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Digital Marketing ROWhy? episodes
- Social Media Trends 2026: AI Content, Attention Battles, and Why Followers Don't Matter Anymore
Social media is more crowded than ever, and the rules are changing fast.
In this episode, Krystal Vivian takes over the podcast with the FDS social team—Joe Kuharic and Melissa Weirick—to reveal what's really working (and what's not) as we head into 2026. They tackle the AI paradox that's flooding feeds with soulless content, explain why chasing follower counts is a waste of time, and share exactly how to capture attention in a world where you're competing with everyone from wedding photos to sponsored ads.
If you're wondering how to make social media actually work for your business next year, this behind-the-scenes conversation with the team managing it all is essential listening.
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See omnystudio.com/listener for privacy information.
34 min - The 2026 Digital Marketing Landscape: AI Search, Connected TV, and Privacy-First Targeting
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dominates traditional cable, and the evolution of privacy-first targeting strategies that deliver better results than outdated cookie-based methods.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.
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See omnystudio.com/listener for privacy information.
32 min - What Your Digital Marketing Agency Isn't Telling You About ROI Reporting
This week Shannon Allen sits down with Krystal Vivian to discuss her new role as Director of Client Services at FDS. In this candid conversation, Krystal reveals what most digital marketing agencies won't tell you about ROI reporting—and why tracking impressions and reach doesn't actually prove results.
Discover the critical questions business owners should ask their marketing agency to ensure they're getting real ROI, not just vanity metrics. Learn how to connect campaign data to actual revenue, calculate true customer value, and hold your agency accountable for measurable results.
Krystal shares insider insights on what goes into strategic digital marketing campaigns, from SEM and CTV optimization to the importance of data-driven storytelling. Whether you're evaluating your current agency or planning your marketing budget, this episode gives you the tools to stop leaving money on the table.
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See omnystudio.com/listener for privacy information.
30 min - Tip Tuesday: How Display Ads Build Stronger Connections With Your Audience
It's Tip Tuesday! This week, Shannon shares a tip from Rory Kemerer, senior digital marketing consultant, about how programmatic display ads can help businesses build stronger connections with their target audience.
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See omnystudio.com/listener for privacy information.
4 min - Planning Your 2026 Marketing Budget: Part 2
Welcome back to Part 2 of Digital Marketing RoWhy's budget planning series!
Shannon Allen and Krystal Vivian continue their deep dive into the biggest trends reshaping digital marketing in 2026 and what they mean for your budget.
If you've been hearing buzzwords like AI search, connected TV, and content optimization but aren't sure how they actually impact your bottom line, this episode cuts through the noise. Shannon and Krystal explore how consumer behavior is fundamentally changing the way people find and research businesses, why certain marketing channels are becoming more critical while others are evolving, and what it really takes to build an integrated strategy that follows your customers wherever they are.
They also tackle the real question every business owner should be asking: how do you actually measure success and calculate ROI in this new landscape?
Whether you're rethinking your entire marketing approach or just trying to figure out where to invest next, this episode will help you separate what's actually worth your time and money from what's just hype. Listen for straight talk, real examples, and the strategic thinking you need to make 2026 your best year yet.
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See omnystudio.com/listener for privacy information.
27 min - Tip Tuesday: For TV Commercials, Choose Your Audience, Not A Program
This Tip Tuesday, Shannon shares a tip from Hannah Purucker, campaign specialist at FDS, about why choosing your target audience as opposed to a specific program can drive more ROI for businesses.
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See omnystudio.com/listener for privacy information.
4 min - Tip Tuesday: The Most Successful Blogs Are Written For People, Not Robots
Happy Tip Tuesday!
This week, Shannon shares at tip from Joe Kuharic, social media specialist at FDS, about why blogs written for people tend to get more traffic, both from search and AI tools.
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See omnystudio.com/listener for privacy information.
4 min - Planning Your 2026 Marketing Budget: Part 1
Join Shannon Allen and Krystal Vivian as they dive into everything you need to know about finishing the year strong and setting yourself up for success in 2026.
If you're in the thick of budget planning season (or avoiding it), this conversation is packed with real talk about the shifts happening in digital marketing, why so many businesses are getting their budget allocation wrong, and how to actually tie your marketing dollars back to revenue.
Shannon and Krystal discuss the power of an integrated digital strategy, the importance of following the consumer journey instead of chasing every shiny new trend, and why your marketing agency should be asking you tough questions about conversion rates and profitability.
Whether you're a business owner trying to figure out where to invest your marketing budget or you're just tired of throwing money at campaigns without knowing what's working, this episode gives you a practical framework for making smarter decisions. This is Part 1 of a two-part series — look out for Part 2 on Oct. 23.
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See omnystudio.com/listener for privacy information.
25 min - Tip Tuesday: How Credit Unions Can Ensure Their Own Long-Term Success
Happy Tip Tuesday!
This week, Shannon shares a tip from Derek Falter, digital marketing consultant, about why credit unions need to pivot their marketing strategies for younger audiences.
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See omnystudio.com/listener for privacy information.
4 min - Tip Tuesday: For Digital Marketing Reporting, Less Is More
For Tip Tuesday this week, Shannon shares a tip from Katie Houser, senior campaign specialist, about how to make sure your digital marketing reporting is helping your business, not causing confusion.
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See omnystudio.com/listener for privacy information.
4 min
About Digital Marketing ROWhy?
From the publisher's feed
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.
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