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Let's Talk Marketing

Updated 14 days ago

Business
Technology
Marketing
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Host Adam Fraser interviews marketing industry thought leaders from around the globe, including CMOs, academics, authors, consultants and speakers in this podcast about the strategic marketing landscape. By speaking to the brightest minds in the global industry with a wide ranging 'fire side chat' interview approach, this podcast will help you rise above the noise to join the dots and make sense of the fast moving and ever changing marketing sector.

Read more

Host Adam Fraser interviews marketing industry thought leaders from around the globe, including CMOs, academics, authors, consultants and speakers in this podcast about the strategic marketing landscape. By speaking to the brightest minds in the global industry with a wide ranging 'fire side chat' interview approach, this podcast will help you rise above the noise to join the dots and make sense of the fast moving and ever changing marketing sector.

iTunes Ratings

3 Ratings
Average Ratings
3
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0
0
0

The Best on Marketing and Finance

By RoninMarketeer - Mar 31 2020
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Adam does a great job covering what marketers need to know and how to improve. Well produced and straight to the point, Let's Talk Marketing is a great listen!

iTunes Ratings

3 Ratings
Average Ratings
3
0
0
0
0

The Best on Marketing and Finance

By RoninMarketeer - Mar 31 2020
Read more
Adam does a great job covering what marketers need to know and how to improve. Well produced and straight to the point, Let's Talk Marketing is a great listen!
Cover image of Let's Talk Marketing

Let's Talk Marketing

Latest release on Nov 22, 2020

Read more

Host Adam Fraser interviews marketing industry thought leaders from around the globe, including CMOs, academics, authors, consultants and speakers in this podcast about the strategic marketing landscape. By speaking to the brightest minds in the global industry with a wide ranging 'fire side chat' interview approach, this podcast will help you rise above the noise to join the dots and make sense of the fast moving and ever changing marketing sector.

Rank #1: Byron Sharp talks about marketing as a science

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Professor Byron Sharp, Director of the Ehrenberg-Bass Institute and author of ‘How Brands Grow’ discusses the importance of evidence-based marketing for buying behaviour and brand growth.

Nov 17 2019

41mins

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Rank #2: Seth Godin talks books, marketing and tribes

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Entrepreneur and writer, author of 19 best selling books, Seth Godin talks about three of his books, the power and influence of marketing and how it can harness ‘tribes’.

Jul 14 2019

37mins

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Rank #3: Aden Forrest talks Marketing Technology and Marketing Resource Management

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Aden Forrest CEO of Simple discusses all things MRM and intelligent marketing planning. A great conversation packed with insights from one of the Australian industry’s more experienced operators.

Aug 04 2019

41mins

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Rank #4: Wiemer Snijders talks marketing science fundamentals and buyer behaviour

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On this week’s podcast, Wiemer Snijders managing editor of highly praised book Eat Your Greens, Fact Based Thinking to improve your brands health, discusses the misconceptions about what works in marketing, metrics and shares some great insights on understanding buyer behavior across the marketing landscape.

Sep 08 2019

37mins

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Rank #5: Tom Goodwin talks about digital disruption, embracing new technology and advertising

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In this week's episode we welcome Tom Goodwin, author of Digital Darwinism and discuss the realities of technology and how it's changing the world. Some great insights on brand building, customer experience and the future of advertising.

Oct 06 2019

44mins

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Rank #6: Yash Gandhi talks long term brand building, helping customers and the power of creativity

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In this week's episode Yash Gandhi, Head of Marketing at Baiada Group talks about long term brand building, the importance of applying a long term and short-term lens when branding and the secret weapon of creativity: outsmart not outspend.

Aug 19 2019

35mins

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Rank #7: Amber Naslund talks driving reach and engaging digital content.

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Kicking off the first episode for 2020, podcast host Adam Fraser chats with long-time marketing nerd and LinkedIn Senior Consultant Amber Naslund, who debunks the myths on driving reach and engagement in LinkedIn.

Jan 19 2020

41mins

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Rank #8: Giles Palmer talks social intelligence and the voice of the customer

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In this week’s episode we welcome Giles Palmer, Founder of Brandwatch and we discuss social media monitoring, customer data platforms and hear some great insights on listening and responding to customer online conversations.

Oct 27 2019

45mins

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Rank #9: Gavin Heaton discusses data, tech, media and digital marketing innovation.

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In this week's episode Founder and Co-CEO of Disruptors Co, Gavin Heaton discusses marketing innovation from the inside out of organizations and how data insights drive customer experience.

Oct 20 2019

39mins

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Rank #10: Jay Baer talks customer acquisition and retention

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Internet marketing pioneer, Convince & Convert founder, speaker and best selling author Jay Baer talks about three of his books and their efficient and effective messages related to customer retention and acquisition.

Jun 16 2019

44mins

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Rank #11: Leisa Bacon talks brand building and the media landscape

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In this week's episode Leisa Bacon, Director of Audiences at the ABC discusses the value of brands, customization in social media and the changes of media consumption.

