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Consumer Brand Manufacturer Spotlight: Deckers

By | October 31, 2014

Deckers Outdoor Corp. just reported a spectacular quarter, with Web sales up 45%. Who’s Deckers Outdoor Corp.? You might better know them as the manufacturer and retailer of Uggs (and Teva). Other notable facts from its fiscal 2015 2nd quarter (ending Sept. 30):

  • The Ugg brand’s online revenue was up about 29% in North America compared to Q2 a year ago.
  • Deckers saw higher sales in markets where it opened stores.
  • These stores (along with all the others in North America) used the proprietary Internet Ugg system to sell unstocked items over the Internet.
Read the rest
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Challenges with Marketing Healthcare Online (in Google AdWords)

By | October 29, 2014

If you are a healthcare marketer like me, you have probably noticed that there are several restrictions and limitations in this field, especially as it relates to online advertising. I wanted to take some time to write about the various challenges when advertising for healthcare organizations. The problem with many of these challenges is that there is no clear right and wrong, and many answers depend on the situation.

Challenge 1: Targeting Health-Related Content – The Google AdWords policy team also has a restriction on ‘healthcare-related content.’ This declares users are not allowed to promote various healthcare products and services.… Read the rest

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Give Users What They Want: What Manufacturing End Users Look For On Your Site

By | October 29, 2014

Search is a daily function in all our lives. Need to solve a problem? Buy a product? Find the answer to useless trivia? You go to the Internet search bar. We live in an immediate demand world, and in the industry of manufactured goods, there’s no difference.

Based on a survey Fathom conducted of manufacturing end users, 100% of responses indicated that when visiting vendor’s websites, what they look for is a search function. “One of the top things that I want is a search” said one HSE (Health Safety and Environment) Manager, “I want to be able to go in there, type in some idea of what it is I’m looking for and get to it without all the minutia of their site.” Time is a value to us all, and industry professionals are looking to find exactly what they are looking for quickly and easily.… Read the rest

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Content Mapping for EDUs: 3 Steps for Mapping Content to the Student Journey

By | October 28, 2014

In a world where content is king it is imperative that colleges think strategically about the content on their websites. Now, if there is one thing most EDUs have plenty of, it’s content. But with all that content, many colleges are missing critical content that answers the questions prospective students are searching for as they begin their college search. Another common content challenge we see among EDUs is the organization of content –the content exists, but it is not easily found.… Read the rest

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Manufacturing Team Solders for Kids!

By | October 24, 2014

    

Earlier this week the manufacturing team at Fathom spent several hours working with the RePlay for Kids organization, learning how to solder. Our goal was to repurpose toys for children with disabilities, who need custom controls to play with their battery-powered toys.

Led by Edie from RePlay for Kids, we had a wonderful time learning how to carefully take the toys apart, solder new cconnections to the internal switches, and then carefully put them back together.… Read the rest

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