Ahead of the Game

What does content marketing look like when creating more content is no longer enough? In this episode of the DMI podcast, host Will Francis speaks with Chima Mmeje , Senior Content Marketing Manager at Moz , about how marketers can stand out as AI transforms search, content, and the way audiences discover brands. From building direct relationships with audiences to finding genuine demand and using AI without losing your own voice, Chima shares her perspective on where content marketing is heading and the skills marketers will need to keep up. Chima’s Top 3 Tips Understand the pain behind the problem: go beyond surface-level audience insights and understand what genuinely motivates people to seek a solution. Develop your storytelling skills: use storytelling to make your content distinctive, hold attention, and adapt ideas for different audiences and formats. Use AI as an assistant, not the thinker: bring your own strategy, expertise, and judgment, then use AI to help you execute and scale your ideas. The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on YouTube , Apple Podcasts , Spotify , and all other podcast platforms. And if you enjoyed this episode, please leave a review so others can find us. If you have other feedback or would like to be a guest on the show, email the podcast team ! Timestamps 0:03:16 – Why brands need to reduce their reliance on Google 0:05:01 – Webinars, email, social and building owned audiences 0:09:20 – Turning educational content into conversions 0:13:41 – How content marketing is changing 0:14:23 – Why creating more content is no longer enough 0:16:18 – Creating useful resources instead of basic articles 0:16:30 – Storytelling and multimodal content 0:18:47 – Using AI to repurpose content 0:20:55 – The biggest mistake marketers make with AI 0:24:04 – Why personality matters more in the age of AI 0:24:45 – How obvious AI content can damage trust 0:26:24 – Earning and keeping attention in search 0:27:45 – Finding content demand across search,social and AI 0:29:34 – Building authority across your online presence 0:32:03 – Why you can’t trust AI agents 0:33:05 – Building AI workflows that keep humans in control 0:35:12 – When to hand repetitive work over to AI 0:36:33 – The skills marketers need for the future 0:40:52 – Understanding your audience’s deeper pain points 0:42:51 – Founding the Freelance Coalition for Developing Countries 0:45:33 – The importance of building skills and accessing better opportunities

How does your brand stay visible when search is shifting from rankings and clicks to mentions, citations, and AI-driven answers ? And did you know that AI can't yet read the Javascript on your site? In this episode of the DMI podcast, host Will Francis talks to Aimee Jurenka , founder of SEO Sustainable and AI visibility strategist, about how brands can adapt to discoverability in an AI-powered search world. They chat about the ongoing evolution from traditional SEO to AI visibility, why inbound content is changing, how mentions and PR are becoming more important, and what technical and brand foundations still matter most. Aimee's top tips on AI search: Make sure AI bots can crawl and understand your site. Focus on brand-led, product-specific, and highly relevant content. Build visibility through mentions, LinkedIn, and other places your audience already trusts. Aimee mentions her detailed article on informational content for AI search on Site Bulb and gives credit to the work of Celeste Gonzalez on local SEO . Timestamps: 02:10 - Understanding black hat and white hat SEO 04:24 - Loopholes in AI SEO and the wild west of tactics 07:06 - Differences between traditional SEO and AI search 08:38 - The shift in content creation for AI visibility 10:09 - Brand-focused content and new SEO strategies 12:40 - Agent-to-agent web and the future of the agentic web 16:39 - Changes in off-page SEO and mentions versus backlinks 18:09 - The importance of mentions and citations in AI search 19:22 - Training AI to recognize your brand 23:56 - Personalized search and the use of LLMs 24:52 - The shift in user research and purchase journey 25:34 - Impact on Google ads and revenue models 27:25 - Common misconceptions about AI visibility 39:21 - Top tips for marketers

Ever wondered why some brands earn attention while others get overlooked? In this episode of the DMI podcast, host Will Francis speaks with entrepreneur Ernest Cantillon about what it really takes to build brands people remember. Ernest is co-founder of Black Emerald Irish Whiskey, COO of LYQD - a digital exchange for whiskey casks, and owns the pub Sober Lane in Cork, Ireland. Drawing on his experience across hospitality, food and drink, and e-commerce, Ernest shares the lessons he's learned from building businesses and taking risks in competitive markets. This conversation explores the ideas and experiences that have shaped Ernest's approach to building lasting attention. Ernest's top 3 tips: Don't take your brand too seriously: authenticity resonates far more than trying to appear perfect Ship your ideas: getting good work into the world beats endlessly chasing perfection Focus on creating experiences people genuinely want to share: great products and happy customers are your best marketing The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on YouTube , Apple Podcasts , Spotify , and all other podcast platforms. And if you enjoyed this episode, please leave a review so others can find us. If you have other feedback or would like to be a guest on the show, email the podcast team ! Timestamps: 0:00:00 – Why attention is every business's biggest challenge 0:01:12 – Building customer loyalty with email marketing 0:03:05 – Why WhatsApp Business is worth watching 0:05:00 – How hospitality marketing has changed 0:06:28 – Creating content people actually enjoy 0:07:45 – Building a brand through culture and community 0:08:57 – LinkedIn as a networking and personal branding tool 0:09:52 – Marketing products that require education 0:11:10 – Why in-person events still matter 0:12:16 – When unexpected content creates opportunities 0:13:35 – Experimentation, failure, and learning in business 0:14:00 – The restaurant pivot that didn't work 0:16:38 – Why failure is still worth it 0:18:54 – Personal branding as a founder 0:20:09 – Growing beyond founder-led businesses 0:21:51 – Looking after existing customers first 0:23:15 – Why the product is the marketing 0:25:16 – Positioning a premium whiskey brand 0:27:23 – Adapting marketing for international audiences 0:29:43 – When attention doesn't translate into sales 0:31:05 – Why consistent marketing beats viral moments 0:31:48 – User-generated content and simple marketing ideas 0:32:16 – Turning your product into your marketing 0:33:49 – The messy middle between awareness and purchase 0:34:18 – How AI is changing marketing workflows 0:35:53 – Why AI helps marketers do more, not less 0:37:48 – Ernest's top tips for building awareness

