Digital isn’t what it used to be and neither is marketing. In this episode of Smarter Marketer, James welcomes back industry legend Rand Fishkin, Co-Founder and CEO of Sparktoro, to cut through the noise as they discuss the flawed logic of traditional attribution models, the pitfalls of over-relying on Google and the importance of audience-first marketing to future-proof your digital strategy.
Key Takeaways:* Zero-click searches and AI Search tools - Where is traffic going? * The AI hype cycle - Why most marketers are chasing the wrong trends * SEO and digital PR strategies - When and why it's vital to invest in PR * The hidden challenges of AI data sources and what they mean for marketers * How to find and engage your ideal customers through audience research * The evolution of social media - How platforms like Facebook, LinkedIn and TikTok are shifting * Privacy, data collection and attribution - Why traditional tracking models are failing * Brand awareness vs paid advertising - How to strike the right balance
Guest:Rand Fishkin is the co-founder and CEO of SparkToro, a leading audience research software company helping brands discover where their target customers engage online. Prior to founding SparkToro, Rand was the co-founder of Moz, where he built one of the most influential SEO communities in the world.
He’s also the author of Lost and Founder, a candid look at the startup world and a frequent speaker at global marketing conferences.
You can follow Rand on LinkedIn.
Find Us Online:James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/
Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcast
Rocket Agency Website: https://rocketagency.com.au/
Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/
Buy Smarter Marketer:Hardcover: https://amzn.to/30O63kg
Kindle: https://amzn.to/2ZqfCWm
About the Podcast:This is the definitive podcast for Australian marketers. Join Rocket Agency Co-Founder and best-selling author, James Lawrence in conversation with marketers, leaders, and thinkers about what it takes to be a smarter and more successful marketer.