Marketing vs The World

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Marketing vs The World

Welcome to Marketing vs The World, the podcast dedicated to the dynamic and ever-evolving world of marketing. Every other Monday, our host Abbie Dando, dives deep into the latest trends, challenges, and triumphs in the marketing industry. In every episode, Abbie is joined by a top marketing professional or business leader who shares their insights, stories, and strategies for balancing work, life, and everything in between. Whether you're a seasoned marketing maverick or a business owner looking to thrive in the digital age, Marketing vs The World is your go-to podcast for practical tips, inspiring interviews, and a touch of humour to brighten your day.

  1. -2 ДН.

    Why Brands Should Consider Launching a Podcast with Michael Bird

    In this episode of Marketing vs. The World, host Abbie Dando chats with Michael Bird, Head of Audio at a US-based tech company, about the power of podcasting for brands. Michael shares his journey into audio, insights into launching a successful podcast and why this medium is a game-changer for businesses. Michael Bird’s Background Michael shares his non-linear career path, which took him from retail sales to IT support, marketing and eventually audio. He reflects on his first brand podcast and how his love for audio evolved through hosting a local radio show. Now, as Head of Audio, Michael oversees global podcasting initiatives and shares lessons from creating standout brand podcasts. Why Brands Should Launch a Podcast Podcasts are a unique channel, allowing brands to engage audiences at times no other content can—like during commutes or while completing chores. Unlike blogs or videos, podcasts don’tdemand undivided attention, offering long-form engagement that builds loyalty and trust. A well-produced podcast can enhance brand authenticity, establish thought leadership and act as a versatile vehicle for campaigns and events. Building the Business Case for Podcasts Michael explains that podcasts provide a powerful opportunity to capture an audience in moments other channels can’t, create deep, long-term brand engagement and complement existing marketing efforts, including live events and campaigns. While direct lead generation can be challenging, podcasts excel at top-of-funnel awareness and thought leadership. What It Takes to Launch a Great Podcast Starting small but planning meticulously is key, according to Michael. Creating a pilot episode can help refine the format and set expectations. He highlights the importance of strong production values, including sharp editing and pacing and ensuring that content is entertaining and engaging for the target audience. Brands may benefit from partnering with experienced producers to elevate the quality of their podcasts. Trends in Podcasting Michael notes that video podcasting is becoming increasingly important, with platforms like Spotify and YouTube investing in this format. AI tools are simplifying editing and production, but authenticity will remain vital. The podcast landscape is also maturing, with fewer shows but higher production values and audience expectations. Michael’s Advice for Aspiring Podcasters Michael advises anyone thinking of launching a podcast to build a solid plan before they start. Understanding the audience, setting clear goals and crafting a strategy are all critical to making a podcast stand out. Starting with a pilot episode can help test concepts and refine the format. He emphasises the importance of focusing on entertaining and serving the audience, rather than just promoting the brand. Michael’s Thoughts on Parental Leave Michael shares his experience with an exceptional parental leave policy, which allowed him six months off for both of his children. He reflects on how the policy supported his family, strengthened his parenting partnership and fostered loyalty to his employer. He believes businesses should recognise the transformative impact of parental leave on employees andfamilies. Key Takeaway “Put thought into your podcast. Don’t just hit record—build a plan, define your goals and focus on creating content that truly entertains and engages your audience.” Subscribe &...

    46 мин.

