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Life’s short. Do cool stuff. Do work that matters.



That mindset is at the heart of everything we do at<a href="https://www.integrityxd.com/"> Integrity Web Consulting</a> and that includes how seriously we take safety, compliance, and doing things the right way. We’re excited to share that we’re now officially Avetta-compliant, and that’s a big deal for our clients, especially those in <a href="https://www.integrityxd.com/service/event-marketing/">event marketing.</a>



<h2 class="wp-block-heading">So, What Is Avetta?</h2>



<a href="https://www.avetta.com/" target="_blank" rel="noreferrer noopener">Avetta </a>is a global platform that connects companies with trusted, verified vendors. It’s how major brands make sure the partners they hire are playing by the rules — following best practices in safety, insurance, operations, and financial health.



Getting certified through Avetta isn’t just paperwork. It’s a full-on, top-to-bottom audit of how a company runs. Think safety protocols, documentation, insurance, finances, employee training — all of it. And yes, it’s rigorous. That’s exactly why we pursued it.



<h2 class="wp-block-heading">Why Avetta Compliance Matters for Event Marketing Clients</h2>



If you’re planning a large-scale activation, live tour, or brand event, you know there’s a lot on the line. You need partners who show up ready, every time — buttoned-up, certified, and completely dialed in.



Here’s what our Avetta compliance means for you:



<ul class="wp-block-list">
<li>We’re pre-qualified: No red tape, no headaches. If you use Avetta to vet your vendors, we’re already in your system — good to go. </li>



<li>You reduce risk: Our safety practices and operational processes are already vetted to high standards, which means less stress for your team. </li>



<li>You get peace of mind: You know exactly who you’re working with. No shortcuts. No surprises. </li>
</ul>



When we’re on-site managing a complex build-out or coordinating an experience for thousands of attendees, our clients can focus on the big picture — because we’ve got the details covered.



<blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow">
&#8220;Avetta compliance gives our clients immediate confidence. They know from day one we’ve done the hard work upfront, ensuring every detail of their event is handled safely and seamlessly.&#8221; 



~Trom Procter, Integrity, Experiential Program Lead
</blockquote>



<h2 class="wp-block-heading">Raising the Bar, Because You Deserve It</h2>



Becoming Avetta-compliant isn’t about chasing accolades. It’s about doing the work that matters — the behind-the-scenes effort that builds real trust. It’s how we continue to show up as a reliable, forward-thinking partner who’s ready to help your brand make an impact.



We take pride in our creativity and our strategy, but also in the way we run our business. Our clients expect excellence — not just in the big ideas, but in the execution. That’s what this compliance reinforces.



<blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow">
&#8220;This certification isn’t just a badge—it reflects our commitment to operational excellence. Clients appreciate knowing they&#8217;re partnering with a team that prioritizes safety and precision as much as creativity.&#8221; 



~Mike Norris, Integrity, Experiential Program Lead
</blockquote>



<h2 class="wp-block-heading">Let’s Build Something Great</h2>



Whether you’re creating a one-of-a-kind event or launching a full-scale brand tour, you deserve an <a href="https://www.integrityxd.com/service/event-marketing/">event marketing</a> team that’s as committed to excellence as you are. We’re here to help you do bold, memorable, meaningful work — and now, with one more layer of trust built in.



At Integrity, event marketing is just one piece of the bigger picture. When you work with us, you’re tapping into a fully integrated marketing team that connects live experiences with smart <a href="https://www.integrityxd.com/service/digital-marketing/">digital strategy</a>, seamless <a href="https://www.integrityxd.com/service/web-development/">web development,</a> targeted <a href="https://www.integrityxd.com/service/media-buying/">media buying, </a>and more. We build campaigns that work together — online and on the ground — so your message travels further, faster, and with more impact. Whether it’s a national tour or a single activation, we make sure every touchpoint feels connected, intentional, and built to perform.



Ready to make something amazing happen? We’re already in your corner.



<h3 class="wp-block-heading">Additional Resources</h3>



<ul class="wp-block-list">
<li><a href="https://www.integrityxd.com/blog/13-benefits-of-experiential-marketing/">13 Benefits of Experiential Marketing</a></li>



<li><a href="https://www.integrityxd.com/blog/mats-2025-inside-our-shell-rotella-booth/">MATS 2025: Inside our Shell Rotella Booth</a></li>



<li><a href="https://www.integrityxd.com/service/event-marketing/">Learn more about our event marketing services</a></li>
</ul>

Integrity is Avetta Compliant featured image

Avetta Compliance Integrity Event Management

Integrity Is Now Avetta-Compliant, What That Means for You

If you&#8217;re new to search engine optimization, you’re not alone and you&#8217;re in the right place. This post is here to support solo marketers, small in-house teams, or organizations working with lean budgets and big goals. You don’t have to be super techy either. These tips are great for hands-on content marketers.



Maybe you’ve inherited a website that’s been gathering digital dust. Or maybe you’ve noticed a slow drop in organic traffic and aren’t sure what to do next.



Think of this guide as a practical checklist of basic SEO tips—the housekeeping essentials that help your web pages show up in search engine results. These small steps can make a big impact on your online presence, helping you attract potential customers and improve your search engine rankings.



Life is short. Let’s do work that matters!



<figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="995" height="1024" src="https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/12-SEO-Tips-for-Beginners-Blog-Graphic-995x1024.png" alt="12 SEO Tips for Beginners - blog graphic" class="wp-image-5781" srcset="https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/12-SEO-Tips-for-Beginners-Blog-Graphic-995x1024.png 995w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/12-SEO-Tips-for-Beginners-Blog-Graphic-292x300.png 292w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/12-SEO-Tips-for-Beginners-Blog-Graphic-768x790.png 768w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/12-SEO-Tips-for-Beginners-Blog-Graphic-1493x1536.png 1493w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/12-SEO-Tips-for-Beginners-Blog-Graphic-1991x2048.png 1991w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/12-SEO-Tips-for-Beginners-Blog-Graphic-1200x1234.png 1200w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/12-SEO-Tips-for-Beginners-Blog-Graphic-1400x1440.png 1400w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/12-SEO-Tips-for-Beginners-Blog-Graphic-300x309.png 300w" sizes="auto, (max-width: 995px) 100vw, 995px" /></figure>



<h2 class="wp-block-heading">Beginner SEO Tips for Your Existing Web Pages and Blog Posts</h2>



<h3 class="wp-block-heading">1. Optimize Your Page Title and Meta Description</h3>



Start with the page title (also called the title tag) and meta description. These elements appear in the Google search results and give searchers their first impression of your content.



Head into your CMS and take a look at your top web pages. If the meta tags are missing or generic, it’s time for an update.



Page Title (Title Tag):



<ul class="wp-block-list">
<li>Aim for 50–60 characters </li>



<li>Include your target keyword and location if relevant (for example: &#8220;Personalized Donuts | St Louis&#8221;) </li>



<li>Make sure it accurately reflects the content on the page </li>
</ul>



Meta Description:



<ul class="wp-block-list">
<li>Max 156 characters </li>



<li>Summarize the page content and use keywords near the beginning </li>



<li>Write copy that encourages clicks and supports your content marketing strategy </li>
</ul>



You may find that Google will override your meta descriptions in the search results.&nbsp; This can be frustrating but it’s still a good idea to write your own. Google uses your description 30-60% of the time, especially when it accurately summarizes the page.&nbsp;&nbsp;



📌 Easy SEO tip: Start with your highest-value pages like your services, products, or key blog posts, then work your way down.



<h3 class="wp-block-heading">2. Use Descriptive Image File Names</h3>



A powerful SEO tip that often gets overlooked: rename your image files before uploading. Search engines like Google crawl file names, so don’t upload “Image_001.jpg.” Use your main keyword in the filename, like “custom-donuts-st-louis.jpg.”



<h3 class="wp-block-heading">3. Add Alt Text to Every Image</h3>



Alt text helps screen readers describe images to visually impaired users, which supports accessibility and improves user experience. It’s also an SEO opportunity to use keywords naturally.



Note, if the image is decorative like an icon or a stock image, use alt=&#8221;&#8221; for your alt text. This will tell screen readers to ignore the image and improve your accessibility.&nbsp;



<h3 class="wp-block-heading">4. Include Your Keyword in H1 and H2 Tags</h3>



Your H1 tag should clearly reflect the specific topic of the page and include your target keyword. Use H2s to break up sections and reinforce related keywords. This structure makes your content easier to scan by users and feeds Google&#8217;s algorithm.



<h3 class="wp-block-heading">5. Use Keywords Early in Your Content</h3>



This is one of the most important on-page SEO tips. Mention your specific keyword within the first 100 words of your page. Align your copy with search intent and make it clear to both searchers and search engine algorithms that they’ve landed in the right place.



Think about the reader’s experience. They type in “personalized donuts” into the Google search bar.&nbsp; Your page shows up in the search results. It shows your page title and meta descriptions that both talk about personalized donuts. They click on your search result and land on your web page where they see personalized donuts in the hero and in the first section of copy.&nbsp; They know they have found what they were looking for.



<h3 class="wp-block-heading">6. Use Anchor Text in Internal Links</h3>



Internal linking helps both users and search engines understand how your pages connect. Be intentional with your anchor text, instead of writing “click here,” link from related keyword terms. This improves crawlability and supports your long-term strategy for higher rankings.



Keeping with our donuts example, let’s say you are working on a page about catering donuts.&nbsp; You might include a section that introduces the idea of personalized donuts with a cross link to the page you are optimizing for the keyword “personalized donuts.” Highlight “personalized donuts” as your anchor text with the link.&nbsp;



<h2 class="wp-block-heading">Beginner SEO Tips for Your New Web Pages and Blog Posts</h2>



Let’s talk about your workflow going forward. These steps will help you create high-quality content that’s optimized from the start.



<h3 class="wp-block-heading">7. Do Keyword Research First</h3>



Before writing a new blog post, use keyword research tools like Google Search Console, Google Analytics, or the free versions of Ahrefs and SEMrush. Start with seed keywords, then look at long-tail keywords, short-tail keywords, questions with your target keywords and related keywords and synonyms.



Aim for keywords with a good balance of search volume and low to medium competition. This gives you the best chance of ranking on the first page of Google.



🔍 Easy way to compare:



<ul class="wp-block-list">
<li>“Custom donuts” = 1,000 monthly searches, difficulty 14 </li>



<li>“Personalized donuts” = 140 monthly searches, difficulty 15</li>
</ul>



Both are relevant, but &#8220;custom donuts&#8221; has far more potential to bring in organic search results. In this case, if you create a new page about personalized donuts, you will be missing out on a ton of search volume!&nbsp; Your time investment for writing and creating a new web page is the same for each keyword but the results could be dramatically different!



<h3 class="wp-block-heading">8. Write Listicles When Possible</h3>



Listicles like “10 Tips for Better SEO” or “9 Common Mistakes to Avoid” rank well because they align with how users scan content. They’re also great for schema markup, which can earn you a featured snippet in search engine result pages. (NOTE: this article is a listicle! See how easy it is to scan!)



<h3 class="wp-block-heading">9. Use Bullets, Bold Text, and Subheaders</h3>



Formatting matters. Break up text with bullet points, bolded phrases, and clear subheaders. This improves readability on mobile devices and boosts user experience, which is an actual ranking factor. Bold subheadings keeps the user scrolling and increases the time spent on the page which is a positive signal to Google that your content is relevant to the search term.



<h3 class="wp-block-heading">10. Create Custom Graphics and Images</h3>



High-quality websites stand out visually. Create simple graphics that reinforce your topic or highlight quotes, definitions, or listicle points. Custom images also give you a chance to rank in Google Image Search.



Branded visuals also help you stand out on <a href="https://www.integrityxd.com/service/digital-marketing/social-media/">social media </a>and build recognition over time.



Tools like Canva are an easy way to design your own even without a full creative team.



<h3 class="wp-block-heading">11. Request Indexing in Google Search Console</h3>



After publishing new content, don’t wait. Go to Google Search Console, paste your new page’s URL, and request indexing. This can speed up your appearance in organic search results and support your ongoing SEO strategy.



<h3 class="wp-block-heading">12. Don’t Panic Over SEO Sales Emails</h3>



Getting cold emails about your technical SEO, backlinks, or a long list of issues? Take them with a grain of salt. It’s common for SEO vendors to send generic audits. But only you and your team know your goals, constraints, and content priorities.



Stick to best practices, keep building high-quality content, and ignore the noise.



If you’re just starting out, these SEO tips for beginners will give you a strong foundation. Focus on what matters most: clear structure, relevant information, and great content that meets your target audience’s needs.



Whether you&#8217;re working solo or slowly scaling your SEO efforts, this guide is designed to help you take confident steps forward.



And when you&#8217;re ready to go deeper or want a partner who knows how to navigate <a href="https://www.integrityxd.com/service/digital-marketing/seo-services/">search engine optimization </a>with purpose, the <a href="https://www.integrityxd.com/">Integrity Web Consulting</a> team is here for you.



We believe in doing work that matters. Let’s build something great together.



Additional Resources



<ul class="wp-block-list">
<li><a href="https://www.integrityxd.com/service/digital-marketing/seo-services/">Learn more about our SEO services.</a></li>



<li><a href="https://www.integrityxd.com/blog/how-to-choose-a-web-consulting-agency-9-tips/">How to Choose a Web Consulting Agency: 9 Tips</a></li>



<li><a href="https://www.integrityxd.com/blog/leading-with-design-ux-and-seo-are-more-intertwined-than-ever/">Leading with Design: UX and SEO are More Intertwined Than Ever</a></li>
</ul>

SEO Tips for Beginners Featured Image - Integrity Red magnifying glass search icon

12 SEO Tips for Beginners

Written on behalf of Integrity



Hi, I’m Sugar – the four-legged Director of Snacks, Snuggles, and Strolls here at <a href="https://www.integrityxd.com/">Integrity</a>. 🐾 You might catch me cruising the conference rooms, checking on our amazing team members, or just living my best life in our pet-friendly office space. I may look like I’m here just for the free treats (okay, maybe a little), but there’s a bigger reason why dog-friendly workplaces like ours make every work day wag-worthy.



<figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="1024" height="500" src="https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/Sugars-7-Reasons-Pet-Friendly-Offices-are-Awesome-at-Integrity-in-St-Louis-MO-1024x500.webp" alt="" class="wp-image-5777" srcset="https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/Sugars-7-Reasons-Pet-Friendly-Offices-are-Awesome-at-Integrity-in-St-Louis-MO-1024x500.webp 1024w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/Sugars-7-Reasons-Pet-Friendly-Offices-are-Awesome-at-Integrity-in-St-Louis-MO-300x147.webp 300w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/Sugars-7-Reasons-Pet-Friendly-Offices-are-Awesome-at-Integrity-in-St-Louis-MO-768x375.webp 768w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/Sugars-7-Reasons-Pet-Friendly-Offices-are-Awesome-at-Integrity-in-St-Louis-MO-1536x750.webp 1536w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/Sugars-7-Reasons-Pet-Friendly-Offices-are-Awesome-at-Integrity-in-St-Louis-MO-2048x1000.webp 2048w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/Sugars-7-Reasons-Pet-Friendly-Offices-are-Awesome-at-Integrity-in-St-Louis-MO-1200x586.webp 1200w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/Sugars-7-Reasons-Pet-Friendly-Offices-are-Awesome-at-Integrity-in-St-Louis-MO-1400x684.webp 1400w" sizes="auto, (max-width: 1024px) 100vw, 1024px" /></figure>



<h3 class="wp-block-heading">1. We Lower Stress (And Blood Pressure). It’s Science!</h3>



Let’s face it—deadlines can be ruff. But one happy tail wag or a cheerful bark from an office pet like me can melt stress away. According to studies like the <a href="https://www.uschamber.com/co/run/human-resources/allowing-pets-at-work-pros-and-cons">LiveCareer study</a> (I can’t read, but I’ve heard the humans talking!), dog-friendly offices help reduce stress and even lower blood pressure. I’m basically a four-pawed wellness plan—and part of the people-experience Integrity’s so proud of.



<h3 class="wp-block-heading">2. Built-In Breaks = Better Work-Life Balance</h3>



Whether it’s a quick stroll outside or a game of fetch down the hall, having canine friends like me around encourages physical activity, fresh air, and moments of joy during the day. It’s all part of a holistic approach to better outcomes—for both two-legged and four-legged team members.



<h3 class="wp-block-heading">3. Pet-Friendly = People-First</h3>



From new pet snuggles to seasoned pros like me, our pet-friendly policies are about more than just being cute. They reflect <a href="https://www.integrityxd.com/about/">Integrity’s core values and company mission</a>—putting people (and their pets) first. Whether you’re in San Francisco, New York City, or right here in St. Louis, dog-friendly features are a crucial factor for pet parents looking for the best work experiences.



<h3 class="wp-block-heading">4. Culture + Connection (and Cuddles)</h3>



Nothing brings folks together like furry friends. We’re basically conversation starters with tails! Sharing stories, swapping pet care tips, and bonding over puppy zoomies creates an environment full of emotional support and laughter. That’s why dog-friendly companies like Integrity feel more like a family than just a workplace.



<h3 class="wp-block-heading">5. Morale Boost? Check. Free Treats? Double Check.</h3>



You’ll notice the smiles get a little brighter when I’m trotting by with my buddy Nova. Research shows that pet-friendly workplaces improve morale, which improves productivity. Coincidence? I think not. (Also, there might be freshly-made dog food in it for me, so I’m motivated.)



<figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="1024" height="395" src="https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/Pet-Friendly-Offices-Sugar-Highlight-Photos-1024x395.webp" alt="" class="wp-image-5776" srcset="https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/Pet-Friendly-Offices-Sugar-Highlight-Photos-1024x395.webp 1024w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/Pet-Friendly-Offices-Sugar-Highlight-Photos-300x116.webp 300w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/Pet-Friendly-Offices-Sugar-Highlight-Photos-768x296.webp 768w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/Pet-Friendly-Offices-Sugar-Highlight-Photos-1536x592.webp 1536w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/Pet-Friendly-Offices-Sugar-Highlight-Photos-2048x789.webp 2048w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/Pet-Friendly-Offices-Sugar-Highlight-Photos-1200x462.webp 1200w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/Pet-Friendly-Offices-Sugar-Highlight-Photos-1400x539.webp 1400w" sizes="auto, (max-width: 1024px) 100vw, 1024px" /></figure>



<h3 class="wp-block-heading">6. Pet Policies That Work for Everyone</h3>



At Integrity, we’ve got a thoughtful pet policy that keeps things safe, fun, and happy for all. It’s the general rule around here that well-behaved pups (and their humans) help create a supportive, playful, and pet-friendly environment where everyone can thrive. Plus, rumor has it I’m one of the best parts of our pet-friendly work environment. Just sayin’.



<h3 class="wp-block-heading">7. Not Just for the Dogs</h3>



Some pet parents worry about allergies or medical needs—that’s where a solid pet-friendly policy and clear communication come in. We always consider the physical health and comfort of our whole team. It’s part of taking care of our talented teams like the true passionate pet people we are.



So if you ever stop by our dog-friendly company, don’t be surprised if you’re greeted by wagging tails and smiling faces. I’ll be here in our pet-friendly office, making sure the good vibes flow, the snacks keep coming, and the humans feel the love.



With love and a paw-shake, Sugar 🐾 Chief Tail-Wagging Officer at Integrity

Integrity's official office dog, Sugar in the St Louis office

Why Pet-Friendly Offices Are Paws-itively Awesome – A Blog by Sugar

<a href="https://www.integrityxd.com/">Integrity Web Consulting</a> made a significant impact at <a href="https://techstl.com/techweek/">STL TechWeek 2025</a>, demonstrating leadership and innovation throughout the highly anticipated event. From showcasing the latest AI advancements to offering insights into the future of digital business, Integrity stood out among St. Louis&#8217;s vibrant tech community and industry experts.



<h2 class="wp-block-heading">Day 1: Building AI-Driven Teams</h2>



<a href="https://www.linkedin.com/in/erin-sucher-ogradya59/">CXO Erin Sucher-O&#8217;Grady</a> and <a href="https://www.linkedin.com/in/drewmannewman/">Program Manager Drew Newman</a> reinforced Integrity’s expertise by discussing how to build effective AI-driven teams. Their insights into harnessing <a href="https://www.integrityxd.com/service/applied-ai/">artificial intelligence</a> for real, scalable business outcomes deeply resonated with participants seeking practical, results-oriented guidance.


<div class="wp-block-image">
<figure class="aligncenter size-large is-resized"><img loading="lazy" decoding="async" width="768" height="1024" src="https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/IMG_0709-2-768x1024.jpg" alt="" class="wp-image-5602" style="width:301px;height:auto" srcset="https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/IMG_0709-2-768x1024.jpg 768w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/IMG_0709-2-225x300.jpg 225w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/IMG_0709-2-1152x1536.jpg 1152w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/IMG_0709-2-1536x2048.jpg 1536w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/IMG_0709-2-1200x1600.jpg 1200w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/IMG_0709-2-1400x1867.jpg 1400w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/IMG_0709-2-300x400.jpg 300w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/IMG_0709-2-scaled.jpg 1920w" sizes="auto, (max-width: 768px) 100vw, 768px" /></figure></div>


<h2 class="wp-block-heading">Day 2: Real-Time Data and AI Storytelling</h2>



<a href="https://www.linkedin.com/in/brian-kennedy-b9a60413/">Senior Developer Brian Kennedy</a> and Erin Sucher-O’Grady teamed up for an inspiring presentation that combined real-time data retrieval with AI storytelling, making complex information more accessible and engaging. Their innovative approach demonstrated our creative spirit and underscored the possibilities in digital work environments.


<div class="wp-block-image">
<figure class="aligncenter size-large is-resized"><img loading="lazy" decoding="async" width="1024" height="768" src="https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/IMG_0720-1024x768.jpg" alt="" class="wp-image-5603" style="width:507px;height:auto" srcset="https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/IMG_0720-1024x768.jpg 1024w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/IMG_0720-300x225.jpg 300w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/IMG_0720-768x576.jpg 768w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/IMG_0720-1536x1152.jpg 1536w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/IMG_0720-2048x1536.jpg 2048w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/IMG_0720-1200x900.jpg 1200w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/IMG_0720-1400x1050.jpg 1400w" sizes="auto, (max-width: 1024px) 100vw, 1024px" /></figure></div>


<h2 class="wp-block-heading">Day 3: E-commerce and Fintech Summit</h2>



<a href="https://www.linkedin.com/in/emorrissey/">CEO Ed Morrissey</a> brought valuable insights to STL Tech Week by addressing macro trends in e-commerce at the St. Louis Fintech Summit. Highlighting critical shifts and forward-thinking strategies, Ed’s session provided attendees with essential knowledge on staying competitive in the rapidly evolving digital marketplace.


<div class="wp-block-image">
<figure class="aligncenter size-large is-resized"><img loading="lazy" decoding="async" width="768" height="1024" src="https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/IMG_0730-768x1024.jpg" alt="" class="wp-image-5600" style="width:326px;height:auto" srcset="https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/IMG_0730-768x1024.jpg 768w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/IMG_0730-225x300.jpg 225w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/IMG_0730-1152x1536.jpg 1152w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/IMG_0730-1536x2048.jpg 1536w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/IMG_0730-1200x1600.jpg 1200w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/IMG_0730-1400x1867.jpg 1400w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/IMG_0730-300x400.jpg 300w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/IMG_0730-scaled.jpg 1920w" sizes="auto, (max-width: 768px) 100vw, 768px" /></figure></div>


<h2 class="wp-block-heading">Day 4: Healthcare Innovation</h2>



Collaboration was central to Integrity’s Day 4 presence. Erin Sucher-O&#8217;Grady partnered with <a href="https://www.linkedin.com/in/kristin-ebert/">Kristin Ebert</a>, healthcare consultant and former CXO, to deliver critical insights into successful consumer product strategies within <a href="https://www.integrityxd.com/industry/healthcare/">healthcare systems</a>. Kristin’s expert advice on partnering effectively with large healthcare organizations resonated strongly, especially with startups aiming to innovate in healthcare technology.


<div class="wp-block-image">
<figure class="aligncenter size-large is-resized"><img loading="lazy" decoding="async" width="1024" height="768" src="https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/IMG_0741-1024x768.jpg" alt="" class="wp-image-5597" style="width:501px;height:auto" srcset="https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/IMG_0741-1024x768.jpg 1024w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/IMG_0741-300x225.jpg 300w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/IMG_0741-768x576.jpg 768w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/IMG_0741-1536x1152.jpg 1536w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/IMG_0741-2048x1536.jpg 2048w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/IMG_0741-1200x900.jpg 1200w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/IMG_0741-1400x1050.jpg 1400w" sizes="auto, (max-width: 1024px) 100vw, 1024px" /></figure></div>


<h2 class="wp-block-heading">Day 5: Future of the Agency and Top 100 Tech Expo</h2>



Erin rounded out the final day of STL TechWeek by captivating the audience with her &#8220;Future of the Agency&#8221; presentation. She outlined core skills necessary by 2030 and strategies to future-proof digital agencies. Her engaging session offered actionable insights into navigating today’s digital complexities and ensuring sustainable success.


<div class="wp-block-image">
<figure class="aligncenter size-large is-resized"><img loading="lazy" decoding="async" width="768" height="1024" src="https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/IMG_0751-768x1024.jpg" alt="" class="wp-image-5595" style="width:350px;height:auto" srcset="https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/IMG_0751-768x1024.jpg 768w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/IMG_0751-225x300.jpg 225w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/IMG_0751-1152x1536.jpg 1152w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/IMG_0751-1536x2048.jpg 1536w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/IMG_0751-1200x1600.jpg 1200w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/IMG_0751-1400x1867.jpg 1400w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/IMG_0751-300x400.jpg 300w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/IMG_0751-scaled.jpg 1920w" sizes="auto, (max-width: 768px) 100vw, 768px" /></figure></div>


In addition, Integrity proudly displayed its latest AI tools at the Top 100 Tech Expo, engaging local innovators and fostering meaningful connections within the St. Louis tech community, small business owners, job seekers, and non-profit organizations.&nbsp;



Integrity’s participation at STL TechWeek 2025 highlighted their commitment to innovation, collaboration, and community engagement. By sharing expertise and fostering strategic connections, Integrity reinforced its position as a pivotal player in shaping the future of technology in St. Louis.


<div class="wp-block-image">
<figure class="aligncenter size-large is-resized"><img loading="lazy" decoding="async" width="1024" height="1024" src="https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/Event-Recap-1-1024x1024.png" alt="" class="wp-image-5588" style="width:450px;height:auto" srcset="https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/Event-Recap-1-1024x1024.png 1024w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/Event-Recap-1-300x300.png 300w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/Event-Recap-1-150x150.png 150w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/Event-Recap-1-768x768.png 768w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/Event-Recap-1.png 1080w" sizes="auto, (max-width: 1024px) 100vw, 1024px" /></figure></div>


<h2 class="wp-block-heading">Keep STL TechWeek on Your Radar!</h2>



STL TechWeek is produced by <a href="https://techstl.com/">TechSTL</a> and we encourage you to connect with them and <a href="https://techstl.com/join/">consider joining the council</a>. Their core value of inclusivity in innovation is helping them build the most diverse tech council in the US.&nbsp; Members include global leaders, startups, business owners, job seekers, and entrepreneurs in a wide variety of industries.&nbsp;



They are at the heart of St. Louis innovation and the epicenter of digital opportunity. The Integrity team ranks STL TechWeek as one of our favorite business events in the St. Louis metro area! Sessions feature hands-on workshops, dynamic panel discussion, and a welcoming, interactive expo. Put this on your watch list for 2026 to sponsor or submit a speaker proposal.

Making Waves in Tech: Integrity & STL TechWeek 2025

A few years ago, after just starting at <a href="https://www.integrityxd.com/">Integrity Web Consulting</a>, a friend asked me what the company’s culture was like. At the time, I laughed it off, thinking culture didn’t really matter that much. Looking back now, however, I owe that friend an apology.



My experience at Integrity has completely reshaped my understanding of workplace culture and its profound impact on both professional and personal well-being. A strong company culture fosters employee engagement, improves job satisfaction, and enhances the overall employee experience. When you work in an environment where your contributions are valued, your worth is recognized, and your efforts are genuinely appreciated, your entire livelihood can change for the better.



<h2 class="wp-block-heading">Culture as a Cornerstone of Work-Life Balance</h2>



Work-life balance is often discussed in terms of flexible hours, remote work options, or generous vacation policies. However, company values and a positive workplace culture play an equally, if not more, crucial role. A healthy workplace environment fosters open communication, encourages a sense of belonging, and allows employees to maintain a healthy work-life balance.



On the other hand, a toxic workplace culture can lead to burnout, stress, and employee disengagement. When employees feel like mere interchangeable cogs in a machine, their well-being takes a backseat. However, in a workplace that values and respects individuals—not just for their job titles but for the unique strengths they bring to the entire organization—team members are more likely to feel energized, motivated, and connected to their work.



<h2 class="wp-block-heading">Workplace Culture and Your Wellbeing</h2>



It may sound like a bold statement, but the culture of your workplace can directly influence your overall quality of life. Given that we spend approximately 40 hours a week at work, the attitudes, values, and behaviors of our colleagues shape our daily experiences. A positive work environment that prioritizes employee well-being and a <a href="https://www.integrityxd.com/blog/the-power-of-gratitude-and-boom-emojis-in-the-workplace/">culture of gratitude</a> fosters not only productivity, but also personal growth and fulfillment.



When employees feel valued, they are more engaged, creative, and driven. They don’t just show up to earn a paycheck—they invest themselves in their work, take pride in their contributions, and seek continuous professional development. In return, they gain confidence, a sense of purpose, and often the ability to lead healthier, more balanced lives outside of work.



<h2 class="wp-block-heading">The Real Impact is the Friends We Made Along the Way</h2>



One of the most underestimated aspects of workplace culture is the potential for long-lasting, meaningful relationships. The people we work with influence not only our professional development, but also our personal lives. Supportive colleagues can challenge us to do better, celebrate our achievements, and be a source of encouragement in difficult times.



Some of these relationships extend far beyond the office. They evolve into mentorship programs, lifelong friendships, and professional networks that shape our careers. In an environment where employees collaborate rather than compete, where they support rather than undercut, and where they uplift rather than discourage, these connections flourish. Team-building activities, feedback loops, and shared values further strengthen these bonds, creating a strong culture that employees are proud to be a part of.



<h2 class="wp-block-heading">When Employers Overlook the Human Aspect</h2>



Even the most successful business leaders continuously seek ways to optimize efficiency, increase productivity, and enhance performance. However, many overlook a fundamental truth: when employees feel valued, appreciated, and purposeful, they naturally become more engaged and productive. A <a href="https://www.integrityxd.com/about/">company’s core values</a> should prioritize employee recognition, well-being, and satisfaction to build a strong corporate culture that fosters success.



A positive company culture is not about extravagant perks or trendy office spaces (although that doesn’t hurt)—it’s about creating an environment where people feel safe, respected, and inspired. It’s about fostering a culture of trust, inclusion, and mutual respect. When companies get this right, the results speak for themselves: happier employees, better work-life balance, improved job performance, and, most importantly, a workplace that people are proud to be a part of.



<h2 class="wp-block-heading">7 Tips for Improving Workplace Culture as an Employee</h2>



I wrote this post to help other employers see the value of improving their company culture.&nbsp; But the reality is that employees can make a difference as well.&nbsp; Here are my tips:



<ol class="wp-block-list">
<li>Lead by example – Foster positivity, collaboration, and inclusivity in your daily interactions.</li>



<li>Communicate openly – Share ideas, provide constructive feedback, and be an active listener.</li>



<li>Show appreciation – Acknowledge colleagues&#8217; efforts and celebrate team successes.</li>



<li>Support your coworkers – Offer help, encourage teamwork, and build strong relationships.</li>



<li>Maintain a growth mindset – Seek learning opportunities and encourage professional development.</li>



<li>Respect work-life boundaries – Advocate for a balanced workload and encourage others to do the same.</li>



<li>Speak up for change – If something in the culture needs improvement, voice your concerns in a solution-oriented way.</li>
</ol>



<figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="1024" height="452" src="https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/7-Tips-for-Improving-Workplace-Culture-as-an-Employee-1024x452.png" alt="7 Tips for Improving Workplace Culture as an Employee - Integrity STL" class="wp-image-5430" srcset="https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/7-Tips-for-Improving-Workplace-Culture-as-an-Employee-1024x452.png 1024w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/7-Tips-for-Improving-Workplace-Culture-as-an-Employee-300x132.png 300w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/7-Tips-for-Improving-Workplace-Culture-as-an-Employee-768x339.png 768w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/7-Tips-for-Improving-Workplace-Culture-as-an-Employee-1536x678.png 1536w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/7-Tips-for-Improving-Workplace-Culture-as-an-Employee-2048x904.png 2048w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/7-Tips-for-Improving-Workplace-Culture-as-an-Employee-1200x530.png 1200w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/7-Tips-for-Improving-Workplace-Culture-as-an-Employee-1400x618.png 1400w" sizes="auto, (max-width: 1024px) 100vw, 1024px" /></figure>



<h2 class="wp-block-heading">Final Thoughts on Why Employers Should Work to Improve their Workplace Culture</h2>



Through my time at Integrity, I’ve come to realize how transformative workplace culture can be, especially in fostering meaningful relationships and professional development. It shapes how we approach our work, how we interact with others, and how we see ourselves in the grander scheme of our careers and our lives. It impacts our mental health, motivation, and long-term happiness.



So, if someone asks you about your workplace culture, don’t just brush it off. Take a moment to reflect on how it has shaped your experiences, for better or worse. And if you find yourself in an environment that lifts you up, consider yourself fortunate—because that kind of workplace is truly invaluable. Investing in a healthy company culture is one of the best ways to boost morale, retain top talent, and ensure long-term business success.



Additional Resources



<ul class="wp-block-list">
<li><a href="https://www.integrityxd.com/blog/from-confusion-to-clarity-how-feedback-drives-team-performance/">From Confusion to Clarity: How Feedback Drives Team Performance</a></li>



<li><a href="https://www.integrityxd.com/blog/the-power-of-gratitude-and-boom-emojis-in-the-workplace/">The Power of Gratitude and Boom Emojis in the Workplace</a></li>



<li><a href="https://www.integrityxd.com/blog/how-shared-ownership-transforms-team-performance/">How Shared Ownership Transforms Team Performance</a></li>
</ul>

Improve Workplace Culture - Integrity STL - featured image

More Than a Job: The Impact of Improving Workplace Culture

Last week, the city of Louisville, Kentucky, once again roared to life as the <a href="https://truckingshow.com/" target="_blank" rel="noreferrer noopener">Mid-America Trucking Show</a> (MATS) took over the Kentucky Exposition Center from March 27–29, 2025. For us at <a href="https://www.integrityxd.com/">Integrity Web Consulting</a>, it was an exciting opportunity to be on the ground, running point for our client Shell Rotella—and what a show it was.



From big rigs and brand innovations to hands-on activations and content creation, MATS 2025 delivered on every front. And we were right in the thick of it, overseeing a multifaceted booth experience that brought together Shell’s technology, branding, and deep industry engagement. Here&#8217;s the full breakdown.



<h2 class="wp-block-heading">What is MATS, and Why Does It Matter?</h2>



For those unfamiliar, the Mid-America Trucking Show is the largest annual heavy-duty trucking event in the United States—and arguably, the world. Launched back in 1972, MATS has been a pillar of the industry for over 50 years, serving as a central hub where trucking professionals, manufacturers, suppliers, and service providers converge.



Every spring, over 70,000 attendees and 1,000+ exhibitors from the U.S., Canada, and dozens of other countries roll into Louisville to share innovations, build partnerships, and celebrate the culture and future of trucking. It’s a place where technology meets legacy, where chrome and steel meet data and diagnostics. From logistics firms to fuel tech brands, everyone who touches the road is here.



<h2 class="wp-block-heading">Integrity x Shell: The Power Behind the Booth</h2>



At <a href="https://www.integrityxd.com/">Integrity</a>, human-centered design thinking is at the core of every solution we craft whether it be a brand new <a href="https://www.integrityxd.com/service/web-development/">web development</a> project or an <a href="https://www.integrityxd.com/service/event-marketing/">event marketing</a> experience. Our mission is to bring meaningful, engaging brand experiences to life—and Shell’s presence at MATS 2025 was no exception. We had the honor of managing and executing their booth activations, ensuring everything ran seamlessly while also capturing the energy of the show and converting it into measurable value.



This year, our focus was on creating engagement that drives results—and the <a href="https://rotella.shell.com/" target="_blank" rel="noreferrer noopener">Shell Rotella</a> booth delivered that in spades. With a dynamic mix of interactive tech, hands-on experiences, and one jaw-dropping display centerpiece, Shell turned heads all weekend long.



<h2 class="wp-block-heading">Showstopper Alert: The 2024 SuperRigs Winner “Purple Grain”</h2>



Let’s start with the truck that practically stopped time on the showroom floor.



Front and center at the Shell booth was none other than the 2024 SuperRigs Best of Show Winner, known across the trucking world as “Purple Grain.” This stunning custom rig—flawless in both polish and performance—was a magnet for foot traffic. Attendees crowded around for photo ops, deep dives into the specs, and to talk shop with the Shell team.



The presence of Purple Grain did more than just draw attention. It served as a perfect physical anchor for Shell’s story—representing performance, pride, and the deep bond between truckers and their machines. It was a conversation starter, a content driver, and the perfect bridge to our next major activation.






<div class="wp-block-image">
<figure class="aligncenter size-full"><img loading="lazy" decoding="async" width="640" height="480" src="https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/MATS-2025-Shell-Rotella-Purple-Grain-Truck-JPG.jpg" alt="MATS 2025 Shell Rotella Purple Grain - Integrity Event Marketing" class="wp-image-5361" srcset="https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/MATS-2025-Shell-Rotella-Purple-Grain-Truck-JPG.jpg 640w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/MATS-2025-Shell-Rotella-Purple-Grain-Truck-JPG-300x225.jpg 300w" sizes="auto, (max-width: 640px) 100vw, 640px" /></figure></div>






<h2 class="wp-block-heading">The Rotella Recording Studio: A Soundstage on Wheels</h2>



Possibly the most talked-about activation in the entire exhibit hall was the Rotella Recording Studio—a custom-built, mobile soundstage nestled into the Shell booth and run as a fully functional recording experience.



Here, content creators like <a href="https://www.instagram.com/tarik_alaminii/" target="_blank" rel="noreferrer noopener">Tarik Al Amin</a> and <a href="https://www.youtube.com/@ClarissaRankin" target="_blank" rel="noreferrer noopener">Clarissa Rankin,</a> and fans stepped into the spotlight to record their stories, shoutouts, and perspectives on life on the road. Influencers like <a href="https://www.instagram.com/1adamkoester/" target="_blank" rel="noreferrer noopener">Adam Koester</a> and&nbsp; <a href="https://www.youtube.com/@TheBostonTrucker" target="_blank" rel="noreferrer noopener">The Boston Trucker</a> and other big names in the trucking content world dropped by to capture exclusive footage and engage directly with Shell’s community.



Even better? This wasn&#8217;t just a passive, watch-and-wait booth feature. Attendees were invited to participate, jumping into the studio to share:



<ul class="wp-block-list">
<li>Personal experiences from the road</li>



<li>Messages of appreciation for fellow truckers</li>



<li>Stories about how Shell products impact their day-to-day operations </li>
</ul>



The result was a highly engaging, emotionally resonant experience that turned everyday truckers into storytellers—and the Shell brand into a facilitator of authentic connection.






<div class="wp-block-image">
<figure class="aligncenter size-full"><img loading="lazy" decoding="async" width="640" height="480" src="https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/MATS-2025-Shell-Rotella-Integrity-Recording-Booth.jpg" alt="MATS 2025 Shell Rotella Recording Studio - Integrity Event Marketing" class="wp-image-5362" srcset="https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/MATS-2025-Shell-Rotella-Integrity-Recording-Booth.jpg 640w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/04/MATS-2025-Shell-Rotella-Integrity-Recording-Booth-300x225.jpg 300w" sizes="auto, (max-width: 640px) 100vw, 640px" /></figure></div>






<h2 class="wp-block-heading">Interactive Displays That Drove Deeper Engagement</h2>



Beyond the star truck and the recording studio, the Shell booth featured additional layers of interactivity, including:



<h3 class="wp-block-heading">Interactive Display Table</h3>



Attendees could engage with Shell’s latest product offerings through a digital, touch-responsive interface. It showcased everything from Rotella lubricants to Shell’s sustainability initiatives, allowing guests to explore the brand’s innovation at their own pace.



<h3 class="wp-block-heading">Touch Plinth Activation</h3>



Another highlight was the touch plinth setup, where users could dive into Shell’s cutting-edge solutions and trucker resources with a simple tap. It allowed for immersive brand storytelling, helping visitors see the practical applications of Shell’s products in their businesses.



<h2 class="wp-block-heading">Driving Data with a Purpose</h2>



But the real magic wasn’t just in the bells and whistles—it was in the planning, <a href="https://www.integrityxd.com/service/strategy-consulting/">strategy, and consulting.</a>



Each activation was designed with intentional data capture in mind. We leveraged these moments of interaction to collect first-person party data—information directly from attendees with their permission—allowing Shell to build robust sales funnels and outreach pipelines post-event.



This kind of ROI-focused engagement is critical across event marketing, and for good reason. It not only fuels real relationships, but also transforms experiences into actionable business intelligence.



By tracking touchpoints, sign-ups, and session data within the booth, we helped Shell take the pulse of their audience—and lay the groundwork for future outreach that’s both personal and powerful.



<h2 class="wp-block-heading">Community, Culture, and Conversations That Matter</h2>



At its core, MATS isn’t just about shiny trucks and corporate banners—it’s about people. It’s about the drivers who power the economy, the families who live the road life, and the companies that serve them with integrity (pun very much intended).



Our team had the privilege of interacting with hundreds of attendees, each with their own story to tell. And through our on-site support and Shell’s thoughtful activations, we helped turn those stories into moments of connection, recognition, and value.



Whether it was someone snapping a selfie with Purple Grain, stepping into the Rotella studio, or tapping through product insights at our interactive stations, the message was clear: Shell sees you. Shell supports you. And Shell is innovating for your future.



<h2 class="wp-block-heading">Looking Ahead</h2>



With MATS 2025 in the rearview mirror, we’re proud to say that Integrity helped steer the Shell booth to standout success. From logistics and booth management to digital engagement and data strategy, our full-scope approach turned vision into execution—and execution into results.



As we look ahead to <a href="https://rotella.shell.com/en_us/superrigs.html" target="_blank" rel="noreferrer noopener">SuperRigs 2025</a> (yep, we’re already in planning mode) and future shows, one thing remains clear: when brands show up with authenticity, creativity, and respect for the community, they win.



And Integrity? We’re just getting started.



Additional Resources



<ul class="wp-block-list">
<li><a href="https://www.integrityxd.com/blog/13-benefits-of-experiential-marketing/">13 Benefits of Experiential Marketing</a></li>



<li><a href="https://www.integrityxd.com/service/event-marketing/">Learn more about our event marketing services.&nbsp;</a></li>



<li><a href="https://www.integrityxd.com/blog/integrity-at-tmc-2025-leading-event-engagement-innovation/">Integrity at TMC 2025: Leading Event Engagement &amp; Innovation</a></li>
</ul>

MATS 2025 Shell Rotella and Integrity Event Marketing

MATS 2025: Inside our Shell Rotella Booth

Integrity Event Marketing Services - event engagement Shell booth photo

13 Benefits of Experiential Marketing

Last week, <a href="https://www.integrityxd.com/">Integrity Web Consulting</a> had the privilege of attending the <a href="https://tmcannual.trucking.org/" target="_blank" rel="noreferrer noopener">Technology &amp; Maintenance Council (TMC) Annual Meeting &amp; Transportation Technology Exhibition</a> in Nashville, TN. As one of the most influential conferences in the trucking industry, TMC serves as a hub for professionals, innovators, and industry leaders to explore advancements in fleet maintenance and transportation technology.&nbsp;



This year, we were honored to manage the booth for our esteemed client, Shell, bringing dynamic, hands-on activations that resonated deeply with attendees and set a new standard for conference engagement.



<figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="1024" height="768" src="https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/03/Integrity-event-engagement-TMC-1024x768.jpg" alt="Integrity Event Marketing - Event Engagement - TMC 2025" class="wp-image-5323" srcset="https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/03/Integrity-event-engagement-TMC-1024x768.jpg 1024w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/03/Integrity-event-engagement-TMC-300x225.jpg 300w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/03/Integrity-event-engagement-TMC-768x576.jpg 768w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/03/Integrity-event-engagement-TMC-1536x1152.jpg 1536w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/03/Integrity-event-engagement-TMC-2048x1536.jpg 2048w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/03/Integrity-event-engagement-TMC-1200x900.jpg 1200w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/03/Integrity-event-engagement-TMC-1400x1050.jpg 1400w" sizes="auto, (max-width: 1024px) 100vw, 1024px" /></figure>



<h2 class="wp-block-heading">The Legacy of TMC: Driving Innovation for Decades</h2>



TMC has long been regarded as the premier technical conference for the trucking industry, gathering professionals from across the country to discuss emerging trends, best practices, and technological advancements. With a strong focus on fleet maintenance and equipment performance, the event has evolved significantly over the years, reflecting the ongoing shifts in transportation technology and business strategies.



Each year, industry leaders, engineers, and fleet managers convene to share insights, discover new products, and engage in educational sessions designed to shape the future of transportation. In 2025, the TMC conference continued its tradition of excellence, drawing in thousands of attendees eager to explore cutting-edge innovations and network with key players in the industry.



