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Making Sense of Martech

Making Sense of Martech

By Juan Mendoza
Making sense of Martech (MSoM) is an irregular set of interviews with some of the most interesting people working in marketing and technology. This podcast is an extension of The Martech Weekly newsletter by going deeper into the most popular topics covered there. You can subscribe at themartechweekly.com
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#028 | Podcasting about podcasting
A conversation with Benjamin Shapiro and Phil Gamache. Benjamin is the founder of I Hear Everything and a prolific podcast host who oversees three big tent podcasts; The Martech Podcast, Voices of Search, and the Revenue Generator Podcast along with a number of bespoke audio projects. Benjamin is a media entrepreneur who started his journey with The Martech Podcast and has scaled to more than 2,000 published episodes achieving more than 2 million downloads. Phil is the co-founder of the Humans of Martech Podcast, a show that helps early-stage marketers to level up by discovering the constantly evolving world of marketing technology. It’s a side project that Phil and his co-founder Jonathan Taylor manage alongside Phil’s full-time work in lifecycle and growth marketing. Today we’re talking about what it looks like to run a podcast in the Martech industry. Between Benjamin, Phil, and myself our approaches to content creation are as diverse as they are interesting. We discuss what it takes to break into podcasting, how it’s done well and how it’s shaped our perspective on the industry. Go here for show notes, links, and resources. Subscribe to The Martech Weekly here. Follow Juan Mendoza on LinkedIn and Twitter. You can find Benjamin on LinkedIn and I Hear Everything  You can find Phil on LinkedIn, Twitter, and the Humans of Martech Podcast. 
01:00:36
July 28, 2022
#027 | The revenue bubble
A conversation with Darrell Alfonso. Darrell is an award-winning marketer and Martech professional. He has consulted for several Fortune 500 companies including General Electric and Abbott Laboratories and currently leads marketing operations at Amazon Web Services where he helps empower thousands of marketers to build world-class customer experiences. He was named one of the top Martech Marketers to Follow in 2020, won the Fearless Marketer award in 2018, is a 2X Marketo Champion, and is a certified Salesforce Administrator. Darrell is a frequent speaker at Martech events, and regularly posts thought leadership content on LinkedIn and Twitter. Darrell is also the author of a newly announced book - The Martech Handbook: Build a Technology Stack to Attract and Retain Customers. We talk about the state of marketing operations, the role of revenue operations in the marketing discipline, and Darrell's experience leading large-scale marketing operations for some of the most important companies in the world. Go here for show notes, links, and resources. Subscribe to The Martech Weekly here. Follow Juan Mendoza on LinkedIn and Twitter. You can find Darrel on LinkedIn and Twitter Pre-order Darrell's new book here
48:08
July 07, 2022
#026 | The creativity crisis
A conversation with Cydney Sinclair. Today I’m joined by Cydney Sinclair. Cydney is the creative director at HBO max where she has built and led diverse teams of storytellers and designers to launch the streaming service. Cydney previously served as the Art director for Apple as one of the founding members of the Apple Music Brand and Marketing Design team where she lead global content and marketing initiatives across Apple TV, Apple Books, Podcasts, and Gift Cards including a relaunch of the Apple app store. Cydney also serves as an Associate Board Member for the +ME Project and as a Mentor for the T. Howard Foundation and ADP list. If there’s anyone in the marketing technology industry who knows how to inspire creativity in some of the world’s leading brands it’s Cydney. Today we’re talking about just that, the crisis of creativity in the world of marketing technology - why and how marketers in brands lack the ability to bring novel ideas to market, the great “blanding” and how Cydney thinks about the creative process in the enterprise. Go here for show notes, links, and resources. Subscribe to The Martech Weekly here. Follow Juan Mendoza on LinkedIn and Twitter. You can find Cydney on LinkedIn 
51:34
June 20, 2022
#025 | The state of SEO
A conversation with Vahe Arabian and Grant Shankster. In this episode, I’m joined by Vahe Arabian and Grant Shankster. Both SEO (search engine optimisation) experts in their own right. Vahe is the founder of the state of digital publishing which is a membership platform and consultancy which helps publishers grow digital media properties. Grant is an SEO and PPC expert at The Various Artists working in a regionally focused agency based in Queensland Australia. Grant has worked across a number of industries including tourism but in recent years has focused his work on supporting local businesses with digital publishing and SEO capabilities. In this episode, we talk about the state of SEO in the industry, how experts approach the discipline, and its role in the digital economy Go here for show notes, links, and resources. Subscribe to The Martech Weekly here. Follow Juan Mendoza on LinkedIn and Twitter. You can find Vahe Arabian at State of Digital Publishing You can find Grant Shankster at We Are Eva
46:27
June 10, 2022
#024 | Martech Day
A conversation with Frans Riemersma. In this episode, I’m joined by Frans Riemersma. He’s the founder of Martech Tribe a Europe-based advisory and research firm that tracks the developments of the marketing technology industry and builds tools for senior leaders to better evaluate and manage their investments. Frans has also contributed to digital transformation training as a lecturer at Nyenrode Business University and spent close to a decade working with BrandMaker, a global marketing operations platform across R&D, innovation, and customer success. We talk about the upcoming Martech Day event, the first event of its kind that both Frans and Scott Brinker have announced where they are will be unveiling the much anticipated 2022 global Martech landscape, the latest research into the category, and presenting the annual “Stackies” awards which showcase how companies of all shapes and sizes visually present their marketing technology stacks in their business. Go here for show notes, links, and resources. Subscribe to The Martech Weekly here. Follow Juan Mendoza on LinkedIn and Twitter. You can find Frans Riemersma on LinkedIn and  Martech Tribe. 
