How To Leverage Digital Marketing and AI in 2025 with Tal Navarro

This is the Beyond the Story podcast, a show that goes way beyond the story. And now, Sebastian Rusk Tal welcome to the show.

Sebastian Rusk

Thanks for having me.

Tal Navarro

Well, there's no drama. It's actually people that are doing business and sharing their lives in certain specific ways. So glad we got a chance to connect. I always know when I connect with somebody from LinkedIn that they're probably up to something cool and podcasts worthy of a conversation. So that's why I invited you on. So I appreciate you taking some time out of your day to hang out with me for a few minutes and help our listeners better understand a little bit more about your story. So for context, I always like to go back to the beginning of the story and the beginning is different for everyone. So help us better understand where you first started and what brought you to present day with what you do in the world of marketing.

Sebastian Rusk

Um, well, my journey started somewhere in, uh, 2004 when my space was around before Facebook was even a thing. And, um, at the time I used to live in a Caribbean Island where there's no one's like literally a few people live there. And I decided that I want to build a business around my kitesurfing passion. And so it was my second business. My first one was a few years before, but I've built literally, I didn't know how to reach people, you know, living on an island, an isolated island. I had no clue. How can I get clients? get anyone's attention. So I went to the computer, I discovered Google that it was like a search engine that just started like kind of at the time. And there was not much competition at the time. So I built a kitesurfing equipment dealership company actually. While learning everything by myself, auto-deduct, understanding CSS, HTML, building codes, building websites, creating a social media, which was MySpace and Twitter posts about it. And it started to grow. And then, you know, Facebook came in and I understood the power of being online and understanding how to actually build sales, how to share people's stories, how important it is to have a storytelling inside your brand. And it's something that I've learned while doing it. I didn't go to any college to learn social media. I actually established the first college of social media in Israel in 2011. who became really one of the biggest at the time and we ran it for two years before we sold it. But after that I started to invest in some companies and speaking engagements and I started Social Lady, which is my digital marketing and AI agency currently. Um, in 2016, I really fast forward many years. I've been doing a lot in the mean, between those years too, but, uh, I'm just, uh, cutting to the chase. So 2016, I started social lady, which was a pure digital marketing agency, uh, giving people the services of building their online presence, building this tragedy, uh, creating their branding online and, and everything. And then. Crypto came up and NFT boom came up, so we... Boom and bomb. Boom and bomb. Boom and crash, you know? It was a great time. It was great times. I was really hitting hard on NFTs and was part of my company, became the blockchain, was part of everything we did. And then AI started as well. So I loved technology since a very young age. And since for many years, I've been discovering and pioneering any technology that comes to my way and any innovation that the world is facing. And for me, AI right now, it's... as for everyone, it's mind blowing and it's a game changer in every aspect, especially in marketing where, um, everything literally changed. So that's where that's in a nutshell, very nutshell.

That was a good recap. That's exactly what I'm usually looking for. People talking, talking circles. You were very matter of fact. So side note real quick, what do you think is going to happen with NFTs?

With NFTs? They're going to come back.

You think so?

I think so. They're not going to be called NFTs. They're going to be called probably digital assets. I believe that the world is going to need the blockchain because at the end of the day, it's going to be the only thing we can trust. There's going to be deep fake. There's going to be so many fake stuff with AI, you know, robotics, it's going to be inhuman for so many levels. And then the blockchain will be the place you can see authenticity. And it's the place where you can see, people can have the power, where right now all the big tech companies you know, own the power. So, yeah, that's going to shift back, I believe, just in a different way. Not like the NFT boom that everyone purchased, like me, millions of NFTs, and then it just stays in the wallet forever.

And my, you know, my biggest regret is, is not getting into Gary Vee's project, which I believe is going to be one of the other series one. Yeah.

Yes.

I'm all in on this Vee Friends collection. I've known Gary a long, long time and met him when I first started way back in the day. So I've always believed in his ability to predict the future, if you will, especially what was next.

You know that in 2023, 2022, I established a nonprofit that is based on the blockchain to support women in need. It's called WIN, Women in Need Web 3. One of the things that we did was a fashion show on Gary V's yacht in Cannes festival. Yeah. And, uh, we had Gary and Mona walking the runway, uh, alongside with Tiffany Haddish. And I even brought my husband S to walk on the runway and it was really amazing event. Uh, and yeah, Gary's great. And, uh, he's a great human, isn't he? Yeah, he's great.