Nov 10 2019

42mins

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Rank #12: Mim Haysom talks marketing strategy

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CMO of Suncorp Mim Haysom talks all things marketing including agency v in house roles, brand strategy, balancing long term goals with short term targets, sponsorships and customer led business transformations. Great insights from the CMO of one of Australia's largest businesses.

Jun 23 2019

40mins

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Rank #13: JP Hanson talks about brand, strategy, marketing effectiveness and efficiency

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CEO of international strategic consulting firm Rouser, JP Hanson talks the stages of strategy development, formulation and execution.

Sep 22 2019

39mins

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Rank #14: Mark Ritson talks marketing education, media and building brands

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In this week’s episode we welcome Adjunct Professor of marketing at Melbourne Business School, Mark Ritson and discuss education, the scientific elements of marketing and explore the fundamentals of media marketing.

Sep 29 2019

40mins

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Rank #15: Matt Jones talks about the pillars of marketing

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In this week's episode Matt Jones Co-founder or Four Pillars shares his story as an entrepreneur and unpacks the difference between running a business and building a brand.

Nov 03 2019

46mins

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Rank #16: Mitch Joel talks marketing strategy and marketing technology

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Global thought leader Mitch Joel and author of Six pixels of Separation joins the podcast to discuss some home truths in today’s advertising and a range of strategic marketing issues. Great insights from one of the world’s leading marketing thinkers.

Jul 07 2019

47mins

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Rank #17: Dan Monheit talks behavioural economics

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Co-founder of Hardhat Agency Dan Monheit joins the podcast to discuss consumer decision making, behavioural economics and what all this means for marketers. We cover heuristics such as the Peak End Rule, Choice Paradox and Temporal Discounting. Fascinating stuff on why we buy what we buy and the irrationality of some of our decisions!

Jun 30 2019

37mins

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Rank #18: Dan Gingiss talks customer service and experience across the digital marketing landscape

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Dan Gingiss customer experience speaker, consultant and author shares his insights on the key components underlying the concept of ‘customer experience’ and listening to customers across social channels.

Jan 26 2020

44mins

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Rank #19: Darryn Wallace talks brand strategy and the future of FMCG

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In this week's episode Darryn Wallace, Marketing & Innovation Director of Lion Dairy shares his insights on the role of innovation as part of the marketing suite, building a sustainable and competitive brand and the trends shaping the FMCG landscape.

Dec 15 2019

45mins

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Rank #20: Tamara Howe, CMO of Kellogg's discusses all things marketing, authenticity and meeting customer demand

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In this week's episode we hear from Tamara Howe, CMO of Kellogg’s on all things marketing, listening where your passionate customers are talking and the importance of renovating products and packaging to meet customer demand.

Aug 25 2019

37mins

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Joseph Jaffe talks CoronaTV and finding purpose and connection amidst the pandemic

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Author, speaker and serial entrepreneur Joseph Jaffe is back on the podcast. This time, Joseph is delighted to share his most exciting project to date, CoronaTV – a weekly podcast about hope, positivity and optimism with a touch of marketing.
Since Covid changed life as we know it, Joseph has been on a mission to rediscover his own purpose while providing inspiration and motivation to the community wide and far. Together with some of the very best marketers, thought leaders and speakers (including P&G’s Marc Pritchard, NBA legend Jamal Mashburn and rockstar Mark Schulman to name a few), Joseph gives us the authentic, unfiltered stories that truly matters. At a time when brands are struggling to provide genuine connections, Joseph is showing the world what true customer centricity is all about.
In this episode we discuss:
  • The end of the corporate era and why size is no longer a growth enabler
  • Embracing brand mortality and building organisations that lasts
  • Mental health, connection and finding your purpose amidst a pandemic
  • From ‘me’ capitalism to ‘we’ capitalism - why brands should be serious about social good
  • Brand activism, picking sides and joining the conversation
Three Quick Questions:
  • A business book you recommend? – CoronaTV
  • Person to follow on social media or digital media? – Peter E Rork, co-founder and president at the animal rescue transport organisation Dog Is My CoPilot and Tom Morris, leading public philosopher and pioneering business thinker
  • One on one dinner with a living person? – Donald Trump
Want to get your hands on Joseph’s latest book? Check out Built to SuckTo watch an episode of CoronaTV, visit www.coronatv.show or subscribe to the show at http://bit.ly/coronatvsubscribe

Nov 22 2020

44mins

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Dan Monheit talks behavioural economics and heuristics

