TMI with Kevin Ryan: Recent Episodes

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Kevin has a fun chat with Zach Rodgers, Editor-in-Chief and Co-Founder of Marketecture Media, a new media venture that helps people navigate the world of marketing technology. Zach also ran AdExchanger’s editorial operations and supported programming strategy for the company’s Programmatic IO and Industry Preview Events. Zach and Kevin discuss editorial independence, how Marketecture can help assist vendor conversations, and how Marketecture’s products and offerings can help both ad tech and marketing executives.

Takeaways:

[3:31] Zach believes in editorial independence and that there are still many strong journalists out there.

[10:50] How can AdvertisingWeek get better?

[13:32] What exactly is an oligarchy?

[14:32] As the economy turns down, unfortunately, the people that get fired first are often the ones with the creative and inventive thinker-type titles.

[20:35] Okay, what does it mean to be the Jenny to the industry’s Forrest Gump?

[22:43] Zach talks about Marketecture and how it cuts through the BS while providing people a platform to be curious and have genuine interactions. Marketecture can also help take the hocus pocus and hand waving away from the process, and help people understand the complex world of technology to make better vendor decisions.

[23:49] Zach breaks down the Marketecture pricing and the overall subscription model.

[28:48] What’s the plan for the future of the business?

Quotes:

• “There are still strong journalists out there.” — 4:33 Zach
• “Long live editorial independence. I believe it will continue.” — 10:38 Zach

Mentioned in This Episode:

Marketecture

Zach Rodgers

Star Wars: Be More Boba Fett: Always Get the Job Done, by Joseph Jay Franco

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Jennifer Sey is an author, business executive, and retired artistic gymnast. She’s also known in the marketing world for spending a great deal of time with Levi Strauss, as she managed all aspects of the brand as brand president, including product. Jennifer and Kevin talk about the hypocrisy of woke capitalism, and why brands should focus on having open and transparent conversations with their audience, or just decide to make it more about the product and less about taking a stand on an issue they might not be ready to fully back up. Jennifer and Kevin discuss a few examples of brand campaigns that have gone wrong, and the consequences that often come with trying to use social justice in your marketing.

Takeaways:

[4:10] Jennifer was at Levi’s for close to 23 years and moved beyond marketing to end her time there as brand president. She was outspoken about school closures and restrictions on kids during the pandemic, and discusses being asked to leave and her thoughts about the situation.

[10:11] In a tweet celebrating Women’s Day, Levi Strauss turned off the comments once they faced backlash. Jennifer and Kevin discuss alternative measures that could have been taken, and how it demonstrated just a tiny ripple in the wave of the many brands that are hypocritical in their woke capitalism.

[11:09] If Jennifer was to lead a marketing division or company again, she would make sure that everything they said and did was true, and that they walked the talk, even if it was a decision that came with some risk.

[12:18] There is often a huge difference between what brands say, and what they actually do.

[14:14] You can actually build greater loyalty and a true connection with your audience when they feel like it’s a two-way relationship and that you are open to listening. When a brand turns off comments, this sends a message that they don’t want to have the conversation.

[18:12] Jennifer discusses how we can assign weight to some of the feedback you get, at what point does it lose value, and when should we just decide to not engage?

[27:38] In the same way that consumers can intend to purchase a product but not buy it, they can also say they won’t buy it and do the opposite.

[30:00] Nike got themselves into hot water when they posted about woman-related holidays, and some major incidents came out that showed they may not have supported women the way they postured to do.

[33:00] A lot of the time, the pressure at a brand is internal and CEOs can be intimated by younger employees pushing.

[42:15] What brands like Abercrombie and Victoria’s Secret did wrong to alienate certain consumers from the beginning.

[44:19] One of the problems with guru-led management can be how it’s used selectively.

[49:02] Consumers are not stupid, and they can pick up when there’s a gap between what companies put forward and how they act.

[55:18] The blowback that Pepsi got because of a poorly done ad campaign suggests and illustrates that there are limits to what people will tolerate in terms of borrowing themes and imagery from social justice to sell products.

Quotes:

• “If I were to lead either a marketing division or company again, I would make sure that everything we said and did was true and that we walked the walk, even if it was a decision that came with some risk. I would also probably focus mostly on the product.” — Jennifer [11:09]
• “You can’t just ignore what you’ve been for decades. You’ve got to find a truth in it that can be made relevant today.” — Jennifer [45:19]
• “At the end of the day, you’ve got to market yourselves authentically.” [46:33]

Mentioned in This Episode:

Jennifer Sey:

“DiGiorno Used a Hashtag About Domestic Violence to Sell Pizza”

Sey Everything

“Oh the Ratio!”

White Hot: The Rise and Fall of Abercrombie and Fitch

“God May Forgive: But Google Never Forgets”

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Kevin welcomes Chris Cunningham, a true living legend in the digital space and a 20-year media and tech veteran who is a serial entrepreneur turned early-stage venture capitalist. Chris recently launched a $10 million early-stage venture to fund the C2V brand. He talks about how they select the brands in their portfolios. The guys give their real thoughts for better or worse on the Bay Area, comparing Shrek to Silicon Valley, and a few examples of the old economy legacy industries that are ripe for disruption. It’s a down-and-dirty discussion about disrupting the industries that may or may not be ready.

Takeaways:

[4:02] Chris discusses C2V and how they invest in verticals that have had stagnant productivity but are products and services we touch and utilize every day of our lives.

[6:57] What do Silicon Valley and Shrek have in common?

[7:24] San Francisco is oversaturated and overpriced, and deals are overvalued.

[10:00] It’s not just about the talent, but looking at the problems that are being solved and how they are going about solving those issues.

[14:08] Is it really mature to be investing in Web3 and NFTs?

[15:40] Chris talks about the process of finding companies to run.

[18:40] How has remote work and going virtual shifted things?

[19:31] Chris discusses deal flow and more on how they select the companies.

[24:01] Your deck is your best friend, and will then be the next step to possibly get you a 30-minute Zoom or phone call.

Quotes:

• [5:56] “It’s dirty, dull, and dangerous because these verticals are extremely boring, very sleepy, not that sexy. And that's why we like them.” — Chris
• [7:24] “Listen. We don’t hate on the Bay Area or San Francisco, but here’s the truth. It’s oversaturated. It’s overpriced. Deals are overvalued. Founder expectations are absurd.” — Chris
• [24:10] “It’s not a shark tank model. It couldn’t be the furthest thing.” — Chris
• [24:14] “The deck unlocks a 30-minute zoom.” — Chris

Mentioned in This Episode:

Chris Cunningham — C2 Ventures

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Kevin first gives his take on the slap heard across the world and then welcomes guest Mike Shields, Founder of Shields Strategic Consulting, host of Next in Marketing Podcast, and former writer and editor at Business Insider, Digiday, Adweek, and Wall Street Journal. They discuss how the world of online gaming is changing our society, a few important questions to ask as we possibly head into the Metaverse, and how to get to the point where we don’t have a detachment from reality while consuming these things. They also discuss collusion in our browsers, how we protect where our first-party data really goes, and their predictions for Facebook investing heavily in Meta, while ignoring a traditional ad model.

Takeaways:

[:44] Will Smith slapping Chris Rock was not okay, and thank goodness it wasn’t Martin Lawrence!

[5:52] How has online gaming changed?

[8:08] Is there real money in the Metaverse?

[9:45] Mike thinks the internet is getting better but is not sure if there will be a full VR replacement.

[11:33] Mike gives his thoughts on the possibility that there will be multiple rooms in the Metaverse.

[18:18] While we are in the initial phases of Metaverse with gaming, how do we get it to come together and make it more real?

[30:36] Because Google is getting a ton of heat from regulators, they’re going to get rid of the cookie, which affects 1,000s of companies and millions of websites.

[32:08] There are so many efforts to try and figure out what we do about targeting the open web and how to replace the cookie, but the money is going to the guys who have first-party data.

[37:08] Mike speaks to the allegations of Google manipulating markets.

[45:02] Is there a lack of diversity in thought now on social media? If so, what can we do about it?

Quotes:

• “They know how to mine people’s data and how to ratchet up anger and emotions to keep you around.” — Kevin
• “It’s interesting to me that as a tool for engaging with people, we eliminate all forms of constructive notes on our engagement.” — Kevin
• “There are so many efforts to try and figure out what we do about targeting the open web and how to replace the cookie, but the money is going to the guys who have first-party data.” — Mike
• “It doesn't make any sense from an ad serving perspective to serve 10 million ads once when you can serve one ad 10 million times.” — Kevin
• “I think the virtual goods thing will be big, but I don't know if it's going to be for everyone.” — Mike

Mentioned in This Episode:

Mike Shields: Twitter | LinkedIn | Substack

Google May or May Not Have Screwed the Entire Internet

Microsoft

Activision Blizzard

Cocaine and Waffles

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Mark Naples is the founder of WIT Strategy and has led strategic efforts on behalf of more than 450 companies, complete company re-positioning campaigns, and dozens of corporate and product launches. He joins the show today to talk about keeping your ego checked, why “bro culture” holds back brands, the importance of setting ground rules and keeping your principles honed, and building trust and true rapport with the media. Kevin also shares the wonderful yet horrible experiences he had while running for office!

Takeaways:

[9:44] Mark and Kevin talk about a few intense interactions with nameless figureheads about wanting to be on the cover of a magazine, when the focus should first be adding value and establishing trust with the media.

[11:41] Sir John Durham had what Mark calls an “intellectual curiosity that was insatiable, and an emotional connection and empathy that was insatiable.”

[14:40] Mark discusses working independently and getting to choose who he works with, and who he chooses not to work with.

[16:12] Kevin ran for office? He discusses both horrible and wonderful, and wonderfully horrible experiences. Why did Facebook shut down his account during the most crucial week?

[19:41] Does Mark just walk away from the conversation where someone can’t put their ego down, or does he keep a positive perspective?

[21:21] What are some symptoms of “bro culture,” and how does it hold companies and brands back?

[28:36] Your job is to help the reporter get smart about what it is you are offering, and help them understand it better. That is how you’re going to really succeed.

[35:32] How important is it when you’re getting information to be able to pair that up with somebody? How much information do you share with that reporter about the type of interaction that they’re likely to have?

[41:37] Mark mentions two great young journalists, Michael Learmonth and Emily Steele, who are now these hyper-respected people, and which one of them he’s afraid of.

[48:25] What are some of the best practices in building trust with reporters?

[49:01] Where is it going? Is it going to get any better?

Quotes:

• “To be authoritative, you have to have the respect of your peers and you have to be positioned well in the media.” — Mark
• “I tell them that you really need to focus on the value you create, not on yourself.” — Mark
• “Help the reporter get smart and help them understand better what problem you're solving. That’s how you’re going to really succeed.” — Mark

Mentioned in This Episode:

Sir John Durham

Tribute links to John Durham - Kevin will add

Mark Naples

WIT Strategy

Kate Kaye Explains WTF is Going on With Google

The Social Network

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Kate Kaye is an award-winning tech journalist who has published work in many places including MIT Technology Review and NPR. Kate covered the data industry for Ad Age and digital political campaigns for ClickZ. She joins Kevin this week to talk about Google’s Privacy Budget, the Privacy Sandbox Initiative, and how we get people to care about the disruption that is taking place. She explains the different ways industry groups are both hurting and helping their constituents, and how she feels the future of data tracking and privacy will go. Finally, Kate and Kevin discuss the need for more journalists to step and question the narrative so every day people are better equipped and more informed.

Takeaways:

[6:09] Kate and Kevin talk about why trade journalism is often disparaged by their industries. Do we need more journalists pushing back, or do we expect this to happen because the publication exists on ad dollars that help prop up the industry itself?

[8:06] Where is the intersection of advertising meeting liability?

[9:26] Kate talks about her piece for Digiday entitled “WTF is Google’s Privacy Budget?” It explores what a privacy budget is, how a privacy budget works, and what problems could arise.

[11:49] The industry is moving away from the old way of tracking people, but what new ways are on the horizon that we have to pay attention to?

[14:15] Google has proposed the Privacy Budget as part of its Privacy Sandbox initiative. What does that mean? And, does Google really care what happens out of its environment?

[17:47] How will this affect the everyday person?

[18:38] Data is defining everything and determining who makes the money and who doesn’t. — Kevin

[25:02] Kate shares her method of writing articles that can help both those hired to understand and wade through these complex privacy issues, and also the everyday common person who just wants to understand from an angle of their safety and privacy.

[30:50] Evil becomes an unintended consequence of power.

[33:52] What constitutes a privacy infringement, and are there groups looking out for our interests inside the Privacy Budget?

[38:34] Google has been reliant on tracking people, so what does Kate think this disruption will be, both short and long term?

[40:32] Are industry trade organizations really helping and bringing a needed solution?

[47:08] How do we get people to pay attention to what is happening with privacy protection and data collections? The movement in privacy that will steer legislators will put more restrictions on data collection and minimization. How will the conversation in business and marketing be shifting about it?

Quotes:

• “Data is defining everything and determining who makes the money and who doesn’t.” — Kevin
• “Evil becomes an unintended consequence of power.” — Kevin

Mentioned in This Episode:

WTF is Google’s Privacy Sandbox?

WTF is Google’s Privacy Budget?

ClickZ

Ad Age
ANA

Past Episodes of TMI

@KateKayeReports

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This week, Kevin welcomes Jonathan Elist, CEO of Penuma, an amazing solution for men that is not your traditional product. Jonathan discusses what Penuma is, and how radical transparency and trust are at the top of Penuma’s core values. He talks about some of the challenges in building the community, and how they balance both in-house marketing with agency outreach. He and Kevin also discuss Google Ads, Reddit, and word of mouth as a way to grow brand awareness and attract a network of happy customers and top-notch physicians.

Takeaways:

[2:38] Jonathan talks about building patient awareness around Penuma, and the two phases within the approach — FDA clearance and an actual patient awareness campaign.

[5:22] Penuma’s first approach was to build out a Google Ads campaign that complemented the SEO strategies and brought in organic traffic. The quality of leads wasn’t that great, and that is something Jonathan and his team have always had to contend with and continue to find ways to improve.

[8:43] They had to also establish legitimacy that they were not just another brand selling a crazy product or snake oil. This is where radical transparency came in and building long-term rapport with their customers. They also worked on not only building trust with consumers but with Google Ads and Facebook as well.

[12:47] There’s not a lot of negativity about Penuma, which is not always the case for similar products. Jonathan shares how they got men to step up and share their success stories and passion around the brand.

[16:48] The quality of the leads brought in by Google Ads has not been as good as social or organic.

[18:08] Kevin calls for an end to lead generation via LinkedIn. Stop the madness! Or at the very least — stop reaching out to him!

[19:09] Three things that account for Penuma’s success in marketing: establishing themselves correctly, distinguishing their brand from the nonsense, and catching people at the right time to make their decision.

[20:35] Jonathan shares how he got on the phone with Google, and how it’s a two-way conversation with Facebook and LinkedIn rather than a one-sided favor.

[23:29] As of the time of recording, Penuma may be on the search for a Marketing Director. Think you are a good fit? Reach out!

[25:37] Reddit can be the root of evil, or it can prop up companies. Penuma has a great Reddit Communitywhere men can communicate with each other and share their experiences.

[31:55] Jonathan gets beautiful handwritten notes and testimonials from men that they can use to show in their marketing geared not only towards prospective patients, but also a network of physicians.

[38:41] Penuma wants to try to position themselves as a leader in a space providing a way for men to gain more confidence and to feel their best. For years, the aesthetic space has been dominated by products geared towards women, but they are happy to be part of the forward change.

Quotes:

• “We’ve been extremely transparent around what we can and cannot offer.” — Jonathan
• “If you are on LinkedIn trying to sell me leads… please stop.” — Kevin

Mentioned in This Episode:

Penuma

Joe Rogan

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The digital transformation is changing every aspect of how companies do business, and the most successful companies are those who are leaning into these changes. Nita Sanger joins the show as the director of digital advisory practice at Cherry Bekaert and master of strategic intelligence, common sense, and in-practice digital transformation. She has seen firsthand the effect that the rapid pace of technology change has on companies of all sizes. She discusses the ways successful companies use technology to create a competitive advantage, the importance of company culture, and the role of holacracy in an effective digital transformation.

Takeaways:

[2:20] The greatest opportunities lie in companies that are willing to move fast.

[5:25] The pandemic has accelerated the pace of change by changing how we access every aspect of our consumer needs, from how we go to work to how we go to the grocery store. Effective digital transformation starts with how you use technology to create an advantage for your firm.

[10:34] Nita understands the importance of recognizing a need and figuring out how to solve for it and sees that the paradigm shift often happens most successfully at mid-level firms.

