As we approach the end of this year, it seems like the perfect time to reflect on the seismic shifts in influencer marketing and the milestones RAD Intel has achieved along the way. In 2024, the industry saw unprecedented growth, driven by AI adoption, the rise of micro-influencers and a renewed focus on authenticity. Influencer marketing evolved into a critical channel for brands seeking to build meaningful connections in an unbelievably fragmented landscape.
The holiday season has arrived—a time that’s often make-or-break for brands. It’s also a moment to pause, give thanks, and reflect on the meaningful impact our community can create beyond just conversions and impressions.
Brands today have moved beyond broad-stroke marketing. Now, they’re embracing micro-targeted, local insights. The result? Messages that hit home—literally and figuratively.
Hi All,
Jeremy Barnett, CEO and founder of RAD Intel, here. Many colleagues and industry peers have encouraged me to share the insights and readings that fuel my creativity, strategy, and leadership at RAD Intel, as well as how we navigate the diverse needs of our clients. In response, we’re excited to introduce my new newsletter, “Perspectives Of A Marketing CEO.” This newsletter aims to share the daily observations and insights shaping my thinking and guidance for our very talented team and clients. Each month, I’ll reveal what I’ve learned, creative highlights that caught my eye, inspiring news, and developments I’m eagerly anticipating.
Here’s what’s on my radar this month:
Hi All, Multiple studies underscore the significant value the creator economy contributes to brands.
Hi all, over the past month I’ve been closely observing the surge in discussions about the influencer and creator economy, particularly around LinkedIn. It’s no surprise to me that this platform, which I’ve wholeheartedly embraced, is attracting a significant amount of attention from B2B brand marketers.
Like me, they’re keen to explore the potential connections with influencers on LinkedIn. The platform has definitely stepped up its game, making influencer marketing an increasingly viable option for brands. Initially, LinkedIn rolled out its Brand Partnership tag 🤝, making it simpler for users to spot content that’s sponsored or paid for. Then came the introduction of thought leadership ads, bolstered by recent updates that allow company page admins to support not just employee content with ad spend, but also content from users outside their immediate network.
Hi all, are you looking for a man in finance? Well, I’m not that guy, but have you heard this viral song on TikTok? Megan Boni (@girl_on_couch), the creator of the song about an “ideal” romantic partner, has garnered significant attention from brands and the online community.
The world of marketing and PR is changing faster than ever. Like every other industry, new technologies such as AI are shaking things up, creating exciting possibilities and tricky hurdles to overcome.
Everyone is always searching for something. Whether it’s a new recipe, a restaurant, a new outfit, or insight on a subject – as humans, our natural curiosity always has us searching for something. Since the dawn of online search, how we have searched has evolved dramatically.
If you want to illustrate why brands need data-informed decisions when doing influencer marketing, you need look no further than the case of Bud Light. Whatever you think of the Dylan Mulvaney controversy, the bottom line for Bud Light parent Anheuser-Busch is $15.7 billion in losses since April 1 and projected annual sales declines of 12% to 13%. In an epic marketing disaster, Bud Light managed first to alienate a significant chunk of its core demographic, then backtrack and anger the same audience it sought to attract in the first place.