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Marketing on Tap

Author: Sensei Marketing

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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.
35 Episodes
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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. Mentioned on this week's show: Paddle On Session Ale from Lake of Bays Brewing (http://lakeofbaysbrewing.ca/beer/paddle-on/) Bodies in Seats - The Verge (https://www.theverge.com/2019/6/19/18681845/facebook-moderator-interviews-video-trauma-ptsd-cognizant-tampa) The Trauma Floor - The Verge (https://www.theverge.com/2019/2/25/18229714/cognizant-facebook-content-moderator-interviews-trauma-working-conditions-arizona) The Friendship Bench (https://thefriendshipbench.org) Mental health and social media - the stats (https://ontario.cmha.ca/document-category/social-media-and-mental-health/) Facebook's new cryptocurrency platform (https://techcrunch.com/2019/06/18/facebook-libra/) Liverpool FC Champion's League victory (https://www.thisisanfield.com/2019/06/we-are-liverpool-time-to-savour-a-joyous-summer-as-european-champions/) Toronto Raptors NBA Champions (https://toronto.ctvnews.ca/raptors-championship-win-leads-to-record-breaking-merchandise-sales-at-nba-store-1.4471843) Dark social (https://www.digitalmarketingpodcast.ca/episodes/episode-24-dark-social-the-marketing) Facebook encrypted one-to-one messaging (https://www.digitalmarketingpodcast.ca/episodes/episode-30-encrypted-messaging-facebook) Contact us: sam@senseimarketing.com (sam@senseimarketing.com) dannyb@senseimarketing.com (dannyb@senseimarketing.com) Support Marketing on Tap: Listen for free or leave a review on iTunes (https://itunes.apple.com/us/podcast/marketing-on-tap/id1412827119?mt=2) Listen for free on Google Podcasts (https://www.google.com/podcasts?feed=aHR0cHM6Ly9hbmNob3IuZm0vcy81MTQ1MjZjL3BvZGNhc3QvcnNz) Listen for free on Spotify (https://open.spotify.com/show/4uyeTzvIKPHujuxkTBYC0a) Listen on your favourite podcast app or via desktop (https://www.digitalmarketingpodcast.ca/)
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. Mentioned on this week's show: Annapolis Brewing Big Shot Black IPA (https://liquid-assets-of-nova-scotia.myshopify.com/products/annapolis-brewing-big-shot-black-ipa-355-ml?) Lush leaving social media (http://time.com/5568227/lush-cosmetics-social-media-instagram-facebook-twitter/) Wetherspoons leaving social media (https://www.bbc.com/news/business-43781281) CrossFit leaving Facebook and Instagram (https://www.crossfit.com/battles/crossfit-suspends-facebook-instagram) Brexit (https://www.bbc.com/news/uk-politics-32810887) Nancy Pelosi doctored video on Facebook (https://www.newyorker.com/tech/annals-of-technology/facebooks-false-standards-for-not-removing-a-fake-nancy-pelosi-video) Is Facebook bad for your mental health? (https://greatergood.berkeley.edu/article/item/how_to_use_social_media_wisely_and_mindfully) Dark Social: The Marketing Trend for 2019? (https://www.digitalmarketingpodcast.ca/episodes/episode-24-dark-social-the-marketing) Encrypted Messaging: Facebook No More? (https://www.digitalmarketingpodcast.ca/episodes/episode-30-encrypted-messaging-facebook) (https://bondai.co/) Contact us: sam@senseimarketing.com (sam@senseimarketing.com) dannyb@senseimarketing.com (dannyb@senseimarketing.com) Support Marketing on Tap: Listen or leave a review on iTunes (https://itunes.apple.com/us/podcast/marketing-on-tap/id1412827119?mt=2) Listen on Google Podcasts (https://www.google.com/podcasts?feed=aHR0cHM6Ly9hbmNob3IuZm0vcy81MTQ1MjZjL3BvZGNhc3QvcnNz) Listen on Spotify (https://open.spotify.com/show/4uyeTzvIKPHujuxkTBYC0a) Listen on your favourite podcast app or via desktop (https://www.digitalmarketingpodcast.ca/)
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. Support Marketing on Tap: (https://itunes.apple.com/us/podcast/marketing-on-tap/id1412827119?mt=2) (https://www.google.com/podcasts?feed=aHR0cHM6Ly9hbmNob3IuZm0vcy81MTQ1MjZjL3BvZGNhc3QvcnNz) (https://open.spotify.com/show/4uyeTzvIKPHujuxkTBYC0a)
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 (https://senseimarketing.com/podcast/), 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. Read the transcript of this week's show (https://senseimarketing.com/marketing-on-tap-episode-32-loyalty-or-affinity-get-with-the-program/) Support Marketing on Tap: (https://itunes.apple.com/us/podcast/marketing-on-tap/id1412827119?mt=2) (https://www.google.com/podcasts?feed=aHR0cHM6Ly9hbmNob3IuZm0vcy81MTQ1MjZjL3BvZGNhc3QvcnNz) (https://open.spotify.com/show/4uyeTzvIKPHujuxkTBYC0a)