[16:46] The operational structures of organizations are often automated, while the people aspect of companies will never go away. But how does that apply in the personalization of the retail experience?

[21:19] If you can think outside the digital box, you have the potential for significant growth.

[24:01] Companies never start with the desire to transform, they only see the symptoms that are stunting their growth. Nita shares the 5 Rs that companies need to review to figure out where change needs to happen.

[32:05] How do companies need to adapt their culture to keep up with the digital transformation? The answer lies in harnessing the power of the next generation.

[36:30] Businesses are moving from a hierarchy to a holacracy, and what companies can create when everyone brings their different skill sets to the table is going to be bigger than ever before.

[37:57] Agility means scaling to the individual needs of every client that you work with.

Quotes:

• “Technology is the enabler of change. It’s not the driver.” — Nita
• “Whatever you do, you want to fail fast.” — Nita
• “Transformation is never one and done.” — Nita
• “Each one of us is good in our own areas but together what we can create is so much bigger.” — Nita

Mentioned in This Episode:

Nita Sanger | Cherry Bekaert |

“Hertz’s Lawsuit Against Accenture Highlights Familiar Industry Problem,” by Kevin Ryan

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Elizabeth Nader can tell right away whether she is coaching someone that has what it takes to succeed. Yes, talent and intelligence are important, but the ability to be coached is what takes someone that extra step further and gets them to grow past their limiting beliefs. As a coach, entrepreneur, author, and speaker, Elizabeth’s mission is to help people realize that they aren’t in competition with anyone else, just themselves. She joins the show this week to talk about the importance of embarrassing failure, taking a closer look at our limiting beliefs, who the enemy of our brand really is, and why we should plan to outdo our past, not other people.

Takeaways:

[6:07] You are your own brand; Elizabeth believes you are created on purpose for a purpose.

[8:13] Find yourself before the world tells you otherwise. There is not enough emphasis on teaching children to believe in themselves and know who they really are before the world forms an opinion and tells them who they should be.

[11:14] Your greatest strengths become your greatest weakness without wisdom. Great leaders communicate through authenticity and meet people where they are.

[12:17] Don’t be a trainwreck! Elizabeth says the trainwrecks are the people who just refuse to be coached. Yes, we know big personalities may have big egos, but the real challenge is listening and not always having a rebuttal or limitation in place.

[14:25] The best brands know what they are, they know who their enemy is, and they consistently show up in that manner. For Apple, it represents simplicity. For Starbucks, they may not have the best coffee, but they are clear on building a community.

[18:40] God is the best brander in the world. Elizabeth believes that we are created with our unique brand inside of us, but it’s up to do the work and show up in an authentic and open way.

[22:39] The most successful people learn from their mistakes and see “failure” as a learning lesson.

[24:39] Your metron is a circle of influence, and too often we expect our metron to be the whole world. Our metron expands successfully when we find our community and serve them, without trying to be everything to everyone.

[33:31] Consumers are getting more and more resistant to giving all their data away because they aren’t seeing the return. For example, with Facebook, we don’t quite know what all this data they have has brought into our lives.

[38:44] As a brand, you must know, what is the enemy?

[47:29] There is no limit to what you can achieve if you are in your own lane. Figure out who you are and double down on your gifts. Prosperity comes when you are in your lane.

Quotes:

• “You are either succeeding or you learn. You only fail if you give up.” — Elizabeth
• “A confused consumer doesn’t buy.” — Elizabeth
• “If you do the work and you are willing to say, ‘Who am I really?’, and let me match that up with what I do, that is when the world opens up to you.” — Elizabeth
• “You don’t need to be something to everyone, just serve your group as best you can.” — Elizabeth

Mentioned in This Episode:

Elizabeth Nader | Facebook | Master Your Mindset Radio

Rich Keller

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Kathryn Guess is a Product Manager for Microsoft, who built Game Stack and Azure PlayFab brands from the ground up. She joins the show this week to talk about how gaming isn’t the isolating experience one thinks it may be, and how gaming actually helps build communities and join people together — especially during the pandemic. She talks about the important and challenging issues in gaming regarding mental health and reporting domestic abuse, what the democratization of gaming means for both individuals and developers, and how gaming can contribute to a holistic lifestyle.

Takeaways:

[2:41] In the past, game development has been accessible only to the wealthy. Game Stack is about making game development more available to the individual developer. Kathryn is bringing Game Development to the people and showing the world that gaming can be about connecting with your friends and family, and part of a holistic self-care routine.

[5:24] Kathryn discusses the “aha” moment when she got together with game developers and listened to their unique set of struggles.

[7:55] Game Stack Live can lead to preserving a culture and focusing on social justice in a way that is more about making a difference than just money. Kathryn speaks about how one game helped others connect through learning an indigenous language and cultural storytelling.

[10:25] We can transfer successful technology from gaming and carry it over into business development.

[18:21] Kathryn is a hard-core gamer herself. She gets up at 4:30 a.m. to play Overwatch every morning.

[22:07] Gaming is a great way to get people from all walks of life together and to find common ground. In this polarized climate, gaming welcomes people from all genders, classes, and races.

[24:23] Kathryn appreciates the good-natured teasing that you hear in the gaming world.

[31:13] How do we deal with domestic violence in gaming? Since you are so intimately in the lives and basically at home with the people you game with, can you report a concern? There isn’t a good answer yet, but Kathryn says there needs to be.

[34:55] There’s a whole movement for absurd games because developers are getting the tools they need.

[41:21] Kathryn discusses the astronomical increase in gaming during the pandemic, and created communities, and how Discord helps people stay in touch and find their own interest groups. For example, Veterans can connect with one another even during off gaming hours and feel less alone and more understood.

Quotes:

• “Game Stack is about making game development more accessible to the individual developer.” — Kathryn
• “Game Stack is all about bringing game development to the broader people.”
• “Gaming isn’t just about shooting them up. It can be about connecting with friends and family and giving yourself some self-care.” — Kathryn
• “I think people saw over the past year how gaming can help and contribute to a holistic lifestyle.” — Kathryn

Mentioned in This Episode:

Kathryn Guess

An Airport For Aliens Currently Run By Dogs

Animal Crossing

Game Stack

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We’ve all dealt with clients that are directly problematic, or ones that mean well, but can have moments of toddler-like temper tantrums. Enter Carla Rover, an outspoken, very witty, and widely published writer, to help us navigate these waters. Carla talks about the reasons you may be getting ghosted after a job interview, content mapping and her way of doing it without emotion, and how best to show your value in a non-threatening way. She also gives her advice for writers and consultants new to the job market and how to get yourself to stand out (but not too much!) while virtual work continues to become the norm.

Takeaways:

[3:14] Carla talks about navigating a job search during the pandemic and why she decided to move away from telling companies what changes she would make during the interview.

[7:55] Companies can be very resistant to change, and consultants have to navigate these waters almost in the way you would help a toddler cross the street. Carla says that it’s best not to indict them for their past choices, but instead, show them how you can help in a non-threatening but data-filled way.

[10:54] We have to respect the world that people inhabit and keep our approach dignified. Carla discusses how there are more senior people looking for jobs than ever, and many well-established writers will take smaller jobs with fewer benefits than they previously would have.

[15:21] Companies want things fixed quickly and Carla explains how we can best enact change by using data and research to cite our decisions. Make it about the numbers, and not you. It’s a matter of being realistic but wrapping it in a magical school bus so everyone feels happy and in control of their choices.

[23:00] Carla feels like the interviews where she got ghosted may have been the ones where she tried to add value in the interview by providing suggestions. What to do when you get ghosted? Keep your head up, and move on. Learn from it, but don’t dwell on it.

[26:05] The smartest thing for qualified people right now is to remain independent and develop their own approach.

[29:15] The “people like us” approach calls for us to choose people we think are like us to trust and work with. This is an invisible way of blocking change, but if you can figure out how the business model works and handle it like an engineer, you will have an easier time.

[35:42] Carla’s road map that she is creating now means less ego and more compassion and added value. Because she is taking data and writing a report based on that data, there are fewer arguments because you can always go back to the numbers.

[44:42] Often the stuff that judges us is stuff that bothers us about ourselves. It’s important to find your own way to look within, whether that’s therapy, a daily bike ride, or some other way to process emotions and manage stress.

Quotes:

• “We have to respect the clients’ weirdness, their psychosis, their need to be right.” — Carla
• “The smartest thing for qualified people right now is to remain independent and develop your own approach.” — Carla

Mentioned in This Episode:

@CarlaRover

Yes, Minister

Yes, Prime Minister

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This week, Kevin welcomes cellist Elham Al Marzooqi to the show. Elham is the first female cellist in the Emirates, along with being a Senior Legal Counsel for Flash Entertainment. Elham speaks about how she adjusted as a musician during the pandemic to connect with her audience online, and ways that she feels our society could better recognize and help musicians. Elham uses her platform to educate others on the cello and loves connecting and inspiring young women on her YouTube channel. She talks about the importance of lifelong learning, why it’s crucial to go for your dreams no matter what anyone on the sidelines is saying, and how she is constantly pushing outside of her comfort zone.

Takeaways:

[4:41] Elham talks about adjusting to a remote schedule during the pandemic at Flash Entertainment, where she is a Senior Legal Counsel. Like many new remote workers, there are good things about it (no commute) but then situations that call for self-management, such as knowing when to shut work off so you don’t work 24/7.

[11:58] Many people that made their livelihood from playing music were affected during the shutdowns, and these musicians still need help and support.

[17:02] Elham practices the cello at least two hours every day and reminds us that being a musician is such a big commitment of time, energy, and money. Musicians are professionals and have associated costs, and should not be offered just “exposure” to play somewhere anymore.

[22:19] Through Elham’s channels, she likes to connect with women that are in the arts and interested in performing.

[25:29] Musicianship is a lifelong process, and even the greatest ones could always practice to get a little bit better. Elham speaks about it like a sculpture, where you are always chipping away at it and fine-tuning the details.

[25:47] Elham talks about submitting herself for the Amit Peled Online Cello Academy, something that took her out of her comfort zone but made her grow.

[28:50] For Elham, the magic is in just playing, and not in self-promotion. She never set out to be the first of any kind, but focuses on doing what she loves and consistently working at it.

[35:44] You don’t need to wait until conditions are perfect to go for what you want. Your showmanship is going to show while you are building up your craft.

Quotes:

• “When these things shut down, there is a psychological impact that you see play out on every form of social media.” — Kevin
• “The journey is about art and less about self-promotion.” — Elham
• “I am always there to try and perfect my craft.” — Elham
• “You have to have a thick skin.” — Elham
• “I don’t want to look back on my life and regret not doing anything.” — Elham
• “Your showmanship is going to show while you are building up your craft.” — Elham

Mentioned in This Episode:

Elham Al Marzooqi | LinkedIn

Flash Entertainment

Musivv “HomeGROWn Artist of the Year”

Online Cello Academy

Band of Horses

Flash Entertainment

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Joey Dumont returns to the show to share the inspiration behind his poignant, touching, and raw new book, Joey Somebody: The Life and Times of a Recovering Douchebag. Out now and available in stores, Joey’s book is relatable and all too typical for those who have struggled with addiction, abuse, and any type of loss or trauma. Joey talks about getting through the “heavy” chapters in the writing process, and on to lighter and more self-deprecating stories, as well as how he shed a lot of his douchebaggery in the process. Joey also catches us up on how he has been coping throughout the pandemic, what we can expect from him next, and why you may never hear him yelling from a hotel basement again.

Takeaways:

[4:18] Inspiration struck for Joey when his best childhood friend was tragically killed, and he saw how humor helped heal a fraction of the pain. In writing the book, he took the same approach to focus Chapters 1 to 4 on his tumultuous relationship with his father and step-father’s abuse, so he could get to the lighter matters towards the end.

[8:04] It was like therapy for Joey to write about his father, and he found the process therapeutic and cathartic. Yes, it was dark, but it became easier, the more he wrote.

[11:36] His writing process was really the first time Joey relived his brother’s death as well, and he knew he had to feel the emotions and cycle them through rather than push them down or try to distract himself away from the pain.

[17:37] Men, especially in our society, are taught to not show their emotions or grief when really being vulnerable actually takes courage.

[18:09] The persona we often carry around is heavy. If you can laugh at yourself, it helps you grow and even gives others around you the permission to be themselves.

[24:02] Joey shares his top douchebag moments that even to this day he still mildly cringes about! Gold watches and custom suits, we sure have come a long way.

[35:20] Confidence is great, but arrogance and puffing up due to insecurity typically have a different outcome. We need confidence to excel in the external world, but Joey talks about how he was able to connect more as a human with others when he realized how he was puffing up due to insecurity.

[50:31] Although Joey sprinkles in a lot of humor in his work, he knows mental health and addiction are two serious topics. What makes this book so powerful is how relatable and typical it is.

Quotes:

• “I wanted my kids to know that their heroes are vulnerable.” — Joey
• “You either cry it out or figure it out. You just can’t let it sit.” — Joey
• “If I can laugh at myself, it allows people to laugh with me in the process, and it takes away a lot of the anxiety.” — Joey

Mentioned in This Episode:

Joey Somebody

Joey Dumont | Instagram

Kitchen Confidential

The Art of Memoir

Marc Maron

Patrick James

Brand Storytelling

Vanity Fair Interview with Brad Pitt

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Joseph Jaffe has written five best-selling books and thousands of columns, along with launching the CoronaTV show during the pandemic. He and Kevin talk about reconciling our current state to look at the opportunities with wonder and awe, how a social contract would help the way we talk to each other online, and the deep need to reclaim social media and make it less political. Joseph also talks about conscious capitalism and how we can make money but still help each other, and why he believes we all need political couples therapy.

Takeaways:

[4:25] CoronaTV is a thoughtful and insightful show, not a call!

[6:18] The global pandemic has many downsides and it is a life-changing event, but there is some good in it. For Joseph, it was developing CoronaTV where he has deep conversations with thought leaders and entertaining friends, and he is finding that he wouldn’t have time to dig in as deep if we weren’t home in quarantine.

[9:12] It’s not that Joseph and Kevin feel bad for people still getting that corporate paycheck, but for those that have been laid off, it is almost like they have been given the gift of a reset. Joseph hopes that after all we have been through over the past couple of months, we won’t go back to our old bad ways and habits.

[10:48] We can still be a capitalist society and make money, but we can be conscious about it and not at the expense of human beings. This is what Joseph calls “Conscious Capitalism.”

[13:38] The biggest challenge we have now in marketing is apathy.

[21:19] Kevin and Joseph discuss how social media and Twitter has become more of a broadcasting platform than a space for people to thoughtfully share balanced and nuanced information. Our algorithms are keeping us isolated and taking away the ability to think critically or see the other side of the argument.

[33:22] For the “blue checks” on social media, there must be accountability in what you say and how you say it. Being verified on a social media site doesn’t necessarily mean you are worthy of having a platform to spread your message out into the world without any questioning or counterbalance of thought.

[40:20] Joseph discusses the idea of a “Supreme Court of Truth” social contract where we are open to hearing the perspective of others, believe there is truth in their statement, and open to compromise.

[47”07] We need to reclaim social media and not have everything so politicized.

Quotes:

• “Sometimes you gotta be pushed. We might not have the fortitude or the stomach to see the change in our lives, if not for these life-changing moments.”
• “They say hindsight is 2020, except in 2020 when you don’t need hindsight to realize it sucks.”

Mentioned in This Episode:

The Social Dilemma

Corona TV

Joseph Jaffe Books

Kevin’s appearance on Corona TV

Tucker Carlson

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Dan Granger is the CEO of Oxford Road, a Los Angeles-based ad agency that provides innovative and groundbreaking marketing campaigns for some of the best-known brands out there now including Hulu and DollarShaveClub. Dan joins the show to talk about creating real change in the way we communicate, how brands can navigate a divided marketplace, and how we can start to reward content creators and supporters for a more even and factual discourse. Dan also speaks about The Media Roundtable, and how people can get involved.

Takeaways:

[1:55] Dan discusses how LA traffic ended up being the inspiration for him to work in both FM and AM radio, and then eventually land in podcasting. In the podcasting sphere, he saw the potential to unlock a greater opportunity for different content and advertising possibilities than ever before.

[3:43] Dan talks about launching an ad agency that specialized in podcasts, and soon he was placing ads in heavy-hitting shows such as The Adam Carolla Show and The Joe Rogan Experience.

[5:19] Dan worked with companies that were early advertisers in the podcast space. He saw how they were able to be innovative and disruptive with their approach and dig even deeper into helping listeners get to know their brand story.

[7:30] As the world becomes more and more divided with our political beliefs and us-vs.-them mentality, it is tougher for marketers and brands to navigate how and where to reach their audience.