<h2 class="wp-block-heading">Integrity and Shell: A Dynamic Presence on the Exhibit Floor</h2>



At this year’s event, <a href="https://www.integrityxd.com/">Integrity</a> took charge of managing Shell’s booth, ensuring an immersive and highly engaging experience for attendees. Our goal was not just to showcase Shell’s industry-leading products, but also to create a space where genuine connections could be fostered and drive attendee engagement. With a <a href="https://www.integrityxd.com/service/event-marketing/">strategic approach to experiential marketing</a>, we curated activations that encouraged interaction and conversation, reinforcing the brand’s presence while maximizing opportunities for engagement.



One of the biggest highlights of our activation was the live bag and hat patch pressing station. Attendees had the chance to customize high-quality Shell-branded hats and bags with unique patches, making for a fun and personalized giveaway. This activation was a massive success, drawing in hundreds of people eager to create their own branded merchandise. As the crowd gathered, Shell’s sales team seized the opportunity to engage with attendees, fostering meaningful conversations that translated into potential business leads and long-term relationships



<figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="1024" height="768" src="https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/03/Integrity-event-engagement-TMC-2-1024x768.jpg" alt="Integrity Event Marketing Services - event engagement - TMC 2025" class="wp-image-5324" srcset="https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/03/Integrity-event-engagement-TMC-2-1024x768.jpg 1024w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/03/Integrity-event-engagement-TMC-2-300x225.jpg 300w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/03/Integrity-event-engagement-TMC-2-768x576.jpg 768w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/03/Integrity-event-engagement-TMC-2-1536x1152.jpg 1536w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/03/Integrity-event-engagement-TMC-2-2048x1536.jpg 2048w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/03/Integrity-event-engagement-TMC-2-1200x900.jpg 1200w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/03/Integrity-event-engagement-TMC-2-1400x1050.jpg 1400w" sizes="auto, (max-width: 1024px) 100vw, 1024px" /></figure>



<h2 class="wp-block-heading">A Shift in Event Engagement Strategies</h2>



While managing the booth and exploring the exhibit floor, we noticed a significant trend shaping the future of trade show engagement—the shift from traditional passive displays to interactive and live activations. The days of simple booth setups with static banners and brochures are quickly fading. Companies are now investing in hands-on experiences that captivate attendees and drive audience engagement in an authentic and memorable way.



Across the exhibition hall, brands were leveraging interactive experiences to draw in visitors. From live product demonstrations to immersive technology showcases, the emphasis was on engagement over observation. One standout activation was Volvo’s grand unveiling of their latest semi-trucks, complete with a dynamic presentation that attracted large crowds. Another striking example was an impact durability test, where attendees were invited to physically hit and smash the sides of a trailer rig to experience its rugged durability firsthand. The loud, echoing sounds of metal reverberating through the hall was a great way to ensure this activation became a major focal point of the conference.



These high-energy experiences underscore a new reality: conference engagement is no longer about simply attracting foot traffic—it’s about creating an experience that leaves a lasting impression.



<h2 class="wp-block-heading">The Power of Meaningful Engagement: Lessons from the Shell Booth</h2>



The overwhelming response to Shell’s hat and bag patch pressing activation reaffirmed the <a href="https://www.integrityxd.com/service/event-marketing/">power of experiential marketing</a>. By offering a tangible takeaway, the activation encouraged attendees to spend more time at the booth, opening the door for deeper conversations. In the process, the Shell sales team had a prime opportunity to connect with potential partners, discuss solutions, and facilitate valuable business relationships.



In the world of event management, success is measured by more than just attendance numbers—it’s about facilitating connections and driving pipeline growth. Our experience at TMC reinforced the power of in-person events over the virtual events that emerged during the pandemic. Activations should be designed with a dual purpose: to entertain and to provide a seamless avenue for networking and lead generation. The more interactive and engaging the event experience, the more likely attendees are to stay, listen, and ultimately convert into long-term business partners.



<h2 class="wp-block-heading">The Future of Event Marketing: Embracing Evolution and Innovation</h2>



The industry’s move towards more dynamic and interactive conference experiences signals an important shift in how companies approach event marketing. Traditional sales booths are evolving into immersive brand experiences, and companies must be willing to adapt to remain competitive in this ever-changing landscape.



At Integrity, we believe that the future of event management lies in crafting moments that not only capture attention, but also drive meaningful interactions. <a href="https://www.integrityxd.com/about/">Our approach at TMC 2025 exemplified this philosophy</a>, and we are excited to see how the industry continues to innovate in the coming years.



As conferences become more fluid, engaging, and experiential, businesses must rethink their strategies to keep up with new trends and expectations. The success of activations like our hat and bag patch pressing experience and live product demonstrations across the show floor prove that the key to standing out is offering attendees something they can actively participate in, rather than simply observe.



<h2 class="wp-block-heading">Looking Ahead: Integrity’s Commitment to Exceptional Event Experiences</h2>



Our time at TMC 2025 was an incredible success. Our compliments to the event organizers. We are proud to have played a role in shaping the event’s energy and engagement. By managing the Shell booth with precision, creativity, and a deep understanding of experiential marketing, we were able to maximize visibility, drive meaningful conversations, and enhance the overall attendee experience.



As we look ahead to future events, Integrity remains committed to pushing the boundaries of event management and brand engagement. We understand that the landscape is evolving, and we are prepared to continue delivering innovative, immersive, results-driven, memorable experiences for our clients and their target audience. Learn more about our <a href="https://www.integrityxd.com/service/event-marketing/">event marketing services</a> and please reach out if you would like to <a href="https://www.integrityxd.com/contact/">start a conversation</a> about our event engagement ideas for your brand.



From Nashville to the next big industry gathering, one thing is clear: the future of conferences is interactive, and <a href="https://www.integrityxd.com/">Integrity</a> is leading the charge.


<div class="wp-block-image">
<figure class="aligncenter size-large"><img loading="lazy" decoding="async" width="768" height="1024" src="https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/03/Integrity-event-engagement-TMC-3-768x1024.jpg" alt="Integrity Event Marketing Services - event engagement - TMC 2025" class="wp-image-5325" srcset="https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/03/Integrity-event-engagement-TMC-3-768x1024.jpg 768w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/03/Integrity-event-engagement-TMC-3-225x300.jpg 225w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/03/Integrity-event-engagement-TMC-3-1152x1536.jpg 1152w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/03/Integrity-event-engagement-TMC-3-1536x2048.jpg 1536w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/03/Integrity-event-engagement-TMC-3-1200x1600.jpg 1200w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/03/Integrity-event-engagement-TMC-3-1400x1867.jpg 1400w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/03/Integrity-event-engagement-TMC-3-300x400.jpg 300w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/03/Integrity-event-engagement-TMC-3-scaled.jpg 1920w" sizes="auto, (max-width: 768px) 100vw, 768px" /></figure></div>

Integrity Event Marketing - Event Engagement Shell Trade Show booth

Integrity at TMC 2025: Leading Event Engagement & Innovation

​Integrity Web Consulting is excited to announce that <a href="https://www.linkedin.com/in/erin-sucher-ogradya59/">CXO Erin Sucher-O&#8217;Grady</a> and <a href="https://www.linkedin.com/in/drewmannewman/">Program Manager Drew Newman</a> will lead a must-see session at the upcoming <a href="https://www.eventbrite.com/e/ai-25-building-whats-next-stl-techweek-tickets-1252338200269?aff=oddtdtcreator">AI 25: Building What’s Next (STL Tech Week)</a>. This event is a cornerstone of the St. Louis innovation landscape, bringing together over 250 industry experts across 10 innovation tracks.



<h2 class="wp-block-heading">Event Details:</h2>



<ul class="wp-block-list">
<li>Session: From Hype to Implementation: Building an AI-Driven Team</li>



<li>Date: Monday, March 31, 2025</li>



<li>Time: 12:40 PM – 1:10 PM​</li>



<li>Location: World Wide Technology Global Headquarters (1 World Wide Way, St. Louis, MO 63146)</li>
</ul>



This session will provide a clear, actionable roadmap for leaders and community members looking to integrate AI into their workforce strategies to achieve real, scalable results in their business. Learn how to identify the right AI tools for your enterprise, align them with your organizational goals, and empower employees to work smarter, not harder.



This session is ideal for business leaders, marketers, and tech enthusiasts eager to explore the <a href="https://www.integrityxd.com/service/applied-ai/">practical, yet strategic applications of AI in today&#8217;s digital landscape</a>. Attendees are encouraged to bring their questions and engage in a lively discussion on the <a href="https://www.integrityxd.com/blog/the-business-model-of-the-future-10-humans-100-ai-agents/">future of AI-driven team structure.</a>



<a href="https://www.eventbrite.com/e/ai-25-building-whats-next-stl-techweek-tickets-1252338200269?aff=oddtdtcreator">AI 25: Building What’s Next (STL Tech Week 2025)</a> promises a week filled with dynamic panel discussions, networking opportunities, and showcases of technological advancements. With over 8,000 registrations in 2024, this year&#8217;s event is set to be even more impactful, reflecting the growing tech community in the St. Louis region. ​



Don&#8217;t miss this opportunity to learn from industry experts and connect with professionals who are shaping the future of technology in our region.



For official event details or to register for STL TechWeek 2025, <a href="https://www.eventbrite.com/e/ai-25-building-whats-next-stl-techweek-tickets-1252338200269?aff=oddtdtcreator">visit the official event page</a>.



<h2 class="wp-block-heading">About Integrity Web Consulting</h2>



Integrity Web Consulting is a full-service<a href="https://www.integrityxd.com/service/digital-marketing/"> digital marketing</a> and<a href="https://www.integrityxd.com/service/web-development/"> web consulting agency</a> specializing in <a href="https://www.integrityxd.com/service/web-design/">user-centered design</a>, <a href="https://www.integrityxd.com/service/web-development/">innovative development</a>, and <a href="https://www.integrityxd.com/service/omnichannel-marketing/">data-driven marketing</a>. We partner with brands to craft exceptional digital experiences that drive real results. With a team of experts who thrive on solving complex challenges, we take a strategic approach to web design, development, and digital marketing—blending creativity with technology to elevate every digital landscape.



<h2 class="wp-block-heading">About TechSTL</h2>



<a href="https://techstl.com/">TechSTL</a> is the driving force behind St. Louis&#8217; innovation economy, fostering a dynamic ecosystem where technology, talent, and entrepreneurship thrive. As the region’s premier tech council, they connect startups, businesses, and investors to accelerate growth, champion innovation, and position St. Louis as a national leader in emerging technologies.

Integrity Leaders to Speak at 2025 STL Tech Week

how to choose a web consulting agency - featured image

How to Choose a Web Consulting Agency: 9 Tips

Launching a company isn’t about having a great idea—it’s about falling in love with a problem, recruiting and supporting a world class team, and staying agile in an ever-changing digital landscape. Recently, <a href="https://www.linkedin.com/in/simanowitz/">John Simanowitz, CEO and Partner of Integrity</a>, visited <a href="https://engineering.washu.edu/index.html">Washington University’s McKelvey School of Engineering</a> during their Marketing Innovation class to share his journey of founding and growing <a href="https://www.integrityxd.com/blog/best-digital-agency-st-louis">Integrity, a leading digital agency based in St. Louis</a>.&nbsp;



<h2 class="wp-block-heading">A Holistic Approach to Teamwork</h2>



One of John’s core principles in entrepreneurship is to obsess about a problem, not a solution. When John founded Integrity in 2001, he saw tension between users and technology, as well as a foundational problem with digital program execution. Status quo was broken and he knew there was a better way.



To solve these inefficiencies, <a href="https://www.integrityxd.com/">Integrity</a> pioneered a flat organizational structure (later described similarly to a <a href="https://www.integrityxd.com/blog/how-shared-ownership-transforms-team-performance">holacracy</a>), operating with a leadership model centered around <a href="https://www.integrityxd.com/service/web-design">web design</a>, <a href="https://www.integrityxd.com/service/web-development">web development</a>, <a href="https://www.integrityxd.com/service/strategy-consulting">agile strategy</a>, and <a href="https://www.integrityxd.com/service/digital-marketing">digital marketing</a> leads, who all work directly with clients as peers.



Removing unnecessary hierarchy and empowering each individual on our team to make decisions fosters faster innovation, better problem-solving, and stronger outcomes. Because of this unique model, our team has stayed ahead of the curve in a rapidly evolving digital landscape, diving deep into custom CRM systems and <a href="https://www.integrityxd.com/blog/integrity-hosts-successful-stl-techweek-ai-chatbot-lunch-and-learn">AI-driven healthcare chatbots</a>, all while <a href="https://www.integrityxd.com/about">delivering world-class web experiences to our clients</a>.



Team and structure is the answer to uncertainty, risk, and change.



<h2 class="wp-block-heading">Key Takeaways for Future Entrepreneurs</h2>



✅ Be obsessed with the problem, not the solution—adapt and evolve as you learn more.



✅ Build a team culture that prioritizes collaboration over hierarchy—great ideas come from diverse perspectives.



✅ Stay agile in a changing world—what seems ridiculous today may be the norm tomorrow.



✅ Master communication and curiosity—entrepreneurs need to ask the right questions and seek constant learning.



John encouraged WashU students to think big, challenge the status quo, take bold steps toward innovation, and lean into chaos. Whether they plan to launch their own startups or contribute to groundbreaking teams, the future belongs to those who embrace change, solve meaningful problems, and build with purpose.



Life is short. Do stuff that matters.

John Simanowitz speaking engagement for Integrity STL

Integrity CEO John Simanowitz Shares Insights With WashU Engineering Students

Is there anything more oddly annoying these days than searching for a simple recipe online? You search for a dish, click on a link, and instead of the ingredients and instructions presented neatly upfront, you have to scroll through the author’s life story just to get to the content you actually want. <a id="" href="https://www.entrepreneur.com/growing-a-business/why-user-experience-is-vital-for-quality-seo/366864">This is a classic example of content made for search algorithms and not for people</a>. But search platforms realized this mistake, and when it comes to SEO, user experience is more important than ever, especially in the <a href="https://www.integrityxd.com/service/applied-ai">ever-evolving age of AI</a>.
<h2 id="">The Ingredients: UX and SEO</h2>
<a id="" href="https://www.integrityxd.com/blog/services/web-design/">User Experience (UX)</a> and <a id="" href="https://www.integrityxd.com/service/digital-marketing">Search Engine Optimization (SEO)</a> might seem like two separate ingredients in the recipe for a successful website. However, they are more intertwined than you might think. UX focuses on the user&#8217;s interaction with a website, aiming to provide a positive and seamless experience. SEO, on the other hand, is about making your website more visible to search engines, thereby increasing organic traffic.
<h2 id="">The Recipe: Best UX and SEO Practices</h2>
Google, the world&#8217;s most popular search engine, <a id="" href="https://www.searchenginejournal.com/google-page-experience-update-desktop-rollout-complete/440778/">has started prioritizing websites that offer a good user experience</a>. This means that <a id="" href="https://www.integrityxd.com/blog/integrity-explains-information-architecture">websites that are easy to navigate, quick to load and provide valuable content are more likely to rank higher in search results</a>.
But how do search engines know if a site offers a good user experience? Google looks for key data points to determine if a site is valuable to users. <a id="" href="https://www.entrepreneur.com/growing-a-business/why-user-experience-is-vital-for-quality-seo/366864">Metrics like bounce rates, session durations, and click-through rates give insight into how users interact with products</a>. Examples include behavior like pogo-sticking, where a user clicks a link and immediately backs out to the search result page. A high bounce rate implies the user knew fairly quickly that the result wasn’t what they were looking for, while longer session durations indicate high-quality and engaging content. <a id="" href="https://www.integrityxd.com/blog/pitch-less-engage-more-high-impact-content-marketing">Sites with lower bounce rates will show up higher on the results page since their content is more relevant to users</a>.
<h2 id="">The Secret Ingredient: Design Thinking</h2>
At <a id="" href="https://www.integrityxd.com/">IntegrityXD</a>, we operate under the philosophy that &#8220;<a id="" href="https://www.integrityxd.com/web-design/ui-ux-design">The User Experience is the Brand</a>.&#8221; This means we prioritize the user&#8217;s experience in every aspect of our work, from the initial design process to the final product. We believe that a positive user experience is beneficial not only just for the user, <a id="" href="https://www.linkedin.com/pulse/pixel-worth-thousand-words-ramin-partovi/">but also for the brand itself</a>.
Prioritizing design has benefits beyond impressing Google. Research shows investing in UX is good for business:
<ul id="">
<li>On average, <a id="" href="https://www.spiralytics.com/blog/powerful-ux-statistics/">every $1 invested in UX brings a return of $100</a>.</li>
<li>A well-designed user interface can <a id="" href="https://www.forrester.com/report/The-Six-Steps-For-Justifying-Better-UX/RES117708">increase the conversion rate of your website</a> by up to 200%</li>
<li><a id="" href="https://www.pwc.com/us/en/services/consulting/library/consumer-intelligence-series/future-of-customer-experience.html?WT.mc_id=CT11-PL1000-DM2-TR2-LS4-ND30-TTA5-CN_FutureofCXIEO-14&amp;eq=infeditorial_hyken">50% of potential sales are missed</a> because users cannot find the information they require to make a purchase.</li>
<li>Companies that prioritized and valued design saw a <a id="" href="https://www.mckinsey.com/capabilities/mckinsey-design/our-insights/the-business-value-of-design">32% increase in revenue</a>, according to a McKinsey study.</li>
</ul>
A great example of this philosophy in action is our work with <a id="" href="https://www.integrityxd.com/work/cca-global">CCA Global</a>.  Our modernization of their user experience, achieved through a <a href="https://www.integrityxd.com/service/web-development">WordPress Engine website</a> underpinned by <a href="https://www.integrityxd.com/service/strategy-consulting">high-quality, authentic content</a>, captured the spirit of their dedicated team, the members they serve, and the leadership that guides the organization. The revamped website not only attracted and engaged potential applicants and members, but also reflected the cooperative’s commitment to its mission and values, successfully aligning digital presence with its real-world impact.
<h2 id="">The Final Dish: A Better Product</h2>
So, the next time you craft your SEO strategy, don&#8217;t forget about the user experience. Remember, a website designed with the user in mind is more likely to keep visitors engaged, encourage them to explore more of your content, and, ultimately, convert them into customers.
‍<a id="" href="https://www.integrityxd.com/web-design/visual-branding">At IntegrityXD, we believe the user experience is the brand.</a> At the end of the day, our goal is to help users, and aligning business goals with user goals creates a mutually beneficial experience for both. We&#8217;re here to help you create a website that not only ranks high in search engine results, but also provides a positive experience for your users. <a href="https://www.integrityxd.com/contact">Contact us today to learn more about how we can help you achieve your goals.</a>


Additional Resources



<ul class="wp-block-list">
<li><a href="https://www.integrityxd.com/blog/inclusive-digital-design-development">Inclusive Digital Design + Development</a></li>



<li><a href="https://www.integrityxd.com/blog/how-to-choose-a-web-consulting-agency-9-tips">How to Choose a Web Consulting Agency: 9 Tips</a></li>



<li><a href="https://www.integrityxd.com/blog/six-reasons-why-integrityxd-is-the-leading-marketing-technology-agency-in-st-louis">Six Reasons Why IntegrityXD is the Leading Marketing Technology Agency in St. Louis</a></li>
</ul>

Integrity STL graphic to show connection between SEO and UX

Leading with Design: UX and SEO are More Intertwined Than Ever

<h2 class="wp-block-heading">Why Integrated Technology Is No Longer Optional</h2>



Think about how your business operates today. How do you reach your customers? Accept and fulfill orders? Manage contracts? How many steps does this process take from start to finish? More importantly, how much duplication of effort, manual intervention, and brute force are you relying on to make it all work?



If these questions feel uncomfortably familiar, you’re not alone. Countless businesses are tangled in operational inefficiencies, wasting valuable resources on outdated systems and fragmented processes. But here’s the kicker: addressing these issues is no longer considered &#8220;Business Innovation.&#8221; It’s Business 101.



At its core, streamlining operations is about leveraging integrated technology platforms to work smarter—not harder. With the right tools, you can eliminate redundancy, minimize human error, and enable your team to do more, better, faster, and with less effort and cost.&nbsp;



But technology alone won’t fix broken processes—well-designed operational workflows are the real key. That’s why at Integrity, we consider ourselves “process experience experts.” We focus on crafting seamless, optimized processes first, then layering on technology solutions that amplify success rather than complicate it.



And here’s the catch: implementing these solutions effectively requires more than just plugging in off-the-shelf software or hiring a freelancer to patch things together. It takes a dedicated team of technical experts who know how to <a href="https://www.integrityxd.com/service/strategy-consulting">design and deliver custom solutions tailored to your business goals.</a>



<h3 class="wp-block-heading">The Key to Streamlining: Why You Need the Right Team Behind You</h3>



At <a href="https://www.integrityxd.com/">Integrity</a>, we’re not just a digital agency. <a href="https://www.integrityxd.com/about">We are the best digital agency in St. Louis</a>—and we earned that reputation because of one defining factor: our <a href="https://www.integrityxd.com/careers">unparalleled investment in technical talent</a>. While other agencies might boast about their creativity or marketing expertise (which we have, too, by the way), what truly sets us apart is the depth and breadth of our technical capabilities.



Here’s what makes us different:



<ul class="wp-block-list">
<li><a href="https://www.integrityxd.com/service/web-development">A Team of Full-Time Engineers and Developers</a>: We don’t rely on one overworked in-house developer or a patchwork of outsourced freelancers. Our team includes some of the best technologists in the country, with years of experience in full-stack development, backend architecture, and <a href="https://www.integrityxd.com/service/applied-ai">cutting-edge technologies like AI and machine learning</a>. </li>



<li>Expertise in Every Programming Language That Matters: Across our team, we bring a crazy deep level of experience. Whether it’s Python, JavaScript, Ruby on Rails, or the <a href="https://www.integrityxd.com/blog/the-business-model-of-the-future-10-humans-100-ai-agents">latest AI frameworks</a>, there’s no technical challenge we can’t solve. </li>



<li>Solutions That Aren’t One-Size-Fits-All: <a href="https://www.integrityxd.com/service/digital-innovation">We build integrated systems that work seamlessly with your existing infrastructure</a>. From custom CRMs to AI-driven workflow automation, we create solutions that eliminate bottlenecks and let your team focus on what they do best. </li>
</ul>



<h3 class="wp-block-heading">Why It Matters for Your Business</h3>



Operational inefficiency doesn’t just waste time and money—it stifles growth. When your systems don’t talk to each other, your employees spend more time managing manual processes and fixing errors than focusing on strategic work. Customers feel the ripple effect too: delays, errors, and inconsistent experiences can cost you their trust.



With the right technology and the right team, you can:



<ul class="wp-block-list">
<li>Automate repetitive tasks to save time and reduce errors.</li>



<li>Centralize your data for better insights and smarter decision-making.</li>



<li>Create seamless experiences for your customers, from order placement to fulfillment.</li>



<li>Scale your operations without scaling your costs.</li>
</ul>



But here’s the reality: not all digital agencies can deliver these solutions. Many promise “tech expertise,” but lack the depth of talent to back it up.&nbsp;



<h3 class="wp-block-heading">Why Integrity Is the Right Digital Partner</h3>



<a href="https://www.integrityxd.com/blog/six-reasons-why-integrityxd-is-the-leading-marketing-technology-agency-in-st-louis">When you work with Integrity, you’re getting more than just a digital agency</a>. You’re getting a partner with the technical expertise to solve your most complex challenges. We don’t believe in cookie-cutter solutions or outsourcing your success to someone halfway across the world. Every team member is fully invested in your success because they’re part of our team—not a freelancer network or temporary hire.



And because we’re <a href="https://www.integrityxd.com/about">based right here in St. Louis</a>, we bring a personal, collaborative approach to every project. We work closely with you to understand your business goals, identify opportunities for improvement, and deliver solutions that drive measurable results.



Let’s make 2025 the year your business stops struggling with inefficiency and starts thriving with smart, scalable solutions. <a href="https://www.integrityxd.com/contact">Contact us today to learn more</a>!&nbsp;



Additional Resources



<ul class="wp-block-list">
<li><a href="https://www.integrityxd.com/blog/how-to-choose-a-web-consulting-agency-9-tips/">How to Choose a Web Consulting Agency: 9 Tips</a></li>



<li><a href="https://www.integrityxd.com/blog/why-site-health-is-the-pulse-for-digital-success-2/">Why Site Health is the Pulse for Digital Success</a></li>



<li><a href="https://www.integrityxd.com/blog/six-reasons-why-integrityxd-is-the-leading-marketing-technology-agency-in-st-louis/">Six Reasons Why IntegrityXD is the Leading Marketing Technology Agency in St. Louis</a></li>
</ul>

Two people brainstorming a technology project at a whiteboard

The Best Digital Agency in St. Louis: How Integrity Solves Complex Business Problems

<a href="https://www.integrityxd.com/service/digital-marketing">Digital marketing</a> stands at a critical intersection in 2025. There are more channels than ever to consider when creating an annual marketing plan. Most allocate resources to <a href="https://www.integrityxd.com/service/strategy-consulting">content marketing</a>, social media, <a href="https://integrityxd.com/service/digital-marketing/seo-services/">SEO</a> and PPC. Depending on the industry, some may allocate resources to influencer and affiliate marketing, video and webinars. Some find success leveraging SMS marketing and push notifications. Those who are cutting edge are now considering <a href="https://www.integrityxd.com/service/applied-ai">AI and how it impacts every channel</a>.   



2025 is the time to rethink email marketing. Email marketing is known for its impressive ROI due to its ability to deliver personalized content tailored to individual preferences and behavior.&nbsp; And, the number of global email users in 2023 was 4.37 billion and was forecasted to grow to 4.89 billion in 2024, reports <a href="https://www.statista.com/statistics/255080/number-of-e-mail-users-worldwide/">Statista</a>.



Email can drive conversions and sales more effectively than other marketing channels if done correctly. Today’s digital consumer demands:



<ul class="wp-block-list">
<li>Instant, relevant communication</li>



<li>Seamless cross-channel experiences</li>



<li>Meaningful, value-driven interactions</li>



<li>Minimal friction in engagement</li>
</ul>



Yet, it’s a crowded space. Statista reports in April 2024, the <a href="https://www.statista.com/statistics/1270459/daily-emails-sent-by-country/">United States sent the highest number of emails at almost ten billion daily</a>.&nbsp;So, how do you ensure your emails stand out? The traditional email marketing checklist is still valid:



<ul class="wp-block-list">
<li>Use pre-header text</li>



<li>Keep copy concise</li>



<li>Give thought to images</li>



<li>Keep CTAs front and center</li>



<li>Leave breathing (and clicking) room</li>



<li>A/B test</li>



<li>Keep updated on how customers use mobile</li>
</ul>



A lot has changed, however. To be successful in 2025, discovery and planning are required first, just like any other successful martech program.



<h2 class="wp-block-heading">Segmentation</h2>



First and foremost, consider segmentation. It’s not the 80s anymore. You can no longer win at email by sending the same message to all your subscribers.&nbsp;



At <a href="https://www.integrityxd.com/">Integrity</a>, we recently helped a higher education institution re-engage their alumni by segmenting emails by the decade the alums graduated and by their major then delivered relevant content. We also helped our retail clients by segmenting emails based on past purchases.&nbsp;



To determine how to segment, it helps to think about available data. Are you using a robust tool like Salesforce that would allow for more complex segmentation? If it’s more of a manual process, marketers can now leverage AI-driven intelligence and machine learning algorithms. Emails are no longer static messages but dynamic, adaptive experiences tailored to individual user behaviors and preferences.&nbsp;



Segmentation should evolve as new data is available. By tracking interactions across channels, zero-party data, and implementing machine learning algorithms, we can build predictive engagement models and create customer profiles. Through continuous learning, segmentation evolves to micro-segmentation and we can continue to refine prediction models and adapt engagement strategies.



<h2 class="wp-block-heading">List Maintenance</h2>



To build your subscriber database while maintaining segmentation, a subscription center is the answer. Give subscribers the option to choose what type of content they want to receive and think about that content from a micro-segment outcome. Likewise, give subscribers the option to opt-out of one segment while remaining in others.&nbsp;



Don’t forget to regularly scrub subscriber lists. If someone hasn’t opened an email in 6 months, move them to a re-engagement list with its own content cadence. If someone has opened emails recently but hasn’t taken the desired action in 6 months to a year (depending on your procurement life cycle), move them to an inactive list with its own content cadence &#8211; the first email should be an exclusive offer.



As your segmented lists increase, keep an eye on bounce rates. I once had a company hire my team because their emails were blacklisted during their peak season and they lost a lot of money. Most email clients will call it a soft bounce one or two times then a hard bounce the third time and move the email address to the unsubscribe list. That makes sense, someone may have a legitimate bounce due to an “out of office” message or a temporary email error. If the email bounces after 3 times, they likely have marked you as spam or have changed their email. This new client’s email platform was not automatically managing bounces so an increasing number of emails were repeatedly bouncing.&nbsp; To protect its users, Gmail blacklisted the sender IP so none of this client’s emails were getting inboxed. It took a lot of work, but we eventually got them back in good graces, although a lot of other digital marketing campaigns were needed to offset the drop in email conversions that season.&nbsp;



<h2 class="wp-block-heading">Hyper-Personalization</h2>



Another cutting edge strategy for email marketing in 2025 is hyper-personalization. Personalization has grown way beyond just including the first name in the subject line. With <a href="https://www.integrityxd.com/service/applied-ai">AI</a>, you can generate dynamically personalized content and implement natural language generation for individualized messaging. You can also leverage real-time data: browsing history, location, and device.&nbsp;



<h2 class="wp-block-heading">Content Strategy</h2>



For triggered emails, there are powerful automation tools to help marketers create a multi-stage journey map so that leads can be nurtured through all phases of the customer lifecycle &#8211; from onboarding, to engagement, and retention. There are a variety of actions that would trigger an email:



<ul class="wp-block-list">
<li>Behavioral
<ul class="wp-block-list">
<li>Filling out a website form</li>



<li>Browser abandonment</li>



<li>Abandoned cart</li>



<li>Product view follow-up</li>



<li>Post-purchase recommendations</li>
</ul>
</li>



<li>Lifecycle
<ul class="wp-block-list">
<li>Welcome</li>



<li>Onboarding</li>



<li>Re-engagement campaigns</li>
</ul>
</li>



<li>Transactional
<ul class="wp-block-list">
<li>Order confirmation</li>



<li>Shipping notification</li>



<li>Delivery updates</li>



<li>Post-purchase follow ups</li>



<li>Return/exchange communications</li>
</ul>
</li>



<li>Engagement
<ul class="wp-block-list">
<li>Welcome</li>



<li>Birthday gifts</li>



<li>Thanks for referring a friend</li>
</ul>
</li>
</ul>



Manually scheduled ad hoc emails would be campaigns/promotions or email newsletters and they might contain a redemption coupon, blog post, case study or videos.



To increase your sales funnel, think of ad hoc emails as a testing ground. Send an email to the appropriate segmented subscriber list, then 3-5 days later, review the reports and decide if the email was a winner or not. What was the open, click-through and conversion rates? Were there any booked appointments, closed deals or sold products? When you see a winner, include that in the triggered / automated sequence so when new people take a particular action they receive a winning email. Over time, all triggered / automated emails are winners.



And, with augmented reality on the rise, these types of content will reach new heights in 2025:



<ul class="wp-block-list">
<li>Product visualization
<ul class="wp-block-list">
<li>Allow customers to place the product in their own space or interactive try-on experiences</li>
</ul>
</li>



<li>Gamification
<ul class="wp-block-list">
<li>AR-based games or challenges within email content</li>
</ul>
</li>



<li>Virtual tours
<ul class="wp-block-list">
<li>Store walkthrough for retail or tours to help preview experiences before booking for travel companies or event venues</li>
</ul>
</li>



<li>Video tutorial and usage demonstrations by overlaying AR instructions on product images&nbsp;</li>
</ul>



<h2 class="wp-block-heading">Tooling</h2>



Many make the mistake of picking a tool first, but all of the components above should be taken into consideration before determining the technology stack. The strategy (even if it is a phased approach) should drive tooling decisions. To win at email marketing in 2025, you will need a combination of advanced CRM systems, AI-driven platforms, and machine learning tools. 



For large scale email programs, top platforms include:



<ul class="wp-block-list">
<li><a href="https://www.salesforce.com/form/sales/sales-ai-demos/?d=7013y0000026em6AAA&amp;nc=7013y0000026fJyAAI&amp;utm_content=7013y0000026em6AAA&amp;utm_source=bing&amp;utm_medium=paid_search&amp;utm_campaign=627315628&amp;utm_adgroup=1298524369648387&amp;utm_term=sales%20cloud%20einstein&amp;utm_matchtype=e&amp;gclid=bcbe46d612b616762d3621420298ed41&amp;gclsrc=3p.ds&amp;msclkid=bcbe46d612b616762d3621420298ed41">Salesforce Einstein</a></li>



<li><a href="https://www.adobe.com/in/sensei/generative-ai.html">Adobe Sensei</a></li>



<li><a href="https://www.optimove.com/">Optimove</a></li>



<li><a href="https://emarsys.com/">Emarsys</a>&nbsp;</li>



<li><a href="https://www.microsoft.com/en-us/dynamics-365/what-is-dynamics-365">Dynamics 365</a></li>
</ul>



<a href="https://www.hubspot.com/">Hubspot</a> and <a href="https://www.klaviyo.com/">Klaviyo</a> are great platforms for a mid-size email marketing program. Even <a href="https://monday.com/ap/comp-crm?utm_medium=cpc&amp;utm_source=bing&amp;utm_campaign=us-en-prm-crm-search-comp1_crm-h-desktop-core-bing&amp;utm_adgroup=microsoft%20dynamics%20exact&amp;utm_content=microsoft%20dynamics&amp;utm_keyword=microsoft%20dynamics&amp;utm_match_type=e&amp;utm_bid_match_type=be&amp;utm_vertical=o&amp;cluster=&amp;subcluster=&amp;ati=&amp;msclkid=1da8957dbf251752bc14f2d27d3b5d93">Monday.com</a> is new to the CRM space.



<h2 class="wp-block-heading">Mobile Optimization</h2>



60% of all email opens are on mobile or tablet reports <a href="https://earthweb.com/blog/mobile-email-statistics/">HubSpot via EarthWeb</a>. Likewise, they report 73% of businesses give priority to mobile device optimization. Given the number of devices in 2025, this means responsive design is no longer sufficient. A successful mobile email marketing campaign requires:



<ul class="wp-block-list">
<li>Design fundamentals
<ul class="wp-block-list">
<li>Mobile first templates</li>



<li>Single column layouts</li>



<li>Large CTA buttons</li>



<li>Minimum 14-16pt font size</li>



<li>Simplified content hierarchy</li>
</ul>
</li>



<li>Technical optimization
<ul class="wp-block-list">
<li>&lt;50KB file size</li>



<li>Fast loading images</li>



<li>Compressed graphics</li>



<li>Pre-header text optimization</li>



<li>AMP email compatibility</li>
</ul>
</li>
</ul>



<h2 class="wp-block-heading">Scheduling</h2>



Once the strategy is in place &#8211; you’ve selected the right email marketing platform, created an email or series of emails, tested across browsers and devices and you’ve A/B tested subject lines and pre-headers &#8211; you are ready to schedule for deployment.



Over the years, a number of experts have analyzed the best day of week and time of day to send an email. With the growth of smart phones, you would think this would’ve changed over the years as anyone can now easily read an email at any time.&nbsp; In fact, not much has changed since I started managing email marketing teams over 20 years ago.&nbsp; One of my favorite marketers, <a href="https://npdigital.com/">Neil Patel</a>, just published on <a href="https://www.linkedin.com/posts/neilkpatel_youre-sending-emails-during-the-wrong-day-activity-7266229035163111424-CcZT?utm_source=share&amp;utm_medium=member_desktop">LinkedIn</a> as well as on all his social channels and to his email subscribers, that after analyzing 1.46 billion emails sent over a year, data shows that Tuesday, Wednesday and Thursday are the best days to send emails.&nbsp; As for time, 9am to 12pm performed the best.&nbsp;&nbsp;&nbsp;



<h2 class="wp-block-heading">Sustainability</h2>



While the focus of this blog is on successful email marketing strategies defined by ROI, in a world where we all need to think about the environment and how corporate citizenship is valued, the same holds for email. Sustainability in marketing refers to the energy consumption of data centers, transmission and storage emissions, device-level environment costs. There’s a number of ways we can support this:



<ul class="wp-block-list">
<li>Green email design
<ul class="wp-block-list">
<li>Minimize file size</li>



<li>Remove unnecessary images</li>



<li>Optimize HTML efficiency</li>



<li>Use lightweight elements</li>
</ul>
</li>



<li>Server and infrastructure
<ul class="wp-block-list">
<li>Select green hosting providers</li>



<li>Select renewable energy data centers</li>



<li>Select carbon-neutral cloud services</li>
</ul>
</li>
</ul>



There are email emission calculators, carbon accounting, and benchmarking tools that can be used for comparison. There are also green marketing certifications, industry sustainability guidelines, and third-party environmental verifications that can be obtained and leveraged in marketing to showcase dedication to corporate citizenship.



<h2 class="wp-block-heading">Start Your 2025 Email Marketing Off Strong</h2>



To stand out and be successful in 2025, we must:



<ul class="wp-block-list">
<li>Shift from tactical messaging to a strategic customer relationship platform</li>



<li>Leverage data-driven insights for personalized engagement</li>



<li>Integrate advanced analytics and predictive intelligence</li>
</ul>



Of course each business and organization will have its own KPIs and ROI gauge. For comparison purposes, <a href="https://www.forbes.com/advisor/business/software/email-marketing-statistics/">Forbes</a> reports that in 2024 the top organizations averaged:



<ul class="wp-block-list">
<li>36.5% open rate</li>



<li>1.4% click-through rate</li>



<li>10.4% bounce rate</li>
</ul>



Interested to discuss how you can transform your email marketing program? <a href="https://www.integrityxd.com/contact">Get in touch with us today!</a> Integrity has experience in a variety of industries and can help create an <a href="https://integrityxd.com/email-marketing/">email marketing strategy </a>that’s right for you.



One day we might be selling shoes. The next day we might be solving financial issues. And, the next day we might be curing cancer. Let us help you turn total strangers into paying clients today. Happy emailing!



Additional Resources



<ul class="wp-block-list">
<li><a href="https://www.integrityxd.com/blog/how-to-choose-a-web-consulting-agency-9-tips/">How to Choose a Web Consulting Agency: 9 Tips</a></li>



<li><a href="https://www.integrityxd.com/blog/why-site-health-is-the-pulse-for-digital-success-2/">Why Site Health is the Pulse for Digital Success</a></li>



<li><a href="https://www.integrityxd.com/blog/best-digital-agency-st-louis/">The Best Digital Agency in St. Louis: How Integrity Solves Complex Business Problems</a></li>
</ul>

Integrity STL email marketing strategies graphic

Email Marketing Strategies for Success in 2025

The story of technological innovation often unfolds in three interdependent layers: infrastructure, software, and applications. Together, these layers form the foundation for transformative business models and paradigm shifts in how we work, connect, and create value.



Take the Internet revolution as an example. In the 1990s, we witnessed the infrastructure phase—fiber-optic cables, semiconductors, ISPs, and networking hardware provided the physical and digital backbone. Then came the rise of software platforms, such as Internet Explorer and Netscape, which opened the door for mass adoption. Finally, in the 2000s, the explosion of applications like Amazon, Google, and Facebook redefined how we shop, search, and socialize, building on both the infrastructure and software layers to deliver unparalleled utility.



Today, artificial intelligence (AI) is following a similar trajectory. We are still in the infrastructure phase, where companies like<a href="https://www.amd.com"> AMD</a>,<a href="https://www.broadcom.com"> Broadcom</a>, and<a href="https://www.nvidia.com"> Nvidia</a> are building the foundational hardware and computing systems necessary for AI to thrive. Software platforms such as<a href="https://www.openai.com"> OpenAI</a>’s APIs and frameworks like TensorFlow are enabling developers to experiment and create. On top of these two layers, the third wave—the application phase—is beginning to take shape. This is where agentic AI emerges, redefining productivity, decision-making, and business operations. The most significant disruptions will come from those who can harness all three layers effectively.



<hr class="wp-block-separator has-alpha-channel-opacity"/>



<h3 class="wp-block-heading">What Is Agentic AI?</h3>



At its core, agentic AI represents a significant evolution in the application layer. It refers to artificial intelligence systems capable of making autonomous decisions. Unlike reactive AI, which responds to specific inputs or predefined rules, agentic AI operates proactively, autonomously assessing situations, weighing options, and executing actions.



To better understand this distinction, consider the progression through the three layers:



<ol class="wp-block-list">
<li>Infrastructure: The self-driving car is only possible because of advancements in AI chips (e.g., Nvidia’s GPUs), LiDAR technology, and 5G networks.</li>



<li>Software: Machine learning frameworks enable training models for perception, navigation, and decision-making.</li>



<li>Application: The car as a whole becomes an agent, interpreting real-time data and making decisions such as braking, accelerating, or turning—all without human intervention.</li>
</ol>



In the business world, this progression mirrors how companies are moving from reactive tools that assist decision-making to autonomous collaborators that execute processes, learn from outcomes, and improve systems on their own.



<hr class="wp-block-separator has-alpha-channel-opacity"/>



<h3 class="wp-block-heading">The Layered Evolution of Agentic AI Applications</h3>



Much like the internet era, where the combination of infrastructure, software, and application layers unlocked exponential value, the AI era will see innovations layered in a similar way. Below, we explore how agentic AI is driving this transformation across industries.



<h4 class="wp-block-heading">1. Marketing: Smarter Campaigns from Infrastructure to Application</h4>



<ul class="wp-block-list">
<li>Infrastructure: Advanced GPUs power the vast datasets required for marketing insights, while cloud providers like<a href="https://aws.amazon.com"> AWS</a> and<a href="https://azure.microsoft.com"> Azure</a> offer scalable compute resources for AI.</li>



<li>Software: Tools like<a href="https://www.openai.com"> OpenAI</a>’s APIs,<a href="https://www.salesforce.com/products/einstein/overview/"> Salesforce Einstein</a>, and<a href="https://www.hubspot.com"> HubSpot</a> integrate AI into marketing workflows. These platforms act as the middleware between infrastructure and the end-user.</li>



<li>Applications: Platforms like<a href="https://www.drift.com"> Drift</a> and<a href="https://www.persado.com"> Persado</a> take the next step by creating autonomous agents that close sales, optimize ad spend, and generate creative copy. For example:
<ul class="wp-block-list">
<li>Drift’s conversational AI agents actively prioritize leads and even close small deals without human intervention.</li>



<li>Persado autonomously generates and refines ad copy, removing guesswork from creative decision-making.</li>
</ul>
</li>
</ul>



<h4 class="wp-block-heading">2. Cybersecurity: Autonomous Threat Detection</h4>



<ul class="wp-block-list">
<li>Infrastructure: AI-native infrastructure—such as<a href="https://www.crowdstrike.com"> CrowdStrike</a>’s endpoint protection architecture or<a href="https://www.cloudflare.com"> Cloudflare</a>’s global network—is critical for handling the massive flow of real-time threat data.</li>



<li>Software: AI-powered platforms process and analyze this data, such as CrowdStrike’s Falcon or Cloudflare’s intelligent edge technology.</li>



<li>Applications: Agentic AI systems autonomously detect and neutralize threats. For instance:
<ul class="wp-block-list">
<li>CrowdStrike eliminates malware before it infiltrates endpoints.</li>



<li>Cloudflare blocks DDoS attacks in real-time while optimizing network performance autonomously.</li>
</ul>
</li>
</ul>



<h4 class="wp-block-heading">3. Ad Tech: Real-Time Decisions at Scale</h4>



<ul class="wp-block-list">
<li>Infrastructure:<a href="https://www.thetradedesk.com"> The Trade Desk</a> relies on high-performance compute infrastructure to process petabytes of data across global advertising platforms.</li>



<li>Software: Machine learning algorithms and AI frameworks enable the analysis of vast datasets in milliseconds.</li>



<li>Applications: Agentic AI automates ad buying, optimizes ad placements, and reallocates budgets dynamically for maximum ROI. This eliminates manual guesswork, letting advertisers focus on high-level strategy.</li>
</ul>



<h4 class="wp-block-heading">4. Business Technology: From Automation to Autonomy</h4>



<ul class="wp-block-list">
<li>Infrastructure:<a href="https://www.databricks.com"> Databricks</a> and<a href="https://www.uipath.com"> UiPath</a> depend on scalable cloud and AI hardware to support the massive data flows and compute needs of enterprise clients.</li>



<li>Software: Integrated platforms like<a href="https://www.servicenow.com"> ServiceNow</a> enable AI-enhanced workflow management at scale.</li>



<li>Applications: Autonomous agents handle increasingly complex workflows:
<ul class="wp-block-list">
<li>UiPath’s bots analyze processes, detect inefficiencies, and implement improvements without human intervention.</li>



<li>Databricks automates the end-to-end process of data ingestion, cleaning, modeling, and deployment, allowing businesses to act on insights instantly.</li>
</ul>
</li>
</ul>



<hr class="wp-block-separator has-alpha-channel-opacity"/>



<h3 class="wp-block-heading">The Future of Work: Scaling Decisions with Humans and AI</h3>



Imagine a business team of 10 human employees working with 100 AI agents. These agents specialize in tasks like analyzing market trends, managing ad campaigns, optimizing supply chains, and even designing marketing content. They operate 24/7, making autonomous decisions, while the human team focuses on strategy, creativity, and oversight. This isn’t science fiction—it’s the future of business.



