Ahead of the Game

Digital Marketing Institute
  • 4.6 (10)
  • MARKETING
  • UPDATED MONTHLY

Want a taste of the real-life digital marketing game? Supercharge your marketing skills and sharpen your mindset with incisive insights from industry experts. The Ahead of the Game podcast is brought to you by The Digital Marketing Institute, hosted by Will Francis. Subscribe to all DMI Ahead of the Game podcasts on Apple Podcasts, Spotify or watch on video at YouTube. And check out the DMI's extensive knowledge library and join up for free. https://my.digitalmarketinginstitute.com/auth/register?podcast

  1. Practical Lessons from Female Founders

    10H AGO

    Practical Lessons from Female Founders

    In this special episode of the DMI Podcast for International Women’s Day, host Taz Kelleher speaks with Areej AbuAli, founder of Women in Tech SEO, and Maeve Kneafsey, entrepreneur, host of the Transform Gov podcast, and long-time leader in digital and public sector innovation.   They share practical lessons from building communities, scaling businesses, securing funding, and leading with clarity in a fast-moving industry. This conversation is full of grounded advice about confidence, decision-making, community building, and the shift that AI is creating for founders.  Top 3 tips from Areej & Maeve  Be decisive and stop waiting for perfect conditions: Progress comes from action, not from over analysis. Push yourself forward: Say yes to opportunities, speak on stages, and treat visibility as core to leadership. Build and invest in community:  The right network accelerates your business, your learning, and your confidence. The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠YouTube, Apple Podcasts⁠⁠⁠⁠, ⁠⁠⁠⁠Spotify⁠⁠⁠⁠, and ⁠⁠⁠⁠all other podcast platforms.     And if you enjoyed this episode, please leave a review so others can find us. If you have other feedback or would like to be a guest on the show, email the podcast team!    Timestamps  01:26 — Acting on an idea  03:29 — Knowing which ideas to commit to  04:53 — Recognizing meaningful innovation  06:19 — Representation and confidence  09:14 — Finding your voice  11:07 — Evolving beliefs about success  16:39 — Early decisions that shaped growth  20:17 — Pricing, confidence, and commercial conversations  22:19 — What people underestimate about scaling  24:36 — Testing, learning, and dropping what doesn’t work  26:39 — Patterns in companies that succeed  30:22 — What matters less than people think  31:58 — The power of community  36:19 — How to find a mentor  40:45 — AI and the future for founders  44:22 — Leadership habits for women  47:10 — Biggest opportunities for women in digital marketing

    52 min
  2. What You Need to Know About PPC in 2026

    FEB 20

    What You Need to Know About PPC in 2026

    Not getting the results you used to from your paid search? In this episode of the DMI podcast, host Will Francis speaks with PPC specialist Cathal Melinn about the current state and future of pay-per-click advertising. With rising costs, AI-driven automation, and new campaign types like Demand Gen reshaping advertising, Cathal shares what’s actually delivering results right now, and what marketers should approach with caution.  They explore why PPC is still profitable (but less forgiving than before), how AI Max for Search differs from Performance Max, and why mid-funnel campaigns are becoming essential. Cathal also explains how to structure campaigns strategically, manage budgets effectively, and avoid over-relying on automation.  Cathal’s top 3 tips  Separate brand and non-brand campaigns: Run a dedicated brand campaign on exact match to protect your name and control impression share.Start small and structured: Begin with 10–15 carefully chosen exact match keywords and grow strategically. Don’t ignore the mid-funnel: Demand Gen campaigns can feed your search performance and deliver measurable returns faster than traditional top-of-funnel activity. The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠YouTube,  Apple Podcasts⁠⁠⁠⁠, ⁠⁠⁠⁠Spotify⁠⁠⁠⁠, and ⁠⁠⁠⁠all other podcast platforms.    And if you enjoyed this episode, please leave a review so others can find us. If you have other feedback or would like to be a guest on the show, email the podcast team!   Timestamps  3:14 – Why Demand Gen is changing the funnel  12:54 – AI Max vs Performance Max  17:52 – Manual bids vs smart bidding  23:00 – The “learning phase” myth  29:00 – Amazon & Bing: where else to invest  34:05 – Why PR supercharges PPC  38:16 – Metrics that actually matter  40:14 – The biggest PPC mistakes  46:31 – The future: pay-per-conversation?  48:31 – Tools and automation stack  51:10 – Cathal’s starter framework for beginners

