Wharton’s Barbara Kahn and Dr. Americus Reed speak with Neil Patel, founder of NP Digital, about his background, digital marketing, generative AI, search engine optimization (SEO), and viral trends, and more. This is a 28-minute podcast.
Type of Material:
Presentation (podcast)
Recommended Uses:
In class
Lecture
Homework with discussions
Groups
Topic within an online discussion board.
Technical Requirements:
None
Identify Major Learning Goals:
Understand how AI is being used in marketing
Utilize digital marketing in the marketplace
Understand how people are becoming dependent on generative artificial intelligence (GAI) for workflow, systems, process, research, analyzing data, and conducting searches, but it is not factual or accurate.
Understand customer experience in the “new world” of digital marketing and AI. In other words, how has the shopper experience changed from a digital point of view.
Target Student Population:
College Upper Division, Graduate School
Marketing or general Business classes
Prerequisite Knowledge or Skills:
A basic knowledge of SEO would be helpful, including different types of search (typing versus voice search).
Content Quality
Rating:
Strengths:
Neil Patel holds high credibility for this subject matter. He is a well-known digital marketing entrepreneur and co-founder of NP Digital, a global agency specializing in SEO, content marketing, and performance strategy. He has also co-founded several analytics and conversion optimization companies, including Crazy Egg, KISSmetrics, and Hello Bar.
Beyond his business ventures, Patel is widely recognized for his educational content through his website, podcast, and SEO platform Ubersuggest, where he helps businesses and marketers improve online visibility and growth.
He discusses the different types of marketing tools in his businesses.
Concerns:
The podcast was aired in October 2024, so some of the content may not be as current in the future. For example, they cite the number of Google searches per day and the number of GAI queries, and those stats will likely be different in the future.
SEO algorithms are always changing so that is another factor to keep in mind.
At the time that this review was written, we were still in the early stages of understanding GAI capabilities and limitations
Potential Effectiveness as a Teaching Tool
Rating:
Strengths:
AI is reshaping the world of SEO and other areas of digital marketing, and marketers need to stay on top of it to remain competitive.
Some basic knowledge of digital concepts may be helpful, especially SEO, as a considerable amount of time was dedicated to that topic (getting reviews on websites, encouraging engagement such as liking, sharing, and linking, site speed optimization, frameworks for obtaining high rankings).
This podcast could easily be incorporated into assignments both individually and group.
Concerns:
The title of the podcast is too general undersells how much of the focus is on Search Engine Optimization (SEO). This isn't necessarily a bad thing, but it could be overwhelming for an audience that doesn't know anything about SEO.
There were a few parts of the podcast that seemed like a promotion about Neil’s company and his book.
Instructors would need to create discussion questions in order to measure student outcomes.
Ease of Use for Both Students and Faculty
Rating:
Strengths:
The site was in working order at the time of the review.
The podcast was lively and upbeat with lots of laughing and joking.
While the current generation of college students may not appreciate all of the jokes, the podcast was certainly not dry and monotone.
Concerns:
The podcast lacked an accompanying transcript on the website for people who may have hearing impairments.
Creative Commons:
Search by ISBN?
It looks like you have entered an ISBN number. Would you like to search using what you have
entered as an ISBN number?
Searching for Members?
You entered an email address. Would you like to search for members? Click Yes to continue. If no, materials will be displayed first. You can refine your search with the options on the left of the results page.
Searching for Members?
You entered an email address. Would you like to search for members? Click Yes to continue. If no, materials will be displayed first. You can refine your search with the options on the left of the results page.
