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Digital Marketing ROWhy?

Author: Federated Digital Solutions

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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


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209 Episodes
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Should You Stop Paid Search for AI Optimization?

Should You Stop Paid Search for AI Optimization?

2026-10-2923:28

As AI searches become more popular, many business owners wonder if they should move their paid search budget into becoming recommended by AI platforms. In this episode, Shannon and Krystal dive deep into the state of search in the age of artificial intelligence. How are people finding local businesses now? What makes ChatGPT, Claude, or Google AI Overviews recommend one business over another? And where do SEO, SEM, AEO, and GEO fit into a 2027 budget? If you’re planning your marketing spend for next year, this conversation will help you decide where your search dollars belong. Read Federated Digital Solutions' blog Federated Digital Solutions on Facebook Federated Digital Solutions on LinkedInSee omnystudio.com/listener for privacy information.
REPLAY: 37% of Consumers Are Starting Searches on AI. Is Your Business Showing Up?

REPLAY: 37% of Consumers Are Starting Searches on AI. Is Your Business Showing Up?

2026-10-0836:14

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 signals: accurate business listings across the web, a steady stream of recent reviews, and content on your website that AI can actually read and cite. They also get into how AI search is changing the value of your paid search ads in a big way. The businesses that are showing up in AI recommendations right now are being endorsed to consumers who are already primed and ready to buy. Krystal walks through AI Location Concierge, FDS's solution that brings all three signals together — so when someone asks ChatGPT or Perplexity to recommend a business like yours, you're the one they hear about. Read Federated Digital Solutions' blog Federated Digital Solutions on Facebook Federated Digital Solutions on LinkedInSee omnystudio.com/listener for privacy information.
How to Track Marketing ROI Without a Point-of-Sale System Or Perfect Data

How to Track Marketing ROI Without a Point-of-Sale System Or Perfect Data

2026-09-2726:36

Most business owners want to know their marketing ROI, but very few actually have the systems in place to measure it. On this episode of Digital Marketing ROWhy?, Shannon and Krystal break down what happens when a client doesn't have a point-of-sale system to tie sales back to marketing, and how they build a reliable ROI estimate anyway. They walk through the difference between hard numbers, industry benchmarks, and the hybrid approach they use most. This episode is for any business owner or marketing director who wants to know their marketing is driving revenue, not just clicks and impressions. Read Federated Digital Solutions' blog Federated Digital Solutions on Facebook Federated Digital Solutions on LinkedInSee omnystudio.com/listener for privacy information.
What Is Programmatic Audio and How Does It Work With Radio Ads?

What Is Programmatic Audio and How Does It Work With Radio Ads?

2026-09-1025:26

Programmatic audio is one of those terms that sounds more complicated than it is. In this episode of Digital Marketing ROWhy?, Shannon Allen and Krystal Vivian break down what programmatic audio actually means, how the buy works, and why it fits so naturally alongside the radio advertising businesses are already running. They walk through the audio consumer journey and explain how ads get placed across streaming music, podcasts, sports, broadcast radio and audiobooks without a business having to pick one platform. And of course, they bring it all back to what the ROI is for local businesses who include programmatic audio in their marketing plans. Read Federated Digital Solutions' blog Federated Digital Solutions on Facebook Federated Digital Solutions on LinkedInSee omnystudio.com/listener for privacy information.
Digital Essentials: What Belongs In Your Digital Marketing Starting Lineup

Digital Essentials: What Belongs In Your Digital Marketing Starting Lineup

2026-08-2437:44

Digital marketing has gotten too big for one person to be the expert at all of it. Shannon Allen and Krystal Vivian introduce Digital Essentials, four digital products built to work alongside the marketing a business is already doing: digital audio, Live Sports CTV, AI Location Concierge, and social management. Each one solves a problem most local businesses are dealing with right now, from getting recommended in AI search to reaching sports fans who have already cut the cord. That's exactly why we're launching these solutions for Federated Media's radio marketing experts to offer to their clients. If you're building your digital marketing lineup, these four are the starters. Read Federated Digital Solutions' blog Federated Digital Solutions on Facebook Federated Digital Solutions on LinkedInSee omnystudio.com/listener for privacy information.
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