Proceed with Caution: Self-serve Advertising Platforms

Written by Karl Heberger on in Digital Advertising

In recent years, the largest digital advertising companies have made a push to attract more small businesses. If you’re a business owner, you’ve probably received postcards in the mail with a twenty-five-dollar credit for Google advertising or been advised to “boost” your Facebook post to maximize performance. The adtech giants have made advertising on their […]

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Marketing Intelligence is More Than a Dashboard

Written by Jeff Commaroto on in

Extracting, Transforming and Activating Data Takes Skill Modern marketing campaigns produce vast amounts of data. This data is valuable only after it is transformed into actionable insight. For years marketers and business leaders have chased promises that software could replace the time and labor needed to produce these insights. Despite their availability and adoption professionals […]

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Digital Advertising Duopoly

Google and Facebook – The Digital Advertising Duopoly

Written by Karl Heberger on in

If you have used digital advertising to promote a product or service lately, chances are you handed money over to either Google, Facebook, or both. These two companies, Google (owned by parent company Alphabet) and Facebook, have been dominating the digital marketing universe for a few years now. Last year US advertisers spent $35B with […]

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Good Marketing Requires Risk Taking

Written by Karl Heberger on in Digital Advertising

We live in a world that is overcrowded and frankly cluttered with advertising and marketing messages. Yankelovich, a market research firm, has estimated that a person living in a modern city in the US is exposed to over 5,000 advertising messages per day. A few of those exposures take place during the rare occurrence that […]

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It’s Time to Take Responsibility for Your Privacy

Written by Jeff Commaroto on in

I have seen first-hand the vast benefits of data targeting and ad tracking. Time and money saved, relevant ads delivered to the right audiences, client goals achieved. It is also undeniable, especially in light of accusations surrounding Cambridge Analytica, that mass collection and harvesting of consumer data poses major risks that we are only beginning […]

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Your Click Through Rate Doesn’t Matter

Written by Karl Heberger on in Digital Advertising

Since its inception, digital advertising has been graded and evaluated by a metric known as click-through rate (CTR). This metric is calculated by the number of times your ad is clicked divided by the number of times your ad is seen. Depending on the type of advertising you’re running online, CTRs can range anywhere from […]

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Bold Predictions for 2018

Written by Karl Heberger on in Digital Advertising

It’s that time of year. The time when columnists decide they should predict the future. They write a list of things that will happen in the next year with very little evidence or rationale. In the title of the column they use phrases like “bold predictions” or “trends to watch” in order to hedge their […]

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Why Your Marketing Data Is Worthless

Written by Matt Weaver on in Inbound Marketing

The other day I was perusing Facebook and saw an ad for the Nanit baby monitor. This was intriguing because I have been searching for new baby monitors to spy on my infant son while he sleeps. This one is billed as the “Tesla of Baby Monitors”. Now they have my attention. Their website is nice, […]

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Digital Marketing’s Dirty Little Secret

Written by Karl Heberger on in Inbound Marketing

I am a digital marketer. I have been certified by Google for both their AdWords and their Analytics products. Not only do I do digital marketing, I love it! I don’t just drink the Kool-Aid, I make it at home and bring extra just in case. That’s why it pains me to stare directly into the […]

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Everyone Is Not Your Customer

Written by Karl Heberger on in Digital Advertising

Seth Godin, the best-selling author, marketer, entrepreneur, and public speaker has a quote that I love: “The key to failure is trying to please everyone.” As a marketer, I’m constantly annoying my clients with questions about their ideal customer. Sometimes I get a well thought out and researched response. Other times I get a vague […]

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