The Gen Z Marketer
By Jamiya Umali, MA IMC
Find me on Facebook at The Gen Z Marketer Podcast, @genzmkt on Instagram, @genzmarketer on TikTok.
The Gen Z MarketerApr 26, 2024
Ep. 58: Asking Gemini, Google's AI, to write a podcast episode
With the prevalence of AI as a tool to help creatives and writers, how does this affect the quality of work?
This episode is part 1 of 3 of an experiment we're conducting on using AI tools to write a podcast episode. For this episode, we used Gemini, Google's AI. The 2nd episode is written by Notion's AI and the last episode would be a brief analysis of these tools and using them for podcast scriptwriting.
Both AI platforms were given this prompt: write a podcast episode on the importance of branding.
Listen to related episodes:
Episode 34: How Purpose Drives Brand Strategy
Episode 40: The 5 Undisputable Laws of Branding
Episode 55: The Impact of AI on the Creative Industry with Angelo San Buenaventura
Hit the follow button to get notified on the latest uploads! Find me on: Facebook: The Gen Z Marketer Podcast
Ep. 57: Creative Storytelling for Ads and Comics with John Ray Bumanglag
Your brand story and key message is amplified through advertising. It plays a crucial role in brand awareness and interest, which is why creatives are always involved in storytelling.
What role does advertising play in IMC? How can creatives hone their abilities in storytelling? Should you work in an agency or be a freelancer? Find out more in this episode.
John Ray Bumanglag is a creative that moved from being a creative director in the advertising industry to a comic artist for Filipino stories.
Along with writer Rexy Dorado, John Ray slowly builds the alternate history and sci-fi komiks series Maharlika. He is also a co-founder of Manila Middle Ground, a creative retail and events space in Makati. Facebook
Listen to related episodes:
Episode 15: How the Save the Ralph Campaign on Animal Testing Went Viral
Episode 46: Should brands be apolitical?
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Ep. 56 - Craft Engaging Short Videos with Jed of Runit Decks
Short-video content keep audiences engaged with brands. They are sharable and often go viral, depending on the creator's storytelling. But with shorter attention spans and millions of videos on different platforms, how do you stay relevant, memorable, and engaging to viewers?
Jed is the owner of Runit Decks, a shop known as the purveyors of premium playing cards, collectible puzzles, and award-winning tarot cards. Facebook
Listen to related episodes:
Episode 28: Grow Your Brand on TikTok with Anika of Everything Kawaii
Episode 35: Crafting Your Social Media Strategy with Andrea of Kohi Social
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Ep. 55 - The Impact of AI in the Creative Industry with Angelo San Buenaventura
Artificial Intelligence (AI) is becoming more prevalent in design and creator platforms. With its emergence, how has it affected the way creatives work? What are the pros and cons of AI? How can creatives continue to produce on-brand and differentiated design using AI tools? Is AI-aided design ethical for creators?
Join our discussion on the implications of AI-aided design and how branding and marketing comes into play during the design process.
Gelo is a 5-star generalist who specializes in creative identity systems design and strategy. Check out his work at Behance and Jose Antonio Wines.
Listen to related episodes:
Episode 31: "The Brand Gap" Key Strategic Takeaways That'll Make or Break Your Brand
Episode 34: How Purpose Drives Brand Strategy
Episode 40: The 5 Undisputable Laws of Branding
Episode 52: How to Define Your Personal Brand
Hit the follow button to get notified on the latest uploads! Find me on: Facebook: The Gen Z Marketer Podcast
Ep. 54 - How Human Resources Manages Company Culture and Toxicity with Valerie Tamayo
Human Resources is the backbone of every company. They are at the frontline when meeting new applicants, nurturing current employees, and supporting those who are leaving the company.
We have previously talked about why employees quit and what to look out for when applying for a job. This time, we have invited Valerie Tamayo, a HR Manager who shares with us HR's role in managing company culture and toxicity and working with management in reaching a company's vision.
Val is one of the partners behind Manila Middle Ground, a creative retail and events space in Comuna. Check out Manila Middle Ground!
Listen to related episodes:
Episode 11: Why Marketers Quit
Episode 16: Identifying Red Flags on Job Openings
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Ep. 53 - Trying out Canva's Website Builder
ICYMI, they launched a website builder on their platform. If you ever thought about creating a micro-site for your portfolio or small business, you may want to consider using Canva. Find out why in this episode.
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Portfolio: jamiya.my.canva.site/
Ep. 52 - How to Define Your Personal Brand
What is personal branding and how does it affect your career path? In this episode, let's talk about why personal branding is important and how you can figure out what yours is.
