September 17, 2025 • 27 mins
In today's digital landscape, marketers face a whirlwind of challenges - from navigating cultural shifts to leveraging cutting-edge tech. How can we stay ahead of the curve without stumbling into PR disasters?
I sat down with Dominic Scafidi, marketing consultant and business development lead at Logical Media Group, to explore the intersection of marketing, politics, and technology. We dug into some meaty topics that are reshaping our industry:
Balancing Edgy Marketing with Cultural Sensitivity
Dominic shared insights on:
- Why some brands are embracing "adversarial marketing"
- The pitfalls of chasing trends vs. staying authentic
- How local engagement can build genuine connections
The AI Revolution in Marketing
We discussed the rapid evolution of AI and its impact:
- Federal regulations on the horizon
- Ethical concerns as AI capabilities expand
- Safeguarding human creativity in key marketing areas
Nuclear Power and the Future of Tech
An unexpected but crucial topic:
- The link between AI advancement and energy demands
- The resurgence of nuclear power for tech innovation
- Balancing progress with safety concerns
Game-Changing Tools for Marketers
Dominic revealed his top picks:
- How Apollo.io is revolutionizing B2B outreach
- Leveraging LinkedIn for marketing insights
- The value of diverse information sources
Looking Ahead: Marketing in 2030
We wrapped up with predictions for the future:
- Potential paths for AI development
- Concerns about misinformation and "headless content"
- The importance of authenticity in a bot-driven world
This episode is packed with actionable insights for marketers navigating our rapidly changing landscape. Whether you're curious about AI ethics, nuclear power's role in tech, or simply how to stay ahead of marketing trends, you'll find plenty to chew on.
So grab your favorite brew (iced coffee, anyone?) and join us for a thought-provoking discussion on the future of marketing in our increasingly complex world.
Links referenced in this episode:
Companies mentioned in this episode:
- Logical Media Group
- Nespresso
- Keurig
- Wendy's
- Bud Light
- Apollo
- HubSpot
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Foreign.
That's good.
And welcome to a new episodeof Digital Coffee Marketing Brew.
And I'm your host, Brett Dyser.
(00:20):
If you could please subscribeto this podcast and all your favorite
podcasting apps we have.
Five star review really doeshelp with the rankings and let me
know how I am doing.
But today's guest is going tobe Dominic and he's a marketing consultant,
business development lead atLogical Media Group.
Dominic has built a name forhimself by helping businesses stand
(00:42):
out in crowded markets throughsharp digital strategy, creative
content and smart community engagement.
So welcome to the show, Dominic.
Hey, thanks for having me on, man.
Definitely a coffee drinker.
Pretty exclusively iced coffee.
Iced coffee.
So like not cold brew but justice specifically.
Because there actually is adifference 100%.
(01:03):
My girlfriend's got me verymuch into Nespresso.
So they have the iced coffeepods that you can brew right over
ice.
Yeah.
So you're.
Because Nespresso and Keurigare two different things where people
don't know because they'll tryto like match.
I'm like, no, no, they're twodifferent things.
They're two different systems.
I suppose the like bougieedition, I like to call it.
You are not wrong.
(01:23):
But yeah, it's, it's stillpretty good.
I think they, they gottenbetter over time.
I think it was a while ago Ihad some, I'm like, this is not good,
this is weak.
But I think they gotten a, alot better over time.
They definitely up their game.
And I gave a brief some ofyour expertise.
Can your listeners a littlebit more about what you do.
Yeah.
Currently I'm at Logical MediaGroup leading business development.
(01:44):
I'd say that we just finishedthe Small Business Expo in Chicago.
We had a great presence thereand we're working through merging
our product silos.
So we're a marketing agencythat I think is going through what
so many other agencies aregoing through right now.
Previously you had dozens ofdifferent products, dozens of different
services.
(02:05):
They're trying to consolidatethose and they're trying to use AI
in ways that we can speed upour processes.
So that's been a lot of whatI'm doing in terms of, you know,
speeding up our scope of workprocess, using chat GPT to find previous
scopes that we've written,bringing in old information and trying
to I guess build custom andTaylor scopes from that.
(02:26):
So it's been a lot of whatI've been working on recently.
So I mean, it seems liketoday's industry is very interesting
because you got politics yougot culture and you got your marketing
strategy, and you're alltrying to, like, we're not trying
to make everybody upset, butwe also understand that you're not
(02:48):
going to appeal to everybody.
So how do marketers, like,balance this issue that we're having?
Because culture changes, itseems like pretty rapidly where marketers
are like, oh, wait, this isnot the popular or okay idea to have
anymore.
I mean, I'll go back to 2020just for a second and talk about
my experience.
I guess during this time fiveyears ago, I was working at a software
(03:09):
as a service company.
I think a lot of companies atthe time were doing what they thought
was right and in many wayschasing the culture.
And today, I think companiesare doing more adversarial marketing.
We're at a place wherecompanies are more comfortable.
You look at Wendy's and someof the stuff they do on Twitter or
X.
But companies are morecomfortable making claims and trying
(03:32):
to essentially chirp at each other.
That's where people's eyes areat today.
I see a lot of companies beingmore comfortable doing that.
And it's not necessarily thatthey're making anybody mad, but people
are on their sides, I guess.
And in a way that companiescan represent their followers while,
(03:54):
you know, showing them what's good.
I guess it's how things aregoing, if that makes sense.
Yeah, but sometimes it seemslike edgy does not pay off.
I mean, there's Bud Light thatdid not pay off with their edgy marketing.
Even though it was one can.
It seemed like everybody wason the opposite side of what they
were doing and they lostbillions of dollars.
I don't think they'll everrecover that.
(04:14):
That actual, like, that money loss.
Also, the marketing directorwent on interview and.
And hated their customer base.
And I'm like, what are you doing?
Like, you cannot.
You cannot, like, insult yourcustomers like saying, we don't want
the fratty bros.
I'm like, those are the peoplebuying your drink.
Like, don't insult them.
(04:34):
That.
That was the.
I guess that was the edgy, butit went the wrong direction.
There.
There's a couple agencies thatI've seen that are, I guess you could
say, trying to take theirmarketing and flip it on its head.
And it's a model, maybe likethe niche engine or niche media model
is what I've heard it referredto as.
But the idea is make content,build channels, build audiences pretty
(04:59):
much exclusively around theareas that you serve best.