Search is changing faster than most marketers realize. In this episode, Will Francis speaks with Crystal Carter , Head of AI Search and SEO Communications at Wix Studio, a role focused on helping brands understand how AI-powered search is reshaping online visibility and discovery. They discuss the rise of AI search, the growing role of AI agents, and what these changes mean for brands trying to stay visible online. As AI-powered search transforms how people discover and engage with information, Crystal explores the emerging trends marketers should be watching closely and why some long-held assumptions about search may need to change. Crystal’s top 3 tips for marketers: Measure your AI visibility: track how much traffic is already coming from AI tools and monitor how it changes over time Make your website more actionable: ensure every page gives users and AI agents a clear way to take action Check how AI tools describe your brand: test prompts across multiple LLMs and look for consistency in how your business is represented The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠YouTube⁠ , ⁠Apple Podcasts⁠ , ⁠Spotify⁠ , and all other podcast platforms. And if you enjoyed this episode, please leave a review so others can find us. If you have other feedback or would like to be a guest on the show, ⁠email the podcast team⁠ ! Timestamps: 0:00:08 – What AI search means for marketers 0:00:39 – SEO, AI search, and the rise of agentic discovery 0:02:27 – Is AI search really threatening Google? 0:05:15 – How search behaviour is changing 0:07:58 – Tracking AI search visibility and traffic 0:08:23 – AI agents and the future of website discovery 0:10:06 – Why brands need deeper customer understanding 0:11:29 – Using customer questions to drive content strategy 0:13:14 – Turning websites into actionable resources 0:15:42 – Protocols, interoperability and the agentic web 0:17:04 – Will consumers trust AI agents to buy for them? 0:19:21 – Crystal’s “do-thingsy” website framework 0:20:24 – Why SEO is becoming more algorithmic and personalised 0:22:48 – The three pillars of SEO in an AI era 0:24:15 – Technical SEO for AI search and agents 0:26:37 – Content strategies that work in AI search 0:28:51 – Evergreen content versus fresh and spicy content 0:34:10 – Why AI search rewards fresh information 0:36:26 – Using AI to create better content workflows 0:40:29 – Can AI be manipulated by marketers? 0:41:33 – The future of backlinks and brand relevance 0:44:15 – PR, content syndication and AI visibility 0:46:02 – Building a consistent brand identity across the web 0:47:34 – Three practical steps to improve AI visibility

What does “responsible AI” look like in practice? In one of our most engaging episodes of the year, host Will Francis speaks with Gordon Ryan , Senior Managing Consultant and Design Process Lead at Sopra Steria, about the growing impact of AI on work, business, and society, and the hidden trade-offs behind its adoption. From the future of design and marketing to productivity and identity, Gordon shares his perspective on where AI could take us next, and whether we’re building the kind of future we want. Gordon’s top 3 tips for responsible strategic use of AI: Reflect on what you value most in your work: Identify the parts of your role that feel meaningful and uniquely human Use AI intentionally: Focus on solving real problems instead of adopting tools simply because they’re available Think beyond productivity: Consider how AI could improve wellbeing, relationships, creativity, and quality of life at work The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on YouTube , Apple Podcasts , Spotify , and all other podcast platforms. And if you enjoyed this episode, please leave a review so others can find us. If you have other feedback or would like to be a guest on the show, email the podcast team ! Timestamps: 0:01:57 – What systems-oriented design means 0:04:31 – UX design, digital experiences and systems thinking 0:05:10 – Will AI replace designers? 0:08:24 – Creativity, craft and the human side of design 0:09:24 – Are companies adopting AI without a clear strategy? 0:11:37 – The “Wild West” of AI inside organizations 0:14:41 – Gordon’s most practical uses of AI today 0:16:00 – Using AI to analyze complex environmental and forestry data 0:18:36 – The human impact of automation and lost relationships 0:21:13 – What ethical AI really means beyond compliance 0:22:41 – Productivity, profit and the future of work 0:26:12 – Why business growth can’t continue forever 0:30:18 – Is Gordon optimistic or skeptical about AI? 0:31:30 – AI, inequality and the environmental crisis 0:34:59 – Reconciling AI’s benefits with its environmental impact 0:36:00 – Could AI enable shorter working weeks? 0:39:36 – The future of marketing and behavioral manipulation 0:45:50 – Marketing, persuasion and ethical responsibility 0:46:37 – How to use AI more mindfully