To thrive in this new era, businesses need to start preparing today.&nbsp;



Here’s how:



<ol class="wp-block-list">
<li>Embrace Collaboration Between Humans and AI: Train your workforce to collaborate with AI agents, emphasizing skills like creativity, leadership, and ethical decision-making—areas where humans excel.</li>



<li>Experiment and Iterate: Agentic AI is still in its early stages, and the most successful companies will be those willing to experiment with new tools, processes, and business models.</li>
</ol>



Additional Resources



<ul class="wp-block-list">
<li><a href="https://www.integrityxd.com/blog/data-driven-design-the-superpowers-behind-user-analytics/">Data-Driven Design: The Superpowers Behind User Analytics</a></li>



<li><a href="https://www.integrityxd.com/blog/beyond-words-embracing-ai-and-visual-thinking-in-web-development/">Beyond Words: Embracing AI and Visual Thinking in Web Development</a></li>



<li><a href="https://www.integrityxd.com/blog/six-reasons-why-integrityxd-is-the-leading-marketing-technology-agency-in-st-louis/">Six Reasons Why IntegrityXD is the Leading Marketing Technology Agency in St. Louis</a></li>
</ul>

The Business Model of the Future: 10 Humans + 100 AI Agents

Ending my fifth week with Integrity after the third layoff of my career, I am filled with gratitude. But the funny thing is, the Integrity workplace is brimming with gratitude, recognition, and yes, boom emojis! It’s part of the language we speak and the actions we take every day.&nbsp;



<h2 class="wp-block-heading">Gratefulness is a Core Value</h2>



Not surprising. It’s right there in the employee handbook. Gratefulness is one of our company values. I see these in action every day:



<ul class="wp-block-list">
<li>Fun</li>



<li>Happiness</li>



<li>Humility</li>



<li>Gratefulness</li>



<li>Responsiveness</li>



<li>Communication</li>



<li>Excellence</li>



<li>Understanding</li>



<li>Productivity</li>



<li>Learning</li>



<li>Problem-solving and, of course…</li>



<li>Integrity!</li>
</ul>



I remember at the end of one of my interviews, Jamal gave me a tour of the office. I asked him about the rainbow animation of the Integrity logo on the website. One of my core values is to work for a company where everyone can bring their whole person to work. I wanted to make sure this was a safe place for me and for any LGBTQ+ person. He answered with kindness and inclusiveness and he handed me a physical copy of the employee handbook.&nbsp;



I read that handbook word-for-word several times. Even though I was unemployed, I was vetting every company I interviewed with as much as they were evaluating me and my skills. It was clear that Integrity had the potential to be the coolest job I’ve ever had. (You can <a href="https://www.integrityxd.com/about">download the handbook</a> here!)



<h2 class="wp-block-heading">Living the Values</h2>



The great news is that the company values weren’t just written by a talented copy writer, I have experienced all of them.



If you are a client: This team is super smart, talented, and wildly passionate about your work and your success. Every week, there is some major milestone reached or technology launched and we all experience that celebration in Slack. Program leaders giving shoutouts, compliments, and stories behind challenging projects while also calling out co-workers for their great work and dedication. There is always recognition and gratitude for each other. And, yes, there are boom emojis. And spaceships, 100%, trophies, etc. As an elder Gen X-er, I admit my emoji game needs some work!&nbsp;



If you are a job seeker: As you make your checklist of items for your ideal job, think about your ideal workplace culture. I encourage you to learn more about <a href="https://www.integrityxd.com/about">Integrity</a>. Keep reading below to learn more about our culture and I bet you will want to submit your resume via the form at the bottom of the <a href="https://www.integrityxd.com/careers">careers</a> page! We are always looking for great talent!



If you are a business owner: You should know that gratitude in the workplace has a profound impact on company culture, employee well-being, and overall organizational success. I think Integrity’s culture is proof. It starts with you. John and Ed are quick to chime in with more shoutouts and thank yous. This happens online in Slack and in person in the office. <a href="https://www.integrityxd.com/contact">Contact us</a> today if you would like to start a conversation about a future collaboration.&nbsp;



While I have already experienced a welcoming and positive work environment with Integrity, I thought I would explore more about workplace gratitude for this article.&nbsp;



<h2 class="wp-block-heading">What is Workplace Gratitude?</h2>



We teach babies to say thank you as soon as they learn to speak. We should have the same expectations of adults at work.&nbsp;



But workplace gratitude is more than just saying “thank you.” It’s a genuine attitude that fosters a culture of appreciation and recognition for the hard work, efforts of other people, and positive things happening within the organization. It can be expressed in various ways, from a simple handwritten note in Slack or Teams to public recognition during team meetings. I’ve also seen companies use glass trophies, reward points, and tangible merchandise for recognition and gratitude for years of service.



<h3 class="wp-block-heading">Psychological Benefits of Gratitude</h3>



This isn’t just a ‘woo woo’ new age idea for running a business. Research from the John Templeton Foundation delves into the <a href="https://www.templeton.org/discoveries/science-of-gratitude" target="_blank" rel="noreferrer noopener">science of gratitude.</a> There is evidence connecting gratitude to numerous psychological benefits. It&#8217;s reasonable to conclude that workplace practices fostering gratitude could yield comparable positive outcomes for your employees and business. Cultivating a culture of gratitude can improve team dynamics, boost morale, and promote stronger relationships among team members.



<h3 class="wp-block-heading">Physical Benefits of Gratitude</h3>



According to psychologist Robert Emmons, gratitude is a powerful tool that not only enhances emotional states, but also contributes to better physical health and fewer health complaints. He has linked <a href="https://emmons.faculty.ucdavis.edu/gratitude-and-well-being/" target="_blank" rel="noreferrer noopener">gratitude and well-being</a>, with grateful people often experiencing fewer headaches, less stress, and a positive work environment that encourages personal growth and greater satisfaction.



Grateful people may be healthier?! What if you could minimize health insurance costs in your business by creating a workplace culture where you encourage everyone to express gratitude?



<h2 class="wp-block-heading">4 Ways to Foster Gratitude in the Workplace</h2>



Other articles on gratitude will include suggestions like creating an employee recognition program, suggesting employees write gratitude journals, or loading points onto a gift card. Write thank you notes or thank you emails and compliment people in meetings. Those are pretty obvious. I wanted to share ideas that I have experienced here at Integrity.&nbsp;



<figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="1024" height="518" src="https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/01/4-ways-to-foster-gratitude-in-the-workplace-Integrity--1024x518.png" alt="4 Way to Foster Gratitude in the Workplace - Integrity STL blog graphic" class="wp-image-5424" srcset="https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/01/4-ways-to-foster-gratitude-in-the-workplace-Integrity--1024x518.png 1024w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/01/4-ways-to-foster-gratitude-in-the-workplace-Integrity--300x152.png 300w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/01/4-ways-to-foster-gratitude-in-the-workplace-Integrity--768x389.png 768w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/01/4-ways-to-foster-gratitude-in-the-workplace-Integrity--1536x778.png 1536w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/01/4-ways-to-foster-gratitude-in-the-workplace-Integrity--2048x1037.png 2048w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/01/4-ways-to-foster-gratitude-in-the-workplace-Integrity--1200x607.png 1200w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2025/01/4-ways-to-foster-gratitude-in-the-workplace-Integrity--1400x709.png 1400w" sizes="auto, (max-width: 1024px) 100vw, 1024px" /></figure>



<h3 class="wp-block-heading">1. Leadership Support</h3>



I already mentioned how Ed and John really set the tone and lead by example with their enthusiasm and gratitude towards our team. They have truly embedded gratitude into the company culture. Whether it’s a casual conversation at lunch or through lively Slack chatter,&nbsp; these practices create a great opportunity for employees to feel connected on a deeper level, whether in person or working from home.



<h3 class="wp-block-heading">2. Decentralized, Empowered Employees</h3>



Integrity’s business model is based on <a href="https://www.integrityxd.com/blog/evolve-and-adapt">holacracy</a> which features a flat structure and requires radical transparency. We all hold each other accountable and do our best to never make anyone else’s job harder. Everyone is encouraged to continuously learn and contribute. The expression of gratitude flows freely in this environment.&nbsp;



<h3 class="wp-block-heading">3. Intentional Feedback</h3>



Integrity encourages a spirit of overcommunication and <a href="https://www.integrityxd.com/blog/from-confusion-to-clarity-how-feedback-drives-team-performance">intentional feedback</a>. That the more context and information everyone has, the more successful we will be. This empowers new employees like myself to speak up and offer suggestions. While I am new to Integrity, I bring 30 years of marketing experience that I want to apply to help our clients and my team be more successful.&nbsp;



I participated in a practice session for an end-of-the-year client meeting. I made a few suggestions from the client point of view to prepare back-up for some of the metrics. My co-workers came to the meeting with the numbers, just in case. As luck would have it, the client asked the exact questions I predicted, and my team crushed it! After the meeting, the gratitude was free-flowing all around!



<h3 class="wp-block-heading">4. Shared Ownership</h3>



The idea of <a href="https://www.integrityxd.com/blog/how-shared-ownership-transforms-team-performance">shared ownership</a> goes right along with the holacracy model. We are all in this together and this is not an accident. The culture has been hand-crafted with a foundation of psychological safety. This includes open communication, interpersonal trust and respect, and leadership support. Genuine gratitude thrives here.&nbsp;



<h2 class="wp-block-heading">The Positive Impact of Gratitude</h2>



The positive effects of gratitude in the workplace extend far beyond employee experience. From boosting employee satisfaction and motivation to improving team dynamics, the power of gratitude creates a ripple effect that benefits everyone. By expressing gratitude regularly and focusing on the positive things happening in the workplace, organizations can foster higher levels of engagement, stronger relationships, and greater productivity.



<h2 class="wp-block-heading">Making Gratitude a Regular Practice</h2>



Your company has a workplace culture whether you actively manage it or not. Culture could be a competitive advantage when it comes to recruiting and hiring.&nbsp;



Embed regular “thank yous” and expressions of gratitude into daily practice. Use communication channels like Slack, email, team meetings, and even social media to express thanks. Recognize the core values of your company by acknowledging the efforts of your team and celebrating their successes.



Gratitude is more than just a powerful way to boost morale—it’s an important element of creating a better place to work. By embracing gratitude practices, organizations can create a positive work environment where employees feel valued and motivated to achieve their best. That is definitely how I feel at Integrity!



<h3 class="wp-block-heading">Additional Resources</h3>



<ul class="wp-block-list">
<li><a href="https://www.integrityxd.com/blog/evolve-and-adapt">Understanding Holacracy: Evolve and Adapt</a></li>



<li><a href="https://www.integrityxd.com/blog/how-shared-ownership-transforms-team-performance">How Shared Ownership Transforms Team Performance</a></li>



<li><a href="https://www.integrityxd.com/blog/from-confusion-to-clarity-how-feedback-drives-team-performance">From Confusion to Clarity: How Feedback Drives Team Performance</a></li>



<li><a href="https://www.integrityxd.com/blog/more-than-a-job-the-impact-of-improving-workplace-culture/">More Than a Job: The Impact of Improving Workplace Culture</a></li>
</ul>

The Power of Gratitude and Boom Emojis in the Workplace

In an increasingly digitized world, a business’s website is akin to its heartbeat. Just as a person&#8217;s health is critical for their overall well-being and performance,&nbsp;<a href="https://www.semrush.com/blog/website-health/" target="_blank" rel="noreferrer noopener">a website&#8217;s health is vital for a business to function optimally in a digital-centric society</a>. But what exactly does site health entail, and why is it so essential?



<h2 class="wp-block-heading">What is Site Health?</h2>



Site health refers to a variety of factors that determine how well a website is functioning. This includes its performance, security, search visibility,&nbsp;<a href="https://www.integrityxd.com/web-design/ui-ux-design">user experience</a>, and the accuracy of its content.&nbsp;<a href="https://www.shopify.com/enterprise/site-performance-page-speed-ecommerce" target="_blank" rel="noreferrer noopener">According to a 2024 study by Portent</a>, the average website speed has become a crucial factor for maintaining user engagement, with sites that load within one second having a 2.5 times higher conversion rate than those that load within five seconds. At the bare minimum,&nbsp;<a href="https://www.integrityxd.com/blog/always-start-with-your-users" target="_blank" rel="noreferrer noopener">your website is supposed to keep up with your customers, so keeping a pulse on your site health is important to constantly capture your customers.</a>



<h2 class="wp-block-heading">Why is Site Health Important?</h2>



<h3 class="wp-block-heading">User Experience (UX)</h3>



A healthy site ensures that visitors can easily and quickly access the information or services they&#8217;re seeking. Slow load times, broken links, missing content, or unresponsive design can deter users, reducing the effectiveness of the website.&nbsp;<a href="https://web.dev/vitals/" target="_blank" rel="noreferrer noopener">Google&#8217;s Core Web Vitals</a>, introduced in 2020, emphasizes the importance of user experience as a ranking factor, emphasizing the connection between site health and search visibility.



<h3 class="wp-block-heading">SEO and Visibility</h3>



At its core,&nbsp;<a href="https://www.semrush.com/blog/technical-seo/" target="_blank" rel="noreferrer noopener">technical SEO is the foundation of any SEO strategy</a>, which is critical to search visibility and improving user experience.&nbsp;<a href="https://www.integrityxd.com/digital-marketing/seo" target="_blank" rel="noreferrer noopener">Technical SEO</a>&nbsp;can greatly impact a website’s performance on Google. When a&nbsp;<a href="https://www.integrityxd.com/service/audits" target="_blank" rel="noreferrer noopener">Technical SEO audit</a>&nbsp;is done of your site, it measures the stability of the foundation of your site — determining if minor tweaks can be made to improve the foundation or if a redesign is in your future.



Poor site health can lead to lower search rankings, making it more difficult for potential customers to find a business online.&nbsp;<a href="https://blog.hubspot.com/insiders/inbound-marketing-stats" target="_blank" rel="noreferrer noopener">According to Hubspot, 75% of users never scroll past the first page of search results</a>. Not only is keeping up to date with your site health important, but also is continuing to&nbsp;<a href="https://www.integrityxd.com/blog/pitch-less-engage-more-high-impact-content-marketing" target="_blank" rel="noreferrer noopener">create compelling, educational content for your consumers.</a>



To&nbsp;<a href="https://www.integrityxd.com/blog/how-to-optimize-your-seo-game-think-of-google-as-a-jealous-lover" target="_blank" rel="noreferrer noopener">maintain a strong pulse on Technical SEO and user experience</a>, lean on&nbsp;<a href="https://www.integrityxd.com/blog/free-google-content-tools-love" target="_blank" rel="noreferrer noopener">tools such as&nbsp;</a><a href="https://search.google.com/search-console/about" target="_blank" rel="noreferrer noopener">Google Search Console</a>&nbsp;and&nbsp;<a href="https://www.semrush.com/projects/" target="_blank" rel="noreferrer noopener">SEMRush</a>&nbsp;that complete thorough site audits to identify issues like broken links, crawl errors, slow-loading pages, or missing content.&nbsp;<a href="https://www.integrityxd.com/blog/why-audits-matter" target="_blank" rel="noreferrer noopener">It is vital to regularly schedule these to keep identifying problems that can be quickly solved to maintain strong website performance.</a>



<h3 class="wp-block-heading">Adaptability</h3>



Digital landscapes evolve rapidly, and so do digital trends in UX and SEO. Regular health checks ensure that a website remains adaptable and can integrate&nbsp;<a href="https://www.integrityxd.com/service/applied-ai">new technologies in AI</a>&nbsp;or best practices without significant overhauls.



Is your page optimized for mobile? This is the number one optimization all businesses should have already made. Statista reported that&nbsp;<a href="https://www.statista.com/statistics/683082/share-of-website-traffic-coming-from-mobile-devices-usa/" target="_blank" rel="noreferrer noopener">over half the web traffic worldwide is generated via mobile, with around 45.49% originating from the United States.</a>



As businesses rely more heavily on their online presence to connect with customers and drive revenue, ensuring a website is fast, secure, and user-friendly becomes paramount. Regular monitoring, adopting <a href="https://integrityxd.com/service/digital-marketing/seo-services/">SEO best practices,</a> and being adaptable to the changing digital ecosystem are the keys to maintaining optimal site health. Just as regular check-ups and a proactive approach to wellness can ensure good personal health, the same principles apply to the well-being of a website.



Haven’t had a site check up in a while? Our&nbsp;<a href="https://www.integrityxd.com/service/digital-marketing" target="_blank" rel="noreferrer noopener">digital marketing team</a>&nbsp;is here to help!&nbsp;<a href="https://www.integrityxd.com/contact" target="_blank" rel="noreferrer noopener">Contact us today</a>&nbsp;— we can get you up to speed.



Additional Resources



<ul class="wp-block-list">
<li><a href="https://www.integrityxd.com/blog/best-digital-agency-st-louis/">The Best Digital Agency in St. Louis: How Integrity Solves Complex Business Problems</a></li>



<li><a href="https://www.integrityxd.com/blog/how-to-choose-a-web-consulting-agency-9-tips/">How to Choose a Web Consulting Agency: 9 Tips</a></li>



<li><a href="https://www.integrityxd.com/blog/inclusive-digital-design-development/">Inclusive Digital Design + Development</a></li>
</ul>

Site health blog featured image for Integrity STL

Why Site Health is the Pulse for Digital Success

<a id="" href="https://www.integrityxd.com/">IntegrityXD</a> proudly announces that <a id="" href="https://www.linkedin.com/in/chris-scherting-848bb03/">Chris Scherting</a> has joined our team as a <a id="" href="https://www.integrityxd.com/service/management">Senior Program Lead</a>. Integrity is growing quickly, and Chris’ diverse <a id="" href="https://www.integrityxd.com/service/digital-marketing">digital marketing</a> background will be an amazing asset to support clients with project management and strategy needs.
As a servant leader, she is constantly focused on supporting Integrity, her coworkers, and her clients, an approach aligned perfectly with Integrity’s <a id="" href="https://www.integrityxd.com/blog/10-traits-for-holacracy">holacracy</a> design. Her passion for content marketing and <a id="" href="https://www.integrityxd.com/digital-marketing/seo">SEO</a> with the ability to bring the multiple facts of yin and yang of marketing is unmatched:
<ul id="">
<li>Traditional and digital marketing (She jokes that she began her career before the Internet was invented!)</li>
<li><a id="" href="https://www.integrityxd.com/industry/b2b-consulting-and-innovation">B2B</a> and B2C experience</li>
<li>Agency and client-side</li>
<li>Creative and analytical</li>
</ul>
Chris is a life-long St. Louis girl from South County, but currently resides in St. Louis Hills. Throughout her career, she has worked for some of the most well-known brands in St. Louis including the St. Louis Cardinals, Charter Communications (now Spectrum) and Maritz. She was also featured as a break-out session speaker at two recent PubCon events, a leading marketing and SEO conference.
Outside of work, Chris enjoys strength training, reading spy thrillers, and collecting art from St. Louis artists, including Cbabi Bayoc, whose inspiring mural is showcased on the side of our own building! She is also currently volunteering with the <a id="" href="https://www.foster-adopt.org/">Foster &amp; Adoptive Care Coalition</a>, creating resumes for the older youth seeking full-time jobs with benefits.
We’re so lucky to have you, Chris! We can’t want to see all the awesome things you accomplish as we head into 2025.

Chris Scherting headshot for Integrity STL

Chris Scherting Joins IntegrityXD as Senior Program Lead

We are excited to share that <a href="https://www.linkedin.com/in/erin-sucher-ogradya59/" id="">Erin Sucher-O&#8217;Grady, Chief Experience Officer (CXO) at Integrity</a>, will be presenting at <a href="https://www.eventbrite.com/e/buildit-the-post-tickets-1090335927109" id="">BuildIT Night</a>, part of an engaging event series for tech and innovation leaders. Her session, titled &#8220;The User Experience is the Brand,&#8221; will take place on December 5, 2024, from 5:30 PM to 6:15 PM at The Post Building in Downtown St. Louis.
This event is part of a new monthly series designed for tech builders and innovators to explore emerging trends, providing a platform for tech leaders to share front-line case studies, disruptive ideas, and leading-edge opportunities unfolding in the data economy.
During Erin’s session, she will explore the <a href="https://www.integrityxd.com/web-design/ui-ux-design" id="">critical role UX plays in shaping customer perceptions</a>, building loyalty, and driving business growth. In today’s fast-paced, digital-first world, a <a href="https://www.integrityxd.com/service/omnichannel-marketing" id="">brand’s success is determined not just by the promises it makes but by how effectively it delivers on those promises through exceptional user experience (UX)</a>.&nbsp;
<a href="https://www.integrityxd.com/blog/erin-sucher-ogrady-named-chief-experience-officer-at-integrity-xd" id="">Erin’s expertise in organizational behavior, user psychology, and strategic leadership</a> makes her nuanced perspective insightful in guiding businesses on their journey toward customer-focused innovation.
Whether you&#8217;re a startup founder, a <a href="https://www.integrityxd.com/service/web-development" id="">tech enthusiast</a>, or an <a href="https://www.integrityxd.com/service/web-design" id="">experienced designer</a>, you&#8217;ll walk away with valuable insights at Build IT Night to help your business thrive in the ever-evolving digital landscape.
Seats are limited! Be sure to<a href="https://www.eventbrite.com/e/buildit-the-post-tickets-1090335927109" id=""> register now</a> to secure your place at BuildIT Night and be part of a dynamic conversation about the future of UX in brand strategy.

Integrity CXO Erin Sucher-O’Grady to Speak at BuildIT Night

<h2 id="">Beyond Words: Embracing AI and Visual Thinking in Web Development</h2>
In today’s world, AI and technology are moving so fast that it’s almost second nature to let them take on tasks for us. I love the convenience of AI, but I’m also hesitant to rely on it too heavily. There’s something about doing things manually—solving a problem from scratch or working through a challenging task—that feels uniquely rewarding. It’s not about holding onto old habits; it’s about experiencing the learning that comes with the process.
Our brains are wired for this kind of learning. Neuroplasticity allows us to strengthen neural pathways every time we repeat a task, making us faster and more skilled each time. But when we let go of those tasks, those pathways weaken, adapting to new focuses. Take math, for example. I remember being much sharper at it in school when calculators were off-limits. Now, with calculators in our pockets, it’s harder to work out problems on the spot. Yet, by letting AI and technology handle certain tasks, I can now focus on bigger projects and more complex problems.
Still, it’s natural to feel a bit cautious about letting technology handle so much for us. For me, it comes down to finding a balance—<a id="" href="https://www.integrityxd.com/blog/how-ai-is-empowering-web-developers">using AI as a tool for productivity without losing the skills that give our work depth and personality</a>.
<h3 id="">Exploring the Roots of Learning and Skill</h3>
This idea of balancing skill with efficiency brought me back to a recent experience. A few weeks ago, while sorting through old files, I stumbled upon my grade school and high school report cards. Curious, I flipped through them, reading old teacher comments and notes on my performance in different subjects. I was a pretty average student overall: not great at math or science, but consistently above average in English, spelling, and reading. One detail caught my eye, though: the cognitive ability tests that tracked my progress over the years.
These tests showed I was fairly average in verbal understanding but above average in nonverbal skills. It’s no surprise, really—I&#8217;ve always been more of a visual thinker. Shapes, patterns, and spatial arrangements stand out faster for me than words or numbers. It’s why I’ve always felt that language, while powerful, has its limitations. Words can summarize feelings, experiences, and moments, but they often fall short of capturing the full picture. Some things just resonate beyond words.
<h3 id="">Building Connections: Visual Thinking in Web Development</h3>
Looking back, this nonverbal strength actually makes sense in the context of my career. As a <a id="" href="https://www.integrityxd.com/service/web-development">web developer</a>, my job is about more than just delivering information to users. Sure, <a id="" href="https://www.integrityxd.com/service/digital-marketing">websites need verbal content</a>, but the experience goes so much further than that. The nonverbal aspects—layouts, shapes, colors, and patterns—turn raw content into something meaningful, making it easier to digest and enjoyable to interact with.
<a id="" href="https://www.integrityxd.com/service/web-design">Good web design complements the content</a>. It brings clarity to information, guiding users naturally and creating a subtle sense of personality. In a way, web development is like designing a visual language, combining verbal and nonverbal cues to create a balanced, intuitive experience.
<h3 id="">Embracing AI Without Losing Ourselves</h3>
All of this circles back to my cautious approach to AI. The tools we use can amplify our strengths, freeing up mental space for creative work. But I believe it’s worth holding onto certain skills and experiences, especially those that have shaped our way of thinking. For now, I’m leaning toward a hybrid approach—<a id="" href="https://www.integrityxd.com/blog/how-ai-is-empowering-web-developers">leveraging AI’s efficiency without giving up the personal, hands-on approach I value</a>. There’s an excitement in this balance, embracing new possibilities while holding onto the experiences that give our work depth. <a id="" href="https://www.integrityxd.com/blog/using-ai-in-web-development-by-a-web-developer">Embracing AI doesn’t mean abandoning all skills, but evolving them for a new era of human capability</a>.


Additional Resources



<ul class="wp-block-list">
<li><a href="https://www.integrityxd.com/blog/the-business-model-of-the-future-10-humans-100-ai-agents/">The Business Model of the Future: 10 Humans + 100 AI Agents</a></li>



<li><a href="https://www.integrityxd.com/blog/data-driven-design-the-superpowers-behind-user-analytics/">Data-Driven Design: The Superpowers Behind User Analytics</a></li>



<li><a href="https://www.integrityxd.com/blog/googles-ever-changing-landscape-and-its-advancements-in-ai/">Google’s Advancements in AI for Marketing</a></li>
</ul>

Integrity STL Author Mark Langenhorst head shot

Beyond Words: Embracing AI and Visual Thinking in Web Development

<a href="https://www.integrityxd.com/" id="">IntegrityXD</a> is proud to announce that <a href="https://www.linkedin.com/in/erin-sucher-ogradya59/" id="">Erin Sucher-O&#8217;Grady has been named Chief Experience Officer (CXO)</a>. This move reflects the company’s commitment to strengthening employee and customer experiences.&nbsp;
In this role, Erin will combine her passion for people with her extensive experience in <a href="https://www.integrityxd.com/blog/integrityxds-erin-sucher-ogrady-talks-leadership-and-ai-integration-on-the-tailwind-marketing-podcast" id="">leadership</a>, <a href="https://www.integrityxd.com/blog/integrity-hires-new-senior-strategist-and-content-manager" id="">strategy</a>, and collaboration.
At IntegrityXD, we firmly believe that a positive customer experience is a direct result of a positive employee experience. This belief is at the core of our decision to appoint a CXO, reflecting our commitment to those values.&nbsp;&nbsp;
The philosophy is simple: happy employees lead to happy clients. By fostering a supportive and empowering environment, IntegrityXD aims to ensure that customer interactions reflect the same positivity and trust.&nbsp;
“We focus on hiring the best talent in the country and empowering those team members to do their best work. We also believe that a positive employee experience translates into a positive customer experience,” said Sucher-O’Grady. “That’s part of the reason we work within a <a href="https://www.integrityxd.com/blog/unique-approach-driving-success-in-a-constantly-changing-world" id="">holacracy</a> operational model; we want employees to feel like they have freedom and power and are trusted members of the company.”
In her new role, Erin will also focus on driving revenue and growth for the company. She will work closely with leadership and employees internally and with clients and evaluate <a href="https://www.integrityxd.com/blog/the-kerry-group-merges-with-integrityxd-to-amplify-global-experience-marketing-services" id="">potential mergers and acquisitions</a> that align with <a href="https://www.integrityxd.com/about" id="">Integrity’s vision and mission</a>.
In the broader St. Louis region, Erin collaborates with local tech organizations including <a href="https://www.integrityxd.com/blog/integrity-xds-erin-sucher-ogrady-to-present-at-stl-tech-week" id="">Tech STL</a>, and serves on the steering committee of the new technology non-profit, the Midwest AI Network (MAIN).
We are so proud of Erin and all she has accomplished in making IntegrityXD a world-class employee and customer experience. We can’t wait to see what awesome things she does next.

Integrity STL Erin Sucher-O'Grady headshot

Erin Sucher-O’Grady Named Chief Experience Officer at Integrity XD

We’re excited that <a href="https://www.linkedin.com/in/emorrissey/" id="">Ed Morrissey</a>, Integrity Partner and Chief Creative Officer, will speak at <a href="https://www.meetup.com/multipass-venture-community-events/events/303147272/?eventOrigin=group_upcoming_events&#038;_gl=1*1yx3txh*_up*MQ..*_ga*MzI4NTYzMzA2LjE3MjU4OTgwOTc.*_ga_NP82XMKW0P*MTcyNTg5ODA5Ni4xLjAuMTcyNTg5ODA5Ni4wLjAuMA.." id="">Founders Lounge on September 19th</a>. Founders Lounge is an intimate, community-driven event where entrepreneurs and ideators gather to connect, share resources, and exchange big ideas.
Over his career, Ed has led Integrity through successful mergers and acquisitions and significant digital transformations across various industries, from healthcare to e-commerce. He’s a builder of businesses, teams, and strategies and has a reputation for not just seeing what’s next but making it happen.&nbsp;
His unique approach blends creativity, technology, and a deep understanding of market needs, making him a thought leader in digital strategy and innovation.
Join us from 6:30 PM to 7:30 PM at the Aloft Hotel in Cortex, where Ed will share his personal journey, insights into scaling tech startups, and actionable strategies for growth. Following the talk, there will be a Q&amp;A session and a chance to network with peers and innovators.
Whether you&#8217;re an entrepreneur seeking growth or simply eager to learn, this event is a can’t-miss opportunity to engage with one of the industry&#8217;s best minds.
To learn more and secure your spot, <a href="https://www.meetup.com/multipass-venture-community-events/events/303147272/?eventOrigin=group_upcoming_events&#038;_gl=1*1yx3txh*_up*MQ..*_ga*MzI4NTYzMzA2LjE3MjU4OTgwOTc.*_ga_NP82XMKW0P*MTcyNTg5ODA5Ni4xLjAuMTcyNTg5ODA5Ni4wLjAuMA.." id="">visit MultiPass Ventures.</a>
‍

Integrity STL founder Ed Morrissey headshot

Ed Morrissey to Speak at Founders Lounge – September 19

<a href="https://www.economist.com/business/2024/08/22/why-americas-tech-giants-have-got-bigger-and-strongerhttps://www.economist.com/business/2024/08/22/why-americas-tech-giants-have-got-bigger-and-stronger">Tech Giants have become more than household names; they have become integral parts of life</a>. Apple, Amazon, and Google have enjoyed a long-running supremacy that will go down in history, but has their dominance gone too far? The United States Justice Department and the Federal Trade Commission have gone into action, suing these tech conglomerates, citing&nbsp;<a href="https://www.justice.gov/atr/antitrust-laws-and-you">antitrust laws</a>&nbsp;prohibiting one company from monopolizing an entire market.&nbsp;



<h2 class="wp-block-heading">Apple’s Smartphone Supremacy</h2>



Apple&#8217;s supremacy in the smartphone market is nothing to sneeze at, with a Gen Z survey saying that&nbsp;<a href="https://appleinsider.com/articles/22/01/06/gen-z-survey-says-87-of-us-teenagers-own-an-iphone">87% of US teenagers own an iPhone</a>. Based on the massive lawsuit,&nbsp;<a href="https://www.justice.gov/opa/pr/justice-department-sues-apple-monopolizing-smartphone-markets">Apple broke the law by carefully tailoring its app store and customer experience to keep their customers buying Apple products</a>. The green bubble was more than a distinction between Apple and Android; it was a way to restrict Apple users from using any products but their own in order to achieve maximum efficiency. With&nbsp;<a href="https://appleinsider.com/articles/22/01/06/gen-z-survey-says-87-of-us-teenagers-own-an-iphone">Apple Pay exclusivity and the Apple Watch being almost exclusive to the iPhone</a>, Apple has and will have its fair share of legal troubles.



<figure class="wp-block-image"><img decoding="async" src="https://cdn.prod.website-files.com/5eb1bc8b6f301d422630554a/66db79c597d50016c3ffecde_AD_4nXdhJa-_Vfo3lG8FHUjc_RRWwAbrwce7BI6R4R8No-ZjPyuXrXuyGeoAhMsepknaN2YLvzg870HHvs18GzjW3u7E6V3XbcEnwTP9siAjTKH_bVt8WesmjPHgG1Na4DuruCTyT2Viivo_Haa5_XzW0r56sI8s.png" alt=""/></figure>



<h2 class="wp-block-heading">Amazon’s Alarming Market Share</h2>



Set for late 2026, the&nbsp;<a href="https://www.reuters.com/legal/us-judge-sets-october-2026-trial-date-ftc-suit-against-amazon-2024-02-13/">Federal Trade Commission is taking Amazon to trial</a>&nbsp;for gaining enough market share to be considered a monopoly. The online retailer is accused of&nbsp;<a href="https://www.ftc.gov/news-events/news/press-releases/2023/09/ftc-sues-amazon-illegally-maintaining-monopoly-power">unfair strategies and anti-competitiveness in attempting to eliminate competition</a>. This could shake up the entire e-commerce landscape with the FTC’s efforts to pry Amazon from their monopolistic control in order to restore ecommerce competition. Will we see Amazon broken up within the coming years?



‍



<figure class="wp-block-image"><img decoding="async" src="https://cdn.prod.website-files.com/5eb1bc8b6f301d422630554a/66db79c3c7d6e3616de51fe2_AD_4nXdlvY9FW6MpN6jm7Yqied4z5RWQV6Xqw3lw888isehT1zNZ21XhFFyi_4DFdrM22IY0wg9-yURvbbtMhoyq6_1qNctrufpqQSdKcB6HwTGcKC12jLIn6Ld0eSwIlYuQ84ho-oqerFQejAi8t6dhz_AMUU1V.jpeg" alt=""/></figure>



<h2 class="wp-block-heading">Google’s Digital Rule</h2>



A US judge has found&nbsp;<a href="https://appleinsider.com/articles/22/01/06/gen-z-survey-says-87-of-us-teenagers-own-an-iphone">Google to be an illegal monopoly</a>, and this one simple ruling can change the entire digital landscape. Google has become a powerhouse not only in search, but also video and the paid ads space, creating almost any type of ad inside of their platform to be run on their many networks. This landmark decision against big tech didn&#8217;t remedy the issue, but&nbsp;<a href="https://www.washingtonpost.com/technology/2024/09/06/google-search-monopoly-trial-remedies-schedule/">Google may be forced to change its practices or sell parts of its business</a>. With wide implications, marketers need to keep on top of news like this and others.



<figure class="wp-block-image"><img decoding="async" src="https://cdn.prod.website-files.com/5eb1bc8b6f301d422630554a/66db79c3b0eb2f2816a8f896_AD_4nXeFQp07DAoqYqVobIhQh6fduw5rsFzBBB0-RQ_HCvoydePZxeYGL-e0lysfE_AomginI6GGzWBPxQLRaRVc7eBd3K9PHm3_UbpKLha7qi6ycqBO5TS3C1yeHRmnjNJEHtjeJCLjA1mdzmQigfYZ7HlenyA.png" alt=""/></figure>



As Apple, Amazon, and Google face mounting legal scrutiny, the outcomes of these cases could dramatically reshape the tech landscape as we know it. While their innovations have undoubtedly revolutionized how we live and work, it will be crucial for&nbsp;<a href="https://www.integrityxd.com/industry/b2b-consulting-and-innovation">businesses</a>,&nbsp;<a href="https://www.integrityxd.com/service/omnichannel-marketing">marketers</a>, and consumers alike to stay informed and adapt to the&nbsp;<a href="https://www.integrityxd.com/service/digital-marketing">evolving digital environment</a>. The era of untouchable tech supremacy may be nearing its end, and the future holds the possibility of a more competitive and diverse marketplace.

Big Tech in the Hot Seat: 3 Tech Giants on U.S. Government Radar

I recently attended a regional marketing conference and sat in on a presentation about web accessibility that really impacted me. Digital accessibility means that websites, tools, and technologies are designed and developed so people with disabilities can fully use them.  I don’t suffer from any disabilities, but couldn’t stop thinking about how digital design impacts those with disabilities.
One of the stories referenced at the conference was about an individual who wanted to go to an out-of-state baseball game with his friends. He first downloaded the MLB app but learned it didn’t work with a screen reader. He then had to make a number of phone calls and spent hours on the phone. It wasn’t until he gave the tickets to his sighted friends that he learned MLB had sent him tickets to the wrong game.
If a web page includes visual content, a person who is blind can&#8217;t see it. These individuals might access the computer&#8217;s output using synthesized text-to-speech technology known as a &#8220;screen reader,&#8221; or they might use a small Braille output device. Images must be accompanied (in the code behind-the-scenes) with alternate text that describes the images&#8217; content for anyone unable to see visual content.
If a web page includes audio content, a person who is deaf or hard of hearing won&#8217;t be able to hear it. This content must also be provided as text, such as in a transcript. If the site includes a video, that file should be closed captioned. Closed captions appear in a text track, usually at the bottom of the video player, so users who can&#8217;t hear the audio (or who don&#8217;t speak the language) can tell what&#8217;s being said.
For those of us in martech, ensuring and maintaining accessibility is more important than ever for a number of reasons.
<h2 id="">Legal Implications</h2>
 <a id="" href="https://www.archives.gov/calendar/ada25#:~:text=Signed%20on%20July%2026%2C%201990,law%20for%20people%20with%20disabilities." target="_blank" rel="noopener">Signed on July 26, 1990</a> by George H.W. Bush, the <a id="" href="https://www.ada.gov/" target="_blank" rel="noopener">Americans with Disabilities Act</a> (ADA) became the world&#8217;s first comprehensive civil rights law for people with disabilities.  Its initial mission was to protect people with disabilities from discrimination.  Initially, the ADA focused on: 
<ul id="">
<li id="">Employment, including job applicants</li>
<li id="">State and local government</li>
<li id="">Public accommodations</li>
<li id="">Commercial facilities such as restaurants and stores</li>
<li id="">Transportation</li>
<li id="">Telecommunications</li>
</ul>
Since 1996, the ADA set out to keep pace with the rapidly changing technology of our times. The target is websites that create unnecessary barriers that make it difficult or impossible for people with disabilities to use, just as physical barriers like steps can prevent those in wheelchairs from entering a building.  
Any website funded by a state or local government is required to comply with the ADA, as are businesses that are open to the public.  And, any commercial website that sells goods and services can be considered open to the public.  <a id="" href="https://www.ada.gov/resources/web-guidance/" target="_blank" rel="noopener">Accessibility regulations</a> continue to evolve, so it’s better to err on the side of caution.  
A number of large companies have successfully been sued:
<ul id="">
<li id="">Whirlpool</li>
<li id="">Dominos</li>
<li id="">Barnes &amp; Noble</li>
<li id="">Best Buy</li>
<li id="">Hasbro</li>
<li id="">Beyonce</li>
</ul>
<a id="" href="https://www.forbes.com/sites/gusalexiou/2023/06/30/website-accessibility-lawsuits-rising-exponentially-in-2023-according-to-latest-data/" target="_blank" rel="noopener">Forbes</a> reported that in 2023, 77% of lawsuits filed were against organizations with under $25 million in revenue so it isn’t just the big brands that need to pay attention.
<h2 id="">Economic Reasons </h2>
Accessibility is a business strategy and foundational to success. With the rise of e-commerce and remote work during COVID, we now live in a digital-first world. Before COVID, e-commerce was steadily growing, but it still represented a smaller portion of overall retail sales. According to an <a id="" href="https://www.forbes.com/sites/johnkoetsier/2020/06/12/covid-19-accelerated-e-commerce-growth-4-to-6-years/?sh=2ed2c074600f" target="_blank" rel="noopener">Adobe report</a>, total online spending in May 2020 hit $82.5 billion, up 77% year-over-year.  Buy online, pick up in-store (BOPIS) grew 195% at that same time.  Retailers who had not leveraged eCommerce scrambled to set up online platforms, while those with existing online stores saw a significant increase in demand. Even post-pandemic, many consumers continue to work remotely or hybrid and still prefer online shopping.  Online engagement is replacing physical interaction, deepening reliance on accessible digital experiences.
Meanwhile, the <a id="" href="https://www.who.int/news-room/fact-sheets/detail/disability-and-health#:~:text=An%20estimated%201.3%20billion%20people%20%E2%80%93%20or%2016%25%20of%20the%20global,experience%20a%20significant%20disability%20today." target="_blank" rel="noopener">World Health Organization</a> reports that an estimated 1.3 billion people in the world experience a disability &#8211; either permanently or temporarily.  That’s 16% of the world’s population and 1 in 6 in the United States.  This number is expected to rise as the population increases and people live longer. 
Ensuring and maintaining digital accessibility allows companies and organizations to tap into a wider market. Yet, across the top one million homepages, there were a staggering <a id="" href="https://webaim.org/projects/million/">56,791,260 accessibility errors detected</a> &#8211; an average of 56.8 errors per page. This statistic is shocking considering <a id="" href="https://drive.google.com/file/d/1SLpRmNjANB3nqUhieNYS0uoO5mfJXQys/view?usp=sharing" target="_blank" rel="noopener">Gartner’s analysis</a> shows accessible compliant websites will outperform their competitors by a factor of 50.
<h2 id="">UX is the Brand</h2>
User experience encompasses all aspects of the end-user’s interaction with a company, its services, and its products.  It&#8217;s how a user feels when they interact with software &#8211; websites, mobile applications, smart watches, smart cars, smart homes, or refrigerators.  Due to the increase in technology usage combined with the killer brands that set the bar for best digital practices (Amazon, Netflix, Google, Uber, Square), humans now have high expectations for user experience.   
<ul id="">
<li id="">Is it useful?   </li>
<li id="">Is it easy to interact with? </li>
<li id="">Does it require guidance?</li>
<li id="">Does it reflect the brand?</li>
<li id="">What feeling does it create?   </li>
</ul>
Accessible design leads to a better overall user experience, as it emphasizes clear and simple navigation, readable content, and functional design, benefiting all users, not just those with disabilities.
<h2 id="">SEO</h2>
Accessible websites are often better optimized for search engines in general. 
According to <a id="" href="https://www.browserstack.com/guide/understanding-browser-market-share" target="_blank" rel="noopener">Browserstack</a>, Google is the leading browser in terms of market share, with 60% of all users preferring it.  And Google will penalize a website by minimizing visibility if the Google bot detects a website isn’t fully accessible. 
In fact, Google has a <a id="" href="https://about.google/belonging/disability-inclusion/product-accessibility/" target="_blank" rel="noopener">full range of tools</a> to help with accessibility.  Google is also building a <a id="" href="https://about.google/intl/ALL_us/belonging/disability-inclusion/" target="_blank" rel="noopener">suite of hardware and software tools</a> to assist with accessibility, such as:
<ul id="">
<li id="">Live transcribe</li>
<li id="">Voice access</li>
<li id="">Screen readers</li>
<li id="">Magnifiers</li>
</ul>
<h2 id="">Social Responsibility</h2>
Accessibility is an ethical decision and a moral obligation.
<a id="" href="https://www.investopedia.com/terms/c/corp-social-responsibility.asp" target="_blank" rel="noopener">Corporate social responsibility</a> (CSR), also called corporate citizenship, is about operating an organization to treat internal and external stakeholders ethically, increase human development, and positively impact society and the environment.
Many companies and organizations are now addressing DEI in the workplace and fostering DEI training and task forces.  Promoting web accessibility is also part of corporate social responsibility, reflecting a commitment to diversity, equity and inclusion in the digital space.
<h2 id="">Compliance</h2>
In 2008, the <a id="" href="https://www.w3.org/" target="_blank" rel="noopener">World Wide Web Consortium</a> (W3C) established the <a id="" href="https://www.w3.org/WAI/standards-guidelines/" target="_blank" rel="noopener">Web Content Accessibility Guidelines</a> (WCAG).  Its purpose was to provide a single shared standard for web content accessibility that meets the needs of individuals, organizations, and governments on a global scale.
WCAG 2.1 was introduced in 2018.  It added more criteria focusing on mobile accessibility, people with low vision, and people with cognitive and learning disabilities.  WCAG 2.2 was released in 2023.  This version enhances accessibility for users with cognitive disabilities, adding criteria to improve interaction and access.  WCAG 3 is currently in the exploratory phase.
W3C established three compliance levels. It is important to note that the higher tiers are to include each item from the lower tiers.
<figure id="" class="w-richtext-figure-type-image w-richtext-align-fullwidth" style="max-width: 4167px;" data-rt-type="image" data-rt-align="fullwidth" data-rt-max-width="4167px">
<div id=""><img loading="lazy" decoding="async" id="" class="alignnone" src="https://cdn.prod.website-files.com/5eb1bc8b6f301d422630554a/66cddc8262f265e5968dcdd0_66cddc7693ce2440ca190dee_WGAC%25202.2%2520Compliance%2520Checklist%2520Downloadv3.jpeg" alt="WCAG 2.2 Compliance Checklist Downlad graphic for Integrity STL" width="4167" height="1414" /></div>
 
</figure>
Experts say the most common legal complaints about websites are:
<ul id="">
<li id="">Low contrast text</li>
<li id="">Missing alt text</li>
<li id="">Missing labels</li>
<li id="">Empty links</li>
<li id="">Empty buttons</li>
<li id="">Missing page titles</li>
</ul>
For apps, the most common legal complaints are:
<ul id="">
<li id="">Incompatibility with screen reader technology</li>
<li id="">Missing alt text</li>
<li id="">Missing navigation links </li>
</ul>
Addressing just these few types of issues would significantly improve accessibility across the web.
<h2 id="">How to Get Started</h2>
Accessibility should be a priority for everyone in martech &#8211; strategists, designers, developers, marketers, and content creators.
If this has inspired you to learn more, Integrity Web Consulting would love to help.  Our designers, developers, and SEO experts will conduct an audit of your website and evaluate the results.  When building websites, our designers, developers, and SEO experts take accessibility into account &#8211; from the wireframes to the design, to the build, and during QA.  For our maintenance and support clients, we run regular scans and make necessary updates that extend the life of the website and our clients&#8217; investments.
There are also a number of free online tools and Chrome extensions you can use to look at your website, such as:
<ul id="">
<li id=""><a id="" href="https://wave.webaim.org/" target="_blank" rel="noopener">Wave Accessibility Evaluation Tool</a></li>
<li id=""><a id="" href="https://developer.chrome.com/docs/lighthouse/overview" target="_blank" rel="noopener">Google Lighthouse</a></li>
<li id=""><a id="" href="https://www.deque.com/axe/browser-extensions/" target="_blank" rel="noopener">Axe Browser Extension</a></li>
<li id=""><a id="" href="https://webaim.org/blog/webaim-color-contrast-checker/" target="_blank" rel="noopener">WebAIM Contrast Checker </a></li>
</ul>
It’s important to note no tool will catch everything, so just like AI, accessibility requires human involvement, and you’ll need to be up-to-date on the most recent WCAG compliance criteria. And, if your scan returns 150 issues, you also need to understand what really matters to the Google bots to prioritize the work. 
You can also continue your accessibility journey with one of the following books:
<ul id="">
<li id=""><a id="" href="https://www.penguinrandomhouse.com/books/617802/disability-visibility-by-alice-wong/" target="_blank" rel="noopener">Disability Visibility</a> — Alice Wong</li>
<li id=""><a id="" href="https://abookapart.com/products/accessibility-for-everyone" target="_blank" rel="noopener">Accessibility for Everyone</a> — Laura Kalbag</li>
<li id=""><a id="" href="https://rosenfeldmedia.com/books/a-web-for-everyone/" target="_blank" rel="noopener">Web for Everyone — Designing Accessible User Experiences</a> — by Sarah Horton &amp; Whitney Quesenbery.<a id="" href="https://abookapart.com/products/design-for-real-life">‍</a></li>
<li id=""><a id="" href="https://abookapart.com/products/design-for-real-life" target="_blank" rel="noopener">Designing for Real Life</a> — by Sara Wachter-Boettcher and Eric Meyer</li>
</ul>


Additional Resources



<ul class="wp-block-list">
<li><a href="https://www.integrityxd.com/blog/how-to-choose-a-web-consulting-agency-9-tips/">How to Choose a Web Consulting Agency: 9 Tips</a></li>



<li><a href="https://www.integrityxd.com/blog/why-site-health-is-the-pulse-for-digital-success-2/">Why Site Health is the Pulse for Digital Success</a></li>



<li><a href="https://www.integrityxd.com/blog/best-digital-agency-st-louis/">The Best Digital Agency in St. Louis: How Integrity Solves Complex Business Problems</a></li>
</ul>

Inclusive Digital Design + Development

Leadership has evolved from a top-down, authoritarian model to a collaborative, inclusive approach. This shift is necessary as industries <a id="" href="https://www.integrityxd.com/blog/unique-approach-driving-success-in-a-constantly-changing-world">become more complex and change accelerates</a>. Historically, leaders made all decisions and controlled information flow. This worked in simpler times, but now, adaptability, empathy, and shared ownership are essential.