32:50
April 28, 2022
#023 | The history of media disruption
In this episode, I’m joined by Tim Burrowes. He’s the former founder of Mumbrella, one of the most significant media organizations servicing the marketing and media industries in Australia. Tim’s also the founder of the recently launched Unmade, a popular newsletter that explores topics centered on technology and media. It’s based on his first book of the same title, Media Unmade surveying more than a decade of technology disruption in media, publishing and advertising. Tim has a unique perspective on how technology has changed the landscape of media as he’s been in the room seeing the decisions play out as leaders adapt to a changing environment of content consumption and consumer change. In this episode, we talk about just that, what exactly did the last decade look like throughout this change, why Tim has pivoted to newsletters and what is driving media innovation today. Go here for show notes, links, and resources. Subscribe to The Martech Weekly here. Follow Juan Mendoza on LinkedIn and Twitter. You can find Tim Burrowes on LinkedIn and at https://www.unmade.media/
01:00:52
April 11, 2022
#022 | The state of Martech education
In this episode, I’m joined by Carlos Doughty. Carlos is the CEO and founder of the Martech Alliance, a global Martech education firm based in the UK. He’s was the 2020 Marketing Technology Business Leader of the Year in the United Kingdom and is an international speaker in the marketing technology industry. The Martech Alliance has trained companies like TikTok, McKinsey, and Facebook in the various disciplines of Martech through their online courses, training events, book clubs, and their online community. When I first met Carlos we talked about his vision for education in marketing technology, as multivariate, continuous, and community-centric. Carlos’ perspective on education challenges some of the norms around how the marketing technology industry approaches education in the industry and is one of the most holistic providers in the space.  In this episode, we talk about how and why Carlos founded The Martech Alliance, his philosophy on Martech education, and where he sees the future of training happening in this space. Go here for show notes, links, and resources. Subscribe to The Martech Weekly here. Follow Juan Mendoza on LinkedIn and Twitter. You can find Carlos Doughty on LinkedIn and at https://www.martechalliance.com/
41:08
March 27, 2022
#021 | Understanding open data
In this episode, I’m joined by Kevin Tate. Kevin is the Chief Revenue Officer of Clearbit, a B2B data enrichment, activation, and intelligence company. Clearbit is an interesting player in the data space in how they collect business data from over 200 sources to create over 350 million business profiles which then sales and marketers can tap into to enrich their existing segmentation and do things like prospecting and lead generation. Clearbit is a data collection company that is evolving into a data activation company with the recent announcement of their data activation platform that works as an integration layer between Clearbit’s data profiles and marketing and sales tools like CRMs, MAPs, and CDPs. Kevin has worked across the B2B SaaS space serving in multiple revenue and marketing executive roles.  In this episode, we’re talking about where Clearbit fits into the data privacy ecosystem, the evolution to data activation, and how brands leverage open data sources to drive marketing and sales. Go here for show notes, links, and resources. Subscribe to The Martech Weekly here. Follow Juan Mendoza on LinkedIn and Twitter. You can find Kevin Tate on LinkedIn and at clearbit.com
45:49
March 03, 2022
#20 | The three horizons of Martech
In this episode, I’m joined by Scott Brinker. If you’ve been working in Martech for some time, Scott needs no introduction. Affectionately called “the godfather of Martech” Scott has been a pioneer in the Martech industry. Scott currently serves as the VP of platform ecosystem at HubSpot, editor at large at Chiefmartec, holds degrees in computer science at Harvard, and is a Fellow at MIT Sloan. Scott’s also behind the now-famous Martech Landscape supergraphic, a tool that maps and categorizes more than 8,000 marketing technologies in the industry.  In this episode, we’re talking about Scott’s perspective on Martech in 2022 as he’s recently written an article talking about three big innovation horizons in the industry: Commerce, Big Ops, and No Code. --- Go here for show notes, links, and resources. Subscribe to The Martech Weekly here. Follow Juan Mendoza on LinkedIn and Twitter. You can find Scott Brinker on LinkedIn, Twitter,  and on Chiefmartech.com
59:18
February 13, 2022
#019 | Leading Martech teams from the inside