[14:28] Dan’s mission is to create opportunities for media and marketers to be rewarded for bringing people together, rather than only benefitting when we are engaged in canceling and arguing with one another. With how strong the Twitter lynch mob mentality is now along with media bias and corporate influence, we have a long way to go.

[19:27] Outrage industrial complex is a strategy that wants to keep us divided with the belief that you can make more money when people are outraged and pitted against each other.

[20:00] The purpose of the Media Roundtable is to put a higher premium on words that advance ideas and bring people together to solve those programs. They have members of the media, creators, and brands that are interested, sign a pledge to use their talent and platform to unite rather than divide.

[30:45] The Media Roundtable provides a place for thought leaders and marketers to broaden the discussion of how we can have a civil discourse and less a polarizing, monosyllabic, biased one.

[48:18] It may be a challenge, but we first could have to make it in Facebook and other corporations' interest to create a financial model where people are rewarded for balanced, fair, and nuanced conversations.

Quotes:

• “The very nature of the podcast listener is looking for different things. They are not afraid to be at the tip of the spear of a new way of doing something.”
• “News is better served when it’s even-handed.”
• “We gotta deal with each other, and we gotta keep dealing with each other.”
• “There is a market for the longer, nuanced conversation, we just have to do work and be patient that it will work out and pay off over time.”

Mentioned in This Episode:

Media Roundtable

The Divided States of Media

Ad Fontes Media Bias Chart

National Institute of Civil Discourse

Oxford Road

The Reverent Blue Line

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This week, I welcome Adam Kleinberg, CEO and Co-Founder of Traction. We discuss the way culture is changing dramatically as a result of employees having the ability to work remotely, and how we can thrive in a remote environment without affecting the work or the team dynamic. Adam talks about Traction’s remote working policy, how they provide everyone with the tools to do their job professionally, and why you will want to make sure the Zoom camera is on when it’s required.

Takeaways:

[3:33] Adam talks about Traction’s transition of pivoting from being an agency into a brand experience consultancy, designed to support and turbocharge in-house teams.

[6:13] Adam’s team makes sure everyone has their basic tools to do the job, whether it’s an office desk, computer monitor, or even phone setup.

[9:46] They have also implemented a little of the budget for wellness, and put an emphasis on the work/life balance.

[11:10] It is more important than ever to hire people not just for their skills, but if they really show up to be present, and be an integral and helpful member of the team.

[12:48] Traction makes sure they let employees know that some meetings require a “camera-on” policy.

[16:37] Adam sees a future where some people will choose to continue working remotely, while others will opt to be back in an office. It is up to the CEO and team visionaries to make both possible and functional.

[20:49] The future may see more adjustments for salary based on the market in which an employee lives.

[29:06] Yes, it’s true. Adam really was blogging back in the 1990s, before it was cool.

[30:53] Adam discusses people moving out of the Bay Area and to other locations to be with their family, since it’s not required for the industry in the current moment.

Quotes:

• “We have it in the handbook — don’t be a jerk.” — Adam
• “Part of building a great company is finding people who align with some sort of cultural ethos.” — Adam
• “We have to stop thinking about counting impressions and figure out how to make them.” — Adam
• “Good talent can live anywhere.” — Adam

Mentioned in This Episode:

Adam Kleinberg LinkedIn

Silicon Valley Pay Cuts Ignite Tech-Industry COVID-19 Tensions

Howard Stern Show

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Andreas Cohen is the Tribal Leader of the Smart Data Marketing Elite and founder of I-COM. He joins the show from Spain this week to explain why understanding Smart Data is important for businesses to stay competitive and make sure their message to the customer is consistent and effective. He also discusses the results from the Hackathon, the benefit of organizations that combine behavior with data science, and how he has been adapting and innovating due to the recent shift in networking and professional gatherings in person.

Takeaways:

• The ways in which we defined and categorized data in a company as marketers have changed. While at first, it was about more than just a digital transformation, group leaders soon saw the importance of how data can be the catalyst to transform the business as a whole, and other departments than marketing.
• Andreas refers to Smart Data Marketing as the art of creatively leveraging value from Data to create competitive advantage in products, user experience, and promotion.
• I-COM is a Global Sector Association helping its members to achieve competitive advantage in Smart Data Marketing.
• At I-COM, their Data Science Hackathon broadened the scope of participants, helping them understand marketing and product development in an even broader sense.
• While we need hyperspecialists, our Chief Data or Digital Officers also will be the ones defining the standards for the organization and overseeing each unit and vendor.
• Data scientists are trained very skillfully in finding patterns and extracting value from the information they gather.
• I-COM has meetups where they gather and discuss the industry and obviously that has been affected by the COVID-19 pandemic. While online chats are great for now, they don’t replace the benefits of the connection that comes with talking to someone offline.
• We see more companies hiring people in the marketing sciences.

Quotes:

• “For us, it’s about scaling what we are doing selectively.”
• “Maintaining the integrity of the community is priority number one.”
• “We are seeing companies get back after the shock and awe of the pandemic.”

Mentioned in This Episode:

I-COM

I-COM Events

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Rishad Tobaccowala is an author, speaker, and advisor, named by Time Magazine as one of five “Marketing Innovators.” He joins the show this week to talk about his new book, Restoring the Soul of Business, and how we can transform personally and professionally in this new era of “The Great Re-invention.” Rishad and I also discuss why tech is nothing without talent, how leadership can create an environment for their talent to speak up, and why it’s best to ditch the PowerPoint every now and then at your meetings.

Takeaways:

[2:48] Rishad wrote his book, Restoring the Soul of Business, after traveling around the world and witnessing how leaders and managers were torn between how important data and tech actually was, and then struggling to understand what that data even meant for their own company. He saw that the companies that integrated data with their story did much better than ones that were solely data-driven. The book is organized into twelve chapters that you can read straight or skip around and it gives the reader much to work with in terms of leadership with a soul.

[11:16] As a leader, it is your responsibility to help your people speak up in a safe environment. One example is senior managers asking their team after a meeting why their current course of action possibly may not work, or to encourage hypotheticals of what may go wrong.

[22:53] In this time of the Great Re-Invention with COVID-19 and beyond, it is essential that professionals improve their skills and see themselves as a brand.

[40:01] Great managers and leaders listen for what’s not being said. As more companies work from home, having smaller breakout meetings face to face (or Zoom to Zoom for now) can help build culture and actually use time wisely.

Quotes:

• “Data is like electricity, you cannot today compete without it.” — R
• “Yes, leaders do matter, but one of the smartest things leaders do is surround themselves with world-class talent.” — R
• “The future of your career is up to you. It’s not up to someone in talent management or HR.” — R
• “We shouldn’t confuse activity with accomplishment.” — Kevin

Mentioned in This Episode:

Rishadtobaccowala.com

Breaking Bad Insider Podcast

Rishad’s podcast | Blog

Restoring the Soul of Business: Staying Human in the Age of Data

Bullsht Jobs: A Theory*

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David Berkowitz is my long time friend, colleague, founder of Serial Marketer, and an all-around good guy that will never ghost you. In fact, David feels as though it’s important to write back to everyone — even if it’s just a brief reply. This week he joins me for a conversation on why people ghost, what to do about it, and why you don’t want to be a victim of ghosting karma. We also talk about our definition of being an agent of change, and how that doesn’t always align with what the company is trying to get out of its interview candidates.

Takeaways:

• Not only does David share a name with one of the most well known serial killers ever, aka the Son of Sam, but he used it to his advantage and Serial Marketer now takes the reins in Google search results when you type in his name.
• During the pandemic, it’s even harder to tell who is really “ghosting” you and who is just dealing with personal issues. It’s best to first not try and take it personally, and come from the perspective that maybe someone is dealing with some hardships.
• If you are sure you are being ghosted, it’s a likely sign that you dodged a bullet anyway. It may be a blessing in disguise to have someone not answer when they aren’t capable of having hard or uncomfortable conversations.
• It’s hard when friends ghost, but just downright unprofessional for roles such as recruiters or hiring managers to do it.
• It’s best not to ghost people even from the perspective that communicating back with them, even brief but respectfully, can lead to something good for you.
• The industry is enormous, but small enough that if you ghost, chances are you will see them in person at some point.
• Instead of ending phrases that close the door such as “hope you are well,” asking someone how they are doing in a 1:1 email will most likely yield better results.
• Even if the message or promotion isn’t a fit for him, David will still take the time to write back to the sender.
• You must draw boundaries when it comes to interviewing for a position and giving away full business and marketing plans. If they are looking for a consultant, be sure to get hired before you do all the work for free.

Quotes:

• “It’s sobering right now. A little bit of empathy does go far.” — D
• “The more opportunities I create for others, then that’s more fun. It just gives people that chance to get out there.” — D
• “When you put a whole bunch of good stuff out there, it comes back to you.” — K

Mentioned in This Episode:

LinkedIn — David Berkowitz Article

Serial Marketer

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Mike Kujanek is the Founder & CEO at Magnitude Digital, an award-winning full-service digital marketing agency based in New York, Atlanta, Los Angeles, and Tokyo. Mike joins the show to talk about how to best navigate the ever-changing world when it comes to digital advertising and social media platforms. Mike and I talk about the Stop Hate for Profit campaign and how big brands pulling out of Facebook ads may affect the entire industry. We also discuss the need to diversify advertising strategies and how we can both participate in social justice and advocacy without taking away necessary revenue.

Takeaways:

• Facebook has been criticized for sharing and monetizing misinformation. In June of 2020, a group of civil rights organizations including the Anti-Defamation League called on businesses to “hit pause on hate” and not advertise in July.
• Some of the larger advertisers may pull their advertising off Facebook indefinitely until the site is more aggressive against hate speech.
• The larger brands may be able to not use Facebook, but they have much more support than most small-to-mid-sized companies. Some companies cannot afford to get off Facebook, as they rely on it as one of their main revenue streams.
• We are in a duopoly where many advertisers are dependent upon the big two: Google and Facebook for their revenue and brand recognition.
• Brands must learn to not be so beholden on Facebook and treat it as a great communication device, but not the only source of connecting with their customer.
• It may seem like things are slow and will never pick back up, but this time is just a test of leadership. Keep your will and your drive high, and we will get through this!

Quotes:

• “The world might be coming unglued, but you have to keep commerce and business moving.”
• “Brands have to be smarter about advanced analytics.”
• “People who have been pulling themselves up by the bootstraps over the course of time might not have an easier journey, but we are more equipped to handle this adversity.”

Mentioned in This Episode:

Stop Hate for Profit

Mike Kujanek

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Jeff Ferguson joins the show to talk about how brands are stepping up to reengineer their digital involvement to rise and meet the needs of our current climate. Jeff has been on the scene since the early days of digital as a writer for the trades, speaker, and leader in agency, publishing, and the client-side. Jeff and Kevin discuss the role of entrepreneurs to problem-solve and give hope to the industry, adding the notion that we may even take some of these practices with us after the pandemic is over. Then, Jeff and Kevin give examples of the good, bad, and ugly of media responses from different companies about the pandemic, and even slip into a fun role-playing segment of the show!

Takeaways:

• While a few comic book stores and record shops remain closed in all ways, Jeff noticed that there were some that adopted creative strategies to both move inventory and stay connected with their fan base.
• Some of the new advertising practices we develop in the pandemic will stick with us in the future and become new ways to engage with customers in a positive way (a fancy term for making money).
• Jeff predicts a shift where both smaller and bigger businesses will realize that including a digital portion of their brand or services will get them that direct-to-consumer sales channel.
• Also, traditional media channels are seeing the way digital can rewrite, recut, and reimagine their advertising instead of shutting it all down, and they may follow suit in this way as well.
• Things are going to be different, but it’s not going to be that bad, despite what some advertising reports may tell you.
• Indulgent posts from CEO’s and grandstanding with a sales message both don’t help. What does help is honest and transparent communication and true care for the brands’ customers and their community.

Quotes:

• “There will be enduring things that we have learned that will stick with us.”
• Entrepreneurialism has always been about solving problems.”
• “You have to be able to transform and do whatever you need to do.”

Mentioned in This Episode:

Jeff Ferguson LinkedIn

Amplitude Digital

Fang Marketing

@ThatKevinSmith

Ming Chen

@grantmorrision

Geeky Quote from Matt Damon Mars Movie

“The COVID-19 Shuffle: How Businesses Embraced Digital Marketing to Survive the Pandemic”

“The COV-Ad Pandemic, And How to Avoid It”

“Rag and Bone’s ‘Why We’re Lowering Our Prices’ Letter is the Biggest Load of Horsesh*t”

Marathon Gas

“Creating Civility and Opportunity with Rob Norman”

Interactive Advertising Bureau

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Joey Dumont is a leader in the digital space and known for work that encourages brands to be truthful and genuine with their customers. He joins the show to talk about his role as the Co-Founder and Partner Lead at True Thirty and Executive Producer of the documentary, The Naked Brand. Joey shares how we can take back communication and honesty in the advertising industry and describes a few examples of brands that do it right, and what we can learn from them. Joey was formerly the Partner/Managing Director at Questus, an award-winning digital ad agency.

Takeaways:

• Joey has spent over 15 years in the Advertising space and was the Executive Producer of a documentary that came out in 2012 called The Naked Brand.
• The Naked Brand showed how corporates and iconic CEO’s had more success with their audience when they were honest and loyal, even about the challenges or not-so-great things surrounding the company.
• At True Thirty, LLC, Joey combines his advertising background with his colleague’s expertise in journalism and creative strategy. Together, they form a holistic unit that helps brands really know what people are saying about them, which sometimes can be quite shocking and unexpected.
• The immediate impact of what is being said on social media and how people are saying it is uncharted territory in a way we haven’t seen before.
• This conversation is a great reminder to use the pause button before we respond in heated arguments online. When we take a minute to check in with our emotions and understand where others may be coming from, our community can become just a little less divided.
• Not only is being honest the moral thing to do, but it’s also the best thing for your brand and employees.
• What’s playing out in social media is not always what is reflective of the discourse in real life.

Quotes:

• “It’s not what we think, it’s what is happening about there.” (Joey on his work at True Thirty, LLC)
• “We have to start to control the contempt for one another. It’s just not going to work.”
• “Be dead honest about what you are doing, and then you have nothing to hide.”

Mentioned in This Episode:

Joey Dumont LinkedIn

True Thirty

IAB Op-Ed on Panic Buying

rag & bone

“Creating Civility and Opportunity with Rob Norman”

The Naked Brand

Questus

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The well-known and widely-respected Rob Norman joins the show this week. Before retiring, Rob served as GroupM’s North American CEO and global chief digital officer. In today’s episode, Rob and Kevin talk about creating a resume that highlights your superpowers, the need to be self-aware and civil to one another now more than ever, and how we can still try to maintain social relationships during this remote time.

Takeaways:

• While many of us are lucky to have a job where we can work from home, we are missing out on getting a feel for what our coworkers and colleagues are up to via osmosis from walking and talking with them.
• Rob discusses the new form of division where people are forced back to work due to the nature of their work, or the nature of their domestic situation. We must be mindful of businesses that are dependent on large populations for their survival.
• The more we are self-aware and thoughtful of other people, the more we lessen the risk of harm for the entire population. While we are social creatures and need personal relationships in work and personal life to remain healthy, we can moderate how we engage in social activities to make them safer.
• Instead of viewing your resume as just one isolated job after another, think about what you can offer now that no one else has done.
• Yes, some people are close to you for clout, while some are your true friends. When you have a career like Rob where you are truly respected and endeared, they still stick around after retirement.
• While we may have seen large budget cuts at the start of the pandemic, Rob delineated that it is a response to the emergency, not a reason for us to panic that the industry has changed completely.

Quotes:

• “Don’t think about your resume as a series of jobs, but try to deconstruct it to find a superpower that can arise from something you have done.
• “A lot of people have a relationship with your business card, and a lot of people have a relationship with you. Sometime’s it’s both.”

Mentioned in This Episode:

@robnorman

@GroupMWorldwide

Ad Age

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Doug Weaver is a legend in the world of sales strategy and digital sales leadership. He is also the Founder & CEO of Upstream Group, Inc. and uses his expertise to help others break the mold of traditional sales conversations and get the best results for both themselves and their potential clients. He joins the show to share some of the best practices in digital sales and survival skills during the pandemic. Doug also talks about what strategies work best to keep large virtual meetings interesting and engaging.

