The Digital Marketing Podcast

A weekly digital marketing podcast with listeners in over 190 countries worldwide.The Digital Marketing Podcast combines interviews with global experts, together with the latest news, tools, strategies and techniques to give your digital marketing the edge. Perfect for your daily commute, the podcast aims to be both entertaining and informative. Produced by Target Internet and hosted by Daniel Rowles and Ciaran Rogers. Find out more at targetIniernet.com/podcasts

How to Fix AI Slop: Better Context, Stronger Brands and the Return of Human Judgement with Pacey.ai 09/08/2026

How to Fix AI Slop: Better Context, Stronger Brands and the Return of Human Judgement with Pacey.ai How to Fix AI Slop: Better Context, Stronger Brands and the Return of Human Judgement What happens when AI makes it easier to produce marketing content, but that content all starts to look and sound the same? In this episode of The Digital Marketing Podcast, Ciaran Rogers speaks to Evan Greally, founder and CTO of Pacey AI, about avoiding AI slop and getting back to the work that matters: understanding customers, developing ideas and building a distinctive brand. Introduced by Daniel Rowles, the conversation draws on Evan’s experience as Head of Creative Tech and Innovation at Droga5 Dublin, part of Accenture Song, and more than 15 years working where creativity and technology meet. What begins with an AI-powered mint plant becomes a wider discussion about data overload, creative control and whether AI can develop something resembling taste. Along the way, Evan explains the thinking behind Pacey, with lessons that extend well beyond any single platform. In This Episode From a talking mint plant to a conversation with nature: Evan shares the story behind The Talking Tree, a project that combined environmental sensors, plant responses and AI-generated conversation. It is an unusual starting point with a serious creative question behind it: could technology encourage people to reconnect with the world around them, rather than spend more time staring at a screen? Why marketing needs to ask “so what?”: Customer reviews, social comments, competitor activity and dashboards can all contain useful information. But what should a marketer actually do with it? Ciaran and Evan explore the gap between collecting data and making decisions, and why adding another tool can make that gap wider rather than close it. The value of “honest silence”: Evan introduces Pacey’s principle of surfacing what matters without manufacturing urgency. He describes a system that looks for support from three or more sources before highlighting an issue, but can also tell a team there is nothing significant to worry about that day. The aim is to focus attention, not create another stream of notifications. Can AI really have taste? Evan argues that AI can develop a useful form of brand-specific taste, while distinguishing it from the personal experience and judgement that shape human taste. He explains how approved copy and visuals help build a brand’s taste profile, and why evaluating work from an audience member’s perspective may be more revealing than asking a model to give it a numerical score. Would someone actually stop scrolling? Turning a daily briefing into useful action: From a short, podcast-style morning update to content creation, scheduling and performance feedback, Evan outlines how Pacey connects market signals with marketing activity. The discussion explores what changes when a team can move from understanding an opportunity to developing a response without repeatedly copying information between disconnected tools. Why editable creative matters: Ciaran highlights the importance of layered design files rather than finished images that are difficult to change. Evan explains how this approach supports human editing, reusable templates, a brand’s own photography and different identities across multiple outlets. He also previews an editable video workflow using customers’ own footage, rather than relying entirely on generated visuals. An orchestra, not another isolated instrument: Could marketers build something similar by connecting their own AI tools? Evan acknowledges the potential for prototypes, but explains why filtering data, maintaining context, applying design constraints and continually evaluating results are harder to reproduce. The conversation uses an orchestra analogy to explore how different models and specialist agents can work towards the same creative goal. Building trust before speeding things up: Evan shares a product-development lesson: giving people a login is not the same as helping them adopt a new way of working. Slower onboarding, visible sources and clear explanations of how conclusions were reached became central to building confidence. Throughout the discussion, people remain responsible for deciding what is right for the brand and approving what gets published. Key Takeaways Start with the marketing decision, not the dashboard. Before collecting another metric or adding another tool, ask what it will help you understand, change or prioritise. Give AI direction, not just information. Relevant customer signals, a clear brand perspective and a defined purpose matter more than handing a model an undifferentiated pile of data. Treat creative approval as a learning opportunity. Human choices about copy and design can help establish what good work looks like for a particular brand. That judgement should shape the process, not disappear from it. Keep the work editable and the reasoning visible. Teams need to be able to refine creative assets and inspect the evidence behind recommendations, rather than simply accept whatever a system produces. Use automation to make room for better thinking. The ambition discussed here is not to fill every channel with more posts. It is to give marketers more time to understand their audience, develop ideas and deliver the right message at the right moment. Can AI learn a brand’s preferences well enough to demonstrate taste, or does that word belong to human creativity? Listen to the conversation and share your perspective with the team. As Daniel explains in the introduction, The Digital Marketing Podcast has no commercial connection to Pacey AI. 📥 Access the show notes, tools, and links at: /episode/index/show/targetinternet/id/42823545

How to Create AI Skills: Build Reusable AI Workflows That Save Time 07/10/2026

How to Create AI Skills: Build Reusable AI Workflows That Save Time AI tools are evolving fast. One of the biggest shifts is the move from one-off prompts to reusable AI skills. Instead of rewriting the same instructions every time you use ChatGPT, Claude or Copilot, you can package your best workflows into portable skills that deliver consistent, repeatable results. In this special episode, recorded as the Digital Marketing Podcast celebrates its 16th anniversary, Daniel Rowles and Ciaran Rogers explore why AI skills could fundamentally change the way marketers work. They explain how skills fit alongside projects, agents and prompts, why they are becoming an emerging standard across the major AI platforms, and how to start building your own library of reusable expertise. Along the way, they also reflect on sixteen years of podcasting, discuss the rapid pace of AI adoption within organisations, and share practical advice for creating skills that become more valuable every time you use them. In This Episode How AI skills differ from prompts, projects and agents. Why reusable skills help create consistent marketing outputs across teams. How to build a brand skill that captures tone of voice, design principles and coding standards. Using skills to create websites, dashboards, articles and creative assets that stay on brand. Why updating a skill after every use makes it progressively more accurate. How skills can be shared between team members and even moved between AI platforms. The relationship between ChatGPT Agents, Claude Projects, Gemini Gems and Microsoft Copilot. How to turn your best prompts into reusable skills. Why marketers should organise AI conversations more deliberately as AI memory improves. Practical advice for creating libraries of reusable marketing workflows. Key Takeaways: Develop your best prompts first, then convert them into reusable skills. Treat skills as repeatable processes rather than one-off conversations. Build separate skills for different purposes, such as branding, content creation, web development or analysis. Use multiple skills together to combine different areas of expertise within a single task. Continuously refine your skills by asking AI to update them after each iteration. Think carefully about when to use a prompt, project, skill or agent depending on the task. Organise your AI workspace to avoid confusion as conversations and memories accumulate. Create shared skills that help maintain quality and consistency across your entire marketing team. 📥 Access the show notes, tools, and links at: https://targetinternet.com/resources/how-to-create-ai-skills /episode/index/show/targetinternet/id/42031945

Design That Sticks: Applying Neuroscience to Predict Attention 05/17/2026

Design That Sticks: Applying Neuroscience to Predict Attention Why do so many beautifully designed websites, ads and digital experiences still fail to convert? In this episode of The Digital Marketing Podcast, Daniel Rowles is joined by Kramer Reeves, CEO of EyeQuant, alongside neuroscientist Professor Peter König, one of the company’s founders and a leading expert in visual attention and cognitive science. Together, they explore how neuroscience and AI are reshaping the way marketers, designers and brands understand attention. The conversation dives into the hidden mechanics behind how people actually experience digital content. From subconscious processing and visual saliency through to cognitive overload and design clarity, this episode challenges many of the assumptions marketers make about what users notice, understand and act on. The discussion also explores how AI-powered predictive attention modelling can help teams test creative assets before launch, reducing guesswork and improving performance across websites, ads, landing pages and social content. If you work in UX, creative, digital marketing or conversion optimisation, this episode offers a fascinating blend of neuroscience theory and highly practical design advice. In This Episode Why the human brain is poorly adapted to navigating modern web experiences What happens cognitively in the first few seconds after landing on a webpage Why designers often view their own work very differently from first-time users How “system one” thinking drives most user behaviour online What visual saliency means, and why it matters for conversion How cluttered creative and overloaded messaging dilute attention Why visual hierarchy, contrast and scale shape user behaviour The importance of creating a clear visual storyline through a page or ad How AI models can predict where users are most likely to look Why neuroscience is becoming increasingly important in modern marketing and UX How EyeQuant uses predictive attention modelling to help brands optimise creative before launch Why objective testing is becoming essential in an AI-generated content landscape Key Takeaways Attention is highly selective. You cannot make everything on a page the top priority simultaneously The brain processes visual information subconsciously long before conscious reasoning begins First impressions are heavily influenced by saliency and visual contrast Designers are often too familiar with their own creative to judge it objectively Reducing visual noise can significantly improve clarity and conversion potential Motion, scale and contrast naturally attract human attention because of evolutionary wiring Effective design is not just about aesthetics. It is about guiding behaviour AI-driven predictive testing can dramatically speed up optimisation workflows Clear intent and defined outcomes are becoming increasingly important inputs for creative analysis Objective attention data helps teams move beyond subjective design debates 📥 Access the show notes, tools, and links at: https://targetinternet.com/resources/design-that-sticks-applying-neuroscience-to-predict-attention /episode/index/show/targetinternet/id/41321450

