0:00

Are you driven , ambitious and love all

0:02

things marketing ? Then this is your

0:04

backstage pass to level up . I'm

0:06

Emma , your marketing mentor and biggest

0:08

cheerleader . With over 10 years

0:11

experience , I'm spilling all my secrets

0:13

to max out your marketing game

0:15

. Expect authentic conversations

0:18

as I dive into actionable strategies

0:20

, behind the scenes stories and hard-won

0:23

lessons to give you the confidence

0:25

and tools to boss your marketing

0:27

career . Whether you're a recent

0:29

graduate or a marketing director , this

0:31

podcast is for you and the whole

0:33

marketing community . You'll

0:35

walk away feeling inspired and equipped

0:53

to become the marketing lead you want to be

0:55

. So pour yourself a cup of coffee , grab

0:57

a notebook and let's level

0:59

up together to do an episode on . And then I looked back

1:01

at the episode that I did and said like these

1:04

are the four core areas where I would be

1:06

focusing right now , and one

1:08

of those areas was digital marketing . And I suddenly

1:10

thought you know , digital marketing has

1:12

been something that has been fundamental to

1:14

me and I think that as I started

1:16

to learn more about digital marketing , it

1:18

then really helped unstick

1:20

me and uncover lots of areas

1:23

of marketing and different channels , and

1:25

then it kind of opened up possibilities of

1:27

what I could add to my marketing plans

1:29

, my campaign plans and strategies . So

1:32

I thought we would do a fundamentals

1:34

of digital marketing podcast today

1:36

, with a twist , of course , because

1:39

I'm going to give you the definitions that you can find anywhere

1:41

on the internet , but I'm also just going to give you

1:43

my take , my advice , my

1:45

stories and what I would do if I was

1:48

you right now and you wanted

1:50

to know about these , and also to

1:52

let you know that you are not alone in

1:54

not knowing some of these definitions or

1:56

what the flipping heck they are . I'm

1:59

also going to start with some other definitions as

2:01

well that go kind of hand in hand

2:03

with digital marketing . Now I'm

2:05

going to see how long this episode is . It might be split

2:08

into two halves half of it this week

2:10

and half of it next week . We're just going to see how much

2:12

I yapper , basically . So

2:14

let's get straight into it , as always with All

2:16

Marketing Nuggets podcast . So let's

2:19

start with the digital marketing

2:21

definition . That's a great place to

2:23

start . Digital marketing is actually

2:25

any form of online marketing , and there

2:27

are over 2.7 billion online

2:29

shoppers , so we all know

2:31

that we don't just use offline marketing tactics

2:34

. But because digital

2:36

marketing therefore covers so many different

2:38

channels and tactics , what

2:40

do I think do you need to know . So

2:42

the amount of knowledge that you need for

2:44

every single channel definitely

2:46

varies on your ambitions , your role

2:49

, your expertise and , I

2:51

guess , which industry you're in now , but it's always just good

2:53

to know , because you might change industries

2:56

. I would say , though , at least

2:58

knowing the basics in every digital

3:00

marketing channel is so helpful . It's

3:03

for me , it was imperative that I know them

3:05

, because when I'm building my marketing strategies

3:07

, I then , if I don't know a tactic

3:09

or how it works , or even just like top level

3:12

, even if I'm not doing the channel myself , how

3:14

do I know what to do with it , how

3:17

much to spend on it , what the ROI

3:19

could be and how it intertwines with other channels

3:21

