Makin Media

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Channel • 2 Shows

Marketing

Marketing

Updated Monthly
Marketing

Marketing

Updated Weekly

Sep 13

15: Why Marketing Has Become So Complicated or How We Turned Selling Things Into a Minor Branch of Astrophysics

Marketing used to be relatively straightforward. Understand your customers. Create something valuable. Tell people about it. Make it easy for them to buy. Today, apparently, this requires seventeen software subscriptions, six dashboards, an omnichannel strategy and a diagram that only really makes sense when printed at A1. In Episode 15 of The Overthinker’s Guide to Modern Marketing, Sean Makin asks a deceptively simple question: why has marketing become so bloody complicated? We explore how an explosion of channels, marketing technology, metrics, specialist roles and now AI has given marketers extraordinary capabilities, while somehow making the job feel more complicated than ever. From businesses accumulating software like garages accumulate mysterious cables, to marketing teams trying to maintain the publishing output of the BBC, the episode looks at what happens when tools, platforms and activity begin to overshadow the thing marketing was supposed to achieve in the first place. There’s also the uncomfortable problem of measurement. We can track clicks, impressions, engagement, conversions and even how far someone scrolled before apparently deciding they’d heard quite enough from us. But more data doesn’t automatically create more understanding and 47 KPIs aren’t really key anymore. Then there’s AI. It can help us research, analyse, write, automate and create faster than ever before. But producing the wrong thing faster isn’t progress. Sometimes it’s simply a more technologically advanced way of wasting Tuesday. Ultimately, this episode makes the case for putting simplicity back at the heart of marketing. Understand people. Understand the problem you solve. Create something valuable. Explain it clearly. Make it easy for people to choose you. Deliver what you promised. Give them a reason to come back. Everything else, the technology, data, content, channels, automation and AI, should help us do those things better. Because sophistication isn’t the same as effectiveness. And complexity isn’t the same as strategy. For business owners, marketers, marketing leaders and growing brands, this episode offers a timely reminder that better marketing doesn’t necessarily mean doing more. Sometimes the smartest strategic decision is deciding what to stop doing. And if your marketing strategy currently requires a seventeen-tab spreadsheet, six dashboards and a diagram involving an alarming number of arrows perhaps it’s time to close a few tabs. This stays very close to the central argument and humour of the transcript, particularly its conclusion that marketing fundamentals remain simple underneath the accumulated tools, platforms and processes. Key Topics: Marketing Strategy, Marketing Complexity, Digital Marketing, Marketing Technology, MarTech, Artificial Intelligence, AI in Marketing, Marketing Analytics, Marketing Metrics, Customer Behaviour, Customer Experience, Brand Strategy, Content Marketing, Marketing Channels, Social Media Marketing, Marketing Automation, CRM, SEO, PPC, Data-Driven Marketing, Business Growth, Marketing Leadership, Marketing Effectiveness, Customer Journey, Marketing ROI, Business Strategy. Listen now on Apple Podcasts, Spotify, Audible, and wherever you get your podcasts. Hosted by Sean Makin - Fractional CMO, Strategic Marketing Consultant and marketing overthinker. Produced in Scotland.
Sep 3

06: Should Marketing Be Generating Revenue?

