01 · The budget
One budget, split four ways
Search, paid social, TV and influencer marketing share the same money.
Search, paid social and TV all arrive at the budget meeting with a number. Influencer marketing usually doesn’t. MMM is being built so creator work is measured beside every other channel.
01 · The budget
Search, paid social, TV and influencer marketing share the same money.
02 · The blank
The money goes out and nothing comparable comes back.
03 · The meeting
In a budget meeting the blank line is the easiest one to cut.
04 · The plan
MMM is being built to put creator campaigns in the same model as every other channel.
“The CFO compares channels. We can’t.”
Influencer marketing in the same mix as everything else.
“Influencer marketing sits outside the measurement system.”
One model across channels, creators included.
“Budget defence is hand-waving.”
A number that stands next to TV’s.