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In this episode of the Maker-Manager Money Podcast with Kyle Knowles, I had the pleasure of reconnecting with Jeanette Oku, a marketing pioneer and influencer marketing expert, who joined me from Berlin. Our conversation delved into her journey from journalism to establishing a global agency called BeyondInfluence, as well as her insights into the evolving landscape of the creator economy.

We kicked off the episode by discussing Jeanette's recent experiences at various marketing conferences in Paris and Dresden. She highlighted a particularly impactful influencer marketing conference in Paris, which focused on the intersection of creators and marketers. Jeanette shared her excitement about the event and the valuable connections she made, including a reunion with a friend from California.

As we transitioned into the core of our discussion, I revisited a topic we touched on in our previous conversation: the shift from the term "influencer" to "content creator." Jeanette elaborated on her predictions for influencer marketing in 2025, noting that the market is becoming increasingly saturated, which may lead to a decrease in influencer fees. She emphasized the need for influencer marketing to be recognized as a legitimate discipline within marketing strategies, rather than just an add-on.

Authenticity emerged as a key theme in our conversation. Jeanette argued that genuine content is more important than ever, especially in a world flooded with polished marketing materials. She pointed out that audiences are drawn to real, relatable content, and that brands must allow influencers the freedom to express their authentic voices.

We also explored the potential for older generations, such as Gen X and baby boomers, to thrive as influencers. Jeanette shared a fascinating anecdote about a campaign she worked on featuring retirees on TikTok, demonstrating that there is indeed a market for diverse age groups in the influencer space.

As the conversation progressed, we shifted our focus to the role of artificial intelligence in marketing. Jeanette explained how AI tools can streamline content creation and enhance marketing strategies, but she cautioned against relying on AI without a clear understanding of the problems one aims to solve. We discussed the importance of using AI to complement human creativity rather than replace it.

Towards the end of our chat, we touched on Jeanette's personal life, including her beloved cat and her daughter's transition to university. We also discussed her artistic pursuits, such as knitting, and the balance between work and personal creativity.

Finally, I asked Jeanette for book recommendations, and while she admitted she hadn't read much recently, she suggested the classic "Master and Margarita" by Mikhail Bulgakov, emphasizing its timeless relevance.

This episode is packed with insights for aspiring entrepreneurs and marketers, offering a fresh perspective on the future of influencer marketing, the importance of authenticity, and the transformative potential of AI in the creative space. Join us for an engaging and thought-provoking discussion that will inspire you to navigate the ever-evolving world of entrepreneurship and marketing.

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