Segmenting Branded and Non-Branded Keywords to Maximize Your Media Spend

Megan JoosteMarketing, Matrix, PPC, SEO

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

How to Use Google Analytics Segments: An Illustrated Guide

Greg GarrisonMarketing, Matrix, Web Analytics

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

Why Your Brand Should Use Facebook Brand Lift Measurement

Wyeth LeemonMarketing, Matrix, Social Media

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

Partnership with Streamline Brands to Drive Next Era of Growth

Megan JoosteMarketing, Matrix, News/Press, Web Design

Parallel Path is proud to announce its partnership with Streamline Brands Safesplash, Swimtastic, and SwimLabs as the brand prepares for its next wave of growth. Streamline Brands is the leading franchisor of swim school concepts in the United States, with over 170 swim schools in its network. Parallel Path will be providing a range of digital marketing services to the … Read More

Integrating Billboard Advertising with Digital-First Marketing Campaigns

Megan JoosteHealthcare, Marketing, Matrix

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

Human Form Fitness to Bring Personalized Health and Wellness Coaching to Parallel Path

Megan JoosteMarketing, Matrix, News/Press

Holistic health and fitness coaching now offered to all Parallel Path employees. Boulder, CO., February 7, 2020 Parallel Path is pleased to announce the launch of a partnership with Ohio-based Human Form Holistic Health, Fitness, and Performance Institute to provide personalized health coaching services to all Parallel Path employees. The program is being offered free-of-charge to staff as part of … Read More

Health, Wellness, and Lifestyle Marketing for 2020 and Beyond

John KadlicMarketing, Matrix, Perspective

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

New Electrolyte and Protein-Packed Beverage Joins the Ascent Family

Megan JoosteHealth and Wellness, News/Press

We like it when friends make awesome new products. Today, our friends at Ascent celebrated the launch of their new Recovery Water, a refreshing, revolutionary beverage that offers 20g of clean protein and electrolytes — all in 100 calories — to help us recover from a hard workout (or just a hard day’s work). Ascent has been sourcing the industry’s … Read More

Who Will be Most Impacted by the Google January 2020 Core Update

Danny MoscosoMarketing, Matrix, SEO

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

Maximizing ROI on Your Hospital’s Digital Marketing

Megan JoosteHealthcare, Matrix, Web Analytics

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

How to Work Remotely While Traveling

Megan JoosteMarketing, Matrix, Perspective

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

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

Mountainfilm on Tour Brings RMHP’s ‘Life on the Western Slope’ to International Audiences

Megan JoosteHealthcare, News/PressLeave a Comment

A short film featuring Ron Black of The San Juan Dance Club, created by Parallel Path and Colorado natives the Roos Brothers for Rocky Mountain Health Plans (RMHP) will grace big screens around the world as an official selection of the 2019 Mountainfilm World Tour. The tour, an extension of the Mountainfilm Festival held annually in Telluride, Colorado, brings select … 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

Preparing for Voice Search (Part 3 of 3) – Informational Search Optimization

Parallel PathContent Marketing, Matrix, SEOLeave a Comment

Voice search is a hot topic of 2019. In the first of this three-part series, we laid out some statistics that suggest consumers are rapidly adopting this emerging technology. How do marketers capitalize on this growth? The first step is to understand how voice search platforms are sourcing content for their results. In part two, we analyzed voice search results … 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