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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.

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.

Ecommerce revenues at Australia’s two giant grocery chains Coles and Woolworths are roaring back into life, barely 18 months after pandemic-fuelled growth went into sharp reverse. Big long-term investments across retail media, loyalty, digital transformation, supply chain, and fulfilment upgrades are paying off. They say timing is everything and new Coles CEO Leah Weckert and incoming Woolies counterpart Amanda Bardwell have landed just as the sun has started shining again on online sales. But there’s still a lot of work to do. Outgoing Woolworths CEO Brad Banducci for instance flagged slowing growth at Cartology which grew ‘just’ 9 per cent – although that’s after half a decade of robust growth (and a 34 per cent CAGR over five years). Its younger, smaller retail media rival, Coles 360, grew north of 20 per cent. Both of the retail giants also flagged the growing importance of AI within their operations – but their strategies are divergent.