5 Things Social Media Managers Should Look for in a Planning Tool

Megan HettwerContent Marketing, Marketing, Matrix, Social MediaLeave a Comment

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

Digital Balance in a Tech-Dominant World

Greg GarrisonBlog, Marketing, MatrixLeave a Comment

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 Training for Coaches a New (and Welcome) Requirement across Colorado Athletics

Megan JoosteBlog, Marketing, MatrixLeave a Comment

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 Trouble with Authenticity

John KadlicMarketing, Matrix, PerspectiveLeave a Comment

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

What I Learned From Baked Beans

John KadlicBlog, Marketing, MatrixLeave a Comment

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

Your Customer’s Journey Is Not Siloed – And Neither Is Your Marketing

Parallel PathMarketing, Matrix, Web AnalyticsLeave a Comment

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

How to Balance Marketing Effectiveness with Personal Privacy

Parallel PathMarketing, Matrix, RegulatoryLeave a Comment

In many ways, 2018 has been the year of data privacy. Data breaches at Facebook, Google, LinkedIn, and elsewhere have dominated the news. It’s no surprise that protecting sensitive data is on the minds of consumers, businesses, and lawmakers alike. On the legal side, the European Union enacted the Global Data Protection Regulation, or GDPR, on May 25th 2018. These … Read More

PPC Best Practices for Franchises: The Hidden Factors That Can Influence Results

Louie BeaupreBlog, Franchise, Marketing, Matrix, PPCLeave a Comment

Pay per click (PPC) marketing should be a primary tool in the franchise marketing toolkit. When set up and managed properly, a franchise PPC account allows for easy budget allocation and hyper-targeted ad distribution across the franchise network, ensuring that each location is getting its fair share of its marketing investment. However, just because two locations in similar sized markets … Read More

Branded vs Non-Branded Keyword Performance: Why Does It Matter?

Nick MillerBlog, Marketing, Matrix, PPC, SEO, Web AnalyticsLeave a Comment

If your PPC and SEO programs include both branded and non-branded keywords, it is critical to analyze performance across these keyword categories separately. Using blended data will lead to inaccurate assumptions that can negatively impact your budget allocation and keep optimization opportunities hidden from view. Branded vs Non-Branded Keywords As the name suggests, branded keywords contain your company’s brand name in … Read More

More Consumers Are Cutting the Cord on Cable. What Does it Mean for Your Brand?

Parallel PathMarketing, MatrixLeave a Comment

Each year, more and more people opt out of traditional TV services like cable and satellite. As Fortune.com reported, “After companies from cable giant Comcast to satellite TV titan AT&T, which owns DirecTV, reported their fourth quarter results, the total number of pay TV subscribers dropped 3.4% from a year earlier, the highest rate of decline since the trend of … Read More

Digital Marketing, Millennials, and Your Brand

Nick MillerMarketing, MatrixLeave a Comment

  Key Strategies to Use When Marketing to Millennials Millennials (aka people born between 1981 and 1996) are a unique generation. When compared to earlier and later generations, reaching them through digital marketing is an entirely different ballgame. They demand authenticity, they’re quick and efficient online researchers, they operate with skepticism, and they’re keenly aware of traditional marketing tricks and … Read More

CMOs: You Probably Don’t Need Most of Your In-house Staff

Nick MillerBlog, Marketing, MatrixLeave a Comment

  Your In-House Digital Marketing Staff Can Hold Back Your Campaign While it may seem logical to hire an in-house team for your digital marketing efforts; most CMOs are surprised and disappointed when confronted with the ongoing time and expense it takes to recruit and maintain a successful department. What’s more, once their interests are tethered to in-house staffs, CMOs … Read More

IGTV: Does It Have a Place in Your Digital Marketing Mix?

Chloe BeaupreDisplay, Marketing, Matrix, Social MediaLeave a Comment

  What is IGTV, and Can Brands Benefit? Near the end of June 2018, Instagram announced its newest initiative: IGTV. This new feature can be found within the traditional Instagram platform, but it’s also a standalone app that can be downloaded directly. Through IGTV, users can upload videos that are longer than 60 seconds, and the vertically-oriented, mobile-first layout is … Read More

Marketing Isn’t Buying Tools

Nick MillerMarketing, MatrixLeave a Comment

  Successful Marketing Is About Strategy, Not Just Tools These days, there’s a lot of buzz about marketing automation software and other technologies that seem a little too good to be true. If you read half the blog posts about modern marketing tools, you’d start to believe you can magically solve your challenges by paying X amount of dollars for … Read More

How Much Reporting and Transparency Do Your Franchisees Need?

Louie BeaupreBlog, Franchise, Marketing, MatrixLeave a Comment

  Getting Franchisees to Buy into Your National Marketing Fund Implementing and maintaining an effective national marketing fund together with your franchisees is both an operational and psychological challenge. If franchisees had poor experiences in the past with corporate-level initiatives, marketing or otherwise, they may distrust programs they do not directly control. Given the benefits of well-managed national marketing, it … Read More

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

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