Parallel Path Blog
As a marketing leader across the health, wellness, and lifestyle industries, we share current, relevant, and valuable insights to help brands and organizations achieve their goals.
As a marketing leader across the health, wellness, and lifestyle industries, we share current, relevant, and valuable insights to help brands and organizations achieve their goals.
How health, wellness, and lifestyle brands can curate paid social media strategies to win the algorithm game If you spend time on social media sites like Instagram or YouTube, you have no doubt been subject to seeing a “curated” feed of content that’s served up specifically to fit your preferences. You innocently watch one video of a kitten playing with … Read More
The modern hospital and health system marketer must meet their audience where they are. Having a digital-first approach is critical for success. Now more than ever hospital and health system marketing teams are feeling the challenges of being under-resourced to accomplish an ever-growing list of priorities. In speaking with hospital and health system marketing leaders across the country, the … Read More
How brands can use Reddit to engage with a valuable audience Social media platforms have largely evolved into places to consume content, instead of sharing content. With the rise of bots and negativity on social media, more users have turned towards online communities, such as those on Reddit, as a safe haven to express themselves. Reddit is thriving with 50M+ … Read More
Instagram Shopping: An Opportunity for Health, Wellness, and Lifestyle Brands With more than 1 billion active users each month, it’s no surprise that Instagram has made the shift into becoming a more e-commerce-friendly platform. Along with the huge user base, celebrity social channels and mega influencers have helped give Instagram the opportunity to become an e-commerce powerhouse. Considering the … Read More
Leveraging human-first experiences to build strategic plans for Health, Wellness, and Lifestyle Brands As marketers, it’s easy to forget that we are also consumers, “the target market” for so many brands and companies that touch our lives daily. I’m a mom, a working professional, a friend, a yogi, a homeowner, a traveler, and so much more. It’s estimated that … Read More
What Google’s Depreciation of Cookies Means for Marketers If you touch digital advertising in any capacity, you’re likely aware that the cookie is crumbling. For those of you who may still exist in ignorant bliss, allow us to break it down for you. What the heck are cookies and why have they been in the industry news so much … Read More
How Pinterest can drive meaningful engagement in a post-iOS14 world As we navigate a post-iOS14 digital landscape we are constantly looking for ways that health, wellness, and lifestyle brands can diversify across social placements and ensure success for our clients. Pinterest is a mature platform with an engaged audience, making it an ideal candidate for testing new placements to achieve … Read More
It may be finally happening people! Google’s new analytics tool, Google Analytics 4 (GA4), is receiving some much-needed updates in order to make it a true replacement for Universal Analytics (UA). As a quick refresher, GA4 is Google’s new analytics tool that is geared towards a cookie-less future. If this is the first you are hearing of GA4, or just … Read More
As digital marketers, we are all acutely aware that the only constant in this industry is change, and that old adage certainly continues to hold true in the world of Facebook advertising. In the past year, agencies and brands alike have had to rally and make some changes to the ways we approach our social marketing strategies to accommodate the … Read More
TikTok User Summary TikTok has approximately 1 billion monthly active users according to Wallaroo Media’s report. We estimate monthly users will surpass 1.1 billion in 2022. This growth has been near exponential since November of 2018 when TikTok reported its 680 million monthly active users. As for the typical demographic, nearly 50% of the user base is under A29 and … Read More
The digital marketing industry is one of constant change and clients and agencies alike have grown accustomed to navigating through these uncertain waters and having to continuously pivot our strategies to follow suit. One of the next big things we’ll need to traverse are industry changes related to an increased priority around consumer privacy. We’re all still feeling some of … Read More
We are halfway through the year and Parallel Path has curated the latest news from Q2 when it comes to all things Paid Social media. Ad Spend Trends Merkle reported in their Q2 recap that digital ad spend on Facebook saw a significant increase of over 68%. Impression growth was not reported to see an increase which means there is … Read More
It is no secret that the iOS14 updates have thrown a wrench into digital advertising strategies this year. In the past, retargeting based on website traffic had been very successful in driving conversions. However, now that a lot of people are opting out of data tracking, advertisers are not seeing the same success or audience sizes that they had been … Read More
Best Practices Developing the right creative is very important to the success of your Facebook advertising campaign and there are so many rules and guidelines it can be difficult for businesses to keep track. That is why the team at Parallel Path has compiled a list of best practices for you to reference as you develop your creative images, videos, … Read More
Q1 2021 is officially a wrap and as is tradition, Parallel Path has curated the latest news when it comes to all things Paid Social. Ad Spend Trends Socialbakers’ data showed Facebook and Instagram ad spend was up 60% year-over-year — an impressive growth rate after a record-setting year for social media ad spend. Facebook’s ad reach grew around the … Read More
iOS14 Updates Apple recently introduced new privacy and security features for their iOS14 software update. As a result, Google, Facebook, and other digital advertising platforms have had to make significant updates to products to comply with the new privacy and security features. This update is largely focused on user privacy within apps, so Google’s updates were less significant than Facebook’s, … Read More
Search, Social, and now Streaming. Self-service advertising continues to grow across almost all digital touchpoints. With several companies such as Google, Facebook, YouTube, Pinterest, LinkedIn, Twitter, and TikTok all having their own ad managers, Hulu will be jumping into the mix. They began beta testing their self-serve ad-buying tool early last year and will continue to allow businesses to … Read More
Q1 was a relatively quiet month for Google in terms of major product updates, but there were still a few noteworthy changes. Keyword Matching Updates In typical Google fashion, they shook up the SEM world in early February by announcing a significant update to the keyword match types/matching behavior within paid search campaigns. For an in-depth guide of what’s changing, … Read More
Geo-Conquesting Most marketers that have been in the digital game are familiar with the concept of Geo-Targeting and some of the more traditional ways to use this tactic to reach their prospective customers. But, what about some unconventional ways of applying this targeting to help achieve business goals? A standard application would be to use geo-targeting around physical store locations … Read More
Behavior Tracking in Google’s New “Cookie-less” World June 2021 Update: Google has since delayed its planned cookie removal until 2023 In marketing where a data-driven world is the promise of modern advertisers, what happens when the data as we know it disappears? In March 2021, Google announced that it will no longer allow advertisers to target consumers based on their … Read More