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News & analysis on digital marketing & analytics


Marketing Authenticity

By | April 7, 2014

We can look at this title 2 ways: What makes for authentic marketing (vs. the disingenuous kind) and what is the process by which you should market authenticity—in other words, how should you present your authentic brand/self?

Let’s take the first question first.

What makes for authentic marketing? Well, honesty, for one. And allowing your organization’s/brand’s personality to shine through your communications. Instead of trying to be all things to all people (which leads to distortion and misrepresentation), you should be exactly who you are … and communicate this in the language of your customers.… Read the rest


Unlocking the True Lifetime Value of Your Customers

By | April 3, 2014

For an online retailer, things are becoming even more complicated in terms of defining a digital marketing strategy and understanding the benefits of those strategies. The retailers who are winning in the online space are putting efforts to keep more customers and unlock their revenue potential.

Why is this important?  Many online retailers are experiencing higher new customer acquisition costs due to increased competition in their space & more pressure to discount products via sales and promotions because of consumer trends to do more comparison shopping. … Read the rest


Utilizing Paid to Boost Your Social B2B Marketing Strategy

By | April 2, 2014

Social media for B2B can be an effective tool for your lead nurturing strategy by engaging with your target audience and sharing relevant content.  Incorporating paid advertising into your strategy is a great way to further promote and share your content.

Let’s take a moment to look at the opportunities to leverage paid to help boost your social marketing.

Increase content engagement

Promoted posts and tweets are a great way to increase visibility of your content and engagement. … Read the rest


How Sales (and Marketing) Is Like Dating

By | March 31, 2014

Buyers and sellers. Interest in a product/service. Research, consideration, commitment. Closing.

I’m talking about sales and marketing, right? Yes. I’m also talking about dating and relationships: Women are the buyers, men are the seller-marketers.

Before you roll your eyes and stop reading, hear me out. Despite your likely gut reaction (“C’mon, Paul, dating is nothing like marketing!”), the parallels are stronger than you might think. (Plus, I moonlight as a love detective, so you could say I have some experience as a student of human relationships.) Below is a step-by-step illustration of how human courtship mirrors the the 6 standard B2B purchasing phases.… Read the rest


The Story of Your Students

By | March 31, 2014

One thing I love about working with universities is that what they offer is more than a service. They offer a foundation, a lifestyle, a background, an identity and even a home for many of their students. Students aren’t just deciding where they want to learn – they’re deciding who they want to be. And not just where they want to go, but where they want to come from.

So how, as a marketer, can we help you help students make that decision?… Read the rest

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