FogBlog
ADA Compliant Website Requirements, Lawsuits, and Guidelines
One of the many wonderful aspects of the internet is that it is open and accessible to everyone. In 2016, access to the internet was declared a basic human right by the Human Rights Council of the United Nations General Assembly. We now hold internet access to very...
Outpost Redwood Forum – Partnerships and Community
Growing revenue and market share through like-minded partnerships. Hosted by Marcus Colombano of Pineapple SF among the towering Redwoods of Camp Navarro, I joined Phil Otto of Otto Design Group, and Farzad...
Outpost Redwood Forum – Starting a Business
From the first hire to funding and beyond; The challenges of starting and scaling a business. Hosted by Marcus Colombano of Pineapple SF beneath the redwood groves of Camp Navarro, I joined a talented group of founders, including Adam Vollmer of Faraday Bikes, Caleb...
Outpost Redwood Forum Interview – Adam Lewis
Direct-to-consumer marketing strategies and industry trends. I had the distinct pleasure to sit down among the Redwood groves of beautiful Camp Navarro during Outpost's most recent flagship event with two charismatic creative directors; Marcus Colombano...
Brand Imposter Websites Lure Consumers With Deep Discounts
Brands and buyers beware. Over the past few months, we’ve noticed a dramatic increase in brand imposter websites, luring customers with deep discounts only to steal their payment and credit card information. To add insult to injury, these sites are scraping...
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 experienced...
Programmatic Click Fraud 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...
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 marketing buzzword vernacular of overused marketing buzzwords. It has a tendency to...
What Social Media Platforms Should Your Brand Focus On?
As entrepreneurs, marketers, and enthusiasts, we understand the pivotal role that social media platforms play in the modern business landscape. Each platform is constantly evolving and adding new tools to facilitate community...
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...
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,...
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...
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...
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...
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...
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. ...
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....
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 mentioned we were moving our main office from San Francisco to Portland. The literal answer would be “yes” since most of...