Diablo Media Partner Interview
In 2020, we’re planning to post a lot of video and blog content on our website where we interact with our great clients and partners in the industry. Today, we’re excited to release our latest Q&A partner interview post with Gordon Riegel, Director of Client Engagement at Diablo Media!
Why is Email and SMS compliance important for your business or your clients?
Diablo Media takes pride in Email being a key driver of traffic in our performance marketing network. We’ve withstood countless changes, regulations and industry trends to remain a leader in the space and we do so by keeping a close eye on those changes and adapting as needed. SMS is in its early stages and is going down a similar trajectory in the industry. As we continue to utilize this traffic type, it’s hugely important to be prepared for what’s to come. We want to be a resource for all for Email and SMS traffic and tools like OPTIZMO help us to maintain this reputation.
What is the biggest challenge facing the digital marketing industry in 2020?
The biggest challenge has and will always be drastic and sometimes sudden changes on the side of laws and technology and how one can market to consumers through digital avenues. Privacy and protection of information is an ongoing topic and as technology continues to evolve, so will laws to govern the use of this technology. In between that intersection lies unique ways to engage with a consumer but one must be cautious to invest all their resources into that avenue as it can quickly dry up. To create longevity, one must have both resources invested into new, exciting territories alongside trusted and proven methods to promote products and engage with consumers.
How do you see the current COVID-19 pandemic impacting the Email and overall digital marketing industry going forward?
The impact of COVID-19 on the digital world has yet to be fully understood. Where some sources of traffic become increasingly more cost-effective, the way in which consumers behave also changes, which can create a lot of volatility. Similarly, many consumers are spending even more time in front of mobile and desktop devices while staying home, which will certainly boost engagement. Again, this is counteracted by these consumers slowing down in certain buying behavior as well, which leads to some verticals, at least temporarily, halting until the dust settles. At the end of the day, for the overall digital sphere, I would predict the greater impact is very similar to what we saw in 2008. The economy, and with it the consumer, is changing and where some products suffer to find a meaningful audience, other verticals are going to thrive in the wake of financial uncertainty.
What are some of the things you are doing to adapt to a period of time where we won’t have any in-person industry events?
This generation is so fortunate in respect to so much of life now existing online. Through social media platforms, email, instant message, video conferencing, live streaming and more, it’s relatively easy to stay in touch. Now more than ever we should be pushing these resources to their fullest potential by hosting keynotes online, creating online events, hosting smaller digital group breakouts and more to continue to share and engage with one another to foster new ideas.
In our industry, a lot of people work remotely. Do you have any tips for folks who might be new to working from home?
Although Diablo has historically been in an office setting, our work from home policy has always been generous and some of our employees work remotely full-time. This has given us a leg up in transitioning our entire company to working remotely. The key tip I have would be using the digital tools the best that you can. Away messages for IM channels can help people know what you’re doing, skipping a long IM conversation for a short video call can strengthen communication and hosting events geared towards online participation through things like Zoom and Google Hangouts. It’s important for not all of these activities to be fully focused around work. Digital happy hours, ‘water cooler’ breaks and remote team lunches are great ways to shift the dynamic and maintain a work-life balance, which can be very challenging when working and living in the same space.
What is your overall outlook for the industry in the years ahead?
I recall being in the space when mobile devices went from roughly 10% of the way consumers interacted with brands to over 50% (we’re now at almost 90% for email traffic). For those who did not have their products and services geared towards engagement with a mobile audience, they substantially lost out in those formative years. For those who were quick to adapt, they had a tremendous head start. It seemed like everything was changing and some reacted well to that change and some did not. I share all of this because I am excited and optimistic, but not resting comfortably, in regards to the changes to come. Be hungry, be humble, be curious and be prepared to pivot at a moment’s notice in this fast-paced industry.
Is there anything on the horizon for Diablo that you want to highlight?
We’ve been preparing for many months for potential shifts in the economy and have offers focused on financial resources. We expect to see big things there in the upcoming months. We’re always exploring new traffic types and new technologies too so we can maximize our monetization. There are always things cooking here at Diablo – I don’t want to give too much away. 🙂
Gordon Riegel Bio
I’ve been in the performance marketing space for 8 years now, having connected with over 1,000 companies to find ways to incrementally grow their online businesses. Recently I was chosen to speak at LeadsCon Connect 2 Convert in Boston where I focused on the value of a Performance Marketing Agency for helping maximize your reach into the online marketing world. As Director of Client Engagement for Diablo, my goal is to merge the various ways a client can connect with our services and utilize the many tools we have to help clients become leaders in their industry.
Having been founded in 2006, Diablo Media has maintained an integral part of the performance marketing space through internal traffic, owned offers and a lean-but-mean affiliate network focused on lead generation in the United States. Our goal is to ignite the connection between brands and their customers. We’ve been recognized by Inc. 5000 as one of the fastest-growing companies in the U.S. 4 times and have managed to sustain that growth ever since. For several years now, the core of Diablo Media has been to provide consistent innovative marketing solutions.