Digital Silk, an award-winning digital agency, is calling on B2B companies to correct a common misconception: equating brand design with brand strategy. Based on insights from their latest article, the agency stresses that successful branding begins with a strategic foundation. Without this, branding efforts often fall short of aligning with buyer behavior or supporting long-term business goals.

The Branding Misconception in B2B

Many B2B firms continue to prioritize visual elements without considering strategic alignment. Digital Silk reveals key insights that spotlight the issue:

• 77% of B2B marketers believe branding is vital for growth, yet many still focus more on visuals than on strategic clarity.

• 95% of buyers are not ready to make a purchase at any given time, reinforcing the need for long-term brand trust and recall.

• Strong branding is no longer about just having a clean logo or modern website—it’s about creating relevance, differentiation, and resonance with buyers.

Quote Highlight:
“B2B buyers are demanding more than just clean visuals or vague mission statements,” says Courtney Bozigian, VP of Brand and Creative at Digital Silk. “Your brand needs clear positioning, real differentiation, and a story that speaks directly to buyer pain points.”

Common Gaps in B2B Brand Strategy

Digital Silk identifies several key areas where B2B companies fall short:

• Heavy investment in logos or websites without internal messaging clarity

• Lack of well-defined buyer personas and competitive positioning

• Misalignment across departments and touchpoints, leading to brand inconsistency

Supporting Data:

• 80% of B2B buyers say trust influences purchase decisions

• Only 37% of B2B marketers have a documented brand strategy

These figures reveal a clear disconnect between branding efforts and what buyers actually need.

Elements of a Strategic Brand Foundation

A robust brand strategy should anchor all marketing and sales efforts. According to Digital Silk, this includes:

• Defined buyer personas and messaging matrices tailored to different stages of the buyer journey

• Clear brand architecture and a unique positioning statement

• Tone of voice guidelines that match buyer expectations

• Internal alignment to ensure every department conveys a unified brand message

This strategic foundation supports lead nurturing, sales enablement, and overall brand clarity in a competitive market.

Quote Highlight:
“Companies that pause to invest in strategy first see stronger growth over time. In B2B, you need consistency and trust—without that, even great design falls flat,” adds Bozigian.

Aligning Content with Brand Strategy

Digital Silk notes that while 75% of B2B marketers invest in content marketing, a lack of cohesive brand strategy diminishes its impact. The solution:

• Align content with brand pillars that reflect buyer challenges and business objectives

• Use consistent messaging to reinforce brand identity and build trust across all touchpoints

• Conduct regular audits of brand strategy and messaging to identify and fix alignment gaps

As 2025 approaches, B2B companies must move beyond surface-level branding to establish a strategy-led identity. Digital Silk recommends:

• Auditing existing brand efforts

• Addressing internal misalignment

• Revisiting positioning across sales and marketing channels

By investing in brand strategy before design, B2B firms can create trust, drive growth, and position themselves effectively in an increasingly competitive digital landscape.

While cutting-edge AR and VR devices often capture media attention, the real drivers of long-term success in Extended Reality (XR) lie within the platforms that support them. According to ABI Research, the XR landscape is undergoing a transformation driven by AI, open ecosystems, and increasing demand across industries. The next five years will see a dynamic shift in major players, partnerships, and enabling technologies across the XR value chain.

Drivers Accelerating XR Growth

After years of fragmented progress, several new developments are positioning XR for scalable growth:

• Established market leaders such as Meta, Apple, and Google are strengthening their XR portfolios.

• The rise of AI-driven, no-display smart glasses is creating new use cases.

• Artificial Intelligence (AI) is enhancing both existing applications and unlocking new opportunities in XR experiences.

“The XR platform, including hardware, software, and services, will grow and mature to support an expected increase of users and use cases across market segments,” says Eric Abbruzzese, XR Markets and Technologies Research Director at ABI Research.

Market Forecast: Surge in XR Device Adoption

ABI Research forecasts robust growth for XR devices, particularly in new product categories:

• Over 80 million XR device shipments are projected by 2030.

• AI-powered, no-display smart glasses are expected to grow at a 48% CAGR through 2030.

