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Up Next with Gabriella Mirabelli

New ideas and new technology are causing seismic shifts the media industry. Meet the innovators, the risk-takers and the disrupters on the front lines of change from Hollywood, Wall Street, Silicon Valley and beyond. This is the “Up Next Podcast” with Gabriella Mirabelli.
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Mar 28, 2024

Downtown Music Holdings exemplifies a modern approach to the music industry, prioritizing artist empowerment, technological innovation, and adaptive strategies. As the industry continues to evolve, Downtown remains committed to championing artists and fostering a thriving creative ecosystem.

Today, we're exploring the transformative landscape of the music industry with Downtown Music Holdings’s CEO, Andrew Bergman. With over two decades of experience in the music realm, Andrew offers insights into Downtown's evolution and its commitment to empowering artists in an ever-changing landscape.

Mar 21, 2024

In today's digital age, understanding tween behaviors is crucial for marketers seeking to connect with this influential demographic. Because of the legal regulations put into place to protect young children, direct surveys of 8–12-year-olds are challenging to conduct. As a result, there hasn’t been any robust survey data available – until now. 

Joining us to explore this topic is MaryLeigh Bliss, Chief Content Officer at YPulse, a leading authority on Gen Z and millennial opinions and behaviors. Their latest report is based on a research survey they conducted directly with tweens, aged eight to twelve, and it provides valuable insights into this cohort’s habits, interests, and preferences. 

Tweens represent a dynamic and digitally savvy demographic whose behaviors and preferences offer valuable insights for marketers and parents alike. By understanding and adapting to their evolving opinions and behaviors, stakeholders can effectively navigate this unique stage of development and prepare for the future landscape shaped by today's tweens.

Mar 14, 2024

In marketing and advertising, technological innovations continually reshape how brands engage with consumers. Today, we explore the realm of generative AI images and their potential impact on advertising strategies. Our guest, David Schweidel, the Rebecca Cheney McGreevy Endowed Chair and Professor of Marketing at Emory University's Goizueta Business School, shares insightful research-based perspectives on current possibilities and future trajectories. 

The integration of generative AI into advertising marks a profound shift in how brands conceive and execute marketing campaigns. The integration of generative AI into advertising heralds a paradigm shift in how brands conceptualize and execute marketing campaigns. By harnessing the creative potential of AI, businesses can unlock new avenues for audience engagement and brand storytelling. As we navigate this transformative landscape, the synergy between human ingenuity and technological innovation promises to redefine the advertising landscape.

 

Mar 7, 2024

In today's podcast interview, we delve into the complex world of business-to-business (B2B) sales dynamics with Dr. Jeff Johnson, Associate Professor of Marketing at UMKC's Henry W. Block School of Management. The focus of our discussion centers on the challenges B2B salespeople face when selling into a buying center, especially when encountering dissent among group members. His insights shed light on the intricate dynamics of B2B sales and offer practical guidance for navigating dissent within buying centers. By understanding the nuances of dissent and employing adaptive strategies, sales professionals can enhance their effectiveness and drive successful outcomes in B2B sales engagements.

Feb 29, 2024

In the realm of entertainment marketing, creativity serves as the backbone of success, yet managing creative teams to produce inventive work within business objectives, budgets, and deadlines demands a delicate balance of freedom and structure. Scott Edwards, EVP at Fox Entertainment and head of creative advertising, provides valuable insights into effectively managing creative processes, fostering innovation, and maintaining team cohesion to deliver impactful campaigns aligned with business goals. Effective creative management entails navigating the complexities of entertainment marketing by fostering a culture of trust, empowerment, and innovation, allowing teams to deliver campaigns that captivate audiences and drive business success.

Feb 22, 2024

Addressing the complex issue of long-term unemployment requires a multifaceted approach that addresses systemic biases, provides support networks for job seekers, and promotes policies that foster economic resilience and opportunity for all individuals. By raising awareness and working collaboratively, we can strive towards a more inclusive and supportive society for those navigating the challenges of unemployment.

Today we’re speaking with Professor Ofer Sharone, a sociologist at UMass Amherst and author of "The Stigma Trap," we delve into the complex issue of long-term unemployment. The conversation shed light on various biases and challenges faced by individuals navigating the job market after experiencing extended periods of unemployment.

