Marketing Trek – Détails, épisodes et analyse

As a marketer, you should be striving to find and unlock value despite the challenges tough times like these throw up. Duarte Garrido, digital marketer par excellence might be your best friend this week as he gives you a roadmap to recovery.

With global responsibility for social and digital activation at Standard Chartered bank, Duarte talks about social, listening, brand marketing and more.

In this episode, you will hear how to:

• Harness customer feedback on social media for invaluable market research and improved product offerings.
• Strike the perfect harmony between performance marketing and brand marketing to weather economic storms unscathed.
• Appreciate the contribution of marketing as an integral function to help achieve cohesive business goals.
• Learn the art of ROI tracking to confidently illustrate marketing’s value to decision-makers.
• Establish a foundation for enduring brand success and forging relationships that ensure a prosperous future.

Duarte sees Marketing as an all-encompassing, ever-changing discipline - and has forged his career to mirror the industry. From Chef, to Gardener, to Reporter and now Digital Marketer, his past roles have provided him with a deep understanding of art, science, culture, and society.

He spent years travelling the world to better understand people, and is now focused in showing the importance of social media in building brand and reputation while feeding the bottom line. Over the course of his Digital career, he has moved from Big Media, to FMCG, and Financial Services at companies like Sky Plc, Philip Morris International, Coca-Cola HBC, and Standard Chartered Bank.

In his continued pursuit of knowledge, he has since completed studies in B2B Growth at Northwestern Kellogg and Digital Marketing, CX, and Analytics at Columbia University and INSEAD and is a recognised Chartered Marketer by the Chartered Institute of Marketing (CIM). He currently sits as Global Head of Social and Omnichannel at Standard Chartered Bank, where he oversees a team of digital superstars, content creators, and social media champions.

He is also Corporate Advisor to Sustainability Teach Startup Handprint. In his spare time, he is a father of two - a young girl and a Tibetan Terrier. He still enjoys comic-books, has found purpose in mindfulness and mindful eating, and has taken on skateboarding too late for it to be cool or safe.

Further sources: Unicorny podcast | Tibetan Terrier

Linkedin: Duarte Garrido | Dom Hawes

Websites: Marketing Difference | Selbey Anderson

This podcast uses the following third-party services for analysis:

Chartable - https://chartable.com/privacy

During economic downturns, business faces a unique challenge. Today's guest says the way to resist recession is to make bold decisions now to secure a brighter future in the long run.

While some businesses are cutting or pausing their marketing budgets, ambitious companies can seize the opportunity to adapt and invest, positioning themselves for growth when the market recovers.

In this episode, Perspective Pictures' founder, Rupert Rixon, highlights the importance of bravery and ambition during a recession. He tells the story of his remarkable COVID-19 lockdown, when he continued to invest in marketing, even with a rise in cost per lead from £300 to £2,000. Rixon's forward-thinking attitude encourages marketers to focus on building awareness rather than over-focusing on short-term metrics. It's what he did, setting up the business for success when the lockdown ended.

In this episode, you will be able to:

• Grasp the essential role of creativity and uplifting leadership in navigating the stormy seas of a recession.
• Gain insights into businesses who prospered by staying true to themselves and venturing into the realm of unconventional marketing.
• Recognise the potential rewards of channeling resources into marketing even when the economy takes a hit.
• Explore the irresistible allure of storytelling and individuality when it comes to capturing the attention of your audience.
• Harness the power of transcending boundaries and taking creative leaps with your marketing endeavours.

Meet Rupert Rixon, an impressive entrepreneur who has carved out his own share of the video production market with his unique and innovative approach to digital video production. Rupert's journey began when he started his own company seven years ago, right from his parents' garden shed.

Fast forward to today, and he's working with big names like Red Bull and Lululemon, as well as loads of exciting startups. Rupert's fearless attitude towards pushing creative boundaries has led to some incredible marketing campaigns, like standing on top of a plane while delivering lines for an ad. His dedication to making a lasting impression has certainly paid off, as his company continues to grow and thrive.

• Check out the tank ad that helped scale the business on Facebook.
• Hire a freelancer to create a video ad for your business.
• Invest in exciting elements to include in your video to capture audience attention.
• Use direct and specific language in your sales pitch to potential clients.
• Consider revisiting and updating successful ads to increase their value over time.
• Visit the company website to view their portfolio and learn more about their services.
• Contact the company to inquire about video production services for your business.

