Digital Marketing That Puts People First

In this episode, we are joined by Chanelle Murray, Senior Social Media Lead at Uber. With over a decade of experience, Chanelle has worked with some of the world’s most recognised brands, helping to shape their digital and social media presence in an ever-evolving industry. Chanelle is known for her innovative and results-driven approach, consistently delivering creative strategies that challenge the status quo and drive meaningful engagement. She has a proven ability to bring global campaigns to life at a local level, ensuring they resonate with diverse audiences. Throughout our conversation, Chanelle shares her insights into the key elements of a strong digital strategy, the role of creativity in social media success, and how brands can stay ahead in today’s fast-moving digital landscape. Whether you're a marketing professional or just curious about the power of social media, this episode is packed with valuable takeaways.

In this episode of Digital Marketing That Puts People First, we’re joined by Kate Boulo - Vice President of Marketing Essilor Luxottica. Kate is a seasoned marketing professional whose passion for brand marketing and communications is rooted in her drive to create meaningful connections between consumers and the brands they love. Kate manages a diverse portfolio of retail brands, including OPSM, Sunglass Hut, Laubman & Pank, and EyeQ, alongside renowned eyewear brands like Ray-Ban, Burberry, Chanel, and many more. Her career spans both local and global roles, bringing a holistic 360° perspective to brand building. Kate’s approach combines business knowledge, retail strategy, creative thinking, and expertise in digital and social marketing. Join us as we delve into her insights on crafting brands that truly resonate with consumers and how her passion for teamwork and collaboration has been key to her success.

In this episode, we're diving into a crucial aspect of marketing that too many businesses overlook—building a Digital Marketing Playbook. Do you have a clear, actionable plan for your marketing efforts, or are you just throwing things at the wall to see what sticks? Successful brands don’t leave things to chance. They spend time strategising and planning their marketing for the year ahead. When you see a big brand’s ad, you can bet that there’s been a lot of thought behind it—who it's targeting, what message it conveys, the channels it uses, and how success will be measured. If you want your marketing efforts to pay off, you need a solid plan in place. That’s where the Digital Marketing Playbook comes in. Remember, if you fail to plan, you plan to fail. Join us as we walk you through the steps to create a playbook that will set your marketing up for success. Don’t miss out!

In this episode, we chat with Ashton Bishop, a marketing expert with over 20 years of experience working with some of the world's biggest brands. Ashton has led major campaigns worth millions for companies valued in the billions. He's known for his specialty in Predatory Marketing, a unique strategy that helps brands grow by outsmarting their competition. As a business owner and serial entrepreneur, Ashton brings fresh and challenging ideas to the table, always with a focus on what works best. He shares practical tips on how to think strategically in marketing, create standout campaigns, and achieve real results. Whether you're a marketing professional, an entrepreneur, or just curious about the secrets behind successful brands, this episode is packed with useful insights and inspiration. Join us to hear from Ashton Bishop and learn how you can apply these ideas to boost your own brand's success. Don't miss this engaging and informative conversation!

In this episode, we're joined by Vicki Wright, a seasoned Chief Marketing Officer with over 20 years of experience in transforming marketing teams and driving profitability across various industries. Vicki excels in deploying structured marketing strategies that not only foster trust but also attract ideal customers, crucial for achieving business growth. Vicki's impressive corporate journey includes her tenure as Group Marketing Manager at Ruralco, where she oversaw a portfolio of 50 brands, and her previous role at Metcash. Her approach is renowned for its ability to engage communities and build lasting customer loyalty through a deep focus on customer needs and preferences. If you're eager to elevate your brand's presence and identify barriers hindering your business growth, this insightful conversation with Vicki provides practical advice on implementing strategic, customer-centric marketing strategies. Join us as we delve into ways to unlock your business's potential with guidance from a seasoned marketing leader.

