LTK, the first and largest influencer marketing platform, has unveiled findings from its second annual brand study conducted in partnership with Northwestern University’s Retail Analytics Council. The study provides valuable insights into creator marketing trends as the industry is projected to reach $24 billion by the end of 2024. With creators becoming a top digital marketing investment, brands are recognizing their potential to engage audiences and drive impactful results across multiple channels.

Key Findings from the Study

1. Increased Investment in Creators

   • A staggering 93% of brands anticipate allocating a larger portion of their marketing budgets to creators in 2025.
   • 41% of brands are investing at least half of their digital marketing budget on creators this year, a notable increase of 14% from the previous year.

2. Multi-Channel Creator Utilization

   • Marketers are leveraging creator content across an average of four different channels beyond social media, including:
     • Content Marketing: 56%
     • Sponsorships: 44%
     • Connected TV (CTV): 43%
     • Display Advertising: 43%
     • Affiliate Marketing: 31%
   • Media boosting is a key strategy, accounting for 30% of brands’ total creator marketing budgets, with 82% utilizing creator content in social ads.

3. Connected TV Advertising Growth

   • CTV ads are emerging as a significant growth area, allowing brands to utilize authentic creator content for shoppable advertising spots. LTK’s CTV offering enhances brand messaging and optimizes reach.

4. Creator Marketing as a Retail Media Priority

   • For retail media networks, creator marketing is paramount, with 82% using creators to enhance awareness and leverage customer data. Earned media value is the primary metric for assessing effectiveness.

5. Expansive Audience Reach

   • Brands recognize the importance of creators’ extensive audiences, with 58% noting that creators helped increase brand or product awareness over the past year.

6. Multidimensional Impact of Creators

   • Brands report measuring multiple goals through creator marketing, including audience growth, awareness, engagement, and brand sentiment. Creators are also used to inform inventory decisions and enhance customer lifetime value.

7. AI Utilization in Creator Partnerships

   • The leading use of AI by marketers is in identifying creators for collaboration, surpassing other applications like creative asset generation. LTK Match, powered by AI, helps brands efficiently find ideal partners, with over 60% of creators cast being new to brand partnerships.

Expert Insights
“Creators are no longer a niche portion of the marketing mix – they are essential to driving brand growth and audience engagement,” said Rodney Mason, Head of Marketing, Brand Platform at LTK.

Frank Mulhern, Professor and Director of Retail Analytics Council at Northwestern University, added, “This study confirms that creators are driving measurable, multidimensional value for brands compared to more traditional marketing strategies.”

As the digital marketing landscape evolves, the LTK study underscores the critical role of creator marketing in driving brand success. With significant investments planned for 2025, brands are recognizing the multifaceted impact of creators across various channels, making them integral to future marketing strategies.

Koddi, a leader in retail and commerce media technology, has announced a strategic partnership with Grubhub aimed at enhancing Grubhub's marketing platform. This collaboration introduces advanced advertising capabilities that enable Grubhub’s merchants to leverage automated optimizations, detailed reporting, and a self-serve campaign creation interface to drive better performance and sales.

Key Features of the Partnership

1. Enhanced Pre-Checkout Advertising

   • Grubhub merchants can now access advanced pre-checkout advertising tools that include:
     • Bid Automation: Automatically fine-tunes budgets and bids to optimize campaign performance.
     • Advanced Targeting: Utilizes precise audience parameters to reach specific customer segments.
     • Granular Performance Reporting: Provides insights into key metrics such as share of voice, time live, and return on ad spend (ROAS).

2. Data-Driven Decision Making

   • Merchants are empowered to make informed decisions based on real-time data. Key performance metrics allow them to optimize campaigns effectively, enhancing their advertising strategy.

3. Intuitive User Interface

   • Koddi has developed a custom-built interface that simplifies the campaign performance monitoring process, providing merchants with deeper insights and greater control over their advertising spend.

