ICS Podcast: Everything Digital: Recent Episodes
ICS-digital & ICS-translate
The ICS: Everything Digital podcast covers a wide range of digital marketing topics with a experts from global brands, academia and further afield. Across a range of industry sectors, topics span everything from SEO, digital PR and multilingual content, to building a career in digital, developing a team and more.
Brought to you by ICS-digital and ICS-translate.
Pernod Ricard's Global Ecommerce Leader Stuart Heffernan discusses channel marketing, brand guardianship, the interplay between local and global teams, paid vs organic media and much much more in this episode - essential listening for FMCG and drinks sector marketers
In this episode, the China British Business Council's Ben Rotheram discusses the essential elements of business in China - from the sectors booming in demand and demographic trends to IP and the key role of translation, there's crucial info for all exporters
Privacy policies, data management, CRM, and digital strategy more generally are highly interlinked in 2024. In this episode, Termageddon founders Donata Stroink-Skillrud and Hans Skillrud discuss the opportunities that come with taking privacy seriously - while introducing their very cool platform.
Covering the A to Z of account-based marketing, Julie and Martin talk about enterprise sales, personalisation, applications of AI and much more with great insights for any B2B marketer.
This episode is all about specialisation and the power of deep industry expertise. Tom Bartholomew talks to Martin about the essential elements of local SEO, Google Ads and web design and CRM in a highly specific niche - roofing. Listen now to get fresh perspectives on your industry.
Finalrentals founder Ammar Akhtar is in conversation with Martin this week, talking about international growth, the importance of product and personal relationships with buyers. A recognised exporting leader, Ammar has great perspectives for anyone looking to grow globally in the travel sector and beyond.
This episode, Ecobranders' Lindsey Coffey discusses sustainable merchandising, materials and branding, greenwashing vs greenwishing, her intense journey to winning Miss Earth and more!
International SEO expert Miranda Gahrmann is this episode's guest, sharing her insights from heading up search at jobs-giant Monster.com. Covering 2024 SEO methodologies, the importance of brand and SEO case examples, this episode is a deep dive into contemporary SEO.
Monster Energy's Brea Kanning is our guest in this wide-ranging episode - covering the power of brand, building loyal audiences and expanding the possibilities of the beverage category through creative ecommerce initiatives. With plenty of insights for brands of all sizes, this is an essential episode for food and drink firms.
How powerful is affiliate marketing in 2024? In this episode, Affiverse founder Lee-Ann Johnstone outlines the essential elements of a high-performing affiliate marketing programme. Covering the essential elements of relationship-building, technology, the wider marketing mix and more - this episode is a must-listen
In this episode, SEO Specialist Dan Nation speaks with Digital & Data Lecturer and GPT Customiser Chris Pegg about his AI innovations, GPT projects and their uses from a choose-your-own adventure to an AI wellness coach, the ethical considerations behind these, and predicitions for AI five years from now.
Here are links to some of Chris' published GPTs:
Lily - A motivation and wellbeing coach for life - https://lnkd.in/eZjNhJSj
Boundless Adventure - A choose-your-own-path adventure Where creativity crafts endless tales - https://lnkd.in/eMh7jgns
Revise & Play - Transforming PDFs to Learning Playgrounds - https://lnkd.in/eSnhrZNh
In this episode, ICS founding director Charlotte Green talks about multilingual campaigns and how digital strategies can benefit from transcreation and translation. Focusing on specific campaign examples, staffing, values and more, this episode is a must-listen for brands who are curious about expanding their international reach.
Customer focus is the central thread of this wide-ranging episode, as CMO Shanice Daeche talks about her strategy for health sector startup Florence, the importance of challenging barriers in marketing, and how closeness with customers unlocks opportunities for growth.
ROI from SEO is one of the hottest topics in the industry, and in this episode, Terry Fisher discusses the most compelling methodologies from his storied career, including his present role with property specialists WeBuyAnyHome.
What's next for paid media advertising? Online media giant Better Collective's Head of AdTech Tudor Marasescu shares his views on product, technology and audience demands in this deep-dive episode.
Combining customer insight, qualitative analysis, UX thinking and more into a cohesive digital product strategy isn't easy - but in this episode, James Robinson breaks down the fundamental elements of a successful strategy with heaps of practical advice. An essential listen for anyone in ecommerce and retail!
Learn SEO approaches and methodologies from TUI's Louise Wiseman in this wide-ranging episode. Talking about Google algorithm updates, leaning into customer intent and the need for competitive content strategies, this episode is a must-listen for all travel, tourism and destination marketers.