    53 min
  3. Cybersecurity for Marketers

    JAN 30

    Cybersecurity for Marketers

    Worried about your organisation’s security, or not worried enough?  In this episode of the DMI podcast, host Will Francis speaks with ⁠⁠Rebecca Robinson⁠⁠, cybersecurity expert and founder of ⁠⁠Cybec Consulting⁠⁠. Rebecca breaks down why cybersecurity isn’t just an IT issue, but a business, brand, and marketing issue too.   From phishing and social engineering to ransomware and reputation risk, she explains how modern cyber threats really work, why people shouldn’t always be seen as the “weakest link,” and how marketers can build secure systems without killing creativity. She also shares practical advice on training, password management, and building resilience so organisations can grow safely, even when things go wrong.  Rebecca’s top 3 tips:  Take a moment before acting on anything urgent – pause, question it, and ask someone else. Treat system access like currency – only give people the access they genuinely need. Use strong, unique passwords – and a password manager if possible ----------------  The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠⁠YouTube⁠, ⁠Apple Podcasts⁠⁠⁠⁠⁠, ⁠⁠⁠⁠⁠Spotify⁠⁠⁠⁠⁠, and ⁠⁠⁠⁠all other podcast platforms.  And if you enjoyed this episode, please leave a review so others can find us. If you have other feedback for or would like to be a guest on the show, ⁠email the podcast team⁠!

    55 min
  4. 2026 Trends in Digital Marketing

    JAN 9

    2026 Trends in Digital Marketing

    A new year is here, and 2026 brings a new wave of marketing predictions.  In our most anticipated episode of the year, the 2026 Trends edition of Ahead of the Game, DMI podcast host Will Francis explores the biggest changes, challenges, and opportunities facing marketers in the year ahead.  As expected, AI dominates the conversation, but not in isolation. Across ecommerce, social media, youth marketing, PPC, and content creation, our experts share how marketers can move beyond automation and focus on creativity, trust, and genuine customer value. Will also highlights the growing need for authenticity in an increasingly AI-dominated world, a concept Instagram CEO Adam Mosseri touched on in a recent post.  In this episode, 6 DMI experts explore this year’s trends from across the digital marketing landscape:  Jim Lecinski, Professor of Marketing at Northwestern Kellogg and author of The AI Marketing Canvas, predicts 2026 will see mobile AI become a constant shopping companion, with marketers shifting from AI automation to AI elevation focused on taste, curation, and brand value. He also flags power and infrastructure as emerging constraints on AI growth.  Alison Battisby, founder of Avocado Social, warns of a surge in AI-generated video and “AI slop” that could erode trust, making transparency, human oversight, and authenticity more important than ever. She also highlights the rise of community-first platforms and increased automation in paid social.  Jane McDaid, founder of youth marketing agency Thinkhouse, paints an optimistic picture for independent agencies, and sees creativity becoming the key differentiator as AI removes speed and efficiency advantages. She predicts continued growth in social, creator-led marketing, and PR playing a more central role in an LLM-driven ecosystem.  Cathal Melinn, PPC specialist and regular DMI contributor, explains how AI is simplifying paid search through keywordless campaigns, Performance Max, and built-in AI assistants. While increased competition may drive costs up, he believes 2026 is a strong year for marketers to start experimenting with PPC.  Derek Liddy, ecommerce expert and Head of Marketing at Nesta, forecasts growth in conversational ecommerce, hyper-personalisation, and AI-powered shopping agents. He stresses the importance of first-party data, authentic content, and strong product feeds to stay competitive.  ----------------  The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠YouTube, Apple Podcasts⁠⁠⁠⁠, ⁠⁠⁠⁠Spotify⁠⁠⁠⁠, and ⁠⁠⁠⁠all other podcast platforms.  And if you enjoyed this episode, please leave a review so others can find us. If you have other feedback for or would like to be a guest on the show, email the podcast team!

