What agencies have been getting wrong in music marketing

Traditional brand marketing isn’t enough when marketing to gen Z, and it's time for agencies to retune their strategies.

Gen Z does not care if your brand is popular

Why branded sonic is more effective than licensed music.

How does your award winning creative idea land online?

Poor-quality work that doesn't suit the platform being used means that millions of pounds in media spend can be wasted on digitally unsuitable ads, but there are ways to improve and ensure the message performs efficiently, as planned, with maximum impact.

Attention, Interest, Desire and Action: what marketers need to know about full-funnel digital advertising

Tech can enable marketers to take an innovative, holistic approach to reaching and engaging customers effectively throughout their buying journey and, beyond that, build long-term relationships.

TikTok's rise: reshaping the future of search and discovery

Tapping into TikTok’s 'infinite-loop' of search, reviews, and participation can unlock a treasure trove of community engagement for brands. But to do this requires a strategy that goes beyond traditional creative and advertising spend.

“This could be a genuine game changer”: what the Meta and Amazon collaboration means for marketers

With Meta introducing a new feature in the US allowing users to shop on Amazon via their Facebook and Instagram accounts, PMW spoke to a panel of industry insiders and got the experts’ takes on what this means for brands, advertisers, agencies and consumers alike.

The straight skinny on Reels: how hyped should advertisers get?

Meta's Reels are in focus right now. Investors are wondering how they're performing for advertisers and just about everyone's watching to see if they curtail TikTok's status as the go-to platform for younger users. But the ‘reel’ magic might be in Meta's new measurement tools…

Is Musk's Grok AI paving the way for an ad-free X?

With all X Premium+ subscribers to soon have access to xAI’s large-language-model (LLM), Grok, has Elon Musk finally found a resource to drive more paid subscribers to the social media platform formerly known as Twitter?

4 marketing tips for tackling 2023’s busiest shopping season

Developing a sense of brand value in consumers’ minds is part of the essential marketing work of building engagement, trust and relationships with customers to make the connection that becomes sales at this time of year.

On your marks, get set, GO!: Why speed and agility are the new must-haves for influencer marketing

Influencer marketing is still treated as an add on for many brands, yet clients are demanding cost-effective, fast and timely campaigns to stay on top of trends and compliment their wider strategy. But some forward-thinking brands are finding a new, more collaborative approach is paying off…

“The key to survival is adaptability”: experts on AA/WARC’s latest forecasts as performance props up a wilting UK marketing sector

As online channels continue to take the lion’s share of UK adspend, a predicted industry-wide decline of 4.5% in real terms year-on-year (YoY) has marketers split on the best course of action.

‘OK’ to ‘Amazed’: tapping into the psychology of personalisation to make brand related experiences unforgettable

How can marketers help brands to cut through the noise in a saturated market with increased gate-keeping? Fortunately, there is a solution: emotion-driven design is the key to creating brand experiences that resonate with customers.

How AI is changing Heinz’ marketing

Heinz produced 20,000 ad assets in a year with AI, unlocking the power of ‘creative performance’ and breaking the rules of the game.

Return of the Zuck: how has Meta managed to reinvigorate its ad offering?

Meta's ad-targeting efforts, now enhanced with AI, are helping it regain ground after Apple's privacy-policy changes and a metaverse misstep. PMW spoke to an expert panel on how Zuckerberg is ‘reeling’ back advertisers in one of the biggest comeback stories of 2023…

Think you know what (or where) your communities are? Think again.

Marketing to individuals is a thing of the past. Harness brand communities like Gymshark and Abel & Cole to increase conversion rates and cut down on wasted marketing spend.

“Brands need to adapt”: unpacking the influence of TikTok and Meta’s rumoured ad-free subscription tiers

“The effectiveness of performance marketing campaigns may depend more on the quality of content and partnerships rather than the sheer volume of advertising spend.” PMW spoke to the experts to uncover just how marketers need to react to the growing popularity of paid-for ad-free subscriptions.

Six things performance marketers need to know about New Zealand

New Zealand's affluent economy makes it a highly attractive market despite its small population, but marketers need to be wary of new data privacy legislation. Read PMW’s bluffer’s guide to the region from our experts inside the country.

To strike performance marketing gold, start with the people, not the tech

Martech maps can lead you on a wild goose chase. But listening to the tales of fellow travellers in adland can help marketers make sense of an increasingly fragmented landscape.

“A change worth embracing”: industry reacts to Google’s rumoured search partnership with TikTok

An opportunity for brands to access better customer insights or a data privacy breach waiting to happen? Google’s rumoured search integration onto TikTok’s platform is the news on every marketer's lips, but how should brands respond if the ‘GoogleTok’ partnership goes ahead?

Leveraging technology for marketing success in 2023 and beyond

As marketing teams refocus and plan for the rest of 2023 and beyond, there are several technology trends that every marketer needs to be aware of to stay ahead of the curve.

Rob Mayhew: “I love my job, but it's ridiculous”

The pitching process should be an enjoyable creative experience. So why do 50% of marketers experience burnout and how can AI help?

Greenwashing: who’s talking about it and what are their priorities?