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 influence marketing is a key business strategy in 2019 (https://dailyhive.com/vancouver/canadian-pr-agency-talk-shop-media-hires-krystin-lee). 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 (https://senseimarketing.com/podcast/), 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 (https://senseimarketing.com/marketing-on-tap-episode-31-social-influencers-strategy-or-tragedy/) Support Marketing on Tap Subscribe or leave a review on iTunes (https://itunes.apple.com/us/podcast/marketing-on-tap/id1412827119?mt=2) Subscribe or leave a review on Google Podcasts (https://www.google.com/podcasts?feed=aHR0cHM6Ly9hbmNob3IuZm0vcy81MTQ1MjZjL3BvZGNhc3QvcnNz) Subscribe on Spotify (https://open.spotify.com/show/4uyeTzvIKPHujuxkTBYC0a)
In a stunning about turn, Mark Zuckerberg published a privacy manifesto that essentially changes Facebook as we know it. By moving to end-to-end encrypted messaging, the public newsfeed that everyone has been using for the last 10+ years has basically been side-stepped. While Zuckerberg states that "public Facebook" will continue in some form (https://www.wired.com/story/zuckerberg-privacy-manifesto-questions/), he sees private, one-to-one or one-to-few conversations as the new standard. If this is the case, the implications for all users of Facebook - individuals, brands, advertisers, and more - could be huge. In this week's episode of (https://senseimarketing.com/podcast/), we look at why Zuckerberg may be initiating this pivot, what it means for the future of the platform, and how businesses can get ahead of the curve before the chance is gone. 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 (https://senseimarketing.com/marketing-on-tap-episode-30-encrypted-messaging-facebook-no-more/)
As both Nike and Gillette have shown in recent months, cause marketing is becoming an increasingly core part of a brand's marketing strategy. From societal and political issues and more, businesses aren't afraid to take a definitive stand when it comes to potentially controversial topics. But does this have an impact on the brand's perception with consumers and, more importantly, sales and revenue? Does cause marketing attract consumers, or turn them off? In this week's episode of (https://senseimarketing.com/podcast/), we look at how brands are adapting to the new consumer behaviours when it comes to causes they believe in, and whether they're genuinely altruistic or simply riding a trend. 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 (https://senseimarketing.com/cause-marketing-do-consumers-care/)
With Disney's streaming service about to launch, and other platforms either already in the streaming game or about to enter it, how much of a threat is this to Netflix, and what does it means for users of online streaming services? Will the likes of the video game crash of the 80's, and the music wars that saw Napster disappear under the onslaught of Apple, Spotify, and more be repeated with online video streaming? Or is there enough room for everyone at the table? In this week's episode of (https://senseimarketing.com/podcast/), we look at how online streaming is adapting, and ask can it continue the way it is, or is there a "winner takes all" scenario looming? 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 (https://senseimarketing.com/marketing-on-tap-episode-28-streaming-wars-netflix-and-chill/)
Fast food chain Wendy's is facing major backlash on social media at the moment, due to their refusal to join the Fair Food Program, that offers human rights and protection from abuse for farm workers in the fast food supply chain. As the calls for Wendy's to join the program grow, and marches are organized around the U.S. to add extra pressure (http://www.boycott-wendys.org/4forfairfood/), Wendy's seems to be digging in instead of acknowledging the increasingly bad press. In this week's episode of (https://senseimarketing.com/podcast/), we look at Wendy's reaction, and ask if "the marketing of boycotting" is now a thing that brands use to both diversify their customers and identify the ones that will buy their product regardless. 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. Mentioned in today's show: Why are farmworkers embarking on the "4 for Fair Food" tour? (http://www.boycott-wendys.org/4forfairfood/) Even female corporate mascots are subjected to "fake geek girl" gatekeeping (https://www.themarysue.com/fake-girl-not-fake-geek-girl/) Why are people boycotting Wendy's? (https://www.reddit.com/r/OutOfTheLoop/comments/7d7wyh/why_are_people_boycotting_wendys/) Read the transcript (https://senseimarketing.com/marketing-on-tap-episode-27-boycott-marketing-wendys-and-marvel-dc/)
