Marketing on Tap

a podcast about all things digital marketing

Episode 25

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Published on:

24th Jan 2019

10:31pm

Episode 25: The Gillette Ad - Good or Bad Idea?

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Unless you live on the moon, you can't have missed the new Gillette ad and the brand's accompanying campaign to rethink their "best a man can get" slogan. Picking up on the #MeToo movement, Gillette wants men to think on how they represent themselves in the world, and what it actually takes to be a "good man".

The ad invoked a swift reaction, with many praising it and the message it was trying to achieve. However, there was also hugely negative commentary, with other men heaping vitriol on Gillette, saying they'd never buy their products again.

In this week's episode of Marketing on Tap, we look at brands that take a stand when it comes to societal issues, if there can be any middle ground, and what it means for businesses (and their customers) when a definitive stance is taken.

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

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Episode 24

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Published on:

16th Jan 2019

11:33pm

Episode 24: Dark Social - The Marketing Trend for 2019?

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With the release of the Edelman 2018 Trust Barometer, it's clear to see a trend of dark social being utilized by social media users. With people's trust in social media dropping to only 41% globally, perhaps the increase in dark social should come as no surprise.

With 2018 being a bad year all round for social networks, with the rise of fake news stories, influencer bots, and more, are we seeing the decline in public social media, and more private, controlled use?

In this week's episode of Marketing on Tap, we look at how dark social is on the rise, what this means for brand marketers in 2019, and how your business can adapt to this new marketing trend.

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

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Episode 22

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Published on:

9th Jan 2019

9:54pm

Episode 23: Mobile First? Digital OOH Disagrees

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In today's mobile first world, you might think outdoor ads and billboards are yesterday's news. But someone forgot to tell DOOH, or digital out of home advertising.

With the news that Netflix paid $150 million for a DOOH ad to attract new talent, and four of the 10 largest spenders on billboards being Apple, Google, Amazon, and Netflix, perhaps mobile first isn't completely the way to go.

In this week's episode of Marketing on Tap, we look at how digital out of home advertising continues to drive impressive revenue, and what that means for brand advertisers and marketers.

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

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Episode 22

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Published on:

12th Dec 2018

11:27pm

Episode 22: Loyalty Programs, Business Pivots, and Craft Beer Marketing

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When Lululemon announced they had launched a loyalty program, they became the latest brand to shift focus from their core business to take a new direction. As the likes of Staples and Apple have shown, this services-over-product approach can be key to moving forward and adapting to the new behaviours of today's consumers. In this week's episode of Marketing on Tap, we look at how brands are pivoting away from what first made them successful, and whether this model can be used in other industries. Settle back and enjoy this week’s topic, brought to you in the usual unscripted manner that you’ve come to expect when Sam and Danny take the mic.

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Episode 21

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Published on:

5th Dec 2018

7:59pm

Episode 21: Fashion Fails, Brand Apologies, and Marketing Gone Wrong

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When Dolce and Gabbana released a racist Chinese ad, it was just the latest in a long line of marketing gone wrong when it comes to the fashion world. From LuluLemon saying their customers were too big for their products, to Topman describing their customers as football hooligans and criminals, it seems the fashion world is a leader in poor marketing. In this week's episode of Marketing on Tap, we look at how brands can completely miss the message when it comes to their buyers, and how they often make it worse when coming out with an apology. Settle back and enjoy this week’s topic, brought to you in the usual unscripted manner that you’ve come to expect when Sam and Danny take the mic.

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About the Podcast

Marketing on Tap
tips and insights on digital marketing
In this popular digital marketing podcast, marketers, authors, and craft beer enthusiasts Sam Fiorella and Danny Brown enjoy a hoppy discussion about all things digital over a cheeky pint – or two.

Topics on the menu include influence marketing, social media, brand advocacy, and a taste testing of real world digital marketing campaigns (some are smooth, others don’t sit so well).

Don’t forget to stick around for last call, where the boys will serve you up one final marketing takeaway that you can go out and apply in the real world.

The Marketing on Tap digital marketing podcast is a great primer before the weekend.

About your hosts

Danny Brown

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Over the last 20 years in the Marketing field, Danny has delivered results for some of the biggest organizations in the technology, digital and consumer industries including Ontario Lottery Gaming Corporation, BlackBerry, British Telecom, Orange, Microsoft Canada, IBM, Ford Canada, FedEX, Scotiabank, Vodafone, Dell and LG Electronics. He is the co-author of “Influence Marketing: How to Create, Manage, and Measure Brand Influencers in Social Media Marketing” from Que/Pearson, as well as the author of three other books including “The Parables of Business”. Danny holds an Associate of Marketing degree from the Chartered Institute of Marketing in the UK and is a multiple award-winning marketer and blogger; voted one of Canada’s Top 50 Marketing Blogs; and won the Hive Award for Best Social Media Blog at the South by Southwest festival.

Sam Fiorella

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With almost 30 years senior sales and marketing experience under his belt, having lead the strategy and development for over 1800 digital projects for some of the world’s largest companies and marketing agencies, Sam heads up the digital & customer experience practice here at Sensei. During this time, he has developed and managed interactive marketing campaigns for AOL America, Sears Travel, Intrawest Resort Properties, GM/Saturn, American Idol, Snyder’s of Hanover, Kraft Foods, and hundreds more, including work for dozens of leading agencies around North America. Further, Sam has designed/developed many “world-first” web-based platforms including the world’s first web-based campground reservation system, the world’s first web-based airport crisis communication platform, and the world’s first interoperable suite of marketing technologies for advertising agencies. Sam has co-authored Influence Marketing: How to Create, Manage, and Measure Brand Influencers in Social Media Marketing, published by Pearson Publishing and takes time to teach advanced digital and social marketing strategies as an adjunct professor at Rutger’s Center for Management Development and professor at Seneca College in Toronto. Sam is also a regular Digital and Social Media commentator on CBC Radio.