• Meta's Ray-Ban AI glasses currently lead the market, but more competition is expected to emerge.

This shift highlights the rising consumer and enterprise interest in intelligent, non-intrusive XR wearables.

Enabling Technologies and Ecosystem Expansion

As XR hardware adoption increases, supporting platforms will need to evolve in tandem:

• Key enabling elements include operating systems, app/content stores, developer tools, and AI-based services.

• Leading technology incumbents—Meta, Apple, Google—are building comprehensive, end-to-end XR platforms.

• Strategic partners like Samsung (hardware) and Qualcomm, Mediatek (chipsets) will play critical roles in delivering complete XR solutions.

“To support these devices, the enabling elements attached to them… will grow in kind,” notes Abbruzzese.

Platform Strategy: From Silos to Open Ecosystems

ABI Research emphasizes the importance of cross-platform compatibility and openness in XR success:

• Siloed XR platforms will struggle to scale in a competitive market.

• Cross-platform, hardware-agnostic, and open-source technologies will gain momentum.

• Companies must support a broad range of technologies and invest in strong partner ecosystems to remain competitive.

“An open relationship between these segments across the entire XR ecosystem is critical,” says Abbruzzese. “The market favors open and interoperable platforms.”

ABI Research’s latest findings underscore the evolving nature of the XR industry. With AI integration, strategic partnerships, and open technologies at the forefront, the future of XR platforms will rely less on the hardware alone and more on the agility and breadth of the supporting ecosystems. As adoption grows, businesses in the XR space must prioritize interoperability, content development, and partner collaboration to scale successfully into 2030 and beyond.

reVolver Podcasts, a multicultural digital audio network headquartered in Dallas, has announced a strategic international partnership with AmericaTV, one of Peru's leading television broadcasters. This collaboration marks a major milestone as AmericaTV enters the global digital audio market for the first time. Through this partnership, three of AmericaTV’s most acclaimed productions will be transformed into immersive podcasts, available to listeners worldwide via the reVolver platform.

AmericaTV’s Global Audio Debut

The partnership introduces international audiences to gripping Peruvian storytelling through three compelling productions:

• Valiente Amor – A tragic romantic drama based on Aves sin nido, the iconic Peruvian novel by Clorinda Matto de Turner.

• Machu Picchu, La Joya Del Emperador – A captivating historical docuseries commemorating the 100th anniversary of Machu Picchu’s rediscovery.

These stories are poised to connect global listeners with the depth and richness of Peruvian history, culture, and drama.

Valiente Amor: A Timeless Tragic Romance

Produced by Michelle Alexander for América Televisión in 2016, Valiente Amor brings classic Peruvian literature to life. The telenovela features a stellar cast including:

• Stephanie Orúe and Nicolás Galindo in lead roles

• Standout performances by Sofía Rocha, Miguel Ángel Álvarez, Andrea Luna, and Nikko Ponce

With themes of love, injustice, and perseverance, the adaptation captures the emotional depth of the original novel while making it accessible to a new, digital-first audience.

Machu Picchu: Exploring History Through Audio

Machu Picchu, La Joya Del Emperador is a two-part audio docuseries filmed across Lima, Cusco, and New York. The production explores:

• The legacy of Pachacútec, the visionary Inca ruler

• The historic journey of Hiram Bingham, credited with the modern rediscovery of Machu Picchu

• The blend of myth, history, and archaeology that surrounds this ancient wonder

The series offers a unique, immersive audio experience, combining expert narration and location-based storytelling to transport listeners across time and space.

A Strategic Move for Global Reach

This initiative underscores a growing industry trend—regional broadcasters expanding into global digital media. According to Jack Hobbs, President of reVolver Podcasts:

“This partnership with AmericaTV opens a new chapter for reVolver Podcasts and for the international content landscape. We're proud to introduce these powerful Peruvian stories to our global audience.”

AmericaTV, based in Lima, is widely respected for its quality entertainment, cultural programming, and news coverage. Its entrance into the digital audio space reflects:

• The rising global appetite for culturally rich storytelling

• A shift in media consumption toward on-demand audio content

• The need for media companies to diversify formats and platforms

The collaboration between reVolver Podcasts and AmericaTV marks a significant step in the evolution of global storytelling. By adapting beloved Peruvian productions for the podcast medium, the partnership bridges cultures and formats, offering listeners around the world an intimate experience of Peruvian drama and history. This move reinforces both companies’ commitment to innovation, multicultural engagement, and audience expansion in the digital age.