So if you're a D2C agency,start building all your content.
Around that.
If you're an agency thatserves B2B exclusively in the software
industry, build a channel thatdoes a lot of news aggregation, that
does a lot of sharing of keynews to people that would be buying
in that industry.
But it's not like it's thatthe page is titled your agency.
(05:22):
This, this could be somethingseparate, but it's run by the agency.
And then when you're in salesconversations and you're saying to
folks that they're asking, howdo you, you know, what, what's.
Some great examples of yourcontent case studies, you can point
to a page with hundreds ofthousands, you know, millions of
followers and say, this iswhat we've been doing to people in
your industry.
(05:42):
So I see that model as a wayforward instead of just dumping all
this money into, like, greatthought leadership for agencies,
webinars.
It's all great, but it'sreally not.
It's talking to othermarketers and it's great, but it's
not talking to the audienceyou're trying to reach.
So how do you go about, like,doing that type of thing?
Because I feel like marketersare trying to do that.
(06:02):
I feel like they're trying tobe edgy, but I feel like it's that
meme where it's like the oldguy doing, how do you do teenagers?
And it's like, yeah, thisisn't good.
It's.
If there's ways that you canengage locally, I'd say that's going
to be the most authentic to start.
So that's why we went to theSmall Business Expo.
That's why we tried toleverage Chicago as part of our brand,
(06:24):
make ourselves the localChicago agency.
Because that was authentic.
And I mean, it's, it's in ouraddress, it's where we're from, it's
where most of our staff works.
So I'd say that be authentic,be local to start.
Don't chase trends.
And that's a lot of what I seesome people doing, especially on
TikTok and Instagram andindustries like, you know, wedding
(06:44):
catering and events.
There's a ton of trend chasing.
But if you're going to even beapproaching setting the trends, start
with what's authentic.
Start with what's local.
Yeah, I mean, I agree.
I feel like a lot of timeswhen I'm just looking at, like, what
businesses are doing,especially in the podcast, podcasting
space, they're like, we wantto be like, one of the more popular
(07:06):
ones that do all the quickedits and stuff.
And I'm like that's okay.
Now you're, now you're notgoing to be unique, you're just going
to be what they are, but notas good as what they are.
And so, and so, I mean lookingahead, what do you see as the intersection
of politics, technology andmarketing ahead in the next like
5, 10 years?
What do you see happening withlet's say like data privacy laws,
(07:29):
AI ethics and geopoliticaltensions which as the time of recording,
Israel just launched an attackon Iran.
So I mean, it's kind ofrelevant right now.
No, it's incredibly relevant.
I'd say that the place that Istart with that at the moment, I
mean you look at the, it'sliterally called this, the big beautiful
bill that President Trump'slooking to pass on July 4th.
(07:53):
There's a top line AIregulation in that to ensure that
the federal government haschief AI regulation capability over
the states.
And that's going to be thefirst, I guess you could say, move
on the federal level on AI.
So I think once that goes,we're going to see a whole bunch
of new regulations potentiallypassing if Congress can effectively
(08:16):
do anything, which has beenchallenging in the past, not just
six months, but past five toeight years.
It's been very challenging forCongress to pass really any regulation
and for them to even passgrand scale legislation like the
infrastructure bill.
It's in the Chips and Scienceact, these, the Inflation Reduction
(08:36):
act, these things did comeover the top, but they came over
after maybe one to two years,lots of things stripped out of it.
So I'd say that's where thefirst, first shot of the Rubicon
is going to come is.
It's going to be this, thisfederal AI regulation mandate that
the states can't touch it.
Something that I've seentossed around in some circles as
(08:57):
a way that we're going to stayahead as a country over, over China
in the race for AI is usingthe Defense Production act to federalize
DEF data centers to double ourcomputing capacity, double, triple,
quadruple our nationalcomputing capacity overnight.
That will probably happen asthe AI race gets more intense.
(09:18):
And I think it's happeningbehind the scenes.
I don't think the media iseffectively reporting on it, but
it's just like this thing inUkraine, just like the we've seen
in Iran last night.
The escalations come quicklyand I mean when DEEPSEA came onto
the scene, there was a lot ofhands in the air and terror I think
(09:41):
in a lot of AI circles very quickly.
And it seems to have recededsince and our models seem to be better.
All of this does lead to me asit's a breakneck.
We have to stay ahead ofChina, we have to stay ahead of our
adversaries.
And it does lead me to ask atwhat cost are we staying ahead?
(10:01):
Are we putting the safetiesand controls on that are necessary
so the AI agents and botscan't not just work with each other,
but start to cycle up beyondour capability?
These things need to bediscussed and we need to have a clear,
independent headed government,not left or right, but one that has
(10:22):
the best interest of thepeople in mind about these things.
Because it's bigger than theIndustrial Revolution, bigger than
the Green revolution.
And I don't think anybody thatknows what it is or how it is, I
don't, I don't pretend to knowany really anything more about this
than what I read.
But the people that arelegislating it, I don't think they
know too much at all.
(10:42):
Agreed.
I think there was anoverreaction with China because I
always have a rule, neverbelieve what China says because nine
times out of 10 they're notreally telling you the full truth.
And so I mean, how do youprotect against that as a marketer?
Because you could overreactlike the Chinese thing and like Nvidia
stocks went down and I'm like,there's, there's more to this story
guys than just they somehowdid a really good budget, friendly
(11:05):
AI and then all of a suddenturned out that they bought a bunch
of Nvidia chips and usedChatGPT to, to basically make their
own model.
And so they spent billions,not millions.
It's a, it was a big copy andpaste, I guess many, many, many ways
that I see that, I guess Ilook at.
And could you ask, Sorry, I, Ihad an ambulance coming by.
(11:28):
Could you ask the question again?
Because I lost a train ofthought there.
Yeah, I mean how, how, how domarketers like don't like just fall
into the fear of like, let'ssay like we're losing the AI race,
which I don't think we'relosing it quite yet.
I still think we're very muchahead of it, but like we may be a
little bit behind the tech race.
I don't think we are.
I think China is just puttingout a lot of propaganda to make them
(11:50):
look like we're ahead.
They're ahead of us becausethey steal everything we give them.
Like business wise, it isdifficult to work with China because
they don't care if they stealour stuff.
There are, there are controlsthat I think marketers need to put
on and there need to be areasthat are considered safe or free
from AI.
