Zapier’s Head of Paid Advertising on Storytelling, AI-Centric Ads, and Why He’s Fully Committed to Influencer Advertising and Marketing

Happy Autumn, MiM-ers! Grab your pumpkin spice latte and settle in with Noah Kahan’s Stick season, and get ready to listen to a paid marketer who is completely dedicated to influencer, storytelling and AI-targeted advertising.

(I’m sorry I can’t deliver a new autumn-inspired album. To be honest, I’m obsessed with mine anyway “Daylight saving time 2019” combination..)

Stay tuned to learn why Zapier’s head of paid advertising believes the golden age of paid advertising is over.

1. Come completely with the influencer buzz.

James de Feu says the golden age of paid sales is over. And he’s happy about it.

He is also the paid ads manager at Zapier.

(Today I’m imagining Mad Men Don Draper turns over in his television grave.)

De Feu is so confident in influencer promotion that he has negotiated to place it under his group of paid advertising employees. He succeeded because, moving forward, “we see it as the movement of our brand.”

In fact, once I asked him how he would spend a hypothetical $1,000, de Feu told me he would invest a good 40% in influencers.

However, don’t simply delete your Google Ads account. De Feu says he would still allocate 50% of this hypothetical budget to paid advertising. (The other 10% would go to search engine optimization, if you get stuck trying to load it up to 100.)

As he acknowledges, “Paid advertising will always be on and we’ll spend a lot of money there anyway. Then once again paid ads live and die on that month of spending. It’s not giving us the reach it once did.

For this reason de Feu does not put all his eggs in one basket. Paid continues to be a great egg (err-basket?), On the other hand it is keen to seek out influencers who thrive on the same platforms where Zapier customers find themselves.

“I smiled when you mentioned influencers, because that’s the name of the game, even for those other people in the B2B industry,” he tells me. “These are no longer glossy products for teenagers.”

2. Storytelling is the bread and butter of marketing.

“In the planet of paid advertising, we fixate on one isolated entertainment and keep trying to optimize it until it gets easier,” says de Feu. “On the other hand, one thing we have now discovered is that storytelling can be very massive.”

“Storytelling can be very massive” is exactly the same phrase I gave my parents when I was trying to convince them that majoring in creative writing was once a good financial solution – on the other hand de Feu is not improper. If there is one truth that is still consistent in the world of marketing, it is that people have always loved and will always love a good story.

“Elongating something, building a story, increasing use cases, highlighting testimonials – I’ve let go of all that over the last couple of years and I’m just grateful now that we’ve reset now. Storytelling has always been, and will continue to be, our superpower as marketers.”

So if you’re not sure where to start on this planet of paid advertising, do this: correspond with your customers, discover their painful problems and then connect with your solutions through superb old-fashioned storytelling style.

3. Get used to cha-cha changes.

David Bowie preached it: you need to keep up with all the changes happening in the sales industry or risk throwing away precious money. (These are the lyrics, aren’t you kind?)

For de Feu, that means doing a lot of testing to learn how to use artificial intelligence to personalize Zapier ads, not only in augmenting belongings, but also in targeting interested audiences.

“You should really be up to date with most of these contemporary changes, otherwise, despite everything, you will end up losing money,” he says.

An example would be a sports brand that uses AI to focus on advertising yoga apparel to their vinyasa-loving customers, while ensuring their {golf} apparel is shipped to all the kids on Wall Street.

Simply put: the future of advertising will be much more like focused, high-intent content material, and no longer identical to the generic, all-purpose ads we’ve now come to capture and hate.

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