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Welcome back to episode 161 of the Marketing Freaks Podcast and the 4th episode in the Scale Up Season.

In this episode, Jon is joined by Arafa Heneghan, Director of Brand at AO to discuss the impact of brand investment and strategy in AO's growth. From creating a unified customer experience across all touchpoints to finding the perfect balance between brand building and performance marketing, Arafa shares insights into the tactics that senior marketers need to stay ahead. 

Discover how AO stays relevant with even the most functional products and learn why simplicity in messaging and internal brand alignment are critical for scaling success. If you're a senior marketer looking for actionable strategies to elevate your brand, this is a must-listen!

Key Takeaways:

• Gain insight into how AO uses a unified brand strategy across every customer touchpoint to build a consistent and memorable experience.
• Understand the distinction between brand building and performance marketing and how both are essential for driving long-term business success.
• Learn how to leverage simple, clear messaging to communicate the value of functional products without overwhelming customers with technical details.
• Discover how to measure success.
• Understand how to put the customers needs first to make even functional products seem more appealing. 
• The value in understanding the "so what"?

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Welcome to episode 160 of the Marketing Freaks Podcast and episode 3 in the Scale Up Season! 

In this episode, Abi is back! Jon and Abi talk about the key "gotcha" moments that often impact the ability to scale, and how to tackle them. 

Key Takeaways:

• Why scaling up isn't just about increasing spend and the importance of having the appropriate structure across the business.
• The elements to consider that are potentially hinder your scaling efforts.
• How to set realistic expectations and align goals across departments.
• The importance of deciding when and where to scale.
• The common pitfalls which can limit scaling 
• The importance of being realistic about goals and maintaining flexibility to adapt strategies as needed

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Welcome to this week's bitesized episode!

I'm joined by my good friend Geoff Griffiths and this week we are talking through the topic of dealing with professional rejection. 

From pitching new business, applying for jobs and many other career related scenarios - we all have to be in a good place to handle it, but no one ever teaches anything on the topic?

Enjoy!

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Welcome back to part two of our analytics mini series with good friend of Overdrive Digital and all round analytics legend Barbara Pezzi.

In this episode we talk about how to approach analytics with the right mindset, and how to interpret the wealth of data presented to dig out insights that will make a true difference to your business. 

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Unless you’ve been hiding under a rock, you’ve probably heard about the forthcoming retirement of Universal analytics and the move to Google Analytics 4. 

Although the news has spread far and wide, there is a lot of confusion as to what this means for digital marketers and what you need to do about it.

In this, the first part of a three episode series on Analytics, I sit down with Barbara Pezzi to get an overview of GA4.

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Moving slightly away from our usual discussion points on paid media strategies & tactics, in this episode we explore the topic of how to land your first job!

Joining me for this episode is Louisa McNally, who joined our paid social team a couple of months ago. Very bravely, she agreed to have a chat and share some advice from her recent experience of job hunting.

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If your line of day to day work involves Google Ads, you’ve probably heard of Performance Max campaigns. 

Performance Max campaigns are Google’s latest move into fully automated campaign types, allowing (in theory!) advertisers to set up quickly and start generating results. 

In this episode I talk to Chris from our PPC team to give you the lowdown on what they are all about, how to get started and a view on what we’ve seen from our initial testing.

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Back in February we ran a webinar discussing social media marketing trends for the year ahead, with the excellent Rochana Shrestha from Monzo and Lisa Prattfrom Girl Guiding making up a brilliant panel.

As part of the session there were a number of questions for Lisa and Rochana on the topic of careers. What this turned into was a super informative part of the session with some amazing and honest advice from both Lisa and Rochana!

This episode features that specific part of the Q&A, so if you are looking to get started in the world of digital marketing or are looking for new opportunities, definitely give this one a listen!

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What this episode covers:

• Why getting to know GTM is so important
• How to get started
• How to implement and debug your tracking
• Dan’s tip of the week!

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This episode covers:

• Key learnings in paid social from last year
• Our predictions for 2022
• What we are seeing work well right now
• Ellie's tip of the week

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What this episode covers:

• The difference between great looking ads and ads that sell
• How to monitor and optimise ads for improved conversions
• Our approach to creative testing plans
• Cat’s tip of the week!

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Join us for part two of our interview with analytics legend Barbara Pezzi!