Ever wondered what really makes social content go viral? In this episode of the DMI podcast, host Will Francis speaks with Stuart Larkin about viral social campaigns, creativity on social media, and why “going viral” is rarely the right starting point for a brand strategy. Drawing on his background in comedy writing and his work at UNILAD creating reactive, social-first content, Stuart explains how brands can create content that entertains, educates, inspires or invites participation while still staying authentic to who they are. From the role of humor and trend-jacking to the importance of platform fit and consistent publishing, Stuart breaks down what it takes to build stronger social content over time. He also shares why brands should experiment with repeatable formats and give themselves permission to learn through imperfect content, rather than expecting instant viral success. For marketers and brand leaders alike, Stuart offers a practical look at how to balance creativity with strategy, build social-first teams, and develop a more audience-led approach to content that can earn attention in today’s fragmented feeds. Stuart’s top 3 tips: Understand your audience – create content for a specific person, not a vague mass audience Commit to a clear social strategy – build long-term value instead of constantly chasing trends Treat content as an experiment – publish consistently, learn from what performs, and don’t lose your nerve when content doesn’t land straight away The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠⁠YouTube⁠ , ⁠Apple Podcasts⁠ ⁠⁠⁠⁠, ⁠⁠⁠⁠⁠Spotify⁠⁠⁠⁠⁠ , and ⁠⁠⁠⁠all other podcast platforms. And if you enjoyed this episode, please leave a review so others can find us. If you have other feedback or would like to be a guest on the show, ⁠email the podcast team⁠ !

Wondering how AI is changing the hiring process? In this episode of the DMI podcast, host ⁠Will Francis ⁠ speaks with Katie Fortunato , Co-Founder and EVP of Innovation and Platform Strategy at Hire Innovations, about how AI is transforming recruitment, reshaping the job market, and creating new opportunities and challenges for employers and job seekers alike. Katie shares insights from the front lines of talent acquisition, unpacking how automation, the creator economy, and shifting workforce expectations are redefining how companies connect with talent. From the rise of AI-driven hiring tools to the growing importance of employer branding and personal networks, this episode offers a practical look at what it takes to succeed in the future of work. Katie’s top 3 tips: Learn AI and apply it to your work - understand how AI can streamline processes and make you more effective as a marketer. Stay curious and keep up with change - platforms, tools, and algorithms evolve constantly, making continuous learning essential. Network proactively (especially in person) - Build real connections, show up, and create opportunities beyond job applications. The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠YouTube , Apple Podcasts ⁠⁠⁠⁠, ⁠⁠⁠⁠Spotify⁠⁠⁠⁠ , and ⁠⁠⁠⁠all other podcast platforms. And if you enjoyed this episode, please leave a review so others can find us. If you have other feedback or would like to be a guest on the show, email the podcast team ! Timestamps 0:02:14 – How AI is disrupting recruitment (and creating new problems) 0:04:40 – Where AI works best in the hiring process 0:07:13 – What job seekers need to change in an AI-driven world 0:08:03 – Employer branding: where marketing meets HR 0:11:24 – The evolving job market and Gen Z expectations 0:16:05 – The impact of AI on marketing careers 0:18:25 – What’s working in marketing today: the creator economy 0:20:59 – Turning employees into influencers and brand advocates 0:24:51 – The reality of applying for jobs in today’s market 0:25:53 – Advice for entry-level candidates 0:31:16 – How senior professionals can stay competitive 0:33:32 – The rise of the gig and fractional economy 0:36:02 – Small teams, AI, and the future of work 0:39:19 – Personal branding and standing out to employers 0:41:23 – Katie’s top tips for junior marketers

Ever wondered how fast fashion brands tackle sustainability? In this episode of the DMI podcast, host ⁠Will Francis ⁠ speaks with ⁠ Sarah Whittaker⁠ , Head of Sustainability Communications at Primark, about how one of the world’s largest fashion retailers is navigating the challenge of becoming more sustainable while maintaining affordability at scale. From addressing common misconceptions around fast fashion to embedding more responsible practices across teams and supply chains, Sarah shares a behind-the-scenes look at how communications helps shape perception, influence behaviour, and avoid greenwashing. She also explores how brands can simplify complex sustainability messages, empower employees as advocates, and balance commercial realities with ethical responsibility. Sarah’s Top 3 Tips: Keep sustainability messaging simple and focused – narrow in on what matters most to your audience Back up every claim with evidence – avoid absolutes and communicate progress, not perfection Engage your internal teams first – employees are your most powerful (and credible) advocates The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠YouTube , Apple Podcasts ⁠⁠⁠⁠, ⁠⁠⁠⁠Spotify⁠⁠⁠⁠ , and ⁠⁠⁠⁠all other podcast platforms. And if you enjoyed this episode, please leave a review so others can find us. If you have other feedback or would like to be a guest on the show, email the podcast team ! Timestamps: 0:00:49 – Sustainability communications vs marketing explained 0:02:47 – What Primark stands for as a global brand 0:05:50 – Tackling perceptions of fast fashion and low cost 0:08:56 – Communicating sustainability reports in a more engaging way 0:12:03 – What circularity means in fashion 0:14:10 – Working with suppliers to drive sustainability 0:16:16 – Regulation vs voluntary sustainability efforts 0:19:15 – Do customers really care about sustainability? 0:23:52 – What sustainability actually includes (beyond environment) 0:25:41 – Most effective channels for sustainability communication 0:28:41 – Empowering employees to talk about sustainability 0:31:34 – Keeping messaging clear and avoiding greenwashing 0:35:33 – Sarah’s career journey into communications 0:37:58 – Agency vs in-house: key differences 0:40:02 – Career advice for marketers and communicators

