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Marketing on Tap

Business & Economics Podcasts

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.

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.

Location:

Canada

Description:

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.

Language:

English

Contact:

416-484-1400


Episodes

Episode 35: Facebook Moderators - Zuckerberg's Dirty Secret?

6/19/2019
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...

Duration:00:25:38

Episode 34: LUSH & CrossFit Dump Facebook. Should You?

5/29/2019
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...

Duration:00:27:02

Episode 33: Customer Lifecycle - Bending the Journey

4/11/2019
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...

Duration:00:26:51

Episode 32: Loyalty or Affinity? Get With the Program!

4/3/2019
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...

Duration:00:24:56

Episode 31: Social Influencers - Strategy or Tragedy?

3/27/2019
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...

Duration:00:24:00

Episode 30: Encrypted Messaging - Facebook No More?

3/20/2019
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...

Duration:00:26:13

Episode 29: Cause Marketing - Do Consumers Care?

3/13/2019
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...

Duration:00:27:52

Episode 28: Streaming Wars - Netflix and Chill

3/7/2019
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...

Duration:00:20:19

Episode 27: Boycott Marketing: Wendy's and Marvel/DC

2/27/2019
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...

Duration:00:26:26

Episode 26: Social Media Addiction - Marketing's Downfall?

2/21/2019
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...

Duration:00:22:10

Episode 25: The Gillette Ad - Good or Bad Idea?

1/24/2019
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...

Duration:00:23:39

Episode 24: Dark Social - The Marketing Trend for 2019?

1/16/2019
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...

Duration:00:22:17

Episode 23: Mobile First? Digital OOH Disagrees

1/9/2019
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...

Duration:00:19:10

Episode 22: Loyalty Programs, Business Pivots, and Craft Beer Marketing

12/12/2018
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...

Duration:00:21:51

Episode 21: Fashion Fails, Brand Apologies, and Marketing Gone Wrong

12/5/2018
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...

Duration:00:23:51

Episode 20: Ice Cream, Startup Disruptors, & Big Corporations Becoming Nimble

11/28/2018
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...

Duration:00:21:15

Episode 19: Social Influencers or Media Buying - Has Influence Marketing Lost Its Way?

11/23/2018
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...

Duration:00:24:12

Episode 18: Turning Social Media Haters into Brand Advocates

11/16/2018
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...

Duration:00:22:54

Episode 17: Uber Eats, Free COD, and Holding Your Pee

11/8/2018
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,...

Duration:00:21:59

Episode 16: YouTube Influencers, Brand Responsibility, & Mental Health Burnout

11/1/2018
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...

Duration:00:22:49