The World Communications Forum Association (WCFA) successfully hosted the Davos Communications Summit & Awards 2025 on April 10–11 at the Davos Congress Centre in Switzerland. Bringing together nearly 100 senior communication professionals, CEOs, academics, and policy advisors from over 20 countries, the two-day event tackled critical challenges and future trends in public relations, political communications, and AI integration.

With keynote speeches, panel discussions, and the debut of the in-person Davos Communications Awards Gala, the summit provided a comprehensive outlook on the evolving role of communications professionals in a fast-changing world.

Themes from the Summit

1. AI and the Future of Communications

The growing integration of Artificial Intelligence (AI) into communication strategies was a dominant topic. While AI offers tools to simplify tasks, experts like Paul Holmes of PRovoke Media emphasized the need for critical thinking and ethical oversight. He warned that overreliance on AI could dull strategic thinking, which is essential for guiding leaders through turbulent times.

2. Values-Driven Leadership and Influence

Lord Evans of Sealand, former General Secretary of the UK Labour Party, explored how values and identity shape public influence. Using the “funnel of causality” framework, he emphasized the need for communicators to engage with audiences at the level of cultural alignment and belief systems, rather than just through campaign visibility.

3. Trust and Ethical Responsibility in a Polarized World

Mary Beth West, a leading ethics strategist, addressed the increasing threat of ideological echo chambers in public discourse. She stressed the importance of protecting ideological diversity to maintain public trust and warned against labeling dissent as misinformation.

Highlights from the Panel Discussions

Over six panel sessions, more than 30 experts addressed crucial industry topics:

• AI and Digital Marketing: Exploring ethical deployment and creative strategy.

• Political Messaging & Crisis Communications: Insights from Laura Baxter, Mihael Cigler, Veronique Haller, and others.

• Culturally Tailored PR Strategies: Emphasizing regional adaptation in Africa, Eastern Europe, and the Middle East.

• PR in Wartime & Social Policy: Contributions from Ukrainian communicators such as Iryna Zolotarevych and Viroslava Novosylna.

• Emerging Markets & Youth Representation: Voices from Cameroon, South Africa, the UAE, and Ghana added global perspectives.

Participants included influential professionals such as:

• Stuart Bruce (UK), Mike Southon (UK), Guntram Kaiser (Germany), Catherine Hernandez-Blades (USA)

• Thabisile Phumo (South Africa), Chetna Krishna (Switzerland), Syed Bukhari (UAE), Bärbel Hestert-Vecoli (Germany)

• Kobi H. Osisiadan-Bekoe (Ghana), Melissa Buch (Switzerland), Diego Biasi (Italy)

The event also welcomed Mina Nazari from Iran’s Tabriz Power Distribution Company, showcasing WCFA’s truly global representation.

Davos Communications Awards Gala 2025

On the evening of April 10, WCFA hosted the first in-person Davos Communications Awards Gala, recognizing excellence in 24 categories across strategic communications. Key highlights included:

• Paul Holmes and Lord Evans of Sealand inducted into the WCFA Hall of Fame for lifetime contributions.

• United PR Association of Ukraine, led by Sergii Bidenko, honored for their courageous and impactful work in wartime.

The awards underscored the profession’s ongoing evolution—highlighting innovation, resilience, and leadership in communication.

Strategic Partnerships and Sponsors

The 2025 summit was organized in cooperation with the Public Relations and Communications Association (PRCA). It was supported by:

• Gold Sponsor: The #PREthics Community

• Silver Sponsor: Brain 4 Strategy

• Media Partner: PR Newswire, a Cision Group Ltd. company

The Davos Communications Summit & Awards 2025 showcased the transformative role of communications in shaping global narratives, advancing ethics, and navigating technological disruption. With leaders and thinkers from across continents sharing insights, the event reinforced WCFA’s role as a hub for dialogue, strategy, and professional excellence. As WCFA President Maxim Behar noted, the summit not only reflected the current state of global communications—but laid the groundwork for the future.