I think some of those in the,the best marketing forward businesses
(12:12):
probably need to be creative,it needs to be copywriting.
These things need to becontinued to be managed and run by
humans and people that are indifferent audiences, in different
races, ethnicities that cansometimes make work better for the
groups that they're trying to touch.
AI still does not have anyreal understanding, in my opinion,
(12:33):
of any of those sensitivities.
So it's going to hallucinateand pretend it does.
But if I was going to doanything as a marketing leader, it
would be making sure thatthose areas and audiences stay protected
and are not being in certainways hallucinated and like Butterfly
affected by AI, trying torepresent what they think that community
(12:55):
is.
Yeah, it's also about like thebiases of the programmer that programs
those AI models too because they.
Nobody's unbiased, truly.
I mean we try to be our bestunbiased as we can be, but we all
have biases to a certain.
Extent, of course, and that'sprobably partly built in to some
(13:19):
of the programming in certain,certain ways.
You know, it happens when youask somebody, not somebody, when
you ask an AI agent what doesa businessman look like?
And it might come out as awhite person or what is, tell me
what a politician looks likeand it will be a man.
That will just be theautomatic default for the machine.
(13:40):
And of course it's going tosearch for references around the
web and in history.
But those biases are going tomy opinion, start to cascade out
if they can't be controlledwith the safeguards that I think
were taking off in the, in theeffort to stay ahead.
China.
Yeah.
And I mean the other piece ofthe pie for the AI I don't think
(14:01):
we mentioned yet is the powerbecause it takes a lot of power and
I don't think people areunderstanding that nuclear might
actually be our best optionout of everything.
So it's one of those thingswhere, yeah, we want to stay ahead
of it, but how much power arewe going to be using it?
And I mean, I live in California.
We do not have enough powerjust to do everybody doing electric
(14:24):
cars right now because wearen't really focusing on the most
efficient power models.
So how do you stay ahead ofthat curve when state politicians
aren't really listening to themost pragmatic things sometimes.
I'm happy you brought upnuclear because it's, it's very,
it's a passionate area of mine.
And I'd say that in.
(14:45):
Can you hear this horn that'sgoing off in the background?
I hope not.
It was it.
I'll okay.
Nuclear energy in Illinois.
I think it's our second ormaybe first largest power source.
And it's been a big push sincewe had this quantum computing project
in the south side of Chicago.
I think it's quantum one thatbought the former US Steel work site.
(15:08):
But one of my favorite storiesabout this is the Three Mile island
story.
You know, the plant isdecommissioned and deactivated in
believe 2021.
Now Microsoft's coming backin, they're buying it, they're turning
Three Mile island back on.
And if you don't know ThreeMile island, home of America's largest
nuclear disaster, they're notturning on that specific reactor
(15:31):
again, but they're going to beturning on the other reactors to
supply AI computing facilitiesin Pennsylvania.
Governor Pritzker in Illinoisis investing tons of money and small
nuclear reactors that can bebrought online quicker than some
of these larger ones becausethat's the other issue.
If you look at the, theGeorgia plant, I don't remember exactly
(15:54):
what it's called, but it took25 years almost for the like most
recent nuclear plant to comeonline in the US So if we're going
to do this, it needs to bepushed by the federal government.
I think it was talked about inthe big beautiful bill.
But we want to be safe withthis as well.
Doge laying off nuclearregulators and, you know, having
(16:17):
that staff then brought backjust a red flag.
We need to have the bestpeople that can control and regulate
the nuclear industry becausewe've seen there can be massive accidents.
True.
But I do think that most, thenewer technologies in nuclear makes
it probably one of the mostsafe, safest things we can do and
the most green because I mean,I know that it's a closed loop where
(16:39):
once the rods are used, theybasically bathe them in water for
how many, how many years theyneed to and then they kind of reignite
them again.
And it, it kind of, it's agood cycle actually.
They're, they're putting, Ibelieve, two or three more plants
that were decommissioned inMichigan back online this year as
well.
So I think it'll start withthat and partly frightening because
(17:02):
those plants were built in the 70s.
And sure, those control roomslook at, you know, look like something
out of the China syndrome,but, but I'm hopeful if we put some
new computers in there, ifwe're going to turn them back on.
Yeah, I think private's goingto actually be doing better at making
things more technologicallyadvanced because the federal government
is very behind a lot of that stuff.
(17:25):
And so I mean we've seen liketechnology like basically redefine
marketing trends practices recently.
Which tools are absolute gamechangers for reaching your audience
today?
Apollo.
I think Apollo I.O.
has been a massive game changer.
I'd say that this tool hasgone on, I guess you could say like
(17:47):
a bell curve of sorts where ithad its peak in popularity but has
come down since being a database.
A B2B database of I think 350million contacts is huge.
One that uses AI to update andverify emails is even bigger and
then has a built in sequencingtool so you can actually build out
email and LinkedIn message chains.
(18:09):
This tool is so powerful thatLinkedIn has tried to ban it in many
respects.
It's actually currently undera court case right now with the US
Department of Trade, I believe.
So the tool Apollo, I thinkthey're actually off LinkedIn.
They don't have like a organicpage or presence anymore.
But incredibly powerful tool.
(18:31):
And I guess the big tip I'dgive away with it is if you have
the ability to just build alist of URLs of organizations or
whatever you're trying totarget, you can build a list of anybody
at the president, level,managerial level of hundreds of organizations
just based on their homepageroot URL.
(18:53):
So I'd say take tools likethat and you can start standing up
outbound in a very shortperiod of time.
How can marketers stay aheadof all this stuff?
Because there's a lot of things.
There's business, there'strade and there's marketing trends
as well.
Do you have any go to sources?
I do know some of them likeground news kind of gives you the
leaning of each one of themand kind of gives you like where
(19:14):
each side is talking about.
Is there any sources that youknow of that would be good just to
kind of get like a.
A as unbiased as you can onwhat each side is talking about?
Because each side's talkingabout something different, man.
When it comes to marketing,I'd say and it's funny because second
ago I'm talking about howApollo's off LinkedIn.
I find a ton of like marketingknowledge base content on LinkedIn.
(19:39):
So much so that I havethousands of saved posts.
Not just about different GPTprompts, but we're talking about
different HubSpot tactics and techniques.
Email marketing techniques,how to write a sequence.
It's are so many posts andthousands of people spending time
churning out this content.
(19:59):
That's where I go to find it.