In this episode of MSoM, I’m joined by Jon Goh. Jon is a leading Martech practitioner in the APAC region, currently serving as the automation and audience lead for Medibank Australia. Jon’s career as a marketing technology team builder has spanned roles such as leading the Martech function for a number of bluechip companies across the region and guiding the establishment of marketing technology platforms for one of Australia’s largest IT companies. He’s passionate about enabling diverse teams to deliver big projects for big brands. Today we’re talking about just that - How to establish marketing technology in an enterprise environment, what it takes to acquire and implement Martech from a practitioner’s perspective and what can we learn about building high-performing teams in an industry which is rapidly changing. --- Go here for show notes, links, and resources. Subscribe to The Martech Weekly here.  Follow Juan Mendoza on LinkedIn and Twitter. You can find Jon Goh on LinkedIn.
46:28
January 30, 2022
#018 | Immersive experience and the future of the internet
In this episode, I’m joined by Preston So, he’s the senior director of product strategy at Oracle, the editor in chief of Tag1 Consulting, the Editor of A List Apart, a regular columnist at CMSWire, and the founder of Decoupled Days. Preston is also an author with two newly released books; Voice Content and Usability and Gatsby: The Definitive Guide. Preston has had a long and storied career working on the bleeding edge of digital and has in recent times been focusing his attention on the opportunities of voice in customer experiences. We talk about the need to rethink how we understand what customer experience is online, preparing brands for the emergence of new technologies that will usher in new ways for people to interact with products and services, and how content strategy is transforming as the way we use the internet is becoming more diversified. --- Subscribe to The Martech Weekly newsletter here: www.themartechweekly.com Go here for show notes, links, and resources. Follow Juan on LinkedIn and Twitter. You can find Preston So on LinkedIn and Twitter and on preston.so.
01:08:03
December 18, 2021
#017 | The role of marketing communities
In this episode of Making Sense of Martech,  I’m joined by Mike Rizzo. He's the founder of the online community dedicated to marketing operations - Mo Pros. Mike has a long and interesting career across marketing technology and growth marketing management. Mike recently left his role with Mavenlink overseeing community and loyalty programs to dive into Mo Pros full time as the community has grown significantly over the past four years. We talk about the need for independent online communities that support professionals, why Mike founded Mo Pros to support the marketing technology industry, the role of mentorship and peer learning in a marketing technologist's career, and how education is changing in the industry. Listen on Apple, Spotify, Google, and everywhere else. You can find Mike Rizzo on LinkedIn and Twitter. You can find the Mo Pros community here. --- Subscribe to The Martech Weekly newsletter here: www.themartechweekly.com Go here for show notes, links, and resources. Follow Juan on LinkedIn and Twitter.
56:22
December 11, 2021
#016 | Experimentation and the ROI myth
In this episode of Making Sense of Martech, I’m joined by two guests, both in their own right leaders in experimentation. First, we have David Mannheim. He's the Global VP of Conversion Rate Optimisation with Brainlabs UK, and the former founder of a leading optimization firm, User Conversion. Second, we have Oliver Palmer, he’s a senior optimisation consultant and prolific author who’s worked on a number of high-profile brands in the APAC region. Across the digital experimentation industry, the past year has seen a major shift in how people think about the place of optimization in their businesses, questioning the validity of associating testing with revenue outcomes, and the scientific promise of experimentation. Several articles featured in TMW have been authored by our guests discussing and exploring this topic. From David, a series of articles exploring the connection between experimentation and financial gain and from Oliver, tracing the crisis of optimization and its detachment from its scientific methodologies. In our conversation, we talk about the changing perspectives on the purpose and practice of optimisation. Listen on Apple, Spotify, Google, and everywhere else. You can find Oliver Palmer on LinkedIn and Twitter and you can read his articles here. You can find David Mannheim on LinkedIn and Twitter --- Subscribe to The Martech Weekly newsletter here: www.themartechweekly.com Go here for show notes, links, and resources. Follow Juan on LinkedIn and Twitter.