In this special episode of the DMI Podcast for International Women’s Day, host Taz Kelleher speaks with Areej AbuAli , founder of Women in Tech SEO , and Maeve Kneafsey , entrepreneur, host of the Transform Gov podcast , and long-time leader in digital and public sector innovation. They share practical lessons from building communities, scaling businesses, securing funding, and leading with clarity in a fast-moving industry. This conversation is full of grounded advice about confidence, decision-making, community building, and the shift that AI is creating for founders. Top 3 tips from Areej & Maeve Be decisive and stop waiting for perfect conditions: Progress comes from action, not from over analysis. Push yourself forward: Say yes to opportunities, speak on stages, and treat visibility as core to leadership. Build and invest in community: The right network accelerates your business, your learning, and your confidence. The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠ YouTube , Apple Podcasts ⁠⁠⁠⁠, ⁠⁠⁠⁠ Spotify ⁠⁠⁠⁠, and ⁠⁠⁠⁠all other podcast platforms. And if you enjoyed this episode, please leave a review so others can find us. If you have other feedback or would like to be a guest on the show, email the podcast team! Timestamps 01:26 — Acting on an idea 03:29 — Knowing which ideas to commit to 04:53 — Recognizing meaningful innovation 06:19 — Representation and confidence 09:14 — Finding your voice 11:07 — Evolving beliefs about success 16:39 — Early decisions that shaped growth 20:17 — Pricing, confidence, and commercial conversations 22:19 — What people underestimate about scaling 24:36 — Testing, learning, and dropping what doesn’t work 26:39 — Patterns in companies that succeed 30:22 — What matters less than people think 31:58 — The power of community 36:19 — How to find a mentor 40:45 — AI and the future for founders 44:22 — Leadership habits for women 47:10 — Biggest opportunities for women in digital marketing

Not getting the results you used to from your paid search? In this episode of the DMI podcast, host Will Francis speaks with PPC specialist Cathal Melinn about the current state and future of pay-per-click advertising. With rising costs, AI-driven automation, and new campaign types like Demand Gen reshaping advertising, Cathal shares what’s actually delivering results right now, and what marketers should approach with caution. They explore why PPC is still profitable (but less forgiving than before), how AI Max for Search differs from Performance Max, and why mid-funnel campaigns are becoming essential. Cathal also explains how to structure campaigns strategically, manage budgets effectively, and avoid over-relying on automation. Cathal’s top 3 tips Separate brand and non-brand campaigns: Run a dedicated brand campaign on exact match to protect your name and control impression share. Start small and structured: Begin with 10–15 carefully chosen exact match keywords and grow strategically. Don’t ignore the mid-funnel: Demand Gen campaigns can feed your search performance and deliver measurable returns faster than traditional top-of-funnel activity. The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠ YouTube , Apple Podcasts ⁠⁠⁠⁠, ⁠⁠⁠⁠ Spotify ⁠⁠⁠⁠, and ⁠⁠⁠⁠all other podcast platforms. And if you enjoyed this episode, please leave a review so others can find us. If you have other feedback or would like to be a guest on the show, email the podcast team! Timestamps 3:14 – Why Demand Gen is changing the funnel 12:54 – AI Max vs Performance Max 17:52 – Manual bids vs smart bidding 23:00 – The “learning phase” myth 29:00 – Amazon & Bing: where else to invest 34:05 – Why PR supercharges PPC 38:16 – Metrics that actually matter 40:14 – The biggest PPC mistakes 46:31 – The future: pay-per-conversation? 48:31 – Tools and automation stack 51:10 – Cathal’s starter framework for beginners

Worried about your organisation’s security, or not worried enough? In this episode of the DMI podcast, host Will Francis speaks with ⁠⁠ Rebecca Robinson ⁠⁠, cybersecurity expert and founder of ⁠⁠ Cybec Consulting ⁠⁠. Rebecca breaks down why cybersecurity isn’t just an IT issue, but a business, brand, and marketing issue too. From phishing and social engineering to ransomware and reputation risk, she explains how modern cyber threats really work, why people shouldn’t always be seen as the “weakest link,” and how marketers can build secure systems without killing creativity. She also shares practical advice on training, password management, and building resilience so organisations can grow safely, even when things go wrong. Rebecca’s top 3 tips: Take a moment before acting on anything urgent – pause, question it, and ask someone else. Treat system access like currency – only give people the access they genuinely need. Use strong, unique passwords – and a password manager if possible ---------------- The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠ ⁠YouTube⁠ , ⁠Apple Podcasts⁠ ⁠⁠⁠⁠, ⁠⁠⁠⁠ ⁠Spotify⁠⁠⁠⁠⁠ , and ⁠⁠⁠⁠all other podcast platforms. And if you enjoyed this episode, please leave a review so others can find us. If you have other feedback for or would like to be a guest on the show, ⁠email the podcast team⁠ !