Brands that make unsubstantiated environmental claims or try to hide behind blanket statements relating to positive change risk paying a high reputational price – instead, they need to take authentic steps to earn consumers’ trust.

Paid social strategies that will build your B2B audience

Increasing brand awareness, boosting online following and generating qualified leads are key elements of a successful B2B marketing strategy, but how can marketers find the best targeted advertising and social platform options and use them to their greatest advantage?

Google turns 25: but can it still dominate the next decade?

Performance marketing owes a lot to Google. PMW speaks to ten marketers on Google’s origins, its impact on adland and if it will still reign supreme in another 25 years.

“Fast emerging as a promising ‘brandformance’ solution”: the brand-side benefits of TikTok’s new Search Ads Toggle

New 'Negative Keyword’ filters affirm TikTok as a serious search competitor for Google and Microsoft - but what opportunities does the new tool present for brands?

Beauty is in the ‘ear’ of the beholder: why beauty brands are missing a beat

Detailed analysis shows that brands in the beauty sector, as well as many others, still need to learn how to use music and sound most effectively to make a bigger impact on consumers.

Final day to enter the PMW 100 Powerlist for free: the search for the most influential people in performance marketing

With a day left to submit a free entry, senior leaders from WARC, Kantar, The Influencer Marketing Trade Body and the CEO of IAB Europe assemble to determine the 100 people making the biggest waves in the industry this year.

Listen up Musk: social media’s toxic ‘wild west’ has a chance to try again

The social media revolution gives advertisers a chance to try again with new app ASCEND that reevaluates how we rate content and advertising, target users and prioritise mental health.

TikTok update: “less engagement equals less revenue”, how will the EU’s DSA regulations really impact the platform’s advertising effectiveness?

With TikTok announcing incoming updates that will see EEA users have the option to opt-out of personalised feeds, PMW spoke to the experts and got insight into what the consequences of adhering to the DSA might be.

How to generate new revenue from old content through new platforms

Your content has commercial value on social platforms. So, gather your rights, figure out the strategy and ask; can you support that with paid media to accelerate growth, and build sustainable revenue as you serve content to the audience in their environment?

Building brand relationships with niche audiences: David Trencher, Reddit

Reddit's Head of Sales UK, EMEA and Australia, David Trencher, sat down with PMW's News Reporter, Joseph Arthur, to discuss how Reddit attracts advertisers to its platform, staying on top of diverse audiences and the importance being prepared for the death of the cookie.

Are you tapping into WhatsApp?

‘Dark social’ chat apps like WhatsApp and Messenger are poised to be the next big thing for consumers to communicate with retailers. But how can brands integrate these platforms to drive down call centre stress and drive up customer satisfaction?

“Advertisers need to take a leaf out of Barbie’s book”: 9 experts on how events like Barbenheimer can inspire marketers to be the centre of attention

Our panel of commentators on the Q1 2023 AA/WARC report on how July’s cinema blockbuster weekend and the Women’s World Cup are moments brands can live in, not just “spend around”

Deinfluencing’s popularity has grown among consumers – so why are marketers reluctant to embrace the trend?

With spending-money at a premium among most Brits, the lavish, often unrealistic lifestyles of influencers aren’t quite cutting the mustard for consumers anymore, with many beginning to favour advertising that operates in the more financially-realistic world of ‘de-influencing’.

PMW begins the search for the 100 most influential people in performance marketing

Brands, agencies, platforms and tech providers have just one month to nominate their champions to be included amongst performance marketing’s top pioneers and experts.

Marketers need clearer receipts to map and maximise return ratios

Under ever-increasing scrutiny, marketers need clear, detailed and accurate breakdowns to justify everything from tech investment to adspend – and to listen to, and act on, what the performance data tells them.

Marketing in a material world: how would you spend Barbie’s $100m budget?

Not every brand is granted the wish of a $100m marketing budget, but what can brands learn from big campaigns and apply with smaller budgets?

Savvy students planning summer back-to-campus shopping spree: are brands ready?

Gen Z students are already carefully budgeting and planning what to invest in for their return to campus, so it’s the ideal time for brands to take action to engage students and earn a place in their shopping baskets and lives.

The top 15 performance marketing agencies for new business: $3.5bn won so far in 2023, with three top performers busting $500m each

PMW’s bi-monthly global performance marketing agency rankings, courtesy of Campaign Advertising Intelligence, reveals the agencies winning performance marketing work this year so far – and the brands investing the most.

How do you solve a problem like Twitter’s advertising business? With consumers!

Linda Yaccarino, who joined Twitter as CEO in May, needs to strike a successful balance between user satisfaction and advertiser demands to increase loyalty, trust and revenue.

PMW UK Awards 2023: Vodafone, Ipsos and IAB Europe judges discuss what makes a winning performance marketing entry

With less than a week until the standard entry deadline for the PMW UK Awards 2023, judges from Vodafone, Ipsos, IAB Europe, Kugaii and Zenus Bank reveal what they will be looking for in a winning entry.

Unilever’s big performance rethink: 6 marketing experts on why ‘sales’ channels can be untapped brand builders too

With FMCG giant Unilever reframing performance media as helping both “first to mind and first to cart”, PMW spoke to our panel of marketing experts for their reaction on why retail media, CTV and influencer marketing are untapped channels for brand building beyond their ‘sales’ labels.

