Podcast Summary: The Digital Marketing Podcast – “Latest Digital Marketing Trends Update”

Hosts: Daniel Rowles and Ciaran Rogers
Date: July 3, 2017

Overview

In this trends-focused episode, Daniel and Ciaran deliver an essential update on current shifts and strategic changes in digital marketing. They discuss new features on social platforms, evolving analytics, the rise of artificial intelligence, advances in mobile technology, the necessity for omnichannel measurement, and the deepening integration across communication channels. The tone is upbeat, conversational, and loaded with real-world observations, practical tips, and forward-looking advice.

Key Discussion Points & Insights

1. Snapchat Location Sharing & Gamification (00:34 – 05:10)

• Snapchat Map Feature:
  Daniel explains the new Snapchat map feature, letting users see friends' real-time locations. He voices privacy concerns, particularly for younger users, urging marketers and parents to be aware of the security implications.
  • “From a privacy point of view, this is an absolute shocker.” – Daniel (00:47)
  • Many young users share with people they barely know, compounding the risk.
• Snapchat Streaks:
  The hosts discuss Snapchat’s streaks as an effective gamification technique, keeping users tethered to the platform.
  • “Once you put up a 30-day streak, you think, well, I don't want to lose this because it will go back to zero.” – Daniel (01:49)
• Migration to Instagram:
  • Anecdotal evidence suggests a migration back to Instagram, especially as Instagram and Facebook introduce “Stories” features.

2. The Power of Stories in Social (05:10 – 06:13)

• The hosts recognize the storytelling feature’s natural fit on platforms.
  • “We are intrinsically driven by stories. Everything we do, everything we think is along kind of storylines.” – Ciaran (05:11)
• Instagram Stories are highlighted as an underutilized marketing tool, offering brands a creative edge, especially on Facebook where uptake is still low.

3. Google Analytics: Interface & Intelligence Upgrades (06:13 – 10:22)

• Fresh Interface:
  The new Google Analytics homepage provides more intuitive, visual insights (like heat maps showing high traffic times).
• Natural Language Queries:
  Daniel outlines how GA now allows users to ask questions in plain language, leveraging Google’s advances in machine learning.
• AI & Machine Learning Integration:
  • “Google has a huge focus on machine learning at the moment.” – Daniel (07:37)
• SEO Implications:
  AI’s constant learning will make Google’s algorithms impossible to “game” reliably, so content quality is more crucial than ever.
  • “Just focusing more on content quality is going to continue to be the real optimum thing to do for SEO.” – Daniel (10:13)

4. AI, Chatbots, and Marketer Adaptation (10:22 – 13:12)

• Ciaran warns that data-driven insights may clash with ingrained business views, and that adaptability is key for survival in the new data-rich environment.
• Daniel clarifies the difference between AI and chatbots:
  • “Most chatbots are not artificial intelligence at the moment. They’re scripting… decision trees.” (11:38)
• The hosts discuss image recognition and Google’s breakthroughs in AI-driven visual analysis, encouraging marketers to familiarize themselves with AI concepts—even if they think they're not relevant.
  • “Those organizations that create artificial intelligence based websites and apps ... will actually be at a great advantage.” – Daniel (12:28)

5. Mobile & Fast Web Experience: AMP and Practical Advice (13:12 – 16:28)

• Urgency around mobile speed is increasing.
  • “Speed of websites is something that's very easy to say yes, yes, yes to. But the problem is it's complicated to get it working.” – Daniel (13:45)
• AMP (Accelerated Mobile Pages):
  Google rewards ultra-fast, AMP-formatted pages and is tough on slow ones. The hosts suggest tools such as GTMetrix for site analysis, and discuss plugins for WordPress.
  • “Don’t look at your website as we all have done at one point and go, it's a bit slow. And then do nothing about it.” – Daniel (15:36)

6. Strategic Trend: Channel Crossover & Integrated Planning (16:28 – 20:40)

• Content marketing, SEO, PR, and social media are more intertwined than ever.
  • “You cannot separate your content, your search optimization, your social media and your PR... All of that stuff is so deeply linked.” – Daniel (16:59)
• Organizational silos impede success. True impact requires cross-departmental (or "cross-disciplinary") teams and comprehensive content calendars covering all channels.

7. Omnichannel Measurement & the Need for Holistic Dashboards (20:40 – 21:57)

• Current analytics dashboards often show single-channel data in isolation.
  • “I have an end goal ... I want to see how much this channel is contributing to that end goal.” – Daniel (21:18)
• The hosts recommend Google Analytics’ Multi-Channel Funnels and broader dashboards, even if built simply in Excel, to visualize cross-channel contributions.

8. Beyond Omnichannel: Experience and Real-Time Data (21:57 – 27:36)

• Daniel introduces the idea of going “beyond omnichannel”, where experiences are co-created and enhanced in real time through data, using the Gender EQ app as an example.

• Real-time feedback and interactive experiences (rather than mere multichannel presence) will shape the most successful digital strategies.

  • “Sharing our values and actually giving and creating experiences for the customer ... is just one, one example of doing this.” – Ciaran (25:10)

• The hosts caution against blindly following tech trends (“everyone was sitting there by the end just rolling their eyes going, that's lovely. But what am I actually going to do with it in practice?” – Daniel, 26:27), and instead urge brands to seek practical ways to make experiences more interactive and valuable for users.

Notable Quotes & Memorable Moments

• On Privacy and Snapchat:
  “From a privacy point of view, this is an absolute shocker.” – Daniel (00:47)
• On the Pull of Gamification:
  “Once you put up a 30-day streak, you think, well, I don't want to lose this because it will go back to zero.” – Daniel (01:49)
• On Storytelling in Social:
  “Everything we do, everything we think is along kind of storylines.” – Ciaran (05:12)
• On AI’s Influence on SEO:
  “Just focusing more on content quality is going to continue to be the real optimum thing to do for SEO.” – Daniel (10:13)
• On Organizational Strategy:
  “Departments is actually a really dangerous way of thinking because it naturally builds silos.” – Daniel (19:36)
• On True Experience in Digital:
  “People share experiences. So even in something very kind of dry and B2B related ... there is lots of opportunity for improving the experience and actually just making it more interactive, easier to do, smoother…” – Daniel (26:49)

Timestamps for Key Segments

• Snapchat Location & Gamification: 00:34–05:10
• Narrative & Social Stories: 05:10–06:13
• Google Analytics Updates: 06:13–10:22
• AI, Chatbots, & Marketer Adaptation: 10:22–13:12
• Mobile Web & AMP: 13:12–16:28
• Channel Crossover: 16:28–20:40
• Omnichannel Measurement: 20:40–21:57
• Beyond Omnichannel/Experience: 21:57–27:36

Conclusion

Daniel and Ciaran’s update is a wide-ranging and practical tour through the latest digital marketing changes. Marketers are encouraged to:

• Stay alert to platform shifts (especially stories and gamified features)
• Leverage AI-driven analytics with a data-first mentality
• Prioritize speed and user experience, especially on mobile
• Break down organizational silos for holistic, impactful campaigns
• Build robust, cross-channel content calendars and dashboards to track true performance
• Focus on delivering meaningful, real-time experiences rather than simply following technology trends

Actionable Takeaway:
Integrate your channels, embrace machine learning, always be testing new formats (like stories and AMP), and never forget—the best marketing is grounded in real, shareable human experience.