The Digital Edge by Incubeta

Welcome to The Digital Edge, Incubeta’s podcast exploring the latest in digital marketing. In each episode our host Lisa Morton, Incubeta's Global Marketing Director, sits down with industry experts to discuss trends, strategies, and innovations that drive business growth. From AI and data unification to performance measurement, gain insights that go beyond the basics and discover the tools you need to stay ahead. The Digital Edge is your go-to for actionable insights in a fast-evolving digital landscape.Head to the Incubeta website for more expert insights: https://bit.ly/4emPZpE

The Digital Edge by Incubeta is a business podcast hosted by Incubeta, with 20 episodes on record and a Required Pod Score of 80.

Incubeta hosts The Digital Edge by Incubeta, a business show with 20 episodes published.

Our AI reads these to draft pitches. Use them as grounding for a pitch that cites a real guest and a specific topic.

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  Episode #12

  The Digital Edge S2 Ep.12 | Future-Proofing Your Marketing Tech Stack with Adam Woods

  Aug 19, 202627 minS2

  In this episode of The Digital Edge, host Mark Reed-Edwards sits down with Adam Woods, the Chief Product Officer at Incubeta to discuss how marketers can navigate media complexity and adapt to the rapid shift toward an AI-driven landscape. Adam shares actionable insights on moving toward an AI outcomes agency model, the crucial importance of data sovereignty over accumulating fragmented SaaS tools, and why building a unified data foundation is essential before choosing your tech stack. They also explore how personal AI immersion helps business leaders overcome anxiety, shift toward agentic decision-making, and drive capital efficiently, and prove incremental business growth. FAQ's Q: What is data sovereignty, and why is it recommended over buying more SaaS tools? A: Data sovereignty means maintaining full ownership and control of brand data and security perimeters within an internal environment rather than passing data out to third-party SaaS applications. This approach avoids isolated data silos, reduces fragmentation, and ensures a single, unified view of data to power AI capabilities safely. Q: What should a marketing organization prioritize first when modernizing its tech stack? A: An organization should always start with data. Establishing a reliable, accessible, and properly controlled data foundation is essential, as building a strategy on inaccurate or fragmented data leads to flawed execution. Once strong data controls are in place, a business can refine its strategy and select the appropriate tools to support it. Q: How can business leaders overcome personal anxiety around AI adoption? A: Leaders can overcome anxiety by personally immersing themselves in the technology and using AI as their primary daily work surface—moving routine workflows beyond standard email or chat tools and into AI environments. By actively experimenting with AI tools and working with a coach or debate partner, leaders build practical confidence to effectively guide their teams. Download Incubeta’s latest research whitepaper “The Marketer’s Confidence Paradox” here: https://hubs.la/Q04fpyp20

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  Episode #6

  The Digital Edge S2 Ep.11 | Solving AI Invisibility with Jessica Jacobs

  Jul 29, 202622 minS2

  In this episode of The Digital Edge, host Mark Reed-Edwards talks with Jessica Jacobs, Managing Director of Northern Europe and DACH at Incubeta about the growing reality of "AI invisibility" and why traditional marketing metrics fall short in the age of answer engines like ChatGPT and Gemini. Jessica explains how hallucination, siloed measurement, and cross-brand contamination can cause brands to lose customers before they even reach a website. She also outlines actionable strategies to audit and restructure existing content to ensure your brand stays visible, trusted, and cited in AI-generated search results. FAQs Q: What is AI invisibility? A: AI invisibility occurs when a brand has a strong traditional digital presence (like page-one search rankings), but fails to be cited or recommended when customers ask questions on AI answer engines like ChatGPT or Gemini. Q: How does AI hallucination affect brands? A: AI answer engines deliver answers with high confidence even when wrong. They may cite outdated or third-party retailer pages with incorrect information (such as wrong return policies), causing reputation damage that customers attribute directly to the brand. Q: What new metrics should brands track for AI search? A: Brands should track citation frequency across major AI engines, citation sentiment and accuracy, and share of voice in AI-generated answers against named competitors (also referred to as answer share). Q: Do brands need to throw away existing content to optimize for AI? A: No, existing content is completely salvageable. Instead of starting from scratch, brands need to restructure their past content for clarity and machine readability using clean claims, clear attribution, and proper structured data. Download Incubeta’s latest research whitepaper “The Marketer’s Confidence Paradox” here: https://hubs.la/Q04fpyp20

