49 episodes

The Influencer Marketing Lab is a weekly podcast covering the influencer marketing industry. Each episode Scott Guthrie talks with topic experts about the industry - the business, the tech, the key themes and the media coverage. They examine what's making the news; where it's being reported and why; they then offer a blend of thoughtful analysis. They also dig into the big business themes surrounding influencer marketing. Influencer marketing works. The sector has grown x20 in the last five years and is now valued at $10 billion dollars. But growth spurts are often accompanied by growing pains. Influencer marketing is no exception. The industry is plagued by negative media headlines, charges of influencer fraud, a lack of transparency, and a perception that success is difficult to measure. This podcast gives marketers and business owners the lowdown on this fast-growth sector. Scott Guthrie an influencer marketing management consultant, conference speaker, guest university lecturer, top 10 blogger, and media commentator. World-renowned marketer Mark W. Schaefer has called him "the leading voice of influencer marketing". Take a listen and decide for yourself.

The Influencer Marketing Lab Scott Guthrie

    • Business
    • 5.0 • 2 Ratings

The Influencer Marketing Lab is a weekly podcast covering the influencer marketing industry. Each episode Scott Guthrie talks with topic experts about the industry - the business, the tech, the key themes and the media coverage. They examine what's making the news; where it's being reported and why; they then offer a blend of thoughtful analysis. They also dig into the big business themes surrounding influencer marketing. Influencer marketing works. The sector has grown x20 in the last five years and is now valued at $10 billion dollars. But growth spurts are often accompanied by growing pains. Influencer marketing is no exception. The industry is plagued by negative media headlines, charges of influencer fraud, a lack of transparency, and a perception that success is difficult to measure. This podcast gives marketers and business owners the lowdown on this fast-growth sector. Scott Guthrie an influencer marketing management consultant, conference speaker, guest university lecturer, top 10 blogger, and media commentator. World-renowned marketer Mark W. Schaefer has called him "the leading voice of influencer marketing". Take a listen and decide for yourself.

    Ian Forrester of DAIVID on effective influencer marketing measurement

    Ian Forrester of DAIVID on effective influencer marketing measurement

    Episode 47 of the Influencer Marketing Lab - a weekly podcast tracking the growth spurts and growing pains of influencer marketing.
    This podcast is sponsored by Tagger the data-driven influencer marketing platform and social listening tool.
    This week Scott Guthrie is in conversation with Ian Forrester, founder and CEO of DAIVID, an advertising research company building a ‘house of influencer insight’ proposition. 
    We discuss influencer marketing's WHAT metrics of impressions, reach, likes, shares, comments, site visits and sales and then we explore why these should be augmented with the WHY metrics of attention, emotions and memory creation. Shifting data collection to insight learnings and improved effectiveness. 
    Check out the Influencer Marketing Lab for full show notes and related useful links.

    • 37 min
    Abha Gallewale, global social strategy manager at ASICS talks sport creators

    Abha Gallewale, global social strategy manager at ASICS talks sport creators

    Episode 46 of the Influencer Marketing Lab - a weekly podcast tracking the growth spurts and growing pains of influencer marketing.

    This podcast is sponsored by Tagger the data-driven influencer marketing platform and social listening tool.
    This week Scott Guthrie is in conversation with Abha Gallewale, global social strategy manager at sportswear brand, ASICS
    In this episode we: 
    Discuss how ASICS puts athlete sponsorship contracts together which take into consideration content quality, not just medals wonConsider the importance of ASICS's brand values guiding the sportswear firm Explore measuring return on investment for the athletes’ work as brand influencersThis interview was recorded in May 2022. 
    Check out the Influencer Marketing Lab  for full show notes and related useful links
    And I want to hear your feedback. Google Influencer Marketing Lab podcast and either drop me a line or leave a voicemail message directly from the landing page.

