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

Franchise Marketing: Benefits of a Centrally Managed Domain

Louie BeaupreBlog, Franchise, MatrixLeave a Comment

How are your franchisee websites set up right now? Does each location have its own website and domain? If your answer to that question is ‘yes’, it’s time to re-evaluate your approach. You might be wondering, “Why can’t franchisees simply build their own websites?” It sounds like an easy solution, but franchisees don’t typically have the digital experience (or time) … Read More

Google My Business Best Practices for Healthcare Organizations

Parallel PathHealthcare, Local Listing, MatrixLeave a Comment

If there is one thing that keeps healthcare marketers awake at night – particularly marketers for multi-location hospitals and clinics – it is the state of their local business listings. Local business listing management, Google My Business (GMB) in particular, is fraught with challenges for larger, distributed healthcare organizations. But the rewards of a well-managed GMB program are undeniable. Search … 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