  2. 23.12.2024

    Why Technical SEO Is Essential (and How to Start) with Paulo Andraus

    In this episode of Marketing vs The World, host Abbie Dando chats with Paulo Andraus, tech SEO expert and creator of the SEO Game Show. Together, they dive into the importance of technical SEO and share actionable tips for businesses. They also explore Paulo’s experiences as an immigrant in the workplace.   Paulo Andraus’ Background and the SEO Game Show Paulo shares his journey from Brazil to Canada, then Germany, and back to Canada, as he built a career in tech SEO.Introduces the SEO Game Show: a quiz-show format that blends SEO expertise with charitable giving.Each episode features SEO experts answering questions for a chance to win money for charity.Open to participants and sponsors who want to get involved—visit SEO Game Show.   What Is Technical SEO? Paulo explains technical SEO as building a strong relationship with Google’s robots to help them:Understand your website.Find the content you want to rank for.Avoid indexing irrelevant parts of your site.Technical SEO involves crawling, indexing, and ensuring site performance aligns with Google’s standards.   Why Technical SEO Matters Technical SEO ensures Google can crawl and index your site correctly.Mistakes in key areas, like the robots.txt file, can block your site from being crawled.Without proper tech SEO, businesses:Rely heavily on creating more content to sustain traffic.Risk losing visibility and rankings due to undetected technical issues.   Common Challenges Without Technical SEO Businesses may block critical areas (e.g., staging sites) from being indexed.Issues like outdated sitemaps or broken internal links hurt discoverability.Overlooked problems during website migrations can lead to traffic drops post-launch.   Who Should Own Technical SEO? Small businesses (1-10 employees): Use tools like Google Search Console to monitor basic technical health.Assign technical SEO checks to your developer or a freelancer. Medium businesses (11-50 employees): Have one dedicated SEO specialist who can handle all areas of SEO, including technical. Large organisations (50+ employees): Build an SEO team with specialised roles for technical, on-page, and off-page SEO.   Impact of AI on Technical SEO Google’s Search Generative Experience (SGE) changes how content appears in search.Businesses must decide whether to block or embrace Google’s use of their content for AI purposes.Adjusting page templates for AI-focused queries can improve visibility but may sacrifice direct traffic.   Schema Markup: Is It Necessary? Schema markup helps Google understand your content by tagging key details (e.g., product prices, reviews).Paulo highlights its importance for competitive markets, but cautions it doesn’t guarantee more traffic—only improved presentation in search results.   Getting Started with Technical SEO Use Google Search Console to identify crawlability, indexing, and performance issues.Tools like Screaming Frog or Dragon Matrix help crawl sites and visualise technical health.Platforms like Shopify or Wix often have built-in SEO tools for easy management.Resources like Aleyda Solis’ Learning SEO provide step-by-step guidance.   Paulo’s Personal...

    49 мин.

  3. 09.12.2024

    Desirability vs Usability: Mastering UX and Growing Agencies with Gareth Dunlop

    In this episode of Marketing vs The World, host Abbie Dando chats with Gareth Dunlop, a seasoned UX expert and entrepreneur, about the critical balance between desirability and usability in user experience design. Gareth shares practical insights on designing digital products that create desire while ensuring ease of use, alongside his experience of building and selling two successful marketing agencies. In this episode, Abbie and Gareth discuss: Gareth Dunlop’s Background Transition from a computer programmer at a major Irish bank to a UX pioneer. Growing and selling two marketing agencies, including the challenges and rewards of these ventures. His shift from leading teams to working independently as a consultant. What Is User Experience (UX)? Definition: How a user feels when interacting with a product or service. The holistic approach to creating digital experiences that influence user behaviour. Examples of good and bad UX in everyday apps and websites. Why UX Matters More Than Ever The evolution of UX as a discipline since the early 2000s. COVID-19’s role in accelerating businesses’ focus on digital experiences. Why organisations need to shift from monologue-style marketing to user-driven dialogues. Designing Great UX: Desirability vs Usability Desirability: Creating want through emotional connection and brand perception. Usability: Making it easy for users to achieve their goals. Examples of high-desirability brands like Taylor Swift and Apple, and their strategies for balancing desirability with convenience. Why focusing solely on usability can limit the emotional pull of your product. Measuring UX and Building a Business Case How to benchmark your current website or app performance using tools like Google Analytics and Hotjar. The importance of qualitative research to complement data insights. Building a case for UX investment by showing potential business gains and the cost of poor user experiences. Lessons in Growing and Selling Agencies Preparing for Sale: Gareth’s focus on running his businesses professionally, keeping operations clean, and being ready for acquisition opportunities. Navigating a Sale: Insights from selling his first agency and proactively seeking buyers for his second. Post-Acquisition Challenges: The importance of integrating cultures, processes, and tech stacks after a sale. Key Takeaways From This Episode For UX Success: Desirability and Usability Work Together: Create desire while ensuring simplicity to achieve the best user outcomes. Start Small: Use affordable tools like Hotjar and surveys to gather insights, even on a tight budget. Put Users First: Focus on solving user needs and behaviours, not just achieving business objectives. For Entrepreneurs: Run Clean Operations: Keep your business professional and transparent to attract potential buyers. Stay Ready: Treat every day as preparation for a possible acquisition, even if you’re not actively seeking one. Take Your Time: Wait for the right opportunity to sell, but ensure your business is always in great shape. What You’ll Get From This Episode This episode offers valuable insights into the psychology of user experience, tips for improving digital products, and actionable advice for entrepreneurs considering...

