In this conversation, Stefania Casciari Carter, CMO at Precis, is joined by Lina Lundberg, Client Director and Strategist at Splay One, and Christina Descultu, Digital Media Specialist at Clas Ohlson. Together, they discuss all things TikTok marketing, emphasising the importance of community engagement, content creation, and understanding the platform's unique dynamics. They share insights on how brands can effectively succeed on TikTok, the significance of trends, and the need for a strategic approach to content that resonates with diverse audiences. The discussion also highlights the challenges brands face in adapting to TikTok's culture while maintaining their identity.

Takeaways

• Brands are recognizing TikTok's potential but struggle with execution.
• Community engagement is crucial for success on TikTok.
• Content must be platform-native and engaging, not just promotional.
• Understanding TikTok's algorithm is key to reaching audiences.
• Brands should focus on interest-based targeting rather than demographics.
• Timeliness in content creation is essential to leverage trends.
• Using influencers can help brands connect with communities effectively.
• Brands need to balance heritage with modern content strategies.
• Evaluating TikTok's ROI requires a multi-faceted approach.
• Spending time on TikTok is necessary for marketers to understand the platform. 

Timestamps:

00:00 Unlocking TikTok's potential for brands

03:01 Understanding TikTok's community dynamics

05:45 Navigating brand challenges on TikTok

08:49 Creating engaging TikTok content

11:49 The importance of trends and timing

14:39 Building and engaging with communities

17:54 The role of influencer marketing

20:39 Organic vs paid strategies on TikTok

23:37 Evaluating TikTok's ROI for brands

26:42 Key recommendations for TikTok success

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Stefania Casciari, CMO at Precis, together with Cédric Menard, CMO of Ellos, and Dag-Yero Midtvåge Steen Diallo, Client Director at Precis, discuss the intricate relationship between branding and performance marketing. They explore how branding has evolved over the years, the importance of defining brand in the context of e-commerce, and the challenges of building brand loyalty in a rapidly changing market. The discussion also delves into practical strategies for branding, the significance of measurement, and how to navigate economic uncertainties while maintaining branding efforts. Ultimately, they emphasise the need for marketing leaders to be bold and innovative in their approaches to branding and performance.

Takeaways

• Branding has been marketing for many centuries.
• Brand and performance shouldn't be separate.
• We've become smarter marketers, but also short-term focused.
• Branding is a long-term game that requires multiple interactions.
• You need to fix your performance engine first before branding.
• Branding becomes a cost and optional cost during tough times.
• It's crucial to build evidence over time for branding initiatives.
• Rethink your funnel stages and reporting timelines for better performance.
• During economic uncertainty, maintaining branding efforts can be an opportunity.
• CMOs should be bold and innovative in their marketing strategies.

01:05 The evolution of branding and performance marketing

05:02 Defining brand and its importance in e-commerce

08:10 Building brand loyalty in a competitive market

12:59 Challenges in selling brand internally

13:33 The evolution of e-commerce

15:15 Balancing performance and branding

17:34 Communicating brand value internally

22:49 Challenges in building a performance engine

24:36 Long-term strategies for branding

27:28 Navigating economic uncertainty

30:22 The role of risk in marketing

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Most brands talk about diversifying their media mix. Soundboks is actually doing it!

In this episode of Connecting the dots, we explore how the Danish portable speaker company is moving away from short-term performance loops and towards a brand-first, full-funnel strategy –starting with two unexpected cities.

🎙️ Carol Nachbaur – VP of Marketing at Soundboks

🎙️ Mickey Cavonius – Partner & CCO at Precis

🎙️ Simone Engbo Hansen – Global Content Lead at Precis

Together, they dissect how to invest in cultural relevance, build brand equity, and rethink what success looks like, all without burning your media budget.

Timestamps

00:00 Intro – What this episode is really about

01:18 Meet the guests – Who are Carol and Mickey?

03:00 Soundboks’ full-funnel pivot: from discounts to brand building

05:40 Why they picked Cologne and Chicago (not Berlin or LA as you might think)

08:50 What is the “lighthouse tactic” and why does it work?

10:45 Why the easy media mix can hurt long-term growth

13:50 Scrappy, not sloppy: creative ways to diversify

15:40 From brand moment to retargeting funnel: offline meets digital

18:00 Leading indicators vs lagging results – tracking what actually works

21:50 Why coolness, community and cultural fit matter

25:00 Aligning your entire org around one experience

27:30 “Own the Party” – the new Soundboks brand direction

30:00 Final thoughts – what marketers should focus on next

Key takeaways from the episode

• Don’t just chase efficiency, build a solid presence from top to bottom.
• Smaller cities can drive bigger brand impact if you go deep.
• Revenue is a result, not your only KPI.
• Offline moments feed digital performance, but only when done right.
• If you’re stuck, the problem might not be your funnel. It might be your mix.

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About Connecting the dots

Connecting the dots gives you clarity in the chaos of modern marketing. We present straight-talking insights on the trends that matter to marketers right now, powered by Precis’ expertise in data, media, creative, and technology.

Hosted on Acast. See acast.com/privacy for more information.

Is SEO dead? The future of search in an AI-driven world

AI-powered search is changing how people find information online – but does that mean SEO is dead? In this episode of Connecting the dots, we explore the future of search with:

🎙️ Lucy Perrott – Head of Growth at Bannerflow

🎙️ Kristina Bergwall – SEO Lead at Precis

🎙️ Simone Engbo Hansen – Global Content Lead at Precis

Together, they unpack how brands should rethink their search strategies in an AI-driven world.

Timestamps

00:00 Introduction – What this episode is all about

01:20 Meet the speakers – Who are Kristina and Lucy?

03:10 Is AI search a problem or an opportunity?

05:38 What is answer engine optimisation (AEO) and why does it matter?

08:57 How AI search differs from Google – and what brands should do

13:00 Is traditional SEO dead, or just evolving?

16:14 The role of digital PR and brand authority in search

20:18 Why SEO teams need to collaborate more with brand and PR teams

22:25 What marketers should do now to prepare for AI search

27:06 Speculations on the future – will AI search results be monetised?

30:35 Final thoughts – SEO is not dead, but it is changing

Key takeaways from the episode

• SEO isn’t dead – but AI search is changing the game.
• Answer engine optimisation (AEO) is emerging as a new way to increase visibility.
• Brand authority matters more than ever – AI models prioritise trusted sources.
• Testing and iteration are key – brands that adapt early will win.

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About Connecting the dots

Connecting the dots gives you clarity in the chaos of modern marketing. We present straight-talking insights on the trends that matter to marketers right now—powered by Precis’ expertise in data, media, creative, and technology.

Hosted on Acast. See acast.com/privacy for more information.