Ahead of the Game

Worried about your organisation’s security, or not worried enough?  In this episode of the DMI podcast, host Will Francis speaks with ⁠⁠Rebecca Robinson⁠⁠, cybersecurity expert and founder of ⁠⁠Cybec Consulting⁠⁠. Rebecca breaks down why cybersecurity isn’t just an IT issue, but a business, brand, and marketing issue too.  
From phishing and social engineering to ransomware and reputation risk, she explains how modern cyber threats really work, why people shouldn’t always be seen as the “weakest link,” and how marketers can build secure systems without killing creativity. She also shares practical advice on training, password management, and building resilience so organisations can grow safely, even when things go wrong. 
Rebecca’s top 3 tips: 
Take a moment before acting on anything urgent – pause, question it, and ask someone else. 
Treat system access like currency – only give people the access they genuinely need. 
Use strong, unique passwords – and a password manager if possible 
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The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠⁠YouTube⁠, ⁠Apple Podcasts⁠⁠⁠⁠⁠, ⁠⁠⁠⁠⁠Spotify⁠⁠⁠⁠⁠, and ⁠⁠⁠⁠all other podcast platforms. 
And if you enjoyed this episode, please leave a review so others can find us. If you have other feedback for or would like to be a guest on the show, ⁠email the podcast team⁠!

A new year is here, and 2026 brings a new wave of marketing predictions. 
In our most anticipated episode of the year, the 2026 Trends edition of Ahead of the Game, DMI podcast host Will Francis explores the biggest changes, challenges, and opportunities facing marketers in the year ahead. 
As expected, AI dominates the conversation, but not in isolation. Across ecommerce, social media, youth marketing, PPC, and content creation, our experts share how marketers can move beyond automation and focus on creativity, trust, and genuine customer value. Will also highlights the growing need for authenticity in an increasingly AI-dominated world, a concept Instagram CEO Adam Mosseri touched on in a recent post. 
In this episode, 6 DMI experts explore this year’s trends from across the digital marketing landscape: 
Jim Lecinski, Professor of Marketing at Northwestern Kellogg and author of The AI Marketing Canvas, predicts 2026 will see mobile AI become a constant shopping companion, with marketers shifting from AI automation to AI elevation focused on taste, curation, and brand value. He also flags power and infrastructure as emerging constraints on AI growth. 
Alison Battisby, founder of Avocado Social, warns of a surge in AI-generated video and “AI slop” that could erode trust, making transparency, human oversight, and authenticity more important than ever. She also highlights the rise of community-first platforms and increased automation in paid social. 
Jane McDaid, founder of youth marketing agency Thinkhouse, paints an optimistic picture for independent agencies, and sees creativity becoming the key differentiator as AI removes speed and efficiency advantages. She predicts continued growth in social, creator-led marketing, and PR playing a more central role in an LLM-driven ecosystem. 
Cathal Melinn, PPC specialist and regular DMI contributor, explains how AI is simplifying paid search through keywordless campaigns, Performance Max, and built-in AI assistants. While increased competition may drive costs up, he believes 2026 is a strong year for marketers to start experimenting with PPC. 
Derek Liddy, ecommerce expert and Head of Marketing at Nesta, forecasts growth in conversational ecommerce, hyper-personalisation, and AI-powered shopping agents. He stresses the importance of first-party data, authentic content, and strong product feeds to stay competitive. 
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The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠YouTube, Apple Podcasts⁠⁠⁠⁠, ⁠⁠⁠⁠Spotify⁠⁠⁠⁠, and ⁠⁠⁠⁠all other podcast platforms. 
And if you enjoyed this episode, please leave a review so others can find us. If you have other feedback for or would like to be a guest on the show, email the podcast team!

How do you build a media plan for a region where social usage is among the highest in the world? In this episode of the DMI podcast, host ⁠Will Francis⁠ speaks with ⁠Ibrahim Jabri⁠, Client Solutions at Meta and host of the Below the Fold podcast, about what makes media planning across MENA so distinct right now.
Ibrahim breaks down how the region has vastly increased its digital budget allocations, which platforms dominate, and why Out of Home still delivers serious impact in Saudi Arabia. He also shares the biggest performance killer he sees in paid media: running the wrong creative in the wrong placement: like static, text-heavy direct response ads in video placement and what he expects to surge in 2026.
Ibrahim’s Top 3 Tips for Marketers
Match creative to the placement – Great ideas fail when formats don’t suit the channel or user mindset
Don’t sacrifice long-term brand equity for short-term ROAS – Balance the funnel or risk stalling growth
Share your expertise publicly – Podcasts and content build networks, credibility, and unexpected opportunities
The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠⁠YouTube⁠, ⁠Apple Podcasts⁠⁠⁠⁠⁠, ⁠⁠⁠⁠⁠Spotify⁠⁠⁠⁠⁠, and ⁠⁠⁠⁠all other podcast platforms. 
And if you enjoyed this episode please leave a review so others can find us. If you have other feedback for or would like to be a guest on the show, email the podcast team!