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Dan Monheit is the co-founder of Hardhat agency in Melbourne. Having started the agency fresh out of university, Dan has since had 15 years in the industry. Over the years he has seen the agency transform from a digital agency to a creative agency. At the centre of this transformation has been technological advancement coupled with the understanding of customer behaviours. Over the last 9 months Dan has seen the future of work evolve.Dan has his own podcast called Bad decisions which breaks down heuristic’s week by week.At the heart of Dan’s work is behavioural economics and heuristics. With goal to understand how people make decisions.
In this episode, we discuss: - An overview of behavioural economics and heuristics- The availability bias. The more easily you can record an example something the more likely it is to happen.- Heuristics – we are not the rational decisions makers that we believe we are. Heuristics are hacks that help us get through our day.- 1950s behavioural economics- we don’t make rational decisions all the time. Based on emotion, context and biases in which we make the decisions.- How the brain works to make decisions from an evolutionary perspective.- Social proof- built around the idea that we are social creatures by design. At a visceral level our brain is created to imitate others. Being with the group is often more important that being correct. Show the heard- find the way to show people that others have already picked you.- The licensing effect- ‘treat yourself.’ Inherit desire to balance our virtuous and indulgent self. Doing one thing that offsets another because we think we deserve it.- The effort bias- around our difficulty in trying to understand the value of something. High degree of effort = high value. Work out how you can celebrate all the hard work going in. Examples given from Wine/whiskey industry.- Our desire to take the safest option most of the time.- Counter trends to effort bias.
Three Quick Questions: - A business Book you recommend – Predictably Irrational: Dan Ariely- Person to follow on social media or digital media? – Benedict Evans- fortnightly newsletter and podcast.- One on one dinner with a living person? – the right thing to say is my kids, but I would also like to invite Rory Sutherland around.
To find out more about Dan or to contact him, connect with him on LinkedIn:Hardhat.com.auBad decisions Podcastlinkedin.com/in/danielmonheit

Nov 15 2020

44mins

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Cassie Roma talks about her journey of being a chief brand storyteller

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Cassie Roma founded CR&Co in March 2020, bringing people in project by project to create authentic stories. She has been the chief storyteller for brands big & small, global & local, for over a decade now.
Cassie has lived in Auckland for over 20 years and started her career in local council which taught her how to tie in marketing and advertising into the broader business structure. Following this, she has had a range of experience across the tourism, power, media and retail industries and more recently, starting her own business CR&Co.
Topics discussed
  • Role at Air NZ (Social Digital Role): Logo was a call to adventure and a tug to come back. Worked with the Global Brand team at a time where social media was fun and outgoing. Worked with technology which put humans and customer care team at the heart to banter but also show empathy with customers and continuity of care. Real culture of innovation, doing things quick, tested Snapchat, potential partnership with VICE Media etc.
  • Quick wins in social media: Utility and connection value with short-term engagement vs. quick wins. Retweet, like, share content with customers, are powerful tools to increase community engagement and customer satisfaction. E.g. Wild Thing does this.
  • Role at NZME Key Takeaways (Content Role): Traditional media was a new experience – first 6 months was spent learning to navigate different power dynamics, personalities, traditional media channels, balancing between true, honest journalism and paid advertising for it. Step out of marketing landscape and dive into the passion of storytelling. Focus on bringing a story to life within the confines of news/radio it was to make sure that people knew they were fact checked, resonate and add value. Navigating the changes in the digital/marketing ecosystem was a daily conversation – e.g. how do you price up a sponsored post for a business partner for a product they want to sell and publish?
  • Role at The Warehouse Group (Head of Content Marketing): Warehouse Group started to acquire very NZ/Kiwi brand. Sat within the internal creative agency. Ethics in marketing was challenged amidst marketing techniques exponential popularity.
  • CRM&Co: Set up in March 2020, was scheduled to do events in Abu Dhabi, London, Mexico, Australia. Aim to build sustainable ongoing connections and growth.
3 Quick Questions
  1. A business book you recommend: How to write one song by Jeff Tweedy
  2. One person to follow on social/digital to add value to the audience: Tom Goodwin
  3. One to one dinner with any human being on the planet: Elton John

Nov 08 2020

53mins

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Bronte Neyland talks marketing, innovation and growth for the higher education sector

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Bronte Neyland is the Vice President at Future Students and Marketing at Victoria University (VU). With nearly 20 years’ experience in the higher education sector, Bronte has been instrumental in driving strong international growth, focusing on innovative strategies to improve student load, revenue growth and VU’s international reputation.
The international student sector has been described as one of Australia’s largest exports, valued at nearly $40 billion. Building on her own experience as a former expat in Japan, Bronte emphasizes the importance of empathy when it comes to successful marketing and the power of real-time data to transform student experiences.

In this episode, we discuss:
  • Campaign focus vs brand building: the best strategies to attract new students
  • Social listening and the art of collecting actionable insights
  • How Covid-19 is changing higher education for the better
  • Victoria University’s block model and the future of education
Three Quick Questions:
  • A business book you recommend? - Drive: The Surprising Truth About What Motivates Us, by Daniel Pink
  • Person to follow on social media or digital media? - Andrew Norton @ https://andrewnorton.net.au/
  • One on one dinner with a living person? - David Attenborough
Want to learn more about Bronte Neyland? Visit https://www.linkedin.com/in/bronte-neyland-1513b9b/To learn more about Victoria University, visit https://www.vu.edu.au/

Nov 01 2020

47mins

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Ben Lilley talks about the future of the office and an integrated agency model