Yeah, that yacht in Cannes is the place to be during Cannes. That is for sure. So, uh, had that on my list to make it over there one of these years to, uh, to experience it all. So when we talk about the evolution of, you know, when I think about marketing, especially social media, digital marketing, online marketing, it's, it's, I don't know when everyone woke up. But when Gary and I first met in 2010, I think it was, late 2010, he's had the same message ever since. And I took that message and that blueprint from Crush It, and I went and executed on it. And then I started a business because of it. And it would always fall on deaf ears. Like, no one cared. I don't need it. It's not important, yadda yadda. Now there's too much content and not enough consumers for the content. Everyone's a fricking influencer. Everyone's an expert. Everyone's like a guru. And I, and it's my belief that everyone is sick of the guru and of the influencer, whatever that is, by the way, I was told one time, An influencer is someone who is paid to spread lies on the internet. I think that tracks pretty accurately. But with that being said, what do you think the future holds for this whole creator economy? I do like that term a lot with true creators, but I think there's a lot of BS being created and just thrown out online and regurgitated over and over and over again. Do you see the tide going out with all this and the real ones still being able to be standing with all of it? What is your, what's been your thought process having been in the industry as long as I have, maybe even a little bit longer?

I think first of all, people connect to people and they see the truth. If you have someone who is doing a lot of BS, it's going to come out at the end, you know, like a shit is flying on the water. It's going to come out. There's no way it's going to stay up down, you know? So, um, I do think that people are more picky with what they're looking at because there's so much around. And when they stick with someone, they stay around and they will stick with someone who they really trust. And that will be a content creator that knows his shit, knows what he's saying and not just, you know, coming in bullshitting around other things. And I do think that at the end of the day, there's a lot of still a lot of space for good content creators. I don't think there's And there are enough of them. I think there's a lot of, uh, a lot of gurus and creators and, but really good content creators. There's still a space for them. And I think 2025, that's the year for content creators. Also, there are so many opportunities now with different platforms and different, um, you know, companies that are giving opportunities like YouTube and meta and, um, on threads, you can make money, you can make money with Instagram, you can make money with YouTube, you can make money with X. They're all offering suddenly, not suddenly, but it's rising up. It wasn't like that before. And so there are a lot of opportunities for people to really dive into that world and promote things that they believe in. It's really important to do what you believe in, you know, all that.

So, yeah. Well, I think that, It reminds me of a quote I heard Gary say one time, the internet will reveal us all.

The internet can't lie. When you're putting your face in front of someone, he will understand who you are immediately. I think so. I mean, you can't really fake it too long. People who fake it too long, they're going to burn out. It's exhausting. It's exhausting. It's in a way exhausting to be a content creator. So to fake it and to be someone you're not, that's even worse. or to promote things you don't believe in, then what the, you know.

Yeah, I agree with that. Yeah, I started out in the world of social, and then it started to get saturated, because everywhere you looked, there was a new social media manager popping up. And I just, not that there was anything wrong with that, I just didn't want to associate with that. And thank God I found my lane about 10 years ago, and that lane was podcasting, which is still associated in the digital marketing world on here. I'm so grateful to have gone all in with that because if you want to find success in such a crowded space like digital marketing and digital media, you've got to carve out your niche. You have to be, figure out what you, what you're known for, uh, to be that go-to. So I'm real grateful for podcasting because it really complements the world of social media.

I agree. I agree. Podcasting is so important today and I need to dive better into that. I have a little one, but not really putting efforts like you are. But I think that, um, well, I forgot what I wanted to say at the end of the day, you know, um, I forgot what I wanted to say at a point, but then that happens to me all the time.

And then I remember as soon as I'm done with the episode.

Yeah, exactly.

It's all good. So what are some things businesses should be doing right now with their social media? It's twenty twenty five. If you're not online and in the news feed, you probably don't exist or you just don't care about new business or you hate money. But what should a majority of businesses be doing with their social media marketing efforts today?

