home | tune in | podcasters | new | popular

Marketing Today with Alan Hart

Marketing Today with Alan Hart
Alan Hart, host of Marketing Today, goes behind the scenes with the world's best marketers and business leaders. Listen in to learn from the best of the best. What makes a great brand, marketing campaign, or turnaround. Learn from the stories of these great leaders and how you can unleash your potential.

Station feed: Click here to see an XML representation of the latest episodes on this station
Created by: alan hart
Created on: 02 Jan 2017
Language: English

Add this to another station 20: How Fast Growth B2B Firms Can Use Marketing to Drive Results (37.53MB; download) -- Roll Cast Advisors’ Drew Miller believes marketing is all about relationships Drew Miller, founder and CEO of Roll Cast Advisors in Austin, Texas, thinks marketing done well forms meaningful relationships between companies and people. And meaningful relationships grow and thrive when companies deliver something that’s really important to the customer. “You always want to know your customer, says Drew. “You want to speak in ways and at places that really matter to them. And increasingly do it in a way that it’s a two-way street. The days of one-way conversations are long behind us.” Miller founded Roll Cast Advisors, a marketing and strategy consultancy, a little over a year ago after a 15-year stint in various marketing positions at Dell. Roll Cast Advisors seeks to help high-growth B2B companies create marketing strategies that achieve activation and deliver results. Highlights from this week’s “Marketing Today” podcast include: How does a fast-growth B2B company determine whether they’re ready for marketing? (1:30) Putting money into marketing without increasing your sales force to achieve smart activation and lift. (5:35) Deciding where to invest in marketing. (6:20) What lessons can small companies learn from big companies? (11:02)  The importance of B2B companies understanding what brand is and that it really does matter. (15:18) How relationships between brands and customers can thrive. Hint: Information is key. (20:37) Marketers should try to look at things through their customers’ eyes. (22:37) And, finally, what does it mean to keep Austin weird? (25:25)
Selected by: alan hart [ stations ], Mon, 02 Jan 2017 23:20:54 UTC
Add this to another station 21: For modern American luxury brand Shinola, there’s no place like home (22.67MB; download) -- Meaning is the new luxury. It’s not logos and labels but products that are made with thought and care — products that are authentic with great stories to tell, according to Bridget Russo, chief marketing officer at Shinola. “We’ve learned that place matters. For us, our home is Detroit. That story of provenance adds depth to our brand. But it has to be real. It’s about finding out what the true, authentic story is and showing that it has greater impact than just selling product,” she said. Her leadership has helped Shinola position itself as a modern American design brand and a catalyst for economic revitalization. The company reported $100 million in revenue last year, up from $20 million in 2013. Highlights from this week’s “Marketing Today with Alan Hart” podcast include: How Shinola and the city of Detroit worked together to bring a new luxury product to market. (4:45) How Shinola is constantly breaking new ground while not forgetting its historical products. (6:59) Can large, established brands like Walmart take a lesson from Shinola’s brand authenticity? (7:48) How Shinola has used branding based on storytelling. (10:05) The importance of consistent messaging across every channel. (10:20) The pressure and excitement of building a brand from the ground up (11:28) Why marketing will be more and more in the hands of the consumer. (14:45)
Selected by: alan hart [ stations ], Mon, 02 Jan 2017 23:20:47 UTC
Add this to another station 22: MikMak and Rachel Tipograph are shaking up the world of millennial marketing (35.44MB; download) -- Rachel Tipograph left her role as global director of digital and social media at Gap after a conversation with her boss where she asked, “How do we drive sales on the web, not annoy people, and even make Gap cool again at the same time?” His reply: “If you figure that out, that’s a billion-dollar idea.” That conversation coupled with her recognition of the seismic upheaval underway in the digital marketing landscape led to the creation of MikMak — the first mobile video shopping network. Hailed as QVC for the Snapchat generation, MikMak works with brands to create short, shoppable, “minimercials” — all hosted by improv comedians. And it operates under the mantra of Watch – Laugh – Shop. Highlights from this week’s “Marketing Today” podcast include: Two factors that helped launch MikMak — the explosion of influencer marketing and the unbundling of media. (3:10) Why e-commerce shopping should feel more like Netflix and Snapchat than Amazon and Alibaba. (4:45) Marketing in the age of ad blockers and overwhelming sentiment against advertising. (5:52) Designing the right canvas: A one-size-fits-all approach to marketing just doesn’t work. (7:45) Putting data and creativity together is the marriage of art and science — the two have to go hand in hand. (9:45) Reaching ad-averse populations: You get what you give. (14:30) Writing the “book” that defines your brand: Creating content that beckons to key, like-minded influencers. (17:57) Learning through (big) mistakes is the fuel that powers Rachel Tipograph to do what she does. (19:30)
Selected by: alan hart [ stations ], Mon, 02 Jan 2017 23:20:39 UTC
