How marketing has evolved in commerce + more Huntsville business news

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Good marketing almost always translates to good business, but in today’s media age, what exactly are the most effective marketing methods?

In addition to our local Huntsville business spotlight and local real estate report, this month’s business spotlight includes an expert’s look at how marketing has evolved as a business need and how it still affects profits.

A look at the state of marketing in business today

The core of most business success is effective marketing. Any business school will tell you that. Simply put, let people know you are here and why they need you. That, in a nutshell, is marketing, right?

We spoke with Dr. Erin Gillespie, Associate Professor of Marketing at the UNA Sanders College of Business & Technology, who said marketing has evolved from just promoting products to a focus on building relationships, creating experiences and engaging customers across multiple touch-points.

“Today, people don’t want to simply be marketed to—they want to be part of the process, with two-way communication between themselves and the brand.”

Dr. Erin Gillespie, Associate Professor of Marketing at the UNA Sanders College of Business & Technology

Gillespie said this is evident in the way social media, data analytics and AI have made marketing more personalized and measurable, allowing businesses to see the true impact of their efforts. This enables businesses to deliver greater value to customers and, in turn, foster stronger loyalty, she said.

With that in mind, how much should businesses budget for marketing? This can vary, obviously. But Gillespie said the rule of thumb is for businesses to allocate between 5% and 10% of overall revenue to marketing.

However, it is not that cut and dry. Marketing budgets vary depending on the type of business, the maturity of the company and the competitive nature of the market. And just because a company has a large marketing budget does not mean it will be more successful.

Gillespie said the amount of profits invested into marketing is less important than how you use those funds. Without a clear strategy, even a healthy budget can be wasted, she said.

What marketing means to today’s businesses

With so many industries under the umbrella of “marketing” these days (public relations, branding, social media, etc), does this make marketing harder or easier for businesses? Gillespie said both can be true.

The multi-faceted tool of marketing in today’s business world can feel overwhelming, Gillespie said. But she also sees it as a huge opportunity. 

“On one hand, marketing has become more complex, and with so many tools available, it can be tough for businesses to know what works best. I often see companies default to social media like Facebook or Instagram, but relying only on those can be a big mistake. The real challenge is understanding the full toolbox and finding the right mix for your business.

On the other hand, this expanded toolbox makes marketing more powerful and often more cost-effective. We can target more precisely, tailor messages, and actually measure results. The key is consistency—every touch-point should work together to tell one clear story.

Dr. Erin Gillespie, Associate Professor of Marketing at the UNA Sanders College of Business & Technology

Frazier & Deeter acquires Anglin Reichmann Armstrong

Accounting and business advisory firm Frazier & Deeter recently acquired Anglin Reichmann Armstrong, P.C., a firm with established offices in Huntsville, Pensacola and Winter Haven. This strategic move expands FD’s presence in the Southeastern U.S., while enhancing its service offerings in key industry sectors.

The acquisition significantly broadens FD’s reach across Alabama, Central Florida and the Florida Panhandle, creating a natural geographic corridor with the firm’s existing offices in Atlanta, Tampa and Nashville.

“For more than three decades, Anglin has built a strong reputation for fostering client trust, delivering technical excellence and cultivating a people-first culture, particularly in the government contracting and construction industries. Their entrepreneurial mindset integrates seamlessly with our firm’s values, and we are excited to welcome the Anglin team as we continue to broaden our footprint and serve clients.”

Seth McDaniel, Partner and CEO of Frazier & Deeter

FD will fully integrate Anglin into its broader operational infrastructure, providing immediate access to firm-wide support services including technology, finance, marketing and talent development.

Where home prices stand in the Huntsville market

The median home prices in Huntsville increased from June to July this year, while prices in Athens, Madison and Decatur saw a decrease in July.

In fact, several of Huntsville’s neighboring cities experienced a decrease in median sales prices between June and July. Here’s a look at real estate trends in the Huntsville area using July sales data:

City	Median Home Price July (% change from June)	New Listings in July (% change from June)	Homes Sold in July (% change from June)	Average Days on the Market (% change from June)
Huntsville	$322,950 (+2.5%)	374 (+3.3%)	256 (+0.8%)	102 (-2.8%)
Athens	$299,900 (-2.5%)	152 (-16%)	117 (+5.4%)	129 (+3.2%)
Madison	$388,500 (-2.9%)	193 (-16.1%)	156 (+3.3%)	133 (+2.3)
Decatur	$246,570 (-2.2%)	107 (-6.1%)	75 (-12.8%)	90 (-1.0%)

Source: Valley MLS

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