Click here to purchase The Stigma Trap 

Feb 15, 2024

In today's episode, we're joined by MaryLeigh Bliss, the Chief Content Officer at YPulse, the leading authority on Gen Z and millennial opinions and behaviors. MaryLeigh provides invaluable insights into the latest trends in media consumption among young consumers and what it means for industry professionals aiming to capture their attention. From streaming preferences to the impact of diversity in content, she offers a comprehensive analysis of the ever-evolving entertainment landscape.

Feb 8, 2024

Today’s guest is Evan Shapiro, a prominent figure in the media industry, known for his candid insights and extensive experience. He shares valuable perspectives on the media landscape, marketing, and the need for change. 

The conversation sheds light on the complexities and challenges facing the media industry today. From fostering authenticity to embracing diversity and adapting to changing consumer behaviors, Evan offers valuable guidance for navigating the evolving media landscape. As the industry continues to evolve, his forward-thinking approach serves as a beacon for those seeking to thrive in an ever-changing environment.

Feb 1, 2024

Today’s episode features Samuel Stäbler, an assistant professor of marketing at Tilburg University in the Netherlands, and Alexander Edeling, an associate professor of marketing at KU Leuven in Belgium. They've investigated the effects of layoff announcements on consumer brand perception. Together they discuss the multifaceted relationship between layoffs, brand perception, and corporate communication strategies. By understanding the nuances of consumer behavior and the role of communication in shaping brand perception, companies can navigate layoffs more effectively while safeguarding their brand reputation in the long run.

Jan 25, 2024

In today’s interview Bjorn Thorleifsson, the Head of Research and Insights at amp Sound Branding, delves into the importance of sound in marketing, specifically focusing on sonic branding. He provides valuable insights into how marketers should be thinking about leveraging sound, emphasizing its emotional impact, cross-cultural relevance, and the need for a flexible and holistic approach. As technology continues to evolve, brands that invest in creating a distinctive and memorable sonic identity are likely to leave a lasting impression on consumers.

Some key takeaways:

  • The Rise of Sensory Marketing: With the advent of technology like smart speakers and platforms such as TikTok, sensory marketing is becoming increasingly crucial. Brands are now thinking beyond campaign-driven sound and exploring how to create brand equity through a holistic approach to sound.
  • The Emotional Impact of Sound: Sound has a unique ability to affect emotions quickly and deeply, often faster than visuals. Bjorn compares it to being a "highway to our emotions," making it a powerful tool for marketers to connect with consumers on an emotional level.
  • Sonic Branding vs. Sound: Sonic branding involves using music and sound to benefit companies, creating a recognizable brand identity through sound. It goes beyond a simple sound logo, aiming to build memory structures for the brand through a more holistic and flexible sonic identity.
  • Sharing Sonic IP: Unlike visual IP, releasing sonic elements can create a sense of community and engagement.
  • Holistic Approach to Sonic Branding: Sonic touchpoints vary for each brand and can include elements like hold music, message notifications or payment confirmation. UX UI sounds, such as notification sounds, can be crucial for building brand recognition.
  • The Durability of Sonic Branding: Sonic branding has a long-lasting impact, creating memories that can be recalled even after years. Nostalgia plays a role, but flexibility allows brands to adapt and resonate with new generations.
Jan 18, 2024

In today’s episode, MaryLeigh Bliss, the Chief Content Officer of YPulse, dives into the dynamics of social media and its significance for brands aiming to connect with young consumers. 

Key takeaways:

On Beyond TikTok. While TikTok remains a dominant force, your social media playbook isn't solely a TikTok playbook. Young consumers, on average, use six social platforms.

The Next Big Thing.  Experiment with new platforms ... but don't put all of your eggs into the latest trend basket.

All About Authenticity. Timeliness matters. Empower your social media teams to adapt, respond, and take advantage of platform trends.

 One and Done? Maybe. It's better for brands with limited resources to excel on one platform authentically than to spread thinly across multiple platforms.

X Doesn't Mark the Spot. It’s ok to forget about X, but not text. Use your words in the comments sections of other platforms. 

Regular People Resonate. Leveraging user-generated content and spotlighting regular people's posts in advertisements or social media feeds resonates well with young consumers.

It’s Not Your Intern’s Social Media Team.  Social Media is *the* place where consumers (13-39 y/o) report seeing advertisements that made them decide to make a purchase. Staff this vital part of your marketing team with experts who understand each platform.

Jan 11, 2024

In today’s podcast, global marketing and innovation expert Professor Stefan Stremersch offers insights into a holistic ideation process, balancing customer-centric approaches, diverse ideation sources, and the evolving role of AI. As businesses navigate the innovation landscape, understanding consumer perceptions and strategically implementing generative AI tools can shape the future of ideation and market success.

