Marketing Inspiration #40.1: Top Tips from Top Shiny New Object Podcast Episodes
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. Here, we look back at the top downloaded episodes of 2024 and share some of their marketing wisdom.
“Focus your time on the data that drives decisions.” - Anna Estlund, Senior Director of Insights & Strategy, Pernod Ricard
As marketers have access to more dashboards and data than ever, Anna warns about the importance of cutting through the noise. What will actually help you make decisions and where can you see indicators for outcomes? These questions will lead to you moving faster and getting results quicker.
Many of us use an abundance of data as a crutch, allowing it to lead to analysis paralysis. On the podcast, Anna shares how teams sometimes find themselves unable to move forward because they’re looking at too many things. To get past this blocking point, she’s become better at saying “no” to excessive information.
Tune in to Anna’s episode to learn more about this approach.
“In order to drive the machine, you have to know how to do the work yourself.” - Giovanni Pupo, Head of E-commerce Media - Europe, LIPTON Teas and Infusions
Everyone is looking for efficiencies from using AI tools like ChatGPT, but the key to getting benefits from them is to be able to vet their output, says Gio. “If you know how to prompt it and ask the right questions, ChatGPT is super smart,” so it can easily become your clever marketing assistant. Gio uses it for a challenge, to improve copy, or to brainstorm ideas. But, if you are not familiar with a field at all, there are perils: “it’s a disaster when analysing data… if you give it a table, 80% of the analysis is wrong.”
The moral? Increasing AI use can give you faster, cheaper content, but you need to know your field and bring a human touch to the output to really create something that works. Or, as Gio puts it, “in a world where it’s easier to fake it, it will be much harder to make it.”
Listen to Gio’s episode here.
“Give yourself space to think in different ways.” - Mark Sandys, Chief Innovation Officer, Diageo
If you only look inside your business for inspiration, you will run out of learnings to draw on, says Mark. Marketers need to allow themselves to get inspired from outside (even if that sometimes means other industries, even) and allow their creativity to blossom from thinking differently.
In practice, Mark employs a zoom in / zoom out approach. “There’s something really immediate about seeing new things that are popping up or seeing the way that people put our brands into their lives.” Zooming into this detailed view can mean going to the pub to see what products customers consume the most (in the case of Diageo) and observing how your brand fits into everyday consumers’ lives.
However, you can’t only zoom in - if you don’t zoom out, you’ll miss the bigger picture and trends that can influence your strategy. Look at overviews and culture views for balance. An example would be Diageo’s Distilled report. Find out more on the podcast.
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