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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Why Am I Not Seeing My Search Ad?

Written by Matt Weaver on in Inbound Marketing

As an employee of a digital marketing agency that’s responsible for running many digital marketing campaigns, I get this question a lot. Unlike traditional media, like a TV spot or a gigantic billboard, your paid search ads are not designed to always be front and center. In the simplest form, your ad should answer a […]

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Data Interpretation

Poor Data Interpretation Can Result In Bad Business Decisions

Written by Karl Heberger on in Inbound Marketing

Don’t let the numerous articles written about “big data” fool you, data is not exciting. In its raw form, data is quite boring. In fact, if data were a movie, it would be “Ishtar.” Data by itself is confusing and lacks a compelling narrative. Data is only useful when it tells a story and provides […]

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Using Strategy To Define Tactics

Written by Karl Heberger on in Digital Advertising

The terms “strategy” and “strategic” are thrown around quite a bit in today’s business culture. In the realm of marketing, and more specifically digital marketing, it’s practically a meme. Every now and then I hear someone use one of these terms correctly. Usually though, the more someone uses the word “strategy” in a conversation, the […]

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Don’t Fall For SPAM Promising SEO Improvement

Written by Karl Heberger on in Inbound Marketing

People use search engines a lot. According to Google there are more than 2.3 million searches performed on their search engine every minute. Surprisingly, not all of these searches are performed by people who are trying to prove their friend wrong to win a bet. In some cases these searches are performed by consumers looking […]

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Is Search Engine Optimization Still A Thing?

Written by Karl Heberger on in Inbound Marketing

Back on May 24th I sat at my desk and watched a live stream of the Google Performance Summit keynote presentation. The annual event provides a glimpse into changes the search giant will be rolling out for advertisers. I know what you’re thinking and you’re right, I am living the dream. This year Google announced changes […]

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Why “Interactive” Became “Digital”

Written by Karl Heberger on in Digital Advertising

Remember when the guy who walked into the meeting with his laptop in hand and wearing jeans was referred to as the “interactive specialist?” Or maybe the “interactive guru?” Yuck, I’m glad both of those words have left the lexicon. The word “guru” we can all agree is just dumb, but why did “interactive” become […]

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The Future Of Digital Marketing – CX, Content, And Data

Written by Karl Heberger on in Digital Advertising

In January’s Digital Trends report from Econsultancy, the question “What’s the most exciting digital marketing opportunity in 2016?” was posed to over 7,000 marketing professionals. The top three answers were “optimizing the customer experience (CX),” “creating compelling content for digital experiences” and “data-driven marketing that focuses on the individual.” When asked to identify their strategic […]

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Developing A New Website? Stop Right Now!

Written by Karl Heberger on in Web Design & Development

If your company is currently going through the torturous exercise of developing a new website, this message may be too late. If you haven’t traveled too far down the road of developing a new site yet you should read this article. But don’t just read it, commit it to memory, post a copy of it […]

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Award Winning Sites Start With A Solid Navigation And Content Strategy

Written by Jim Dennis on in Web Design & Development

Last week two of our websites won their categories in the Rochester Business Journal’s ‘Best of The Web Awards’ event. Our agency strongly believes that it’s ultimately our clients success that counts and not for the agency to take any credit, but I gotta tell ya – it still feels good! Rochester Museum & Science […]

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