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Effex Management Solutions specializes in staffing and large volume contingent workforce management solutions that transform production efficiency. Their business model is as niche as they come. In fact, their work is so specialized that their target market includes only 150 facilities in the US.

  • # branding
  • #responsive-web-design
  • #media-relations
  • #white-paper
  • #webinar
  • #magazine


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Exterior Medics is an award-winning residential and commercial exterior home improvement and roofing contractor, serving Greater Washington DC. When it comes to service and execution, Exterior Medics is unmatched, voted Angie's List Superservice Award Winner for 5 consecutive years. They continue to grow faster than their competition and their customers love them. Come see how marketing has helped drive their brand forward to win.

  • #content-marketing
  • #seo
  • #lead-generation

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White Glacier offered the world's first ever non-neoprene cold water immersion suit. They set a new industry standard in maritime safety and needed to secure brand awareness across the globe to secure pre-orders of their innovative suit.

  • #web-design
  • #logo-design
  • #pr
  • #trade-show-marketing
  • #hubspot
  • #seo

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Bob Phibbs, The Retail Doctor, is known around the world as a top retail sales consultant, motivational speaker, and sales trainer. His video training program, SalesRX, has taught thousands of salespeople worldwide and marketing efforts to expand its reach are just getting started.

  • #web-design
  • #brand-development
  • #video-production
  • #lead-generation

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GBH CPAs is a top 25 Houston accounting firm, providing comprehensive audit, tax, advisory, and valuation services. However, GBH isn't your typical accounting firm. Stocked with a diverse team of sharp, dynamic professionals who advise some of the largest companies in town, GBH was built to stand out.

  • #branding
  • #responsive-web-design
  • #videos


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The US Division of Fracht is a huge wing of an even larger global company that delivers highly complex logistical solutions. Whether by air, ocean, or land, Fracht will get your precious cargo there on time and on budget.

  • #branding
  • #storytelling
  • #videos


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Since 1986, Houston-based XtraLight Manufacturing has designed, developed, and manufactured superior lighting fixtures. XtraLight guaranteed their products with an industry-leading 10-year warranty and competed right alongside household names in the lighting industry.

  • #inbound-marketing
  • #hubspot
  • #lead-generation
  • #growth-driven-design

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J Turner Research empowers the largest multifamily management companies and owners with resident insights to enhance resident satisfaction, increase closing ratios, improve their online reputation, and optimize resources. Each month, they surveys more than 120,000 residents and prospects and track the online reputation of more than 55,000 properties across the nation with their software, RatingsTracker.

  • #content-marketing
  • #lead-generation
  • #branding
  • #hubspot
  • #website
  • #video-production

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PHP Systems/Design is the nation's leading expert source for innovative, high-performance rooftop pipe and equipment support systems. Their rooftop supports can be found on roofs across the country including facilities such as schools, hotels, airports, and hospitals.

  • #website-upgrade
  • #referral-traffic
  • #content-marketing


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Say goodbye to your old school dental office. With some of the most sophisticated dental technology around, Dynamic Dental is able to deliver beautiful and healthy smiles to all patients, young and old.

  • #website-upgrade
  • #media-relations
  • #lead-generation


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The Value of Retrospectives After Marketing Projects

For all the millions of articles, eBooks, videos, and podcasts explaining marketing best practices, we have to face facts—success comes down to experimentation and continuous improvement. It’s easy to get stuck in silos as we try to make continuous improvements to our strategies. The social media ...

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5 Myths About Online Advertising

Technologies Design
October 18, 2012

false advertising with a pot of gold at the end of the rainbowAccording to a recent Interactive Advertising Bureau (IAB) study, online advertising accounted for 3.7 percent of the United States’ gross domestic product (GDP) in 2011. To say that online advertising is huge would be an understatement – digital ads are foundational to business on the Internet. As a small business owner, if you’re not participating in this landscape, you’re missing out on an important channel for reaching prospects.

