Shows
The Marketing CompanionSaying goodbye to TomIn this special episode, Mark Schaefer says farewell to Tom Webster as the long-time co-host of The Marketing Companion and announces plans for a re-boot of the podcast.
2019-03-1725 min
The Marketing CompanionThe unintended consequences of techToo many times companies are saying "whoops" after introducing new ideas. Testing new ideas becomes complicated when the sample size has to be large and consumers don't want to be treated like lab rats. Mark Schaefer and Tom Webster unpack this vital issue. They also discuss the opportunity to turn Marketing Companion into a television series. Intro music credits: Heartwarming by Kevin MacLeod is licensed under a Creative Commons Attribution license (https://creativecommons.org/licenses/by/4.0/) Source: http://incompetech.com/music/royalty-free/index.html?isrc=USUAN1100207 Artist: http://incompetech.com/
2019-02-0331 min
The Marketing CompanionA Marketing Rebellion has begunHow do you win in a post-loyalty, post-sales funnel, post-advertising world? Mark Schaefer discusses the genesis of his new book "Marketing Rebellion" with Tom Webster and reveals some exciting bonus content coming to Marketing Companion fans.
2019-01-2039 min
The Marketing CompanionThe economics of professionalismHosts Mark Schaefer and Tom Webster explain how a strong economy impacts professional behavior, why streaming television is heading for a fall-out and how Facebook's first entry into hardware tips the creepy scale
2018-10-2836 min
The Marketing CompanionRealities of the Entrepreneurial JourneyHost Mark Schaefer reflects on lesson learned in his ten years as an entrepreneur, and Tom Webster dissects why there are no new social media channels emerging.
2018-10-1439 min
The Marketing CompanionWho rules the internet?Hosts Mark Schaefer and Tom Webster tackle three huge topics: New regulations trying to get internet companies to conform globally to one country's standards, political stands in the marketing mix, and Apple's third act. Also, there is a surprise performance from Nipsey the smart speaker.
2018-09-1739 min
The Marketing CompanionEmotional connection and the modern brandMark Schaefer and Tom Webster discuss the growing challenge of establishing emotional connection in a world of declining loyalty and point to an amazing success at Spotify, the rise of anger on Facebook, and a revolution at LinkedIn. They also vanquish Mercury Retrograde.
2018-08-0635 min
The Marketing CompanionIs the future of retailing a store without sales?The retail industry has been in a state of upheaval for decades. Is a store that sells no goods the future? Tom Webster and Mark Schaefer think so, and they discuss it in this new episode of The Marketing Companion. Listen in as they also debate what will happen when digital ad prices keep rising, a threat to marketing nobody's really discussing, and their effort to make The Marketing Companion the world's most hipster podcast.
2018-07-2238 min
The Marketing CompanionWhy customers really don't want to engage with your brandHosts Mark Schaefer and Tom Webster dissect several big new ideas, including the role of customer engagement in digital transformation, Facebook's big new opportunity for community leaders, and a content marketing fail from GE (or, is it?). Plus, Tom riffs on cows.
2018-07-0833 min
The Marketing CompanionOur favorite marketing booksIn this episode, hosts Mark Schaefer and Tom Webster review some of their favorite recent marketing books, including new releases from Bernadette Jiwa and Neen James.
2018-05-2934 min
The Marketing CompanionThere's no escaping FacebookHosts Mark Schaefer and Tom Webster examine several current marketing issues, including a stroke of brilliance from Amazon, Google culture, and the unexpected dominance of Facebook in the surging private messaging space.
2018-05-1333 min
The Marketing CompanionThe brand stand: Mixing politics, social good and salesIn this episode, hosts Mark Schaefer and Tom Webster talk about a new Schaefer book in the works, AI, hacking, and how companies are being forced to take a social, and even political, stand in the world today. This trend is undeniable, but flies in the face of classical economics. how does a marketer sort it out?
2018-04-3033 min
The Marketing CompanionThe New Ethics of MarketingThere are a number of ethical issues emerging as technology allows us to connect to consumers in new ways. Just because we can, should we? In this episode, hosts Mark Schaefer and Tom Webster look at "addiction" as a goal, the cultural implications of AI, and new research on the time it takes to become a friend. And oh yes, to celebrate a milestone, they introduce the world's first audio infographic!
