Your SlideShare is downloading. ×
0
Property of Paul B. Kaiser - Pharmaceutical Multi-Channel Marketing Strategy Conference
Property of Paul B. Kaiser - Pharmaceutical Multi-Channel Marketing Strategy Conference
Property of Paul B. Kaiser - Pharmaceutical Multi-Channel Marketing Strategy Conference
Property of Paul B. Kaiser - Pharmaceutical Multi-Channel Marketing Strategy Conference
Property of Paul B. Kaiser - Pharmaceutical Multi-Channel Marketing Strategy Conference
Property of Paul B. Kaiser - Pharmaceutical Multi-Channel Marketing Strategy Conference
Property of Paul B. Kaiser - Pharmaceutical Multi-Channel Marketing Strategy Conference
Property of Paul B. Kaiser - Pharmaceutical Multi-Channel Marketing Strategy Conference
Property of Paul B. Kaiser - Pharmaceutical Multi-Channel Marketing Strategy Conference
Property of Paul B. Kaiser - Pharmaceutical Multi-Channel Marketing Strategy Conference
Property of Paul B. Kaiser - Pharmaceutical Multi-Channel Marketing Strategy Conference
Property of Paul B. Kaiser - Pharmaceutical Multi-Channel Marketing Strategy Conference
Property of Paul B. Kaiser - Pharmaceutical Multi-Channel Marketing Strategy Conference
Property of Paul B. Kaiser - Pharmaceutical Multi-Channel Marketing Strategy Conference
Property of Paul B. Kaiser - Pharmaceutical Multi-Channel Marketing Strategy Conference
Property of Paul B. Kaiser - Pharmaceutical Multi-Channel Marketing Strategy Conference
Property of Paul B. Kaiser - Pharmaceutical Multi-Channel Marketing Strategy Conference
Property of Paul B. Kaiser - Pharmaceutical Multi-Channel Marketing Strategy Conference
Property of Paul B. Kaiser - Pharmaceutical Multi-Channel Marketing Strategy Conference
Property of Paul B. Kaiser - Pharmaceutical Multi-Channel Marketing Strategy Conference
Property of Paul B. Kaiser - Pharmaceutical Multi-Channel Marketing Strategy Conference
Property of Paul B. Kaiser - Pharmaceutical Multi-Channel Marketing Strategy Conference
Property of Paul B. Kaiser - Pharmaceutical Multi-Channel Marketing Strategy Conference
Property of Paul B. Kaiser - Pharmaceutical Multi-Channel Marketing Strategy Conference
Property of Paul B. Kaiser - Pharmaceutical Multi-Channel Marketing Strategy Conference
Property of Paul B. Kaiser - Pharmaceutical Multi-Channel Marketing Strategy Conference
Property of Paul B. Kaiser - Pharmaceutical Multi-Channel Marketing Strategy Conference
Property of Paul B. Kaiser - Pharmaceutical Multi-Channel Marketing Strategy Conference
Property of Paul B. Kaiser - Pharmaceutical Multi-Channel Marketing Strategy Conference
Property of Paul B. Kaiser - Pharmaceutical Multi-Channel Marketing Strategy Conference
Property of Paul B. Kaiser - Pharmaceutical Multi-Channel Marketing Strategy Conference
Property of Paul B. Kaiser - Pharmaceutical Multi-Channel Marketing Strategy Conference
Property of Paul B. Kaiser - Pharmaceutical Multi-Channel Marketing Strategy Conference
Property of Paul B. Kaiser - Pharmaceutical Multi-Channel Marketing Strategy Conference
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Property of Paul B. Kaiser - Pharmaceutical Multi-Channel Marketing Strategy Conference

638

Published on

Developing and using Multi-channel marketing for the healthcare and pharmaceutical industry can be challenging, especially since we are in a Multi-screen World. …

Developing and using Multi-channel marketing for the healthcare and pharmaceutical industry can be challenging, especially since we are in a Multi-screen World.

Understanding Cross-platform Consumer Behavior is vital to developing content and driving engagement. See what rules you should follow.

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
638
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
37
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Text Property of Paul B. Kaiser Pharmaceutical Multi-Channel Marketing 
 Strategy Conference Developing Content for New Channels
 April 24, 2014 - Philadelphia
  • 2. Property of Paul B. Kaiser –Steve Jobs “The best way to predict the future is to invent it” 2
  • 3. Property of Paul B. Kaiser Agenda 30 seconds About Me “The Glass” View Social, Mobile and Marketing Google Report on Multi-Screening Multi-Channel Marketing Questions SXSW round up
  • 4. Property of Paul B. Kaiser Digital Life 20+ yrs healthcare industry Agency and client side 14 yrs of digital and multi- channel marketing Digital evangelist Blogger Wine maker and connoisseur
  • 5. Property of Paul B. Kaiser “View From A Glass”
  • 6. Property of Paul B. Kaiser Social, Mobile & Marketing
  • 7. Property of Paul B. Kaiser Mobile & Social Dominate 1.75 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 users WhatsAPP - 27 billion messages 
 processed per day - CNN
  • 8. Property of Paul B. Kaiser The New Marketer Who is in charge? The modern marketer must have a strategic and analytical mind
  • 9. Property of Paul B. Kaiser My Sources for New Technology
  • 10. Property of Paul B. Kaiser Multi-Screen Marketing
  • 11. Property of Paul B. Kaiser Broken iPad [video]
  • 12. Property of Paul B. Kaiser 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
  • 13. Property of Paul B. Kaiser 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
  • 14. Property of Paul B. Kaiser Multi-Screen Usage & Content This is why content matters…
 • 90% use multiple screens sequentially to accomplish a task over time. ! • 98% move between devices that same day
  • 15. Property of Paul B. Kaiser 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
  • 16. Property of Paul B. Kaiser Simultaneous Multi-Screen Companion devices used simultaneous
  • 17. Property of Paul B. Kaiser Google Search UX - Based on this study Google updated its UX Laptop Tablet Smartphone
  • 18. Property of Paul B. Kaiser 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
  • 19. Property of Paul B. Kaiser 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
  • 20. Property of Paul B. Kaiser Multi-Channel Strategies
  • 21. Property of Paul B. Kaiser
  • 22. Property of Paul B. Kaiser A Lot of Channels A 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
  • 23. Property of Paul B. Kaiser 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
  • 24. Property of Paul B. Kaiser 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?
  • 25. Property of Paul B. Kaiser 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
  • 26. Property of Paul B. Kaiser 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
  • 27. Property of Paul B. Kaiser 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
  • 28. Property of Paul B. Kaiser Thank You Paul B. Kaiser ! ! Twitter: @Onlinevision Blog: http://digitalintervention.blogspot.com LinkedIn: www.linkedin.com/in/paulkaiser1
  • 29. Property of Paul B. Kaiser Questions
  • 30. Property of Paul B. Kaiser #SXSW “Woodstock for the 
 Tech Industry”
  • 31. Property of Paul B. Kaiser
  • 32. Property of Paul B. Kaiser
  • 33. Property of Paul B. Kaiser Hot Topics at SXSW Privacy - 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
  • 34. Property of Paul B. Kaiser Hot Topics at SXSW Mobile 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

×