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  Episode #10

  The Digital Edge S2 Ep.10 | Navigating the Hidden Costs of the AI Boom with Phil Fersht

  Jun 24, 202617 minS2

  In this episode of The Digital Edge, host Mark Reed-Edwards sits down with Phil Fersht, founder and CEO of HFS Research, to dissect the critical operational and financial realities of the enterprise AI boom. Phil pulls no punches as he warns CMOs about the skyrocketing economic constraints of automation, highlighting how unmanaged token costs can explode into millions of dollars a month. The conversation explores how marketing leaders must navigate these massive financial shifts by moving beyond premium platforms toward more cost-effective model alternatives. Rather than letting cookie-cutter, passionless machine output drain corporate budgets and sanitize brand relevance, Phil outlines why the future belongs to clever, adaptable "chameleon" marketers who master cost-governance alongside creative taste. Learn how top enterprises can reject expensive, commoditized workflows, implement strict AI management, and successfully balance raw efficiency with authentic human judgment. FAQs Q: Why are exploding token costs becoming a major concern for enterprise AI strategies?A: As organizations scale up their use of premium AI tools, the backend costs associated with tokens can explode if left unmanaged. Phil highlights the economic reality of this issue by noting that one company unthinkingly racked up five hundred million dollars in token costs in a single month due to a total lack of proper management and governance. Q: What operational advice does Phil give to senior marketing leadership regarding AI productivity versus cost?A: Phil urges mid-to-late career CMOs to get actively trained on these tools so they fully understand their true capabilities and cost structures, rather than ignoring what they do not understand. Instead of throwing more labor or unmonitored machine tokens at an issue, leadership must focus on how well they manage, cost up, and operate these tools to ensure the resulting work is meaningful rather than standardized fare. Q: How should a business redefine its metrics of success when navigating the financial realities of AI?A: Success will move away from simply pumping out massive volumes of automated, passionless content that risks causing cognitive decline or audience turnoff. Instead, future competitiveness will depend on how efficiently a company can manage AI spend, leverage it purely as a quick research assistant, and preserve human judgment and collaboration to rise above a commoditized "sea of bland". Q: Where can I get more insights into making my marketing as impactful as possible? A : Download Incubeta’s new research whitepaper “The Marketer’s Confidence Paradox” here: https://hubs.la/Q04fpyp20

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  Episode #9

  The Digital Edge S2 Ep.9 | Keeping Your Brand Voice in an Automated World with Ben Afia

  Jun 3, 202632 minS2

  <p>In this episode of The Digital Edge, host Mark Reed-Edwards talks with brand strategist and copywriter Ben Afia to explore why AI is fundamentally a brand problem rather than just a productivity or automation tool. Drawing on decades of experience in brand tone of voice and his book, "The Human Business," Ben breaks down the dangers of relying on generic training data, which risks flattening unique brand personalities into a bland "regression to the mean."</p><p>The conversation dives into a practical skills framework - Brief, Build, Back - designed to help marketers use AI as a collaborative...

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  Episode #8

  The Digital Edge S2 E.8 | How Humans Win and Disrupt a Boring AI Landscape with Mark Schaefer

  May 20, 202625 minS2

  <p>In this episode of The Digital Edge, host Mark Reed-Edwards sits down with Mark Schaefer, renowned author, speaker, and marketing expert, to discuss how professionals can stay relevant and bold in a rapidly evolving digital landscape. Drawing insights from his book, Audacious: How Humans Win in an AI Marketing World, Mark explains why relying heavily on AI for tasks like market research risks stripping away true differentiation, leaving brands with an "85% solution" that mirrors their competitors. The conversation dives deep into the boundaries of technology, exploring the "Milli Vanilli line" and the dangerous shift from helpful cognitive offloading to...

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