We specialize in digital paid media campaigns, endemic cannabis camapaigns, SEO, content marketing, email marketing automation, account-based marketing and CRM integration. Give Your Business an Opportunity to Thrive Using Our Full Digital Capabilities We specialize in digital paid media campaigns, SEO, content marketing, email marketing automation, account-based marketing and CRM integration. OUR FOCUS Fortune 500 Digital Sophistication, Accessible For Companies Of All Sizes DIGITAL MARKETING SERVICES Content Strategy & Development Strategic content creation and distribution builds awareness, fosters engagement, and drives conversions across the buyer's journey. Our experts use in-depth research to develop optimized content that provides value to your audience. We handle content planning, production, promotion, and ongoing optimization to maximize ROI. B2B Marketing Services Our B2B marketing strategies identify and engage your ideal accounts through coordinated outreach across multiple touchpoints. From outbound campaigns to account-based marketing, we accelerate pipeline and revenue with proven approaches tailored to your business. Read More SEO Comprehensive SEO services boost your discoverability and website traffic. Our data-driven approach includes technical optimizations, content creation, link building, and ongoing performance tracking to outrank competitors. Read More Paid Media Campaigns Paid platforms like PPC, Spotify and OTT ads expand your reach to the right audiences at the right time. Our specialists drive cost-effective conversions combining targeted media buying, creative optimization, and analytics. Read More Email Marketing Email marketing generates more qualified leads over time by providing relevant value. We help craft campaigns that engage your audience and nurture contacts through personalized sequences tied to their journey. Read More Expert Execution, Optimized For Your Goals In Any Market Digital Production Consulting Our digital production consultants assess your current marketing ecosystem and identify opportunities to consolidate, elevate and optimize your online presence and processes. Read More

Expert-Led Digital Marketing Solutions for Your Business from bauer/DIGITAL. Give Your Business an Opportunity to Thrive Using Our Full Digital Capabilities. Expert-Led Digital Marketing Solutions for Your Business Guided by German engineering principles - a commitment to exceptional quality, open communication and dependability - bauer/DIGITAL brings together a team of seasoned digital marketing practitioners to make Fortune 500-level expertise accessible to organizations of all sizes. 04 Customers Acquire New Customers Retain Existing Customers Get Referrals and Organic Growth 02 Systems Communication Platforms Sales Platforms Operations & Process Documentation Business Intelligence & Data Management 01 Marketing Foundation Your Audience Your Offer Your Strategy Your Marketing Playbook 03 Promote and Nurture Paid Media Campaigns Website and Social Email Accelerate your business growth utilizing a comprehensive suite of digital capabilities. DIGITAL MARKETING SERVICES B2B Marketing We engage your ideal accounts through proven B2B marketing strategies that accelerate sales cycles and drive revenue. Our capabilities span outbound campaigns, ABM, CRM optimization, and targeted paid media outreach. We reach decision-makers across multiple touchpoints, keeping your brand top of mind during active buying cycles. With our omni-channel approach, we create interest, build authority, and efficiently convert high-value accounts into customers. Read More Salesforce, Hubspot CRM, Marketing Automation and Sales Enablement As certified Salesforce admins and Hubspot experts, we offer complete CRM implementation services tailored to modern companies looking to get the most from their CRM investment. Our decade of upgrading and migrating CRM set-ups equips us to handle every challenge. Read More Paid Media Campaigns Paid media campaigns on Facebook and Instagram. Google Search Ads, YouTube, Bing, Quora, B2B LinkedIn campaigns . Programmatic Display Campaigns. Managed monthly. On budget. Efficient. Turnkey. Read More Search Engine Optimization Want to outrank your competitors and own the first page of search results? Our SEO strategies combine proprietary competitor benchmarking, technical website optimizations, targeted link building, and strategic content creation to boost your visibility and traffic. We perform in-depth keyword research and usage analysis so you rank for the terms that matter most to your business. We build natural links from authoritative domains to increase relevance. Read More Streaming TV & OTT Media Campaigns Streaming TV and online video ads. Scale your reach across world-class content. Share your brand message