Digital Marketing Musings

Digital Marketing Musings

By MerkleBusinessMarketing
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Digital Marketing Musings episodes

  • Episode 37: Creating Value with NFTs

    The gaming series continues as Gaia and Andreah interview Mike Liu, Head of Innovation at dentsu, and Kevin Villatoro, a Web 3.0 subject matter expert with Global Partnerships at dentsu.

    Listen to learn what a non-fungible token (NFT) is and why they matter.

    Highlights include:

    • Why should marketers and brands care about NFTs?
    • What is a smart contract?
    • How do you know how much an NFT is worth?
    • Why should brands use NFTs to reward loyal customers with exclusive opportunities?
    • How can brands use NFTs to bridge their physical and digital presence?

    Resources:

    • NFTs Beyond the Hype: How to Put Non-Fungible Tokens to Work for Your Brand
    • What the Metaverse Means for B2B Companies – Inc.
    • How Will the Metaverse Fortify Customer Journey Analytics? – Advertising Week
    • What Do Consumers Think About Personalized Experiences?
    • Digital Marketing Musings: The Evolution of Web 3.0 & the Metaverse, Part 2

    40 min
  • Episode 36: The Evolution of Web 3.0 & the Metaverse, Part 2

    In part 2 of The Evolution of Web 3.0 & the Metaverse, Gaia Read and Andreah McCartney meet again with Sergio Barrientos, SVP Cultural Fluency, and Mike Liu, Head of Innovation at dentsu, to discuss how brands should approach digital transformation and the metaverse.

    Highlights include:

    • The principle of Web 3.0: new ways for us to connect
    • Why brands need to provide value to enter the space
    • The different levels of immersion in the metaverse
    • How brands should approach digital opportunities

    Resources:

    • What the Metaverse Means for B2B Companies – Inc.
    • Engaging Gamified Experiences Begin with Emotions – Advertising Week
    • NFTs Beyond the Hype: How to Put Non-Fungible Tokens to Work for Your Brand – Merkle
    • Digital Marketing Musings: The Evolution of Web 3.0 & the Metaverse, Part 1

    21 min
  • Episode 35: The Evolution of Web 3.0 & the Metaverse, Part 1

    In this episode, Sergio Barrientos, SVP Cultural Fluency at dentsu, and Michael Liu, Head of Innovation at dentsu, join Gaia Read and Andreah McCartney to discuss the evolution of Web 3.0 and what the future has in store.

    Highlights include:

    • User ownership in the Metaverse
    • The promises and goals of Web 3.0
    • New ways of thinking for brands with Web 3.0
    • Reshaping the current infrastructure of the internet
    • The value of NFTs
    • Blockchain and consumer privacy

      • Resources:

      • Report: Q2 2022 Media Insights Report
      • Articles:
        • Will the metaverse revolutionize customer experiences? – The Drum
        • How will the metaverse fortify customer journey analytics? – Advertising Week
        • Why B2B marketers must attack the metaverse right now – The Drum
          • 39 min
        • Episode 34: Marketing Opportunities in eSports

          In this episode, Gaia and Andreah chat with Neal Pedersen, Director of Strategy, MKTG Canada and Alex Li, Strategist, MKTG about the ins and outs of brands’ place in esports from sponsorship to advertising.

          As experts in the union of esports and marketing, Neal and Alex will discuss:

          • The difference between esports and gaming
          • Why brands don’t have to be endemic to be powerful players
          • The power of the younger esports audience and the next generation of consumers
          • Why brands don’t have to improve gameplay with messaging
          • How esports leagues are created and function
          • The different ways brands can get involved with esports teams
          • How brands can build a deeper connection with esports fans

          40 min
        • Episode 33: Hot Media Trends for Q2 and A Reflection on Q4

          Gaia and Andreah are joined by Associate Director of Marketing Communications Melissa Reilly and Associate Director of Digital Strategy Rachel Monfre in this episode as they discuss Merkle’s Q4 Digital Marketing Report and Q2 Media Insights Report.

