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Daniel Rowles and Ciaran Rogers

An advert free, Weekly digital marketing podcast with listeners in over 180 countries worldwide, The Digital Marketing Podcast combines interviews with global experts,  together with the latest news, tools, strategies and techniques to give your digital marketing the edge.  Perfect for your daily commute, the podcast aims to be both entertaining and informative. Produced by Target Internet and hosted by Digital Marketing and E-commerce Expert, Ciaran Rogers and Award Winning Author and Speaker, Daniel Rowles. Find out more at TargetInternet.com

The Digital Marketing Podcast

In this episode of The Digital Marketing Podcast, Daniel Rowles and Ciaran Rogers dive into one of the most significant shifts in digital marketing: the rise of non keyword signals and what it means for search, privacy, and the future of campaign targeting. With AI-powered ad platforms like Google's AI Max and social algorithms driven by behavioural data rather than search intent, the old model of keyword-driven marketing is rapidly giving way to something more opaque, more personalised, and potentially more invasive. Daniel and Ciaran explore how AI systems now use a vast array of signals, from your browsing patterns and email content to your location history and viewing habits, to anticipate what you might want before you even search. But what does this mean for marketers who've spent years honing their SEO and PPC strategies? And what does it mean for user privacy in a world where your chatbot conversations may be fuelling ad targeting? In This Episode: What are non keyword signals? Understand how platforms like Google and Meta are using behaviour, context and historical activity instead of just search terms. Why your impressions are up but clicks are down Learn how AI summaries in Google Search are reducing organic click-throughs, even when your rankings are strong. AI Max campaigns and keywordless targeting Discover how Google Ads is shifting towards AI-led campaigns that rely on intent and engagement signals rather than keyword triggers , and why some brands are seeing 20–30% uplift as a result. What Meta's CMO said about disconnected content Hear how Alex Schultz explained the shift from connected (likes, follows) to disconnected content (Reels, Stories, Shorts), and what that means for social strategy. Privacy concerns and grey areas Explore the implications of Meta's new terms allowing AI chat interactions to inform ad targeting, and whether AI chat data could be inadvertently shared or commercialised. Real-world scenario: Chatbots used for lead capture Daniel raises a powerful example, what if you offered a free AI chatbot to other brands, then harvested user intent data for your own ad targeting? Platform security, data visibility and agent risks From OneDrive access errors to AI agents managing your logins, the hosts discuss the human errors that AI amplifies, and the need for robust security practices. Key Takeaways: We're entering a post-keyword era Platforms are using AI to interpret intent through broader, richer data sources, including chat behaviour, video viewing and app usage. Organic traffic is being cannibalised by AI summaries Even if your visibility improves, actual user clicks may continue to decline. Privacy risks are growing Terms and conditions are changing, and conversations with AI tools may no longer be as private as they seem. Marketing teams must audit how they use AI Understand what data your AI tools are accessing and how that data could be used, now and in the future. Join the conversation This isn't just a podcast - it's an open debate. Daniel and Ciaran want your input, and they're giving away prizes, books and merch to contributors. 📥 Access the show notes, tools, and links at: https://targetinternet.com/resources/the-big-debate-non-keyword-signals-ai-chats-privacy Join the debate: https://www.linkedin.com/feed/update/urn:li:activity:7403862051749564417

