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The MSIX 6: Sally McMullen – ‘Creativity is the key to people connecting with your brand’
The Marketing Science Ideas Xchange (MSIX) returns to Sydney next week. Guest speaker Sally McMullen will take to the stage to discuss growing an audience across multiple social media platforms.
Taking place from 4 -5 September at Ovolo Woolloomooloo, the Marketing Science Ideas Xchange (MSIX) will hear from a range of industry leaders, including one half of the podcasting duo, Two Broke Chicks, Sally McMullen.
We sat down with her to chat all about it.
What is the role of marketing science in what you do?
Audience data and insights inform almost everything we do across social media, collaborations and the podcast under the Two Broke Chicks brand. We consider downloads when brainstorming topics to cover on the show and finalising click-worthy titles. We look at audience insights to build our content strategy and to decide what types of content goes out when. We test content formats and roll them out into ongoing series when they perform well. We adapt viral moments to fit within our content pillars. We’re also very lucky in that we have a direct connection with our audience through our DMs. So as well as these insights, we also consider qualitative data through the form of direct messages, comments and story replies to ensure we’re creating content our audience wants to see.
What makes effective marketing?
As the old saying goes: effective marketing educates, entertains, engages and empowers the consumer. For Two Broke Chicks specifically, we aim to create content that saves our followers time, money or a headache. The cherry on top is if we can also deliver that with either a life lesson or a laugh.
In my experience, effective marketing sits in the fine line between data-based ideas that solves a genuine problem or serves a need, while also using creativity, humour and empathy to connect with the person on the other end.
What is the role of creativity in marketing?
Especially when combined with analytics and audience insights, creativity is an incredibly important tool in marketing. Whether it’s a thumb stopping hook, eye catching podcast title or follow-worthy content series, creativity is the key to people connecting with your brand.
What will you be speaking about at MSIX?
I will be chatting with Adam Ferrier about how growing an audience across multiple social media platforms can be used as the building blocks to create a brand.
MSIX is a genuine exchange of ideas. What questions would you like answered at MSIX?
Like many people in 2024, I am very interested in the evolving role of AI in marketing and social media. I would love to learn more about how we can balance the use of AI and behavioural marketing while still valuing creativity and unique ideas.
If you were attending the MSIX workshops, what would you work on?
I would be especially interested in Workshop 2 – Why ROI is like a gun: How to build marketing effectiveness without relying on ROI!
The Marketing Science Ideas Xchange (MSIX) takes place 4-5 September 2024 at Ovolo Woolloomooloo. Get your tickets here.
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