Paige Grimmer joined Dittoe Public Relations in late 2023 and has an extensive background in developing innovative digital marketing and social media strategies for clients in the arts and entertainment, sports, and hospitality industries. As Dittoe PR’s senior manager of digital marketing, Paige is responsible for leading the development and execution of digital marketing and social media strategies for the agency and clients.
We chatted with Paige about her experience, digital marketing, and why it’s important for every business to have a solid digital marketing plan.
Q: What is “digital marketing”? Can you define it for those who may not be familiar with the term and what it encompasses?
A: Digital marketing is the umbrella term for the use of digital channels, platforms and technologies to promote and advertise business service offerings, products and more. Under the digital marketing umbrella falls search engine optimization, social media marketing, content marketing, email marketing, digital ad placements, pay-per-click advertising, and influencer marketing. Digital marketing allows businesses to reach a global audience, target specific demographics, and track the performance of marketing campaigns more accurately compared to traditional marketing methods. It has become an integral part of overall marketing strategies for businesses in the digital age.
Q: How did you get started on the path to a career in digital marketing?
A: My career path is an untraditional one. I grew up with an interest in pursuing medicine – whether that be as a doctor, physical therapist or researcher. It was with that interest that I went to the University of Louisville in the Human & Health Performance track. I needed a job the summer after my freshman year of college and got one at the Indianapolis Motor Speedway Museum. Through the relationships I built at the museum, I learned of an internship opening at Ed Carpenter Racing for the month of May in 2017. I applied and was offered the position that ended up flipping my career path 180 degrees. Through my internship with ECR, I was fully immersed in public relations and digital marketing operations and had a mentor, who is still a great resource and friend, teaching me the ropes.
After that internship, I was hooked. I wanted to pursue digital marketing and public relations. I added Communications as a second major when I went back to school and that’s where my career took off. The next summer I worked hard to find another internship and found one with Sunday Group Management. That internship turned into a full-time job and a total of five years working in public relations and digital marketing in the motorsports industry. Without those internships, I wouldn’t have found my true calling and passion. Whether or not you have an idea of what you want life to look like, it will always work out how it is supposed to.
Q: What have been some of your biggest successes or accomplishments working in PR and digital marketing?
A: Below are some of my past accomplishments, and I’m looking forward to the results I can generate for Dittoe PR’s clients moving forward.
- Increased Andretti Global’s social media account impressions and engagements by over 2,000% in less than a year with two viral reels totaling over 34 million views and over 15 reels reaching 100,000+ views and increased followership by 60k followers in 6 months.
- Led the creative overhaul and refresh for the Indianapolis Symphony Orchestra to result in a 200% increase in social media account impressions and engagements in less than a year, a follower increase of 15,000 across all platforms, a 14% increase in year-to-year single ticket sales, established a record first-day sales of more than $827,000 for the 2023 AES Indiana Yuletide Celebration through optimized brand awareness and marketing campaigns.
- Assisted in the execution of an international campaign including a photoshoot by renowned photographer Annie Leibovitz.
Q: How does your experience in motorsports translate to a PR agency with a wide range of clients and industries?
A: When I joined Sunday Group Management full-time to start the digital wing of the business, I became a one-man band to figure out how to best support our clients by utilizing social media to meet sponsor goals, build a fan base and act as an additional arm for our PR work.
While motorsports may seem one-dimensional, there are people from diverse industries and work backgrounds who gather out of passion for the sport. Through this, I learned how to communicate and work with a wide range of people which translated to how to be effective in my current role. At its core, digital marketing is straightforward. The key to making it successfully translate to a wide range of clients and industries is finding the right way to communicate with a specific audience.
Q: Why does every business need a comprehensive, integrated digital strategy?
A: A comprehensive, integrated digital strategy is crucial for businesses in the modern era for several reasons:
- Increased Online Presence: Consumers are spending more time online, and a digital strategy helps businesses establish and enhance their online presence. This presence is essential for reaching a wider audience, especially as more people turn to the internet to discover and research products and services.
- Global Reach: Digital marketing allows businesses to reach a global audience, breaking down geographical barriers. This is particularly important for businesses looking to expand their customer base beyond local markets.
- Targeted Marketing: Digital strategies enable businesses to target specific demographics and customer segments more precisely. Through tools like social media advertising and targeted content, businesses can tailor their marketing messages to specific audiences, increasing the effectiveness of their campaigns.
- Data-Driven Decision Making: Digital marketing provides a wealth of data and analytics, allowing businesses to track and measure the performance of their campaigns. This data-driven approach enables informed decision-making, optimization of strategies and a better understanding of customer behavior.
- Cost-Effectiveness: Compared to traditional marketing channels, digital marketing often offers more cost-effective solutions. Businesses can choose from various digital channels and allocate budgets based on performance, ensuring a better return on investment (ROI).
- Customer Engagement: Social media, email marketing and other digital channels provide platforms for direct communication with customers. Businesses can engage with their audience, gather feedback and build relationships, fostering customer loyalty and trust.
- Adaptability and Flexibility: Digital strategies allow businesses to adapt quickly to changing market trends and consumer behavior. Businesses can make real-time adjustments to campaigns, content and targeting, ensuring that they remain agile in response to evolving market conditions.
- Competitive Edge: A well-developed digital strategy can provide a competitive edge. Businesses that embrace digital marketing trends and technologies are better positioned to stay ahead of competitors and meet the expectations of a digitally savvy consumer base.
- Measurable Results: Digital marketing efforts can be tracked and measured in real time. This provides businesses with immediate insights into the performance of their campaigns, allowing for adjustments and improvements on the fly.
- Integration of Channels: An integrated digital strategy ensures that various digital channels work cohesively. This synergy between different channels, such as social media, SEO, content marketing and email, creates a more unified and effective marketing approach.
In summary, a comprehensive, integrated digital strategy is essential for businesses to thrive in the digital age. It not only helps in reaching a broader audience but also allows for targeted marketing, data-driven decision-making, and adaptability in a rapidly evolving digital landscape.
Dittoe PR offers digital marketing services that go beyond public relations and social media to seamlessly blend comprehensive, digital strategies across multiple channels. Our customized digital marketing campaigns align with your brand’s unique goals, target audience and industry landscape to contribute directly to your overall business objectives.
Want to learn more? Get in touch.