Reddit Marketing Case Study with Dove - Turning Real Reviews into Real Growth 04/29/2026

Reddit Marketing Case Study with Dove - Turning Real Reviews into Real Growth What happens when a global brand hands over its creative control to unfiltered customer feedback? In this episode of The Digital Marketing Podcast, Daniel Rowles speaks with Emily Barfoot, Head of Dove Beauty at Unilever, about a bold and unconventional campaign built on Reddit conversations. At a time when trust in polished marketing is eroding and AI is reshaping how content is discovered, Dove leaned into one of the internet’s most unpredictable platforms. By amplifying genuine, unedited user reviews, both positive and negative, the brand not only drove awareness but also delivered measurable commercial impact. This episode explores how marketers can rethink control, embrace transparency, and tap into community-driven credibility. In This Episode How Dove identified an organic Reddit conversation and turned it into a multi-channel campaign Why Reddit’s “unpolished” nature makes it a powerful platform for trust and insight The strategy behind publishing the first 50 real user reviews without editing or filtering How Dove balanced positive and negative sentiment to build credibility The role of social listening in shaping campaign direction and optimisation How Reddit content was extended into out-of-home, influencer, and experiential marketing Why transparency and respecting platform culture were critical to success How the campaign delivered over 260 million impressions and triple-digit growth in the product category The importance of many-to-many marketing in modern brand building How Reddit insights fed directly into product innovation and development Key Takeaways Authenticity is not a tactic. It is a strategic commitment that requires letting go of control User-generated content can outperform traditional creative when it reflects real experiences Reddit is not just a media channel. It is a rich source of customer insight and product feedback Brands must respect platform norms and community expectations to earn participation Balanced sentiment, including negative feedback, increases trust and credibility Social listening should be continuous and actionable, not just observational Experiential marketing can amplify digital engagement when it creates shareable moments AI-driven discovery makes community-led content more valuable than ever Strong products and existing brand trust are essential before taking transparency risks Marketing success increasingly depends on enabling conversations, not controlling them 📥 Access the show notes, tools, and links at: https://targetinternet.com/resources/reddit-marketing-case-study-with-dove-turning-real-reviews-into-real-growth /episode/index/show/targetinternet/id/41064335

The Changing Customer Journey in an AI-First World - Insights from Adobe Enterprise's CMO 04/20/2026

The Changing Customer Journey in an AI-First World - Insights from Adobe Enterprise's CMO As AI rapidly reshapes how customers discover, evaluate, and engage with brands, marketers are being forced to rethink the fundamentals of the customer journey. In this episode of The Digital Marketing Podcast, Daniel Rowles speaks with Rachel Thornton, CMO of Adobe Enterprise, to explore what this shift really means in practice. Recorded just ahead of Adobe Summit, Rachel shares exclusive insights into Adobe’s latest thinking, product direction, and how enterprise marketers should adapt to an increasingly AI-driven landscape. From evolving user expectations to the rise of AI as the primary interface, this conversation goes beyond the hype to examine the real implications for strategy, data, and customer experience. In This Episode How AI is transforming the traditional linear customer journey into something far more dynamic and unpredictable Why discovery and consideration are being reshaped by AI-powered interfaces and assistants What Adobe is announcing at Summit and how it reflects broader industry shifts How CMOs should rethink customer engagement in an environment where AI intermediates interactions The growing importance of first-party data and real-time personalisation How enterprise organisations are adapting their tech stacks to support AI-led experiences The challenges of maintaining brand consistency when AI is part of the customer interface What marketers often misunderstand about AI and where to focus instead How internal teams and workflows need to evolve to keep pace with change Key Takeaways The customer journey is no longer linear. It is fluid, fragmented, and increasingly influenced by AI-driven touchpoints AI is becoming the primary interface between brands and customers, which changes how influence and trust are built Marketers need to prioritise high-quality, structured data to enable effective AI-driven personalisation Speed and adaptability are now critical competitive advantages in digital marketing Organisations must rethink not just tools, but also teams, processes, and skills There is a growing need to balance automation with authentic brand voice and human oversight Experimentation is essential. Waiting for certainty in AI adoption is likely to result in falling behind 📥 Access the show notes, tools, and links at: /episode/index/show/targetinternet/id/40942435

Practical Video Marketing - How to Make Video More Human, More Useful and More Effective 04/09/2026

Practical Video Marketing - How to Make Video More Human, More Useful and More Effective In this episode of The Digital Marketing Podcast, Daniel Rowles is joined by Kendall Breitman from Riverside for a practical conversation about how marketers can use video without needing a full production team, a huge budget or a complicated workflow. Together, they explore why video has become so central to modern marketing, how brands can use it to strengthen SEO and answer engine optimisation, and why authentic, human-led content is outperforming overly polished corporate production. The discussion also dives into practical ways to build a video strategy from webinars, podcasts, customer conversations and expert interviews, then repurpose that long-form content into clips, blog posts, newsletters and more. It is a useful episode for any marketer looking to make video simpler, smarter and more sustainable. In This Episode Why video is becoming essential for SEO, AI overviews and discoverability across search and social platforms How authentic, human-centred video is replacing overly scripted and expensive marketing production Why social media works better when brands behave more like people than polished corporate entities How marketers can use customer interviews and user conversations as both research and content Why webinars, podcasts and expert interviews can become the foundation of an entire month of content How long-form content can be repurposed into medium-form YouTube videos, short-form social clips, blogs, newsletters and gated assets Why medium-form video is often overlooked, despite being highly effective for search visibility and website engagement The most common mistake brands make with video: failing to record valuable conversations and insights in the first place How video testimonials and advocacy content can support trust, social proof and brand visibility Where AI is genuinely helping video production, from transcripts and clips to editing support and audio clean-up Key Takeaways Video works best when it feels useful and human, not overly produced. A single long-form recording can power a much broader content strategy than a series of disconnected short-form posts. Customer conversations are valuable twice over. They generate insight for the business and content for the brand. Video strategy should be tied to business goals, whether that is awareness, education, trust or loyalty. Searchable, practical content such as straight-to-camera answers and product walkthroughs can deliver strong SEO and AEO value. AI should support storytellers, not replace them. The best use of AI is reducing friction so people can create more authentic content. Brands that build confidence in video now will be better placed as the format becomes even more central to digital marketing. The future of video is likely to be more accessible, more efficient and more human, not less. 📥 Access the show notes, tools, and links at: /episode/index/show/targetinternet/id/40793175

Eight Psychology Experiments for Marketers 04/07/2026

Eight Psychology Experiments for Marketers What happens when you combine practical digital marketing experience with behavioural science? In this episode, Daniel Rowles is joined by Phil Agnew, host of the Nudge podcast and a specialist in behavioural science, to explore eight psychology experiments and principles that can help marketers create more effective campaigns, stronger customer experiences and more persuasive messaging. Phil shares the original studies behind concepts such as social proof, loss aversion, anchoring and the peak-end rule, then shows how they can be applied in real marketing scenarios, from Reddit ads and SaaS websites to loyalty programmes, pricing pages and customer journeys. The result is a highly practical episode for marketers who want to sharpen their thinking and make better decisions in a world full of noise, automation and increasingly generic content. In This Episode Social proof: why it still works, why specificity matters, and why implying popularity can be more powerful than simply claiming it Loyalty and endowed progress: how giving customers a sense of momentum can make them more likely to complete a journey and stay engaged Loss aversion: why messages framed around what people stand to lose can outperform those focused only on gains The pratfall effect: how showing a flaw, when paired with clear competence, can make a brand or person more likeable Distinctiveness: why standing out matters even more in an AI-saturated content landscape Anchoring: how the first number, comparison or frame people see can radically shape how they judge value The peak-end rule: why customers often remember the emotional high point and the ending of an experience more than everything in between Visible effort: why people value products, services and content more when they can see the work behind them Real examples from digital marketing: including Reddit ad testing, website messaging, social proof banners, pricing psychology and travel search UX Key Takeaways Behavioural science is most useful when it is translated into practical tests, not treated as abstract theory Social proof works best when it feels natural and contextual, rather than overly promotional Small shifts in wording can have a major effect on click-throughs, conversions and retention Customers do not always judge experiences rationally. They remember moments, contrasts and endings Showing some humanity or imperfection can make brands feel more credible and relatable Distinctive positioning is becoming more valuable as AI makes average content easier to produce at scale Helping customers feel progress, momentum or visibility into effort can improve engagement and loyalty Marketers should revisit core psychological principles before chasing every new platform or tool 📥 Access the show notes, tools, and links at: https://targetinternet.com/resources/8-psychology-experiments-for-marketers /episode/index/show/targetinternet/id/40763625