with unique and relevant audiences on Fire TV, Roku, Apple TV, X-Box and Play Stations. Read More Website Design & Development We craft custom WordPress, Shopify, Drupal, Wix, and Squarespace sites optimized for your target users and business objectives. We incorporate proven UI/UX principles, responsive mobile-ready design, and strategic integrations to showcase your brand and products to their best advantage. We deliver seamless integrations, speed optimizations, and security – so you can focus on running your business. Read More TESTIMONIALS "Boris has advised me not only on my web presence, but also on my overall sales & marketing approach both here in Germany and in the U.S. In fact, I reach out to Boris on a regular basis concerning my business model. Boris listens very carefully, reflects before he makes a recommendation, and always has my best interest at heart. You’ll sense all of these strengths in your first conversation with Boris.” John Magee "Boris is a tireless generator of business insights who understands both the emotional and quantitative sides of the Internet game. His synthesizing intelligence allows him to make connections that other people can’t see, and more uniquely, translate them into successful product and service ideas. I personally had the privilege of observing how Boris’ positive leadership, industry knowledge and commitment to excellence transformed an entire organization and its bottom line. This man loves what he does.” Scott McDonald

Establishing Thought Leadership Through Targeted SEO USA Corporate provides specialized incorporation services for non-residents establishing businesses in the US. Their website is the primary touchpoint for these global clients to build trust and confidence. IMPACT Cemented Position as Top Niche Authority with SEO We implemented an SEO strategy to reinforce USA Corporate's expertise and elevate their authority. After benchmarking competitors, we created high-value content addressing audience questions and concerns. A site redesign enhanced user experience and conversions. Backlink building increased rankings and visibility. This multifaceted organic approach established USA Corporate as the go-to resource for non-resident incorporations. By optimizing content for informational searches, the website attracts and engages clients during critical decision-making moments. Impact 3,000% increase in unique visitors maintained over time Improved client trust and confidence in USA Corporate’s capabilities Reinforced perception as the top thought leader in their niche Increased share-of-voice on keywords that matter most With visibility and traffic fueling their growth, USA Corporate succeeded in cementing their position as the authority in non-resident incorporations.

The Evolution of Technology's Role in Modern Business Technology has fundamentally transformed from a support function to a strategic driver of business value. Organizations across industries now recognize that their technology infrastructure directly impacts competitive positioning, customer relationships, and long-term growth prospects. This shift requires business leaders to rethink how they approach technology investments and architectural decisions. The most successful companies treat technology architecture as a foundational business asset rather than merely an operational necessity. They understand that the underlying systems, processes, and frameworks supporting their digital initiatives determine their ability to innovate, scale, and respond to market changes effectively. The Hidden Infrastructure Behind Digital Success When customers interact with a company's digital touchpoints, they experience only the visible layer of a much more complex ecosystem. Behind every seamless mobile app transaction or personalized website experience lies a sophisticated architecture of databases, APIs, security protocols, and integration layers working in concert. Consider how leading retailers have transformed their operations by connecting online and offline channels through unified commerce platforms. These organizations didn't achieve omnichannel excellence through front-end design alone- they rebuilt their underlying systems to share data, inventory, and customer insights across all touchpoints in real-time. The iceberg analogy applies perfectly here: while customers see the tip representing user interfaces and digital experiences, the substantial mass below the surface, comprising data management systems, security frameworks, and integration architectures, enables everything visible above. Leadership in the Digital Age Modern technology leadership extends far beyond traditional IT management. Today's Chief Information Officers and Chief Technology Officers function as strategic business partners who translate technological