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The Digital Marketing Podcast

The Digital Marketing Podcast

By: Daniel Rowles and Ciaran Rogers
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A weekly digital marketing podcast with listeners in over 190 countries worldwide.The Digital Marketing Podcast combines interviews with global experts, together with the latest news, tools, strategies and techniques to give your digital marketing the edge. Perfect for your daily commute, the podcast aims to be both entertaining and informative. Produced by Target Internet and hosted by Daniel Rowles and Ciaran Rogers. Find out more at targetIniernet.com/podcastsCopyright Target Internet Ltd © 2025 Economics Management Management & Leadership Marketing Marketing & Sales
Episodes
  • How to Create AI Skills: Build Reusable AI Workflows That Save Time

    How to Create AI Skills: Build Reusable AI Workflows That Save Time
    Jul 10 2026

    AI tools are evolving fast. One of the biggest shifts is the move from one-off prompts to reusable AI skills. Instead of rewriting the same instructions every time you use ChatGPT, Claude or Copilot, you can package your best workflows into portable skills that deliver consistent, repeatable results.

    In this special episode, recorded as the Digital Marketing Podcast celebrates its 16th anniversary, Daniel Rowles and Ciaran Rogers explore why AI skills could fundamentally change the way marketers work. They explain how skills fit alongside projects, agents and prompts, why they are becoming an emerging standard across the major AI platforms, and how to start building your own library of reusable expertise.

    Along the way, they also reflect on sixteen years of podcasting, discuss the rapid pace of AI adoption within organisations, and share practical advice for creating skills that become more valuable every time you use them.

    In This Episode

    How AI skills differ from prompts, projects and agents.

    Why reusable skills help create consistent marketing outputs across teams.

    How to build a brand skill that captures tone of voice, design principles and coding standards.

    Using skills to create websites, dashboards, articles and creative assets that stay on brand.

    Why updating a skill after every use makes it progressively more accurate.

    How skills can be shared between team members and even moved between AI platforms.

    The relationship between ChatGPT Agents, Claude Projects, Gemini Gems and Microsoft Copilot.

    How to turn your best prompts into reusable skills.

    Why marketers should organise AI conversations more deliberately as AI memory improves.

    Practical advice for creating libraries of reusable marketing workflows.

    Key Takeaways:

    Develop your best prompts first, then convert them into reusable skills.

    Treat skills as repeatable processes rather than one-off conversations.

    Build separate skills for different purposes, such as branding, content creation, web development or analysis.

    Use multiple skills together to combine different areas of expertise within a single task.

    Continuously refine your skills by asking AI to update them after each iteration.

    Think carefully about when to use a prompt, project, skill or agent depending on the task.

    Organise your AI workspace to avoid confusion as conversations and memories accumulate.

    Create shared skills that help maintain quality and consistency across your entire marketing team.



    📥 Access the show notes, tools, and links at: https://targetinternet.com/resources/how-to-create-ai-skills
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    24 mins
  • How to Fix AI Slop: Better Context, Stronger Brands and the Return of Human Judgement with Pacey.ai