    55 мин.

  4. 25.11.2024

    Protecting a Heritage Brand and Mastering Balance with Nick Houchin

    In this episode of Marketing vs The World, Abbie sits down with Nick Houchin, Marketing Director at Musto, to explore the art of safeguarding an iconic heritage brand. They discuss Musto’s remarkable 60-year journey, its innovative product development, and the importance of staying true to the brand’s DNA amidst modern marketing challenges. Nick also opens up about his sailing roots, the joys and pressures of his role, and the strategies he uses to balance professional and personal life effectively.  Whether you're a marketing professional, a fan of iconic brands, or just looking for inspiration on balancing a demanding career with family life, this episode is packed with insights and actionable takeaways.  What you'll learn in this episode: Musto’s Heritage and Innovation:  The origin story of Musto, founded by Olympic sailor Keith Musto in 1964.  How the brand’s ethos of protection and performance has led to industry-leading product innovation.  The journey from creating technical sailing gear to expanding into the outdoor and country lifestyle markets.  Safeguarding an Iconic Brand:  Nick’s role in protecting Musto’s heritage while planning for the future.  The balance between taking risks and staying true to the brand’s DNA.  The challenges of navigating new marketing trends without compromising brand identity.  Building Strong Relationships with Influencers:  Musto’s long-standing partnership with Zara Tindall and its impact on brand credibility.  How Musto nurtures long-term relationships with ambassadors who embody the brand’s values.  The importance of integrating feedback from ambassadors into product development.  Sustainability in the Retail World:  How Musto tackles the challenges of creating durable, sustainable products in a competitive retail market.  Musto’s repair services and commitment to extending product life to reduce environmental impact.  The role of recycled fabrics and science-based targets in driving sustainable innovation.  Balancing Work and Personal Life:  Nick’s tips for mastering the art of being present at work and home.  The conscious decisions he’s made to separate work and personal life, including his no-phone-in-the-bedroom rule.  The power of small routines, like reading before bed and exercising, to maintain mental clarity and balance.    Key Takeaways:  Stay True to Your Brand: Always anchor your decisions in the brand’s core values and history. Without a strong foundation, chasing trends can lead to dilution of the brand identity.  Build Long-Term Relationships: Invest in nurturing relationships with ambassadors and influencers who align with your brand values, rather than constantly seeking new faces.  Sustainability Matters: Durability, repairability, and sustainable materials aren’t just good for the planet—they’re essential for building trust with today’s consumers.  Be Present and Intentional: Balance work and life by creating boundaries, developing routines, and recognising what energises or drains you.    Connect with Musto and Marketing vs The World:  Musto: Musto.com Follow Musto on Instagram: @mustoclothing Follow Nick Houchin on LinkedIn:...

    39 мин.