Gamification for Digital Marketing 04/06/2026

Gamification for Digital Marketing What happens when clicks get harder to earn, paid media gets more expensive, and audiences spend less time engaging with static content? In this episode of The Digital Marketing Podcast, Daniel Rowles explores why gamification is moving from a nice-to-have tactic to a serious strategic opportunity for marketers. This episode is split into two parts. First, Daniel sets out the business case for gamification in today’s digital landscape, where AI overviews, rising cost per click and declining organic reach are all putting pressure on traditional marketing performance. Then he is joined by Luke Santamaria from , a specialist in branded interactive games, to look at how brands are using mini-games, playable ads and reward mechanics to build attention, loyalty and conversion. In This Episode: Why gamification is becoming more relevant as search, social and paid media become less predictable How owned engagement can become a stronger asset than rented attention What gamification really means in a marketing context, beyond simply making things fun How progress tracking, reward loops, challenge and achievement create stronger audience engagement Why quizzes, assessments, calculators, onboarding journeys and email programmes can all benefit from gamified thinking How interactive content can outperform static pages on engagement, return visits and conversion Why the rise of AI tools and vibe coding has made it far easier to create interactive experiences at lower cost How branded mini-games can support both loyalty and acquisition strategies What Luke Santamaria from PlaySpark has learned from building interactive campaigns for retailers, hospitality brands and loyalty programmes Why prizes and rewards can dramatically increase participation and completion rates How playable ads work across platforms such as Meta and mobile gaming environments What marketers should measure when testing gamified campaigns, from play rate and completion rate through to redemption and sales How personalisation could shape the next phase of gamified marketing experiences Key Takeaways: Gamification is not just about entertainment. It is a structured way to design more engaging marketing experiences. As AI overviews and no-click behaviour reshape digital marketing, brands need to offer experiences that search engines and summaries cannot replicate. Interactive content can help improve conversion efficiency, especially when traffic is harder or more expensive to acquire. Simple mechanics such as progress bars, unlockable content, rewards and challenges can strengthen repeat engagement. Gamification can work across B2C and B2B environments, particularly when the incentive is meaningful to the audience. Mini-games and playable ads can hold attention for longer than traditional ad formats and create more active brand involvement. Measurement matters. Success should be judged using both game metrics and commercial outcomes. New AI-assisted creation tools are lowering the barrier to entry, making experimentation far more accessible for marketing teams. The biggest opportunity may be in combining gamification with owned channels such as email, apps, learning platforms and loyalty programmes. Brands that start experimenting now may benefit from a genuine early-mover advantage. 📥 Access the show notes, tools, and links at: /episode/index/show/targetinternet/id/40746925

How to Drive AI Adoption - A Step-by-Step Case Study 02/18/2026

How to Drive AI Adoption - A Step-by-Step Case Study In this episode of The Digital Marketing Podcast, Daniel Rowles is joined by Emma Tronson, Deputy Director of Marketing at Aston University, for a practical, honest and refreshingly structured look at how to move beyond AI experimentation and into real organisational adoption. Many teams are stuck in what Daniel calls “pilot purgatory”. Everyone is testing tools. Everyone is experimenting. But very few organisations have truly embedded AI into day-to-day operations. Workloads have not reduced. If anything, they have increased. This episode explores what it actually takes to embed AI into a complex organisation with multiple stakeholders, legacy systems, risk concerns and competing priorities Emma shares her step-by-step journey of launching an AI task force, securing leadership buy-in, aligning with institutional strategy, and creating a structured framework for adoption that delivered tangible outcomes within a year.In This Episode: From career setback to AI champion Emma explains how missing out on a promotion led her to proactively position herself as indispensable by embracing AI learning Mission AI Impossible How she pitched a structured AI task force aligned to Aston University’s 2030 strategy and secured budget, time and executive support. Why time matters more than money Resource allocation and protected “lab time” proved more critical than financial investment. The six focus areas model Data and analytics, general work support, copywriting, visual and creative, SEO and web, and social and community. Each task force member owned one domain. Start small and build confidence Select staff were upskilled first before launching more widely across the department. Align AI to real use cases Experimentation was always tied to live marketing and admissions challenges rather than abstract testing. Governance before scale Clear internal guidance helped build confidence in responsible AI usage. The system integration challenge Legacy systems and risk aversion slowed deeper embedding, a common challenge across many organisations. Cohort Two and scaling adoption Expansion into wider teams with three new priority workstreams: personalisation, data, and custom builds. Why AI will not replace marketing teams Instead, it will reward those who actively upskill and adapt. Key Takeaways: AI adoption requires structure. Align initiatives to business strategy from the outset. Start with a focused pilot group, then scale. Protected experimentation time is essential. Bring sceptics into the process rather than excluding them. System integration and governance are often the biggest blockers. Innovation must be baked into everyday work, not treated as a side project. 📥 Access the show notes, tools, and links at: /episode/index/show/targetinternet/id/40153990

The Hubspot CMO Interview - Kipp Bodnar on AI, Answer Engine Optimisation and the Future of Marketing 02/17/2026

The Hubspot CMO Interview - Kipp Bodnar on AI, Answer Engine Optimisation and the Future of Marketing In this episode of The Digital Marketing Podcast, Daniel Rowles sits down with Kipp Bodnar, CMO of HubSpot, to discuss what may be the most disruptive year in marketing history. Kipp believes that 2026 could represent the biggest single wave of change our industry has ever seen. Weeks feel like months. Channels are fragmenting. Discovery is shifting. AI agents are entering workflows. And traditional attribution models are starting to break down. From Answer Engine Optimisation to AI agents, rising ad costs to workflow automation, this conversation explores how marketers can stay ahead when the pace of change is accelerating. In This Episode: Why 2026 may be the biggest year of change in marketing history Kipp explains why discovery, personalisation and team workflows are being reshaped simultaneously. Answer Engine Optimisation vs traditional SEO The shift from short keyword queries to ultra long-tail, conversational prompts of 40 to 60 words changes everything. Mentions vs citations in AI search Why brand visibility in ChatGPT, Gemini and Claude is more complex than link-based SEO ever was. The first mover advantage in AI discovery Early adopters can make exponential gains because competition is still low and optimisation is immature. Why AI agents are thriving in customer service but lagging in marketing Marketing problems are less formulaic and more complex, making agent adoption slower but highly promising. The practical AI workflow hack every marketer should try Record yourself completing a repetitive task, upload it to Google Gemini, and ask how to automate it. A simple but powerful shortcut to AI adoption Why attribution is becoming harder again The “golden age” of clean click-to-conversion tracking is fading as AI intermediates discovery. Rising ad costs and the need for new growth channels With paid media inflation increasing, marketers must adopt emerging channels such as AEO and AI-enabled creative optimisation. The importance of strategic conviction AEO cannot be treated as a side project. It must be embedded as a core capability. HubSpot’s approach to AI and context Positioning HubSpot as the context layer for AI, enabling agents and assistants to work from real customer data. Key Takeaways: Discovery is changing faster than most organisations are adapting. Answer Engine Optimisation requires different content structures, including FAQs and machine-friendly formatting. Early adoption in AI search offers outsized returns. AI-assisted workflows are often more impactful than fully autonomous agents in marketing today. Marketing teams must bake experimentation and innovation into daily operations. The biggest risk is not AI itself, but failing to evolve working practices alongside it. 📥 Access the show notes, tools, and links at: /episode/index/show/targetinternet/id/40135340

