Digital Marketing ROWhy?

Hosted by Federated Digital Solutions

Business MarketingInterviews guests

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Episodes

100

Latest episode

Jun 2026

Language

EN-US

About the show

As a business owner, you likely have two main questions every time someone starts talking about marketing: why should I care about this, and will this drive revenue? Digital Marketing ROWhy? is the podcast for you. Your host Shannon Allen is here to answer all your burning questions about digital marketing, breaking down every topic to get to the heart of “why is this important to me and why should I care?” She’ll also connect digital marketing tactics to your bottom line. With more than 25 years of marketing experience, Shannon is passionate about educating her clients and other business owners about all things digital marketing so they can make the most money for their business through marketing. She understands that if it doesn’t come back to ROI, then it’s not important. Each month, Shannon and another marketing expert or business owner will have a conversation about the hottest digital marketing topics that everyone is talking about and hear case studies about how business owners and marketers drove ROI with their marketing. We’ll also share weekly quick tips and insights so you’re always up to date on the latest in this crazy digital marketing world. Federated Digital Solutions Follow Federated Digital Solutions on LinkedIn

Listen to episodes

60 recent

June 11, 202622 min

Mid-Year 2026 Marketing Check-In: What's Working and What's Changing for the Rest of the Year

We're halfway through 2026. Gas prices jumped 76%, inflation hit its highest rate since May 2023, and consumer spending is splitting in half — with lower and middle-income households pulling back while the top 40% keeps spending. In this mid-year check-in, Shannon and Krystal walk through what's actually happened in the first six months and what it means for your marketing strategy. They cover the economy, what's shifting in key industries like auto and credit unions, where digital advertising is still growing, and what business owners need to plan for in the second half of the year. They also address a critical point: what to do with your budget when everything feels uncertain, why cutting might be the wrong move, and how retention becomes your leverage when new business gets harder. If you've been waiting to see how the year plays out, this conversation gives you the data to make decisions for the rest of 2026. Read Federated Digital Solutions' blog Federated Digital Solutions on Facebook Federated Digital Solutions on LinkedInSee omnystudio.com/listener for privacy information.

June 4, 202624 min

Netflix Said It Would Never Run Ads. Now 190 Million People Are Watching Them.

Netflix spent over a decade telling the world it would never run ads. Then it did — and in less than three years, 190 million people a month are watching them. In this episode, Shannon and Krystal break down how Netflix made the shift, who's actually watching on the ad-supported tier, and what that audience means for local businesses looking to add another layer to their CTV strategy. They also walk through what it actually costs to advertise on Netflix in 2026, how FDS is making it accessible for local businesses, and where the platform is headed with targeting and ad technology. If Netflix has been on your radar, this episode gives you the full picture before CPMs go up. Read Federated Digital Solutions' blog Federated Digital Solutions on Facebook Federated Digital Solutions on LinkedInSee omnystudio.com/listener for privacy information.

May 14, 202631 min

REPLAY: The 2026 Digital Marketing Landscape: AI Search, Connected TV, and Privacy-First Targeting

This is a replay of the podcast from Nov. 20, 2025. The digital marketing landscape is shifting faster than ever, and 2026 will separate businesses that adapt from those left behind. In this episode, Shannon Allen and Krystal Vivian explore the three critical trends reshaping how consumers discover and engage with brands: the AI search revolution that's driving organic traffic down 25% nationally, the streaming video tipping point where connected TV now dominates traditional cable, and the evolution of privacy-first targeting strategies that deliver better results than outdated cookie-based methods. Whether you're a local business owner or marketing professional, this conversation reveals exactly what you need to know to stay competitive and drive real ROI in the year ahead. Read Federated Digital Solutions' blog Federated Digital Solutions on Facebook Federated Digital Solutions on LinkedInSee omnystudio.com/listener for privacy information.

April 23, 202617 min

AI Didn't Kill Paid Search. It Made It More Valuable.

AI didn't kill paid search. It actually made it more valuable — and most business owners don't know that yet. In this episode, Shannon and Krystal break down what's really happening with search in 2026. Organic traffic is down, zero-click searches now make up 60% of all queries, and AI overviews are changing the page before most users ever scroll. But paid search sits above all of it, and for businesses willing to optimize, the results speak for themselves. Shannon walks through real client campaigns — a hospice organization, a local plumber, a car dealership — and what the numbers actually looked like when strategy was applied to budget. Read Federated Digital Solutions' blog Federated Digital Solutions on Facebook Federated Digital Solutions on LinkedInSee omnystudio.com/listener for privacy information.

April 9, 202625 min

Cable Is Losing 3,500 Customers a Day. Is Your Marketing Budget Keeping Up?