4. Optimization of Customer Interactions

   • Koddi's first-party data-driven technologies ensure that customers receive the most relevant options based on their behavior and preferences. The platform supports over 10 audience parameters, allowing for millions of targeting combinations.

5. Continuous Improvement

   • Koddi and Grubhub are committed to testing new features and advertising placements, ensuring that merchants achieve the highest impact and return on investment.

Expert Commentary
Adam Krueger, Director of Merchant Ads and Engagement at Grubhub, remarked, “Grubhub is a valuable marketing channel for merchants to grow their sales and reach our tens of millions of customers. We’re excited to expand the services we provide our partners to include greater advertising capabilities.”

Nicholas Ward, Co-Founder and President of Koddi, added, “Grubhub is a pioneer in online delivery that has centered its business around innovation. Our partnership has focused on delivering real value to customers and merchants alike, and we’ve rolled out advanced features to enhance advertising effectiveness.”

Future Developments
Koddi is recognized for powering several of the world’s top commerce media networks and plans to introduce new revenue-driving offerings in the coming months. These initiatives will focus on generating demand and optimizing inventory for commerce media programs, tapping into the $100 billion commerce media opportunity.

MessageGears, a leader in data activation and engagement for enterprise brands, has unveiled its 2024 Customer Data Platform (CDP) report, created in collaboration with Hanover Research. This report delves into current perceptions of CDPs among enterprises, their functionality, the challenges organizations face, and what features are deemed most critical for effective customer data management.

1. Current CDP Satisfaction

   • Despite significant investments in data, only 1% of surveyed enterprises find their existing CDP viable for future needs, highlighting a disconnect between expectations and reality.

2. Preference for Composable CDPs

   • More than half of enterprises (56%) now favor a composable CDP over traditional packaged solutions. This shift indicates a desire for more tailored and adaptable data management tools.

3. Positive Reception of Composable Solutions

   • A substantial 86% of enterprises report satisfaction with their composable CDP setups, underlining the growing trend towards flexibility and customization in data platforms.

4. Impact of Composable CDPs

   • Enterprises recognize that composable CDPs not only meet consumer demands (72%) but also enhance performance and efficiency (71%), making them a preferred choice for many brands.

5. Diverse Use Cases for CDPs

   • Enterprise brands utilize their CDPs in various ways, including:
     • Real-time customer engagement and personalization (40%)
     • Cross-departmental collaboration and data sharing (39%)
     • Managing and optimizing the customer journey (38%)
     • Ensuring data privacy and compliance (37%)

Expert Commentary
Will Devlin, Vice President of Marketing at MessageGears, stated, “Enterprise brands are making huge investments in data, and they are justifiably looking to get a bigger return out of those investments. This report provides insight and perspective into what enterprises are doing—and trying to do—when it comes to customer data management.”

He further emphasized the positive trend towards composability, saying, “As a champion of the approach for more than a decade, it’s exciting to see the continued favorable trends toward composability and warehouse-native tools by enterprise brands.”

The 2024 CDP report from MessageGears sheds light on the evolving landscape of customer data platforms, revealing significant insights that can help enterprises optimize their data strategies. As the industry progresses, the findings will serve as a valuable resource for brands looking to enhance their data management capabilities.

Infobip, a global communications platform and member of the Oracle PartnerNetwork, has announced a collaboration with Oracle to integrate its intelligent chatbot-building platform and omnichannel solutions with Oracle Fusion Cloud Responsys Campaign Management. This integration empowers businesses to deliver rich conversational experiences and AI-driven chatbot services, enhancing customer loyalty and driving sales.

Rising Demand for Conversational Messaging
As consumer preferences shift towards deeper connections with brands, rich conversational messaging channels are gaining traction. According to Mobilesquared, there are approximately 4.9 billion business messaging users worldwide using rich messaging, with 2.8 billion on WhatsApp and 1.5 billion using RCS. To leverage these opportunities, businesses must adopt innovative solutions like conversational AI and chatbots to create tailored and interactive experiences.

