Joe Marchese discusses the downsides of performance marketing, the impact of Kamala Harris on news, Netflix's influence on TV ads, and challenges of merging content and commerce. The podcast delves into brand building, AI in media, cookiepocalypse, and the future of digital media monetization.
Performance marketing incentivizes claiming credit over genuine contribution to sales, neglecting brand building.
AI's impact on content creation signals a shift in media landscape towards personalized tools.
Challenges of integrating content and commerce highlight risks to audience trust and brand perception.
Deep dives
The Evolution of Cultural Language
The podcast delves into the adoption of Britishisms by Americans, reflecting on influences like Madonna and the changing social perceptions of certain words, such as the C word, in different cultures.
Challenges of Performance Marketing
The episode highlights the drawbacks of performance marketing, emphasizing how it incentivizes intermediaries to prioritize claiming credit for sales rather than genuinely contributing to them. It discusses the importance of building lasting brands amidst the obsession with performance marketing.
Impacts of AI and Content Creation
The podcast anticipates the impact of AI on content creation and distribution, suggesting a shift in the media landscape with the rise of personalized content creation tools. It examines the potential democratization of content creation and the necessity for creators to engage audiences effectively in a changing digital landscape.
The Pitfalls of Combining Content and Commerce
The podcast discusses the challenges of merging content and commerce, highlighting the risks of losing audience trust when editorial content prioritizes driving sales. Using Hidinky's experience as an example, the episode delves into how intertwining content with commerce can lead to a shift in focus, impacting audience loyalty and brand perception. The discussion emphasizes the complexities and trade-offs involved in aligning content creation with revenue generation.
Evolving Strategies in Modern Media
The conversation shifts to the evolving landscape of media and brand management, touching on Elon Musk's impact on Tesla's brand perception. It explores the intersection of politics, brand image, and consumer behavior, underscoring how companies like Tesla navigate the challenges of polarizing leadership. Additionally, the episode delves into the resurgence of single-use devices like Astel and Kern's portable music player, reflecting on the growing trend towards high-quality, niche product offerings.
This week, we’re joined by Joe Marchese, operating and build partner at Human Ventures and veteran media exec. We discuss why the obsession with performance marketing has created incentives for many intermediaries to focus on giving the appearance of being responsible for a sale rather than actually contributing to the sale, and how that’s led to short-term approaches that skips the basics of building lasting brands. Plus: What the meting of Kamala Harris says about the direction of news and political campaigns, why Netflix points to a shrinking TV ad market and the perils of operating content and commerce businesses as part of one company.
