Digital Marketing Musings

Digital Marketing Musings

By MerkleBusinessMarketing
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Digital Marketing Musings episodes

  • Episode 47: Understanding Today’s Market: Telecom

    In this episode, Gaia and Andreah are joined by two Merkle experts in telecommunication marketing, Suzy Jackson, Creative Director and Kristina Easter, Senior Creative Strategist. Listen in for insight into this innovative and evolving industry.

    Highlights include:

    • What is the telecom product?
    • Which wider market trends are impacting the industry?
    • How can telecom brands sell consumers on the idea of switching carriers?
    • What is the value in looking at loyalty from pre-pay and post-pay perspectives?
    • How are brands providing equity in the space?
    • Where do marketers draw the line in being responsible marketers, delivering relevant messages to consumer while respecting privacy?

    Resources:

    • Consumer Loyalty Trends to Watch that Make or Break Brand Relationships Webinar
    • 2022 Performance Creative Storytelling Ebook
    • Embracing Ethical AI
    • Break the Barriers to Connected CX: Five ways to close the gap between data and experience
    • How to Inject Humanity into B2B Marketing

    25 min
  • Episode 46: Ethical AI and Machine Learning

    In this episode, Gaia and Andreah discuss how marketers should approach ethical AI and machine learning with Merkle’s Shirli Zelcer, Global Head of Analytics and Kirt Morris, Global Chief Equity Officer.

    Highlights include:

    • How have AI and machine learning changed over the years?
    • What are the top AI applications in marketing?
    • Why is transparency so important?
    • Who decides what is ethical AI in today’s market?
    • What does responsible AI legislation look like in 2022?
    • Why should businesses be assessing their marketing programs and conducting audits on how AI and machine learning inform decision-making?

    Resources:

    • Embracing Ethical AI
    • How to Start Using Ethical AI Today – A CMO’s Guide
    • The Components You Need in a Connected Identity Platform
    • Break the Barriers to Connected CX
    • Trust Building: 3 top tips for better AI-powered experiences in ecommerce – VentureBeat
    • Maximize Machine Learning with Google Analytics 4 – TechnologyAdvice

    26 min
  • Episode 45: Understanding Today’s Market: CPG

    Gaia and Andreah chat with Merkle retail media experts Leah Key, Performance Media VP and Mika Takahashi, eRetail Director. This episode dives into today’s consumer packaged goods (CPG) market.

    Highlights include:

    • How does marketing for CPG differ from other industries?
    • Why must marketers be reactive in this dynamic, changing market?
    • How do CPG marketers approach engagement?
    • What is cobranding, and how is it changing the CPG game?
    • Why do marketers need to keep up with the latest shopping trends and follow a customer’s entire path to purchase?
    • What are the benefits of working with retail media networks?

    Resources:

    • The Evolution of E-Retail
    • The 2022 Holiday Preparation Playbook
    • Digitizing the In-Store Shopping Experience
    • Adweek Commerce Week 2022: Takeaways for Brands, Retailers, Agencies, and Partners

    24 min
  • Episode 44: Understanding Today’s Market: B2B

    In this episode, Gaia and Andreah discuss B2B basics with Merkle experts David Charles, VP, Customer Strategy, and Brent Walter, Sr. Director, Customer Strategy. Listen in for current B2B market challenges and insights.

    Highlights include:

    • How do B2C and B2B prospects differ?
    • Why is a 401k a B2B product?
    • When it comes to messaging, how do marketing and sales interplay?
    • How does Merkle approach B2B engagement from a marketing perspective?
    • What are the differences in marketing plans between B2C and B2B?
    • What impact is inflation, privacy changes, policy changes, and supply chain effects having on B2B?

    Resources:

    • Push the B2B Boundaries Report
    • Curating Data for Effective B2B Marketing
    • Setting the Analytics Stagy for Tomorrow’s B2B Buyers
    • Performance Media Report, Q3 2022
    • Avoiding Webinar Fatigue in Your B2B Marketing Strategy
    • Gold Standard Guide to Maximizing Marketo Engage Report

    20 min
  • Episode 43: Understanding Today’s Market: Nonprofit

    In this episode, Gaia and Andreah are joined by Christy McWilliams, VP, Customer Strategy at Merkle and Rick Gentry, Director, Client Strategy at Merkle. These nonprofit and fundraising experts dive into best practices for building a relevant and successful nonprofit marketing strategy today.

    Listen for these highlights:

    • What unique challenges are nonprofit marketers facing right now?
    • Why are nonprofits rated by third parties, and how does this affect consumer behavior?
    • How does the nonprofit business model differ from other industries?
    • What are top nonprofits doing to evolve in the current economic market?
    • How are inflation, supply chain disruptions, and COVID-19 affecting nonprofit growth and marketing?
    • How can we put philanthropy front and center for future generations of donors?

    Resources:

    • Three Components of the Nonprofit Tech Stack
    • How to Build a Better Data Strategy
    • How Virtual Events Drive Tangible Results for Nonprofits
    • Performance Media Report, Q3 2022
    • 40 Over 40 Award by Pursuant

    41 min
  • Episode 42: Navigating the Transition to GA4

    In this episode, guests Andrew and Nick chat with Gaia and Andreah about the marketing implications of the latest iteration of Google Analytics, GA4. Nick Iyengar is the VP of Analytics at Merkle | Cardinal Path, and Andrew Stark is a manager of the Technology Strategy team at Merkle.

    Listen for these highlights:

    • Why is GA4 being launched now?
    • What are the benefits to starting your GA4 migration earlier?
    • Why should marketers build historical data with GA4?
    • How can Google Signals improve accuracy and identity resolution?
    • What’s the difference between observable and unobservable data with the model approach?
    • Why are CDPs (Customer Data Platforms) becoming leaders within the digital identity space?