? So that's why it's so important just to at least

3:23

understand top level , and it helps me to

3:25

pick and choose which ones go in . So in

3:27

this episode , we're going to go through PPC

3:30

, seo , programmatic . I

3:32

also have those four definitions that go hand in hand

3:34

, so we're going to start with those

3:36

now . So the first one that you might hear

3:39

is CRO , which is your conversion

3:41

rate optimization . Now , this is

3:43

essentially what happens on your site looking

3:45

at user activity and

3:48

behavioral data , and

3:50

you essentially test to improve

3:52

the conversion rate of your site . So the

3:54

conversion rate could be anything from

3:56

people filling in contact forms it could be

3:58

them purchasing . It depends on if you're a service-based

4:01

or product-based business . But you obviously

4:03

want a high conversion rate , and so optimizing

4:06

your conversion rate is done based off

4:08

the data that you can get . One of the

4:10

really great tools for that seeing

4:12

what's going on on your site is Hotjar

4:15

. It goes kind of hand in hand with UX analysis

4:18

, which is also looking

4:20

at user behavior on the site and

4:22

driving like better performance Now that one

4:24

is could just be better performance of your entire

4:27

site . It isn't necessarily linked with that final

4:29

action of conversion rate , but

4:31

if your UX experience is up , then

4:33

, generally speaking , hopefully your conversion

4:36

rate is going to go up as well . Now

4:38

we are talking about tactics today

4:40

in channels , but one thing that flows at every

4:43

stage within all of the tactics and channels

4:45

is your content marketing . So

4:47

this is essentially what the actual

4:49

content , what the thing is that your audience

4:51

are looking at at every different stage

4:53

of your journey . These vary vastly

4:56

depending on what the channel

4:58

is , so that

5:01

could be anything from a little

5:03

clip on social , it could be a whole podcast

5:06

, it could be a blog , so it really really

5:08

varies depending on what that is

5:10

. So what the flipping

5:12

heck is PPC ? Let's get

5:14

into the first one . So

5:17

PPC stands for pay

5:19

per click . It

5:21

is a mode of digital advertising obviously

5:23

, because that's why we're here and it essentially

5:25

is when the advertiser

5:28

pays a fee every single time

5:30

their ad is clicked on . Essentially

5:32

, you're paying for targeted visits to your website

5:34

. Now , a misconception about PPC

5:36

is that it's just Google search ads

5:39

. It's actually not . It can be made up of texts

5:41

, images , videos or a combination

5:44

, and they don't just appear

5:46

on search engines . It's also websites , social

5:48

media platforms and more . So

5:50

people including me , usually call

5:52

PPC their Google ads because it

5:54

is the majority of my PPC

5:56

. However , I am technically wrong . It's not the entirety

5:59

of your PPC . So PPC is

6:01

much wider than what people like me call

6:03

it . So that is something to know Definitely

6:07

. But , having

6:09

said that , google ads is the single

6:12

most popular PPC advertising

6:14

system in the world . Google Ads

6:16

platform enables businesses to create

6:19

ads that appear on Google search engine and

6:21

other Google properties . Did

6:23

you know that one of Google Ads

6:25

properties is actually YouTube ? Google

6:27

owns YouTube , and so when you see an

6:29

ad that was created on YouTube

6:32

. It was actually done within the Google

6:34

Ads platform . Created

6:38

on YouTube , it was actually done within the Google Ads platform . Now , how often your PPC ads appear

