Marketing on Tap

Marketing on Tap

senseimarketing.com/podcast
tips and insights on digital marketing


35: Facebook Moderators - Zuckerberg’s Dirty Secret?
Jun 19 • 25 min
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…
34: LUSH & CrossFit Dump Facebook. Should You?
May 29 • 27 min
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.
33: Customer Lifecycle - Bending the Journey
Apr 11 • 26 min
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…
32: Loyalty or Affinity? Get With the Program!
Apr 3 • 24 min
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.…
31: Social Influencers - Strategy or Tragedy?
Mar 27 • 24 min
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 social influence is the worst thing to happen to marketing,…
30: Encrypted Messaging - Facebook No More?
Mar 20 • 26 min
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…
29: Cause Marketing - Do Consumers Care?
Mar 13 • 27 min
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…
28: Streaming Wars - Netflix and Chill
Mar 7 • 20 min
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…
27: Boycott Marketing: Wendy’s and Marvel/DC
Feb 27 • 26 min
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…
26: Social Media Addiction - Marketing’s Downfall?
Feb 21 • 22 min
As research continues to show, social media addiction is a growing problem, 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…
25: The Gillette Ad - Good or Bad Idea?
Jan 24 • 23 min
Unless you live on the moon, you can’t have missed the new Gillette ad and the brand’s accompanying campaign 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…
24: Dark Social - The Marketing Trend for 2019?
Jan 16 • 22 min
With the release of the Edelman 2018 Trust Barometer, 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…
23: Mobile First? Digital OOH Disagrees
Jan 9 • 19 min
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, and four…
22: Loyalty Programs, Business Pivots, and Craft Beer Marketing
Dec 12, 2018 • 21 min
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…
21: Fashion Fails, Brand Apologies, and Marketing Gone Wrong
Dec 5, 2018 • 23 min
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…
20: Ice Cream, Startup Disruptors, & Big Corporations Becoming Nimble
Nov 29, 2018 • 21 min
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…
19: Social Influencers or Media Buying - Has Influence Marketing Lost Its Way?
Nov 23, 2018 • 24 min
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…
18: Turning Social Media Haters into Brand Advocates
Nov 16, 2018 • 22 min
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…
17: Uber Eats, Free COD, and Holding Your Pee
Nov 8, 2018 • 22 min
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…
16: YouTube Influencers, Brand Responsibility, & Mental Health Burnout
Nov 1, 2018 • 22 min
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…
15: Sears Bankruptcy, Online Shopping, and the Death of Traditional Retailers
Oct 17, 2018 • 22 min
This week saw the news that retail giant Sears had filed for bankruptcy protection, amongst falling sales and rising debt. Their Canadian division closed in January of this year, and it always felt the parent company wouldn’t be far behind. Failure to…
14: Airlines from Hell, Customer Experience, and Employee Influencers
Oct 11, 2018 • 21 min
Week after week, it seems we’re bombarded with poor customer experience examples when it comes to airline companies. From dragging passengers off planes to charging to change the flight of a family whose 3 year old son’s appendix burst, the horror stories…
13: Girl Beer, Body Shaming Tees, and Other Marketing Fails
Oct 4, 2018 • 24 min
When brands want to stand apart from the competition, they often turn to edgy advertising to push the boundaries. This can work well, and the benefits can outweigh the risks. But when the message behind the campaign is shared without context, no amount of…
12: Customer Experience, Brand Advocacy, and Being Human in Business
Sep 28, 2018 • 28 min
Customer experience and brand advocacy go hand in hand. Get the customer experience right, and your brand advocates will grow, both internally and externally. Yet as the ways brands interact with customers adapts and changes, and technology plays as big a…
11: Tim Hortons, BlackBerry, or Why National Brands Fail
Sep 21, 2018 • 24 min
Long viewed as one of the most-loved stalwarts of the Canadian marketplace, coffee chain Tim Hortons has had a startling fall from grace when it comes to the trust they enjoy from consumers. Almost mirroring the fall that smartphone maker BlackBerry…
10: Lazy Marketing, Audience Awareness, and Stale Brand Messaging
Sep 13, 2018 • 20 min
We’ve all seen them, and probably have a few favourites - evergreen marketing campaigns that seem to last across generations. But do they? Or do they eventually run out of steam? What happens when a message that once stood as the poster child for great…
9: Colin Kaepernick, Nike, and Brands Taking a Stand
Sep 7, 2018 • 21 min
Unless you’ve been living under a rock for the last two years, Colin Kaepernick and his stand against racial injustice in the U.S. has been at the forefront of both political and sports news. Now, with global sports brand Nike choosing Kaepernick as the…
8: Calvin Klein, The Kardashians, and Marketing Fails
Aug 29, 2018 • 19 min
When you’re a huge brand like Calvin Klein, you pretty much have your fingers on the pulse of your fans/customers. After all, you don’t get to be an international success story by employing bad marketing ideas. However, a recent marketing campaign from…
7: Buck a Beer, Craft Beer Value, and Truth in Marketing
Aug 23, 2018 • 22 min
Sounds great, right? Pay just a buck a beer? After all, who wouldn’t want to enjoy a beer for less than it takes to buy a coffee? Well, that’s exactly what Ontario beer drinkers have been promised by the new Premier, Doug Ford, following a campaign…
6: Influencer Overkill, Brand Fatigue, and Social Influence Backlash
Aug 17, 2018 • 21 min
In episode six of the Marketing on Tap podcast, we ask the question - have social media influencers wore out their welcome? With recent examples of luxury resorts throwing up their arms in frustration at would-be social influencers asking for free stays…
5: Social Media, Angry Networks, and the End of the Web
Aug 9, 2018 • 19 min
When a respected leader in the tech industry suggests maybe you should consider deleting your social media accounts - all of them - it’s more than worth listening to. This is exactly what Jaron Lanier suggests in his new manifesto/book, “10 Arguments for…
4: Cambridge Analytica, Social Networks, and the Future of Data Mining
Aug 2, 2018 • 19 min
In episode four of the Marketing on Tap podcast, we take a look at how the fallout from the Cambridge Analytica scandal has left an indelible mark on how social networks gather data about their users. While Facebook may say it’s taken steps to ensure it’s…
3: Heinz, Ketchup Wars, and Can Marketing Win in Politics?
Jul 27, 2018 • 18 min
In episode three of the Marketing on Tap podcast, we take a look at how a giant of consumer packaged goods fell from grace when it left the Canadian market and became entangled in what would be known as “ketchup wars”. When Heinz moved its production of…
2: Elon Musk, Corporate Citizenship, and Brand Cynicism
Jul 16, 2018 • 17 min
In this week’s episode of the Marketing on Tap podcast, Sam Fiorella and Danny Brown take a look at how backlashes can start quickly when brands looking to be socially responsible get it wrong. Elon Musk, and his attempts to help - some would say hinder -…
1: Influence Marketing, and How Trends and Technology Are Impacting It
Jul 16, 2018 • 18 min
In this first episode of the Marketing on Tap podcast, Sam Fiorella and Danny Brown take a look at how influence marketing has changed since their acclaimed book on the topic came out five years ago. Is influence marketing in a better place than it was?…