Finding it difficult to navigate the changing landscape of data protection? In this episode of the DMI podcast, host Will Francis speaks with Steven Roberts, Group Head of Marketing at Griffith College, Chartered Director, certified Data Protection Officer, and long-time marketing leader. Steven demystifies GDPR, AI governance, and the rapidly evolving regulatory environment that marketers must now navigate. 
Steven explains how GDPR enforcement has matured, why AI has created a new layer of complexity, and how businesses can balance innovation with compliance. He breaks down the EU AI Act, its risk-based structure, and its implications for organizations inside and outside the EU. 
Steven also shares practical guidance for building internal AI policies, tackling “shadow AI,” reducing data breach risks, and supporting teams with training and clear governance. 
For an even deeper look into how businesses can ensure data protection compliance, check out Steven’s book, Data Protection for Business: Compliance, Governance, Reputation and Trust. 
Steven’s Top 3 Tips 
Build data protection into projects from the start, using tools like Data Protection Impact Assessments to uncover risks early. 
Invest in regular staff training to avoid common mistakes caused by human error. 
Balance compliance with business performance by setting clear policies, understanding your risk appetite, and iterating your AI governance over time. 
The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠YouTube, Apple Podcasts⁠⁠⁠⁠, ⁠⁠⁠⁠Spotify⁠⁠⁠⁠, and ⁠⁠⁠⁠all other podcast platforms. 
And if you enjoyed this episode please leave a review so others can find us. If you have other feedback for or would like to be a guest on the show, email the podcast team! 

Timestamps 
01:29 – AI’s impact on GDPR & the explosion of new global privacy laws 

03:26 – Is GDPR the global gold standard? 

05:04 – GDPR enforcement today: Who gets fined and why 

07:09 – Cultural attitudes toward data: EU vs. US 

08:51 – The EU AI Act explained: Risk tiers, guardrails & human oversight 

10:48 – What businesses must do: DPIAs, fundamental rights assessments & more 

13:38 – Shadow AI, risk appetite & internal governance challenges 

17:10 – Should you upload company data to ChatGPT? 

20:40 – How the AI Act affects countries outside the EU 

24:47 – Will privacy improve over time? 

28:45 – What teams can do now: Tools, processes & data audits 

33:49 – Data enrichment tools: targeting vs. Legality 

36:47 – Will anyone actually check your data practices? 

40:06 – Steven’s top tips for navigating GDPR & AI

Ever wondered what it’s like to be a luxury hotel marketer? In this episode of the DMI Podcast, host ⁠⁠Will Francis⁠⁠ speaks with Mary Beth O’Connor, an experienced hospitality marketing professional whose career has taken her from international sales to Director of Sales & Marketing at the legendary Pierre Hotel in New York City.
Mary Beth shares insider perspectives on how hotels and resorts can maintain their identity and customer loyalty in an age dominated by online travel agents, why “people are the product,” and what all businesses can learn from the hospitality mindset.
She also explores the rise of wellness travel, the power of partnerships, and how authenticity, curiosity, and personalization drive success in hospitality marketing.
Mary Beth’s Top 3 Tips
Stay curious and keep learning: The marketing industry changes constantly — adapt with it.

Keep it personal: Hospitality is built on relationships and genuine connection.

Build partnerships: Creative collaborations can amplify reach without huge budgets.

The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠YouTube, Apple Podcasts⁠⁠⁠⁠, ⁠⁠⁠⁠Spotify⁠⁠⁠⁠, and ⁠⁠⁠⁠all other podcast platforms.
And if you enjoyed this episode please leave a review so others can find us. If you have other feedback for or would like to be a guest on the show, email the podcast team!

Timestamps
3:23 – How online travel agents changed hotel marketing

6:04 – Selling experience, not just rooms: the people-first approach

8:09 – Retention, culture, and leadership in hotels

10:27 – Human stories that build brand loyalty

12:03 – Bringing hotel staff personalities into marketing

13:41 – What makes hospitality marketing unique

14:59 – Digital marketing, events, and local partnerships

18:43 – How travel audiences changed after the pandemic

21:13 – Global markets and U.S. traveler demand

23:32 – Marketing multiple offerings (rooms, restaurants, spa)

26:19 – Branding luxury properties and using heritage wisely

29:24 – Benchmarking top hotel brands

31:21 – Marketing inside the property and guest personalization

33:00 – Balancing technology and human touch in luxury

34:07 – Why arrival experience defines customer loyalty

36:44 – Lessons all businesses can learn from hospitality

38:11 – Emerging trends: wellness, sustainability, and women’s travel

40:28 – Using digital and webinars for B2B marketing

43:26 – Influencer marketing in hospitality: challenges and best fits

47:24 – Advice for aspiring hospitality marketers