And it's so it's free a lot ofthe time as well.
When I go on Instagram to findmarketing thought leadership content,
I feel like a lot of the timeit's funneling me into some sort
of paid creator you stylething where I'm going to be paying
some sort of membership toobtain the content from them.
(20:19):
And if they're giving it awayfor free, I prefer to get it.
And they're doing that onplatforms like LinkedIn.
There's plenty of people thatI could mention on it.
I don't skip my mind right now.
When it comes to politics, I'dsay at this point it's best to actually
(20:40):
take a stance of listening toboth sides if you can.
I'd say that if you couldlisten to everybody from Morning
Joe to Tim Pool in one day,you might give yourself a headache.
But at the same time you'regoing to hear what the far left and
what the far right might besaying and then you can, you can
come to your own criticalthinking spot, you can land your
(21:02):
own plane on your owntakeaways of it.
There is of course truth.
There is of course truthbeyond opinion.
And at this point I thinkwe're trying to find it in many places,
we're debating it.
So my opinion there is takepart in the debate.
Don't, don't let the, youknow, fact checkers spoon feed you.
(21:22):
That's probably the mostbalance you probably could take out
of any of it.
Because I mean, we all knowthat fact checkers, even Mark Zuckerberg
kind of admitted that factcheckers were just opinion makers.
Right.
And I had hoped that you couldbe your own, we could all be our
own opinion maker.
I think so much of what I seeonline in social media circles is
(21:45):
people regurgitating anotherpoint of view they've heard somewhere
else.
It's very, very rare that youfind a uniquely independent point
of view that you haven't heard before.
And so where is this allheaded in the next five to 10 years?
Are there any brewing trendsor disruptions like data privacies
with AI?
Maybe we going to start to getmore private AI stuff because we
(22:07):
all know if you put it inchatgpt or anything like that, it
is all across the web andthere's nothing you can do about
it.
So where is this all headingand what should we be bracing for,
heard.
And I don't know how realisticit is, but I've heard there, you
know, everybody from J.D.
vance to Bill Gates has seenthis AI projection model that says
(22:28):
there are essentially twopaths that AI takes us on.
One brings us to like atechnological utopia where nobody
has to ever work again.
And then the second one isessentially like the end of the human
race.
I don't know how realisticthat is in the next five to 10 years,
but I've heard that this isthe path people think AI is going
(22:48):
to take us on because it willbecome sentient in certain ways and
have its own thoughts, be ableto communicate with itself and render
us less important.
So that is the far future, Ithink on this.
I think in the near term,until it's regulated, I have great
fear about fake newscasts andthe abilities for older people to
(23:11):
understand what is true andwhat is not.
And I think that in the nearterm that's just going to continue
to actually, it's going toimpact everything from advertising
to the political system.
I think there's great fear aswell with, on the other side of the
age spectrum, Gen Z usingthese tools in ways that allow them
(23:35):
to become richer than I thinkother generations had before.
The people that know how touse these tools, everything from
being able to create headlesscontent on, let's say YouTube and
TikTok where they can generatemoney in their sleep without ever
actually showing their face orspeaking their voice.
(23:55):
And I do think that there isa. Authenticity or credibility to
at least showing your face orvoice when you're, when you're talking
to people.
And a lot of people don't haveto do that anymore.
So I, I see that as the nexttrend as well is how, how will marketers
engage when they're, when it'sthe bots talking to each other?
(24:15):
Yeah, I mean you have GoogleVO3 that basically now brings voice
to all of the AI generated stuff.
So, and then Descript as wellis doing like AI avatars at record
breaking speed.
So I'm more in the middle.
I don't think there's going tobe Utopia.
There may be.
I mean we've seen too manymovies where it goes badly for us.
(24:36):
I think it's going to be morein the middle if we're smart enough
to figure it out.
I don't think there's going tobe Utopia because usually Utopia
leads to dystopias.
I guess I'd also say that whatwe're seeing now, I don't know, there
could be a stagnation or a Iguess a peek off with it where we've
reached a point and AI canonly do so much and we don't have
(25:00):
the ability to producerobotics in the way that might further
it into a more human form.
So it just stays inside of acomputer or inside of your smartphone
for maybe 10 years or so.
And that might be all rightfor the pace of human change that
we need to be able to adapt to.
Because I talk to parents.
(25:21):
I'm sure you talk to someparents too.
If you log into YouTube rightnow without an account, the amount
of AI slop that people areseeing just like thrown out there
with no regulatory controlwhatsoever that a kid can just stumble
upon is frightening.
And the fact that you can'tunsee it, I guess you could say it,
people will say, I want toshow you this.
I'm like, can I do I want tosee that or not?
(25:44):
You know, true.
And read everything yourself.
And then I do the bullet points.
That's why I usually.
I do.
That's what I usually do.
Right, right.
And so people are listening tothis episode.
They're wondering where canthey find you online to learn more?
Oh man.
If you want to do any businessmarketing business, I'd love to talk
about Google Ads, paid ads, HubSpot.
(26:06):
You can find me at LogicalMedia Group and my name's Dom Scafiti.
You can find me on LinkedIn.
I post pretty frequently aboutthose things there as well.
If you want to talk more aboutpolitics and just that kind of personal
side of things, I do thatoutside of work.
I have a substack calledPolitics People and that's somewhere
(26:27):
I write maybe once or twice a month.
My personal blog, Independent,takes one piece about Chicago, one
piece about US politics.
And I also post prettyregularly on TikTok under that same
name, which is Politics People substack.
All right, any final thoughtsfor our listeners?
I'd say keep, keep engaging.
(26:49):
Do not let any of this stufffrom AI to politics, make you afraid
and go into silence.
Keep talking, keep engagingand keep actually getting out there.
All right, thank you Dom forjoining Digital Coffee Marketing
Brew and Trigger Knowledge onthe shifting trends of AI tech, marketing
and politics.
Thank you sir and thank youfor listening.
As always.
Please subscribe to thispodcast and all your favorite podcasting
(27:10):
apps to get a five star reviewof itself with the rankings and let
me know how I am doing andjoin me next week as I talk about
what's going on in the PRmarketing industry and what the thought
leaders are going to come upwith next.
But guys, stay safe, get tounderstanding and get to on top of
what's going on within oursociety and see you next week later.
Foreign.
That's good.
And welcome to a new episodeof Digital Coffee Marketing Brew.
