Planning Your 2026 Marketing Budget: Part 2

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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Episoder(100)

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

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

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 b...

25 Jun 36min

Mid-Year 2026 Marketing Check-In: What's Working and What's Changing for the Rest of the Year

Mid-Year 2026 Marketing Check-In: What's Working and What's Changing for the Rest of the Year

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 whil...

11 Jun 22min

Netflix Said It Would Never Run Ads. Now 190 Million People Are Watching Them.

Netflix Said It Would Never Run Ads. Now 190 Million People Are Watching Them.

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 bre...

4 Jun 24min

REPLAY: The 2026 Digital Marketing Landscape: AI Search, Connected TV, and Privacy-First Targeting

REPLAY: The 2026 Digital Marketing Landscape: AI Search, Connected TV, and Privacy-First Targeting

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, ...

14 Mai 31min

AI Didn't Kill Paid Search. It Made It More Valuable.

AI Didn't Kill Paid Search. It Made It More Valuable.

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 202...

23 Apr 17min

Cable Is Losing 3,500 Customers a Day. Is Your Marketing Budget Keeping Up?

Cable Is Losing 3,500 Customers a Day. Is Your Marketing Budget Keeping Up?

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...

9 Apr 25min

How Your Business Listings Could Be Costing You $21,000 a Year

How Your Business Listings Could Be Costing You $21,000 a Year

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 ex...

27 Mar 25min

Location Intelligence: The Tool That Turns Foot Traffic Into Strategy

Location Intelligence: The Tool That Turns Foot Traffic Into Strategy

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 d...

12 Mar 17min

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