£15M and 37 Downloads: Inside the Kylie Minogue Campaign That Went Horribly Wrong - Tom Goodwin

Embracing Marketing Mistakes

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Can you imagine a world where the relentless march of technology isn't as swift as we perceive it to be? Join us as we explore this intriguing possibility with futurist and digital transformation expert, Tom Goodwin. In a thought-provoking conversation, Tom shares his insights on "Digital Darwinism" and the importance of maintaining a human-centred approach in the face of technological change. Tom provides invaluable lessons on how making mistakes can lead to smarter, more creative strategies that truly resonate with audiences.
As we navigate the current landscape of digital advertising, Tom challenges the conventional wisdom that hyper-personalised ads are the key to success. Instead, he advocates for crafting broad, well-designed campaigns that genuinely serve and respect audiences. Emphasising the concept of nowism, Tom breaks down the value of focusing on improving present-day customer interactions and connecting with people in meaningful ways. He paints a picture of a marketing industry that prioritises being helpful over mere innovation, encouraging brands to rethink their strategies and truly engage with their consumers.
Looking to the future, Tom offers a glimpse into the advertising trends expected in 2025, highlighting the potential for more direct advertising and the emergence of premium web experiences. He stresses the importance of reconnecting with consumers to better understand their needs and preferences, urging marketers to break free from their echo chambers. By sharing insights from diverse individuals and inviting regular consumers into the conversation, Tom envisions a more people-centric approach that can drive innovation and success in marketing. Don't miss out on this enlightening episode that promises to reshape your understanding of digital transformation and marketing.

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Chapters

1. £15M and 37 Downloads: Inside the Kylie Minogue Campaign That Went Horribly Wrong - Tom Goodwin (00:00:00)

2. Embracing Marketing Mistakes With Tom Goodwin (00:00:04)

3. Revolutionizing Digital Advertising Through Innovation (00:07:38)

4. Navigating Timing and Innovation in Marketing (00:18:05)

5. Tom's F*ck Up - Marketing for Nokia (00:20:29)

6. Future Trends in Marketing and Advertising (00:25:02)

7. Reconnecting With the Consumer (00:31:20)