| The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
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Unknown (00:01):
Okay, guys, so we're gonna start off with a panel,
kind of shake things up here abit on digital marketing trends.
Very, very pleased to have twoesteemed gentlemen with me up
here at New House coming upTodd's from Taboola.
Let's give Tom a round ofapplause.
(00:25):
And by his side is Jameson Selbyfrom gameplay network
thanks for joining me.
Thank you for the round ofapplause, everybody, first of my
career, so So guys, guys andgals, one of the things that I
(00:45):
don't like at conferences iswhen people do this, and we're
just talking to ourselves, andlike, You guys aren't there. So
we're gonna make the sort ofinteractive, we want questions.
There is no wall here. This iswe're all here together. Right.
So, guys, thanks for joining me.
Thank you. Thanks for being.
So you want to tell us a littlebit about yourself Quick, quick
bio, where you're at now andkind of what got you to this
(01:08):
point your career? Yeah, I amTodd Newhouse. And you know, I
manage the sales team, the WestCoast sales team over at
Taboola. Some of you may notbelieve some you may not. You've
definitely seen us before.
simple explanation is we put adson websites, we partner with
some of the top publishers inthe world, ESPN, all the ABC
properties ABC property, CBSproperties and really
(01:32):
exclusively power their supplyon their sites really impactful
impressionable ad placements ontheir sites. And we have a one
to one relationship with them,where we get a ton of insights
and data, really making us likea contextual powerhouse
learning, you know, what peopleread what people like what's
viral, and then recommendingproducts, brand services that we
(01:53):
know they're interested, youknow, as they're consuming
content in a mindset ready to,you know, find the next thing
that they're, you know, theywant to either purchase or sign
up for or just content they wantto read. And, you know, I've
been at the bullet for a coupleof years now, it's my first
venture in marketing, I used tobe in hospitality sales used to
sell to this hotel that we sitin right now. And so it's been
(02:17):
fun kind of merging my life ofyou know, always I started out
in retail, ran sales andmarketing departments for those
companies. And now getting onthe digital marketing side and
having a you know, anunderstanding of what that
retail world is like, and youknow, how how do we reach an
audience? How do we speak to anaudience, and get them to become
(02:38):
champions and lovers ofcompanies and brands? Awesome.
That's fantastic. James. Jamisonsell the I league games and
marketing for gameplay network,we operate a series of games and
online sites in the real moneygaming space, B spot.com, is the
primary one that people can playand see we live in California
(03:00):
and other states.
We build that up. So we've runthe gamut between video games,
and real money gaming, realmoney gambling, and we sort of
work and with content from bothsides of the fence and marketing
that we've pulled in from bothsides of the fence. So it's a
direct b2c play for us. We are abrand operator we buy
(03:23):
advertising, spends money withus,
and others because we need eyeson screens, because we want to
pull people in and have a goodtime and become brand champions
and all that good stuff. Sothat's
our point of view, and sort ofwhat we're looking at and how we
discuss it and help us so whenwe're looking at advertising,
it's very much performancebased, and how can we utilize
(03:45):
these tools to drive our goals?
For me personally, I came upeight years ago in film and
television, and crossed overinto video games a long time ago
and decided to run for thecircus and make video games.
And eventually, that led us intotaking content into Las Vegas
and working with casinos. Andsuddenly we were building a lot
(04:07):
of hybrid content, you know,film and TV licensed content
with video games, with thecasinos making real money and it
sort of opened up an entire newgenre of content for us. Very
cool. Show of hands, b2c, whoare b2c folks in here again.
Okay, good, good. And then b2b.
Everyone else? Not even wesplit? Hmm. All right. And how
many agency folks do we have inhere?
(04:32):
Not a lot of agency folks. Fiveor six. Okay.
Okay, cool. All right. So youknow, your audience.
There they are. There's a lot oftrends that we can talk about,
right? We want to reallycrystallize that within that 45
minutes. Now, what's reallyactionable important now. So
hence, if you have questionsthat you want to ask these guys,
(04:53):
about any trend or anything,it's hot right now. We'd love to
love to hear it, but we're goingto kind of stick to it.
to maybe three subject areas.
One is web three. And we won'ttalk too much about taxes. We
can go down a rabbit hole there,right? But then the other two
are tic toc. And how tic TOCsreally become this massive
cultural zeitgeist phenomenonthing right over the last few
(05:16):
years. And then AI? No bigsurprise there. So what should
we start with guess? Ai picksup? What do you feel? Tick tock,
tick tock, tick, tock. Okay, youguys. Okay with that? Okay, so,
James, maybe you can start. Wechatted a few days ago,
actually, last week, right. Kindof precursor this and find out
(05:37):
kind of where our heads were?
What are your thoughts on ticktock? How can again, the title
of this panel is how can theytake advantage and maximize the
use of these trends? SoI think you know, obviously, the
every couple years, there's anew white whale in some fashion.
And Tik Tok is the beast thateats all others, right. And
(05:59):
certainly at the moment,it's changed not only dominated,
eaten up ad dollars frompublishers all over the
industry,it's also changed the way that
brand marketers are looking atwhat we create, and how it's
going to be digested.
Tick tock has literally changedthe ads that you'll see on
(06:21):
Facebook, Instagram, right?
Everywhere else. It's, it'schanged the type of ad creative
that we're trying to make heavyheavily sort of pushing stuff
towards the UGC, user generatedcontent sort of influence or
style.
presentation and really madepeople sort of focus down on
(06:42):
that idea of,of trust, sort of pull
advertising as opposed to push,love me love me.
This is much more of like, don'tyou want to be me.
But it's really instinctual tochange it like there's studies
that have shown like, with theads that we're putting on
Facebook and others, you know,if it's a person, that doesn't
(07:07):
necessarily look like a polishedad, your scroll rate slows by
several seconds, you mightactually take three to five
seconds instead of one to two toscroll past something. If it's a
person that is looking this way,and then turns and looks out in
the first second. Your actualhold rate goes up by several
seconds. And it's, it's reallyinteresting. That's where it
(07:32):
gets down to that type of stuff.
And I think stock has had a hugeinfluence in driving the way we
think about who had created anddriving the way that users
consume, and are willing toconsume behavior.
I mean, you can even see it on,you know, the way broadcast ads
are starting to develop when yousee that opening section of an
(07:55):
ad. See how many famous ads likeright now there's
big ad playing everywhere. It'sthe girl with hair on her lap,
he's wearing like a FreddieMercury jacket, dancing like
crazy. Commercial opens on hereyes.
Right? It's changing, it'schanging the way we make that.
So I think it's a trend. That'ssomething you know, we can all
(08:15):
be aware of, and how does itHow does it changed the way we
think about advertising andcommunicate with people? Does
that resonate with everyone whatyou just said?
I mean, that's that's amonumental change, right?
Because it's influencingeverything else along the way.
Which mean that Facebook dothat? I don't know. Maybe a
little bit. Facebook? Certainly.
Things to change. Yeah. Yeah.
(08:38):
The precursor to that. Yeah, Ithink the precursor I think, I
think a lot of times thetechnologies are constantly
evolving, right? I think thatword you just used resonate, is
so important, because whattiktoks doing is it's resonating
with the audience. Right? Right.
And so now marketers areutilizing tick tock resonating
with the audience. And nowthey're looking for ways like
how the wave are resonating ontick tock, how are we going to
(09:00):
resonate in other areas, right,and being able to Bula you know,
we think of ourselves as adiversification partner, I would
never tell you not to spend withtick tock, I would never tell
you not to spend with Google orwith Facebook, right? You guys,
those are avenues that areworking, right? But where where
Tula lives is, is in a differentarea and a different mindset, or
on websites, and people are onwebsites every day, right? And
(09:22):
so I was like, now how do weutilize these Tiktok ads are
resonating with the audiencereaching the audience. People
are, you know, engaging withthem? And use some of that, you
know, because we can't justthrow a tick tock at on a
website just doesn't work thatway, right? It's not auto
scroll. It doesn't autoplay likethat. Right. So how do we
utilize some of this over youare using the influencer because
(09:43):
we believe just the image of theinfluencer is ready to resonate
with the audience. So we'reusing a description or a
headline, or are we driving to aplace that you know once someone
clicks on an ad, now they'regetting excited because
because we have the same sort ofpresentation, you know at that
landing page, and so you'regetting a ton of information,
(10:06):
you're getting a ton oflearnings, right? And I think a
lot of digital marketing hasalways been about learnings,
right? Who is my audience? Whatis my audience? You know, what
makes my audience convert? Howdo I reach? You know, which
audience? Am I reaching? At?
Which time? Is there an audiencethat we thought we knew, like
Jameson probably has a good ideaof who his audience is. But you
can on tick tock, and maybe allsudden, you're trending in this
(10:27):
whole other area, where youdidn't realize that you were
trending. And now you come tothe table and be like, Hey,
we're doing great with a bunchof tech talkers that are reading
about or consuming MarvelUniverse stuff. Right there on
barrhead tick tock. And so nowit's like, let's reach
contextually people that arereading about Marvel, right? And
so you're, you're connecting,you know, they're
(10:49):
interconnecting, right? Andthat's what your whole marketing
funnel or MCs should be. It's aninterconnection of, you're
working your way down thefunnel, right? That's the
ultimate goal, the top of funnelall the way down to that
conversion, that bottom funnel,and then you're working within
your environment, where how am Idoing that on tick tock? How am
I doing on Instagram? How am Idoing that on Google? How am I
doing on the open web? Right,and combining all those features
(11:10):
together? Yeah, I think onething we think about now, which
is really interesting, youexpand upon that, that idea of
like, we saw this thing overhere with this group. And now we
can actually try and advertiseto that group
on different sites with contentthat they're going to respond
to. But it actually also it goesinto now the actual, the content
that we're producing, not justthe marketing, right, but
(11:33):
actually, okay, now we know whoyou are, where you're coming
from what you've responded to.