How can SEO add to a business valuation? In this episode, Permira's Julian Redlich talks about enterprise-level SEO and the SEO strategies that impact traffic and rankings, but also the overall worth of a company. Talking about onsite, offsite, tech and more - this episode covers it all.
Drawing on his global background in media management, organic SEO, and client-side and agency-side expertise, Ulrich shares critical insights on modern media strategy. Covering online and offline, agency-client relationships, minimising waste and maximising team performance, this is a blockbuster episode for anyone in a highly competitive industry.
How can travel marketers maximise bookings with best-in-class content? Matt and Demi discuss best practices for creating on-site content for travel audiences while balancing SEO, UX and brand considerations. Tune in to explore emerging content trends in the travel industry and how to measure success in 2024.
Ahead of World Travel Market 2023, Luke and Martin talk about SEO, content, and PR strategies for travel, tourism, and destination marketing brands. Covering what Google really wants, content that customers respond to, and how creative PR can unlock world-class media coverage, there's something for everyone here.
Get the inside scoop on the 'Brands at M&S' initiative from Head of Marketing Lawrence Christensen. This episode zooms in on the power of brand and the essential building blocks of a complementary product and marketing strategy. Lawrence discusses the purpose of the initiative, the strength of the M&S brand and how a curated and customer-first approach to bringing in 3rd party brands has surprised and delighted shoppers.
Cristian Gonzalez Guasch talks all things related to content and SEO in this episode, drawing on his experience at major international brands like Microsoft and StubHub, experiments with personal projects and the fascinating content process at Softonic. Learn from Cristian's perspectives to develop your own strategy to fit Google's definition of Helpful Content, while also earning rankings, engaging multiple audiences and increasing conversions.
Dolores McLaren heads up SEO for a truly global brand - Vodafone. This episode delves into enterprise-level SEO with practical discussion of cross-departmental collaboration, the uses (and limitations) of data, and how to prioritise SEO initiatives in line with wider business goals. Talking about algorithm updates, the power of modular content, essential SEO tools, and much more, this pod has something for everyone.
AppJobs founder Bertan Baytekin shares his entrepreneurial journey, talking about product inspiration, capitalising on opportunities and the future of work in this packed episode.
In this episode, IG's Head of Marketing for Europe Marta Izquierdo discusses her approach to scaling a multilingual marketing strategy. IG is one of the world's largest financial trading firms - learn how the brand crafts content, balances paid and organic acquisition strategies and much more with Marta's insightful commentary.
How has ICS grown as an agency throughout the years, and what valuable insights have been learned along the way? From the evolution of multilingual SEO, the key aspects of developing a digital team and making values a cornerstone of your agency, Off-page SEO manager Demi Ward is joined by Director Charlotte Green to discuss the evolution of ICS.
Who truly understands the TikTok algorithm - and does it matter? In this episode one of Martin's favourite TikTok creators, Barry Enderwick of Sandwiches of History shares his journey, with observations about the nature of social media, algorithm fluctuations, and more. With lessons from his career at Netflix and marketing, as well as commentary on the importance of keeping your integrity as a person - and a brand - on social media, Barry shares plenty of food for thought for any marketer.
One of the most intriguing digital PR methods of 2023 is explained in this episode - Digital PR Director Laura Smith outlines about how exclusive interviews with notable personalities can unlock media coverage and earn links to superpower SEO. From identifying talent and crafting questions to outreaching interview contnet - this episode breaks down the full methodology.
Technology, customer focus, and competitive spirit come together in this revealing episode, as Adam Fiske of Cipher Sports Technology discusses his journey. Going in-depth about what modern sports fans want, the power of customer-centric product development, and how to carve out a space in one of the most competitive industries worldwide, this isn't an episode that any founder, marketer, and product professional should miss.
Ecommerce in the spotlight: in this discussion, Alice Harling from Glossify reveals some of the key elements of ecommerce success. With Luke Kenna asking the questions, this is a wide-ranging conversation covering brand, audience, SEO, content and much more. Essential listening for marketers in beauty, retail and beyond.
Surprising and delighting customers is easy to say and harder to achieve. In this episode, Svetlana Kirichenko shares her insights from one of the world's most competitive industries to talk about how product, marketing and customer experience can come together with game-changing results.