    • 32 min
    Catherine Yeo discusses her new book: The Creator Revolution

    Catherine Yeo discusses her new book: The Creator Revolution

    Episode 45 of the Influencer Marketing Lab - a weekly podcast tracking the growth spurts and growing pains of influencer marketing.
    This podcast is sponsored by Tagger the data-driven influencer marketing platform and social listening tool.
    This week Scott Guthrie is in conversation with Catherine Yeo - creator and author of new book - The Creator Revolution: How Today’s Creative Talents Are Shaping Our Tomorrow
    In this episode we 
    discuss the seven characteristics of a creatorexamine Wikipedia's guidelines around notability and why this leads to fewer creators benefitting from their own Wikipedia pagesask whether the steam has gone out of the creator economydebate whether the future lies in tools or platforms?Check out the Influencer Marketing Lab  for full show notes and related useful links
    And I want to hear your feedback. Google Influencer Marketing Lab podcast and either drop me a line or leave a voicemail message directly from the landing page.

    • 41 min
    Creator Lucy Edwards on ditching tokenism from influencer marketing campaigns

    Creator Lucy Edwards on ditching tokenism from influencer marketing campaigns

    Episode 44 of the Influencer Marketing Lab - a weekly podcast tracking the growth spurts and growing pains of influencer marketing.
    This podcast is sponsored by Tagger the data-driven influencer marketing platform and social listening tool.
    This week Scott Guthrie is in conversation with Lucy Edwards blind broadcaster, content creator and star of those shampoo ads on the telly box
    In this episode we:
    Explore what makes an authentic collaboration between brand and influencerConsider the importance of lived experience in influencer campaignsDiscuss what brands can do to make their websites accessible and their products follow  universal design principles List the brands who are getting it rightCheck out the Influencer Marketing Lab  for full show notes and related useful links
    And I want to hear your feedback. Google Influencer Marketing Lab podcast and either drop me a line or leave a voicemail message directly from the landing page.

    • 32 min
    Arron Shepherd Goat Agency co-founder talks $100 billion industry

    Arron Shepherd Goat Agency co-founder talks $100 billion industry

    Episode 43 of the Influencer Marketing Lab - a weekly podcast tracking the growth spurts and growing pains of influencer marketing.
    This podcast is sponsored by Tagger the data-driven influencer marketing platform and social listening tool.
    This week Scott Guthrie is in conversation with Arron Shepherd - serial investor, entrepreneur and co-founder of the Goat Agency the social media agency he founded in 2015 alongside  Harry Hugo and Nick Cooke.
    In this episode we
    Forecast influencer marketing's growth as in industry to be worth $100 billion in 2027.Look at why lack of scale has held the industry back and why that has now changed.Examine the drivers and restraints affecting advertisers becoming social-first advertisers. Consider what the Inflexion investment has brought to the agency.Reimagine the advertising holding groupCheck out the Influencer Marketing Lab  for full show notes and related useful links

    • 37 min
    Tailify's Alan Gray talks about The Psychologist's Guide to Influence

    Tailify's Alan Gray talks about The Psychologist's Guide to Influence

    Episode 42 of the Influencer Marketing Lab - a weekly podcast tracking the growth spurts and growing pains of influencer marketing.


    This podcast is sponsored by Tagger the data-driven influencer marketing platform and social listening tool.


    This week Scott Guthrie is in conversation with Alan Gray, Senior Research Psychologist at Tailify.


    In this episode we discuss The Psychologist's Guide to Influence - a new handbook crammed with over 40 accessible tips designed to help marketers craft better influencer marketing campaigns by helping us spot the best trust-makers and recognise some of the most effective evidence-based techniques.


    Check out the Influencer Marketing Lab for full show notes and related useful links.

    • 31 min

Customer Reviews

5.0 out of 5
2 Ratings

2 Ratings

Gabby2218 ,

Very easy listening and snappy facts

The maiden episode was a winner. Great rapport between host and guest and really insightful. The conversation was very substantive. I’m waiting on another drop. Keep the bar high.

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