Dec 21, 2023

In today’s episode MaryLeigh Bliss, Chief Content Officer at YPulse, delves into their latest tracking report on young consumers' gaming behaviors, challenging myths and exploring the profound impact of gaming on their lives. 

Myths Busted:

  • Gaming is a Male-Only Activity. False. Both genders engage in gaming, with 98% of young men and 92% of young women participating.
  • Gamers Are Hardcore Enthusiasts. False. Self-identifying as a gamer doesn't necessarily correlate with how frequently one plays. While 95% of young people play video or mobile games, only 66% identify as gamers.
  • Gamers Are Only Interested in Violent Games. False. The gaming landscape is diverse, with top games including violent (Call of Duty) and non-violent (Candy Crush, Roblox) options. The notion that gamers exclusively prefer violent content is outdated.
  • Gamers Are Socially Isolated. False. Gaming fosters social connections, with 73% of self-identified gamers stating that video games help them be social. Titles like Fortnite and Roblox enable virtual socializing and friendships.
  • Gaming is a Passive Activity, Like TV. False. Gaming is an active, immersive experience requiring constant engagement. Unlike TV, second screening is challenging, offering brands a unique opportunity for focused consumer attention. Young people are open to brand presence in gaming spaces if done authentically, enhancing rather than disrupting the gaming experience.
Dec 14, 2023

In today’s episode William Tincup, President of Recruiting Daily, explores the realm of Applicant Tracking Systems (ATS) and how to navigate them. He highlights the importance of customizing resumes and focusing on skills.

Key Discussion Points:

  • What an Applicant Tracking System (ATS) is and how the language you use in your resume influences how you are ranked for recruiters. 
  • How you can adjust your resume and LinkedIn profile to help lessen ageism's impact.
  • Why you shouldn’t ‘Spray and Pray’ when applying for a new position and how generative AI can help make the process less onerous.
  • Why it’s critical to highlight your skills, in addition to your accomplishments.
  • Why, when applying through a portal, you don’t need to sweat the cover letter.
Dec 7, 2023

In today’s podcast marketing expert Martin Schreier, Head of the Department of Marketing at WU Vienna and Editor in Chief of the International Journal of Research in Marketing, discusses the challenges and opportunities presented by generative AI in academic research and marketing. The discussion emphasizes the need for transparency, human involvement in the creative process, and a thoughtful approach to the evolving landscape of AI in both academia and marketing. 

Key Points:

Transparency in AI: Generative AI holds great potential for research, however, it's crucial to be transparent when using it to uphold academic integrity.

Creativity and AI: Generative AI can help with idea generation and problem-solving in diverse fields, but human input remains vital for refining and implementing these ideas.

Democratizing Marketing: Generative AI can enable individuals and smaller entities to take part in marketing activities, fostering a more diverse and inclusive marketing landscape.

Societal and Economic Impact: Consideration should be given to the societal and economic impacts of a future where humans and AI collaborate to boost productivity and job satisfaction.

Nov 30, 2023

Brands need to understand and adapt to the preferences of Gen Z and Millennials in the evolving social media landscape. YPulse’s Chief Content Officer, MaryLeigh Bliss, explores young consumers' behaviors on social media and the opportunities for brands.

Key Topics:

  1. TikTok's Growth: From its beginnings as Musical.ly, TikTok's growth has been extraordinary, with user rates among young people jumping from 5% in 2019 to 53% in 2022.

  2. Generational Preferences: TikTok is the preferred platform for Gen Z, with nearly 75% using it, but it's the third choice for Millennials.

  3. Twitter's Limited Effect: Twitter is less influential, with only 25% of Gen Z and 30% using the platform. Not an optimal choice for marketers targeting young consumers.

  4. Generational Definitions: There's confusion regarding the definitions of generations like Gen Z and Gen Alpha. An understanding of age ranges and life stages is key for accurate insights.

  5. Social Media as a Search Engine: Youth increasingly use platforms like TikTok and Instagram as search engines. Brands need to optimize their content for this shift.

  6. Active Engagement: Young consumers are active on an average of six social platforms.

  7. Advice: Establish an organic presence on TikTok, tap into YouTube's dynamics, and engage with comments.

Understanding these dynamics offers brands the opportunity to connect authentically with their target audience on their preferred platforms.