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Ep. 51 - Why an Endorser's Personal Life Affect a Brand
Does a a brand’s chosen ambassadors and their personal lives have an impact on a brand? Are brands impacted by their brand ambassador or endorser’s beliefs and choices? What are the impacts of an endorser's personal life on a brand?
In this episode, our case study is on Shopee Philippines and the backlash on the announcement of their recent endorser, Toni Gonzaga.
Learn more about this case:
https://newsinfo.inquirer.net/1672953/shopee-ph-gets-flak-for-getting-toni-gonzaga
https://www.bloomberg.com/news/articles/2022-09-30/sea-s-shopee-faces-philippine-boycott-over-brand-ambassador-toni-gonzaga
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Ep. 50 - Forget the Unique Selling Proposition; Why the DSI is More Realistic
The Unique Selling Proposition (USP) is one thing marketers always think of every time they try to sell a product or service. In this episode, let's talk about why the USP is a thing of the past and why the Dominant Selling Idea (DSI) is more significant to marketers.
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Ep. 49 - Branding a Podcast: Relaunching the Gen Z Marketer Podcast
In this episode, let's walk through the show's behind the scenes. What have we been working on during the hiatus, and how exactly do you brand a podcast?
What is the Gen Z Marketer podcast all about? Where will the show be going now that we're back?
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Ep. 48 - Further Your Personal and Professional Growth with Coursera
Coursera is a platform that envisions a world where anyone, anywhere has the power to transform their life through learning. In this episode, let's talk about the reasons why Coursera is appealing to learners and prestigious institutions worldwide. Find out how you can also apply and get approved for financial aid in Coursera!
By the end of this episode, you should be encouraged to further your personal, educational, and professional growth by taking courses from the platform.
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Build your brand with ZeBranding: https://zebranding.com/?lmref=oKThgw
Ep. 47 - The Duality of Facebook: Impact on Consumer Behavior and How it Caused the Social Dilemma
Social media has been around for at least a decade and has significantly changed consumer behavior and the way marketers work. In its early years, it positively impacted users as it bridged gaps in relationships. However, the recent years shows us the dark side of the other side of the coin. Inspired by Netflix's The Social Dilemma, let's discuss how Facebook has changed user experience, how it has affected us as users and marketers, and how marketers should move forward.
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Build your brand with ZeBranding: https://zebranding.com/?lmref=oKThgw
Ep. 46 - Should brands be apolitical?
Brands are starting to speak up and take a stand on politics. This emerging change in behavior is something that consumers react to - and depending on the cause and communication strategy, they may react positively or negatively.
Should brands be neutral or should they be vocal? How does this impact brands and consumers? How should we, as marketers, take action?
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Build your brand with ZeBranding: https://zebranding.com/?lmref=oKThgw
Ep. 45: Season 1 Recap and What to Look Forward to in Season 2
Here we are, a year later into the podcast and wrapping up season 1! I am grateful for your support and in this episode, let's wrap up the season and talk about what we can look forward to next year!
See you again next year on season 2 and don't forget to hit the follow button to get notified on the latest uploads!
Share your topic requests, guesting and collaboration proposals, and more on my socials below!
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Build your brand with ZeBranding: https://zebranding.com/?lmref=oKThgw
Ep. 44: Why Chanel's Advent Calendar is a Flop and Lessons on Brand Value
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Ep. 43: Spotify Wrapped is Consistent in Viral Engagement
It's the time of the year we're waiting for: Spotify Wrapped 2021 is out! The campaign is a consistent trendsetter in the previous years that continuously gets viral engagement. In this episode, let's digest what makes this campaign impactful to creators and listeners. How does Spotify build awareness, engagement, and community through this initiative? What are they doing that works and how can they further grow this yearly tradition?
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Ep. 42: Why Campaigns Aren't Strategic Without IMC
Strategic Integrated Marketing Communication (IMC) is more than marketing. Your campaigns are more meaningful and impactful with IMC as it gives audiences a cohesive brand experience. What exactly is IMC and how does it impact your brand and your audience? Why should you practice IMC even though your focused on branding, marketing, advertising, public relations, etc.? Let's talk about how IMC impacts progressive brands in this episode.
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Ep. 41: Red Notice Stole the MOA Globe and Missed the Mark
Netflix's Red Notice is the newest action film from the streaming service. In line with this release, the platform had a campaign wherein they "stole" SM MOA's iconic globe. The campaign made netizens buzz, with news outlets, police, and other brands being thrown into the mix. The hullabaloo generated a lot of memes and audiences were amused, confused, and panicked.
