It was a pleasure to sit down with Greg Hoffman, CEO of Apogee, to discuss the convergence of performance marketing, affiliate marketing, and influencer marketing. Greg highlights the shift in the industry since 2018, noting the integration of performance PR and traditional affiliate marketing. We discuss the impact of AI on creative content and the importance of influencer campaigns for brand awareness.
Greg mentions the recent suspension of Honey from major networks due to cookie overwriting issues. He emphasizes the need for small agencies to adapt and compete effectively in the evolving landscape, advocating for fair treatment of publishers and creators.
Discussion points include:
- The intersection of SEO and paid search with performance-based media, noting the overlap in tactics and channels.
- The nuances of performance PR, noting the need for FTC disclaimers and the gray areas in marketing practices.
- Budget allocation strategies within performance-based marketing, affiliate marketing, and influencer marketing.
- The challenges of last click attribution and the need for more fluid budget allocation across different channels.
- The importance of securing rights to creator content for use in ads and other marketing materials.
- The recent suspension of Honey from major networks due to issues with overwriting cookies and taking credit for sales.
- The historical context of network compliance issues and the ongoing efforts to address them.
- The need for agencies to adapt to new technologies and trends, such as AI, while maintaining their core values and expertise.
- The impact of AI on creative content and the challenges of measuring influence in a data-leaky environment.
- The increasing sophistication of influencers, who are starting to look like traditional publishers in terms of content creation and audience development.
- The importance of staying informed and adapting to the latest trends and developments in the affiliate marketing space.