In this episode, we sit down with Janice Lee-Fu, the Marketing Communications Director at doTerra Australia. Janice is a dynamic commercial leader passionate about building brands that forge meaningful connections with their audiences. Known for her agile and creative problem-solving skills, she thrives on finding innovative solutions to business challenges. Despite her focus on achieving commercial success, Janice prioritises people, fostering a collaborative team culture that encourages the execution of groundbreaking ideas. Outside of her professional life, Janice is an avid Yoga and Pilates enthusiast and enjoys cooking with her partner, Kai. Her journey into low-tox living began as a mission to create a safe environment for her beloved Persian cats, Ayla and Leia. Join us as we explore Janice's unique approach to marketing and learn how she blends creativity, collaboration, and a people-first mindset to drive brand success.

In this episode of "Digital Marketing That Puts People First", we are joined by Shaun Alexander - a seasoned sales and marketing executive. With over 15 years of experience in launching and growing digital media, technology, and entertainment ventures, Shaun brings a wealth of knowledge to the table. Shaun's journey into the world of marketing ignited during his time at AWARD School in the early 2000s, where he uncovered the magic of connecting brands with people in creative ways. He honed his skills working for media publishers during the digital revolution's second wave, eventually rising to the role of National Sales Director for technology and gaming brands at CBS Interactive. Transitioning to Pandora, Shaun made history as the platform's first Australian commercial hire, pioneering the introduction of digital audio advertising Down Under. Following Pandora's successful launch, Shaun was tapped to lead SoundCloud's operations in Australia and New Zealand, establishing their inaugural regional office. But Shaun's expertise doesn't stop there. He's also made significant contributions as head of growth at Jaxsta, an ASX-listed music credits database. Currently, Shaun is advising Pluss Communities, a tech platform catering to the aged-care sector, and serving as Chief Commercial Officer for Incites, an Australian analytics startup. Beyond his corporate roles, Shaun remains deeply involved in his community. He's a dedicated member of Northside Radio's marketing committee and has been hosting a music show since 2003. Additionally, he co-hosts a popular monthly soul music show on ABC Radio with Christine Anu. Join us as Shaun shares his insights on how to prioritise people in digital marketing strategies, drawing from his rich and diverse experiences across various industries.

In this episode, we chat with Andy Coffey, who heads digital efforts at the Mater Foundation. He's been in the digital world for almost 30 years, starting way back in 1994. Andy's career took him from entry-level jobs to high-ranking positions, and now he's back to more hands-on work. Andy has loads of experience working for different companies, where he's done everything from marketing to technology and data. Even though he's won many awards, Andy's focus now is on making a positive difference. At the Mater Foundation, he leads projects that break records and help people. Looking back on his career, Andy talks about how important it is to adapt to changes and keep learning. Balancing work, studies, and family life hasn't always been easy for him. He even started a Doctorate degree but had to stop when life got too busy. Despite his struggles, Andy's family means everything to him. He might not be great at music, and he's dyslexic, but his dedication to his loved ones never wavers. Join us as we dive into Andy's experiences, what he's learned, and how his work has made a big impact.

Episode Summary: In this episode, we delve into the dynamic world of Hope Media, tracing its journey from the Christian Broadcasting Association's establishment in 1953 to its current status as a leading player in Australia's media landscape. Beth and Lucy, key figures at Hope Media, share their insights and experiences in navigating the ever-changing media environment. Lucy, the Brand Manager for Hope Media, boasts a diverse background with a Business Management Degree from City University in London. Having spent over a decade working for not-for-profit organisations while consulting for other companies, Lucy brings a unique perspective to the table. She is also a self-taught graphic designer, adding a creative flair to her skill set. Lucy believes that the field of marketing has undergone significant changes in recent years, challenging the industry to adapt and evolve. Beth, an experienced Digital Content Manager at Hope Media, brings a wealth of expertise from the not-for-profit and broadcast media industries. Her impressive background includes roles in journalism, radio, media relations, crisis management, and event management. Beth's well-rounded digital skill set, including a certificate in Full Stack Web Development from Codemaster Institute in WA, positions her as a valuable asset to the organisation. Throughout the episode, Beth and Lucy discuss the transformative journey of Hope Media and highlight the challenges and opportunities presented by the evolving media landscape. With approximately 800,000 monthly listeners, Hope 103.2 in Sydney stands out as the largest community radio station in Australia, reflecting the organisation's commitment to reaching and impacting diverse audiences. As they share their experiences, Beth and Lucy shed light on the ongoing shifts in marketing and media, emphasising the need for continuous adaptation in an industry where not everyone may have caught on to the recent changes. "Hope Unveiled" is an insightful exploration of Hope Media's rich history, the talents of its key players, and the ever-evolving nature of Christian media in the contemporary world. Learn More: https://theonlineco.net/digital-marketing-playbook/https://theonlineco.net/getting-to-the-heart-of-business/

