i.e.Interactive Blog

We are now in a time of rapid change. AI agents, automation, and countless tools can generate, analyze, and distribute content faster than ever. But speed and capability do not guarantee results. The real value lies in knowing what to do, when to do it, who or what to assign the task to, and how to bring everything together. That is what orchestration looks like. And that is the role of the modern marketing leader.

Last week, I had the privilege of attending one day of the 2025 Association of Philanthropic Counsel (APC) Summer Forum, held right here in our hometown of Pittsburgh. The multi-day event brought together a community of professionals committed to advancing the work of mission-driven organizations. I was honored to lead a roundtable discussion focused on how to cut through the digital marketing clutter.

I’ll be honest. I just posted my first LinkedIn article. Not because I didn’t see the value (I’ve watched others do it well for years and have published for many clients), but because like many of you, I’ve been busy doing the work. That said, the minute I hit publish, I realized I’d been sitting on an underused opportunity for way too long. If you’re a marketing director or business owner who’s been wondering whether LinkedIn’s “Create an Article” feature is worth your time, here’s a quick breakdown based on some of the most questions my team has been asked about using the LinkedIn Article feature.

With AI tools transforming how people search, learn, and shop online, a new era of referral traffic is here—and it’s not just coming from ChatGPT. At i.e.Interactive, we’re helping brands get ahead of the curve by understanding where AI-powered referrals come from and how to show up in the right places. Here’s a look at the top AI platforms driving referral traffic (beyond ChatGPT) and how you can get your content in front of the right audiences.

The search landscape is shifting dramatically. AI-generated summaries, such as Google’s AI Overviews, are transforming how users interact with search results. While these innovations improve user experience, they also mean fewer clicks, changing traffic patterns, and a direct impact on your website’s visibility and revenue. As a marketing director, how can you navigate this evolving search environment and ensure your digital strategy remains effective?

Managing a Google Business Profile (GBP) is no small feat—especially when you have multiple locations to oversee. Keeping your listings accurate, up-to-date, and optimized for search can feel like a never-ending task, with Google constantly rolling out updates and new features. One of the most effective yet often overlooked ways to improve your local SEO is by leveraging GBP attributes. These small but powerful details—such as “women-owned,” “wheelchair accessible,” or “free Wi-Fi”—help Google match your business with relevant searches, making it easier for customers to find you. However, with multiple locations, managing attributes can quickly become complicated. Not only do you have to ensure consistency across listings, but you also need to keep up with industry-specific attributes and Google’s frequent changes.

If you’re a nonprofit organization and you’re not taking advantage of Google Ad Grants, you’re leaving serious opportunity—and serious funding—on the table. Google Grants provide eligible nonprofits with $10,000 per month in free Google Ads to promote their mission, programs, and fundraising efforts. That’s $120,000 per year in advertising potential—entirely free. But here’s the catch: to truly benefit from it, you need the right strategy and support to set it up and run it effectively. At i.e.Interactive, we specialize in helping nonprofits like yours harness the full power of digital marketing, and Google Grants is one of the most underutilized yet impactful tools in your arsenal.

If you’ve noticed a dip in your website traffic—even while maintaining strong search rankings—you’re not alone. The search landscape is changing, and fast. Google’s AI Overviews (AIO) and other dynamic SERP (Search Engine Results Page) features are redefining what it means to “rank” in search. At i.e.Interactive, we’ve been helping clients stay ahead of these changes, and we’re breaking down what you need to know—and what to do next.

LinkedIn recently announced that its members will soon be able to message companies directly by clicking the “Message” button at the top of the LinkedIn Page. This eagerly awaited feature will be rolling out to Pages in the coming months and promises to revolutionize how professionals connect and engage with companies on the platform. In this blog post, we will explore the implications of this update and the benefits it brings to both members and businesses.