2018-04-0836 min
The Marketing CompanionBack to the future: What's old is new again in marketingHosts Mark Schaefer and Tom Webster reflect on the hot topics they covered five years ago and discuss the relevancy of influence marketing (and Klout), Google Glass, Twitter strategy and more. And they bring out a retro look at Google Pants!
2018-04-0140 min
The Marketing CompanionSpinning social media in a new directionMark Schaefer and Tom Webster discuss revealing new research that may indicate a tipping point for social media, video, podcasts and smart speakers like Alexa and Google Home.
2018-03-1936 min
The Marketing CompanionIs social media marketing still a thing?Social media marketing has been the hottest marketing concept for the last 10 years. Is it losing steam, or just taking off? In this episode, hosts Mark Schaefer and Tom Webster look at the data and reveal new perspectives on where social media fits in the marketing mix. The fellas also reveal a new premium service to sell fake followers so you can become an influencer in record time!
2018-03-0532 min
The Marketing CompanionCocooning consumers and more amazing mega-trendsNew research from Ford shows that consumers are polarized, energized and a bit weirded out by what marketing is up to these days. Hosts Mark Schaefer and Tom Webster take a look at this new report and discuss the implications for business leaders. And they have a casting call for "Marketing Companion: The Movie." Who will play Mark?
2017-12-2439 min
The Marketing CompanionAre books the ultimate content marketing channel?How could writing a book help you establish thought leadership, open new opportunities, and grow your business? Hosts Mark Schaefer and Tom Webster explore these issues and open the Marketing Companion Holiday Catalogue for exciting gift "ideas."
2017-12-1035 min
The Marketing CompanionPersonal marketing successes and failuresIn this very personal episode of The Marketing Companion, hosts Mark Schaefer and Tom Webster reveal their own best marketing successes and failures. Learn why desperation may be a key to success, how money is made in the margins, and why a dial-up internet connection destroyed a great business. Mark and Tom also announce plans for the first human-powered self-driving vehicle!
2017-08-1739 min
The Marketing CompanionThe real data behind content marketing secretsThis headline is a bit misleading. In fact, you will probably receive far more than 20 incredible insights from our Marketing Companion conversation with BuzzSumo founder Steve Rayson. The episode posted a few days ago and we have already received more comments on this conversation than any other episode. Arguably, Steve Rayson analyzes more content than any other person in the world -- billions of pieces in all. Tom Webster and I tap into his years of experience and I think you'll find some of his insights both remarkable ... and perhaps even a little controversial. Here's a sample:
2017-04-2837 min
Thinking With Mitch JoelSPOS #560 - The Infinite Dial With Tom WebsterWelcome to episode #560 of Six Pixels Of Separation - The Mirum Podcast. Here it is: Six Pixels Of Separation - The Mirum Podcast - Episode #560 - Host: Mitch Joel. Beyond the fact that I enjoy the vast amount of time that I get to personally spend with Tom Webster, he also happens to be one of the smartest (and most sarcastic) brains that I know (and love). He has spent well over two decades telling stories with numbers about consumer behaviour and media as the VP of Strategy at Edison Research (the company that provides all of...
2017-04-021h 01
The Marketing CompanionStreamification, Smart speakers and other marketing changes to watchI've been in marketing more than 30 years and I think we're facing the period of greatest change in my experience, probably the greatest period of change in the history of marketing. In this new episode of The Marketing Companion, Tom Webster and explore the bold ideas that will have a profound impact on marketers including smart speakers, artificial intelligence, and the "streamification" of content. You won't want to miss this episode. We also get into our new app SlapChat. You need it. We all need it. Resources mentioned in this podcast The Inevitable: Understanding the 12 Technological Forces That Will...
2017-01-0534 min
The Marketing CompanionThe Internet of Things and the future of marketingNo list of hot technology trends is complete without a mention of the Internet of Things (IoT). But as we go into a new year, how does this become real to us as marketers? How is IoT going to show up in our daily worklife? Tom Webster and I thought this would be a fascinating topic for an episode of our podcast but frankly the subject is over our heads! Not that this has stopped us before ... but we decided to try something new and actually get some expert advice on this important topic. On...