So when you get here, we'regoing to have games and content
specifically ready for you toland on that idea that it's not
just,you know, we're fishing over
here, we're creating ads thatare kind of cool to bring you
in. And when you get here, toour baseline offering, it's that
(11:53):
content has to be a through lineall the way so that when they
arrive, right,they find what you sold. And
like what you were saying likeoh, because you know, the people
that I liked and the sites thatit was on set, it was like this,
it's really cool. It's part ofmy world, I get there, if I
don't recognize it, then itthere's a dissonance and it's
not true. As long as they land,they see what it is there's a
(12:16):
through line between all the wayfrom that first ad all the way
to the landing. And the contentthat they're first exposed to
you can expand it but that firstexposure,
you want it to be a through lineall the way from the first touch
point all the way into theactual data onboarding phone.
Okay, awesome. What mistakes doyou see brands making guys with
(12:37):
with tick tock? What are the twoor three things like you see
happening where they're just,they're just not getting it? Or
they're not doing it? Right.
What are your thoughts on hownot to do it? Briefly?
They're the marketing.
Like, yeah, I can say you cansee what works. You know,
(12:58):
I'd say the number one thing hesees, I mean, nothing new about
this, right? It's inauthenticity. Yeah. It's
if it's fake, you know, if theinfluencer if it's really one of
those things, you pay thatinfluencer or some group to just
do something and it's people whoare doing something that they
have no reservation to writecouldn't care less about. You
(13:21):
know, a lot of the not all but alot of the influencer crowd.
They're not necessarily highlytrained actors, who can respond
and listen to anything theywant. They're generally evoking
their own personality at ahigher level, no performing
themselves. So when you havesomething that they can honestly
respond to, tends to work a hellof a lot better. If they're
(13:43):
faking it, it tends to be reallyobvious because in Tik Tok, it's
scrolling, you just watchsomething from this guy who you
love and makes these videos of acat that has sword fights, and
then you scroll to this annoyingand looks really fake and then
use it in context inauthenticity is obvious. And if
(14:04):
it's fake, you know, or justkind of like, Hi, this is bland,
boring advertising, please giveus money. Right? It gets really
obvious. Yeah, that's a mistake.
I'd say the larger mistake tosome degrees is not
participating. Just not doingit. You know, this isn't our
audience. Yeah, yet. So we'renot going to worry about this
(14:25):
yet. We're going to do otherthings. Because you're letting
other people get way ahead ofyou and define knowing their own
audience.
I agree with that. It's likesometimes you'll just like Chase
virality if that's already, youknow, trying to be viral, right.
And so then you're just jumpingon trends that you know, are
viral, you know, people arewatching, right, but you're
jumping outside your brandimage. You're jumping out who
(14:46):
you are, right? And you're justtrying to piggyback on you know,
what's working out there. And Ithink, you know, a lot of
success and you build thisstrong champion base by becoming
vulnerable yourself creating youknow, content that you
Leave speaks to your audience.
Right? And you got to think ofhow are we going to go viral?
But in that sense, it's withinyourself, right? It's not your
(15:07):
like Jameson said, like, thiscat jumping off of things going.
berserk? Yeah, let's dosomething with the catch of it
off the thing. Well, that hasnothing to do with, you know,
selling auto loans. Right. Andso, that's where you have to,
like, understand your brand andnot step too far out of your
brand. Just to stay, you know,what you what you believe what
(15:30):
you perceive will be relevant inthe public eye. Got it? Right.
Okay.
Who has a question out there?
For these tospeak right into a camera? Yeah.
So you talked about, you know,what are some strategies to go
into Tik Tok? But what if acompany does or I'm a part of an
agency, so we have clients thathaven't gotten into Tiktok? One
(15:54):
because the more more of acorporate or b2b Right, they'll
see the relevance or they'refrom a legal standpoint, right?
That's their biggest concern.
It's just like, more this looseygoosey type content, which could
take higher risks. So in thatinstance, right, more of a
(16:15):
conservative stance, what wouldbe your best approach to enter
tick tock, given if it'sbuilding
some like organic content orcoming in as a paid content?
Question? I'd say, Look, ifyou're depending upon where you
are as a brand, right, if youhave a massive legal department
that is going to be no, we'renot turning your brand over to
(16:38):
some random, you know, Tiktokinfluencer, who's God knows what
they're gonna say, right? You'renot going to do that, you know,
but the reality is, that's alsoa misnomer. You don't have to do
that. There's a whole bunch ofyou know, agencies and different
groups now, where you canliterally script it, approve
everything that happened, givenotes, and you have full sign
(17:00):
off and approval before it evergoes live. And the ones who are
really good there are, you know,agencies and tick talkers. Now,
who they are very selectiveabout the brands they work with,
because they know that their ownpower as a little marketer is
going to be defined if theiraudience sees them being fake.
They're like, Oh, you did thisfor paycheck, you suck. I'm
(17:20):
gonna go on somebody else.
Right. So if I, if I'm watchingyou, because you, you know,
whatever you make you, youremaster, like 1930s, Chevy's or
something like that. And that'swhat I love. And you talk about
stuff that's related to that andcars and your life? Well, that's
(17:40):
gonna feel natural. If you thensuddenly turn around and try and
sell like an energy shake. Thatmight seem a little dismissive.
But there might be a way to loopthat into auto insurance, and
things like that.
Yeah, for sure. Because there'strusted influencers out there.
Right. And like you said, themore and more influencers,
you're trying to align withtheir own brand image, their
(18:01):
brands themselves, right. And soit's like, how do we connect our
audience with their audience?
And how do we work that intogether and I think that's very
important to know, because Ithink all these places are not,
they're not all and noteverything's a must buy. But I
think I personally believethere's power in being at
multiple places. So youraudience, you know, you could
(18:23):
stay top of mind through andthrough, right, and I think you
do that in a multitude of waysin by utilizing Tik Tok, you use
authentic voices that youyourself drawn. So it's not
like, oh, we have to be on tictac, let's find an influenza,
let's pay them money, and thentell them to do this. Right.
There has to be a strategyinvolved. And I think more and
more, you know, especially inthis current economic state, you
(18:46):
know, performance is lessimportant than ever. And to be
able to perform properly, youhave to be strategic, and you
have to be tactical, and there'snot this big leash for kind of
just putting yourself out thereand seeing what comes back. But
you have to understand, youknow, I like to myself, you
know, is put myself in thatconsumer shoe. All the time. I'm
talking to marketers, it's like,well, I go on Tik Tok, I go on
(19:09):
Instagram, what's going toresonate with me? Like, if I'm
talking to this company, I knowwhat that company wants to say
like, who is your audience? Andwhat is your audience want to
see you really have to betactical and really have to be
smart with where where yourbudgets going.
Other questions about your talk?
(19:36):
Sowhat what are your thoughts on
the whole phenomenon? Tick tockis sort of being led by younger
folks. 20s and 30 Somethingsright. The whole notion that the
youth shall lead us to whateverthe youth thinks is hot and
cool. Can everyone kind oflatches on to a backup part of
it? Or is it just the the ideaof it and the technology and
(20:00):
Are both like, Why did it becomesuch a phenom?
COVIDit became a very like instant
entertainment source. Yeah,right. And Taboola we're kind of
all about discovery helpingpeople discover products and
brands as that of consumingcontent. Right? That's what tick
tock is. It's like the ultimatediscovery engine, you go on
(20:20):
there. It's slowly, ratherquickly, shall I say, that
algorithm learns who you are.
And then you start discoveringthings. And like, if you want to
write tick tock, it's differentthan his different than all of
yours. Like, I have random stuffabout people doing their jobs,
like in India. And I didn't knowthat I wanted to learn about
(20:41):
that. Sorry. Like, Mike'sgetting me.
But you're discovering things,right. And so it just became and
then it's ever scrolling. Right.
And so you're just it justconstantly just feeding your
mind with what? Surprisingly,things you want to learn about
it know, where you're not reallygetting that on, on Instagram
anymore, right and not gettingon Facebook. And when you go on
(21:02):
to the open web, you know, someof its discovery, but like, I'm
going on to read about lastnight's Lakers game, and I don't
know what that next article isgoing to recommend and what
Tableau is going to recommendfor me to read, then you enter a
discovery phase, but you'reyou're starting with intention.
When you open up Tik Tok, youalmost have no intention other
than to just be entertained.
(21:26):
There's the misnomer of choice.
Right? Right. And that's, Ithink, the great power of
Tiktok. If people don't wantinfinite choices, that's a real
mistake of the menu. Perfect.
They want to be confident in thechoices they make. With tic tac,
you don't have to do anythingbut open it nothing, kind of to
(21:49):
make a choice. You don't have todo anything. You tap it scroll.
It's the you know, it is theultimate evolution of the
dopamine delivery system, right?
I mean, right? People literallywill talk about how they lost
hours just Mindlessly scrolling.
Now there's there's a lot ofsocial questions about the risks
of social media and talk ingeneral what that means.
