Marketing Inspiration #30.1: Top Tips from the Shiny New Object Podcast
Your weekly dose of data-driven marketing insights - The Shiny New Object podcast
On the Shiny New Object podcast, senior brand leaders share their vision for the future of data-driven marketing and their best tips to improve creative effectiveness.
“ChatGPT is that super smart, underpaid marketing assistant everyone always wanted” - Giovanni Pupo, Head of E-Commerce Media Europe at Lipton
When it comes to copywriting or simply idea generation, you can’t beat a second pair of eyes. And what if that pair of eyes was ChatGPT, who you can criticise and challenge at will? For Giovanni, it’s the equivalent of an underpaid marketing intern from whom you don’t expect top quality, but whose input can help shape really good outputs nonetheless.
“Ask ChatGPT to go the extra mile” - for example, you can conduct data analysis telling it 5 reasons you believe are behind an audience behaving in a certain way, and ask it to think of a sixth. It may give you some bad answers, but a few, or even one, may make sense. And that’s all you need to ignite a creative spark.
Listen to more tips on how Gio uses AI to unlock more creative potential in his marketing career, on the podcast here.
And you can hear Gio talk live at the upcoming FUTR EUROPE event, where Shiny New Object podcast listeners have access to a limited number of free VIP tickets. Sign up here.
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This month’s ‘Best Data Driven Marketing Tip’
"Focus your time on the data that drives decisions.” - Anna Estlund, Senior Director of Insights Strategy at Pernod Ricard
Advertising and marketing benefit from huge data sets today, but marketers are not using data the way that they should be, according to Anna. As a marketing leader, you need to first know exactly what type of information will drive decisions in your world. What sort of insights can be an indicator of commercial outcomes? To do this, you need to know your business inside and out.
Moreover, too much data can cloud your judgement, especially if it’s not the sort of information that will move the needle. Oftentimes, lots of the data you’re collecting can become distractors from what is actually impacting on purchasing decisions for end consumers. To find your way and avoid getting distracted, educate yourself on the best indicators of outcome in your own industry and relative to your target audience.
Listen to all of Anna’s insights and data driven marketing advice on the podcast.