Takeaways:

• ● Even though we are temporarily virtual, we can still make connections and help others feel seen and understood. During calls of upwards of 75–80 people, Doug personalizes it by calling people out by name and asking for their opinions while making a presentation.
• ● People can feel it immediately when you are just going through the motions and not invested in truly helping them. We can show empathy by doing our homework before, and knowing the business of our potential clients.
• ● While companies ease back into the new office structure, it is important to stay educated and hungry for information that keeps you essential to your industry and job.
• ● To stay on the edge of your game, you have to know more about your client than your competitor does and be open to knowledge that expands your skillset and helps others.
• ● We should think less about getting the business of our clients and more about if we actually deserve it.
• ● Our sales conversations can be a chance to help potential clients overcome a shortcoming in their business, and show that we truly deserve their loyalty.
• ● Keep learning and challenging yourself every day.

• Quotes:

• ● “Authenticity is the new professionalism.”

• ● “You have to run this not as an entertainer, but as a party host.”
• ● “We’ve got to understand the client’s business.”
• ● “Everyone focuses on getting the business, we don’t focus enough on deserving it.”
• Mentioned in This Episode:
• Upstream
• Doug Weaver
• @upstreamdw
• Gary Elliott

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Drew Ianni, Founder, and Chairman of CDX, a conference series for senior digital executives, joins the show this week. Drew and Kevin discuss the merge into the Techonomy family and suggestions as to how we can best adjust to networking digitally for the time being. Drew also shares examples of speakers that connected to the audience and moved them with their words and messages, and also moments that didn’t go to plan, and the lessons learned. He also mentions what we can expect from the virtual conference in June, and ways to take advantage of the editorial content that will be released soon.

Takeaways:

• What is happening now in the virtual conferencing space, and what we can expect in the future.
• What it was like for CDX to become part of the Techonomy family in this time of restructuring and reformatting how we connect and interact.
• Advice for conferences to get speakers and bring both actionable insights and connect with the audience.
• Why the CDX conference remains free to attend, and more about the editorial content that will soon be released.
• Ways that we can work through the setback of not being able to network face-to-face for the present moment, and best practices for digital networking.
• The success that conferences have when they get comfortable with being rejected from potential speakers, and continue to hustle and stay humble to book the best guests.
• Tips for speakers on customizing your speech according to the audience and city.
• Moments that the speakers and presentations at the CDX conference did not go as planned, and what lessons Drew took away from the experience.
• When you have respect for the people around you, your audience will get something relevant to them.

Quotes:

• “If you are doing weekly one-on-ones, you have to cherry-pick and pick the best people out of your network.”
• “It’s a temporary thing you have to figure out. The conference business will be back, and for those in the conference business, can you make it on through to the other side?”

Mentioned in This Episode:

Drew Ianni LinkedIn

Seeing Around Corners: How to Spot Inflection Points in Business Before they Happen, by Rita McGrath

Techonomy

Ad: Tech

Seth Godin

Clay Shirky

Web Summit

Jim McCann

Sir Martin Sorrell

Rishad Tobaccowala

Susan Bratton

Martin Sorrell at CDX Conference Video

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Chris Boggs is a top-tier digital marketing consultant and one of the stewards in Search Engine Marketing. He joins the show this week to talk about what he has seen change the most over his many years of experience in SEO, PPC, social media, and web analytics, and where he sees the trends moving next. Chris and Kevin also discuss the state of SEMPO (Search Engine Marketing Professionals Organization) and how it spawned many of the digital marketing practices we still see today.

Takeaways:

• ● Chris was a member of the Board of Directors for SEMPO, the Search Engine Marketing Professionals Organization, for 14 years.
• ● There was an infamous meeting in SEMPO’s history with some uproar and drama that they, fortunately, survived through.
• ● SEMPO has helped spark interest in executives at the C-Level to care about organic and paid search.
• ● SEMPO became a part of the Digital Analytics Association and Chris names a few of many of the benefits and support they get from DAA membership.
• ● Much like Kevin, Chris still communicates with people that he has known for over 14 years thanks to SEMPO and the digital marketing tribe.
• ● Chris’s intention with SEMPO is to slowly build up educational content and discuss and implement current best practices within the industry.
• ● Many of the pitch decks, common themes, and terms within the digital marketing world came from SEMPO. While it was the Wild West in that time (and still is to a certain extent) the effort set forth to have consistency and organization did make a big difference.
• ● Chris doesn’t use his SEMPO position for his own business but instead uses it as a place for unbiased research and to help others.
• ● We have to embrace AI, but to integrate with it our existing knowledge and experience.

• Quotes:

• ● “The goal is to continue to point people in the right place for networking and education.”

• ● “The role of a company is to put information out there that is not biased and not trying to serve a predetermined agenda is important.”
• ● “You have to have the experience to benefit from the value of the AI.”
• Mentioned in This Episode:
• @boggles
• SEMPO
• Market Motive
• Digital Analytics Associaton
• MediaPost
• DemandBase
• The COV-Ad Pandemic, And How to Avoid It

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Constellation Agency Cofounder and Do-Good Auto Coalition CEO Diana Lee joins the show today to share how she is helping the auto industry step up in a time of crisis and get food and supplies to the people and organizations that need it most. She shares how her experience from age 18 in the automotive industry gave her a thick skin and can-do attitude that helps her today, what the Do-Good Auto Coalition does in terms of outreach, what challenges they are currently facing, and what you can do to help.

Takeaways:

• The Do-Good Auto Coalition comprises dealers who have volunteered to deliver prescription medicine, food, and other items to needy seniors and others in their communities.
• Most of the first dealers to sign up are located in and around New York City but the coalition will soon spread to other cities, such as Detroit and Chicago.
• Diana started selling cars at 18 and used her sales skills to put herself through college. Working in car sales shaped her as a person and gave her a deep understanding of the auto industry and ways that it can help provide resources for others.
• The Do-Good Auto Coalition focuses on uniting the community and making a meaningful change. The Coalition acts as the middleman between dealers, volunteers, food rescue services, and citizens.
• The Coalition just did one rescue that consisted of 13,000 lbs. of food and six cars. These types of big changes can happen when we are able to provide transportation for food rescue companies.
• The DGAC also helps drivers that need work and give a purpose to employees of dealers, automakers, and manufacturers that want to work but can’t.
• Social distancing is a privilege, and many people have to leave their homes to stand in line for food or other crucial resources.
• Brands that are aware of how they can help their community and take action will be the first in line to get commerce from loyal customers when business fully resumes.

Quotes:

• “If we don’t actually rescue those foods they will all go to waste, and the pantries need them.”
• “One volunteer with one car can’t do what we need to do at this point.”
• “Social distancing is a privilege.”
• “If I, a healthy human being that’s got resources can’t order food, what happens to everybody else?”

Mentioned in This Episode:

• Do-Good Auto Coalition
• DCH Audi in Millburn
• Table to Table
• Automotive News story: com/dealers/group-cheers-dealers-good-deeds
• DGAC delivers 2,500 lbs of potatoes to a Manhattan food bank: com/sansone-auto

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Tricia Nichols is currently the Chief Marketing Officer at Independent Pet Partners and was Senior Vice President of Marketing at Estee Lauder along with leadership roles in a variety of different industries. Tricia joins the show to talk about how brands can use authentic storytelling to get their message across and bond with the consumer, what customer currency is and how we can gain it in marketing, and the new ways of operating that we can adapt to and thrive in this new way of operating.

Takeaways:

• ● Storytelling is what drew Tricia to marketing and she appreciates that brands can share their story in a way that genuinely helps and moves others.
• ● Consumers are smarter than ever now and see through a lot of the old manipulative advertising techniques. Things that work in brand storytelling are more mindfulness and microstories.
• ● Brands must provide a compelling reason for their consumer to follow, trust, and engage with them.
• ● Consumer currency is a brand bonding metric and a blueprint to keep the consumer at the heart of the whole journey.
• ● We can build consumer currencies in many ways including providing expertise, filling the white space in that industry, making things easy and fun, and making their customers feel as though they are communicating with a friend.
• ● Brands must not just know the “how” of what they do, but also the “why.”
• ● What is most important now is keeping wellness at the forefront of how brands communicate with their consumers.
• ● It is important to know the difference between educating and providing value, and grandstanding and just speaking for the sake of being heard.
• ● We can adapt to the new world instead of throwing away everything we know. We will always be pivoting in business since consumers are constantly rewriting their lives.

• Quotes:

• ● “You are not just sold by the brand, you are sold by the benefit of what that product is.”

• ● “Wellness should be on everyone’s mind as number one, right now.”
• ● “If a brand could do anything, it should be asking how can I help and what do people need to know.”
• Mentioned in This Episode:
• Tricia Nichols LinkedIn
• Chuck & Don’s
• International Pet Partners

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Rick Parkhill joins the show to talk about his time as the founder and prior CEO of iMedia Communications, which launched in 2001. Rick talks about how iMedia helped build community and produced an event where everyone was encouraged to drop their agendas and just connect for the greater good of the industry. Rick was a founding executive at Interactive Marketing, Inc. and founded Digitrends, along with InfoText and Brand Storytelling.

Takeaways:

• ● iMedia emerged in the midst of the internet explosion in 1999 when many of the internet companies washed away.
• ● Their first day of business was September 11, 2001, and after that major tragedy, they moved forward with building jobs for people and creating commerce for the community.
• ● Although he will never take all the credit, Rick definitely helped build the digital marketing industry, along with the help of many other iMedia longtime moguls.
• ● Rick discusses doing a roadshow for clients to explain what search was, and how it would impact them.
• ● The iMedia events were a space where people were invited to leave their agendas behind and connect in a nonpolitical realm.
• ● Rick handles big egos like none other, and he has some pretty good stories about them at iMedia events!
• ● Rick sold iMedia, and it did change in the way of personality and feel, but that is to be expected anytime a sale takes place.
• ● There are still a plethora of opportunities out there for content creators to get hired by brands. They are constantly looking for professionals to create entertaining and informative material for their product or service.

• Quotes:

• ● “There are massive egos at play, like entitled obnoxious jerks, like me!” — Kevin

• ● “We were true to our mission, to help the industry grow in a healthy way.”
• ● “You serve the community, and as an event producer your industry will do fine.”
• Mentioned in This Episode:
• iMedia
• Rick Parkhill LinkedIn
• Brand Storytelling

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Jim Spanfeller is the CEO of G/O Media, CEO and President of Spanfeller Media Group, and Former CEO of Forbes.com. He helped shape the advertising and publishing business and continues to be a driving force in using a sound approach to marketing. He joins Kevin in New Orleans for a talk about how to get people to engage in the publishing space, what is still broken in marketing, the future of cookies, and how to find the right people for the right message.

Takeaways:

• ● Prior to joining Forbes, Jim also served as chairman of the Interactive Advertising Bureau (IAB), publisher at Inc. magazine and also held senior positions at Newsweek.
• ● Third-party data gave us the opportunity to buy and scale, but nefarious things such as buying bots, no ads being seen, or multiple ads on a page came to fruition. This led to verification sources, but there is still much to be changed about the current practice.
• ● We must acknowledge that the model is broken, and it calls for an awareness of new privacy regulations.
• ● Programmatically buying contextual advertising will drive the overall push for impressions into a more controlled environment, which will take away the notion that there was an unlimited supply.
• ● Jim explains why his view of advertising is still optimistic, despite the current broken state of the industry.

• Quotes:

• ● “When we really get right down to it, it’s a large number, but it’s a defined number of ad impressions that anyone would want to buy.”

• ● “I don’t know what these people do for a living where they have time to go deep shopping for Nikes.”
• ● “People don’t go to the web to look at ads. They go to be entertained, informed, and delighted.”
• Mentioned in This Episode:
• Jim Spanfeller: LinkedIn | Twitter
• Forbes.com
• The Daily Meal
• GDPR
• Ghostery
• Bad Boys For Life
• Irwin Gotlieb
• Amazon

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John Battelle is a leader responsible for a large part of inspiring the direction of digital, and the Co-Founder and CEO of Recount Media. John discusses why he moved from Northern California to New York, ways we can reimagine fundamental things in society using data, and why his students at Columbia University give him great hope for the future. John also shares his thoughts and opinions about the Facebook Oversight Board and the kind of market pressures he feels we need to encourage.

Takeaways:

• ● John is the Co-Founder and CEO of Recount Media, an author, founder of seven companies, and an Adjunct Professor at Columbia University.
• ● The assumptions we had in the early internet did not prevail, yet instead informed the leaders of the massive tech industries in the ideals and values that they have today. What is different, however, is the set of cultural regulations around the rules, and a community to remind us to filter and stay on a topic.
• ● We’ve got platforms driven by advertising models, which are two or three steps from human control and driven more by engagement rather than community regulatory norms.
• ● The Recount is a company reinventing the video format around the story of politics. They are taking advantage of the original ideas and creating a powerful new business model around data.
• ● The Facebook Oversight Board is a group of independent jurors, intentionally diverse but appointed by Facebook, who will hear cases that come up, and determine whether or not that case should be adjudicated. It will inform policy, but not set policy.
• ● John explains the market mechanism approach to how companies may be broken up, and how he is on the side of allowing new companies to liberate the data of the big existing ones.

• Quotes:

• ● “You really need several different voices on a topic to get your head around it.”

• ● “I would not call political Twitter a community.”
• ● “I’m on the side of allowing new companies that can rise up, and in order to do that, we need to liberate the data.”
• Mentioned in This Episode:
• Codev2, by Lawrence Lessig
• The Interface
• “As We May Think” — The Atlantic
• The WELL
• The Search: How Google and Its Rivals Rewrote the Rules of Business and Transformed Our Culture, by John Battelle
• WIRED
• Columbia University
• The Recount
• The Circus Showtime
• “A Declaration of the Independence of Cyberspace”
• Facebook Oversight Board
• “Why Mark Zuckerberg’s Oversight Board May Kill His Political Ad Policy”

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Stephanie Fierman is one of Forbes’ 50 most influential CMOs on social media and has held senior leadership roles at MediaCom, Citigroup, JPMorgan Chase, and Time Warner. Stephanie has also run her own consultancy firm, working with clients such as Equifax and NBC Universal. She joins the show to talk about the role of women in tech, how we can really get better at inclusivity in organizations and level the playing field at the gender level, and how we can work with the CEO and company to create realistic expectations.

Takeaways:

• ● All women’s leadership programs aren’t created equally. We must look at the actual numbers and opportunities they provide and not just be blinded by the big giant pink cupcakes.
• ● For conferences and gatherings that promote inclusivity, they should have a representation that mirrors the environments they are talking about. For every woman that goes to these programs, we also need men in attendance as well.
• ● Kevin saw it get easier to bring women into conferences and digital marketing events when it moved from tech to advertising.
• ● When you are a CMO, every tool is in service of the objective of marketing, and tech and data certainly apply.
• ● Often the CMO and CEO have diverging expectations, and that can lead to confusion about what the main focus should be on.
• ● The CMO role can be one of very high turnover, and the typical lifespan of a CMO is only 43 months of tenure.
• ● When Stephanie is looking for career opportunities, she doesn’t hitch her wagon to a certain CMO but instead checks in with a culture of growth and change.
• ● A great CMO leans on their agency and remains humble enough to admit there is always new information to learn and put in practice.

• Quotes:

• ● “There is nothing like the smell of rotting cabbage on a hot summer day.”

• ● “Don’t hitch your wagon to one boss.”
• ● “Nobody is above doing anything at the workplace today.”
• Mentioned in This Episode:
• Stephanie Fierman LinkedIn
• @stephfierman
• Nana Visitor
• Gender Avenger
• Jack Myers
• SpencerStuart

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Jeff Minsky is an award-winning advertising and digital media pioneer and media technologist. He joins the show to talk about why one would want to attend CES, the value it can provide to both consumers and advertising and media professionals, and how it has evolved over the years. Jeff also gives some insider tips of making the most of your time at CES, what attendees tend to do wrong, and how we can know what to look for to better understand how consumers will be thinking and acting in two to three years.

Takeaways:

• ● CES is designed for the consumer electronics industry but has attracted a very large number of C-level marketers and media professionals.
• ● CES is owned and produced by the Consumer Technology Association, and the core premise is the stage for the next generation of technology to be unveiled and understood.
• ● You can see huge technology expos at CES, or walk the floor to find out about something simple yet powerful, such as a brand new pillow.
• ● Make sure you are carrying four to five portable battery chargers with you at the show — phones drain fast!
• ● Plan to spend at least one to two days just committed to walking the show floor. There are over 4,400 companies that exhibit, and you can really make the most of the event by immersing yourself in it. The more you make connections on the floor, the more you can later leverage media partnerships and understand future consumer behavior.
• ● Yes, it’s true — there really is a robot playing ping pong at CES!
• ● Not only is getting a first-hand look at future consumer behavior interesting, but it predicts how we will transact and behave with one another in our homes and lives.
• ● We should look at trends and adapt them for longer-term brand opportunities, thinking ahead for what will be relevant for two to three years.