6:40

depend on a whole bunch of things , including what keywords you're

6:42

targeting and how much budget that

6:44

you've got , but also as well

6:46

, your quality score . Quality score is

6:48

essentially your SEO and your PPC match

6:50

together , and it determines

6:52

what you rank , how you

6:54

rank and how much you rank for . There's

6:57

two main areas that I think are fundamental

6:59

to your PPC strategy , and that

7:01

is your keywords chosen and also

7:04

your landing page quality

7:06

. Do not forget that your landing page needs

7:08

to be chef's kiss so

7:10

that it converts more people and

7:12

also has a better quality score in general

7:14

. If I was you because this can be

7:16

very overwhelming I

7:19

would start learning search-based ads

7:21

. If you want to do this yourself , search-based

7:23

ads on Google is definitely

7:26

the place to start Understanding

7:28

the basics . How to do a search text-based

7:32

ads is all you might need to

7:34

do . It has been one of the most

7:36

successful channels for me throughout the years

7:38

, and sometimes I seriously

7:40

just been from search

7:43

alone . Don't worry about more complicated

7:45

ones like display video performance max

7:47

there for a later date . At

7:50

the very least go on google , do a couple

7:52

of courses and just understand how

7:54

it works , how the back end of

7:56

Google ads works , because that is

7:58

going to help you so much , I promise

8:01

. I told you I wasn't just going to

8:03

tell you the definition of PPC , because you can

8:05

find that anywhere . I wanted to tell

8:07

you a bit of my background with PPC

8:09

. So the first job that I had

8:12

where they had PPC , I

8:14

had no idea what PPC was , didn't know what PPC stood

8:16

for , didn't know anything about it and you think I

8:18

would , as I had two degrees but didn't

8:21

know anything about it . I genuinely thought the

8:23

guy that was doing it was magic . Everything

8:25

he said sounded mysterious and crazy and exciting

8:27

and he was using all of his acronyms . I had

8:30

no idea what they meant and I felt like

8:32

that for so long , like we'd sit in meetings and I'd

8:34

be like no idea what you're on about . But I was

8:36

like I'm in my little email marketing

8:38

niche . It's fine , I don't need to know anything about

8:40

PPC . You do

8:42

if you want to get to the next level . So it

8:45

wasn't until my next role where

8:47

I actually even started to look

8:49

at this and think you got to learn about

8:51

this , emma , and the reason

8:54

why I thought I actually actually learned about it was because

8:56

there was nobody to doing PPC and

8:58

I needed to think of local tactics

9:00

to get ticket sales , and so I thought

9:02

PPC would be a good place to start

9:04

and there was no one else to do it . So I set about learning

9:07

. I took a couple of Google classes

9:09

, google courses . They were free I'm not

9:11

sure if they still are , but they were free at the time and

9:13

I took them news and basics . I

9:15

only focused on search ads so that I

9:17

didn't get overwhelmed

9:20

. I focused on local targeting keywords

9:22

, so literally like using the city that I was targeting

9:25

, using the type of sport . It was like being

9:27

very , very specific and just

9:29

kind of dipping my toe in the water . When

9:32

you go into the , the back end of google

9:34

ads , it is is overwhelming . So

9:36

just starting with search ads is my biggest

9:39

piece of advice . Then from there

9:41

you can learn and grow . Don't

9:43

be confused that Google has

9:45

lots of different areas in there . It has display

9:48

video lots of new ones as well . So

9:50

, seriously , do not get stressed

9:52

about that Bite size . This way is

9:54

the most important . Now I

9:57

put my new skills into action at that role and it became

9:59

a viable sales channel . Was

10:01

it the best of basics ? Yes . Did

10:03

anybody know that ? No . Was it successful

10:06

? Yes . Did I know everything ? No

10:08

, the next role

10:10

that I went to , somebody was already doing PPC

10:12

, which meant that I didn't have to learn

10:14

any more about it . And I was like but I just

10:16

kind of learned a little bit more about the theory of the

10:18

other ones , because as I'm doing budgets

10:21

, tactics and putting in channels

10:23

