PTC-Computer-Solutions-Parker-Associates-blog-July-2019-doandnotodo

Marketing Do’s and Don’ts

Why your marketing is failing and what to do about it As marketing consultants to developers since 1982, we at Parker Associates have had the opportunity to constantly meet business leaders who have questions about marketing or are curious about how to market to their prospects. Almost every conversation starts with “Our marketing strategy isn’t working…” or “We need a new marketing strategy that will help us reach more customers.” After a few consultations where we dig a little deeper, there’s nearly one common reason why most companies struggle to generate success through their marketing efforts: They define marketing by thinking about tactics instead of strategy. Marketing tactics vs. marketing […]

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4 Letters to Selling Anything

Why do people buy? One of the keys to being able to sell a product is to understand what makes it sell. Some things don’t change, people like to buy things because they want it or need it. But, there are always choices. How do you stand out in a crowd is how you will be noticed. People are often torn between a curiosity about new things and a fear of anything too new. As a result, they tend to gravitate to products that may be a bit outside what they are used to but also not too far from what they are accustomed to. The theory, developed a hundred […]

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Avoiding the SEO Pitfalls

Avoiding the SEO pitfalls of URL parameters URL parameters are the parts of the address of a web page often visible after a question mark (?), ampersand (&), equals (=) or other attribute. Parameters might also be referred to as “query strings” and are commonly used on e-commerce websites. Numerous websites make use of query string parameters as a core part of their site architecture for tracking session IDs, languages, powering search queries and more. However, query string parameters can often result in multiple variations of the same URL all serving the same content. For example, the following URLs would, in theory, all point to the same content: a collection […]

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SEO Friendly URLs

The Ultimate Guide for an SEO-Friendly URL Structure Google’s Featured Snippets are prime real estate in the SERPs, but if you want to capture them it’s hard to know where to start. This powerful tool identifies and organizes Featured Snippet data for your keywords making it easier for you to rank in Position 0. First impressions count. And when it comes to your website, your URLs are often the first thing Google and customers will see. URLs are also the building blocks of an effective site hierarchy, passing equity through your domain and directing users to their desired destinations. They can be tricky to correct if you don’t plan ahead, […]

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Here Come the Pivotals

Reaching Gen Z If you’re anything like everyone (and most of us are), then you don’t have a clue about Generation Z, becoming popularly known as “The Pivotals” and for good reason. Finding out how to connect with the next generation of consumers is a critical marketing understanding for any company. Who are the Pivotals? They are diverse in gender, ethnicity, and style. They’re primarily ages 13 to 34 — which is to say, Generation Z with some young, or Trailing Edge Millennials thrown in. They’ve been raised on the internet and are perhaps more informed than any consumer group before them. They watch up to four hours of digital […]

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Millennials Aren’t All Millennials

Millennials are a generic term for the generation we consider born from the early 80s through the late 90s. There are various definitions for exacting years of this group, but it’s a large categorizations for such a diverse group. Though they are similar in many ways, they have their differences. However, this Millennial Generation, much like everything else they are doing, is changing our definition of Generation. We can try to generalize them with a variety of psychographics as well as their age, but there are certainly differences between the older and younger Millennials. We can look at them as Leading and Trailing Edge Millennials (even some Pivotals) and see […]

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Finding the Right Customer

Get Your Target Right Making a perfect product might not be enough. Even if you’re convinced you’ve made the right product for the right customer, you may have missed the boat. Make sure to do the research, refine the marketing, launch the product — and then wait to be promptly disappointed. But, don’t wait to find out you’ve failed, go back to the start and look through your notes. To save the effort, ask some difficult questions: Did I build the wrong product, or target the wrong customer? It’s a puzzle many businesses face as their businesses evolve, and as they seek what some have called the product-market fit — […]

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First Time Homebuyers Finding It Tough

Tightening Mortgages Making It Difficult Kiplinger reports that the first time homebuyers are having more difficulties with getting mortgages. They also report that Investors are giving some push back on stocks that lack key components. First Timers Many first-time home buyers will have a tougher time getting a mortgage. The Federal Housing Administration (FHA) is tightening its underwriting requirements for FHA-insured loans because the agency is worried that too many risky mortgages are being made. The move reverses a 2016 decision to loosen underwriting standards. Now lenders will have to do more time-consuming manual underwriting for the riskiest borrowers. About 83 percent of FHA loans go to first-time home buyers. […]

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Online News, Fact or Fiction

Ramping Up the Fight The difficult fight to neutralize false online news stories is ramping up. It’s only a matter of time before the regulations on the many social media platforms becomes more stringent. A major goal is to appease advertisers who are souring on certain websites and online platforms where ads sometimes sit side by side with offensive content ranging from health misinformation to outright hoaxes to incitement to violence. Some online news publishers are betting that human vetting will help in the effort to win back advertisers. The start-up NewsGuard is using journalists to rate sites with a pass-or-fail metric based on transparency and credibility. For a price, […]

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