Social Media Best Practices for Franchises

Chloe BeaupreFranchise, Marketing, Matrix, Social MediaLeave a Comment

  How Franchises Should Manage Their Social Media Properties You might be wondering if social media is worth it from a business perspective, and it’s a fair question. Essentially, social media can provide a handsome return on investment… if it’s done correctly. Back in 2013, BIA/Kelsey released a report showing 23% of franchisees said their franchisors are “somewhat involved” with … Read More

7 Tips for Measuring the Impact of Your Awareness Campaign

Parallel PathMarketing, Matrix, Web AnalyticsLeave a Comment

Awareness campaigns are very important for companies, especially if they are newer brands or looking to enter new categories. Unfortunately, it’s not always easy to determine whether an awareness campaign is providing a positive ROI. With the right strategies, expertise and web analytics implementation, you can get accurate insight into whether your awareness efforts are driving revenue or just wasting … Read More

How Digital Agencies Have Evolved into Marketing Agencies

Nick MillerBlog, Marketing, MatrixLeave a Comment

These days, the best digital marketing agencies have embraced the fact that “digital” is such a huge part of marketing that the term “digital marketing” is almost redundant. As they recognize the need for integrated, multi-channel marketing campaigns that require diverse expertise, clients are demanding more. And if they aren’t they should be. From Digital to Full-service Just 15 years … Read More

If KOLs Aren’t Part of Your Marketing Strategy, You Need To Read This

Parallel PathMarketing, MatrixLeave a Comment

Although it’s not really a new concept, Key Opinion Leader (KOL) marketing is gaining importance in today’s information-saturated digital world, where more and more consumers rely on endorsements to help filter through the endless avalanche of content before making buying decisions. If you aren’t targeting key opinion leaders with your marketing campaign, here’s why you should. Why They Matter In … Read More

3 Disruptive Digital Marketing Trends for 2018

Kelley SchneiderMarketing, MatrixLeave a Comment

Things change fast in the digital world, where new technologies alter the way consumers communicate and behave. To future-proof their marketing strategies, it’s important for businesses to know what’s coming, so they can grow and adapt to the ever-shifting digital landscape. A Big Chunk of Change Whatever the date on the calendar, one truth remains constant: forward-thinking businesses accelerate ahead … Read More

What Are The Differences Between Advertising and Marketing?

Nick MillerMarketing, MatrixLeave a Comment

Many people think marketing and advertising are the same, but they’re missing out on the nuances of each term. To make things even more complicated, you could ask a dozen professionals what each term means, and they’d all give different answers. But, each answer would (hopefully) share a common theme: The fact that advertising is a one-dimensional piece to the … Read More

Marketers Need to be Accountable for Revenue

Parallel PathMarketing, MatrixLeave a Comment

  What Is the Role of Marketing in Revenue Generation? With the growth of digital, it is now possible to connect the dots between marketing and revenue. If you aren’t sure if your marketing dollars are really impacting your bottom line, it’s time to find out. A Changed Landscape For decades, business owners have regarded their marketing departments as cost … Read More

What Does It Really Mean To Be Data-Driven?

Parallel PathMarketing, MatrixLeave a Comment

  Pulling Reports vs. Using Data To Drive Decisions We’ve talked about the importance of data as it pertains to your website and marketing strategies, but what does it really mean to be “data-driven”? Let’s take a look at what that term truly means, including what it means for your business and how you can become more data-driven. Using data … Read More

The GDPR and Its Global Impact On Marketing

Kelley SchneiderMarketing, Matrix, RegulatoryLeave a Comment

  What Marketers Need to Know About the GDPR On May 25, 2018, the European Union will officially begin enforcing the new General Data Protection Regulation, arguably the most comprehensive, stringent and consequential regulation to be implemented in over 20 years. Whereas the previous Data Protection Directive (rolled out in 1995) protected EU consumers mostly from EU companies, the new … Read More

Social Media Managers! Beware of Hootsuite Auto-Schedule for Instagram

Chloe BeaupreMarketing, Matrix, Social MediaLeave a Comment

  Does Hootsuite Instagram Update Negatively Impact the Algorithm? As you may know, Hootsuite for Instagram did not previously have any type of a “set and forget” type of scheduling for your Instagram posts. Rather than a post being automatically posted to the platform through your desktop, you actually had to manually post on the mobile app upon receiving an … Read More

SEO: Not Just for The Top of The Funnel

Danny MoscosoMarketing, Matrix, SEOLeave a Comment

  SEO Can Be Present at All Stages of Customer Journey Often the first touchpoint of the customer experience, SEO should be an integral component of your entire purchase funnel or loyalty loop. Far more than a one-time project, comprehensive SEO is an ongoing digital marketing effort that factors heavily into each phase of the customer journey, including awareness, demand, … Read More

What Is Good B2B Content?

