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.
The Digital Marketing landscape is rapidly changing under the economic pressure of the Coronavirus Pandemic. Agencies and Brands have needed to be agile to stay ahead of shifts and trends that could have a significant impact on client goals. From our work to help some of the leading health, wellness, and lifestyle brands across the country navigate these uncertain times, … Read More
People can’t buy products they can’t find. For CPG brands across health and wellness, being easily found by your target audience means having relevant content on your product pages that matches user search intent. In this blog, we explain how you can improve your ranking for flavor, variety, and size modified searches by: Creating product detail pages targeting those individual … Read More
People can’t buy products they can’t find. For CPG brands across health and wellness, being easily found by your target audience means having relevant content on your domain that matches user search intent. Increase Sales Through Optimized Content Along with conducting keyword research to help you write timely, optimized content that can help keep your products high in the SERPS … Read More
It’s no secret health and wellness is kind of a big deal here at Parallel Path. It’s who we are as an agency (a healthy living spending account is even part of our benefits package), and it’s what we do: at work, at home, and in our communities. But, our ski lifts are closed and gyms are shuttered for the … Read More
The novel coronavirus (SARS-CoV-2) has altered almost every single aspect of people’s daily lives in at least 177 countries (and counting) across the globe. As seen in empty grocery store aisles and “Not in Stock” labels on Amazon, people’s buying habits have drastically shifted right alongside the spread of the virus. Along with hand sanitizer and toilet paper (here’s an … Read More
We are certainly at an odd moment in time, and today there are more questions than answers regarding the development of the Coronavirus pandemic. The vast majority of those questions are being made as online search queries. As news and updates on the rapidly evolving Coronavirus pandemic continue to inundate inboxes and newsfeeds across the country, many of our clients … Read More
Chances are, your organization is already employing both branded and non-branded keywords in your Paid Media (PPC) and SEO programs. But, the key to really knowing the impact of those branded keywords on conversion results is through segmentation. First, let’s define our terms. What is a Branded Keyword? Branded keywords include some aspect of your company’s name, such as: ‘Backpacker’s … Read More
Google Analytics offers a ton of up-front/top-level information. The way Google provides information and allows users to slice and dice the information works well for many cases. However, there are some shortcomings where utilizing filters and secondary dimensions can only get you so far, and on top of that, it can be relatively time-consuming. This is where segments come in … Read More
Likes feel great, but are they good for the bottom line? While likes and shares are usually guaranteed to boost your mood, it’s difficult to gauge whether those types of social media engagement are boosting sales. Enter Facebook Brand Lift, which reports on metrics such as brand awareness and ad recall in an effort to cut through the clutter and … Read More
Billboards may be one of the oldest forms of advertising, but their time in the sun is far from over. With brands facing increasingly fierce competition for eyeballs on desktop and mobile screens, there’s a case for integrating Out of Home (OOH) advertising with digital marketing campaigns now more than ever. Rohan Oza, arguably one of the most successful modern … Read More
Rise above the silos to craft winning strategies It wasn’t too long ago that the healthcare, wellness, and lifestyle industries were viewed as mostly siloed spaces without much crossover. Now that narrative has shifted, and the consumers expect the integration of health, wellness, and lifestyle as they seek a more holistic view of wellbeing. For those in health, wellness, and … Read More
The Google January 2020 Core Update is complete On January 13th 2020, Google announced the release of a broad core algorithm update. Of course, this is by no means novel. Updates like these typically happen on a quarterly basis and tend to roll out over a period of a few to several days. According to Google, last week’s update was … Read More
Why Read This Paper Since 2006, Parallel Path has been crafting and deploying highly-effective marketing solutions for clients that include some of the country’s top hospitals and insurance companies. This article draws from insights we have gleaned from our work to help our client partners achieve unprecedented marketing growth and performance. This paper offers the following five-point framework to help … Read More
The story of how Wyeth Leemon came to be an internationally traveling remote employee began with a round-trip ticket to Bangkok and resignation. But fortunately for both Wyeth and the Parallel Path team, that resignation was turned down and turned into an opportunity for both parties to see if a remote working arrangement could really work. TL;DR: Working remotely works. But … Read More
Pick a tool, any tool One of my tasks as Director of Earned/Owned media at Parallel Path is to oversee social media scheduling for our clients. Juggling a number of accounts across different editorial calendars is never straightforward, but I’ve discovered a few efficiencies and tools that help make my job that much easier – and my clients’ social engagement … Read More
In the past couple of months, I have noticed a trend across categories around the importance of balance and wellbeing as it pertains to our digital selves. With the introduction of Senator Josh Hawley’s proposed Social Media Addiction Reduction Technology (SMART) Act, which seeks to combat the addictive features of social media, it appears there is a growing focus on … Read More
Mental health in children is at the forefront of the national health conversation. Per the latest data via the National Survey of Children’s Health, depression, anxiety, and behavioral or conduct problems remain prevalent among children and adolescents across the United States. This fall, the Colorado High School Activities Association is making a bold move to help improve the mental health … Read More
The concept of Authenticity has been trendy with brands and marketers for some time now. This totally makes sense; we are all better when brands and people are their authentic selves. The problem is, not every brand or everyone is TRULY authentic and that’s where the rub comes in. To be truly authentic, you need to be comfortable sharing who … Read More
Many years ago, the agency I was working for at the time got invited to a new business pitch from Bush’s Baked Beans (of Duke the dog fame). It was a great opportunity for us, but it was highly competitive. My team and I had been through this drill many times before, so we girded ourselves for the typical pitch … Read More
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