Today&#8217;s leaders face unprecedented challenges. Globalization, rapid technological advancements, and increasingly complex organizational structures require leaders who can navigate uncertainty and inspire their teams to innovate and perform at their best. This shift has led to the emergence of new leadership paradigms that prioritize <a id="" href="https://www.integrityxd.com/blog/the-eq-advantage-how-emotional-intelligence-and-friendships-impact-your-bottom-line">emotional intelligence, collaboration, and continuous learning.</a>



At Integrity, we embrace the <a id="" href="https://www.integrityxd.com/blog/evolve-and-adapt">operational model of Holacracy</a> to address the modern demands of management structures. Holacracy is an approach to management that distributes decision-making authority across an organization through self-organizing teams. <a id="" href="https://www.integrityxd.com/blog/unique-approach-driving-success-in-a-constantly-changing-world">This model utilizes peer leadership and a team approach to all projects, built on transparency, open communication, and shared ownership</a>. By decentralizing power, Holacracy enables organizations to be more agile and responsive, fostering an environment where every team member&#8217;s voice is heard and valued.



<figure class="wp-block-image size-large w-richtext-figure-type-image w-richtext-align-fullwidth"><img loading="lazy" decoding="async" width="1024" height="450" src="https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2024/08/image-1024x450.jpeg" alt="Shared Ownership - Holacracy Graphic - Integrity Web Consulting - STL" class="wp-image-5144" srcset="https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2024/08/image-1024x450.jpeg 1024w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2024/08/image-300x132.jpeg 300w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2024/08/image-768x338.jpeg 768w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2024/08/image-1536x675.jpeg 1536w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2024/08/image-2048x900.jpeg 2048w" sizes="auto, (max-width: 1024px) 100vw, 1024px" /></figure>



Human beings are social animals. Our brains are wired to desire connection, communication, and collaboration with others, and trust is the connective tissue of any successful team. It allows team members to feel safe, take risks, and express themselves without fear of judgment or retribution. This is where the concept of psychological safety becomes an important piece of effective management.



<a id="" href="https://www.linkedin.com/in/amycedmondson/">Amy Edmondson</a>, a professor at Harvard Business School, is known for her extensive research on psychological safety within teams and workplaces. Her work highlights the importance of creating environments where employees feel safe taking risks, expressing their ideas, and admitting mistakes without fear of retribution.&nbsp;



Edmondson defines psychological safety as a shared belief held by members of a team that the team is safe for interpersonal risk-taking. In a psychologically safe workplace, individuals feel confident that they can speak up, offer ideas, ask questions, and acknowledge mistakes without the fear of being humiliated, ignored, or punished.



Key Components of Psychological Safety:



<ul class="wp-block-list">
<li>Interpersonal Trust: Team members trust that their colleagues will not embarrass or punish them for admitting a mistake, asking a question, or offering a new idea.</li>



<li>Respect for Each Other: There is mutual respect among team members, which fosters open and honest communication. ‍</li>



<li>Open Communication: There is a culture of openness where team members feel free to share their thoughts and opinions.</li>



<li>Supportive Leadership: Leaders play a critical role in establishing and maintaining psychological safety by modeling inclusive and supportive behaviors.</li>
</ul>



In her book &#8220;<a id="" href="https://www.amazon.com/Fearless-Organization-Psychological-Workplace-Innovation/dp/1119477247">The Fearless Organization: Creating Psychological Safety in the Workplace for Learning, Innovation, and Growth</a>,&#8221; Edmondson illustrates the importance and impact of psychological safety using <a id="" href="https://www.nytimes.com/2016/02/28/magazine/what-google-learned-from-its-quest-to-build-the-perfect-team.html">Google’s Project Aristotle</a> as an example. The project, named after the philosopher Aristotle who famously said, “the whole is greater than the sum of its parts,” aimed to uncover the key dynamics that distinguish successful teams from others.



After studying hundreds of Google’s teams and analyzing a vast amount of data, the researchers discovered that psychological safety was the most critical factor contributing to team effectiveness. This finding was surprising, as it surpassed other important factors, such as the team members&#8217; collective intelligence, educational backgrounds, or individual skills.



Instead, group norms—unwritten rules and behaviors that govern how team members interact—were found to be the most distinguishing factor.



The most successful teams shared two main behaviors:



<ul class="wp-block-list">
<li>Equality in Conversation Turn-Taking: Team members spoke in roughly the same proportion, ensuring that everyone had an opportunity to contribute.</li>



<li>High Social Sensitivity: Team members were skilled at intuiting how others felt based on nonverbal cues and tone of voice, fostering a supportive environment.</li>
</ul>



One of the key practices implemented at Google to enhance psychological safety was “blameless post-mortems.” After any project or incident, teams conducted reviews focused on understanding what happened and how to improve rather than assigning blame. The analysis was driven by data, and a scientific method mindset, which encourages a culture of working together to discover insights and an agreement that growth is an evolutionary process that is iterative and involves learning from mistakes.&nbsp;



In her book, Edmondson outlines several strategies for leaders to foster psychological safety in their teams:



<ul class="wp-block-list">
<li>Frame the Work as a Learning Problem, Not an Execution Problem: Leaders should emphasize that the work involves uncertainty and interdependence and requires everyone’s input and learning to achieve the best outcomes. ‍</li>



<li>Acknowledge Your Own Fallibility: Leaders should model vulnerability by admitting their own mistakes and uncertainties. This sets the tone for others to do the same.</li>



<li>Model Curiosity and Ask Questions: Leaders should actively seek input from team members by asking questions and showing genuine interest in their perspectives. This encourages a culture of open dialogue. ‍</li>



<li><a id="" href="https://www.integrityxd.com/blog/from-confusion-to-clarity-how-feedback-drives-team-performance">Respond Productively to Feedback and Concerns</a>: When team members speak up, leaders should respond positively, even if the feedback is critical. This reinforces the belief that speaking up is valued. ‍</li>



<li>Create Structures and Processes for Inclusion: Implement regular team meetings, feedback sessions, and other structures that encourage participation from all team members.</li>
</ul>



The fusion of management models like Holacracy with principles like psychological safety isn&#8217;t just a strategy—it&#8217;s a revolution in leadership. It is redefining how we view power and collaboration. By dismantling hierarchical barriers and cultivating a culture of trust and transparency, modern leaders can unlock the full potential of their teams. <a id="" href="https://www.integrityxd.com/blog/six-reasons-why-integrityxd-is-the-leading-marketing-technology-agency-in-st-louis">The future of leadership isn&#8217;t about who holds the power—it&#8217;s about how we share it.</a>



‍Additional Resources



<ul class="wp-block-list">
<li><a href="https://www.integrityxd.com/blog/embracing-the-advantages-of-a-hybrid-work-environment/E">Embracing the Advantages of a Hybrid Work Environment</a></li>



<li><a href="https://www.integrityxd.com/blog/the-power-of-gratitude-and-boom-emojis-in-the-workplace/">The Power of Gratitude and Boom Emojis in the Workplace</a></li>



<li><a href="https://www.integrityxd.com/blog/best-digital-agency-st-louis/">The Best Digital Agency in St. Louis: How Integrity Solves Complex Business Problems</a></li>
</ul>

Integrity STL Shared Ownership Holacracy blog featured image

How Shared Ownership Transforms Team Performance

Looking for an <a id="" href="https://www.integrityxd.com/blog/the-kerry-group-merges-with-integrityxd-to-amplify-global-experience-marketing-services">agency that is growing</a> in a marketplace where traditional ad shops are <a id="" href="https://www.wsj.com/articles/will-2024-mark-the-end-of-the-digital-agency-78459f5a">struggling to find their footing</a>? Here are six reasons why IntegrityXD is the<a href="https://www.integrityxd.com/about"> leading marketing technology agency in St. Louis:</a>
 


<figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="1024" height="621" src="https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2024/07/Reasons-why-Integrity-is-the-leading-marketing-technology-agency-in-STL-1024x621.png" alt="6 Reasons why Integrity is the leading marketing technology agency in STL" class="wp-image-5348" srcset="https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2024/07/Reasons-why-Integrity-is-the-leading-marketing-technology-agency-in-STL-1024x621.png 1024w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2024/07/Reasons-why-Integrity-is-the-leading-marketing-technology-agency-in-STL-300x182.png 300w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2024/07/Reasons-why-Integrity-is-the-leading-marketing-technology-agency-in-STL-768x466.png 768w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2024/07/Reasons-why-Integrity-is-the-leading-marketing-technology-agency-in-STL-1536x932.png 1536w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2024/07/Reasons-why-Integrity-is-the-leading-marketing-technology-agency-in-STL-2048x1242.png 2048w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2024/07/Reasons-why-Integrity-is-the-leading-marketing-technology-agency-in-STL-1200x728.png 1200w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2024/07/Reasons-why-Integrity-is-the-leading-marketing-technology-agency-in-STL-1400x849.png 1400w" sizes="auto, (max-width: 1024px) 100vw, 1024px" /></figure>



<h2>1. Deep and Diverse Team Expertise</h2>
At IntegrityXD, we believe that <a id="" href="https://www.integrityxd.com/careers">our team is our greatest asset</a>. Comprised of the most experienced professionals in the region, our team brings diverse expertise and innovative thinking to every project.
From digital marketing specialists to omnichannel strategists, SEO experts to <a href="https://www.integrityxd.com/blog/by-users-for-users-how-following-fun-drives-user-centered-design">information architects</a>, <a id="" href="https://www.integrityxd.com/blog/integrityxd-expands-experiential-services-with-new-talent">experiential and events producers</a> to media buyers, and even <a id="" href="https://www.integrityxd.com/blog/integrityxds-erin-sucher-ogrady-talks-leadership-and-ai-integration-on-the-tailwind-marketing-podcast">organizational psychologists</a>, our team, all working together with the largest privately held group of <a id="" href="https://www.integrityxd.com/service/web-development">engineers, developers, and technologists</a> in the region, ensures our collective knowledge stays ahead of industry trends and that we consistently deliver top-notch solutions.
Our commitment to fostering a culture of continuous learning and professional growth is evident in our extensive <a id="" href="https://www.integrityxd.com/careers">career development programs</a>, ensuring our team remains at the forefront of industry advancements.
<h2 id="">2. A Unique, Tailored Approach</h2>
Our approach is centered around understanding and addressing the unique challenges our clients face. We begin by identifying the specific problems our clients aim to solve, allowing us to tailor our strategies to their exact needs and budgets.
Our extensive toolbox, which includes <a id="" href="https://www.integrityxd.com/blog/how-has-technology-changed-marketing-and-what-does-it-mean-for-your-business">every cutting-edge digital marketing</a> and omnichannel strategy available in the industry, ensures that we can offer solutions that are both innovative and effective.
Our <a id="" href="https://www.integrityxd.com/service/strategy-consulting">strategy consulting</a> services emphasize customized solutions that align with our client&#8217;s goals, providing a roadmap for success in the digital landscape.
<h2 id="">3. Two Decades of Proven Excellence</h2>
With over 20 years of experience, IntegrityXD has established itself as the top marketing technology agency in St Louis.
Our <a id="" href="https://www.integrityxd.com/about">longevity in the industry </a>is a testament to our ability to adapt and evolve, providing our clients with reliable and forward-thinking solutions. We have successfully partnered with a diverse range of clients, from billion-dollar corporations to non-profits, helping them achieve their goals through strategic marketing initiatives.
Our track record of success across various industries showcases our ability to deliver impactful results consistently.
<h2 id="">4. Innovative Operating Model: Holacracy</h2>
Our adoption of <a id="" href="https://www.integrityxd.com/blog/evolve-and-adapt">Holacracy</a>, a decentralized management system, empowers our team members to take initiative and drive innovation. This model fosters a culture of accountability and collaboration, ensuring that the best ideas are brought to the forefront.
By breaking down traditional hierarchies, we enhance our ability to respond quickly to market changes and client needs. This approach not only drives internal innovation but also ensures that our clients benefit from cutting-edge solutions that are implemented efficiently and effectively.
<h2 id="">5. Comprehensive Digital and Omnichannel Marketing Services</h2>
IntegrityXD offers a wide range of <a id="" href="https://www.integrityxd.com/service/digital-marketing">digital marketing services</a> designed to enhance brand awareness and drive conversions.
Our data-driven approach ensures that every strategy is backed by actionable insights, maximizing ROI for our clients. <a id="" href="https://www.integrityxd.com/blog/how-to-use-schema-data-to-improve-site-indexation-and-rank-in-the-google-job-pack">From SEO</a> and paid search to content strategy and social media marketing, our services are designed to captivate users and increase traffic.
Our <a id="" href="https://www.integrityxd.com/service/omnichannel-marketing">omnichannel marketing solutions</a> further extend our capabilities, providing seamless and integrated experiences across multiple touchpoints. By leveraging our extensive experience across various industries, we create strategies that engage customers meaningfully and drive success.
Additionally, our web development services ensure that our clients&#8217; digital presence is robust, user-friendly, and optimized for performance.
<h2 id="">6. Embracing Change and Driving Success</h2>
In a marketplace where technological capabilities shift daily, <a id="" href="https://www.integrityxd.com/blog/unique-approach-driving-success-in-a-constantly-changing-world">the ability to adapt and evolve is crucial</a>. At IntegrityXD, we are committed to continuous learning and innovation. Our toolbox of solutions, including advanced analytics and strategic insights, allows us to offer customized solutions that drive success.
We understand that each client is unique, and our solutions are designed to fit their specific needs, ensuring sustainable growth and success. Our <a id="" href="https://www.integrityxd.com/service/applied-ai">applied AI services</a> provide clients with cutting-edge technology that enhances decision-making and drives efficiency, keeping them ahead of the competition.
IntegrityXD is more than just a marketing agency; we are a partner dedicated to our clients&#8217; success. If you are looking for an agency that is really an extension of your own team, <a id="" href="https://www.integrityxd.com/contact">contact us today</a>!
‍Additional Resources:
<ul>
<li><a href="https://integrityxd.com/blog/how-to-choose-a-web-consulting-agency-9-tips/">How to Choose a Web Consulting Agency</a></li>
<li><a href="https://integrityxd.com/blog/how-shared-ownership-transforms-team-performance/">How Shared Ownership Transforms Team Performance</a></li>
<li><a href="https://integrityxd.com/blog/data-driven-design-the-superpowers-behind-user-analytics/">Data-Driven Design: The Super Powers Behind User Analytics</a></li>
</ul>

Integrity - Leading Marketing Technology Agency in STL Graphic

Six Reasons Why IntegrityXD is the Leading Marketing Technology Agency in St. Louis

Integrity is excited to announce that Integrity Partner <a href="https://www.linkedin.com/in/emorrissey/" id="">Ed Morrissey</a> will be a featured speaker at <a href="https://www.withoutwallsmarketing.com/wowcon" id="">WOWCon 2024</a> on August 27th. A premier marketing event, organized by<a href="https://www.withoutwallsmarketing.com/" id=""> Without Walls Marketing</a>, brings together industry leaders and innovators to discuss the latest trends and strategies in marketing.
WOWCon is an annual event that attracts marketing professionals from around the region for networking, learning, and collaboration. This year’s conference will feature a diverse lineup of speakers, interactive workshops, and opportunities to connect with industry leaders on topics including <a href="https://www.integrityxd.com/service/digital-marketing" id="">digital marketing</a>, <a href="https://www.integrityxd.com/service/strategy-consulting" id="">content creation</a>, <a href="https://www.integrityxd.com/digital-marketing/social-media" id="">social media strategies</a>, and much more.
Ed’s session, “Rise of the Creative Class,” examines the macro-economic trends driving the needs of every organization, while also introducing the socio-economic class driving economic development through creativity and innovation.
“Who is going to lead the next 100 years of progress in our world of rapidly changing technology innovations?” says Morrissey. “What skills are most needed to navigate this world? How do we recruit/retain/engage the leaders needed to succeed today?”&nbsp;
Ed’s session will dissect these topics in order to show how to navigate the constantly-evolving technological landscape.
Being at the forefront of developing and implementing cutting-edge marketing strategies for over 20 years, Ed’s expertise and insights make his sessions a must-attend for anyone looking to enhance their marketing strategies. Attendees will gain valuable knowledge on how to navigate the complexities of digital marketing and leverage new technologies to achieve their business goals.&nbsp;
Don’t miss the chance to learn from Ed and other industry experts at WOWCon 2024! Secure your spot today by registering on the<a href="https://www.withoutwallsmarketing.com/wowcon" id=""> official WOWCon website</a>.

Ed Morrissey to Present at WOWCon 2024

The pressure is on: increase conversions, improve user engagement, boost ROI &#8211; all while juggling conflicting stakeholder priorities and managing your daily workload.&nbsp;
While you’re teetering between continuous improvement and continuously spinning the wheel… a superpower is hidden away within your data. What if you could use this data to make informed decisions that provide measurable results?&nbsp;
<h3 id="">Why Data Matters</h3>
Traditionally, design decisions are made based on assumptions, educated guesses on user behavior, or just plain taste. <a href="https://www.integrityxd.com/service/web-design" id="">Data-driven design</a> moves beyond guess work and assumptions. By leveraging user analytics, you can gain a deeper understanding of how users are interacting with your website.&nbsp;
<h3 id="">The User-Centered Advantage for Business Success</h3>
When working with data-driven design, you’re moving beyond surface aesthetics. Data-driven design focuses on creating intuitive, user-centric experiences that drive business objectives. When users can easily find the information they seek, complete the desired actions, and have an overall positive experience &#8211; they’re more likely to convert.&nbsp;
<h3 id="">How Data-Driven Design Drives Measurable Results</h3>
By <a href="https://wpengine.com/blog/the-ins-and-outs-of-google-analytics/" target="_blank" rel="noopener">leveraging user analytics</a>, you are able to gain insights into how users are engaging with your site. This empowers you to:
<ul id="">
<li id="">Discover Pain Points See exactly where users drop off in the funnel, experience frustration, or get confused.</li>
<li id="">Optimize for Engagement Target elements that drive engagement and <a href="https://moz.com/learn/seo/conversion-rate-optimization" target="_blank" id="" rel="noopener">conversions</a>, prioritizing features and functionalities with the highest ROI.&nbsp;</li>
<li id="">Gain a Competitive Edge Gain a deeper understanding of your target audience’s online behavior to create a user experience that surpasses your competitors.&nbsp;</li>
<li id="">Uncover Hidden Needs Discover user goals and motivations that might not be readily apparent.&nbsp;</li>
<li id="">Measure Success Track your key metrics, such as conversion rates and user engagement, to gauge the effectiveness of your design choices.&nbsp;</li>
</ul>
<h3 id="">Getting Started in Data-Driven Design&nbsp;</h3>
A quick Google search for user analytics tools available will overwhelm you with the hundreds of options on the market. From heatmaps to session recordings to A/B testing platforms &#8211; the true key to success is to choose the right tools for your specific projects and goals.&nbsp;
<ol id="">
<li id="">Identify Your Goals &amp; Key Performance Indicators (KPIs) Before burying your nose into all of the exciting insights your data has to offer, define your project’s goals (e.g. increased sales, grow your newsletter) and <a href="https://www.semrush.com/blog/web-analytics/#how-to-leverage-website-analytics" target="_blank" rel="noopener">decide what KPIs you will use to track your progress</a>.&nbsp;</li>
<li id="">Crafting Your Tool Kit Research user analytics tools that provide the most data relevant to your website goals and within your budget.&nbsp;</li>
<li id="">Integrate Analytics Tracking After you’ve decided on all of the nifty tools in your belt, work closely with their documentation to properly integrate them with your website.</li>
<li id="">Analyze &amp; Prioritize Begin with basic data collection (user demographics, website traffic patterns). After you’ve established your core data collection, analyze the findings to identify initial areas of improvement.&nbsp;</li>
<li id="">Data-Driven Design Decisions Use the user analytics provided to inform every design choice &#8211; from wireframing to final implementation. &nbsp;</li>
<li id="">Continuous Improvement A website is never truly “done” and data is rarely static. Regularly analyze your analytics and use it to continuously iterate and refine on your design for optimal user experience.&nbsp;</li>
</ol>
<h3 id="">What to Avoid in Your Data-Driven Journey</h3>
While data-driven design is packed with superpowers, there are some kryptonite pitfalls to watch out for on your journey:
<ul id="">
<li id="">Misinterpreted Data Your 6th grade science teacher echos out from the distance, “Correlation doesn’t equal causation.” Ensure you’re analyzing your data carefully and considering context before you draw conclusions.&nbsp;</li>
<li id="">Siloed Data In this case, you’ll want to share your best kept secret with your team. Ensure all teams involved within your product (design, development, marketing) are all clued in on your findings. As they say, two heads are better than one.&nbsp;</li>
<li id="">Data Overload There is a thing as too much information. Stay focused on the metrics that directly relate to your project goals.&nbsp;</li>
<li id="">Ignoring User Feedback Analytics are always only one part of the story and do not replace qualitative user research, such as interviews and testing. Use both methods for a holistic understanding of your user’s experience.&nbsp;</li>
<li id="">Vanity Metrics vs Actionable Insights While millions of page views may be exciting for a moment &#8211; don’t get caught up on fragments of the big picture. F<a href="https://www.semrush.com/blog/kpi-metrics/#the-difference-between-kpis-&#038;-metrics:-a-side-by-side-comparison" target="_blank" rel="noopener">ocus on data that tells a story</a> to help you make the most impactful decisions.&nbsp;</li>
</ul>
Data-driven design is a <a href="https://www.integrityxd.com/blog/harnessing-the-power-of-iterative-and-incremental-development-in-the-ever-changing-technological-landscape" id="">continuous process of improvement.</a> As you gain experience and collect more data, you’ll become even more adept at using your insights to create informed decisions that create measurable results.&nbsp;
Need help connecting your business objectives with your data? <a href="https://www.integrityxd.com/contact" id="">Let’s start making an impact. </a>

Integrity STL blog featured image for data-driven design

Data-Driven Design: The Superpowers Behind User Analytics

In a world where technology continuously reshapes industries, understanding how to harness these innovations while maintaining a cohesive organizational culture is key to a successful business.&nbsp;
<a href="https://podcasts.apple.com/us/podcast/tailwind-marketing/id1711475697?i=1000661620101">This episode </a>offers a deep dive into the practical applications of AI in marketing and web development. <a href="https://www.linkedin.com/in/erin-sucher-ogradya59/" id="">Erin Sucher-O’Grady’s</a> expertise provides listeners with strategies for leveraging AI, fostering a positive organizational culture, and driving business success in the 21st century.
<h3 id=""><a href="https://podcasts.apple.com/us/podcast/tailwind-marketing/id1711475697?i=1000661620101" id="">In This Episode…</a></h3>
Erin and Carlos explore the <a href="https://www.integrityxd.com/blog/how-machines-learn-understand-ai-by-understanding-your-mind" id="">interplay between leadership, artificial intelligence, and organizational psychology</a>. With technological breakthroughs like AI becoming integral in IT marketing and remote work, <a href="https://podcasts.apple.com/us/podcast/tailwind-marketing/id1711475697?i=1000661620101" id="">Erin discusses</a> how leaders can foster a culture that nurtures team growth amidst the allure of online communication. She poses critical questions: Can simplifying complex processes translate into more effective collaboration and productivity? How does one balance the <a href="https://www.integrityxd.com/blog/embracing-the-advantages-of-a-hybrid-work-environment" id="">benefits and challenges of remote and hybrid work environments</a>?
<h3 id="">Adapting Leadership and Leveraging AI in Marketing</h3>
Erin highlights the importance of adapting leadership styles to leverage AI in marketing effectively. She discusses how <a href="https://www.integrityxd.com/blog/unique-approach-driving-success-in-a-constantly-changing-world" id="">Integrity XD’s adaptive approach to business is enabled through a method known as Holacracy</a>. This responsive organizational structure maintains a clear mission and vision while recognizing individual contributions, leading to effective leadership and business success. Erin and Carlos also discuss the <a href="https://www.integrityxd.com/blog/how-ai-is-empowering-web-developers" id="">transformative power of AI in streamlining processes and revolutionizing user experience in web development</a>, citing <a href="https://www.integrityxd.com/blog/integrity-hosts-successful-stl-techweek-ai-chatbot-lunch-and-learn" id="">IntegrityXD’s successful launch of an AI chatbot in the healthcare sector</a> as a recent example.
<h3 id="">Fostering Team Cohesion in Remote and Hybrid Work Environments</h3>
In the wake of COVID-19, remote and hybrid work environments have become the norm, presenting both opportunities and challenges for team cohesion. <a href="https://www.integrityxd.com/about" id="">IntegrityXD emphasizes authentic engagement and personal interactions to develop a trusting team culture</a>. Erin shares practical tips on maintaining team cohesion, ensuring that remote work does not dilute the sense of community and collaboration essential for organizational success.
<h3 id="">Join the Conversation</h3>
Tune in to this episode of the Tailwind Marketing Podcast to hear a great conversation about the intersection of technology and human behavior.&nbsp;
Hosted by <a href="https://www.linkedin.com/in/carlos-corredor-condor/" id="">Carlos Corredor</a> and produced by <a href="https://www.linkedin.com/company/condoragency/" id="">Condor Marketing</a>.&nbsp;
‍

Erin Sucher-O'Grady podcast image for Integrity STL blog

IntegrityXD’s Erin Sucher-O’Grady talks Leadership and AI Integration on the Tailwind Marketing Podcast

The techniques used to prompt Generative AI models are evolving. A recent systematic survey published by the University of Maryland, &#8220;<a href="https://arxiv.org/abs/2406.06608" id="">The Prompt Report: A Systematic Survey of Prompting Techniques</a>,&#8221; provides a comprehensive analysis of prompting methods and the terms used to describe them, offering valuable insights for developers and researchers.&nbsp;
This blog examines key prompting techniques outlined in the survey, emphasizing new learnings and practical examples.
<h3 id="">In-Context Learning (ICL)</h3>
In-Context Learning (ICL) refers to the ability of generative AI models to learn tasks by providing them with relevant instructions or exemplars within the prompt, without requiring weight updates or retraining. This technique allows models to perform tasks they haven&#8217;t explicitly been trained for, by leveraging context clues from the provided examples.
<h4 id="">Examples:</h4>
<ol id="">
<li id="">Few-Shot Prompting:
<ul id="">
<li id="">Prompt: &#8220;Translate the following words from English to French. Word 1: dog, chien. Word 2: cat, chat. Word 3: bird, [Your Answer].&#8221;</li>
<li id="">Explanation: Here, the model is given two examples (dog and cat) to learn the pattern and then asked to translate &#8220;bird.&#8221;</li>
</ul>
</li>
<li id="">Example Generation:
<ul id="">
<li id="">Prompt: &#8220;Solve the following math problems. Example 1: 2+2 = 4. Example 2: 3+5 = 8. Now, solve: 7+6 = [Your Answer].&#8221;</li>
<li id="">Explanation: The model uses the provided examples to understand the task and generate the correct answer for the new problem.</li>
</ul>
</li>
</ol>
<h3 id="">Zero-Shot Prompting</h3>
Zero-Shot Prompting involves providing the model with a task to perform without any prior examples or context within the prompt. This technique relies on the model&#8217;s pre-trained knowledge to generate responses.
<h4 id="">Examples:</h4>
<ol id="">
<li id="">Role Prompting:
<ul id="">
<li id="">Prompt: &#8220;As a financial advisor, explain the importance of diversification in investment.&#8221;</li>
<li id="">Explanation: The model takes on the persona of a financial advisor to generate a relevant and contextually accurate explanation.</li>
</ul>
</li>
<li id="">Emotion Prompting:
<ul id="">
<li id="">Prompt: &#8220;This is important for my career: [Your Answer].&#8221;</li>
<li id="">Explanation: By adding an emotionally significant phrase, the model is guided to generate a response that reflects the importance of the statement.</li>
</ul>
</li>
</ol>
<h3 id="">Chain-of-Thought (CoT) Prompting</h3>
Chain-of-Thought (CoT) Prompting encourages the model to articulate its reasoning process before delivering a final answer. This technique is particularly effective for tasks requiring logical reasoning and step-by-step problem-solving.
<h4 id="">Examples:</h4>
<ol id="">
<li id="">Zero-Shot CoT:
<ul id="">
<li id="">Prompt: &#8220;Jack has three baskets. Each basket contains four apples. How many apples does Jack have in total? Let&#8217;s think step by step.&#8221;</li>
<li id="">Explanation: The model is prompted to break down the problem and explain each step, leading to a more accurate and reasoned final answer.</li>
</ul>
</li>
<li id="">Few-Shot CoT:
<ul id="">
<li id="">Prompt: &#8220;Example 1: Q: Two trains leave the station at the same time. Train A travels at 60 mph, and Train B travels at 70 mph. After 2 hours, how far apart are they? A: Train A travels 120 miles (60 mph * 2 hours), and Train B travels 140 miles (70 mph * 2 hours). The distance between them is 140 &#8211; 120 = 20 miles. Now, solve this problem: Q: A car travels at 50 mph for 3 hours. How far does it travel? A: [Your Answer]&#8221;</li>
<li id="">Explanation: By providing an example with a detailed reasoning process, the model can follow a similar thought process for the new problem.</li>
</ul>
</li>
</ol>
<h3 id="">Decomposition</h3>
Decomposition involves breaking down complex problems into simpler sub-questions, allowing the model to solve each part step-by-step before arriving at a final solution.
<h4 id="">Examples:</h4>
<ol id="">
<li id="">Least-to-Most Prompting:
<ul id="">
<li id="">Prompt: &#8220;Let&#8217;s break this problem into smaller parts. First, what is 5+3? Next, multiply the result by 2. Finally, subtract 4 from the product to get the final answer.&#8221;</li>
<li id="">Explanation: The model is guided to solve each sub-problem sequentially, leading to the final solution.</li>
</ul>
</li>
<li id="">Plan-and-Solve Prompting:
<ul id="">
<li id="">Prompt: &#8220;First, understand the problem: Calculate the area of a rectangle with length 5 and width 3. Plan: Use the formula length * width. Solve: Area = 5 * 3. Therefore, the area is [Your Answer].&#8221;</li>
<li id="">Explanation: By creating a plan and solving the problem step-by-step, the model generates a more accurate response.</li>
</ul>
</li>
</ol>
<h3 id="">Ensembling</h3>
Ensembling techniques involve using multiple prompts to solve the same problem and then aggregating the responses to improve accuracy. This method reduces variance and often leads to better overall performance.
<h4 id="">Examples:</h4>
<ol id="">
<li id="">Self-Consistency:
<ul id="">
<li id="">Prompt: &#8220;Solve the following problem multiple times: What is 8+5? Answer: 13. Now, repeat the process and aggregate the answers to ensure consistency.&#8221;</li>
<li id="">Explanation: The model generates multiple responses and uses a majority vote to select the final answer.</li>
</ul>
</li>
<li id="">Demonstration Ensembling (DENSE):
<ul id="">
<li id="">Prompt: &#8220;Here are different ways to solve the problem. Method 1: 8+5 = 13. Method 2: Start with 8, then add 5 in steps (8+2=10, 10+3=13). Method 3: Think of 8 and 5 as groups of objects and count them together. Aggregate these responses to confirm the final answer is [Your Answer].&#8221;</li>
<li id="">Explanation: By providing multiple methods and aggregating the results, the model arrives at a more reliable final answer.</li>
</ul>
</li>
</ol>
As the field of prompt engineering continues to evolve, staying informed about these advancements is crucial for anyone working with generative AI.
Understanding and applying these techniques can lead to more accurate and contextually relevant outputs, whether in research, industry, or everyday applications.&nbsp;
Not sure how to <a href="https://www.integrityxd.com/blog/understanding-the-future-of-ai-tooling" id="">incorporate AI</a> to increase accuracy and efficiency in your business? <a href="https://www.integrityxd.com/contact" id="">Contact us today</a>!&nbsp;

Smartphone with AI prompt image for Integrity STL blog

The Latest Research in Prompt Engineering Techniques

IntegrityXD is proud to announce a significant investment in our experiential (events) services. The addition of three rockstar new team members is designed to elevate our engagement programs and continue to provide world-class experiences for our clients.
<a href="https://www.linkedin.com/in/mikenoris25/" id="">Mike Noris </a>joins IntegrityXD with nearly 15 years of experience in engagement marketing. Known for his ability to drive success and foster strong brand-consumer relationships, Mike has worked with global brands such as Snap, Inc., Amazon, and Marriott Hotels. His innovative strategies and keen insights have significantly enhanced brand visibility and consumer engagement. At IntegrityXD, Mike will provide overall team leadership, oversee brand planning, conduct comprehensive ROI analytics, manage on-the-ground event execution, and develop event security and safety protocols. His profound understanding of market trends and consumer behavior makes him an invaluable asset.
<a href="https://www.linkedin.com/in/tramprocter/" id="">Trom Procter,</a> an expert in project coordination with over 15 years of experience, has joined our team as an engagement marketing project manager. Trom has built a stellar reputation for her expertise in logistics, vendor management, budget management, planning, contract negotiation, and cross-team collaboration. She will oversee the entire lifecycle of each event, ensuring the successful delivery of all event needs. Trom’s dedication to meticulous planning and flawless execution ensures that every event reinforces our commitment to excellence in engagement marketing.
<a href="https://www.linkedin.com/in/joe-gabel-291a9054/" id="">Joe Gabel</a> brings extensive experience in event operations, logistics, and transportation to IntegrityXD. His background includes managing high-profile entertainment, sports, and beverage, and brewing events. At IntegrityXD, Joe will oversee all shipping and receiving activities, manage inventory and storage, ensure the maintenance and proper operation of all vehicles, collaborate with on-site event teams, and facilitate communication with essential support teams. Joe’s expertise will streamline operations and ensure the reliability and safety of all logistics activities.
Welcome to the IntegrityXD team, Mike, Trom, and Joe. We are confident that the strategic addition of these new team members will significantly elevate our capabilities and position us for continued success.&nbsp;
‍
‍

Headshots of three new experiential marketing team members for Integrity STL

IntegrityXD Expands Experiential Services with New Talent

Schema, or structured data, enhances search visibility by helping search engines understand your site&#8217;s content more effectively. This blog explores how to leverage schema data to resolve indexation issues and how to use it specifically to rank in Google’s Job Pack.
<h4 id="">Understanding Schema Data</h4>
Schema data is a semantic vocabulary of tags (or microdata) that you can add to your HTML to improve the way search engines read and represent your page in SERPs. By implementing schema markup, you provide explicit clues about the meaning of a page&#8217;s content, which enhances visibility and improves indexation. Common schema types include those for articles, local businesses, events, products, and job postings.
<h4 id="">Improving Site Indexation with Schema Data</h4>
Indexation problems often occur because search engines struggle to categorize and prioritize content effectively. Here’s how schema data can help:
<ol id="">
<li id="">Clarifying Content Context: Adding schema markup clarifies the context of content, ensuring that search engines can categorize it correctly and quickly.</li>
<li id="">Enhancing Rich Snippets: Schema markup can result in rich snippets, which are enhanced search results featuring additional information like images, ratings, and more. This not only boosts visibility but also encourages higher click-through rates.</li>
<li id="">Improving Crawl Efficiency: Efficient crawling by search engines is crucial for good indexation. Schema data makes your content more easily interpretable, which can speed up the crawling process, ensuring more of your pages are indexed.</li>
</ol>
<h4 id="">Using Schema Data to Rank in the Google Job Pack</h4>
The Google Job Pack is a dedicated search feature that displays job listings directly in the search results. To feature in the Job Pack, your job listings must be well-structured and optimized for Google’s job search indexing. Here’s how you can achieve this with schema data:
<ol id="">
<li id="">Implementing Job Posting Schema: Use the JobPosting schema to detail each job listing on your site. This should include properties like title, description, hiringOrganization, jobLocation, and salary. Properly tagged jobs help Google to better understand and display your postings in the Job Pack.</li>
<li id="">Creating Sitemaps for Job Listings: Besides regular schema implementation, create a dedicated XML sitemap for your job listings. This helps Google find all job-related pages quickly, especially useful for sites with a large number of listings.</li>
<li id="">Real-Time Updates: Ensure that your job listings are updated in real-time. Google prioritizes job listings that are current and frequently updated.</li>
</ol>
<h4 id="">IntegrityXD’s Indexing APIs for Job Search Results</h4>
At IntegrityXD, we specialize in creating powerful indexing APIs that cater to large-scale job search results. Our APIs are designed to ensure that your job postings are not only well-indexed but also consistently featured in the Google Job Pack. Here’s how we can help:
<ul id="">
<li id="">Scalable Job Indexing Solutions: Our APIs handle large volumes of job data efficiently, ensuring quick and accurate updates to search engines.</li>
<li id="">Custom Integration: We tailor our solutions to seamlessly integrate with your existing website infrastructure, enhancing both user experience and SEO.</li>
<li id="">Continuous Monitoring and Optimization: Our team continuously monitors performance, making adjustments to adapt to Google’s evolving algorithms and maintain top visibility.</li>
</ul>
Proper implementation of schema data is key to resolving site indexation issues and achieving a prominent position in Google’s job pack. With structured data, you can enhance your website’s search engine compatibility and user experience. Leveraging IntegrityXD’s expertise in indexing APIs, businesses can ensure their job listings not only gain maximum visibility but also drive significant traffic.
For more information on how IntegrityXD can help you optimize your job postings for Google’s Job Pack, visit our website or <a href="https://www.integrityxd.com/contact" id="">contact our expert team </a>today.
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Google Job Pack image for Integrity STL blog

How to Use Schema Data to Improve Site Indexation and Rank in the Google Job Pack

“Product Shrinkflation” is the practice of reducing the size or quantity of a product while keeping the same price. Smaller cans, less chips in the bag, etc. We have all experienced it, and we all hate it.
But what about “Service Shrinkflation?” As an experience designer, I can&#8217;t help but see it everywhere, and it annoys me to no end. It&#8217;s the practice of reducing the level of service you are given while maintaining the same cost to you. Often companies confuse this with process improvement, but it is NOT the same thing if your customer ends up getting less.
As an example, I could easily highlight the erosion of banking or healthcare experience, but today let’s do something simple &#8211; let&#8217;s rent a car.
Not long ago, when you rented a car a human would walk out with you and confirm the existence or absence of damage. You would make note of any observed marks, sign the paper and accept the vehicle. A time consuming but essential step to ensure the condition the car leaves in matches the condition it returns in.
Today, this step has been removed. The rep at the desks just hands you the keys and says “enjoy the vehicle.” The first time this happened, I was impressed &#8211; a more smooth experience. But I noticed there was seemingly no record anywhere of the current vehicle condition, and I began to worry. The process was broken. I nervously took photos of my vehicle, inside and out. Personally noting any damage while other renters nearby thought I was crazy. Surely, if this step was needed, they would tell you. They would have an app asking to snap a few photos before taking off or would take detailed photos of the vehicle as you leave. The representative said we were done &#8211; don&#8217;t be paranoid.
Sure enough. Two days after I returned that vehicle, a rental car rep called me dismayed at the condition of the vehicle. “It&#8217;s covered in scratches and has bumper damage that will need to be repaired.” Fortunately for me, I sent him the time stamped photos I took showing the damage existed before I moved it from their garage. Satisfied, the rep ended his call with me and moved down his list to the next renter who may or may not have actually created the damage but would no doubt be expected to pay for it.
Isolated occurrence? Nope. This has happened at least two other times and thank goodness I always take photos before I drive away.
This horrible consumer experience is rooted in the fact that they didn&#8217;t reduce costs by simplifying a process, they shrank a service and burdened their customer with doing their job of keeping track of their fleet condition.&nbsp;
There are at least a half dozen ways they could have solved this issue, but they have universally selected to burden the consumer and pocket their savings.
Today, everyone is in the consumer experience business and being competitive means achieving higher service AND greater efficiency. This might require new skill sets, new tooling, practical applications of Ai or a simplified &amp; reimagined process, but the result must end in your customer getting more service than before and not less.
As the owner of a service company I fully understand the economic pressures they face, but the news is awash in “short term profits” horror stories that started with a clever idea to save money by cutting corners. When everyone is racing to short their customer, that&#8217;s your signal to do the opposite; add more value, earn deeper loyalty and build new market share.
Add more chips to your bag.
&#8230;and don&#8217;t forget to take photos of your rental car before you drive away. Tracking rental car fleet condition is your job now, afterall.
‍