A new year is here, and 2026 brings a new wave of marketing predictions. In our most anticipated episode of the year, the 2026 Trends edition of Ahead of the Game, DMI podcast host Will Francis explores the biggest changes, challenges, and opportunities facing marketers in the year ahead. As expected, AI dominates the conversation, but not in isolation. Across ecommerce, social media, youth marketing, PPC, and content creation, our experts share how marketers can move beyond automation and focus on creativity, trust, and genuine customer value. Will also highlights the growing need for authenticity in an increasingly AI-dominated world, a concept Instagram CEO Adam Mosseri touched on in a recent post . In this episode, 6 DMI experts explore this year’s trends from across the digital marketing landscape: Jim Lecinski, Professor of Marketing at Northwestern Kellogg and author of The AI Marketing Canvas, predicts 2026 will see mobile AI become a constant shopping companion, with marketers shifting from AI automation to AI elevation focused on taste, curation, and brand value. He also flags power and infrastructure as emerging constraints on AI growth. Alison Battisby , founder of Avocado Social, warns of a surge in AI-generated video and “AI slop” that could erode trust, making transparency, human oversight, and authenticity more important than ever. She also highlights the rise of community-first platforms and increased automation in paid social. Jane McDaid , founder of youth marketing agency Thinkhouse, paints an optimistic picture for independent agencies, and sees creativity becoming the key differentiator as AI removes speed and efficiency advantages. She predicts continued growth in social, creator-led marketing, and PR playing a more central role in an LLM-driven ecosystem. Cathal Melinn, PPC specialist and regular DMI contributor, explains how AI is simplifying paid search through keywordless campaigns, Performance Max, and built-in AI assistants. While increased competition may drive costs up, he believes 2026 is a strong year for marketers to start experimenting with PPC. Derek Liddy , ecommerce expert and Head of Marketing at Nesta, forecasts growth in conversational ecommerce, hyper-personalisation, and AI-powered shopping agents. He stresses the importance of first-party data, authentic content, and strong product feeds to stay competitive. ---------------- The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠ YouTube , Apple Podcasts ⁠⁠⁠⁠, ⁠⁠⁠⁠ Spotify⁠⁠⁠⁠ , and ⁠⁠⁠⁠all other podcast platforms. And if you enjoyed this episode, please leave a review so others can find us. If you have other feedback for or would like to be a guest on the show, email the podcast team !

How do you build a media plan for a region where social usage is among the highest in the world? In this episode of the DMI podcast, host ⁠ Will Francis⁠ speaks with ⁠Ibrahim Jabri ⁠, Client Solutions at Meta and host of the Below the Fold podcast , about what makes media planning across MENA so distinct right now. Ibrahim breaks down how the region has vastly increased its digital budget allocations, which platforms dominate, and why Out of Home still delivers serious impact in Saudi Arabia. He also shares the biggest performance killer he sees in paid media: running the wrong creative in the wrong placement: like static, text-heavy direct response ads in video placement and what he expects to surge in 2026. Ibrahim’s Top 3 Tips for Marketers Match creative to the placement – Great ideas fail when formats don’t suit the channel or user mindset Don’t sacrifice long-term brand equity for short-term ROAS – Balance the funnel or risk stalling growth Share your expertise publicly – Podcasts and content build networks, credibility, and unexpected opportunities The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠ ⁠YouTube⁠ , ⁠Apple Podcasts⁠ ⁠⁠⁠⁠, ⁠⁠⁠⁠ ⁠Spotify⁠⁠⁠⁠⁠ , and ⁠⁠⁠⁠all other podcast platforms. And if you enjoyed this episode please leave a review so others can find us. If you have other feedback for or would like to be a guest on the show, email the podcast team!

