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Manufacturers: Read on Before Finalizing Your 2015 Marketing Budget

By | November 6, 2014

While you might be a manufacturing marketer, you’re just like any other marketer in a million other industries thinking about budgets for 2015: where do you put all your eggs? One basket? Two? Five?

And just what’s in this basket?

Before you reach for that calculator to divide up your marketing dollars or ask the CFO for an increase in budgets, consider your company’s #1 goal for next year. Then consider what tactics really help get you there.… Read the rest

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Consumer Brand Manufacturer Spotlight: Newell Rubbermaid

By | November 5, 2014

Newell Rubbermaid wants to go big on e-commerce. The company has pledged to do anything to spur sales of its products, which means a big e-commerce push. To that end, it will launch a global e-commerce hub in New York City early next year, doubling the size of its existing e-commerce staff by adding 30+ new members.

While some consumer brand manufacturers fear channel conflict, Newell Rubbermaid is embracing its retail partners. Its philosophy is: Consumers will do what they want, so we should ensure their brand experience is excellent whether on one of our websites or on a retailer partner’s.… Read the rest

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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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