On this episode of Marketing & AI for SMEs, Jeremy Yang from Australian paid advertising agency Digital Goliath talks with Chris Melotti, founder of Melotti Content Media and a 25-year marketing veteran. Chris explains why strategy has to come before tactics, what sufficiency bias does to your marketing when you lean on AI, and how the industry has changed from the Mad Men era to today.

The conversation covers Chris's approach to brand positioning and getting your brand out of your head and onto a page, why a strategy session is non-negotiable before any execution, how to spot the "used to be good" syndrome in agencies, the human-AI-human sandwich Chris uses to teach AI scrutiny, and practical advice for new marketers trying to break into the industry.

If you run a small business, work in marketing, or you're trying to use AI without watering down your brand, this one's worth a watch.

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⏰ Timecodes ⏰
0:00 Intro
1:30 Chris's $400 to $600 strategy sessions
3:00 Marketing in the Mad Men era and the Snickers ad
9:00 Why strategy and brand foundations come before execution
13:00 What to do when a business has no clear goals
15:30 Winning back clients who've been burned by other agencies
21:00 Why marketing is your whole business, not a department
24:00 Sufficiency bias and the "I can do it myself with AI" trap
28:30 Advice for graduates breaking into marketing
32:30 The human-AI-human sandwich for AI scrutiny
35:00 The "used to be good" syndrome in agencies
37:00 How to find Chris

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About Chris Melotti and Melotti Content media
Website ➡️ https://www.melottimedia.com.au/
Personal site ➡️ https://christophermelotti.com.au/
LinkedIn ➡️ https://www.linkedin.com/in/christophermelotti/
Instagram ➡️ https://www.instagram.com/melotticontentmedia/

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Learn more about Jeremy Yang on LinkedIn ➡️ https://www.linkedin.com/in/jeremy-yang/

Listen to our podcast, Marketing & AI for SMEs ➡️ https://pod.link/aHR0cHM6Ly9hcGkucml2ZXJzaWRlLmNvbS9ob3N0aW5nL2RmaGQ4QlltLnJzcw

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Connect with Digital Goliath on Instagram ➡️ https://www.instagram.com/digital_goliath_marketing/
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Resources
Expert Perspectives ➡️ https://digitalgoliath.com.au/expert-perspectives/
How-To Guides ➡️ https://digitalgoliath.com.au/how-to-guides/
Results ➡️ https://digitalgoliath.com.au/results/

On this episode of the Marketing & AI for SMEs Podcast, Lisa Raehsler joins Jeremy Yang to talk about running paid ads in the AI era. Lisa has spent 18+ years in PPC, founded Big Click Co, writes for Search Engine Journal, and is named in the Top 50 Most Influential PPC Experts.

The conversation covers why ChatGPT is the wrong tool to write Google Ads copy (and why Gemini is the better default), why "it's still learning" is often cover for bad campaign performance, why moving from Target CPA to Performance Max isn't a real fix, and what happens when Google's auto-recommendations get left on for too long. Lisa and Jeremy also get into the difference between B2B and B2C PPC, where LinkedIn Ads still earns its keep, what ChatGPT's new ad interface actually looks like, and why a PPC career started in the AI era is going to struggle the first time something breaks.

If you run paid ads for an SME, manage Google Ads or Meta in-house, or work agency-side and want to hear how a top 50 PPC veteran thinks about the next 6 to 12 months, this one's worth a watch.

Watch the podcast episode here ➡️ https://www.youtube.com/watch?v=wJBROFAwyCk

👍 Subscribe to The Marketing & AI for SMEs Podcast for more episodes like this

Connect with Lisa Raehsler
LinkedIn ➡️ https://www.linkedin.com/in/lisaraehsler/
Big Click Co ➡️ https://www.bigclickco.com/
The Paid Media Mix newsletter on Substack ➡️ https://thepaidmediamix.substack.com/
Lisa's articles on Search Engine Journal ➡️ https://www.searchenginejournal.com/author/lisa-raehsler/

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Connect with Jeremy Yang
LinkedIn ➡️ https://www.linkedin.com/in/jeremy-yang/

Connect with Digital Goliath
LinkedIn ➡️ https://www.linkedin.com/company/digital-goliath/
Instagram ➡️ https://www.instagram.com/digital_goliath_marketing/
Website ➡️ https://digitalgoliath.com.au/

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Learn more about Digital Goliath
About Us ➡️ https://digitalgoliath.com.au/about-page/
Our Services ➡️ https://digitalgoliath.com.au/marketing-ads-services/

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Resources
Expert Perspectives ➡️ https://digitalgoliath.com.au/expert-perspectives/
How-To Guides ➡️ https://digitalgoliath.com.au/how-to-guides/

#GoogleAds #AIinPPC #DigitalGoliath #JeremyYang #LisaRaehsler

In this episode of the Marketing and AI for SME Growth, I sit down with Ruby He CPA and Founder of Ruby Strategic, where we talk about why most AI implementations fail before they start, what it actually takes to build AI that works for your business, and how owning your own data is the moat most business owners are ignoring.