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

Your Brand Needs Help. Can You Get Away With A Brand Refresh?

Parallel PathMarketing, MatrixLeave a Comment

How long has it been since your company really looked at its brand and brand positioning? If not recently, it’s probably about time. With rapidly changing competitive landscapes, it’s critical to be properly branded and positioned relative to your competition. But do you need to start over completely or simply rejuvenate your existing brand identify? A Rebrand or a Refresh? … Read More

The Secrets to Successful Display Advertising for Franchise Businesses

Lora BakerDisplay, Franchise, Marketing, MatrixLeave a Comment

Display advertising is one of the most effective ways to increase awareness for your franchise business online, and it should be an integral part of your digital marketing strategy. It is an inexpensive way for franchise brands to reach their audience at scale. And like traditional outbound advertising such as tv or radio ads, display advertising is an excellent method … Read More

Social Media Best Practices for Franchises

Chloe BeaupreFranchise, Marketing, Matrix, Social MediaLeave a Comment

  How Franchises Should Manage Their Social Media Properties You might be wondering if social media is worth it from a business perspective, and it’s a fair question. Essentially, social media can provide a handsome return on investment… if it’s done correctly. Back in 2013, BIA/Kelsey released a report showing 23% of franchisees said their franchisors are “somewhat involved” with … Read More

7 Tips for Measuring the Impact of Your Awareness Campaign

Parallel PathMarketing, Matrix, Web AnalyticsLeave a Comment

Awareness campaigns are very important for companies, especially if they are newer brands or looking to enter new categories. Unfortunately, it’s not always easy to determine whether an awareness campaign is providing a positive ROI. With the right strategies, expertise and web analytics implementation, you can get accurate insight into whether your awareness efforts are driving revenue or just wasting … Read More

Why Are You Still Designing Websites for Desktops, When Mobile Is King?

Casey WinslowWeb DesignLeave a Comment

It’s been two years since mobile traffic eclipsed desktop traffic, yet many websites are still being designed for desktop users. With mobile poised to experience continuing growth, and desktop positioned for an inevitable decline, website designers must shift focus if they hope to deliver expected results for companies. Mobile Is No Longer an Afterthought When it comes to mobile popularity, … Read More

How Digital Agencies Have Evolved into Marketing Agencies

Nick MillerBlog, Marketing, MatrixLeave a Comment

These days, the best digital marketing agencies have embraced the fact that “digital” is such a huge part of marketing that the term “digital marketing” is almost redundant. As they recognize the need for integrated, multi-channel marketing campaigns that require diverse expertise, clients are demanding more. And if they aren’t they should be. From Digital to Full-service Just 15 years … Read More

If KOLs Aren’t Part of Your Marketing Strategy, You Need To Read This

Parallel PathMarketing, MatrixLeave a Comment

Although it’s not really a new concept, Key Opinion Leader (KOL) marketing is gaining importance in today’s information-saturated digital world, where more and more consumers rely on endorsements to help filter through the endless avalanche of content before making buying decisions. If you aren’t targeting key opinion leaders with your marketing campaign, here’s why you should. Why They Matter In … Read More

3 Disruptive Digital Marketing Trends for 2018

Kelley SchneiderMarketing, MatrixLeave a Comment

Things change fast in the digital world, where new technologies alter the way consumers communicate and behave. To future-proof their marketing strategies, it’s important for businesses to know what’s coming, so they can grow and adapt to the ever-shifting digital landscape. A Big Chunk of Change Whatever the date on the calendar, one truth remains constant: forward-thinking businesses accelerate ahead … Read More

What Are The Differences Between Advertising and Marketing?

Nick MillerMarketing, MatrixLeave a Comment

Many people think marketing and advertising are the same, but they’re missing out on the nuances of each term. To make things even more complicated, you could ask a dozen professionals what each term means, and they’d all give different answers. But, each answer would (hopefully) share a common theme: The fact that advertising is a one-dimensional piece to the … Read More

Marketers Need to be Accountable for Revenue

Parallel PathMarketing, MatrixLeave a Comment

  What Is the Role of Marketing in Revenue Generation? With the growth of digital, it is now possible to connect the dots between marketing and revenue. If you aren’t sure if your marketing dollars are really impacting your bottom line, it’s time to find out. A Changed Landscape For decades, business owners have regarded their marketing departments as cost … Read More

What Does It Really Mean To Be Data-Driven?

Parallel PathMarketing, MatrixLeave a Comment

  Pulling Reports vs. Using Data To Drive Decisions We’ve talked about the importance of data as it pertains to your website and marketing strategies, but what does it really mean to be “data-driven”? Let’s take a look at what that term truly means, including what it means for your business and how you can become more data-driven. Using data … Read More

The GDPR and Its Global Impact On Marketing

Kelley SchneiderMarketing, Matrix, RegulatoryLeave a Comment

  What Marketers Need to Know About the GDPR On May 25, 2018, the European Union will officially begin enforcing the new General Data Protection Regulation, arguably the most comprehensive, stringent and consequential regulation to be implemented in over 20 years. Whereas the previous Data Protection Directive (rolled out in 1995) protected EU consumers mostly from EU companies, the new … Read More