The Heart Of Marketing

Despite all the latest digital marketing technology, the fundamentals of good marketing haven’t changed a whole lot. At its core, we still need a solid strategy. And we still need to make human connections. That is The Heart of Marketing. Join hosts Jayme Soulati and John Gregory Olson for an informative and entertaining romp through the digital marketing world today. You get an insider view of a variety of topics to help you win customers and grow sales. Some of the topics we’ll cover include: online publishing, public relations, content marketing, social media, mobile, branding, message mapping, marketing integration, and lots more. All delivered with the wit and wisdom of two accomplished marketing pros. Meet your hosts ... JAYME SOULATI is president of Soulati Media, Inc. and is a message mapping master. She hails from Chicago's public relations firms and delivers strategically blended marketing based on core PR with content, social and digital. She is an award-winning blogger since 2010 and brings perspective in business since 1984. Jayme is a past president of the Publicity Club of Chicago. Find her at JOHN GREGORY OLSON has more than 25 years of B2B marketing experience in both agencies and corporations spanning manufacturing, legal publishing, imaging supplies, healthcare, and nonprofit. John has designed and executed marketing strategies that have generated in excess of $300 million in revenue for 3M, Thomson Reuters and other global businesses. John is a past president of the Midwest Direct Marketing Association. In 2014, John was ranked #52 on Onalytica's list of the top 200 content marketing influencers in the world. John specializes in helping midsized business organizations grow customers and sales with integrated digital marketing strategies. Find John at
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The Heart Of Marketing




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Now displaying: Category: omnichannel marketing
Apr 11, 2017

Jay Baer, no he's not our guest today and we're working on that, has been writing about the popularity of video in content marketing. He shares a really nice piece right here you need to read or view on the topic.

Today, John Gregory Olson and Jayme Soulati take a stab at exploring the new onset of 'vlogs' or video blogs versus blogs or web logs.

There is more video streaming happening on practically every platform, and there are more folks taking a spin in front of the camera to push content. Did you know you can also do video with visuals, graphics and copy? You don't even need to be in front of the camera, right, John Gregory Olson?

The growing trend toward the visualization of blogging and content marketing is providing more and more and more people with just what they want -- 'snackable' content in yummy, bite-sized chunks. Shall we say good bye to the 1,000 word long-tail blog post?

What happens to SEO then? Well, that's a conundrum, isn't it? Google still wants to crawl your site and that means video isn't part of the SEO juice unless you put in a transcript.

Video marketing is one of the hottest sills marketers need right now. If you are a video marketer, this is your standing invitation to come on our show.  The Heart of Marketing needs you!

Take a listen today and get your vlogger hat going. Think of all the ways you can deliver more entertainment, or shall we say infotainment to your audience?

Is video for you? Well, it has to be and you'll get there kicking and screaming!

This is The Heart of Marketing.

Dec 28, 2016

You know that company Snap Inc., formerly known as Snapchat? Well its campaign to launch Snap Spectacles is pure PR genius, and the textbooks will tell the tale time and time again.

The beauty of scarcity and gamification is what made the launch of Snap Spectacles so sweet. With Snap Bots popping up with 24-hour notice in innocuous places, peeps were clamoring and racing and competing to sweep up multiples to keep, sell and laud over others unable to get in on the fun.

In this episode of The Heart of Marketing, John Gregory Olson and Jayme Soulati weave the stories as told in the Wall Street Journal and also showcase the campaign elements that make this strategy such a success.

There is so much fun in this strategy, and the timing couldn't be better as Snap Inc. readies for IPO. Take a listen and get in on some of the cleverness that should have the marketing team sweeping the PR Anvil Awards.

Oh, and if you grab a pair of the specs and have a story to share, please be sure you fill us in on your experience; we'd love to know!

Dec 6, 2016

CMOs are whining, and how do we know that?

Just read any industry publication, like this editorial from Rance Crain in Advertising Age about CMOs missing the mark with advertising, how to reach consumers, programmatic advertising, and more advertising disrupting consumers on every platform and channel.  Here, Mr. Crain shares the latest conundrum in the marketing sector by the president of the Association of National Advertisers who 'unfolded a barrage of litanies on the failings of marketing.' Woah!