The heist missed the mark for a lot of reasons; find out why in this episode.
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Ep. 40: The 5 Undisputable Laws of Branding
Ries and Ries' The 22 Immutable Laws of Branding is one of timeless classics on branding. But, if I had to choose which laws are the most relevant regardless of category and business size, I identified the 5 Undisputable Laws. These are the ones that are at the core in brand building and identity, and by the end of this episode, you should be able to take these to heart as much as I have.
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Ep. 39: The Mega Campaign Culture's Impact on Brands and Consumers with Lorraine Gazzingan
'Tis the season for mega campaigns! Here in the Philippines, promo fatigue and expectation is culturally-ingrained. Consumers can expect a promo every day, week, and month. Brands initiate marketing campaigns to meet those expectations, and while they are beneficial for short-term growth, they actually hurt your brand value in the long-term.
In this episode, Lorraine Gazzingan returns to talk about how the mega campaign culture affects us. We also talked about profitability and planning smarter, creative, and efficient campaigns to cut through the promo frenzy and consumer behavior towards e-Commerce.
Previous Episodes:
S1, Ep. 13: The e-Commerce Landscape in the Philippines
S1, Ep. 14: e-Commerce Marketing in the Philippines
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Ep. 38: Simplifying How to Plan Promos for Huge Campaigns
It's the season for huge holiday campaigns! With 11.11 and 12.12 only a few weeks away, how do you conceptualize and differentiate your promos and campaigns? In this MarkeTips episode, I shared a 6-step planning process that you can use to help figure out your marketing campaigns.
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Ep. 36: Key Basic Marketing Principles from This is Marketing by Seth Godin
What is marketing? How do we differentiate and position ourselves? How do we change customer behaviors and cultures? How do we integrate ourselves in the stories of customers? Let's answer these questions in this episode, where I share the key basic marketing principles from Seth Godin's This is Marketing book.
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Ep. 35: Freelancing and The Makings of a Social Media Strategist with Andrea of Kohi Social
Social media is the game and strategists know how to play. However, the game and the rules are constantly changing, so how do you play to win? Andrea, SHE-E-O of Kohi Social, is a TikTok content creator who is a freelancer and small business owner shares her social media growth hacks with us. Is the social media strategy same across all platforms? How different is the strategy for each platform? Let's talk about freelancing and the makings of a social media strategist in this MarkeTalks episode.
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Kohi Social: https://www.tiktok.com/@kohisocial?lang=en
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Ep. 34: How Purpose Drives Brand Strategy
Purpose is the core of your branding. It is the guiding principle that motivates brands in doing what they do. Why is purpose the one thing you can't change in brand identity? How does your purpose help you make meaningful impact? How does it play into strategy? Why is purpose the core of branding and how does it apply in the over-all strategy of the business? By the end of this episode, you should be able to consider and reevaluate your brand's purpose.
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Harvard Business Review article: https://hbr.org/2019/09/put-purpose-at-the-core-of-your-strategy
Harvard Business Review webinar: https://hbr.org/webinar/2020/01/put-purpose-at-the-core-of-your-strategy
Sponsorships: off for this episode
Ep. 33: What the BBW Book Sale Teaches Us About Customer Experience
Previously in ep. 24, we talked about what we can learn from the Big Bad Wolf Book Sale on UI/UX. It has been 2 months since the sale and customers are just starting to receive their orders. The e-Commerce customer experience has a lot of touchpoints and the end experience is when you receive your package. With the delays in delivery and how BBW handled it, what can we learn from them when it comes to the over-all customer experience for e-Commerce? Let's talk about it in this MarkeThoughts episode.
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Ep. 32: "The Brand Flip" Key Takeaways for a Customer-Centric Brand
Marty Neumeier's second book on branding, "The Brand Flip: Why Customers Now Run Companies and How to Profit from It," focuses on the current power of customers and how meaningful brands fit in the customer's story. Let's digest the key principles of customer-centric brands and after this MarkeThoughts episode, you should be able to reflect on how your brand will make a difference and impact your customers' lives.
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Ep. 31: "The Brand Gap" Key Strategic Takeaways That'll Make or Break Your Brand
Marty Neumeier's "The Brand Gap: How to Bridge the Distance Between Business Strategy and Design" is one of the renowned books in branding. In this MarkeThoughts episode, I shared some of my favorite quotes from the book and discussed why these ideas are principles that set brilliant brands apart from mediocre ones. After this episode, you should be able to identify your own brand gaps and address what you can improve on.