Dealing With Exponential Change - Leadership in an AI-Driven World 01/04/2026

Dealing With Exponential Change - Leadership in an AI-Driven World AI is accelerating change at a pace most organisations have never had to manage before. For marketers and business leaders, this is not just another wave of innovation. It is a fundamental shift from linear change to exponential change, where familiar planning cycles, transformation programmes, and long-term roadmaps start to break down. In this episode of The Digital Marketing Podcast, Daniel Rowles is joined by Geoff Tuff, Consulting Principal at Deloitte and co-author of Hone: How Purposeful Leaders Defy Drift. Together, they explore why traditional transformation initiatives fail so often, and what leaders can do instead to build organisations that continuously adapt without losing their sense of direction. Drawing on real-world examples, behavioural science, and lessons from Geofff’s latest book, the conversation reframes change as an ongoing discipline rather than a one-off event, and offers a practical way to respond to the disruption created by AI and other exponential forces . In This Episode Why AI represents a shift from linear to exponential change, and why this makes traditional planning models fragile Why large-scale transformation programmes fail so frequently, and the hidden costs they create for organisations The concept of “drift” and how companies slowly move away from their original purpose without realising it The difference between sharpening and honing, and why constant realignment beats radical reinvention How leaders can “bake in” innovation so it becomes urgent, not just important Why behaviour, not technology, is the real engine of change inside organisations The role of management systems as the invisible drivers of culture and decision-making What Minimally Viable Moves are, and how they help organisations adapt without overcommitting Lessons from Amazon and Jeff Bezos on designing systems that reinforce the right behaviours How informal signals from senior leaders can unintentionally shape priorities and outcomes Key Takeaways Exponential change makes waiting for the perfect moment to transform a dangerous strategy Most organisations drift off course through accumulated small decisions, not dramatic failures Honing is about continuous, incremental alignment rather than destructive overhauls Leadership power lies less in vision statements and more in the systems that guide everyday behaviour Small, testable moves reduce risk and keep organisations responsive in uncertain environments What leaders praise, question, or ignore can matter more than formal strategy documents Staying aligned to purpose requires constant attention, not periodic transformation projects 📥 Access the show notes, tools, and links at: /episode/index/show/targetinternet/id/39604995

Generative AI Update - What the Latest Model Wars Mean for Marketers 01/04/2026

Generative AI Update - What the Latest Model Wars Mean for Marketers The generative AI landscape has shifted again, and at speed. In this update episode, Daniel Rowles breaks down a rapid sequence of releases from OpenAI and Google, explaining what has actually changed, what genuinely matters, and how marketers and business leaders should respond. Covering everything from ChatGPT 5.x and Gemini 3 through to image generation breakthroughs, AI-powered apps, and the rise of accessible ‘vibe coding’, this episode is a practical briefing rather than hype-driven commentary. Daniel focuses on real-world capability, usability, and where these tools are already changing how marketing teams work, build, and analyse. Rather than asking which model is “winning”, the episode reframes the question around task-based selection. Different tools now excel at different jobs, from coding and image editing to workflow automation and reporting. Understanding those strengths is quickly becoming a competitive advantage In This Episode How the AI model race intensified between OpenAI and Google at the beginning of 2026 What actually changed with ChatGPT 5.1 and 5.2, beyond the headline claims Why Gemini 3 represents a major leap in reasoning and coding capability How image generation tools have crossed a new threshold in photorealism and editing What Nano Banana Pro means for branded, on-style visual creation Why ChatGPT connectors becoming “apps” is more important than it sounds How tools like Canva, Adobe, and Figma now integrate directly into AI workflows What vibe coding really is, and why it matters for non-technical marketers How canvas mode transforms the way code, content, and interfaces are created Why AI-powered browsers and agent modes could redefine reporting and analysis Key Takeaways No single AI model is best at everything, and choosing by task is now essential Image editing and brand-consistent visuals are becoming dramatically more accessible Marketers can now create interactive tools and content without traditional development AI-assisted coding is shifting from novelty to practical everyday use Workflow automation and reporting are emerging as some of the biggest wins Understanding interfaces and deployment matters as much as model intelligence 📥 Access the show notes, tools, and links at: /episode/index/show/targetinternet/id/39603950

Answer Engine Optimisation (AEO) - How to Optimise for Google AI Overviews 01/04/2026

Answer Engine Optimisation (AEO) - How to Optimise for Google AI Overviews Search is changing fast. With AI overviews now appearing in the majority of Google results, the rules of visibility are being rewritten in real time. In this episode, Daniel Rowles explores what answer engine optimisation actually means in practice, and how marketers can adapt without chasing myths, hacks, or constantly shifting theories. Drawing on real testing from Target Internet over the past year, this episode cuts through the noise around GEO, AEO, and SEO to focus on what genuinely works. The result is a practical framework for improving visibility both in traditional organic search and within AI-powered results, particularly Google’s AI overviews. If you are worried about falling click-through rates, changing user behaviour, or how large language models decide what to reference, this episode provides clear, grounded guidance. Rather than treating AI search as a black box to be cracked, Daniel reframes it as a probability system influenced by clarity, credibility, and consistency. The five techniques covered here are designed to future-proof your content strategy while still delivering value to real users today. In This Episode Why the industry cannot agree on GEO vs AEO, and why the distinction matters less than you think What current data tells us about AI overviews, click-through rates, and changing search behaviour How question-led content aligns with the way people now search using AI Why inverted pyramid writing is suddenly more important than ever How digital PR and brand mentions influence entity reputation in AI systems The growing role of advocacy, reviews, and online sentiment in visibility Why multimodal content is becoming a core ranking signal, not a nice-to-have How schema markup removes ambiguity for search engines and large language models Where to focus your effort while Google’s AI results are still evolving rapidly Key Takeaways Answer engine optimisation overlaps heavily with traditional SEO, so doubling down on fundamentals is still smart Clear, direct answers to specific questions improve your chances of being referenced by AI Brand visibility is no longer just about links, but about being mentioned in the right contexts Positive sentiment and third-party validation increasingly influence AI recommendations Publishing content in multiple formats strengthens your overall search footprint Structured data helps machines understand your content, and humans engage with it more easily 📥 Access the show notes, tools, and links at: /episode/index/show/targetinternet/id/39603790

Human First Marketing - Why Trust, Purpose and People Matter More Than Ever 01/02/2026

Human First Marketing - Why Trust, Purpose and People Matter More Than Ever In this episode of The Digital Marketing Podcast, Daniel Rowles speaks with Phil Treagus-Evans, author of the new book Human First Marketing, to explore why now, in a world dominated by AI, automation, and synthetic content, marketers must rediscover their humanity. As generative AI reshapes how content is produced, and digital channels become flooded with bland, algorithmically generated material, brands risk losing the very thing that makes them relatable: their people. Phil offers a timely and practical guide for putting humans back at the heart of your marketing strategy, from customer research to team culture and executive presence. Drawing on his work at Giraffe Social, Phil breaks down a four-part framework for building trust, fostering connection, and standing out in a sea of sameness. If you've ever felt like your content is just noise, or you're posting because you're "supposed to", this episode will help you hit reset. In This Episode: Marketing isn’t working like it used to Phil opens with a bold claim, and backs it up with data on ad saturation, trust erosion, and content homogenisation due to AI. What is Human First Marketing? A new approach that prioritises people over platforms, empathy over efficiency, and purpose over vanity metrics. The four pillars of Human First Marketing People: Deep customer understanding and employee advocacy Authenticity: Real voices and honest content Connection: Interactions over transactions Purpose: Strategy that means something — and gets results Why you should ditch customer avatars Phil introduces his EMPATH framework for audience research that avoids reductive stereotypes and leans into emotional understanding, patterns of behaviour, and real team insight. The power of visibility and vulnerability From CEOs posting on LinkedIn to sharing the full journey of writing his book, Phil explains how authenticity builds trust, and drives results. Why trust is the new marketing currency In an era of deepfakes and automated outreach, being seen as real, consistent and trustworthy is the ultimate competitive edge. AI isn’t the enemy, lazy AI is Phil and Daniel agree: AI is a fantastic tool, but it’s the human decisions around how, when and why we use it that matter most. How Human First Marketing improves SEO As Google leans into E-E-A-T (Experience, Expertise, Authoritativeness, Trust), human-centred content becomes not just ethical, but algorithmically rewarded. Key Takeaways: Human content performs better - Whether it's lo-fi video or founder-led storytelling, people trust people more than brands. Leaders must be visible - Exec comms and internal advocacy aren’t optional anymore, they’re how culture scales and trust grows. Culture comes first - You can’t fake authenticity. If your team doesn’t believe in what you do, neither will your audience. Strategy before content - Don’t just post because you should. Post with intent, empathy, and impact. There’s power in transparency - Sharing your struggles, your processes, and your people builds emotional equity. Use AI as a creative partner - Not a content machine. Challenge your thinking, spark ideas, don’t outsource your voice. 📥 Access the show notes, tools, and links at: /episode/index/show/targetinternet/id/39592825

