Discover the secrets of persuasion and how it shapes consumer behaviour, fuels business growth, and sharpens marketing skills. Join Laura Halliday, Adam Rowles and Simon Garnett from The Forge in each episode as they chat with marketers, business leaders and beyond to learn how they use persuasion to influence their consumers, convince their stakeholders and drive their businesses forward. Learn the tactics, stories, and strategies that will help you become a more effective marketer and business leader.
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Discover the secrets of persuasion and how it shapes consumer behaviour, fuels business growth, and sharpens marketing skills. Join Laura Halliday, Adam Rowles and Simon Garnett from The Forge in each episode as they chat with marketers, business leaders and beyond to learn how they use persuasion to influence their consumers, convince their stakeholders and drive their businesses forward. Learn the tactics, stories, and strategies that will help you become a more effective marketer and business leader.
Creator marketing is booming - what’s in it for you? With Fiona Hughes, Creator Marketing Expert
The Persuasion Game
24 minutes
1 month ago
Creator marketing is booming - what’s in it for you? With Fiona Hughes, Creator Marketing Expert
“The creator economy is worth about 250 billion right now. That's set to almost double in the next two years.”
Our guest this week on The Persuasion Game podcast is an expert in one of the most exciting areas of marketing at the moment.
Creator marketing is big business and there are huge opportunities for brands that get it right. But there are also potential pitfalls.
Fiona Hughes has spent over 10 years leading creator marketing across some of PR’s biggest agencies. She shares some of her experience in an area that is seemingly only going to grow and grow.
We discuss what makes a successful creator-brand collaboration, how new channels are opening up genuine two-way conversations between brands and their customers, and why you might need to check your risk appetite before diving in.
Further Reading:
Creator economy growth stats: Business Insider and Goldman Sachs
Brand-direct deals are the largest source of income for creators: Goldman Sachs
Case study: Edelman/Dove, Canada keep the grey: #KeepTheGrey | Edelman
Case study: Edelman/Ajinomoto MSGs: Ajinomoto: #CancelPizza | Edelman
Case study: Edelman/Hellman’s mayo hack: Hellmann's UK: Mayo Hack | Edelman
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This is an 18Sixty production for The Forge.
CHAPTERS:
(00:00) Introduction
(02:18) Understanding the Attention Economy
(05:58) The Role of Creators in Brand Communication
(11:25) Courting Controversy
(15:15) In-house Content Creation
(18:59) AI and Authenticity in Creator Marketing
The Persuasion Game
Discover the secrets of persuasion and how it shapes consumer behaviour, fuels business growth, and sharpens marketing skills. Join Laura Halliday, Adam Rowles and Simon Garnett from The Forge in each episode as they chat with marketers, business leaders and beyond to learn how they use persuasion to influence their consumers, convince their stakeholders and drive their businesses forward. Learn the tactics, stories, and strategies that will help you become a more effective marketer and business leader.