Cable is losing 3,500 customers a day — and if your ad budget hasn't moved with the audience, you're already behind. In this episode, Shannon and Krystal break down where TV viewership actually stands in 2026. Streaming now accounts for nearly half of all television consumption, and the numbers are still moving. They walk through how the landscape is divided between broadcast, cable, streaming, and the walled gardens that confuse most business owners, and why the platform your audience is "on" might not be the one worth buying. If you've ever wondered whether CTV makes sense for your business, or you're still spending where you've always spent, this conversation will give you a clearer picture of where to start. Read Federated Digital Solutions' blog Federated Digital Solutions on Facebook Federated Digital Solutions on LinkedInSee omnystudio.com/listener for privacy information.

March 27, 202625 min

How Your Business Listings Could Be Costing You $21,000 a Year

Your business listings could be losing you $21,000 a year — and you might not even know it's wrong. In this episode, Krystal Vivian sits down with FDS Social Media Specialist and Location Concierge expert Melissa Weirick to talk about one of the most overlooked pieces of a business's digital presence: business listings. Your name, address, and phone number show up in over 200 places across the internet — and inaccurate information on even one of them can cost you customers, hurt your search rankings, and erode the trust you've worked hard to build. Krystal and Melissa break down why consistency across all of those publishers matters to Google and AI search engines, how online reviews directly influence whether consumers choose your business, and what it actually takes to manage your listings and reputation without letting it fall to the wayside. Plus, the stats they share will make you rethink what "showing up online" really means. Read Federated Digital Solutions' blog Federated Digital Solutions on Facebook Federated Digital Solutions on LinkedInSee omnystudio.com/listener for privacy information.

March 12, 202617 min

Location Intelligence: The Tool That Turns Foot Traffic Into Strategy

What if you could see exactly how many people walked into your competitor's location last month — and where they came from? Your customers are telling you something every time they walk through your door, and in this episode, Krystal sits down with FDS's own Location Intelligence specialist, Megan Stinson, to break down how foot traffic data helps businesses listen. From understanding who's visiting and where they're coming from, to staying one step ahead of the competition — this one's packed with insights for any business owner or marketing manager ready to make smarter decisions. Read Federated Digital Solutions' blog Federated Digital Solutions on Facebook Federated Digital Solutions on LinkedInSee omnystudio.com/listener for privacy information.

February 26, 202618 min

Live Sports Moved to Streaming (And Your Ad Budget Should Too)

Live sports used to be the one thing keeping cable alive. Not anymore. In this episode, Shannon and Krystal discuss why streaming platforms now own live sports—and what that means for your advertising budget. From exclusive NFL games you literally can't watch on cable to the real cost of college basketball tournament packages, we break down what business owners actually need to know about sports advertising in 2026. If you've been pouring money into cable sports packages because you think that's where your audience is, this episode will change how you allocate your budget. This is Part 2 of our streaming series—catch Part 1 for the full viewership shift data that's reshaping video advertising. Read Federated Digital Solutions' blog Federated Digital Solutions on Facebook Federated Digital Solutions on LinkedInSee omnystudio.com/listener for privacy information.

February 12, 202619 min

The Great TV Shift: Why Cable & Broadcast Are Losing the War

Cable and broadcast TV aren't just declining—they're collapsing. Streaming has officially taken over, hitting an all-time record while cable dropped to its lowest viewership ever. If your video advertising budget still heavily favors traditional TV, the math isn't working in your favor. In this episode, Shannon breaks down the latest Nielsen data and explains why 2025 is the critical year for businesses to realign their video budgets with where consumers actually are. We explore what Connected TV and streaming platforms offer that traditional TV simply can't, and how to maximize your advertising ROI by following the consumer journey. This is Part 1 of our streaming series—stay tuned for Part 2 where we tackle live sports and streaming. Read Federated Digital Solutions' blog Federated Digital Solutions on Facebook Federated Digital Solutions on LinkedInSee omnystudio.com/listener for privacy information.

February 2, 202626 min

AI Search Is Killing Organic Traffic: Here's How to Show Up in ChatGPT Instead

Organic search traffic is down 25% and 60% of searches now end without anyone clicking to a website. AI is answering questions directly on Google, ChatGPT, Claude, and other platforms. What does that mean for local businesses? In this episode, Shannon and Krystal dive deep into what's happening with AI search and why traditional SEO is no longer enough. They discuss the difference between traditional blog content and AI Answer Blogs, explain how AI platforms decide which businesses to cite as authoritative sources, and share the exact strategies local businesses need to implement now to show up when potential customers are asking AI for recommendations. If you're wondering why your website traffic is dropping or how to adapt to this massive shift in search behavior, this conversation provides the roadmap to staying visible and competitive in the AI search era. Read Federated Digital Solutions' blog Federated Digital Solutions on Facebook Federated Digital Solutions on LinkedInSee omnystudio.com/listener for privacy information.