Retail image of customer handing credit card to sales person

Service Shrinkflation: The True Cost of ‘Simplified’ Services

In the constantly changing <a id="" href="https://www.integrityxd.com/service/digital-marketing">digital marketing world</a>, Google Ads and all its platforms reign supreme. Its complicated AI systems continue to evolve at a rapid pace. Google Ads have become a staple in advertising, and keeping up with its new lead-generation capabilities can be a pain. In this blog, let’s look at Google’s newest AI capabilities and how they will impact you in the short term.
<h2 id="">Gemini and Search</h2>
<figure id="" class="w-richtext-figure-type-image w-richtext-align-center" data-rt-type="image" data-rt-align="center">
<div id=""><img loading="lazy" decoding="async" id="" class="alignnone" src="https://uploads-ssl.webflow.com/5eb1bc8b6f301d422630554a/665a069aaee458b37eddcf63_Screenshot%202024-05-31%20at%2012.19.09%20PM.png" alt="Screenshot of a Google search results page with AI results" width="917" height="508" /></div>
</figure>
<a id="" href="https://blog.google/products/gemini/">Gemini</a> is Google&#8217;s answer to its competitors, such as Chat GPT. These platforms threaten Google&#8217;s position as a search platform, and here is Google’s answer: a short snippet of a generative AI that can give you an answer without doing the labor of funneling through search results. This could impact how users interact with ads and how they search for information in the future.
<h2 id="">Performance MAX (PMAX)</h2>
<figure id="" class="w-richtext-figure-type-image w-richtext-align-center" data-rt-type="image" data-rt-align="center">
<div id=""><img loading="lazy" decoding="async" id="" class="alignnone" src="https://uploads-ssl.webflow.com/5eb1bc8b6f301d422630554a/6659fdf1e11827a16d49db33_haHUmByx363pmlO1AYiDFUa8ediliIsEY7uy-EJRR2tW3hADoy8EnhFqscVPmZ5IZVrnYcCxZwNRr-6tY79VqaPww17vUKzrge9BJ7QThBhu0EqbHRBR-lAeUsdvL7f2T5c6TncSpYSzv5s1nmPbOvU.png" alt="Smartphone mock up of Performance Max ad types" width="1476" height="640" /></div>
</figure>
<a id="" href="https://www.searchenginejournal.com/google-ads-performance-max-updates-for-full-funnel-optimization/515075/">PMAX </a>came onto the scene clunky, short-handed, and without features, robust optimizations, or reporting. Now, after a year of advancement, it’s here to stay. With its intelligent bidding strategies, precise audience targeting, and dynamic ad creatives across all of Google&#8217;s platforms, PMAX has come to the forefront of lead generation if done correctly.
<h2 id="">Text-to-Image AI</h2>
<figure id="" class="w-richtext-figure-type-image w-richtext-align-center" data-rt-type="image" data-rt-align="center">
<div id=""><img loading="lazy" decoding="async" id="" class="alignnone" src="https://uploads-ssl.webflow.com/5eb1bc8b6f301d422630554a/6659fdf18922bdf02e3793b2_3IMt0c83RjACTZHwvKgi8SM5ZZjgFJSigZbw4dEu499ckbIZR1BkkIzyI6uMnX78U5-ilf56lg1bnKh0wkB4GkVYgamiGri84WJ4-JBAC3OPk-D9AxwnoZqDlQUU1AJbBFWOUih4Yq6QlHeEPEL_lPQ.png" alt="Screenshot of AI image generator tool" width="1600" height="606" /></div>
</figure>
‍
Just when we thought Google couldn&#8217;t push the envelope any further, they have now introduced <a id="" href="https://cloud.google.com/use-cases/text-to-image-ai">Generative AI</a>. Based on previous use, it&#8217;s not perfectly exact, but the potential of having Google behind this would be, nonetheless, golden. Generating ad images from within the platform would give advertisers a quick solution to their creative processes, such as scaling content and marketing efforts.
Google has made leaps and bounds in its AI capabilities and, based on its <a id="" href="https://blog.google/">neighboring blogs</a>, will be pushing AI further into the future. We, as advertisers, must do our best to keep up with its ever-changing landscape and capabilities.
‍

Google’s Advancements in AI for Marketing

<a href="https://www.integrityxd.com/" id="">IntegrityXD</a> proudly announces <a href="https://www.linkedin.com/in/jamalmclaughlin/" id="">Jamal McLaughlin&#8217;s</a> promotion to the Chief Creative Officer (CCO). With a career spanning over a decade in various roles across the company, Jamal leads the creation of Integrity’s most innovative commercial work.&nbsp;
Jamal&#8217;s experience spans interactive design, <a href="https://www.integrityxd.com/service/web-development" id="">development</a>, video production, <a href="https://www.integrityxd.com/service/omnichannel-marketing" id="">marketing strategy</a>, and project management.&nbsp;
As a Senior Project Manager, Jamal was known for his intuitive and creative approach to project management. His strategy minimized surprises and ensured that projects adhered closely to timelines and budgets. Jamal&#8217;s deep understanding of both design and development has consistently enabled him to gauge each team’s capabilities and pace accurately.&nbsp;
For Jamal, working within a client’s budget is always top of mind.&nbsp;
“We can do short web videos on a dime budget, and the impact from additional sales pays for the next tactic, but it&#8217;s all part of an overarching strategy,” said Jamal.&nbsp;
Beyond his professional skills, Jamal&#8217;s leadership style is noteworthy. He fosters a positive and productive team environment by placing trust in his team&#8217;s abilities, offering cheerful encouragement, and yes, occasionally treating the team to donuts—lots of donuts.&nbsp;
&#8220;I don&#8217;t consider myself the most creative person in the room. I work with an extremely talented group of UX designers,” Jamal said. “What I bring is working to understand what the client needs and working with the team to actualize it. I don&#8217;t need to push people to deliver excellence, they already want to do that on their own.&#8221;
Jamal’s encouraging approach not only boosts morale but also reinforces a culture of mutual respect and collaboration. He believes that effective communication and a calm demeanor can resolve any challenge, a principle he has applied throughout his career at IntegrityXD.
As the new Chief Creative Officer, Jamal is set to take IntegrityXD’s creative direction to the next level. His comprehensive expertise in project management, client presentations, web design, front-end development, and UX, combined with his exceptional communication skills, positions him as the ideal leader to innovate and inspire.
IntegrityXD celebrates this well-deserved promotion, and we look forward to the innovative and creative projects that Jamal will undoubtedly explore in this new role.&nbsp;

Jamal McLaughlin head shot as Integrity's new Chief Creative Officer

Jamal McLaughlin’s Named IntegrityXD’s Chief Creative Officer

<a href="https://www.linkedin.com/in/emorrissey/" id="">Integrity Partner and Chief Creative Officer Ed Morrisey</a> was recently featured on <a href="https://anderscpa.com/but-whos-counting-season-3-episode-2-ed-morrissey-integrity/" id="">Anders CPA’s podcast, But Who’s Counting?</a>, discussing how to embrace AI and new technologies to future-proof your business. The episode offers a compelling look at how AI can be integrated incrementally into business processes to enhance efficiency and reduce costs.
Ed, with hosts <a href="https://www.linkedin.com/in/davehartley/" id="">Dave Hartley</a> and <a href="https://www.linkedin.com/in/mlkstl/" id="">Missy Kelley</a>, explores how <a href="https://www.integrityxd.com/blog/the-future-of-ai-in-business-trends-and-predictions-for-2023" id="">businesses can either seize the AI opportunity or risk falling behind</a>, as well as the ins and outs of learning to innovate. Ed emphasized how some businesses may underestimate AI as a passing trend while others are leveraging it to gain a competitive edge.
“The importance here is not just jumping on the AI bandwagon, but thoughtfully integrating these technologies to avoid the pitfalls of being on the ‘bleeding edge,’” says Ed.
Dave, Missy, and Ed also discuss “<a href="https://www.holacracy.org/" id="">holacracy</a>” and how it’s implemented at <a href="https://www.integrityxd.com/" id="">Integrity</a>. In a tech-driven environment where agility and innovation are critical, <a href="https://www.integrityxd.com/blog/unique-approach-driving-success-in-a-constantly-changing-world">holacracy empowers each and every one of us at Integrity to be a decision-maker</a> and take initiative so we can continue to bring world-class experience to our clients and their users.
“Beginning my career with the launch of the first commercial web browser, I have as much experience crafting <a href="https://www.integrityxd.com/industry/enterprise" id="">enterprise web solutions</a> as possible — and it’s always a joy to share some of the lessons I’ve learned along the way.”&nbsp;
This episode is a must-listen for business leaders and tech enthusiasts, as well as anyone interested in understanding the <a href="https://www.integrityxd.com/service/applied-ai" id="">practical applications of AI in business</a> and how innovative management structures like holacracy can contribute to a company&#8217;s success and adaptability in a rapidly changing digital world.
<a href="https://anderscpa.com/but-whos-counting-season-3-episode-2-ed-morrissey-integrity/">Listen to the full discussion here!</a>

Title slide from Anders Podcast But Who's Counting

Chief Creative Officer Ed Morrisey Featured on Anders CPA Podcast

<a href="https://www.integrityxd.com/" id="">IntegrityXD,</a> St Louis’ leading web marketing agency, is proud to announce the addition of <a href="https://www.kerrygroup.net/" id="">The Kerry Group</a>, a global leader in experiential event marketing for the automotive, energy, healthcare, and higher education industries.
Over the last decade, IntegrityXD has strategically combined half a dozen experience marketing agencies to create the Midwest&#8217;s most comprehensive “technology-centric” experience marketing firm.
For over 28 years, The Kerry Group has pioneered full-service in-person branding and marketing solutions. In addition, their proprietary systems offer global clients innovative incentive solutions that are found nowhere else.
“The IntegrityXD and Kerry Group teams have complementary services and very similar cultures,” said <a href="https://www.linkedin.com/in/simanowitz/" id="">John Simanowitz</a>, CEO of IntegrityXD. “Combining teams allows us to deliver even greater in-person and online marketing experiences to global clients. We are extremely excited about what’s next.”
“Today, everything is technology-centric. With the growing complexity of systems, security risks, and integrated AI opportunities for many marketing firms, the demand to partner or join with an agency like IntegrityXD is growing,” said <a href="https://www.linkedin.com/in/emorrissey/" id="">Ed Morrissey</a>, CCO of IntegrityXD. “We are having more merger and acquisition conversations today than ever before &#8211; driven by technology and the pace of change.”
With the merger completed, The Kerry Group will assume the IntegrityXD brand and will operate out of the historic Tivoli Theater in St. Louis’s vibrant Delmar Loop.
‍

IntegrityXD and Kerry Group logos to announce merge

The Kerry Group Merges with IntegrityXD to Amplify Global Experience Marketing Services

The Integrity team rounded out STL Tech Week with a bang during our AI Chatbot Lunch and Learn! <a id="" href="https://www.linkedin.com/in/jeremiah-harris/">Chief Technology Officer Jeremiah Harris</a>, <a id="" href="https://www.linkedin.com/in/erin-sucher-ogradya59/">Strategy and Marketing Lead Erin Sucher-O’Grady</a>, and <a id="" href="https://www.linkedin.com/in/drewmannewman/">Project Manager Drew Newman</a> led our session with valuable insights into how <a id="" href="https://www.integrityxd.com/service/web-development">web development </a>and <a id="" href="https://www.integrityxd.com/service/digital-marketing">digital marketing</a> are driving cutting-edge AI features and functionality<a id="" href="https://www.integrityxd.com/service/digital-marketing">.</a>
<figure id="" class="w-richtext-figure-type-image w-richtext-align-center" data-rt-type="image" data-rt-align="center">
<div id=""><img decoding="async" id="" src="https://uploads-ssl.webflow.com/5eb1bc8b6f301d422630554a/661ff617fec8edb3e6ac0f6b_NYbr-9T2X1D7vuyZwY_C7DG2Ahan4k0mU3GXNS9m6kEN_zhehQbVaBsE5FUfygiEdqXShU9DeKJSm0bytt35_-w4r6O5yeOODdBci3muFhoGwqUmiBaI6cy8tyGJ-nMvk7B4l8WHT78gUBeOb-MD5io.jpeg" alt="Integrity Senior Strategy Lead Erin Sucher-O'Grady Presents on AI" width="auto" height="auto" /></div>
</figure>
Starting with a high level overview of <a id="" href="https://www.integrityxd.com/service/applied-ai">artificial intelligence (AI)</a>, Erin led us through the benefits of machine learning and natural language processing (NLP), which is an evolving intersection between human adaptability and technology.
<figure id="" class="w-richtext-figure-type-image w-richtext-align-center" data-rt-type="image" data-rt-align="center">
<div id=""><img loading="lazy" decoding="async" id="" class="alignnone" src="https://uploads-ssl.webflow.com/5eb1bc8b6f301d422630554a/661ff66052126524afd55c4c_ZkXNImoDd7WHs1wyDjXn9uZTq2BDWuCdbdf0xz1IdjmFlQgEGT_03ja-FW-NvanfprYj1m0q13Dl_GQFAimPzPBd2fwRRWIUyGdOHB7r3rRMdh1k5xppErW-ajAbLZ2aRSNwGo4T7Xer9ylMESUznKA.jpeg" alt="Integrity STL team leading a session on AI Chatbot" width="1396" height="788" /></div>
</figure>
Drew then elaborated on what a GPT is exactly &#8211; a generative pre-trained transformer &#8211; and how <a id="" href="https://www.integrityxd.com/">Integrity Web Consulting</a> used conversational AI to create a chatbot to serve the needs of our client, <a id="" href="https://fightcolorectalcancer.org/">Fight Colorectal Cancer</a>.
<figure id="" class="w-richtext-figure-type-image w-richtext-align-center" data-rt-type="image" data-rt-align="center">
<div id=""><img decoding="async" id="" src="https://uploads-ssl.webflow.com/5eb1bc8b6f301d422630554a/661ff6178de736a6a10962fb_fwCtf6T7p7W-5p26Ll8KzTLLSxna-RJzMrXKMHFpiQUfNJjgXaSsl-ZK4OryGVus8xsrLIftjcfV2hrs3lC6DsDkefklBK8gJg5YMH4s-WF2F3G11u9SWBasAlP5NNIORq95Ip8flrwJwqyybluwDAw.png" alt="" width="auto" height="auto" /></div>
</figure>
<a id="" href="https://chatbot.fightcolorectalcancer.org/">ChatCRC</a>, the customized chatbot Integrity created, is an <a id="" href="https://www.integrityxd.com/blog/introducing-the-fightcrc-chatbot-powered-by-chatgpt">informational revolution for patients and their families that provides general colorectal cancer intelligence as well as resources to empower and educate the community</a>.
<a id="" href="https://chatbot.fightcolorectalcancer.org/">Our audience even experienced a live demo of the tool, which you can explore on your own.</a>
<figure id="" class="w-richtext-figure-type-image w-richtext-align-center" data-rt-type="image" data-rt-align="center">
<div id=""><img decoding="async" id="" src="https://uploads-ssl.webflow.com/5eb1bc8b6f301d422630554a/661ff6176337e3965b53c1f7__Oyc17vOzj-WHOqKK6AbgOjxk2bohPChbxlGoMY3cQstj35s4ufo_HTERfJlGaXFOMuSs_SomK7-48-D871f5V4PewfthXOKBsuGj78ZLPsUntca_mdLPovdQNkU4eH76FfzbBIfcg8sfJq52h2AkFg.jpeg" alt="" width="auto" height="auto" /></div>
</figure>
Jeremiah concluded the presentation with how our team established the technological solution based on Fight CRC’s business needs. Simply put, choose your provider based on budget and estimated traffic, create your customized prompts, build a proprietary database and application, test, and finally, launch.
By creating this life-changing chatbot, the possibilities for our clients in the future are endless! Conversational AI can lead to new and innovative solutions for employee onboarding, personalized purchase advice, customer service triage, and more.
<a id="" href="https://www.youtube.com/watch?v=Q5gIngaUytA">If you missed out on our discussion, we’ve got it all on video! </a>
<div id=""></div>
We even got a #strongarmselfie in for our amazing client, <a id="" href="https://www.integrityxd.com/blog/the-cure-to-user-optimization-integritys-partnership-with-fight-crc">Fight Colorectal Cancer</a>.
<figure id="" class="w-richtext-figure-type-image w-richtext-align-center" data-rt-type="image" data-rt-align="center">
<div id=""><img decoding="async" id="" src="https://uploads-ssl.webflow.com/5eb1bc8b6f301d422630554a/661ff61736513e91b98bb37f_jwNmT97wyt8UCuKgzSqLflkpctcqDwjQY3zWgU2vYYYAHhO6MEcPk8Cb5RP3wWhxPn2oymL4RRoOH9AlkLIUFH-lIWZibWNxVYyRyBbQyZPknT-LvBDEOvKNnxipw5-6VSUUFg71GRFUbaBc8I0Ch4o.jpeg" alt="" width="auto" height="auto" /></div>
</figure>
Here&#8217;s to staying hungry to learn as the world of technology continues to evolve every single day. As we say at Integrity, life is short, do what matters

Integrity Hosts Successful STL TechWeek AI Chatbot Lunch and Learn

<a href="https://www.integrityxd.com/" id="">Integrity XD</a> proudly announces that <a href="https://www.linkedin.com/in/carson-antoine/" id="">Carson Antoine</a> has joined our team as the newest <a href="https://www.integrityxd.com/service/web-development" id="">software engineer</a>. Born and raised in the St. Louis area and now residing in Chicago, Carson brings a robust background in software development.&nbsp;
Carson started his professional journey with a four-year education in <a href="https://www.integrityxd.com/healthcare-marketing-web-design" id="">healthcare</a>, but realized his passion was elsewhere. During the COVID pandemic, he found the opportunity to redirect his career toward technology.
Over the past three years, Carson has immersed himself in the world of software engineering, discovering not only a new profession, but also a passion. From his first role at <a href="https://www.linkedin.com/company/rk-mechanical-contracting/" id="">RK Mechanical</a> to his most recent position at <a href="https://www.linkedin.com/company/sogeti/" id="">Sogeti</a>, his dedication to the craft is evident in his desire to learn and expand his horizons within the field.&nbsp;
Carson&#8217;s approach to software engineering is refreshingly holistic. He is eager to explore as many areas as possible and is committed<a href="https://www.integrityxd.com/about" id=""> to growth, something every team member at Integrity takes pride in.&nbsp;</a>
Outside of his professional endeavors, Carson enjoys spending time with his wife, preferably outdoors. Their most recent hobby is disc golf, which is a great way to get active while enjoying nature. He also enjoys hiking, camping, and snow skiing.
Carson, welcome to Integrity! You remind us that it&#8217;s always possible to pivot toward what inspires us. As we say at Integrity, life is short; do what matters.

Carson Antoine Joins IntegrityXD as Software Engineer

Integrity XD’s <a href="https://www.linkedin.com/in/erin-sucher-ogradya59/" id="">Senior Strategy and Marketing Lead, Erin Sucher-O&#8217;Grady</a>, will present two must-see lectures at the upcoming <a href="https://techstl.com/techweek/" id="">STL Tech Week</a>. Erin, known for her insightful and forward-thinking approach to technology and leadership strategies, will explore two topics that promise to enlighten and inspire.&nbsp;
Thriving in Turbulent Times: Strategies for Managing Change
<ul id="">
<li id="">When: April 9th, 10:00 &#8211; 10:30 AM</li>
<li id="">Where: <a href="https://www.eventbrite.com/e/workforce-innovation-2024-trends-models-stl-techweek-tickets-844832957117" id="">Workforce Innovation Summit</a>, <a href="https://www.google.com/maps?gs_lcrp=EgZjaHJvbWUqBwgAEAAYjwIyBwgAEAAYjwIyEwgBEC4YrwEYxwEYsQMYgAQYjgUyBwgCEAAYgAQyBwgDEAAYgAQyBwgEEAAYgAQyBwgFEAAYgAQyBwgGEAAYgAQyBggHEEUYPNIBCDQ0OTZqMGo3qAIAsAIA&#038;um=1&#038;ie=UTF-8&#038;fb=1&#038;gl=us&#038;sa=X&#038;geocode=KVUHyqurSt-HMXbtjsWYRwNN&#038;daddr=6133+Delmar+Blvd,+St.+Louis,+MO+63112" id="">Delmar Hall in the Loop</a></li>
</ul>
In this timely talk, Erin will explore how principles from <a href="https://en.wikipedia.org/wiki/Complexity_theory_and_organizations" id="">Complexity Theory</a>, <a href="https://www.amazon.com/Team-Teams-Rules-Engagement-Complex/dp/1591847486" id="">Team of Teams</a>, and <a href="https://www.integrityxd.com/blog/unique-approach-driving-success-in-a-constantly-changing-world" id="">Holacracy</a> can empower managers, leaders, and business owners to navigate the challenges of technological change. Attendees will learn innovative strategies for managing change, ensuring their teams not only survive but thrive in today&#8217;s dynamic business environment.
From Turing to Today: Decoding the Mind-Machine Relationship
<ul id="">
<li id="">When: April 11th, 3:00 &#8211; 3:30 PM</li>
<li id="">Where: <a href="https://www.eventbrite.com/e/ai-test-track-stl-techweek-tickets-856971313267?aff=oddtdtcreator" id="">AI Test Track</a>, <a href="https://www.google.com/maps/dir//Spark+Coworking+-+St.+Louis,+Cardinal+Way,+St.+Louis,+MO/@38.6245687,-90.2345773,13z/data=!4m8!4m7!1m0!1m5!1m1!1s0x87d8b37e5b84d04f:0xa504b9bd690a12b6!2m2!1d-90.1932919!2d38.6245089?entry=ttu" id="">Spark Coworking Space Downtown</a></li>
</ul>
This session explores the fascinating relationship between the human mind and artificial intelligence. Erin will guide us through the learning processes of both humans and machines, offering unique insights into how understanding our own minds can help us <a href="https://missivesfromaluddite.substack.com/p/how-machines-learn-erin-sucher-ogrady">better understand, and thus develop, AI.</a> This talk is a must for anyone curious about the future of AI and its intersection with human cognitive processes.
About STL Tech Week
STL Tech Week is a celebration of innovation, bringing together thinkers, creators, and leaders from across the bi-state region and beyond. With over 30 venues participating, this event promises to spark high-level conversations about St. Louis Metro&#8217;s role in the global innovation race, showcasing our emerging technologies and industry-leading ingenuity. The week will also feature a panel of state officials, economic development leaders, and university chancellors, discussing the momentum St. Louis is building in driving tech opportunities across Missouri and beyond.
Join Us!
Don’t miss this opportunity to hear from Erin Sucher-O&#8217;Grady and many other distinguished speakers. <a href="https://techstl.com/techweek/" id="">Snag your tickets</a> and spread the word—STL Tech Week is an event you won’t want to miss, and best of all, it&#8217;s free to the community. Let&#8217;s take advantage of the opportunity to get connected, learn, and grow together.
We look forward to seeing you there and joining the conversation about the future of technology and innovation.
‍

Erin Sucher-O'Grady headshot for Integrity STL

Integrity XD’s Erin Sucher-O’Grady to Present at STL Tech Week

Did you know that <a href="https://www.eventbrite.com/e/theory-to-application-ai-chatbots-lunch-learn-tour-the-tivoli-theater-tickets-862880066507?aff=oddtdtcreator" id="">STL Tech Week is April 8-12</a> at 30+ venues across St. Louis? To celebrate, <a href="https://www.integrityxd.com/" id="">Integrity</a> is hosting their first ever lunch and learn at the newly renovated landmark Tivoli Theatre on Friday, April 12 from 1-3pm.
With the rise of <a href="https://www.integrityxd.com/service/applied-ai" id="">artificial intelligence (AI)</a>, the popularity and incorporation of chatbots throughout various digital platforms is skyrocketing. The Integrity team is ready to dive into the challenges and breakthroughs in creating a chatbot that transcends traditional limitations.&nbsp;
<a href="https://www.linkedin.com/in/jeremiah-harris/" id="">Chief Technology Officer Jeremiah Harris</a>, <a href="https://www.linkedin.com/in/erin-sucher-ogradya59/" id="">Strategy and Marketing Lead Erin Sucher-O’Grady</a>, and <a href="https://www.linkedin.com/in/drewmannewman/" id="">Project Manager Drew Newman</a> will lead this session, providing valuable insights into the cutting-edge developments at the intersection of <a href="https://www.integrityxd.com/service/web-development" id="">web development </a>and <a href="https://www.integrityxd.com/service/digital-marketing" id="">digital marketing.&nbsp;</a>
The team will begin with a high level overview of artificial intelligence and how the training and learning process transpires for machines by juxtaposing it with how the human mind learns. Further, the discussion opens to the purpose of chatbots and their application within the <a href="https://www.integrityxd.com/healthcare-marketing-web-design">healthcare industry.</a>
Our influential partnership with <a href="https://fightcolorectalcancer.org/" id="">Fight Colorectal Cancer</a> has given us the opportunity to build a chatbot to serve their needs.Our ChatCRC project team will present different ways to generate ChatGPT responses using a proprietary dataset, the technical options visible and editable using API, and the lessons learned from our real life development processes.
“We are very excited to be a part of STLTech week. It’s a great event for the region, and we can’t wait to share this groundbreaking technology with industry leaders in St. Louis,” said Erin.
Whether you’re a tech enthusiast, a marketing professional, or simply curious about the future of AI, this presentation will provide valuable insights into the cutting-edge developments at the intersection of technology and marketing.&nbsp;
‍<a href="https://www.eventbrite.com/e/theory-to-application-ai-chatbots-lunch-learn-tour-the-tivoli-theater-tickets-862880066507?aff=oddtdtcreator" id="">Register now to secure your spot!</a>

Integrity Hosts STL Tech Week Event at Landmark Tivoli Theatre

IntegrityXD is proud to welcome <a href="https://www.linkedin.com/in/kimrafferty1/">Kim Rafferty</a> as the newest addition to our team. With an impressive background spanning over 25 years in finance, particularly within the advertising, marketing, and research sectors, Kim brings a wealth of knowledge and a track record of success to our organization.
“Kim joining the team is a significant milestone for the firm,” said <a href="https://www.linkedin.com/in/emorrissey/">Ed Morrissey</a>, Partner and CCO. “She is a financial dynamo with extensive industry expertise, and will elevate both the solutions we deliver to our clients and our own financial operational excellence.”
As a hands-on, expert problem solver, she has a strong history of resolving complex cross-functional business process issues, formulating strategic plans, and driving impactful changes to enhance the company’s bottom line.&nbsp;
Her roles prior to joining us, especially as the Senior Director of Finance &amp; Treasury at <a href="https://obpagency.com/">Osborn Barr Paramore</a>, equipped her with vital experience in leading financial cycles, developing forecasting models, and steering executive teams towards financial clarity and success. Her earlier position at local agency <a href="https://moosylvania.com/">Moosylvania</a> also underscored her capability in financial analysis, policy development, and strategic financial management.
At <a href="https://www.integrityxd.com/">IntegrityXD</a>, we are excited to see the innovative and strategic initiatives Kim will spearhead as we continue to grow and excel in our industry. Welcome aboard, Kim!

Kim Rafferty Joins IntegrityXD to Lead Finance Operations

<a href="https://www.integrityxd.com/" id="">Integrity Web Consulting</a> is elated to announce the freshest addition to our awesome team – <a href="https://www.linkedin.com/in/marshallowelch/details/experience/" id="">Marshall Welch</a>! With over 15 years of marketing experience, he proves to be a force to be reckoned with in our <a href="https://www.integrityxd.com/service/strategy-consulting" id="">web consulting</a> world. 
Marshall has a breadth of knowledge across multiple industries in both client and service sides. <a href="https://www.linkedin.com/in/brianrappaport/" id="">Brian Rappaport, Chief Delivery Officer at Integrity</a>, is excited to add him to our team. 
“Marshall comes to us after several years at MiTek. By happen-stance, we had the opportunity to add him to our team. His immediate role will be working to understand and expand our new experiential marketing opportunities and support team members in the coming weeks and months. Marshall already knows us, what we do, and how we do it, which makes him awesome.&#8221;
Marshall is thrilled to put his skills into practice as he manages integration for a new set of capabilities for Integrity. He stands out with his agile, strategic approach to global digital marketing, <a href="https://www.integrityxd.com/service/omnichannel-marketing" id="">channel marketing</a>, and demand generation, always attempting to see the way through challenges quickly. He’s a <a href="https://www.integrityxd.com/service/digital-marketing" id="">digital marketing</a> pioneer, possessing strong leadership skills while connecting his team members in order to solve problems efficiently. 
Upon joining Integrity, Marshall’s favorite aspect of the team was the culture, spirit of collaboration, and the overall care of each team member’s well being. 
“I love the sense of being successful or failing together, that’s what makes Integrity the place to be.” 
Outside of Integrity, Marshall loves anything outdoors. You can catch him in any wilderness environment hiking, biking, or climbing. He also likes to spend time with his wife and daughter. 
We’re so happy you’re here with us, Marshall! We can’t wait to see the awesome things you’ll accomplish at Integrity.

Marshall Welch headshot for Integrity STL

Integrity Hires New Marketing Lead

Healthcare organizations increasingly leverage online tracking technologies like Google Analytics to gain insights into user behavior and improve services. However, with the strict regulations set forth by the Health Insurance Portability and Accountability Act (HIPAA), covered entities and business associates must navigate these tools carefully to ensure compliance and protect patient privacy.
Understanding the Guidelines
The Office for Civil Rights (OCR) at the <a href="https://www.hhs.gov/hipaa/for-professionals/privacy/guidance/hipaa-online-tracking/index.html" id="">U.S. Department of Health and Human Services (HHS) </a>has provided clear guidelines on the use of online tracking technologies for HIPAA-covered entities and business associates. These technologies, such as cookies and scripts, collect data about user interactions on websites or mobile apps. When this data includes protected health information (PHI), HIPAA rules come into play.
Key Compliance Obligations
To comply with HIPAA regulations when using tracking technologies like Google Analytics, healthcare organizations must ensure several key obligations are met:
<ul id="">
<li id="">Privacy Rule Permissions: Disclosures to tracking vendors must align with Privacy Rule permissions, ensuring that PHI is handled appropriately.
</li>
<li id="">Business Associate Agreements (BAAs): Establish BAAs with tracking vendors to meet HIPAA&#8217;s definition and ensure accountability for PHI handling.
</li>
<li id="">Risk Analysis and Management: Conduct thorough risk analysis and implement risk management processes specifically addressing tracking technologies&#8217; risks.
</li>
<li id="">Safeguards Implementation: Implement administrative, physical, and technical safeguards per the Security Rule to protect PHI from unauthorized access.
</li>
<li id="">Breach Notifications: Provide breach notifications in case of impermissible disclosures compromising PHI security or privacy.</li>
</ul>
Understanding Case Studies: BetterHelp and GoodRx
Recent cases involving online platforms like <a href="https://www.ftc.gov/business-guidance/blog/2023/03/ftc-says-online-counseling-service-betterhelp-pushed-people-handing-over-health-information-broke" id="">BetterHelp</a> and <a href="https://www.ftc.gov/news-events/news/press-releases/2023/02/ftc-enforcement-action-bar-goodrx-sharing-consumers-sensitive-health-info-advertising" id="">GoodRx</a> highlight the importance of adhering to HIPAA regulations when handling sensitive health information. BetterHelp faced a proposed settlement with the FTC for allegedly deceiving users about the privacy of their mental health information, while GoodRx violated the Health Breach Notification Rule by sharing personal health information with third parties like Facebook and Google.
Key considerations from these cases include:
<ul id="">
<li id="">Deceptive practices in obtaining and sharing sensitive health information.
</li>
<li id="">Violation of privacy promises and false claims about HIPAA compliance.
</li>
<li id="">The importance of user consent and transparent data practices.
</li>
<li id="">Proposed settlements emphasizing refunds for affected users and restrictions on data-sharing practices.</li>
</ul>
Navigating Google Analytics in a Healthcare Context
When using Google Analytics or similar web analytics tools in a healthcare context, it&#8217;s essential to align with HIPAA guidelines. Key considerations include:
<ul id="">
<li id="">Data Anonymization: Enable IP anonymization and avoid sending personally identifiable information to Google Analytics.
</li>
<li id="">Custom Data Retention Policies: Configure data retention policies to align with privacy practices and regularly review and delete unnecessary data.
</li>
<li id="">Limited Access and BAA: Restrict access to authorized personnel, and if applicable, negotiate a Business Associate Agreement with Google.
</li>
<li id="">User Education and Staff Training: Educate users about data collection practices and train staff on HIPAA compliance.
</li>
<li id="">Regular Audits and Secure Configuration: Conduct audits of Google Analytics setup, ensure secure configurations, and keep software updated.</li>
</ul>
Consulting with legal and privacy professionals specializing in healthcare data privacy is crucial to ensure compliance with HIPAA regulations. Additionally, consider exploring alternative HIPAA-compliant analytics tools if Google Analytics doesn&#8217;t meet your organization&#8217;s specific needs.
In conclusion, while leveraging online tracking technologies like Google Analytics can provide valuable insights, healthcare organizations must prioritize HIPAA compliance and patient privacy every step of the way. By following best practices and staying informed about regulatory updates, healthcare clients can navigate the digital landscape with confidence.
Do you need help with making sure your digital marketing efforts follow legal compliance? <a href="https://www.integrityxd.com/contact">Contact us today! </a>

HIPAA compliance blog image of doctors in face masks

Navigating HIPAA Compliance with Google Analytics: A Guide for Healthcare Clients

One of the essential areas for professional development in business in the next decade and beyond will be supporting our <a id="" href="https://www.integrityxd.com/service/applied-ai">collective understanding and adoption of artificial intelligence and machine learning</a>. From the C-suite to the technology team to the employees who work at the front desk – each level of an organization will have the opportunity to benefit from the adoption of AI tools in their work to increase productivity and efficiency. However, there hasn’t been this much fear around introducing new technology into the business environment since computers first arrived in office buildings.
Here, we offer the beginning of a conversation about how we might begin to unpack our fears and approach the most potent technological transformation of our lifetimes. 
The idea of metacognition is to think about our thinking and learning. Thinking about how we think and learn as human beings is one of the best ways to think about how a computer thinks and learns. Comparing and contrasting what we know about human learning and machine learning can help us understand the current state of Generative AI and where things might go next. It can also help us ask better questions and consider possible applications for AI in our work.
When we think about Artificial Intelligence and the training of Generative AI, we generally talk about four categories: Machine Learning, Neural Networks, Natural Language Processing, and Robotics. 
 
The father of artificial intelligence, Alan Turing, once speculated that the human mind may be a computing machine. Is the mind like a computer? In some ways, yes, and in many ways, no. 
Some of these AI domains mirror human cognition better than others. Understanding how the human mind works is a great starting point for understanding how AI works and will work in the future. 
There is so much about the human mind that we don’t know. The field of neuroscience has changed rapidly over the last 50 years, as has the field of Artificial Intelligence. As we continue to develop our understanding of how the brain works, so too will it influence the design and training of our AI systems. 
The Pattern Seeking Animal and Machine Learning
Machine learning is at the core of Generative AI – a departure from traditional programming methods. Machine learning is based on pattern recognition. Human beings are also pattern-seeking prediction machines. We take in all our individual experiences, attempt to discern patterns, and then apply those learned patterns as we move through the world to anticipate what we think will happen next. 
Pattern recognition is so strongly associated with human intelligence that we lean on it to determine IQ. IQ tests most often measure how well you can detect and discern patterns and then deduce what will come next. 
AI employs machine learning algorithms to detect patterns from vast datasets, refining its performance iteratively through trial and error.
Like Artificial Intelligence, humans depend on the quality of the information used as inputs. We can start detecting inaccurate or biased patterns with bad inputs or incorrect information (aka garbage in, garbage out).
One of the great hopes for AI is that it can make decisions more unbiased and objectively than humans. This idea has merit. Take memory, for example. Humans will add things to their memories that didn’t exist there before, whereas a computer will not invent new information. <a id="" href="https://www.ajl.org/">But the aim of objectivity depends on the quality of the information the AI is trained on </a>– just like the human mind is only as good as the quality of the information it has been trained on. 
Neural Networks
In the human mind, some of the brain’s structure is innate. <a id="" href="https://stevenpinker.com/publications/how-mind-works-19972009">Meaning, we don’t come into the world as a blank slate</a>. There are parts of our mind that are already there, organized in advance of experience. For example, the ability to acquire our first language is innate. No one has to teach us how to speak. We just do it. 
Reading, on the other hand, is an example of a neural network. A neural network will develop in the mind with use. It becomes stronger with use or weaker without use. This is the idea of neuroplasticity – meaning we can change the organization of the mind with experience. 
For example, learning to read (which is fairly recent in human evolution) literally changes the organization of the brain. This new skill creates a new region in the brain known as the letterbox in the left hemisphere and moves the processing of faces more over to the brain&#8217;s right hemisphere. 
In contrast, AI&#8217;s neural networks are meticulously crafted, disciplined, and honed through extensive datasets. While AI can emulate learning through the adjustment of connection weights, the innate self-evolving nature of the human brain currently eludes AI’s grasp.
Natural Language Processing: Innate Mastery vs. Deliberate Learning
The acquisition of human language, a remarkable feat, unfolds organically during early childhood. This innate ability allows humans to grasp linguistic nuances effortlessly.
AI&#8217;s training for natural language processing (NLP) involves a deliberate process of training models on massive datasets, which mirrors how a human might try to learn a second language in adulthood. 
The seamless acquisition of our first human language is a stark contrast to the meticulous training required to instill a new language in AI.
Robotics: Embodied Intelligence vs. Programmed Adaptability
One only has to observe the difficulty my Roomba has at navigating a home filled with children’s toys to recognize that robotics is perhaps the arena where the most prominent gap exists between human ability and artificial intelligence. 
Humans adapt to the physical world through sensory experiences, emotions, and consciousness. We organically integrate with our environment.
Conversely, AI-driven robots lean on programmed adaptability. While they glean insights from real-world experiences, the innate understanding characterizing human cognition is still beyond our complete knowledge and, thus, our ability to translate into a machine. 
Let&#8217;s look at some more examples.
The Next Frontier: Perception 
Currently, most generative AI systems like ChatGPT and Bard are focused on text, specifically trained on the English language.
Human perception is guided by the sensory nervous system, allowing us to experience the world through sight, sound, touch, taste, and smell. 
For humans, visual processing is our most cognitively demanding sense. 
According to the bestselling author of the book Atomic Habits, James Clear, there are subconscious ways in which we sense stimuli, such as detecting a drop in temperature before a storm. The mind&#8217;s preceptors can pick up on various internal cues, like salt levels in the blood or the need for hydration when thirsty. Clear notes that vision is the most powerful among these sensory abilities, with approximately 10 million of our 11 million sensory receptors dedicated to it. Some experts even suggest half of the brain&#8217;s resources are devoted to vision.
And our perception leads to experience. Perception seems straightforward on the surface, but it is incredibly complex. We still don’t understand how it works all that well. This is why security measures can thwart most algorithms by simply asking humans to select the image boxes of sidewalks or motorcycles. 
<a id="" href="https://www.amazon.com/Psych-Story-Human-Paul-Bloom/dp/0063096358">Take this example from the Yale psychologist Paul Bloom</a>: 
“Among other things, a good perceiver has to recover information about fundamentally static properties. But perception is in constant flux. Imagine watching a dog as it runs past you down the street. The image of the dog gets smaller and smaller on your retina as it retreats, but you shouldn’t conclude that the dog is shrinking. As the dog turns a corner, you move from an image of its tail and back legs to the full dog in profile–a radical change in shape–but you shouldn’t conclude that the dog itself is changing shape. When the dog darts under the shade of a tree, there is less light reflecting from its body, but you shouldn’t see the dog as changing color. Somehow, the brain takes shifting information and calculates that there is a singular, unchanging being that is moving through space and time. (To make this problem even harder, we need to be able to perceive objects in the world that actually do change, as when we watch someone blow up a balloon, twist clay into a statue, or paint a canvas.)
If we knew how the mind did all this, we could program computers to do the same, but we don’t, and so we can’t.” 
The next step in AI is like what Google is attempting with their Gemini model: a multi-modality with capabilities that haven’t existed in computers before. The idea is that Gemini will be able to understand the world around us in the way that we do, including text, code, audio, image, and video. 
Up until now, the conventional method for developing multimodal models involved training distinct components for various sensory inputs and then combining them to approximate certain functionalities. While these models may excel in tasks such as image description, they often struggle with more abstract and intricate forms of reasoning.
Gemini, on the other hand, was built to possess inherent multimodal capabilities right from the outset. Google pre-trained it to handle diverse modalities and then fine-tuned it using additional multimodal data to enhance its overall performance. This unique approach allows Gemini to comprehend and engage in reasoning across a wide spectrum of inputs, surpassing the capabilities of existing multimodal models.
If your organization wants help with <a id="" href="https://www.integrityxd.com/contact">professional development or management related to Artificial Intelligence, we are here to help</a>! Let our technology consultants train your team to better understand AI and move past the fear of adopting it into their work. 
‍


<figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="1024" height="392" src="https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2024/08/65b3ec6a0d35b9517debe1da_Screenshot-2024-01-26-at-11.31.11-AM-1024x392.png" alt="Image four categories: Machine Learning, Neural Networks, Natural Language Processing, and Robotics. " class="wp-image-1074" srcset="https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2024/08/65b3ec6a0d35b9517debe1da_Screenshot-2024-01-26-at-11.31.11-AM-1024x392.png 1024w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2024/08/65b3ec6a0d35b9517debe1da_Screenshot-2024-01-26-at-11.31.11-AM-300x115.png 300w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2024/08/65b3ec6a0d35b9517debe1da_Screenshot-2024-01-26-at-11.31.11-AM-768x294.png 768w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2024/08/65b3ec6a0d35b9517debe1da_Screenshot-2024-01-26-at-11.31.11-AM-1536x588.png 1536w, https://integrityxdreb.wpenginepowered.com/wp-content/uploads/2024/08/65b3ec6a0d35b9517debe1da_Screenshot-2024-01-26-at-11.31.11-AM.png 2038w" sizes="auto, (max-width: 1024px) 100vw, 1024px" /></figure>

Image four categories: Machine Learning, Neural Networks, Natural Language Processing, and Robotics.

How Machines Learn: Understand AI by Understanding Your Mind

Integrity Web Consulting is thrilled to announce the newest addition to our talented team – <a href="https://www.linkedin.com/in/gabrielatrujillo15/">Gabriela Trujillo, a Full-Stack Web Developer</a> with a unique and diverse background that brings a fresh perspective to our growing company.
With a bachelor&#8217;s degree in psychology from the University of California Merced, Gabriela initially embarked on a career in community research, working with nonprofits to gather and analyze data for programs such as tobacco awareness campaigns and the United Way&#8217;s 211 program.
In her role as a database specialist for 211, Gabriela managed a comprehensive database of resources available to the community, ranging from food banks to mental health services. This experience ignited her passion for technology and website management, leading her to take on the challenge of maintaining and eventually redesigning the program&#8217;s WordPress site.
&#8220;I really liked that whole process of elimination. It&#8217;s kind of like a puzzle. That didn&#8217;t work, so let&#8217;s try this other thing. I like that about web development,&#8221; said Gabriela.
Gabriela&#8217;s journey continued as she transitioned into a career in web development. After enrolling in web development classes and an internship at Bitwise Industries, Gabriela honed her skills and became a lead web developer and web application developer. During her time at Bitwise Industries, she delivered six dynamic WordPress sites, showcasing her proficiency in PHP, HTML, CSS, MySQL, JS/jQuery, and REST APIs.
&#8220;Being here at Integrity, I&#8217;m excited to expand into <a href="https://www.integrityxd.com/service/web-development">software development</a>. That&#8217;s one of my main goals,&#8221; Gabriela said.&nbsp;
Outside of her impressive professional journey, Gabriela is a multifaceted individual with a variety of interests. She enjoys playing video games, particularly those with a thrilling and scary edge. Exercise is a significant part of her routine, whether it&#8217;s high-intensity workouts, Pilates, or simply going for a walk. Gabriela is also a cat lover. When she&#8217;s not immersed in the world of web development, she can be found reading a good book or enjoying quality time with friends and family.
Gabriela&#8217;s passion for human-centric solutions and dedication to continuous learning aligns perfectly with our values here at Integrity. We look forward to witnessing her contributions to our team and the exciting projects that lie ahead.
Please join us in welcoming Gabriela Trujillo to Integrity. Stay tuned for more updates on the incredible work she&#8217;ll be doing with us.