    Resources:

    • Intro to GA4: Universal Analytics Versus GA4
    • GA4 Ask Me Anything Webinar
    • How to Build Your Google Analytics 4 Adoption Roadmap
    • Maximizing Google Analytics 4 Integrations
    • GA4 Exploration Module Overview
    • Marketers Are Prioritizing Analytics and Creative More This Year – Here’s Why
    • Google Announces Deprecation of Universal Analytics – Blog by Nick Iyengar
    • Google Analytics 4 Won’t Support IP Addresses. Now What? – Blog by Andrew Stark

    34 min
  • Episode 41: Top Trends in the Q3 Performance Media Report

    In this episode, Gaia and Andreah are joined by Merkle experts, Melissa Reilly, Associate Director, Marketing Communications, and Rachel Monfre, Director, Digital Strategy.

    Together, Melissa and Rachel chat through insights from Merkle’s Performance Media Report and media strategy research. Their experience in performance marketing and client work across verticals shines as they share marketing trends and explore how consumers are looking for authentic engagement.

    Highlights include:

    • How has machine learning and automation improved marketing strategy?
    • Why is privacy a complicated topic for advertisers and consumers?
    • What can brands do to respond to impending and current privacy initiatives?
    • How is inflation affecting consumer sentiment?
    • Is your value messaging and creative truly connecting with customers?
    • How are brands like Facebook, Google, Paramount, and Audible responding to shifts in consumer behavior?

    Resources:

    • Performance Media Report, Q3 2022
    • Understanding Inflation’s Impact Across Generations
    • How is Inflation Affecting Brand Loyalty?
    • Marketers Are Prioritizing Analytics and Creative More This Year – Here’s Why
    • Aligning Data Strategies by Treating Experiences Like Products – The Drum

    23 min
  • Episode 40: Gaming Creative, Part 2

    This is part 2 of Gaming Creative, where guests Dave Meeker, Head of Design & Innovation Practice for Dentsu Creative Service Line, and Zach Debord, Executive Innovation Director for Isobar U.S., continue to talk with Gaia about the future of storytelling and gaming.

    With more than 30 years of experience between them, Dave and Zach explore how artificial intelligence (AI) and personalization with gaming can play into the commerce experience, from digital 3D try-ons to customized commercials.

    Get answers to questions like:

    • How has the digital customer experience evolved over the last 20 years?
    • Why must privacy encryption rise to the challenge of the evolution of data?
    • What about product interaction is meaningful to consumers?
    • How can gaming allow storytelling to take on a whole new role in CX?
    • Why shouldn’t businesses jump into gaming creative with both feet?

    Resources:

    • Three Reasons Ethical AI Needs to Be On Your Roadmap
    • Get to Know Reverse ETL: A Modern Way to Activate Your Customer Data
    • Simplifying Data Collection with Adobe Web SDK
    • Aligning Data Strategies by Treating Experiences Like Products – The Drum
    • Are You Ready for the ‘Digital Genesis’? – Forbes

    Listen to Gaming Creative, Part 1 here.

    19 min
  • Episode 39: Gaming Creative, Part 1

    In part 1 of Gaming Creative, Gaia and Andreah interview Dave Meeker, Head of Design & Innovation Practice for Dentsu Creative Service Line and Zach Debord, Executive Innovation Director for Isobar U.S.

    These gaming creative experts help brands navigate the ecosystem of virtual production – building exceptional experiences for clients from virtual breweries to VR music videos.

    Listen for a dynamic conversation on the future of reality + virtual content.

    Highlights include:

    • How have marketing-based games changed over time?
    • What’s new with commerce and gaming?
    • When is the new wave of immersive technology coming?
    • Why do brands need to know their best channels to invest in?
    • How are games and movie making converging?

    Resources:

    • How Marketers Can Fully Leverage the Power of Video
    • Rebuilding Your Digital Messaging Strategy
    • What is Ethical AI?
    • 3 Ways to Digitize the In-Store Shopping Experience
    • Q1 2022 Digital Marketing Report
    • An Introduction to Blockchain, the Future of Web 3.0 Marketing – Advertising Week

    40 min
  • Episode 38: How is Inflation Affecting Brand Loyalty?

    In this episode, Gaia and Andreah talk inflation with Chris Wayman, promotion, loyalty & messaging business leader at Merkle, and Michela Baxter, a Merkle Commerce & Experience team VP.

    Our guests ask the question, why is this inflationary period the perfect time to build value-based bonds with consumers? Listen to find out how inflation is affecting your customers.

    Highlights include:

    • Which world events are currently affecting inflation?
    • How is inflation affecting brand loyalty?
    • Why should transparency be a top concern for brands?
    • What can your brand be doing to support your customers?
    • Why are promotions and loyalty programs important right now?
    • How will Web3 and new privacy regulations affect loyalty efforts?

    Resources:

    • Inflation Resilience Dashboard
    • What Marketers Want and How Promotions Can Help
    • 7 Reasons CMOs Care About Promotions
    • 3 Levels for Reaching Today’s Consumers with Your Messaging Strategy
    • Who Eats the Cost of High Food? – NPR (Article mentioned at 7:30)
    • Celebrate Plant Earth with New Starbucks Earth Month Game, Odyssey Blend, and Merchandise – Starbucks (Promotion mentioned at 13:25)

    32 min

About Digital Marketing Musings

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What’s happening with digital media right now? This podcast provides a casual pulse on industry developments and applicable strategies for staying relevant in a rapidly evolving landscape. Marketers…