capabilities into competitive advantages. Their success depends on understanding both technical possibilities and business objectives. Many organizations are also discovering the value of specialized marketing technology expertise through fractional Chief Marketing Officers or digital consultants. These professionals bring deep knowledge of marketing systems, customer data platforms, and automation tools that complement technical leadership. This combination creates a powerful dynamic where technical capability meets market insight. The most effective technology leaders focus on building bridges between departments, ensuring that technical decisions support broader business goals while maintaining system reliability and security standards. Navigating Technical Debt and Innovation One of the greatest challenges facing established organizations is balancing the need for innovation with the reality of existing system limitations. Technical debt—the cumulative effect of shortcuts, outdated systems, and architectural compromises—can significantly constrain an organization's ability to adapt and grow. Smart companies approach this challenge systematically. Rather than attempting wholesale system replacements, they implement modernization strategies that gradually improve architectural foundations while maintaining business continuity. This might involve containerizing applications, implementing API layers to connect disparate systems, or migrating specific workloads to cloud platforms. The key is treating architectural improvement as an ongoing investment rather than a one-time project. Organizations that consistently allocate resources to technical infrastructure maintenance and enhancement position themselves to capitalize on new opportunities more quickly than competitors struggling with legacy constraints. Cultivating Technology-Enabled Culture Technology architecture alone cannot drive business success—it requires a culture that embraces change, values continuous learning, and supports experimentation. The most resilient organizations foster environments where teams feel empowered to identify improvement opportunities and propose innovative solutions. This cultural foundation becomes particularly important as businesses adopt new technologies like artificial intelligence, machine learning, and advanced analytics. Success with these tools depends not just on technical implementation but on organizational readiness to incorporate insights into decision-making processes. Effective technology cultures balance innovation with pragmatism, encouraging exploration while maintaining focus on business outcomes. They invest in developing technical capabilities across the organization rather than concentrating expertise within traditional IT boundaries. The Compounding Returns of Strong Architecture Companies that invest consistently in robust technology architecture create compounding advantages over time. Strong foundational systems enable faster deployment of new capabilities, more reliable performance during peak demand periods, and greater flexibility to respond to changing market conditions. These benefits extend beyond operational efficiency to strategic opportunity creation. Organizations with scalable, secure, and well-integrated technology platforms can pursue new business models, enter adjacent markets, and form strategic partnerships more readily than those constrained by technical limitations. The investment required to build and maintain excellent technology architecture is significant, but the alternative—operating with fragmented, unreliable, or inflexible systems—ultimately proves far more costly in terms of missed opportunities and competitive disadvantage. Architecture as Strategic Foundation In our digital driven economy, technology architecture represents one of the most important strategic assets an organization can develop. It determines not only what is possible today but what will be achievable tomorrow as market conditions evolve and new opportunities emerge. The most successful companies recognize this reality and make corresponding investments in both technical infrastructure and organizational capabilities. They understand that sustainable competitive advantage increasingly depends on the quality of underlying systems and the speed with which organizations can translate strategic vision into operational reality. Building exceptional technology architecture requires commitment, expertise, and patience. However, organizations that make this investment position themselves to thrive in an environment where technological capability increasingly determines business success. The question is not whether to invest in strong technology architecture, but how quickly organizations can build the foundations necessary for long-term prosperity.