Looking ahead to 2026, the next edition of the summit promises to push even further into the frontiers of digital transformation, PR ethics, and global communications leadership.

Gateway Funnel Pros, a leading provider of specialized payment gateway solutions, has unveiled a new suite of services tailored specifically for marketing agencies using HighLevel (also known as GoHighLevel or GHL). Designed to tackle the unique challenges these agencies face with traditional payment processors, the solution provides secure, high-risk-friendly payment processing via seamless integrations with NMI and Authorize.Net.

This launch represents a critical step for digital marketers whose services are often flagged or restricted by mainstream platforms like Stripe, Square, and PayPal—offering them a path to uninterrupted operations and scalable growth.

The Problem: Payment Restrictions in the Marketing Industry

Why Traditional Gateways Fall Short

HighLevel has become the go-to CRM, funnel builder, and automation platform for digital agencies. However, many agencies find themselves suddenly denied, restricted, or banned by mainstream payment processors due to vague “acceptable use” policies. These limitations are especially common in niches considered "high risk" by financial institutions.

Agencies often experience:

• Sudden account terminations

• Frozen client funds

• Chargeback disputes with limited support

• Revenue loss and operational disruption

Such challenges can severely impact cash flow, client trust, and long-term agency growth.

The Solution: High-Risk Payment Gateway Integration for HighLevel

Stable Alternatives via Gateway Funnel Pros

Gateway Funnel Pros’ new program provides HighLevel users with payment solutions built from the ground up to support high-risk business models. Instead of forcing agencies to navigate the uncertainty of traditional gateways, the company offers custom-underwritten merchant accounts paired with robust, proven gateway technologies.

Agency owners can choose between:

• NMI Gateway Integration

• Authorize.Net Integration

Each option is specifically optimized for compatibility with HighLevel, offering flexibility, compliance, and hands-on support.

Integration Options: NMI & Authorize.Net

NMI Gateway: Simplicity and Scalability

NMI is a powerful, agency-friendly solution designed for ease of use:

• Direct connection to HighLevel dashboards

• Support for multiple merchant accounts across multiple campaigns

• Personalized onboarding with expert support

• Seamless operation even for agencies new to high-risk processing

This option is ideal for agencies looking for flexibility, fast implementation, and scalable infrastructure.

Authorize.Net: Trusted and Compliant

For those seeking a familiar name in credit card processing, Authorize.Net remains a gold standard. With Gateway Funnel Pros’ specialized underwriting:

• Agencies get custom-fitted merchant accounts aligned with their marketing services

• Integration support includes free personalized screen-share setup

• Lower error rates and a frictionless transition from traditional processors

This option caters to agencies in highly scrutinized verticals who need long-term reliability.

Founder Perspective: Solving a Real Industry Pain Point

Alex Roy, founder of Gateway Funnel Pros, explains the motivation behind the new offering:

“We understand the frustration and uncertainty agencies feel when Stripe or PayPal suspend their accounts. Our goal is to eliminate that risk. HighLevel agencies deserve payment processing that works with them—not against them.”

By combining deep knowledge of high-risk merchant processing with a deep understanding of HighLevel’s ecosystem, Gateway Funnel Pros provides a tailored, future-proof solution.

Beyond Integration: Expert Support and Long-Term Reliability

What Sets Gateway Funnel Pros Apart

This is not a plug-and-play solution left to users to figure out. Instead, the program includes:

• Merchant account underwriting tailored to agency needs

• Step-by-step implementation support

• Live troubleshooting via screen-sharing

• Ongoing updates and integration improvements

For agency owners who rely on HighLevel’s automation and CRM features, the ability to process payments seamlessly and securely is vital to business continuity.

Gateway Funnel Pros' new HighLevel payment integration program fills a critical gap for marketing agencies navigating a restrictive payment ecosystem. Whether you're scaling lead generation services, selling digital products, or operating in a niche flagged as “high risk,” this program offers the confidence and infrastructure needed to grow sustainably.