Finding it difficult to navigate the changing landscape of data protection? In this episode of the DMI podcast, host Will Francis speaks with Steven Roberts , Group Head of Marketing at Griffith College, Chartered Director, certified Data Protection Officer, and long-time marketing leader. Steven demystifies GDPR, AI governance, and the rapidly evolving regulatory environment that marketers must now navigate. Steven explains how GDPR enforcement has matured, why AI has created a new layer of complexity, and how businesses can balance innovation with compliance. He breaks down the EU AI Act, its risk-based structure, and its implications for organizations inside and outside the EU. Steven also shares practical guidance for building internal AI policies, tackling “shadow AI,” reducing data breach risks, and supporting teams with training and clear governance. For an even deeper look into how businesses can ensure data protection compliance, check out Steven’s book, Data Protection for Business: Compliance, Governance, Reputation and Trust . Steven’s Top 3 Tips Build data protection into projects from the start, using tools like Data Protection Impact Assessments to uncover risks early. Invest in regular staff training to avoid common mistakes caused by human error. Balance compliance with business performance by setting clear policies, understanding your risk appetite, and iterating your AI governance over time. The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠ YouTube , Apple Podcasts ⁠⁠⁠⁠, ⁠⁠⁠⁠ Spotify⁠⁠⁠⁠ , and ⁠⁠⁠⁠all other podcast platforms. And if you enjoyed this episode please leave a review so others can find us. If you have other feedback for or would like to be a guest on the show, email the podcast team! Timestamps 01:29 – AI’s impact on GDPR & the explosion of new global privacy laws 03:26 – Is GDPR the global gold standard? 05:04 – GDPR enforcement today: Who gets fined and why 07:09 – Cultural attitudes toward data: EU vs. US 08:51 – The EU AI Act explained: Risk tiers, guardrails & human oversight 10:48 – What businesses must do: DPIAs, fundamental rights assessments & more 13:38 – Shadow AI, risk appetite & internal governance challenges 17:10 – Should you upload company data to ChatGPT? 20:40 – How the AI Act affects countries outside the EU 24:47 – Will privacy improve over time? 28:45 – What teams can do now: Tools, processes & data audits 33:49 – Data enrichment tools: targeting vs. Legality 36:47 – Will anyone actually check your data practices? 40:06 – Steven’s top tips for navigating GDPR & AI

Ever wondered what it’s like to be a luxury hotel marketer? In this episode of the DMI Podcast, host ⁠⁠ Will Francis⁠⁠ speaks with Mary Beth O’Connor , an experienced hospitality marketing professional whose career has taken her from international sales to Director of Sales & Marketing at the legendary Pierre Hotel in New York City. Mary Beth shares insider perspectives on how hotels and resorts can maintain their identity and customer loyalty in an age dominated by online travel agents, why “people are the product,” and what all businesses can learn from the hospitality mindset. She also explores the rise of wellness travel, the power of partnerships, and how authenticity, curiosity, and personalization drive success in hospitality marketing. Mary Beth’s Top 3 Tips Stay curious and keep learning: The marketing industry changes constantly — adapt with it. Keep it personal: Hospitality is built on relationships and genuine connection. Build partnerships: Creative collaborations can amplify reach without huge budgets. The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠ YouTube , Apple Podcasts ⁠⁠⁠⁠, ⁠⁠⁠⁠ Spotify⁠⁠⁠⁠ , and ⁠⁠⁠⁠all other podcast platforms. And if you enjoyed this episode please leave a review so others can find us. If you have other feedback for or would like to be a guest on the show, email the podcast team! Timestamps 3:23 – How online travel agents changed hotel marketing 6:04 – Selling experience, not just rooms: the people-first approach 8:09 – Retention, culture, and leadership in hotels 10:27 – Human stories that build brand loyalty 12:03 – Bringing hotel staff personalities into marketing 13:41 – What makes hospitality marketing unique 14:59 – Digital marketing, events, and local partnerships 18:43 – How travel audiences changed after the pandemic 21:13 – Global markets and U.S. traveler demand 23:32 – Marketing multiple offerings (rooms, restaurants, spa) 26:19 – Branding luxury properties and using heritage wisely 29:24 – Benchmarking top hotel brands 31:21 – Marketing inside the property and guest personalization 33:00 – Balancing technology and human touch in luxury 34:07 – Why arrival experience defines customer loyalty 36:44 – Lessons all businesses can learn from hospitality 38:11 – Emerging trends: wellness, sustainability, and women’s travel 40:28 – Using digital and webinars for B2B marketing 43:26 – Influencer marketing in hospitality: challenges and best fits 47:24 – Advice for aspiring hospitality marketers

How often do innovators ask themselves if someone really needs their products? In this episode of the DMI podcast, host Will Francis speaks with Laurier Mandin , founder of Graphos Product and author of I Need That. With over 30 years helping innovators bring ideas to life, Laurier reveals how brands can turn customer wants into needs by focusing on empathy, validation, and true problem-solving. Laurier shares lessons from working with sustainable B2B products like recycled wind-turbine materials and explains why many innovators still skip the crucial step of validating whether anyone needs what they’re building. He also discusses the psychology behind purchase decisions, our “dog brain” versus “tank brain”, and why clarity and simplicity in messaging always win. Laurier’s Top 3 Tips for Marketers Validate properly : Test your product with real money or real commitment, not just surveys. Go beyond MVP to “MWP” (Minimum Wow Product): Build something that makes people say wow, not just it works. Focus on empathy and clarity : Cut the clutter, connect emotionally, and make the need unmistakable. The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠ YouTube , Apple Podcasts ⁠⁠⁠⁠, ⁠⁠⁠⁠ Spotify⁠⁠⁠⁠ , and ⁠⁠⁠⁠all other podcast platforms. And if you enjoyed this episode please leave a review so others can find us. If you have other feedback for or would like to be a guest on the show, email the podcast team! 1:00 – Why “need” trumps “want” in marketing psychology 4:40 – Pain points and empathy: How to connect like Steve Jobs 9:00 – Building trust and shared purpose with customers 11:00 – Inside Laurier’s work: guiding innovators and building go-to-market roadmaps 13:00 – Case study: Recycling wind-turbine blades into building materials 16:00 – How to persuade risk-averse buyers to adopt innovation 20:00 – Getting involved early: linking product development and marketing 24:00 – Finding the original need behind every innovation 27:00 – Why simplicity beats features (and what Apple teaches us) 33:00 – Positioning for your tribe: how similar products can coexist 34:00 – Lessons from I Need That : validation, emotion, and the “dog brain” 38:00 – How to run validation that actually works 44:00 – Laurier’s “Innovative Product Go-to-Market Roadmap” explained 48:00 – Using AI to accelerate, but not replace, expertise 49:00 – Which marketing channels work best today 55:00 – Balancing paid and organic: why SEO still matters 57:30 – Laurier’s top advice for innovators