Episode Summary: In this Episode, we are joined by Mike Jeffrey. Mike is an experienced professional who blends community service and innovative tech solutions. Formerly leading marketing, communications, and fundraising at Wesley Mission Qld (WMQ), Mike discusses his shift to CEO at Pluss Communities — a tech startup reshaping aged care and retirement living through customised community apps. Exploring Mike's three-decade commitment to community service irrespective of boundaries, the conversation highlights his enduring passion for assisting those in need. At Pluss Communities, Mike uses technology to strengthen community ties, positively impacting lives and fostering vibrant social connections. Mike's extensive career spans diverse roles, ranging from executive leadership, youth work, education, content creation, event management, and public speaking. He's held senior positions in marketing, fundraising, communications, customer relations, sales, and community service management. This podcast unveils Mike's personal motivations driving his marketing career, shedding light on the pivotal moment he discovered his enthusiasm for this field. His unique journey from Wesley Mission Qld to spearheading a tech startup provides insights into his evolving roles and experiences, culminating in his current mission of empowering communities through innovative technology. Listeners gain deep insights into Mike's marketing philosophy, centred on putting people first. Join this engaging conversation with Mike Jeffrey, offering a comprehensive insight into his journey, core values, and the principles shaping his impactful approach to modern marketing. Learn More: https://theonlineco.net/digital-marketing-playbook/https://theonlineco.net/getting-to-the-heart-of-business/

Episode Summary: In this episode, we are joined by Vicki Fletcher. Vicki serves as the Global Content and Creative leader for Flight Centre and boasts a wealth of experience as a content marketer adept at navigating ever-changing markets. As a skilled wordsmith, editor, and digital communicator, Vicki understands the power of storytelling to captivate audiences and drive conversions. With a diverse skill set and a history of collaborating with various teams, she possesses the versatility required to cover all facets of content marketing. Vicki's work has been featured in prestigious publications such as Amnesty International, The Sydney Morning Herald, and The Canberra Times. Her expertise spans across diverse industries, from travel and photography to health brands and music journalism, providing insights that cater to aspiring marketers, seasoned professionals, and anyone curious about the role of content in today's world. In this episode, we dive into Vicki's personal journey, exploring her passion for marketing and her trajectory to her current position at Flight Centre. Vicki shares her unique marketing philosophy and discusses the challenges she encounters in her role. She highlights the significance of placing people at the core of marketing and reveals her approach to crafting a robust digital strategy, shedding light on the pivotal factors that have influenced her strategy. We also delve into the common challenges that businesses face in marketing, with Vicki providing valuable advice for fellow marketers and business owners. To wrap things up, we ask Vicki to reflect on her journey by posing the question: "If you could speak to yourself from 10 years ago, what advice would you offer?" Join us for an engaging conversation that delves deep into the world of digital marketing, with a particular focus on the importance of prioritizing people. Vicki Fletcher's extensive knowledge and experience are sure to inspire marketers and business owners alike. Learn More: https://theonlineco.net/digital-marketing-playbook/https://theonlineco.net/free-workshops/https://theonlineco.net/getting-to-the-heart-of-business/