YPulse is the leading authority on Millennials and Gen Z: tweens, teens, college students, and young adults. We provide strategic insight to companies and organizations via our subscription-based syndicated research content as well as our custom research and consulting services. Staffed with a cross-functional team of researchers, marketers, writers, and technologists, we give our clients a 360-degree view of what it’s like to be a Millennial or Gen Z in America today.

Nov 16, 2023

Patrick Esposito, author and CEO, illuminates the path to entrepreneurial success. His book, "The Structure of Success," serves as a practical manual for small and mid-sized businesses. In today’s interview he flips the script, diving into failure — and how entrepreneurs can avoid it.

Highlights from the interview:

  • Factors leading to Business Failure: Esposito identifies five major causes for small and medium-sized businesses' downfall:
    • Disputes between co-owners.
    • Inability to evolve the business model.
    • Execution failure during a merger, acquisition, or sale.
    •   Inadequate internal infrastructure.
    •   Ineffective disaster management.
  •  Tackling the challenges: Esposito provides sage advice for each business challenge, such as drafting clear shareholder agreements and staying receptive to customer feedback.
  • Understanding the Complexity of Scaling: Emphasizing the essential role of delegation, Esposito advises businesses to acknowledge personal limitations and employ specialists for critical operations.
  • Dealing with Ambiguity: Esposito advocates for swift and diligent decisions rather than waiting for perfect data, allowing for necessary adjustments later.

Click here to purchase the book   

Nov 9, 2023

In the ever-evolving field of marketing, the challenge has always been optimizing the marketing mix. We were fortunate to discuss this complex topic with Prof. Koen Pauwels, a renowned marketing expert at Northeastern University and co-founder of the Data Initiative. His insight provided us with valuable guidance on how to approach and refine our marketing strategies.

Topics discussed: 

The Power of a Framework: Input, Throughput, and Output Use a basic framework for marketing mix optimization: input, throughput, and output. Align marketing goals with business objectives to chart a path to success. Understand business goals like growth or resource constraints and adjust your marketing efforts accordingly. Track hard metrics like sales to ensure alignment with these objectives.

The Myth of ROI as a Silver Bullet Metric Avoid solely relying on ROI; it's an efficiency metric that can mislead you into reducing marketing investments and harming growth. Look instead at effectiveness metrics like profits and sales, which offer a better benchmark.

The Role of Content and Creativity Creative content is more important than the channel used for its delivery. A well-crafted message is a primary driver of advertising effectiveness.

Content Marketing Alignment of your content with the consumer's purpose for the website visit is key. In-depth integration can effectively boost your campaign.

Frequency and Timing: A Delicate Balancing Act No universal rule for frequency and timing in campaigns is available. The traditional wisdom of minimum exposures has evolved with today's digital consumer behaviors. Testing and data collection can help identify the optimal frequency and reach.

Nov 2, 2023

In this interview, Dr. Kyle Murray details how sustainable behavior can be effectively promoted through an understanding of values, energy, and consumer experience. By leveraging these insights, we can motivate greater engagement in eco-friendly actions.

 

Key Points:

  • Value and energy dynamics: Sustainable behavior hinges on consumer values and energy level. Grasping this interplay enables us to motivate eco-conscious actions.
  • Energy-effort correlation: High energy levels combined with genuine willingness reduce perceived effort in sustainable practices.
  • Energizing consumers: Creating energetic environments can facilitate greater consumer participation in sustainable behavior.
Oct 26, 2023

In this episode MaryLeigh Bliss, Chief Content Officer of YPulse, shares valuable insights into the media consumption habits of Gen Z and millennials.

Some highlights that were discussed:

  • Preferred Content Platforms: Tik Tok might be GenZ’s favorite social media platform, but 63% of young consumers use Netflix weekly and they report that it is their content platform of choice, beating out not only TikTok, but also Disney, Amazon Prime, and Hulu.
  • When forced to pick between streaming services and social media, 54% of young consumers choose streaming services.
  • Social platforms are critical to content discovery, with 63% of young consumers saying that seeing show clips on their “for you” page or in their social feed, makes them want to watch shows.
  • The long and the short of it is … that young consumer preferences are evenly split between short-form and long-form video content .
  • Smartphones are the favored devices for young consumers to watch content - underscoring the importance of optimizing user experiences for mobile devices.
Oct 19, 2023

In today's information-rich world, crafting clear and impactful messages is crucial. In today’s conversation Todd Rogers, Harvard University professor of public policy, shares his key principles on how to engage your audience and ensure your message is understood.