Actions speak louder than words: how brands can authentically show support for the LGBTQ+ community in Pride Month – and beyond

From all-too-obvious rainbow-washing to being overly concerned about avoiding backlash, brands make many missteps during Pride Month – here’s how to ensure meaningful support all year round.

10 things I got horribly wrong about Cannes Lions 2023

Do creatives really resent the adtechs? Is Gen AI going to take everyone's jobs? Can I run the length of the Croisette in five minutes? Robin Langford, Editor at Performance Marketing World, confesses his top misconceptions, biggest mistakes and flat out wrongness upon returning from a week at Cannes Lions 2023.

Day 3 at Cannes Lions: yacht rock and blowouts

Cannes reaches a midpoint crescendo with maritime millions, creator commerce and digital personas steering the conversation, as AI fatigue sets in as the Big Tech platforms host their biggest parties yet.

Cannes Lions Awards 2023: social, media, B2B and direct marketing entrants among those to watch

Many entrants to this year’s awards stood out for their use of strategy to drive sales and engagement – including social media, tech and performance marketing. PMW takes its pick of the best.

TikTok made me search it: how creators are shaping content discovery

Google has had to concede that it is coming second to social media as a way to discover content, and thus adjust to evolving consumer behaviours or risk further loss of market share. This signals that brand marketers need to adapt beyond traditional SEO strategies and strengthen their online presence and social connections to deliver greater personalisation and authentic experiences.

Day 2(.5) at Cannes Lions: scaling the walled gardens… and beaches

'Super Tuesday' continues at Cannes with discussions scaling data-sharing, using marketing muscle to move the dial on sustainability – and using data to make ads ‘beautiful again’, but also fostering a deeper customer relationship.

Day 2 at Cannes Lions: inside the large Hadron Collider of marketing

Marketing data colliding with the forces of regulation, the holy grail of real-time measurement and messaging and retail media are just some of the themes we took in on Day Two at the Croisette.

Don’t worry creatives, AI isn’t coming for you (yet)

Generative AI can't connect with human experiences at present, but that doesn’t mean it lacks utility – with human input, it is already democratising access to high-value marketing for brands and empowering creators.

Ben & Jerry’s axe Twitter budget – how many brands will follow?

Twitter’s “content moderation has become all but non-existent” stated Ben & Jerry’s. Improper regulation puts the platform at risk of becoming a “toxic cesspit” of hate speech, sinking Twitter further into dangerous waters if more brands leave the platform.

Affiliate and influencer marketing are converging

What do marketers need to know to get the most out of influencer and affiliate partnerships in the years ahead?

TikTok banned in Montana: is this the beginning?

Having launched brands and influencers to fame, the first state ban causes divisive opinion amongst marketers, as one in three Americans support the ban.

Deinfluencing, authenticity and the future of creator partnerships

A decline in consumers’ trust in and respect for influencer content has created a huge opportunity for marketers willing to risk potential criticism by embracing greater authenticity and ‘editorial balance’ from creator channels.

Is Snapchat having a creator comeback?

Ex-Meta head explains why Snapchat is more ‘fulfilling’ for creators and its monetization opportunities. But does a shift towards creators mean that it will finally compete with the big dogs?

“The ethos throughout 2023 is spend smarter, not harder”: 15 marketers on the AA/WARC adspend growth predictions

What should marketers be doing to reinforce value? What are the opportunities ahead? Our expert panel dissect the latest AA/WARC results and the implications for performance marketers in 2023 and 2024.

China’s answer to ChatGPT? Alibaba refuses to be left behind in the global AI development race

Tech giant produces a generative AI chatbot of its own - will China have the edge on more regulated Western markets? We spoke to AI experts for the implications…

Media inflation and Meta: what are your adspend alternatives?

Advertisers need to stay agile as they seek alternatives to Facebook and to optimise their digital media buying as audience behaviour and media prices constantly change.

Will TikTok revolutionise the search ad market?

TikTok is preparing to allow businesses to bid on specific keywords and phrases related to their products or services, and compete in the visual search space - what will this mean for the market?

On the house: ‘premiumising’ brands through sampling

In a tempting cocktail of marketing know-how, smart data usage and tech, the DUSK app shows how to reduce price sensitivity and ‘premiumise’ brand in a short and sweet apéritif.

Why and how dating apps can solve your data challenges

With dating app use soaring among younger users, marketers have a new platform to engage with relevant users in the data-rich environment found there

Wasted creative: 55% of media budgets were misspent on suboptimal ads in 2022

Some of the world’s largest brands are significantly undermining their ad spend budgets by developing below par creative for online ads, new analysis reveals.

Twitter inflates its API prices amid tanking ad revenue

Musk’s platform is currently valued at half the price he paid for it, and with ad spend plumenting the billionaire tech ‘genius’ has reframed Twitter’s API pricing model into two tiers separated by $41,900 per month.

The power of experience: proving effectiveness with measurement

Imagination’s Chief Strategy Officer Tom Gray discusses the theory and practice behind the debunked myth that you can’t measure the effectiveness of experience – and why experiential marketing is a “priceless” tool in a brand’s armour.