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Ben Lilley is the Creative Chairman at McCann. Ben started out as a creative with some of Australia’s leading agencies, including George Patterson Y&R, McCann and DDB, before launching SMART in 2000. SMART was recognised in numerous local and global creative, effectiveness and agency of the year awards, as well as the BRW Fast100 and B&T Employer of the Year awards.
Ben became Chairman and CEO of McCann Australia after they bought SMART in 2011. Over the following 7 years, McCann Australia achieved record growth and results and was named Agency of the Year at D&AD, London International, Spikes Asia, Campaign Asia, Campaign Brief, Mumbrella and AWARD. In 2013, McCann Australia made history as the world's most awarded agency for campaigns including the globally acclaimed "Dumb Ways to Die".
In this episode, we discuss:
  • The office of the future as a creative meeting and collaboration space
  • The genuinely integrated agency of the future with overarching holding company and underlying technology platform
  • The importance of creativity in achieving commercial success
  • The globally acclaimed “Dumb Ways to Die” rail safety campaign for Melbourne Metro
Three Quick Questions:
  • A business book you recommend? – Losing My Virginity by Richard Branson
  • Person to follow on social media or digital media? – take a break and enjoy time with family
  • One on one dinner with a living person? – Arnold Schwarzenegger
To see more award-winning work from McCann over the last decade, visit https://mccann.com.au/.
To find out more about the integrated HERO agency model, visit https://thehero.co/.

Oct 25 2020

49mins

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Will Leach talks about behavioural design

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Will Leach is the Founder and CEO of the Mindstate Group and TriggerPoint. Will is also the author of the bestselling book “Marketing to MindStates: a Practical Field Guide to Applying Behavioural Design to Research and Marketing” and a 2-time winner of the EXPLOR Award for behavioural science research innovation.
Will has over 25 years of behavioural insights experience and is a behavioural design instructor at the Cox School of Business BLC at Southern Methodist University and Texas A&M’s Human Behavior Lab. He is an expert in using behavioural psychology to optimize marketing and is a frequent contributor to Forbes writing about behavioural economics and behavioural marketing.
In this episode, we discuss:
  • Understanding human behaviour in a VUCA world (volatile, uncertain, complex, ambiguous)
  • Changing state of mind to change minds with the MindState Behavioural Model
  • The importance of higher order goals and 9 types of motivation in driving behaviour
  • How to overcome the attention filter, or the decision not to decide, by lowering friction
Three Quick Questions:To follow Will on Twitter - @trigger_pointer
To follow Will’s writing online or find out more about the book, visit https://www.mindstategroup.com

Oct 18 2020

41mins

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Donny Dvorin talks about the value of preserving privacy in advertising technology

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Have you ever browsed online for a pair of those black shoes, and whether you’ve purchased them or not, continue to be served ads for those black same black shoes wherever you browse online? This episode is for you.
Donny Dvorin is an industry leader in advertising technology sales and a marketing consultant with over 18 years of experience in media and advertising. Donny is the General Manager of Never Stop Marketing, where he leads the Research & Insights unit and the Head of Sales at Brave Software, a privacy focused web browser that results in a faster, safer online experience which puts the privacy back in the hands of the user.
In this episode, we discuss:
  • The power of blockchain in marketing, the exchange of payment for your attention
  • Stripping back the cost advertising technology away from the ‘middle-man’
  • The potential impacts of data privacy legislation on advertising technology and why the consequences are global
  • Giving back the power of targeted advertising to the user, allowing them to opt-in and be rewarded for their attention
  • How harnessing the power of privacy can result in a better customer for your business
Three Quick Questions:
  • A business Book you recommend? – Bitcoin Billionaires by Ben Mezrich
  • Person to follow on social media or digital media? – Jeremy Epstein (you can sign up to his daily blog at: https://www.neverstopmarketing.com/our-team/#leaders )
  • One on one dinner with a living person? – Elon Musk
To follow Donny on twitter - @DonnyDvorin
To find out more about Brave Software’s fast, privacy-oriented browser or to contact Donny, visit his LinkedIn profile - https://www.linkedin.com/in/donnydvorin

Oct 11 2020

39mins

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Greg Graham talks about pitching process in the zoom world

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Greg is the founder of independent company The Nest Consultancy specialising in Pitch Doctor projects, PR/Marketing plus Training & Development.
Greg started his advertising career in despatch at McCanns in 1973. In Greg’s 40+ years in advertising, he has worked for a number of high profile creative agencies; DDB, Burnett’s & JWT.
In this episode we discuss:
  • Significant changes in the agency landscape has faced over the last 40+ years.
  • How the introduction of automation and the increasing influence of technology has impacted the sector, and yet the level of creativity and focus retains
  • How did the industry adapt / pivot to incorporate the digital transformation?
  • The importance of team dynamics and operational relationships in a rapidly changing environment. Including retention of talent, cooperation with other holdings and getting the right working relationships.
  • How do the brands of tomorrow build resilience in the new ecosystem?
  • Current engagement with the Australian Association of National Advertisers (AANA) helping organisations reset their thinking to drive innovation and insights into their planning for future.
  • How to navigate the new advertising ecosystem.
  • How the pitch process has changed due to online platforms and to use it to your advantage
Three quick questions:1) A business book you recommend:
  • ‘No Rules Rules: Netflix and the Culture of Reinvention’ by Reed Hastings and Erin Meyer
2) One person to follow on social or digital media who would add value to the audience
  • Tom Goodwin
3) If you could have dinner with anyone living, who would it be?
  • Mark Pritchard – CMO of PNG
You can follow Greg on Linked In.

