Digital Marketing ROWhy?

The 2026 midterms are projected to top $10.8 billion in political ad spend, the highest in US history, and Michigan alone accounts for more than a billion of it. So where should that money actually go? In this episode, Shannon Allen and Krystal Vivian break down why broadcast TV no longer reaches the voters campaigns think it does, and how streaming and CTV have changed the math. Streaming now own...

37% of consumers are now starting their searches on AI tools like ChatGPT, Perplexity, and Gemini instead of Google — and that number has doubled in less than a year. So what does that mean for your business? In this episode, Shannon and Krystal break down exactly how AI decides which local businesses to recommend, and what you need to have in place to be one of them. It comes down to three...

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 cov...

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 a...

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,...

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 fo...

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, streami...

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 t...

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...

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 sp...

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 fo...

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 traditio...

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,...

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 m...

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...

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 T...

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 ensu...

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 LinkedIn See 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 throu...

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 LinkedIn See 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 LinkedIn See 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 act...

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 LinkedIn See 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 LinkedIn See 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 LinkedIn See omnystudio.com/listener for privacy informat...