As research continues to show, social media addiction is a growing problem (https://www.bustle.com/p/is-social-media-addiction-a-disorder-researchers-think-the-problem-needs-to-be-taken-more-seriously-15767815), and one that's causing serious problems when it comes to our mental and physical health. But whose responsibility is it to find a solution to this growing issue - the networks and users of them, or do marketers have a responsibility on how they use tactics like gamification of products to instil further desire? In this week's episode of (https://senseimarketing.com/podcast/), we start the conversation around the long-term effects of social media addiction, and ask how we can turn the tide back before it's too late. Look out for more discussions on this in future episodes. 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 (https://senseimarketing.com/marketing-on-tap-episode-26-social-media-addiction/)
Unless you live on the moon, you can't have missed the new Gillette ad and the brand's accompanying campaign (https://gillette.com/en-us/the-best-men-can-be) to rethink their "best a man can get" slogan. Picking up on the #MeToo movement, Gillette wants men to think on how they represent themselves in the world, and what it actually takes to be a "good man". The ad invoked a swift reaction, with many praising it and the message it was trying to achieve. However, there was also hugely negative commentary, with other men heaping vitriol on Gillette, saying they'd never buy their products again. In this week's episode of (https://senseimarketing.com/podcast/), we look at brands that take a stand when it comes to societal issues, if there can be any middle ground, and what it means for businesses (and their customers) when a definitive stance is taken. 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 (https://senseimarketing.com/marketing-on-tap-episode-25-gillette-ad-good-bad-idea/)
With the release of the Edelman 2018 Trust Barometer (https://www.edelman.com/research/trust-barometer-brands-social-media), it's clear to see a trend of dark social being utilized by social media users. With people's trust in social media dropping to only 41% globally, perhaps the increase in dark social should come as no surprise. With 2018 being a bad year all round for social networks, with the rise of fake news stories, influencer bots, and more, are we seeing the decline in public social media, and more private, controlled use? In this week's episode of (https://senseimarketing.com/podcast/), we look at how dark social is on the rise, what this means for brand marketers in 2019, and how your business can adapt to this new marketing trend. 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 (https://senseimarketing.com/marketing-on-tap-episode-24-dark-social-marketing-trend-2019/)
In today's mobile first world, you might think outdoor ads and billboards are yesterday's news. But someone forgot to tell DOOH, or digital out of home advertising. With the news that Netflix paid $150 million for a DOOH ad to attract new talent (https://www.curbed.com/2018/12/19/18148818/outdoor-digital-advertising-billboard), and four of the 10 largest spenders on billboards being Apple, Google, Amazon, and Netflix, perhaps mobile first isn't completely the way to go. In this week's episode of Marketing on Tap (https://senseimarketing.com/podcast/), we look at how digital out of home advertising continues to drive impressive revenue, and what that means for brand advertisers and marketers. 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 (https://senseimarketing.com/marketing-on-tap-episode-23-mobile-first-dooh/)
When Lululemon announced they had launched a loyalty program, they became the latest brand to shift focus from their core business to take a new direction. As the likes of Staples and Apple have shown, this services-over-product approach can be key to moving forward and adapting to the new behaviours of today's consumers. In this week's episode of Marketing on Tap, we look at how brands are pivoting away from what first made them successful, and whether this model can be used in other industries. 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 (https://senseimarketing.com/marketing-on-tap-episode-22-loyalty-programs-business-pivots-and-craft-beer-marketing/)