And I'm your host, Brett Dyser.
(00:20):
If you could please subscribeto this podcast and all your favorite
podcasting apps we have.
Five star review really doeshelp with the rankings and let me
know how I am doing.
But today's guest is going tobe Dominic and he's a marketing consultant,
business development lead atLogical Media Group.
Dominic has built a name forhimself by helping businesses stand
(00:42):
out in crowded markets throughsharp digital strategy, creative
content and smart community engagement.
So welcome to the show, Dominic.
Hey, thanks for having me on, man.
Definitely a coffee drinker.
Pretty exclusively iced coffee.
Iced coffee.
So like not cold brew but justice specifically.
Because there actually is adifference 100%.
(01:03):
My girlfriend's got me verymuch into Nespresso.
So they have the iced coffeepods that you can brew right over
ice.
Yeah.
So you're.
Because Nespresso and Keurigare two different things where people
don't know because they'll tryto like match.
I'm like, no, no, they're twodifferent things.
They're two different systems.
I suppose the like bougieedition, I like to call it.
You are not wrong.
(01:23):
But yeah, it's, it's stillpretty good.
I think they, they gottenbetter over time.
I think it was a while ago Ihad some, I'm like, this is not good,
this is weak.
But I think they gotten a, alot better over time.
They definitely up their game.
And I gave a brief some ofyour expertise.
Can your listeners a littlebit more about what you do.
Yeah.
Currently I'm at Logical MediaGroup leading business development.
(01:44):
I'd say that we just finishedthe Small Business Expo in Chicago.
We had a great presence thereand we're working through merging
our product silos.
So we're a marketing agencythat I think is going through what
so many other agencies aregoing through right now.
Previously you had dozens ofdifferent products, dozens of different
services.
(02:05):
They're trying to consolidatethose and they're trying to use AI
in ways that we can speed upour processes.
So that's been a lot of whatI'm doing in terms of, you know,
speeding up our scope of workprocess, using chat GPT to find previous
scopes that we've written,bringing in old information and trying
to I guess build custom andTaylor scopes from that.
(02:26):
So it's been a lot of whatI've been working on recently.
So I mean, it seems liketoday's industry is very interesting
because you got politics yougot culture and you got your marketing
strategy, and you're alltrying to, like, we're not trying
to make everybody upset, butwe also understand that you're not
(02:48):
going to appeal to everybody.
So how do marketers, like,balance this issue that we're having?
Because culture changes, itseems like pretty rapidly where marketers
are like, oh, wait, this isnot the popular or okay idea to have
anymore.
I mean, I'll go back to 2020just for a second and talk about
my experience.
I guess during this time fiveyears ago, I was working at a software
(03:09):
as a service company.
I think a lot of companies atthe time were doing what they thought
was right and in many wayschasing the culture.
And today, I think companiesare doing more adversarial marketing.
We're at a place wherecompanies are more comfortable.
You look at Wendy's and someof the stuff they do on Twitter or
X.
But companies are morecomfortable making claims and trying
(03:32):
to essentially chirp at each other.
That's where people's eyes areat today.
I see a lot of companies beingmore comfortable doing that.
And it's not necessarily thatthey're making anybody mad, but people
are on their sides, I guess.
And in a way that companiescan represent their followers while,
(03:54):
you know, showing them what's good.
I guess it's how things aregoing, if that makes sense.
Yeah, but sometimes it seemslike edgy does not pay off.
I mean, there's Bud Light thatdid not pay off with their edgy marketing.
Even though it was one can.
It seemed like everybody wason the opposite side of what they
were doing and they lostbillions of dollars.
I don't think they'll everrecover that.
(04:14):
That actual, like, that money loss.
Also, the marketing directorwent on interview and.
And hated their customer base.
And I'm like, what are you doing?
Like, you cannot.
You cannot, like, insult yourcustomers like saying, we don't want
the fratty bros.
I'm like, those are the peoplebuying your drink.
Like, don't insult them.
(04:34):
That.
That was the.
I guess that was the edgy, butit went the wrong direction.
There.
There's a couple agencies thatI've seen that are, I guess you could
say, trying to take theirmarketing and flip it on its head.
And it's a model, maybe likethe niche engine or niche media model
is what I've heard it referredto as.
But the idea is make content,build channels, build audiences pretty
(04:59):
much exclusively around theareas that you serve best.
So if you're a D2C agency,start building all your content.
Around that.
If you're an agency thatserves B2B exclusively in the software
industry, build a channel thatdoes a lot of news aggregation, that
does a lot of sharing of keynews to people that would be buying
in that industry.
But it's not like it's thatthe page is titled your agency.
(05:22):
This, this could be somethingseparate, but it's run by the agency.
And then when you're in salesconversations and you're saying to
folks that they're asking, howdo you, you know, what, what's.
Some great examples of yourcontent case studies, you can point
to a page with hundreds ofthousands, you know, millions of
followers and say, this iswhat we've been doing to people in
your industry.
(05:42):
So I see that model as a wayforward instead of just dumping all
this money into, like, greatthought leadership for agencies,
webinars.
It's all great, but it'sreally not.
It's talking to othermarketers and it's great, but it's
not talking to the audienceyou're trying to reach.
So how do you go about, like,doing that type of thing?
Because I feel like marketersare trying to do that.
(06:02):
I feel like they're trying tobe edgy, but I feel like it's that
meme where it's like the oldguy doing, how do you do teenagers?
And it's like, yeah, thisisn't good.
It's.
If there's ways that you canengage locally, I'd say that's going
to be the most authentic to start.
So that's why we went to theSmall Business Expo.
That's why we tried toleverage Chicago as part of our brand,
(06:24):
make ourselves the localChicago agency.
Because that was authentic.
And I mean, it's, it's in ouraddress, it's where we're from, it's
where most of our staff works.
So I'd say that be authentic,be local to start.
Don't chase trends.
And that's a lot of what I seesome people doing, especially on
TikTok and Instagram andindustries like, you know, wedding
(06:44):
catering and events.
There's a ton of trend chasing.
But if you're going to even beapproaching setting the trends, start
with what's authentic.
Start with what's local.
Yeah, I mean, I agree.
I feel like a lot of timeswhen I'm just looking at, like, what
businesses are doing,especially in the podcast, podcasting
space, they're like, we wantto be like, one of the more popular
(07:06):
ones that do all the quickedits and stuff.
And I'm like that's okay.