The Big Debate: Non Keyword Signals - AI Chats & Privacy 12/08/2025

The Big Debate: Non Keyword Signals - AI Chats & Privacy In this episode of The Digital Marketing Podcast, Daniel Rowles and Ciaran Rogers dive into one of the most significant shifts in digital marketing: the rise of non keyword signals and what it means for search, privacy, and the future of campaign targeting. With AI-powered ad platforms like Google’s AI Max and social algorithms driven by behavioural data rather than search intent, the old model of keyword-driven marketing is rapidly giving way to something more opaque, more personalised, and potentially more invasive. Daniel and Ciaran explore how AI systems now use a vast array of signals, from your browsing patterns and email content to your location history and viewing habits, to anticipate what you might want before you even search. But what does this mean for marketers who’ve spent years honing their SEO and PPC strategies? And what does it mean for user privacy in a world where your chatbot conversations may be fuelling ad targeting? In This Episode: What are non keyword signals? Understand how platforms like Google and Meta are using behaviour, context and historical activity instead of just search terms. Why your impressions are up but clicks are down Learn how AI summaries in Google Search are reducing organic click-throughs, even when your rankings are strong. AI Max campaigns and keywordless targeting Discover how Google Ads is shifting towards AI-led campaigns that rely on intent and engagement signals rather than keyword triggers , and why some brands are seeing 20–30% uplift as a result. What Meta’s CMO said about disconnected content Hear how Alex Schultz explained the shift from connected (likes, follows) to disconnected content (Reels, Stories, Shorts), and what that means for social strategy. Privacy concerns and grey areas Explore the implications of Meta’s new terms allowing AI chat interactions to inform ad targeting, and whether AI chat data could be inadvertently shared or commercialised. Real-world scenario: Chatbots used for lead capture Daniel raises a powerful example, what if you offered a free AI chatbot to other brands, then harvested user intent data for your own ad targeting? Platform security, data visibility and agent risks From OneDrive access errors to AI agents managing your logins, the hosts discuss the human errors that AI amplifies, and the need for robust security practices. Key Takeaways: We’re entering a post-keyword era Platforms are using AI to interpret intent through broader, richer data sources, including chat behaviour, video viewing and app usage. Organic traffic is being cannibalised by AI summaries Even if your visibility improves, actual user clicks may continue to decline. Privacy risks are growing Terms and conditions are changing, and conversations with AI tools may no longer be as private as they seem. Marketing teams must audit how they use AI Understand what data your AI tools are accessing and how that data could be used, now and in the future. Join the conversation This isn’t just a podcast - it’s an open debate. Daniel and Ciaran want your input, and they’re giving away prizes, books and merch to contributors. 📥 Access the show notes, tools, and links at: Join the debate: /episode/index/show/targetinternet/id/39325705

Vibe Coding - How AI is Revolutionising App Development and Empowering Non-Coders 12/07/2025

Vibe Coding - How AI is Revolutionising App Development and Empowering Non-Coders In this episode of The Digital Marketing Podcast, Daniel Rowles introduces us to the process of Vibe Coding, a revolutionary approach to software development that leverages AI to make app creation accessible to anyone, regardless of coding experience. Vibe coding shifts the focus from writing manual code to guiding AI with natural language prompts, allowing non-developers to build interactive apps, tools, and even businesses. Daniel explores the three tiers of vibe coding, from basic one-page web apps to full-scale, secure, AI-powered platforms , and shares practical steps, tools and security tips to get started. The second half of the episode features a compelling interview with Christo Snyman, a podcast listener who used vibe coding to launch his AI assistant platform . Christo takes us behind the scenes of building a real-world startup with no prior coding background, sharing his full tech stack, hard-earned lessons, and the mindset needed to succeed. In This Episode: What is Vibe Coding? Understand how natural language prompts can now be used to create working code, dramatically lowering the barrier to digital creation. The Three Levels of Vibe Coding Level 1: Build one-page apps using HTML, CSS, and React, no backend required Level 2: Add memory, interactivity, and live AI responses through API access Level 3: Create fully-fledged apps with user authentication, databases, and deployment Practical Use Cases - From interactive Google algorithm timelines to embedded AI tools for keyword research and content planning, Daniel shares how these tools are being used on Target Internet's own website. Christo's Journey - From Idea to Startup. Learn how Christo turned a common business pain point — small service businesses missing leads due to message overload — into a scalable SaaS platform. Discover his full tech stack including React, Azure Functions, PostgreSQL, Firebase, OpenAI, WordPress, and more. Key Takeaways: Anyone can now build apps using AI tools, whether it's a timeline, calculator, chatbot, or full customer-facing product. AI-assisted development removes fear and unlocks creativity, especially for entrepreneurs without a dev background. Start small and iterate, your Minimal Viable Product doesn’t need to be perfect, it needs to be useful. Vibe coding is the bridge between ideas and execution - fast, flexible and increasingly powerful. The future of marketing and tech creation is conversational and it’s already here. 📥 Access the show notes, tools, and links at: 📩 Join the free newsletter for access to monthly live sessions: /episode/index/show/targetinternet/id/39311250

The Changing User Journey - Lessons from the Travel Industry in the Age of AI 10/07/2025

The Changing User Journey - Lessons from the Travel Industry in the Age of AI In this episode of The Digital Marketing Podcast, Daniel Rowles is joined by Matthew Gardiner from World Travel Market for a special look at how the user journey is being radically reshaped, and why the travel industry offers a powerful lens for understanding the broader changes all marketers now face. From AI-powered search and agents, to disconnected content ecosystems, collapsing funnels, and new expectations for sustainability and meaning, the way users discover, evaluate, and buy has shifted. Whether you work in travel or not, this episode delivers insight into how to adapt your digital strategy for a fragmented, AI-enhanced, and purpose-driven customer journey. In This Episode: Why AI is collapsing the funnel Users no longer move in a straight line from awareness to action. Conversations with AI agents like ChatGPT are replacing multi-step journeys. Whoever owns the AI conversation, owns the customer. From connected to disconnected content The shift from traditional, connected social feeds to short-form, algorithmically driven discovery (Reels, TikToks, Shorts) has changed how we build awareness and trust. AI Overviews and Answer Engine Optimisation With 55% of Google searches now including AI summaries, Daniel explains why SEO alone is not enough and how Generative Engine Optimisation (GEO) and Answer Engine Optimisation (AEO) are the new battlegrounds. Agents are doing the work From itinerary planning to automated bookings, AI agents are reshaping how users interact with brands, often bypassing websites altogether. The new role of structured data Matthew shares how travel brands must now treat structured markup (schema) as a new kind of distribution, ensuring they are machine-readable to AI systems. Why user testing must change Daniel explains why marketers must rethink usability testing to account for personalised algorithms, behaviour-based ad targeting, and AI-powered search. Brand loyalty as a survival tactic In an age of disintermediation, programmes like Bonvoy are keeping users loyal through gamification and exclusive benefits, offering lessons for all industries. Content strategy for the AI era From FAQs and multilingual support to video answers and UGC, the path to visibility is paved with granular, high-quality, human-first content. Industry Case Study: Travel Through a detailed conversation with Matthew Gardiner, the episode explores how the travel industry has continually adapted to disruption. From the rise of OTAs and TripAdvisor to today’s challenges around AI agents, soft adventure trends, live tourism, and sustainability expectations, travel may be the canary in the coal mine but its lessons are highly applicable to every sector. Key Takeaways: AI is not just changing how people search; it is rewriting how people trust, book, and choose. Being mentioned in AI conversations is the new SEO. Structured data and FAQ-rich content are your ticket in. Agents now do things, not just recommend. Optimising for transactions and post-click experience is vital. Loyalty schemes, brand identity, and customer advocacy matter more than ever to bypass AI’s generic results. Usability testing must reflect real, personalised experiences, not idealised lab setups. 📥 Access the show notes, tools, and links at: 📩 Join the free newsletter for access to monthly live sessions: /episode/index/show/targetinternet/id/38502100

The Meta CMO Interview - Digital Marketing Measurement, AI & Why the Basics Still Matter 10/07/2025

