Ads brings its AI-powered product image generation tool to the UK
Will the data skills gap hinder marketersâ ability to integrate AI?
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In the wake of our live event PMW Unlocked, which took place in early March and had been monopolising the editorial team's mental bandwidth, we've finally had some time to think about other things these past couple of weeks.
This episode of the Performance Marketing Unlocked podcast brings together the entire editorial team to discuss some of those things, diving into all the latest performance marketing news.
We dissect everything from what Google's launch of Meridian means for the broader Marketing Mix Modelling landscape and whether or not Schweppes becoming the first brand to purchase an ad buy on Netflix will be a success, to how brands can use new platforms to connect with the next generation of consumers and if organisational use of AI will help or hinder the data skills gap.
This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.
~ Further reading ~
Google enters the MMM game: Meridian helps marketers find their own 'North Star' metrics
Schweppes first brand to land UK title ad buy for Netflixâs The Gentlemen
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