, I needed to know really about what was going

10:25

on in those areas , what was good and what

10:27

was bad . Also , then , as you

10:29

become more senior and people are reporting to you

10:31

, you need to know what amount

10:33

of click through rate they're telling you what impressions are

10:35

saying what the ROI is , is it

10:37

any good ? And if you don't understand the channel , how

10:39

can you know if it's any good or not ? So

10:42

that is a big , big piece

10:44

of advice . So now

10:46

it's been a key part of our marketing strategy ever since

10:48

I can see the value in it . I think that

10:50

sometimes it's difficult to see the value in a channel

10:52

if you don't understand it , because

10:54

you might have bias over other channels that you

10:56

do understand . I

10:58

have someone running this for me now , but if I didn't

11:00

understand it , I wouldn't . I'd

11:03

feel out of control and

11:05

like again , not knowing the metrics that they're telling

11:07

me . It's just it's pointless of them reporting

11:09

to me and telling me about it if I don't understand

11:12

it . So that has also been a

11:14

reason why I've wanted to know about PPC

11:16

. It's one of the most successful channels and

11:18

that is because I solely believe

11:20

it is a search intent channel

11:22

. So people come to Google for two

11:24

main reasons One , because they want to buy something

11:26

, or one because they want to know something

11:28

, and so they have

11:31

a more direct intent

11:33

of an action than if you just catch them on

11:35

social media . Getting people

11:38

to convert on social media is so much harder because

11:40

you're interrupting them in their scrolling

11:42

, enjoying their content . So having

11:44

it on a platform where Google , where they've got that

11:46

intent , is honestly going to be so

11:49

much more rewarding and so

11:51

much more helpful . Which leads

11:53

me on nicely to SEO

11:55

, seo

11:58

, search engine optimization

12:00

. Now I'm going to be covering this really

12:02

briefly because I have some awesome

12:04

episodes on SEO and that is

12:06

because I had an incredible guest

12:09

, phoebe . Phoebe has her own podcast

12:11

which is flying . I'm so proud of her

12:13

, called beginners seo podcast

12:15

, but if you go back and listen to episode 75

12:18

of marketing nuggets , which is seo nuggets

12:20

we all need to know from an expert

12:22

, and episode 76 seo

12:25

bite-sized definitions and advice to level

12:27

up your marketing , she gives us all

12:29

kinds of beautiful nuggets to help us

12:31

with our seo . Se SEO is

12:33

a set of processes aimed at improving

12:35

a website's visibility in search engines

12:38

like Google , with the aim of

12:40

getting more organic traffic . A

12:42

good time to tell you about organic traffic . So organic

12:44

traffic is different to any

12:46

other traffic , obviously . So

12:49

direct traffic is people that come directly

12:51

to your website . They type in your website

12:54

name in the URL , so they already know you

12:56

. Paid traffic is

12:58

obviously people that come through PPC . Organic

13:00

traffic is people that have found

13:02

you in Google but they didn't

13:04

click on your ad . So if you have a PPC

13:07

ad out but they came this way , they didn't

13:09

click through your PPC ad . Organic

13:11

traffic is gold dust

13:13

. In fact , according

13:16

to SEMrush , the top three

13:18

organic results in Google get more than

13:21

50% of all clicks . So

13:23

this could be genuinely a channel

13:25

that could be life changing for your business

13:27

if we get your organic SEO right , which

13:29

is why Phoebe is so good at

13:32

telling us all to be better

13:34

with our SEO . Now , what

13:36

does SEO involve ? So typically

13:38

it involves keyword research

13:41

, content creation and optimization

13:43

. So your content creation is everything around the whole

13:45

site your landing page , your blogs

13:47

, everything . Technical optimization

13:50

. Lots goes into this , such as site speed

13:52

and link building , and this is internal

13:54

and external . Lots goes into this , such

13:56

as site speed and link building , and this is internal and external

13:58

. Internal

14:01

is where you link between different pages , and external is sometimes called digital

