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Pharmaceutical Multi-Channel Marketing
Strategy Conference
Developing Content for New Channels
April 24, 2014 - Philadelphia

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–Steve Jobs
“The best way to predict the future is to invent it”
2

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Agenda
30 seconds About Me
“The Glass” View
Social, Mobile and Marketing
Google Report on Multi-Screening
Multi-Channel Marketing
Questions
SXSW round up

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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

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“View From A Glass”

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Social, Mobile & Marketing

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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

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The New
Marketer
Who is in charge?
The modern
marketer must have
a strategic and
analytical mind

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My Sources for New Technology

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Multi-Screen Marketing

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Broken iPad [video]

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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

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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

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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

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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

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Simultaneous Multi-Screen
Companion devices used simultaneous

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Google Search UX
- Based on this study Google updated its UX
Laptop Tablet
Smartphone

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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

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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

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Multi-Channel Strategies

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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

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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

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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?

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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

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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

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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

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

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Questions

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#SXSW
“Woodstock for the
Tech Industry”

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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

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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