This Mumbrella and Exponential podcast series examines some of the biggest topics in marketing in 2018.
Has the marketing funnel really changed?29/05/2018 Duración: 32min
The marketing funnel is perhaps the most famous and utilised piece of marketing theory. While models differ slightly, they all work on the basis that there is more to a purchase than walking into a store and buying a product, with stages including awareness, consideration, purchase and then loyalty. But in an always-connected world, some argue this funnel has lengthened – awareness now happens long before purchase, and an interaction with a brand continues long after. Our panel discusses what the state of play really is in 2018, and how this affects both B2B and B2C marketers.
Moving Targets – Are We Shooting for the Right Attribution Model or Missing the Mark Completely?15/05/2018 Duración: 29min
In 2018, there’s huge confusion with attribution models, in terms of both their accuracy but also the wealth of different metrics available. However, in a world where people are inundated with more and more marketing messages, making an actual connection is more important than ever before. In this episode, our panel debate whether one model will win out, or whether brands need to be more outgoing in tailoring their approach.
AI and Voice: How to Separate the Bluster from the Opportunity27/04/2018 Duración: 32min
Al Crawford and his panellists discuss what AI and voice technology means for Australia's marketers. In this episode, the panel includes Douglas Nicol, founder of chatbot agency OnMsg and creative agency The Works; Nick Abrahams, the global head of technology and innovation for legal firm Norton Rose Fulbright; and Exponential’s global sales strategy director Tyler Greer.