Oct 04 2020

41mins

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Mark Cichon talks about evidence-based marketing science

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Mark Cichon is a well-known business and marketing strategist. Being in the industry for over 15 years he is well versed in industry knowledge having worked with big brands such as DDB and Mars / Wrigley. He has also worked alongside direct marketing promotional agencies and has played the role of Strategic planner for creative agencies. In the last few years Mark has moved on to consulting in order to bridge the gap between marketers and agencies, encouraging better collaboration between them.
Mark takes inspiration from Byron Sharp who was his lecturer during his tertiary studies, and the Ehrenberg Bass Institute. However, he now also presents his own take in bite sized chapters on evidence-based marketing, which he shares through his LinkedIn.
In this episode, we discuss:
  • Evidence based marketing based on Bryon Sharp’s book “How Brands Grow.”
  • Differences between evidence-based marketing science and traditional observation in academia.
  • Challenging traditional approaches such a Kotler’s principles which are contrary to evidence-based marketing. With main difference being the Bass’ ability to test his assumptions.
  • Evidence based marketing as a tool to articulate marketing impact on consumer buying behavior.
  • Central theme: Focus on the light buyer category and apply three pillars (mental, physical availability and portfolio).
  • Debate regarding Differentiation versus distinctiveness. Distinctiveness as branding queues and differentiation added attributes to the brand.
  • Evidence based marketing as daily practice.
  • COVID and short termism.
  • Benefits of evidence-based marketing in a recession.
Three Quick Questions:
  1. A business Book you recommend – “First, break all the rules” by Marcus Buckingham
  2. Person to follow on social media or digital media? – Sorin Patilinet (Global Insights Director at Mars, on LinkedIn). Folks from Ehrenberg Bass : Byron Sharp, Jenny Romaniuk, Rachel Kennedy, John Daws and William Caruso
  3. One on one dinner with a living person? – Mick Jagger
To find out more about Mark or to contact him, connect with him on LinkedIn: linkedin.com/in/mark-cichon-2505b24

Sep 27 2020

54mins

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Nir Eyal talks about the hidden psychology driving us to distraction

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Author of ‘Hooked’ and ‘Indistractable’, speaker, teacher, and behavioural design consultant. As a behavioural designer, Nir has always been interested in the intersection between of psychology, technology and business. Nir taught at Stanford Graduate School of Business and later at Hasso Plattner Institute of Design at Stanford, and during his time in these institutes he came to understand the psychology behind how to make the kind of products and services that build healthy habits in people’s lives. This formed the basis of his first book “Hooked: How to build habit forming products” which is an insider’s perspective into how the world’s biggest social media companies, the world’s largest tech companies, get us hooked on their products. The book aims to help marketers, entrepreneurs, designers, investors, into building the habit-forming products and services that can improve people’s lives. Nir has in most of his career worked in the video-gaming and advertising industries and has learned and applied the techniques used to motivate and manipulate users. As an active angel investor, he continues to invest in habit-forming products, with his past investments including Kahoot!, Anchor.fm (acquired by Spotify) and Marco Polo, to name a few.
In this episode, we discuss:
  • Operating in the intersection of technology, business and psychology and how that forms the heart of habit-forming products
  • His book ‘Indistractable: How to control your attention and choose your life’, his own struggle with attention and why the ability of controlling your attention is the skill of the century
  • Root-cause of distraction – external triggers such as technology versus internal triggers
  • Unpacking distraction - how traction (and not focus) is the opposite of distraction, and how to lean in towards traction and living with intent
  • The importance of intentional planning and allocating time based on values and priorities
  • How to avoid falling in the rabbit hole of information and research related distraction with a simple 4-step strategy: Mastering internal triggers, making time for traction, hack back external triggers, and finally preventing distraction with pacts
  • Other hacks in the book such as building Indistractable workplaces, having Indistractable relationships, and beyond
Three Quick Questions
  1. What business book do you recommend? ‘Dream Teams: Working Together Without Falling Apart’ by Shane Snow
  2. Who is one person to follow on social media? Writer, teacher and podcaster - David Perell, on Twitter (@david_perell)
  3. If you could have dinner with anyone, who would it be? Paul Graham – found of YCombinator, who inspired Nir to write
To learn more about Nir Eyal, his books and to gain access to an 80-page complimentary workbook for his book Indistractable, visit www.nirandfar.com.

