Good Marketing Requires Risk Taking

Written by Karl Heberger on

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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Your Click Through Rate Doesn’t Matter

Written by Karl Heberger on

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

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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Everyone Is Not Your Customer

Written by Karl Heberger on

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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Using Strategy To Define Tactics

Written by Karl Heberger on

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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Why “Interactive” Became “Digital”

Written by Karl Heberger on

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 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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5 Reasons To Use HTTPS Everywhere On Your Site

Written by Chris Markham on

  We’ve all noticed that little green lock icon in our browser at some point when we are on the internet. That lock icon means you are browsing the site via HTTPS, which assures us that our personal information is safe while are on the website.  When a website is using standard HTTP, the data that […]

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The Top Digital Marketing Trends Of 2015

Written by Karl Heberger on

According to a recent survey by Adobe, 76% of marketers think marketing has changed more in the past two years than it did in the previous fifty years. The proliferation of the Internet has affected marketing as much as any business discipline. As the digital marketing world continues to evolve we see countless trends emerge […]

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Not Coms – Paradigm Shift Or Marketing Fad?

Written by Chris Markham on

Have you noticed websites using a different top level domain (TLD) extension than the standard “.com” extension?  I’m not talking about “.net”, “.org”, “.biz”, or any other of those common extensions that you may have seen in the past; I’m talking about new extensions such as “.apartments”, “.plumbing”, “.digital” (yes, we do own mason.digital), and other […]

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