With NMI and Authorize.Net integrations, expert support, and custom-fitted merchant accounts, agencies no longer have to worry about frozen funds, denied accounts, or compromised revenue streams. It’s a solution built not just for compatibility—but for confidence.

In a move signaling its growing dominance in the digital marketing industry, Ignite Visibility has announced the acquisition of Outliant, a web development and digital marketing agency renowned for its technical capabilities and focus on multi-location businesses. The acquisition is a strategic step to expand Ignite Visibility’s service offerings and accelerate its mission of becoming the leading ‘national-to-local’ digital marketing partner.

With the integration of Outliant’s team, Ignite Visibility’s talent pool has now grown to over 350 professionals, reinforcing its ability to deliver end-to-end digital solutions to enterprise clients with complex needs.

Strategic Vision: Scaling National-to-Local Capabilities

Meeting the Needs of Multi-Location Clients

The acquisition responds directly to growing client demand for more comprehensive and technically sophisticated website management. Multi-location businesses often struggle with platforms and templates that fall short of meeting diverse regional needs, SEO performance targets, and localization standards.

By combining Ignite Visibility’s digital marketing leadership with Outliant’s deep technical acumen, the agency is now uniquely positioned to provide:

• Customized enterprise-level web development

• Scalable solutions across multiple CMS platforms

• Local SEO and discoverability enhancements

• Strategic digital asset management

This positions Ignite Visibility as a go-to agency for national brands looking to dominate local search results while managing digital assets at scale.

Leadership Commentary: A Natural Fit

CEO Perspective from Ignite Visibility

John Lincoln, CEO and co-founder of Ignite Visibility, emphasized the cultural and strategic alignment between the two companies:

"From the first day we met Outliant’s leadership, we recognized a shared commitment to excellence and innovation. Their capabilities in enterprise web and app development enhance our core strengths and will deliver greater value to every client we serve."

This alignment is expected to drive synergy across teams, accelerate integration, and unlock new growth opportunities.

Outliant’s Next Chapter

Erwan Lent, Co-founder of Outliant and now Senior Vice President of Technology at Ignite Visibility, also expressed enthusiasm about the acquisition:

"Joining Ignite gives our clients access to expanded resources and a broader suite of digital marketing services. The alignment in values and culture made this transition a natural one."

Lent’s leadership will be pivotal in scaling technical operations and bridging the transition for existing Outliant clients into the Ignite Visibility ecosystem.

Industry Implications: A Full-Spectrum Digital Partner

The Rise of National-to-Local Digital Marketing

The acquisition reflects a broader industry trend: the increasing complexity of digital marketing for multi-location businesses. These brands must manage:

• Individual location pages

• Hyper-local SEO and PPC

• Distributed reputation management

• Integrated CRM and analytics systems

Ignite Visibility’s expanded capabilities now address all these areas, making it a true full-spectrum partner for enterprise clients that require local agility with national strategy.

Enhanced Technical Infrastructure

Outliant’s legacy includes expertise in:

• Custom CMS development

• Progressive Web Apps (PWA)

• Responsive frameworks tailored to SEO

• API integrations and automation

These technical enhancements are crucial for supporting high-performing, scalable websites that meet both marketing and operational needs.

Transaction Details and Investment Backing

This is the second acquisition Ignite Visibility has completed since forming a strategic partnership with Mountaingate Capital in February 2023. The deal was supported by key legal and financial stakeholders:

• Morrison & Foerster LLP served as counsel to Mountaingate Capital

• Potomac Business Capital and Baker Donelson advised Outliant

• Capital Southwest Corporation provided financing for the transaction

The acquisition strategy reflects Mountaingate Capital’s commitment to scaling high-growth, founder-led companies in digital marketing and technology sectors.

With the acquisition of Outliant, Ignite Visibility continues to solidify its reputation as a premier digital marketing agency capable of delivering highly tailored, technically advanced solutions for enterprise and multi-location clients. By combining best-in-class web development with elite digital marketing, the agency is prepared to lead its clients through increasingly complex digital landscapes with confidence and innovation.

As the digital ecosystem evolves, the Ignite–Outliant partnership sets a new benchmark for how agencies can combine strategic marketing insight with deep technical execution to drive measurable business results.

