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CT Expo Panel: Traditions, Innovations & New Trends in Digital Advertising

CT Expo Panel: Traditions, Innovations & New Trends in Digital Advertising

On Thursday June 6th I had the opportunity to be one of three panelists at the CT Business Expo. Our panel gave audience members an opportunity to ask questions about their businesses as it relates to marketing today. Here are some key takeaways from the discussion.

Marketing Mix:

As businesses we cannot just rely on one strategy for marketing our companies; we need a mix of tactics. Fellow panelist Gary DeCavage of Shirt Man shared with the crowd his thoughts on the importance of subtle touches like personal notes and picking up the phone. Additionally, Gary reminded the audience that print is not dead. People still like getting something physical to refer to. I chimed in and built on Gary’s point that print can be a great help if you can also tie it into a digital tracking component.

Printing companies today can give users unique URL’s to go to for special messaging and if you can’t go that far, I recommend adding a follow-up to print that can only be accessed via the web. It’s a great way to track that your print is working. When we create direct mail pieces, or even certain Google AdWords, campaigns we recommend using call tracking like CallRail. This lead us to another big takeaway; Metrics.

Tracking Success and Metrics:

No matter what strategies you use in your marketing mix, you need to know what’s working and what is not working. There are ways to add metrics to digital and offline strategies. This is something many people neglect to review as part of the planning process. Shawn Limata of CASEITUP shared some of his stories with the audience about testing and tracking to increase sales on his website.

I gave the crowd a few to-do’s:

  • Make sure you have Google Analytics on your website.
  • Ensure that you have Goal Tracking enabled on their forms and checkout pages to see what sources were converting on their website.
  • If you’re using Facebook ads, add the tracking code from Facebook to your website to track the conversions from ads.
  • Check out Google Optimizer to A/B test your images to enhance your conversions.
  • Make sure tools are integrated. For example, Google AdWords connects into your Google Analytics to see what’s working.


During the panel there were many questions about targeted audiences. All three of us had a little something to say, but we all agreed it is important to segment your audience to connect proper messaging. If you have multiple industries or demographics, creating different print pieces, web-landing pages or text messaging strategies is a great way to ensure success. Audiences need to know that you understand them and their specific needs. This strategy can often take a bit more time and energy, but the ROI will be much higher. With today’s digital tools, this is easier than ever before.

If you have questions about anything discussed here or you are just feel you’re not getting the most from your digital strategies. Schedule a free consultation.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office