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What this episode covers:

• Common analytics mistakes
• How to understand your data
• The future of analytics

As always, I really hope you enjoy this episode and find it useful! Do subscribe here and we’ll see you later this week for part 2 :)

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In this episode, Jon is  joined by Head of Ecommerce Media Europe at Lipton, Giovanni Pupo, to highlight the disparity between what is taught in higher education vs. the application and skills required to work within the Digital Marketing Industry. Is the curriculum outdated, or is it just focused on traditional marketing, rather than Digital Marketing? 

Graduates are often inducted into roles without any knowledge of how Digital Marketing Platforms work. We discuss the challenges graduates face when entering digital marketing roles without adequate knowledge, and how both employers and students can tackle them. 

Key Takeaways:

• Awareness of Disparities: Understanding the significant gap between what is taught in traditional university marketing programs and the practical skills needed for success in digital marketing roles.
• Challenges Faced by Graduates: Recognise the challenges that graduates face when entering digital marketing roles without adequate knowledge of digital platforms and strategies.
• Importance of Critical Skills: Learning about the critical skills and knowledge required for success in the digital marketing industry, including data analytics, social media marketing, SEO, and more.
• Differences Between Traditional and Digital Marketing: Understanding the differences between traditional marketing approaches and digital marketing strategies, and how these translate into today's market demands.
• Calls for Educational Reform: Hearing suggestions for how universities can better prepare students for digital marketing careers, such as updating curriculum content and incorporating more practical, hands-on learning experiences.
• Recommendations for Skill Development: Recommendations for courses and learning tools to develop digital marketing skills, providing actionable steps for both aspiring marketers and employers seeking to upskill their teams.

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What this episode covers:

• What Swarm Markets is all about
• Being the world’s first licensed DiFi platform
• Gaining cut through in the press
• PR tactics for launching your product

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What this episode covers:

• What are special ad categories on Facebook?
• What does the approval process look like?
• Recommendations for advertisers

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What this episode covers:

• Why interest audiences are so important now
• How to use Google Analytics to find new ideas
• Other methods we use for finding new audience targeting

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What this episode covers:

• How to re-think personal branding
• Why some people just shouldn’t do it
• How to get started / what to consider
• A live rinsing of my personal brand

Enjoy! 

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If you want an inside view on just what it’s like to run a rapidly growing ecommerce business, this one is for you!

Thanks so much to everyone that’s been listening in and watching our recent episodes. It really is very much appreciated, and as always the full video version is available on YouTube here. 

What this episode covers:

• History of the The Fish Society 
• Jeremy’s background
• How ecommerce is managed at the board level
• A CEO’s view on digital marketing

Enjoy!

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What this episode covers:

• A quick recap on iOS14
• What we’ve seen so far
• Our recommendations

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What This Episode Covers:

• Background on Noels channel
• How it all started
• The shift from full time employment to YouTuber
• How the business model works

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What this episode covers:

·      What Avery & Brown is all about

·      The power of networking

·      Why networking is a bit of a dirty word

·      How to generate business from LinkedIn

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What this episode covers:

• Keiran’s background in business
• Swyft’s insane growth
• Lessons learnt through rapid growth
• Challenges scaling manufacturing through a pandemic

This really is a brilliant story and I could have chatted for hours - I genuinely hope you enjoy this as much as I did. 

If you do enjoy the episode, please do subscribe. It makes a huge difference and is hugely appreciated!

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What this episode covers:

• What’s going on – recent changes
• The impact on advertisers
• A recap on iOS14
• What we need to do about it as advertisers

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Welcome to our ShopTalk US collection of episodes, bringing you insights from some of the brightest minds in digital marketing, retail and ecommerce. 

In this episode, we talk to Sara Worland, SVP Brand, Million Dollar Baby Co.

Enjoy!!

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What this episode covers:

• Lauren's background in business
• How and why mindset is important for growth
• How to set clear intentions for your day
• Being more productive!

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What this episode covers:

• What we feel makes a good vs. bad marketing campaign
• Some of our favourite recent examples
• Some of our least favourite examples

Enjoy!

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What this episode covers:

·      How to plan your approach to marketing in China

·      Some of the biggest mistakes companies make

·      What platforms are available / the options you have

·      What sort of budgets you should be considering

Enjoy!

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What this episode covers:

• What direction we see paid media going in
• Strategies and areas to focus on
• How to plan for differing circumstances

If you enjoy this episode, please do let us know and don’t forget to subscribe for more!