Should marketing generate revenue? Yes. There we are. Shortest episode we’ve ever done. Unfortunately, it’s a little more complicated than that. In Episode 6 of Marketing, Properly!, strategic marketing consultant Sean looks at the relationship between marketing and revenue, and why it isn’t always as neat as the dashboards would have us believe. Customers have an irritating habit of behaving like human beings. They see an advert, forget it, read an article, ask a colleague, listen to a podcast, visit your website, disappear for three months and then suddenly place an order on a Wednesday morning. So which piece of marketing generated the revenue? Quite possibly, all of them played a part. This episode explores why marketing absolutely needs to contribute to commercial performance, but why revenue is ultimately a business outcome influenced by Marketing, Sales, pricing, product, customer experience and operations. We look at why Sales and Marketing shouldn’t operate as rival departments, the dangers of trying to attribute every pound of revenue to a single marketing activity, and why what’s easiest to measure isn’t necessarily what created the result. There’s also a look at the commercial role of brand, which metrics actually help us understand marketing performance, and the occasional absurdity of “marketing-influenced revenue” dashboards where almost anything can apparently claim credit for the sale. Because marketing shouldn’t exist in a comfortable little bubble separated from revenue. Some marketing captures demand today. Some creates demand for tomorrow. Some helps Sales convert it. Some keeps existing customers. And some builds the reputation that makes everything else work better. The real question isn’t “Can you prove this specific piece of marketing generated revenue?” It’s “Can we explain how our marketing contributes to the commercial performance of the business?” If your Marketing team talks about engagement, your Sales team talks about pipeline and Finance talks about revenue as though they’re discussing three entirely different businesses, this episode is for you. Marketing, Properly! - practical thinking, straight answers and occasionally the uncomfortable marketing question nobody else wants to ask. Hosted by Sean Makin, a Fractional CMO and Strategic Marketing Consultant with over 25 years’ experience in marketing and brand. Produced in Scotland.
Mar 11

06: Why Artificial Intelligence Hasn’t Replaced Marketers Yet

In this episode of The Overthinker’s Guide to Modern Marketing, Sean Makin explores a question many marketers are quietly asking: “what exactly is the role of a marketer in the age of artificial intelligence?”. While AI is rapidly transforming marketing by analysing data, automating campaigns, and eliminating much of the spreadsheet-heavy busywork, it hasn’t replaced marketers. Instead, it’s reshaping the profession. Sean looks at how AI is pushing marketers away from operational tasks and toward something far more valuable: strategy, creativity, and human insight. From interpreting complex data and understanding cultural context to crafting ideas that genuinely resonate with people, the modern marketer is evolving into a translator between machines and human behaviour. Along the way, the episode explores the difference between data and insight, automation and strategy, and content generation versus real creativity. Because while machines may be excellent at processing information, understanding people remains a uniquely human skill. Or put simply: AI may have stolen the spreadsheets but marketers still tell the story. Hosted by Sean Makin - Fractional CMO, Strategic Marketing Consultant and marketing overthinker. Produced in Scotland.
Mar 25

07: How Brands Become Conversations Instead of Just Graphics

In this episode of The Overthinker’s Guide to Modern Marketing, Sean Makin unpacks a deceptively simple idea: a brand isn’t what people see - it’s what they experience. Moving beyond logos and visual identity, this episode explores how real brands are built from the inside out, shaped by culture, everyday conversations, and the language people use within an organisation. From the quirks of office meetings to the subtle power of shared vocabulary, Sean reveals how communication, trust, and purpose quietly define how a brand is actually lived and perceived. If you’ve ever wondered why some brands feel authentic while others feel like well-designed façades, this episode connects the dots, showing how alignment between culture and messaging turns branding from a visual exercise into a believable, human story. Because in the end, a logo may start the conversation but culture is what makes people believe it. Hosted by Sean Makin - Fractional CMO, Strategic Marketing Consultant and marketing overthinker. Produced in Scotland.
4d ago

08: Do We Need a Rebrand or Do We Have a Bigger Problem?

“We need a rebrand.” It’s an exciting sentence. It suggests change, progress, new beginnings and, almost inevitably, several meetings devoted to discussing slightly different shades of blue. But what if the brand isn’t actually the problem? In this episode of Marketing, Properly!, Sean looks at one of the most common assumptions growing businesses make: that changing the logo, colours, website and visual identity will somehow solve a much deeper commercial problem. Because a genuine rebrand isn’t simply a new logo. It’s about how customers understand your business, what they think you’re good at, who they believe you’re for and, ultimately, why they should choose you. We explore when a rebrand genuinely makes sense, perhaps because the business has grown, entered new markets or simply outgrown the way it presents itself, and when the real issue may be positioning, pricing, customer experience, sales, service or an unclear proposition. There’s also the danger of throwing away valuable brand recognition simply because the leadership team has become bored with it. Sometimes evolution is considerably smarter than revolution. And before commissioning the new website, rewriting the brand guidelines and ordering 3,000 mugs with the new logo on them, there’s one important question to ask: What are we actually trying to fix? Because if the problem is deeper than the brand, changing the wrapping won’t solve it. It will simply give you a much more attractive version of the same problem. And that’s not rebranding. That’s redecorating. Marketing, Properly! - practical marketing thinking for business leaders who want better decisions, clearer strategy and considerably less marketing theatre. Hosted by Sean Makin, a Fractional CMO and Strategic Marketing Consultant with over 25 years’ experience in marketing and brand. Produced in Scotland.
Aug 28

