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Lunch & Learn: The Digital Landscape in 2022 & Beyond

Wednesday, March 16, 2022 (12:00 PM - 2:00 PM) (EDT)

Description

Have you been wondering whether a digital advertising program might be the right fit for your organization, but aren’t sure where to start? Or have you been reading about the “cookie-pocalypse” and you’re looking for more in-depth insight than just “hot takes”?

Whether you’re new to digital advertising or you’re an experienced digital marketer, we’re excited to convene a conversation around the future of digital advertising in “The Digital Landscape in 2022 and Beyond.”

This session will give an overview of the primary tools in the direct marketer’s digital advertising toolbox; outline how ad tech is changing; and provide insight into how our direct marketing strategies can evolve along with it.

Attendees will understand:

  1. Digital advertising 101 – what are the primary tools in your digital advertising toolbox as a direct marketer for building brand awareness, growing your email/SMS list, and raising funds?                                                              
  2. How digital advertising is changing – what you need to know about iOS14, the “cookie-less future,” and more   
  3. Strategies for adapting to a changing digital landscape – though ad tech is evolving, our audiences are still spending time online, so how do we continue to reach them effectively?     

Bethany Riley, Vice President of Client Services, Further

Bethany is Further’s Vice President of Client Services and she also manages multi-channel media buying and strategy for several of Further’s top clients. 

Prior to joining the team at Further, Bethany served as the Advertising Operations Manager at a political digital media agency, where she held a dual role of developing digital strategy for political campaigns and supervising the Digital Operations team in Washington, D.C. 

At Further, Bethany oversees a team of Media Managers, Account Directors and leads strategy for two large clients. She is experienced in pairing digital with DRTV, running advocacy and non-advocacy lead gen programs, and growing digital P2P efforts in addition to her background in paid media advertising.

Through her marketing career, she has managed a wide array of digital campaigns, including campaigns for down-ballot candidates, state-wide candidates, and issue-specific representatives like the AFL-CIO and SEIU. She has also worked with leading non-profits including International Rescue Committee, Amnesty International, Toys for Tots, and No Kid Hungry among others. Her analytical experience and determination to problem-solve are key elements helping Further to extend our proven record of providing innovative marketing solutions to clients.

Bethany is a graduate from The Catholic University located in Washington, D.C and holds a degree in Political Science. When not working, she can be found making homemade pasta, playing the piano, or taking long runs. She currently resides in Annapolis, Maryland with her fiancé and 2 year old lab-mix, Penny. 


Mary Anderson, Director of Media Buying, Further

Mary serves as a Senior Account Director and, due to her experience and skill sets, is typically assigned to larger, more complex accounts. 

Mary kicked off her career managing the in-house paid search account and affiliate marketing program for Publisher’s Clearing House. After transitioning to the agency world, she spent time working on the paid search team at a direct response agency in New York City before moving to Baltimore to help grow the digital media team at a full-service agency. In the years following Publishers Clearing House, Mary further honed her skills in search and added social media and programmatic advertising to her digital expertise. 

At Further, Mary oversees a team of Media Managers and leads the strategy of one of Further’s largest and most complex clients, along with managing the growth of several smaller clients. She has expertise in creating strategic campaigns focused on fundraising, lead generation, P2P marketing, Latinx Outreach programs and Planned Giving. 

Over the course of her career, Mary has worked with brands ranging from large global corporations like Kimberly-Clark and Under Armour to diverse non-profits like Defenders of Wildlife, Catholic Relief Services, and Marine Toys for Tots. Her experience across a wide breadth of verticals and with clients that typically have media budgets of $4 million+ inspires her to develop customized media plans and strategic blueprints for clients while continuing to find new, compelling testing opportunities. 

Mary is a graduate of the State University of New York College at Oneonta with a degree in Communication Studies and she currently lives on Long Island, NY. In her free time, you can find her doing one of her favorite outdoor activities like skiing, hiking, sailing or just lounging on the nearest beach. She’s mildly addicted to her Peloton and loves to spend as much time with her nephew, Mack, as possible. 

Service Employees International Union (SEIU)
1800 Massachusetts Avenue, NW 2nd Floor
Washington, DC 20036 United States
Event Contact
Angelica Sullivan
(703) 689-3629
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Wednesday, March 16, 2022 (12:00 PM - 2:00 PM) (EDT)
Categories
Education - Seminars, Workshops, Tutorials
Registered Guests
19
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