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What this episode covers:

• Robbies background in video production
• How his YouTube channel has grown
• How brands can make more of video
• Advice for anyone looking to grow their audience on YouTube

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What this episode covers:

• What the carmats.co.uk project is all about
• Pre-launch activity and getting setup
• Getting the all-important first orders
• Which marketing channels have been the most effective
• The future of carmats.co.uk

Hope you enjoy the episode as much as I did making it, and please do subscribe for future episodes!

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What this episode covers:

• Jay’s background and entrance into the world of podcasting
• Where the value lies in podcasting
•  How to get the maximum value from your efforts
• Where to start
• Equipment recommendations

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What this episode covers:

• James’ background in publishing
• How marketing for subscription services differs
• What channels work well for driving growth
• How other areas of the business support subscriptions

Thank you to everyone listening in and if you enjoy the episode please do consider leaving a review on Apple Podcasts and subscribing on Spotify.

 Enjoy!

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What this episode covers:

• Background of Morning Brew
• What makes Morning Brew so successful?
• How has the marketing channel mix evolved?
• How to measure genuine growth activity 
• Advice for anyone looking to grow their email channel

Enjoy!

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What this episode covers:

·      Why call tracking is often confused

·      How to get setup and some of the options available 

·      How call tracking works

·      Call data trends across various sectors

Enjoy!

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Welcome to our ShopTalk US collection of episodes, bringing you insights from some of the brightest minds in digital marketing, retail and ecommerce.

In this episode, we talk to Alexa Fisher, Ecommerce Manager North America, Delognhi Group.

Enjoy!

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What this episode covers:

• Spencer’s background
• The Agencynomics story
• What makes a good agency / client fit
• Finding cultural fit
• How to find the right agency for you

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What this episode covers:

• GPMDs 20-year story
• Highlights / lowlights of 20 years in business
• How to recruit A players
• Operations and software
• The future of ecommerce

Thanks again to Mark for making the time and hope you all enjoy this one!

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What this episode covers:

• Why account structure is so important
• How to plan and map out your structure
• Our starting point
• How CBO impacts things
• How to group your audiences
• The importance of naming conventions

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What this episode covers:

• Neal’s background and history with marketing
• The growth of influencer marketing
• How to approach social & influence
• Micro influencers
• Easy ways brands can get started

Enjoy!

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Here’s what we cover:

• Performance we’re seeing on paid social
• Performance we’re seeing on PPC
• Current trends on the platforms
• Recommendations based on what’s working

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What this episode covers:

• Jacks background and combination of agency vs. in-house experience
• How brands and agencies need to work better
• Key focus points of an in-house role at a growing ecommerce brand
• The role of content in ecommerce

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What this episode covers:

• Pros and cons of working remotely
• Recruitment benefits
• How the costs / office savings work out in practice
• Challenges to working remote
• Advice for remote team management

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What this episode covers:

• Account planning - what to prioritise first, how to decide on the best structure
• Account structure – why account structure matters and how to decide what’s best for you
• Avoiding shiny objects – not getting distracted!
• Tracking performance – how to understand what’s working and how to review performance

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What this episode covers:

• How to start the planning process and understand what your business needs
• How to manage the risk of any platform migration
• How to research your options
• How to select the right partner for the job

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What this episode covers:

• Why Alison decided to niche down on the music sector
• Who Alison works with – what type of artists / what stage of their careers?
• Live music is obviously struggling in the Covid world – how has this impacted the sector?
• What’s working well for music artists when it comes to marketing
• Where should independent artists start when it comes to marketing?

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Welcome to our ShopTalk US collection of episodes, bringing you insights from some of the brightest minds in digital marketing, retail and ecommerce. 

In this episode, we talk to Lauri Joffe, CMO, American Freight.

Enjoy!

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What this episode covers:

• Shifting your marketing to a rapidly changing sector
• Amanda’s journey on Twitter
• Being a working parent in lockdown
• Marketing “would you rather”

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What this episode covers:

• Our new name
• How to review budget distribution
• Tools to monitor spend and help with decisions
• The importance of prioritising your goals

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Welcome to the first podcast episode under our new name!

Within this episode we cover:

• The newly launched Facebook Shops
• Advertising trends since lockdown
• How to make the most of video within your campaigns

Enjoy!