Insights from a digital marketing agency: Red Cow Media

We should never underestimate the power of interviews. When done right, interviews – as client testimonials – provide a goldmine of insights that businesses can leverage to sharpen their marketing strategy.

In the fast-moving world of digital marketing, where social platforms update, algorithms shift daily and consumer behaviour evolves, having fresh insights is vital. Social media, mobile marketing, and search engine optimisation (SEO), are just some of the aspects to have in mind to keep up. That’s where Red Cow Media, a Manchester-based digital marketing agency, comes in.

Six years ago we sat down with their Managing Director, Kelly White, to capture her thinking on what was working then. Reflecting now, we can see how much has changed, and how much the core remains the same.

Using that interview as a starting point, this blog goes beyond the obvious and turns the key takeaways into actionable strategies your business can use today. We’ll explore how interviews deliver value, and how the insights from Red Cow apply not just then, but now in the era of short-form video, AI-assisted marketing and mobile-first behaviours.

Behind the Scenes with Red Cow Media

From concept to final cut, our team at Impress Video joined forces with Red Cow Media to document their creative process, capturing how bold ideas evolve into full-scale digital campaigns. We worked closely with their team from the earliest brainstorming sessions to the final edit, shaping a story that reflects both their analytical precision and creative drive. The interview we filmed with Kelly White, their Managing Director, offered a fascinating glimpse into the mindset behind one of Manchester’s most forward-thinking digital marketing agencies.

Looking back now, those 2019-era reflections still carry weight, many of Kelly’s insights feel timeless, grounded in strategic thinking that transcends trends. But they also reveal just how rapidly the digital landscape has transformed: short-form video has taken over feeds, AI tools are reshaping ad targeting, and audience expectations are higher than ever. Yet through all that change, the essence of what we captured – collaboration, curiosity, and clarity of vision – still defines successful campaigns today. That’s the beauty of an interview like this: it becomes a time capsule of expertise that keeps proving relevant as the industry evolves.

Key Changes in the Industry

Mobile-targeted marketing

Back in 2019, Kelly highlighted the move toward mobile-targeted marketing as the biggest shift: “Smartphones and tablets aren’t optional any more, they’re the primary access point”. And she was absolutely right. Fast forward to 2025, and mobile ad spend alone is projected to reach over $533 billion, roughly 72.8% of total digital ad spend.

What has changed since that interview? Two things: the speed of shift, and the layered complexity. Not just mobile now, mobile + video + AI + short-form content all rolled together. Yet the core remains: if you’re not mobile-optimised, you’re missing out.

Maximising Online Presence

Even six years ago, Kelly advised brands to use video in their paid advertising because “it connects more than static images”. That advice still holds true. Today, video dominates digital marketing: one analysis shows 69% of marketers intend to invest in video content creation.

What has evolved is the format: short-form videos for social, interactive elements, mobile-first design, and adaptive content across platforms. Kelly’s call for up-to-date websites and user-testing remains vital, in fact, it’s more critical given how fast user expectations evolve.

Social Media Usage

Kelly noted that paid social (Facebook, Instagram) was becoming central. That has only grown. But now there are new players: TikTok, short-form formats, AR filters, livestreaming. The strategy has broadened.

Her point on cost-per-click value held firm, businesses who monitor and test still gain. But now you also need to factor in attention-span, platform behaviour and cross-channel synergy more than ever.

Best Practices for Clients

Kelly emphasised keeping websites current, using real videos and ensuring the user journey is smooth. Today, those are the baseline. What additional practices have surfaced: prioritising mobile page speed, using AI/ML for personalisation, building short-form ‘snackable’ content alongside longer pieces. But the foundation she set remains: if your entry point fails, the rest collapses.

Choosing the Right Agency

Kelly’s advice six years ago still rings true: find an agency that asks questions before selling tactics, shows ideas not reuse, and focuses on ROI. What has changed is the agency’s toolkit: they now must integrate data science, AI, cross-channel analytics, and storytelling. So when you choose a partner, the questions you ask must have evolved too.

Why interviews deliver strong insights

At Impress Video we believe that interviews (like the one with Kelly) are valuable because they offer:

  • Real voices explaining what works and what doesn’t, not just surface advice.
  • Qualitative perspective, as numbers only tell what happened, interviews help explain why.
  • It’s content you can repurpose from full video, to blog posts, sound-bites, social clips.
  • It gives credibility: partnering with experts shows your network and your seriousness.

Even though the interview was six years ago, it still holds value, because many fundamental truths in digital marketing don’t change: audience behaviour, mobile access, value of video. What evolves is how you execute, the platforms, the speed.

Using these insights for your brand

So, what can we actually take from this interview, and apply today? The digital world has evolved fast (hello, AI tools, TikTok ads, and micro-influencers), but the fundamentals that Kelly shared back then still hold up. Strategy before trend. Story before sell. Connection before conversion.

That’s what makes interviews like this so powerful: they age well. They remind us that while tools and platforms change, understanding your audience and crafting meaningful content never go out of style. Whether you’re building a brand, running ads, or planning your next campaign, these lessons still hit home, you just have to adapt them to today’s landscape.

Here’s how you can start applying these insights to your brand right now:

  • Audit your mobile experience. If you’re hearing “our traffic looks fine” but nothing converts, check mobile first. With over 60% of internet use now mobile.
  • Use video in your paid strategy, but think short, mobile-ready, platform specific. Kelly’s advice from the older interview still applies, just updated formats.
  • Select partners and agencies who show strategy + signals of adaptation, not just “we do Facebook ads.”
  • Film your own interviews with clients / experts. These become insight engines, content sources, trust-builders.
  • Keep testing. What worked in 2019 likely needs refresh today. Shorter intros, tighter scripts, mobile-optimised creative.

Conclusion

Yes, it’s true, this interview took place six years ago. A lot has changed since then. Platforms have shifted, attention spans have shortened, and technologies like AI and short-form video have entered the mix. But here’s the truth we’ve found at Impress Video: the core of marketing stays the same.

Understanding your audience. Connecting with them. Using media (video, mobile, interviews) to tell a story. The digital marketing insights you gain from expert voices like Kelly’s are evergreen, you just need to apply them in today’s format, platforms, pace.

If you’d like help filming an interview, crafting high-impact video content, or producing insight-driven marketing assets that evolve with the times, let’s chat. At Impress Video, we know how to capture interviews that not only inform but inspire, and then turn them into brand-building tools for today and tomorrow.

– Interview by Gurmit Samra