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

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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

Director of Paid Search

Parallel PathCareers

Summary of Role At Parallel Path, we help ambitious health, wellness, and lifestyle brands grow faster through the power of digital marketing. With 15 years of history, we are a nimble and growing agency located in beautiful Boulder, CO, and are seeking a highly experienced Paid Search professional to join our team as the Director of Paid Search.  This position … 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 Fortune.com 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

Tackling Remarketing Visibility Issues

Parallel PathDisplay, Marketing, Matrix, PPCLeave a Comment

Poorly executed remarketing campaigns look sloppy and can reflect negatively on your brand. Oversaturation, irrelevant messaging and showing ads on inappropriate sites can turn off your prospects and jeopardize your customer acquisition efforts. Remarketing can be a highly effective tool when done properly. To effectively leverage remarketing, it’s important to follow best practices for maximizing performance without turning your audience … Read More

Preparing for Voice Search (Part 2 of 3) – Brick & Mortar Optimization

Parallel PathMarketing, Matrix, SEOLeave a Comment

In part one of this series, we looked at some compelling adoption statistics for voice search as well as fundamental differences between voice and traditional search. In part two, we look at some ways that brick and mortar businesses can maximize their exposure in localized searches – searches with a geographic modifier, such as ‘near me’ or ‘in boulder’ – … Read More

Preparing for Voice Search (Part 1 of 3)

Parallel PathMarketing, Matrix, SEOLeave a Comment

Do you like talking to inanimate objects? I hope so, because voice search is on the rise. Voice-operated platforms like Google Assistant and Amazon Alexa, as well as voice-activated apps in cars, on mobile phones and just about anywhere else you can imagine, are taking a growing share of all searches performed on a daily basis. Here are just a … Read More

What Successful CMOs Want in Their Marketing Agencies?

Parallel PathMarketing, MatrixLeave a Comment

When it comes to selecting a marketing agency, successful CMOs want partners – not vendors. This means more than just having expertise with all modern digital marketing channels; it means providing a tailored, results-oriented commitment to a client’s objectives. What Do CMOs Really Want? If you ask elite CMOs what their dream digital agency would look like, most would describe … Read More

The Importance of a Centrally Managed Franchise Website

Parallel PathBlog, Franchise, MatrixLeave a Comment

A website is the hub of any business’s digital efforts. An ineffective website will undermine all other marketing efforts, no matter how much time, money and expertise are applied to campaign development. Yet, many franchisors leave the development and management of franchisee websites to the franchisees. The result? An incohesive, inconsistent, and fragmented Web presence that: Negatively impacts the franchise … Read More

There Are No Digital Marketing Experts

Parallel PathMarketing, MatrixLeave a Comment

In the digital marketing world, there is no shortage of consultants, agencies and prospective employees who can dazzle you with best practices and channel-specific expertise. In reality, however, most of these so-called experts are largely operating from the same knowledge base. So what should you look for in an agency? One comprised of savvy marketers who incorporate tried-and-true principles that … Read More

Digital Authenticity: What Does it Mean? And, Why Is it Important?

Parallel PathMarketing, MatrixLeave a Comment

Successful marketing campaigns are about creating connections that promote action and positive word of mouth. To effectively engage modern consumers, businesses need to establish trust by taking a consistent, authentic approach to their digital marketing efforts. What Is Digital Authenticity? From a digital marketer’s perspective, authenticity means being original and genuine, while maintaining a consistent voice, perspective and image throughout … Read More