14:03

PR , where basically you want to get linked to your website off of different

14:05

websites that have a really high authority

14:07

domain . Basically , they're really great

14:10

websites and you want to be linked on them because then it makes

14:12

your website seem even better , so so it kind of brings

14:14

your website up . The

14:16

correlation is very simple the higher

14:18

you rank , the more people that will visit your page

14:20

, and so that is why SEO

14:23

is sometimes the best kept secret in marketing

14:25

. Generally , your

14:27

SEO strategy should be focused on optimizing

14:29

your content to get ranked as high as possible

14:31

on search engines , preferably page

14:33

one , and the goal is to boost

14:36

that organic traffic to find your

14:38

so

14:40

most search engine results that you will ever

14:42

see and I absolutely

14:45

hate this abbreviation , but SERPs

14:47

is sometimes used , so literally like

14:49

the the initials SERP

14:51

search engine results page . So if you

14:53

see SERPs and it is used sometimes in

14:55

digital marketing that's what

14:57

it means . So your SERPs

14:59

, your search engine results pages

15:02

, are made up of two results . One

15:04

is your paid results you've got to pay to be there

15:06

, that is , through the ppc , pay-per-click

15:09

advertising , and they're going to be at the top and the

15:11

bottom generally . And

15:13

your organic results , where you basically have

15:15

to earn the right to be there with your rankings

15:17

through your seo . So actually

15:20

, if you get more organic traffic , it

15:22

is actually more rewarding in a way , because that

15:24

means your seo strategy has smashed it and

15:26

you haven't just , uh , used ads

15:28

and they do work well together , even

15:30

though they are very distant disciplines . Having

15:33

both a great ppc strategy

15:35

and the seo strategy can actually powerhouse

15:37

more than them working like separately

15:39

. You want to work them together . Google looks

15:41

at all of these things together because it wants the

15:43

, the user , to have the best experience

15:46

, so don't look at them as kind of separate . You

15:48

want them both to be really great . And

15:52

a top tip is to not just think

15:54

of seo like a search engine

15:56

like google or bing . It's important to

15:58

remember that people are using social networks

16:01

. They've always used youtube , like this

16:03

, and pinterest to be

16:05

seo search engine places

16:07

, but now tiktok seo is really

16:09

taking off this year , and that is where people are

16:11

looking to social media to find information

16:14

. So it's really important to

16:16

make sure that your social team or if you're running

16:18

the social , that you are keeping that in mind as well

16:20

, that people might be searching for things , so that

16:22

you're writing the right comments , right hashtags , the

16:24

right anything that you need , so

16:26

that they can then find it through that route

16:29

. Okay

16:31

, so my experience with seo so you

16:33

can learn to do this yourself , but it is definitely

16:36

the long play . My experience with this

16:38

is , if you're thinking of creating a website or you

16:40

have a website , it is definitely

16:43

worth learning the basics , things

16:45

like your URLs , your breadcrumbs

16:47

, site speed , keywords , landing

16:49

pages and linking . All of those things

16:52

you can learn yourself , and actually you

16:54

know your content better than

16:56

other people , and so actually sometimes

16:58

it's better that you do it yourself . Otherwise you're kind

17:00

of explaining things twice , which

17:02

can be really annoying . But

17:05

seo takes time , effort

17:07

and consistency , but it is worth

17:10

it , but it takes more time than you

17:12

think . So if you have more time and less

17:14

money , diy it . And vice

17:16

versa , if you have lots of money but

17:18

no time , you need some kind

17:20

of seo to happen for that longer term

17:22

play . Think of you in three to five years if you

17:24

start your SEO strategy now . Seo

17:27

will also help you a lot in meetings

17:30

. So if you know what SEO

17:32

is , then when you have different kinds

17:34

of meetings , it could be about planning a campaign

17:37

, a landing page . It could be a

17:39

whole different branch of the website . It

17:41

could be that somebody has this really great idea . If

17:44

you don't know the fundamentals of seo , how

17:46

can you give your feedback without knowing

17:48

what that impact might be on seo ? Now

17:51

it might be that you don't know the ins