Mark Casci guests in this episode to talk about business, growth, skills, and digital innovation in Yorkshire - the home turf of ICS. Drawing on his background in business journalism and his current role as Head of Policy and Representation at the Chamber of Commerce, Mark shares perspectives on the opportunities and challenges facing businesses, the allure of exporting, 'brand Yorkshire', and much more.
From analysing AI-driven design tools to discussing ethical considerations, join Jack and Martin as they uncover the profound implications of AI in shaping the creative landscape.
Kristal shares her experience in SEO and product management, highlighting the importance of local market focus and optimising customer experience in achieving digital success. Listen now on Spotify & Apple Podcasts.
It's time for an app-focused SEO discussion. This episode features relationship app Paired's Head of SEO, Dimitris Drakatos. Drawing on his experience at Paired as well as brands like Revolut and Workable, this wide-ranging chat with ICS marketing director Martin Calvert covers all aspects of onsite and offsite SEO.
How can design create desire for your product? Food and drink brand design expert Aiza Cheung guests on this episode, talking about 2023 trends, the importance of authenticity and the critical path to follow for any brand that wants to connect with customers via design.
How do you build a powerhouse SEO operation? Massi di Giovanni heads up SEO at FanDuel, one of the fastest-growing companies in one of the most competitive industries in the world. In this discussion, Massi and Martin discuss the fundamentals of building a team, getting started with a comprehensive SEO strategy, and how to compete in highly regulated industries. Essential listening for anyone in online entertainment, iGaming, or deeply competitive industries.
Interested in SEO for SAAS? This is the episode for you. Tania Miranda, Head of SEO at Recruitee discusses the nature of SEO for tech brands, what B2C marketers and SEO pros can learn from B2B, the importance of E-E-A-T for tech brands and much more.
Working for beauty powerhouse Charlotte Tilbury, Antonis has enormous amounts of SEO insight to share in this wide-ranging discussion. Drawing on his previous work across multiple sectors, Antonis shares best practice about developing an impactful B2C strategy. From the role of content to the nature of off-site SEO in 2023, there's plenty for marketers and SEO pros to get to grips with in this episode.
In this episode, Dmitry and Martin are in conversation about the power of brand, and building trust with national and international audiences. Drawing upon his global expertise in one of the most competitive industries in the world, Dmitry shares insights about the impact of brand ambassadors and gives cautionary advice about how to keep influencer relations authentic. This episode is a must-listen for global marketers seeking to earn attention and media coverage while driving revenue.
Tom and Martin discuss the role of SEO in the education sector, focusing in on B2B best practice, the importance of content and key considerations for 2023.
The world of AI is fast-moving and this pod covers the initial reactions of SEO expert Dan Nation to Google's 'Magi' project. Martin and Dan discuss what Google's approach might mean for the nature of search, the battleground ahead with Bing and other powerhouses, and what marketers should do to keep on track.
Translation expert and passionate video game aficionado Dan Rennie discusses the nature of video game translation, opportunities to engage international audiences, and common pitfalls to avoid.
Timothy Taylor's is a legendary brewing company with widely loved products - but how does a heritage brand with strong regional ties take its message further? In this podcast, Scott Cameron, Senior Brand Manager at Timothy Taylor's talks Martin through the importance of being a brand custodian, the power of evangelical customers and how traditional and digital ideas mix in 2023. This is a must-listen for anyone in the food and drink industry, and anyone seeking inspiration for brand strategy in 2023.
Soffia and Martin discuss digital product development in highly regulated industries such as iGaming, and how to resonate with global customers. Covering UX, onboarding, experience and product differentiation, this extensive chat provides insights for product-focused companies of all sizes.
Maria and Martin discuss all aspects of translation, localisation and transcreation in this wide-ranging discussion. From in-depth insights that translation sector professionals will appreciate, to more general (but crucial) points about how to deliver multilingual campaigns at scale, there's something for everyone - and an insight into the inner workings of ICS-translate.
In this discussion, Will Thompson, Director of Global Content and Communication at ComplyAdvantage gets into the detail around content-focused international growth with our marketing director, Martin Calvert. Covering E-E-A-T for fintech organisations, building trust with multiple audiences and approaches to maintain pace in global content operations, this far-reaching discussion is packed with insights. Whether you're in finance, technology and other high-stakes industries or not, there's plenty of food for thought here for content specialists, SEO practitioners and international marketers.
In this episode, Zoë Blogg, Operations Director at ICS is in conversation with long-time colleague Luke Kenna, talking about the key elements of developing international teams, launching new digital disciplines and much more.
How do marketers assemble the best tech stack for their brand? In this episode, Jonathan Assif breaks down some of the key aspects to consider while expanding on eCommerce trends for the year ahead.
