Digital Marketing ROWhy?

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dominates traditional cable, and the evolution of privacy-first targeting strategies that deliver better results than outdated cookie-based methods.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.

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.

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.

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.

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.

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.

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.

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.

The digital marketing landscape is undergoing its biggest transformation yet, and 2026 is the year businesses need to make critical decisions about where to invest their budgets. Shannon and Krystal break down the seismic shifts reshaping the industry: the complete dominance of Connected TV over traditional cable and broadcast, the rise of AI-powered search that's killing organic website traffic, and why attribution and ROI tracking are no longer optional for businesses that want to stay competitive. If you're planning your marketing strategy for the year ahead, this episode reveals exactly where the money is moving and why getting your numbers right matters more than ever.See omnystudio.com/listener for privacy information.

The year is wrapping up, and Shannon and Krystal are looking back at their favorite podcast episodes of 2025. From balancing work and motherhood with the FDS team to understanding the streaming TV tipping point that changed advertising forever, they share which conversations resonated most and why. Hear about the power of data storytelling in reporting, the untapped potential of local influencer marketing, and how social media algorithms actually work. This behind-the-scenes reflection highlights the biggest lessons learned and sets the stage for even more valuable content coming in 2026. Read Federated Digital Solutions' blog Federated Digital Solutions on Facebook Federated Digital Solutions on LinkedInSee omnystudio.com/listener for privacy information.

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. Read Federated Digital Solutions' blog Federated Digital Solutions on Facebook Federated Digital Solutions on LinkedInSee omnystudio.com/listener for privacy information.

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.

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. Read Federated Digital Solutions' blog Federated Digital Solutions on Facebook Federated Digital Solutions on LinkedInSee omnystudio.com/listener for privacy information.

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. Read Federated Digital Solutions' blog Federated Digital Solutions on Facebook Federated Digital Solutions on LinkedInSee omnystudio.com/listener for privacy information.

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. Read Federated Digital Solutions' blog Federated Digital Solutions on Facebook Federated Digital Solutions on LinkedInSee omnystudio.com/listener for privacy information.

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. Read Federated Digital Solutions' blog Federated Digital Solutions on Facebook Federated Digital Solutions on LinkedInSee omnystudio.com/listener for privacy information.

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. Read Federated Digital Solutions' blog Federated Digital Solutions on Facebook Federated Digital Solutions on LinkedInSee omnystudio.com/listener for privacy information.

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. Read Federated Digital Solutions' blog Federated Digital Solutions on Facebook Federated Digital Solutions on LinkedInSee omnystudio.com/listener for privacy information.

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. Read Federated Digital Solutions' blog Federated Digital Solutions on Facebook Federated Digital Solutions on LinkedInSee omnystudio.com/listener for privacy information.

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. Read Federated Digital Solutions' blog Federated Digital Solutions on Facebook Federated Digital Solutions on LinkedInSee omnystudio.com/listener for privacy information.

Happy Tip Tuesday! This week, Shannon shares a tip from Karlie Mandigo, senior account manager, about how to effectively strategize your Q4 marketing to stand out during the holiday season and have an impact going into the new year. Read Federated Digital Solutions' blog Federated Digital Solutions on Facebook Federated Digital Solutions on LinkedInSee omnystudio.com/listener for privacy information.

Most businesses are flying blind when it comes to digital marketing ROI, and it's costing them thousands in wasted spend. In this episode, Shannon Allen sits down with senior digital marketing consultant Rory Kemerer to reveal why successful companies often don't know their own profit margins or monthly sales numbers —the critical metrics needed to measure marketing effectiveness. Rory shares hard-learned lessons from 10 years in the industry, including the biggest shifts from traditional TV to streaming video, how AI is transforming digital marketing, and the most common mistakes local businesses make with in-house marketing strategies. Whether you're struggling to connect marketing spend to revenue, considering bringing digital marketing in-house, or wondering if your current strategy is working, this episode provides the essential framework for measuring true ROI and choosing the right marketing partner for sustainable growth. Read Federated Digital Solutions' blog Federated Digital Solutions on Facebook Federated Digital Solutions on LinkedInSee omnystudio.com/listener for privacy information.

This week, Shannon Allen is joined by one of FDS's newest digital marketing consultants, Derek Falter. Derek has 16+ years of experience in marketing, with much of his background in radio and TV blended with digital.  In this episode, Shannon and Derek discuss why advertising is an investment, not an expense, and how to customize strategies for businesses that have 1 location all the way to 50 locations. Read Federated Digital Solutions' blog Federated Digital Solutions on Facebook Federated Digital Solutions on LinkedInSee omnystudio.com/listener for privacy information.

This week, Krystal Vivian, Director of Client Services, shares a tip about the importance of replying to comments on your social media pages. Read Federated Digital Solutions' blog Federated Digital Solutions on Facebook Federated Digital Solutions on LinkedInSee omnystudio.com/listener for privacy information.