Here are some of the topics covered:

  1. Less is More: Everyone is skimming. Limit word usage and stick to the core ideas.

  2. Make Reading Easy: Using simple words and syntax help guarantee that your reader will easily understand what you want to convey.

  3. Use Formatting to Direct Your Reader: Headlines are signposts for your readers, guiding them to your main message.

  4. Understand Your Audience: Write with an understanding of what your reader cares about and how it dovetails with the goal of your communication.

  5. Make responding easy. Remove as much friction as possible. Make it clear what you want from your reader.  

 

Oct 12, 2023

In today’s podcast Cortney Harding provides valuable insights into the metaverse, its potential, and the ethical considerations that come with AI, making it a fascinating conversation for anyone interested in the future of technology and virtual experiences.

Topics include:

  • Futurist Timeframes: Think in terms of a 5-to-10-year time horizon. Further spans lapse into the realm of science fiction due to unpredictability.
  • Ethical Considerations: Explore ethical implications of recreating loved ones or past relationships within the Metaverse, highlighting the need for protocols and consent mechanisms.
  • AI Assistance: AI could potentially alleviate mundane tasks and facilitate more efficient customer service. The key to implementation, according to Courtney, lies in consent and proper management.
  • AI Verification: the necessity of consent and verification in AI use, highlighting issues arising from unverified and unauthorized information scrapings.
  • Measuring Metaverse Success: For effective engagement in the Metaverse, take a community-first, sales-second approach. Successful implementation involves ongoing investment and proper resource allocation.
  • Generational and Cultural Perspectives: There are notably different attitudes towards the Metaverse based on geographical location, with developing countries showing more excitement than developed nations.
Oct 5, 2023

Gabriella Mirabelli interviews Dr. Nadia Abou Nabout, an expert in interactive marketing and social media, about the challenges marketers face in digital advertising and practical guidance for assessing the effectiveness of various targeting strategies in today's dynamic landscape.

Click here for the show notes - where you can find a link to the research paper, published in the IJRM, that holds the formula you need to assess your targeting's true potential! 

Sep 28, 2023

In the competitive landscape of brand marketing, understanding and harnessing authenticity is the key to capturing the hearts and loyalty of Gen Z consumers. As our interview with Anastasia Pelot from YPulse reveals, authenticity isn't just a buzzword; it's a potent strategy for connecting with the next generation of consumers.

Takeaways include:

  • Authenticity Assessment: To determine brand authenticity, YPulse surveyed a staggering 75,000 people aged 13 to 22. This data was collected over the past year, from July to July, giving us a snapshot of how authentic brands were perceived during that time.
  • Components of Brand Authenticity: Authenticity, as Anastasia explains, is multifaceted. It primarily hinges on a brand being true to its personality, which includes traits like honesty, transparency, and a genuine passion for their products.
  • Notable Brands and Rankings: The interview shares the top five ‘most authentic’ brand rankings in North America as well as the top five in Western.
  • Tips for Authenticity on a Budget: Practical advice for marketers on a budget. Engaging authentically on social media, understanding platform cultures, and ensuring consistent messaging can all enhance brand authenticity.
Sep 21, 2023

”… leadership intelligence and its eight related essentials are not some fuzzy, high-level concepts. Leadership intelligence is about taking deliberate, concrete action steps. That is why we call leadership intelligence an “action sport.”  

 Doug Lennick & Chuck Wachendorfer, Don’t Wait for Someone Else to Fix It

In today’s podcast Doug Lennick and Chuck Wachendorfer discuss their new book, Don’t Wait for Someone Else to Fix It, and some of the essential things people need to do to enhance their impact at work, home and anywhere else that they need to show up.

Topics include:

1. Self-Awareness and Leadership Logic Chain: The importance of self-awareness and how it forms the foundation of the leadership logic chain, leading to effective decision-making, self-management, and ultimately, successful leadership.

2. The Role of Feedback and Trust: How trust is essential for open and honest feedback within an organization, and the importance of leaders building trust to create an environment where employees feel safe providing feedback.

3. Moral Intelligence and Responsibility: The significance of integrating integrity and responsibility into leadership. These qualities contribute to high-performing organizations and inspire others.

4. Quantifiable vs. Being Goals: The difference between quantifiable goals and state-of-being goals, highlighting the importance of both in personal and professional growth. Setting KPIs for being goals is also discussed.

5. Continuous Improvement and Goal Setting: The idea that goal achievement is a part of life's journey, not an endpoint.

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