• Quotes:

• ● “It just boggles your mind that there is no Wi-Fi at the Consumer Technology show.”

• ● “The more experience you have, the more insight you can drive.”
• ● “We have to look at the bigger picture of what consumers are doing.”
• Mentioned in This Episode:
• CES
• Consumer Technology Association
• Media Village
• Waldorf Astoria Las Vegas
• SKYWORTH
• Brand Matters
• C Space
• Temporary Tattoos
• Samsung Neon

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Sir John Durham is a living legend in the digital business and one of the true godfathers of digital marketing as we know it today. He is the Chief Executive Officer and Managing General Partner of San Francisco-based marketing firm, Catalyst. He has also held many roles in marketing and advertising at companies such as Jumpstart Automotive Media, Carat Fusion, Winstar Interactive Media, and MapQuest.

Takeaways:

• ● John is an industry leader and sought after speaker. He is also the CEO of Catalyst SF, a brand strategy firm that provides marketing services for startups and brands.
• ● A ‘Durhamism’ is a snippet of knowledge that reflects John’s values, beliefs, and wisdom. They are special because they are his personal opinion and thought, and all are welcome to agree or disagree, and to use it at a time where it syncs up with their thoughts and feelings.
• ● John posts his Durhamisms Monday–Friday and loves getting messages from his followers and friends telling him how they impact their particular life and situation.
• ● It’s okay to be curious and childlike. Remember that we don’t save lives in marketing, and there is nothing worth losing your mind about.
• ● John endured a severe illness but he stayed focused on joy and gratitude.
• ● Great marketing professionals put themselves in the place of the customer. What they want, what’s in it for them, and how it relates to the messaging about whatever it is they are trying to sell.
• ● To someone with great values like John, it doesn’t matter how much money you have, it matters how you treat people.
• ● Approach day one at a time, with joy.
• ● Travel is good for perspective. We should have pride in our country but also curiosity and respect for others.

• Quotes:

• ● “Always put your mind in the customer[’s place].”

• ● “When I travel, I appreciate where I’ve been.”
• ● “Smart people make us smarter.”
• ● “The most important trip you may take is meeting people halfway.”
• Mentioned in This Episode:
• CatalystSF
• @catalystsf
• Medium

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Living legend and one of the founding fathers of SEO joins the show this week. Bruce is known as the man that coined the phrase “SEO” and has taught thousands of people how search functions, the misconceptions, and why it’s important we do it right. He and I talk about how he helps clients meet their SEO challenges, how we can establish ourselves as experts, and the latest trends Bruce thinks are important for professionals to know.

Takeaways:

[3:27] Bruce wrote and taught many people on how websites can best be found in search, and what Google looks at to establish ourselves as experts.

[5:02] Bruce’s company Bruce Clay, Inc, “has grown into a leading search marketing company providing SEO services and consulting, pay-per-click advertising management, content development, and social media marketing services.”

[8:13] Clients looking to have a solid SEO reputation must be trustworthy, and more and more in the modern day, it means having real-life people talking about you and writing about you. Bruce helps his clients get a Google tag, and pair up with review sites to recognize keywords in positive reviews.

[16:28] SEO engagement looks different for every business, depending on the scale and scope of the organization.

[17:55] Bruce hires staff based on variety, and that way he has a wide spread of expertise so they can really dig deep and produce significant results. Pro tip: Bruce may or may not also be hiring more experts after Christmas 2019!

[23:06] AI and mobile search are two items on the list that Bruce reminds us we have to keep track of constantly as SEO experts.

[27:33] SEO professionals are aware that it can be a struggle to relay the right information and they are on guard to help dispel misinformation.

[32:33] Bruce wants his clients to understand the same things his employees know, so training and educating them on SEO is something they do to empower everyone that works together on the project.

Quotes:

• ● “If you do what everyone knows, then that puts you at an average.”
• ● “I made a decision that we were going to be top-shelf and that we were going to be the experts.”
• Mentioned in This Episode:
• Bruce Clay
• @BruceClayInc
• Topshelf
• SMX
• UnGagged

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Amrita Sahasrabudhe is the Vice President of Marketing at FastMed Urgent Care and former Sr. Manager of Marketing Strategy & National Promotions at PetSmart. She joins the show to talk about why it’s important for marketers to push the boundaries and move companies to the next step. Amrita also discusses the difference between adapting to what is new in technology without getting distracted by the shiny things, how marketers can prove the metrics of success, and why a bigger budget doesn’t always mean better results.

Takeaways:

[3:27] Amrita started her marketing career in B2B in the manufacturing world before social media was a major part of the industry. She saw an opportunity to digitize their communication such as the newsletters and started with the automation of communication to clients.

[7:30] Marketers are faced with staying on the rapid evolution of technology and consumer consumption, yet not getting distracted by shiny things. Social media can be one thing to add to your toolbox of tricks over time, but it’s important to move on to different channels should the need arise.

[11:04] The marketing team must not only prove the metrics of success but also show how the tactics work on converting audiences and building upon the company strategy. They also must constantly educate senior leadership on what marketing is and why it’s important, and to be clear on the vision of the company as a whole.

[17:15] Being creative with less is a requirement in digital because it’s not tangible like traditional media.

[20:33] Great leaders are brutally truthful and not afraid to speak up. They are prepared to pivot when the rules of the game change and be clear about what they want.

[33:48] Building a long-term strategy is important to building a foundation so that if there is a shift in leadership, the team still knows what to do and why.

[37:39] When Amrita is hiring and looking to add to her marketing team, she looks for people thinking about the long-term future and how they would make decisions that would impact a broader set of people. She also encourages them to think at a higher level, so they can start to think about doing her job when she moves up and on.

[46:23] Amrita encourages those looking to get into senior leadership to not only identify the problem but to begin to also look at possible solutions.

Quotes:

• ● “Marketing is fun, no matter which way you cut it.”
• ● “Everyone thinks they know marketing, and that it’s the easiest thing on earth. The reality is, it’s an ever-shifting landscape.”
• ● “You have to be willing to lose a little to gain a lot in the future.”
• ● “Some of the top companies in the world allow consumers to build the brand.”
• ● “Take a risk and keep testing. What works today may not work tomorrow and what worked yesterday may work again.”
• Mentioned in This Episode:
• Long Way Round
• Amrita Sahasrabudhe
• FastMed Urgent Care

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Alan Chapell returns for the second installment of a two-part series about GDPR (General Data Protection Regulation, and the CCPA (California Consumer Privacy Act). This week, we cover what you need to know in terms of how both will affect brand and human reputations, the right to be forgotten, and what we all sign up for when visiting a digital site. We also talk about being aware of what we post publically, how/if people can really get their private data off public sites, and what’s next in the Wild West of this digital frontier.

Takeaways:

[3:49] Alan shares a story about a bank sending him way more data than he needed for a direct mail campaign. This goes to show that our information is not always in the hands of a company that is willing to protect it at all costs and that Facebook isn’t the only business sending out the information of people that they think is protected and private.

[9:00] We discuss the Right to Be Forgotten, and the Future of Reputation. When we click yes to agreeing to the “Terms and Conditions,” oftentimes we give up the right to sue, and give up a significant percentage of our rights just by being on the digital platform.

[10:20] What goes on Facebook, stays out there in public way after we can delete that one photo. When people post on FB, to a certain degree they are willingly making it now part of the public domain.

[13:25] It can be difficult, labor-intensive, and expensive to try to get search engines to remove information. You have to show that it is causing harm, intrusive, inappropriate or problematic in some fashion.

[19:10] The same way you can review your credit score and work to dispute false claims or issues, we should have the same right to have our online information reviewed and assessed if it is causing issues.

[32:18] Sometimes it’s a data leak, but sometimes it’s companies making bad decisions and deciding to “stalk” their customers. Either way, it’s a sure bet to turn a customer away for life.

Quotes:

• ● “If you’re on Facebook, you are a guinea pig.”
• ● “People click on these terms and conditions and they have no idea what they are agreeing to.”
• ● “Be very careful who you share public information with.”
• ● “Once it leaves your possession, you might as well assume that everyone has it.”
• Mentioned in This Episode:
• California Consumer Privacy Act
• GDPR
• Alan Chapell
• Everclear
• God Forgives, But Google Never Forgets
• Dave Chappelle Netflix Special
• Tivory - T-shirt place? Kevin will add!

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Agnes Sym, a full-time working mom of two, is vying for one of two seats on the Millburn Township Committee. Agnes is a board member of the Newcomers & Neighbors of Short Hills & Millburn, an active member of the Glenwood Parent Teacher Organization, and Vice President and Associate General Counsel in the Legal Department of Fidelity Investments. She talks with us today about what it’s like to run locally, why she wants to serve her community on the Committee, and the issues she is facing on her platform. She also talks about the party politics that she faces, and what she looks forward to working on to make the community even stronger.

Takeaways:

[5:45] Agnes has a full-time job and a family, and when she announced her plan to run, friends asked if she was crazy. However, she knew that her “why” is to give back to the community in a meaningful way. Once learning about the issues in her community, she decided to step up and be part of the process.

[9:39] Some of the larger issues that Agnes is dealing with on her platform include calling for more responsible development, taxes, and her future plans for improving the downtown.

[17:02] Agnes is a seasoned negotiator and collaborator. She loves coming up with creative solutions that can meet the needs of multiple parties in the town.

[25:50] Party Politics can be dark, but Agnes believes that the focus should be on finding the best candidate for the job.

[30:55] Agnes is running as part of the Republican Party, and it has caused some hesitation in others, but she is here to remind us that she wants to be here to do the right thing for the township and its people.

Quotes:

• ● “Many hands make less work.”
• ● “I just want to be here, do the right thing, and be here for the township and all its residents.”
• ● “I try to be an independent thinker.”
• Mentioned in This Episode:
• 2007 Report from Yale Law on National Parties Manipulating Local Politics
• Facebook.com/AgnesForMillburn/
• AgnesforMilburn

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Alan Chapell joins the show this week in the first of a two-part series to talk about the GDPR (General Data Protection Regulation), and the CCPA (California Consumer Privacy Act). We talk about how each will change data privacy regulation, and how it will reshape the way in which data is handled in both advertising and consumer privacy. Alan and I also discuss the basic and extended mechanics in both acts, the commonalities between the two and the core differences between them.

Takeaways:

[3:54] The GDPR was the product of many years of thought across hundreds of privacy scholars worldwide. They put together a comprehensive consumer privacy law, and it went into effect in May of 2018.

[5:12] Part of Alan’s job is to help people and entities manage their presence online, and help them understand how data is accumulated and how we as advertisers and brands are affected.

[9:37] In events such as Cambridge Analytica, Facebook tried to deflect and push blame and liability to advertisers. One of the core issues raised by GDPR is how data is used against multiple integrated platforms.

[10:46] As a data subject, you have a right to see what is being collected about you.

[10:55] The four sections of GDPR:

1. 1. Transparency and modalities.
2. 1. Information and access to personal data.
3. 1. Rectification and erasure.
4. 1. Right to object and automated individual decision making.
5. [22:41] GDBR is an ongoing improvement cycle and will be an evolution for businesses looking to do the right thing. One of the overarching themes of the GDBR is privacy by design.
6. [39:23] CCPA was crafted over two weeks and becomes effective on January 1, 2020. It is not super well defined, but still subject to editing and change.

7. [44:48] Companies should look at the three categories under CCPA, and evaluate their obligations according to which of the three they fall under:

8. 1. Business Entity
9. 1. Service Provider
10. 1. Third-Party
11. [55:02] The EU sees privacy as a fundamental human right, while the U.S. sees data collection as a First Amendment right, focusing on the harms of having data breached.

12. Quotes:

13. ● “You, as a data subject, have a right to tell a company to please stop processing your data.”

14. ● “You do have recourse for companies that are not honoring your rights.”
15. Mentioned in This Episode:
16. California Consumer Privacy Act
17. GDPR
18. Equifax
19. Everclear
20. Alan Chapell

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Industry leader Greg Sterling was the Contributing Editor for 13 years at Search Engine Lane, and now is the Principal at Sterling Marketing Intelligence. Greg is one of the top authorities on local marketing and location intelligence and discusses the changes he has seen in digital strategy and content development over the past several decades. Greg also talks about the importance of branding, what we may need to fix the internet, the wide range of privacy issues we see today and what we can do about them, and a whole lot of fun Star Trek throwbacks.

Takeaways:

[2:05] Sterling Marketing Intelligence is a consulting firm, and Greg is the Principal. The goal at Sterling Marketing is to better inform the SEO professional community with concrete search engine tests and results that they can then apply to their marketing clients pages.

[13:29] Google takes strong action today against people scraping off sites, but when the internet first started, this was a prevalent practice.

[17:02] Besides Google and Yelp, there are not that many competitors for consumers to search and find a wide range of choices for whatever it is they are looking for. There are specific sites such as TripAdvisor for Travel, but Google pretty much owns the space for general consumer research.

[21:15] More consumers are purchasing from online, but a large majority still research online but buy in-store.

[24:02] Reviews are important, and oftentimes the dominant single influence on a purchase. However, we must keep in mind that sites like Yelp can hire people to write both positive and negative reviews, and treat outside members of a local community as though they are an outsider with no credibility.

[43:44] Consumers find it harder than ever today to really trust that their information can be kept private and that the government can be the one to keep it private.

[51:24] Branding is one way to rise above the noise and the only protection against the capriciousness of Google’s algorithm. The more you build the brand, the more you have a positive relationship with people.

[1:06:01] For someone to want to go and direct the Internet to be a place that really changes the planet for the better, there will need to be a financial upside or direct line to revenue for a cause that motivates or serves them.

[1:12:41] People care about privacy more than ever, but they feel powerless that it can be protected.

Quotes:

• ● “It’s dramatically different than it was. There’s virtually no competition on the consumer side.”
• ● “The more you build the brand, the more you have a positive relationship with people.”
• ● “The fallout position has to be one of skepticism for self-protection.”
• ● “You cannot sell anything to anyone that doesn’t already want to buy something.”
• Mentioned in This Episode:
• Greg Sterling LinkedIn
• Sterling Market Intelligence
• @gsterling
• The Kelsey Group
• Feist Publications, Inc. v. Rural Telephone Service Co.
• Jumpshot
• Socie
• Search Engine Land
• Local Search Association
• Millions of People Are Still Risking Their Health for Lighter Skin — VICE
• California Consumer Privacy Act
• Go Daddy
• Alan Chappell
• SModcast
• SMX East

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Digital marketing strategist, entrepreneur, writer, and speaker Anders Hjorth joins the show today to talk about what he has learned in his experience working at and founding several Digital Marketing agencies in Paris. Anders is also the founder of Innovell, provider of Digital Marketing insights, and sees, inside and out, the formula to success in agency life and what new trends we need to adopt and adapt to. Anders also chats about his judging on various industry Awards in the areas of Search Marketing, Social Media Marketing, and Biddable Media.

Takeaways:

[2:02] Anders is an independent digital marketing consultant in France and has also founded and co-founded several agencies, including Relevant Traffic, BDBL Media, AZNOS, and Accenture Interactive. He is now the founder of Innovell, which provides Digital Marketing Insights.

[8:30] The old business saying of “concentrate on what you are good at and then monetize it,” definitely has some weight to it but in the new world order of marketing we must also see what’s up ahead and not be afraid of testing them out.

[16:36] Having a plan is good, but over-structuring and controlling won’t get you anywhere. Great leaders are aware of the need to be open to change and to stay adaptable.

[26:01] The more people you can push up to be visible inside the company, the better for everyone.

[32:39] We are seeing more cultures sharing knowledge, whether from the senior leaders or just between co-workers. Instead of more competition, certain projects and strategies call for collaboration.

[35:41] While jumping into failure isn’t advised, the acceptance of failure seems to loosen the grip and people are steered more towards innovation.

[38:41] Anders looks at trends from reviewing hundreds of case studies and mapping out what is changing and what is more hype than reality.

[44:10] In a functional culture, we need people that gather important information and also those that help us know exactly what the next move would be with that information.

Quotes:

• ● “You need creativity and to react very quickly.”
• ● “It’s all about learning and it’s all about knowledge sharing.”
• ● “Innovation is something that can only come out of hands-on experience.”
• Mentioned in This Episode:
• Accenture Interactive
• Your Network Is Your Net worth: Unlock the Hidden Power of Connections for Wealth, Success, and Happiness in the Digital Age, by Porter Gale
• Data Studio
• @soanders
• Innovell

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Farhad Divecha built an agency from the ground up, has experience in every area of digital, and is making a lot of news lately with his tremendous client base. Farhad came from India, came to do his graduate work in the U.S., and now lives in the UK, running AccuraCast. In this episode, Farhad talks about the things people are doing wrong (and right) in the influencer marketing world, the massive influx of data in the digital world and how it can help us, and real-world examples of AI pulling data together in a way we otherwise wouldn’t have been able to.