Integration Benefits
With the new integration, businesses using Oracle Responsys Campaign Management can create engaging conversational experiences through Infobip’s channels, including chat apps, social media messaging, and RCS. Key benefits of this integration include:

• Automated Customer Support: Infobip’s AI and GenAI chatbot-building platform, Answers, enables firms to automate customer interactions, enhancing conversational marketing and improving efficiency.
• Seamless Customer Journey: The integration allows for smooth interactions throughout the customer journey, reducing operational costs while improving service quality.
• Omnichannel Communication: Infobip’s robust portfolio of telecom partners ensures secure and reliable message delivery across various channels.

About Oracle Responsys Campaign Management
Oracle Responsys is a cross-channel campaign management platform that leverages advanced intelligence to create personalized messaging. It enables brands to design contextually relevant digital marketing campaigns tailored to individual customer interests and preferences, fostering improved engagement.

Expert Insights
Stephen Streich, Group Vice President of Oracle Fusion Cloud Marketing, commented, “Oracle delivers leading customer experience solutions that help organizations use data more intelligently to enhance engagement. Now, Oracle Responsys Campaign Management customers can integrate with Infobip’s omnichannel solutions and intelligent chatbot-building platform to create compelling conversational campaigns that drive loyalty.”

Veselin Vukovic, VP of Strategic Partnerships at Infobip, added, “Infobip is already an Oracle Independent Software Vendor Partner with access to Oracle Integration Cloud, and this new addition further enhances our partnership with the global software company.”

The collaboration between Infobip and Oracle signifies a significant step towards enhancing conversational marketing strategies for brands. By integrating intelligent chatbot services and omnichannel solutions, businesses can foster deeper connections with their customers and drive greater engagement and sales.

TapClicks, a leader in smart marketing solutions, has named Mitchell Jones as the new Head of Services. Previously serving as Director of Revenue Operations and Solutions Architecture, Jones will now lead the Implementation, Professional Services, and Managed Services teams, ensuring successful project delivery and client satisfaction.

Key Responsibilities and Role as Head of Services

• Leadership and Oversight: Jones will oversee budgeting, planning, and resource allocation to optimize collaboration and improve operational efficiency.
• Client Relationships: He will work closely with clients and service partners, ensuring alignment on goals and maintaining high levels of satisfaction.
• Escalation Point: Serving as the primary escalation contact for enterprise customers, Jones will focus on timely issue resolution and delivering high-quality services.
• Strategic Direction: He will drive initiatives to improve support processes, service delivery, enterprise offerings, and product implementation.

Background and Experience

• Career at TapClicks: Jones joined TapClicks in 2021, progressing from Senior Technical Implementation Lead to Director of Revenue Operations and Solutions Architecture. During his tenure, he has been instrumental in managing revenue operations and implementing efficient client on-boarding practices.
• Previous Roles: Before joining TapClicks, Jones held prominent positions in the MarTech and AdTech industries, including roles at Indigo Trigger, Vertoz, Mediaspectrum, and Operative, where he contributed to key account management and sales strategy.

Industry Expertise and Vision

With over 20 years of experience in client-facing solutions, business analysis, and digital advertising, Jones brings a wealth of knowledge to TapClicks. His expertise in lead-to-cash solutions will help clients maximize efficiency and ROI. His promotion reflects his cross-functional success at the company and sets the stage for future growth.

Quote from TapClicks Leadership

Chel Heler, Chief Growth Officer at TapClicks, praised Jones for his impressive contributions, emphasizing his dedication and expertise in the MarTech field, which makes him a perfect fit for the role of Head of Services.

Jones’ Vision for the Future

Jones expressed his enthusiasm for his new role, highlighting his goal to help customers optimize their MarTech and AdTech operations. He aims to deliver continued success for clients through TapClicks' innovative solutions.

Mitchell Jones' promotion to Head of Services at TapClicks underscores his ability to drive success both within the company and for its clients. His broad experience and leadership skills will ensure that TapClicks continues to deliver high-quality service and innovative solutions to its growing customer base.

