Sidetrekked

In this episode of Sidetrekked, Emilee and Shayne are joined by Art Director Chris Brown to discuss today’s big question: Where do designers fit in this new AI-driven world? They break down what using artificial intelligence (AI) can look like in design (1:04) and how AI has changed the design process over time (6:08). While AI can help with certain processes, they do not believe it will ever be a replacement for human creativity (8:15). We have even seen consumers increasingly value authenticity and human design (12:15). Brown wraps up the episode by breaking down a project he worked on where his creativity and experience was crucial, and could've never been replicated by AI (20:52).

In this episode of Sidetrekked, Emilee and Shayne are joined by Senior Account Manager Madison Brudi to break down today’s big question: How do I get more AI citations? They dive into how people are actively using AI search today (1:38) and what answer engine optimization (AEO) actually is (5:05). They then discuss how to begin tracking your brand’s AI visibility (7:44) and how knowing your audience allows you to accurately target prompts and create content they are searching for (9:34). They also highlight Reddit as a channel and how it can be leveraged for AEO (18:38). Finally, in Mics at the Bar, CCO Mike Wilson is joined by Art Director Chris Brown to analyze a 1930s whiskey advertisement and why it's effective.

In this episode of Sidetrekked, Emilee and Shayne dive into what digital ad platforms you should be putting your money into (00:32). They define first party data and how it can impact advertising (8:36). Then, they discuss how to identify the right channel based on factors like your goals (11:19), what your budget is (15:50), what you have tried before (20:32), and what assets you have (25:08). They also bring up which channels will be especially relevant in 2027 (30:42). Finally, on Mics at the Bar (33:00), CCO Mike Wilson is joined by Art Director Chris Brown to break down a Kodak ad from the 20s and how it leverages emotion.

In the Season 4 premiere of Sidetrekked, Emilee and Shayne are joined by Account Manager Jess Koltz to discuss annual planning and what it can accomplish (1:24). They break down why you need to include certain channels in your 2027 marketing plan, like social media (5:20) and print marketing (13:17) among others. Finally, on Mics at the Bar (28:30), CCO Mike Wilson is joined by Art Director Chris Brown to analyze a vintage Coca-Cola ad and dive into what makes it effective.

Learn the key differences between AEO and SEO, how to adapt your SEO strategy for AEO, why a marketing strategy sent straight from Claude Cowork isn’t effective, and how to network at large in-person events on this episode of Sidetrekked. Sidetrekked is a B2B marketing podcast by Trekk, a tech-driven full-service creative agency based in Rockford, Illinois, where CEO Emilee Christianson and COO Shayne break down today’s biggest marketing challenges. This Season 3 finale AMA answers a few key marketing questions: AEO is pretty much the same as SEO, right? AEO targets AI mentions and citations. AEO prefers structured content with a direct question and immediate answer. Use the HubSpot AEO tool to see how you’re performing. If I keep doing the same SEO things that I’m currently doing, will I show up in AI answer engines? This is dependent on content quality. Check AI visibility of current content. Know how you’re appearing so you’re not misrepresented. https://trekk.com/insights/what-are-ai-answer-engines-saying-about-your-brand-and-how-can-you-influence-them Can I just give you my marketing strategy from Claude Cowork? If we just get an output from an LLM, you’re cutting the agency out of the conversation and they cannot see the context. Comes at a cost of collaboration, new ideas, and critical thinking in content strategy. Make sure your settings are personalized for ideal outputs. You’ve talked about in-person events. What’s the best way to meet and talk to people at a big event with thousands of people? Go with the mentality, “I’m here to make friends.” Go to free sessions, educational booths, and demos. Get curious and stop and ask questions at booths. Find the answer to the final AMA question on Trekk’s LinkedIn. https://www.linkedin.com/company/trekk/ Keep up with Trekk and marketing news: https://trekk.com/ https://www.instagram.com/trekkdesign/ https://trekk.com/insights