The Google verdict seems perhaps more significant symbolically than commercially. I'm not sure that any remedies will have a meaningful impact on the company.

https://t.co/OLfX4ILkHZ For the nuanced explainer of tariffs

Find out how to tackle it in my super practical, accessible, and no-nonsense Scaling Up Works course. There’s still time to sign up here: https://t.co/3y3XaZASUg or chat to Imogen for group bookings or questions via hello@magicworks.training

If you’re not yet ready for big business brand-building, but worry you’re too reliant on performance marketing, influencers, just like online video can be a low-cost route to a new phase of growth.

Other recent gems include a report by The Drum that Gen Z audiences trust influencers more than celebrities. And one to treat with some caution from the influencer benchmark report, which shows the average payback from influencers is $5.78 per $1 dollar spent.

But be careful, because culture matters. For example, in Indonesia, 86% of respondents find travel content useful compared to only 36% of Danish respondents. It’s all part of emerging learning about how best to use influencers.

At the other end of the scale, the topics we don’t want at dinner parties are also the ones we avoid in conversation online: Politics and religion content is seen as the least useful.

It shows the topics where influencers are particularly, ahem… influential. Around 60% of people find influencer content on travel, fitness, tech, and fashion useful. So, these products are good contenders for a strong effect of sponsored content on sales.

Is influencer marketing right for you? The chart is from a big new survey by YouGov that asked over 10,000 respondents all around the world all about influencers. 🧵

🚩 If you want to avoid paying for online ads that you don’t need and get the balance of brand and performance right, you should join my course Scaling Up Works, starting today: https://t.co/nSfI2YjIyd. For group bookings or questions, email Imogen via hello@magicworks.training.

My latest article, https://t.co/iLF1ZWtrda, is all about this challenge, and how to navigate it in the coming years.

So don’t plunder your TV or out of home budget to pay retail-media rent in 2025. Instead, make the case now that this must be paid for out of the distribution or merchandising budget.

Because if people want your product before they get to the search page, any set of search results for the category which doesn’t include you is “wrong”. And auction algorithms, which value relevance as well as advertising revenue, will allow you to be there for a reasonable price

The chart shows that, aside from a COVID blip, it’s costing UK businesses more and more of their revenues and profits, each year. The slippery slope comes because the only way to avoid continuing to pay as prices for this type of ad go up is to invest into your brand.

It’s because retailers, and especially Amazon, control such a large share of product buying traffic, you have to be there if you want your product to be available to buy. This means they can charge what they like.

It’s a slippery slope… Moving money from traditional budgets into search ads on retailers’ sites, is like paying the rent out of your savings. It can only lead to poverty ahead. 🧵

🚩Sign up here: https://t.co/nSfI2YjIyd or email Imogen via hello@magicworks.training with your questions or for group bookings. Last chance to sign up is 25th October.

It’s hands-on, practical training that fits in with your schedule. So you can put your money where the magic is.

Including: · Relevant frameworks · Modern case studies · Practical methods · Benchmarks from the experience of hundreds of other businesses

Join us on my online training course Scaling Up Works. It’s about how to unlock a new phase of growth without the need for bigger budgets. And how to take a business whose love language is numbers through the transition that’s needed.