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Our Humans of 3Q series continues this week with Allison Shomaker, Digital Marketing Specialist out of our Charlottesville office! Get to know Allison below:
Explain your role at 3Q in 3 sentences or fewer:
I am responsible for supporting client efforts with online advertising campaigns across Search, Social, Native, Video, and Display. Along with my team, I help build campaigns, creatives, and audience strategies to achieve clients’ goals.
What sets 3Q apart from other agencies in the industry?
What’s one marketing lesson you wished you had learned earlier?
Now that platforms are moving towards algorithm optimization, creative is key to driving results. Earlier in my career, more emphasis was put on targeting the correct user, but now that AI has risen in popularity and effectiveness, creatives and messaging are key to driving users through the funnel.
What’s something that makes your office cooler than the other 3Q offices?
Here in C’ville, we’re located right on the downtown mall – a local walking district full of shops and stores. I don’t think there are any other 3Q offices where, on your lunch break, you can wander out to pick up some dumplings, return a book at the library, buy a Mother’s Day present, and stretch your legs all in under 30 minutes.
When coworkers from other offices come to visit, what’s one thing they absolutely have to do in your city?
Carter Mountain Orchard’s Thursday night sunset series is a must-do if you’re in town over the summer months. The apple orchard is a quick 10-minute drive to the bottom of the mountain and then a treacherous 5-minute drive up the mountain (unless you’re late to the event and you have to wait behind a line of 50+ cars). When you arrive, the sky opens up around you and you can see the full city. There’s apple cider, peach ice cream, and live music every week.
What’s been the coolest thing you’ve done with your unlimited PTO?
In February, I traveled to Greece with a good friend from college. We mastered the metro and got to spend time in Athens, Mykonos, and Nafplio while we were there. This was my first time traveling to Europe with a friend, and it was quite an adventure!
What 3Q initiative outside of your job description are you most proud of being a part of? (3%, diversity committee, etc)
I am the unofficial office photographer in Cville. It’s a great excuse to spend a couples minutes each week catching up with people and snapping some updated headshots or pictures around the office.
Have you participated in 3Q 3%? If so, what’s been your favorite experience?
I enjoyed our trip to Blue Ridge PACE (a nursing care program for people 55+) in February. As a group, we made felt pins and played games with the patients at the facility. As the unofficial office photographer, I also documented the event, and seeing everyone’s smiles made the trip very impactful.
How do you spend your free time?
I’m a photographer on the weekends (hence the Instagram handle), so I spend my free time shooting portrait sessions and editing pictures.
Instagram handle: @rvaavphotography
Tell us about your morale associate (pet: if you have one).
I foster kittens for the SPCA! Imagine the cutest thing in the world and double it – that’s my job. I just started a couple of months ago, so I’ve only gotten to foster 3 kittens to date, but each one is sweeter than the next. When I have a foster, I try to WFH 2x during the week and help socialize the smaller ones while I multitask. It’s a great stress reliever!
What do you think has been the most interesting change in the marketing industry or in your channel this year?
Google and Facebook are starting to move towards platform optimization and away from manual adjustments (e.g. campaign budget optimization for Facebook). The change has started to make our jobs much more strategy-oriented and pushes us to think outside the box, so in the end, it’s good for our teams’ growth.
If you were given an unlimited amount of money to invest into one upcoming or exciting marketing technology, what would it be?
Marketing through voice-controlled smart speakers.
If you could choose any TV show or movie world to live in, what would it be?
The Wizarding World of Harry post-Voldemort’s defeat.
What’s your favorite TED talk?
What’s your favorite GIF?