advertising in an election year

As we approach the 2024 election, we’re reminded of the $6.9 billion spent during the 2020 election cycle—a 63% increase from 2016 and a new record high for political advertising. This surge drove up costs across digital platforms, sometimes as much as 20%, creating unique challenges and opportunities for political and non-political advertisers alike. We should expect this upward trend …

healthcare digital advertising in a cookieless world

the cookieless future is not quite here. yet. Google has delayed the full deprecation of cookies for the third time since 2020. In January 2024, they deprecated 1% of third-party cookies, and we have seen effects from that. Our position doesn’t change: We need to prepare for the (inevitable) cookieless future. managing third-party cookie deprecation in healthcare what options for …

unlocking the power of AI in healthcare marketing

Amidst a whirlwind of innovation and uncertainty, healthcare marketers are faced with a pivotal question: How do you harness the power of Artificial Intelligence (AI) responsibly without getting lost in its complexities, especially when privacy concerns are at the top of your mind? At this year’s Healthcare Marketers and Physicians Summit (HMPS), the role of AI in healthcare marketing took …

personalization + connection: insights from Adobe Summit 2024

The Adobe Summit is the premier annual event for marketing software innovation, focusing on digital marketing strategies, customer experience management, and the latest digital trends. The event gathers industry leaders, marketing professionals, and Adobe experts to share insights, best practices, and the newest innovations in the field. Ryan Mansfield, Fathom’s Manager of Marketing Automation and leader of the Cleveland Marketo …

[analysis] the marketer’s mindset 2023

The economic market, consumer expectations, technological advancements, and modern marketing practices are ever-evolving—and with these changes, the marketer’s role and responsibilities are shifting, too. Fathom conducted a modest research effort to gather and share the perspective of marketing leaders and managers in our corner of the world. This is just one facet of the state of the marketing leader’s world …

navigating the evolution of healthcare marketing: insights from industry leaders

Technology will heavily influence the future of healthcare in ways we can’t yet imagine. So how do you balance solving for today’s needs with the innovative thinking required to anticipate tomorrow’s challenges? Jeremy Mathis, an Account Partner on our team, and a panel of our clients explored that question and more at this year’s Healthcare Internet Conference (HCIC) in Los …

embracing Google’s SGE search AI

what does AI-powered search mean for your SEO strategy? Traditionally, SEO professionals have focused on optimizing webpages and content to rank higher in search engine results pages (SERPs). The goal has been to drive organic traffic by enhancing visibility and relevance of the content. However, with the advent of Google’s Search Generative Experience (SGE), the rules of the game are …

rethinking SEO metrics for business impact

Rethinking SEO Metrics for Real Business Impact In the ever-evolving world of digital marketing, search engine optimization (SEO) has always been a critical component of success. But for too long, the gauge by which marketers measure SEO impact has relied heavily on vanity metrics, such as keyword rankings and website traffic. While these metrics have their place, they often fall …

today’s evolving search results page: a marketer’s guide

Building an SEO Strategy to Capture Search Intent Across the User Journey In the fast-paced realm of digital marketing, a transformative shift is unfolding on the Search Engine Results Page (SERP), one that has subtly reshaped the way users engage with answers to their queries. What was once a simple list of blue links has morphed into a dynamic visual …