Madwire evolves to meet clients' digital marketing needs.

• Position: SPONSORED SECTION: FAMILY BUSINESS PORTRAITS

Madwire, a digital marketing firm in Loveland, started as a father-son team. JB Kellogg was working with his father, Joe Kellogg, in the elder Kellogg's futures brokerage firm, Traders Network. JB came up with an idea to use digital marketing that involved Google and other online media.

"We developed softwate applications and content management," says Joe Kellogg, who is co-chief executive officer and chief financial officer of Madwire. "We saw opportunity in how small business is able to continue to reach people in the digital world. A lot of things we were doing in the commodities world we were translating to this business."

The two launched Madwire in 2009. "Mad" stands for marketing and design, and the firm provides small- and medium-sized businesses with what it calls "a service and software hybrid," or SaSH, instead of the more typical software as a service (SaaS) model. Madwire offers Marketing 360, a marketing and Web platform that combines digital marketing software and dedicated marketing services. Clients use Marketing 360 to earn higher keyword rankings, drive digital visitors to their sites, monitor their brand listings, and perform other tasks to help build sales using the Internet. A Madwire marketing executive manages the client's campaign and website.

The digital marketing industry has undoubtedly changed over the years. When Madwire started, social media was not a major revenue generator. Today, Joe Kellogg says clients can market to different demographics with Facebook, much like they can with Google, Instagram and YouTube. "The digital world has shifted tremendously and it continues to evolve every six months," he says. "You are...