Add this to another station 23: There’s a RYOT going on: CMO Molly Swenson’s company leads the way in VR and immersive storytelling (65.44MB; download) -- Molly Swenson is CMO of RYOT, an immersive media company founded in Los Angeles in 2012 and recently acquired by AOL and The Huffington Post. She’s also a badass. Molly was a White House intern in the Obama administration, performed as a contestant on “American Idol” and designed philanthropic strategies for Kobe Bryant, Shakira and Ben Stiller. More recently, Adweek recognized her as one of 2016’s Young Influentials — game changers under the age of 40 in the worlds of media, marketing, technology and entertainment. Molly believes that VR’s impact as a medium for storytelling and the affect it has on people can’t be overestimated and calls it “the tip of the spear” for RYOT.   Highlights from this week’s “Marketing Today” podcast include: The “lightbulb” moment: How RYOT’s focus shifted to VR films. (3:19) How RYOT judges success: Moving the audience from passive observer to active participant. (5:30) Moving into the CMO role: From wearing many hats to choosing the one that fits. (8:46) What joining forces with AOL, Verizon and The Huffington Post means to RYOT. (17:00) Hacking the advertising ecosystem. (23:06) 360-degree video, VR and AR: A down-and-dirty tutorial. (26:35) Balancing unfaltering confidence with humility: From Steve Jobs to Kabbalah — and Charlie Chaplin, too. (38:50)
Selected by: alan hart [ stations ], Mon, 02 Jan 2017 23:20:26 UTC
Add this to another station 24: Laurel Hodge and Imgur keep it real to connect with millennial men (30.86MB; download) -- Laurel Hodge is director of creative strategy at the online image-sharing community, Imgur, which she says is “on a mission to lift people’s spirits for a few moments every day.” But there’s a lot more to it than that. Imgur has more than 150 million monthly active users, and among those, 86 percent are millennial men, the most ad-adverse and toughest audience to reach for marketers. With a new native advertising product called Promoted Posts, Imgur uses its cultural fluency to help brands connect effectively with this coveted target. “We help brands enter this space and connect with them [millennial men] in a way that feels authentic, in a way that they actually appreciate and enjoy,” said Hodge. She later adds, “When you use the language in an authentic way and you actually provide information that people want to hear — or information that is relevant to people — then you’ll see some really great results.” Highlights from this week’s “Marketing Today” podcast include: “We want to create ads that don’t suck.” (3:00) Overcoming the culture of ad blocking. (5:25)   Creating brand engagement with a brand-skeptical audience: Imgur’s partnership with eBay. (8:05)   Three things marketers can do to reach ad-adverse audiences: (1) Localize. (2) Always add value. (3) Respect your audience. (10:25) Making an impression: Up-and-coming brands usually do one thing and do it well. (19:23)   Adding value: Brands have to work harder in a hyper-distracted world. (20:41)
Selected by: alan hart [ stations ], Mon, 02 Jan 2017 23:20:20 UTC
Add this to another station 25: For Peter Horst, it’s critical to recognize simple human truths (44.48MB; download) -- Peter Horst is a former CMO at The Hershey Company. Prior to that, he spent 12 years at Capital One and was CMO of TD Ameritrade. He discusses here a range of topics, but he speaks at length on the inherent challenge of applying big data and analytics to human behavior. “It’s going to get increasingly more challenging to maintain that right balance of art and science, of machine speed and human insight,” says Horst. “All the analytics in the world still can’t answer the question ‘Why?’ And you can run into the risk of horribly missing the boat with the consumer.” He goes on to add, “We absolutely need to embrace all of what big data and analytics can do, but while also stepping back and bringing in a little bit of skepticism.”  Highlights from this week’s “Marketing Today” podcast include: Let’s get digital: How CMOs should be thinking about digital. (5:30) Reach versus targeting: What are you trying to do and what’s the tool you need to do it? (10:15)   Looking through the right end of the telescope: Determining digital’s role, brand by brand. (12:00)   Connecting all the dots: The importance of “whole-brain” marketing. (17:55)   Seeking a holistic partner: Deciding what kind of agency you want in your marketing mix. (21:20)   How agencies need to evolve to provide the thought leadership brand marketers seek. (23:10)   Brands to take notice of: Horst discusses Airbnb. (26:35)
Selected by: alan hart [ stations ], Mon, 02 Jan 2017 23:19:59 UTC
Add this to another station 26: Marketers can’t afford to treat consumers like computers (32.70MB; download) -- Tom Asacker is a keynote speaker and an adviser to executives and companies, and he is the author of five books, including “The Business of Belief.” He believes many marketers operate under the false assumption that people behave like computers, expecting them to make decisions based simply on the information they supply and then choose their product or service. According to him, it just doesn’t work that way: “When you dig deep enough into it, you find out that human beings are driven by their perceptions and their desires. You add that up and you’ve got beliefs. Their feelings, their perceptions, their desires are what end up giving them this feeling of knowing,” says Asacker. “Then they look for information to validate that.” He goes on to say, “If you don’t understand that … you have absolutely no chance in the marketplace.” Highlights from this week’s “Marketing Today” podcast include: How’s the water? — Understanding how decisions are made and why consumers do what they do. (1:35) Breaking the chains of habit: What is the “something else” that drives people’s decision making? (5:15) The lightbulb of confusion: Marketers don’t understand it’s unexpected events that trigger consumer learning. (7:20) Can you get 29 million TED Talk views and still be wrong? (12:30) Believe your feelings: Doing what your inner voice tells you to do. (17:00) New business models: Identifying sustainable value. (18:25)
Selected by: alan hart [ stations ], Mon, 02 Jan 2017 23:19:43 UTC