Turn a Negative (Comment) Into a Positive
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, […]
How to Track Dark Social in Google Analytics
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 […]
Be Great at Email Newsletter Marketing
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 […]
The ROI of a Logo
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 […]
Google Analytics Misattributes 70% of Social Traffic
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 […]
Programmatic Advertising: Opportunities and Challenges
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 […]
Top 5 Takeaways from the 2016 Denver Digital Summit
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 […]
Top 10 SEO Problems with Legacy Websites
Looking into the workings of your old website can be a lot like looking in your attic – you don’t get up there very much and when you do, you find lots of stuff that isn’t any good. And, you occasionally locate items that you should probably get rid of or fix. Since your site […]
Making the Most of Branded Search Results
The main objective of many SEO efforts is to attract new customers from search engine referrals, meaning potential customers that do not already know about your products or services. These ‘non-branded’ SEO search visits provide an opportunity to introduce your company to those prospects that may not know you. But what about visits from […]