Sep 20 2020

50mins

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Matt Williams talks about how digital consumers are redefining the telco landscape

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Matt Williams is the Managing Director of Marketing & Revenue at Optus. Matt arrived in Australia and joined Optus just over a year ago. Prior to this, he developed rich global experience and cross industry knowledge in New Zealand and Europe. During his time in Europe, he worked in banking and consulting sectors. Majority of his career was spent at Vodafone, where Matt lead the group in a several roles across marketing in both local and African/Asian markets.
In this episode we discuss:
  • The digital disruption of the telecommunications sector transitioning to the next era of industry, with seamless and dynamic experiences for customers enabled by 5G networks.
  • How marketing at Optus challenges the status quo in the telco market through powerful branding and establishing an end to end customer experience.
  • Key challenges in determining the optimal mix of long-term brand building and short-term activation and direct response.
  • How Optus built a sustainable differentiation and reshaped value proposition to ensure customer acquisition and retention.
  • How digital consumers are redefining the current telco landscape with trends in flexible working, shift to e-commerce and the rising consumption of video media.
Three Quick Questions:
  1. What business book do you recommend? ‘Everybody Lies’ by Steph Stephens- Davidowitz
  2. Who is one person to follow on social media? Scott Gallaway – Professor of Marketing at NY University Business School
  3. If you could have dinner with anyone, who would it be? Matt’s wife
To learn more about Optus and its offerings, visit https://www.optus.com.au/
You can follow Matt Williams on LinkedIn

Sep 13 2020

37mins

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Tom Roach talks about short-term sales activation versus long-term branding

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Tom Roach is a well-recognised marketing strategist who has been in the advertising industry for just over 20 years. Tom has worked with many infamous and successful brands, but perhaps his most proud campaign was Sainsbury’s “Try something new today” that delivered 1.9 billion pounds of sales. Tom has established himself as a champion for the commercial power of creativity through his work in London at AMVBBDO, Leo Burnett, BBH and recently adam&eveDDB.
Tom also writes his own blog discussing well known marketing ideas with a modern twist.
In this episode, we discuss:
  • Marketing effectiveness; how do you define it and how does it link to creativity
  • 'The Long and the Short of it: Balancing Short and Long-Term Marketing Strategies’ – by Les Binet and Peter Field
  • The correspondence between the level of creativity deployed and advertising effectiveness as well as the commercial impact of emotional creativity
  • How long-term brand building and short-term sales activation are not mutually exclusive and how the 60/40 rule should be adapted to each bespoke brand
  • Tom’s most recent blog post - ‘The wrong and short of it’, and how it champions for a radical middle path that looks at finding a balance between brand and performance marketers
  • The culture of binary opposition in marketing and how to find unity and a common enemy
  • The prevalence of short-termism in today's world and the impact of social platforms.
Three Quick Questions:
  1. A business Book you recommend? ‘Good Strategy Bad Strategy’ by Richard Rumelt
  2. Person to follow on social media or digital media? Tom Goodwin @tomfgoodwin
  3. One on one dinner with a living person? Tom’s wife Jane.
To follow Tom on twitter - @tomroachTo find out more about Tom’s blog or to contact him, visit https://thetomroach.com/

Sep 06 2020

43mins

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Joe Pulizzi talks about customer-centric content marketing

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Joe Pulizzi is the Amazon bestselling author of Killing Marketing, Content Inc. and Epic Content Marketing, which was named a “Must-Read Business Book” by Fortune Magazine.
He has founded three companies, including the Content Marketing Institute (CMI). In 2014, he received the "Lifetime Achievement Award" by the Content Council. His podcast series, This Old Marketing with CMI's Robert Rose, has generated millions of downloads from over 150 countries.
In this episode, we discuss:
  • The blurring of brands and media companies in the post-internet era
  • Finding “riches in niches” by identifying your audience and solving their problems
  • Different ways of monetizing an audience beyond selling more products
  • Why email remains at the top of the subscriber connection hierarchy
Three Quick Questions:
  1. A business book you recommend? Think and Grow Rich by Napoleon Hill (1937) and Principles by Ray Dalio (2017)
  2. Person to follow on social media or digital media? Jack Butcher @jackbutcher
  3. One on one dinner with a living person? Billy Joel
To follow Joe on Twitter - @JoePulizziTo find out more about Joe’s current writing online or his books, visit https://www.joepulizzi.com/

Aug 30 2020

45mins

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Michael Gillespie talks about Domino's digital journey

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Michael Gillespie is the Group Chief Digital and Technology Officer at Domino’s.
In this episode, we discuss:
  • The context and overview of Domino’s Pizza Enterprises including the 9 markets over which it has franchise rights, namely: Australia, New Zealand, Japan, France, Belgium, Netherlands, Germany, Luxemburg and Denmark.
  • How Domino’s leveraged digital marketing early to improve the customer experience and gain market share.
  • The nature of Domino’s’ marketing channels and the importance of providing different means by which customers can purchase Domino’s’ offerings.
  • Changing expectations in relation to customers’ digital experience, particularly the gravitation towards digital purchases.
  • The challenges with creating a digital customer experience, including generating awareness of digital platforms and driving traffic towards it.
  • The intersection of ‘front-end’ ordering process and the ‘back-end’ supply chain process.
  • How Domino’s has leveraged data and artificial intelligence to manage the supply chain more efficiently.
  • The importance of maintaining a customer-centric mindset when using customer data.
  • Domino’s’ approach to managing digital change and delivering a seamless solution for its customers.
Three Quick Questions1) What business book do you recommend? ‘The Hard Thing About Hard Things’ by Ben Horowitz2) Who is one person to follow on social media? Toto Wolff3) If you could have dinner with anyone, who would it be? Elon Musk
To learn more about Domino’s and its offerings, visit www.dominos.com.au
You can follow Michael Gillespie on LinkedIn.

