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Leading the Way for Women in Digital Marketing: Sara Malo's Vision
Sara Malo is the President/COO of LinkUnite, a community of executive women in digital marketing and the VP of Partnerships at Lead Generation World. She started LinkUnite in 2022 with Amanda Farris after realizing
that there was a need for support and representation for executive women in the male-dominated digital marketing industry. Malo and Farris both have over 30 years of experience in the industry and are dedicated to providing value to their members, partners, and ambassadors. Malo
has seen significant changes in the industry's gender representation and equality over the years, from the days when the only women representation was booth babes at events to now having women owners, Presidents, and CEO's at the forefront. "We often wondered why it was so male-dominated and how there wasn't any support out there for the executive women in the space,” Sara told us. She is excited about the progress that has been made but acknowledges that there is still a long way to
go. Sara is clear about what her mission is: “We want to see more brilliant women delivering content at the industry events." As a single working mom, Malo believes in not seeing things as challenges or as negative but instead choosing to focus on the positive. She is a very busy person
but manages to be a present mother by working from home full-time and being a master of multitasking. She enjoys running, hiking, and blogging, believes it is essential to make time for hobbies and interests outside of work. “I start every day hiking my two dogs (Luna and London) in the woods and catching the morning sunrise,” she told ADOTAT. “This gives me time to get fresh air and figure
out how to attack my day. I do my best thinking in the early morning hours. Oftentimes I am texting or skyping Amanda and Mike with new ideas that pop into my mind. I love that they get to wake up to this as they are both on different time zones.” Blogging is another hobby that she finds therapeutic, and she does it to get her thoughts out, “even if no one reads it.” Aside from her hobbies,
Sara is also passionate about community involvement. She chairs a local scholarship committee that has given out $500,000 to graduating seniors, and she enjoys writing letters of recommendation for young people heading off to college. Sara also serves as the President of her local athletic boosters association, which supports student athletes and athletic programs. She believes that volunteering is essential and finds it to be one of the most rewarding experiences, second only to being a
mother. According to Sara, "I think my biggest pet peeve is when people say they don’t have time to volunteer. My response is to make time and give back." She emphasizes the importance of being a role model and leading by example, especially for young people. By volunteering in her community, Sara feels that she is making a positive impact and contributing to a better society. Malo's latest project is the LinkUnite Mentor Program (L.I.N.K.), which she launched with Kathy Yang from Digital Moses and a young college student named Emma. The program aims to ensure that industry knowledge is passed on to the next generation, and Malo encourages anyone interested to reach out to her. Malo approaches business development in the marketing events industry by listening to what her clients need and being a good person they want to talk to. She takes time to understand their business and how events can help them with growth and ROI, with the value being the number one component. Her expertise in sales, client success, and business development has been
instrumental in her current role as the President & COO of LinkUnite. She creates her approach, which focuses on building strong relationships and always making herself available to brainstorm a new idea with clients. She has worked with many clients, some of whom have become close friends over time.
As the Vice President of Partnerships at Lead
Generation World, Malo is responsible for creating partnerships with industry players and finding the right sponsors for events. She has a vast network and works to bring in sponsors that are a good fit for the event and provide value to attendees. She is also responsible for creating and executing on-site sponsorship programs. She sees that performance marketing is a rapidly growing
industry with endless possibilities for innovation and development. She says, "Performance Marketing is very unique and rapidly growing. I am still learning something new daily and I only see digital marketing growing from here on out." When it comes to her personal brand, Sara says it has been the “key to her success.” She used to work behind the scenes, but she wanted to be known and give
back some goodness. She believes that every post, picture, video, podcast, etc. that she puts out into the world comes from a genuine place, and she takes pride in that. " Sara also emphasizes the importance of networking in the marketing events industry. She believes that it is essential to be visible and have in-person conversations, particularly when it comes to business development. As
she puts it, "I am in the part of my career where I only surround myself with good people.” She believes that good people can make a significant impact in the industry, and she only surrounds herself with those kinds of people. “At our most recent LinkUnite II Event we asked our members to meet us on the beach,” remembered Malo, “We sat in a large circle and we asked our members to share
their story. Tell us how they got here both personally and professionally. We had tears, laughter and so many emotions. Giving these women the opportunity to speak and share was life changing. Definitely my most cherished accomplishment thus far.” Malo is a sought-after speaker and has spoken at many industry events over the years. She has also won several awards, including the Affiliate
Summit Pinnacle Award for Industry Advocate in 2018. Malo is passionate about giving back to the industry and has served as a mentor to many young professionals over the years. You can link up with her here. |
All the news you need today, in a format that isn't TL:DR, summarized for the busy executive.
