Meet Eric Cantini

As Senior Vice President and Chief Revenue Officer, Eric plays a critical role on Yalo’s leadership team. He’s deeply involved in business development, serves as an Executive Sponsor for key clients like M&T Bank, PruittHealth, and Jackson + Coker, and works every day to position Yalo as a true strategic partner, not just a vendor.

A Partner-First Mindset

When Eric talks about his work, one thing comes through clearly: partnership matters. He’s known across the team for his ability to align Yalo’s talent, strategy, and services around shared client goals.

“The best situations,” Eric says, “are the ones where Yalo and our clients act like true partners working toward the same objectives.”

Driving Impact at Scale

One project Eric is particularly proud of is Yalo’s work supporting a healthcare partner with a  new Continuing Care Retirement Community. This wasn’t a single-discipline effort. It was a full, integrated engagement that brought together UX/UI design, content strategy, copywriting, creative, WordPress development, paid media, and ongoing account and project management.

The best part? Our client got a cohesive digital experience that helped generate tours and build momentum for a major new community while reinforcing Yalo’s role as a long-term, strategic partner.

Tribe First, Always

Eric’s connection to Yalo runs deep. Having spent the past 10 years with the company, longer than any other role in his career, he leads with a strong sense of care and commitment.

“I always try to be Tribe First,” he says. That value shows up in how he supports teams, advocates for clients, and helps set others up for success. Eric is especially skilled at creating the right conditions for collaboration, ensuring teams feel aligned, empowered, and confident in the work they’re delivering.

He thrives on learning about new industries, new business models, and new challenges. That curiosity fuels his creativity and keeps his work fresh, no matter how long he’s been in the game.

Life Outside the Office

Outside of work, Eric stays just as active. He’s a big fan of adult team sports and can often be found playing ice hockey or co-ed sand volleyball. He also spends a lot of time cheering on his kids at their high school sporting events and in the spring, he takes on the role of Volunteer Assistant First Base Coach for high school baseball.

Eric’s leadership, partnership-first approach, and genuine care for Yalo’s people and clients make him an invaluable part of the team.

We’re lucky to have him helping lead the way, and even luckier to call him part of the Tribe.

There was a time when music genres were sharply defined. Rock was rock, hip-hop hip-hop, country country, you get it. Of course, that time is long gone. The music industry has since discovered that crossing boundaries is what makes music exciting, and the most revered musicians in history are the ones that weren’t afraid to swerve out of their lane. 

Hip-hop is a part of rock & roll because it comes from DJ culture. DJ culture is the embodiment of all genres and all recorded music, if you actually pay attention to it. -Chuck D

With music so goes culture. Just like your playlist is filled with artists who can’t be easily defined (not to mention jumps from genre to genre), culture no longer zeroes in on one thing. You stream a podcast, scroll a meme, watch a doc, then buy something based on nothing but “vibes.”

That’s how people live now. So why would we (I’m talking specifically about Yalo now) want to stay in one lane? Hence: we are all genres. It’s actually one of our core principles. 

We’re creative and strategic. Curious and focused and unified by the idea that the best work doesn’t come from playing it safe, it comes from blending influences that weren’t “supposed” to work together. That’s what modern marketing demands.

People Are Complicated. That’s a Good Thing.

Audiences are savvy and layered. Everyone has grown up being marketed to nonstop and are quick to recognize BS and pandering. To get their attention it’s important to offer something beyond a sales pitch. If you have a product that truly meets a need, great. Go with that. Tell the truth. If not, make them laugh or at least make them think. Be original, be it through product or marketing. 

Every day is a miracle. You’ve got to sing for your supper. – David Byrne 

For Yalo, being “all genres” means we don’t force brands into pre-packaged tones or trend-chasing templates. We listen first. Then we find the right mix of sound, style, and substance to connect with real people in real moments.

The Magic in the Mashup

Some of the most iconic music ever made came from breaking rules: Hip-hop sampling rock, country borrowing from blues, pop stealing from everywhere (seriously, what does the category “pop” even mean anymore?) 