OmniScale Media, a leading communications agency serving breakthrough technology brands, has announced the extension of its strategic partnership with the SC Conference, the world’s premier event for high-performance computing (HPC), networking, storage, and analysis. This two-year renewal affirms OmniScale’s central role in shaping the event’s narrative and amplifying its global reach, especially as the conference scales to new attendance records and technological frontiers.

Following successful collaboration on SC23 and SC24, OmniScale Media has been reaffirmed as the official communications contractor for SC25 (St. Louis, November 2025) and SC26. Backed by the IEEE Computer Society and ACM, the extension signifies a continued commitment to storytelling that captures the transformative power of supercomputing and emerging technologies like AI and quantum computing.

The Impact of a Growing Global HPC Forum

A Surge in Attendance and Global Visibility

The SC Conference has experienced exceptional growth, with SC24 drawing over 18,000 attendees—a 30% increase from SC23’s previous record. This rise reflects growing international interest in the scientific and commercial impact of high-performance computing, and underscores the importance of consistent, high-quality communications in supporting that momentum.

OmniScale Media’s renewed role positions the agency to maintain and expand this trajectory through:

• Strategic media relations

• Executive thought leadership content

• Event press support and coordination

• Media partner engagement

• Cross-functional collaboration with SC committees

These capabilities align with the SC Conference’s evolving goals of broadening accessibility and highlighting innovation across academia, industry, and government sectors.

Why OmniScale Media? A Partner with Deep Domain Expertise

Trusted Experience in Advanced Tech Communications

With years of experience representing cutting-edge HPC, AI, and quantum technologies, OmniScale Media brings unmatched understanding of the technical landscape and audience. Their ability to translate complex scientific ideas into compelling narratives makes them a uniquely qualified communications partner for the SC Conference.

As Matt Walters, CEO of OmniScale Media, explains:

“We’re honored to amplify the SC Conference’s mission through strategic storytelling and media engagement. The surge in attendance at SC23 and SC24 reflects not only interest in HPC but also in the human stories and solutions it enables. Our team is passionate about helping this community tell those stories.”

Continuity and Strategic Direction

Cristin Merritt, SC25 Communications Chair, emphasized the value of consistency:

“OmniScale’s familiarity with the SC ecosystem makes them invaluable. Their proven success and alignment with our vision ensures we continue to raise the bar in every aspect of conference communications.”

By extending the relationship, the SC Conference gains not just a vendor, but a strategic partner invested in long-term success.

The Road to SC25: "HPC Ignites"

Exploring the 2025 Theme

The theme of SC25, "HPC Ignites", reflects how high-performance computing is accelerating discoveries and revolutionizing industries—from climate science to aerospace, genomics, and AI-driven automation. Set for November 16–21, 2025, in St. Louis, Missouri, SC25 is expected to deepen its focus on how HPC fuels innovation and societal progress.

OmniScale Media’s communications strategy will aim to highlight:

• Breakthrough research and applications

• Inspirational stories from the scientific community

• Interdisciplinary advancements in AI, quantum, and exascale computing

• The growing economic and policy impact of HPC technologies

A Global Stage for Next-Gen Innovation

As HPC moves into public discourse and policy conversations, SC25 will serve as a key forum for dialogue. OmniScale’s role is to broaden reach beyond technical audiences and drive mainstream visibility for innovations unveiled at the event.

A History of Excellence and a Vision for the Future

Since its inception in 1988, the SC Conference has become the most influential gathering for the global HPC community, drawing researchers, engineers, developers, and thought leaders. From showcasing technical breakthroughs to forging public-private partnerships, the conference has consistently led the way in defining what computing can achieve.

Isaac Lopez, President of OmniScale Media, reflected on the personal and professional significance of the partnership:

“Since before I first attended in 2000, the SC Conference has represented the pinnacle of computing innovation. With this renewed partnership, we’re excited to help evangelize the community’s achievements and spotlight the technologies reshaping our world.”

The extended partnership between OmniScale Media and the SC Conference marks a significant investment in consistent, high-impact communication that supports the HPC ecosystem’s growth. As SC25 and SC26 approach, the collaboration will play a pivotal role in not only promoting the event itself, but also elevating the broader conversation around computing’s role in solving the world’s greatest challenges.