Takeaways:

[4:42] Influence marketing is in the limelight now, but if you sit around and wait, you will miss the boat. The whole ecosystem is in flux, and as marketers, we get an inside view from all three angles: the influencers, brands, and what the platforms think of the whole ecosystem.

[10:16] Gymshark is an example of a brand that does influencer marketing right and who lends itself to the influencer marketing ecosystem.

[11:22] When you force influencer marketing on a brand or concept that doesn’t work, that is when the failure starts happening.

[12:03] Influencer marketing isn’t new. Brands have been used to paying athletes and celebrities for what to do, say, and wear for quite some time now. However, the medium has changed and now it is possible for many different people to become influencers and make money from brands.

[16:55] Brands need to do their research when looking at what influencers they want to work with and invest money in. They need to gather the data and really study the influence they have according to their following. For example, some influencers have smaller numbers but more dedicated followers than those with huge followings.

[17:02] Farhad and his team looked at the influence per one thousand followers of many online influencers and found as their actual volume of influence grew, the influence per thousand started declining. Often times there is a mass gathering in followers, but they aren’t actually looking to them for advice on specific purchases.

[29:59] Many times, the people that would be the best influencers are too busy doing their jobs to seek the online attention.

[35:30] Brands are realizing the same principles as previous years need to be applied in this new media, and they use their compiled data to find out which influencer fits with their audience.

[37:58] Farhad and Kevin discuss examples where artificial intelligence stitches data together to form solutions that create a buying funnel with powerful results. Using attribution models, they can target user behavior in a way that creates a specific campaign that makes sense to the whole discovery and purchase process.

Quotes:

• ● “Real world influencers are out there, but they are too busy doing the work.”
• ● “More interesting information happens when you start simply dissecting data.”
• ● “Influencer marketing isn’t new.”
• Mentioned in This Episode:
• Gymshark
• Logan Paul
• PewDiePie
• “Privacy, Past and Present with Alan Chapell”
• AccuraCast
• Farhad Divecha

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Chris Moloney, Chief Marketing Officer and Head of Partnerships for TaxSlayer, joins the show today. Chris shares his wisdom from his prior roles including CMO of CAN Capital, CEO of GREMLN Social Media, and Chief Marketing Officer for Wells Fargo Advisors, Experian, and Scottrade. Chris discusses exactly what he does inside his role, how companies can better face customer issues and challenges, and his experience using influencer marketing. Chris also shares what not to do when interviewing for a role, and why the Chief Digital Officer title might be dwindling down even further in the future.

Takeaways:

[2:50] Chris talks about an interview with Neiman Marcus where it may have just been a ploy to get him head-to-toe in their clothing. He didn’t get the job, but at least he looked great.

[11:08] The Chief Digital Officer is a nebulous title, but they do have the decision making power on how to structure the tech stack and optimize campaigns. Chris does see the title declining in popularity and if you have a Digital CMO who works with a CIO, that may be a better model.

[16:03] Just a few of the responsibilities of a Chief Digital Officer can include getting analytics in place, testing multiple websites and building out CMS.

[17:01] Even if the management is looking to change the structure and grow, there may be senior leadership that is averse to doing things differently.

[19:31] Chris spent the first three to six months of his job understanding the emotional play of his customers and how he may better get to know how his company is truly perceived by active users.

[24:56] Just picking up the phone and talking with a customer may seem like it’s gone out of style, but it’s an easy way to get to the bottom of a situation and determine whether or not it’s really an issue.

[42:06] Chris is a fan of using affiliates, but you have to make sure you can control the message and that they are representing your brand correctly.

[51:42] If you put “guru” or “rockstar” on your resume or LinkedIn, be ready for some extreme rapid-fire questioning on your interview.

Quotes:

• ● “You can’t be a good CMO now without being a good Chief Digital Officer.”
• ● “I’ve always tried to keep the business world and political world as far apart as possible.”
• ● “If you say you are an analytics guru, watch out.”
• ● “Please, no more pictures of you onstage speaking using a Britney Spears mic.”
• Mentioned in This Episode:
• Chris Moloney LinkedIn
• TaxSlayer
• John Oliver on Public Shaming
• @jordanbpeterson
• Biz Rate
• Chris Moloney

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This week, Jason Burnham joins us to dive deep in the past, present, and future of creating a healthy brand culture and surviving acquisition. Jason is widely recognized as one of the founding fathers of digital marketing and founded Culture Design to help businesses transform and thrive. He discusses the importance of maintaining good personal and professional relationships despite challenges, how culture and honesty affect every aspect of success in a business from the top down, and what is necessary to create a healthy approach to growing organizations.

Takeaways:

[3:07] Jason founded Culture Design in 2019. He also co-founded Ad Age Top 25, and Mass Transit Interactive Inc., which was acquired in 2005 by Horizon Media, Inc.

[4:19] One of Jason’s biggest successes was hiring employees who then branched out and created 15 companies themselves. What started as 70 to 75 people grew to thousands of employees, with a larger impact than what was originally intended.

[10:26] Jason and his partners at Mass Transit brought their business to the point where it was able to get acquired, and they parted ways very amicably to pursue their own adventures. He also had a very stressful couple of personal hurdles including divorce and a family emergency.

[15:05] Cultivating healthy relationships starts with yourself and being sure you are acting in your own integrity and honesty. It is then that we can build trust with others, have empathy for them, and develop great communication skills to connect.

[21:48] When it comes to culture, there are no boundaries and no sectors that are left unaffected by others. Individual decisions at every level affect the entire team.

[26:11] The brand experience for big brands extend far beyond the walls of an organization. You must think about how you are engaging your entire ecosystem including partners and clients.

[35:04] Every role at an organization is critical to overall success. We must respect the different skill sets of others, and be clear on how they all fit into bettering the organization based on the goal and vision.

[44:47] Business models can change and they aren’t set in stone once created. The market changes, and you have to be adaptable to changing market dynamics.

[50:15] Trust is the foundation of any type of relationship, and there must be a psychological safety where employees feel safe to be their authentic selves and able to make mistakes without negative consequences.

[58:24] When you take a look at culture and act strongly upon it, don’t be surprised if you attract new people and shed a few that aren’t in line.

[59:31] Mid-level managers will be either the biggest conduits to creating a culture or resisting it. Their role is extremely important.

Quotes:

• ● “It’s really about leading with love, respect, compassion, and open communication.”
• ● “I don’t think we spend enough time appreciating the individual attributes that contribute to the larger outcome.”
• ● “A lot of companies are living inside a spreadsheet, not focused on the human aspect.”
• ● “Trust is the foundation.”
• ● “People will behave based on how they are rewarded and how they are recognized.”
• Mentioned in This Episode:
• Culture Design
• IdeoU
• Jason Burnham LinkedIn
• @jasonmburnham

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Michael Estrin has some of the most engageable writing out there now and has learned a lot of lessons in storytelling and connecting online throughout the years. He talks with us today about writing for iMedia Connection, his take on the new Facebook, the modern role of social shaming, what most of us are doing wrong with our social media posts, and advice for those looking to tell a story without a flame war.

Takeaways:

[11:58] Michael is a magnet for weirdos and weird experiences because he says YES to life! It makes the days fun and you never quite know what’s going to happen when you say “yes, and” throughout your day.

[17:14] Michael’s engagement is quite high on his writing pieces, but he finds his audience doesn’t typically partake in flame wars or trolling. He suspects it has something to do with the culture he curates on his pages of acceptance and openness.

[20:25] Michael’s storytelling voice is one that is conversational and inclusive.

[21:03] Most Facebook posts are half baked opinions, and you get out what you put in. When you take the time to gather the facts and put out a well-thought-out story, the responses seem to be more thought out as well.

[23:32] The stories that seem to resonate the most on Michael’s social media page are ones where he makes himself the brunt of the joke.

[27:46] On the scale of doing and saying stupid things online, just make sure the stupid thing you are doing isn’t going to destroy your brand.

[31:09] Michael doesn’t shame in his storytelling posts, mainly for the reason that it seems to be the low-hanging fruit that everyone goes for.

[41:57] Our online conversations go a lot better when we have kindness for one another and realize it is still another person on the other end of the screen.

[52:40] It’s important for writers to balance keeping up with the times and trends and also to stay true to what they believe in.

[66:48] We miss the good old days of our timeline being in chronological order, as compared to the relevance algorithm that is mixed up and out of sorts.

Quotes:

• ● “When someone says something weird, most people tend to walk away, but I move toward it.”
• ● “I’ve never had a flame war on my Facebook page.”
• ● “Whenever you make yourself the joke, it makes everyone else more comfortable.”
• ● “Public shaming is angry and boring, which is a terrible combination to me.”
• ● “If alien anthropologists showed up, they would be firmly convinced we scream hashtags at each other.”
• Mentioned in This Episode:
• iMedia Connection
• So You’ve Been Publicly Shamed, by Jon Ronson
• Jordan Peterson
• Michael Estrin
• Michael Estrin Wattpad

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Doug Schumacher joins the show today to talk with us about the present and future of speech and voice recognition, Facebook as the new MySpace, and exactly what Facebook is apologizing for today as opposed to yesterday. He also discusses where the voice space is being used correctly and where the strategy falls short. Doug is in a unique position not only from the perspective of a marketer but someone accumulating marketing information from working social media channels.

Takeaways:

[3:30] Friendship doesn’t count unless it’s on Facebook, right? Doug and Kevin are celebrating their 10th Friendaversary, through being pals on Facebook only before linking up in the human realm.

[5:54] As of December 14, today’s Facebook apology was a bug that may have exposed photos of 6.8 million people. Doug explains that people have had a good tolerance for privacy violations in the past, but he feels it would be the one he would miss the least of The Big Four (Google, Apple, Facebook, and Amazon).

[13:46] It’s one thing for a user to understand that in using a site or network, they are giving some access to their information to marketers. It’s another for the site completely to breach privacy wishes when users intentionally decide to not share photos or data that ends up getting shared.

[16:02] It’s very rare that it’s one thing that happens in a network’s “slow death.” It happens over time, with one of the standing concerns is the Groups feature being tarnished, as many name Groups as one of the last standing features they still find useful and worthwhile on Facebook.

[22:01] It varies from network to network, but community size, fan growth rate, activity levels, posting volumes, engagement volumes are the major KPIs people are looking at. Beyond that, content analysis can tell us why specific things are happening and what types of content people are engaging with.

[26:07] To Doug, social media is just one simple easy place to follow what a brand is doing, and to also stay on top of the latest in your competitor’s world.

[30:02] The voice space is growing quickly, with a user base of 50 to 60 million users so far in the U.S. alone.

[32:35] In Google search, while people tend to use short, succinct phrases, they tend to ramble in Voice search. This shows not only the difference in the way people interface but the need for Voice to work in different parameters.

[33:41] The big complaint in Voice now is not being understood or heard correctly.

[45:09] The common tasks that people find helpful and effective for Voice are to play music, set timers, and go to hands-free in the kitchen. In some ways, it’s introducing people to consuming new content and communication in a convenient way.

Quotes:

• ● “Are people becoming numb to these data breaches?”
• ● “Every time I log onto Facebook lately it feels more and more like MySpace circa 2006.”
• ● “I don’t share nearly as much as I used to on Facebook. There are a whole bunch of other ways to get hopped up on dopamine.”
• ● “There’s a certain type of industry literacy that goes along with knowing what your competitors are doing.”
• ● “Every major brand is going to want to have some presence in the Voice web.”
• Mentioned in This Episode:
• “John Oliver Flushes Facebook Down the Toilet with a New Fake Ad”
• “Facebook’s Cambridge Analytica Controversy Could Be Big Trouble for the Social Network Network. Here’s What to Know”
• Brainchild
• VoiceMarketing Podcast
• Homie & Lexy Podcast
• Doug on LinkedIn
• Zuum

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Tom Deierlein, a 1989 graduate of West Point, gets his energy from helping others less fortunate both locally and globally. Today, he joins the show to talk about his background in leadership, business, service, and why he founded the many touching ways that the TD Foundation is helping American Veteran heroes and their families. Tom shares an amazing story about getting shot by a sniper while in combat, and why he views it now as one of the best things to happen to him. Finally, he discusses the upcoming TD Foundation Holiday Cocktail event and ways you can get involved, whether you are near or far.

Takeaways:

[3:51] Tom and Kevin reminisce about the ‘good ole days’ of the industry when it was less commercialized than it is today.

[4:14] Tom discusses the role that Dynamic Logic had in opening the eyes of advertisers to use real data to apply traditional brand metrics.

[8:02] Tom is a West Point Graduate from 1989, served in the Berlin Brigade and got out in 1993. In 2005 he was recalled back to active IRR (Individual Ready Reserve) where he lent his skills and expertise in civil affairs and economic development.

[11:51] Tom recalls the unbelievable story of getting shot by a sniper, and what a body trauma looks and feels like.

[19:58] Yes, even when the war hero comes home, his friends still play hard against him in poker.

[21:43] There have been 50 life-saving surgeries through the TD Foundation. The foundation’s mission statement is “TD Foundation is a 100% volunteer organization that provides aid to children of wounded warriors and fallen heroes. We help American Veterans’ families in crisis.”

[25:45] Whatever your passion is, dedicate yourself to lending your skills to just one organization or charity. Whether it’s seniors, veterans, animals, or if it’s local or international, many good causes need your help year-round.

[27:04] The charity was born of the “old timers” list from advertising, and Tom was touched by how much of the collective came together (and still continues to do so) for this cause.

[30:47] From school supplies to food, Tom’s foundation works to help pretty much anything that a family could need.

[34:00] The TD Foundation just got the honor of the U.S. Special Operations Command Patriot Award, the highest award for a civilian nonprofit in supporting special armed forces.

[48:05] We reveal some special unique sports memorabilia donations for the upcoming TD Foundation Holiday Cocktail event. If you are also a Bloody Mary lover, this event also has some great auction options for you.

Quotes:

• ● “I think a lot of people don’t realize how small digital really is, still to this day.” — K
• ● “The last thing I saw was me flying backward, but my boots on the ground. I thought I had literally been cut in half.” — T
• ● “People look at me strange when I say that getting shot was one of the best things that ever happened to me.” — T
• ● “I’m in a much better place than if I had just served and gone home.”
• ● “A guy that almost gives his life for his country, his kid shouldn’t not have things that other kids have at school.”
• Mentioned in This Episode:
• West Point
• Walter Reed National Military Center
• TD Foundation
• TD Foundation Success Stories
• Special Spectators
• The Hesselbein Leadership Institute
• Operation Second Chance
• Boulder Crest
• @tomdeierlein
• @USSOCOM
• Amazon Smile

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Tameka Kee has spent the last decade connecting the dots of technology, media, and marketing. Currently the Vice President of Content & Strategy at Wise Public Relations, she joins us today to talk about some common misconceptions of virtual reality, where we are now with the technology, what she sees emerging in the coming years, and how it is changing in both consumer and enterprise markets. She also talks about successful moments in integrating sponsors into events, and lessons she is learning now as she begins to produce events in the VR/AR universe.

Takeaways:

[3:25] Tameka is also the head of the LA Chapter for the VR/AR association, an industry trade group dedicated to advance and connect digital technology experts and enthusiasts.

[6:19] VR is on a continuum of how immersive an experience it is, and Tameka sees the Oculus Quest as a game changer on the consumer front.

[10:11] In the enterprise, VR is changing how companies do HR training that requires empathy and compassion, as the sensory-motor activity makes participants really feel like they are there in real time.

[12:05] In medicine, there are a lot of VR and AR companies creating ways to make surgery better, and help doctors perform at super in-depth performance standards.

[17:40] Tameka comes from a journalistic background and remained a champion for integrity and information even when she shifted to working in an event and sponsorship space. She hasn’t won every battle, but most times finds that audiences and events align with high-value content.

[29:30] Part of the challenge with events in digital marketing is sponsors want to be thought leadership sponsors, when other opportunities may make for a more authentic and trustworthy integration.

[37:37] Digital marketers can benefit in looking at events from other industries to get inspiration.

[40:41] As much as the advertising and digital industry changes, relationships and networking still are at the forefront of long-lasting and consistently attended events.

[42:11] As both an event producer and programmer, Tameka sees there are many aspects to consider such as name recognition, content, and financial contribution.

[47:28] Tameka loves events due to her natural curiosity, love of seeing what’s coming up, and interacting with the leaders of the present day and the future.

[56:14] It takes effort to find good speakers and organize an agenda and book a venue; oftentimes, people underestimate the responsibility of an events planner.

