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/