The Bonobos Model: Lessons on Building a $300MM D2C Brand

Parallel PathNewsletter

Content originally published on Plytix. The best way to build a brand is to build a better physical product. But what Bonobos figured out before anyone else is that the way to market and sell that product isn’t in stores—it’s with a digital-first experience. Check out the rest of this case study and see how a digital-first approach and consistent … Read More

Parallel Path Welcomes Angela Harper as Vice President of Operations

Parallel PathNews/Press

Parallel Path is thrilled to welcome Angela Harper to our team as our Vice President of Operations. Angela joins Parallel Path with a long history as an integrator of people, processes, and tools. She proactively works to ensure an exceptional level of delivery for all clients by focusing on continuous process improvement, coaching, and problem-solving to create a high impact … Read More

Brands Could Lose Fickle Gen Zers Over Poor Digital Experiences

Parallel PathNewsletter

Content originally published on Marketing Dive. As Generation Z users reach adulthood, gain spending power, and shop online in droves, they are demanding instant gratification from their digital experiences. Retailers and brands need to make a strong, lasting impression on Gen Zers or risk losing them to competitors. Learn how digital brand interaction will become more important than ever.  Read … Read More

Think Video Marketing Doesn’t Include Performance Marketing? Think Again

Parallel PathNewsletter

Content originally published on Think With Google. As relevant as ever, video has played a disproportionately large part in marketing for a while now, but even more so post-pandemic. Take full advantage of video by leveraging performance marketing, regular optimization, and a carefully developed funnel strategy. Read more on the publisher’s site.

Parallel Path Welcomes Billy McCall as Director of Paid Search

Parallel PathNews/Press

Parallel Path is very excited to welcome Billy McCall to our team as our Director of Paid Search. Billy’s decade-plus experience in the marketing and technology world includes managing cross-channel paid media efforts for a global data storage company. Drawn to Parallel Path’s passion for health, wellness, and lifestyle brands, Billy likes to embody these values in his own life. … Read More

Digital Ad Sales to Top Two-Thirds of Total Spend for First Time in 2021

Parallel PathNewsletter

Content originally published on MarketingDive The advertising industry appears to be bouncing back from the pandemic faster than expected and digital ad sales are predicted to reach new heights this year. With updated formatting and channels, growth will be seen across most areas with digital ad sales taking a strong majority. Stay up to date with the numbers behind this … Read More

6 Lessons in Loyalty Building From Health Care Content

Parallel PathNewsletter

Content originally published on Content Marketing Institute Remember the marketing plan your team crafted with excitement in the fourth quarter last year? Yeah, that’s been thrown out the window. Marketers have scrambled to grapple with our new reality during lockdown and what that means for our content, email campaigns, and social media posts. I’ve loved seeing how health care marketers have handled this … Read More

How to Craft an Authentic Brand Voice — 7 Healthcare Marketers Share Their Strategies

Parallel PathNewsletter

Content originally published on Becker’s Hospital Review As the people who must deliver honest and compassionate messaging to patients who may be facing uncertain or stressful journeys with their health, the marketing teams at hospitals and healthcare facilities have a tough task ahead of them. Below, seven healthcare marketers share their advice on how to create and maintain an authentic … Read More

5 e-commerce trends for 2021: What we learned from the 2020 holiday season

Parallel PathNewsletter

Content originally published on Adobe Blog The 2020 holiday shopping season (November through December) was one for the record books when it comes to its share of online spend in the U.S. Analysis by Adobe Digital Insights (ADI), which uses Adobe Analytics to analyze trillions of online engagements to 80 of the top 100 retailers in the U.S., has found that COVID-19 … Read More

Make Your SEO and PPC Strategies Work Together

Parallel PathBlog, PPC, SEO

Search engine optimization (SEO) and pay per click (PPC) are two digital marketing channels that direct traffic to your website. Though the two approaches to capturing clicks from the search engine result pages (SERPs) are unique — SEO is “earned” media and PPC is paid — they work most optimally when they are used together. Therefore, your SEO and PPC … Read More