The SMB space requires a unique blend of skills to effectively address the specific challenges and opportunities these businesses face. This post outlines the critical competencies that SMBs should look for when evaluating potential fractional CMO candidates. Experience with SMB Marketing Challenges A fractional CMO must possess a deep understanding of the SMB landscape: Resource Optimization : Ability to achieve significant results with limited budgets. Scalable Strategies : Experience in developing marketing approaches that can grow with the business. Local Market Dynamics : Understanding of regional and community-based marketing tactics. Key indicators of SMB marketing proficiency: Track record of successful campaigns for businesses under $50M in revenue Case studies demonstrating ROI-focused marketing initiatives Familiarity with SMB-specific marketing tools and platforms The Ability to Wear Multiple Hats as a Fractional CMO SMBs often require versatility from their marketing leadership: Strategic Planning : Crafting comprehensive marketing strategies. Tactical Execution : Hands-on implementation of marketing initiatives. Team Leadership : Guiding and developing small marketing teams. Vendor Management : Selecting and overseeing external partners and agencies. A study by the CMO Council found that 73% of SMBs value multi-disciplinary skills in their marketing leaders. Data-Driven Decision Making Proficiency in leveraging data for marketing decisions is crucial: Analytics Expertise : Skill in interpreting complex marketing metrics. Performance Measurement : Ability to establish and track meaningful KPIs. Attribution Modeling : Experience in assigning value to various marketing touchpoints. Essential data-related competencies include: Skill Area Importance Application in SMBs Web Analytics Medium high Traffic analysis, conversion optimization CRM Data Analysis High Customer segmentation, lifecycle marketing Marketing Automation High Lead nurturing, personalization Business Intelligence Medium High Cross-functional data integration Resourcefulness and Creativity SMBs often face resource constraints, requiring fractional CMOs to be: Innovative : Developing novel solutions to marketing challenges. Agile : Adapting quickly to changing market conditions. Efficient : Maximizing impact with minimal resources. Examples of resourceful marketing approaches: Leveraging user-generated content for authentic brand storytelling Implementing guerrilla marketing tactics for high visibility at low cost Utilizing partnerships and collaborations to extend market reach Fractional CMOs have to be resourceful and creative with their resources Digital Marketing Proficiency We are operating in a digital-first environment, fractional CMOs must excel in: SEO/SEM : Optimizing online visibility and search performance. Social Media Strategy : Leveraging social platforms for brand building and engagement. Content Marketing : Developing compelling, value-driven content strategies. Email Marketing : Crafting effective email campaigns and automation flows. E-commerce Optimization : Enhancing online sales and customer experience. A survey by Adobe found that 76% of SMBs consider digital marketing skills crucial for their marketing leadership. Strategic Thinking and Business Acumen Fractional CMOs must align marketing efforts with overall business objectives : Financial Literacy : Understanding P&L statements and budget management. Market Analysis : Identifying growth opportunities and potential threats. Competitive Intelligence : Monitoring and outmaneuvering competitors. Key strategic competencies: Ability to develop SMART marketing objectives Experience in creating and presenting marketing plans to stakeholders Skill in translating business goals into actionable marketing strategies Technology Adoption and Integration Proficiency in marketing technology is essential: Martech Stack Development : Selecting and implementing appropriate tools. CRM Utilization : Leveraging customer data for targeted marketing. Automation Expertise : Streamlining marketing processes for efficiency. Important areas of technological competence: Customer Relationship Management (CRM) systems Marketing Automation platforms Content Management Systems (CMS) Analytics and Business Intelligence tools Project Management software Communication and Stakeholder Management Effective communication is crucial in a fractional role: Executive Presence : Ability to present to and influence C-suite stakeholders. Cross-functional Collaboration : Skill in working with various departments. Client Management : Experience in managing expectations and relationships. A study by the Harvard Business Review found that 69% of executives rate communication skills as the most important factor in leadership success. Adaptability and Quick Learning The dynamic nature of SMBs requires fractional CMOs to: Rapidly Assess Situations : Quickly understanding new business contexts. Flexible Thinking : Adapting strategies to fit unique SMB needs. Continuous Learning : Staying updated on industry trends and best practices. Measurable Results Orientation SMBs require tangible outcomes from their marketing investments: Goal Setting : Establishing clear, measurable marketing objectives. Performance Tracking : Implementing systems to monitor and report on KPIs. ROI Focus : Demonstrating the financial impact of marketing initiatives. Key performance areas to track: Metric Importance Typical SMB Benchmark Customer Acquisition Cost (CAC) High 20-30% of customer lifetime value Lead Conversion Rate High 2-5% for B2B, 5-10% for B2C Marketing ROI High 5:1 ratio (revenue to marketing spend) Brand Awareness Medium-High 20-30% increase year-over-year Industry-Specific Knowledge While not always essential, familiarity with the SMB's industry can be beneficial: Vertical Expertise : Understanding of industry-specific marketing challenges. Regulatory Awareness : Familiarity with industry regulations affecting marketing. Trend Recognition : Identifying emerging opportunities within the sector. The optimal fractional CMO for small and medium-sized businesses (SMBs) should possess a comprehensive skill set that integrates strategic insight, tactical proficiency, and adaptability. By assessing candidates based on these critical competencies, SMBs can secure a fractional CMO who is capable of fostering substantial growth and building a robust marketing foundation. The appropriate fractional CMO will not only provide expertise but also serve as a catalyst for innovation and efficiency in the SMB's marketing initiatives.