FD Mediagroep and BNR have conducted a study on the effectiveness of different audio channels, including podcasts, as an advertising medium. Working with Brand Metrics, a unique methodology was developed to determine the impact of radio, livestream, and podcasts on brand key performance
indicators such as awareness, consideration, preference, and intent. The study found that combining radio, livestream, and podcasts resulted in the highest brand lift, while livestream and podcasts together performed best for increasing brand consideration and preference. Additionally, shorter campaigns of less than 20 seconds were more effective in delivering brand lift. Advertisers and agencies can now use this study to measure the impact of their audio campaigns and apply insights to
future campaigns. The white paper detailing the study's results is available for download. Twilio, the enterprise software company, is set to lay off
17% of its staff, affecting around 1,400 employees, just months after cutting 11% of its staff in September. The move is part of a reorganization of the company into two units, one focused on communications software and another on data analytics software. CEO Jeff Lawson attributed the need for the cuts to the company's slowing revenue growth and the need to become more efficient. Personal endorsements via host-read ads in podcasting have seemingly not been subject to much regulatory scrutiny to date. The Federal Trade Commission (FTC) has never handled cases involving podcast ads or sent warning letters, according to spokesperson Juliana Gruenwald Henderson. However, the agency has sent a “Notice of Penalty Offenses” to hundreds of companies, including iHeartMedia, SiriusXM, and Stitcher, warning them against using
endorsements to deceive consumers. The Premier League and Electronic Arts (EA) are reportedly close to doubling the rights fees under their current deal, with a six-year extension worth nearly $600 million. The Premier League will receive $97 million annually, nearly $5 million per team. EA has made deals with over 300 partners,
including La Liga, UEFA, and MLS, and wants to continue its commercial relationship with the Premier League, which dates back to 1998. The title, which will now be called "EA Sports FC," has generated over $20 billion in sales in the last 20 years. News Corp. is cutting over 1,000 jobs, 5% of its workforce, amid a difficult economic environment
and rising interest rates. CEO Robert Thomson says that the job cuts, expected to save the company $30 million, will be completed by the end of the year and will help create a solid platform for future profitability. The company reported falling earnings in its fiscal Q2, with a tough advertising environment, and acknowledged it is still in talks to sell its digital real estate unit. The near-term outlook is also challenging due to higher costs, supply chain pressures, and inflationary
pressures. Shopify has released over a hundred updates to its Shop App, designed to make the mobile shopping experience smoother and more streamlined. The new features include Shop Minis, which allows developers to extend the Shopify app functionality to the Shop App, Shop Store customizations for branding, Shop Cash campaigns for
targeting high-value customers, and Sign in with Shop to identify these customers earlier in the buying process. Shopify has also introduced a one-page checkout and a drag-and-drop Checkout Editor to build an entire checkout experience without the need for coding. These improvements are aimed at boosting sales and reducing abandoned carts on smart devices for Shopify merchants and developers. "Deinfluencing" is a new trend on TikTok where people push back against trendy products promoted by influencers and instead promote less expensive alternatives. This trend has led to a discussion about the impact on influencers, whose brand deals make up a multi-billion dollar industry. Some marketers believe that this trend is still influencing by another name. People are deinfluencing themselves to save money and think more
consciously about their purchases, especially given the current economy. Influencers and social media marketing managers such as Emma Austin are promoting the idea of putting the power back into the hands of consumers. Austin believes that in order to resonate with consumers during a time of deinfluencing, brands should work with influencers who are very specific to their niche and have a good reputation in their community. Engaged Nation, a digital marketing firm focused on employee engagement solutions, has partnered with IHUBApp, an award-winning hub-based app platform that has been shown to increase employee engagement by up to 195%. The IHUBApp platform uses the latest in progressive web app technology and automation to streamline and enhance team communications, increase engagement, and improve productivity. The