17:53

and outs and you don't need to know , like what a full

17:55

seo professional would know . But

17:57

you need to know that if

17:59

you are adding bunches of new pages to

18:01

your website , what are the breadcrumbs ? Aka Aka

18:03

? What is like your URL going to say so that's

18:06

like your forward slashes . So it's going to be like

18:08

, say , forward slash services , forward slash X

18:10

, forward slash like that's your breadcrumbs . So

18:12

you need to just know little things like that which

18:15

becomes really helpful . So over the years

18:17

, I started not knowing anything about SEO

18:19

and then I found that , as I was getting more senior

18:21

and people will be asking me about SEO , I'd

18:24

be like I need to know that so that then I

18:26

can say so it's really helpful , learn

18:29

the basics . I recommend , if you want to know how

18:31

to do it yourself , go and listen to

18:33

Phoebe's podcast Beginner's SEO Podcast

18:35

. Honestly , it is so good , so

18:38

really go and listen to that

18:40

one . But , yeah , definitely want to

18:42

invest the time in , so

18:46

let's do programmatic , and then we're going to cut for next week's episode

18:48

. So programmatic . So programmatic

18:50

is technically a ppc . It is

18:53

the process of automating the buying

18:55

and selling of ad inventory in real

18:57

time through an automated bidding

18:59

system . It enables brands or agencies

19:01

to purchase ad impressions on publisher

19:04

sites or apps within milliseconds

19:06

through a sophisticated ecosystem

19:08

. So , as I said

19:10

, it's technically a PPC because you're paying for the clicks

19:12

and this could be places

19:14

like retailer websites . So like Tesco

19:17

, you'll see these . The Economist , you'll see

19:19

them . Lots of different , like online

19:22

sites , but it's essentially those ads

19:24

that you see , the banner ads . Typically

19:27

, you will have control over your audience

19:29

, your bidding strategy , your budget , creative assets

19:31

and placements . Audience

19:34

does rely a lot on your

19:36

first and third party cookies and

19:39

so , with that going away , I'm hesitant

19:41

to know how accurate it is . My

19:43

experience with programmatic was five to

19:45

ten years ago . It was one of the channels that when

19:48

I was listening to digital marketing professionals , they

19:50

would kind of talk about this channel like it was like the

19:52

ace in their pack . They'd be like , oh , this

19:54

is really great , you should do programmatic . And

19:56

I'd be like what's programmatic ? I don't know what

19:59

programmatic is . And

20:01

then I realized , oh , it's just , it's just

20:03

the ads that just appear everywhere banner

20:05

ads . They can appear in lots of different places

20:07

, from out of home to online to streaming

20:09

, to tv videos and voice

20:11

. So they cover a whole lots

20:13

of breadth of things . So if

20:16

you're confused , you're

20:18

not alone . They cover so many things . It's

20:20

basically just ads popping up all over the place

20:22

and you can do this at a massive , massive scale

20:24

if you really have big budgets or

20:27

big campaigns or big areas

20:29

that you want to cover . So the

20:31

benefits of this is generally

20:34

that it is large-scale audience release . It's

20:36

efficient for low-cost awareness

20:38

, but really focus on making sure

20:40

that , if you are doing this , that

20:43

the awareness

20:45

that you want is where your target audience is because

20:47

what I've also found with this is the like

20:50

cap to get in is always

20:52

quite high . So even though the amount

20:54

of people that you reach is many more

20:56

people , but , like I remember starting at like

20:58

£10,000 for this channel . So

21:00

there is usually like a cap

21:02

and it varies between publishers

21:04

, but generally they want you to kind of hit

21:06

at least a what's the word ? A floor or a

21:08

ceiling , a floor to even get into this

21:11

. So that is something to bear in mind

21:13

. Some other facts

21:15

are that you get the real-time data

21:17

and analytics and , again , as I said

21:19

, you can use first and third party data . So

21:21

first party isn't going anywhere . So that could be something

21:24

that could be really helpful , but third

21:26

party is out of here , so do not

21:28

rely on that . And it

21:30

is a good opportunity for cross-device campaign

21:32

strategy . So if you've got a big campaign

21:34

going somewhere and you want to put

21:36

more awareness into it , this is something that could

21:38

work really well . A good example

