We chat with Stephen Hobbs, an expert in digital storytelling. Stephen is a respected and experienced marketer who has worked with many household brands including Google, Volvo and O2. We discuss the importance of content and storytelling in the age of AI. Stephen tells us that his initial career as a journalist gives him a slightly different perspective on the world of marketing.

You can connect with Stephen here: https://www.linkedin.com/in/shobbsy/

We discuss a couple of related pieces of academic research:

Sung, E., Han, D. I. D., Choi, Y. K., Gillespie, B., Couperus, A., & Koppert, M. (2023). Augmented digital human vs. human agents in storytelling marketing: Exploratory electroencephalography and experimental studies. Psychology & Marketing, 40(11), 2428-2446.

Aicha, A. B., & Bouzaabia, R. (2023). The effects of video storytelling advertising on consumers’ online reactions on Facebook: a cross cultural study. Qualitative Market Research: An International Journal, 26(3), 247-268.

You can contact Hanne at Hanne.Knight@plymouth.ac.uk and Tom at Tom.Bowden-Green@uwe.ac.uk

We chat with Google Analytics expert Jill Quick about the importance of collecting and analysing the right data. Jill tells us why it marketers should take a strategic approach to measurement, and why she called her business The Coloring In Department.

You can connect with Jill here: https://www.linkedin.com/in/jillquick01/

You will also find plenty of further resources on Jill's website: https://www.thecoloringindepartment.com/

Jill also refers to a free online GA4 course on Wix Studio Academy: https://www.wix.com/studio/academy/courses/google-analytics-4

She also refers to a good book on analytics: https://www.amazon.co.uk/Lean-Analytics-Better-Startup-Faster/dp/1098168186/

We discuss a couple of related pieces of academic research:

Many people don't use Google Analytics to its full extent: https://dl.acm.org/doi/abs/10.1145/3578503.3583601

Need to map analytics to the consumer journey: https://doi.org/10.1057%2Fs41270-020-00098-0

You can contact Hanne at Hanne.Knight@plymouth.ac.uk and Tom at Tom.Bowden-Green@uwe.ac.uk

In this episode, recorded in the Bristol Business School studio, we speak to five of the presenters from the Building Brands Conference in Bristol.

Each guest gave a quick summary of the main points from their presentations, as well as telling us a little bit about what their work in digital marketing involves. Our guests are (in order of appearance):
1. Heather Murray, AI for Non-Techies: Why AI doesn't need to be daunting
2. Harry Cobbold, Unfold: The importance of user-experience
3. Maret Reutelingsperger, Mobe Digital: The link between email and search results
4. Joe Wright, Ambitious PR: Protecting your online reputation
5. Harriet Barter and Owen Prior, Launch: AI and PPC advertising

To find out more about Building Brands, including the next event in Exeter on 7th November, go to https://www.building-brands.co.uk/

If you enjoy the podcast, please subscribe!