RAD Intel, an AI-powered audience insights platform, has launched new state-by-state functionality to help brands and agencies access hyper-relevant data and insights on influencers. This enables marketers to enhance their targeting for both macro and micro influencer campaigns, making them more effective and precise.

Key Features of RAD Intel's State-Level Functionality

• State-by-State Data Insights: RAD Intel provides marketers with detailed, localized audience insights on both macro and micro influencers, allowing for highly tailored and effective marketing strategies.
• AI-Driven Platform: Powered by a proprietary large language model (LLM), RAD Intel scrapes real-time data from social platforms such as Reddit, TikTok, and Instagram, helping brands stay up-to-date with audience trends.

Benefits for Marketers

• Early Trend Detection: Marketers can spot emerging trends early by accessing real-time insights at the state level, allowing them to adjust strategies accordingly.
• Tailored Localized Content: By leveraging state-specific insights, brands can create content that resonates deeply with local audiences, leading to increased engagement.
• Enhanced Influencer Strategies: The platform helps marketers refine both macro and micro influencer approaches to ensure that campaigns are highly relevant and timely.

Competitive Edge and Marketing Impact

• Increased Engagement and Conversions: With more precise targeting, brands can significantly improve user engagement and boost conversion rates.
• Adapting to Audience Preferences: RAD Intel's platform equips marketers with the tools to anticipate and adapt to rapidly changing audience preferences, ensuring that campaigns remain impactful.

Quote from RAD Intel Leadership

Jeremy Barnett, co-founder and CEO of RAD Intel, highlighted the importance of precision in today's marketing landscape. "Our proprietary LLM allows marketers to tap into live social media conversations and adjust messaging on the fly, ensuring campaigns resonate with the right audience at the right time."

Evolving Marketing Strategies

RAD Intel empowers brands to maintain a competitive edge in a fast-changing digital landscape by delivering real-time insights. The platform’s ability to optimize influencer strategies based on evolving audience preferences helps marketers stay ahead of the curve and maintain relevance.

RAD Intel's state-by-state functionality is a game-changer for marketers looking to enhance the precision and effectiveness of their influencer marketing campaigns. By providing localized, real-time insights, the platform ensures that brands can deliver the right message to the right audience, resulting in higher engagement and conversion rates.

StructuredWeb, a leader in through-channel marketing automation (TCMA), has launched AssistantAI, an advanced feature of its AI-powered platform, ChannelGPT. This new tool leverages generative AI to streamline communication workflows between global vendors and their partners, driving more efficient, precise, and tailored messaging within the channel ecosystem.

Key Features of AssistantAI

• Content Generation: AssistantAI generates high-quality channel communications assets such as emails, social media posts, sales scripts, and more. It provides customizable templates to tailor content to specific needs, enhancing both efficiency and relevance.
• Multilingual Communication: Users can generate and translate content into any language, allowing vendors and partners to localize messaging and engage effectively with global audiences.
• Campaign Strategy Suggestions: Based on user input, AssistantAI recommends target audiences, content types, and engagement strategies, helping marketers optimize their campaigns quickly and efficiently.
• Automated Content Planning: AssistantAI simplifies campaign planning by generating strategies, suggesting actions, and creating necessary marketing materials, all with a focus on time-saving and effectiveness.

Enhancing Productivity Across the Channel Ecosystem

• Intuitive Natural Language Interaction: AssistantAI enables users to interact with business communications and marketing data through natural language queries, providing real-time, actionable responses. This feature speeds up content creation, decision-making, and overall productivity.
• Smart Collaboration: Vendors can configure AssistantAI for partners, facilitating seamless collaboration. Users can create customized Assistants to meet specific communication needs, improving engagement across the channel.
• Transparent and Trustworthy: The platform provides reliable sources for easy verification, ensuring that generated content is accurate and trustworthy, all while maintaining a secure environment to protect sensitive business data.