Marketing works the same way. The strongest ideas happen when storytelling meets performance. When data mixes with intuition. When a brand’s heritage collides with where culture is heading next.

No one worries about genre when they’re dancing. – Skrillex 

Built for a World That Won’t Sit Still

So what does this mean for your brand? Well, the world moves fast. Platforms change. Algorithms shift. Audiences evolve overnight. Agencies must be agile and willing to shift quickly in order to produce work that stands out. 

For Yalo, “we are all genres” isn’t a vibe. It’s a strategy. It keeps our work flexible, relevant, and ready for whatever comes next. It allows us to move fast without losing soul, and scale ideas without sanding off their edge.

At the end of the day, being all genres doesn’t mean chaos. It means harmony. Different perspectives. Different disciplines. One shared goal: create work that cuts through, connects, and actually means something. And whether your brand needs to amplify its presence, refine its focus, or define a direction that hasn’t yet been explored, we’re ready to plug in and get noisy (or keep it acoustic, up to you!). 

Struggling to make the most of your digital advertising? You’re not alone. Between shifting algorithms, rising ad costs, and endless options for where to spend, it’s easy to wonder whether your efforts are really paying off.

Whatever your motivations may be, we’re here to help you achieve them.

A digital advertising audit isn’t about pointing fingers or ripping apart your strategy. It’s about taking a clear, honest look at what’s working, what’s not, and where there’s room to grow. We don’t believe in a one-size-fits-all approach, so we’ll tailor our recommendations to fit your specific needs.

For some brands, the goal might be more leads or higher sales. For others, it’s building awareness, connecting with the right audience, or even carving out a stronger role in their industry. No matter the endgame, an audit offers the kind of insight that helps you align your advertising with your bigger picture.

Here’s how we tackle digital advertising audits:

1. Define objectives: Before we begin the audit, we clearly define objectives. What is our client hoping to achieve with their digital advertising? Are they looking to increase website traffic, generate more leads, or improve ROI? Having a clear set of objectives helps focus the audit and ensure that we are measuring the right metrics.
2. Gather data: We collect all the relevant data from their website, email, and social and digital ad channels. This should include metrics such as website traffic, click-through rates, conversion rates, engagement rates, and cost-per-acquisition. We use tools like Google Analytics, social media analytics, and email marketing software to gather this data.
3. Evaluate website: We start by evaluating the website, checking for any technical issues that may be impacting SEO or user experience. We also look for broken links, slow loading times, or any other issues that may be negatively impacting the website’s performance.
4. Evaluate email marketing: Review email marketing campaigns to determine if they are achieving the client’s goals. Evaluate open and click-through rates, as well as conversion rates. Make sure that their email campaigns are optimized for mobile devices and that they are using best practices to avoid ending up in spam folders.
5. Evaluate social media channels: Evaluate social media channels to determine if they are reaching the target audience(s) and generating engagement. Look for opportunities to improve content and engagement strategies. Determine which social media channels are providing the most ROI.
6. Evaluate digital advertising campaigns: Evaluate digital advertising campaigns to determine if they are delivering results. Look at cost-per-click, cost-per-acquisition, and return on ad spend. Identify any areas for optimization, such as targeting or creative.
7. Identify strengths and weaknesses: After evaluating each channel, identify the strengths and weaknesses of the digital advertising strategy. Determine what is working well and what needs improvement.
8. Develop an action plan: Based on our findings, we develop an action plan to improve the client’s digital advertising strategy. We prioritize the changes that will have the biggest impact on their objectives. Set measurable goals and track progress over time.
9. Implement action plan: Implement the changes identified in our action plan. Monitor progress and make adjustments as needed.
10. Review and refine: Conduct regular reviews of the digital advertising strategy to ensure that we are staying on track and achieving the client’s objectives. Refine the strategy as needed to keep pace with changes in the market and new opportunities.