  5. 11.11.2024

    How PR Can Influence All Parts of the Funnel - Not Just Brand

    In this episode of Marketing vs The World, Abbie Dando sits down with Natasha Hill, Managing Director and Co-owner of Bottle, to explore how PR can influence every stage of the funnel—not just brand awareness. They delve into the evolving landscape of digital PR, its impact on SEO, and how to integrate it across marketing strategies. On a more personal note, Natasha shares her experiences pushing herself outside of her comfort zone, both professionally and personally, and why it’s important to keep growing. Listen in for insightful strategies on PR, and tips on how to challenge yourself in both work and life. In this episode, Abbie and Natasha discuss: Natasha Hill’s Career Journey Natasha’s path from working at a large agency in direct marketing to becoming the Managing Director of Bottle. How she transitioned from in-house marketing roles to co-owning a digital PR agency. The challenges and triumphs of completing a management buyout just before the pandemic. Demystifying PR: Traditional vs Digital PR What PR really means and the difference between traditional and digital PR. Digital PR for SEO: Why PR isn’t just about brand awareness, but also plays a crucial role in driving organic traffic and search engine rankings. How forward-thinking brands like Gusto and AXA Healthcare are using PR for both fame-building and SEO. PR’s Role Throughout the Marketing Funnel Fame, Findability, and Fulfilment: How PR influences every part of the funnel from brand awareness at the top to driving conversions at the bottom. Fame-building campaigns vs. findability efforts: How campaigns are designed to boost brand visibility and improve SEO rankings through strategic media placements and backlinks. Examples of how Bottle uses PR to create integrated strategies for clients, with the AXA Healthcare "Sleep Hub" campaign as a case study. Evolving Trends in PR and Search The rise of TikTok as a search platform and its implications for brands. How to leverage TikTok insights for PR, even in sectors like B2B. Why Google isn’t dead and how search continues to evolve alongside new platforms. Stepping Outside Your Comfort Zone Natasha’s personal journey of joining a hockey club despite having no experience and how it helped her form new connections and build confidence. Her ongoing quest to reignite her creative side through painting, and the challenges that come with stepping into new hobbies later in life. The importance of continuing to learn and grow, even when life feels more settled. Key Takeaways From This Episode PR is more than just media coverage: It’s a strategic tool that can drive traffic, build authority, and influence all parts of the marketing funnel. Digital PR matters: Don’t overlook the impact PR can have on your brand’s SEO, particularly through strategic backlinks and well-placed media stories. Push yourself personally as well as professionally: Whether it’s joining a new sports team, picking up an old hobby, or even solo travel, stepping outside your comfort zone helps you grow. Integrated marketing is key: For the best results, ensure PR, SEO, and social strategies are working together. What You’ll Get From This Episode This episode will help you better understand the value of PR in both traditional and digital landscapes, particularly how it integrates with SEO to impact your brand’s overall visibility and authority. Natasha’s personal stories will also inspire you to step out of your comfort zone and take on new challenges, both professionally

    50 мин.