          Listen to learn more about navigating these insights and trends:

          • Year over year changes in holiday shopping, travel, and CPC and CPM
          • Growth in Q4 with Tik Tok and streaming
          • Supply chain challenges
          • Predictions for summer travel in 2022
          • Personalization with third-party cookie deprecation
          • Influencer marketing

          Resources:

          • Whitepaper: Q4 2021 Digital Marketing Report
          • Blog: Why Didn’t CPC and CPM Growth in Digital Marketing Keep Pace in Q4?

          17 min
        • Episode 32: Gaming Options for Brands

          In this episode, Gaia and Andreah talk about the broad spectrum of gaming opportunities for brands with Sarah Stringer, EVP of US Media Partnerships at dentsu and Tommy Huthansel, Solutions Development Director with the newly launched dentsu gaming.

          From candy to toilet paper, listen for examples of how brands have done well breaking into the gaming sphere. This episode discusses:

          • Gaming across generations
          • Creating an authentic presence for your audience
          • Turnkey ways for brands to get involved
          • Brand safety and content suitability
          • Luxury and accessibility

          Resources:

          • Webpage: dentsu gaming
          • Podcast episode: Using Gamification to Drive User Engagement
          • Article: What Advertisers Stepping Into the Gaming Arena Should Know

          43 min
        • Episode 31: Using Gamification to Drive User Engagement

          In this episode, Gaia and Andreah chat with Merkle’s Michela Baxter, Senior Director of Experience & Commerce, to understand gamification and its essential role in customer loyalty strategies.

          This episode tackles questions that include:

          • What is gamification?
          • What elements drive engagement, and how can brands incorporate them?
          • How do game mechanics interact with engagement drivers to achieve positive outcomes?
          • Why is gamification important for brands facing the deprecation of third-party cookies?

          Resources:

          • Blog post: Two Key Elements of a Gamified Experience
          • Whitepaper: Two Essential Elements of a Gamified Experience
          • Podcast: Get Personal with Email Marketing Strategy

          25 min
        • Episode 30: How to Adapt to Digital Privacy in Email

          In this episode, Gaia and Andreah meet with Carly French and Phil Marsalona from Merkle’s technology strategy team to dig into the impact of digital privacy changes in email on the entire marketing ecosystem.

          This episode tackles questions that include:

          • What are the “hide my email” and mail privacy protection updates?
          • How do these changes impact campaign measurement and optimization?
          • How can marketers adjust their email strategy to thrive in this new environment?

          Resources:

          • Blog post: What is Apple’s New “Hide My Email” Feature?
          • Blog post: Implications of Apple’s Mail Privacy Protection (MPP)
          • Podcast: Get Personal with Email Marketing Strategy

          31 min
        • Episode 29: Get Personal with Email Marketing Strategy

          In this episode, Gaia and Andreah chat about the fundamentals of email marketing with Sara Caldwell, Senior Relationship Strategist for DEG Digital, a Merkle company.

          This episode tackles questions such as:

          • What is email marketing?
          • How can brands best manage their email programs?
          • What are the most important KPIs for email management?
          • Is email dead?
          • How can other channels successfully work alongside email?
            • 15 min
          • Episode 28: What’s Next? Digital Marketing Predictions for 2022

            In this can’t-miss episode, a panel of Merkle experts spoke with Gaia and Andreah to share predictions for what’s to come in digital marketing for 2022. Listen in to hear takes from Matt Mierzejewski, SVP Search Capability Lead; Alexis Sanders, Director of SEO; Ilon Weeldreyer, Director of Performance Media; and Eva Johnson, Senior Director of Marketing.

            Predictions in this episode touch on topics like:

            • How brands will build an infrastructure for success in SEO.
            • The impact of measurement changes on budget allocations in display and paid social.
            • How SEM practitioners will rework their account management approach with increased Google automation.
            • Impending identity crises for brands adjusting to new customer experience expectations.

            Resources:

            • Whitepaper: Q3 2021 Digital Marketing Report
            • Podcast episode: Supply Chain Woes and How to Pivot in Digital

            NOTE: After recording this podcast, Peloton pulled the ad discussed on 12/16, days after it aired, due to allegations against an actor in the commercial.

            51 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…