Through strategic storytelling, technical fluency, and media excellence, OmniScale Media is helping the SC Conference extend its influence far beyond the walls of its exhibition halls—igniting global curiosity and inspiring the next wave of technological advancement.

Southeastern Grocers, LLC (SEG)—the parent company of Winn-Dixie and Harveys Supermarket—has named Net Conversion as its new Media Agency of Record (AOR) following a highly competitive review process. Known for its data-first approach and media innovation, Net Conversion will now lead media planning, buying, analytics, and advanced attribution modeling for SEG.

This strategic partnership is designed to drive customer loyalty, acquisition, and growth by utilizing advanced data capabilities and a proprietary methodology that enables SEG to "do more with less." The collaboration reflects a shift in grocery retail marketing, with a heightened focus on omnichannel experiences, personalization, and ROI-driven strategies.

Why SEG Chose Net Conversion: A Competitive Edge in Media Innovation

A Shared Vision for Digital Transformation

SEG’s appointment of Net Conversion as AOR was fueled by shared goals around innovation, efficiency, and customer-centricity. According to Adam Kirk, SEG's Chief Customer and Digital Officer:

“Net Conversion brings the digital engagement and strategic storytelling expertise needed to ensure our message reaches the right audiences. Their ability to turn first-party data into actionable, targeted campaigns gives us a measurable edge in customer engagement and acquisition.”

Net Conversion’s “MORE” Methodology

At the heart of the agency’s approach is its proprietary “MORE” methodology, a media and analytics framework designed for modern retail brands:

• Model-centric: Prioritizes predictive modeling and real-time data for smarter media decisions.

• Omnichannel: Unifies customer journeys across online and offline media.

• Results-based: Focuses on attribution, conversion tracking, and ROI.

• Experiment-driven: Tests and refines strategies based on performance insights.

This approach is tailored to optimize both reach and relevance, allowing SEG to maximize impact across its core shopper base and emerging audience segments.

Objectives of the SEG-Net Conversion Partnership

The collaboration aims to transform SEG’s media and marketing ecosystem through five key strategic pillars:

1. Growing Loyalty

• Leverage customer insights to identify and reward high-value segments.

• Personalize offers and communications to reinforce brand affinity.

• Utilize loyalty data to tailor content across touchpoints.

2. Acquiring New Customers

• Activate omnichannel campaigns that attract new demographics.

• Use geo-targeting and behavioral modeling to refine targeting.

• Increase digital discoverability through paid and organic media optimization.

3. Stimulating Demand

• Launch seasonal and promotional media campaigns.

• Align inventory with media spikes using real-time data analytics.

• Optimize media budget allocation to capitalize on high-intent windows.

4. Holistic Measurement

• Deploy full-funnel measurement strategies for complete campaign visibility.

• Use advanced attribution modeling to understand true ROI.

• Track cross-device and in-store conversion trends.

5. Innovative Integrations

• Combine retail media with e-commerce and social platforms.

• Embed first-party data into DSPs and social advertising engines.

• Integrate real-time analytics dashboards for agile decision-making.

Executive Perspectives on the Partnership

Ryan Fitzgerald, Founder & CEO of Net Conversion, emphasized the transformative potential of the partnership:

“SEG is an integral part of the communities it serves. We’re committed to delivering tailored, data-driven media solutions that enhance their market position. Our focus is on personalization at scale, driven by advanced analytics and real-time experimentation.”

Kristina Canada, CMO of Net Conversion, added:

“SEG’s forward-thinking approach to customer experience makes them an ideal partner. Our collaborative efforts will focus on turning insights into measurable business outcomes—fueling growth through meaningful customer engagement.”

The appointment of Net Conversion as Media Agency of Record for Southeastern Grocers marks a forward-thinking step in grocery retail marketing. By merging deep customer insights with advanced analytics and omnichannel media strategies, the partnership is poised to transform SEG’s customer engagement, loyalty, and acquisition strategies.

As SEG continues to serve communities with value-driven grocery experiences, this collaboration ensures its message is delivered with precision, relevance, and measurable impact—meeting the demands of today’s rapidly evolving retail landscape.