Connecting the dots
<p>"Connecting the dots" is a podcast by Precis, where we break down the latest marketing trends with expert insights and practical takeaways. If you're a marketer looking for clarity in the chaos, we’re here to help you connect the dots.</p><br><p>Precis is a global marketing agency specialising in creative solutions, media, data & analytics, and SEO. Each episode features a mix of in-house experts and industry thought leaders sharing their perspectives.</p><hr><p style='color:grey; font-size:0.75em;'> Hosted on Acast. See <a style='color:grey;' target='_blank' rel='noopener noreferrer' href='https://acast.com/privacy'>acast.com/privacy</a> for more information.</p>
All Episodes
4. How smart brands actually win on TikTok
<p>In this conversation, Stefania Casciari Carter, CMO at Precis, is joined by Lina Lundberg, Client Director and Strategist at Splay One, and Christina Descultu, Digital Media Specialist at Clas Ohlson. Together, they discuss all things TikTok marketing, emphasising the importance of community engagement, content creation, and understanding the platform's unique dynamics. They share insights on how brands can effectively succeed on TikTok, the significance of trends, and the need for a strategic approach to content that resonates with diverse audiences. The discussion also highlights the challenges brands face in adapting to TikTok's culture while maintaining their identity.</p> <br> <p>Takeaways</p> <p><br></p> <ul> <li>Brands are recognizing TikTok's potential but struggle with execution.</li> <li>Community engagement is crucial for success on TikTok.</li> <li>Content must be platform-native and engaging, not just promotional.</li> <li>Understanding TikTok's algorithm is key to reaching audiences.</li> <li>Brands should focus on interest-based targeting rather than demographics.</li> <li>Timeliness in content creation is essential to leverage trends.</li> <li>Using influencers can help brands connect with communities effectively.</li> <li>Brands need to balance heritage with modern content strategies.</li> <li>Evaluating TikTok's ROI requires a multi-faceted approach.</li> <li>Spending time on TikTok is necessary for marketers to understand the platform. </li> </ul> <p><br></p> <p>Timestamps: </p> <br> <p>00:00 Unlocking TikTok's potential for brands</p> <p>03:01 Understanding TikTok's community dynamics</p> <p>05:45 Navigating brand challenges on TikTok</p> <p>08:49 Creating engaging TikTok content</p> <p>11:49 The importance of trends and timing</p> <p>14:39 Building and engaging with communities</p> <p>17:54 The role of influencer marketing</p> <p>20:39 Organic vs paid strategies on TikTok</p> <p>23:37 Evaluating TikTok's ROI for brands</p> <p>26:42 Key recommendations for TikTok success</p> <p> Hosted on Acast. See <a href="https://acast.com/privacy" rel="nofollow">acast.com/privacy</a> for more information.</p>
3. Brand & performance... it's complicated
<p>Stefania Casciari, CMO at Precis, together with Cédric Menard, CMO of Ellos, and Dag-Yero Midtvåge Steen Diallo, Client Director at Precis, discuss the intricate relationship between branding and performance marketing. They explore how branding has evolved over the years, the importance of defining brand in the context of e-commerce, and the challenges of building brand loyalty in a rapidly changing market. The discussion also delves into practical strategies for branding, the significance of measurement, and how to navigate economic uncertainties while maintaining branding efforts. Ultimately, they emphasise the need for marketing leaders to be bold and innovative in their approaches to branding and performance.</p> <br> <p>Takeaways</p> <ul> <li>Branding has been marketing for many centuries.</li> <li>Brand and performance shouldn't be separate.</li> <li>We've become smarter marketers, but also short-term focused.</li> <li>Branding is a long-term game that requires multiple interactions.</li> <li>You need to fix your performance engine first before branding.</li> <li>Branding becomes a cost and optional cost during tough times.</li> <li>It's crucial to build evidence over time for branding initiatives.</li> <li>Rethink your funnel stages and reporting timelines for better performance.</li> <li>During economic uncertainty, maintaining branding efforts can be an opportunity.</li> <li>CMOs should be bold and innovative in their marketing strategies.