Aug 23 2020

46mins

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Eaon Pritchard talks about creativity as the last competitive advantage

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Eaon Pritchard is widely regarded as an advertising industry authority. Having plied his trade in agencies such as Weapon7 in London and Clemenger BBDO in Melbourne for over 20 years, he writes and appears regularly, addressing the challenges facing the fast-evolving advertising industry.
Eaon is also the author two books; ‘Where did it all go wrong?’ released in 2018 and ‘Shot by both sides: What we have is a failure to communicate’, released in January 2020.
In this episode, we discuss:
  • The Dunning Kruger effect; the important difference between skill and expertise in advertising, originally developed from a scientific study of American Idol and how the advertising industry faces a similar problem
  • The ‘healthy scepticism’ that fuels Eaon to keep asking questions of the industry in the face of the evolving digital landscape
  • Why direct marketing in the digital era is a missed opportunity
  • Challenging the seemingly declining importance of creativity in advertising
  • Eaon’s own agency, ArtScienceTechnology, and how it has evolved beyond advertising to help solve behavioural and communication problems in business.
Three Quick Questions:
  • A business Book you recommend? – The Practice of Adaptive Leadership by Ronald Heirfetz, Marty Linsky and Alexander Grashow
  • Person to follow on social media or digital media? – Tom Goodwin @tomfgoodwin
  • One on one dinner with a living person? – Richard Dawkins (but Robert Trivers at the same time would be even better)
To follow Eaon on twitter - @EaonPTo find out more about ArtScienceTechnology or to contact Eoan, visit http://artsciencetechnology.com/

Aug 16 2020

41mins

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Faris Yakob talks about the value of "attention"

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Faris Yakob, award winning strategist, creative director, author of Paid Attention and co-founder of Genius Steals joins us for this week’s podcast. We discuss about the fast-changing media & advertising landscape, the value of attention, it’s underlying attention economy and its impact on building brands online.
Three questions:
  • A business book you recommend? The Attention Economy and The Range by David Epstein
  • One person to follow on social or digital media that you think will add value to the audience? Rachel Mercer Head of Planning at R/GA
  • if you could have a one-to-one dinner with any living human being on the planet who would you choose? Donald Trump or Banksy

Aug 09 2020

50mins

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Elgar Welch talks about the media monitoring landscape

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Streem delivers comprehensive and real-time Print, Online, TV, Radio and Social media monitoring and analysis to some of Australia’s largest corporate and government organisations.
Elgar Welch, CEO joins us today to talk about the Streem Platform, its role in disrupting the media commentary and monitoring market and the shifts in the media sector more broadly.
In this episode, we discuss:
  • Increased demand in media commentary and monitoring, particularly during the COVID-19 Pandemic. We discuss how Streem has shifted to meet these rising consumer demands, with a focus on speed, accessibility, accuracy and trust.
  • The benefit of integrating different media channels and types with analytic capabilities to provide a holistic and informed view for the customer, acknowledging that not all content is the same or valued the same but it is important to get it all at the same time
  • Different use cases and how the Streem platform has been used by different players in different industries
  • Balancing competing priorities of speed and accuracy when disseminating information, especially in a tech-enabled environment
  • The seismic changes in the media sector in recent years. From the post internet period, to the massive digital disruption we discuss how the industry has had to adapt, importantly, discuss how we see the sector growing, moving forward into the future
Three quick questions
  • Business book you’d recommend: ‘Hostage at the Table’ by George Kohlrieser. Its about negotiation, something we have to do day to day!
  • One person to follow on social or digital media – Ben Smith, who’s a great media writer with really good content – and a unique view on things.
  • One to one dinner with any living human being on the plant – Our team! We’re in a situation where we haven’t seen people for months and I fear that’s going to go on for months and months more. So to be perfectly honest, it would be great to have dinner or lunch with a whole lot of staff.

Aug 02 2020

38mins

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Yves Calmette talks about digital transformation journey for Not-For-Profits(NFP's)

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Yves Calmette, CMO of WWF Australia and CMO50 Winner joins us this week.
With an extensive background in marketing, advertising and communications, Yves shares his experiences working in international advertising agencies, the nuances in marketing between France and Australia and the misconceptions working in the NFP space.
In this episode we discuss:· WWF’s purpose, the key initiatives and priorities they are working on in Australia and how that has been accelerated with the bushfires and COVID19· The dynamics of building a global brand yet tapping into local culture, market conditions and current priorities· The need to balance long term brand building with short-term direct response and activation and the myths surrounding the NFP sector· The careful process of digital transformation and change management to adapt to market conditions and the need to cultivate a culture of innovation· WWF’s comprehensive ‘voice of supporter” program, market research initiatives and brand health track research. Yves also explores the role of trust as the most important asset for WWF and how to trigger word of mouth marketing· The importance of the WWF website as the main engagement tool and the considerations taken in order to strengthen relationships with supporters and potential donors
3 quick questions
  • Business book you recommend? “Essentialism” by Greg McKeown
  • Person to follow on social or digital? Tim Duggan – core founder of Junkee Media and is a digital marketing transformation/millennial guru.
  • One on one dinner with a living human? Actually, dinner with three people not one! Justin Trudaeu, Emmanuel Macron and Jacinda Adern.
Website: www.WWF.org.au

