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The Voice

IABC Ottawa’s Premier Programming for Marketers, Communicators, and Creative Advertisers Everywhere

IABC Ottawa’s premier podcast for marketers, communicators, and creative advertisers. Join host Sherry Aske once a month for expert insights and practical tips from some of North America’s leading marketing professionals.

Sherry Aske is a digital storyteller, podcast host, and former CBC Ottawa producer and journalist. She's now working as a communications and social media advisor for the public service.

Oct 9, 2012

In this episode of The Voice, host Alexandra Reid explores the vast world of marketing with digital media and advertising rock star Mitch Joel. Mitch tells us that marketing is not dead but at a crossroads, and explains why businesses (both B2B and B2C) must shift to a “digital first posture” to create more powerful marketing engagements. From content marketing to advertising to more traditional marketing strategy, Mitch explains why marketing must move beyond beyond the first "P" - Promotion. 

Time points:

1:38 - In an earlier podcast, Mitch and Joseph Jaffe debated whether marketing is entering into a renaissance period or if it is dead. Mitch argues it isn’t dead but at a cross roads, and explains where we are now and where we are headed. 

4:04 - Mitch says marketing is everything but, in many cases, it has been reduced to just promotion. 

6:10 - There is a stark difference in perspectives between agencies and the technologists and venture capitalists who are re-engineering marketing, and so marketers are struggling to use new channels and tools effectively to demonstrate their value to businesses. Mitch expands and offers his perspective on whether the industries are converging or operating as silos, and how to bring those silos together.

11:22 - The number of roles in the marketing department is expanding rapidly. We’re having to wear so many hats as content marketing and other digital activities continue to rise in importance. Mitch explains why businesses should ensure everyone is on the right bus, in the right place, at the right time. 

14:48 - Mitch shares his thoughts on bridging traditional and new marketing world with a focus on advertising.  

18:14: Mitch shares nuggets from Content Marketing World and how to use novel channels to their best effect.