</li> </ul> <p><br></p> <p><a href="https://www.youtube.com/watch?v=pLm2kxlnNU8&list=PLrxPY_Sw-6U7sr3jjG9h-dZOuzT11FvSb&index=1&t=65s" rel="nofollow">01:05</a> The evolution of branding and performance marketing</p> <p><a href="https://www.youtube.com/watch?v=pLm2kxlnNU8&list=PLrxPY_Sw-6U7sr3jjG9h-dZOuzT11FvSb&index=1&t=302s" rel="nofollow">05:02</a> Defining brand and its importance in e-commerce</p> <p><a href="https://www.youtube.com/watch?v=pLm2kxlnNU8&list=PLrxPY_Sw-6U7sr3jjG9h-dZOuzT11FvSb&index=1&t=490s" rel="nofollow">08:10</a> Building brand loyalty in a competitive market</p> <p><a href="https://www.youtube.com/watch?v=pLm2kxlnNU8&list=PLrxPY_Sw-6U7sr3jjG9h-dZOuzT11FvSb&index=1&t=779s" rel="nofollow">12:59</a> Challenges in selling brand internally</p> <p><a href="https://www.youtube.com/watch?v=pLm2kxlnNU8&list=PLrxPY_Sw-6U7sr3jjG9h-dZOuzT11FvSb&index=1&t=813s" rel="nofollow">13:33</a> The evolution of e-commerce</p> <p><a href="https://www.youtube.com/watch?v=pLm2kxlnNU8&list=PLrxPY_Sw-6U7sr3jjG9h-dZOuzT11FvSb&index=1&t=915s" rel="nofollow">15:15</a> Balancing performance and branding</p> <p><a href="https://www.youtube.com/watch?v=pLm2kxlnNU8&list=PLrxPY_Sw-6U7sr3jjG9h-dZOuzT11FvSb&index=1&t=1054s" rel="nofollow">17:34</a> Communicating brand value internally</p> <p><a href="https://www.youtube.com/watch?v=pLm2kxlnNU8&list=PLrxPY_Sw-6U7sr3jjG9h-dZOuzT11FvSb&index=1&t=1369s" rel="nofollow">22:49</a> Challenges in building a performance engine</p> <p><a href="https://www.youtube.com/watch?v=pLm2kxlnNU8&list=PLrxPY_Sw-6U7sr3jjG9h-dZOuzT11FvSb&index=1&t=1476s" rel="nofollow">24:36</a> Long-term strategies for branding</p> <p><a href="https://www.youtube.com/watch?v=pLm2kxlnNU8&list=PLrxPY_Sw-6U7sr3jjG9h-dZOuzT11FvSb&index=1&t=1648s" rel="nofollow">27:28</a> Navigating economic uncertainty</p> <p><a href="https://www.youtube.com/watch?v=pLm2kxlnNU8&list=PLrxPY_Sw-6U7sr3jjG9h-dZOuzT11FvSb&index=1&t=1822s" rel="nofollow">30:22</a> The role of risk in marketing</p> <p> Hosted on Acast. See <a href="https://acast.com/privacy" rel="nofollow">acast.com/privacy</a> for more information.</p>
2. How to avoid the "lazy" media mix trap
<p>Most brands talk about diversifying their media mix. Soundboks is actually doing it!</p> <br> <p>In this episode of Connecting the dots, we explore how the Danish portable speaker company is moving away from short-term performance loops and towards a brand-first, full-funnel strategy –starting with two unexpected cities.</p> <br> <p>🎙️ <a rel="nofollow">Carol Nachbaur</a> – VP of Marketing at <a href="https://soundboks.dk/" rel="nofollow">Soundboks</a></p> <p>🎙️ <a rel="nofollow">Mickey Cavonius</a> – Partner & CCO at <a href="https://precisdigital.com" rel="nofollow">Precis</a></p> <p>🎙️ <a rel="nofollow">Simone Engbo Hansen</a> – Global Content Lead at Precis</p> <br> <p>Together, they dissect how to invest in cultural relevance, build brand equity, and rethink what success looks like, all without burning your media budget.</p> <br> <p><strong>Timestamps</strong></p> <p>00:00 Intro – What this episode is really about</p> <p>01:18 Meet the guests – Who are Carol and Mickey?</p> <p>03:00 Soundboks’ full-funnel pivot: from discounts to brand building</p> <p>05:40 Why they picked Cologne and Chicago (not Berlin or LA as you might think)</p> <p>08:50 What is the “lighthouse tactic” and why does it work?</p> <p>10:45 Why the easy media mix can hurt long-term growth</p> <p>13:50 Scrappy, not sloppy: creative ways to diversify</p> <p>15:40 From brand moment to retargeting funnel: offline meets digital</p> <p>18:00 Leading indicators vs lagging results – tracking what actually works</p> <p>21:50 Why coolness, community and cultural fit matter</p> <p>25:00 Aligning your entire org around one experience</p> <p>27:30 “Own the Party” – the new Soundboks brand direction</p> <p>30:00 Final thoughts – what marketers should focus on next</p> <br> <p><strong>Key takeaways from the episode</strong></p> <ul> <li>Don’t just chase efficiency, build a solid presence from top to bottom.</li> <li>Smaller cities can drive bigger brand impact if you go deep.</li> <li>Revenue is a result, not your only KPI.</li> <li>Offline moments feed digital performance, but only when done right.</li> <li>If you’re stuck, the problem might not be your funnel. It might be your mix.</li> </ul> <p><br></p> <p><strong>Subscribe and stay ahead</strong></p> <p>Subscribe to the <a href="https://www.precisdigital.com/the-precis-newsletter/" rel="nofollow">newsletter</a> for deeper insights + exclusive guest takeovers.</p> <br> <p><strong>About Connecting the dots</strong></p> <p>Connecting the dots gives you clarity in the chaos of modern marketing. We present straight-talking insights on the trends that matter to marketers right now, powered by Precis’ expertise in data, media, creative, and technology.</p> <p> Hosted on Acast. See <a href="https://acast.com/privacy" rel="nofollow">acast.com/privacy</a> for more information.</p>