As the clouds are rolling in on a gloomy Monday morning, we can’t help but reminisce on the time we spent in Chicago for the WOMMA TALK Influence event. With a jam packed morning of speakers and networking, it was a great event.
We started the day with a panel discussion about the power of marketing with influencers, moderated by Kellie Fitzgerald, the Anheuser Busch InBev Account Lead at Google. The panel shared advice on how to select influencers for your brand, how to build the relationship with influencers, and how to empower your influencers to share your brand while being true to their audience. The key takeaway? You have to be willing to give up some control and allow it to pay off with better and more authentic content.
The next speaker was Mike Lohman, Associate Director of Content and Digital Marketing at Shure Incorporated. Shure microphones were utilizing influencer marketing before influencer marketing was even a thing. They have maintained relationships with singers and the engineers behind the scenes, both officially and unofficially, for years. Mike’s main tip for success? Develop relationships with up and coming artists and they will stay with you for years and as he said, “Stay current, stay curious.”
Next up, our very own Chris Hackney (@ChrisKHackney) took the stage with Jenny Wilburn (@jennyrw) from The Coca-Cola Company to talk MadTech. Chris and Jenny walked the audience through the fusion of MarTech + AdTech = MadTech and why that is important to marketers. Marketers now have access to information and insights that they never had before. Not only do they have access to this information, but the ability to hyper-target at scale based on these insights. Because of this, we believe the CMO will be the most important role in any company over the next 10 years.
To close out the morning, Inga Johnson, Senior Vice President Marketing and Brand at Experticity, and Brad Fay, Chief Operating Officer at Keller Fay, educated all of us on why the influencer honeymoon is over. Because of the wealth of knowledge available online, users are calling the quality into question. This is changing influencer marketing. It’s not just a paid post anymore! They challenged brands to look at who their best influencers are and evaluate how much they are really worth. After all, trust and passion for a brand will trump an influencer with no passion but a lot of followers.
After hearing all the amazing speakers share their experiences and advice, Insightpool is more excited than ever for the future of MadTech. Until next time, WOMMA!