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Influencer marketing has become a staple of modern brand marketing, but recognising and rewarding creators for direct revenue generation hasn’t been a big part of the value exchange. Until now. With better management platforms and measurement tools comes more visibility of the influencer’s impact through the funnel, making it clear just how much of a growing role these cultural and community forces play in delivering sales. Take the latest figures from Commission Factory on affiliate marketing sales through its platform: Influencers grew their share of transactions globally by 8 per cent in two years, and were 18 per cent more successful off the back of Black Friday and Cyber Monday sales peaks last November than they were in 2022 – a sure sign of their growing bottom-line impact. Retailers and marketplaces are paying attention. Influencer-specific affiliate programs and offerings from Walmart as well as Amazon are commissioning influencers for product recommendations in their own personalised shop-within-a-shop. Yet it goes beyond that: Social commerce tools have made it ever-easier for influencers to become direct commerce conduits without the retail middleman. All this points to new revenue stream for Australian creators, say Australian Influencer Marketing Council’s Patrick Whitnall and Impact’s Nick Randall. But it means we have another new avenue in a growing proliferation of commerce channels brands must navigate, says Arktic Fox founder, Teresa Sperti.

Netflix took $6m each off Australia’s major media buying groups then left them fuming as it initially massively under-delivered on its ad tier. Rivals like Foxtel-owned Binge and Amazon shook their heads, instead rolling subs onto ads automatically unless they paid more – and took plaudits from buyers for hitting the ground running. But the fable of the hare and the tortoise may yet apply. Now Netflix is getting serious with an in-house sales team, ad stack, new formats and is acquiring reach at speed. Local business development chief Ben Cox hints there may be another incoming boost. 

For the first time in its history, dentsu’s B2B marketing study finds that brand awareness is now more important to future strategy than performance marketing – which is sliding quickly into reverse. As corporate buying committees expand, and millennials and digital natives gradually replace Gen X as key decision-makers, another tipping point has been reached, per the study: Personal decision drivers have overtaken professional ones – and they have a very different set of buying criteria. Dentsu execs, B2B marketers and other agency bosses weigh in on the new B2B dynamic and where next from here for both marketing and sales.