In this episode, we're talking about a big question in digital content strategy: organic vs paid. Whether you're a small business, a solo content creator, or managing content for a major brand, you've probably wondered where to put your energy, and your money. Is it worth building a loyal audience slowly through consistent organic posts? Or should you pay to get noticed and let the algorithm do the heavy lifting?

I'll walk you through the pros, cons, and key differences between these two approaches, and share some tips from my own work with creators and students who are navigating this exact challenge. Let's get into it.

Meet George, a Marketing Manager at a manufacturing company facing a familiar frustration. His boss wants more website traffic, George knows exactly how to deliver it, but there's one major problem—every similar project he's attempted has crashed and burned. Sound familiar? The culprit isn't lack of expertise or resources. It's something far more fundamental: unclear goals that leave teams wandering in circles until they simply give up and move on to the next shiny object.

In this episode, we follow George's journey from project failure to strategic success using one of the most powerful yet underutilized tools in business: SMART goals. We'll break down exactly what makes goals Specific, Measurable, Achievable, Relevant, and Time-bound—and why missing even one of these elements can derail your entire initiative. You'll discover why George's initial goal to increase website visits by 5000% was destined for disaster, how he transformed it into a realistic 30% target, and why adding a simple deadline changed everything. More importantly, you'll learn how to craft objectives that keep teams motivated, projects on track, and stakeholders engaged from start to finish.

Whether you're a marketing professional, project manager, or anyone tasked with driving results in your organization, this episode reveals the difference between goals that inspire action and those that guarantee failure. Because in business, as in life, clarity isn't just helpful—it's the foundation of every successful outcome.

In today's hyperconnected world, we're bombarded by thousands of advertising messages daily—but the game has fundamentally changed. Gone are the days when marketers cast wide nets hoping to catch their audience. Welcome to an era where sporting venues use facial recognition to serve up age-targeted ads in real-time, and where companies can pinpoint college students in specific postal codes who love concerts.

In this episode, we explore the powerful shift from calculated guesswork to scientific precision in marketing. We'll unpack the crucial difference between digitalization—the process of converting analog information into analyzable data—and digital transformation, where entire organizations reinvent themselves around customer-first technology solutions.

From the evolution of advertising metrics beyond traditional Nielsen ratings to pizza companies deploying robots and self-driving delivery cars, we'll examine how businesses are moving from "that's how we've always done it" to revolutionary new approaches that prioritize customer satisfaction and drive profitability.

Join us as we navigate this digital revolution that's reshaping not just how we advertise, but how entire industries operate—where below-the-line marketing strategies are replacing mass media approaches, and where data-driven insights are transforming calculated risks into strategic advantages. Whether you're a marketer, business owner, or simply curious about our digital future, this episode reveals why embracing this transformation isn't just an option—it's essential for survival in today's marketplace.

Welcome to Season One of The [ad]Vantage Point, where Keith and Suzanne explore how the digital revolution impacts daily life.

This season, we're exploring how digital technology intersects with education, careers, and daily life - from the tools we use to the way we think about work and learning.

In our premiere episode, Keith tackles one of the most powerful yet misunderstood forces in today's digital landscape: microtargeting. We break down how this precision marketing technique works, why it matters for both consumers and professionals, and what it means for anyone trying to build a career or business in our hyper-connected world.

Whether you're an educator preparing students for digital literacy, a professional navigating online marketing, or simply someone who wants to understand how the digital world really operates, this episode sets the stage for a season of essential conversations about living and working in the digital age.

Join us as we explore the digital revolution - one episode at a time.