Project Manager

Parallel PathCareersLeave a Comment

Parallel Path, a Boulder, CO-based best-in-class digital marketing agency founded in 2006, has an immediate opening for a talented and passionate Project Manager. This position is available to professionals seeking on-site, full-time, long-term employment in our Boulder, CO office. Role The primary responsibilities of the Project Manager will be to work closely with our Strategic Consultants (SCG), Client Partners, Digital … Read More

The Digital Marketing Analytics Checklist

Parallel PathBlog, Web Analytics

A Digital Marketing Checklist to Make Your Data Work for You   Digital marketing analytics can provide a wealth of information regarding consumers’ preferences, behaviors, and desires. It can also help marketers measure the effectiveness of their marketing practices and strategies. There are hundreds of ways for brands to use data to grow their business.   Unfortunately, many businesses don’t know … Read More

Parallel Path Client Partner, Olive, Named to CB Insights Digital Health 150

Parallel PathNews/Press

Parallel Path healthcare technology client partner and artificial intelligence (AI) innovator, Olive, a Columbus Ohio company, has been named to the prestigious 2020 CB Insights Digital Health 150: The Digital Health Startups Transforming The Future of Healthcare. Parallel Path supports Olive’s growth goals with digital marketing strategy, paid media, SEO, customer journey insights and digital creative and asset development. The … Read More

Transforming the Way Rocky Mountain Health Plans Reaches New Customers

Parallel PathCase Studies, Matrix

Helping a healthcare provider rise above the competition during open enrollment Client: Rocky Mountain Health Plans   Background Insurance companies face wild competition and market fluctuation while trying to earn consumers’ attention during annual open enrollment periods. Determined to rise above the fray, Grand Junction-based insurance provider Rocky Mountain Health Plans worked with Parallel Path to humanize the brand with … Read More

Your Customer’s Journey Is Not Siloed – And Neither Is Your Marketing

Parallel PathMarketing, Matrix, Web AnalyticsLeave a Comment

Customers may encounter many different marketing touchpoints before they ever take action on your website – a social media post, a display ad, a radio or TV commercial. Unfortunately, marketers oftentimes credit only the marketing channels that drove the visit that resulted in a sale or a lead. Called ‘last-click attribution’, this analytics methodology ignores the fact that other marketing … Read More

Preparing for Voice Search (Part 3 of 3) – Informational Search Optimization

Parallel PathContent Marketing, Matrix, SEOLeave a Comment

Voice search is a hot topic of 2019. In the first of this three-part series, we laid out some statistics that suggest consumers are rapidly adopting this emerging technology. How do marketers capitalize on this growth? The first step is to understand how voice search platforms are sourcing content for their results. In part two, we analyzed voice search results … Read More

How to Balance Marketing Effectiveness with Personal Privacy

Parallel PathMarketing, Matrix, RegulatoryLeave a Comment

In many ways, 2018 has been the year of data privacy. Data breaches at Facebook, Google, LinkedIn, and elsewhere have dominated the news. It’s no surprise that protecting sensitive data is on the minds of consumers, businesses, and lawmakers alike. On the legal side, the European Union enacted the Global Data Protection Regulation, or GDPR, on May 25th 2018. These … Read More

Google My Business Best Practices for Healthcare Organizations

Parallel PathHealthcare, Local Listing, MatrixLeave a Comment

If there is one thing that keeps healthcare marketers awake at night – particularly marketers for multi-location hospitals and clinics – it is the state of their local business listings. Local business listing management, Google My Business (GMB) in particular, is fraught with challenges for larger, distributed healthcare organizations. But the rewards of a well-managed GMB program are undeniable. Search … Read More

More Consumers Are Cutting the Cord on Cable. What Does it Mean for Your Brand?

Parallel PathMarketing, MatrixLeave a Comment

Each year, more and more people opt out of traditional TV services like cable and satellite. As reported, “After companies from cable giant Comcast to satellite TV titan AT&T, which owns DirecTV, reported their fourth quarter results, the total number of pay TV subscribers dropped 3.4% from a year earlier, the highest rate of decline since the trend of … Read More