Is your CMO the best human capital you can get for your business? If you look around, you'll see a ton of infighting in the C-suite where CEOs are losing trust in their CMOs ability to unite the disparate factions in the marketing realm.

There are so many specialty disciplines and a 'chaotic supply chain' that CMOs and their teams are being too tactical and less visionary and strategic.

How do marketers reach we consumers with the ad messages and storytelling they think we want to hear?

In this episode, we address the great, big whine and then look at some suggestions in the Heart of the Matter for how your organization can insulate from the negative vibe and get beyond the budget wars in programmatic, social, direct, inbound, advertising, social marketing, PR, and more!

You may like:

Specialists vs. Generalists -- Episode 21 is our most popular download to date!
The Almighty Consumer Hates You Advertiser is also popular and looks at the disruption by advertising across the social divide.

Nov 29, 2016

Marketing is enduring a highly disrupted phase, and the confidence in its abilities is waning in the C-suite.

This episode of The Heart of Marketing with John Gregory Olson and Jayme Soulati is a conversation about the current state of marketing oriented to the confusion of people-based marketing.

It's not what you think! People are not the priority of people-based marketing; advertising dollars are. Advertising is struggling to keep its foothold of power, and many larger corporations are whining about the ad blockers and lack of attention by consumers.

What does this mean for smaller businesses?

John and Jayme provide some encouragement about doing traditional marketing well. Get messaging in order; develop the standard marketing and public relations programs that communicate and touch people directly. Ensure brochures are thoughtful and targeted with a call to action.

Make your marketing effort sustainable by getting back to the heart core of your business with values-based marketing that delivers a solid customer experience.

Sep 20, 2016

Tiny Abayomi-Paul has cancer, and she's not afraid to say so. She's also one of the most intelligent entrepreneur marketers in the Heart Marketing Community and beyond.

This episode is her story and our gift to her to more widely share that story and help make the ask for Tinu to fund her cancer treatment. This is a cancer fundraising story with a marketing twist because our friend, a marketer, needs your help, please.

Tinu has a page at Give Forward that her friends set up. She shares images of chemo and rest days, and she shares updates of her progress. Regardless, her journey ahead is a rough one with uncertainty over how much energy it will take to heal while attempting to find the funds to pay for the treatment and without ability to service clients in her business.

Tiny has given John Gregory Olson and Jayme Soulati the opportunity to share her story, raise the awareness about the cancer conversation, and to invite our peers to help a marketer in need.

We, John and Jayme ask politely if you'll do that? Will you please Give Forward to help Tinu Abayomi-Paul meet her fundraising goals for medical necessity?

Any of us who go it alone as the sole or primary breadwinner in a family are fearful of the what-if situation. That's why, when Jayme heard Tinu was ill and in need, she immediately invited Tinu to the show.

What is the name of our show? The HEART of MARKETING. We could not say no to this heartful story of a marketer who is fighting cancer.

Give Forward

Here's Tinu's Fuuuuudge Cancer Campaign page

Tweet with Tinu

Here's Tinu's Blog with stuff from her journey.

Apr 26, 2016

Why Try Viral Marketing?

John Gregory Olson is here today to make fun of me, Jayme Soulati, on this podcast episode on The Heart of Marketing. Listen for it; I promise you'll want to hit our website, click on the purple 'send voicemail' button on the right side of the site and tell John to be nice to me!!

Actually, we thank Al Strauss for listening and doing exactly that -- sending a voicemail from our website. Listen for Al's story in this episode!

But, back to my intense plea for help...

Seriously, Listeners. Let's launch a viral campaign to put John back in his place! I don't want him to pick on me any more, but if the shoe fits, right?Segue...

Is Viral Marketing For You?

There's a mosh pit (yeah, apparently that dates me) of marketing mutations in the jargon-filled world in which we work and play. Among them are:

Word of mouth


Even if you're not doing any of the above well, or you're trying desperately to capitalize on viral marketing, why try, seriously), it all boils down to one're gonna have to listen up to learn what that one thing is for your business -- small, mid-sized, large, or larger. There's a common thread, trust me.

And, while you're listening, do not laugh at my ignorance, dang it.