01:18:28
November 28, 2021
#015 | The next era of digital advertising
In this episode of Making Sense of Martech, I'm joined by David Finkelstein, the Co-Founder, and CEO of BDEX. David is an internet pioneer, tech entrepreneur, and founder of numerous internet companies dating back to the earliest days of the internet in 1994. He currently serves as the Co-Founder and CEO of BDEX, an Inc 5000 company, the first and the largest consumer data exchange platform in the U.S. David shares his views from a recent report published where BDEX found more than 250 million false identifiers in ad networks. We discuss the rapid changes in the digital advertising industry in 2021, from the demise of third-party cookies to Apple's shut down of app, email, and browser tracking, to the exponential proliferation of ad fraud and what these changes mean for the future of advertising technology in this new world of consumer privacy. You can find David on LinkedIn and Twitter. You can find BDEX here. --- Subscribe to The Martech Weekly newsletter here: www.themartechweekly.com Go here for show notes, links, and resources. Follow Juan on LinkedIn and Twitter.
01:01:36
November 06, 2021
#014 | The role of marketing media
In this episode, I’m joined by Brittany Jezouit, the former editor-in-chief of Better Marketing, an international community publication that features content by and for marketers. Brittany has been working in media for marketers for more than a decade, working in an editorial capacity for SaaS, NFPs, and academia. She’s been supporting marketers around the world with rich and helpful content and giving plenty of feedback and advice to marketers who are publishing daily. Today we discuss the state of the marketing media landscape, what has changed over the last few years, and the philosophy behind community-led media companies. --- You can find Brittany on LinkedIn and Twitter. You can find Better Marketing here. --- Subscribe to The Martech Weekly newsletter here: www.themartechweekly.com Go here for show notes, links, and resources. Follow Juan on LinkedIn and Twitter.
41:20
October 30, 2021
#013 | Creativity and process in marketing
In this episode, I’m joined by Tessa Court, the CEO of IntelligenceBank, a business process software company servicing marketers across more than 55 countries.  Intelligence bank was recently featured in TMW for a research piece on the state of content regulation and the concept of Design and Distribution Obligations. Intelligence Bank is an interesting software company in that it offers a way for marketers to manage all of the complexities of marketing, across digital asset management, aligning teams on brand, organizing resources, and streamlining business processes. Not many companies share this unique space - building technologies that address the acute needs of marketers in enterprise companies. We talk about the rise of technology companies in the marketing operations arena, why they are needed, and how they significantly change the way marketing teams come up with and execute ideas. --- You can find Tessa on LinkedIn  You can find IntelligenceBank here  --- Subscribe to The Martech Weekly newsletter here: www.themartechweekly.com Go here for show notes, links, and resources. Follow Juan on LinkedIn and Twitter.
58:36
October 23, 2021
#012 | Participation and belonging in the creator economy
In this episode of MSoM I’m joined by Jessica Box, the head of growth at Linktree and the managing director at Girls in Tech Australia. Jess has had a long and storied career in the tech and startup space here in Australia, leading to her most recent role managing growth for one of Australia’s fastest-growing tech companies, with over 15 million users. Today we talk about the role of companies like Linktree in the emerging creator economy, how content and media are becoming more diversified across the internet, and what new companies are building to meet new challenges in this economy. Our conversation covers the importance of creating an online identity, the idea of “everything as a service” and the tools needed to help people enter into the creator economy. We also discuss big tech’s role in creative industries, the death of the website, and how the pandemic has changed the digital talent market. Subscribe to The Martech Weekly Newsletter here: www.themartechweekly.com Go here for show notes, links, and resources. Follow Juan on LinkedIn and Twitter.