LinkedIn: Rupert Rixon | Dom Hawes

Web: Perspective Pictures | Selbey Anderson

Other links: Vimeo | YouTube | Facebook | TikTok |

Nearly 40% of people in the US listen and 25% of people in the UK are now regular podcast listeners. By the end of 2022, podcasting is projected to reach two billion in ad revenues. By 2024, that's going to double. Podcasting is popular among listeners and advertisers alike, but of course, there's more to audio than podcasting. 

In 2020, there were 4.2 billion digital voice assistant devices like Siri or Alexa being used and over 20 hours a week of live radio, is listened to by 89% of the UK population. These stats tell us it's a boom time for audio. 

With more advertisers creators, users and listeners entering the world of audio all the time, how should brands and companies go about getting their message heard? To find out, I spoke to three experts in audio. 

• Voice search for shopping is estimated to be worth $40 billion by the end of 2022.
• Podcasting is projected to reach 2 billion in ad revenue by the end of 2020.
• Audio branding is using sound to define or reinforce a company's identity.
• When done right, audio branding can go almost unnoticed.
• Brands and companies need to begin utilising voice as a tool, both for advertising and for building relationships with listeners.

This podcast uses the following third-party services for analysis:

Chartable - https://chartable.com/privacy

80% of all content on the internet is video content. Hard to believe?

Maybe, until you think that nowadays pretty much everyone has access to a high quality video camera, distribution platforms and mobile players. So, if everyone's got access to recorders, and everyone thinks they know how to use video, it's not surprising the video content is proliferating so fast. 

Brands simply have to begin taking video seriously and need to understand interactive video too.

But what's that going to look like? How does a professional stand out from an amateur? When the production tools are so good that even gifted amateurs can produce film with very high production values, how does a professional stand out?

In this episode, we're going to talk to two leading experts in the video marketing space. And we're gonna get some answers.

This podcast uses the following third-party services for analysis:

Chartable - https://chartable.com/privacy

Marketing operations or MOPs has become a bit of an industry buzzword of late and if you don’t know exactly what MOPs is, this is the episode for you. MOPs matters because technology is going to be one of your biggest marketing budget line items in the future

Joined Vantage Clever’s Karla Wentworth and Salesforce Datorama specialist Francesca Goldsmid to talk marketing operations, marketing technology, data and automation.

This podcast uses the following third-party services for analysis:

Chartable - https://chartable.com/privacy

Social media can be a minefield for businesses which ignore it. But it can also be a great place to galvanise digital communities and a place of creativity.

In this episode we explore the echo chamber. How should businesses perceive social and manage reputations on it?

This podcast uses the following third-party services for analysis:

Chartable - https://chartable.com/privacy

These days we’re all massively over-surveyed. We get why companies are obsessed with the happiness of their customers, but is sending another survey the best way of finding out?

Marketing Trek has a major issue with CSATs and NPS scores – these being customer satisfaction surveys and Net Promoter Scores. We think that in most cases, they are a waste of time and where they are not, they’re not being properly implemented.

But, we're open to persuasion, so we assembled a panel of experts to argue the case. Are CSATs and NPS garbage?

This podcast uses the following third-party services for analysis:

Chartable - https://chartable.com/privacy

When the future is so uncertain, how do marketing agencies plan? Take a leaf out of the military's playbook and wargame, that's how. In this episode, Chris Paton from Quirk Solutions talks through how to use scenario planning and stress tests to model out different versions of the future.

This podcast uses the following third-party services for analysis:

Chartable - https://chartable.com/privacy

As agency owners go through strategic planning for the year ahead, selling or maybe even buying have to be options? But, in a market where only one in ten business listed for sale make it to completion, how do get to the truth? We chose to speak to Lucas Weston's Howard Weston because he tells it how it is.

This podcast has some awesome and very direct advice for agency owners and senior managers.

This podcast uses the following third-party services for analysis:

Chartable - https://chartable.com/privacy

Many agencies are feeling the covid squeeze and cashflow runways are running out. Paul Winterflood from Moore Kingston Smith joins us to explain the critical KPIs that all agencies should be shooting for and where to financial management. These are magic numbers for marketing agencies.

This podcast uses the following third-party services for analysis:

Chartable - https://chartable.com/privacy