What’s the key to turning research into lasting brand growth? In this episode of the DMI podcast, host ⁠ Will Francis ⁠ speaks with ⁠ Heather O’Shea ⁠, Chief Research Officer at Alter Agents. With a career spanning Snapchat, Twitter, and Kantar, Heather shares her expertise on consumer insights, research methods, and how brands can better understand their audiences. She explores how qualitative and quantitative research work together, how AI is transforming the speed of insights, and how neuroscience reveals subconscious behaviors. Heather also discusses shifting consumer values, particularly among Gen Zers, the pitfalls of obsessing over clicks, and why marketers should focus on long-term brand growth. She also reflects on her move from client-side to agency-side research and offers practical advice for marketers looking to get closer to their audiences. What You'll Learn: How leading brands use insights to tackle tough business challenges The difference between qualitative and quantitative research, and when to use each Why AI is transforming qualitative analysis and speeding up research The role of neuroscience in uncovering subconscious consumer behaviors How platforms like Snapchat use research to guide marketers on effective activation The shift from client-side to agency-side research, and what that means for insights work Heather’s Top 3 Tips for Effective Research Give people space — During research, step back and let conversations flow naturally to reveal unexpected insights Look past your assumptions — Keep an open mind to discover what you weren’t looking for. Move beyond clicks — Prioritize meaningful metrics that show true impact and support long-term brand growth The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠ YouTube , Apple Podcasts ⁠⁠⁠⁠, ⁠⁠⁠⁠ Spotify⁠⁠⁠⁠ , and ⁠⁠⁠⁠all other podcast platforms. And if you enjoyed this episode please leave a review so others can find us. If you have other feedback for or would like to be a guest on the show, email the podcast team! 0:03:38 – What keeps brands up at night: premium, value, and video influence 0:07:09 – Why Gen Z expects brands to take a stand 0:09:32 – Research methods: qualitative, quantitative & mobile ethnographies 0:14:19 – Using neuroscience and immersion to uncover true behavior 0:16:55 – Strengths and drawbacks of qualitative vs. quantitative research 0:21:11 – How AI helps analyze unstructured qualitative data 0:25:50 – Partnering with platforms like Snapchat for trend insights 0:31:42 – Moving from client-side to agency-side research 0:35:16 – Heather’s career lessons & finding the right fit 0:44:14 – The future of market research & role of AI 0:47:40 – Practical tips to better understand your audience 0:50:22 – The one metric Heather would scrap: clicks

Looking for a new role and disheartened by the job market? In this episode of the DMI podcast, host ⁠⁠ Will Francis ⁠⁠ chats with ⁠Terry Payne⁠⁠ of Aspire Recruitment and Executive Edge about the findings from Aspire’s recent report on digital marketing salaries across 5 different territories. They get stuck into how the job market has shifted at every level, from the decline in entry-level roles to the boom in senior positions. Terry shares insights on regional hiring trends, salary expectations across markets, and how AI is actually reshaping recruitment. He also gives practical advice for job seekers navigating today’s highly competitive, candidate-driven market. You can view and download the 2025 Salary Guides on the DMI website. They cover four key regions: the UK, the US, MENA, and APAC. What You'll Learn: How AI is impacting entry-level, mid-level, and senior marketing roles The regions and industries driving growth in marketing jobs Salary trends across the UK, US, Dubai, and Asia in 2025 How hybrid work is replacing remote-first opportunities Practical strategies for standing out as a candidate in a crowded job market Top 3 Tips for Job Seekers Humanize your profile – LinkedIn is your shop window, so keep it sharp, authentic, and supported with testimonials. Practice, practice, practice – Prepare for interviews by rehearsing competency-based answers with real, measurable achievements. Be resilient – Volume is key. Keep applying, networking, and following up—don’t get disheartened by knockbacks. The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠ YouTube , Apple Podcasts ⁠⁠⁠⁠, ⁠⁠⁠⁠ Spotify⁠⁠⁠⁠ , and ⁠⁠⁠⁠all other podcast platforms. And if you enjoyed this episode please leave a review so others can find us. If you have other feedback for or would like to be a guest on the show, email the podcast team! Timestamps & Key Sections 0:00:51 – Overview of the job market shifts in 2025 0:04:23 – How AI is reshaping entry-level opportunities 0:08:14 – Growth in senior roles and startup demand for CMOs 0:11:51 – Rising demand for SEO, social media, and data roles 0:13:27 – Regional differences: Middle East growth, US recovery, UK resilience 0:16:51 – The decline of remote roles and rise of hybrid work 0:19:34 – 2025 Salary Guide: key trends and rising pay gaps 0:24:10 – Which sectors are driving salary increases 0:30:05 – Managing unrealistic workloads and setting expectations 0:32:55 – How to stand out when applying for jobs 0:37:35 – Building a strong LinkedIn profile and showing your “sizzle” 0:43:32 – Preparing for interviews and presentations 0:46:49 – The importance of communication and leadership “power skills” 0:50:43 – Terry’s three top tips for job seekers

