Marketing on Tap

a podcast about all things digital marketing

Episode 35

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Published on:

20th Jun 2019

1:20am

Episode 35: Facebook Moderators - Zuckerberg's Dirty Secret?

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

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

In this week's show, we discuss the damage The Verge article could do, and whether businesses should be rethinking their relationship with Facebook while news articles like this exist.

We also talk about Facebook's new cryptocurrency and the partners they're working with to bring it to market, and how that changes our use of the network, and what it could mean for the future of e-commerce.

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 34

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Published on:

29th May 2019

11:45pm

Episode 34: LUSH & CrossFit Dump Facebook. Should You?

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

British restaurant chain Wetherspoons, cosmetics firm Lush, and now CrossFit - are these brands leaving social media just a one-off, or is this the start of a growing trend?

In this week's show, we look at what this chain of events means for social media, and Facebook in particular, and what marketers need to be doing now to both monitor this trend, and stay ahead of it.

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 33

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Published on:

11th Apr 2019

8:36pm

Episode 33: Customer Lifecycle - Bending the Journey

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

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

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

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

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Episode 32

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Published on:

3rd Apr 2019

6:51pm

Episode 32: Loyalty or Affinity? Get With the Program!

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

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

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

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

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Episode 31

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Published on:

27th Mar 2019

6:45pm

Episode 31: Social Influencers - Strategy or Tragedy?

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

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

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

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

Read the transcript for this week's show

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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.