Marketing on Tap

Facebook is in the news again, for all the wrong reasons. An article on The Verge shares the story of one of Facebook's content moderation sites, and how having to watch horrific videos all day is taking its toll on the mental health of the contractors working there.

This article comes out the same week as Facebook announcing their new cryptocurrency platform. So will this impact what is undoubtedly an important addition to the platform, or can Facebook ride the bad PR around the network once again?

With the news that CrossFit are deleting their accounts on Facebook and Instagram, the multi-national brand is just the latest in a growing number of brands pulling, or deleting, their social media accounts.

When it comes to the customer lifecycle, a lot of marketers and businesses are still only thinking in the linear - find an audience, look to attract them, sell a product/service, and done. But this misses a far bigger picture in the journey.

While getting leads and conversions is important, it's just one facet of the complete journey from interest, research, intent, etc. By remaining linear in their thinking, marketers are losing out not only on customers, but potential advocates and ambassadors as well.

In this week's show, we look at why you need to bend the customer lifecycle journey, and how you can use advances in technology and AI when it comes to determining what steps you need to take in the early part of the customer lifecycle, as well as the latter part once converted.

Settle back and enjoy this week’s topic, brought to you in the usual unscripted manner that you’ve come to expect when Sam and Danny take the mic.

Support Marketing on Tap:

Listen or leave a review on iTunes

Listen or leave a review on Google Podcasts

Listen on Spotify

When it comes to loyalty and/or affinity programs, many businesses and brands are still missing the mark. Too many go for short-term thinking, and offer discount after discount to get customers into their stores, and this can hurt them in the long term.

With new programs from Canadian coffee chain Tim Hortons, updated programs from Starbucks, and new lifestyle programs from Barneys in the U.S. all offering different takes, should businesses be concentrating on affinity or loyalty?

In this week's episode of Marketing on Tap, we look at the different approaches various brands are taking, and share what your business should be looking to do when it comes to understanding your customer base, and what type of program you should offer, loyalty or affinity.

Settle back and enjoy this week’s topic, brought to you in the usual unscripted manner that you’ve come to expect when Sam and Danny take the mic.

Read the transcript of this week's show

Support Marketing on Tap:

Subscribe or leave a review on iTunes

Subscribe or leave a review on Google Podcasts

Subscribe on Spotify

Social influencers, and influencer marketing in general, are once again under the microscope as media publications share articles that are split into two trains of thought. The first is that social influence is the worst thing to happen to marketing, while the second states that influence marketing is a key business strategy in 2019.

So which viewpoint is correct? Is there still a place for social influencers after the debacle that was Fyre Fest, or was that just an example of a poorly-executed program, and not reflective of a true influence marketing strategy and campaign?

In this week's episode of Marketing on Tap, we look at the different opinions around influence marketing, and some of the things your business needs to be aware of with social influencers when it comes to your own marketing strategy.

Settle back and enjoy this week’s topic, brought to you in the usual unscripted manner that you’ve come to expect when Sam and Danny take the mic.

Read the transcript for this week's show

Support Marketing on Tap

Subscribe or leave a review on iTunes

Subscribe or leave a review on Google Podcasts

Subscribe on Spotify

In a stunning about turn, Mark Zuckerberg published a privacy manifesto that essentially changes Facebook as we know it. By moving to end-to-end encrypted messaging, the public newsfeed that everyone has been using for the last 10+ years has basically been side-stepped.

While Zuckerberg states that "public Facebook" will continue in some form, he sees private, one-to-one or one-to-few conversations as the new standard. If this is the case, the implications for all users of Facebook - individuals, brands, advertisers, and more - could be huge.

In this week's episode of Marketing on Tap, we look at why Zuckerberg may be initiating this pivot, what it means for the future of the platform, and how businesses can get ahead of the curve before the chance is gone.

Settle back and enjoy this week’s topic, brought to you in the usual unscripted manner that you’ve come to expect when Sam and Danny take the mic.

Read the transcript

As both Nike and Gillette have shown in recent months, cause marketing is becoming an increasingly core part of a brand's marketing strategy. From societal and political issues and more, businesses aren't afraid to take a definitive stand when it comes to potentially controversial topics.

But does this have an impact on the brand's perception with consumers and, more importantly, sales and revenue? Does cause marketing attract consumers, or turn them off?

In this week's episode of Marketing on Tap, we look at how brands are adapting to the new consumer behaviours when it comes to causes they believe in, and whether they're genuinely altruistic or simply riding a trend.

Settle back and enjoy this week’s topic, brought to you in the usual unscripted manner that you’ve come to expect when Sam and Danny take the mic.

Read the transcript

With Disney's streaming service about to launch, and other platforms either already in the streaming game or about to enter it, how much of a threat is this to Netflix, and what does it means for users of online streaming services?

Will the likes of the video game crash of the 80's, and the music wars that saw Napster disappear under the onslaught of Apple, Spotify, and more be repeated with online video streaming? Or is there enough room for everyone at the table?

In this week's episode of Marketing on Tap, we look at how online streaming is adapting, and ask can it continue the way it is, or is there a "winner takes all" scenario looming?

Settle back and enjoy this week’s topic, brought to you in the usual unscripted manner that you’ve come to expect when Sam and Danny take the mic.

Read the transcript

Fast food chain Wendy's is facing major backlash on social media at the moment, due to their refusal to join the Fair Food Program, that offers human rights and protection from abuse for farm workers in the fast food supply chain.

As the calls for Wendy's to join the program grow, and marches are organized around the U.S. to add extra pressure, Wendy's seems to be digging in instead of acknowledging the increasingly bad press.

In this week's episode of Marketing on Tap, we look at Wendy's reaction, and ask if "the marketing of boycotting" is now a thing that brands use to both diversify their customers and identify the ones that will buy their product regardless.

Settle back and enjoy this week’s topic, brought to you in the usual unscripted manner that you’ve come to expect when Sam and Danny take the mic.

Mentioned in today's show:

Why are farmworkers embarking on the "4 for Fair Food" tour?

Even female corporate mascots are subjected to "fake geek girl" gatekeeping

Why are people boycotting Wendy's?

Read the transcript

As research continues to show, social media addiction is a growing problem, and one that's causing serious problems when it comes to our mental and physical health.

But whose responsibility is it to find a solution to this growing issue - the networks and users of them, or do marketers have a responsibility on how they use tactics like gamification of products to instil further desire?

In this week's episode of Marketing on Tap, we start the conversation around the long-term effects of social media addiction, and ask how we can turn the tide back before it's too late. Look out for more discussions on this in future episodes.

Settle back and enjoy this week’s topic, brought to you in the usual unscripted manner that you’ve come to expect when Sam and Danny take the mic.

Read the transcript