Covering eCommerce insights for small, medium, and large eCommerce brands, Martin and Jonathan have a wide-ranging conversation that incorporates technology, content, SEO, and (of course) user experience.
In this episode, Isabel Heiglmaier discusses how to scale your content operations, and how to get the most from a content-driven marketing strategy. Drawing on her experience leading multilingual content campaigns across some of the most competitive industries around, Isabel shares how to balance quality with speed, and the best way to build a high-performing team.
Martin Calvert, Marketing Director, had the pleasure to speak to Dr. Jackie Campbell, Course Director of Data Science at Leeds Beckett University.
In this episode, we explore the topic of data and how it can be used to investigate the world around us.
Data has always existed but with the growing awareness of its application to our everyday life, we wanted to discuss the value of data and everything associated with it including ethics, marketing, social media, personal data, aggregated data, and much more.
We also looked if such a thing as data neutrality actually exists in practical terms - books such as "Invisible Women" actually showed that this is not often the case - half of the population is actually missing from a lot of the decision-making process giving a real-life example from the book!
Martin and Jackie also discussed data related to marketing and what are the ethical and moral implications of utilisng data by digital marketing agencies for clients - without a doubt, social media is a topic that must have been touched upon in this episode.
On a practical level, you can see how the Cambridge Analytica scandal and how the data of Facebook users were manipulated and how unethical it was.
As always, towards the end of the episode, we gave a bit of advice for early career students, graduates and professionals.
In this episode, Martin Calvert, our Marketing Director, sat down with Rosie MacDonald, Senior Digital PR Strategist at Love Energy Savings, to discuss everything related to public relations - including (of course) digital PR and SEO.
In digital PR there is a digital dimension that also transcends into the physical world - physical campaigns and data-driven campaigns often complement each other. What makes this episode special is Rosie's ability to combine digital PR, SEO and link acquisition with traditional PR, positive community contribution, brand building and business collaboration.
Rosie gives insights into how she created an integrated PR campaign using her free school meals project that was delivered in partnership with companies such as Robinsons, Dewlay, Lancashire Crisps, Bolton Lads & Girls Club - the campaign was launched across Greater Manchester and earned coverage in national and regional publications.
Towards the end of the podcast, Martin asked Rosie about tips for professionals who would like to start a career in digital PR.
Laura Smith, Digital PR Director at ICS-digital, has recently joined the agency, bringing 10 years of experience with some of the biggest global brands.
In this lively chat, Laura and Tom Wardman, Senior Business Development Manager, discuss her background, what she is most excited about in her new role, and insights from the digital PR world.
Laura has over 10 years of digital PR experience and worked with some of the biggest brands across both B2C and B2B, including ScS Sofas, Krispy Kreme and Hotels.com.
This episode is a great roundup for any SEO or marketer to find out more about the role of digital PR, and for early career professionals looking to get their foot in the door to work on global brand-building campaigns.
Listen now to find out more about digital PR, outreaching to journalists, training and developing teams and the skills necessary to succeed in a digital PR role.
Welcome to the second episode of the ICS Podcast: Everything Digital. Today, Martin Calvert is speaking to one of our internal experts, Jack Mattison, a Design Strategist at ICS-digital and ICS-translate.
Combing creativity and technology within the SEO industry can often prove to be a challenge for designers. However, in this episode, Jack explains how to combine these two - seemingly - contradictive areas and deliver projects that are aligned with the client's objectives in a creative and strategic way.
Jack also explores the concept of "deep work" and how focusing on one task can help to deliver projects that are deadline-dependent. He also explains why this approach tends to work well for creative tasks.
As a creative leader at ICS Jack also diverges into elements such as balancing professional and personal life, team motivation, the connection between creativity and commercial business thinking, collaboration and much more.
As always, towards the end of the podcast, you can listen to a piece of advice for early career professionals entering the digital marketing industry.
In this episode, Martin Calvert, Marketing Director of ICS-digital and ICS-translate, meets with Carmen Domínguez Rodríguez, who is the Head of International SEO and Content at THG to discuss everything related to international SEO, e-commerce and digital marketing strategy.
With a wealth of experience in international SEO and content, Carmen dives deep into Google updates, building international teams, and winning in the fiercely competitive e-commerce beauty and well-being sector. She also gives some helpful career advice to young professionals, so whether you are an SEO expert or a newbie in the world of digital marketing, you will definitely find this episode a valuable listen.