Integrity Welcomes Full Stack Web Developer Gabriela Trujillo

Ed Morrissey, Partner and Chief Creative Officer of Integrity, will lead a breakout session at the upcoming <a href="https://techstl.com/scalepoint/">ScalePoint on AI Conference hosted by TechSTL</a>. Scheduled for December 13, 2023, at the Washington University in St. Louis Danforth campus, this high-profile event is poised to be a focal point for the region&#8217;s top decision-makers and tech enthusiasts.
&#8220;Artificial intelligence (AI) is a foundational paradigm shift in computing,&#8221; emphasizes Morrissey. &#8220;Leading enterprises in St. Louis have to keep pace or they’ll be left behind. I look forward to sharing early lessons we’ve learned while building AI apps for our healthcare clients.&#8221;
The ScalePoint on AI Conference is not merely a gathering but a convergence of influential minds, featuring luminaries from renowned organizations such as Microsoft, META, IBM, and the Department of Homeland Security. This powerhouse lineup underscores the significance of the event as a melting pot for cutting-edge insights into AI&#8217;s transformative potential.
The conference&#8217;s agenda spans diverse sectors, including geospatial technology, agtech, healthcare, education, defense, and strategy. The event aims to foster collaboration and explore AI&#8217;s broad spectrum of opportunities and challenges by bringing together decision-makers from various industries.
Ed Morrissey&#8217;s breakout session will specifically focus on the practical applications of AI integration in healthcare. Attendees can expect Morrissey to discuss the nuances of designing and developing AI-based chat solutions within highly regulated industries. His session will also cover training AI using proprietary datasets, offering a glimpse into the future of AI in healthcare.
For those eager to stay ahead in the rapidly evolving landscape of AI, the ScalePoint on AI Conference is a not-to-be-missed opportunity.&nbsp;
<a href="https://techstl.com/etn/scalepoint-on-ai/">Register now to secure your spot!&nbsp;</a>

Ed Morrissey to Present at ScalePoint Conference on AI

Today, as a <a href="https://www.integrityxd.com/service/digital-marketing" id="">leading digital marketing consultancy in St. Louis</a>, we announced <a href="https://www.integrityxd.com/service/management" id="">recent leadership updates</a> across the company aimed at continuing our growth and supporting the successful delivery of our <a href="https://www.integrityxd.com/service/digital-marketing" id="">digital marketing solutions</a> to existing and future clients.
<h2 id="">Brian Rappaport named Chief Delivery Officer (CDO)</h2>
<a href="https://www.linkedin.com/in/brianrappaport/" id="">Brian Rappaport</a> has been promoted to Chief Delivery Officer, overseeing all aspects of tooling and methodologies related to our delivery of digital marketing solutions.
“Brian has spent his entire career leading and optimizing digital marketing operations for leading agencies across the US,” said John Simanowitz, partner of Integrity. “His experience and steady leadership will position Integrity to succeed in a rapidly changing environment.”
<h2 id="">Jeremiah Harris named Chief Technology Officer (CTO)</h2>
<a href="https://www.linkedin.com/in/jeremiah-harris/" id="">Jeremiah Harris</a> has been promoted to Chief Technology Officer, overseeing all aspects of our delivery of <a href="https://www.integrityxd.com/service/web-development" id="">technology and development solutions</a>. In addition to enabling our team&#8217;s technology strategy, priorities, and <a href="https://www.integrityxd.com/service/strategy-consulting" id="">data-driven operating model</a>, Jeremiah will lead the planning, management, delivery, and transformation of our technology stacks, systems support, and infrastructure. 
“Integrity has an excellent opportunity to evolve and enhance our technology solutions. Jeremiah is an exceptional talent to lead the way for our team and clients,” said Ed Morrissey, partner of Integrity.
<h2 id="">Our Work Speaks for Itself</h2>
For over 20 years, we have delivered awesome world-class web experiences through <a href="https://www.integrityxd.com/service/digital-marketing" id="">digital marketing</a>, <a href="https://www.integrityxd.com/service/strategy-consulting" id="">content strategy</a>, <a href="https://www.integrityxd.com/service/web-design" id="">web design</a>, and <a href="https://www.integrityxd.com/service/web-development" id="">development</a>. With a killer team of designers, strategists, and developers, our <a href="https://www.integrityxd.com/work" id="">dedication to the ultimate user experience for each client speaks for itself</a>, being great by design, not accident. Integrity isn’t just our name, but how we continually execute for clients ranging from <a href="https://www.integrityxd.com/healthcare-marketing-web-design" id="">healthcare</a>, <a href="https://www.integrityxd.com/industry/financial-services-business-consulting" id="">finance</a>, <a href="https://www.integrityxd.com/industry/enterprise" id="">e-commerce</a>, and beyond. 
<a href="https://www.integrityxd.com/contact" id=""> Interested in reaching new heights for your business? Contact us today!</a>

Integrity Announces Senior Leadership Promotions

I&#8217;ve been thinking about Large Language Models (LLMs) recently and how they highlight our resignation to the prevalence of advertising and marketing in everyday life. I’ve become acutely aware of how cluttered and messy the internet search experience has become, and my realization is primarily due to the emergence of ChatGPT.&nbsp;
Over these past few months, I’ve started going to ChatGPT for answers rather than to search engines. There are a handful of popular search engines, but we’ll focus on Google for this article. I’ll use ChatGPT over Google often, even though the info is only as relevant as 2021. I know many people who also do this, and I expect the trend to grow as ChatGPT begins to be up-to-now-relevant. The primary reason I do this is the same reason you skip/mute commercials: <a href="https://www.integrityxd.com/blog/how-to-optimize-your-seo-game-think-of-google-as-a-jealous-lover">Google search results always contain annoying distractions from my goal.&nbsp;</a>
In Google search results, you have relevant answers intentionally conflated with the financial interests of companies &#8211; via advertisers with sponsored positions on SEO-tailored websites that are popular but not more accurate.&nbsp;
The &#8216;loudest,&#8217; best paying, best playing voice is what wins in Google search results. Even though some voices are loud, it doesn’t mean they are the most accurate. In an LLM, the algorithm does not factor into its result how much the content authors paid, and it doesn&#8217;t factor in &#8216;hits.&#8217;&nbsp;
Thankfully, it only works that way sometimes, and what you end up getting is a shortcut to more precise and relevant information without having to scroll/wade through the experiential artifacts of Google&#8217;s business model to find them.&nbsp;
I don’t have to see ‘sponsored’ results. When interested in something local, I don’t have to see mega-corporation first-page results. I don’t have to see the content that is geared around a personal profile that Google has developed around my interests.&nbsp;
Of course, I can and do take privacy measures to keep my information and preferences out of Google’s algorithms, but this has become more difficult. For example, using a VPN will prompt Google to present you with captchas aggressively. Not logging into your Google account will prompt Google to pester you about logging in.&nbsp;
When ChatGPT came onto the scene, there was this familiar feeling, an exciting feeling that I couldn’t quite put a name to. I don’t mean with how cool/surprising/impressive the technology was. There was something else &#8211; an itch being scratched that felt freeing and speedy. Then it occurred to me what it was.&nbsp;
ChatGPT today &#8212; in the time of Google Search &#8212; reminds me of years ago, during the advent of Internet Search itself. When search showed up, life changed dramatically.&nbsp;
Instead of walking through buildings (libraries, etc) and physical books, making phone calls/interviews, conversing with authorities, and meeting with groups of domain experts to find the answers to big questions, you could instead use Google to search for it. This was what made internet search revolutionary. All of these previously normalized ‘obstacles’ to seeking information were suddenly removed.&nbsp;
It feels like a very similar situation to right now. I’m having to manipulate my browser (incognito search), use identity masking tools (VPN), and sometimes accept a broken website experience (not accepting cookies) just to be able to retain the ability to have access to the unbiased, most objectively accurate information.&nbsp;
I must visually and mentally dismiss the clutter on search results pages (sponsored ads). I have to skip past large chunks of content that Google has trained advertising and marketing to fill out with non-relevant information to maintain a search results position. This is a game of economy and commerce, usually for some company&#8217;s benefit rather than individuals’ goals.&nbsp;
When using an LLM like ChatGPT, I can avoid wading through Google&#8217;s distractions, business artifacts, and exploitation of user attention to get to the things I need. It is blessedly simple. Even if it is not right, I’d rather struggle with that than resort to being treated like a cog-in-the-machine of business and industry. Whenever I fall back to using Google again, I am reminded with distaste how much non-valuable stuff is in my way. The relevance and accuracy of generative models like GPT need to continue improving, but I&#8217;m already moving away from the traditional search engine experience more and more.&nbsp;
If I have any sense of the cultural zeitgeist, then this is only going to gain momentum with other people and younger generations. If <a href="https://openai.com/" target="_blank" rel="noopener">OpenAI </a>were to play its cards right, we could look at an evolution away from &#8216;Internet Search&#8217; altogether. What I mean is that it will fully replace and sunset the Google search experience as we know it. If you had a choice between searching for information with distractions versus searching without distractions, which would you prefer?&nbsp;
Additionally, it makes logical sense to me that Google will need to play aggressive/hardball against companies like OpenAI to prevent their irrelevance (as far as Search goes, at least).&nbsp;
This is why Google is firing on all 4 cylinders to get their own version of an LLM-based search working. You’ve been seeing Generative AI appearing in the public Google search. I’m not surprised. And we should be somewhat concerned because what you’re looking at is a kind of battlefield over you as consumers playing out right in front of your eyes.&nbsp;
If Google cannot figure out how to insert their business model into the very nature of how generative AI works, then the trajectory of this technology will forever exclude them. It’s moving too fast for them to have time to figure out how to profit, and so this is why you are seeing ‘experimental features’ popping up on their flagship product, Google Search.&nbsp;
This is disappointing because I don&#8217;t think anyone wants to see &#8216;ads&#8217; or &#8216;sponsored ads&#8217; cluttering up what services like ChatGPT respond with. I&#8217;m sure OpenAI knows this, and Google knows that OpenAI knows this. Google is either going to be looking to court OpenAI to &#8216;partner&#8217; with them, or they will be looking to dominate them and supplant that experience altogether. For my and your sake, I hope that Google isn’t successful.
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Farewell Google Search

There&#8217;s a phrase that&#8217;s been circulating in digital marketing circles for several years now: &#8220;SEO is dead.&#8221; It&#8217;s an attention-grabbing statement, and while it may cause some initial concern, don’t be alarmed. Let&#8217;s delve into why SEO is alive, kicking, and as important as ever.
<h3 id="">Evolution ≠ Extinction</h3>
According to a report from BrightEdge, 68% of all online experiences begin with a search engine. In addition, <a href="https://ahrefs.com/blog/seo-statistics/" id="">organic search drives 53% of all website traffic</a>, that&#8217;s over half of all the digital traffic, a staggering number when compared to paid search that drives about 15% and social media with only 5%. Simply put, organic search (and thus, SEO) remains the dominant source for online visibility.
The claim that SEO is dead usually stems from its undeniable evolution. The tactics that worked 10 years ago, like keyword stuffing and link farming, are no longer effective and can even harm your website. Google, with its myriad of algorithm updates, ensures that the best content gets to its users. <a href="https://www.linkedin.com/pulse/seo-dead-2023-data-driven-answer-sumanta-biswas-/" id="">But this evolution doesn&#8217;t mean SEO is dead—it means it&#8217;s maturing.</a>
<a href="https://www.linkedin.com/in/donnafox1/" id="">Integrity Digital Marketer Donna Fox</a> says it best, “SEO still lives, it’s just going to be different. How success is measured is what’s going to be radically different. Where do you think Google’s AI is getting those answers to queries? From top-ranked website pages.” 
With the rise of AI, Google has incorporated quality detection at multiple stages. <a href="https://www.searchenginejournal.com/google-on-how-googlebot-handles-ai-generated-content/494925/" id="">The algorithm itself was not created to find low quality AI-generated content, but has automatically discovered it. </a>This also aligns with <a href="https://developers.google.com/search/updates/helpful-content-update" id="">Google’s Helpful Content system</a> announcement designed to <a href="https://www.integrityxd.com/blog/in-the-world-of-ai-the-most-human-brands-will-win" id="">identify content that is written by humans</a>. 
<h3 id="">Mobile and Voice Search are Growing</h3>
With the rise of mobile device usage, mobile search has grown exponentially. Furthermore, <a href="https://www.integrityxd.com/blog/voice-within-seo-strategy" id="">voice search</a>, powered by assistants like Alexa, Siri, and Google Assistant, is becoming increasingly prevalent. <a href="https://www.linkedin.com/pulse/seo-dead-2023-data-driven-answer-sumanta-biswas-/" id="">Mobile devices have changed the way people search for information and interact with websites with over 60% of all searches now conducted on mobile devices.</a> This requires websites to be optimized for local SEO, conversational queries, and mobile usability. For voice search, websites will need to adapt their content to be more natural language-based. Ignoring SEO means missing out on this vast audience segment. 
<h3 id="">User Experience and SEO are Intertwined</h3>
Google&#8217;s algorithms now focus on user experience. <a href="https://www.integrityxd.com/blog/why-site-health-is-the-pulse-for-digital-success" id="">Metrics like page speed, mobile-friendliness, and user dwell time have become SEO factors.</a> In 2020, <a href="https://developers.google.com/search/docs/appearance/core-web-vitals" id="">Google&#8217;s introduction of Core Web Vitals</a>, a set of metrics related to speed, responsiveness, and visual stability, further emphasized this connection. <a href="https://www.integrityxd.com/blog/leading-with-design-ux-and-seo-are-more-intertwined-than-ever" id="">Ensuring a top-notch user experience is now synonymous with good SEO practices.</a> As we say at Integrity, <a href="https://www.integrityxd.com/web-design/ui-ux-design" id="">the user experience is the brand. </a>
<h3 id="">Organic SEO Yields Long-Term Results</h3>
While <a href="https://www.integrityxd.com/digital-marketing/paid-search" id="">PPC (Pay-Per-Click) campaigns can offer immediate visibility</a>, their effects are short-term, disappearing from the limelight as soon as you stop paying. <a href="https://www.integrityxd.com/blog/organic-digital-marketing-campaign" id="">Organic SEO, on the other hand, is a long-term strategy.</a> The effort you put into optimizing your website today can yield results for months or even years, providing an impressive return on investment.
Like any other field, SEO undergoes changes and refinements, but its core essence remains intact. <a href="https://www.integrityxd.com/service/branding-services" id="">Businesses and brands that understand the value of SEO will be better positioned to connect with their audience, build trust, and ensure long-term visibility.</a> If anything, as the digital realm becomes more crowded and competitive with the <a href="https://www.integrityxd.com/service/applied-ai" id="">influence of AI</a>, the importance of SEO will only continue to grow.
Ready to elevate your <a href="https://www.integrityxd.com/digital-marketing/seo" id="">SEO</a> game? Our <a href="https://www.demandjump.com/blog/what-are-the-new-seo-trends-for-2023#:~:text=Yes%2C%20SEO%20is%20still%20relevant,find%20answers%20to%20their%20questions." id="">digital marketing team at Integrity</a> can take you to new heights!

Why SEO Isn’t Dead: Unpacking the Myth and Looking at the Evidence

In today&#8217;s digital landscape, <a href="https://www.integrityxd.com/service/omnichannel-marketing" id="">content marketing has become an indispensable tool </a>for businesses looking to engage their target audience, drive traffic, and establish themselves as industry authorities.&nbsp;
While the fundamentals of content marketing remain the same, the secret sauce lies in how you execute it. Here at Integrity, we use our experience as a leading <a href="https://www.integrityxd.com/service/omnichannel-marketing" id="">digital marketing</a> and <a href="https://www.integrityxd.com/service/web-development" id="">web development agency</a> to help clients produce content that adds unique value to their audience&#8217;s lives. If you want to make your content stand out, consider following three key principles.
<h2 id="">Data: Make it Unique</h2>
In a world inundated with content, standing out requires a fresh perspective. <a href="https://www.integrityxd.com/blog/optimize-social-media-marketing" id="">The use of data can be a game-changer</a>. Here&#8217;s how:
Exclusive Insights: Leverage newly collected data to gain exclusive insights into your industry or niche. Seek trends that others might have missed. This not only provides a unique angle but also positions you as an authority.
A Unique Lens: Look at your industry&#8217;s trending topics through a different lens. While others may rehash the same information, your unique perspective based on data can set you apart.
At Integrity, we understand the power of data in content marketing. We regularly conduct in-depth research to unearth valuable insights that can benefit our clients. By presenting data-driven content, you can capture your audience&#8217;s attention and offer them something they can&#8217;t find elsewhere.
<h2 id="">Stories: Make it Relevant and Targeted</h2>
Effective content marketing goes beyond creating generic content. It&#8217;s about <a href="https://www.integrityxd.com/blog/your-brand-your-story" id="">crafting narratives </a>that resonate with your target audience. Here&#8217;s how:
Define Your Audience: Before crafting content, it&#8217;s crucial to define your target audience. Who are they? What are their pain points, interests, and preferences? This understanding will drive your content strategy.
Tailored Content: Create content that speaks directly to your audience. Address their specific needs and challenges. By doing so, you&#8217;re more likely to engage them and establish a meaningful connection.
At Integrity, we&#8217;re experts in digital and <a href="https://www.integrityxd.com/retail-marketing-agency" id="">retail marketing</a> and <a href="https://www.integrityxd.com/service/branding-services" id="">branding services</a> – and serve clients ranging from <a href="https://www.integrityxd.com/work/custom-dnn-human-resource-website" id="">BJC Healthcare</a> to<a href="https://www.integrityxd.com/work/imos-strategic-consulting" id=""> Imo’s Pizza</a>. Our content is tailored to the unique needs and preferences of our clients. By focusing on the stories that matter most to your audience, you can foster stronger relationships and loyalty.
<h2 id="">Visuals: Make it Digestible</h2>
In an age of information overload, <a href="https://www.integrityxd.com/blog/why-you-should-care-about-atomic-design-what-is-it" id="">how content is presented matters as much as the content itself. </a>Visuals can play a pivotal role:
Simplify Complexity: If your content involves complex data or concepts, use visuals to simplify and clarify. Infographics, charts, and images can make information easier to understand.
Break It Up: Avoid overwhelming your readers with dense text. Limit your content to one key message per piece, and use graphics to break up the text. This enhances readability and retention.
At Integrity, we&#8217;re passionate about helping businesses achieve their <a href="https://www.integrityxd.com/service/digital-marketing" id="">digital marketing goals</a>. Whether you&#8217;re in need of <a href="https://www.integrityxd.com/retail-marketing-agency" id="">retail marketing expertise</a>, <a href="https://www.integrityxd.com/service/branding-services" id="">branding services</a>, or <a href="https://www.integrityxd.com/service/web-development" id="">cutting-edge web development</a>, we have the experience and insights to make your online presence shine.&nbsp;
<a href="https://www.integrityxd.com/contact" id="">Contact us today</a> to discover how we can elevate your digital marketing efforts and help your business thrive in the digital age!&nbsp;
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Content Marketing blog header image for Integrity STL

Content Marketing that Adds Value

This week, Capitol Hill is abuzz with the convergence of some of the biggest names in the tech industry and U.S. lawmakers, all gathered to consider our nation’s future regarding artificial intelligence (AI).&nbsp;
With issues surrounding oversight, safeguards, transparency, and on the agenda, the Senate hearings on <a href="https://www.reuters.com/technology/us-senate-panel-hold-ai-hearing-with-microsoft-nvidia-2023-09-08/">AI promise to be a pivotal moment in shaping the future of AI policy</a>.&nbsp;
Key Players:
<ul id="">
<li>Josh Hawley and Richard Blumenthal: These senators are at the forefront of AI regulation efforts, emphasizing the need for comprehensive oversight and safeguards.</li>
</ul>
<ul id="">
<li>Some of the biggest tech titans will appear to share their insights on AI&#8217;s impact and the role of regulation, including Elon Musk, the CEO of SpaceX and Tesla and the owner of X, formerly known as Twitter; Mark Zuckerberg, the CEO of Facebook parent company Meta; Microsoft co-founder Bill Gates; and Sam Altman, the CEO of OpenAI, the parent company of the AI chatbot ChatGPT</li>
</ul>
Critical Topics
Oversight and Licensing:
<ul id="">
<li>Senators Josh Hawley and Richard Blumenthal have been vocal advocates for robust oversight and licensing mechanisms for AI companies. Their proposed framework calls for the creation of an independent oversight body that AI companies would need to register with.</li>
</ul>
<ul id="">
<li>The goal here is to ensure that AI companies are held accountable for their actions. Much like how other industries have regulatory bodies, such as the FDA for pharmaceuticals, having an oversight authority for AI can help establish guidelines, ethical standards, and legal responsibilities.</li>
</ul>
<ul id="">
<li>Licensing AI entities is another significant aspect. Licensing can involve a thorough assessment of an AI company&#8217;s practices, including data handling, algorithm transparency, and adherence to security standards. Companies that meet these criteria could be granted licenses, signifying their commitment to responsible AI development.</li>
</ul>
<ul id="">
<li>This approach aims to strike a balance between encouraging innovation and ensuring that AI technologies are developed and deployed responsibly, with safeguards against misuse.</li>
</ul>
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Data Transparency and Security Standards:
<ul id="">
<li>Data transparency is a paramount concern in the AI landscape. During the hearings, expect discussions around how AI models and datasets should be transparent to users and regulators.</li>
</ul>
<ul id="">
<li>Transparency involves making information about data sources, model training, and algorithmic decision-making readily accessible. This helps users understand the basis on which AI systems make predictions or recommendations.</li>
</ul>
<ul id="">
<li>Security standards are crucial in the age of AI. As AI becomes increasingly integrated into critical infrastructure and decision-making processes, it becomes a prime target for malicious actors.</li>
</ul>
<ul id="">
<li>The hearings may address the need for comprehensive security standards to safeguard AI systems from cyber threats and attacks. This includes measures to protect against data breaches, algorithm manipulation, and unauthorized access.</li>
</ul>
<ul id="">
<li>The goal is to ensure that AI technologies are not only transparent but also robustly secure, reducing the potential for exploitation or harm.</li>
</ul>
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Section 230 and Public Utility:
<ul id="">
<li><a href="https://www.internetsociety.org/blog/2023/02/what-is-section-230-and-why-should-i-care-about-it/?gclid=Cj0KCQjwmICoBhDxARIsABXkXlJXs39QgHc0wu_8EMdqTD7mBCtg3UokMvsV-yuPXw81NdF-40q3VPEaAqKlEALw_wcB">Section 230 of the Communications Decency Act</a>, which provides immunity to online platforms for user-generated content, has been a subject of debate concerning AI. The hearings may explore whether Section 230 should be adapted or revised to account for AI-generated content and interactions.</li>
</ul>
<ul id="">
<li>Questions surrounding whether AI platforms should be considered public utilities may also arise. If deemed as such, these platforms could be subject to increased regulation, akin to utilities like electricity or water.</li>
</ul>
<ul id="">
<li>The determination of whether AI platforms should be considered public utilities could hinge on factors such as their widespread societal impact, influence on public discourse, and potential risks associated with unregulated AI deployment.</li>
</ul>
<ul id="">
<li>This aspect of the hearings will weigh the balance between free speech and responsible content moderation in AI-driven online spaces.</li>
</ul>
Framework for Addressing Promise and Peril:
<ul id="">
<li>Senators like Richard Blumenthal emphasize the importance of proactive policymaking. Instead of being reactive and constantly playing catch-up, the framework seeks to anticipate potential issues and address them before they become widespread problems.</li>
</ul>
<ul id="">
<li>It&#8217;s essential to differentiate between genuine concerns about AI&#8217;s impact, such as job displacement or disinformation, and unwarranted fear-mongering. Responsible AI policy should address real issues while not stifling innovation.</li>
</ul>
<ul id="">
<li>The framework will likely aim to strike a balance that allows AI to fulfill its potential in various sectors, from healthcare to transportation, while also ensuring ethical use, accountability, and protections against misuse.</li>
</ul>
Wondering <a href="https://www.integrityxd.com/service/applied-ai">how to leverage AI for your business</a>? We are here to help. <a href="https://www.integrityxd.com/contact">Contact us today!&nbsp;</a>
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What to Expect in the Senate Hearings on AI this Week

AI is often associated with automation and efficiency, but it&#8217;s time to look beyond these conventional perceptions. While AI can undoubtedly streamline repetitive tasks, it&#8217;s also becoming an indispensable creative partner for web developers. Here&#8217;s how:
Enhancing Predictions for Innovation
Traditionally, <a href="https://www.integrityxd.com/service/web-development" id="">web development was a blend of guesswork and intuition</a> when it came to predicting what users want. AI, however, offers developers a data-driven compass. It analyzes vast amounts of user data to predict trends, user behaviors, and market demands accurately.&nbsp;
Developers armed with these insights can focus their creativity on crafting web experiences that are not just functional but<a href="https://www.integrityxd.com/blog/user-first-ai-second-prioritizing-user-experience-in-ai-integration"> also deeply resonate with users&#8217; needs and preferences</a>.
Rapid Prototyping for Iterative Brilliance
Creating prototypes and mockups used to be a lengthy process, consuming valuable time and resources. AI changes this game entirely. Imagine a world where developers can generate prototypes in a matter of hours, not weeks.&nbsp;
This accelerated pace is a game-changer for startups and SMBs, allowing them to iterate quickly, experiment fearlessly, and innovate tirelessly. With the grunt work handled by AI, developers can allocate their creative energy to refining and perfecting their web projects.
Amplifying Human Creativity
<a href="https://www.integrityxd.com/service/applied-ai">AI is not here to replace human creativity; it&#8217;s here to amplify it.&nbsp;</a>
Web developers no longer need to be experts in every intricate aspect of software. AI-powered tools assist team members, from junior programmers to designers, by automating complex processes.&nbsp;
Whether it&#8217;s generating code or creating design examples, developers can tap into AI-driven interfaces that act as creative collaborators. This shift liberates developers from the technical nitty-gritty, allowing them to focus on ideation, innovation, and crafting unique user experiences.
The Art of Customer Feedback
Feedback from users is the lifeblood of web development. However, not all feedback is neatly structured or quantitative. In fact, a significant portion of user input exists in unstructured formats like emails, social media chatter, and forum discussions.&nbsp;
Enter Generative AI, which transforms this unstructured goldmine into actionable insights.&nbsp;
Developers can now convert qualitative feedback into data-driven decision points. This enables them to prioritize and enhance features that truly matter to users, giving creativity a data-driven edge.
Embracing a New Era of Web Development
As AI reshapes the web development landscape, it&#8217;s ushering in a new era where creativity thrives, innovation dominates, and user experiences are elevated to unprecedented levels.&nbsp;
Developers are no longer limited by the time-consuming aspects of their craft but are empowered to explore the boundaries of what&#8217;s possible in the digital realm.
The partnership between AI and web developers is not a replacement of human ingenuity but an evolution of it. With AI as their creative partner, developers can explore uncharted territories, reimagine interfaces, and envision web experiences that transcend the ordinary.
Want help with your next web development project? <a href="https://www.integrityxd.com/contact">Contact us today!&nbsp;</a>
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Web developers looking at a monitor with code

How AI is Empowering Web Developers

In a world where traditional workplace boundaries have undergone a radical transformation, the concept of work itself is evolving. The rise of hybrid work—a blend of remote and in-office work—is rewriting how businesses and employees collaborate, innovate, and succeed. This new paradigm extends beyond a mere logistical adjustment; it speaks to how we perceive work, autonomy, and well-being.
As we all know, post-pandemic work dynamics have realized a profound shift in how businesses operate. With the move away from the traditional office model, developments at industry giants like Meta and Goldman Sachs have sparked a lively debate about the merits of remote work versus in-person office attendance. As the tug-of-war between these two approaches continues, what’s clear is that a binary choice between a full-time remote job and exclusive in-office presence is not the only path forward.
The current divide in the business world, with some companies advocating for a complete return to the office and others fully embracing remote work, signifies an exciting moment in how we define the modern workplace. <a href="https://www.integrityxd.com/blog/from-office-to-anywhere-how-remote-and-hybrid-work-is-changing-the-future-of-work-culture" target="_blank" rel="noopener">To us at Integrity, it&#8217;s evident that the future lies in a balanced approach that combines the best of both worlds.</a>
Companies like Atlassian, Airbnb, Dropbox, GitLab, and Okta have led the charge by adopting remote-first or office-optional models – recognizing that the two normals—remote and in-office—are not mutually exclusive. Instead, they offer the opportunity to create a dynamic, adaptable work culture that aligns with the diverse needs of employees.
Here are just some of the benefits of a hybrid work environment:&nbsp;
Flexibility and Autonomy
A hybrid work environment allows employees to strike a balance between their personal and professional lives. The ability to choose where and when to work can lead to increased job satisfaction and a sense of autonomy. By recognizing the diverse needs of their workforce, companies can foster a culture of trust and respect.
Talent Acquisition and Retention
Companies that offer remote and hybrid work options are finding themselves in a favorable position to attract and retain top talent. The flexibility to work remotely, even if only part-time, can broaden the talent pool beyond geographical constraints. As recent trends demonstrate, organizations that embrace hybrid work have been experiencing higher hiring success rates.
During the pandemic, company offices shuttered, and many homes became offices for the first time. The pandemic has had a lasting impact on work culture, but the percentage of workers making weekly trips to the office is climbing. Although only a fraction of workers are back in the office full-time, how frequently employees will be allowed to work from home remains to be seen.
<a href="https://www.resumebuilder.com/9-in-10-companies-will-require-employees-to-work-from-office-in-2023/" target="_blank" id="" rel="noopener">ResumeBuilder.com surveyed 1,000 business leaders to find out if their company has implemented a return to the office plan or if they intend to in 2023.</a>
Here’s what they found:&nbsp;
&#8211; 66% of employers currently require employees to work from the office.
&#8211; 90% of companies will require employees to return to the office in 2023.
&#8211; 21% of companies will fire workers who do not return to the office.
&#8211; 88% of companies are offering incentives to get employees to return, including catered meals, commuter benefits, and higher pay.
&#8211; 73% of remote companies will return to the office within 6 months.
&#8211; Of the companies that currently allow employees to work fully remotely, 73% say they will ‘definitely’ (28%) or ‘likely’ (45%) change their work location policy in 6 months from now. With this upcoming change from companies that currently still allow full-time remote work, this means in 6 months, 9 in 10 companies overall will require employees to come to the office with some frequency.
Not only will the majority of companies that currently allow workers to be fully remote change that policy and require them to return to the office, but companies that currently make employees come to the office will ask them to come in more frequently in 6 months.
For companies that are currently hybrid, 77% say their policy will change. A percentage (13%) will shift to having employees be back full-time in the office, 40% will require employees to come in 4 days a week, and 31% will require 3 days a week.
Given the shift back to office culture, a large number of companies (67%) plan to have more office locations in 6 months. The majority of companies still have fewer offices today than in March 2020.
In our minds, the future of work is not an either-or scenario but a thoughtful blend of both. Embracing a hybrid work environment is a strategic decision that acknowledges the changing nature of work and positions businesses to thrive in an era of continuous transformation.
Despite this, 74% still plan to hire remote workers in the future, because, <a href="https://www.resumebuilder.com/9-in-10-companies-will-require-employees-to-work-from-office-in-2023/" target="_blank" rel="noopener">as Chief Career Office at ResumeBuilder.com, Stacie Haller said to , we’re still very much in a candidate market.</a>
“Companies know that to attract the top candidates and retain them, they will need to offer remote work in some version,” Haller says. “Organizations such as AirBnB understand this and will continue to offer remote positions in order to retain employees and attract new talent.”
As of today, only 34% of companies continue to allow employees to work fully remotely. Currently, 45% have a hybrid policy, while 21% say employees must work full-time on-site.&nbsp;
For companies with a hybrid model, 16% require employees to come into the office 4 days a week, 46% 3 days a week, 27% 2 days a week, and 7% once a week. Additionally, 3% say employees must come a few times a month, and 1% just once a month.
Want help trying to navigate the future of work? Let us help!&nbsp;
<a href="https://www.integrityxd.com/service/management" target="_blank" id="" rel="noopener">At Integrity, we like to say that “we are successful, on purpose”.</a> That’s because we operate with cutting-edge management technology, that is grounded in a collaborative metholodoloy. One of the things we love most is helping clients improve how they manage their business so they can increase their revenue.<a href="https://www.integrityxd.com/contact" target="_blank" rel="noopener"> Interested in learning more? Contact us today!&nbsp;</a>
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Embracing the Advantages of a Hybrid Work Environment

In an increasingly digitized world, a business’s website is akin to its heartbeat. Just as a person&#8217;s health is critical for their overall well-being and performance, <a href="https://www.semrush.com/blog/website-health/" target="_blank" rel="noopener">a website&#8217;s health is vital for a business to function optimally in a digital-centric society</a>. But what exactly does site health entail, and why is it so essential?
<h2 id="">What is Site Health?</h2>
Site health refers to a variety of factors that determine how well a website is functioning. This includes its performance, security, search visibility, user experience, and the accuracy of its content. <a href="https://www.shopify.com/enterprise/site-performance-page-speed-ecommerce" target="_blank" id="" rel="noopener">According to a 2023 study by Portent</a>, the average website speed has become a crucial factor for maintaining user engagement, with sites that load within one second having a 2.5 times higher conversion rate than those that load within five seconds. At the bare minimum, <a href="https://www.integrityxd.com/blog/always-start-with-your-users" target="_blank" id="" rel="noopener">your website is supposed to keep up with your customers, so keeping a pulse on your site health is important to constantly capture your customers. </a>
<h2 id="">Why is Site Health Important?</h2>
<h3 id="">User Experience (UX) </h3>
A healthy site ensures that visitors can easily and quickly access the information or services they&#8217;re seeking. Slow load times, broken links, missing content, or unresponsive design can deter users, reducing the effectiveness of the website. <a href="https://web.dev/vitals/" target="_blank" id="" rel="noopener">Google&#8217;s Core Web Vitals</a>, introduced in 2020, emphasizes the importance of user experience as a ranking factor, emphasizing the connection between site health and search visibility.
<h3 id="">SEO and Visibility</h3>
At its core, <a href="https://www.semrush.com/blog/technical-seo/" target="_blank" id="" rel="noopener">technical SEO is the foundation of any SEO strategy</a>, which is critical to search visibility and improving user experience. <a href="https://www.integrityxd.com/digital-marketing/seo" target="_blank" id="" rel="noopener">Technical SEO</a> can greatly impact a website’s performance on Google. When a <a href="https://www.integrityxd.com/service/audits" target="_blank" id="" rel="noopener">Technical SEO audit</a> is done of your site, it measures the stability of the foundation of your site — determining if minor tweaks can be made to improve the foundation or if a redesign is in your future. 
Poor site health can lead to lower search rankings, making it more difficult for potential customers to find a business online. <a href="https://blog.hubspot.com/insiders/inbound-marketing-stats" target="_blank" id="" rel="noopener">According to Hubspot, 75% of users never scroll past the first page of search results</a>. Not only is keeping up to date with your site health important, but also is continuing to <a href="https://www.integrityxd.com/blog/pitch-less-engage-more-high-impact-content-marketing" target="_blank" id="" rel="noopener">create compelling, educational content for your consumers. </a>
To <a href="https://www.integrityxd.com/blog/how-to-optimize-your-seo-game-think-of-google-as-a-jealous-lover" target="_blank" id="" rel="noopener">maintain a strong pulse on Technical SEO and user experience</a>, lean on <a href="https://www.integrityxd.com/blog/free-google-content-tools-love" target="_blank" id="" rel="noopener">tools such as </a><a href="https://search.google.com/search-console/about" target="_blank" id="" rel="noopener">Google Search Console</a> and <a href="https://www.semrush.com/projects/" target="_blank" id="" rel="noopener">SEMRush</a> that complete thorough site audits to identify issues like broken links, crawl errors, slow-loading pages, or missing content. <a href="https://www.integrityxd.com/blog/why-audits-matter" target="_blank" id="" rel="noopener">It is vital to regularly schedule these to keep identifying problems that can be quickly solved to maintain strong website performance. </a>
<h3 id="">Adaptability </h3>
Digital landscapes evolve rapidly, and so do digital trends in UX and SEO. Regular health checks ensure that a website remains adaptable and can integrate new technologies or best practices without significant overhauls.
Is your page optimized for mobile? This is the number one optimization all businesses should have already made. Statista reported that <a href="https://www.statista.com/statistics/683082/share-of-website-traffic-coming-from-mobile-devices-usa/" target="_blank" id="" rel="noopener">over half the web traffic worldwide is generated via mobile, with around 45.49% originating from the United States.</a>
As businesses rely more heavily on their online presence to connect with customers and drive revenue, ensuring a website is fast, secure, and user-friendly becomes paramount. Regular monitoring, adopting SEO best practices, and being adaptable to the changing digital ecosystem are the keys to maintaining optimal site health. Just as regular check-ups and a proactive approach to wellness can ensure good personal health, the same principles apply to the well-being of a website.
Haven’t had a site check up in a while? Our <a href="https://www.integrityxd.com/service/digital-marketing" target="_blank" id="" rel="noopener">digital marketing team</a> is here to help! <a href="https://www.integrityxd.com/contact" target="_blank" id="" rel="noopener">Contact us today</a> — we can get you up to speed.

Integrity STL blog graphic about website health

Date: August 24, 2023 (tonight!)
Location: <a href="https://venturecafestlouis.org/" target="_blank" rel="noopener">Venture Cafe</a>, Cortex Innovation District, St. Louis
St. Louis has a storied history as a manufacturing powerhouse known for producing everything <a href="https://aboutstlouis.com/local/history/st-louis-aviation-history" target="_blank" rel="noopener">from aircraft </a>to <a href="http://stlbeer.org/history/" target="_blank" rel="noopener">beverages</a>. Today, that tradition of innovation lives on through the city&#8217;s thriving small-scale manufacturing businesses. This event is set to bring together a diverse range of perspectives,<a href="https://www.purina.com/" target="_blank" rel="noopener"> from major product designers at Purina</a> to small-scale food producers in Soulard. Through their stories, attendees will gain a comprehensive view of the opportunities that St. Louis offers to entrepreneurs and innovators across the spectrum.
<a href="https://venturecafestlouis.org/event/consumer-product-innovation-locally-made-market/" target="_blank" rel="noopener">Venture Cafe St. Louis is excited to present an engaging event focused on &#8220;Consumer Product Innovation &amp; Locally Made Market&#8221; this evening, August 24th.&nbsp;</a>
Venture Cafe events are known for their unique blend of learning, networking, and expert knowledge. As always, attendees can anticipate an environment of collaboration and the exchange of ideas.
<a href="https://venturecafestlouis.org/sessions/cpg-tech-stack-selling-products-online/" target="_blank" rel="noopener">Integrity co-founder Ed Morrissey will participate with Tenacity Founder Erik Lutenegger to discuss the pivotal role that technology plays in the growth of product-based companies. </a>Specifically, the focus will be on navigating the intricacies of eCommerce systems and third-party marketplaces, crucial components in today&#8217;s digital business landscape.
Their combined expertise will provide valuable insights into best practices for building a robust tech infrastructure and making informed decisions to steer the success of product-based businesses.
Whether you&#8217;re a business owner, tech enthusiast, or simply curious about the future of locally made goods, this event is a must-attend.
Come prepared to be inspired, connect with industry leaders, and show support for the local businesses shaping the future of St. Louis.
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Consumer Product Innovation at Venture Cafe St. Louis Tonight

<a href="https://musicattheintersection.org/intersessions/" target="_blank" rel="noopener">Join the Integrity team on September 8th for the Intersessions micro-conference in St. Louis</a>. Intersessions is a free event for creatives, professionals, and entrepreneurs of music, art, and tech held at the .Zach space on 3224 Locust.
Intersessions will feature a variety of national and St. Louis-based industry leaders, including <a href="https://www.linkedin.com/in/emorrissey/" target="_blank" rel="noopener">Integrity’s Chief Creative Office and Partner Ed Morrissey</a>.&nbsp;
At Intersessions, Ed will discuss artificial intelligence’s profound implications for the arts with fellow panelists Ayesha Mubarak Ali Co-Founder of Metavisionaries, and Samuel Cummings III Co-Founder and Head of Data Science at DataPlant.&nbsp;
<a href="https://www.integrityxd.com/service/applied-ai" target="_blank" rel="noopener">With AI poised to reshape how we create, experience, and interact with art and music</a>, Ed will discuss the possibilities that lie ahead.&nbsp;
Ed&#8217;s insights are not mere predictions; they are informed by his deep understanding of the creative process, his knack for foreseeing technological advancements, and background as an award-winning technologist, designer, and industry expert in applying creative, user-centered development principles to help businesses extend their brands online and better connect with their customers, employees, partners, and investors.
“I&#8217;m excited to explore the convergence of technology onto creative industries such as music and generative design,” said Morrissey. “We&#8217;re not just witnessing the rise of AI in creativity – we&#8217;re conducting it.”
Having built his last firm to be named one of AdWeek’s Top 10 Interactive Agencies, Ed has developed web-based solutions for a variety of clients within industries including technology, consumer packaged goods (CPG), healthcare, government, oil and gas, media, higher ed and financial services. Ed’s clients have included such brands as Hewlett Packard, Sony, Microsoft, Bausch &amp;amp; Lomb, Continental Airlines and Exxon Mobil – as well as government organizations including the State of Missouri, City of Houston, NSA, DOE, OPM and ATF.
As partner and Chief Creative Officer at <a href="https://www.integrityxd.com/" target="_blank" rel="noopener">Integrity Web Consulting, one of the largest privately held marketing technology agencies in St. Louis</a>, Ed has helped build a company that applies&nbsp;<a href="https://www.integrityxd.com/about" target="_blank" rel="noopener">user-centered design principles&nbsp;in crafting web and mobile solutions</a>&nbsp;for&nbsp;start-ups, <a href="https://www.integrityxd.com/industry/enterprise" target="_blank" rel="noopener">enterprises </a>and government from Silicon Valley to New York, as well as right here at home in St. Louis.
The Intersessions Conference is brought to you in collaboration with some of the brightest names in the creative sphere. The Kranzberg Arts Foundation, the Regional Arts Commission (RAC) of St. Louis, and Eventiv have joined forces to make this event possible.&nbsp;
Additionally, the support of The Recording Academy and Webster University School of Communications underscores the significance of the conference in fostering artistic growth and innovation. Join the Integrity team in engaging in thought-provoking discussions, gaining invaluable insights, and being inspired.&nbsp;
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Chief Creative Officer and Partner Ed Morrissey to Speak at Intersessions in St. Louis

In today&#8217;s fast-paced digital landscape of dancing trends, makeup tutorials, and outfit aesthetics, few would have expected a resurgence in reading&#8217;s traditional form. Yet, thanks to the dynamic world of TikTok, there’s a thriving subculture known as <a href="https://blog.hootsuite.com/booktok/" id="">#BookTok</a>, which has surprisingly influenced Gen Z’s reading habits and breathed life back into paperback sales. 
In a poll of more than 2,000 16-to-25-year-olds, almost 59%<a href="https://www.theguardian.com/books/2023/aug/06/i-cant-stress-how-much-booktok-sells-teen-literary-influencers-swaying-publishers" id=""> said that BookTok helped them discover a passion for reading, with 40% introduced to new genres by the app. </a>
#BookTok is a corner of TikTok where avid book readers share, discuss, and recommend their favorite reads. According to a report from The Guardian, <a href="https://www.theguardian.com/books/2023/aug/06/i-cant-stress-how-much-booktok-sells-teen-literary-influencers-swaying-publishers" id="">this community, with its myriad of reviews, emotional reactions, and bookshelf tours, has gained millions of followers and ignited a global book-buying frenzy.</a> Started in 2021, <a href="https://www.nytimes.com/2022/07/01/books/tiktok-books-booktok.html" id="">BookTok helped authors sell 20 million printed books</a> and in 2022, those sales were up another 50 percent. 
No other form of social media has ever had this kind of impact on sales. 
<h2 id="">How #BookTok Reignited Gen Z’s Reading Passion</h2>
<h3 id="">Creating a Shared Reading Experience</h3>
<a href="https://www.integrityxd.com/blog/swipe-right-for-success-how-to-effectively-market-to-gen-z" id="">Gen Z values shared experiences and community engagement.</a> #BookTok taps into this desire by bridging the solitary act of reading with the shared joy of online community interaction.
<h3 id="">Diverse Recommendations</h3>
<a href="https://www.publishersweekly.com/pw/by-topic/digital/content-and-e-books/article/89514-is-tiktok-the-future-of-book-marketing.html" id="">Publishers Weekly</a> notes that #BookTok attracts a wide array of creators from diverse backgrounds, leading to eclectic book recommendations – from young adult titles, to romance, science fiction, and fantasy. 
For example, books written by Colleen Hoover became a sensation on TikTok, and she is now one of the best-selling authors in the country. According to NPD BookScan, <a href="https://www.nytimes.com/2022/07/01/books/tiktok-books-booktok.html" id="">out of the ten best selling books so far this year, she has written four. </a>
<h3 id="">Fostering a Reading Culture</h3>
<a href="https://www.nytimes.com/2022/07/01/books/tiktok-books-booktok.html" id="">The New York Times</a> mentions that the virality of TikTok videos plays a part in book trends, with peers inspiring others to read, creating a <a href="https://www.integrityxd.com/blog/optimize-social-media-marketing" id="">marketing domino effect</a>. “It’s not one video that makes a book explode in sales,” says Ms. Brown from Doubleday. “It’s this grass roots explosion of people creating videos and then organically, by word of mouth, it grows from there.” 
<h2 id="">Driving the Paperback Renaissance</h2>
Despite the allure of e-books, #BookTok has played an essential role in boosting paperback sales.
<h3 id="">The Tangible Experience</h3>
A Mailchimp article discussed the tactile joy and nostalgia associated with physical books, a sentiment often echoed by #BookTok users. Industry experts state that TikTok has a clear impact on book sales. <a href="https://mailchimp.com/courier/article/booktok-tiktok-book-sales/" id="">Nigel Newton, CEO of Bloomsbury Publishing, credited his business’ profit growth of 220% in the first half of 2021 to the phenomenal impact of TikTok</a>. In general, <a href="https://www.statista.com/statistics/422595/print-book-sales-usa/" id="">826 million book copies were sold in the US</a> according to data from NPD BookScan. 
Visual appeal is also crucial on TikTok; <a href="https://www.printivity.com/insights/2022/12/09/book-cover-colors-that-sell-best/#:~:text=First%20impressions%20mean%20a%20lot,seeing%20it%20on%20the%20shelf." id="">books with compelling covers get more traction</a>, emphasizing the importance of cover design. 
<h3 id="">Supporting Local Bookstores</h3>
Advocacy for local businesses is strong within Gen Z, and this extends to bookstores. <a href="https://bookriot.com/indie-bookstores-that-ship/" id="">Book Riot has highlighted several #BookTok videos promoting indie bookstore shopping</a>. <a href="https://www.integrityxd.com/blog/data-in-the-drivers-seat-the-era-of-performance-marketing" id="">Bookstores start paying more attention to what books are going viral</a> and will start to put out tables with selections of trending titles.
In fact, Barnes and Noble has partnered with TikTok as a result of this trend, <a href="https://www.tiktok.com/@bnbuzz?lang=en" id="">racking up over a quarter of a million followers</a> on their platform. 
If you want to support local bookstores in the St. Louis area, check out <a href="https://www.tiktok.com/@novelneighbor?lang=en" target="_blank" rel="noopener">The Novel Neighbor</a> and <a href="https://www.tiktok.com/@leftbankbooksstl?lang=en">Left Bank Books</a> for some great book recommendations!
#BookTok has shown that <a href="https://www.integrityxd.com/blog/in-the-world-of-ai-the-most-human-brands-will-win" id="">technology can complement, rather than compete with, the traditional pleasure of a paperback book</a>. As Gen Z dives deep into literature, inspired by short video clips, it becomes evident that the allure of storytelling remains timeless. In a day and age where most immerse themselves in a device to pass the time, TikTok has encouraged users to unplug and jump headfirst into captivating literature.