(22:11):
I think you know how it got thatway it's you know, it was the
perfect evolution and a perfecttime speaking to a perfect
audience in perfect bite sizedincrements. Perfect storm with
that were perfectly it reallyrode the tip of the spear.
What's going to be interestingis the suit and sometimes what
happens next? Okay.
I think with tick tock, we'retalking about tick tock. But
(22:31):
these the lessons that everyonehas taken from it are now
propagating everywhere. And thereality is tick tock may not
exist in this country in 12months. Well, thank you for
bringing that up. My nextquestion, what are your thoughts
on that?
Stay tuned. So given the stateof things next, given
given the political environmentit seems highly likely that
(22:58):
Tiktok is in for very troubledwaters here. Because there's a
lot of political agreement and alot of political advantage to
attacking them right now. Soit seems like that's, you know,
right now, that is the directioncertainly going. And you can see
from other companies, who aresort of reevaluating and
(23:20):
starting to repurpose differentaspects of their own platforms,
they're expect expecting to beable to pick up the slack,
right. So we'll see, I wouldsay, stay tuned. But, you know,
the impact has been made on allthese other platforms on a
market, it's gonna take thelearning from Tiktok goes down,
something else will replace itin a day, right? So you know,
(23:41):
and whether it's, you know, Vinecoming back, or whatever, that
mechanicis still there, it's gonna be
very powerful. But I think ittaught us something that all
these other platforms haven'treally taught us is like, really
how to resonate with thataudience. Right? Because that is
(24:02):
so important, where YouTube, youreally have to search, right,
and their algorithm doesn't giveyou a lot of what you want to
watch next, right. And Instagramis very new into suggesting
other posts and people that youdon't follow, right. And so
we're learning now that a lot ofit kind of has to not be in the
hands of the user. Right? Butthe company has to really be
(24:22):
helping that user learn and findnew things to love. Right and I
don't think any other companyhas really done a lot to help
find people to love starting tosound like a tick tock
influencer right now. Butbut um, I think that's so
important is like reallyconnecting with who your brand's
audience is, and learning fromthe lessons we've learned from
(24:47):
tick tock and, you know, and Ithink trying to do that
everywhere, and that's on yourTV sponsor. That's even the way
your company operates, right?
Like how do we speak to ouraudience better? It's made of
the companyare marketers I hope? Yeah, I
think I hope so.
Much it's put higher demands.
(25:10):
Patience, it's the ultimate itis you said that, you know, your
Tiktok has driven the mind isdifferent than theirs. Whereas,
you know, Facebook's different,but
but tick tock really is you canpick up different people's,
they're different, you know,there's trends that will hit
everyone's feed, but then theyget really, really specific. And
(25:32):
that level of personalizationis incredibly
powerful, very intimate. And ina lot of ways, it's, you know,
it'sit's not like watching people
object, it's like hanging outwith your friends. Right,
because it's a very personalconversation specifically chosen
for you. Right. And I think thatdoes it increases the demands
(25:53):
and also limits people'stolerance for advertising that
does not meet theirexpectations.
All right, good. Well, I thinkwe got that done.
Let's switch gears. Okay. Sochat GPT.
(26:14):
Picture yesterday talking aboutthat presentation?
How can these folks takeadvantage? Let's say they're
just starting to get involved orjust dabbling?
Using the tool finding out abouthow to use it? How can they
maximize your thoughts and howthey can maximize the use of it
for marketing purposes. But myfavorite thing with chat, GBT is
(26:35):
not to use it to specificallydevelop your content, but to use
it as a thought starter. Right?
Because oftentimes, we're justplaying, right, we've thought of
every single thing we can do itor marketing world, we work in
our jobs every day. There's somuch downtime in our jobs. We're
just like, thinking like, what'sthe next thing we can do? How
are we going to, you know,where's the what's the next
(26:57):
move? What's the next wordthat's going to work? Right. And
so for me, I use I mean, to behonest, I had to write a
professional profile for thisconference, I put my LinkedIn
profile, and I told Chuck GPT towrite me a professional profile,
right? Because I used it. I'mlike, I don't I don't want to
write about myself. But it gaveme a path, right? It's like a
little GPS unit, right? And it'slike, oh, this should go by
(27:20):
started this a good way to wordthat right. And then I can start
adding in my own flutter my owntouch to it, right. So we had to
boil over using it. And youknow, a lot of what we do, we
have an ad unit, we have animage, we have a headline, we
have a description. Alright. Andwe're using it to create custom
headlines, custom descriptions.
But it doesn't mean that you'regoing to take this list of 15
(27:41):
descriptions or headlines thatChuck GPD spits out, and just
send it to Taboola and tell youlet's use this. Right? But it's
like, oh, that's a good idea.
How do we how do we work aroundthat, right? Because what it is,
is, it's just a database ofalmost all the knowledge out
there. Right? Right. And so it'sjust a group thing. It's a it's
a learning tool, right? And it'sgoing to evolve. And we're in
(28:01):
the early early days, andthere's so many different ways
to use it. And there's a lot ofways to be able to communicate
with it back and forth. It's notjust put a prompting, get an
answer, and you're done. Let'sput a problem in and get an
answer. Tell them you feel whatyou liked what you didn't like
dialogue, it's a dialogue. It'sa conversation back and forth,
right. And so I really like touse it to like, just like,
brainstorm with yourself, right?
(28:24):
Because one of my favoritethings to do is get a group of
my sellers together a good groupof people that work in the
company together and just have abrainstorming session, like, how
does the bullet get better? Howdo we get better? How do we sell
better? How do we reach out topeople better? And like, now I
can just do this with an AI bot.
Right? And it's like having aconversation with a billion
people, and using all of theirthoughts and everything that
(28:44):
they've put out there andcommunicating it back to you.
And now it's now I'm thinkingdifferently, right? So it's
changing the way you'rethinking, Yeah, well, you're
processing information aboutyour thoughts on I think for
right now, it's a tool and aplay thing. And it's cool, and
we use it much the same way.
(29:05):
Take this, let's take thisconcept as planned. Now. Let's
really focus on the the art ofcreating unique prompts for
charging between other engines.
And let's create this but in 15different voices. Let's write
this as if it was written by x,y, z, okay, let's do this. But
(29:25):
with the verse structure of aparticular song, okay, you can
just do all kinds of crazythings to see what you can come
up with. So it's like it is likea high tech writers room that
can challenge the way you'veanticipated things. You know,
you can also do it to challengewhat you wrote.
(29:50):
Soit's enhancing now we also talk
and you know, get pitched bycompanies who are coming in. And
their point of view is that chatGBT in the
AI revolution are going toultimately,
you know, be a tidal wave ofrevolution across the marketing
industry.
Not there. But it is interestingthe idea that with those, that
(30:16):
compendium of billions, answersand questions and knowledge,
then we a be test marketing,right to see what's going to
work, sort of the ultimateideas. You know, can we use AI
tools to effectively ABC to theinfinite test marketing? Yeah,
before it ever goes out beforeanyone ever sees? Can we
(30:39):
effectively use AI to fine tuneit to an unbelievable extent,
effectively testing it on an AIplatform before it ever goes to
public, which makes things moreefficient for to make things
more efficient and ultimatelymakes things you know,
potentially vastly more costeffective? Right, right.
So I think we're in very earlydays, yet, there's a lot of
(31:02):
staggering potential. It remindsme of the internet itself. In
the late 90s. Such a tectonicshift, right? All of a sudden,
you had this whole new thing.
And it changed everything aboutlife. Right? Yeah. If you're old
enough to remember the latenight news? I am, it was just
like this total one ad likeeverything changed. Yeah. And
that's what it reminds me of alittle bit. Yeah, stuff. But to
(31:23):
your point, we're very early.
Yeah, let's, let's see how itevolves. You have something to
say on that? Right? Yeah, Ithink one of the beautiful
things is like you could kind ofteach it to work for you, like
we're implementing our bestpractices and our top trends on
the back end of it. So when aclient is speaking to, on the
front end of it, it already kindof is moving one direction to
(31:45):
ensure that it's communicatingbest with you based on what the
best practices and trends are.
Right. And so, you know, likethe start of the internet, like
I'm sure, in the early 90s,everyone thought everyone's
losing their jobs then right,and the internet's gonna do
everything for us, right? Whatdid the internet become a, it
became a tool for all of us toget smarter, all of us to gain
more knowledge all of us be morebroad. Right? And so it's just
(32:06):
a, it's opening doors, right? Ithink if you look at things with
fear, and it's gonna give fearbaths or fulfilling prophecy,
right, but if you look at thingswith opportunity, then you're
gonna find opportunity, andyou're gonna expand and grow
with it, right? Just like theinternet. Right? We are all
surviving off the internet.
(32:27):
We're live streaming right here.
Right? And because we're livestreaming this, I'm sure. I'm
sure, executives at CBS, we'reso scared that you know, live
stream is going to take awaythat you're not going to have
channel to anymore, right? Butwe have, we have little bits of
everything and everything. Youknow, rising tide lifts, lifts
all boats, however, whatever thesame.
(32:47):
And so but and that's how I liketo look at it, whether it's true
or not, you know, it's, it's myapproach to it to, you know,
remain positive and let it letit enhance me as opposed to the
opposite. I like that attitude.
I think that's a healthy way ofseeing it.
And let's see what happens,right? It's yeah, I think so. We
(33:08):
have about five minutes left.
This was cruising by. So let's,let's take questions from the
audience on AI chat. GPT, whohas a question for Jameson and
Todd?
