In this conversation, Casey Watkins of Sith Marketing, Kevin Adams of Predictive Online Marketing, and Sarah Ciociola, the Paid Media Director at PCG Digital, discuss trends in paid media, especially within the automotive industry. Sarah shares her journey into marketing, emphasizing how her career path led her to specialize in automotive marketing and paid media. She explains the challenges of shifting dealerships from traditional sales-focused ads to more humanized, video-centric content strategies, highlighting the importance of building trust through relatable and engaging video content. Sarah’s agency is pushing innovative approaches, such as TikTok ads and dynamic creative, especially as platforms like TikTok become central to reaching Generation Z and younger millennial consumers.

The discussion also touches on industry changes, such as privacy-first advertising, the growing importance of video across platforms, and the need for businesses to hire in-house content creators to keep up with the demand for dynamic, personalized content. Sarah emphasizes the need for cross-channel consistency in marketing efforts and how her agency works closely with clients to ensure seamless integration of content, SEO, and social media. She concludes by discussing the importance of staying informed through learning days and continuous education in the rapidly evolving world of digital marketing.