The Big Debate: Non Keyword Signals - AI Chats & Privacy

In this episode of The Digital Marketing Podcast, Daniel Rowles introduces us to the process of Vibe Coding, a revolutionary approach to software development that leverages AI to make app creation accessible to anyone, regardless of coding experience. Vibe coding shifts the focus from writing manual code to guiding AI with natural language prompts, allowing non-developers to build interactive apps, tools, and even businesses. Daniel explores the three tiers of vibe coding, from basic one-page web apps to full-scale, secure, AI-powered platforms , and shares practical steps, tools and security tips to get started. The second half of the episode features a compelling interview with Christo Snyman, a podcast listener who used vibe coding to launch his AI assistant platform Traderly.ai. Christo takes us behind the scenes of building a real-world startup with no prior coding background, sharing his full tech stack, hard-earned lessons, and the mindset needed to succeed. In This Episode: What is Vibe Coding? Understand how natural language prompts can now be used to create working code, dramatically lowering the barrier to digital creation. The Three Levels of Vibe Coding Level 1: Build one-page apps using HTML, CSS, and React, no backend required Level 2: Add memory, interactivity, and live AI responses through API access Level 3: Create fully-fledged apps with user authentication, databases, and deployment Practical Use Cases - From interactive Google algorithm timelines to embedded AI tools for keyword research and content planning, Daniel shares how these tools are being used on Target Internet's own website. Christo's Journey - From Idea to Startup. Learn how Christo turned a common business pain point — small service businesses missing leads due to message overload — into a scalable SaaS platform. Discover his full tech stack including React, Azure Functions, PostgreSQL, Firebase, OpenAI, WordPress, and more. Key Takeaways: Anyone can now build apps using AI tools, whether it's a timeline, calculator, chatbot, or full customer-facing product. AI-assisted development removes fear and unlocks creativity, especially for entrepreneurs without a dev background. Start small and iterate, your Minimal Viable Product doesn't need to be perfect, it needs to be useful. Vibe coding is the bridge between ideas and execution - fast, flexible and increasingly powerful. The future of marketing and tech creation is conversational and it's already here. 📥 Access the show notes, tools, and links at: https://targetinternet.com/resources/vibe-coding-how-ai-is-revolutionising-app-development-and-empowering-non-coders 📩 Join the free newsletter for access to monthly live sessions: https://targetinternet.com/newsletter

Vibe Coding - How AI is Revolutionising App Development and Empowering Non-Coders

In this episode of The Digital Marketing Podcast, Daniel Rowles is joined by Matthew Gardiner from World Travel Market for a special look at how the user journey is being radically reshaped, and why the travel industry offers a powerful lens for understanding the broader changes all marketers now face. From AI-powered search and agents, to disconnected content ecosystems, collapsing funnels, and new expectations for sustainability and meaning, the way users discover, evaluate, and buy has shifted. Whether you work in travel or not, this episode delivers insight into how to adapt your digital strategy for a fragmented, AI-enhanced, and purpose-driven customer journey. In This Episode: Why AI is collapsing the funnel Users no longer move in a straight line from awareness to action. Conversations with AI agents like ChatGPT are replacing multi-step journeys. Whoever owns the AI conversation, owns the customer. From connected to disconnected content The shift from traditional, connected social feeds to short-form, algorithmically driven discovery (Reels, TikToks, Shorts) has changed how we build awareness and trust. AI Overviews and Answer Engine Optimisation With 55% of Google searches now including AI summaries, Daniel explains why SEO alone is not enough and how Generative Engine Optimisation (GEO) and Answer Engine Optimisation (AEO) are the new battlegrounds. Agents are doing the work From itinerary planning to automated bookings, AI agents are reshaping how users interact with brands, often bypassing websites altogether. The new role of structured data Matthew shares how travel brands must now treat structured markup (schema) as a new kind of distribution, ensuring they are machine-readable to AI systems. Why user testing must change Daniel explains why marketers must rethink usability testing to account for personalised algorithms, behaviour-based ad targeting, and AI-powered search. Brand loyalty as a survival tactic In an age of disintermediation, programmes like Bonvoy are keeping users loyal through gamification and exclusive benefits, offering lessons for all industries. Content strategy for the AI era From FAQs and multilingual support to video answers and UGC, the path to visibility is paved with granular, high-quality, human-first content. Industry Case Study: Travel Through a detailed conversation with Matthew Gardiner, the episode explores how the travel industry has continually adapted to disruption. From the rise of OTAs and TripAdvisor to today's challenges around AI agents, soft adventure trends, live tourism, and sustainability expectations, travel may be the canary in the coal mine but its lessons are highly applicable to every sector. Key Takeaways: AI is not just changing how people search; it is rewriting how people trust, book, and choose. Being mentioned in AI conversations is the new SEO. Structured data and FAQ-rich content are your ticket in. Agents now do things, not just recommend. Optimising for transactions and post-click experience is vital. Loyalty schemes, brand identity, and customer advocacy matter more than ever to bypass AI's generic results. Usability testing must reflect real, personalised experiences, not idealised lab setups. 📥 Access the show notes, tools, and links at: https://targetinternet.com/resources/the-changing-user-journey-lessons-from-the-travel-industry 📩 Join the free newsletter for access to monthly live sessions: https://targetinternet.com/newsletter

