FogBlog
How Does Instagram Checkout and Facebook Shops Work?
The eCommerce world has been evolving at a dizzying pace in response to COVID, led by rapid growth and innovations in mobile payments and online ordering. One of the most notable new tools for brands selling direct to consumer...
Digital Marketing in the Outdoor Industry
An Outdoor Adventure Lab Webisode The resilience and ingenuity of the outdoor community never cease to amaze me. With 2020 trade shows canceled due to COVID and group gatherings limited, virtual panels like this one have become a great way to connect and...
Foghorn’s Commitment to Change
Over the past two weeks, we paused our activities on social media to show solidarity for the Black Lives Matter movement, and to take time to listen, learn, and reflect on what we can do as a team to help end systemic racism in our country. Silence is complicity and...
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...
Cyber Week – A Worldwide eCommerce Phenomenon
Cyber Monday 2018 saw an estimated $7.9 billion in eCommerce revenue according to Adobe Analytics. This shattered the previous record and represents a 19.7% YoY increase, making Cyber Monday 2018 the largest US online shopping holiday of all time. It will come as no...
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 engagement. In the current digital...
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...