Shall weask the SAS cheat sheet?
is right over there?
(33:30):
Because Hi, via from Christiancommunity credit union, and
we're in the financial, we're afinancial institution. So you're
kind of thinking like, do youthink
which is the best channel socialmedia channel that's best for
financial institution?
(33:50):
Oh, that's a good question. Thatis a good question. Having not
been in the financialinstitution, are you b2c or b2b
is a regional bank, NationalBank, national and it's both b2b
and b2c.
To me, and like I was talkingabout earlier, I'm a big
believer in hitting a multitudeof areas, right, like really
(34:13):
expanding your marketinglandscape and diversifying your
mix. Right? Being in areas whereyou could be you know, top of
funnel reaching large amounts ofimpressions reaching a multitude
of eyes, some people in youraudience, some people outside of
your audience, but then reallyunderstanding who your audiences
and finding them in those areas,whether that's a Reddit channel,
(34:34):
right, or just using a singleinfluencer that you believe
resonates with your audience,right? But not looking at any
any one thing and being like,that's the thing that's going to
move it but looking at it all,and like building this whole
beautiful picture of everywhereyou are and reaching people
because I think we all go on theinternet every day we all go on.
(34:56):
You know most of us go onInstagram every day. A lot of us
go on Tik Tok every day a lotLet's go on Facebook every day,
a lot of us go on YouTube. Like,we watch TV we CCTVs. Like we're
seeing things all over theplace. But we're in different
like mindsets, and each one ofthese areas right and different,
and we consume the informationdifferently. Right? So it's
like, you can't, it's hard todecide where do I want to reach
(35:17):
somebody? How do I want them toconsume it, but it's like, I
want to reach somebody in a lotof different places. I want to
reach them when they're watchingTV and like they're consuming TV
and they're comfortable at nightafter work. I want to reach
someone when they're reading anarticle, you know, when they're
in the subway on the way to theoffice, somebody you know, or
reading an article at lunchtimeor scrolling through tick tock.
(35:38):
You don't want to break. It's Idon't think there's any one way
there's there's no cookie cuttermodel to marketing. Think that's
always been the complicatedaspect of digital marketing is
like there's not just one move,you can put all your budget into
one bucket. Right. And it'sabout just diversifying, and
then leaning into, right. And sobeing able to test being able to
have the budget, be smart withyour budget, and then lean into
(35:59):
what's working, but notforgetting the other channels as
well. I would say I think thatthere's there's something to
knowing what's that coreemotion? That's important. With
a lot of financial brands,though. Not all It's trust,
safety, longevity, family.
With Summit, sex, excitement,fast, you know, party FOMO. So
(36:24):
what is it? Right? What's thatthing and the were on this
field, the other thing was, youknow, a lot of institutions like
that is, it's really more pullthan push, you want to be where
I was going to look for you, youknow, I'm coming. Right? You
don't need to sell me Coca Cola,you need to be where I'm going
to look for you. I do think youknow, in general, when you see
(36:45):
that sort of trust, andlongevity and family, you see
people going into medias thatcarry that like for influencers
on that side, you know, I mightdo a brand play on some of the
channels. But I'm going to do adeep dive at this point,
probably on podcasts, and thingslike that, because you can get a
crazy level of trust andrepetition with certain
(37:08):
financial influencers andpodcasting, because for that,
like you don't survive on a onetime impression. You need to
build a relationship so thatpeople identify you with trust
and longevity and safety oversix months, before they make a
purchase decision and findingchannels where you know, you're
going to have that longevitywith someone over the course of
(37:31):
time and expose them and slowlyreel them in, and shall let them
know who you are. I think that'ssort of a really important thing
to consider. Other questions onchat? GPT, specifically, back in
the corner, right behind you.
Do you want to toss the catchblock?
(37:54):
100%.
Absolutely. In terms, that's whywe don't use chat. Thank you for
asking us to create content,right? Because you know, things
like the fact that Chechi thatthere's lawsuits around that
because guess what, they useGetty Images to train him.
Right. So there's all kinds oflegal questions around this.
(38:16):
There's actually AI platformsnow who are coming up going head
this AI has only been trained onlegally licensed imagery, and
things like that. There's a lotof questions around
not just safety, but aboutBritain. If we use this, are we
accidentally one gonna saysomething blatantly untrue to
are we going to steal someoneelse's work and not realize it?
(38:39):
Because it turns out that ourChet GBT took a Japanese novel,
translated it, spit it back tous, and we published it. Oops.
So yeah, there's a lot ofconcern around that. That's why
I haven't seen really anybodysaying we're just gonna unleash
this and not monitor it. That'swhy it's a lot of poke and prod.
(39:01):
But, you know, it makes legaldepartments highly concerned.
Yeah, great question. Thank youfor asking that.
Other questions?
Any questions about digitalmarketing trends at all?
burning in your mind, you wantto be sure.
(39:21):
With Twitter, what's gonnahappen on Twitter?
Twitter feed. Any thoughts? Ihave thoughts.
Thoughts, thoughts? I honestlydo not know. I think it's an
(39:43):
evolving circumstance. You know,I think that Twitter has been
through a lot over the last fouror five years. Right. And
there's, you know, othercompanies that have popped up to
try to capitalize on peopleleaving Twitter. think what's
going to take as longOther people will leave Twitter
for one of these other ones tobe relevant. Right? Right,
because Twitter is so powerfuland it sort of is a community. I
(40:06):
don't personally use Twitter,right. And so they have their
champions, right that love it.
They're on it every day they'recommunicating every single day.
I don't know, if NPR leaving oryou know, one other person
leaving or two other peopleleaving is really going to
drastically change who Twitteris and how Twitter operates. I
think it's got, you know, Ithink it's a mass exodus. And I
(40:29):
don't think Twitter allows themass mass exodus to happen. So
it's like, they're evolving withhow people react as all
companies evolved, and how toshard react, right. And so it's,
it's a powerful engine, it's apowerful tool. It's, it's not
going anywhere fast. But I thinkpeople are just kind of being
smart with the way they interactwith all these social tools.
It's all so new to us. EvenTwitter, even Instagram, even
(40:52):
Facebook, it's all still so newto us. And everything in digital
is always kind of new. Right?
And so you kind of just movedwith it. I think, you know, with
the rise of Twitter is there isa massive engine behind it, it
is going to change it is goingto be evolved. Officially it
doesn't exist anymore. Anyway,it's part of the expertise, and
(41:15):
the resources and actual marketcapability for that entity. go
way beyond any single company, Ithink you're gonna see that
company and what was Twitterevolve over the next couple of
years into something extremelydifferent. That's interesting. I
think betting on its failure isnot wise, I agree with because
(41:35):
the people behind it. Musk andothers are quite savvy. There's
a lot of really smart people onthere. You might not like what's
happened to Twitter, but it'sgoing to grow and change. And I
would bet that in a couple ofyears, it's something completely
different with FAR expandedcapabilities with a new audience
(41:55):
and a new dedicated, that'sexpanded. Yeah, and probably be
very different than where it is.
Good. Good stuff, guys. Okay,real quick on web three, just I
know, it's a huge topic,Blockchain crypto 30 seconds. So
we have three, go. You know,there's just real quickly as a
brand advertiser they know aboutin some ways you got to learn
about it, you got to know aboutit. It's coming. The Crypto
(42:17):
side, you know, Blockchaincapability, what it allows us to
do the way it might allow brandsto literally interact with
people in a very different way,the way that we can actually
activate advertising in a waythat like here, here's an ad,
keep it by the way, that ad I'llget you entrained. To this, I
can literally make ads that haveutility. It's an incredible
(42:45):
new field to play with. It'salso something that brands and
stuff are going to be very waryof for a while, because crypto
and blockchain are inextricablylinked in a lot of people's eye,
right, for better or worse. Andthere's a lot of fear and
trepidation talking aboutlawyers around that web three,
also fascinating because of thisidea of the user generated user
(43:06):
own content, and the communitiesthat can develop when the
community feels ownership andhas ownership of a product. So
that's it, they're incredible.
Learn about them. If you'reyoung and marketing, you're
gonna need to know what all thatmeans. Got it good.
Yeah, I mean, I agree with a lotof what you said, I think, you
(43:26):
know, early days, web three,it's gonna be a lot of
experiential marketing, right?
It's, it's going to be reachingthat immersive experience, it's
going to be connecting with, youknow, your audience in a
completely different way. Um,it's gonna be unique, you know,
and I don't think we have anyidea where it's gonna go on the
marketing front, right, right.
Because it's, you know, intheory on the blockchain, we
(43:49):
shouldn't know anybody. Right?
We should. It's avatar based.
And it's, you know, so it'slike, how are we going to
personalize? Right, and I thinkthat is going to be a lot of
contextual basedpersonalization. Yeah. Right.
And so, gotcha. It's somethingnew, it's in its infancy, right,
it's going to constantly change.
Right now the companies that arebuying in are going to be the
(44:09):
companies that are gonna powerand in the long run, it's the
big companies that always powerand in the long run, right, but
they're letting people you know,dabble and dip their toes in the
water. So they can be, you know,those early adopters, those
guinea pigs, right, and thenwe're gonna start learning
what's working, and then peopleare gonna lean in, and then
before that web four is gonna behere, right? So I guess the
(44:33):
wild ride, right? We have a lotof evolving things going on as
well. Jamison. Todd, thank youso much for joining me. Please
congratulate them on picking uphere and thank you.
Thanks, guys. Appreciate it.
