Opinions expressed by Digital Journal contributors are their own.
Last year was incredible for digital advertising in the United States. The digital ad spending went well over the $200 billion mark in 2021, after an unprecedented 38.3% increase since 2020, according to data from eMarketer. Projections for 2022 see the rise slow down but remain in the double digits with 13.6%, for an estimated digital ad spending that’s just shy of $240 billion.
As a prominent figure in the digital advertising management space and the entrepreneur who started several companies that help people spend their digital ad bucks wisely, Chase Chappell has had a front-row seat for the show.
“There was a lot of explosive growth when businesses realized they needed to go digital because everyone was suddenly spending way more time at home,” says Chase. “Many businesses realized they have a new audience they weren’t tapping into yet. So, they went after it, hard.”
With businesses going all in on digital advertising, Chase Chappell started seeing digital marketing companies popping up left and right. The space was already competitive, and the crowding meant there was even less room for maneuvering – but that didn’t stop Chase.
With Sirge.io, his software platform for Facebook ad attribution and tracking, Chase has the benefit of having a solid starting proposition. He founded it intending to make life easier for the eCommerce companies suffering in the aftermath of the iOS 14.5 update, which significantly hobbled Facebook and TikTok tracking. The problem was there, he offered a solution, and the market judged it a good one. “We became a six-figure company practically overnight,” he explains. “We’ve completed our series seed and had a $25 million valuation.”
In the immediate response to the increased competition, Chase Chappell and Sirge.io turned to look for ways to offer more value to the existing user base. Thanks to the different ways he was involved with digital marketing – he runs a marketing agency and is the creator and instructor of Facebook and TikTok Ads Expert Mastery Class – Chase was able to devise a multipronged approach to demonstrate to Sirge.io users that he knows what they need and that the platform is ready to deliver.
“We created the whole platform to look and feel seamless to the users, typically marketers,” Chase explains. “We might offer the same integrations as our competitors, for example, but we designed our analytic dashboards to provide a similar experience our users are used to when managing their ads and offer unmatched support and coaching to our customers.” The company plans to further expand the usability of the dashboard by developing all sorts of tools to go with it, including CRM and reporting tools.
Besides becoming the most marketer-friendly Facebook and TikTok ad attribution platform out there, Chase also plans to make it the platform with the best onboarding process. That’s where he can draw upon his experience as an instructor and incorporate training in the onboarding process that will help Sirge.io users to level up their knowledge and skills.
Finally, Chase Chappell knows that, since the field is prone to changes, what sets apart his platform – and all his businesses – from the competitors is their ability to adapt to new circumstances. “The businesses that fail are the ones that can’t adjust quickly enough,” Chase says. “Adaptability is one of ultimate core values his organization and teams live by.”