Danny MoscosoContent Marketing, MatrixLeave a Comment

  5 Fundamentals to Developing Good B2B Content Good content bridges the gap between your competitive advantage and your customer’s needs. But what exactly makes content “good”? Here is our guide for developing engaging, sharable content that offers real value to readers. The Fundamental Ingredients To understand what makes content good or bad, it helps to explain the reasons behind … Read More

Facebook News Feed Update

Hardy KalisherMarketing, Matrix, Social MediaLeave a Comment

  10 Strategy Adjustments for Businesses By now, you may have heard the big news about the Facebook News Feed Update that Facebook released at the end of this past week. Facebook will be prioritizing posts from friends and families over those posted by Pages (businesses, brands, and publishers).  Here is our take on the bottom line for our clients. … Read More

Turn a Negative (Comment) Into a Positive

Chloe BeaupreLifestyle Industry, Marketing, Matrix, Social MediaLeave a Comment

Lately, many companies are being confronted with social media campaigns that call them out for advertising on conservative websites, one of the most notable currently is the far-right site Breitbart. Breitbart is a controversial website that is notorious for what its critics call ‘fake’ news with allegations of a white, nationalist racist slant. In opposition, movements like #NoAdsforHate and Sleeping … Read More

How to Track Dark Social in Google Analytics

Nathan PatrickMarketing, Matrix, Social Media, Web AnalyticsLeave a Comment

  What is Dark Social? The channel Dark Social contains users who arrive to a website via a messaging app, and it’s currently incorrectly tracked in Google Analytics. Read The Atlantic’s post on Dark Social as a primer, otherwise you’ll quickly get lost. Dark social is really just another channel so we’ll be changing how analytics groups users into channels. … Read More

Be Great at Email Newsletter Marketing

Hardy KalisherMarketing, MatrixLeave a Comment

Your objective is not to just have a good newsletter, it is to be great at business in part because of the newsletter. A great newsletter program supports your company’s marketing and business goals. Ambitious, yes. But so are all marketing efforts. Be Great! The following key considerations will help set up your company for newsletter greatness. Newsletter Goals & … Read More

The ROI of a Logo

Nathan PatrickMarketing, MatrixLeave a Comment

When you go to the grocery store, there are two types of products: Brand and Generic. Without a second of thought, you know the difference between the two. While these products (spanning all categories of CPG) are mostly the same, the branded products are typically better in every aspect. When you are building your new business, or refreshing your old … Read More

Google Analytics Misattributes 70% of Social Traffic

Nathan PatrickMarketing, Matrix, Social Media, Web AnalyticsLeave a Comment

I won’t apologize for the clickbait title, because it’s true. And lots of different people completely agree. The idea may seem jarring, but once you dig into dark social it isn’t that surprising. A good chunk of social referrals are simply difficult to track, so Google Analytics lumps it into other categories. What is dark social, why doesn’t Google track … Read More

Programmatic Advertising: Opportunities and Challenges

Tom KennedyMarketing, MatrixLeave a Comment

For the past 18 months or so, marketers have heard a lot about programmatic advertising. In fact, most marketers have tested some form of programmatic advertising in the past year. According to leading Internet marketing authorities like Marketing Land, programmatic advertising is expected to represent more than half of digital ad sales by the end of 2017. Programmatic covers a … Read More

Top 5 Takeaways from the 2016 Denver Digital Summit

Jack FitzGerrellMarketing, MatrixLeave a Comment

Photo Credit: Digital Summit   We love solving marketing problems. We start with strategy, but executing an effective strategy requires a deep knowledge of channels and tactics. Today’s marketing ecosystem is enormously complex, and at Parallel Path we focus on being ahead of the latest news and industry trends. In June, we sent four Solutionists to the 3rd Annual Denver … Read More