Marketing to Gen Z: Authenticity Matters

Bella MarconiBlog, Marketing

Marketing to Gen Z

Generation Z and Brand Engagement Born in the mid-1990s and mid-2000s, living entirely within the digital age, Generation Z has never experienced a time without the internet. Each new generation comes with its own characteristics and presents unique opportunities and challenges for marketers.  Gen Z’ers are stigmatized as being technology addicts and lacking the ability to connect with people face-to-face, … Read More

Using Search Impression Share to Identify Growth Opportunities for Health, Wellness and Lifestyle Brands

Billy McCallBlog, Performance Media, PPC

Google Ads

Are you seeing success with your lead generation or e-commerce search campaigns, but don’t know what more you could be getting out of them? What if I told you that the paid search platforms have been providing you the guidance you’ve needed all along? At Parallel Path, a common question from our clients is, “What more could we be doing?” … Read More

Optimizing Paid Social Media for Algorithms

Willow SmithBlog, Social Media, Social Media Ads

paid social media algorithm

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

5 Marketing Priorities of Hospitals & Health Systems

Hardy KalisherBlog, Health Industry, Hospitals & Health Systems, Marketing

Hospital Marketing

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

Reddit Advertising for Health, Wellness and Lifestyle Brands

Dendy WalkerBlog, Performance Media, Social Media Ads

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 E-Commerce Overview

Bella MarconiBlog, Performance Media, Social Media Ads

Instagram Shopping Overview

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

Mindfulness for Smarter Marketing

Sam MuellerBlog, Health and Wellness, Marketing

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

Pinterest Advertising for Health, Wellness and Lifestyle Brands

Dendy WalkerBlog, Performance Media, Social Media Ads

Pinterest Advertising 2022

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

GA4 Updates From the Last 6 Months and Why You Should Care

Greg GarrisonBlog, Web Analytics

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

TikTok Advertising Overview for 2022

Willow SmithBlog, Social Media

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

How Can Healthcare Companies Prepare for 3rd Party Cookie Depreciation?

Willow SmithBlog, PPC, Regulatory

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

Q2 2021 Paid Social Media Recap

Dana Haltiwanger StrubBlog, Social Media

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

Facebook Retargeting Solutions After iOS14 Updates

Dana Haltiwanger StrubBlog, Regulatory, Social Media

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

Facebook Advertising Creative Best Practices

Dana Haltiwanger StrubBlog, Social Media

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 Paid Social Media Recap

Dana Haltiwanger StrubBlog, Social Media

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

Google Ads iOS14 Updates

Wyeth LeemonBlog, Marketing, Regulatory

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

Why Hulu Might Be the Next Advertising Channel in Your Marketing Mix.

Russell OrrisBlog, Marketing

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

Google Ads Quarterly Digest – Q1 2021

Wyeth LeemonBlog, PPC

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