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For most of us, the Internet is a fact of life. However, we still flounder when it comes to justifying online marketing to both ourselves and our CFOs. We‟re still stumped by the ideas of ...
For most of us, the Internet is a fact of life. However, we still flounder when it comes to justifying online marketing to both ourselves and our CFOs. We‟re still stumped by the ideas of effectively reaching our audience in the vast reaches of the Internet, meeting their needs while also meeting our marketing objectives, and simultaneously being able to measure our success in financial terms rather than simply „activity tracking‟ for our CFOs.
This challenge can be troublesome enough to prompt some companies and marketers to sit it out apart from the obligatory corporate Website, or to half-heartedly engage in some online activities like a product.com Website, some banner ads and blogs and a Facebook page without a real plan to meet the customer and CFO objectives. New initiatives are started and neglected, or focused entirely on the wrong things. As a result, companies miss out. Potential customers - both physicians and patients - don‟t get the message, or feel alienated.
That‟s what can go wrong. It‟s the potential of wasted time, money and opportunity. However, what can go right is even more striking. An eMarketing campaign that is built on strategy and a deep knowledge of an audience, whilst firmly keeping the marketing objectives in mind, can be extremely powerful. An eMarketing campaign that effectively uses the Internet as a platform, a „jumping off‟ point to create value and relationships, and a means to speak specifically to marketers‟ targets and create two-way value, is one that can succeed beyond many marketers wildest expectations. How does it work? In this report, we find out. We watch the evolution of the Internet from a static Web page to an ever-changing social hub and with it, the notions of customer connections. We look at specific tools in the social media age, observing how patients, physicians and businesses in all industries use blogs, social networking, Twitter, YouTube and other new media tools, and develop best practices for their use.
Finally, we tie it all together, examining key case studies of eMarketing campaigns, with instructions on first steps for your own campaign, and taking a close look at measurement.
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