REACH™ TEAM platform powered by IHUBApp is now available exclusively through Engaged Nation and is expected to create a measurable return on investment for clients. The partnership between Engaged Nation and IHUBApp is seen as a major step forward in using technology to improve employee engagement and productivity in a variety of industries. Priceline is introducing its new brand platform, "Go To Your Happy Price," during Super Bowl LVII through a series of commercials and digital ads. The pre-game spots feature brand ambassador Kaley Cuoco, while digital ads will be available starting at kickoff, with interactive elements accessing over $5 million in travel deals. The platform aims to capitalize on the resurgence in travel and the trend of "revenge travel," as well as offer affordable options amid inflation.
The campaign will also include takeovers of Meta, TikTok, and YouTube, influencer marketing, audio and podcast ads, and the release of the theme song on streaming platforms. This is Priceline's first work with its new creative agency, Mirimar. Elon Musk, the CEO of Twitter, has instructed employees to halt new feature development and focus on
maximizing system stability and robustness after an hour-long outage on the platform on Wednesday. The outage affected the ability of users to tweet, send, or read direct messages. With the upcoming Super Bowl, the CEO emphasized the importance of fixing the platform's stability issues. |
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Yahoo is planning to lay off more than 20% of its workforce, with over 50% of its ad tech employees losing their jobs, over 1600 people, as part of its restructuring of the ad tech unit. The cuts will mark the end of Yahoo's attempt to compete with Google and Meta for digital advertising
dominance. READ MORE
The year 2022 and 2023 will be remembered as a time of interesting and controversial decisions in the entertainment industry. With the recent merger between Warner Bros and Discovery, there have been numerous changes and headline-making moves that have left many in the industry scratching their
heads. One such decision was the initial plan to merge the streaming services of HBO Max and Discovery+. Instead, Discovery+ will remain a separate streamer, as the company fears that many subscribers would not be willing to pay the increased fee for the new mega channel. READ MORE NOW
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GumGum, a leading global digital advertising platform, has announced a new accreditation from the Media Rating Council
(MRC) for its contextual intelligence platform, Verity™. The MRC has granted Verity™ a new accreditation for the measurement of English-language content-level classification and URL reporting through the Verity™ API for Connected TV (CTV). This new accreditation adds to GumGum’s existing MRC accreditations, which include classification and reporting for desktop and mobile web. “The addition of accredited content-level classification for CTV to GumGum’s existing MRC accreditations is a noteworthy achievement,” said George W. Ivie, the Executive Director and CEO of the MRC. “It speaks to GumGum’s commitments to both transparency and innovation, and we’re pleased that advertisers and others now have the benefit of an MRC-accredited solution to help them navigate this critical emerging space.” READ MORE
The world of video games and advertising has changed dramatically in recent years, with
big brands and marketers taking note of the massive success of popular games like Fortnite and using them to target specific audiences with their advertising. This is a big shift from the past, where video games were seen as just a form of entertainment for children and teenagers, and marketers were hesitant to invest in this type of advertising. But now, with more than 80% of gaming adults saying they would be interested in seeing a brand advertise within a game, the trend has shifted towards
in-game advertising. So, what is driving this trend towards in-game advertising and why are brands so interested in using video games to reach their target audience? To answer these questions, it’s important to understand what makes video games so appealing to consumers and how they can be used to reach them. READ MORE OF THIS STORY |
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