Thank you all
Okay, guys, so we're gonna start off with a panel,
kind of shake things up here abit on digital marketing trends.
Very, very pleased to have twoesteemed gentlemen with me up
here at New House coming upTodd's from Taboola.
Let's give Tom a round ofapplause.
(00:25):
And by his side is Jameson Selbyfrom gameplay network
thanks for joining me.
Thank you for the round ofapplause, everybody, first of my
career, so So guys, guys andgals, one of the things that I
(00:45):
don't like at conferences iswhen people do this, and we're
just talking to ourselves, andlike, You guys aren't there. So
we're gonna make the sort ofinteractive, we want questions.
There is no wall here. This iswe're all here together. Right.
So, guys, thanks for joining me.
Thank you. Thanks for being.
So you want to tell us a littlebit about yourself Quick, quick
bio, where you're at now andkind of what got you to this
(01:08):
point your career? Yeah, I amTodd Newhouse. And you know, I
manage the sales team, the WestCoast sales team over at
Taboola. Some of you may notbelieve some you may not. You've
definitely seen us before.
simple explanation is we put adson websites, we partner with
some of the top publishers inthe world, ESPN, all the ABC
properties ABC property, CBSproperties and really
(01:32):
exclusively power their supplyon their sites really impactful
impressionable ad placements ontheir sites. And we have a one
to one relationship with them,where we get a ton of insights
and data, really making us likea contextual powerhouse
learning, you know, what peopleread what people like what's
viral, and then recommendingproducts, brand services that we
(01:53):
know they're interested, youknow, as they're consuming
content in a mindset ready to,you know, find the next thing
that they're, you know, theywant to either purchase or sign
up for or just content they wantto read. And, you know, I've
been at the bullet for a coupleof years now, it's my first
venture in marketing, I used tobe in hospitality sales used to
sell to this hotel that we sitin right now. And so it's been
(02:17):
fun kind of merging my life ofyou know, always I started out
in retail, ran sales andmarketing departments for those
companies. And now getting onthe digital marketing side and
having a you know, anunderstanding of what that
retail world is like, and youknow, how how do we reach an
audience? How do we speak to anaudience, and get them to become
(02:38):
champions and lovers ofcompanies and brands? Awesome.
That's fantastic. James. Jamisonsell the I league games and
marketing for gameplay network,we operate a series of games and
online sites in the real moneygaming space, B spot.com, is the
primary one that people can playand see we live in California
(03:00):
and other states.
We build that up. So we've runthe gamut between video games,
and real money gaming, realmoney gambling, and we sort of
work and with content from bothsides of the fence and marketing
that we've pulled in from bothsides of the fence. So it's a
direct b2c play for us. We are abrand operator we buy
(03:23):
advertising, spends money withus,
and others because we need eyeson screens, because we want to
pull people in and have a goodtime and become brand champions
and all that good stuff. Sothat's
our point of view, and sort ofwhat we're looking at and how we
discuss it and help us so whenwe're looking at advertising,
it's very much performancebased, and how can we utilize
(03:45):
these tools to drive our goals?
For me personally, I came upeight years ago in film and
television, and crossed overinto video games a long time ago
and decided to run for thecircus and make video games.
And eventually, that led us intotaking content into Las Vegas
and working with casinos. Andsuddenly we were building a lot
(04:07):
of hybrid content, you know,film and TV licensed content
with video games, with thecasinos making real money and it
sort of opened up an entire newgenre of content for us. Very
cool. Show of hands, b2c, whoare b2c folks in here again.
Okay, good, good. And then b2b.
Everyone else? Not even wesplit? Hmm. All right. And how
many agency folks do we have inhere?
(04:32):
Not a lot of agency folks. Fiveor six. Okay.
Okay, cool. All right. So youknow, your audience.
There they are. There's a lot oftrends that we can talk about,
right? We want to reallycrystallize that within that 45
minutes. Now, what's reallyactionable important now. So
hence, if you have questionsthat you want to ask these guys,
(04:53):
about any trend or anything,it's hot right now. We'd love to
love to hear it, but we're goingto kind of stick to it.
to maybe three subject areas.
One is web three. And we won'ttalk too much about taxes. We
can go down a rabbit hole there,right? But then the other two
are tic toc. And how tic TOCsreally become this massive
cultural zeitgeist phenomenonthing right over the last few
(05:16):
years. And then AI? No bigsurprise there. So what should
we start with guess? Ai picksup? What do you feel? Tick tock,
tick tock, tick, tock. Okay, youguys. Okay with that? Okay, so,
James, maybe you can start. Wechatted a few days ago,
actually, last week, right. Kindof precursor this and find out
(05:37):
kind of where our heads were?
What are your thoughts on ticktock? How can again, the title
of this panel is how can theytake advantage and maximize the
use of these trends? SoI think you know, obviously, the
every couple years, there's anew white whale in some fashion.
And Tik Tok is the beast thateats all others, right. And
(05:59):
certainly at the moment,it's changed not only dominated,
eaten up ad dollars frompublishers all over the
industry,it's also changed the way that
brand marketers are looking atwhat we create, and how it's
going to be digested.
Tick tock has literally changedthe ads that you'll see on
(06:21):
Facebook, Instagram, right?
Everywhere else. It's, it'schanged the type of ad creative
that we're trying to make heavyheavily sort of pushing stuff
towards the UGC, user generatedcontent sort of influence or
style.
presentation and really madepeople sort of focus down on
(06:42):
that idea of,of trust, sort of pull
advertising as opposed to push,love me love me.
This is much more of like, don'tyou want to be me.
But it's really instinctual tochange it like there's studies
that have shown like, with theads that we're putting on
Facebook and others, you know,if it's a person, that doesn't
(07:07):
necessarily look like a polishedad, your scroll rate slows by
several seconds, you mightactually take three to five
seconds instead of one to two toscroll past something. If it's a
person that is looking this way,and then turns and looks out in
the first second. Your actualhold rate goes up by several
seconds. And it's, it's reallyinteresting. That's where it
(07:32):
gets down to that type of stuff.
And I think stock has had a hugeinfluence in driving the way we
think about who had created anddriving the way that users
consume, and are willing toconsume behavior.
I mean, you can even see it on,you know, the way broadcast ads
are starting to develop when yousee that opening section of an
(07:55):
ad. See how many famous ads likeright now there's
big ad playing everywhere. It'sthe girl with hair on her lap,
he's wearing like a FreddieMercury jacket, dancing like
crazy. Commercial opens on hereyes.
Right? It's changing, it'schanging the way we make that.
So I think it's a trend. That'ssomething you know, we can all
(08:15):
be aware of, and how does itHow does it changed the way we
think about advertising andcommunicate with people? Does
that resonate with everyone whatyou just said?
I mean, that's that's amonumental change, right?
Because it's influencingeverything else along the way.
Which mean that Facebook dothat? I don't know. Maybe a
little bit. Facebook? Certainly.
Things to change. Yeah. Yeah.
(08:38):
The precursor to that. Yeah, Ithink the precursor I think, I
think a lot of times thetechnologies are constantly
evolving, right? I think thatword you just used resonate, is
so important, because whattiktoks doing is it's resonating
with the audience. Right? Right.
And so now marketers areutilizing tick tock resonating
with the audience. And nowthey're looking for ways like
how the wave are resonating ontick tock, how are we going to
(09:00):
resonate in other areas, right,and being able to Bula you know,
we think of ourselves as adiversification partner, I would
never tell you not to spend withtick tock, I would never tell
you not to spend with Google orwith Facebook, right? You guys,
those are avenues that areworking, right? But where where
Tula lives is, is in a differentarea and a different mindset, or
on websites, and people are onwebsites every day, right? And
(09:22):
so I was like, now how do weutilize these Tiktok ads are
resonating with the audiencereaching the audience. People
are, you know, engaging withthem? And use some of that, you
know, because we can't justthrow a tick tock at on a
website just doesn't work thatway, right? It's not auto
scroll. It doesn't autoplay likethat. Right. So how do we
utilize some of this over youare using the influencer because
(09:43):
we believe just the image of theinfluencer is ready to resonate
with the audience. So we'reusing a description or a
headline, or are we driving to aplace that you know once someone
clicks on an ad, now they'regetting excited because
because we have the same sort ofpresentation, you know at that
landing page, and so you'regetting a ton of information,
(10:06):
you're getting a ton oflearnings, right? And I think a
lot of digital marketing hasalways been about learnings,
right? Who is my audience? Whatis my audience? You know, what
makes my audience convert? Howdo I reach? You know, which
audience? Am I reaching? At?
Which time? Is there an audiencethat we thought we knew, like
Jameson probably has a good ideaof who his audience is. But you
can on tick tock, and maybe allsudden, you're trending in this
(10:27):
whole other area, where youdidn't realize that you were
trending. And now you come tothe table and be like, Hey,
we're doing great with a bunchof tech talkers that are reading
about or consuming MarvelUniverse stuff. Right there on
barrhead tick tock. And so nowit's like, let's reach
contextually people that arereading about Marvel, right? And
so you're, you're connecting,you know, they're
(10:49):
interconnecting, right? Andthat's what your whole marketing
funnel or MCs should be. It's aninterconnection of, you're
working your way down thefunnel, right? That's the
ultimate goal, the top of funnelall the way down to that
conversion, that bottom funnel,and then you're working within
your environment, where how am Idoing that on tick tock? How am
I doing on Instagram? How am Idoing that on Google? How am I
doing on the open web? Right,and combining all those features
(11:10):
together? Yeah, I think onething we think about now, which
is really interesting, youexpand upon that, that idea of
like, we saw this thing overhere with this group. And now we
can actually try and advertiseto that group
on different sites with contentthat they're going to respond
to. But it actually also it goesinto now the actual, the content
that we're producing, not justthe marketing, right, but
(11:33):
actually, okay, now we know whoyou are, where you're coming
from what you've responded to.