I think first everyone needs to understand no one gives a shit about you, no one gives a shit about your brand, your logo, your color. It's all about humanity, especially with times that AI and robotics is coming more and more into our lives. People are looking for a real connection so if there's a company who is promoting i don't know it's different videos of their products if you don't have humanity behind it if there's no someone they can resonate with that they can connect with someone they can feel like. Understand them then you losing you know and. A lot of brands are not doing this and I see it all the time that are just putting out a video of the product or even a picture of the product. It's not interesting. You have to bring a story. You have to understand that people love stories. They love to feel resonated to whoever they're looking at and they need this personal connection. Now, not everyone You know, a lot of people say there's no time. There's no, we have no time for this. There's a lot to think of to create content all the time. This is like very constant. That's very hard. Man, this is 2025. You have all the instruments, all the tools to do it for free, for an easy way, and to cut costs, and to create such a massive amount with high quality of content that it's unimaginable. With AI, you can literally create content in minutes, which is so high level. You don't need to hire a whole team anymore. There's no need for social media, marketing, Company or something or met our agency you don't need that anymore you don't need me anymore you need. You need to understand and dive into the tools really if people will understand that it's so easy to do it. People don't understand yet the AI vibe. They don't understand the tools, they don't understand the economy, they don't understand everything shifting there. And they have opportunity that might not come back. If they will be ahead of everyone, they can create great content. And by the way, creating content, if you don't like what you do, you're going to be burned out anyway. So you want to do what you love. And when you do what you love, that's when you really conquered everything. And that's where you really succeed. And that's going to be easy for you to create content because you just talk about whatever you love, you know? So that's, that's the magic of online world. You know, you don't need to have You don't need to have limits. Be yourself. Do what you love. Do what you're passionate about. Just bring it out. Someone out there needs that. Some people say, oh, there's so much competition. No, no one is you. No one looks like you, sounds like you. No one in the planet is you. You know how many people understand digital marketing or AI or all those things, but you know how many people don't understand this? So I know that even if I'm putting content out, I know that there will be people who will be interested in that. So at the end of the day, everyone has a client or someone who would look up to them and wants to know what they know. And some people don't understand this. That's 25.

That is. That is. Well, you know, adapt or be left behind. I learned a long time ago. So, you know, chop chop if you're listening and thinking about I should be doing this and I should be doing that or I'm going to be doing this. My favorite is we're almost done with our new website. What in the world does that have to do with your online digital marketing presence, is always what I'm curious about, you know?

Absolutely.

So quickly, as we wrap up here, what are some things that you're doing in the world of AI with marketing and the work that you do?

What do I do? I do courses, I do webinars, I do a lot of events around AI. Not only marketing, we do AI in music. There's so many things around AI. I'm very passionate about marketing, obviously, because that's what I've been doing for over 20 years. But there's so many things around AI world that's fascinating me. And we're doing a lot of events around AI in music, AI in fashion, AI in healthcare, and so many other things. Um, you know, we're, what else are we doing? That's the question.

I mean, that's, yeah, it was just kind of an idea of like, well, you, it was just to like, just a quick, like overview of like stuff.

We're doing a lot of, uh, implementation of AI in companies and businesses, teaching them how to use them or implementing them ourselves. If it's the bots, chatbots, automations, um, voiceover, customer support, all those things. And, um, and just, you know, teaching people opening up their minds to new avenues. I do also content creation as you know, or don't know.

Yeah, I do. I do.

I do now.

I do now. I'm following you on Instagram or Instagram or Instagram friends. Well, halfway 50% Instagram.

I hear you. I'll follow you back. Don't worry.

You were picking up what I'm putting down, Tal. I love it. I love it. Well, hey, listen, I really enjoyed our conversation. I appreciate you taking some time out of your day to hang out with me and help our listeners better understand what you do. You're clearly doing work that matters in the world of marketing and in AI and helping people see where we're at and where the future is bringing us all. So keep up the great work. Any final thoughts for our listeners?

Just do what you love. That's my main mantra in life. Do the things you love. You wake up enjoying life because life is so freaking short. And really don't hustle on things you don't like and you're not enjoying. Especially 2025, you can do whatever you want. You can be whatever you want. There's no time limit. There's no age limits. Really, it's just incredible times to be alive. Take advantage of it.

Yes, take advantage of it. I couldn't agree more. Great final thoughts there. Thanks again, Tal. I really appreciate your time and I'll see you on the Instagrams.

Sounds good. See you there. Thank you for having me.

You got it. Until next time, friends. Thanks so much for tuning into this episode of the Beyond the Story podcast. We sure do appreciate it. If you haven't done so already, make sure you're subscribed to the show. This way you'll get updates as new episodes become available. If you feel so inclined, please leave us a review. We sure do appreciate it. Signing off from the podcast, launchlab.com studios. We'll talk to you next time.