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    Interview
     | 
    OCT 24, 2017

    Rob Trauber, CEO of Johnny Was, and Zackary Cantor, director of decision sciences at GlobalWide Media, discuss the importance of data-driven influencer marketing.

    Rob Trauber
    CEO
    Johnny Was
    Interview
     | 
    JUL 12, 2018

    They're not just for brand awareness

    Kamiu Lee
    CEO
    Activate
    Interview
     | 
    DEC 21, 2017

    Michael Tiffany, co-founder and president of ad verification and fraud prevention firm White Ops, discusses the next evolution of fraudulent practices for 2018.

    Michael Tiffany
    Co-Founder and President
    White Ops
    Interview
     | 
    JUL 12, 2018

    And why the influencer bubble won't burst

    Laura Brinker
    Vice President, Beauty Brand Partnerships
    Influenster
    Interview
     | 
    JUN 11, 2018

    Where the biggest opportunities are

    Gerardo Sordo
    Founder and CEO
    BrandMe
    Interview
     | 
    JUL 3, 2018

    How the maker of high-end golf trolley RolleyGolf got affluent consumers' attention

    Arnold du Toit
    Founder and CEO
    Drive Daddy
    Interview
     | 
    NOV 17, 2017

    We’re also seeing big brands decentralizing their marketing strategy to work with microinfluencers to effectively communicate to digital communities who care about what these influencers are talking about. “Big brands [are] decentralizing their marketing strategy to work with microinfluencers to effectively communicate to digital communities.”

    Danielle Li
    Founder and CEO
    Popshop Live
    Interview
     | 
    OCT 25, 2018

    A brand could do something like a takeover day, and have an influencer take over its Twitter or YouTube account. Companies like Maybelline or L'Oréal could find a person who meets their demographic and is influential in the YouTube makeup community, and then have them do a "Get Ready With Me" video, showing the products they were using.

    Heather Watson
    Consulting and Behavioral Insights Lead
    Center for Generational Kinetics
    Interview
     | 
    NOV 7, 2017

    We have also been fortunate to work with influencers who are passionate about the assets we create. They’re able to share our organic content with their massive audiences and drive earned exposure.

    Tad Ehrbar
    Senior Vice President, Global Consumer Social Media and Content
    Citi
    Interview
     | 
    DEC 18, 2017

    Bean: Influencer marketing is big in China. Influencer platform Robin8 uses machine learning and natural language processing to analyze the content that key opinion leaders [KOLs] push out, and then analyze the impact—who’s engaging with that content. Robin8 can do end-to-end attribution from KOLs all the way through to purchases on WeChat.

    William Bao Bean
    Managing Director
    Chinaccelerator
    Interview
     | 
    OCT 9, 2017

    We’re dealing with everybody from the CMO, to members of procurement and IT teams, to the practitioners doing influencer marketing on the ground. We realized that with such multifaceted cycles, marketing and sales needed to take a more holistic approach to our target accounts to make progress. eMarketer: What types of technology have you adapted to facilitate your ABM programs?

    Evyenia Wilkins
    Vice President, Account-Based Marketing
    Traackr
    Interview
     | 
    OCT 5, 2017

    If the goal is to target new business, then marketers can identify the most promising accounts, pinpoint decision-makers and decision-influencers within those organizations and go after them. But ABM shouldn’t only be about targeting new accounts. Going in and mining existing accounts to determine additional opportunities is also key. eMarketer: What tools do B2Bs need for ABM to work?

    Jim Sampson
    Account Director
    gyro
    Interview
     | 
    SEP 12, 2017

    To reach millennials, we started a mobile-first campaign on WhatsApp using chatbots, hashtags and influencers to reach young Germans. eMarketer: How did you narrow down the best way to reach millennials with this message? Keller: We conducted social listening and decided to create a campaign hashtag rooted in how millennials speak about certain topics.

    Tim Keller
    Executive Director, Brand Strategy and Innovation
    Kolle Rebbe
    Interview
     | 
    OCT 22, 2018

    Voice is the future of influencer marketing. Currently influencers may post or live stream to fans and consumers, but this is largely one-directional and non-interactive. Whether a marketer is building a virtual influencer or digitizing a current celebrity, building influencers into voice-activated digital assistants will allow these influencers to have one-on-one conversations with fans.

    Nate Shurilla
    Asia-Pacific Head of Innovation and North Asia Commerce
    iProspect
    Interview
     | 
    AUG 9, 2018

    As Facebook Watch nears its one-year anniversary, IGTV breaks down influencer video barriers, and Twitter and Snapchat make waves with video during events like the World Cup, the benefits of in-stream advertising in social media are front and center.

    Billy Boulia
    Vice President and Group Director, Social Strategy
    Digitas
    Interview
     | 
    JUL 3, 2018

    Who are the influencers of the accounts? Who are the decision-makers? They usually collect this data straight from their own accounts team. Are certain companies more advanced and go beyond these standard types of data? These four data types are the foundation, but more advanced brands end up collecting much more.

    Jennifer Stanley
    Partner
    McKinsey & Company
    Interview
     | 
    MAY 11, 2018

    Affiliate coupon shoppers, emails, we do some business-to-business [B2B] stuff with other large organizations that don’t conflict with our brand, there’s influencers on YouTube—it really runs the gamut. When you tell your marketing partners that you’re going to change your attribution setup, what do you try to make clear to them?

    Priest Willis
    Senior Global Marketing Manager
    Lenovo
    Interview
     | 
    FEB 16, 2018

    One person has the power to completely shift the conversation and become an influencer, even if that wasn’t necessarily their intention. We stay on top of the conversation surrounding our brand. If you don’t, and just set it and forget it on social, it can get out of control fast. How do you stay ready in case there’s a threat to Boxed’s reputation as a safe place to shop online?

    Elyse Burack
    Marketing Director
    Boxed
    Interview
     | 
    AUG 9, 2018

    Each of the people within that decision-making unit could be an influencer, or a ratifier or a roadblock. All of those people need to be communicated to differently. It’s still early in terms of being able to consistently have that deeper understanding of each of those groups on an ongoing, iterative basis. There are clients who are absolutely doing it, and they made the right investment.

    Ian Dahlman
    Vice President, Search and Analytics
    gyro