2016-12-2331 min
The Marketing CompanionConversational marketing and the gig economyIn the next episode of The Marketing Companion Tom Webster and I explore three rich and timely topics: The "Gig economy" -- The ability to match buyers and sellers in order to monetize incremental time has revolutionized the economy. As much as 2 percent of the U.S. economy may be gig-based. But there is a seedy underbelly to this trend. Conversational marketing -- This is beyond the social media mantra of "conversation." New technology like bots enable one-on-one conversations to develop enhanced personal profiling about ... you. This could revolutionize customer service and targeted marketing. Will bots know you...
2016-12-0837 min
The Marketing CompanionUnderstanding the US election and its implicationsAmerica has been through a tumultuous election cycle, perhaps the strangest and most divisive time in the country's political history. What does it all mean? Sure, a lot has been written about this, but it's rare to get a behind-the-scenes glimpse from a person who was in the very heart of the process. This week in our new Marketing Companion episode, Tom Webster provides extraordinary insight into what happened on election night and what it means to those of us in marketing. What happened to the polls, and what does it mean for the accuracy of market research...
2016-11-2534 min
The Heart Of Marketing100: Building a Trusted, Beloved Personal Brand [with Mark Schaefer] Getting to 100 anything, years, days, podcasts, pennies, and blog posts is a celebratory milestone we all have to commemorate. On The Heart of Marketing podcast, John Gregory Olson and Jayme Soulati are doing just that with a special, special guest Mark W. Schaefer, the international influencer, thought leader and digital marketing guru and author we so love. Mark shares his visionary thoughts about a variety of topics including: His new book coming in 2017 about 'being known,' a project he announced right here (!) and whether anyone can become known Discussion about what it means to be...
2016-11-2148 min
Rise to SuccessConnecting with Content Marketing w/ Mark SchaeferMark Schaefer's a globally-recognized speaker, educator, business consultant, and author who blogs at {grow} — one of the top marketing blogs of the world. He’s a consultant to entrepreneurs and corporations, specializing in marketing strategy and social media workshops and clients include both start-ups and global brands such as Adidas, Johnson & Johnson, Dell, Pfizer, The U.S. Air Force, and the UK government. Mark holds six patents, has written five books, with another to be released early 2017, is a faculty member of Rutgers University, and is THE authority on content marketing. He also hosts the marketing companion podcast...
2016-11-1144 min
The Marketing CompanionThe content dominance strategyI want to share a statistic that kind of blew my mind. In 2011, about 20 percent of non-game Internet revenue came from content subscriptions (to stuff like Hulu, Spotify, Amazon Prime, and Netflix). The bulk of the revenue has historically derived from advertising. Today, that number has completely flopped with subscription-based revenue at 80 percent -- in just five years! And content-based subscriptions will account for more than half of all internet consumer media growth in the next five years. These projections came from Activate CEO Michael Wolf's presentation this month at a recent Wall Street Journal Conference. What makes this...
2016-11-0934 min
The Marketing CompanionThe marketing skills you need to succeed todayThere has been nothing short of an intense debate about the marketing skills needed for career success today. Gurus like Gary Vaynerchuk have decried college educations, claiming they are a waste of time and money. In an excellent and thought-provoking post, the brilliant Christopher Penn scolds the profession for falling behind, and warns that we need to keep up with topics such as cloud computing, mobile development, and integration software to be relevant. Unilever CMO Keith Weed claims there is a "lost generation" of marketers in their 30s and 40s who are unprepared to lead digital brands and...
2016-10-2730 minThe Heart Of Marketing088: Building an Influencer Marketing Campaign – Paid vs. Organic InfluenceOrganic influence is rarely addressed on this whole influencer relations spectrum. Most of the relationships brands have with influencers is all about the paid opportunity. You know, when a fairly large brand hires influencers to stump for that brand and the influencer gets paid to do so? There has to be a disclaimer for that or else the FTC will breathe down the necks of brands and influencers, too. That said, P&G launched a huge influencer campaign with mommy bloggers. The brand was touting its new diaper and moms were all over it. Turns...