We're living in the "attention economy," where focus is the scarcest resource. Consumers are bombarded with thousands of ads daily, juggling multiple screens, and have become experts at tuning out irrelevant noise. Traditional marketing wisdom says distraction is the enemy for paid media success. But what if that's wrong? Groundbreaking research suggests that, under the right conditions, a distracted consumer might actually be your ideal customer. Here’s what you need to know to turn distraction into your advantage: Distraction Isn't Always Bad:  Contrary to long-held beliefs about multitasking impairing ad recall, new studies show that high engagement in one task can sometimes boost  memory for well-placed ad interruptions Context is King:  Ads that align with the user's current activity or environment (congruence) are significantly more effective. Think relevant content, themes, and timing. Timing Matters:  Interrupting users during moments of lower mental demand (like during a replay vs. live action) dramatically increases ad recall. Proximity Boosts Performance:  Ads delivered closer to the user's primary focus (e.g., on the same screen vs. a second device, or inside a store vs. the parking lot) perform better. Repetition Can Build Recall (Carefully):  Moderate repetition of interruptive ads in distracted settings might build recall more effectively than previously thought, potentially by tapping into automatic processing. Measure Real Attention:  Forget vanity metrics. Focus on measuring actual  attention and engagement, as these correlate strongly with business outcomes. how to leverage distractions for effective advertising Let's dive deeper into how you can apply these insights. The Challenge: Marketing in the Attention Economy Economist Herbert A. Simon nailed it back in the 1970s: a wealth of information creates a poverty of attention. Today, that poverty is acute. Consumers navigate a constant stream of content across multiple devices, often simultaneously. They've developed coping mechanisms like "banner blindness" (unconsciously ignoring ad-like elements) and actively use ad blockers. Simply being viewable  isn't enough; ads need to genuinely capture cognitive engagement to make an impact. Paid Media Success: The Surprising Truth Traditional psychology, based on Dual-Task Interference (DTI), tells us multitasking hurts performance. When we juggle tasks, our cognitive resources get split, and performance suffers. So, interrupting a multitasking consumer with an ad should make things worse, right? Not always. Recent research, including a notable study by Bhattacharya, Kennedy, Venkatraman, and Wattal, challenges this. Their experiments simulated real-world multitasking (playing a mobile game while watching sports) and found that higher engagement in the game positively  correlated with remembering interrupting pop-up ads. How? The researchers point to automaticity . When highly focused on a task in a dynamic environment, our brain can shift into "autopilot".   A well-timed, relevant interruption might get processed automatically alongside the main task, bypassing the usual cognitive bottleneck. This "engagement spillover" means the mental energy from the primary task can actually help encode the ad. Other research also hints that distraction doesn't always harm brand perception and can sometimes even have positive effects. This reframes distraction: it's not just a hurdle, but potentially a wave of momentum your advertising can ride. Strategies for Success: How to Win Attention Understanding the theory is one thing; applying it is another. Here’s how to leverage these insights: 1. Context is King (Congruence & Contextual Ads): Make your ads feel like they belong. Ads that are relevant to the user's current activity or environment are nearly 30% better recalled. Congruence:  Match your ad's theme to the surrounding content. Showing football-related ads during a football game works better than random ads. This applies to sponsorships too – a sports drink sponsoring a marathon feels natural and boosts brand perception. Contextual Advertising:  This privacy-friendly approach uses AI to place ads relevant to the content  of a webpage, not user tracking. 3  Studies show contextual ads grab more visual attention, are viewed longer, boost recall, and increase purchase intent significantly compared to non-contextual ads. 3  They feel less intrusive and more helpful. 2. Timing is Everything (Strategic Interruptions): When you interrupt matters immensely. Ad recall improves by 12-16% when ads appear during lower-demand moments (e.g., game replays, commentary) versus peak action.9 Avoid interrupting users when they are highly focused or mid-task.14 Gamers, for instance, strongly prefer ads that don't break their gameplay flow. Look for natural pauses and transitions. 