05: Has Our Business Outgrown DIY Marketing?

Most businesses start by doing their own marketing. The founder writes the posts. Someone builds the website. A friend designs the logo. Someone’s nephew apparently “knows SEO”. And somehow, amongst all of this, a business starts to emerge. There’s absolutely nothing wrong with DIY marketing. In the early days, it can be remarkably effective. But what happens when the business grows and the marketing approach that worked at £500,000 turnover starts looking rather less convincing when you're aiming for £5 million? In Episode 5 of Marketing, Properly!, strategic marketing consultant Sean looks at the signs that a business may have outgrown its informal approach to marketing. We explore how DIY marketing can gradually turn into accidental marketing, different people, agencies, channels and activities all doing useful things, but with nobody really joining the dots. There’s also the founder bottleneck: when every campaign, website change, budget decision and piece of content still needs approval from the Managing Director. At that point, the problem isn't necessarily time management. It may be that marketing has become too commercially important to manage informally. We look at fragmented brands, disconnected specialist suppliers and the common mistake of trying to solve everything by hiring one heroic Marketing Manager expected to handle strategy, social media, SEO, PPC, design, video, CRM, events, PR, analytics and, naturally, be “good with AI”. The episode also sets out five signs you've outgrown DIY marketing, and why the answer isn't automatically to hire a full-time Marketing Director. The right solution might be an internal marketer, a small team, better agencies, fractional leadership, or simply a proper strategy. Because the real question isn't “Are we too big to do our own marketing?” It's “Has marketing become too important, complicated or commercially significant to manage informally?” If it has, it may be time to start marketing the business you're becoming, rather than the business you used to be. Marketing, Properly! - practical thinking, straight answers and occasionally the uncomfortable marketing question nobody else wants to ask. Hosted by Sean Makin, a Fractional CMO and Strategic Marketing Consultant with over 25 years’ experience in marketing and brand. Produced in Scotland.
Feb 11

04: The Surprisingly Predictable Chaos of Human Behaviour

Why do we trust five-star reviews from strangers, panic-buy when there are “only two left,” and somehow end up emotionally attached to things we never meant to purchase in the first place? In Episode 4, Sean Makin wanders into the delightfully illogical world of behavioural economics, exploring why humans aren’t rational consumers at all — but predictably irrational ones. From mental shortcuts and emotional triggers to nudges, framing, and the subtle art of making choices feel obvious, this episode unpacks how modern marketing works with human behaviour rather than against it. Equal parts insight, humour, and gentle existential marketing therapy, this episode helps listeners understand not just how advertising influences us — but why it works in the first place. Put the kettle on. Your brain is about to meet its own decision-making habits. Hosted by Sean Makin - Fractional CMO, Strategic Marketing Consultant and marketing overthinker. Produced in Scotland.
Jan 29

03: Collaborating with Brand Ambassadors & Influencers

In this episode, Sean Makin ventures into the influencer economy. A place where authenticity is priceless, exposure is not a currency, and everyone insists they’re “data-led” while quietly trusting a hunch. We explore: Why influencer recommendations feel more powerful than traditional ads The difference between influencers and true brand ambassadors Why reach is overrated and engagement actually matters How to choose collaborators without funding unused yoga mats The delicate art of outreach (and how not to sound unhinged) Why authenticity isn’t a vibe – it’s a composite truth How to measure success without sacrificing your sanity This episode is for brands, marketers, and founders navigating the strange reality where trust is built through humans, not banners and where the wrong partnership can unravel faster than a sponsored soufflé in a thunderstorm. Listen now, collaborate wisely, and remember: Don’t script the passion. Find people who already have it. Stay sceptical. Stay alert. And for the love of marketing – question the tagline. Hosted by Sean Makin - Fractional CMO, Strategic Marketing Consultant and marketing overthinker. Produced in Scotland.
Feb 27