2016-08-3033 min
The Marketing CompanionThe new psychology of content consumptionIs the psychology of content consumption changing? That's the central idea behind an amazing new discussion featured on The Marketing Companion podcast. Have you tried our free Internet radio program yet? You'll have to hear this podcast to believe it -- the first order of business is the introduction of the world's first audio emojis! But then we get serious. Tom Webster and I get into some discussions that are guaranteed to get you thinking about the nature of content and content consumption today. This 30-minute episode includes ... Why Snapchat may be the most important communication channel on earth rig...
2016-07-0838 min
The Marketing CompanionMarketing mega-trendsEach year, Mary Meeker compiles a wide-ranging report on the top Internet trends on behalf of venture capitalist firm KPCB. The report goes on for 213 pages. And do you have time for that? No! That's why Tom Webster and I distilled the report into the profound marketing trends that will have the biggest impact on you. Some of the ideas we cover in our new podcast are: Why "viral" is more is more viral that ever and how Facebook Live will become the ultimate in reality TV and a revolution in journalism. Why self-driving cars will dramatically change o...
2016-06-2337 min
Podcast Junkies - Storytelling Interviews & Conversations with Podcasters Podcasting Passionately093 Tom Webster | The Delicate Art of Conveying Difficult Subjects in the Form of Storytelling Tom Webster is a marketing executive and the vice president of Edison Research. He also co-hosts his own podcast, The Marketing Companion, with Mark Schaefer. Tom has been in the broadcast research industry for 25 years and has quite a bit to share on the topics of interviewing, storytelling, and podcast statistics. 05:45 - Tom believes the standards in podcasting have gotten better. 07:25 - How did Tom meet his co-host, Mark? 10:15 - Tom has been in media and broadcast research for almost 25 years. 12:25 - What kind of podcast/radio trends has Tom seen over at Edison? 17:20 - Tom...
2016-06-0856 min
The Marketing CompanionCutting through the marketing noiseIn our new episode of The Marketing Companion, Tom Webster and I explore a theme of marketing challenges to rise above the increasing noise levels to connect to our customers. It's a difficult proposition and getting harder all the time. Some of the topics in this jam-packed 30 minutes of marvelous audio content include: Rising losses from ad-blocking are pushing marketing dollars into new places. An unlikely source of content innovation -- printed magazines and books. Innovations to merge games with serious editorial content to drive page views and engagement. Surprising insights on what almost every marketer is missing...
2016-05-2737 min
The Marketing CompanionA modern marketing wish listIn the latest episode of The Marketing Companion podcast, Tom Webster and I reveal our wishlist of what we would like to see "more of" and "less of" on the web. Among the topics we explore: Brand skepticism and brand bullying -- It seems like any time a company authentically tries to be "human" on the web it attracts an attack. If we want brands to show up in a more human way, shouldn't we reward them? Evangelism -- This word is a red flag for me. When anybody describes themselves as an evangelist for ... (fill in the latest...
2016-05-1334 min
The Marketing CompanionFacebook chases down SnapchatSo much going on today! So many changes to consider. Facebook and Snapchat and content wars. OH MY! In this new episode of The Marketing Companion Tom Webster and I consider some EPIZOODIC new ideas that will be affecting your marketing programs now and in the future. Listen in for some TREMENDIFIED new insights on: Snapchat rejected Facebook's takeover bid last year. Mark Zuckerberg is taking revenge like a jilted lover. Watch out for this ZUCKERFICATION of Facebook Messenger. Facebook and Snapchat ... AT WAR? The surprising new study that shows how people consume content in their cars. GOLLY G...
2016-04-1438 min
The Marketing CompanionSnapchat For the WinFor the first time since Facebook unseated MySpace in the hearts and minds of teens, ladies and gentlemen, we have a new social media champion -- Snapchat, at least if you're a young American (cue David Bowie). While Facebook continues to dominate overall social media usage, in a new report from Edison Research, Snapchat has eclipsed Facebook with social media users aged 12-24. In fact, 72 percent of them now use Snapchat and 26 percent cited this as the channel they use most often, up from 15 percent just a year ago, a mind-blowing statistic. At the same time, Facebook dropped from 43 p...
