ICS Podcast: Everything Digital

What does measuring AI look like when the clicks have gone?In this episode, Luke Kenna speaks to Tom Capper, Director of Search Product Strategy at Moz, about how marketers should measure performance in AI search. Building on his recent brightonSEO talk, How not to measure AI, Tom explains why fewer clicks don’t necessarily mean less value, why attribution has become the real challenge, and what businesses can rely on to know their marketing is working.They also discuss the difference between being mentioned and being cited in AI answers, why presence matters more than position, what recent industry research tells us about AI recommendations, and why SEOs increasingly need to think like brand marketers. Find out more about MozCon London, taking place on 13th November here: https://moz.com/mozcon

What does it take to market eight summits a year across five continents?In this episode, Matteo Fabiano speaks to Lauranne Urban, Chief Marketing Officer at SiGMA Group, about running marketing at a truly global scale. Lauranne shares how the SiGMA marketing machine has grown over the years beyond its core events, how its audiences have changed, and how events and media companies can keep track of what matters most to multicultural, international audiences.They also discuss the challenges and opportunities facing affiliates in 2026, the role events play in bringing together a community that can often feel isolated, how SiGMA is using AI, and what it takes to build a high-performing team.

In this episode, Elena is joined by Matt Hardy, Deputy Sports Editor at City AM, to explore the changing relationship between sport, betting and the media.From gambling sponsorships and the growth of women's sport to the realities of sports journalism and what makes a story worth covering, Matt shares insights from the intersection of sport, business and media.Expect honest discussion, industry perspectives, and a few stories from behind the scenes of the sports and betting world.

Clicks, rankings and traffic tell us what happened, but do they explain why someone chose one brand over another?In this episode of Everything Digital, Laura Smith speaks to neuroscientist turned marketer Giulia Panozzo about Decision Distance: the gap between the motivations driving a customer’s decision and the messages a brand communicates.They explore why traditional SEO metrics only tell part of the story, how brands can identify genuine decision drivers, and what it takes to balance audience relevance with brand distinctiveness in the age of AI search.Read Giulia's Search Engine Journal article here: https://www.searchenginejournal.com/the-metric-most-seos-are-still-not-measuring-in-the-age-of-ai/584027/Find out more about Distinctiveness Intelligence here: distinctivenessintelligence.ics-digital.com

In this episode Ben Thompson, Senior Account Manager sits down with Laura Smith, Head of Client Strategy to discuss The Human-Machine Memory Gap - a whitepaper launched by ICS earlier this year. They discuss the research that went into the piece, why it's important for marketers working in SEO or AI search, and how its development informed the launch of Distinctiveness Intelligence, a data-led, behavioural and performance-powered proprietary framework that strengthens visibility, enhances AI discovery and amplifies digital distinctivenes - ultimately helping brands to be remembered by humans, retrieved by AI and chosen by both.

In this episode, Jack and Elena from the ICS-digital creative team dig into where AI prompting meets traditional design. They'll discuss why a good prompt is really just a good old-fashioned brief, how to move from vague first attempts to polished outputs through iteration, and why AI makes systems thinking, business awareness and good taste more valuable than ever.

Money 20/20 Europe is one of the standout events in the finance sector - but what goes into curating such a powerhouse? Head of Content Olly Smith joins the podcast to discuss what makes a great speaker, how to pitch a compelling panel, the importance of happenstance and unplanned encounters, and the evolving role of content in regulated sectors in the age of AI.

What do marketing strategies and summer holidays have in common? More than you’d think.In this episode, we’re joined by Carsten Lackner, Founder & CEO of Linelia, to unpack the essentials of modern marketing — and throw a few things firmly into Room 101 along the way.From what every marketer should have in their “carry-on” to the tactics and trends that deserve a one-way ticket out, this is a fun, honest conversation on what actually works (and what really doesn’t).Expect sharp insights, a few war stories from the road, and plenty of marketing habits we’d happily leave behind at the airport.

An essential listen for marketing agency specialists as Legal & Creative founder Sharon Toerek speaks with ICS-digital's Martin Calvert about the legal aspects of creative agency work, the challenges of AI and the need to pre-emptively manage campaign risk

The University of Birmingham's Dr Bissie Anderson joins us in this episode to discuss the future of digital journalism, the rise of misleading AI sources, why stories resonate and what communication students want from employers in digital.