05: Logic, Emotion and Other Things Customers Ignore

Why do customers ignore perfectly logical arguments… and buy from the brand that simply “feels right”? In this episode, Sean Makin explores the delicate dance between warmth and competence, the two silent questions every customer is asking: Do I like you? Can I trust you? From chatbot purgatory and cheerful stock-photo nonsense to the quiet power of reliability (think good plumbing, but for branding), we unpack why friendliness without capability falls flat, and brilliance without humanity rarely earns loyalty. Because customers don’t choose with logic alone. And they don’t choose with emotion alone either. They choose when heart and head agree. Also: Is modern marketing just noise? (Spoiler: yes. Spectacularly so.) But hidden within the cacophony is signal, and that’s where meaningful brands live. If you want to build a brand people root for, not just buy from, this one’s for you. Stay curious. Stay human. And remember: even in marketing, the best decisions happen when warmth and competence shake hands. Hosted by Sean Makin - Fractional CMO, Strategic Marketing Consultant and marketing overthinker. Produced in Scotland.
Aug 14

02: How Much Should My Business Be Spending on Marketing?

How much should your business spend on marketing? Ask Google and you’ll find percentages. Ask an agency and you’ll probably get a proposal. Ask your Finance Director and you may get a rather different percentage. Possibly zero. In Episode 2 of Marketing, Properly!, strategic marketing consultant Sean Makin tackles one of the most common, and most misunderstood, questions business owners, founders and Managing Directors ask about marketing. Rather than reaching for a convenient percentage of turnover, this episode looks at a much more useful question: what are you trying to achieve, and what level of marketing investment is realistically required to achieve it? We explore why industry benchmarks can be useful as a sense check but dangerous as a strategy, why ambitious growth plans need realistic investment behind them, and what should actually be included when calculating your true marketing spend. There’s also a look at customer acquisition costs, the danger of both under-spending and throwing more money at weak marketing, and a simple Run, Grow and Experiment approach to structuring your budget. Because there is no magic percentage. A good marketing budget isn’t about spending as much, or as little, as possible. It’s about investing the right amount in the right things for the commercial outcome you’re trying to achieve. If you’re currently staring suspiciously at a marketing spreadsheet wondering whether you’re spending too much, too little, or simply spending it on the wrong things, this episode is for you. Marketing, Properly! - practical thinking, straight answers and occasionally the uncomfortable marketing question nobody else wants to ask. Hosted by Sean Makin, a Fractional CMO and Strategic Marketing Consultant with over 25 years’ experience in marketing and brand. Produced in Scotland.

Makin Media is home to two podcasts offering a refreshingly straightforward take on modern marketing. The Overthinker’s Guide to Modern Marketing explores the strange, complicated and occasionally ridiculous world of marketing with curiosity, experience and a healthy dose of humour. Marketing, Properly! takes a more direct approach, tackling the practical marketing questions business owners and leaders should be asking, without the jargon, hype or unnecessary complexity. Two podcasts. Two slightly different perspectives. Both made in Scotland and focused on making marketing make a little more sense.

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Makin Media

Top Shows

15: Why Marketing Has Become So Complicated or How We Turned Selling Things Into a Minor Branch of Astrophysics

06: Should Marketing Be Generating Revenue?

06: Why Artificial Intelligence Hasn’t Replaced Marketers Yet

07: How Brands Become Conversations Instead of Just Graphics

08: Do We Need a Rebrand or Do We Have a Bigger Problem?

05: Has Our Business Outgrown DIY Marketing?

04: The Surprisingly Predictable Chaos of Human Behaviour

03: Collaborating with Brand Ambassadors & Influencers

05: Logic, Emotion and Other Things Customers Ignore

02: How Much Should My Business Be Spending on Marketing?

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