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Ep. 30: How to Create Effective Listings that Convert Customers Easily
Product listings are a key touchpoint on e-Commerce that some seem to overlook. With the right listing strategy, you can easily convert your customers by helping them make an easy decision to purchase from you. In this MarkeTips episode, I have shared with you key principles to make your copywriting and visuals for your listings compelling and effective.
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Ep. 29: How Rare Beauty Differentiated Itself in a Cluttered Market
Rare Beauty by Selena Gomez launched last year and it disrupted the cluttered beauty industry. How did Rare Beauty set itself apart from others? How did Rare Beauty strategically brand and market itself to be more than another celebrity brand? In this MarkeTalks episode, let's look at the branding and integrated marketing strategy that makes Rare Beauty impactful and meaningful to the young millennial and gen Z market.
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Ep. 28: Growing Your Brand in TikTok with Anika Aquino of Everything Kawaii PH
What happens when your small business goes viral on TikTok? Anika Aquino of Everything Kawaii PH shares how the trendy platform helped her grow. We also talk about her dedication in running her whole business, from handcrafting her products to fulfillment, while completing her studies and maintaining her Shopee Preferred Seller status. Anika's fun slime products inspired by her love for food is made with love for all ages, and you'd definitely want to check her out after you've listened to this MarkeTalks episode.
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Everything Kawaii PH: https://www.tiktok.com/@everythingkawaiiph
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Ep. 27: Why Public Relations is Essential for Brands with Arianne Jalalon
Public Relations is one of the components of an Integrated Marketing Communication plan, which is more than just brand optics. It is a discipline that builds customer lifetime value and stakeholder relationship through a combination of events, writing, and more. In this MarkeTalks episode, I've invited Arianne Jalalon, a PR practitioner in one of the top companies in the Philippines, to talk about PR and how essential it is in sustaining brands. We also talked about how to stay genuine in PR and why it's an important investment for brands.
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Ep. 26: What IKEA Philippines Tells Us About Public Relations
IKEA Philippines is set to be the world's biggest IKEA store and they had their IKEA Family event last July 7. Signing up shouldn't be a problem, but it was. The website crashed due to an influx of sign ups from Filipinos. For a global brand that's launching and is about to open its biggest store, this definitely was a fiasco - but IKEA handled it in the best way possible. What happened in the IKEA Family event and what can we learn from IKEA about public relations? Let's process it in this MarkeTrends episode.
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Ep. 25: Instagram's No Longer a Photo Sharing App and I Have Thoughts
Instagram's announcement last week definitely got some buzz, and I have thoughts as well. What does this look like in a branding perspective? A user perspective? Let's talk about this and more in this MarkeThoughts episode.
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Ep. 24: What the Big Bad Wolf Online Book Sale Tells Us About UI/UX
The Big Bad Wolf book fair is the biggest book sale in the world known for its 24-hour schedule and affordable books. Patrons look forward to the event every year, but the pandemic made the organizers host an online event instead. The UI/UX of the website and the over-all shopping experience has its hits and misses. Let's dissect those and discuss the importance of a seamless online shopping experience in this MarkeTrends episode.
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Ep. 23: Shopee Selling 101 - How to Setup Your Online Business
Thinking of starting your own online business through Shopee? In this MarkeTips episode, let me share with you what I've learned so far in running The Modern Fashionista (shopee.ph/modfashph). After listening, hopefully you're encouraged to start your own small business.
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Build your Brand with ZeBrand: https://zebranding.com/?lmref=oKThgw
Ep. 22: A Strategist's Thoughts on Why You Should Build Your Brand with ZeBrand
In this episode, let's look into ZeBrand: a platform that makes branding accessible to entrepreneurs. Who are they? How do you build your brand on the platform? What features do they have that will help you? What does a brand strategist think of the branding platform? Let's discuss it in this episode!
Build your brand with ZeBrand: https://zebranding.com/?lmref=oKThgw
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Ep. 21: Running a Passion-Driven Business with France Flores of Perk Studios
Is your passion your purpose? How do you stay inspired? What are the realities of running a small business? France Flores of Perk Studios joins us in this MarkeTalks episode and shares her passion-driven journey of transforming her creative ideas into a small business.
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Perk Studios: https://www.instagram.com/perk.studios/
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Ep. 20: Why Shopee Appeals to Buyers and Sellers
What makes Shopee so appealing to buyers and sellers? Let's talk about that in this MarkeThoughts episode. I suggest listening to Ep. 13 and 14 on e-Commerce and e-Commerce marketing for a deeper dive on the industry.