Now you're, now you're notgoing to be unique, you're just going
to be what they are, but notas good as what they are.
And so, and so, I mean lookingahead, what do you see as the intersection
of politics, technology andmarketing ahead in the next like
5, 10 years?
What do you see happening withlet's say like data privacy laws,
(07:29):
AI ethics and geopoliticaltensions which as the time of recording,
Israel just launched an attackon Iran.
So I mean, it's kind ofrelevant right now.
No, it's incredibly relevant.
I'd say that the place that Istart with that at the moment, I
mean you look at the, it'sliterally called this, the big beautiful
bill that President Trump'slooking to pass on July 4th.
(07:53):
There's a top line AIregulation in that to ensure that
the federal government haschief AI regulation capability over
the states.
And that's going to be thefirst, I guess you could say, move
on the federal level on AI.
So I think once that goes,we're going to see a whole bunch
of new regulations potentiallypassing if Congress can effectively
(08:16):
do anything, which has beenchallenging in the past, not just
six months, but past five toeight years.
It's been very challenging forCongress to pass really any regulation
and for them to even passgrand scale legislation like the
infrastructure bill.
It's in the Chips and Scienceact, these, the Inflation Reduction
(08:36):
act, these things did comeover the top, but they came over
after maybe one to two years,lots of things stripped out of it.
So I'd say that's where thefirst, first shot of the Rubicon
is going to come is.
It's going to be this, thisfederal AI regulation mandate that
the states can't touch it.
Something that I've seentossed around in some circles as
(08:57):
a way that we're going to stayahead as a country over, over China
in the race for AI is usingthe Defense Production act to federalize
DEF data centers to double ourcomputing capacity, double, triple,
quadruple our nationalcomputing capacity overnight.
That will probably happen asthe AI race gets more intense.
(09:18):
And I think it's happeningbehind the scenes.
I don't think the media iseffectively reporting on it, but
it's just like this thing inUkraine, just like the we've seen
in Iran last night.
The escalations come quicklyand I mean when DEEPSEA came onto
the scene, there was a lot ofhands in the air and terror I think
(09:41):
in a lot of AI circles very quickly.
And it seems to have recededsince and our models seem to be better.
All of this does lead to me asit's a breakneck.
We have to stay ahead ofChina, we have to stay ahead of our
adversaries.
And it does lead me to ask atwhat cost are we staying ahead?
(10:01):
Are we putting the safetiesand controls on that are necessary
so the AI agents and botscan't not just work with each other,
but start to cycle up beyondour capability?
These things need to bediscussed and we need to have a clear,
independent headed government,not left or right, but one that has
(10:22):
the best interest of thepeople in mind about these things.
Because it's bigger than theIndustrial Revolution, bigger than
the Green revolution.
And I don't think anybody thatknows what it is or how it is, I
don't, I don't pretend to knowany really anything more about this
than what I read.
But the people that arelegislating it, I don't think they
know too much at all.
(10:42):
Agreed.
I think there was anoverreaction with China because I
always have a rule, neverbelieve what China says because nine
times out of 10 they're notreally telling you the full truth.
And so I mean, how do youprotect against that as a marketer?
Because you could overreactlike the Chinese thing and like Nvidia
stocks went down and I'm like,there's, there's more to this story
guys than just they somehowdid a really good budget, friendly
(11:05):
AI and then all of a suddenturned out that they bought a bunch
of Nvidia chips and usedChatGPT to, to basically make their
own model.
And so they spent billions,not millions.
It's a, it was a big copy andpaste, I guess many, many, many ways
that I see that, I guess Ilook at.
And could you ask, Sorry, I, Ihad an ambulance coming by.
(11:28):
Could you ask the question again?
Because I lost a train ofthought there.
Yeah, I mean how, how, how domarketers like don't like just fall
into the fear of like, let'ssay like we're losing the AI race,
which I don't think we'relosing it quite yet.
I still think we're very muchahead of it, but like we may be a
little bit behind the tech race.
I don't think we are.
I think China is just puttingout a lot of propaganda to make them
(11:50):
look like we're ahead.
They're ahead of us becausethey steal everything we give them.
Like business wise, it isdifficult to work with China because
they don't care if they stealour stuff.
There are, there are controlsthat I think marketers need to put
on and there need to be areasthat are considered safe or free
from AI.
I think some of those in the,the best marketing forward businesses
(12:12):
probably need to be creative,it needs to be copywriting.
These things need to becontinued to be managed and run by
humans and people that are indifferent audiences, in different
races, ethnicities that cansometimes make work better for the
groups that they're trying to touch.
AI still does not have anyreal understanding, in my opinion,
(12:33):
of any of those sensitivities.
So it's going to hallucinateand pretend it does.
But if I was going to doanything as a marketing leader, it
would be making sure thatthose areas and audiences stay protected
and are not being in certainways hallucinated and like Butterfly
affected by AI, trying torepresent what they think that community
(12:55):
is.
Yeah, it's also about like thebiases of the programmer that programs
those AI models too because they.
Nobody's unbiased, truly.
I mean we try to be our bestunbiased as we can be, but we all
have biases to a certain.
Extent, of course, and that'sprobably partly built in to some
(13:19):
of the programming in certain,certain ways.
You know, it happens when youask somebody, not somebody, when
you ask an AI agent what doesa businessman look like?
And it might come out as awhite person or what is, tell me
what a politician looks likeand it will be a man.
That will just be theautomatic default for the machine.
(13:40):
And of course it's going tosearch for references around the
web and in history.
But those biases are going tomy opinion, start to cascade out
if they can't be controlledwith the safeguards that I think
were taking off in the, in theeffort to stay ahead.
China.
Yeah.
And I mean the other piece ofthe pie for the AI I don't think
(14:01):
we mentioned yet is the powerbecause it takes a lot of power and
I don't think people areunderstanding that nuclear might
actually be our best optionout of everything.
So it's one of those thingswhere, yeah, we want to stay ahead
of it, but how much power arewe going to be using it?
And I mean, I live in California.
We do not have enough powerjust to do everybody doing electric
(14:24):
cars right now because wearen't really focusing on the most
efficient power models.
So how do you stay ahead ofthat curve when state politicians
aren't really listening to themost pragmatic things sometimes.
I'm happy you brought upnuclear because it's, it's very,
it's a passionate area of mine.
And I'd say that in.