“Creators are completely essential to brand marketing strategies” but, there’s a measurement gap

Influencer marketing is taking up an increasing portion of the marketing spend, but much of its influence still remains immeasurable.

Six things performance marketers need to know about Australia

Australia is now the world’s 12th largest economy with just 0.3% of the global population. But a thriving digital (and DOOH) economy is about to face a new set of stricter data privacy laws. Read PMW’s bluffer’s guide to the region from our experts inside the country.

TikTok takes on Google and Microsoft in the search ads game

Does Google have cause for concern as TikTok aims to provide the answer to effectively targeting younger generations, or are the brand safety risks warning advertisers off?

Weaning insurance marketers off their TV addiction: insights from Ifty Kerzner, Kissterra

Insurers still top the list for linear TV ad spend, despite a high level of personalisation required for each customer. But with State Farm recently ditching a Super Bowl commercial for TikTok, is this rather slow-moving industry ready for a performance marketing revolution?

Are you a performance marketer… or a ‘Chief Dot Connector’?

Last week, an 800-strong audience at PM Unlocked welcomed a new type of event for London – with a rallying cry that performance marketing is breaking out from the bottom of the funnel.

Why Hilton’s 10 minute TikTok went viral

‘10 minutes on TikTok is like three years in the real world’. What made this trend-bucking ad hit marketing gold?

“You can’t get away from the power of TikTok – it would be ridiculous to not test and learn in that environment”: finance marketing that’s showing its Mettle

The CMO of the free digital business banking service backed by Natwest Group talks ‘different’ voices in finance, how digital makes sense for financial services and what a growth strategy looks like.

Trusting consumers over influencers: what trends will shape brand marketing in 2023?

With the economy's tight grip on marketing budgets, what can marketers do to reach new and loyal customers?

Super Bowl LVII review: Disney dominates, co-branding needs tinkering and M&M’s recovers a near disastrous fumble

One for the animal lovers and the nostalgia-seekers, Super Bowl LVII saw a seemingly endless stream of adverts and PMW has put together a recap of everything you need to know.

Go a la carte: how independent partnerships reinforce consumer trust and encourage advertiser freedom

Independent partnerships uphold the positive values of advertising and can protect from conflict of interests, while helping to safeguard brand safety and suitability, says Channel Factory’s Rob Blake.

Super Bowl LVII predictions: crypto sacked, big tech fumbles and brand partnership power plays

The potential end of crypto adverts, tech falling a yard short and brands partnering to split crazy costs - get all the expert analysis of the state of play ahead the Super Bowl’s famous advertising frenzy.

The Surreal deal: how a plucky new cereal brand is eating its rivals for breakfast

Cereal startup Surreal knows exactly what it's doing. With KPIs for humour and subverting Black Friday, the brand is all about maximum impact with minimum spend.

“Staying safe isn’t going to cut the recessionary mustard”: 15 marketers on the latest AA/WARC 2023 adspend projections

The experts’ take on real-term decline for adspend this year amid some optimism, the pursuit of digital channels to optimise budgets and why privacy needs to be front and centre of 2023 plans.

Six things performance marketers need to know about India

Set to become the world’s most populated country in 2023, India has a growing middle class and strong smartphone and CTV adoption. Read PMW’s bluffer’s guide to the region from our experts inside the country.

Question for ChatGPT: are you the future of customer service?

ChatGPT was 2022’s biggest tech story. Millions of people have already asked the AI bot millions of questions. Now, the customer service industry wants to know if ChatGPT can revolutionise the contact centre.

“Media efficiency will be a greater topic of conversation”: 50 marketers’ IPA reactions on first-party forward, optimising and the move to ‘brandformance’

With reported optimism for marketing spend playing out against downbeat views of prospects across UK industry, we ask our panel of marketing experts for their insights behind IPA’s latest figures.

Employees are your secret weapon for increasing reach and engagement

Social media driven employee advocacy can supercharge your brand’s organic reach. Keeping your staff happy is the real challenge...

The tech stack massacre, programmatic posters and 18 other marketing predictions for 2023

PMW’s panel of experts delve into what will happen in this year’s primary channels, and the tech and data moves marketers need to make to stay ahead of the curve.

Is it too late to save Twitter?

Elon Musk has left it to his Twitter followers to decide if he should step down as CEO, as advertisers are wary about returning to the turbulent platform.

The Meta and Google duopoly: will it collapse in 2023?

What are the ongoing – and upcoming trends – that could shift which platforms sit at the top of the pile, and make 2023 a year of change from the ‘status quo’?

Conversational marketing: the best asset for business visibility

Move over chatbots. Enter conversational marketing - a personable approach that creates a dialogue rather than the usual AI question and answer method.

Unlocking performance techniques in broadcast media – without being creepy

The biggest opportunities for media planners and buyers comes from borrowing techniques that performance experts have been using for years – and cross over into broadcast, video on demand or digital out-of-home.

Doin’ Good and disrupting the fizzy drink industry: Q&A with Alessandra Zehnder at Soulfresh

Soulfresh is a brand on a mission to change the food and drink industry, one category at a time. How can performance channels help the Australian brand repeat its success story in European markets?

