property of paul b. kaiser - pharmaceutical multi-channel marketing strategy conference

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Property of Paul B. Kaiser

Pharmaceutical Multi-Channel Marketing Strategy ConferenceDeveloping Content for New Channels

April 24, 2014 - Philadelphia


–Steve Jobs

“The best way to predict the future is to invent it”

2


Agenda30 seconds About Me

“The Glass” View

Social, Mobile and Marketing

Google Report on Multi-Screening

Multi-Channel Marketing

Questions

SXSW round up


Digital Life20+ yrs healthcare industry

Agency and client side

14 yrs of digital and multi-channel marketing

Digital evangelist

Blogger

Wine maker and connoisseur


“View From A Glass”


Social, Mobile & Marketing


Mobile & Social Dominate1.75 Billion Smartphones worldwide in 2014

Samsung and Apple again lead the pack

1.3 Billion active users on Facebook

680 Million Mobile FB users

Every 20 Minutes on Facebook

1 Million Links shared

2 Million Friends requested

3 Million Messages sent

Twitter 243 million

Instagram 150 million usersWhatsAPP - 27 billion messages

processed per day - CNN


The New Marketer

Who is in charge?

The modern marketer must have a strategic and analytical mind


My Sources for New Technology


Multi-Screen Marketing


Broken iPad [video]

http://youtu.be/uqF2gryy4Gs


Google: The New Multi-screen World Understanding Cross-platform Consumer Behavior

According to a Google study, 90 percent of all media interactions today are screen-based

The new-age consumer occupies an increasingly complex digital world - How do they put the story together between devices?

Looked at Qualitative - mobile text diaries, online boards, in home interviews in LA, Boston and Austin

Looked at Quantitative - Participants logged in to a mobile diary for 24 hours

Participants were then given an online survey to understand attitudes, and activities when using multiple screens


Google: The New Multi-screen World Findings from the study

Nation of multi-screeners

The device we choose is driven by our context

Where we are at a given time decides the device and actions

2 main Modes of Screening:

Sequential screening

Simultaneous screening

TV no longer commands our full attention

No surprise - Smartphones are the backbone of our daily interactions


Multi-Screen Usage & ContentThis is why content matters…

• 90% use multiple screens sequentially to accomplish a task over time. !

• 98% move between devices that same day


Sequential Multi-Screen Other aspects:

The way that users went from device to device is as such:

Users either searched on one device then the next

Or directly navigated to the destination

Or they sent an email with a link to themselves

Top Activities performed when sequentially screening between devices - Smartphones were top place to start


Simultaneous Multi-ScreenCompanion devices used simultaneous


Google Search UX - Based on this study Google updated its UX

Laptop Tablet

Smartphone


Marketing Take-aways from Multi-Screen Usage

Optimize your content and UX for multiple devices

It's no longer enough to optimize your content for PCs/laptops. Mobile optimization on tablets and smartphones should also be a priority

Responsive design still rules all the devices - do it!

Know your End users behavior

Context plays in a consumer's decision to use one device over another

Critical to understand how your audience accesses your content so you can cater your marketing strategy


Marketing Take-aways from Multi-Screen Usage

Consumers seek information or shop differently across devices so tailor the experience to each channel

Even though TV is still widely consumed by the user, consider that 77% of viewers are simultaneously using another device while watching it


Multi-Channel Strategies


A Lot of ChannelsA lot of channels to choose from and coordinate - is it too much?

Does it make sense to just do every channel and see what sticks?

!

“Half the money I spend on advertising is wasted; the trouble is I don't know which half.” - JW


Why Multi-Channel Marketing - Good News!

Simply, it’s coordinating between channels

The greatest success comes from creating cohesive cross-channel marketing strategies

This approach guides potential customers towards engagement and moves them down the funnel

Mashable reported last year that 72% of consumers prefer an integrated marketing approach

The key is to avoid the silo mentality


Keys to Effective Multi-Channel Marketing

Social / Email

Search marketing/display ads

Direct mail

Mobile (text messaging, apps)

Telemarketing

Content marketing (website, webinars, blog, white papers)

Traditional (TV, radio, press, billboard)

Whats in your current inventory and at your disposal?


Just starting a campaign - Keep It Simple•To start - keep it simple •Look at the assets you already have

in place for a campaign •Update the content, look and feel of

current assets •Update a landing page with

responsive design first that translates across all devices (instead of doing a whole website)

•Choose one social network to tackle


How do you balance and support all of these channels?

Set goals and expected ROI:

Before embarking on your new venture write down what it is exactly you are trying to accomplish

Get buy-in:

Building an integrated marketing plan requires a decent amount of work and patience before seeing results, so make sure anyone that has a say in the matter is aware of your plan.

Bridge silos:

You might not be the owner of all the channels that will be going into your cross-channel marketing


How do you balance and support all of these channels? continued…

Don't Criss-Cross:

Keep everything consistent. Note that this strategy is called cross-channel, not cross-message.

Set up sound tracking processes

There isn’t one absolutely foolproof way of measuring the success of such campaigns. Google Analytics is actually a good starting point to serve as hub

Analyze and Refine:

Whether your campaign is ongoing or has come to an end, make sure to keep an eye on your results by channel and tweak as needed


Thank YouPaul B. Kaiser !!Twitter: @Onlinevision Blog: http://digitalintervention.blogspot.com LinkedIn: www.linkedin.com/in/paulkaiser1

http://digitalintervention.blogspot.com

http://www.linkedin.com/in/paulkaiser1


Questions


#SXSW“Woodstock for the Tech Industry”


Hot Topics at SXSWPrivacy - Edward Snowden: “Major Tech Companies Need to Stand Up”

Made his first public address to the public to talk about security and accountability

The new frenzy in mobile marketing: Location and Event

Increased use of mobile devices enables marketers to deliver ads to consumers who are physically in the brand’s area

Geo-targeting is now a sustainable technology proven to carry more clicks, more engagement and more revenue


Hot Topics at SXSWMobile APPs still rule for Marketers

There will be 100 billion app downloads this year. Advertising and Apps go together

Wearable Tech is evolving

Tech companies showcased their new wearable technology products

Gadgets included the solar-paneled clothing that can recharge a phone in two hours, a wristband that authenticates users through their heartbeat rhythm

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