Welcome to this episode of the Marketing Vanguard podcast. Today, Jenny Rooney speaks with <a href="https://www.linkedin.com/in/alexorig/" rel="noopener noreferrer" target="_blank">Alex Schultz</a>, Chief Marketing Officer and VP of Analytics at Meta,&nbsp;about his newly released book "<a href="https://www.amazon.com/Click-Here-Science-Marketing-Advertising/dp/0316597597" rel="noopener noreferrer" target="_blank">Click Here: The Art and Science of Digital Marketing and Advertising</a>As Jenny's repeat guest, Alex brings battle-tested insights from his 18-year tenure at Meta, where he's witnessed digital marketing's complete transformation. He reveals his motivation&nbsp; for writing "Click Here" - the definitive guide to online marketing that fills a critical gap left by classic texts like Claude Hopkins' "Scientific Advertising." Alex argues that while technology evolves at breakneck speed, the core principles that drive marketing success remain surprisingly constant across decades.What You'll Learn:<ul><li>Alex's 18-year journey at Meta and his unique dual role in marketing and analytics</li><li>The writing process and inspiration behind "Click Here: The Art and Science of Digital Marketing and Advertising"</li><li>Why incrementality measurement is the key to marketing success</li><li>The importance of North Star goals versus metrics</li><li>How AI will enhance rather than replace marketing roles</li><li>The timeless principles that have guided successful marketing for decades</li><li>Team structures that work across different marketing eras</li></ul>Unlocking the Creator Economy with AwinDid you know influencer marketing drives twice as many sales as display advertising, with a 37% higher retention rate?Awin helps brands harness this potential with tailored influencer management solutions that drive measurable results. Whether you're looking to grow your creator roster, foster long-term relationships, or track full-funnel performance, Awin’s expertise and platform integrations make it easy to scale campaigns and optimize impact.With partnerships across CreatorIQ, LTK, ShopMy, and more, brands gain access to powerful discovery tools and seamless tracking capabilities, ensuring transparency and efficiency at every stage.Here’s how brands can maximize their influencer marketing:<ul><li>Find the right creators – Access a diverse network of influencers, even in niche markets.</li><li>Track performance with full transparency – Measure impact from awareness to conversions in real time.</li><li>Incentivize influencers effectively – Commission-based rewards through affiliate links and coupon codes keep creators engaged.</li><li>Blend influencer & affiliate marketing seamlessly – Awin’s integrations create a streamlined, results-driven approach</li></ul>Unlock the full potential of influencer marketing. <a href="http://awin.link/adweek" rel="noopener noreferrer" target="_blank">Visit awin.link/adweek </a>to start building high-impact partnerships today!<hr> Hosted on Acast. See <a style='color:grey;' target='_blank' rel='noopener noreferrer' href='https://acast.com/privacy'>acast.com/privacy</a> for more information.

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Timeless Marketing Principles in the AI Era: A Conversation with Meta's CMO, Alex Schultz

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