Why consumers are turning to influencers during the cost of living crisis

Social media is becoming the favoured source of news information. How can brands use influencers to get the tone right during crises?

Four marketing trends for the holiday season

A look at what retail brands can expect from their shoppers over the festive season, and how they can get ahead of their competitors with smart shopping offers.

Four ways to beat blanket B2B comms

Customers expect sleek digital experiences and customer-centric buying journeys and B2B brands must find relevant and meaningful ways to connect with buyers. To propel growth, they need to harness the latest expertise to attract, engage and convert business audiences.

Six things performance marketers need to know about Japan

A bigger economy than Germany, but a shrinking population makes Japan a unique market - but one full of opportunities. Read the PMW bluffer’s guide to the country from our marketing experts working in the region.

Why brands should invest in influencer marketing during the downturn

With the prospect of a recession looming, businesses will be looking at how to operate smarter and scale growth without increasing spend. Robin Ward, Head of Sales at LTK Europe, explains why influencer marketing will be pivotal.

Under the influence: the impact of failure to disclose as watchdogs continue clampdowns

Myleene Klass’ Instagram hiccups once again put social posts under the microscope, but she is not alone in the roll-call of high-profile influencers attracting attention. Can influencer marketing rise above the noise – and consumer scepticism?

Meta 1 year on: has it gone as planned?

Zuckerberg’s rebranded business has said to have lost “focus” by shareholders. Let’s take a look into Meta at its first birthday.

Why it’s time to enhance dynamic ads on social networks with product data

Social commerce is on the up and marketers are allocating budget to respond. It’s likely dynamic ads will be the ones leveraged, but these can often lack visibility and control – so how do marketers ensure that their investment reaches its true potential?

“Chief Twit”: 10 things performance marketers need to know about Musk’s Twitter purchase

After months of u-turns and legal rows, Elon Musk finally completed his $44bn acquisition last week, tweeting “The bird is freed”. From a new landing page to resurrecting Vine, PMW charts the future of the embattled social network…

The devil’s in the data: 5 best Halloween marketing campaigns of all time

Roll over big data, it's time to do the monster maths. PMW creaks open the vaults to resurrect some of the best data-driven marketing campaigns from spooky seasons past…

“Brands can’t afford the risk of a spray and pray approach to campaigns”: 25 marketers on the outlook for adspend

After the news that adspend forecasts are downgraded for this year and next, marketers reflect on the need to embrace emerging technologies and measure and account for every penny of spend, while making sure they don’t blink in the face of uncertainty.

“This isn’t the time for business as usual”: 50 marketers and their insights on the latest outlook for marketing spend and direction

After the Bellwether report confirms a slowdown in marketing budget growth and a stagnant forecast for next year, marketers name possible green shoots still available and advise on how to make every bit of your spend count.

What do you meme? Monetising the creator economy

"Almost half of all Millennials and Gen Z's use memes on a daily basis". Funcorp's Group CEO talks to PMW about monetising memes, growing the creator economy and how marketers can use the humorous images.

Six things performance marketers need to know about China

China will generate over one quarter of all global consumption growth during the next decade. But access to this lucrative audience doesn’t come cheap. Read PMW’s bluffer’s guide to the region from our experts inside the country.

TikTok – the unexpected social media channel for B2B brands?

Is there space for B2B brands on the platform that is dominated by Gen Z? Here are four ways TikTok can add a powerful new dimension to any B2B marketing campaign.

Riding the TikTok algorithm: with great power comes great responsibility

Fast becoming the go-to search engine for youth ahead of Google, TikTok’s role in shaping modern society is stronger than ever. But is the ‘democratised discovery’ algorithm a true force for good?

The devil wears Prada: an influencer’s story

“This is an industry dominated by women and essentially created by women yet women are still massively disrespected and underpaid, compared to men.”

Online hate speech: if you're not part of the solution you must be part of the problem

Hate speech and trolling have become synonymous with social media – and this can have a knock-on effect on brand reputation. So how can organisations turn this around, safeguard their social spaces and start using their platforms for good?

Ditch the pitch: 7 tips for marketing to Generation Z

They want businesses to help solve their problems, not try to sell them stuff. So how can marketers ensure this huge segment of the population is included in their sales strategies?

3 lessons in charity loyalty that marketers can tap into

Why do charities have a higher degree of loyalty from their supporters? The magic of a personal connection, seeing your customer as an individual and being able to build a 'community' should not be taken for granted.

Buckle up: how TikTok is keeping brands safe online

Businesses are increasingly launching out into the turbulent world of social media advertising. But how can you protect brand reputation while ensuring your message takes flight?

How to 'be more Aldi' – and ride out the recession on social

Since Cuthbert the caterpillar cake made his triumphant return to UK supermarkets in June, more brands have become wise to the power of entertaining content. But how can marketers ensure engagement leads to a purchase?

The search is on: why Gen Z is ditching Google for TikTok and Instagram

It stands to reason that social app users accustomed to a particular platform will conduct their searches in the same space. So how can marketers ensure their message is reaching the right audience?