Episode Summary: In this episode, we focus on marketing expert Audrey Barucchi. Audrey's journey in the world of marketing is nothing short of inspiring, and her contributions throughout her career have been truly transformative. Audrey's expertise in marketing and communication played a pivotal role in her previous position at Calix Limited. In 2012, she assumed an executive role as General Marketing Manager. During her time in this position, Audrey demonstrated unparalleled expertise in marketing and communication, becoming a driving force behind the company's success including their listing on the Australian Stock Exchange in 2018. Throughout her career, Audrey has accomplished remarkable feats in marketing. She has been responsible for shaping brand identities, enhancing customer relationships, managing high-profile public relations and events, and collaborating closely with business development and sales teams to execute innovative sales and marketing strategies. In this episode, we delve into Audrey's marketing philosophy, which is firmly rooted in a people-first approach. Audrey shares insights into the intricacies of digital strategy development and reveals the unique challenges and strategies involved in her marketing endeavors. Drawing from her wealth of experience, Audrey imparts invaluable advice for fellow marketers and business owners navigating the complexities of today's marketing landscape. She also offers insights on working with internal teams versus agencies and reflects on the wisdom she wishes she could have shared with herself earlier in her career. If you're eager to learn from a marketing pro who is a true expert in her field, this episode is a must-listen. Prepare yourself for an engaging and informative discussion that will leave you with practical takeaways for your own marketing endeavors, all centered around Audrey's remarkable journey and her dedication to putting people first in her strategies. Learn More: https://theonlineco.net/digital-marketing-playbook/https://theonlineco.net/free-workshops/https://theonlineco.net/getting-to-the-heart-of-business/

Episode Summary: Are you aware of the ‘Marketing Funnel’? This episode of Digital Marketing That Puts People First explores the process of bringing potential customers down the funnel and making a sale. Are you best utilising the Marketing Funnel? And what does this look like with a digital application? The ‘Marketing Funnel’ is a consumer-focused marketing model developed by Elias St. Elmo Lewis. It illustrates the customer journey towards the purchase of a product or service. Throughout this episode, we talk about the implementation of this model in your own marketing strategies, and the importance of bringing your customers on a purchase journey. This means we must continue to understand the intent of the customer. How easy is it? Well, if you keep people first in this process you simplify things significantly. As always, you’ll hear from James Parnwell, Founder and Managing Director of TheOnlineCo. As well as Strategic Manager, Christie Mcdougall. We want to ensure you feel confident in your digital marketing and that you see results. *** Learn More: https://theonlineco.net/getting-to-the-heart-of

As we step into 2023, we believe that this is a great time to start looking at or start updating your keyword strategy. And keyword strategy is exactly the focus of this episode. Are you being strategic in your approach to your keywords? If you want people to find you on Google or any other search engine, you need to understand which keywords they are typing into the search bar. This ensures your brand and services/products are found. Throughout this episode, we talk about including those keywords on your website, and trusting Google’s algorithm to show your website. This means we need to understand the intent of the customer. We need to do keyword research to find out which keywords are most valuable & we need to cluster keywords that are similar and then create content that genuinely helps people. How easy is it? Well, if you keep people first in this process you simplify things significantly. We hope these tips help you create a successful keyword strategy for 2023! As always, you’ll hear from James Parnwell, Founder and Managing Director of TheOnlineCo. As well as our SEO Manager of TheOnlineCo, Rich Brown. We want to ensure you feel confident in your digital marketing and that you see results. *** Learn More: https://theonlineco.net/digital-marketing-playbook/https://theonlineco.net/free-workshops/https://theonlineco.net/getting-to-the-heart-of-business/

The end of the year is upon us, and soon it’ll be 2023. As the year wraps up, it’s a good time to reflect on what 2022 has been for you and your business and what next year could look like. Christmas is around the corner, and there is no better time to go through the 12 days of Christmas for digital marketing. TheOnlineCo team has put together 12 easier steps you can do in December to help you start 2023 off with a bang. These steps will help you analyse this last year and plan out a strategy for 2023 Take some time to reflect on your achievements over the past year. What went well? What didn’t go as planned? What lessons did you learn? This information will be helpful as you begin to plan your goals for the following year. Once you have your goals in place, it’s time to create a plan of action to achieve them. This plan should include specific tactics and strategies that you will use. We hope these tips help you create a successful marketing strategy for 2023! As always, you’ll hear from James Parnwell, Founder and Managing Director of TheOnlineCo. and TheOnlineCo team, Rich Brown, Heidi Jones and Kelista Puddle. We want to ensure you feel confident in your digital marketing and that you see results. *** Key Moments: 02:14 – 1st day of Christmas – Take a moment to dream about what you want your business to look like in 2023 03:05 – 2nd day of Christmas – Get your website loading faster 04:08 – 3rd day of Christmas – Looking at what worked in PPC this year and what next year might look like. 04:55 – 4th day of Christmas – Test your customer’s online experience 06:20 – 5th day of Christmas – Automate your CRM 07:42 – 6th day of Christmas – GA4 08:54 – 7th day of Christmas – Video In digital marketing 10:23 – 8th day of Christmas – Optimise your LinkedIn profile 13:26 – 9th day of Christmas – Understanding your customer 14:37 – 10th day of Christmas – Google updates 17:27 – 11th day of Christmas – How to stand out to your customers 19:32 – 12th day of Christmas – Enjoy the holidays *** Learn More: https://theonlineco.net/digital-marketing-playbook/https://theonlineco.net/free-workshops/ https://theonlineco.net/getting-to-the-heart-of-business/