The Meta CMO Interview - Digital Marketing Measurement, AI & Why the Basics Still Matter In this special episode of The Digital Marketing Podcast, Daniel Rowles sits down with Alex Schultz, Meta’s Chief Marketing Officer and Vice President of Analytics, to unpack the future of digital marketing, and why the fundamentals still matter more than ever. Alex shares lessons from his remarkable journey: from running the world’s top paper airplane website to leading growth at Meta, managing multi-billion dollar ad campaigns, and now authoring the industry-defining book Click Here. With high-profile endorsements from Mark Zuckerberg, Sam Altman, Daniel Ek, and Matthew Vaughn, the book has already gettimg rave reviews, and Daniel is putting it straight onto the reading list for his students at Imperial College. Together, Daniel and Alex dig into the core principles of great marketing: how to set meaningful goals, measure true impact, build high-performance teams, and embrace AI without losing your strategic edge. In This Episode: Why Alex wrote Click Here and why the industry desperately needed a book that gets back to fundamentals, marketing measurement, and pride in the profession. The power of incrementality: How to run meaningful tests, avoid vanity metrics, and prove real value to your CEO and CFO. Why goals are not the same as metrics and how mixing them up can derail your marketing efforts. The importance of awareness: Why most businesses fail because people simply don’t know they exist. Marketing mix matters: How one newspaper mention outperformed every digital channel—and why the basics still beat the buzz. Mediocre marketing + great conversion = success: Why broken funnels kill campaigns, no matter how brilliant your creative is. How Meta builds defensible growth : What sets their marketing apart, from deep integration with product and engineering, to AI-powered insights. AI’s real impact on marketing jobs: A breakdown of the three kinds of disruption AI will bring, and why the marketers who embrace it will thrive. Paper planes, transparency, and unexpected beginnings: Hear how Alex’s nerdy hobby turned into a viral website, and why he publicly shares his university grades to inspire others. Key Takeaways: Get back to basics: Clear goals, good data, and fundamental models (like the funnel) still win. Measure what matters: Metrics are not goals - incrementality is everything. Focus on defensibility and scale in your marketing channels, don’t waste time on things that can’t grow. AI won’t replace marketers - marketers who use AI will replace those who don’t. Be transparent and human: Success doesn’t require perfection, it requires clarity, curiosity, and continuous learning. 📥 Access the show notes, tools, and links at: 📩 Join the free newsletter for access to monthly live sessions: /episode/index/show/targetinternet/id/38495920

Regenerative Marketing - The Goose That Thought it was a Chicken! 09/04/2025

Regenerative Marketing - The Goose That Thought it was a Chicken! Far beyond a productivity hack or sustainability trend, the regenerative mindset offers marketers and leaders a framework to design work, creativity and impact that helps build value. You'll have to listen to find out about the Goose! Drawing from systems thinking and marketing strategy, Daniel and Ciaran challenge the “hustle at all costs” mentality and instead champion a more humane, resilient and adaptable approach to digital marketing. In This Episode: What is a Regenerative Mindset? Understand the key difference between sustainability and regeneration - why one aims to sustain the status quo and the other aims to restore, replenish, and grow. Rethinking Productivity and Growth Explore why traditional productivity models are failing marketers in the age of AI, information overload, and fragmented attention, and what to do instead. AI as a Regenerative Tool Rather than using AI to do more, faster, Daniel and Ciaran explore how AI can help reduce cognitive burden, fuel creativity, and foster experimentation when used mindfully. Designing Regenerative Marketing Systems Discover how regenerative principles, such as reciprocity, interdependence, and feedback loops, can help build more sustainable, and effective marketing strategies. Tools, Mindsets and Micro-practices From digital decluttering to reflective learning and systems thinking, the hosts share practical approaches to integrating regeneration into your professional life. Key Takeaways: Regeneration is not about working less, it’s about working in flow with better results and less burnout Marketers must go beyond campaign thinking and start designing ecosystems of value and renewal Rest, reflection and curiosity are not luxuries, they're strategic assets A regenerative mindset helps you lead through complexity and adapt with clarity The future of digital marketing isn’t just AI or data, it’s resilience, systems thinking, and human-centred creativity. 📥 Access the show notes, tools, and links at: 📩 Join the free newsletter for access to monthly live sessions: /episode/index/show/targetinternet/id/38084540

Tools and Tips Special - Navigating AI Search, Ads & SEO in 2025 08/26/2025

Tools and Tips Special - Navigating AI Search, Ads & SEO in 2025 In this episode of The Digital Marketing Podcast, hosts Daniel Rowles and Ciaran Rogers return with a fresh round of insights and hands-on tools to help digital marketers adapt and experiment in the evolving AI-driven marketing landscape. From Google's AI Max campaigns to the explosion of generative engine optimisation, Daniel and Ciaran unpack the shifts happening across search, paid media, and SEO. This isn’t just another roundup of shiny tools, this episode explores how to think strategically about the role of AI in search, the real impact on your organic performance, and the mindset required to stay ahead of the curve. What’s Inside This Episode: AI Max Campaigns in Google Ads Discover how Google’s new AI-powered campaign structure is changing the game. It’s not just another bidding strategy, it’s an integrated layer that leverages keywordless signals, context, and user behaviour across Google properties to personalise campaigns. Learn why separating these into siloed budgets might actually hinder performance and what you need to consider before rolling out. The Vanishing Organic Click While impressions are up, clicks are down. Daniel shares Target Internet’s own data showing a drop in organic click-through rates and explains why Google’s AI-generated answers, Reddit posts, and video content are pushing traditional organic listings further down the page. LLM Refs and the New SEO Frontier With AI overviews, ChatGPT, and other LLMs becoming key discovery engines, how do you make sure your brand shows up? The hosts explore LLMRefs, a tool that shows how different brands are ranking across major AI models, and reveal just how fragmented and competitive this new landscape is. Structured Data, Schema & the Knowledge Graph Daniel and Ciaran highlight the importance of schema markup and entity relationships in Google’s Knowledge Graph, using tools like the Knowledge Graph Explorer to demonstrate how Google perceives your brand and its connections. If you're not surfacing in the right contexts, it could just be due to a missing link, literally. Search Engine Optimization ≠ Generative Engine Optimization The hosts challenge the idea that SEO principles remain unchanged in the world of AI. With so many variables, location, devices, user intent, history, and model-specific behavior, your approach needs to be more agile and nuanced than ever. Key Takeaways: Performance Max and AI Max are now core to Google Ads - understanding signals and context is essential Organic traffic is declining, but impressions may still rise - CTR is the new battleground You can’t game the system anymore with a few smart keywords; LLMs require strong content, schema, and reputation The tools are out there - you just need to experiment, validate, and iterate Don’t fall into the trap of “a little knowledge” - simplifying complex changes leads to bad decisions AI models aren't clairvoyant - you need to structure and declare your content clearly 📥 Access the show notes, tools, and links at: 📩 Join the free newsletter for access to monthly live sessions: /episode/index/show/targetinternet/id/37961760

ChatGPT Agent and the Future of Digital Marketing 08/03/2025

ChatGPT Agent and the Future of Digital Marketing In this episode of The Digital Marketing Podcast, Daniel Rowles and Ciaran Rogers explore one of the most transformative shifts in digital marketing: the arrival of ChatGPT Agent and the rise of agent-based AI. No longer just about generating content, AI is now taking action on our behalf, logging into websites, filling out forms, analysing data, creating content, and even posting to platforms like LinkedIn. It’s here now, and it’s changing how marketing teams work from the ground up. Daniel shares his firsthand experiments with ChatGPT Agent, from connecting it to Canva to create and publish carousel posts, to testing its ability to analyse his entire LinkedIn history and recommend strategies for future content. While the possibilities are jaw-dropping, the hosts also explore the risks, security concerns, talent pipeline challenges, and the long-term implications for marketing roles. In this episode, you’ll learn: What agent-based AI really is and why it’s different from traditional AI chat tools How ChatGPT Agent combines deep research, web browsing, and autonomous task execution Real-world test cases, from generating content to posting directly on LinkedIn Why prompt quality and structure are more important than ever The security and compliance risks of connecting agents to business systems How agent-driven automation could replace many junior marketing tasks Why agility and learning culture are now critical for businesses to survive disruption The ethical and strategic questions marketers need to face around job design and human oversight The discussion goes beyond technology to look at the human side of digital marketing. Daniel and Ciaran debate the future of junior roles, how companies can avoid gutting their talent pipelines, and why brands that lean into humanity, creativity, and trust may stand out in an AI-driven landscape. Key Takeaways: ChatGPT Agent is a genuine step change, going from AI that suggests, to AI that does. Marketing teams can gain huge efficiency, but must double-check outputs and guard against overreliance. Security is now a critical concern, as agents gain access to business-critical systems. Junior marketing roles are at risk, companies must balance efficiency with long-term talent growth. Building an agile learning culture is the best defence against AI disruption. 📥 Access the show notes, tools, and links at: 📩 Join the free newsletter for access to monthly live sessions: /episode/index/show/targetinternet/id/37652245

