FogBlog
Integrated Online Marketing from 10,000ft
A Vision For The Evolution of Programmatic Advertising
How can programmatic evolve to meet the needs of modern marketers? The “black box” approach to programmatic advertising may work for less-savvy advertisers or those who prefer a hands-off approach, but platforms need to evolve to meet the demands of more...
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Programmatic Ad Campaign Fraud Prevention and Attribution Models
The first post of this three-part series outlined some key strengths and limitations of modern programmatic ad platforms, as well as tips for guiding the algorithm and preventing brand-damaging ad placements. This second post takes a deeper dive into some of...
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Programmatic Ad Campaigns are Only as Intelligent as the People Running Them
Part 1 of 3: An advertiser’s guide to the strengths and limitations of programmatic ad platforms Ad Tech’s Buzzword of the Year The term “programmatic” is approaching “big data” in the vocabulary of overused marketing buzzwords. It has a tendency to...
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5 Pitfalls of Remarketing and How to Avoid Them
What if every time you left a store empty-handed, a salesperson followed you to your car and listed off the items you almost bought? You didn’t leave with nothing because you weren’t interested. You left because you ran out of time, or maybe you wanted to do...
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A New Breed of Agency Collaboration in Portland’s SE Waterfront
Collaboration trumps outsourcing as local specialty agencies evolve the model Three Portland-based agencies, ECHOS Communications, Foghorn Labs, and Cascade Web Development have joined forces to create a collaborative agency partnership servicing local,...
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Keeping Banner Ads from Becoming a PR Disaster
Ad targeting algorithms have become frighteningly accurate. Unfortunately, these algorithms still don't do a great job of interpreting context, especially when it comes to sensitive topics. Take the example below. Remington Firearms is...
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Converting Web Traffic Into Customers – Omnichannel Trends in the Outdoor Industry
We just returned from a fun and productive trip to Outdoor Retailer in Salt Lake City followed by the SIA SnowShow in Denver. As promised, here's the full deck from our session at SIA for folks who didn't get a chance to attend as well as those in attendance who...
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Specialty Outdoor Retail Stores Still Have a Place in a Digital World
While large online retailers are experiencing exponential growth, many specialty outdoor retail stores are struggling to stay in business. Retail store closures have opened the door for brands like Columbia, The North Face and Black Diamond to begin selling...
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Six Active Lifestyle Brands Doing Social Media Right
Spark interest. Build credibility. Cultivate community. My last post shared insights for choosing the right social media platform for your brand and the benefits of tailoring content to the personality of each platform. In this post, I will take you through...
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What Social Media Platforms Should Your Brand Focus On?
As a company seeking more customers and sales, you realize the importance of your outreach on the Internet, and with social media evolving as the center of online marketing efforts, you know you have to be there. Maybe you already have a social media presence, but...
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Universal Analytics Tracking Code Revision Required for Remarketing
If you use Google Analytics to manage remarketing lists and have recently upgraded to Universal Analytics, you may have since noticed a steady decline in impressions. Fortunately, the fix may be simpler than you think. With Classic Analytics (ga.js),...
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Allocating Incremental PPC Advertising Dollars
One of the most common questions we get from clients is: "if we can secure additional PPC budget, where should it be allocated?" Pay per click (PPC) channels capable of generating a low cost per sale have limited traffic. As a result, growing businesses must...
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Six Reasons Why Foghorn Labs Expanded to Portland
“Did you not get enough rain in San Francisco?” This is how a Bay Area friend reacted when I told him we were moving our main office from San Francisco to Portland. The literal answer would be “yes” since most of California is in a state of drought, but lack of...
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Better Together: An Integrated Online Marketing Case Study Series
How Foghorn Labs helped 3 active lifestyle brands increase eComm revenue Session Summary from the Outdoor Industry Association: Over two years in the making, this case study series presents three real-world examples of how outdoor brands developed...
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An Overview of AdWords Enhanced Campaigns
Google will automatically convert your existing campaigns over to the Enhanced Campaign format in June 2013. Since this change could have significant impacts to your ad targeting and budget, it's a good idea to upgrade on your own rather than wait for Google do...
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Three Google Marketing Platforms Crucial to Outdoor Retailers
An unofficial look at AdWords, Product Listing Ads and Google+ Local This material was presented at Outdoor Retailer Winter Market 2013. A video of the session is available here. Session Summary from the Outdoor Industry Association: Led by former...
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Ten Tips to Improve the Performance of Google Product Listing Ads
In part 1 of our post we covered the basics of Google's new Product Listing Ad format and how online retailers can use it to increase sales. This list of best practices is intended for marketers who are already running Product Listing Ads (PLAs) and looking to...
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Google’s New Image-Based Ad Format for Online Retailers
Comparison shopping engines flourish and fade, ad formats evolve, competition and pricing fluctuate; but one thing remains constant: online retailers must continually rethink their advertising mix in order to meet the increasing demands and ever-shortening attention...
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