  6. 28.10.2024

    Why Brands Need To Start Entertaining Customers and Stop Advertising to Them

    In this episode of Marketing vs The World, host Abbie Dando sits down with Ash Pollak, founder of Teodophobes, to explore the art of storytelling in marketing. Ash explains why brands, particularly in B2B, must move away from traditional advertising and instead focus on entertaining their customers to build authentic connections. Ash also shares his insights on living and working remotely in Ibiza and the importance of community in both business and life. In this episode, Abbie and Ash discuss:  Ash Pollak’s Background Ash’s career journey from running a production company to founding Teodophobes. His pivot from the creative world to startups during COVID, and how this experience shaped his storytelling expertise. Why Storytelling Matters The human instinct for storytelling and why it’s crucial for modern marketing. B2B’s missed opportunity: Why B2B companies are competing with entertainment, not just other brands, and how they can stand out by focusing on storytelling rather than dry, feature-based messaging. Entertaining vs. Advertising The growing distaste for traditional marketing. The importance of entertainment in connecting with customers on a deeper level, rather than simply bombarding them with ads. Insights from Liquid Death’s marketing approach: Why no one wants to be "marketed to" anymore. Bringing Storytelling into Business How brands can start integrating storytelling into their strategies. Ash’s approach to problem-solving workshops, involving diverse teams from sales to HR, to identify content opportunities that truly resonate with customers. The process of creating a customer journey that focuses on building relationships rather than hard selling. Challenging B2B Norms How B2B brands can break away from boring, sales-driven campaigns and embrace entertaining cultural content that engages their audience. Success stories: How sales teams can use storytelling content to engage with hard-to-reach customers and turn cold leads into deals. Remote Work and Community Ash’s personal journey of moving from London to Ibiza, and how remote work has changed his business model. The importance of building a strong community, whether working remotely or in-person, and how this fuels creativity and business growth. Practical tips for those thinking about making the move abroad and how to balance virtual and in-person work. Key Takeaways From This Episode Entertainment is key: Don’t just sell to your customers, engage and entertain them to build lasting relationships. Human connection: Both customers and colleagues are humans first—embrace their real-world experiences and challenges when creating content and strategies. Be bold, not reckless: When it comes to marketing, doing the same thing over and over is a bigger risk than trying something new and creative. Embrace process: Storytelling and creative thinking are part of a process, not a quick fix. Be patient, dig deep, and look at the bigger picture. What You’ll Get From This Episode This episode will help you rethink your approach to marketing, especially if you’re in B2B. Ash’s insights on storytelling, community building, and embracing creativity will inspire you to stop selling and start connecting with your audience in a more meaningful way. You’ll also learn practical tips on working remotely, building strong professional relationships, and managing a balanced lifestyle. Subscribe & Connect: Stay updated...

    40 мин.

  7. 14.10.2024

    Sustainable Content: What Is It and Why Does It Matter

    In this episode of Marketing vs The World, host Abbie Dando chats with Fiona Brennan, founder of Indie Essentials, about sustainable content creation and how it can prevent burnout in marketing teams. They also explore Fiona's unique journey from the music industry to content marketing, and how creativity has influenced her approach to business and life. In this episode, Abbie and Fiona discuss: Fiona Brennan’s Background Transition from the music industry to content marketing, starting with record labels and podcasts.How motherhood led Fiona to rediscover her passion for writing and founding Indie Essentials, a sustainable content marketing business. What Is Sustainable Content? Definition: It’s not about writing about sustainability, but creating content that is environmentally friendly and prevents burnout.The two sides of sustainable content: Reducing carbon footprints in online content and creating strategies that are sustainable for teams to execute without burnout.The staggering fact that our online lives have a larger carbon footprint than the aviation industry. Building a Sustainable Content Strategy Focus on customer journeys and understanding the data behind their behaviour.Importance of measuring time and effort for content creation to avoid wasting resources.Repurposing content wisely: Make sure the core content works before breaking it down into smaller pieces.The power of data: Reviewing platforms like Google Analytics and Search Console to see what’s driving traffic and conversions, and cutting out what's not working. Being Brave with Content How to guide businesses in stripping back non-performing content and focusing on what truly works.The need for businesses to step back from “shiny objects” like new platforms or trends and stay focused on their core strategies.Fiona’s use of customer flowcharts to visually map out content strategies and identify weak points. AI and Sustainable Content Fiona’s perspective on AI’s environmental impact and why she’s hesitant to use it in content creation.The limitations of AI in predicting the future and how businesses should focus on adding human perspectives to stay ahead.The importance of human creativity in content creation that AI can't replicate. Lessons from the Music Industry Fiona’s time in the music industry taught her the importance of creativity and passion over profits.The "DIY punk rock ethic" she applies to her work today—valuing ethics and authenticity over making a quick buck.Following your creative passions can lead to success both in personal and professional life. Rekindling Creativity in Teams Fiona’s advice for marketing teams that have lost their creative spark: Step away from the office, allow for breathing space, and encourage personal creative projects.The science behind why the best ideas come when you're not actively trying to create them (like in the shower or swimming pool!).The importance of having breaks during the workday to spark creativity and reduce burnout. Key Takeaways From This Episode Time Matters: Understand how long your content creation process takes and cut out what isn’t working to protect your mental health and productivity.Be Selective: Focus your efforts on content that drives results instead of spreading yourself too thin across multiple platforms.Protect Creativity: Step away from the...

