Spring has sprung in Cleveland, and you can tell by the swaying temperatures that go from sunroof to snow shovel in the span of a week. This time of year is ideal for getting out in the yard to prepare flowerbeds for summer’s blooms, and cleaning out closets as you pack away sweaters and hang up your capris. It’s also a great time for cleaning up your website, checking for blatant errors and those coding cobwebs that you’ve let sit far too long.… Read the rest
Fathom Blog
News & analysis on digital marketing & analytics
Category Archives: SEO
Search plays a very influential role in a B2B tech buyer’s path-to-purchase. Because a purchase can take up to six months or longer, it’s important to fully understand how search can facilitate the final purchase decision. I will break down the three simple steps these decision-makers take—research, consider and commit—and how search fits into each according to Google’s study “The Evolving Path of Today’s Tech B2B Customer.”
Step One of The Purchase Funnel: Research
A majority of B2B tech customers said that they turn to search engines to help them understand which brands offer the product or service they are looking for.… Read the rest
Have you ever gone online specifically to try to figure out what medical condition you or someone else might have? American adults who answer “yes” to this question now have proven company … as in 35% of them.
What does this figure and other new patient search data mean to the health organization that is trying to boost branding and capture market share from its competitors? In fact, healthcare marketers can learn plenty from the just-released Pew Internet report, “Health Online 2013.”
Let’s start with select highlights (followed by my comments):
- 8 in 10 online health inquiries start at a search engine
- 59% of U.S.
2012 is winding down, and Fathom is ready for another exciting year helping our clients prosper in digital marketing. Before heading out of the office for a few days I tapped into the digital marketing experts at Fathom to determine what should stay top of mind as we head into 2013.
We have gathered strategic advice, observed trends, and predictions of what we think will remain important themes throughout the upcoming year.
In the comments section below we welcome any further advice, discussion or debate on how the digital marketing and analytics landscape will continue to evolve … and challenge our ways of thinking and doing.… Read the rest
With the news of IBM’s supercomputer, Watson, coming to Case Western Reserve University for medical research, another milestone in “Big Data” analytics for healthcare is reached. I’ve written previously about the link between Watson and WellPoint, but this 3-yr. plan for “research-driven collaboration” (in the words of IBM officials) seems like an even bigger stage in the evolution of healthcare innovation.
Consider some language used in the Plain Dealer article (and the accompanying YouTube video):
- collaborative decision-support tool
- help the computer become a more analytical thinker, refine its ability to generate hypotheses, rank those hypotheses and come up with answers
- synergy between students and computer in how they are trained to think
- problem-based learning approach
Do you see a theme?… Read the rest