The Future of SEO 08/03/2025

The Future of SEO In this episode of The Digital Marketing Podcast, hosts Daniel Rowles and Ciaran Rogers explore one of the most pressing questions facing marketers today: what does SEO look like in a world dominated by AI search and generative answers? With Google rolling out AI Overviews and AI Mode, and tools like ChatGPT and Gemini changing how people search, the rules of SEO are shifting fast. Some publishers report traffic drops of up to 60%, while others in e-commerce are holding steady. So is SEO really dead, or just evolving into something new? Daniel and Ciaran dig deep into what’s happening, separating hype from reality and providing clear, practical advice for marketers trying to adapt. They explain why understanding Generative Engine Optimization (GEO) and AI Overviewsn (AIO) is critical, and how you can stay visible when clicks are disappearing. What you’ll learn in this episode: Why AI Overviews are changing user behaviour, and pushing organic results further down the page How share of voice and brand sentiment are becoming as important as traditional ranking factors Why advocacy and positive online mentions may now trump old-school keyword tactics The growing importance of Wikipedia, Reddit, and forums in shaping AI-driven answers Why updating and referencing your best content is more powerful than ever How no-click searches are rewriting what “success” looks like in SEO Practical ways to benchmark your visibility Why prompt-like queries and longer conversational searches are the new normal How to build trust through Google’s E‑E‑A‑T principles (Expertise, Experience, Authoritativeness, Trustworthiness) The Future of SEO Episode Mindmap The hosts also explore pitfalls to avoid, from snake-oil SEO sales pitches to rushing into poorly thought-out Wikipedia pages that could backfire. They emphasise a smarter, evidence-based approach: focusing on authenticity, advocacy, and quality content that’s updated, referenced, and truly useful. Key Takeaways: SEO isn’t dead, but competing for the top three AI-sourced links is tougher than ever. Building advocacy and brand mentions is critical to visibility in AI search. Quality and authenticity (with evidence and references) beat quantity every time. Think conversational: searches are getting longer, more natural, and more complex. Following Google’s E‑E‑A‑T framework is the best hedge against AI-driven disruption. If you’re a marketer, publisher, or business owner trying to make sense of the shifting SEO landscape, this episode provides both clarity and actionable steps to future-proof your strategy. 📥 Access the show notes, tools, and links at: 📩 Join the free newsletter for access to monthly live sessions: /episode/index/show/targetinternet/id/37651790

How to Go Viral – The Science Behind Content that Spreads 07/11/2025

How to Go Viral – The Science Behind Content that Spreads In this episode of The Digital Marketing Podcast, Daniel Rowles is joined by Brendan Kane, viral strategist and author of One Million Followers, for a deep dive into the art and science of making content go viral. Going viral often feels like marketing mythology,something bosses ask for, but few can explain or deliver. Brendan, however, has built a career proving that virality isn’t luck. It’s repeatable, measurable, and rooted in storytelling structures that have worked for decades. Brendan shares the behind-the-scenes thinking that led to his experiment growing an audience of 1 million followers in 30 days, starting from scratch, without a team, celebrity status, or advertising budget. More than a vanity metric, the project was a proof-of-concept for a framework that now helps brands, creators, and entrepreneurs reliably generate massive reach and meaningful engagement. In this episode, you’ll learn: Why qualitative analysis - not just views and clicks, holds the key to repeatable success The power of storytelling formats like “Man on the Street” and “Two Characters, One Light Bulb” How to match your brand’s resources and personality to the right format Why volume isn’t the answer, and what quality actually means in the age of AI and infinite content Why originality is overrated, and how proven formats unlock creativity instead of limiting it How even “boring” industries like tax, insurance, and leather craftsmanship can thrive on social media The truth about “frequency myths” and how creators burn out chasing quantity over story Why format mastery trumps trend-chasing—and how sitcoms, Spielberg, and social media are more alike than you think Brendan also breaks down his format-matching process, built from over 10,000 hours of research and analysis of 300+ viral content structures. His agency works with individuals and brands to identify the storytelling structures that resonate most with their audience, and helps them build repeatable, on-brand content that doesn’t just go viral, but converts. This conversation flips conventional marketing wisdom on its head, challenging the obsession with originality and encouraging marketers to focus on structure, story, and strategic authenticity. Key Takeaways: Virality isn’t random, it’s engineered through proven creative models Storytelling formats provide containers for creativity, not limitations Format mastery enables faster growth and deeper audience trust Business outcomes must be baked into your content strategy from day one Social media isn't just another channel, it's the ultimate storytelling platform 📥 Access the show notes, tools, and links at: 📩 Join the free newsletter for access to Daniel’s monthly live sessions: /episode/index/show/targetinternet/id/37379290

AI Copywriting and Claude - A Copywriter’s Guide to Getting the Best from AI 07/11/2025

AI Copywriting and Claude - A Copywriter’s Guide to Getting the Best from AI In this episode of The Digital Marketing Podcast, Daniel Rowles sits down with copywriting and AI expert Kerry Harrison to explore one of the most exciting—and often misunderstood—areas of artificial intelligence: AI-powered copywriting. Together, they dive into how Anthropic’s Claude AI compares to tools like ChatGPT and Gemini, and why Claude is quickly becoming a favourite for writers who care about tone, style, and ethical AI. Kerry, a seasoned copywriter and trainer, shares her hands-on experiences using Claude to create high-quality marketing content. She explains how Claude's intuitive interface, stylistic flexibility, and alignment with ethical AI principles make it a uniquely powerful tool for communicators, marketers, and brands. But this isn’t just a tool review. It’s a masterclass in how to approach AI copywriting strategically. Daniel and Kerry explore a human-first methodology called the AI Sandwich, a practical framework for combining human creativity with AI efficiency. They tackle big questions about authenticity, originality, and prompt engineering, and show how to avoid the cookie-cutter feel that plagues so much AI-generated content. Highlights include: Why Claude’s tone of voice and writing capabilities often outperform other models for consumer copy How to train Claude on your own style and get responses that reflect your brand’s voice How to use Claude’s Projects feature to build custom tools like tone checkers, newsletter editors, and interactive customer personas A breakdown of the AI Sandwich Methodology (Human → AI → Human) for crafting content that feels human, not robotic Techniques for fact-checking, editing, and sense-checking AI outputs to avoid hallucinations and blandness How Kerry uses Claude for marketing strategy, persona creation, positioning, and ideation Tips for integrating Claude with Gmail and calendar tools to improve time management and workflow efficiency This episode is packed with actionable ideas, whether you're a content creator, strategist, marketer, or business owner. You’ll learn how to write better prompts, extract more value from AI tools, and remain fiercely authentic and creative in an age of digital automation. Key Takeaways: Train AI on your tone of voice to stand out from generic outputs Use Claude’s extended thinking and reasoning models for strategic ideation Human guidance (before and after AI) is critical to compelling content Projects in Claude can act like custom GPTs tailored to your exact needs Staying human, thoughtful, and ethical is still your biggest advantage 💡 Whether you're new to Claude or already exploring AI content workflows, this episode will give you a fresh, grounded, and strategic perspective on what’s possible, without losing your creative soul in the process. 📥 Access the show notes, tools, and links at: 📩 Join the free newsletter for access to Daniel’s monthly live sessions: /episode/index/show/targetinternet/id/37378990

