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News & analysis on digital marketing & analytics

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Introducing Google ‘Location Groups’ in AdWords

By | February 17, 2014

As part of a company’s business strategy and goal of obtaining a competitive advantage, they typically decide who their target market will be before releasing their products or services. Companies try to either focus on being a low-cost leader (i.e. Wal-Mart) or on differentiation (i.e. Ferrari) to gain a competitive advantage. For years, search advertisers have only really been able to target users by their search query, their devices, their location, and the time of day and day of week.… Read the rest

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Ohio Manufacturing Companies Changing Public Perception

By | February 14, 2014

On February 7, Fathom had the pleasure of attending the Northwest Ohio Manufacturing Forum in Perrysburg, Ohio. Manufacturers, service providers, economic development professionals and educators from all over Ohio met to discuss the most pressing issues in the manufacturing industry and hear from industry leaders.

The biggest take-away from the forum was that manufacturing organizations are struggling to find qualified employees, even with the high unemployment rate in Ohio. Even though this is a major pain point in the industry, the meeting highlighted what companies, the government and various organizations are doing to combat the problem.… Read the rest

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Get Motivation for Your 2014 Retail Marketing Plan

By | February 13, 2014

It’s easy to lose motivation in the midst of winter. The holidays are over and you’re back to the daily grind. But if you change your outlook and remember spring is on the way, you can regain focus and get excited about your retail marketing campaigns.

Check out some of these quotes from eCommerce and retail industry leaders. You might just find the inspiration you need for 2014.

  • “Businesses often forget about the culture, and ultimately, they suffer for it because you can’t deliver good service from unhappy employees.” – Tony Hsieh, Founder of Zappos.com
  • “I think moving forward, a media company that’s separate from a marketing company will not exist.
  • Read the rest

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Developing a Manufacturing Content Strategy? Do This First

By | February 12, 2014

About 49 percent of B2B marketers don’t have a documented content strategy.

If you’re part of this group, chances are you’ve heard over and over that having a content strategy is important. But how can you make sure you’re not jumping the gun?

The first step is to understand your existing content so you can decide where to go next. You can do this through a content audit. This high-level look at the existing content on your website will give you a baseline for what’s good and what’s just not working.… Read the rest

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5 Deliverability Tips for Higher-Education Email

By | February 11, 2014

There isn’t a magical checklist that instantly guarantees your school’s email delivery. It’s an evolving science that we’re always adapting to, but we do know a few things for sure.

Email providers first look at your school’s sender reputation when deciding what to do with your email. The better your school’s reputation, the better your chances are of being delivered to the inbox. Colleges and universities with poor reputations risk being delivered to the spam folder – or, worse, not at all.… Read the rest

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