So when you get here, we'regoing to have games and content
specifically ready for you toland on that idea that it's not
just,you know, we're fishing over
here, we're creating ads thatare kind of cool to bring you
in. And when you get here, toour baseline offering, it's that
(11:53):
content has to be a through lineall the way so that when they
arrive, right,they find what you sold. And
like what you were saying likeoh, because you know, the people
that I liked and the sites thatit was on set, it was like this,
it's really cool. It's part ofmy world, I get there, if I
don't recognize it, then itthere's a dissonance and it's
not true. As long as they land,they see what it is there's a
(12:16):
through line between all the wayfrom that first ad all the way
to the landing. And the contentthat they're first exposed to
you can expand it but that firstexposure,
you want it to be a through lineall the way from the first touch
point all the way into theactual data onboarding phone.
Okay, awesome. What mistakes doyou see brands making guys with
(12:37):
with tick tock? What are the twoor three things like you see
happening where they're just,they're just not getting it? Or
they're not doing it? Right.
What are your thoughts on hownot to do it? Briefly?
They're the marketing.
Like, yeah, I can say you cansee what works. You know,
(12:58):
I'd say the number one thing hesees, I mean, nothing new about
this, right? It's inauthenticity. Yeah. It's
if it's fake, you know, if theinfluencer if it's really one of
those things, you pay thatinfluencer or some group to just
do something and it's people whoare doing something that they
have no reservation to writecouldn't care less about. You
(13:21):
know, a lot of the not all but alot of the influencer crowd.
They're not necessarily highlytrained actors, who can respond
and listen to anything theywant. They're generally evoking
their own personality at ahigher level, no performing
themselves. So when you havesomething that they can honestly
respond to, tends to work a hellof a lot better. If they're
(13:43):
faking it, it tends to be reallyobvious because in Tik Tok, it's
scrolling, you just watchsomething from this guy who you
love and makes these videos of acat that has sword fights, and
then you scroll to this annoyingand looks really fake and then
use it in context inauthenticity is obvious. And if
(14:04):
it's fake, you know, or justkind of like, Hi, this is bland,
boring advertising, please giveus money. Right? It gets really
obvious. Yeah, that's a mistake.
I'd say the larger mistake tosome degrees is not
participating. Just not doingit. You know, this isn't our
audience. Yeah, yet. So we'renot going to worry about this
(14:25):
yet. We're going to do otherthings. Because you're letting
other people get way ahead ofyou and define knowing their own
audience.
I agree with that. It's likesometimes you'll just like Chase
virality if that's already, youknow, trying to be viral, right.
And so then you're just jumpingon trends that you know, are
viral, you know, people arewatching, right, but you're
jumping outside your brandimage. You're jumping out who
(14:46):
you are, right? And you're justtrying to piggyback on you know,
what's working out there. And Ithink, you know, a lot of
success and you build thisstrong champion base by becoming
vulnerable yourself creating youknow, content that you
Leave speaks to your audience.
Right? And you got to think ofhow are we going to go viral?
But in that sense, it's withinyourself, right? It's not your
(15:07):
like Jameson said, like, thiscat jumping off of things going.
berserk? Yeah, let's dosomething with the catch of it
off the thing. Well, that hasnothing to do with, you know,
selling auto loans. Right. Andso, that's where you have to,
like, understand your brand andnot step too far out of your
brand. Just to stay, you know,what you what you believe what
(15:30):
you perceive will be relevant inthe public eye. Got it? Right.
Okay.
Who has a question out there?
For these tospeak right into a camera? Yeah.
So you talked about, you know,what are some strategies to go
into Tik Tok? But what if acompany does or I'm a part of an
agency, so we have clients thathaven't gotten into Tiktok? One
(15:54):
because the more more of acorporate or b2b Right, they'll
see the relevance or they'refrom a legal standpoint, right?
That's their biggest concern.
It's just like, more this looseygoosey type content, which could
take higher risks. So in thatinstance, right, more of a
(16:15):
conservative stance, what wouldbe your best approach to enter
tick tock, given if it'sbuilding
some like organic content orcoming in as a paid content?
Question? I'd say, Look, ifyou're depending upon where you
are as a brand, right, if youhave a massive legal department
that is going to be no, we'renot turning your brand over to
(16:38):
some random, you know, Tiktokinfluencer, who's God knows what
they're gonna say, right? You'renot going to do that, you know,
but the reality is, that's alsoa misnomer. You don't have to do
that. There's a whole bunch ofyou know, agencies and different
groups now, where you canliterally script it, approve
everything that happened, givenotes, and you have full sign
(17:00):
off and approval before it evergoes live. And the ones who are
really good there are, you know,agencies and tick talkers. Now,
who they are very selectiveabout the brands they work with,
because they know that their ownpower as a little marketer is
going to be defined if theiraudience sees them being fake.
They're like, Oh, you did thisfor paycheck, you suck. I'm
(17:20):
gonna go on somebody else.
Right. So if I, if I'm watchingyou, because you, you know,
whatever you make you, youremaster, like 1930s, Chevy's or
something like that. And that'swhat I love. And you talk about
stuff that's related to that andcars and your life? Well, that's
(17:40):
gonna feel natural. If you thensuddenly turn around and try and
sell like an energy shake. Thatmight seem a little dismissive.
But there might be a way to loopthat into auto insurance, and
things like that.
Yeah, for sure. Because there'strusted influencers out there.
Right. And like you said, themore and more influencers,
you're trying to align withtheir own brand image, their
(18:01):
brands themselves, right. And soit's like, how do we connect our
audience with their audience?
And how do we work that intogether and I think that's very
important to know, because Ithink all these places are not,
they're not all and noteverything's a must buy. But I
think I personally believethere's power in being at
multiple places. So youraudience, you know, you could
(18:23):
stay top of mind through andthrough, right, and I think you
do that in a multitude of waysin by utilizing Tik Tok, you use
authentic voices that youyourself drawn. So it's not
like, oh, we have to be on tictac, let's find an influenza,
let's pay them money, and thentell them to do this. Right.
There has to be a strategyinvolved. And I think more and
more, you know, especially inthis current economic state, you
(18:46):
know, performance is lessimportant than ever. And to be
able to perform properly, youhave to be strategic, and you
have to be tactical, and there'snot this big leash for kind of
just putting yourself out thereand seeing what comes back. But
you have to understand, youknow, I like to myself, you
know, is put myself in thatconsumer shoe. All the time. I'm
talking to marketers, it's like,well, I go on Tik Tok, I go on
(19:09):
Instagram, what's going toresonate with me? Like, if I'm
talking to this company, I knowwhat that company wants to say
like, who is your audience? Andwhat is your audience want to
see you really have to betactical and really have to be
smart with where where yourbudgets going.
Other questions about your talk?
(19:36):
Sowhat what are your thoughts on
the whole phenomenon? Tick tockis sort of being led by younger
folks. 20s and 30 Somethingsright. The whole notion that the
youth shall lead us to whateverthe youth thinks is hot and
cool. Can everyone kind oflatches on to a backup part of
it? Or is it just the the ideaof it and the technology and
(20:00):
Are both like, Why did it becomesuch a phenom?
COVIDit became a very like instant
entertainment source. Yeah,right. And Taboola we're kind of
all about discovery helpingpeople discover products and
brands as that of consumingcontent. Right? That's what tick
tock is. It's like the ultimatediscovery engine, you go on
(20:20):
there. It's slowly, ratherquickly, shall I say, that
algorithm learns who you are.
And then you start discoveringthings. And like, if you want to
write tick tock, it's differentthan his different than all of
yours. Like, I have random stuffabout people doing their jobs,
like in India. And I didn't knowthat I wanted to learn about
(20:41):
that. Sorry. Like, Mike'sgetting me.
But you're discovering things,right. And so it just became and
then it's ever scrolling. Right.
And so you're just it justconstantly just feeding your
mind with what? Surprisingly,things you want to learn about
it know, where you're not reallygetting that on, on Instagram
anymore, right and not gettingon Facebook. And when you go on
(21:02):
to the open web, you know, someof its discovery, but like, I'm
going on to read about lastnight's Lakers game, and I don't
know what that next article isgoing to recommend and what
Tableau is going to recommendfor me to read, then you enter a
discovery phase, but you'reyou're starting with intention.
When you open up Tik Tok, youalmost have no intention other
than to just be entertained.
(21:26):
There's the misnomer of choice.
Right? Right. And that's, Ithink, the great power of
Tiktok. If people don't wantinfinite choices, that's a real
mistake of the menu. Perfect.
They want to be confident in thechoices they make. With tic tac,
you don't have to do anythingbut open it nothing, kind of to
(21:49):
make a choice. You don't have todo anything. You tap it scroll.
It's the you know, it is theultimate evolution of the
dopamine delivery system, right?
I mean, right? People literallywill talk about how they lost
hours just Mindlessly scrolling.
Now there's there's a lot ofsocial questions about the risks
of social media and talk ingeneral what that means.