A fresh look at your digital advertising can uncover opportunities you didn’t even realize were on the table. If you’re ready to see where your campaigns stand and how they could work harder for you, reach out. We’ll dig into the details, cut through the noise, and help you build a strategy that actually delivers.

The world of ecommerce is constantly evolving, and Meta has solidified its role as a key player in this transformation (Note: TikTok Shops is wildly popular too, or was, depending on which way the news cycle goes by the time you read this. For now, we’re focusing on Meta). In April 2024, Meta made it mandatory for brands using Facebook and Instagram Shops to adopt Meta’s in-app checkout process. 

Previously, businesses could leverage Shops while handling the checkout and payment process through third-party platforms like Shopify. Now, Meta’s integrated checkout system is the only option for brands to operate Shops.

How Meta’s Move Has Reshaped Social Commerce

Meta’s decision to discontinue offsite checkout for Shops has significantly changed how businesses and customers interact on the platform. Here’s a closer look at the implications:

• Mandatory In-App Purchases: Businesses are now required to utilize Meta’s checkout system, removing the option to redirect customers to external websites for transactions.
• Restrictions on Pricing Tags: Companies cannot include price tags on posts unless the product is connected to Meta’s in-app checkout.
• Enhanced Shopping Experience: The convenience of Meta’s in-app purchases continues to resonate with customers, offering a seamless process that eliminates the need to manually input personal information. This streamlined approach helps reduce cart abandonment rates and drives higher conversion rates, benefiting both businesses and consumers.
• Increased Data Insights for Meta: By consolidating the shopping process within its ecosystem, Meta captures more user data, enhancing its ability to provide targeted ads and personalized experiences.

Current Social Commerce Trends and Stats

As of late 2024, the rise of social shopping has been remarkable. Here are some key statistics that illustrate its growing impact:

• Social Commerce Revenue: Social commerce in the U.S. is projected to reach $107 billion by 2025, representing a compound annual growth rate (CAGR) of 20% since 2022 (source: Insider Intelligence).
• User Engagement: A recent study found that 60% of Gen Z and Millennials make purchases directly through social media platforms (source: Sprout Social).
• Conversion Rates: Meta’s in-app checkout has shown a 15% higher conversion rate on average compared to traditional ecommerce checkout processes (source: Meta internal data).

Adapting Your Ecommerce Strategy

To thrive in this new landscape, businesses must adapt their strategies to align with Meta’s vision of integrated social shopping. Here are some actionable steps:

• Optimize for In-App Shopping: Ensure your product catalog is fully integrated with Meta’s checkout system. Use high-quality visuals, engaging descriptions, and interactive elements like polls or live shopping events to capture attention.
• Leverage Personalized Experiences: Meta offers features like augmented reality (AR) try-ons and AI-powered recommendations. Incorporating these tools can replicate the in-person shopping experience and enhance customer satisfaction.
• Monitor Analytics: Take advantage of Meta’s robust analytics tools to gain insights into user behavior. By understanding what drives conversions, you can refine your campaigns and maximize ROI.
• Address Privacy Concerns Transparently: Some customers may hesitate to shop in-app due to privacy concerns. Proactively address these by emphasizing Meta’s security measures and your commitment to protecting customer data.

Overcoming Challenges

Transitioning to Meta’s mandatory in-app checkout comes with its share of challenges, such as:

• Loss of control over on-site website data.
• Dependence on Meta’s ecosystem for customer transactions.

However, these challenges also present opportunities to streamline operations and reach a broader audience. By embracing the new framework and crafting a strategy tailored to Meta’s tools and features, businesses can position themselves for long-term success.

And as always, we’re here to guide you through it.

Meet Chris Dawson: Yalo’s Hot Dog Man and Tech Innovator

Welcome to Digital Yalo’s monthly employee spotlight. This space is held to shine a light on the talented thinkers and makers behind the scenes who make Digital Yalo the award-winning agency it is.

Our team boasts a diverse group of talented, smart, and dynamic professionals. And each spotlight will showcase and celebrate their unique contributions and impressive work.