This week, Shannon shares a tip from Lisa Sikkema, sales manager, about how the value of cost-per-click in SEM goes beyond simply chasing the cheapest CPC. Read Federated Digital Solutions' blog Federated Digital Solutions on Facebook Federated Digital Solutions on LinkedInSee omnystudio.com/listener for privacy information.

This week, Shannon Allen chats with Ryan Arnold, sales director at Simpli.Fi, about why streaming TV (OTT/CTV) has been such a successful advertising medium for businesses — and how to track the ROI from these ads. This is a replay of an episode that originally published Sept. 12, 2024. Read Federated Digital Solutions' blog Federated Digital Solutions on Facebook Federated Digital Solutions on LinkedInSee omnystudio.com/listener for privacy information.

Happy Tip Tuesday! This week, Shannon shares her own tip about how business owners should be thinking about their video strategy to drive results in 2025. Read Federated Digital Solutions' blog Federated Digital Solutions on Facebook Federated Digital Solutions on LinkedInSee omnystudio.com/listener for privacy information.

Happy Tip Tuesday! This week, Shannon shares a tip from Derek Falter, digital marketing consultant at FDS, about how you can use addressable geofencing to deliver your marketing message to a precise audience. Read Federated Digital Solutions' blog Federated Digital Solutions on Facebook Federated Digital Solutions on LinkedInSee omnystudio.com/listener for privacy information.

In 2025, the majority of businesses are spending most of their marketing budget on digital marketing rather than traditional channels like TV and radio. In this episode, Shannon and Krystal talk about what's driving this fundamental shift and which digital channels are seeing the biggest growth. They talk about the risks and challenges of transitioning away from traditional advertising, and how businesses can maximize their ROI and their budgets with a digital-traditional blend. Read Federated Digital Solutions' blog Federated Digital Solutions on Facebook Federated Digital Solutions on LinkedInSee omnystudio.com/listener for privacy information.

Happy Tip Tuesday! This week, Shannon shares a tip from Megan Stinson, account manager at FDS, about why it's crucial for businesses to meet their customers where they are spending their time. Read Federated Digital Solutions' blog Federated Digital Solutions on Facebook Federated Digital Solutions on LinkedInSee omnystudio.com/listener for privacy information.

Happy Tip Tuesday! Shannon shares a tip this week from Karlie Mandigo, senior account manager, about how you can drive great ROI in your digital marketing campaigns even on a small budget. Read Federated Digital Solutions' blog Federated Digital Solutions on Facebook Federated Digital Solutions on LinkedInSee omnystudio.com/listener for privacy information.

In this episode, Shannon and Krystal cover the evolution of digital marketing measurement, going beyond basic metrics like clicks and impressions to reveal what metrics matter to businesses. They talk about tying data to the consumer journey and how FDS brings it all back to actual business outcomes — no matter which KPI is best for each individual digital marketing tactic. Read Federated Digital Solutions' blog Federated Digital Solutions on Facebook Federated Digital Solutions on LinkedInSee omnystudio.com/listener for privacy information.

For Tip Tuesday this week, Shannon shares a tip from Lori Akey, campaign specialist, about why it's more effective to follow your audience rather than choosing a specific TV channel or platform for video advertising. Read Federated Digital Solutions' blog Federated Digital Solutions on Facebook Federated Digital Solutions on LinkedInSee omnystudio.com/listener for privacy information.

Happy Tip Tuesday! Krystal is in for Shannon this week. She shares a tip from Melissa Weirick, social media specialist, about how any business can brainstorm effective blog topics. Read Federated Digital Solutions' blog Federated Digital Solutions on Facebook Federated Digital Solutions on LinkedInSee omnystudio.com/listener for privacy information.

This week, Shannon Allen and Krystal Vivian discuss the art of creating streaming ads for OTT platforms that  will capture viewers' attention and drive results. They talk about the fundamental differences between OTT advertising and traditional TV ads, common mistakes businesses make when creating OTT ads and how to craft compelling stories that connect with targeted audiences. And of course, they always bring it back to the ROI at the end. Read Federated Digital Solutions' blog Federated Digital Solutions on Facebook Federated Digital Solutions on LinkedInSee omnystudio.com/listener for privacy information.

For Tip Tuesday this week, Shannon shares a tip from Rory Kemerer, senior digital marketing consultant, about why video is especially critical for businesses that offer services. Read Federated Digital Solutions' blog Federated Digital Solutions on Facebook Federated Digital Solutions on LinkedInSee omnystudio.com/listener for privacy information.

This week, Shannon shares a tip from Hannah Purucker, campaign specialist, about why it's important to have an omnichannel approach to your marketing plan. Read Federated Digital Solutions' blog Federated Digital Solutions on Facebook Federated Digital Solutions on LinkedInSee omnystudio.com/listener for privacy information.