It’s normal to feel hesitant about jumping into the Internet advertising game. From free iPod scams to obnoxious pop-up windows, ads have a bad rap—and rightfully so. Some malicious companies have gone to extremes to deceive consumers. As a business owner who is committed to user experience, you may feel worried about scaring potential visitors away. 

Don’t let the aggressive practices of bad brands hold you back from running valuable ads. What you need to do is focus on strategies that align with your marketing goals. Online advertisements can add value to everyone involved, especially your prospects. Here are five of the top advertising myths refuted.

Myth #1: Ads are spammy

Fact: Ads are only spammy when you don’t prioritize user experience

If you’re worried about spamming your prospects, take a step back and evaluate your strategy. Do your advertisements look professional? Are you communicating important information to your prospects? Are you trying to build substantive connections with web visitors, or are you just focusing on tricks to increase pageviews and traffic?

You want your ads to be like the high-value coupons that you find in your mailbox from time to time – or the witty television commercials that catch you off guard. What you don’t want your online ads to be like is the hoard of junk mail that ruins your day. Or the late night infomercials that nobody’s watching.

Myth #2: Your website needs to be perfect

Fact: At a minimum, you just need a place to direct your traffic

Even if your website is under construction, you can still utilize PPC advertising to connect with prospects. Instead of sending web visitors to your homepage, direct them to a landing page with a lead generation form. In return for filling out the form, interested prospects can download content marketing materials like e-books, sign up for upcoming webinars, or be ‘the first to know’ about a new product or service. Even if your website is undergoing changes, you can use your advertisements and landing pages to kickstart long-term relationships.

Myth #3: Display doesn’t work

Fact: Display is essential to the ‘introductory’ phase of the sales cycle 

Some marketers believe that it’s better to pay for a click than to pay for a view. This statement is a generalization that is simply untrue. The sales cycle is a long-term process, and you want to reach people from the beginning—when they are learning about your business for the first time – to the point of transaction. It’s just as important to make introductions with new eyeballs as it is to catch prospects when they’re ready to buy.  Even if you’re used to pay-per-click advertising, don’t rule out a fixed banner at a fixed price. Don’t get too hung up on click-through and conversion rates. Focus on the big picture by tracking trends in growth over time. 

Myth #4: Just get visitors to your site

Fact: Marketing goals require depth and on-site planning

Some marketers believe that the goal of advertising is to get people to your website. If you follow this shallow perspective, you’ll end up wasting money. As a marketer, it’s your responsibility to guide prospects through the conversion goals that you’ve set. If you want prospects to complete a lead generation form, for instance, make sure that you provide them with enough guidance. If you want web visitors to sign up for an offer, make sure that you provide a substantive incentive. Whether you’re an eCommerce site or consulting business, make sure that you define visitor objectives up front so that you can guide your prospects through the transaction process.  

Myth #5: Offline doesn’t matter

Fact: Marketing is a holistic process that relies on a range of customer acquisition channels

Advertising is a medium-agnostic concept. While the Internet provides a solid foundation to expand upon your existing customer acquisition efforts, you shouldn’t ignore the offline strategies that have and will continue to work for brands like yours. Even though companies are flocking to advertise online, there are still plenty of cost-effective opportunities in radio, print, television, billboards – and even flyers at local venues. Even if you want to transition your advertising efforts online, make sure that you continue to focus on the big picture. 

Final thoughts

When you launch your online advertising strategy, focus on the efforts and marketing channels that make the most sense for your brand. If you’re choosing between a banner ad or pay-per-click, focus on what will cause your potential web visitors to take action. Keep your goals reasonable, but also keep them specific so that you can achieve measurable results.

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Technologies Design

August 29, 2016 Sharp shootin', bourbon drinkin', good grub cookin', Director of Strategy, Mr. Nathan Yerian, is the strategic brain behind Adhere Creative. Always aiming at success, Nathan is the unrelenting force behind innovative marketing campaigns for the agency and its clients. When he's not preoccupied rocking the marketing scene, you'll find him unwinding by the pool or enthusiastically slaving away in the kitchen, creating culinary masterpieces. See All articles
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