21:41

of this is if you've got a big campaign in a specific

21:43

geographical region for a specific

21:46

amount of time , you might want

21:48

to consider this channel , which is where I've

21:50

used it before . Did

21:52

they make a big impact on my campaign . Maybe

21:55

I found it really difficult to say

21:57

whether they did or not . They are good for awareness

22:00

. They are good for getting the amount of impressions

22:02

for your campaign up . They really

22:05

really boost that number . But

22:07

I've always found that I was always disappointed

22:09

with the click through rate because really

22:12

they're not there for people to click through on

22:14

, because if you can imagine where people are seeing these

22:16

, they are very interrupting and

22:18

usually they might be reading like an article or something

22:21

and so you are interrupting them literally . So

22:23

they're okay for awareness but , um

22:25

, with the crackdown on cookies , it wouldn't

22:28

really be a channel that I recommend for a long term . To be

22:30

honest , it's nice sprinkling in occasionally

22:32

if you have a specific reason . Uh

22:34

, if you have a specific place that you really want to have

22:36

your banner ads on , that makes sense , that

22:39

might be for it . But I wouldn't just do it as just a general

22:41

channel to add , with no rhyme or reason

22:44

. I would definitely just stick to PPC

22:47

and SEO if I was choosing out of these three

22:49

ones . I think it's good to know what they

22:51

are . I think it's good to know how they work . So

22:53

then you have the understanding , because

22:55

I also find that if you are

22:58

having outside agency help

23:00

to help you run campaigns , programmatic

23:03

is one that they usually try and get people to do

23:05

because it has that higher threshold of money

23:07

intake and it can get you a

23:09

bunch of awareness views . So it does look

23:11

good on paper , but just

23:13

be aware that it might you might

23:15

be disappointed with the return on investment

23:18

that you get off of . It would be my

23:20

advice on that . So I've

23:23

spoken for plenty long enough today

23:25

. Next week's episode we're going to carry

23:27

on . We're going to do affiliate marketing

23:30

, email marketing , and then maybe I'll do one

23:32

other digital marketing channel as well so

23:34

that we can round it off , so that there's three

23:36

on each episode . So

23:39

you'll have to come back next week to find out

23:41

what that third one is . I hope

23:43

this episode inspired you to go and

23:45

learn some basics . Go on some course websites

23:48

. Go on LinkedIn . Go on because

23:50

LinkedIn doesn't just have LinkedIn courses HubSpot

23:53

, google I find the Google courses a

23:55

little bit dry , but they are very good

23:57

, so try and stick with them . My

24:03

advice is don't just sit down and try and do one course for four hours . Try and bite , size it

24:05

into your day a little bit more , even do 20-30 minutes a day , really dedicate

24:07

the time to this . I think that over COVID

24:10

, I really dedicated a lot of time for it , but

24:12

sometimes it's difficult to do it . So just say

24:14

, just tell yourself you're going to do 20 minutes , learn

24:16

something new , because the learning that I've

24:19

done has then helped me in

24:21

situations where you wouldn't think it was going to help

24:23

you . So , honestly , I think this is

24:25

my secret weapon to being a head

24:27

of marketing is understanding all

24:29

of the channels , because then , when you're asked

24:31

about them , you know when you're putting together your

24:33

strategies whether it's a campaign or a four year strategy

24:35

you understand how they work together

24:38

, what they might do , what your ROI

24:40

might be , how much they cost , how much

24:42

time they take , which is also

24:44

a very good understanding to have

24:46

, so that you know how much your team members have

24:48

to do . So you know how much time that you might have

24:50

to put into things . So I hope

24:52

this inspired you to go and learn something new

24:55

this week within digital marketing

24:57

. It's not going , it's only growing . It's only

24:59

changing . You only have to look at all of the

25:01

changes with AI to know that . So

25:03

I hope you enjoyed this podcast . It was so

25:05

lovely to be back and chatting to you all

25:08

this Tuesday , and I will talk to you next week . Bye

25:10

for now . Thank you so much for

25:12

listening to my marketing nuggets podcast

25:15

. I've been your host , emma , and I will

25:17

catch you next time . Bye for

25:19

now .