Integrity STL blog image with TikTok logo

#BookTok: the Viral Paperback Renaissance

In the world of content, <a href="https://www.integrityxd.com/blog/content-marketing-can-brand" target="_blank" id="" rel="noopener">there’s never been a more exciting but overwhelming time to be a content marketer</a>. Sometimes, we see record results from what’s published, and other times, we’re underwhelmed. As a result, content marketing has turned into a factory assembly line.
Create. Publish. Repeat. And hope.
But it doesn’t have to be this way if marketers rethink their approach of content creation. Enter <a href="https://www.socialmediatoday.com/content/5-characteristics-high-impact-content" target="_blank" id="" rel="noopener">high impact content marketing</a> – the game-changer in the realm of digital communication. This form of content marketing doesn&#8217;t just speak; it resonates, compels, and most importantly, converts.
<h2 id="">What is High Impact Content Marketing? </h2>
At its core, high impact content marketing involves creating content that leaves a lasting impression on your audience. It&#8217;s the difference between a fleeting glance and an engrossed read. <a href="https://www.integrityxd.com/blog/content-first-web-design" target="_blank" id="" rel="noopener">Such content doesn&#8217;t just inform; it inspires action, be it a share, a comment, a subscription, or a purchase, establishing your business as a thought leader in the industry. </a>High impact content marketing strives to build brand authority while enhancing engagement and higher conversion rates, constantly speaking to your audience’s needs and desires. 
So what makes this strategy stand out from all the others? Let’s dive in…
<h2 id="">Quality vs. Quantity</h2>
In the quest to churn out regular content, many brands compromise on quality. Instead, focus on <a href="https://www.searchenginejournal.com/tips-creating-amazing-content/294435/" target="_blank" id="" rel="noopener">producing fewer, high-quality pieces</a> that truly resonate with those you’re creating it for. 
If you always find yourself asking if more content is better content, the answer is to do less, better — not more. 
<h2 id="">Creating for Machines vs. Humans</h2>
In a world full of AI, things can go south when content is optimized for algorithms instead of people. We shift our focus from, as Search Engine Journal states, 
<a href="https://www.searchenginejournal.com/why-its-time-to-reinvent-and-future-proof-your-approach-to-content-marketing/490953/?utm_source=new-daily-newsletter&#038;utm_medium=email&#038;utm_campaign=daily-newsletter&#038;user_id=5da61d4b1a6dfa181a03eff4c844cca06ee32c0ff194df78828a34910738081d&#038;mc_cid=7cdd04d778&#038;mc_eid=f604b2ff81#close" target="_blank" id="" rel="noopener">“What do our audiences want?” or “What interests our audiences?” to “What will the algorithms reward?”</a>
<a href="https://www.integrityxd.com/blog/in-the-world-of-ai-the-most-human-brands-will-win" target="_blank" id="" rel="noopener">Algorithms can strike back, so continually focus on your users, because at the end of the day, they are your consumer and source of revenue.</a> High impact content is that which resonates with your people, and <a href="https://www.searchenginejournal.com/why-its-time-to-reinvent-and-future-proof-your-approach-to-content-marketing/490953/?utm_source=new-daily-newsletter&#038;utm_medium=email&#038;utm_campaign=daily-newsletter&#038;user_id=5da61d4b1a6dfa181a03eff4c844cca06ee32c0ff194df78828a34910738081d&#038;mc_cid=7cdd04d778&#038;mc_eid=f604b2ff81#close" target="_blank" id="" rel="noopener">people’s engagement sparks algorithms to reward content with visibility and reach. </a>
<a href="https://www.linkedin.com/pulse/key-high-impact-content-marketing-pitch-less-engage-more-frazier/?trk=public_profile_article_view" target="_blank" id="" rel="noopener">LinkedIn </a>explains that this digital age bombarded with AI can be overwhelming “&#8230;and with several channels to manage to growth. Methodically building these [human] relationships has never been easier because of the ubiquity of connected media. You can cover more ground by making some small commitments that reap big returns in the short and longer term.”
In short, pitch less, engage more.
<h2 id="">Prioritizing Short Term vs. Long Term</h2>
When thinking about your SEO goals, it’s a marathon, not a sprint. Quick wins are great, but your <a href="https://www.integrityxd.com/digital-marketing/seo" target="_blank" id="" rel="noopener">big SEO wins are going to show progress over months rather than weeks</a>. 
<a href="https://www.integrityxd.com/blog/swipe-right-for-success-how-to-effectively-market-to-gen-z" target="_blank" id="" rel="noopener">From a customer perspective, you never know when people are going to buy or what stage of awareness and interest they may be in, so always be communicating with them regularly and relevantly.</a> By doing so, this creates a long term-approach for your high impact content strategy to grow, nurture, convert, and retain your audiences for the long haul. 
As the digital space gets more saturated, brands that manage to make a genuine impact will be the ones that stand tall with the right strategy. The key is to remember that high impact doesn&#8217;t necessarily mean loud. Sometimes, even a whisper can create ripples if it&#8217;s meaningful and reaches the right ears. 
Ready to stand out amongst the galaxy? <a href="https://www.integrityxd.com/service/strategy-consulting" target="_blank" id="" rel="noopener">Let our content strategy team take you to new heights.</a>

Integrity STL blog graphic for content marketing

Pitch Less, Engage More: High Impact Content Marketing

<a href="https://www.integrityxd.com/blog/gen-z-more-than-teens-with-touch-screens" target="_blank" id="" rel="noopener">Generation Z</a>, born between the mid-1990s and early 2010s, is a generation of digital natives that has become a major force in the consumer market. <a href="https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-gen-z" target="_blank" id="" rel="noopener">Or as some might call them, the generation shaped by iPhones, climate anxiety, COVID-19, and TikTok.</a> By 2025, they will make up a quarter of the population and bring tremendous spending power to the table. <a href="https://www.bloomberg.com/news/articles/2021-11-17/gen-z-has-360-billion-to-spend-trick-is-getting-them-to-buy#xj4y7vzkg" target="_blank" id="" rel="noopener">A recent Bloomberg report shows that Gen Z has about $360 billion in disposable income</a>, so it’s time your business starts actively thinking how to market towards them. 
To effectively market to Gen Z, one must understand their distinct characteristics and preferences. <a href="https://www.pewresearch.org/short-reads/2019/01/17/where-millennials-end-and-generation-z-begins/" target="_blank" id="" rel="noopener">Research by Pew Research Center and The Harris Poll has found that Gen Z is more diverse, tech-savvy, and socially conscious compared to previous generations. </a>But most importantly, they are chronically online, <a href="https://www.mckinsey.com/industries/retail/our-insights/asias-generation-z-comes-of-age" target="_blank" id="" rel="noopener">spending 6 or more hours on their phones every single day</a> curating their online version of themselves.
From a content perspective, Gen Z prefers authentic and personalized experiences, craves real-time content, and values brands that align with their values and social causes. Acknowledging these traits is fundamental in crafting a successful Gen Z marketing strategy, so let’s keep this in mind as we dive into the essential strategies when marketing to these so-called “screenagers.” 
<h2 id="">Embrace Mobile-Centric, User-Generated Content</h2>
Gen Z&#8217;s reliance on smartphones is undeniable. <a href="https://blog.hootsuite.com/gen-z-statistics/" target="_blank" id="" rel="noopener">According to HootSuite, over 95% of Gen Z owns a smartphone, making mobile marketing an essential aspect of any Gen Z-focused campaign</a>. Brands should optimize their websites for mobile, create engaging mobile apps, and invest in social media platforms that are popular among Gen Z, such as Instagram, TikTok, and Snapchat.
User-generated content (UGC) is a powerful tool when targeting Gen Z, coming in forms such as podcasts, music, gaming, and TV. <a href="https://www.adweek.com/adweek-wire/gen-z-significantly-prefers-user-generated-content-older-millennials-prefer-streaming-2/" target="_blank" id="" rel="noopener">Studies by Adweek show that over 60% of Gen Z consumers trust UGC more than traditional advertising.</a> Over the next few years, user-generated content will be a critical component in winning the content ecosystem. Encouraging user-generated content through branded hashtags, contests, and challenges fosters a sense of community and authenticity around the brand, building trust and loyalty with Gen Z consumers. 
Gen Z consumers are heavily loyal to brands they feel a strong connection to; <a href="https://www.searchenginejournal.com/marketing-to-gen-z/471784/#close" target="_blank" id="" rel="noopener">66% stick to buying from a favorite brand for a long time which shows that they want to, and are capable of, keeping relationships with the brands they connect with. </a>
<h2 id="">Harness the Power of Video Content and Influencer Marketing</h2>
Video content has become the preferred medium for Gen Z. <a href="https://blog.hubspot.com/marketing/state-of-video-marketing-new-data" target="_blank" id="" rel="noopener">A report by HubSpot states that 68% of Gen Z watches online videos daily.</a> Brands can capitalize on this trend by creating engaging and entertaining video content that is easily shareable on social media platforms. <a href="https://www.integrityxd.com/blog/top-5-ways-to-use-video-marketing" target="_blank" id="" rel="noopener">Consider using short-form videos, live streams, and behind-the-scenes content to pique Gen Z&#8217;s interest</a>.
Speaking of TikTok, 60% of its audience is Gen Z, <a href="https://blog.hootsuite.com/gen-z-statistics/" target="_blank" id="" rel="noopener">spending 24-28 hours per month on the app. </a>It might come as a surprise, but 40% of Gen Z use TikTok for search instead of Google, and they’re searching this platform partly because of influencers.
<a href="https://www.integrityxd.com/blog/whats-the-big-deal-about-influencer-marketing" target="_blank" id="" rel="noopener">Influencer marketing</a> is a killer strategy for reaching Gen Z audiences. <a href="https://www.shopify.com/blog/influencer-marketing-statistics" target="_blank" id="" rel="noopener">Influencers are seen as authentic and relatable, which aligns with Gen Z&#8217;s preference for real connections.</a> Partnering with relevant influencers who share your brand&#8217;s values can expose your products or services to a broader Gen Z audience and generate significant engagement. <a href="https://www.shopify.com/blog/influencer-marketing-statistics" target="_blank" id="" rel="noopener">By 2023, 63% of marketers intend to increase their influencer marketing budget because of its increased ROI in comparison to traditional forms of advertising. </a>
<h2 id="">Prioritize Personalization and Customization</h2>
<a href="https://www.businesswire.com/news/home/20200706005543/en" target="_blank" id="" rel="noopener">Gen Z values individuality and authenticity</a>. Providing personalized and customizable products or services allows brands to connect on a deeper level with this generation. <a href="https://www.integrityxd.com/blog/data-in-the-drivers-seat-the-era-of-performance-marketing" target="_blank" id="" rel="noopener">Utilize data-driven insights</a> to offer tailored recommendations and exclusive offers, enhancing the overall shopping experience for Gen Z consumers. <a href="https://www.shopify.com/blog/how-to-market-to-gen-z" target="_blank" id="" rel="noopener">Brands that are transparent in how they operate, what they’re doing to improve the world in some way, have strong values, and use ‘real’ people, are key factors when marketing to Gen Z.</a> 
Strategically marketing to Gen Z requires a nuanced and thoughtful approach. By understanding their preferences with a killer Gen Z on our <a href="https://www.integrityxd.com/service/digital-marketing" target="_blank" id="" rel="noopener">Digital Marketing</a> team (<a href="https://www.linkedin.com/in/grace-lepper-806929204/" target="_blank" id="" rel="noopener">Content Strategist Grace Lepper</a>), we can help your business successfully tap into the immense potential of this influential demographic.
<a href="https://www.integrityxd.com/contact" target="_blank" rel="noopener">What are you waiting for? Let’s get started today!</a>

Integrity STL blog graphic for how to target Gen Z.

Swipe Right for Success: How to Effectively Market to Gen Z

Are you ready to delve into the world of AI and explore its potential impact on our technological landscape? Join <a href="https://www.integrityxd.com/service/web-development" target="_blank" rel="noopener">Integrity Web Developer</a> <a href="https://www.linkedin.com/in/brian-kennedy-b9a60413/" id="">Brian Kennedy</a> at <a href="https://venturecafestlouis.org/event/chatgpt-the-innovation-race/" target="_blank" rel="noopener">Venture Cafe on August 10th from 5 pm to 7 pm</a> for an insightful talk on &#8220;Ethical AI: Navigating the New Industrial Revolution.&#8221;
<a href="https://www.integrityxd.com/service/applied-ai" target="_blank" rel="noopener">As AI continues to revolutionize industries</a>, it&#8217;s essential to understand both its promises and perils. Brian, with his front-row seat to the rapid integration of AI, will shed light on the transformation brought forth by ChatGPT and other powerful tools.
In his talk, Brian will delve into the ethical imperative for entrepreneurs and innovators to incorporate AI responsibly in our tech-driven world. We&#8217;ll explore the lessons history has taught us to ensure that this revolution benefits all, leading us toward a brighter and more inclusive future.
Collectively, we will address potential challenges and ethical dilemmas introduced by AI, fostering an environment of inclusivity and sustainability. Brian believes that by understanding these implications, we can proactively shape a more responsible technological era.
&#8220;Technology moves so quickly that it’s easy to forget why we’re here and what this is all for,&#8221; Kennedy said. &#8220;It’s so that you and I can paint pictures and write poetry. It’s crucial that we don’t forget that as we set about trying to solve problems. Let’s be responsible stewards of this moment and work towards a brighter future.&#8221;
Brian aims to empower attendees with insights into the transformative power of AI. As pioneers in the tech industry, it is our responsibility to address ethical concerns and leverage AI for positive change. By learning from past mistakes, we can create an AI-driven future that benefits everyone.
As part of the new Venture Cafe St. Louis lineup, now presented by TechSTL, Venture Cafe is featuring an exciting discussion on ChatGPT &#8211; The Innovation Race. Earlier this year, ChatGPT captivated the world with its power and versatility.&nbsp;
This will be a great opportunity to connect with local innovators, AI experts, designers, developers, and sales directors who have harnessed the potential of ChatGPT in their jobs, businesses, and non-profits.
So, come join us and bring your biggest questions to the event. Engage with the brightest minds in the industry and learn how ChatGPT can revolutionize your work and projects.
As always, the event will take place in the Cortex Innovation District – the perfect STL location for networking, sharing ideas, and building valuable connections. Plus, there&#8217;s free beer!
Don&#8217;t miss out on this enlightening discussion on <a href="https://venturecafestlouis.org/event/chatgpt-the-innovation-race/" target="_blank" rel="noopener">&#8220;Ethical AI: Navigating the New Industrial Revolution,&#8221; and join us at Venture Cafe on August 10th between 5 pm to 7 pm</a>.&nbsp;
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Join Integrity at Venture Cafe for Ethical AI: Navigating the New Industrial Revolution

Grace has always been a good student. Throughout high school, she nailed every paper, every test, and was praised for being an excellent writer — objective measures of success that gave her a chance to prove herself.
As she started her Bachelor’s Degree of English at the University of Kansas, she began to doubt her abilities. She wasn’t just attending all-nighters at the library to make grades, but also attending therapy because of her recent decline in self-worth.
She often wondered, “Do I even belong here? Am I made to survive?” For the first time in her life, she felt like she was lacking all of the skills that brought her into this advanced program in the first place.
For most of her collegiate life, she suffered in silence and let the imposter suffocate her. She believed that showing vulnerability would expose her as the fraud she felt she was. So, she put on a mask of confidence, pretending to be sure of herself while battling her inner turmoil. As time went on, this façade became exhausting, draining the joy from her accomplishments and preventing her from forming genuine connections with others. It took one therapy session for Grace to realize that her feelings were those of imposter syndrome.
Hi, I’m Grace, and you’re inside my journey with<a href="https://www.betterup.com/blog/what-is-imposter-syndrome-and-how-to-avoid-it#:~:text=Imposter%20syndrome%20is%20the%20condition,phony%22%20and%20doubting%20their%20abilities." target="_blank" rel="noopener"> imposter syndrome, common among many high achievers who are unable to internalize and accept their success</a>. You see, I’m no stranger to the persistent companion that shadows my every accomplishment &#8211; the lingering imposter that continues to make me feel like a fraud despite the evidence of my achievements. I always attributed my success to luck rather than a product of my hard work and innate talent.
As I transitioned into the professional world post-graduation, my imposter syndrome only intensified, and I continued to suffocate. When I took on my first job as a <a href="https://www.integrityxd.com/service/strategy-consulting" target="_blank" rel="noopener">Content Strategist with Integrity</a>, it came with a surge of anxiety. I was the youngest on the team and immediately intimidated by the expertise with which I was surrounded. The more responsibility I was given, the more I doubted my abilities. Do I really deserve to be here? Despite positive feedback with each project, I couldn’t silence the nagging voice in my head, questioning my worthiness and ability to perform.
<h2 id="">Healing my Inner Imposter</h2>
What I came to realize within the coming months was that the place I thought would keep my imposter lingering became a place of healing. Within my nine months at <a href="https://www.integrityxd.com/about" target="_blank" rel="noopener">Integrity</a>, the team I am surrounded by each day has had an impact on my journey with overcoming imposter syndrome.
Integrity has taught me to redirect my negative thought patterns around my abilities and success. Instead of focusing on my perceived inadequacies, I have begun to celebrate my achievements, no matter how small. And as <a href="https://www.linkedin.com/in/emorrissey/" target="_blank" rel="noopener">Ed</a> always says, the best way to learn is to fail. I acknowledge that everyone makes mistakes, which is essential to learning and growth. It’s all part of the journey. This switch in perspective empowered me to face challenges head-on with enthusiasm rather than sit in my anxiety.
<a href="https://www.apa.org/gradpsych/2013/11/fraud" target="_blank" rel="noopener">So-called imposters think every task they tackle has to be done perfectly, and they rarely ask for help.</a> All of my life, I’ve hated asking for help, but this kick-ass team has taught me that asking for help is never a sign of weakness. Above all, communication and transparency are the key to strength, self-awareness, and respect for your colleagues.
If there’s one thing I can tell those struggling with imposter syndrome in academia or at work, it’s to lean on those around you. Every single member of Integrity has made me feel loved, supported, and valued through everything I have achieved and continue to achieve as I propel through my career. Find a team that makes your little wins feel not so little, because they matter, and you’ve earned it.
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</figure>

Integrity STL blog graphic to illustrate imposter syndrome

Me vs. Me: Breaking the Grip of Imposter Syndrome

Do you feel like you’re stuck paying for <a href="https://www.integrityxd.com/service/digital-marketing" id="">digital marketing campaigns</a> that don’t show results? As a business, why invest in anything other than marketing that performs? 
If so, it might be time to explore a new approach<a href="https://hbr.org/2023/05/how-brand-building-and-performance-marketing-can-work-together" id=""> that has shaken the digital marketing world for connecting with consumers: performance marketing</a>.
In the dynamic arena of <a href="https://www.integrityxd.com/blog/organic-digital-marketing-campaign" id="">digital marketing</a>, businesses are persistently seeking strategies that deliver quantifiable and robust results. This journey often leads them to the domain of <a href="https://www.shopify.com/blog/performance-marketing" id="">performance marketing, an approach that, according to Shopify, is an &#8220;results-driven&#8221; marketing strategy gaining traction in the global business ecosystem.</a>
Performance marketing is an approach where businesses only pay when specific, measurable actions are completed, including clicks, leads, sales, or sign-ups. This method relies on various channels, such as affiliate marketing, PPC (pay-per-click) <a href="https://www.integrityxd.com/digital-marketing/social-media" id="">social media advertising</a>, and <a href="https://www.integrityxd.com/digital-marketing/paid-search" id="">SEM (search engine marketing)</a>. This &#8216;pay-per-performance&#8217; model answers the call of businesses looking to optimize their marketing budget while maintaining a laser-focused emphasis on results.
So, what’s the big deal about performance marketing? Here’s why it can take your business to the next level: &nbsp;
<h2 id="">Cost-Efficiency and Accountability</h2>
As described by the <a href="https://thepma.org/our-work/the-performance-marketing-industry/" id="">Performance Marketing Association</a>, in traditional marketing, businesses invest in campaigns and hope for favorable outcomes. In contrast, performance marketing demands payment only when a desired action is accomplished. <a href="https://www.outbrain.com/blog/performance-marketing/#:~:text=Performance%20marketing%20is%20the%20term,such%20as%20clicks%20or%20conversions." id="">This reduces the risk and offers higher returns on investment (ROI), creating a cost-effective alternative for companies with limited budgets.</a>
<h2 id="">Transparency and Measurability</h2>
<a href="https://www.integrityxd.com/blog/tracking-digital-marketing-metrics" id="">In the digital era, data rules.</a> Everything we do is online, therefore everything is measurable. <a href="https://blog.hubspot.com/marketing/performance-marketing" id="">Performance marketing thrives on measurable outcomes, offering businesses real-time data and extensive analytics.</a> Marketers can monitor every click, lead, or conversion, allowing the adjustment of strategies in real-time, thus optimizing campaign performance continually.
As a result of this data, businesses are able to implement even more highly-targeted strategies, reaching out to the right customers at the right time. <a href="https://www.demandjump.com/blog/performance-marketing-101" id="">Using various channels like affiliate marketing, paid search, influencer marketing, and social media advertising, marketers can deliver personalized messages that enhance the probability of conversion. </a>
<h2 id="">Enhancing Brand Reputation</h2>
Performance marketing can also help strengthen a brand&#8217;s reputation, generating greater and more sustainable quality sales and leads. According to the <a href="https://hbr.org/2023/05/how-brand-building-and-performance-marketing-can-work-together" id="">Harvard Business Review</a>, since this model is rooted in achieving tangible results, a series of successful campaigns can bolster a brand&#8217;s image, demonstrating the effectiveness and reliability of its offerings to consumers.
In a digital world where results drive success, performance marketing is a strategic necessity that should be top of mind for every business moving forward. For businesses aiming to maximize their marketing ROI, it holds the key to unlocking unprecedented levels of success, but not without the help of a team who can navigate them through the complexities of your target audience, clear objectives, and effective use of data analytics. That’s where our kick-ass team of <a href="https://www.integrityxd.com/service/strategy-consulting" id="">strategists</a>, <a href="https://www.integrityxd.com/service/omnichannel-marketing" id="">web marketers</a>, <a href="https://www.integrityxd.com/service/web-design" id="">designers</a>, and <a href="https://www.integrityxd.com/service/web-development" id="">developers</a> comes in to skyrocket your lead generation to new heights. 
Ready to invest in marketing that finally performs? <a href="https://www.integrityxd.com/contact" id="">Contact us today to get started!</a>

Integrity STL blog image to demonstrate dashboard for performance marketing

Data in the Driver’s Seat: The Era of Performance Marketing

Integrity is thrilled to announce our partnership with <a href="https://fightcolorectalcancer.org/" target="_blank" rel="noopener">Fight Colorectal Cancer (FightCRC</a>) to develop an innovative <a href="https://www.integrityxd.com/service/applied-ai" target="_blank" rel="noopener">chatbot powered by ChatGPT</a>. Under the leadership of Anjee Davis, President of FightCRC, we were presented with an exciting opportunity to harness the power of generative AI technology and revolutionize the way FightCRC interacts with its community.&nbsp;
<a href="https://fightcolorectalcancer.org/screening-quiz/" target="_blank" rel="noopener">After the success with our creation of Fight CRC&#8217;s interactive colorectal cancer screening quiz back in March,</a> Anjee reached out to us with an intriguing question: &#8220;Are you doing anything with ChatGPT?&#8221; She was amazed by the accuracy of the AI-generated responses when testing it with her own inquiries.&nbsp;
Little did she know that our team, including Integrity partners <a href="https://www.linkedin.com/in/emorrissey/" target="_blank" id="" rel="noopener">Ed Morrissey</a> and <a href="https://www.linkedin.com/in/simanowitz/" target="_blank" id="" rel="noopener">John Simanowitz</a>, were already enthusiastic proponents of the technology, <a href="https://www.linkedin.com/in/jeremiah-harris/" target="_blank" rel="noopener">and one of our lead developers, Jeremiah Harris,</a> had been diligently working on an <a href="https://www.integrityxd.com/blog/scribble-blog-creation-with-ease" target="_blank" id="" rel="noopener">Ai-generated blog writer, Scribble AI,</a> making Integrity the perfect fit to meet FightCRC&#8217;s needs.&nbsp;
Eager to explore the potential, we immediately shared the Scribble AI platform with Anjee, setting the stage for further discussions.
Several productive meetings followed, allowing us to dive deeper into the possibilities that the FightCRC Chatbot could offer. However, being a non-profit organization, FightCRC needed to consider budgetary constraints, grant applications, and project scheduling.&nbsp;
Ultimately, we created a two-phase project, with the primary focus on developing the chatbot&#8217;s core functionality during phase one. Phase two will involve expanding the feature set at a later stage. Additionally, a parallel project to reimagine FightCRC&#8217;s Resource Library, integrated with the chatbot, was initiated.
The FightCRC Chatbot Features Include:&nbsp;
<ul id="">
<li id="">Seamless Integration: The FightCRC Chatbot will reside on the organization&#8217;s website while also being embeddable on other sites, ensuring widespread accessibility and convenience.</li>
</ul>
<ul id="">
<li id="">Marketing Page: A dedicated marketing page will showcase the chatbot&#8217;s potential use cases, highlighting its ability to provide scalable, reliable, and accurate responses to user inquiries.</li>
</ul>
<ul id="">
<li id="">Texting Capabilities: We are particularly excited about the chatbot&#8217;s ability to interact via text messages, enabling accessibility for individuals without smartphones. This feature brings inclusivity to the forefront and demonstrates the real-world application of this cutting-edge generative AI technology.</li>
</ul>
Transforming Support and Accessibility:
The FightCRC Chatbot represents a significant step forward in streamlining support for the FightCRC community. By leveraging the power of ChatGPT, the chatbot can provide prompt and accurate responses to user queries, ensuring a seamless user experience. The addition of text messaging capabilities not only enhances accessibility for those without smartphones but also showcases the versatility of generative AI technology in practical, everyday applications.
At Integrity, we are proud to collaborate with FightCRC to bring the transformative power of the FightCRC Chatbot to life. This innovative solution will revolutionize the way FightCRC interacts with its community, providing scalable and reliable support while promoting accessibility for all users.&nbsp;
“I&#8217;m excited to produce a tool that will help patients and also open up opportunities for our other clients in the healthcare space,” said<a href="https://www.linkedin.com/in/drewmannewman/" target="_blank" id="" rel="noopener"> Integrity Project Manager Drew Newman</a>.&nbsp;
We look forward to witnessing the positive impact this chatbot will have in empowering and guiding individuals affected by colorectal cancer.&nbsp;
Stay tuned for more updates as we embark on this exciting journey together! Interested in building a tool leveraging the capabilities of ChatGPT for your company? <a href="https://www.integrityxd.com/contact" target="_blank" id="" rel="noopener">Contact us today!&nbsp;</a>
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Introducing the FightCRC Chatbot Powered by ChatGPT

An essential skill for effective leadership is mastering the art of providing feedback that empowers your team to unleash their full potential. However, engaging in difficult conversations and providing constructive criticism can be challenging.&nbsp;
One helpful way to think about engaging in constructive conversations is to consider it forest fire management. When trying to prevent forest fires, a wildland fire management team will organize controlled burns – intentional engagement – to prevent an uncontrollable wildfire.&nbsp;
Giving intentional feedback is similar – it is the practice of addressing issues before they escalate into damaging conflicts. This approach invites conversation about concerns or problems proactively. By dealing with issues when they are still manageable, leaders can prevent the accumulation of confusion, misdirection, and mistakes that may eventually lead to emergencies.
As a leader, when you open communication and utilize a structured approach, you can empower your employees, promote growth, and prevent the escalation of issues.
<a href="https://www.integrityxd.com/blog/unique-approach-driving-success-in-a-constantly-changing-world" target="_blank" rel="noopener">At Integrity, we adopt a philosophy of overcommunication.</a> We believe that the more context and information everyone has, the more successful we will be. In many companies, the specifics of management are hidden or unclear to the rest of the team. At Integrity, we know that if we want to <a href="https://www.integrityxd.com/blog/evolve-and-adapt" target="_blank" rel="noopener">empower our employees to do their best work, we need to arm them with transparency</a> on how decisions are made, how the business operates, and create space for every employee to raise their hand to bring a concern, or a better idea, to the attention of the team.&nbsp;
<h4 id="">Inviting Feedback and Encouraging Open Communication</h4>
So you want to engage your team in constructive feedback, but how do you do it so your employees don’t feel defensive or attacked?
To foster a culture of feedback, leaders can take the first step by inviting their team to provide input. When the leadership team demonstrates a willingness to listen and consider others&#8217; perspectives, they encourage reciprocity, and employees become more likely to offer their thoughts and suggestions.&nbsp;
This open dialogue promotes trust, engagement, and collaboration. When employees feel valued and heard, they become more invested in their work and motivated to contribute positively.
<h4 id="">The Structure of Effective Feedback</h4>
Using a proven structure is one way to navigate the challenge of offering constructive feedback. Here are a few feedback structures to consider:&nbsp;
<h4 id=""><a href="https://www.mindtools.com/asmdp60/pinks-autonomy-mastery-and-purpose-framework" id="">Model #1: Daniel Pink&#8217;s Autonomy, Mastery, and Purpose Applied to Quality Feedback</a></h4>
According to Pink, intrinsic motivation is based on three key factors: Autonomy, Mastery and Purpose. So if you want to cultivate more intrinsically motivated employees, consider including his model in your feedback and performance measurement strategies. 
<ul id="">
<li id="">Establish Autonomy: Give employees the freedom to make decisions and take ownership of their work. Encourage them to contribute ideas, solve problems, and make choices within their roles. Provide clear guidelines and expectations, but allow flexibility in accomplishing tasks. Trust your employees&#8217; abilities to navigate their work independently.</li>
</ul>
<ul id="">
<li id="">Foster Mastery: Recognize and leverage employees&#8217; strengths and skills. Acknowledge their expertise and provide opportunities for them to develop further and refine their abilities. Offer constructive feedback that focuses on growth and improvement. Encourage continuous learning and provide resources, training, or mentorship to support skill development.</li>
</ul>
<ul id="">
<li id="">Reinforce Purpose: Connect employees&#8217; work to the bigger picture. Communicate the organization&#8217;s mission, values, and goals and how their contributions directly contribute to those objectives. Share success stories and celebrate achievements to highlight the impact of their work. Regularly remind employees of the purpose and positive outcomes their efforts produce.</li>
</ul>
<ul id="">
<li id="">Align Feedback with Autonomy, Mastery, and Purpose: When providing feedback, emphasize how the employee&#8217;s autonomy has allowed them to demonstrate their skills, make decisions, and contribute to the team&#8217;s success. Recognize and acknowledge their mastery by highlighting specific areas where they have excelled, and offer constructive suggestions for further growth and development. Connect their work to the organization&#8217;s purpose and its positive impact on others. Emphasize the significance of their contributions and how it aligns with their intrinsic motivations and values.</li>
</ul>
<h4 id=""><a href="https://www.radicalcandor.com/our-approach/" id="">Model #2: Kim Scott&#8217;s Radical Candor Model&nbsp;</a></h4>
Developed by Kim Scott, Radically Candid guidance is feedback that’s both kind and clear, specific and sincere.
<ul id="">
<li id="">Establish a Foundation of Care: Develop genuine relationships with your team members. Show interest in their well-being and invest time in getting to know them on a personal level. Demonstrate empathy and understanding by actively listening to their concerns and challenges. Make it clear that you genuinely care about their development and success.</li>
</ul>
<ul id="">
<li id="">Embrace Directness:&nbsp; Provide feedback that is honest, specific, and timely. Avoid sugarcoating or beating around the bush. Be straightforward and address issues directly, focusing on behaviors and outcomes rather than personal attributes. Offer feedback in a respectful and considerate manner. Avoid personal attacks or judgmental language. The goal is to promote growth and improvement, not to demean or belittle.</li>
</ul>
<ul id="">
<li id="">Encourage Open Dialogue: Create a space for open communication. Encourage team members to share their perspectives, ideas, and concerns freely. Foster a culture where feedback flows in all directions, not just from leaders to employees. Encourage peer-to-peer feedback and promote a culture of continuous improvement and learning.</li>
</ul>
<ul id="">
<li id="">Balance Care and Directness: Ensure your feedback reflects care and directness. Clearly express your genuine concern for their growth while addressing areas that need improvement. Offer specific examples to illustrate your input. This helps employees understand the impact of their actions and facilitates targeted improvement.</li>
</ul>
<ul id="">
<li id="">Follow-up and Support: Offer ongoing support and guidance after providing feedback. Provide resources, coaching, or training opportunities to help individuals address the areas of improvement. Follow up on the feedback to track progress and provide additional guidance or recognition.</li>
</ul>
<h4 id=""><a href="https://www.mindtools.com/ay86376/the-situation-behavior-impact-feedback-tool" id="">Model #3: The SBI Model</a></h4>
The &#8220;SBI&#8221; model &#8211; Situation, Behavior, Impact &#8211; offers a valuable framework for delivering feedback. When giving feedback, consider the following elements:
<ul id="">
<li id="">Situation: Identify the specific circumstances or situations in which the observed behavior occurs. Understanding the context helps provide a complete picture of the problem and allows the employee to reflect on the triggers or patterns associated with their behavior.</li>
</ul>
<ul id="">
<li id="">Behavior: Describe the specific behavior exhibited by the employee. Focus on observable actions or words rather than making assumptions about their intentions or motives. This approach ensures that feedback remains objective and actionable.</li>
</ul>
<ul id="">
<li id="">Impact: Discuss the specific implications of the behavior in question. The impact can be categorized into four areas: time, money, energy, or fulfillment. By highlighting the consequences of the behavior, both positive and negative, employees gain a deeper understanding of how their actions affect others and the organization as a whole.</li>
</ul>
Following the SBI model, leaders can provide specific, relevant, and solution-oriented feedback. This approach shifts the focus from criticizing individuals to addressing behaviors and their impacts, creating a constructive environment for growth and improvement.
<h4 id="">The Future Through Feedback</h4>
Giving feedback is one of the most critical and challenging aspects of effective leadership and team dynamics. By recognizing the importance of feedback, inviting open communication, and utilizing a structured approach, leaders can facilitate personal and professional growth among their employees.&nbsp;
Remember, feedback is not about finding fault or assigning blame but rather a means to guide individuals toward their full potential. With great leadership, difficult conversations become opportunities for growth and development, leading to a cooperative, happy, and high-performing team.
If you want guidance in<a href="https://www.integrityxd.com/service/management" target="_blank" id="" rel="noopener"> managing your business</a>, <a href="https://www.integrityxd.com/service/strategy-consulting" target="_blank" id="" rel="noopener">cultivating solid strategy</a>, or building a <a href="https://www.integrityxd.com/service/web-development" target="_blank" id="" rel="noopener">technological solution to take your company to the next level</a>, we are here to help.&nbsp;
We optimize and advance businesses by offering the technical scope and capabilities of a large corporation with the personalization, transparency, and approachability of a small firm.&nbsp;
<a href="https://www.integrityxd.com/work" target="_blank" id="" rel="noopener">Integrity delivers successful programs for clients</a> ranging from startups to midsize companies looking for growth to <a href="https://www.integrityxd.com/work/bjc-marketing-it-support" target="_blank" id="" rel="noopener">massive enterprise clients who trust us to work with sensitive data</a> in highly regulated environments.&nbsp;
For nearly two decades, Integrity has leveraged a winning <a href="https://www.integrityxd.com/service/strategy-consulting" target="_blank" id="" rel="noopener">combination of business</a> and <a href="https://www.integrityxd.com/service/web-development" target="_blank" id="" rel="noopener">web consulting</a> with technology to solve our clients’ most complex challenges.&nbsp;
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Image of a boss and employee exchanging feedback

From Confusion to Clarity: How Feedback Drives Team Performance

As we approach the Fourth of July and reflect upon the values that form the backbone of America, it is worth acknowledging that not every country on earth could provide the groundwork for a company like Integrity to thrive.&nbsp;
There is an intricate connection between freedom, democracy, and the entrepreneurial spirit, which have profoundly shaped our nation&#8217;s identity, and we recognize that our company is a part of that story.&nbsp;
Entrepreneurship lies at the heart of the American Dream. It represents the endless possibilities and the belief that anyone, regardless of their background or circumstances, can create a better future through hard work, determination, and innovation. Our nation&#8217;s commitment to personal liberty, free speech, and equal opportunity has empowered countless individuals to turn their visions into reality.&nbsp;
As a small web development and design agency, we embody entrepreneurship. We have had the privilege of living out (over the last 20 years of business) the incredible opportunities and support available to companies here in the US.&nbsp;
With a population of over 330 million people, America is a country with a lot of clients to support and customers to serve. This presents entrepreneurs with a wide range of possibilities to create products and services to make our country, and world, a better place.
The clients we have had the privilege of working with showcase that expansive landscape of opportunity– and include industries like<a href="https://www.integrityxd.com/healthcare-marketing-web-design" target="_blank" rel="noopener"> healthcare</a>, <a href="https://www.integrityxd.com/industry/higher-education-marketing-programs" target="_blank" rel="noopener">higher education</a>, <a href="https://www.integrityxd.com/industry/enterprise" target="_blank" rel="noopener">enterprise</a>, <a href="https://www.integrityxd.com/industry/b2b-consulting-and-innovation" id="">B2B</a>, and <a href="https://www.integrityxd.com/retail-marketing-agency" target="_blank" rel="noopener">retail </a>services.&nbsp;
<h4 id="">Support of Digital Innovation</h4>
As <a href="https://www.integrityxd.com/service/strategy-consulting" target="_blank" rel="noopener">a digital consulting agency</a>, Integrity would also not be possible without the development of the Internet – thank you, United States government — and its continued investment in technological research and support of independent companies that continues to drive developments in the tech industry — on which our livelihoods depend.&nbsp;
We are also pretty darn grateful to live in a country where the government doesn’t take over citizens’ business. The American legal system safeguards our intellectual property rights and affords entrepreneurs the confidence and security to invest in their ideas.&nbsp;
So on this upcoming Independence Day, as we celebrate freedom and democracy, we also honor the spirit of entrepreneurship. Integrity is proud to be a part of the American entrepreneurial landscape and provide <a href="https://www.integrityxd.com/service/web-development" target="_blank" rel="noopener">innovative web development,</a> <a href="https://www.integrityxd.com/service/web-design" target="_blank" rel="noopener">design</a>, <a href="https://www.integrityxd.com/service/strategy-consulting" target="_blank" rel="noopener">consulting</a>, and <a href="https://www.integrityxd.com/service/digital-marketing" target="_blank" rel="noopener">digital marketing services</a> to empower businesses and clients across the country.
Happy Independence Day from us here at Integrity!&nbsp;
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Integrity STL blog image of the American Flag for a 4th of July post

Integrity: An American Tale

Recently, I stumbled upon a tweet from management coach David Kline, who suggested that those who prefer strategic work are simply lazy or overconfident in their ability.
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<div id=""><img loading="lazy" decoding="async" id="" class="alignnone" src="https://uploads-ssl.webflow.com/5eb1bc8b6f301d422630554a/649ef5feffc9b53ece05ca4b_Screenshot%202023-06-30%20at%2010.34.12%20AM.png" alt="Screenshot of a Tweet about being strategic at work" width="600" height="336" /></div>
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This theory is a gross oversimplification of the diverse ways in which people think and work. David&#8217;s observation implies you have to grind to get ahead. Well, I didn&#8217;t grind. I still don&#8217;t. In fact, I (mostly) can&#8217;t.
When I was ten years old, I was diagnosed with Attention Deficit Hyperactivity Disorder (ADHD). ADHD is a mental health disorder that comes with a combination of persistent problems, such as difficulty paying attention, hyperactivity, and impulsive behavior. ADHD can lead to unstable relationships, poor work or school performance, low self-esteem, and other problems.
Though I was diagnosed at a young age, I didn’t have access to proper treatment growing up, and only started to understand my ADHD recently through counseling and therapy. I didn’t realize how much it affects my personality, my hobbies, my interests, and my career. My ADHD has been the biggest challenge of my life, but it’s just as important to recognize the benefits that come with neurodivergent thinking.
Pattern Recognition: People with ADHD often excel at <a href="https://adhdboss.com/adhd-pattern-recognition/" target="_blank" rel="noopener">pattern recognition</a>. This trait can be particularly useful in fields like UX design, where we often need to examine data, user journeys, and information architecture for valuable insights. This ability to spot trends in user behavior is a key part of <a href="https://www.integrityxd.com/service/web-design" target="_blank" rel="noopener">Integrity’s approach to user-centered design</a>.
Sensitivity to External Stimuli: People with ADHD can be <a href="https://www.additudemag.com/hypersensitivity-disorder-with-adhd/#:~:text=Clinicians%20working%20with%20people%20with,Driven%20to%20Distraction%20(%23CommissionsEarned)." target="_blank" rel="noopener">extremely sensitive to external stimuli</a>. This sensitivity can manifest in various ways. I walked on my toes as a child, which is common in people with ADHD because we can literally feel the dust on the ground as we walk. While it can be uncomfortable, this sensitivity to anomalies and distractions helps us <a href="https://www.integrityxd.com/service/digital-marketing" target="_blank" rel="noopener">create engaging content</a> that captures and holds our audiences’ attention.
Hyperactivity and Impulsivity: While these are often seen as challenges, they can also be strengths in certain contexts. Hyperactivity can translate into high energy levels and the ability to work at a fast pace, and impulsivity can help us make quick decisions under pressure. Impulsivity can also be seen in the form of robust interests. People with ADHD will often <a href="https://www.theminiadhdcoach.com/living-with-adhd/adhd-novelty" target="_blank" rel="noopener">start new projects with great enthusiasm</a> before moving on to another one. Having a lot of unfinished projects laying around can be frustrating, but having a working <a href="https://www.integrityxd.com/service/strategy-consulting" target="_blank" rel="noopener">knowledge base in many areas</a> also makes me a better coworker and team member.
Reduced Working Memory Capacity: This trait, which is common in adults with ADHD, indicates attentional control deficits. However, it can also lead to the development of unique problem-solving techniques and the ability to <a href="https://www.integrityxd.com/service/strategy-consulting" target="_blank" rel="noopener">think outside the box</a>, valuable skills for strategic thinking.
Empathy and Intuition: Some people with ADHD have heightened emotional sensitivity, which can enhance their ability to <a href="https://www.hallowelltodaro.com/blog-raw-feed/2021/1/28/adhd-and-empathy#:~:text=%E2%80%9CPeople%20with%20ADD%20often%20have,reason%20their%20way%20along%20methodically.%E2%80%9D&amp;text=In%20one%20of%20his%20recent,often%20extra%20sensitive%20in%20nature." target="_blank" rel="noopener">understand and connect with others&#8217; feelings</a>. This can be particularly valuable in roles that require empathy and interpersonal skills. I am able to examine products with nuance, consider many perspectives and user types, and contribute to our team&#8217;s ability to create <a href="https://www.integrityxd.com/service/web-development" target="_blank" rel="noopener">user-friendly and functional products</a>.
Of course, ADHD comes with its challenges. I can be impulsive, easily frustrated, and struggle with routines. I constantly fidget, pull on my beard hair, and forget what I was doing ten seconds ago. The worst part of ADHD, however, is the shame. The shame that comes from living in a messy house, from missed deadlines and subpar performances, from feeling out of place and not being able to fit in. This shame came from years of trying (and failing) to do things like everyone else, instead of looking for tools and techniques that work for me.
Managing ADHD in the workplace isn&#8217;t always easy, but over the years, I&#8217;ve developed some strategies that have helped. I&#8217;ve found that setting strict deadlines, starting with the most enjoyable parts of a project first, and planning out my work in advance can make a big difference. And perhaps most importantly, I&#8217;ve learned the value of a conducive work environment, one with minimal distractions, empathetic coworkers, and bosses that lift me up, celebrate my differences, and encourage me to lean into my strengths.
Whether or not you have ADHD, you do have strengths and weaknesses. Some people are organized and punctual, some are artistic and creative, some are incredible orators and conversationalists, and some people, yes, are better at strategic work. No matter what your strengths and weaknesses are, you can bring something unique to the table.
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Creative image with a child at a school desk in what appears to be the bottom of a beautiful ocean scene