If you feel like you're spending hours creating social media content just to see your reach and engagement sink lower every month, this episode is for you! This week, Shannon Allen and Krystal Vivian dive deep into what matters to the social media algorithms, why your content isn't showing up and how to create content that the algorithms want to put in front of your target audience. Read Federated Digital Solutions' blog Federated Digital Solutions on Facebook Federated Digital Solutions on LinkedInSee omnystudio.com/listener for privacy information.

Happy Tip Tuesday! This week, Shannon shares a tip from Joe Kuharic, social media specialist, about the most important factor in getting quality output from AI tools like ChatGPT or Claude. Read Federated Digital Solutions' blog Federated Digital Solutions on Facebook Federated Digital Solutions on LinkedInSee omnystudio.com/listener for privacy information.

For Tip Tuesday this week, Shannon shares a tip from Katie Houser, senior campaign manager, about the importance of cutting through the clutter of data in your marketing reports.  Read Federated Digital Solutions' blog Federated Digital Solutions on Facebook Federated Digital Solutions on LinkedInSee omnystudio.com/listener for privacy information.

Happy Tip Tuesday! This week, Shannon shares a tip from Angela Todd, senior digital marketing consultant, about how digital marketing can help you stretch your marketing dollars and get tangible results.  Read Federated Digital Solutions' blog Federated Digital Solutions on Facebook Federated Digital Solutions on LinkedInSee omnystudio.com/listener for privacy information.

Wow, it's been two years since we launched our podcast! This week, Shannon and Krystal look back at the last two years of the show, talk about what they've learned, and share some exciting information about future plans for the show. Read Federated Digital Solutions' blog Federated Digital Solutions on Facebook Federated Digital Solutions on LinkedInSee omnystudio.com/listener for privacy information.

For Tip Tuesday this week, Shannon shares a tip from Karlie Mandigo, senior digital marketing consultant. Karlie's tip is about how businesses can save time on their social media content while also publishing more effective content. Read Federated Digital Solutions' blog Federated Digital Solutions on Facebook Federated Digital Solutions on LinkedInSee omnystudio.com/listener for privacy information.

Happy Tip Tuesday! This week, Shannon shares a tip from Lisa Sikkema, regional sales manager, about how businesses can use the first party data on previous customers to build a marketing strategy that boosts revenue. Read Federated Digital Solutions' blog Federated Digital Solutions on Facebook Federated Digital Solutions on LinkedInSee omnystudio.com/listener for privacy information.

Balancing work and motherhood can be a challenge, especially for moms of young children. At FDS, many of our team members are working moms with kids of all ages. In honor of Mother's Day in May, Shannon chats this week with Rory Kemerer, digital marketing consultant, and Hannah Purucker, campaign specialist, about how they balance working and spending time with their kids.  Read Federated Digital Solutions' blog Federated Digital Solutions on Facebook Federated Digital Solutions on LinkedInSee omnystudio.com/listener for privacy information.

Happy Tip Tuesday! This week, Shannon shares a tip from Heather Riley, Director of the Campaign Team, about the importance of bottom funnel keywords in your search engine marketing campaigns. Read Federated Digital Solutions' blog Federated Digital Solutions on Facebook Federated Digital Solutions on LinkedInSee omnystudio.com/listener for privacy information.

Happy Tip Tuesday! This week, Krystal Vivian, Director of Social Media and Content Marketing, shares a tip about how to create compelling, engaging and successful social media videos. Read Federated Digital Solutions' blog Federated Digital Solutions on Facebook Federated Digital Solutions on LinkedInSee omnystudio.com/listener for privacy information.

Search engine results pages are now showing AI-generated summaries of search results to help consumers find the answers they're searching for. But how does that impact paid search ads? This week, Shannon and Krystal discuss how AI is impacting search engine marketing, and what business owners need to do to make sure their SEM ads continue to drive a high ROI. Read Federated Digital Solutions' blog Federated Digital Solutions on Facebook Federated Digital Solutions on LinkedInSee omnystudio.com/listener for privacy information.

Happy Tip Tuesday! This week, Shannon shares a tip from Lisa Sikkema, regional sales manager, about why the research stage of the consumer journey is so important — and how to make sure your marketing is meeting consumers in the research stage. Read Federated Digital Solutions' blog Federated Digital Solutions on Facebook Federated Digital Solutions on LinkedInSee omnystudio.com/listener for privacy information.

Happy Tip Tuesday! This week, Shannon shares her own tip about how to tell if your marketing budget is being invested appropriately to match consumer behavior. Read Federated Digital Solutions' blog Federated Digital Solutions on Facebook Federated Digital Solutions on LinkedInSee omnystudio.com/listener for privacy information.