    42 min
  5. Inside Media Planning in Mena

    12/22/2025

    Inside Media Planning in Mena

    How do you build a media plan for a region where social usage is among the highest in the world? In this episode of the DMI podcast, host ⁠Will Francis⁠ speaks with ⁠Ibrahim Jabri⁠, Client Solutions at Meta and host of the Below the Fold podcast, about what makes media planning across MENA so distinct right now. Ibrahim breaks down how the region has vastly increased its digital budget allocations, which platforms dominate, and why Out of Home still delivers serious impact in Saudi Arabia. He also shares the biggest performance killer he sees in paid media: running the wrong creative in the wrong placement: like static, text-heavy direct response ads in video placement and what he expects to surge in 2026. Ibrahim’s Top 3 Tips for Marketers Match creative to the placement – Great ideas fail when formats don’t suit the channel or user mindsetDon’t sacrifice long-term brand equity for short-term ROAS – Balance the funnel or risk stalling growthShare your expertise publicly – Podcasts and content build networks, credibility, and unexpected opportunitiesThe Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠⁠YouTube⁠, ⁠Apple Podcasts⁠⁠⁠⁠⁠, ⁠⁠⁠⁠⁠Spotify⁠⁠⁠⁠⁠, and ⁠⁠⁠⁠all other podcast platforms.  And if you enjoyed this episode please leave a review so others can find us. If you have other feedback for or would like to be a guest on the show, email the podcast team!

    47 min
  6. GDPR and AI Regulation for Marketers

    11/28/2025

    GDPR and AI Regulation for Marketers

    Finding it difficult to navigate the changing landscape of data protection? In this episode of the DMI podcast, host Will Francis speaks with Steven Roberts, Group Head of Marketing at Griffith College, Chartered Director, certified Data Protection Officer, and long-time marketing leader. Steven demystifies GDPR, AI governance, and the rapidly evolving regulatory environment that marketers must now navigate.  Steven explains how GDPR enforcement has matured, why AI has created a new layer of complexity, and how businesses can balance innovation with compliance. He breaks down the EU AI Act, its risk-based structure, and its implications for organizations inside and outside the EU.  Steven also shares practical guidance for building internal AI policies, tackling “shadow AI,” reducing data breach risks, and supporting teams with training and clear governance.  For an even deeper look into how businesses can ensure data protection compliance, check out Steven’s book, Data Protection for Business: Compliance, Governance, Reputation and Trust.  Steven’s Top 3 Tips  Build data protection into projects from the start, using tools like Data Protection Impact Assessments to uncover risks early. Invest in regular staff training to avoid common mistakes caused by human error. Balance compliance with business performance by setting clear policies, understanding your risk appetite, and iterating your AI governance over time. The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠YouTube, Apple Podcasts⁠⁠⁠⁠, ⁠⁠⁠⁠Spotify⁠⁠⁠⁠, and ⁠⁠⁠⁠all other podcast platforms.  And if you enjoyed this episode please leave a review so others can find us. If you have other feedback for or would like to be a guest on the show, email the podcast team!  Timestamps  01:29 – AI’s impact on GDPR & the explosion of new global privacy laws  03:26 – Is GDPR the global gold standard?  05:04 – GDPR enforcement today: Who gets fined and why  07:09 – Cultural attitudes toward data: EU vs. US  08:51 – The EU AI Act explained: Risk tiers, guardrails & human oversight  10:48 – What businesses must do: DPIAs, fundamental rights assessments & more  13:38 – Shadow AI, risk appetite & internal governance challenges  17:10 – Should you upload company data to ChatGPT?  20:40 – How the AI Act affects countries outside the EU  24:47 – Will privacy improve over time?  28:45 – What teams can do now: Tools, processes & data audits  33:49 – Data enrichment tools: targeting vs. Legality  36:47 – Will anyone actually check your data practices?  40:06 – Steven’s top tips for navigating GDPR & AI

