Digital isn’t what it used to be and neither is marketing. In this episode of Smarter Marketer, James welcomes back industry legend Rand Fishkin, Co-Founder and CEO of Sparktoro, to cut through the noise as they discuss the flawed logic of traditional attribution models, the pitfalls of over-relying on Google and the importance of audience-first marketing to future-proof your digital strategy.

Key Takeaways:

• Zero-click searches and AI Search tools - Where is traffic going?
• The AI hype cycle - Why most marketers are chasing the wrong trends
• SEO and digital PR strategies - When and why it's vital to invest in PR
• The hidden challenges of AI data sources and what they mean for marketers
• How to find and engage your ideal customers through audience research
• The evolution of social media - How platforms like Facebook, LinkedIn and TikTok are shifting
• Privacy, data collection and attribution - Why traditional tracking models are failing
• Brand awareness vs paid advertising - How to strike the right balance

Guest:

Rand Fishkin is the co-founder and CEO of SparkToro, a leading audience research software company helping brands discover where their target customers engage online. Prior to founding SparkToro, Rand was the co-founder of Moz, where he built one of the most influential SEO communities in the world.

He’s also the author of Lost and Founder, a candid look at the startup world and a frequent speaker at global marketing conferences.

You can follow Rand on LinkedIn.

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcast

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

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Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

This is the definitive podcast for Australian marketers. Join Rocket Agency Co-Founder and best-selling author, James Lawrence in conversation with marketers, leaders, and thinkers about what it takes to be a smarter and more successful marketer.