SEO is an essential component of digital marketing, helping your clients find you in search engines like Google and Bing. At first, SEO can seem overwhelming, and we often find that our clients who have tried to use SEO in the past, have found it confusing and have struggled to find success in it. As the foundation is essential to the structure of a house, we need a rock-solid SEO plan. We can then spend the following 12 months putting together the SEO processes to help more people find your website, getting you more leads so you can grow your business. SEO exploration is the work that must be done to create a solid foundation to build your SEO and help you develop a strategy. In this episode, we will discuss those four stages of SEO exploration; keyword mapping, siloing, the 50+ checklist and the 12-month rollout plan. We will go through how to find the best keywords to help you find clients and ensure your website is correctly set up. We also discuss how to structure a 12-month rollout plan. As always, you’ll hear from James Parnwell, Founder and Managing Director of TheOnlineCo. and Rich Brown, our SEO Manager at TheOnlineCo. We want to make sure you feel confident in your SEO and digital marketing and that you see results. *** Key Moments: 03:28 - Stage One – Keyword Mapping 13:41 - Stage Two – Siloing 21:40 - Stage Three – The 50+ Point Checklist 25:48 - Stage Four – 12-Month Rollout Plan *** Learn More: https://theonlineco.net/digital-marketing-playbook/https://theonlineco.net/free-workshops/https://theonlineco.net/getting-to-the-heart-of-business/

All digital marketing needs a plan, and the best strategy is specific to your business. Unfortunately, we often hear of businesses who want to follow a marketing plan because another company found it successful. While this can be an excellent start, what works for one company may not work for another. *** An ideal digital marketing plan is strategic and should consider a company's individual needs. A great way of doing this is by looking at your competitors and customers. Analyzing your business's competitors allows you to see what worked before and if there are any gaps your company could fill. Probably the most crucial thing a digital marketing plan should consider is the customer. Doing this will allow you to utilize better marketing tactics with a higher chance of interacting with your customers. *** The Digital Marketing Playbook is our digital marketing plan. We make sure we truly understand the business and the industry before we start developing a digital marketing plan and consider different marketing tactics. This includes social media, SEO, google ads and email marketing. *** As always, you’ll hear from James Parnwell, Founder and Managing Director of TheOnlineCo. and Christie McDougall, our Digital Strategy Manager at TheOnlineCo. We want to make sure you feel confident in your digital marketing and that you see results. *** Key Moments: 3:44 Competition Analysis 6:09 Brand Voice 11:38 What is SEO? 14:18 Google Ads 16:47 Social Media 24:25 Email *** Learn More: https://theonlineco.net/digital-marketing-playbook/https://theonlineco.net/free-workshops/https://theonlineco.net/getting-to-the-heart-of-business/

We often see digital marketing that just doesn’t work. They have the right idea, investing in Facebook Ads or utilising SEO, but it just falls short. In this episode of Digital Marketing that Puts People First, we talk about an effective digital marketing strategy that can help you achieve your business goals. An effective digital marketing strategy requires three components: strategy, tactics, and execution. Strategy is about your customers and how best to serve them. Tactics are the specific platforms you are going to use, i.e. Facebook Ads, and Google Ads. Finally, execution ensures everything is in place, and you have a plan. The reason many digital marketing strategies fall short is that they don’t take people into account. People are the key to a successful digital marketing strategy. Understanding what your audience whats and needs will help you create a strategy that works. As always, you’ll hear from James Parnwell, Founder and Managing Director of TheOnlineCo. and Jess Colusso, our Sales and Marketing Manager at TheOnlineCo. We want to make sure you feel confident in your digital marketing and that you see results *** Key Moments: 0:57 Story of Disaster Digital Marketing Strategy 3:16 First Component – Strategy 5:40 Boiling Strategy Down to One Question 12:25 Second Component – Tactics 16:01 Third Component – Execution *** Learn More: https://theonlineco.net/free-workshops/https://theonlineco.net/getting-to-the-heart-of-business/