    53 min
  7. Inside the World of Hotel Marketing

    11/07/2025

    Inside the World of Hotel Marketing

    Ever wondered what it’s like to be a luxury hotel marketer? In this episode of the DMI Podcast, host ⁠⁠Will Francis⁠⁠ speaks with Mary Beth O’Connor, an experienced hospitality marketing professional whose career has taken her from international sales to Director of Sales & Marketing at the legendary Pierre Hotel in New York City. Mary Beth shares insider perspectives on how hotels and resorts can maintain their identity and customer loyalty in an age dominated by online travel agents, why “people are the product,” and what all businesses can learn from the hospitality mindset. She also explores the rise of wellness travel, the power of partnerships, and how authenticity, curiosity, and personalization drive success in hospitality marketing. Mary Beth’s Top 3 Tips Stay curious and keep learning: The marketing industry changes constantly — adapt with it. Keep it personal: Hospitality is built on relationships and genuine connection. Build partnerships: Creative collaborations can amplify reach without huge budgets. The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠YouTube, Apple Podcasts⁠⁠⁠⁠, ⁠⁠⁠⁠Spotify⁠⁠⁠⁠, and ⁠⁠⁠⁠all other podcast platforms. And if you enjoyed this episode please leave a review so others can find us. If you have other feedback for or would like to be a guest on the show, email the podcast team! Timestamps 3:23 – How online travel agents changed hotel marketing 6:04 – Selling experience, not just rooms: the people-first approach 8:09 – Retention, culture, and leadership in hotels 10:27 – Human stories that build brand loyalty 12:03 – Bringing hotel staff personalities into marketing 13:41 – What makes hospitality marketing unique 14:59 – Digital marketing, events, and local partnerships 18:43 – How travel audiences changed after the pandemic 21:13 – Global markets and U.S. traveler demand 23:32 – Marketing multiple offerings (rooms, restaurants, spa) 26:19 – Branding luxury properties and using heritage wisely 29:24 – Benchmarking top hotel brands 31:21 – Marketing inside the property and guest personalization 33:00 – Balancing technology and human touch in luxury 34:07 – Why arrival experience defines customer loyalty 36:44 – Lessons all businesses can learn from hospitality 38:11 – Emerging trends: wellness, sustainability, and women’s travel 40:28 – Using digital and webinars for B2B marketing 43:26 – Influencer marketing in hospitality: challenges and best fits 47:24 – Advice for aspiring hospitality marketers

    50 min
  8. An Insider’s Look at Product Marketing

    10/17/2025

    An Insider’s Look at Product Marketing

    How often do innovators ask themselves if someone really needs their products? In this episode of the DMI podcast, host Will Francis speaks with Laurier Mandin, founder of Graphos Product and author of I Need That. With over 30 years helping innovators bring ideas to life, Laurier reveals how brands can turn customer wants into needs by focusing on empathy, validation, and true problem-solving.  Laurier shares lessons from working with sustainable B2B products like recycled wind-turbine materials and explains why many innovators still skip the crucial step of validating whether anyone needs what they’re building. He also discusses the psychology behind purchase decisions, our “dog brain” versus “tank brain”, and why clarity and simplicity in messaging always win. Laurier’s Top 3 Tips for Marketers Validate properly: Test your product with real money or real commitment, not just surveys. Go beyond MVP to “MWP” (Minimum Wow Product): Build something that makes people say wow, not just it works. Focus on empathy and clarity: Cut the clutter, connect emotionally, and make the need unmistakable. The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠YouTube, Apple Podcasts⁠⁠⁠⁠, ⁠⁠⁠⁠Spotify⁠⁠⁠⁠, and ⁠⁠⁠⁠all other podcast platforms. And if you enjoyed this episode please leave a review so others can find us. If you have other feedback for or would like to be a guest on the show, email the podcast team! 1:00 – Why “need” trumps “want” in marketing psychology 4:40 – Pain points and empathy: How to connect like Steve Jobs 9:00 – Building trust and shared purpose with customers 11:00 – Inside Laurier’s work: guiding innovators and building go-to-market roadmaps 13:00 – Case study: Recycling wind-turbine blades into building materials 16:00 – How to persuade risk-averse buyers to adopt innovation 20:00 – Getting involved early: linking product development and marketing 24:00 – Finding the original need behind every innovation 27:00 – Why simplicity beats features (and what Apple teaches us) 33:00 – Positioning for your tribe: how similar products can coexist 34:00 – Lessons from I Need That: validation, emotion, and the “dog brain” 38:00 – How to run validation that actually works 44:00 – Laurier’s “Innovative Product Go-to-Market Roadmap” explained 48:00 – Using AI to accelerate, but not replace, expertise 49:00 – Which marketing channels work best today 55:00 – Balancing paid and organic: why SEO still matters 57:30 – Laurier’s top advice for innovators

    1 hr
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Want a taste of the real-life digital marketing game? Supercharge your marketing skills and sharpen your mindset with incisive insights from industry experts. The Ahead of the Game podcast is brought to you by The Digital Marketing Institute, hosted by Will Francis. Subscribe to all DMI Ahead of the Game podcasts on Apple Podcasts, Spotify or watch on video at YouTube. And check out the DMI's extensive knowledge library and join up for free. https://my.digitalmarketinginstitute.com/auth/register?podcast

Information

  • Creator
    Digital Marketing Institute
  • Years Active
    2020 - 2026
  • Episodes
    134
  • Rating
    Clean
  • Copyright
    © Digital Marketing Institute
  • Show Website
    Ahead of the Game

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