How Client Agency Relationships Can Thrive After Leadership Changes

Andrew UtechMarketing

Leadership Change

Change on both the client and agency side is inevitable. Parallel Path’s Senior Strategic Consultant, Andrew Utech dives deeper into how an agency can be a proactive leader in assuring stability and long-lasting client-agency partnerships.  In an industry that’s so fickle, how can agencies and clients instill a sense of stability in an effort to make lasting high performing relationships? … Read More

YouTube Raises the Bar on Validating Credible Healthcare Information

Alison MichelettiHealthcare, Marketing, YouTube

Youtube Healthcare

YouTube is Leading The Way in Helping Consumers Find Credible Healthcare Information Where’s the first place you turn to when you have a health question? The internet, of course! A multitude of online sources provide robust libraries of health articles that answer some of the most commonly asked health questions. But following the COVID-19 pandemic, a surge of misinformation has … Read More

A Poetic Pause to Reveal the Solution

Hardy KalisherBlog, Marketing, Perspective

poetic pause

The faster we can connect, the more we can get done. Isn’t that the promise of email, texts, Zoom, and Slack? 5G doubles productivity. Go! Go! Go! The light is always green! While we are busy getting more work done, has quality faltered for speed? Do we allow time for our best work to be done? Do the best solutions … Read More

Is Google Search Dying?

Hardy KalisherBlog, Marketing, PPC, SEO, Social Media

Believe it or not, we have been hearing that SEO is dead every year since Richard Hoy first claimed it on the Online Advertising Discussion List in 1997, and yet, SEO is still one of the most in-demand digital marketing services and skills.  The most common reasons given for why SEO is dead are updates to Google’s search algorithm that … Read More

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

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

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

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

How to Use Geographic Data for Competitive Conquesting

Willow SmithBlog, Marketing

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

What Google’s Keyword Matching Update Means for Your Brand

Wyeth LeemonBlog, Marketing, SEO

Keyword Updates in Google

Agency POV Google recently announced that they will be making significant changes to the way phrase and broad match modifier (BMM) keywords trigger ads for various search terms. Essentially Phrase and BMM keywords will be combined into one overarching match type. The current Phrase match type will expand to cover broad match modifier traffic while still leveraging word order when … Read More

Facebook Ads iOS14 Updates

Dana Haltiwanger StrubBlog, Marketing, Social Media

How Apple’s Recent Release Could Affect Your Facebook Advertising You have probably heard by now that Apple’s recent iOS 14 update will impact Facebook advertising, but you may still be wondering exactly how this will unfold. There are still a lot of questions that remain unanswered, but we’ve compiled what we know so far and some tips to help you … Read More

How Your Brand Can Promote Social Media Wellness

Megan JoosteBlog, Marketing, Matrix, Social Media

With people spending so much more time at home because of the COVID-19 pandemic, the danger of over-using social media is real, even for people for whom health and wellness is a priority. Remember what Jack Ma, the founder of Alibaba said: “Today’s customers want to be healthy and happy, no matter who they are.” He’s right. And for brands … Read More

Paid Media Tips for Brand Safety During COVID-19

Willow SmithBlog, Marketing, Matrix, PPC

Brand Safety encompasses all the strategies and activities brands employ to safeguard their reputation while advertising online. This spans from paid media strategy all the way down to ad placement, as well as ad content. Traditionally when marketers think about brand safety, it’s in reference to where ads are placed online and ensuring “safe” content adjacency. This entails making sure … Read More

Social Media Advertising Updates 2020

Daniel CunninghamBlog, Marketing, Matrix, Social Media

The world of social media advertising can feel like it is evolving at light speed. To help you stay on top of opportunities to achieve your marketing goals, we wanted to take a moment to share a current overview of all Q1 and Q2 changes to Facebook, Instagram, Twitter, Snapchat, Linkedin, Pinterest, and TikTok . Facebook & Instagram Updates New … Read More

Google Ads Updates 2020

Wyeth LeemonBlog, Marketing, Matrix

We wanted to take a moment to share noteworthy 2020 updates, beta programs, and features you may have missed from 2019 within the Google Ads platform, specifically for paid search and display, that might affect the way you achieve your marketing goals. Lead Form Extensions Are Still in Beta and Have Some Critical Limitations This feature was rolled out in … Read More

Five Things Your Marketing Team Can Do Now to Best Prepare for the Post-Pandemic Economy

John KadlicBlog, Marketing, Matrix, Perspective

Since early March 2020, much of American enterprise has been at a near-standstill. While there is no on-off switch to the national economy, there is an indication that the “dimmer” is slowly moving its way to “on,” with governors in several states laying out plans for a phased lifting of restrictions based on the guidance of their health officials. We … Read More

Three Ways to Maximize Brand Awareness During a Recession

Wyeth LeemonBlog, Marketing, Matrix, PPC, SEO

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