    How to Fix AI Slop: Better Context, Stronger Brands and the Return of Human Judgement with Pacey.ai
    Sep 8 2026
    How to Fix AI Slop: Better Context, Stronger Brands and the Return of Human Judgement What happens when AI makes it easier to produce marketing content, but that content all starts to look and sound the same? In this episode of The Digital Marketing Podcast, Ciaran Rogers speaks to Evan Greally, founder and CTO of Pacey AI, about avoiding AI slop and getting back to the work that matters: understanding customers, developing ideas and building a distinctive brand. Introduced by Daniel Rowles, the conversation draws on Evan's experience as Head of Creative Tech and Innovation at Droga5 Dublin, part of Accenture Song, and more than 15 years working where creativity and technology meet. What begins with an AI-powered mint plant becomes a wider discussion about data overload, creative control and whether AI can develop something resembling taste. Along the way, Evan explains the thinking behind Pacey, with lessons that extend well beyond any single platform. In This Episode From a talking mint plant to a conversation with nature: Evan shares the story behind The Talking Tree, a project that combined environmental sensors, plant responses and AI-generated conversation. It is an unusual starting point with a serious creative question behind it: could technology encourage people to reconnect with the world around them, rather than spend more time staring at a screen? Why marketing needs to ask "so what?": Customer reviews, social comments, competitor activity and dashboards can all contain useful information. But what should a marketer actually do with it? Ciaran and Evan explore the gap between collecting data and making decisions, and why adding another tool can make that gap wider rather than close it. The value of "honest silence": Evan introduces Pacey's principle of surfacing what matters without manufacturing urgency. He describes a system that looks for support from three or more sources before highlighting an issue, but can also tell a team there is nothing significant to worry about that day. The aim is to focus attention, not create another stream of notifications. Can AI really have taste? Evan argues that AI can develop a useful form of brand-specific taste, while distinguishing it from the personal experience and judgement that shape human taste. He explains how approved copy and visuals help build a brand's taste profile, and why evaluating work from an audience member's perspective may be more revealing than asking a model to give it a numerical score. Would someone actually stop scrolling? Turning a daily briefing into useful action: From a short, podcast-style morning update to content creation, scheduling and performance feedback, Evan outlines how Pacey connects market signals with marketing activity. The discussion explores what changes when a team can move from understanding an opportunity to developing a response without repeatedly copying information between disconnected tools. Why editable creative matters: Ciaran highlights the importance of layered design files rather than finished images that are difficult to change. Evan explains how this approach supports human editing, reusable templates, a brand's own photography and different identities across multiple outlets. He also previews an editable video workflow using customers' own footage, rather than relying entirely on generated visuals. An orchestra, not another isolated instrument: Could marketers build something similar by connecting their own AI tools? Evan acknowledges the potential for prototypes, but explains why filtering data, maintaining context, applying design constraints and continually evaluating results are harder to reproduce. The conversation uses an orchestra analogy to explore how different models and specialist agents can work towards the same creative goal. Building trust before speeding things up: Evan shares a product-development lesson: giving people a login is not the same as helping them adopt a new way of working. Slower onboarding, visible sources and clear explanations of how conclusions were reached became central to building confidence. Throughout the discussion, people remain responsible for deciding what is right for the brand and approving what gets published. Key Takeaways Start with the marketing decision, not the dashboard. Before collecting another metric or adding another tool, ask what it will help you understand, change or prioritise. Give AI direction, not just information. Relevant customer signals, a clear brand perspective and a defined purpose matter more than handing a model an undifferentiated pile of data. Treat creative approval as a learning opportunity. Human choices about copy and design can help establish what good work looks like for a particular brand. That judgement should shape the process, not disappear from it. Keep the work editable and the reasoning visible. Teams need to be able to refine creative assets and inspect the evidence behind recommendations, rather than ...
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    25 mins
  • Design That Sticks: Applying Neuroscience to Predict Attention

    Design That Sticks: Applying Neuroscience to Predict Attention
    May 17 2026

    Why do so many beautifully designed websites, ads and digital experiences still fail to convert?

    In this episode of The Digital Marketing Podcast, Daniel Rowles is joined by Kramer Reeves, CEO of EyeQuant, alongside neuroscientist Professor Peter König, one of the company's founders and a leading expert in visual attention and cognitive science. Together, they explore how neuroscience and AI are reshaping the way marketers, designers and brands understand attention.

    The conversation dives into the hidden mechanics behind how people actually experience digital content. From subconscious processing and visual saliency through to cognitive overload and design clarity, this episode challenges many of the assumptions marketers make about what users notice, understand and act on.

    The discussion also explores how AI-powered predictive attention modelling can help teams test creative assets before launch, reducing guesswork and improving performance across websites, ads, landing pages and social content.

    If you work in UX, creative, digital marketing or conversion optimisation, this episode offers a fascinating blend of neuroscience theory and highly practical design advice.

    In This Episode

    Why the human brain is poorly adapted to navigating modern web experiences

    What happens cognitively in the first few seconds after landing on a webpage

    Why designers often view their own work very differently from first-time users

    How "system one" thinking drives most user behaviour online

    What visual saliency means, and why it matters for conversion

    How cluttered creative and overloaded messaging dilute attention

    Why visual hierarchy, contrast and scale shape user behaviour

    The importance of creating a clear visual storyline through a page or ad

    How AI models can predict where users are most likely to look

    Why neuroscience is becoming increasingly important in modern marketing and UX

    How EyeQuant uses predictive attention modelling to help brands optimise creative before launch

    Why objective testing is becoming essential in an AI-generated content landscape

    Key Takeaways

    Attention is highly selective. You cannot make everything on a page the top priority simultaneously

    The brain processes visual information subconsciously long before conscious reasoning begins

    First impressions are heavily influenced by saliency and visual contrast

    Designers are often too familiar with their own creative to judge it objectively

    Reducing visual noise can significantly improve clarity and conversion potential

    Motion, scale and contrast naturally attract human attention because of evolutionary wiring

    Effective design is not just about aesthetics. It is about guiding behaviour

    AI-driven predictive testing can dramatically speed up optimisation workflows

    Clear intent and defined outcomes are becoming increasingly important inputs for creative analysis

    Objective attention data helps teams move beyond subjective design debates

    📥 Access the show notes, tools, and links at: https://targetinternet.com/resources/design-that-sticks-applying-neuroscience-to-predict-attention
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    25 mins
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