Finding insights in the ‘Feedback Fire Hose’

Relying on manual analysis and human tagging, can’t keep pace with the current customer feedback surge. Here’s how machine learning can help identify human subtle nuances such as sarcasm at scale…

Standing out from the crowd: what makes a winning performance marketing awards entry?

With just two weeks until the entry deadline for the PMW Awards UK 2022, judges from Samsung,, RNLI and Reddit reveal what they’ll be looking for in a winning entry, and how the industry’s needs are evolving.

“Companies are going to have to be progressive with working practices”

The pandemic has obviously changed how we work, but what do performance marketers – and the industry’s leaders think about the shift? We find out what’s here to stay and what’s around the corner.

“We've woven learning and development into the performance management process”

More than four in ten marketers in PMW’s Workforce survey are considering a new job because they want better training and development. Investment in learning is clearly pivotal to employers’ retention armour – but how are employers approaching it?

The role and the company: the main reasons marketers aren’t looking for a new job right now

Despite many of our respondents feeling happy where they work, their heads could be turned as fewer cite salary satisfaction and a good work/life balance as reasons to stay.

Pay v culture: Is there really a contest?

What’s really important to you as a performance marketer when it comes to your job, and indeed your career? Find out what our respondents think – and if this chimes with your thinking.

Where is performance marketing falling through the skills – and experience – gap?

The skills shortage in the industry – exacerbated by the level of digital and data expertise the world needs now – has been long recognised. But which disciplines are proving the most difficult to source talent for?

Salary tops the reasons for wanting to jump jobs, but only goes so far

Higher pay may seem an obvious reason to think about making a move, but many marketers are searching for a better work/life balance and training and development.

Authenticity and UGC – it’s a crowd mentality

Building and protecting consumer trust is essential in today’s marketplace. It’s time for brands to embrace the crowd in the age of authenticity… and user reviews offer a fast-track way to achieve this.

“Marketers should take note”: BeReal, the ‘anti-Instagram’ app

BeReal or TikTok: who really wins the authenticity war and what does it mean for social media marketers?

The video era of social media: how influencer marketing is shaping the landscape

Watch episode two of our IG live series on influencer marketing with LTK’s India Sehmi and business influencer Emily Valentine. We talk invisible influence, creators in the metaverse, and why Instagram is fan-girling TikTok.

“CMOs need a clear line of sight on their global media data for informed decisions on cuts” :10 marketing leaders talk possible adspend contraction

Despite an encouraging start to 2022, adspend faces scrutiny with the bite of the cost of living crisis. Industry commentators give their take on the latest AA/WARC figures.

Paid social strategy: 6 ways to ensure your creative stays ahead of the trends

Good ad creative improves click-through rates, reduces CPM [cost per thousand impressions] and improves awareness. So how can you make sure yours always hits the mark?

“Tough conversations in the boardroom as CMOs fight to hang on to their marketing budgets”: 25 marketers on the state of the industry ahead

From concerns about slowing consumer spend, marketing budget cuts, and confidence in first-party data strategies and attention seeking to weather the storm, we speak to industry leaders about the latest IPA Bellwether findings.

5 things you need to hear right now about conversational commerce

With the market set to grow rapidly as more businesses register the benefits, here’s how to get ahead of the game to help your business grow.

Performance marketing people: eBay Ads gets new GM and Innocent’s social media manager moves on

Promotions at Interbrand and independent podcast agency Acast and a new office for Tug leads to new hires feature in our latest round of performance marketing movers.

Why your campaign should start and finish with social media insight

With spending on market research at its highest level for years, are marketers missing a trick?

3 reasons why listening to customers makes you a better marketer

Customer feedback has been widely discussed over the past few years, but how might it shape the roles of marketers?

Tank cakes and tax evasion: the rise and fall of Chinese influencers

China’s influencer economy is booming, but strict new regulations mean your time as a top ‘Key Opinion Leader’ can be short-lived. Here’s what performance marketers need to know …

The open web strikes back: why brands need to nurture first-party audiences

Walled gardens have gained an unmerited ad-spend advantage on the back of privacy concerns – but now it’s time for brands to take action

The savvy marketers’ toolkit: 3 tips to help supercharge success

Whether you’re dealing with the challenges thrown up by walled gardens, data fragmentation or cookie deprecation, here’s what you need to know to help you thrive.

Find the right people at the right time: 3 steps to engaging with your intended audience online

The good news is there are more spaces than ever where advertisers can get in front of consumers; but the big question is, how do you find your particular audience and engage with it?

4 priorities for better targeting: why long-term value trumps quick conversions

ROI Genome Report shows that contextual targeting is 1.2 to 2.5 times more effective than other forms of targeting.

Going live: the growing power of influencer marketing on Twitch

Until recently Twitch was known as the place to watch gamers in action – but the high levels of engagement makes its influencers extra-effective for brands.

“Digital is now as vital as oxygen”: 20 industry views on UK ad spend record and the outlook for 2022

AA/WARC research recorded a landmark £31.9bn worth of the UK ad market in 2021 - industry commentators give their take on the significant bounceback last year and what lies in store for marketers in 2022 and beyond.

Does free speech equal an ad-free Twitter?

Musk’s pledge to reduce censorship on the platform could spell trouble for Twitter's advertising business model.

