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Our Services
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Parallel Path Internet Marketing is proud to offer a full line of online marketing
services to meet your company goals:
Search Engine Optimization
Pay-Per-Click/Paid Search Advertising
Landing Page Optimization
Affiliate Program Management
Flash Animations
Banner Ad Creation
Campaign Management
Online Media Buying, Negotiation, & Placement
Blog Seeding & Management
Social Media Management (Facebook, MySpace, Linkedin and others)
Call Tracking
Local Online Marketing
Contact wdevine@parallelpath.com for more info.
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Call Tracking & PPC
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Bryan Connally, Internet Marketing Specialist While many
of clients I work with already have established and highly successful PPC
campaigns, they are still looking for more ways of driving additional traffic
and revenue. Since most of the time these clients already run highly targeted
campaigns with proven ad copy and robust conversion rates, finding additional
sources of traffic and revenue can be a challenging proposition. It is at this time I usually suggest implementing
some sort of Call Reporting solution as an important part in identifying undiscovered
areas of potential.  |
Customer Sales Cycle
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Tracy Earles, VP of Marketing
As I have visited many small business owners over the last
few months to discuss our Aha!Local service (www.ahalocal.com), I have
encountered varying levels of confusion about local search and how it compares
with other online marketing tools, like a company website. One way to think
about local search is as the modern replacement for the printed Yellow Pages.
Prospects used the Yellow Pages when they were ready to take action regarding a
purchase; they were looking for a location or a phone number. But that doesn't
fully answer the question about how to think about multiple online marketing
investments.
A better way to think about them is to consider the
prospect's buying process. Here's a depiction of that process, beginning with
going from "No Awareness" to "Recognizing a Need" to, finally, "Buying":
Before we had the Internet and its World Wide Web, marketers
used a variety of tools to 'touch' prospects at each point of this buying
process . . .
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Cyber Squatters
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Jeff Edwards, Internet Marketing Specialist
Take Back Your Brand | Part I: PPC
The rewards of having a well-known brand
name are obvious. A well executed brand strategy can make your company much
more recognizable and trusted by consumers. This can pay off when it comes to
sales, and can lead to a huge ROI for your company. Chances are if you work for
one of these recognizable brands you and everyone who came before you have
spent countless hours building up a very valuable brand name. Unfortunately, having a strong brand also
makes you a bigger target in the online marketing/advertising world. Right now,
both employees and competitors are finding ways to capitalize on your hard work,
so it's time to educate yourself on how to police your brand on PPC and fight
back.
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Your PPC Sucks If . . .
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Parsa Sepahi, Internet Marketing Specialist
Your PPC Sucks If . . .
- You're targeting the world with one campaign
- People start tweeting your company with hashatg #thisadsucks
- You're manually entering leads in your CRM
- 99% of your conversions come from brand phrases
- Your Cost Per Click is equal to your target CPA
- The destination URL of your ad redirects to a parked domain on Go Daddy
- You don't know what conversion tracking is
- You're not sharing your Salesforce.com data with your PPC agency
- You don't know what quality score is
- Multivariate Testing. What?
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New Team Member Will Paddock
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We've
recently grown! We're proud to announce the addition of Will Paddock
to our Search Engine Optimization team. Will previously worked for San
Diego based online marketing firm eVisibility where he he cut his
teeth. Some of Will's other interests are Lacrosse and golf. Please join us in welcoming Will to the Parallel Path team! |
IRCE Recap
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Brian Cleveland, President & CEO
The annual Internet Retailer Conference was held in Boston last month,
and to believe the organizers six months ago, they had plans to
significantly scale down the event given the sorry state of the
economy. I'm pleased to report the turnout of attendees and exhibitors
was almost identical to last year's conference in Chicago. This was
hailed as a major victory by the conference organizers, and a strong
indicator that the Internet Economy has legs even in a recession.
Highlights*:
- Even with economic downturn in 3rd and 4th qtr, overall e-retail spending was up 4.6% in 2008
- The top 500 retailers did best with an overall 11.7% gain in sales
- Smaller retailers (below the top 500) suffered with a decline of 6.0% in sales
- 1st qtr. '09 overall e-commerce is flat compared to a year ago
- Top sectors for 1st qtr '09 are sports & fitness, books, video games.
- Lagging Q1 sectors are office supplies, movies/music, event tickets and furniture
- Strong trends in searches for "coupons, discounts" and other money saving keywords
- Social media is now being used by 72% of the top 500 e-retailers, with Facebook the most popular, used by over 57%
*Comscore & IREC09 data
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Client Success Story
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We welcome your feedback! Please email wdevine@parallelpath.com with comments or suggestions.
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