Branding, Strategy and Taylor Swift 07/11/2025

Branding, Strategy and Taylor Swift In this episode of The Digital Marketing Podcast, Daniel Rowles explores one of the most unexpected but powerful business case studies in modern branding: Taylor Swift! Joined by Kevin Evers, Senior Editor at Harvard Business Review and author of There’s Nothing Like This. Kevin dives into how Swift’s career offers a masterclass in brand strategy, audience connection, and long-term business thinking. Why does a global superstar in a notoriously cutthroat industry continue to outperform and outlast her peers? According to Kevin, it’s not luck or fandom - it’s strategy. Drawing on insights from his newly released book, Kevin breaks down the key inflection points in Swift’s 20-year career. From turning down a major label at age 13 to preserve creative control, to executing one of the boldest rebranding and ownership moves in music history with her “Taylor’s Version” re-recordings, this episode examines how Swift embodies the core principles of marketing, product-market fit, and customer obsession. Daniel and Kevin unpack how Taylor Swift: Identified a niche audience when the data said it wasn’t viable Built trust and intimacy into her brand from day one Embraced user-generated content and fan communities to expand reach Navigated multiple brand pivots without losing authenticity Took complete ownership of her brand and intellectual property Continues to evolve while staying aligned to her audience’s needs They also explore how her fandom operates as a distributed marketing engine, elevating everything from live streams to lyric analysis and decoding hidden clues. With references to startup thinking, customer experience design, and even parallels with Jobs-to-Be-Done theory, this conversation turns a pop icon into a blueprint for brand building at scale. Whether you’re a marketer, entrepreneur or brand strategist, this episode offers rare insight into what it takes to build something culturally durable, and fiercely customer-centric. Key Takeaways: Brand clarity trumps market data when paired with conviction Fan communities can become your most powerful marketing asset Ownership and authenticity are strategic decisions, not just personal ones Pivoting is easier when you’ve built long-term trust Obsessing over your audience is a competitive advantage 📥 Access the show notes, tools, and links at: 📩 Join the free newsletter for access to Daniel’s monthly live sessions: /episode/index/show/targetinternet/id/37378765

Digital Marketing & AI News 06/13/2025

Digital Marketing & AI News In this special solo edition of The Digital Marketing Podcast, Daniel introduces a new regular feature: a fast-paced roundup of the most critical AI and digital marketing news. With the rate of change accelerating across platforms, tools, and marketing strategy, it’s never been more important to stay ahead, and this episode helps you do just that. Daniel covers the latest developments from Google, Meta, OpenAI, LinkedIn and more, offering practical commentary on what they mean for marketers right now. From ChatGPT’s new operator functions to Google’s AI-powered search evolution, this episode is packed with insight on how AI is reshaping digital marketing roles, content, advertising, and SEO. Highlights from this episode: ChatGPT’s new Connectors and Deep Research tools Now you can give ChatGPT secure access to your Google Drive, SharePoint, email, and even CRM platforms like HubSpot. Daniel explains how this lets you build bespoke knowledge bases and bring real organisational context to your AI workflows. Operator: OpenAI’s first real step into Agentic AI Forget just generating content, Operator can now browse the web and perform actions like posting content or interacting with platforms. Daniel unpacks what this means for junior roles in marketing, and the wider implications for talent development and job design. AI Mode and AI Overviews in Google Search Google is rolling out AI Mode in search results and now has AI Overviews live in 200 countries. Daniel explores what this means for search strategy, SEO, and advertising - especially as Google plans to inject ads into these AI responses. Meta’s Advantage+ and the death of manually-built ads? Meta claims its AI-generated ads are outperforming those built by humans, with 100% AI-driven campaign automation arriving in early 2026. Daniel explores the real ROI implications and the future of agency relationships in a world of automated campaign builds. LinkedIn integrates with Adobe Express Daniel explains how new creative integrations are streamlining video ad production and what that means for in-house and outsourced content teams. Through it all, Daniel calls for a conscious approach to adopting AI: how to upskill teams, protect strategic thinking, and build marketing operations that are more human, not less. Key Takeaways: AI tools like ChatGPT are now organisationally aware - marketers must learn to harness them. Search is changing fast, but traditional SEO fundamentals still matter. Automation is pushing paid media roles toward strategic oversight, not just execution. AI is starting to replace, not just augment. some junior marketing roles. The brands that thrive will be those who rethink job design and talent pipelines now. 🎧 Listen now to get ahead of the curve with the latest AI news and marketing implications. 📥 Access the show notes, tools, and links at: 📩 Join the free newsletter for access to Daniel’s monthly AI agent live sessions: /episode/index/show/targetinternet/id/36997210

Complete Guide to Keyword Research 06/06/2025

Complete Guide to Keyword Research In this episode of The Digital Marketing Podcast, Daniel, Ciaran, and Louise take a deep dive into the often-misunderstood world of keyword research - one of the most foundational yet complex elements of digital marketing. What starts as a seemingly simple task (“just pick some keywords, right?”) quickly unravels into a minefield of audience intent, brand positioning, search behaviour shifts, and the sometimes soul-crushing reality of traffic that doesn’t convert. The trio break down the full process with real-world insight, humour, and some very candid reflections on what not to do. From teaching postgraduate students at Imperial College to running real commercial SEO campaigns, Daniel shares his evolving approach to keyword strategy - highlighting how brand clarity, buyer personas, and mapping the full user journey are essential to getting keyword research right. What you’ll learn in this episode: Why volume-based keyword selection is a trap How to balance traffic, intent, and competition in your keyword choices Why middle-of-the-funnel content is often your secret weapon How to prune and optimise your existing content for better conversions The problem with vanity metrics (and what to track instead) How new AI-powered tools like Content Raptor and Keywords Everywhere are changing the game The role of search across Google, YouTube, social and even email What to look for in competitor analysis and how to use keyword clustering effectively Louise brings sharp insight into modern search behaviour and the growing importance of voice, conversational search, and featured snippets, while Ciaran opens up about years of chasing traffic volume before realising conversions are what truly count. (Spoiler: a blog about banana peels and Botox might bring in traffic—but probably not sales.) The episode ends with a step-by-step process for approaching keyword research in 2025, including content ideation, testing, SEO hooks, and how to integrate what you learn across multiple marketing channels. Key Takeaways: Keyword research isn’t about finding more keywords - it’s about finding the right ones. Strategic alignment between brand, content, and intent is critical. Most marketers overinvest in top-of-funnel traffic and neglect conversion-focused content. Updating and optimising your existing content can often move the needle more than publishing something new. A good keyword is one that drives results - not just visits. With tools, frameworks, and honest advice, this episode is your ultimate keyword research sanity-check. Whether you’re building a content strategy from scratch or refining an existing one, this is the guide you didn’t know you needed. 🎧 Listen now and get your complete step-by-step guide. You'll find all links on TargetInternet.com Show notes: Have any feedback on the show? Send us your feedback, tell us what you love and what you think could be better. And, if you are really enjoying the show, please leave us a review. /episode/index/show/targetinternet/id/36890760

Agile Marketing Hands-On 05/20/2025

Agile Marketing Hands-On In this episode of The Digital Marketing Podcast, Daniel dives into the world of agile marketing, exploring how a new methodology is helping marketers launch strategic, high-impact campaigns at pace, without compromising on quality. Joined by Peter Abraham (former Econsultancy leader and founder of Crank), alongside Katherine Torrance and Claire Pankhurst, the creators of Supercharged Marketing Sprints, Daniel unpacks a new approach to growth marketing that blends the speed of agile with the strategic rigour marketing has been missing. The team explain how their 5-day sprint framework works in practice - coaching marketing teams to develop and launch live, multichannel campaigns in just a week. Unlike traditional brainstorming workshops that leave great ideas gathering dust, this sprint ends with a live campaign in market, backed by real data and customer insight. Together, they explore how this approach helps businesses: Build high-performing campaigns under intense time constraints Cut through campaign chaos and internal delays Deliver strategic focus without sacrificing speed Align stakeholders quickly around a shared goal Create minimum viable campaigns (MVCs) that actually launch More than just a framework, this is a practical, tested process grounded in real-world experience. Peter shares his initial scepticism, and eventual surprise, at seeing these sprints succeed where other methods stall. Catherine and Claire outline how their structure gives marketing teams space for deep thinking and rapid deployment. They also share how AI tools (like headline generation and campaign planning assistants) are used to speed up the creative process, while still relying on human judgement and strategic thinking. This episode is packed with lessons for marketers frustrated by slow timelines, campaign bottlenecks, and chaotic execution cycles. Daniel and his guests lay out how to shift away from “tactics-first” thinking and instead build campaigns rooted in buyer insight, stakeholder alignment, and clear, testable outcomes. Key Takeaways: Why agile principles need evolution for modern marketing How 5-day sprints help teams go from messy ideas to market-ready campaigns The crucial role of stakeholder alignment and constrained planning How AI can complement (not replace) creative strategy How to build minimum viable campaigns with maximum impact Why fast isn’t enough—campaigns must be focused and aligned Whether you’re a CMO looking for a faster way to deliver results, or a team lead trying to cut through the clutter, this episode offers an inspiring look at what marketing agility really looks like in action. 🎧 Listen now and get your complete step-by-step guide. You'll find all links on TargetInternet.com Show notes: Have any feedback on the show? Send us your feedback, tell us what you love and what you think could be better. And, if you are really enjoying the show, please leave us a review. /episode/index/show/targetinternet/id/36638320

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