Jul 26 2020

42mins

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Robert Rose discusses the fascinating history and evolution of media and marketing

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Robert Rose, author, speaker, founder and chief troublemaker at the Content Advisory - the education and consulting group with the Content Marketing Institute, joins us for this week’s podcast. Using his in-depth knowledge of how to operationalise and make functional content strategies in marketing communications, we discuss the fascinating history and evolution of media and marketing.
In this episode, we discuss:· What the future of virtual conferences may look like in a post COVID-19 world including the challenges and opportunities in pushing the medium beyond webinars. Thoughts around how physical conferences in their classic format may have changed forever. And, what we can learn from the fruition of other mediums and movements i.e. television, radio and the internet in elevating experiences.· An exploration into the timeless thinking within the history of marketing. This consists of a detailed discussion around the four seminal textbooks and perspectives that Robert deems foundational in marketing practice and that still remain relevant today. These includes:
  • Phillip Kolter - Marketing Management (1967): The evolution of marketing from selling to creating value and value exchange; and the foundational elements of human behaviour.
  • Peter Drucker - Management (1974): Marketing and innovation as the unique distinguishing functions of the business; and the creation of value by preserving the consumers view of a business in a way that aligns in societies wellbeing.
  • Theodore Levitt - Marketing Imagination (1983): The value of listening to customers to flag unmet needs; and the traceability of modern platitudes to Levitt’s view of positioning marketing strategy around the customer experience.
  • Don Schultz, Integrated Marketing Communications (1993): The integration of the entire communications strategy of an organisation to serve, reach and influence their audiences.
· A reflection around the importance of appreciating and celebrating the legacy of marketing history and long-term trends.· A thought around the worth in looking forward and questioning what we are adding to the marketing discipline today and the legacy that we want to leave for future generations.
3 Quick Questions:1. A business book you recommended?The end of competitive advantage by Rita Gunther McGrath2. A person to follow on social or digital?Andy Crestodina, CMO and Co-founder of Orbit Media StudiosRoger Martin, Professor Emeritus at the Rotman School of Management at University of Toronto3. One on one dinner with a living human?Barack Obama
For more of Robert check out: · Twitter: @Robert_Rose· LinkedIn: linkedin.com/in/robrose· Robert’s writing: https://contentadvisory.net/

Jul 19 2020

48mins

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Jude Leon talks about the importance of Customer Experience in Not-for profit(NFP) organisations

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Jude Leon, Head of integrated marketing communications at The Australian Red Cross Lifeblood shares her insights about improving customer experience at Redcross to bolster donor numbers.
Highlights of the episode: 1. Roles: Great mix of industry experience across different sectors such as retail, fast food, finance, utilities etc. Diversity and breadth of experience has been really valued by employers in recent times.2. Marketing mantras: Learn a lot about the complexities and how different places work. Working in different industries you see the best and worst of people.3. NFP: Working somewhere where the purpose is about saving lives has been very empowering4. Lifeblood organisation: At our core, about helping Australians be the best they can be. Major contributor to other health services where donations are purely from blood donors. 1.6m donations each year.5. Culture at Lifeblood: Not like the stereotypical perception – everyone is passionate and committed to the purpose. Incredibly complex and commercial organisation, especially supply chain. Need to maintain active donor panel (approx. 500,000 people) and meet demands for different blood types and locations.6. Brand: Launched new brand in November after 2 years of working towards the brand change. Underpinned by wanting to position themselves for the future and building a greater understanding of purpose beyond blood. Warm, heartfelt, a brand that was modern and innovative.7. Customer Experience: Try to get donors to donate, make the appointment, and show up for the appointment. Almost half of the people cancel or don’t show up. Focus on repeat donors – really focused on nurturing people and giving them the support they need8. Demographic segmentation/different types of messaging: think about what messages resonate with different audiences e.g. a younger audience may feel that blood donation is a way of helping, for older audience may feel less connected to working life, starting to think about their purpose, more time on their hands. In the process of building a behavioural segmentation model.9. Marketing methods: heavy focus in this area to test messaging and see what works. Need around 2000 donors each week. Paid media is a big driver of this. Much better understanding of acquisition models. Traditional media like radio is still very important but a huge shift to digital (almost two-thirds).10. COVID-19 impact (here and now): Hard to predict longer term impacts, donors feelings moving from me to ‘we’ – people are thinking about each other. Focus on essentialism.
3 Quick Questions1. A business book you recommend: Disruption by Jean-Marie Dru2. 1 person to follow on social or digital media: Dan Monheit3. 1-1 dinner with any human being on the planet: Ira Glass

Jul 12 2020

47mins

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The Best on Marketing and Finance

By RoninMarketeer - Mar 31 2020
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Adam does a great job covering what marketers need to know and how to improve. Well produced and straight to the point, Let's Talk Marketing is a great listen!