    52 мин.

  8. 30.09.2024

    How Nomad Foods is aiming to serve the world with better (frozen) food

    In this episode of Marketing vs The World, host Abbie Dando is joined by Oliver Thomas, Senior Corporate Affairs Manager at Nomad Foods, to delve into the frozen food industry and discuss Nomad Foods' mission to serve the world better food. They also tackle the challenges of sustainability, the misconceptions surrounding ultra-processed foods, and how to manage a demanding corporate career while raising a young family. In this episode, Abbie and Oliver discuss: Oliver Thomas’s Background His journey from studying politics and media to starting his career in PR.Transitioning from agency roles at Bottle PR and Three Monkeys to in-house roles at Lidl GB and Nomad Foods.How his diverse experience shaped his role at Nomad Foods, where he leads the corporate affairs function. Transforming the Frozen Food Industry Nomad Foods’ mission to serve the world with better food through its iconic brands like Bird's Eye, Goodfellas, and Aunt Bessie’s.Addressing common misconceptions about frozen food and how the industry has evolved.Efforts to make the Goodfellas pizza range 100% non-HFSS and the importance of healthy food innovation. Sustainability Initiatives at Nomad Foods The “Move to Minus 15” initiative aimed at reducing carbon emissions by lowering storage temperatures from -18°C to -15°C.Collaborative efforts with industry partners to implement sustainable practices.How sustainability is embedded into the company’s strategy and communicated to stakeholders. Misconceptions About Ultra-Processed Foods (UPF) The flawed narrative around UPF and why processing doesn’t always equate to unhealthy.How Nomad Foods is educating consumers and policymakers on the nutritional benefits of frozen foods.The challenge of communicating complex food science to the public and debunking myths. Balancing Career and Parenthood Oliver’s experience of becoming a father and managing his career with a one-year-old at home.The importance of setting boundaries to ensure quality family time amidst professional demands.Practical tips for new parents on creating a balanced life, such as establishing non-negotiable family time. Mental Health in the Workplace The evolving conversation around mental health, especially for men in corporate roles.How businesses can create a supportive environment and provide resources for employees.The importance of recognising and discussing everyday mental health challenges. Key Takeaways From This Episode Embrace Frozen Food: Consider frozen food as a sustainable, healthy, and convenient option that can reduce food waste.Champion Sustainability: Advocate for sustainable practices within your industry and align them with your company’s strategy.Separate Processing from Health: Understand that processing doesn’t always mean unhealthy; focus on the nutritional content of food.Set Boundaries: Establish clear boundaries between work and family time to maintain a healthy work-life balance.Talk About Mental Health: Encourage open discussions about mental health and create safe spaces for these conversations in the workplace. What You’ll Get from This Episode This episode offers an inside look into the frozen food industry’s sustainability efforts, insights into balancing a corporate career with parenthood, and an understanding of the...

    43 мин.
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Об этом подкасте

Welcome to Marketing vs The World, the podcast dedicated to the dynamic and ever-evolving world of marketing. Every other Monday, our host Abbie Dando, dives deep into the latest trends, challenges, and triumphs in the marketing industry. In every episode, Abbie is joined by a top marketing professional or business leader who shares their insights, stories, and strategies for balancing work, life, and everything in between. Whether you're a seasoned marketing maverick or a business owner looking to thrive in the digital age, Marketing vs The World is your go-to podcast for practical tips, inspiring interviews, and a touch of humour to brighten your day.

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    MondayClicks
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    2024 - 2025
  • Выпуски
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