40:59
August 21, 2021
#011 | The Enterprise problem
In this episode of Making Sense of Martech, I'm joined by Anita Brearton and Sheryl Schultz, the founders of cabinetM, a marketing technology management platform that companies use to manage and report on their technology and technology strategy and LibraryM, a fantastic resource to find the latest research, events and content on Martech. CabinetM is based in the United States, and services more than 800 companies with their platform technology from some of the world’s largest brands to startups.  We talk about how marketers manage technology in their companies, and how enterprise businesses are different from smaller companies in how marketing technology is adopted and used across the industry. Subscribe to The Martech Weekly Newsletter here: www.themartechweekly.com Go here for show notes, links, and resources. Follow Juan on LinkedIn and Twitter.
01:00:57
August 01, 2021
#010 | Adland is an island
In this episode of Making Sense of Martech, I'm joined by Alex Murrell. He's the strategy director at Epoch in the UK. Epoch is a brand agency and he's worked with seven of the 10 top largest FMCG companies and has a unique voice when it comes to understanding the role in which advertising and marketing agencies play in their client's growth, culture and society at large.  Alex recently published a paper that was featured in TMW number #30, titled Adland is an Island. And in it, he unpacks some of the research into the dissonance between the demographics, culture and the interests of agency people, those who do the work for brands and the general population of people who actually receive the works featuring those marketing and advertising efforts. In this episode, we're going to have a very interesting conversation unpacking Adland's demographics, nature of agency work and the, the lives of people who actually do it.  Subscribe to The Martech Weekly Newsletter here: www.themartechweekly.com Go here for show notes, links, and resources. Follow Juan on LinkedIn and Twitter.
49:05
July 11, 2021
#009 | Nobody cares about your framework
In this episode of Making Sense of Martech, I’m joined by Ben Mosior, who goes by the moniker of “hired thought." Ben is a writer, podcaster, and strategy consultant who is focused on the principles behind Wardley Mapping, a novel way to work out how to connect your strategies to your customers and their needs. Ben has been featured numerous times in The Martech Weekly Newsletters, including Ben’s article - Nobody Cares About Your Precious Framework. We talk about the dysfunctions of product and digital teams in enterprise organizations, how Wardley Mapping works, and creating situational awareness to help teams understand their customers and the competitive landscape better. We also talk about the complex nature of language in emerging industries such as technology, the various stages of company evolution within commercial systems, and connecting purpose to work across organizational structures. Subscribe to The Martech Weekly Newsletter here: www.themartechweekly.com Go here for show notes, links, and resources. Follow Juan on LinkedIn and Twitter.
54:23
July 04, 2021
#008 | The optimisation step change
Today I’m joined by Juliana Jackson and Valentin Radu. Valentin is the founder and CEO and Juliana, Chief Evangelist of Omniconvert. Omniconvert is a global optimization and personalization platform used by eCommerce businesses around the world, including Samsung, Avon, and WWF. Omniconvert has been working to redefine the category of optimization with a focus on what’s called CVO “Customer Value Optimization” which looks at optimizing the entire customer journey, not just your website. We talk about why Omniconvert has this focus on CVO, how they see the optimisation industry changing and what’s on the horizon. Subscribe to The Martech Weekly Newsletter here: www.themartechweekly.com Go here for show notes, links, and resources. Follow Juan on LinkedIn and Twitter.
46:13
May 22, 2021
#007 | Have we hit peak Martech?
In this episode of MSoM I’m joined by David Raab, the founder of the Customer Data Platform (CDP) Institute, a vendor-neutral platform that supports the Martech industry with methods, issues, education, and best practice guides for using and managing customer data. Mr. Raab has been consulting in this space for many years, even coining the term “CDP” way back in 2013. We talk about one of David’s recent articles - have we reached peak Martech? Which was featured in TMW #030. We explore the state of the marketing technology industry, whether or not it’s hit a “peak moment” and what the outlook is for the future of Martech, consumer privacy, and data collection. Subscribe to The Martech Weekly Newsletter here: www.themartechweekly.com Go here for show notes, links, and resources. Follow Juan on LinkedIn and Twitter. 
49:28
May 01, 2021
#006 | Technology saturation and strategic positioning.