3. Location, Location, Location (Low-Distance Environments & Geotargeting): Proximity matters, both digitally and physically. Low-Distance Environments:  Ads perform better when they are closer to the user's main focus. Recall was 11.4% higher when ads appeared on the same split screen as the primary task, compared to a separate screen. This minimizes the mental effort (cognitive load) needed to switch attention. Think integrated formats like native ads or in-feed placements. Geotargeting/Geofencing:  Leverage physical location. Sending a pop-up offer when a customer enters your store (geofencing) is more effective than pinging them in the parking lot. Tailoring ads to local weather, events, or currency boosts relevance and engagement. Retailers like Urban Outfitters and UNIQLO have seen massive revenue and conversion lifts using smart geotargeting. 4. The Power of Repetition (Building Automaticity Carefully): While ad fatigue is real, moderate repetition in distracted settings might be beneficial. The Bhattacharya et al. study found that automatic processing of ads increased with repetition. If ads are processed on "autopilot," repetition might strengthen that pathway without causing conscious irritation. But tread carefully – cross the line, and annoyance will outweigh any benefit. Smart frequency capping is essential. 5. Format Matters (Native, Short-Form, In-Game): Choose formats designed for fragmented attention: Native Advertising:  Ads that blend seamlessly with platform content (like sponsored articles or in-feed posts) attract significantly more visual attention than banners. They feel less disruptive and bypass "banner blindness". Transparency and clear labeling ("Sponsored") are crucial to maintain trust. Short-Form Video:  Platforms like TikTok and Reels thrive because their bite-sized (15-60 sec) format demands immediate impact. They use strong visuals, sound, and emotion to hook viewers instantly, making them highly engaging and shareable, boosting awareness and recall. In-Game Advertising (IGA):  Gamers are highly focused and engaged. 37  IGA boasts incredible viewability and attention rates. Success hinges on not  disrupting gameplay. Rewarded videos (watch an ad for in-game perks) are well-received, offering a clear value exchange. Measuring What Matters: Beyond Views to Real Attention Impressions and viewability are table stakes; they don't tell you if anyone actually  paid attention. The industry is shifting towards attention metrics  that measure genuine engagement. These metrics use signals like: Actual time-in-view Share of screen occupied User interactions (scrolls, clicks, video controls) Eye-tracking data (or AI predictions based on it) Attention metrics for paid media success Sophisticated metrics like Adelaide's AU blend multiple signals to predict an ad's likelihood of driving real business outcomes.   Why does this matter? Because higher attention correlates directly with better brand recall, consideration, purchase intent, and sales. Measuring attention allows you to optimize spend towards placements and creative that truly connect, maximizing your ROI. Actionable Recommendations for Paid Media Success Ready to adapt your strategy? Here’s a quick checklist: Audit Your Context:  Are your ads relevant to the surrounding content or user's situation? Explore contextual targeting. Analyze Timing:  When are your ads shown? Can you shift placements to less demanding moments in the user journey?  Consider Proximity:  Can you integrate ads more seamlessly? Are you leveraging location data effectively for physical context?  Review Ad Formats:  Are you using formats suited for distraction, like native ads or short-form video?  Simplify Your Creative:  Is your message clear and concise? Avoid clutter and unnecessary complexity that increases cognitive load. Evaluate Your Metrics:  Are you measuring real attention, or just impressions? Explore attention measurement platforms. Focus on Value:  Ensure your ads offer relevance, entertainment, or utility to earn  attention, not just demand it. The fight for attention is fierce, but distraction doesn't have to be a dealbreaker. By understanding the nuances of how consumers process information while multitasking and applying strategies grounded in context, timing, proximity, and smart measurement, you can cut through the noise more effectively. It’s about working with  the realities of the attention economy, not against them.