The Changing User Journey - Lessons from the Travel Industry in the Age of AI

In this special episode of The Digital Marketing Podcast, Daniel Rowles sits down with Alex Schultz, Meta's Chief Marketing Officer and Vice President of Analytics, to unpack the future of digital marketing, and why the fundamentals still matter more than ever. Alex shares lessons from his remarkable journey: from running the world's top paper airplane website to leading growth at Meta, managing multi-billion dollar ad campaigns, and now authoring the industry-defining book Click Here. With high-profile endorsements from Mark Zuckerberg, Sam Altman, Daniel Ek, and Matthew Vaughn, the book has already gettimg rave reviews, and Daniel is putting it straight onto the reading list for his students at Imperial College. Together, Daniel and Alex dig into the core principles of great marketing: how to set meaningful goals, measure true impact, build high-performance teams, and embrace AI without losing your strategic edge. In This Episode: Why Alex wrote Click Here and why the industry desperately needed a book that gets back to fundamentals, marketing measurement, and pride in the profession. The power of incrementality: How to run meaningful tests, avoid vanity metrics, and prove real value to your CEO and CFO. Why goals are not the same as metrics and how mixing them up can derail your marketing efforts. The importance of awareness: Why most businesses fail because people simply don't know they exist. Marketing mix matters: How one newspaper mention outperformed every digital channel—and why the basics still beat the buzz. Mediocre marketing + great conversion = success: Why broken funnels kill campaigns, no matter how brilliant your creative is. How Meta builds defensible growth : What sets their marketing apart, from deep integration with product and engineering, to AI-powered insights. AI's real impact on marketing jobs: A breakdown of the three kinds of disruption AI will bring, and why the marketers who embrace it will thrive. Paper planes, transparency, and unexpected beginnings: Hear how Alex's nerdy hobby turned into a viral website, and why he publicly shares his university grades to inspire others. Key Takeaways: Get back to basics: Clear goals, good data, and fundamental models (like the funnel) still win. Measure what matters: Metrics are not goals - incrementality is everything. Focus on defensibility and scale in your marketing channels, don't waste time on things that can't grow. AI won't replace marketers - marketers who use AI will replace those who don't. Be transparent and human: Success doesn't require perfection, it requires clarity, curiosity, and continuous learning. 📥 Access the show notes, tools, and links at: https://targetinternet.com/resources/alex-schultz-interview-click-here 📩 Join the free newsletter for access to monthly live sessions: https://targetinternet.com/newsletter

The Meta CMO Interview - Digital Marketing Measurement, AI & Why the Basics Still Matter

Daniel and Ciaran interview Richard Lucas, a successful business and social entrepreneur from Poland. Joined with a live studio audience of students from the Digital Leadership Programme, we explore the intersect between marketers and the entrepreneurial class. Richard has an extensive background in investing in and supporting small and medium-sized businesses. He knows the ins and outs of how to make business work as well as what can get in the way when it comes time for a company's success or failure. Richard shares invaluable insights about life, business, Investing, and marketing strategies that win over entrepreneurs. His answers to our student's questions are both entertaining and highly insightful. Discover how Richard weighs up an investable business idea. Learn to see marketing and branding through the eyes of an experienced B2B investor. We also discuss what matters to an entrepreneur, hiding your fears from your team, making payroll, and successfully managing large events. Richard leads entrepreneurship workshops at business schools, universities and schools, notably Cambridge University Judge Business School and Krakow University of Economics. He founded CAMentrepreneurs He is active in supporting community building non-profits around the world - notably Village in the City, Open Coffee High School, and Open Coffee Krakow. Useful Links networking meetings organised by and for young people networking meetings for business and social entrepreneurs building hyper local village like communities in cities supporting business and social entrepreneurship among Cambridge University alumni, students and others.

Thinking Like An Entrepreneur

Daniel and Ciaran explore the challenges of email deliverability. It's not enough to just send emails - you need to engage your subscribers from every possible angle, starting with their first impression when they open it up! Deliverability of your emails are heavily dependent on lots of things like list size and frequency as well as the content you use in the email itself. Having a healthy and engaged subscriber list is the key to keeping your email marketing campaign afloat. Find out how you can go about curbing inactive subscribers, ensuring an optimum deliverability rate for all of your emails, and making sure that both business are safe from scammers who might want access to personal information like bank account numbers through fake invoices or surveys. We all know that it’s important to engage and enthralled your subscribers from the first send. But why is this so important? We will discuss how double opt-in processes can help you both improve deliverability while also stopping inactive subscribers and share some technical standards you should apply for better deliverability rates. Email deliverability, safety and security are all important aspects of your email marketing strategy. Luckily there are some simple steps you can take to make sure that these factors remain in tact while ensuring the best possible experience for both you and your customers. Learn how you can protect both yourself as a sender of emails (and messages) but also keep your customers and subscribers safe when they're receiving them. Get the show notes:

Email Deliverability

Did you know that with tailored AI powered recommendations, your online store might increase sales by up to 30%? Learn what AI could be doing to transform customer preferences into better outcomes for your customers and you. To be successful, retailers must personalise their customer's experiences. To make this happen, knowing the customer's preferences, intent and context are key. Learn how you can leverage machine learning techniques to personalise and improve the shopping experience for your customers. Are you still using rules-based recommendations to power your online store recommendations? Are you missing out on more intuitive analysis that could dynamically improve the personalisation you offer? Are you able to auto catalogue your new products, or are they all catalogued manually still? Can you analyse sentiment in reviews at scale? Explore what to expect and what's possible with AI in the e-commerce space. We also explore where AI may go next and highlight some of the disruptive challenges that all-knowing AI may highlight. Useful Links If you would like to know more about this technology, CartUp AI has produced a helpful guide to complement this interview. Download it here CartUp AI

Ecommerce AI

Is your CRM the great joy or your day or the bain of it? Does your CRM build relationships or hamper them? Marketers are always looking for new ways to optimise their marketing efforts. And often, they turn to CRM systems like Salesforce and HubSpot to do so. In this episode, we explore the benefits of these systems. Can you seamlessly pull together your content management, your email marketing and customer communications? As marketers, we have been on a long and often painful journey with various CRM systems. Choosing the right platform is crucial, but often you end up with something that doesn't quite meet the growing needs of your organisation. Having worked with many different systems over the years, we explore why it's so important to get this one right. As first-party data becomes increasingly important, you can't afford to be without the right CRM. We share our recent journey migrating to HubSpot's CRM and all the benefits that it has brought to our business. Useful Links Sign up for our Marketing Download Email newsletter KInsta Web Hosting Hubspot Salesforce.com Get in Touch

Better Marketing CRM Systems

Daniel and Ciaran share some of their favourite recently discovered tools for helping you with email. Discover a more efficient way for tracking all your competitor's email programmes. Learn how to create more effective emails signatures which look amazing. Need more time for your email? Check out the world's Best No Generator. (Well, possibly the world's best. this is the first 'no' generator we have come across.) We also indulge in some fun AI for crafting creative subject lines or headlines. As a bonus tool, we also share a way to get insight into any public-facing Twitter account. OK, it's not email related, but we found it while researching this episode and just had to share it. Know of other fun marketing email-related tools we missed featuring? Please get in touch with the details. We always love hearing about and testing out new tools you find useful. Useful Links Bruce Forsythe Sendview Email campaign Monitoring Gmail Promotion Annotations Probably The Worlds best 'No' generator Litmus Scope Email Capture WiseStamp Email signature generator Calendly Litmus Blog Our Recent Writing Tips and tools episode Active Campaign Subject Line generator

7 Fun Email Marketing Tools

For marketing, words are everything. But how often do you take the time to ensure your copy is speaking on behalf of you and your company the best way it possibly can? Celebrating over 3 million podcast downloads, Ciaran and Daniel explore writing tools and techniques to help you boost your marketing efforts. Are you fine-tuning your written and copywriting skills to give your marketing messages the best chance of being read? If your words don't get read, they might as well not be there. So in this episode, we explore tools, techniques and creative ways to improve your writing and better engage your audience. Spurred on by our big focus this year on conversion rate optimisation, Ciaran has been on a recent learning drive to seek out tried and tested techniques to give your writing the boost it deserves. We have also been experimenting with some great writing tools that help ensure your writing is technically correct and easier to read. We also explore a few tried and tested classic copywriting formulas that can help to bring both clarity and conversion improvements to your copy. Useful Links Sign up for our for more tips and tools.

Marketing Content Writing Tools & Techniques

In a follow up to our last episode on fake social metrics and engagement, Ciaran speaks to Anders Ankarlid from A Good Company, whose original research into Influencer marketing sparked our interest in effective Influencer marketing measurement. Anders shares the full story behind his research and explains how his organisation have changed how they approach influencer marketing as a result of what they learned. Is your influencer marketing programme at risk of being gamed? Listen in and learn how one innovative startup is tackling the issue and seeking out genuine advocates, rather than just chasing gamed and fake influence. Useful Links:- You can read an original, in-depth article, "The 744 Million Influencer Marketing Scam" that we discuss the results from here.

Exploring Instagram Influencers and Fake Social Influence Part 2

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