In this conversation, Casey Watkins of Sith Marketing discusses the ongoing development of their marketing strategy with co-host Kevin and guest Bonnie Stephanic. They mention their efforts to improve video content, aiming to create a hundred videos as a milestone for success. Bonnie, who specializes in platform strategy, compares her career journey to collecting jewels in a Thanos-style gauntlet, emphasizing her extensive experience across growth, brand, product marketing, and analytics. The group delves into the importance of synergy between performance and brand marketing, particularly in the context of Google’s evolving ecosystem, including the postponement of the deprecation of third-party cookies.

Bonnie highlights the growing challenges for marketers in balancing performance metrics with broader branding goals. She mentions how traditional marketing channels, such as SEO and out-of-home advertising, often struggle to receive credit in performance-based models, while paid search and social get disproportionate focus. The conversation emphasizes the importance of brand-building in creating long-term demand, especially as digital marketing tools become increasingly reliant on AI and automation. They also discuss how smaller and mid-market brands should adopt a more balanced approach, testing innovative strategies and capitalizing on creative opportunities outside of peak seasons to grow their audience and brand.