The B2B alternative to influencer marketing

With traditional ads beyond the budget of the average SME, it’s worth considering an area more commonly associated with B2C. And you don’t need to hire a Kardashian.

5 best Easter campaigns (from brands that have nothing to do with Easter)

Many brands have been hunting for a tenuous link between their product and Easter. The ‘unsexiest holiday of the year’ provides another delight for marketers with an opportunity to humour their audiences and increase engagement.

In it for the long term: how brands can build successful influencer partnerships

As social begins to replace more traditional advertising, finding creators with real brand affinity is an effective way to drive authentic, inclusive customer interactions.

“Think like creators, not advertisers”: what makes performance marketing on TikTok different?

From zombie survival games to delivery apps, TikTok is growing ROAS across industries and taking a bigger slice of brand budgets. Stephen Carroll, Growth Brand Partnerships Lead, UK, TikTok, highlights four key marketing lessons from those already winning on the platform.

What can food brands learn about consumers from social data?

People’s conversations on social media can shine a valuable light on the latest trends – not least the country’s relationship with food; helping food brands create informed strategies.

The ROI of LOLs: Innocent and Monzo reveal their formula for funny social posts

What did the social media manager say to the CFO? Performance Marketing World delved into the comedic brains at Innocent Drinks, Monzo Bank and Sprout Social to get the punchline.

Social commerce: why Beauty is sleeping on the job no longer

With increasingly advanced shopping capabilities appearing on the likes of Instagram, Facebook, TikTok and Pinterest, brands have been tapping into this e-commerce opportunity.

The future of social: 4 marketing trends you'll want to be on top of

From the make-up of social media teams to the role of audiences and influencers, the world of social is set to be shaped by a host of emerging and advancing trends this year.

Making your social work: right channel, right message, right time

Social media is great at getting your customers’ attention, but does it actually influence purchasing behaviour? And how might it do that better?

Ad battle: social is catching up fast with web-page display for engagement

Two-fifths of UK consumers are now more likely to engage with an in-feed ad on their social than on an online webpage, says new report.

In today’s distraction economy, we can only measure video’s value through attention

If you’re not an attention seeker, you’re not doing it right. Performance marketers need to grasp behavioural nuances to ensure video is having an impact. 

Is the Facebook user dip a blip or the acceleration of an ongoing trend?

For the first time in reported history, Facebook has seen a dip in eyeballs as daily active user numbers drop. What does this mean for the platform’s relevance and position in the future?

What the cool kids think about your ads may surprise you

Pimple-popping and mukbang videos may be popular, but are they the sort of places your brand should be hanging around?

Beijing Winter Oympics: there’s (almost) no business like snow business

Watched by more people than any other event bar its summer sibling, the Winter Games are sure to grab headlines one way or another.

Nearly half of Instagram influencers were impacted by fraud last year

…but the good news is things used to be much worse, according to a new report.

Video as a Service (VaaS): the secret superpower your marketing might be missing

Often overlooked but growing fast, discover how video can give a big boost to your SEO and social engagement.

“Learning our way out of a crisis”: 30 performance marketers’ views on the year ahead

This week’s IPA Bellwether report revealed an industry jaded by a stop-start economy but optimistic about future growth. We quizzed 30 leaders from the performance marketing sector to get their biggest bets on the year ahead… 

5 ways to boost your business: what you need to know about influencer marketing in 2022

With the influencer marketing industry  growing fast – forecasted to reach $24.1billion by 2025 from $6billion in 2020 – here's how to make sure you don't miss the (virtual?) boat.

The omnichannel approach: the key to campaign success

The new landscape and circumstances entailed by the pandemic have dramatically reshaped marketing, meaning brands may need to take a broader approach than ever.

Social champions or woke washers? Putting a price on brand purpose

In the age of the socially conscious consumer, do brand purpose campaigns really perform better than the average ad? 

Beauty is in the eye of the in-person sales

Despite the growth of influencers and AR, in-store is beating social for beauty and personal care. Here’s what performance marketers need to know about shifting consumer habits in a post-lockdown world. 

Seven out of 10 marketers more likely to use influencers in campaigns since pandemic

TikTok beat Google as the most popular web domain in 2021 as influencer marketing proved its worth to brands. What can performance marketers learn from next-gen content creation?

Influencer marketing in 2022: the five trends that will define it

The past year has illustrated the resilience and adaptability of content creators and the growing willingness of platforms and brands to support them. But what’s next?

The year in TikTok: insights from the brands getting a billion views

From Peugeot and Old Spice to Little Moons and JD, TikTok has proved its worth to major brands in a stop-start year. We round-up some of the biggest social success stories from 2021.  

TikTok demonstrates Acceptable Ads at scale is viable

With ad-blockers disrupting the user experience on social media, one platform is demonstrating a possible route to bringing users and advertisers together.

4 things Spotify Wrapped can teach performance marketers

It’s the most successful influencer campaign in the world… with you as the star. Spotify turned user data into a marketing gift that keeps on giving. Can other brands do the same?

DAM you look good: creative automation technology is now a marketer’s best friend

How you can use Digital Asset Management to optimise the creative process, not kill it.