In this episode of MSoM I have a conversation with Peep Laja, the founder and CEO of CXL an e-learning company for digital marketing, Wynter a B2B messaging research platform, and the founder and now board member of the newly rebranded Speero agency, previously the CXL agency in Austin Texas. Peep is someone who has pioneered data-driven marketing and optimization for over a decade, working with some of the world's most sophisticated brands and building unique products to empower people in the industry to get more value out of their data and content. We talk about strategic positioning, the value of messaging over copy, the state of the SaaS and Martech vendor industry, particularly the saturation of technology, and the ways in which companies playing in this space are beating out the competition in their categories. We also touch on discovering unsold problems through customer research, the disconnect between strategy and execution layers in a business, product message fit, and the lack of creative imagination in the marketing technology industry. Subscribe to The Martech Weekly Newsletter here: www.themartechweekly.com Go here for show notes, links, and resources: www.themartechweekly.com/msom-006-peep-laja-on-technological-saturation-and-strategic-positioning/ 
51:13
March 28, 2021
#005 | The data inundation
In this episode of MSoM I have an in-depth conversation with Geoffrey Keating, the head of content marketing at Segment, on the CDP report, an in-depth look into how organizations are using CDPs – exploring the data they’re collecting, and the apps they’re using to manage it. It was the most clicked-on feature in the TMW newsletter, #028. The report covers trends such as industries adopting CDPs, how brands are now inundated with data, the increasing adoption of CDPs for advertising purposes, and the shift away from channel centric to customer centric approaches to data collection. We talk about the state of CDPs in the market, how Segment was able to process more than a trillion API calls a month, how the landscape of data infrastructure in companies is changing globally and the increasing commoditization of data platforms. Subscribe to The Martech Weekly Newsletter here: www.themartechweekly.com
38:06
March 14, 2021
#004 | Explaining experience
In this episode of MSoM I had an in-depth conversation with Aarron Spinley on one of his recent articles discussing how the digital industry defines the concept of "experience" which was in the top three clicked of TMW #026. Aarron is a leading growth futurist, doing important work in experience anthropology, customer experience and economics. Aarron has worked at SAP, and most recently works as the SVP of Thunderhead APAC, a cloud based customer engagement platform that was named as a leader in journey orchestration platforms by Forrester in 2020. Aarron lives and breathes understanding the experiences of customers and is currently working on a series called “I beg to differ” a series of articles for marketers, leaders and thinkers. We talk about how ill-defined concepts like customer experience can be a shortcut for confusing an entire industry, the way other industries approach standardizing the definitions of important concepts, how the word experience has become so central to how marketers and digital professionals explain their work, the difference between the service and experience layers in digital strategy, the importance of our emotional state and experiences with a brand and transitioning some of the languages in the industry from experience to engagement. Subscribe to The Martech Weekly Newsletter here: www.themartechweekly.com
44:00
March 07, 2021
#003 | Leading design culture
In this episode of MSoM I had the pleasure of interviewing Charles Burdett, the founder of Product Club and Workshop Tactics. Charles is a world-class expert in design and UX and his products are trusted by companies like IDEO, Facebook, Lyft and Stanford University. I covered Charle’s first product workshop tactics in TMW #007 and since then it’s evolved into a thriving community of product and design thinkers from all around the world. We talk about how design-led organizations create better products, why Charles built a company around design culture, how companies and the designers in them are changing how they work, and storytelling in business. We also talk about making the perfect omelet 🍳.
53:52
February 28, 2021
#002 | The news media bargaining code
In this episode of MSoM, I'm joined by Ben May the Founder and MD of The Code Company. We talk about the downstream impact of the news media bargaining code and how it changes how publishers do business. Ben has over a decade of experience working with news publishers and media businesses in Australia, particularly from an infrastructure front, building the digital solutions that make news publishers run on the internet. We talk about how media companies should approach Google’s News Showcase from an audience, discoverability and data front, the idea of a walled garden approach to hosting news, the real value of Facebook audiences for publishers, and how media companies are already investing in deleveraging the influence and risk associated with big tech.
29:29
February 21, 2021
#001 | The disruption of marketing theory
Making sense of Martech is an irregular set of interviews with some of the most interesting people working in marketing and technology. This podcast is an extension of The Martech Weekly newsletter by going deeper into the most popular topics covered there. You can subscribe at themartechweekly.com In this first-ever episode, I'm joined by Dr. Augustine Fou a marketer of 25 years and a world class expert in advertising fraud. He's taught marketing at NYU and Rutgers University and has worked at companies like American Express, Intel, Omnicom and McKinsey and Company. We discuss the place of academic marketing theory, like the 4 Ps (Product, Price, Promotion and Place) in a world where technology has changed the game for what marketers focus on day to day. We talk about the relevancy of the 4P's during technological disruption and some alternative frameworks.  This conversation also sits in the context of Dr. Augustine Fou's defense of a young marketer online and we converse about how marketers should approach public discourse. We also talk about the state of digital, programmatic advertising, its future, and risks on the horizon for advertisers and brands.
42:03
February 10, 2021