White Papers & Guides
Choose your own reading adventure.
IT/SaaS (Software-as-a-Service)
Online Marketing, Demystified: What Your Technology Company Can Learn
A look at how marketing professionals in the technology industry approach online marketing today; how they can do it better; and things they can start doing immediately to improve their online marketing success.
Healthcare
OMD! Is it Time To Call the Marketing Doctor?
Exposition of the different ways people look for health information online; reasons why you might need an online marketing doctor; and what you should ask a prospective online marketing firm about its healthcare industry expertise.
E-commerce
E-commerce Holiday Success: 107 Tips for Results that MatterTips on how to achieve some of the most common e-commerce goals: improving conversion rates, increasing visitors/average order values, encouraging repeat business,and managing shopping cart abandonment.
Social Media
Online Video & Social Marketing: A Page Plus Campaign for New Customers
How one Fathom B2C client used a combination of video and social media to entertain, engage and expand its current and potential customer base.
What You Can Learn from 10 Schools that Get YouTube Right
What schools are creating the best videos in YouTube EDU, and what you can learn from them about optimizing your channel and videos for search.
Five Powerful Ways To Use Twitter in Higher Education An in-depth look at 5 specific ways colleges and universities use Twitter to accomplish their goals, including introducing school personnel and finding new people to follow.
Is Your School Making the Most of Facebook?
Interviews with some of the nation's top schools shed light on how to take advantage of Facebook's strengths and use it to build real-life relationships and face challenges.
Why Your School's Social Media Strategy Is Falling Behind
How institutions of higher education can take advantage of social media to identify an audience, speak its language, and ultimately shape a successful, measurable campaign.
Paid Search
Paid Search Best Practices: 10 Tips to SEM Success
A classic: 10 tips to maximize Internet advertising dollars in paid search campaigns.
Kick-start Higher Education Marketing with Email
Some ways to use highly targeted opt-in email campaigns in higher ed to increase return-on-investment.
General
Get. Convert. Measure.
Learn the basics of using the Internet to generate more leads, sales, and potential customers.