2016-03-1833 min
The Marketing CompanionTwitter strategy, politics and authenticity gone madWhat impact does social media have on politics? In this episode, Mark Schaefer and Tom Webster look at current events in the marketing space including Twitter's marketing strategy, the impact of social media on politics, the expectation of authenticity and Millennials in the workplace.
2015-12-2636 min
Leadership, Brand Strategy & Transformation - Minter DialogueMark Schaefer on Online Branding, Building Trust and Privacy GuidelinesMinter Dialogue Episode #162 — This interview is with Mark Schaefer, the globally recognized author, educator and speaker on marketing strategy. Author of 5 best-selling marketing books, including the Tao of Twitter, Return on Influence and, this year, Content Code, Mark also co-hosts with Tom Webster a fabulous and unmissable marketing podcast. In this podcast, we talk about branding and how companies can better drive trust. We look at how top executives should be driving the digital agenda and also explore the issues of privacy for marketers. A most zesty interview. Meanwhile, you can comment and find the show notes on myndset.co...
2015-09-0546 min
The Marketing CompanionIn defense of FacebookIn a scathing blog post, the co-founder of Ello blasts Facebook as monstrous entity dedicated to hurting people in the margins of society. In this episode, hosts Mark Schaefer and Tom Webster blast Ello back and explain why Facebook's "real name" policies provide a healthier and authentic social media platform.
2015-06-1333 min
The Marketing CompanionOur most valuable content lessonsHosts Mark Schaefer and Tom Webster have been creating written, video, and audio content for years. In this episode, they share with you some of the lessons they have learned from the mistakes and victories they have experienced along the way.
2014-12-1331 min
The Marketing CompanionWhat's next in digital marketing? New from The Marketing Companion! Your favorite social media personalities as bendable action figures. Just $12.99. Limited quantities available except for the Mark Schaefer edition. We have plenty of those. One of my favorite activities is thinking and talking about what's coming next and there is nobody more fun to have that kind of discussion with than Tom Webster as we take on what's next in digital marketing. On the latest Marketing Companion, Tom and I introduce the Marketing Companion Holiday Catalog (and our new League of Legends Action Figures!) and dive into some things we're watching for 2015: Why...
2014-11-2833 min
The Marketing CompanionAuthenticity and the Human Brand My friend Justin Levy just had brain surgery. He went into the operation not quite knowing what would be on the other side. Despite this personal nightmare, Justin's social media presence was extraordinarily brave, honest, and revealing. Through his timely and detailed posts, his friends and followers could get a daily peek into every aspect of his trial. His successful operation was finally trumpeted with a triumphant "thumbs up photo" on Facebook. Thousands of people felt relief. This very public, courageous journal of his trials made a big impact on me and my podcasting mate...
2014-09-1931 min
Jay Today TVHow to Get Approval for Content Marketing ProgramsA fellow marketer asked me an interesting question recently -
How do you get your boss to agree to go all in on content?
My advice? Don't.
It's easy to forget that the primary goal is not to be good at content marketing. The goal is to be good at business as a result of your content. Think about what you want your business goals to be and translate those into a language your boss can understand - dollars and cents, not clicks and conversion rates.
Today's Sprout Social shout out goes...
2014-07-1103 min
The Marketing CompanionThe Invisible Blogger By Mark Schaefer My friend and podcast co-host Tom Webster recently penned a really honest and thought-provoking post called "Authorship." In the post, Tom laments that the more he guest posts and syndicates his writing, the less relevant he may become. I know that sounds counter-intuitive but he makes some good points. The web cares about CONTENT, not necessarily authors, and Tom postulates that in our frenzy to write and distibrute content, we may be creating more and more work only to become less and less visible. Are you getting lost in the ether of the blogosphere? Are we...
2014-05-3031 min
The Marketing CompanionWhat skills do you need to succeed in marketing? I have a new Twitter follower who has branded herself as an "authenticity coach." This puzzled me. Is that a real business? Is "authenticity" a critical business skill so important it has become a cottage industry? And perhaps the bigger question is, exactly what DO you need to learn to succeed in a marketing career today? This is a complex question because marketing as a career discipline has evolved differently than other areas of business. If you are a finance professional or you work in accounting or economics, the fundamentals of your career success are not sliding un...
2013-09-1231 min