When Dolce and Gabbana released a racist Chinese ad, it was just the latest in a long line of marketing gone wrong when it comes to the fashion world. From LuluLemon saying their customers were too big for their products, to Topman describing their customers as football hooligans and criminals, it seems the fashion world is a leader in poor marketing. In this week's episode of Marketing on Tap, we look at how brands can completely miss the message when it comes to their buyers, and how they often make it worse when coming out with an apology. 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 (https://senseimarketing.com/marketing-on-tap-episode-21-fashion-fails-brand-apologies-and-marketing-gone-wrong/)
When it comes to disrupting an industry with innovative products and marketing, the ice cream industry may not be high up on your list of usual suspects. Yet that's exactly what's happened as giants like Häagen-Dazs found out when small, agile newcomers started eating into their profits with lifestyle-themed ice cream. In this week's episode of Marketing on Tap, we look at how the little ice cream guys took on the giants at their own game, forcing the bigger corporations to start thinking like disruptor startups. 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 (https://senseimarketing.com/marketing-on-tap-episode-20-ice-cream-startup-disruptors-big-corporations-becoming-nimble/)
In a recent Facebook discussion between marketers, the question was asked if social media influencers are just the equivalent of traditional media buying. The point being made was, with all the paid influencer programs being used to shill product, has the role of the influencer been reduced to a simple ad platform? In this week's episode of Marketing on Tap, we look at how paid influence programs are impacting both influencers and brands that use them, and what your business should do to get real and tangible results from your influence marketing campaigns. 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 (https://senseimarketing.com/marketing-on-tap-episode-19-social-influencers-or-media-buying-has-influence-marketing-lost-its-way/)
How do you turn social media haters into brand advocates? KFC did exactly that when they took a customer's negative tweet about their fries and turned it into a win for the brand nationally. It's a great example of brands that take social media haters at more than face value, and not only improve their services and products, but create brand advocates at the same time. In this week's episode of Marketing on Tap, we look at how KFC and others like them created this advocacy, and how you can take the lessons learned and apply to your business. 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 (https://senseimarketing.com/marketing-on-tap-episode-18-turning-social-media-haters-into-brand-advocates/)
Recently in the UK, fish and chip shop chain Harry Ramsden's partnered with Uber Eats to run a promotion around the new Call of Duty: Black Ops video game. Customers who bought a fish and chips meal from one of three participating outlets would receive a free copy of the game. With Call of Duty: Black Ops being one of the most anticipated games of the year, this seemed like an offer too good to be true. And it was. In this week's episode of Marketing on Tap, we look at gimmicky marketing, and how offers that seem great at the ideation stage turn out to be a marketing nightmare in execution. 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 (https://senseimarketing.com/marketing-on-tap-episode-17-uber-eats-free-cod-and-holding-your-pee/)
In recent weeks, there's been a spate of YouTube influencers taking to their channels to say they're feeling burned out, and that their mental health is suffering. Much of the criticism from these influencers is that they're feeling the pressure to "always be on", regardless of how they feel and what's happening in their lives at the time. In this week's episode of Marketing on Tap, we ask if the pressure to perform by these influencers is creating lasting damage, and what role brands play in the well-being of the influencers they use. 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 (https://senseimarketing.com/marketing-on-tap-episode-16-youtube-influencers-brand-responsibility-mental-health-burnout/)
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