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Podcast 130: Evanne Schmarder, Digital Marketing Benchmark Study

Podcast 130: Evanne Schmarder, Digital Marketing Benchmark Study

Podcast episode 130 starts with a brief discussion of a new infographic released this week by which explains how people use online reviews to base buying decisions and even factor in where they look for work.

That infographic can be downloaded at

This week’s guest is Evanne Schmarder, a serial entrepreneur working in the RV industry as the founder of Roadabode Productions. She’s also a full-time RVer herself.

Her latest project involved a survey of companies in the outdoor hospitality industry to produce the 2017 Digital Marketing Benchmark Study.

This is the second in a series of reports that takes an in-depth look at how RV parks, campgrounds and resorts are planning their online marketing programs by utilizing digital marketing and social media channels – and measuring their results.

However the information she shares also applies to RV dealers, manufacturers, suppliers and any firm doing business in the RV and outdoor hospitality industries.

The study even examined the role video plays in marketing the outdoor experience. Schmarder describes which elements of a marketing program can be outsourced by companies, and she explores the future of advertising for businesses competing in the digital world today.

She explains the big surprises discovered in the 2017 report compared to the last study released two years ago. Schmarder identifies opportunities and threats facing businesses today when it comes to digital marketing. More importantly, she offers suggestions on how businesses can better engage people online.

Many people would likely agree the RV and outdoor hospitality industries are still in their infancy when it comes to embracing online marketing and social media. However, Schmarder notes those firms that take the time to understand how it works and to use it to their advantage will reap a harvest of customers.

Business owners can download a copy of this year’s Digital Marketing Benchmark Study by visiting

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About Greg Gerber

Greg Gerber is a freelance writer and podcaster who has been writing about the RV industry since 2000. He is the former editor of RV Daily Report.

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