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Ep. 19: The Influence of Facebook Communities on Consumers
The success of Facebook groups like Home Buddies reminds us how much of an influence communities have on consumers. In this MarkeTrends episode, let's digest how communities influence consumer behavior in the Philippines, a highly social and Facebook-driven country. Let's talk about how communities became essential during the pandemic.
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Ep. 18: MarkeTips on Conducting a Well-Researched Competitor Analysis
The competitor analysis is one of my favorite parts of conducting marketing research. It is essential for any business to do this if you want to be competitive and at the top of your game. In this MarkeTips episode, let me share with you tips and tricks that I've learned throughout the years on crafting a competitor analysis.
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Ep. 17: Rica Salomon on TikTok's Appeal to Content Creators and Audiences
TikTok is "it" social media platform for Gen Z. How did this platform win over the young generation? How are there so many successful content creators on the platform? I invited content creator Rica Salomon in this MarkeTalks episode to satisfy my curiosity on the appeal of the platform, how she grew as a content creator, and what makes the platform so special compared to others. We also digest the impact of TikTok on content consumption and the varying types of content in this exciting platform.
If you don't have a TikTok, you'd probably create one after you listen to this episode, just like I did.
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Ep. 16: Identifying Red Flags on Job Openings
Jobs are like relationships; it is a commitment to accept one. Better jobs and environments mean you'll stay longer, and toxic environments would make you leave for better pastures. Should you take the job and give a "yes" on that offer? In this MarkeThoughts episode, let's talk about how you can identify red flags on jobs that you're applying for.
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Ep. 15: How the Save Ralph Campaign on Animal Testing Went Viral
There's a lot of buzz on Humane Society International's Save Ralph campaign in the past weeks. The video is about a day in the life of Ralph, a rabbit who works as a tester in laboratories. His compelling story touched on the heartstrings of audiences. Why did this campaign go viral? Let's talk about the campaign and analyze it in this MarkeTrends episode.
Support and learn more about the campaign at hsi.org/saveralph
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Ep. 14: e-Commerce Marketing in the Philippines with Lorraine Gazzingan (Part 2)
Should you still have Facebook and Google Ads for e-Commerce? How has YouTube and TikTok changed social media marketing? Should you invest in Lazada and Shopee Ads? Find out as we discuss this and more in this episode.
This episode is part 2 out of 2 of the MarkeTalks episode with Lorraine Gazzingan on e-Commerce marketing in the Philippines. Check out part 1 as we discuss e-Commerce in the Philippines.
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Ep. 13: The e-Commerce Landscape in the Philippines with Lorraine Gazzingan (Part 1)
How did e-Commerce in the Philippines look like before the pandemic? How did the pandemic change e-Commerce in the Philippines? Who is winning the marketplace wars: Shopee or Lazada? Should you have your own website and sell on marketplaces? Find out the answers to these questions and more in this episode.
This episode is part 1 out of 2 of the MarkeTalks episode with Lorraine Gazzingan on e-Commerce in the Philippines. Check out part 2 as we discuss e-Commerce marketing in the Philippines.
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Episode 12: MarkeTips on Social Media Content Planning
What should you consider when planning social media content? How do you plan social media content? Let's talk about it in this MarkeTips episode on social media content planning.
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Episode 11: MarkeThoughts on Why Marketers Quit
Why do marketers quit? Lack of marketing and branding direction, management, and toxic work cultures are some of the common reasons as to why they do. We'll discuss these in this episode under the MarkeTalks series, inspired by @careermarketer on Instagram, as well as personal stories and experiences.
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Episode 10: Nicole Alba on Growing as a YouTube Content Creator
Going from 0 to at least 100,000 subscribers within a year is no easy feat. Nicole Alba, a 20 year old creator has achieved just that. What should aspiring content creators know with what goes on the behind-the-scenes? How does the YouTube algorithm work? How do you find success as a YouTube content creator? How do you build a community with your subscribers? We discussed all of these, as well as what vlogging about financial literacy is like in the Philippines in this MarkeTalks episode.
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Episode 9: A Year into Lockdown and Working From Home
It's been a year in lockdown for us here in the Philippines. In this MarkeTrends episode, let's look into how work from home has been like for the past year. What are the pros and cons of this set-up and how has it affected our work and personal lives?
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Episode 8: MarkeTips on Building a Brand Bible
The brand bible is something I've always loved building or reading for a brand. It is the ultimate guide that tells us who the brand is and what is the brand about. It also helps in making decisions when it comes to marketing, advertising, and doing business. I've shared some tips and insights on how you can build your brand bible to improve the way you do business.
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