In this episode of the DMI podcast, host Will Francis speaks with Faisal Laljee , entrepreneur and growth strategist, about the intersection of entrepreneurship and marketing. Faisal shares his insights on risk-taking, growth hacking, customer acquisition, and building brands that last. From the importance of testing ideas early to the realities of startup funding, he explains how marketers and entrepreneurs can think like an entrepreneur to drive meaningful growth. What You’ll Learn Why entrepreneurs need to focus less on perfection and more on getting products in front of customers. How early customers can become your most valuable advocates and growth drivers. Is SEO overrated? Why brand is inseparable from early business strategy. Why not all investor money is good money. Top 3 Tips from Faisal Know your co-founders – Think of it as an “entrepreneurial prenup.” Shared values, commitment levels, and expectations matter more than complementary skills. Double your marketing budget – Customer acquisition costs are always higher than you think. Planning conservatively helps you build a sustainable business. Be selective with funding – Not all investment is good investment. Take money from the right sources, not just anyone willing to offer it. Timestamps & Key Sections 01:28 – From corporate marketing to startups 02:54 – The big shift: traditional marketing to digital 05:13 – The #1 problem startups face: finding the right customer 06:57 – Why entrepreneurs need to test ideas early and avoid perfectionism 09:01 – Applying entrepreneurial thinking to marketing 11:10 – Are personas outdated? How to approach customer profiling 13:42 – Building trust through community engagement 15:32 – Overcoming rejection and embracing failure in marketing 16:57 – Growth hacking: experiment, measure, adapt 19:08 – Paid ads vs. organic growth for startups 22:33 – Turning early customers into advocates 24:29 – Overrated and underrated digital channels 29:33 – Why brand = business strategy 33:54 – The importance of mentors and career planning 39:03 – Faisal’s top 3 tips for new founders

In this episode of the DMI podcast, host ⁠⁠Will Francis ⁠⁠ speaks with ⁠⁠ Maurice Wheeler ⁠⁠, CEO of We Are Family , a specialist agency focused on research, strategy, and creative work for brands that market to children, teens, and families. Maurice shares how his agency helps household-name brands like Nickelodeon, Hasbro, and Moonbug understand rapidly shifting youth trends – from meme culture to Roblox – while staying legally compliant and ethically sound. This episode digs into how marketing to under-18s must balance creativity with a deep understanding of cognitive development, parental expectations, and platform dynamics. Maurice also explains how his agency conducts global research with thousands of children annually and why “marketing without manipulation” is their north star. What You’ll Learn: Why audience insight matters more than ever in youth marketing How to ethically and legally engage under-18s The importance of cognitive development in content design What platforms kids really use – and how Why screen time post-COVID is evolving again How to balance messaging across kids, parents, and platforms Where influencer marketing fits – and where it doesn’t Why creativity must thrive inside tight guardrails Top 3 Tips from Maurice: Talk to kids constantly: Research can't be replaced by reports. Direct conversations reveal the truth. Learn the rules: Global youth marketing demands obsessive knowledge of local legal and ethical guidelines. Immerse yourself in their world: Play Roblox, scroll YouTube Shorts, and understand meme culture. You can’t market what you don’t experience. Timestamps 01:00 – How brands stay in touch with kids’ realities 02:30 – Meme trends, masculinity, and parenting shifts post-COVID 05:15 – How brands act on research and insights 07:44 – The challenge of ethical creativity in marketing to kids 11:30 – Why guardrails make for better creativity 13:49 – Breaking down under-18s into real audience cohorts 16:38 – Running global research with very young children 19:14 – Sharing vs. owning insights: what gets published 20:50 – Developmental personas vs. traditional marketing personas 23:00 – The Venn diagram of kids, parents, and platforms 26:43 – Creating immersive brand experiences in Roblox 30:07 – Influencer marketing and where to draw the line 32:10 – Marketing ethics in YouTube content for kids 34:04 – How Maurice parented with a marketer’s mindset 36:25 – What metrics really matter in this space 39:48 – The rise of co-viewing and why it’s good news 41:55 – Maurice’s early career from Leo Burnett to Disney 47:51 – What’s changed most in 20+ years of marketing 53:39 – AI in research and creativity: risks and realities 59:00 – Maurice’s 3 must-do tips for youth marketers