Integration with ChannelGPT's AI Tools

AssistantAI works in harmony with StructuredWeb’s existing suite of AI tools—CreateAI, EditAI, TranslateAI, RecommendAI, and CampaignAI. This integration allows users to automate a wide array of tasks such as content generation, editing, translation, and campaign execution, significantly improving the efficiency of channel communications.

Industry Impact and Insights

Daniel Nissan, founder & CEO of StructuredWeb, highlighted the importance of automation combined with AI-driven insights. He emphasized how AssistantAI enhances productivity by enabling precise, impactful, and audience-tailored communications. Larry Walsh, CEO of Channelnomics, reinforced this, stating that AssistantAI drives more efficient marketing efforts by streamlining communication across the channel ecosystem.

AssistantAI represents the next phase of innovation in channel marketing automation, delivering high-impact, real-time communications. By simplifying and accelerating workflows for vendors and partners, AssistantAI enhances the quality of messaging and boosts productivity, helping brands stay ahead in an increasingly competitive landscape.

Seismic, a global leader in enablement, has unveiled its Fall 2024 Product Release featuring Seismic Programs, a suite of tools designed to help revenue enablement teams overcome common challenges and directly link their activities to revenue growth. The release also includes updates to Seismic’s Aura Copilot, Seismic for Meetings, and Seismic Skills, further enhancing the ability to align strategy with execution.

Key Features of Seismic Programs

• Enablement Planning & Measurement: Seismic Programs serves as a centralized command center for designing, activating, and measuring Go-To-Market (GTM) initiatives. It allows teams to align enablement activities with broader business goals and measure their impact in real time.
• Real-Time Adjustments: Teams can monitor and adjust initiatives as they progress, ensuring alignment with business objectives and improving overall efficiency.
• Value Demonstration: By centralizing data and performance tracking, Seismic Programs simplifies the process of demonstrating the ROI of enablement initiatives, making it easier for teams to show their direct value to the business.

Survey Insights and Market Trends

• Increased Investment in Enablement: A Seismic-commissioned survey found that 88% of GTM leaders plan to increase their enablement investments in 2025. Key reasons include gaining insights throughout the enablement lifecycle and ensuring alignment between leadership strategy and field activities.
• Strategic Alignment: The survey highlighted that 84% of respondents want to ensure consistency between leadership’s strategy and field execution, reinforcing the need for comprehensive planning and measurement tools like Seismic Programs.

Customer Testimonial

Cass Pursell, Senior Manager at Motive, praised Seismic Programs for increasing productivity and making it easier to demonstrate the business value of their enablement efforts. The tool’s ability to track and measure the impact of enablement strategies was key to improving the team’s alignment and execution.

Seismic Fall 2024 Product Release Updates

• Aura Copilot: Seismic’s generative AI assistant now includes enhanced document-level search capabilities, multi-language support, and the ability to create new sales content and playbooks. Aura Copilot improves global team collaboration by quickly surfacing the content sellers need.
• Seismic for Meetings: New features allow sellers to share tailored clips of meetings for targeted follow-ups, annotate recordings, and invite coaching. The addition of a split panel view enhances content management during meetings, fostering more dynamic interactions with buyers.
• Seismic Skills: A new feature that helps enablement teams develop, deploy, and scale training programs. It includes performance "heat maps" to assist in goal-driven coaching and help reps address skill gaps.

Industry Insights

Krish Mantripragada, Seismic’s Chief Product Officer, emphasized the importance of agility in today’s business environment. Seismic Programs and the Fall 2024 updates empower teams to pivot quickly, align with business goals, and validate the success of their enablement activities in the field.

Seismic’s Fall 2024 Product Release, with the introduction of Seismic Programs and other key updates, enables revenue teams to better align their efforts with business objectives, improve efficiency, and clearly demonstrate the value of their activities. This release enhances Seismic’s position as a leader in revenue enablement solutions.