(14:45):
Can you hear this horn that'sgoing off in the background?
I hope not.
It was it.
I'll okay.
Nuclear energy in Illinois.
I think it's our second ormaybe first largest power source.
And it's been a big push sincewe had this quantum computing project
in the south side of Chicago.
I think it's quantum one thatbought the former US Steel work site.
(15:08):
But one of my favorite storiesabout this is the Three Mile island
story.
You know, the plant isdecommissioned and deactivated in
believe 2021.
Now Microsoft's coming backin, they're buying it, they're turning
Three Mile island back on.
And if you don't know ThreeMile island, home of America's largest
nuclear disaster, they're notturning on that specific reactor
(15:31):
again, but they're going to beturning on the other reactors to
supply AI computing facilitiesin Pennsylvania.
Governor Pritzker in Illinoisis investing tons of money and small
nuclear reactors that can bebrought online quicker than some
of these larger ones becausethat's the other issue.
If you look at the, theGeorgia plant, I don't remember exactly
(15:54):
what it's called, but it took25 years almost for the like most
recent nuclear plant to comeonline in the US So if we're going
to do this, it needs to bepushed by the federal government.
I think it was talked about inthe big beautiful bill.
But we want to be safe withthis as well.
Doge laying off nuclearregulators and, you know, having
(16:17):
that staff then brought backjust a red flag.
We need to have the bestpeople that can control and regulate
the nuclear industry becausewe've seen there can be massive accidents.
True.
But I do think that most, thenewer technologies in nuclear makes
it probably one of the mostsafe, safest things we can do and
the most green because I mean,I know that it's a closed loop where
(16:39):
once the rods are used, theybasically bathe them in water for
how many, how many years theyneed to and then they kind of reignite
them again.
And it, it kind of, it's agood cycle actually.
They're, they're putting, Ibelieve, two or three more plants
that were decommissioned inMichigan back online this year as
well.
So I think it'll start withthat and partly frightening because
(17:02):
those plants were built in the 70s.
And sure, those control roomslook at, you know, look like something
out of the China syndrome,but, but I'm hopeful if we put some
new computers in there, ifwe're going to turn them back on.
Yeah, I think private's goingto actually be doing better at making
things more technologicallyadvanced because the federal government
is very behind a lot of that stuff.
(17:25):
And so I mean we've seen liketechnology like basically redefine
marketing trends practices recently.
Which tools are absolute gamechangers for reaching your audience
today?
Apollo.
I think Apollo I.O.
has been a massive game changer.
I'd say that this tool hasgone on, I guess you could say like
(17:47):
a bell curve of sorts where ithad its peak in popularity but has
come down since being a database.
A B2B database of I think 350million contacts is huge.
One that uses AI to update andverify emails is even bigger and
then has a built in sequencingtool so you can actually build out
email and LinkedIn message chains.
(18:09):
This tool is so powerful thatLinkedIn has tried to ban it in many
respects.
It's actually currently undera court case right now with the US
Department of Trade, I believe.
So the tool Apollo, I thinkthey're actually off LinkedIn.
They don't have like a organicpage or presence anymore.
But incredibly powerful tool.
(18:31):
And I guess the big tip I'dgive away with it is if you have
the ability to just build alist of URLs of organizations or
whatever you're trying totarget, you can build a list of anybody
at the president, level,managerial level of hundreds of organizations
just based on their homepageroot URL.
(18:53):
So I'd say take tools likethat and you can start standing up
outbound in a very shortperiod of time.
How can marketers stay aheadof all this stuff?
Because there's a lot of things.
There's business, there'strade and there's marketing trends
as well.
Do you have any go to sources?
I do know some of them likeground news kind of gives you the
leaning of each one of themand kind of gives you like where
(19:14):
each side is talking about.
Is there any sources that youknow of that would be good just to
kind of get like a.
A as unbiased as you can onwhat each side is talking about?
Because each side's talkingabout something different, man.
When it comes to marketing,I'd say and it's funny because second
ago I'm talking about howApollo's off LinkedIn.
I find a ton of like marketingknowledge base content on LinkedIn.
(19:39):
So much so that I havethousands of saved posts.
Not just about different GPTprompts, but we're talking about
different HubSpot tactics and techniques.
Email marketing techniques,how to write a sequence.
It's are so many posts andthousands of people spending time
churning out this content.
(19:59):
That's where I go to find it.
And it's so it's free a lot ofthe time as well.
When I go on Instagram to findmarketing thought leadership content,
I feel like a lot of the timeit's funneling me into some sort
of paid creator you stylething where I'm going to be paying
some sort of membership toobtain the content from them.
(20:19):
And if they're giving it awayfor free, I prefer to get it.
And they're doing that onplatforms like LinkedIn.
There's plenty of people thatI could mention on it.
I don't skip my mind right now.
When it comes to politics, I'dsay at this point it's best to actually
(20:40):
take a stance of listening toboth sides if you can.
I'd say that if you couldlisten to everybody from Morning
Joe to Tim Pool in one day,you might give yourself a headache.
But at the same time you'regoing to hear what the far left and
what the far right might besaying and then you can, you can
come to your own criticalthinking spot, you can land your
(21:02):
own plane on your owntakeaways of it.
There is of course truth.
There is of course truthbeyond opinion.
And at this point I thinkwe're trying to find it in many places,
we're debating it.
So my opinion there is takepart in the debate.
Don't, don't let the, youknow, fact checkers spoon feed you.
(21:22):
That's probably the mostbalance you probably could take out
of any of it.
Because I mean, we all knowthat fact checkers, even Mark Zuckerberg
kind of admitted that factcheckers were just opinion makers.
Right.
And I had hoped that you couldbe your own, we could all be our
own opinion maker.
I think so much of what I seeonline in social media circles is
(21:45):
people regurgitating anotherpoint of view they've heard somewhere
else.
It's very, very rare that youfind a uniquely independent point
of view that you haven't heard before.
And so where is this allheaded in the next five to 10 years?
Are there any brewing trendsor disruptions like data privacies
with AI?
Maybe we going to start to getmore private AI stuff because we
(22:07):
all know if you put it inchatgpt or anything like that, it
is all across the web andthere's nothing you can do about
it.
So where is this all headingand what should we be bracing for,
heard.
And I don't know how realisticit is, but I've heard there, you
know, everybody from J.D.
vance to Bill Gates has seenthis AI projection model that says
(22:28):
there are essentially twopaths that AI takes us on.