Breaking into APAC: how performance marketing can unlock local regions... fast

Brand giants from the West are changing their approach to the APAC market: to grow in the region they must focus on local nuance in the data.  

Influencer marketing trends from 2021 you need to watch

With the pandemic having accelerated the rise of the influencer, what have we learnt that’s worth taking into 2022?

​​Has the pandemic consigned seasonal shopping to the bargain bin?

How to make sure your Christmas campaign doesn’t get stuffed like a (hard-to-find) turkey.

Why video won’t reach its full potential until we get our standards straight

A suitable, agreed common framework is needed now to ensure robust, effective brand protection is in place by the time of the anticipated video boom.

From dresses to frying pans: how influencer marketing proved its value to brands

With sponsored posts starting to outperform paid social, do we need expensive studio production in the age of the ‘Instagram famous’? 

Singles’ Day marketing in Asia: winning strategies from 8 major agencies

With Singles' Day just around the corner, we asked performance marketers from leading agencies in Asia-Pacific how they are preparing for the world's largest online shopping frenzy, from discovery-led KPIs to 3D livestreaming...

Working with influencers: the 4 most common myths debunked

With social media use accelerating fast, influencer marketing has really taken off. Here’s how not to get it wrong or get left behind.

20 performance marketer’s views for 2022

This week’s IPA Bellwether report confirmed that marketing budgets are soaring post lockdown, propelled by online video. Amid this renewed optimism, the PMW team assembled 20 leaders in the UK performance marketing industry to hear their take on the year ahead. 

Product Tag Marketing: treading a new path in the customer journey

Pioneered by IKEA and Instagram, visual product tags are breaking out of walled gardens and into retailers’ tech stacks. Here’s why the nascent technology has the potential to be the next PPC…

In an age of inflammatory news, brand safety is more relevant than ever

Unrest related to Brexit, #BLM, #metoo, lockdowns, vaccinations, this year’s insurrection on Capitol Hill… the instability of today’s global news cycle means brands need to do all they can to protect themselves from accidental negative associations.

Communication breakdown: why influencers feel brands lack the personal touch

What impedes partnerships between brands and influencers? New research shows advertisers are often failing to give YouTubers and bloggers creative freedom or personal recognition.

Why modern partnerships are an under-utilised growth phenomenon

The growth potential that exists through partnerships is huge these days, with businesses using an increasingly sophisticated array of partnership types to achieve a plethora of different goals.

Octopus Energy on compassion versus the algorithm

Rather than make a quick buck poaching new prospects, Octopus Energy used lockdown to reassure existing customers with interactive tools and targeted messaging. Here’s why it paid off in the longer term...

What makes an influencer right for your brand?

There’s no doubting the potential of influencer marketing these days, but how can marketers be sure their brand partner is all they are cracked up to be?

Using the right tools to build a strong brand in the competitive fitness sector

How performance marketing can help you get in shape to capitalise on the trend towards working out at home.

"Performance dashboards need to evolve rather than become extinct"

When it comes to using dashboards, digital marketers are reaching a crossroads – but reports of their demise may be premature

What affiliate marketers need to know post-pandemic

Now it's easier than ever to shrink the gap for customers between want and buy.

The 3 pillars behind Tokyo 2020's Olympic TikTok strategy

The Tokyo 2020 Olympic Games dominated the TikTok platform using a number of simple tactics.

What it takes to make multichannel work

The high street doesn't have to die, but it is full of zombies.

The case for a long-term approach to influencer marketing

Creating great relationships takes a bit of time – but so does demonstrating an increase in ROI.

Why the “extraordinary growth” of influencer marketing is set to continue

COVID-19 resulted in an unexpected rise in the use of influencers, but this is set to continue post-pandemic.

Cutting through the noise around social commerce

What brands can do to make the most of social commerce solutions now to be ready for the future.

The rise of social commerce

Privacy changes, augmented reality and evolving platforms are all contributing to a growth in purchasing on social media.

The future of e-commerce is ‘shoppertainment’

Platforms and marketers need to be prepared for a new way of selling to consumers.

The renaissance of affiliate marketing is upon us

Affiliate marketing and partnerships need to be perceived differently in order for marketers to truly realise the potential for growth.

Cookie-less marketing: “There is still lots of data, just in different places”

Performance marketers are going to have to start acting less like data scientists and more like psychologists as the clock ticks down on access to third-party data.

3 digital advertising trends that will be vital post-pandemic

COVID-19 accelerated an already rapidly evolving industry, so how do you stay ahead of the curve?

The different influences behind UK, US and Chinese e-commerce

The last 12 months have driven a surge in online purchases, but consumers are being influenced in different ways regionally.

Apple vs Facebook: What does it mean for performance?

Could performance marketing become collateral damage in a conflict between two "hypocrites"? 

The age of conversational intelligence

The number of social and consumer conversations are increasingly rapidly, which is creating many growth opportunities but also challenges. 

“That’s not performance marketing, that’s stupidity”

The former CEO of GroupM in Australia & New Zealand believes we should celebrate the science of marketing but not let it take over.

Integrating paid, owned and earned media

Consistent messaging and taking early strategic discussions is the key to successfully integrating paid, owned and earned media, according to a panel of experts.