Have you ever tried marketing to “get some leads?” And did it perhaps not work out so well? One of the most common reasons for this is because your marketing didn’t resonate with actual humans. So don’t go looking for “leads”, go looking for “people” that you can genuinely help with a fair exchange of trade. Marketing is a people business first, technology comes second and in this episode of Digital Marketing that Puts People First we talk about possibly the most important part of any marketing effort and that is understanding your customers. This is where our tagline of Digital Marketing That Puts People First comes in and if you want to grow your business you first need to have a deep understanding of who your customers are, what their problems are, and how your product or service is going to solve that problem. The better you know this the better your marketing will be. As always, you’ll hear from James Parnwell Founder and Managing Director of TheOnlineCo. and Jess Colusso our Sales and Marketing Manager at TheOnlineCo. If you've ever struggled to truly understand who your customer is then this episode is worth listening to! Key Moments: 1:46 A great example of ‘icky’ marketing – what NOT to do! 5:09 The Story Theory 9:24 The story theory applied to business 11:27 A example of a customer story we have written for one of our customers 16:24 Breaking down the customer persona 22:26 Combining the big picture and little picture for maximum effect Learn More: https://theonlineco.net/free-workshops/https://theonlineco.net/getting-to-the-heart-of-business/

Have you ever considered running your own Facebooks ads? Maybe you’ve already given it a shot and thought that they weren't very successful, or perhaps they are performing well and you’re wondering if they could be doing better? In this episode of Digital Marketing That Puts People First we ask the question ‘Should I DIY Facebook Ads?’ Now we know we’re an agency that provides this service, but we promise to give you an unbiased perspective on when you can and should DIY your Facebook Ads, as well as when you should get a professional involved as there are cases to be made for both. As always, you’ll hear from James Parnwell Founder and Managing Director of TheOnlineCo. and Jess Colusso our Sales and Marketing Manager at TheOnlineCo. As well as Christie McDougall, Head of Strategy at TheOnlineCo. and a Facebook Ads expert! It’s fair to say that Facebook and the social media advertising landscape in general is constantly changing. From the targeting options available to the actual layout out and interface of the platforms, it can be hard to keep up let alone be ahead of the game and have new ads ready to go quickly and so we want to talk through 5 key things you should consider when deciding whether or not to DIY your Facebook Ads or if you should get an expert involved. We’ll look at the size of your business and why that even matters, we explain the time involved with managing campaigns and if it’s worth your time. We’ll also unpack the reasons why you need to be able to track results correctly, we’ll look at what all the changes mean for small to medium businesses and how to keep up with them and we explain what to do when ads just don’t work. *** Key Moments: 1:00 Meet Christie McDougall – Facebook Ads pro and Head of Strategy at TheOnlineCo. 5:18 Consideration #1 - What is the size of your business? 10:56 Consideration #2 - How much time does it take to set up and manage campaigns? 13:28 When does the chewing gum lose its flavour and what to do about it. 14:50 Can’t I just ‘Boost’ posts? 20:27 Consideration #3 - Can you set up tracking to measure results properly? 24:46 What does not measuring results and dieting have in common? 26:27 Consideration #4 – Are you willing to keep up with all the changes and what do they mean for small to medium and businesses? 32:39 Consideration #5 - What if the ads don’t work? Are you able to problem solve? *** Learn More: More about our Digital Marketing Playbook https://theonlineco.net/digital-marketing-playbook/ More about our Digital Marketing Workshops https://theonlineco.net/free-workshops/ Explore all episodes of Digital Marketing That Puts People First https://theonlineco.net/getting-to-the-heart-of-business/