(22:11):
I think you know how it got thatway it's you know, it was the
perfect evolution and a perfecttime speaking to a perfect
audience in perfect bite sizedincrements. Perfect storm with
that were perfectly it reallyrode the tip of the spear.
What's going to be interestingis the suit and sometimes what
happens next? Okay.
I think with tick tock, we'retalking about tick tock. But
(22:31):
these the lessons that everyonehas taken from it are now
propagating everywhere. And thereality is tick tock may not
exist in this country in 12months. Well, thank you for
bringing that up. My nextquestion, what are your thoughts
on that?
Stay tuned. So given the stateof things next, given
given the political environmentit seems highly likely that
(22:58):
Tiktok is in for very troubledwaters here. Because there's a
lot of political agreement and alot of political advantage to
attacking them right now. Soit seems like that's, you know,
right now, that is the directioncertainly going. And you can see
from other companies, who aresort of reevaluating and
(23:20):
starting to repurpose differentaspects of their own platforms,
they're expect expecting to beable to pick up the slack,
right. So we'll see, I wouldsay, stay tuned. But, you know,
the impact has been made on allthese other platforms on a
market, it's gonna take thelearning from Tiktok goes down,
something else will replace itin a day, right? So you know,
(23:41):
and whether it's, you know, Vinecoming back, or whatever, that
mechanicis still there, it's gonna be
very powerful. But I think ittaught us something that all
these other platforms haven'treally taught us is like, really
how to resonate with thataudience. Right? Because that is
(24:02):
so important, where YouTube, youreally have to search, right,
and their algorithm doesn't giveyou a lot of what you want to
watch next, right. And Instagramis very new into suggesting
other posts and people that youdon't follow, right. And so
we're learning now that a lot ofit kind of has to not be in the
hands of the user. Right? Butthe company has to really be
(24:22):
helping that user learn and findnew things to love. Right and I
don't think any other companyhas really done a lot to help
find people to love starting tosound like a tick tock
influencer right now. Butbut um, I think that's so
important is like reallyconnecting with who your brand's
audience is, and learning fromthe lessons we've learned from
(24:47):
tick tock and, you know, and Ithink trying to do that
everywhere, and that's on yourTV sponsor. That's even the way
your company operates, right?
Like how do we speak to ouraudience better? It's made of
the companyare marketers I hope? Yeah, I
think I hope so.
Much it's put higher demands.
(25:10):
Patience, it's the ultimate itis you said that, you know, your
Tiktok has driven the mind isdifferent than theirs. Whereas,
you know, Facebook's different,but
but tick tock really is you canpick up different people's,
they're different, you know,there's trends that will hit
everyone's feed, but then theyget really, really specific. And
(25:32):
that level of personalizationis incredibly
powerful, very intimate. And ina lot of ways, it's, you know,
it'sit's not like watching people
object, it's like hanging outwith your friends. Right,
because it's a very personalconversation specifically chosen
for you. Right. And I think thatdoes it increases the demands
(25:53):
and also limits people'stolerance for advertising that
does not meet theirexpectations.
All right, good. Well, I thinkwe got that done.
Let's switch gears. Okay. Sochat GPT.
(26:14):
Picture yesterday talking aboutthat presentation?
How can these folks takeadvantage? Let's say they're
just starting to get involved orjust dabbling?
Using the tool finding out abouthow to use it? How can they
maximize your thoughts and howthey can maximize the use of it
for marketing purposes. But myfavorite thing with chat, GBT is
(26:35):
not to use it to specificallydevelop your content, but to use
it as a thought starter. Right?
Because oftentimes, we're justplaying, right, we've thought of
every single thing we can do itor marketing world, we work in
our jobs every day. There's somuch downtime in our jobs. We're
just like, thinking like, what'sthe next thing we can do? How
are we going to, you know,where's the what's the next
(26:57):
move? What's the next wordthat's going to work? Right. And
so for me, I use I mean, to behonest, I had to write a
professional profile for thisconference, I put my LinkedIn
profile, and I told Chuck GPT towrite me a professional profile,
right? Because I used it. I'mlike, I don't I don't want to
write about myself. But it gaveme a path, right? It's like a
little GPS unit, right? And it'slike, oh, this should go by
(27:20):
started this a good way to wordthat right. And then I can start
adding in my own flutter my owntouch to it, right. So we had to
boil over using it. And youknow, a lot of what we do, we
have an ad unit, we have animage, we have a headline, we
have a description. Alright. Andwe're using it to create custom
headlines, custom descriptions.
But it doesn't mean that you'regoing to take this list of 15
(27:41):
descriptions or headlines thatChuck GPD spits out, and just
send it to Taboola and tell youlet's use this. Right? But it's
like, oh, that's a good idea.
How do we how do we work aroundthat, right? Because what it is,
is, it's just a database ofalmost all the knowledge out
there. Right? Right. And so it'sjust a group thing. It's a it's
a learning tool, right? And it'sgoing to evolve. And we're in
(28:01):
the early early days, andthere's so many different ways
to use it. And there's a lot ofways to be able to communicate
with it back and forth. It's notjust put a prompting, get an
answer, and you're done. Let'sput a problem in and get an
answer. Tell them you feel whatyou liked what you didn't like
dialogue, it's a dialogue. It'sa conversation back and forth,
right. And so I really like touse it to like, just like,
brainstorm with yourself, right?
(28:24):
Because one of my favoritethings to do is get a group of
my sellers together a good groupof people that work in the
company together and just have abrainstorming session, like, how
does the bullet get better? Howdo we get better? How do we sell
better? How do we reach out topeople better? And like, now I
can just do this with an AI bot.
Right? And it's like having aconversation with a billion
people, and using all of theirthoughts and everything that
(28:44):
they've put out there andcommunicating it back to you.
And now it's now I'm thinkingdifferently, right? So it's
changing the way you'rethinking, Yeah, well, you're
processing information aboutyour thoughts on I think for
right now, it's a tool and aplay thing. And it's cool, and
we use it much the same way.
(29:05):
Take this, let's take thisconcept as planned. Now. Let's
really focus on the the art ofcreating unique prompts for
charging between other engines.
And let's create this but in 15different voices. Let's write
this as if it was written by x,y, z, okay, let's do this. But
(29:25):
with the verse structure of aparticular song, okay, you can
just do all kinds of crazythings to see what you can come
up with. So it's like it is likea high tech writers room that
can challenge the way you'veanticipated things. You know,
you can also do it to challengewhat you wrote.
(29:50):
Soit's enhancing now we also talk
and you know, get pitched bycompanies who are coming in. And
their point of view is that chatGBT in the
AI revolution are going toultimately,
you know, be a tidal wave ofrevolution across the marketing
industry.
Not there. But it is interestingthe idea that with those, that
(30:16):
compendium of billions, answersand questions and knowledge,
then we a be test marketing,right to see what's going to
work, sort of the ultimateideas. You know, can we use AI
tools to effectively ABC to theinfinite test marketing? Yeah,
before it ever goes out beforeanyone ever sees? Can we
(30:39):
effectively use AI to fine tuneit to an unbelievable extent,
effectively testing it on an AIplatform before it ever goes to
public, which makes things moreefficient for to make things
more efficient and ultimatelymakes things you know,
potentially vastly more costeffective? Right, right.
So I think we're in very earlydays, yet, there's a lot of
(31:02):
staggering potential. It remindsme of the internet itself. In
the late 90s. Such a tectonicshift, right? All of a sudden,
you had this whole new thing.
And it changed everything aboutlife. Right? Yeah. If you're old
enough to remember the latenight news? I am, it was just
like this total one ad likeeverything changed. Yeah. And
that's what it reminds me of alittle bit. Yeah, stuff. But to
(31:23):
your point, we're very early.
Yeah, let's, let's see how itevolves. You have something to
say on that? Right? Yeah, Ithink one of the beautiful
things is like you could kind ofteach it to work for you, like
we're implementing our bestpractices and our top trends on
the back end of it. So when aclient is speaking to, on the
front end of it, it already kindof is moving one direction to
(31:45):
ensure that it's communicatingbest with you based on what the
best practices and trends are.
Right. And so, you know, likethe start of the internet, like
I'm sure, in the early 90s,everyone thought everyone's
losing their jobs then right,and the internet's gonna do
everything for us, right? Whatdid the internet become a, it
became a tool for all of us toget smarter, all of us to gain
more knowledge all of us be morebroad. Right? And so it's just
(32:06):
a, it's opening doors, right? Ithink if you look at things with
fear, and it's gonna give fearbaths or fulfilling prophecy,
right, but if you look at thingswith opportunity, then you're
gonna find opportunity, andyou're gonna expand and grow
with it, right? Just like theinternet. Right? We are all
surviving off the internet.
(32:27):
We're live streaming right here.
Right? And because we're livestreaming this, I'm sure. I'm
sure, executives at CBS, we'reso scared that you know, live
stream is going to take awaythat you're not going to have
channel to anymore, right? Butwe have, we have little bits of
everything and everything. Youknow, rising tide lifts, lifts
all boats, however, whatever thesame.
(32:47):
And so but and that's how I liketo look at it, whether it's true
or not, you know, it's, it's myapproach to it to, you know,
remain positive and let it letit enhance me as opposed to the
opposite. I like that attitude.
I think that's a healthy way ofseeing it.
And let's see what happens,right? It's yeah, I think so. We
(33:08):
have about five minutes left.
This was cruising by. So let's,let's take questions from the
audience on AI chat. GPT, whohas a question for Jameson and
Todd?