One brings us to like atechnological utopia where nobody
has to ever work again.
And then the second one isessentially like the end of the human
race.
I don't know how realisticthat is in the next five to 10 years,
but I've heard that this isthe path people think AI is going
(22:48):
to take us on because it willbecome sentient in certain ways and
have its own thoughts, be ableto communicate with itself and render
us less important.
So that is the far future, Ithink on this.
I think in the near term,until it's regulated, I have great
fear about fake newscasts andthe abilities for older people to
(23:11):
understand what is true andwhat is not.
And I think that in the nearterm that's just going to continue
to actually, it's going toimpact everything from advertising
to the political system.
I think there's great fear aswell with, on the other side of the
age spectrum, Gen Z usingthese tools in ways that allow them
(23:35):
to become richer than I thinkother generations had before.
The people that know how touse these tools, everything from
being able to create headlesscontent on, let's say YouTube and
TikTok where they can generatemoney in their sleep without ever
actually showing their face orspeaking their voice.
(23:55):
And I do think that there isa. Authenticity or credibility to
at least showing your face orvoice when you're, when you're talking
to people.
And a lot of people don't haveto do that anymore.
So I, I see that as the nexttrend as well is how, how will marketers
engage when they're, when it'sthe bots talking to each other?
(24:15):
Yeah, I mean you have GoogleVO3 that basically now brings voice
to all of the AI generated stuff.
So, and then Descript as wellis doing like AI avatars at record
breaking speed.
So I'm more in the middle.
I don't think there's going tobe Utopia.
There may be.
I mean we've seen too manymovies where it goes badly for us.
(24:36):
I think it's going to be morein the middle if we're smart enough
to figure it out.
I don't think there's going tobe Utopia because usually Utopia
leads to dystopias.
I guess I'd also say that whatwe're seeing now, I don't know, there
could be a stagnation or a Iguess a peek off with it where we've
reached a point and AI canonly do so much and we don't have
(25:00):
the ability to producerobotics in the way that might further
it into a more human form.
So it just stays inside of acomputer or inside of your smartphone
for maybe 10 years or so.
And that might be all rightfor the pace of human change that
we need to be able to adapt to.
Because I talk to parents.
(25:21):
I'm sure you talk to someparents too.
If you log into YouTube rightnow without an account, the amount
of AI slop that people areseeing just like thrown out there
with no regulatory controlwhatsoever that a kid can just stumble
upon is frightening.
And the fact that you can'tunsee it, I guess you could say it,
people will say, I want toshow you this.
I'm like, can I do I want tosee that or not?
(25:44):
You know, true.
And read everything yourself.
And then I do the bullet points.
That's why I usually.
I do.
That's what I usually do.
Right, right.
And so people are listening tothis episode.
They're wondering where canthey find you online to learn more?
Oh man.
If you want to do any businessmarketing business, I'd love to talk
about Google Ads, paid ads, HubSpot.
(26:06):
You can find me at LogicalMedia Group and my name's Dom Scafiti.
You can find me on LinkedIn.
I post pretty frequently aboutthose things there as well.
If you want to talk more aboutpolitics and just that kind of personal
side of things, I do thatoutside of work.
I have a substack calledPolitics People and that's somewhere
(26:27):
I write maybe once or twice a month.
My personal blog, Independent,takes one piece about Chicago, one
piece about US politics.
And I also post prettyregularly on TikTok under that same
name, which is Politics People substack.
All right, any final thoughtsfor our listeners?
I'd say keep, keep engaging.
(26:49):
Do not let any of this stufffrom AI to politics, make you afraid
and go into silence.
Keep talking, keep engagingand keep actually getting out there.
All right, thank you Dom forjoining Digital Coffee Marketing
Brew and Trigger Knowledge onthe shifting trends of AI tech, marketing
and politics.
Thank you sir and thank youfor listening.
As always.
Please subscribe to thispodcast and all your favorite podcasting
(27:10):
apps to get a five star reviewof itself with the rankings and let
me know how I am doing andjoin me next week as I talk about
what's going on in the PRmarketing industry and what the thought
leaders are going to come upwith next.
But guys, stay safe, get tounderstanding and get to on top of
what's going on within oursociety and see you next week later.
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I’m Jay Shetty host of On Purpose the worlds #1 Mental Health podcast and I’m so grateful you found us. I started this podcast 5 years ago to invite you into conversations and workshops that are designed to help make you happier, healthier and more healed. I believe that when you (yes you) feel seen, heard and understood you’re able to deal with relationship struggles, work challenges and life’s ups and downs with more ease and grace. I interview experts, celebrities, thought leaders and athletes so that we can grow our mindset, build better habits and uncover a side of them we’ve never seen before. New episodes every Monday and Friday. Your support means the world to me and I don’t take it for granted — click the follow button and leave a review to help us spread the love with On Purpose. I can’t wait for you to listen to your first or 500th episode!
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Does hearing about a true crime case always leave you scouring the internet for the truth behind the story? Dive into your next mystery with Crime Junkie. Every Monday, join your host Ashley Flowers as she unravels all the details of infamous and underreported true crime cases with her best friend Brit Prawat. From cold cases to missing persons and heroes in our community who seek justice, Crime Junkie is your destination for theories and stories you won’t hear anywhere else. Whether you're a seasoned true crime enthusiast or new to the genre, you'll find yourself on the edge of your seat awaiting a new episode every Monday. If you can never get enough true crime... Congratulations, you’ve found your people. Follow to join a community of Crime Junkies! Crime Junkie is presented by audiochuck Media Company.
Cardiac Cowboys
The heart was always off-limits to surgeons. Cutting into it spelled instant death for the patient. That is, until a ragtag group of doctors scattered across the Midwest and Texas decided to throw out the rule book. Working in makeshift laboratories and home garages, using medical devices made from scavenged machine parts and beer tubes, these men and women invented the field of open heart surgery. Odds are, someone you know is alive because of them. So why has history left them behind? Presented by Chris Pine, CARDIAC COWBOYS tells the gripping true story behind the birth of heart surgery, and the young, Greatest Generation doctors who made it happen. For years, they competed and feuded, racing to be the first, the best, and the most prolific. Some appeared on the cover of Time Magazine, operated on kings and advised presidents. Others ended up disgraced, penniless, and convicted of felonies. Together, they ignited a revolution in medicine, and changed the world.