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A Sales Acceleration & Digital Marketing Blog


Your Strategy for Staying Competitive in Online Retail

By | March 4, 2014

I’m sure all of us have made a purchase of some kind online in the last month, and we’re not alone. According to Internet Retailer, US e-retail sales are expected to reach 259 billion in 2014, up 7% from 2013. And there are other predictions out there that web will account for 11% of all retail sales in 2015. Will your advertising be competitive enough to take a piece of that pie? Following these tips will help you get there.… Read the rest


Innovative Companies Fuel the Evolution of Manufacturing

By | February 28, 2014

On February 20th, Fathom had the pleasure of attending the 2014 Evolution of Manufacturing Conference in Cleveland, Ohio. Manufacturers, service providers, and educators from all over the Northeast Ohio area met to discuss the convergence of manufacturing and IT.

The event, hosted by Smart Business, was focused on the state of the manufacturing industry. The industry is in constant evolution, more so than almost any other industry out there today (other than the tech industry itself!).… Read the rest


Agency Secrets: Adopting Digital Marketing in Higher Education

By | February 27, 2014

After working with Higher Education clients for over 10 years, I’ve realized it’s not easy to get stakeholder buy-in.

Each university has its own hierarchy of decision makers that must be navigated carefully and politically. Some schools continue to have centralized marketing, while others have adopted a page from the for-profit world, hiring a CMO and Digital Marketing Manager. A majority of schools require buy-in from each program department.

Along the way, I’ve learned some secrets to helping higher education institutions adopt digital marketing tactics – and new ideas:

1.… Read the rest

Fight Dirty Healthcare Data Like You Fight MRSA

By | February 27, 2014

Just as hospital clinicians are aggressively fighting accidental infections at every turn, so too must hospital marketers diligently battle the numerous dangers threatening their online data. We all know that MRSA – methicillin-resistant staphylococcus aureus – is a serious problem in healthcare; what not enough healthcare executives understand is that inaccurate Google Analytics tracking is causing “garbage in, garbage out” at hospitals nationwide. Service line managers should be reviewing, analyzing, and cleaning their data meticulously, so they can not only optimize their online conversions, but also trust their data and advocate for additional financial resources.… Read the rest


Announcing Our Pilot Study: Increase Your Net Tuition Revenue

By | February 27, 2014

Fathom is looking for business officers at public and private universities who are interested in increasing net tuition revenue by strategically reducing discount rate.

Discounting Strategies and Private Nonprofit Universities

Universities are investing in the education of their student bodies at record levels. In a 2012 study of 383 private nonprofit universities, the National Association of College and University Business Officers (NACUBO) determined that 87% of all first-time, full time freshmen receive an institutional grant. For the broader undergraduate population in 2012, this same study showed that the average grant covers 47.9% of tuition and fees, up from 46.5% in 2011.… Read the rest

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