[62:36] Tameka explains The Influx Lab, and the upcoming event on December 1 to discuss the conversation about all aspects of mixed reality.

[70:11] TMI Podcast PSA: If you gave a TEDx Talk, please don’t weave it into every conversation that you have for the rest of your life. Please leave it on the stage (or at least just your Facebook profile).

Quotes:

• ● “Your job is to be the thought leader in your conversation.” — T
• ● “Good sponsors will actually stand back and do what you do at events.” — T
• ● “You can’t have people involved in a digital event who aren’t doing digital, it doesn’t work that way.” — K
• ● “There are people now that make their living just speaking at events!” — K
• ● “You should have something to build your expertise on, as your way to being an expert.” — T
• ● “I’m a nerd, and I get to play with cool VR things before anyone else does.” — T
• ● “Let’s have the conversation now about VR and AR.” — T
• Mentioned in This Episode:
• LA-VR/AR Association
• Tree
• Oculus Quest
• Mindcotine
• Facebook: Last Week Tonight with John Oliver
• Digiday
• eMarketer
• Adtec
• Search Engine Land
• P Diddy
• C2 Montreal
• @Tameka Kee
• The Influx Lab
• Nancy Baker Cahill
• Wise PR

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Rich LeFurgy has been bridging Silicon Valley and Madison Avenue for years, as a board member, advisor, or investor in over 60 online advertising companies. He joins us today for a talk on the key issues he has seen over his 17-year ad agency career, what’s happening with data and consumer protection, virtuosity and quality in data, and the importance of transparency and trustworthy relationships in all facets of an agency.

Takeaways:

[5:29] Consumers are now creating more and more economic value for a whole bunch of players in our ecosystem.

[6:30] It has created an open door for tech companies now that brands are responsible for the data that they use. This creates an imperative for brands to use that data, and Rich discusses a whole new category called 21st Century Direct-to-Consumer Brands.

[8:48] Data has somewhat been a dirty word for the publishing community because they see it as undermining the value of their audiences.

[11:02] Rich sees a need for online marketing to do a better job at creating new customers for companies. Direct-to-consumer has done a great job using branded content and social media, but now it’s up to the publishing community to figure out how to stay relevant.

[14:17] Rich sees it more incumbent upon publishers to embrace data as another way to make money. One key way to do this is to start tracking where they are within a consumer’s purchase journey.

[15:53] Much of what is driving the consumer world is deals, not just content.

[20:41] Rich discusses the future of single-sign-on entities and the way they differ from SpyWare and Gator. The single-sign-on is a thread to get us to up our standard for the quality of our data.

[23:17] The disclosure of a post that has been sponsored is very important to maintaining a sense of honesty in influencer platforms.

[25:56] The fact that we are now consuming more media and consuming it on our mobile devices, is a huge change from recent years.

[37:18] It’s important to provide transparency in data, so marketers know what information they are working with.

[39:39] Companies and marketers that are smart are going to get ahead of data quality and tackle transparency head on.

[47:10] There is a battle in every company with a technology arm and a media arm. The browser folks want to put in default adblocking, where the media folks feel that will lose the sign on, content, and personalization.

[58:48] Today, agencies are investing in technology, and Rich sees them very much still alive on the creative end.

[1:00:13] There is a tremendous about AI that is being applied to consumer and brand data to start to come up with campaigns.

[1:13:02] Rich discusses his role at Lotlinx and their ground-breaking technology that works to provide digital advertising technology to automotive dealers in the U.S.

Quotes:

• ● “Publishers have got to continue to have a great relationship with consumers and provide value to brands.”
• ● “It’s not just about content. It’s a lot about deals.”
• ● “Part of getting data fixed is giving consumers control over their own data.”
• ● “Technology is evolving faster than policy.”
• ● “We’ve got to go to that next level so we figure out data quality.”
• ● “The business that is transacted is still based on relationships.”
• Mentioned in This Episode:
• John Oliver — Facebook is a Toilet
• @Rich_LeFurgy
• California Consumer Privacy Act of 2018
• SpyWare / Gator
• Consumer Group Accuses Internet Search Engines of Deception
• Survata
• Justice Department Sues to Stop California Net Neutrality Law
• AdAge
• How Spotify Harnesses Data to Connect With Its 75 Million Users
• IAB
• Lotlinx
• Direct Brand Summit

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Dave Smith is an industry living legend, icon and one of the few precious voices independent left in the business. Today, he shares what it really means to be an agency, what he personally has seen within the switch of print to digital, and the exciting announcement on what the future holds for his company, Mediasmith.

Takeaways:

[7:03] There will be announcements of more smaller and independent agencies joining the ANA in the future.

[9:32] Dave shares how the IAB Terms and Conditions came about. Dave got involved to cut out friction in how they did business and to make it affordable.

[13:40] Google’s option to now add unsold inventory gave advertisers the ability to pick a target audience, keywords and the sites they wanted to run on at heavily discounted prices.

[16:28] Dave predicts that over the next five years there will be a big push of technology companies hiring liberal arts majors because they need people with problem-solving skills who think logically.

[19:07] When you don’t disclose the proper information to the client, you lose the position of a true agent — looking out for the client.

[23:20] Dave discusses the latest news of the FBI investigating the ad industry’s media-buying practices, possible fraud, and kickbacks.

[26:08] In a period of 12 years, digital and print switched positions on which one was free as a bonus.

[31:32] Bringing jobs in-house often comes with the challenge of finding the right people for the job, and then retaining them. Anheuser-Busch is an example of a large company that brought advertising in-house, and then decided to go in an agency direction again when they saw it didn’t save them that much money, and they were missing the creativity that came with variety.

[36:11] Dave will be helping at Mediasmith now from a Chairman position and the management buyout was just a formalization of the process over the last several years. He looks forward to upcoming endeavors with his wife Karen, including travel.

[44:43] Dave shares a story from the early 1980’s where an unpaid media bill and a hot tip led him to not get on a certain plane ride. This was his “Godfather moment” in the ad industry, and highlighted the importance of knowing who his friends (and more importantly, his enemies) are.

[47:40] Out of his own bankruptcy, Dave developed a term he coined “Sequential Liability.” He stayed optimistic, forward-thinking, and he learned to appreciate fear as a great motivator.

Quotes:

• ● “The key word is ‘agency.’ We are agents of the client, not vendors or suppliers.”
• ● “If you do things that you want to do and help others along the way, everybody wins.”
• ● “So many people win at the expense of others and it doesn’t have to be that way.”
• ● “That’s the great thing about our industry — there is no typical day.”
• Mentioned in This Episode:
• Mediasmith Client Bill of Rights
• Mediasmith
• Mediasmith LinkedIn
• @MediasmithInc
• Media Transparency Initiative: K2 Report
• ANA.net
• IAB
• 4A’s
• Idealab
• Federal Prosecutors Probe Ad Industry’s Media-Buying Practices
• The Indie Marketer

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Geoff Ramsey, founder and Chief Content Office of eMarketer, joins us today to talk about what’s hot in the industry right now, some secret hacks for giving an energetic and engaging presentation, the sources and motivations behind eMarketer, and how they built their team from the ground up. We also talk about the trust crisis in media, and eMarketer’s system of wading through the muddled mass of all the information out there to deliver what is relevant and trustworthy.

Takeaways:

[6:37] Geoff explains his renegade style of presentations, and how (and why) he loves squeezing information into more than 150 slides on any given talk.

[12:45] As a 15-year-old magician, Geoff traded in his magic wand and bag of tricks for an adult version of slides and presentation notes.

[14:38] If speaking in front of others seems daunting to you, Geoff gives some secret tips for delivering an energetic and interesting presentation.

[16:46] We share an inside secret on how to tell if people have paid to be a presenter, and why the “pay to play” model may be a disservice to adding true value to the event or conference.

[19:10] Every slide in Geoff’s presentation is a reminder to stay on track and disrupt his tendency for distraction. Every 20-minute talk represents even more than 9-10 hours of labor and intense research.

[23:39] Be relevant to your audience, and back it up with data. Definitions matter, and be ready to show how you got the results.

[27:27] Geoff wrote the first report in May of 1998 and explains the intent behind processing all the information and then packing it up and sending it out to the world.

[34:46] It’s all about perspective and learning what specific branding and positioning your organization needs for their particular story.

[38:36] For eMarketer, it’s not about the urgency of the 24 hours of the news cycle or breaking the news, it’s about informing others in a considerate and thoughtful way.

[42:35] Have you also been told no to having a laptop because “secretary’s have laptops”? If so, you aren’t alone. And … the course that changed Geoff’s life in high school? Typing.

[48:36] eMarketer’s value proposition is a process where full-time analysts find and sort through the “mud” of the information, fact-check it and forecast it in a global, structured and intuitive manner.

[57:23] We have a crisis in trust with the media, social channels, and for the first time in history, we are seeing companies spend millions to talk about how terrible their own site is just to build up their reputation. Geoff sees more self-regulation and AI in the future as one of many solutions.

[1:03:31] Although we are high on our level of distrust for social media, it is still up there as one of the highest ways we consume the news.

Quotes:

• ● “In digital, we really are at an information overload.”
• ● “At the end of my presentation, I kind of want people to feel like a deer in the headlights.”
• ● “Before I take the stage, I try to stop thinking about myself, and take myself out of the equation.”
• ● “We are always focused on nothing but the truth.”
• ● “You have to know what you are about, and what you aren’t about.”
• ● “Data can drive insight, but the messaging still has to have inherent value.”
• Mentioned in This Episode:
• Geoff Ramsey
• eMarketer
• Silicon Valley
• Ad:tech
• @ThatKevinSmith
• EUGDPR

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Today we are joined by Jennifer Bedford of Signal Partners, responsible for incredible and high-end recruitment and placements of digital talent. Jennifer shares the history of her career, and what it was like to go from strictly telephone and paper to the dawn of the new era with the internet. She also talks about the trends she sees in working with high-end clients, inside tips for those looking to position themselves for an upward career step, and how to stay in the game even when dealing with failure.

Takeaways:

[3:50] Jennifer explains the role of headhunter, formally called Executive Search Consultant or Management Consultant. In the beginning of Jennifer’s work within the industry, Executive Search was structured a lot like law firms, with young associates coming in, learning, working for partners who are bringing in new business. This time was pre-internet, and the telephone was the primary tool to master in order to get to the Executive you wanted to develop the relationship with. It was also a large number of sales at first, building a rapport quickly to establish an interest to then shift the headhunter into a buyer.

[8:45] In 1997, as Jennifer was working in Los Angeles, she noticed the tide turn for top-level executives looking for New Media Leaders that understood how to navigate the world of the internet. She traded in the highlighter and directory for a computer, and it completely changed the game of research and communication.

[12:34] The new generation of recruiters must learn and master the art of communication, otherwise, they will have trouble getting the attention of busy executives and breaking through the noise of all the competition.

[13:05] As time moved from dialing for dollars in the 1990’s to the rise of the big bright internet in the late 90’s, Jennifer refers to the bubble bursting in 2000 as a “dark, creepy time.”

[14:48] Web 2.0 made way for a new type of leader and created brands, products, and leaders that may have never emerged without the bubble bursting.

[16:18] Jennifer’s client is the startup, firm, or brand calling them to retain them much like a lawyer or accountant. They are paid then to launch an assignment and are compensated both on a retainer basis and a reward for placement basis.

[17:22] The great old equation of compensation was 33.3% of the Executive’s Cash Compensation package.

[18:59] Jennifer works very closely with her clients to let them know how quickly it will take realistically, who their competition is, and who they know that is excellent in that space.

[22:07] Great storytelling skills, established relationships, a deep curiosity, and commitment to clients are important in Jennifer’s business.

[25:35] Jennifer shares how they start a hunt for the right CEO or Executive without the entire company knowing.

[28:23] If someone tries to get back into the marketplace, they must have a strong and compelling voice if they want to rise to the top of who is assessing candidates for recommendation. Whiny victims need not apply!

[32:50] A professional like Jennifer oftentimes has the ability to work with the client and guide them to what they really need and help people reframe their story in a way that shows their best assets.

[38:19] We have seen many instances of people coming from huge monolithic companies that have been pampered who may have a rude awakening going into a more traditional company.

[41:28] Networking 101 — be nice to your recruiters!

[42:57] Jennifer addresses how some CEOs and big brand leaders stay in the game by becoming industry experts, crafting a fresh story and helping others, even when dealing with large career missteps.

[51:42] Positivity, high energy, and staying up on the game and industry are paramount to standing out above the other potential candidates.

Quotes:

“We are solution-based, and focused on how do we get the best person in front of you in the most efficient and effective period of time.”

“If you can’t tell a good story, you aren’t going to stick with me. My job is all about storytelling.”

“The truth is a matter of perspective.” — Obi-Wan

“Everyone wants a shiny, sparkly hire that they don’t have to explain.”

“There’s something to be said about cutting your teeth in intense environments that are earnest about what they do.”

“Your career really is your brand. Does it tell your latest story, are you proud of what you see?”

Mentioned in This Episode:

“Why Silicon Valley Loves Failures” — Inc Magazine

“Silicon Valley’s culture of failure” — The Guardian

“Finding positivity in failure” — Silicon Valley Leaders

“In Silicon Valley, Failing is Succeeding” — Newsweek

Jennifer Bedford LinkedIn

Signal Partners

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David Szetela, industry veteran, PPC expert, and Owner of FMB Media, joins us to discuss the past, present, and future of paid search; David’s history of working with Apple including some very memorable presentations; why offices should be optional; the fundamental mistakes he has seen in his accounts; the new Google branding; and the ins and outs of running both small and large agencies.

Takeaways:

[3:59] David got a Master’s Degree in Flavor Chemistry but discovered his calling was in the world of computer science instead of inventing more food additives and flavoring. In 1981, he quit grad school 6 months before getting his Ph.D. to get into the personal computer industry at a time when the IBM PC was released. At that time, Apple was a small company and doing close to $500,000 in sales. David later got a job working for Computer Magazine for several years, which then led to his job as Manager of the Evangelism Department at Apple.

[6:49] The median age at Apple was even lower than at Google now, making David “seasoned management” at the ripe age of 31 years old.

[8:58] David developed the World Wide Developer Conference, still very well known in the personal computer industry and the model for open discussion within the industry. David tells a story combining cutting-edge technology and meeting famous author and scriptwriter (and Mac user) Douglas Adams.

[21:46] We discuss the fundamental mistakes people make in paid search, including running outdated campaigns and ads in geographic targeted regions other than where the customer database is located. Google has a default setting to show the campaigns in the template settings, so be sure to go in and curtail it to your specific location. Another is when people simply copy an entire search campaign, using the keywords for a display campaign that may copy over negative search words and block areas that would otherwise be beneficial for the ad to run.

[30:01] It behooves every PPC advertiser to understand when to use display advertising vs. search.

[34:09] David defines performance criteria and compensation formulas, which typically include revenue from dollars, a lead form, or a phone call. The assumption has to be that if you are paying for paid performance, the fee structure has to reflect the risk you are taking on.

[41:22] About half of David’s clients are in a paid percentage of spend model.

[44:34] We discuss the staffing model, how much time it takes to educate people, and why we look for independents.

[48:16] David’s experience of having full-time staff work remotely has worked out great and he believes offices should be optional.

[51:42] It’s easy to pitch against a large agency. Oftentimes large agencies will promise staff they don’t have yet or move their staff away to another account. We discuss the important things to look at when hiring an agency, and the top errors people make in the strategy realm.

Quotes:

• ● “You do not need to put every accomplishment since kindergarten in your email signature.”
• ● “Advertisers in general just do not understand display advertising at all.”
• ● “There are many ways of measuring performance.”
• ● “Marketing people aren’t mathematicians, but we are seeing that world change slowly.”
• ● “The upside of working with independents is that you get people that want to work with you.”
• ● “I’m really a one-person agency, and it’s going to stay that way.”
• ● “You get the best results when the keywords in the search query are in the ad, and they are echoed on the landing page.”
• Mentioned in This Episode:
• Worldwide Developer Conference
• Douglas Adams
• Harry Anderson
• “Everyone Hates Open Plan Offices Except CEO’s” by Geoffrey James
• David Szetela LinkedIn
• @Szetela
• About.me/szetela

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This episode features Nicole Purcell, President of Clio Awards. We talk about automation and AI’s impact on creatives, the current state of awards ceremonies, and the impact Nicole’s family business had on her work ethic. She and Kevin also talk about diversity and the evolving context of appropriate conduct in the workplace, how we get into an environment of rewards, and how to elevate awards from being different than a participation medal.

Takeaways:

[3:15] Nicole inherited a strong work ethic from her family. They had a family business in New Jersey, which kept them traveling to the regional warehouses. Since these warehouses were run by mostly men, Nicole learned to take care of herself in all different types of environments.

