When it comes to digital marketing in Australia, few names carry as much experience and expertise as Karl Morris, the Managing Director of GOOP Digital. With a career spanning 25 years in digital marketing—and an even longer journey through media, finance, and business—Karl has been at the forefront of the online revolution, shaping how small businesses navigate the digital landscape. As GOOP Digital turns 18 this year, it’s the perfect time to reflect on Karl’s journey and the powerhouse team that makes GOOP Digital the trusted choice for SEO, websites, and digital marketing.
From Numbers to Media: The Early Days
Karl’s professional life began in accounting, qualifying in 1986 and working in Melbourne. But the world of ledgers and balance sheets wasn’t where he saw his future. His career took an unexpected turn into the meat industry, where he worked in Queensland, Ballarat, and Melbourne before embarking on two years abroad. On his return, he found himself back in the meat industry, but change was on the horizon.
A Shift into Media & The Dotcom Boom
In the mid-90s, Karl transitioned into the media industry, taking on the role of a media buyer at George Patterson Bates (later Zenith Media). As the digital revolution started to take hold, Karl moved into digital marketing sales in 2000, working for Space Media. This role quickly evolved as Space Media became CMGI Engage, a company that would later collapse spectacularly during the infamous dotcom bust—Karl still holds his now-worthless share scrip as a reminder of that era.
Following CMGI Engage, Karl joined BMC Media (Bertini Murray Company), another major player in the dotcom boom. Unfortunately, BMC Media also faced a spectacular collapse, marking yet another chapter in the dotcom bubble burst in Australia. To this day, Karl believes that if you weren’t part of a dotcom collapse during that era, you weren’t really there.
Not deterred, Karl moved to Yellow Pages, where he sold digital marketing solutions across various online assets to media agencies. It was during his time at Yellow Pages that he pursued a Master’s in Virtual Communications. His final paper, *Websites vs. Yellow Pages*, drew heavily from John Battelle’s book *The Search*—a book that profoundly influenced Karl’s philosophy on why small businesses need a strong online presence.
The Birth & Growth of GOOP Digital
With a solid foundation in digital marketing and a clear vision for the future, Karl founded GOOP Digital in 2007 with his wife, Amanda. What started as a small venture has grown into one of Australia’s leading premium digital agencies servicing regional and rural Australia. Known for its SEO expertise, website development, and digital strategy tailored for small to medium-sized businesses.
GOOP Digital has always stayed ahead of the curve, not just keeping up with digital trends but often leading them. Karl and his team regularly attend international digital marketing conferences, where they often find that the strategies and innovations being discussed validate the approaches GOOP Digital has already implemented. This ability to anticipate and act ahead of industry trends is what makes GOOP Digital a leader in the space.
A Team That Stays Ahead
Karl’s extensive knowledge and experience have been instrumental in shaping GOOP Digital’s success, but it’s the entire team that makes the agency a powerhouse. With experts across web development, SEO, content marketing, and digital advertising, GOOP Digital continues to help businesses thrive online. Their tailored approach ensures that clients are not only found on Google but also convert visitors into customers.
25 Years On—The Future is Bright
From an accounting career that wasn’t the right fit to pioneering digital marketing strategies, Karl’s journey has been anything but conventional. Now, 25 years after his initial foray into the digital world, and with GOOP Digital celebrating 18 years of excellence, Karl and his team continue to set the benchmark for digital marketing success in Australia.
With a passion for helping businesses grow and a proven track record of innovation, Karl Morris and GOOP Digital remain at the forefront of the industry—ready to tackle whatever the future of digital marketing holds.