Oct 27, 2015

Advertising does not build relationships, and it's based on outdated methods, said John Gregory Olson in episode 44 of The Heart of Marketing. And, just to be clear, what that means, advertisers, the almighty consumer hates you.

Just look at how many people have invested in ad-blocking apps and software. Look at the cottage industry that has sprouted as a result of building ad-blocking tech. Just how desperate are people to avoid annoying ads? John shares the data in this episode.

We as a populace are tired of the interruption by pop-up ads and the data shows it. About .06 percent of ads are clicked on and response rates are poor; yet, advertisers continue to push ads to get consumers' attention (and fail).

The interruption marketing model is dead, and the advertising industry has finally realized its model is failing. Publishers are losing ad revenue, and Jayme Soulati predicts the demise of small publishing houses that publish niche publications.

Consumers are weary of getting bombarded with ads on every platform, space, and site; what's a mid-tier company to do?

Listen through to the heart of the matter where Jayme and John look at what it means for companies that rely on advertising. Are there any solutions beyond and besides advertising? Here's one suggestion from Jayme -- public relations works, while John suggests that email marketing is the best less obtrusive option instead of advertising interruption.

Aug 10, 2015

That buzz word. Omni-channel marketing or Multi-channel marketing, whatever your preference. It’s right here in Episode 033 of The Heart Of Marketing podcast with Jayme Soulati (moi) and John Gregory Olson (my illustrious co-host in crime).

Today we explore a treasure bomb by Coca-Cola’s Vitamin Water. Its Project Hustle campaign was brought to light by my kidlet, the ever-curious 13-year-old who is not a target audience of Vitamin Water but who has an i-Phone with data plan. Which means she’s ubiquitous, just like Project Hustle. (The campaign is ended, but you can still get in on the fun.)

Don’t know about it?

You could buy a Vitamin Water bevereage
Read the label complete with deets on Project Hustle
Check the code in the cap
Head to a mobile site and watch videos of your favorite ‘hustler’ aka young entrepreneurs hustling for the big win
Vote for your faves
Help them raise funds ala crowdfunding
Win prizes of your own, and

Pretty much everything Coke touches is golden. With its big ideas and equally big budgets, nothing is unattainable. So, how might you create a Coke-esque multi-channel marketing strategy complete with:

Public Relations
Consumer Packaged Goods Labeling
Mobile marketing
Cause-related marketing
America Votes power of engagement and interactivity
Social media marketing

You’d better listen in to find out! And, if you didn’t listen in to Episode 032 on Neuromarketing, during which we also raise the ‘Share a Coke’ campaign, please do. It’s one of my favorite episodes and you don’t want to miss it!

Jan 31, 2015

Episode 003: Omnichannel And Multichannel Marketing ROI With Heart


How should mid-tier companies think about marketing ROI in an omnichannel world where the customer journey no longer fits neatly into a traditional sales funnel?


In this episode of The Heart Of MarketingJohn Gregory Olson and Jayme Soulati dive into four statistics from a Chief Marketing Officer survey on 15 mind-blowing insights about marketing  ROI including social media, video, blogging, mobile, and more.


John focused on the stat that only 8 percent of marketers can prove social media ROI, according to the CMO study. For as long as social media has been around, marketers still struggle to prove it drives sales revenue.


Jayme liked the stat about blogging, which says blogging is 13 times more likely to help marketers show marketing ROI to company leaders. Both John and Jayme are bloggers, and each has been blogging for about five years. Blogging helps boost your brand awareness, and create authority and influence in your market.


In this episode, the two go back and forth with their views and experiences on measuring social media and digital marketing success. John explains the key difference between multi-channel marketing and omni-channel marketing -- and why the difference is critical to connecting with today’s consumer.


You subscribe, We Give

The launch of The Heart of Marketing podcast in February 2015 coincides with Heart Month. Help us support heart health awareness by subscribing to the podcast! Here’s how: we will give up to $500 to the American Heart Association – that’s $1 for the first 500 subscribers in February 2015. You subscribe. We give. Everybody wins.


You can always reach us for comments, questions, and topic suggestions for a future show.



Source:Chief Marketing Officer e-zine