[12:29] Nicole recounts some examples of when she had to deal with CEO’s not so politically correct behavior in the early stages of her career.

[18:17] Nicole views Clio as a family business and encourages family members of employees to come to check out events, to see where their loved one is spending their time and energy.

[27:15] Kevin shares an example of walking away from an off-color joke at a recent work event. The line of what’s appropriate and what’s offensive now is in a gray zone, and the context is evolving.

[33:31] Nicole tells the women in her workplace that if they are too fearful or hesitant to speak up about an issue, or someone acting inappropriate towards them, she will do it for them.

[39:34] Kevin’s LinkedIn page boasts some new and imaginary awards to show the ridiculous current nature of award categories.

[42:50] Kevin and Nicole both agree that we should look behind the scenes at companies, and see if they are really making a difference, or just presenting it through a campaign. Typically, brands submit case studies.

[46:34] Nicole walks us through the steps of award submissions, jury decisions, discussion round and then finally choosing who will receive the awards and which ones are appropriate for them to win.

[50:04] Nicole and Kevin talk about the expansion of the Clio Awards, and how Nicole is now running a company instead of just a brand.

[55:51] Be sure to get out there and network not just over video games, but in real life.

Mentioned in This Episode:

Clio Awards

Kevin’s LinkedIn Page

Coke’s Attempt to Unite Indians and Pakistanis with Vending Machines

Clio Awards Winners

Video Gaming Disorder

Quotes:

• ● “Stay away from scorched earth.”
• ● “I so despise giving each other high fives for nonsense.” — KR
• ● “I think impact awards are important, to show people that are really making the world a better place.” — NP
• ● “We don’t want to just be an awards show; we love honoring inspiring people, and want to do that every day throughout the year.” — NP

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Erin Peterson and I first crossed paths when she was in a senior role at Microsoft, and I luckily added her to an advisory board for a trade show I was running at the time. I have since appreciated all the wisdom from her years of experience in the industry. Erin has a very impressive background and shares with us what’s happening in her current role at Synacor, along with what she has learned while holding leadership positions at AOL and Time Inc. and her work with philanthropic organizations.

She then talks about what positive changes we will be able to look forward to both in the short and long term development of blockchains, and what challenges we may face as we shift towards this relatively obscure technology.

Takeaways:

[3:46] Synacor provides all the backend services to Talko service providers and ISPs. They have had a ton of work and responsibility this year, including powering all the sign-ins for HBO GO.

[5:46] For a lot of people, blockchain has become synonymous with cryptocurrency. However, the potential for blockchain is so much bigger than cryptocurrency. It will be able to store data on any machine that has extra storage available on it, as well as speed up the pace of authenticating transactions.

[8:23] One of the valuable opportunities that will come in a blockchain based world — you can record every transaction that has happened and you can prove that something was or was not sent. Things will become simpler and faster.

[11:19] One of the challenges of blockchain technologies that we will need to develop before it becomes actionable for consumers is matching the verification and monitoring of data.

[15:25] When it’s easier to pay for a technology then get it for free, that’s a great indicator of it being ready for consumer adoption.

[16:37] Erin says that we have just hit the point now where we see the first real blockchain operating system around the corner, thanks to the EOS team.

[23:25] In the recent years, digital advertising has lost its way, and has taken away investment in the tools to develop advertising which deeply resonated with the human experience.

[32:59] Not only have we not seen a resurgence in engaging advertising, but only a handful of campaigns to rise to the quality of what we have seen in the editorial and creative media distribution.

[39:21] Erin speaks on the shocking information she has uncovered in the data with her philanthropic and volunteer work on women in the workplace.

[49:48] Erin’s focus is to bring more people with diverse backgrounds and ideas into the technology workforce.

Mentioned in This Episode:

Microsoft

AOL

Time, Inc. (Now Meredith)

Amazon

Synacor

Talko

HBO GO

EOS

#LikeaGirl campaign

Girl Develop It

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Today I am joined with Alan Chapell, Founder of Chapell and Associates. Alan shares how he got into privacy, the changes Alan has witnessed over the years in the industry, how transparency issues regarding adware and spyware shaped where we are today, how much we are actually protected and how much we should trust companies that have our data, GDPR, and even more dirty dark secrets in advertising.

Takeaways:

[2:57] Alan’s first job in the privacy universe was at a small direct marketing firm in Stamford, Connecticut. While working with a bank, he was surprised at how much information on their customers in the data file was accessible without a safeguarding procedure in place.

[5:35] Fun fact: Alan wrote jingles for Indian television!

[5:51] In 2000 Alan put his aspirations of being an internet lawyer on hold and went into email marketing and tech sales. In November of 2003 refocused on work in the CAN-SPAM territory, and around 2006 he built a good book of business built around the ad spyware space.

[7:43] Alan and I discuss past conflation and consumer tech issues in the ad tech ecosystem. Companies would give you free internet access in trade for access to gaining information on personal property and often times misuse this privilege by selling it to other companies. There were also a number of entities placing software on desktops creating downstream issues that had the average user thinking that they “broke their internet.” In addition, those companies were also popping ads over the existing ads on websites, interfering with intellectual property.

[11:29] The current dirty dark secret in ad space is that we are not even sure as agencies, advertisers and brands that the reported views are seen by a human being.

[15:13] Mark Zuckerberg was able with some level of success to deflect attention away from what Facebook was doing in terms of collecting and utilizing data, and their failure to adequately monitor the machine they have created, and instead blame it on the third parties.

[16:06] Alan discusses the number-one challenge and complaint of every privacy professional, extending influence within the organization, along with the watershed moments in the digital media privacy world.

[21:54] The NAI Code of Conduct has had a large impact on web-based data collection and use.

[25:17] The Google I/O opens up a new privacy issue of disclosing the fact that you are actually speaking with a robot and not an actual human. Google Smart Lock is also another new creation where consumers must be aware where their information is going, and who has access to it.

[28:01] Alan and I discuss the current state of data privacy, and the need for way more education and information for those holding roles at both federal and state legislation.

[34:01] Alan talks about how we consolidate GDPR for a brand or a marketing agency. GDPR calls for all data, including personal data, to be encompassed by the law.

[37:05] Alan compares consent to Fool’s Gold due to the imbalance of power between those collecting and those giving personal data. As it relates to consent pop-ups on video games, If no isn’t a valid option, how valid is yes.

[44:59] “Life experience” is a part of that person’s private information that should be protected but isn’t. Examples of life experiences regarding personal data and privacy are graduation, marriage, divorce.

[47:57] Alan thinks the trade press is a vehicle for wonderful ideas, but when it comes to privacy or using them as a primary news source, it often garners misinformation and hyperbole for the sake of click bait.

[48:39] Alan recommends some sights for those interested in learning more on privacy: The International Association of Privacy Professionals has a good overview on GDPR and the Future of Privacy Form.

[58:08] Second fun fact! Alan is an accomplished musician, and has been picked up by a division of BMG. Catch him August 16 at the City Winery in New York!

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I am joined this week by an old friend, and someone I look up to very much in the industry, Tom Hespos. As an early pioneer in the industry, there is much to talk about with Tom, especially changing patterns and emerging trends he has witnessed over his 20 years in the business and serving many different committees. We also talk about the backstory of how he came to be the founder of the successful marketing firm Underscore, the cynical nature of targeting, why we must expand the conversation of marketing when it comes to consumer privacy, and his own insider methods for advising brands on their own path on the digital landscape.

Takeaways:

[1:05] Tom Hespos has remained an active participant in technology and was at the forefront of creating prolific writing in the digital space even decades ago.

[2:06] Tom is a speaker, thought leader, advisor, and founder of Underscore.

[8:33] The biggest change that Tom has seen in targeting is the massive amount of data that available to use for advertising. It is important to know what’s happening not only in digital marketing but those that invade consumer privacy offline, catalog marketing, etc.

[16:02] The philosophy of marketing has been, “I’m going to do this,” instead of “should I do this?”

[23:47] Tom strives to build models for clients where they can truly see and understand how the digital marketing is contributing to their business, primarily with things already accepted and successful within their business. This helps them stand before executive management to explain what they are doing, and why.

[26:25] It sure helps motivate people to get on board when their bonuses are connected to the metrics!

[43:33] You must know how to explain your technology clearly and simply and present the information in a way that’s realistic.

Mentioned in This Episode:

Underscore Marketing

Tom Hespos Twitter — @THespos1

Quotes

• ● “That’s part of digital — we accept failure.”
• ● It’s on us in the industry to educate and to say here is how you get to the right understanding of all this stuff.
• ● We really need to make sure have a concerted effort and united front when presenting all this information.
• ● It’s about being well versed in a lot of different tech types, so you can be well versed when something catastrophic happens.

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Stefan Tornquist, VP of Research at Econsultancy, joins us to discuss his report, The Next Revolution of Search, which explores the shifts of automation, buying data intelligence and insights from over 2500 consumers of search technology. We also talk about search advertising and intent, the complicated relationships with have with our digital assistants and the usefulness of automatic buying. The application of what is now vs. what is in the future is an interesting motive to both Stefan and me for how we integrate data and insights to plan for the key evolutionary changes about to come.

Takeaways:

[1:12] Stefan is the VP of Research at Econsultancy. During his time as a consultant, he was tasked with writing a report on e-mail marketing and found he enjoyed diving into the research side of it. Eight years ago he joined Econsultancy and appreciates the versatile nature of his career and the ebb and flow of his focus.

[6:25] Stefan addresses the two things that jump out at me: the Microsoft logo on the front of the research, and what the partnered content means for data and conclusions.

[10:09] Search advertising was the form of digital marketing during the big crash that rescued the business from certain death.

[11:32] The Next Revolution of Search report looks out several years to a moment where some of the underlying technologies are better woven together and more integrated into the way we consume media. The challenge will be where display advertising exists in the digital ecosystem. It’s an open-ended question that Stefan feels will be answered in the coming years.

[26:46] Digital assistants and voice recognition still have a long way to go, but Stefan feels it is a question of time and execution over technology and is optimistic about how things will develop in the next 24 months. Understanding both the intent and what the person really needs is crucial.

[38:24] Stefan thinks we will feel more and more connected and invested with our digital assistants, but we may interact with them as the machines that they are, rather than a human being with a multifaceted personality. This may be better for everyone, as we seem to treat the machines better than each other as humans. With a machine, there is nothing to manipulate.

[53:06] One of the challenges in the future is finding a technology that interacts with people better. Stefan is a believer that voice is effective, but may not be the answer to everything as much as other research believes it to be. There are a lot of scenarios where people may prefer to get the results on a screen rather than a voice response.

[61:37] Digital assistants that are proxies for the commercial world won’t be as necessary as assistants that are proxies for affluent users.

Mentioned in This Episode:

Econsultancy

The Next Revolution of Search

MarketingSherpa

Fin

Quotes

“I’m a generalist. I’m studying something for 2-3 months and then I’ll move on to something else.”

“The next person that comes to me and tells me they have an awesome AI technology is going to get taken out back and lashed with a wet noodle.”

“The demands of the user on the assistant will put pressure on many of the standard marketing models that we have today.”

“We’re basically at novelty just nudging up against utility.”

It’s almost like we interact with the machines better than how we treat other human beings.”

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Adam Kleinberg joins us today to talk about how we can start to make sense of the customer journey, agency experience, and measuring media in this crazy data-driven world we live in. At Adam’s creative agency, Traction, in San Francisco, they work to create branding, advertising and digital experience that makes a deep impact on a human level. Adam talks about Traction’s press storm on paid time off for civic volunteering, and how they used it for positive momentum. He also talks about disruptive campaigns, brand challenges, and the new challenges within the industry.

Takeaways:

[3:59] Traction is a creative agency in San Francisco and has always been a very culture-driven organization. In support of the work/life balance and support of volunteers in civic engagement, they created a program called Days of Action. This allowed people to take 2 days of paid time off a year to participate in democracy however they see fit. After seeing how successful that was, Adam wrote an article on LinkedIn and the response to the post was far greater and more polarizing than they could have imagined, with over 300 media sites covering the press storm.

[18:27] Adam had no intention of making the press response a device for new business acquisition but did want to focus less on the nasty comments and more on the potential to make change and stay focused on the original intention of the program. He and his partners did not let it deter them to possibly inspire companies to do the same.

[31:27] The impact and ability of a disruptive campaign to have breakout success make it amongst the highest of all types of campaigns. This takes a notion, memory, or idea that consumers have cemented already, and changes it.

[43:16] Adam feels we are transcending from the digital user experience, which explains the renewed interested in understanding the customer journey driven by insight.

Mentioned in This Episode:

Traction

Why we’re offering paid leave for activism

Against the Machine: Being Human in the Age of the Electronic Mob, by Lee Siegel

Adam Kleinberg LinkedIn

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Description: Alanna Gombert joins us to discuss blockchains, one of the most widely spoken and least understood technologies in the universe. Blockchains mean something very specific for advertisers and technology, and there is no one better than Alanna for this subject. As the Global CRO at MetaX, Alanna is at the forefront of bringing in other voices and having everyone take part in the conversation. We also talk with her about hosted advertising and changing the incentive model, the current shift to more transparency, and of course, the bitcoin whales.

Takeaways:

[3:17] Blockchain gets conflated with cryptocurrency. In layperson terms, it is a letter system. What makes it special is it is decentralized, encrypted, immutable, and hard to change. There are public and global blockchains systems and private enterprise versions.

[5:29] Alanna defines tokens and cryptocurrency. Satoshi Nakamoto wrote a paper about bitcoin in 2008 during the housing crisis on decentralized currency.

[6:47] Thinking about currency that could be accessed around the world for those that didn’t have access to banks was a high interest point of bitcoin to Alanna.

[10:11] Alanna shares her journey into the interest of how she got into blockchain, supply chain transparency and the tracking analytic patterns of fake news.

[11:48] Token Curated Registry, or TCR, is data and voting determined by token holders. For example, the token holders would vote on if a publisher is quality for advertising or not. There are two sides: publisher and advertiser.

[16:44] This peer-to-peer method lends credibility to sites and helps the industry self-regulate. There is a lot of bloat in advertising, and Alanna seeks to be part of the movement to help open up the conversation on the implementation process in advertising.

[28:49] Alanna addresses opposition in cryptocurrency and how it can be overcome by education and inclusion in the community.

[43:14] When working with big brands, Alanna finds talking about data and targeting has taken over the conversation. She is on a mission to open up the conversation so individuals can have just as equal a voice as large brands.

[48:24] Alanna goes over terms in the bitcoin community and what they mean in crypto in terms of safety and security.

[59:01] Alanna describes her experience of working at an industry organization.

[67:20] Possible new name: token economy? It’s still a work in progress so stay tuned.

Mentioned in This Episode:

MetaX

@Alannaaroazzi

adToken

ADChain

Quotes

“In some ways, comparing it to a rock in the ground like gold vs. computational power and energy, I think in some ways cryptocurrency could be more valuable.”

“Why get into digital if you can’t make up acronyms?”

“There needs to be a way for all players to communicate together in a safe environment.”

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In our first ever episode of The TMI Project, I am very excited to be joined by an old friend and colleague in the industry, Michael Learmonth. As the someone with over 20 years of experience including the previous editor for Advertising Age and the present News director at Vice News, Michael has been someone that the world turns to for and credible news. We talk about current trends and challenges within technology, data breaches, the desire for deeper conversation and ideas on how to make our conversations better.

Takeaways:

[1:44] Michael has seen the trend move away from people only wanting to digest bits and bytes, into a desire for deeper and more realistic conversation.

[2:10] A few of Michael’s favorite facets of his job include marketing, public speaking, and writing.

[4:04] Kevin explains why he chose podcasting as the medium for The TMI Project.

[5:59] The advertising world is in the public dialogue now for driving much content that reaches a global audience.

[9:05] Kevin’s choice of upcoming podcast guests include people he was on panels with, did keynote talks with, and is interested of sitting down for a real in-depth conversation not limited by sponsor agenda.

[14:40] The way we interact with people is one of the main drivers in the industry and an ongoing subject of how we can improve upon current technology.

[16:51] Technology has advanced so far beyond the laws that it almost seems sometimes as though we are reacting and making up the rules as we go.

Mentioned in This Episode:

Advertising Age

Vice News

@Learmonth Twitter

Quotes

• ● “Podcasting is a very strong way to let people bring you with them.”

• ● “Given the current state of affairs, it seems like people really want to dig down and find out a little more about what’s going on and what’s behind the scenes.”

• ● “As much as I love the talking heads out there, I prefer to have conversations with people actually doing the work.”
• ● “You see many fads come and go but the main thing that has been driving the industry is the ability to interact with people in better ways.”