Shall weask the SAS cheat sheet?
is right over there?
(33:30):
Because Hi, via from Christiancommunity credit union, and
we're in the financial, we're afinancial institution. So you're
kind of thinking like, do youthink
which is the best channel socialmedia channel that's best for
financial institution?
(33:50):
Oh, that's a good question. Thatis a good question. Having not
been in the financialinstitution, are you b2c or b2b
is a regional bank, NationalBank, national and it's both b2b
and b2c.
To me, and like I was talkingabout earlier, I'm a big
believer in hitting a multitudeof areas, right, like really
(34:13):
expanding your marketinglandscape and diversifying your
mix. Right? Being in areas whereyou could be you know, top of
funnel reaching large amounts ofimpressions reaching a multitude
of eyes, some people in youraudience, some people outside of
your audience, but then reallyunderstanding who your audiences
and finding them in those areas,whether that's a Reddit channel,
(34:34):
right, or just using a singleinfluencer that you believe
resonates with your audience,right? But not looking at any
any one thing and being like,that's the thing that's going to
move it but looking at it all,and like building this whole
beautiful picture of everywhereyou are and reaching people
because I think we all go on theinternet every day we all go on.
(34:56):
You know most of us go onInstagram every day. A lot of us
go on Tik Tok every day a lotLet's go on Facebook every day,
a lot of us go on YouTube. Like,we watch TV we CCTVs. Like we're
seeing things all over theplace. But we're in different
like mindsets, and each one ofthese areas right and different,
and we consume the informationdifferently. Right? So it's
like, you can't, it's hard todecide where do I want to reach
(35:17):
somebody? How do I want them toconsume it, but it's like, I
want to reach somebody in a lotof different places. I want to
reach them when they're watchingTV and like they're consuming TV
and they're comfortable at nightafter work. I want to reach
someone when they're reading anarticle, you know, when they're
in the subway on the way to theoffice, somebody you know, or
reading an article at lunchtimeor scrolling through tick tock.
(35:38):
You don't want to break. It's Idon't think there's any one way
there's there's no cookie cuttermodel to marketing. Think that's
always been the complicatedaspect of digital marketing is
like there's not just one move,you can put all your budget into
one bucket. Right. And it'sabout just diversifying, and
then leaning into, right. And sobeing able to test being able to
have the budget, be smart withyour budget, and then lean into
(35:59):
what's working, but notforgetting the other channels as
well. I would say I think thatthere's there's something to
knowing what's that coreemotion? That's important. With
a lot of financial brands,though. Not all It's trust,
safety, longevity, family.
With Summit, sex, excitement,fast, you know, party FOMO. So
(36:24):
what is it? Right? What's thatthing and the were on this
field, the other thing was, youknow, a lot of institutions like
that is, it's really more pullthan push, you want to be where
I was going to look for you, youknow, I'm coming. Right? You
don't need to sell me Coca Cola,you need to be where I'm going
to look for you. I do think youknow, in general, when you see
(36:45):
that sort of trust, andlongevity and family, you see
people going into medias thatcarry that like for influencers
on that side, you know, I mightdo a brand play on some of the
channels. But I'm going to do adeep dive at this point,
probably on podcasts, and thingslike that, because you can get a
crazy level of trust andrepetition with certain
(37:08):
financial influencers andpodcasting, because for that,
like you don't survive on a onetime impression. You need to
build a relationship so thatpeople identify you with trust
and longevity and safety oversix months, before they make a
purchase decision and findingchannels where you know, you're
going to have that longevitywith someone over the course of
(37:31):
time and expose them and slowlyreel them in, and shall let them
know who you are. I think that'ssort of a really important thing
to consider. Other questions onchat? GPT, specifically, back in
the corner, right behind you.
Do you want to toss the catchblock?
(37:54):
100%.
Absolutely. In terms, that's whywe don't use chat. Thank you for
asking us to create content,right? Because you know, things
like the fact that Chechi thatthere's lawsuits around that
because guess what, they useGetty Images to train him.
Right. So there's all kinds oflegal questions around this.
(38:16):
There's actually AI platformsnow who are coming up going head
this AI has only been trained onlegally licensed imagery, and
things like that. There's a lotof questions around
not just safety, but aboutBritain. If we use this, are we
accidentally one gonna saysomething blatantly untrue to
are we going to steal someoneelse's work and not realize it?
(38:39):
Because it turns out that ourChet GBT took a Japanese novel,
translated it, spit it back tous, and we published it. Oops.
So yeah, there's a lot ofconcern around that. That's why
I haven't seen really anybodysaying we're just gonna unleash
this and not monitor it. That'swhy it's a lot of poke and prod.
(39:01):
But, you know, it makes legaldepartments highly concerned.
Yeah, great question. Thank youfor asking that.
Other questions?
Any questions about digitalmarketing trends at all?
burning in your mind, you wantto be sure.
(39:21):
With Twitter, what's gonnahappen on Twitter?
Twitter feed. Any thoughts? Ihave thoughts.
Thoughts, thoughts? I honestlydo not know. I think it's an
(39:43):
evolving circumstance. You know,I think that Twitter has been
through a lot over the last fouror five years. Right. And
there's, you know, othercompanies that have popped up to
try to capitalize on peopleleaving Twitter. think what's
going to take as longOther people will leave Twitter
for one of these other ones tobe relevant. Right? Right,
because Twitter is so powerfuland it sort of is a community. I
(40:06):
don't personally use Twitter,right. And so they have their
champions, right that love it.
They're on it every day they'recommunicating every single day.
I don't know, if NPR leaving oryou know, one other person
leaving or two other peopleleaving is really going to
drastically change who Twitteris and how Twitter operates. I
think it's got, you know, Ithink it's a mass exodus. And I
(40:29):
don't think Twitter allows themass mass exodus to happen. So
it's like, they're evolving withhow people react as all
companies evolved, and how toshard react, right. And so it's,
it's a powerful engine, it's apowerful tool. It's, it's not
going anywhere fast. But I thinkpeople are just kind of being
smart with the way they interactwith all these social tools.
It's all so new to us. EvenTwitter, even Instagram, even
(40:52):
Facebook, it's all still so newto us. And everything in digital
is always kind of new. Right?
And so you kind of just movedwith it. I think, you know, with
the rise of Twitter is there isa massive engine behind it, it
is going to change it is goingto be evolved. Officially it
doesn't exist anymore. Anyway,it's part of the expertise, and
(41:15):
the resources and actual marketcapability for that entity. go
way beyond any single company, Ithink you're gonna see that
company and what was Twitterevolve over the next couple of
years into something extremelydifferent. That's interesting. I
think betting on its failure isnot wise, I agree with because
(41:35):
the people behind it. Musk andothers are quite savvy. There's
a lot of really smart people onthere. You might not like what's
happened to Twitter, but it'sgoing to grow and change. And I
would bet that in a couple ofyears, it's something completely
different with FAR expandedcapabilities with a new audience
(41:55):
and a new dedicated, that'sexpanded. Yeah, and probably be
very different than where it is.
Good. Good stuff, guys. Okay,real quick on web three, just I
know, it's a huge topic,Blockchain crypto 30 seconds. So
we have three, go. You know,there's just real quickly as a
brand advertiser they know aboutin some ways you got to learn
about it, you got to know aboutit. It's coming. The Crypto
(42:17):
side, you know, Blockchaincapability, what it allows us to
do the way it might allow brandsto literally interact with
people in a very different way,the way that we can actually
activate advertising in a waythat like here, here's an ad,
keep it by the way, that ad I'llget you entrained. To this, I
can literally make ads that haveutility. It's an incredible
(42:45):
new field to play with. It'salso something that brands and
stuff are going to be very waryof for a while, because crypto
and blockchain are inextricablylinked in a lot of people's eye,
right, for better or worse. Andthere's a lot of fear and
trepidation talking aboutlawyers around that web three,
also fascinating because of thisidea of the user generated user
(43:06):
own content, and the communitiesthat can develop when the
community feels ownership andhas ownership of a product. So
that's it, they're incredible.
Learn about them. If you'reyoung and marketing, you're
gonna need to know what all thatmeans. Got it good.
Yeah, I mean, I agree with a lotof what you said, I think, you
(43:26):
know, early days, web three,it's gonna be a lot of
experiential marketing, right?
It's, it's going to be reachingthat immersive experience, it's
going to be connecting with, youknow, your audience in a
completely different way. Um,it's gonna be unique, you know,
and I don't think we have anyidea where it's gonna go on the
marketing front, right, right.
Because it's, you know, intheory on the blockchain, we
(43:49):
shouldn't know anybody. Right?
We should. It's avatar based.
And it's, you know, so it'slike, how are we going to
personalize? Right, and I thinkthat is going to be a lot of
contextual basedpersonalization. Yeah. Right.
And so, gotcha. It's somethingnew, it's in its infancy, right,
it's going to constantly change.
Right now the companies that arebuying in are going to be the
(44:09):
companies that are gonna powerand in the long run, it's the
big companies that always powerand in the long run, right, but
they're letting people you know,dabble and dip their toes in the
water. So they can be, you know,those early adopters, those
guinea pigs, right, and thenwe're gonna start learning
what's working, and then peopleare gonna lean in, and then
before that web four is gonna behere, right? So I guess the
(44:33):
wild ride, right? We have a lotof evolving things going on as
well. Jamison. Todd, thank youso much for joining me. Please
congratulate them on picking uphere and thank you.
Thanks, guys. Appreciate it.
Thank you all
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