What makes a successful online marketing campaign?
Our SEO Associate Director, Rahul Titus speaks at the YouTube event Summer in the City| August 26th, 2016
In August, MBA’s Influencer Marketing Associate Director, Rahul Titus, spoke at Summer in the City – an event for the YouTube community on What Makes an Online Marketing Campaign Successful.
Rahul spoke alongside Elly Garrod, Director of Talent & Partnerships – Studio 71, Christopher Erwin, Chief Operating Officer – Big Frame, Brittany Bagnall, Commercial Director – Cherry Pick Talent Ltd, Jonathan Akwue, Chief Executive Officer – Lost Boys and Maxim Savard, Head of Talent & Biz Dev Manager – Endemol Shine Beyond.
The panel centered on the role of influences in making an online campaign successful, with participants discussing a wide range of topics including what success looks like, the barriers faced by both brands and talent when working on a campaign and the future of the industry.
Key out-takes included:
- Brands want to build a long term relationship as it benefits the talent and the brand
- The industry see’s YouTubers as a long term investment
- The rise of ad-blockers is driving change with 40% of millennials using adblockers. YouTuber content is content that people want to see.
- UK talent has the community that the US doesn’t. If a UK-based YouTuber has a good/bad experience with a brand, they all let the other influencers know
- Brands need to question how they approach influencer-lead campaigns. Do they want content they can fully stand behind or just get the views?
- Brands need to understand the talent but the talent need to understand the brand and help find that balance.
- Expectations have to be managed on the side of the brand and the influencer
- Talent and brands both have something they want to protect and something to build