Play Your Hits: How to Build a Career with Strengths and Weaknesses

The lingo is familiar to those in Silicon Valley — <a href="https://en.wikipedia.org/wiki/Iterative_and_incremental_development" target="_blank" rel="noopener">IID or Iterative and Incremental Development</a> is a fancy way of saying that true transformation seldom arrives like a thunderbolt, but rather through a series of small steps.
IID&#8217;s message is clear: Don&#8217;t wait for a perfect solution; instead, embrace gradual progress, honing your skills with each new experience.
In our business, where innovation is the norm and disruption is a constant, <a href="https://www.integrityxd.com/service/strategy-consulting" target="_blank" rel="noopener">we support businesses that face immense pressure to keep up with the evolving landscape. </a>
<figure id="" class="w-richtext-figure-type-image w-richtext-align-fullwidth" style="max-width: 2396px;" data-rt-type="image" data-rt-align="fullwidth" data-rt-max-width="2396px">
<div id=""><img loading="lazy" decoding="async" id="" class="alignnone" src="https://uploads-ssl.webflow.com/5eb1bc8b6f301d422630554a/649dd03603cfbf571b6b4906_Screenshot%202023-06-29%20at%201.40.45%20PM.png" alt="Illustration of Integrity's iterative development process" width="2396" height="1422" /></div>
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<h4 id="">IID: Embracing Change, One Step at a Time</h4>
History has shown us the power of the IID approach. In the early days of software development, <a href="https://www.geeksforgeeks.org/difference-between-waterfall-model-and-incremental-model/" target="_blank" rel="noopener">the Waterfall model was the norm,</a> with its linear and sequential process. However, it soon became clear that this approach was limiting, often resulting in long development cycles and an inability to adapt to changing requirements.
The need for a more flexible approach led to the emergence of iterative methodologies like <a href="https://en.wikipedia.org/wiki/Rapid_application_development" target="_blank" rel="noopener">Rapid Application Development (RAD)</a> and the <a href="https://www.geeksforgeeks.org/software-engineering-spiral-model/" target="_blank" rel="noopener">Spiral Model.</a> These methodologies emphasized the importance of feedback, frequent iterations, and continuous improvements.
Incremental development then came into play, delivering software in smaller releases or increments. This approach allowed for early feedback and faster time-to-market. It proved to be an effective way to manage complexity and mitigate risks associated with large-scale projects.
With the introduction of the <a href="https://www.agilealliance.org/agile101/the-agile-manifesto/" target="_blank" rel="noopener">Agile Manifesto in the early 2000s</a>, the principles of iterative and incremental development gained even more prominence. Agile methodologies like Scrum, Kanban, and Extreme Programming (XP) became popular, emphasizing collaboration, adaptability, and responding to change.
<h4 id="">IID in the Complex Digital World</h4>
Today, the philosophy of IID extends beyond software development and finds applications in various industries. It is a guiding principle for managing change, optimizing processes, and fostering innovation. <a href="https://www.integrityxd.com/service/strategy-consulting" target="_blank" rel="noopener">At our consulting agency, we embrace the power of IID</a> in the face of the ever-changing technological landscape.
We understand that waiting for a perfect solution is not practical or efficient. Instead, we take incremental steps, continuously improving and adapting as we learn from each experience. And our team guides businesses through a similar iterative process, <a id="" href="https://www.integrityxd.com/service/web-development">delivering web development,</a> <a href="https://www.integrityxd.com/service/management" target="_blank" rel="noopener">optimizing business operations</a>, and <a href="https://www.integrityxd.com/service/digital-marketing" target="_blank" rel="noopener">executing digital marketing strategies.</a>
We believe that perfection lies in the process itself. By focusing on making incremental progress, day by day, we help our clients achieve digital success in a complex world.
<a href="https://www.integrityxd.com/industry/enterprise" target="_blank" rel="noopener">Whether it&#8217;s an enterprise</a>, <a href="https://www.integrityxd.com/industry/b2b-consulting-and-innovation" target="_blank" rel="noopener">a B2B company</a>, <a href="https://www.integrityxd.com/healthcare-marketing-web-design" target="_blank" rel="noopener">a healthcare organization</a>, <a href="https://www.integrityxd.com/industry/higher-education-marketing-programs" target="_blank" rel="noopener">a higher education institution</a>, <a href="https://www.integrityxd.com/retail-marketing-agency" target="_blank" rel="noopener">or a retail business</a>, we tailor our solutions to their specific needs, ensuring that we deliver practical and effective results.
Embracing the IID philosophy allows us to navigate the shifting landscapes of technology and provide our clients with the tools and strategies they need to thrive. By harnessing the power of iterative and incremental development, we help businesses stay ahead in the digital age.
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Illustration Integrity's iterative development life cycle

Iterative and Incremental Development in a Changing Technological Landscape

In an era where college graduates are being priced out of coastal cities, the rise of remote and hybrid work has opened up new opportunities for professionals to work from anywhere. As a result, many workers are seeking out cities that offer a balance between affordable living and quality career prospects.
Our very own St. Louis is emerging as a great city for tech jobs, and is attracting talent amidst the changing dynamics of the industry.
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<h4 id="">A Shift in Tech Employment</h4>
According to a New York Times analysis, tech employment has historically been concentrated in a few coastal &#8220;superstar&#8221; metros, leaving many regions behind. <a href="https://www.nytimes.com/interactive/2023/05/15/upshot/migrations-college-super-cities.html?campaign_id=9&amp;emc=edit_nn_20230516&amp;instance_id=92676&amp;nl=the-morning&amp;regi_id=72783445&amp;segment_id=133062&amp;te=1&amp;user_id=c65161c8d70c6c6bfcb3d6de821aadcb" target="_blank" rel="noopener">However, a trend is emerging where midsized metros away from the coasts, known as &#8220;rising stars,&#8221; are experiencing significant growth in tech jobs. St. Louis is among these rising stars, along with Kansas City and a handful of other cities.</a>
The tech sector in St. Louis is on the rise, with Missouri expected to see a <a href="https://stl.works/industries/technology/" target="_blank" rel="noopener">2.9 percent growth in technology jobs, surpassing the U.S. average of 2.1 percent. From 2018 to 2023, Missouri&#8217;s technology workforce is projected to grow by 9.5 percent, ranking it ninth among U.S. states.</a> St. Louis, in particular, has made impressive strides in adding jobs in fast-growing technology sectors.
<h4 id="">Tech Developments Shaping the Region</h4>
St. Louis&#8217;s burgeoning tech ecosystem is further bolstered by prominent initiatives and developments that have contributed to its growth. <a href="https://www.cortexstl.org/" target="_blank" rel="noopener">Cortex, a 200-acre innovation hub located in the heart of the city</a>, has emerged as a thriving center for technology and entrepreneurship. Home to over 400 companies and institutions, including tech startups, research organizations, and major corporations, Cortex provides a collaborative environment that fosters innovation and supports the growth of the tech community.
Another significant player in the <a href="https://downtowntrex.org/" target="_blank" rel="noopener">St. Louis tech scene is TREX, a nonprofit organization dedicated to advancing technology-based economic development. </a>TREX offers a range of services and resources, including incubator programs, mentorship opportunities, and access to a vibrant network of entrepreneurs and investors. Through its initiatives, TREX plays a pivotal role in nurturing startups and driving innovation in the region.
<a href="https://techstl.com/" target="_blank" rel="noopener">Tech STL, a collective of organizations and individuals working together to promote and enhance the St. Louis tech ecosystem</a>, also plays a vital role in fostering collaboration and creating opportunities for tech professionals. By organizing events, meetups, and workshops, Tech STL facilitates knowledge sharing, networking, and skill development, thereby contributing to the overall growth of the tech community.
<a href="https://www.nga.mil/about/Next_NGA_West.html" target="_blank" rel="noopener">The National Geospatial-Intelligence Agency (NGA) development in St. Louis represents a significant milestone in the city&#8217;s tech landscape. </a>The NGA is constructing a new state-of-the-art campus, which will serve as a global hub for geospatial intelligence and provide cutting-edge technology and resources. This development not only brings high-quality jobs to the region but also enhances St. Louis&#8217;s reputation as a leading center for geospatial research and innovation.
<a href="https://taylorgeospatial.org/" target="_blank" rel="noopener">Another notable development in St. Louis is the Taylor Geospatial research institute</a>. This institute will employ over 3,100 mostly civilian employees who will utilize cutting-edge technology to analyze data in real-time, including satellite, radar, and infrared images. Such advancements highlight the city&#8217;s commitment to technological innovation.
<h4 id="">The Impact of the Pandemic</h4>
The COVID-19 pandemic brought disruptions to workplaces across the country and accelerated the adoption of remote work. While it hasn&#8217;t caused a massive shift of tech jobs to the heartland, it has provided opportunities for cities like St. Louis to attract tech talent. <a href="https://www.brookings.edu/research/superstars-rising-stars-and-the-rest-pandemic-trends-and-shifts-in-the-geography-of-tech/" target="_blank" rel="noopener">In 2020, St. Louis experienced faster growth (4.8%) in tech employment compared to the previous five years (3.9%).</a>
<figure id="" class="w-richtext-figure-type-image w-richtext-align-center" data-rt-type="image" data-rt-align="center">
<div id=""><img loading="lazy" decoding="async" id="" class="alignnone" src="https://uploads-ssl.webflow.com/5eb1bc8b6f301d422630554a/6499f5e85d0d7f85f2033a36_Tech%20employment%20growth%20chart.jpeg" alt="graph that shows tech employment growth 2015 - 2019. St Louis is 7th on the list with a growth rate of 3.9%" width="1391" height="963" /></div>
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<h4 id="">St. Louis&#8217; Potential as a Tech Hub</h4>
While it may be premature to compare St. Louis to Silicon Valley, there are positive signs for the city&#8217;s tech ecosystem. <a href="https://www.stlmag.com/news/brookings-institution-calls-st-louis-rising-star-in-tech/" target="_blank" rel="noopener">National data on tech job postings and new tech firms suggest a possible decentralization of tech activity from superstar metros. </a>St. Louis has seen an increase in its share of new tech firms nationally, indicating an uptick in entrepreneurial activity.
Centrally located with beautiful historic housing stock and a plethora of cultural events, St. Louis makes a compelling case as a city for tech professionals seeking affordable living coupled with promising career opportunities. Its inclusion as a rising star among midsized metros demonstrates its potential for growth and development.
As federal spending trends and private-sector investments continue to shape the industry, cities like St. Louis have the opportunity to influence the trajectory of the tech sector. With its expanding tech workforce and initiatives to foster innovation, St. Louis is positioning itself as a city to watch for tech enthusiasts and job seekers alike.
Here at Integrity, we are proud to be part of the STL Tech community, and are always looking to grow our team! Contact us today to learn more about <a href="https://www.integrityxd.com/service/web-development" target="_blank" rel="noopener">web development</a>, <a href="https://www.integrityxd.com/service/strategy-consulting" target="_blank" rel="noopener">technology consulting for business</a>, <a href="https://www.integrityxd.com/service/applied-ai" target="_blank" rel="noopener">tech trends in STL</a> and<a href="https://www.integrityxd.com/careers" target="_blank" rel="noopener"> job opportunities.</a>
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Map of the US to show hotspots of technology growth, including St Louis

St. Louis: A Rising Star for Tech Jobs Amidst Changing Landscapes

In a <a href="https://www.integrityxd.com/blog/user-first-ai-second-prioritizing-user-experience-in-ai-integration" target="_blank" rel="noopener">rapidly changing world</a>, if we want our organizations to thrive, we must create models of teamwork that are more adaptable and nimble in their approach to solving problems. Since the early days of the Internet, the<a href="https://www.integrityxd.com/" target="_blank" rel="noopener"> leadership at Integrity</a> has known this to be true.&nbsp;
Many organizations—especially those that have been around a long time—and thus, are more steeped in bureaucracy, are coming to realize how much those layers actually hinder their ability to provide the best product, service, or outcome.&nbsp;
When the leaders of organizations as structured, regimented, and bureaucratic as the United States military begin to recognize the mismatch between a rapidly changing environment and historical models that have governed success––it is clear that in the business world, models of bureaucracy have already become obsolete.
<a href="https://www.mcchrystalgroup.com/library/team-teams-new-rules-engagement-complex-world/" target="_blank" rel="noopener">In “Team of Teams,” General Stanley McChrystal unpacks this mismatch and articulates a better path forward</a>. Drawing on examples such as the Navy SEALs, medicine, and the airline industry as models for tearing down bureaucratic systems and empowering all team members, McChrystal details his own learning through failure, exploring why it is<a href="https://www.forbes.com/sites/meehanjonker/2018/05/30/team-of-teams-an-emerging-organizational-model/?sh=3f7b04b56e79" target="_blank" rel="noopener"> imperative to develop teams designed for sustained organizational adaptability</a>.&nbsp;
As Walter Isaacson writes, “Whether in business or in war, the ability to react quickly and adapt is critical, and it’s becoming even more so as technology and disruptive forces increase the pace of change. That requires new ways to communicate and work together. In today’s world, creativity is a collaborative endeavor. Innovation is a team effort.”
<a href="https://www.integrityxd.com/blog/the-situation-is-the-boss" target="_blank" rel="noopener">At Integrity, partners Ed Morrissey and John Simanowitz recognized that in the digital landscape, those closest to the work often had the best insight into how to solve problems.&nbsp;</a>
In the 21st Century, when the tools and processes change rapidly, a traditional command and control structure (as McChrystal describes it) is set up for failure.
It is no longer the job of leadership to dole out orders to those on the ground; rather, it is the job of leadership to cultivate the right environment for their team —to protect their team members and empower them to make the best decisions.
This philosophy is also articulated in<a href="https://simonsinek.com/books/leaders-eat-last/" target="_blank" rel="noopener"> Simon Sinek’s “Leaders Eat Last</a>.” Sinek also studied the military as a window into how leadership functions in a high-stakes environment. He found that the teams that were the most successful were those guided by leaders that led with a servant leadership style. The leaders who viewed themselves as servants to their people—who fostered the most commitment and trust—had the best team performance.&nbsp;
The leaders who cultivated teams were more likely to thrive in complex environments. The team members knew that it was their leaders&#8217; job to absorb as much of the difficulty and trouble as possible while providing them with the tools and resources necessary to do the best work.&nbsp;
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Cultivating a Team
The lessons from Integrity, Sinek, and McChrystal are fantastic philosophies in theory, but what does this look like in action?
What underpins these dynamics is intention. The intentional cultivation of a team that trusts one another, communicates well, and is bonded makes the difference.&nbsp;
Now, if you are like us and offer a hybrid working environment, how do you foster a healthy group dynamic when the team is not in person?
In the military, in a hospital, or on an airplane, the work is in-person, so your ability to know one another, and build connections, thus developing culture, is more readily available.&nbsp;
<a href="https://www.linkedin.com/feed/update/urn:li:activity:7037091830508740610" target="_blank" rel="noopener">At Integrity, our leaders are intentional about getting us together in person so that we can interact in meaningful ways.</a> Whether that is a group or company lunch, a chili cookoff, a pizza party (as you can tell, there is often lots of food involved), or a golf tournament. There is an effort, a couple of times a month, to bring our team together.
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Vet for Soft-Skills
<a href="https://www.holacracy.org/" target="_blank" rel="noopener">In a true holacracy</a>, where an inverted management structure is in place, one of the most important decisions the leadership can make is who they hire. When you hire for the right skills and temperament, those forces come together to support a dynamic management system.
At Integrity, we hire for knowledge, of course, but in an environment that changes rapidly, hiring people who are quick studies and endlessly curious is more important. It is also essential to hire people with excellent soft skills. Sure, we want employees who are well-versed in technology, but having<a href="https://www.cnbc.com/2023/04/03/harvard-career-expert-worst-employee-trait-is-untrustworthiness.html" target="_blank" rel="noopener"> employees with strong interpersonal skills is key to building successful teams</a>.
Not only do people with good soft skills interact more successfully with clients, but they interact more successfully with their fellow team members. Hiring employees who are direct in their communication but who also assume goodwill and strive to make their teammates’ lives easier makes working less painful and can even make work joyful.&nbsp;&nbsp;
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The Leader Sets the Tone
When we think about this inverted power structure as leaders, the key questions to ask ourselves are: How do we foster a healthy environment? And what is my role in this system?
As hierarchical animals, even in an environment where we want to dismantle hierarchy, there is a behavioral response to hierarchy that is innate.&nbsp;
As human animals, we will naturally and biologically try to identify who the players are that hold the most power; we will look to the people we perceive as being in charge and respond to how they behave (because, at the end of the day, our livelihood is tied to their approval).&nbsp;
So, as a leader, how you behave sends cues to your team for how they should operate.&nbsp;
For example, if you espouse work-life balance but actually operate as a workaholic who never takes any PTO, your team will learn that they, too, should be workaholics if they want to be successful in your organization and, thus, not create work-life balance for themselves.
You incentivize the behavior you get. As leaders, it is also our job to celebrate the kind of work and interactions we want to see more of.&nbsp;
At Integrity, one of the core principles of our company is making other people&#8217;s lives easier. We encourage this way of thinking and being by training our people to look for that behavior, draw attention to it, celebrate it, and reward it.&nbsp;
Once a month, we come together as a company to celebrate one another. To cheer on our successes, to learn from one another’s mistakes and growth, and literally hand out $100 bills or gift cards to employees who have been identified as making other people’s lives easier.
Coming from a bureaucracy where success often seemed to be measured by who was most successful in stymieing or thwarting progress, this idea is radical.
<a href="https://www.integrityxd.com/blog/evolve-and-adapt" target="_blank" rel="noopener">In a holacracy, we empower people—at all levels of the organization—to constantly and consistently dismantle bureaucracy as it creeps into the structure.&nbsp;</a>
In any organization that is around for a period of time, structures will develop. Best practices will emerge, and the ways of doing things successfully will be shared. This is good. We want to learn and share with each other, and structures must be in place to do this.&nbsp;
However, we also have to recognize if and when those structures become unnecessary burdens that stymie, frustrate, and ultimately (whether we realize it or not—or say it explicitly or not) encourage employees to resign from testing new ideas out of fear that the frustration of the bureaucracy will be too great or that their efforts will be pointless because they will be smothered.&nbsp;
If you want to be an organization that lives at the edge of innovation and fosters successful team dynamics, consider shedding some of the layers of your bureaucracy and adopting some of the methods articulated by<a href="https://www.mcchrystalgroup.com/library/team-teams-new-rules-engagement-complex-world/" target="_blank" rel="noopener"> General McChrystal</a>,<a href="https://simonsinek.com/books/leaders-eat-last/" target="_blank" rel="noopener"> Simon Sinek</a>,<a href="https://www.holacracy.org/" target="_blank" rel="noopener"> Holacracy</a>, and<a href="https://www.integrityxd.com/" target="_blank" rel="noopener"> Integrity</a>.&nbsp;
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Image of dice with letters on them spelling out Change and Chance

Unique Approach Driving Success in a Constantly Changing World

In the pursuit of success, whether it&#8217;s mastering a new skill, winning a competitive Mario Kart tournament, or excelling in a professional role, there&#8217;s one universal truth: you have to put in the work. However, the nature of that work can vary significantly. Some people thrive in the trenches, executing tasks and solving problems. Others excel in the realm of ideas, <a href="https://www.integrityxd.com/service/strategy-consulting" target="_blank" rel="noopener">strategizing, and planning for the future</a>. This distinction forms the basis of what I&#8217;ve theorized as the two types of professional roles: <a href="https://www.integrityxd.com/service/strategy-consulting" target="_blank" rel="noopener">Strategists </a>and <a href="https://www.integrityxd.com/service/web-development" target="_blank" rel="noopener">Technicians</a>, or as we often call them, Thinkers and Doers.
Technicians, or Doers, are the ones who get their hands dirty. They are the IT specialists, accountants, healthcare administrators, project managers, and even doctors, lawyers, and engineers. Their work is procedural and rule-based, solving problems within a defined framework. They are responsible for executing tasks, troubleshooting issues, and maintaining systems or processes.
While their work may not be the &#8220;big picture&#8221; stuff, it&#8217;s crucial to the success of any organization or outcome. They are the ones who ensure that the day-to-day operations of a business run smoothly and efficiently.
On the other side of the spectrum, we have the Strategists or Thinkers. These are the individuals who decide what the Doers actually do. They are not managers or bosses but architects of process, procedure, and execution.
They are the art directors, product designers, researchers, curriculum developers, and policymakers. Their work is often less procedural and more about exploring new territory and developing innovative ideas and solutions.
While these categories may seem rigid, most professional roles require us to wear a few different hats. For instance, <a href="https://www.integrityxd.com/service/web-design" target="_blank" rel="noopener">as a UX Designer at IntegrityXD, our work is evidence-based, drawing from user data and established best practices</a>. However, we also venture into new territory, creating something entirely new, even if it echoes a proven strategy before it.
So which one are you? Well, you’re probably both. But which you are most comfortable with is an important part of determining your career path. If you consider yourself a doer, keep an open mind when your procedures may be questioned by strategic colleagues looking to optimize your organization. If you consider yourself a thinker, remember that boots-on-the-ground experience is valuable, and empowering doers to take the reins when and where they feel the need is a sign of good leadership. Whether you identify more as a Strategist or a Technician, it&#8217;s important to recognize the value in both roles.&nbsp;
<a href="https://www.integrityxd.com/service/strategy-consulting" target="_blank" rel="noopener">At IntegrityXD, we understand this balance and strive to incorporate both strategic thinking and technical execution in our work.</a> Our process empowers our team to crossover into other roles where they may have valuable input. If you&#8217;re looking for a <a href="https://www.integrityxd.com/" target="_blank" rel="noopener">web consulting agency</a> that understands the balance between strategy and execution, we&#8217;d love to hear from you. 
‍ <a href="https://www.integrityxd.com/contact" target="_blank" rel="noopener">Contact us today to learn more about how we can help you achieve your goals.</a>
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Black and white image of a bald man in deep thought

Are You A Doer or A Thinker? The Art of Balancing Strategy and Execution in Professional Roles

Integrity is pleased to announce Ariel Sehr has joined the Integrity team as a new<a href="https://www.integrityxd.com/service/web-development"> front-end web developer </a>with extensive WordPress experience.
Ariel is obsessed with web accessibility and performance, creating <a href="https://www.integrityxd.com/service/web-design">exceptional and creative user experience designs</a>.&nbsp;
“It’s clear she possesses the perfect blend of expertise and enthusiasm that aligns seamlessly with Integrity&#8217;s values and goals,” said Ed Morrissey, Partner, and Chief Creative Officer of Integrity. “Ariel&#8217;s dedication to her craft stood out, making her an exceptional fit for our team.”
Over the years, Ariel has supported multiple teams as a front-end developer, performance strategist, development manager, and coordinator.
&#8220;I&#8217;m excited to join Integrity because of the large and experienced development team,&#8221; Sehr said. &#8220;The web development landscape is wide and always changing, and the team at Integrity has deep and varied expertise. I&#8217;m excited to have the opportunity to learn and grow from them!&#8221;
Ariel is also a dog mom to an adorable terrier mix named Rosie. She enjoys sewing and knitting, so much so that she’s making her own dress from scratch for her wedding in the fall.&nbsp;
Welcome to the best team in the galaxy, Ariel! We can’t wait to create awesome stuff with you to infinity and beyond.&nbsp;
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Integrity Hires New Front-End Developer

The companies you interact with daily have used AI for a while; you probably just didn’t think about it. AI helps companies analyze data to see developing trends, predict customer behavior, and optimize operations. They also use it to automate repetitive or time-consuming tasks, like customer service or quality control.
<a href="https://www.linkedin.com/pulse/applied-ai-what-really-means-practice-m-nazri-muhd/?trk=articles_directory" target="_blank" rel="noopener">What is Applied AI?</a>
Think of Applied AI as a computer version of the human brain. We use our noggins to process a decent amount of information, learn from our experiences, and make decisions based on that knowledge. AI is the same—it&#8217;s basically a bunch of algorithms and code that process vast amounts of data, learn from it, and make decisions based on that knowledge.
And just like humans have different types of intelligence &#8211; like visual, verbal, or emotional intelligence &#8211; <a href="http://www.integrityxd.com/blog/understanding-the-future-of-ai-tooling" target="_blank" rel="noopener">AI can also be specialized</a>. For example, some AI is really good at recognizing patterns in images, while others are better at understanding human language. And just like people, AI can continue to learn and improve over time.
Here are examples of major companies currently<a href="http://www.integrityxd.com/blog/user-first-ai-second-prioritizing-user-experience-in-ai-integration" target="_blank" rel="noopener"> using Ai to improve user experience.&nbsp;</a>
Netflix
Ever wonder why Netflix asks you to set up a profile? Or why your kid gets recommendations for CoComelon while you get Love is Blind? <a href="https://help.netflix.com/en/node/100639" target="_blank" rel="noopener">It’s because Netflix uses AI algorithms to provide personalized recommendations to its users. </a>The platform analyzes a user&#8217;s viewing history, search queries, and ratings to suggest content the user will like—thus keeping them coming back to their platform.&nbsp;
Spotify
<a href="https://newsroom.spotify.com/2023-02-22/spotify-debuts-a-new-ai-dj-right-in-your-pocket/" target="_blank" rel="noopener">Spotify uses AI in the same way as Netflix but for music. </a>The platform analyzes a user&#8217;s listening history and behavior to create personalized playlists. The user benefits from discovering new artists and songs while causally looking hip to their friends.&nbsp;
Amazon and Google
<a href="https://analyticsindiamag.com/ai-will-bring-alexa-back-from-the-dead/" target="_blank" rel="noopener">When you ask Alexa what the weather will be for the day, you are talking to Amazon’s AI-powered voice assistant. </a>Applied AI not only helps you get out the door with the proper attire but can also help you find the best route to work – if you’re like many of us and check in with Google Maps to see traffic flows.&nbsp;
Sephora
Hate when you get that weird make-up/skin tone mismatch? <a href="https://www.sephora.my/pages/virtual-artist" target="_blank" rel="noopener">Sephora uses AI-powered technology to make sure that doesn’t happen.</a> The platform uses facial recognition technology to analyze a user&#8217;s skin tone and provide personalized makeup recommendations.&nbsp;
Fitbit
Taking an extra lap to hit 10,000? Fitbit does more than just track steps. <a href="https://www.fiercehealthcare.com/health-tech/google-fitbit-launch-new-analytics-tools-help-hospitals-use-wearables-data" target="_blank" rel="noopener">It also uses AI-powered algorithms to provide those personalized health recommendations.</a> Analyzing your data, from your physical activity to your sleep patterns and heart rate, Fitbit is monitoring your progress with AI, nudging you in the direction of better overall health and wellness.
Grammarly
Perseverating over whether or not you should use a semicolon? <a href="https://app.grammarly.com/" target="_blank" rel="noopener">The AI-powered writing assistant, Grammarly, has got your back.</a> The platform uses natural language processing to analyze text and provide grammar, punctuation, and word choice suggestions, making you look like a walking AP Style Guide.&nbsp;
<a href="https://www.integrityxd.com/service/applied-ai" target="_blank" rel="noopener">Wondering what tool is best for your business? Or maybe, how to build an ai tool for your business? </a>We are here to help. <a href="https://www.integrityxd.com/service/strategy-consulting" target="_blank" rel="noopener">From consulting</a> to <a href="https://www.integrityxd.com/service/web-development" target="_blank" rel="noopener">developing innovative technology solutions</a>, we support our clients across a broad range of markets –<a href="https://www.integrityxd.com/industry/enterprise" target="_blank" rel="noopener"> from enterprise clients</a> to <a href="https://www.integrityxd.com/healthcare-marketing-web-design" target="_blank" rel="noopener">major healthcare systems </a>– on how to build or leverage cutting-edge technology for their business.
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You’re already interacting with applied AI; you just might not realize it.

A recent report from Goldman Sachs <a href="https://www.cnbc.com/2023/03/28/ai-automation-could-impact-300-million-jobs-heres-which-ones.html" id="">predicting that 300 million jobs worldwide would be degraded or lost due to artificial intelligence</a> has been making headlines—and this time around—it is white-collar workers that are worried.
Historically, workers without a college degree have been hit hardest when technological advancements are applied to industry. But in the 21st Century, it is the manual laborers that can rest easy about their job security, but the contract lawyers and administrators may have cause for concern.&nbsp;
The reality is that this new chapter in technological advancement will be on par with the creation of the personal computer, if not significantly greater-–in the market disruptions it will cause—it is estimated that two in three jobs will be exposed to some sort of significant development due to generative AI.&nbsp;
<a href="https://www.integrityxd.com/service/applied-ai">What is generative AI?</a>
<a href="https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-generative-ai" id="">According to McKinsey</a>, “Generative artificial intelligence (AI) describes algorithms (such as ChatGPT) that can be used to create new content, including audio, code, images, text, simulations, and videos. Recent breakthroughs in the field have the potential to drastically change the way we approach content creation.”
Goldman is also predicting that generative AI could raise GDP by 7%—-driving this prediction is the speculated increase in productivity related to leveraging AI. If you can figure out how to harness AI, you stand to make a lot of money.&nbsp;
In this new world, there will be winners and losers—-and nobody wants to be a loser. The horizon poses serious questions about <a href="https://www.integrityxd.com/service/applied-ai" id="">where you should apply your human and financial capital in order to come out as a winner</a>.&nbsp;
How to Become a Winner
First of all, be great at what you do, <a href="http://www.integrityxd.com/blog/understanding-the-future-of-ai-tooling" id="">and then look for ways to have AI be your assistant.&nbsp;</a>
For example, if an AI could take your job as a writer, then you probably aren’t a very good writer. For now, AI writing kind of sucks, but AI chatbots are awesome at research. This means you can leverage AI to help you move through the research stage faster to put out an excellent quality piece more quickly.&nbsp;&nbsp;
If you can become someone who can get 2/3 of the rote work done using a generative AI or LLM, you’ll be able to work faster and more efficiently and thus become a more valuable team member.&nbsp;
<a href="http://www.integrityxd.com/blog/user-first-ai-second-prioritizing-user-experience-in-ai-integration" id="">If you really know your field, stay on top of and understand what is happening with the developments in AI, you’ll be able to use it and apply it in your work.</a> Play with generative AI every day and see how it can help. Pairing AI with your <a href="https://www.integrityxd.com/service/web-development" id="">web development solutions</a>, and your <a href="https://www.integrityxd.com/service/digital-marketing" id="">digital marketing strategy</a> for your <a href="https://www.integrityxd.com/industry/enterprise" id="">business consulting needs can take your enterprise</a> to the next level.<a href="https://www.integrityxd.com/contact" id="">&nbsp;</a>
<a href="https://www.integrityxd.com/contact" id="">Need guidance on how to navigate the future with generative AI? We are also happy to help.&nbsp;</a>



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Image of a person searching the job want ads in a newspaper.

Is AI Going to Take Your Job?

Every day more AI tools are hitting the market that can help businesses improve their operations, customer experiences, and decision-making capabilities. <a href="https://www.integrityxd.com/service/applied-ai">Understanding how these tools work and are used will help your company drive profit in the next ten years.&nbsp;</a>
Here are the categories of tools to be on the lookout for.&nbsp;
Chatbots and Virtual Assistants&nbsp;
<a href="http://www.integrityxd.com/blog/user-first-ai-second-prioritizing-user-experience-in-ai-integration" id="">These AI-powered tools can help businesses provide 24/7 customer service and support, handle repetitive inquiries, and reduce response times.</a>
<a href="https://www.wsj.com/articles/wendys-google-train-next-generation-order-taker-an-ai-chatbot-968ff865" id="">For example, Wendy&#8217;s is set to introduce an artificial intelligence chatbot in its drive-through service to enhance the ordering process and minimize long wait times. </a>Powered by Google&#8217;s natural-language software, the chatbot is trained to understand various customer ordering preferences. Wendy&#8217;s aims to make the conversational experience seamless, with customers unaware that they are interacting with an AI. The company has collaborated with Google since 2021, utilizing data analytics, machine learning, and cloud tools. The generative AI application developed for Wendy&#8217;s incorporates its own unique terms and phrases, ensuring accurate and customized interactions. The deployment of the chatbot is not intended to replace workers but rather assist them with manual tasks. The global generative AI market is projected to grow significantly, reaching $42.6 billion by the end of 2023 and $98.1 billion by 2026.
Machine Learning Platforms
These platforms can help businesses create custom machine-learning models that can be used for various applications, such as predictive maintenance, fraud detection, and customer segmentation.
<a href="https://research.netflix.com/research-area/machine-learning" id="">An example we are all familiar with is Netflix. The company leverages machine learning algorithms to personalize content recommendations for its users. </a>By analyzing viewing patterns and user feedback, Netflix&#8217;s recommendation engine suggests relevant movies and TV shows to its subscribers, enhancing the user experience and increasing engagement.
Natural Language Processing (NLP) Tools
These tools can help businesses analyze and understand customer feedback, social media posts, and other unstructured data sources.
<a href="https://www.grammarly.com/blog/engineering/grammarly-nlp-building-future-communication/" id="">Grammarly is a great example of a company built around NLP tools. T</a>he online writing assistant utilizes NLP algorithms to enhance the accuracy and quality of written content. It provides real-time suggestions for grammar, spelling, punctuation, style, and tone, helping users improve their writing skills. Grammarly&#8217;s NLP technology analyzes text inputs and applies advanced language rules and models to provide contextually relevant feedback.
Grammarly&#8217;s NLP tools go beyond simple spell-checking and grammar correction. They can detect writing clarity, identify repetitive words or phrases, and offer vocabulary enhancements to make writing more concise and effective. The NLP algorithms also adapt to user preferences and writing styles, providing personalized suggestions based on individual writing habits.
‍Robotic Process Automation (RPA) Tools
These tools can help businesses automate routine tasks such as data entry, customer onboarding, and order processing.
<a href="https://www.ey.com/en_us/alliances/pegasystems?WT.mc_id=10818210&#038;AA.tsrc=paidsearch&#038;gad=1&#038;gclid=Cj0KCQjwsIejBhDOARIsANYqkD3yPImp6JDlCkg8xDlydyJCmAsf6k3QnPkHbB1kgY7iXd6rFPYIPq4aAkbkEALw_wcB" id="">Ernst &amp; Young (EY), the global professional services firm, has implemented RPA technology to automate various business processes and improve operational efficiency.</a>
They use RPA tools to streamline tasks such as data entry, data validation, and data reconciliation, which were previously performed manually by employees. By automating these repetitive and time-consuming tasks, the company has been able to free up its workforce to focus on more strategic and value-added activities.
Predictive Analytics Tools
Predictive analytics tools can help businesses make data-driven decisions by analyzing historical data and predicting future outcomes.
<a href="https://customers.microsoft.com/en-us/story/1402016901008352804-procter-and-gamble-consumer-goods-azure" id="">Procter &amp; Gamble (P&amp;G) employs predictive analytics for demand forecasting, supply chain optimization, and new product development. </a>By analyzing data on sales, customer behavior, and market trends, P&amp;G can make accurate predictions about product demand and optimize its production and distribution processes.
Computer Vision Tools
These tools can help businesses automate tasks that require visual recognition, such as quality control, product inspection, and facial recognition.
<a href="https://electrek.co/guides/tesla-vision/" id="">Tesla is a prime example of a company utilizing computer vision technology in its Autopilot system. </a>Through a combination of cameras, sensors, and advanced image processing algorithms, Tesla&#8217;s vehicles can detect and interpret their surroundings, including road markings, traffic signs, vehicles, pedestrians, and other objects. This computer vision system helps enable features such as lane-keeping, adaptive cruise control, and automatic emergency braking, enhancing the overall safety and autonomous driving capabilities of Tesla cars.
Speech Recognition Tools
These tools can help businesses transcribe audio recordings, provide real-time translations, and create voice-enabled applications.
<a href="https://developer.amazon.com/en-US/alexa/alexa-skills-kit/asr" id="">The one most of us are familiar with is Amazon’s Alexa. Amazon has invested significant resources in developing and refining its speech recognition technology to enhance Alexa&#8217;s accuracy, responsiveness, and ability to comprehend various accents and languages.</a> The goal is to create a seamless and intuitive user experience by enabling hands-free interaction with devices and facilitating voice-based control over a wide range of applications and services.
With the overwhelming amount of options available, it pays to have expert consultants who specialize in staying on top of the developments in AI. <a href="https://www.integrityxd.com/industry/enterprise" id="">If you need an enterprise-level consultant that specializes in technology</a>, <a href="https://www.integrityxd.com/service/digital-marketing" id="">digital marketing</a>, and <a href="https://www.integrityxd.com/service/web-development" id="">web development</a>, look no further. <a href="https://www.integrityxd.com/contact" id="">The team at Integrity is here to help!&nbsp;</a>
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Understanding the Future of AI Tooling

Artificial Intelligence is radically changing the way developers write code, and I’m going to demonstrate this for you.&nbsp; But before I do that, let’s establish a couple of working definitions of some important terminology.&nbsp;
I’ll go ahead and let AI speak for itself by prompting it with a question:&nbsp;
Can you define in one paragraph some working definitions of some important terminology as concerns AI and developers?&nbsp;
And the result from ChatGPT:&nbsp;
Artificial Intelligence (AI) is the ability of machines to perform tasks that typically require human-like intelligence. Machine Learning (ML) is a subfield of AI that uses statistical models to enable computers to learn from data and make predictions or decisions. Deep Learning (DL) is a subset of ML that uses neural networks to learn from data. Natural Language Processing (NLP) is a branch of AI that focuses on enabling computers to understand, interpret, and generate human language. Software Development is the process of designing, coding, testing, and maintaining software applications. Developers use programming languages and tools to create secure, reliable software that meets the needs of end-users.&nbsp;
Over the last few months, AI-generating text, images, and video in response to human prompts have exploded into the mainstream consciousness in a big way. This is what makes tools like chatGPT and Github’s Copilot possible. It can be exciting, worrying, or even scary, depending on your perspective. <a href="http://www.integrityxd.com/blog/user-first-ai-second-prioritizing-user-experience-in-ai-integration" id="">But regardless of how we feel about it, one thing that’s getting hard to argue about is the productivity boosts that come with using it.&nbsp;</a>
<a href="https://www.integrityxd.com/industry/applied-ai" id="">Using AI this way &#8211; or applied AI &#8211; is how we take tools like this and use them to solve real-world problems, allowing them to perform real tasks</a>. I like to compare this to an age before my time &#8211; the advent of the calculator. I’m sure that there may have been people excited to talk about this new thing called a ‘calculator’ and dream of the possibilities for what it can achieve. But then there came a time when calculators were actually being used to solve problems in the classroom.<a href="http://www.integrityxd.com/blog/user-first-ai-second-prioritizing-user-experience-in-ai-integration" id=""> This is the difference between AI and applied AI.&nbsp;</a>
I’d like to describe some parts of my normal day as a <a href="https://www.integrityxd.com/industry/applied-ai" id="">web developer using AI here at Integrity</a>. All the developers have GitHub Copilot set up in our code editors. I use Visual Studio Code, for which GitHub released a plugin. I also have the ChatGPT website open in my browser. These are both Large Language Model text AI, but I’m using them in different ways.&nbsp;
Let’s talk about <a href="https://github.com/features/copilot" id="">Github Copilot first. Inside my code editor, Copilot is passively reacting to every keystroke I make</a>. If I begin to iterate a collection, Copilot will look at the context of the block of code I’m in and try to ‘predict’ what it is I’m trying to do in that iteration.&nbsp;
const fruits = [{&nbsp;
name: &#8216;apple&#8217;,&nbsp;
color: &#8216;red&#8217;,&nbsp;
}, {&nbsp;
name: &#8216;banana&#8217;,&nbsp;
color: &#8216;yellow&#8217;,&nbsp;
}, {&nbsp;
name: &#8216;orange&#8217;,&nbsp;
color: &#8216;orange&#8217;,&nbsp;
}]&nbsp;
function getFruitColors() {&nbsp;
return&nbsp;
}&nbsp;
Let’s say I write the above code and after typing return I press the spacebar and wait for about 1 second. Copilot suggests some completion for me.&nbsp;
const fruits = [{&nbsp;
name: &#8216;apple&#8217;,&nbsp;
color: &#8216;red&#8217;,&nbsp;
}, {&nbsp;
name: &#8216;banana&#8217;,&nbsp;
color: &#8216;yellow&#8217;,&nbsp;
}, {&nbsp;
name: &#8216;orange&#8217;,&nbsp;
color: &#8216;orange&#8217;,&nbsp;
}]&nbsp;
function getFruitColors() {&nbsp;
return fruits.map(fruit =&gt; fruit.color)&nbsp;
}&nbsp;
That’s nice. It’s kinda trivial but saves me a few seconds. There’s more we can do, too. Instead of writing most of the method, we can describe with code comments the kind of thing we want to be created &#8211; an entire method maybe. Let’s try this ridiculous prompt:&nbsp;
// Create a method that multiplies the fruits together and creates new fruits that have never existed before // The new fruits should have a name that is the combination of the two fruits&nbsp;
// The new fruits should have a color that is the combination of the two fruits&nbsp;
function&nbsp;
Again, I’ll just type function and then press space and wait a couple of seconds. Sure enough, Copilot is trying its darnedest!&nbsp;&nbsp;
// Create a method that multiplies the fruits together and creates new fruits that have never existed before // The new fruits should have a name that is the combination of the two fruits&nbsp;
// The new fruits should have a color that is the combination of the two fruits&nbsp;function 
multiplyFruits() {&nbsp;
const newFruits = []&nbsp;
for (let i = 0; i &lt; fruits.length; i++) {
for (let j = 0; j &lt; fruits.length; j++) {&nbsp;
if (i !== j) {&nbsp;
const newFruit = {&nbsp;
name: fruits[i].name + fruits[j].name,&nbsp;
color: fruits[i].color + fruits[j].color,&nbsp;
}&nbsp;
newFruits.push(newFruit)&nbsp;
}&nbsp;
}&nbsp;
}&nbsp;
return newFruits&nbsp;
}&nbsp;
Not bad! Still kinda a trivial, but actually saves me some typing time. ��. &nbsp;And here is where the challenge comes with using AI in this way.&nbsp;
Even though it’s doing pretty rote work, it’s also slowly making choices I usually make on my own. It decided to name a variable newFruits, but maybe that doesn’t make sense for this file’s context. The function name is multiplyFruits, not creatingFruits, and maybe I already had another function in this file called createNewFruit. And now that we mention it, isn’t multipleFruits kind of a weird function name for a method that also ‘creates’ ? 
This kind of violates the single responsibility principle by both multiplying and creating new ones. The better answer would probably have been for Copilot to say, “Well, you should be using two distinct methods for doing this &#8211; a creation method and a multiplication method.” That’s kind of beyond what Copilot is capable of at the moment &#8211; and one of the big reasons that human direction is still crucial!&nbsp;
That choice could cause a bit of confusion for me, even though the code is technically correct/doing what it’s supposed to &#8211; and may have made the codebase more difficult to maintain because of it. And that confusion may never have been caused by myself had I named the variables without AI.&nbsp;
You could also argue that perhaps I shot myself in the foot by the way I prompted Copilot in the code comments. I did repeat ‘new fruits’ twice &#8211; so it is just doing what it’s told, in a sense. I also asked it to make an SRP-breaking method that is doing more than it should, so again, it is just following orders.&nbsp;
There’s also more that can be done using these code comment blocks &#8211; I could have declared arguments, and named them a certain way and by a certain type. I could have declared possible thrown exceptions and a return type. And during the generation process, copilot would factor that into what it predicted for me.&nbsp;
Overall, I think there are productivity gains and some potential losses to be had small ones, but I’d say when you add them up, it starts making a significant net positive difference. That’s been my experience so far.&nbsp;
Let’s talk about how ChatGPT factors into this workflow. I will go to chatGPT for questions about context. Most commonly, I am doing this when debugging challenging code situations. I had an issue with some PHP code (of which I don’t have much experience) not printing some logging output to standard out. So, I went to ChatGPT and asked:&nbsp;
What would cause a php object to stop execution without throwing an exception? And ChatGPT gave me some helpful starting points:&nbsp;
There are several reasons why a PHP object might stop executing without throwing an exception. Here are some common causes:
Fatal errors: If a PHP object encounters a fatal error such as a syntax error, out of memory error, or an undefined function or variable, it will stop executing immediately without throwing an exception.&nbsp;
Infinite loops: If a PHP object gets stuck in an infinite loop, it will continue to execute indefinitely, effectively halting any further execution in the script without throwing an exception.&nbsp;
Timing out: If a PHP object is performing a task that takes too long to complete, the server may time out and stop the script execution without throwing an exception.&nbsp;
External factors: Sometimes, external factors such as network issues, server downtime, or hardware failures can cause a PHP object to stop executing without throwing an exception.&nbsp;
To diagnose the issue, you can check for error logs, review the code for any infinite loops, make sure the script isn&#8217;t timing out due to lengthy processing, and ensure that there are no external factors that might be causing the issue. Additionally, you can use debugging tools to step through the code and identify where the script is stopping.&nbsp;
I can also give ChatGPT specific example code and ask it questions about why the code may or may not be behaving a certain way. In this example, I ask:&nbsp;
Consider this PHP code and tell me what kinds of things could cause $someTestVar to be unreachable&nbsp;
function get_product_segment(): Collection&nbsp;
{&nbsp;
$connection = connection();&nbsp;
$authentication = get_authentication();&nbsp;
$productsController = new ProductsController($connection, $authentication);&nbsp;
$productSegment = $productsController-&gt;index();&nbsp;
$productSegmentToQueue = new Collection();&nbsp;
foreach ($productSegment as $product) {&nbsp;
if ($product-&gt;CFI_CustomerTier &lt;= $admin_customer_tier) {&nbsp;
$productSegmentToQueue-&gt;add($product);&nbsp;
$someTestVar = &#8216;Product with SKU &#8216; . $product-&gt;ProductSKU . &#8216; added to collection: &#8216; . $product-&gt;CFI_productName Loggingwrite_log($someTestVar);&nbsp;
}&nbsp;
}&nbsp;
}&nbsp;
And ChatGPT gives me some clues as a response &#8211; even referencing specific other variables in that method to take a second look at:&nbsp;
In the given code, $someTestVar will only be defined and reachable if the if-statement inside the foreach loop is evaluated as true. If the condition is never met, then
$someTestVar will not be defined and therefore unreachable outside of the if-statement block.&nbsp;
Additionally, $someTestVar might also be unreachable if an exception is thrown inside the foreach loop before it is defined or if the loop never executes because the $productSegment array is empty or null.&nbsp;
It is worth noting that $someTestVar is only defined within the local scope of the foreach loop, so it will not be accessible outside of the loop block even if it is defined.&nbsp;
For someone new to a language, some of ChatGPT’s responses have been quite helpful. Not only that, they haven’t been merely an end in-and-of-themselves but more of a guide to other/additional primary sources of knowledge. For example, even though ChatGPT may mention using the explode function in PHP and that may be a solution, I will still use reliable old Google to reference the PHP documentation on that native method and understand in detail it’s&nbsp;inputs/outputs and usage. The difference ChatGPT is making in these cases is getting me through my searching to the decision phase faster.&nbsp;
For me, using ChatGPT and Github copilot for the last couple months learning a new programming language I would estimate that there’s about a 20% efficiency gain. Even without the new language, though, I think the gain would still significant enough that I have no qualms about regularly including these tools in my daily work.
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