So, without further ado, let’s meet this month’s star and discover the stories, skills, and obsessions that make Digital Yalo the hub of innovative thinking that it is.

Today, we’re excited to introduce Chris Dawson, a Senior Developer who’s been with Yalo for what feels like forever—and for good reason. Chris’s impact on the tribe and our clients is undeniable, and his expertise, leadership, and unique personality are key to his success.

Carrying Primrose to New Heights

Chris isn’t just a developer—he’s the driving force behind the success of the Primrose project, working closely with a contractor, Andrew, to turn the project around. Together, they optimized site speeds and tackled all other tasks necessary to bring Primrose to a great place. Thanks to their leadership and technical expertise, Primrose has become a strong success, with the client continuing to return for more. Chris’s problem-solving skills and ability to think outside the box have made him a standout figure within Yalo and with clients alike.

Mentorship and Leadership

Chris’s contributions go beyond code. As a mentor, he’s helped shape the next generation of developers at Yalo. Whether he’s guiding interns or supporting junior developers, Chris has a knack for making complex concepts simple while also pushing his team to grow and improve. His leadership isn’t just about teaching; it’s about empowering those around him to become better versions of themselves.

Beyond the Code: The Man, the Myth, the Hot Dog Enthusiast

Outside of work, Chris enjoys a mix of unique and entertaining interests. From baking and cooking to hitting the golf course or spending time at the range, Chris knows how to make the most of his time away from the computer. (He’s also known for asking the age-old question: Is a hot dog a sandwich? Feel free to debate that one with him!)

Living in North Carolina, Chris balances his love for tech with his love for the outdoors, which probably helps keep him sharp for the next big project.

Wrapping Up

Chris Dawson is more than just a Senior Developer at Yalo—he’s a mentor, a problem solver, and the backbone of many of our most successful projects. His leadership and innovative thinking keep Yalo at the cutting edge, and we’re lucky to have him on the team. Here’s to Chris and the amazing work he continues to do!

Let’s dive into something that’s been hot tea—the WNBA and how it’s flipping the script on sports marketing. Here at Digital Yalo, where brand meets soul to spark growth, we’re all about trailblazing with genuine human connections. And that’s what has us evaluating how the WNBA is utilizing its transcendent moment (hello, Caitlin Clark), and absolutely crushing it.

Players as the Real MVPs

Once upon a time, pro athletes seemed almost like distant superheroes, akin to fictional characters. We heard their stories, sure, but they were always through someone else’s lens—never straight from the source. Basketball, in particular, has long been a superstar dominated sport. And to that end, the WNBA is taking the proverbial ball and advancing it. They’re pushing their players front and center, letting them be the storytellers. Seeing these athletes show their real selves—both the struggles and the triumphs—has humanized them, and the league they represent. And as a brand, humanization can be transcendent when it comes to nurturing an audience.

Digital Is the New Hardwood

The WNBA isn’t just stepping up its game on the court; it’s going heavy into digital off of it. With a revamped app and a fresh website, they’ve made it easy for fans to catch up on all the action and connect with their favorite players.

Offseason? More Like On-Season

What’s really cool is how the WNBA keeps the ball rolling even off the court. They’ve turned the offseason into a prime time to keep fans engaged with marketing magic. It’s like they’re saying, “Hey, don’t forget about us!” And why would we? They keep giving us reasons to stay tuned.

Beyond the Game

But it’s not all about plays and points. The WNBA is also scoring big in community and cultural impact. They’re not just playing games, they’re making statements and standing for something. At Yalo, we totally get that. We’re not just creating campaigns; we’re building movements. We believe in the power of brands to move hearts and minds, and it’s powerful to see the WNBA doing the same.

Wrapping It Up

So there you have it. The WNBA isn’t just changing the game; they’re rewriting the rules. And here at Yalo, where we blend marketing with soulful storytelling, we’re all about that. Whether it’s on the basketball court or in a killer marketing campaign, it’s all about making those human connections that drive real growth.