Text
Property of Paul B. Kaiser
Pharmaceutical Multi-Channel Marketing 

Strategy Conference
Developing Content for New Ch...
Property of Paul B. Kaiser
–Steve Jobs
“The best way to predict the future is to invent it”
2
Property of Paul B. Kaiser
Agenda
30 seconds About Me
“The Glass” View
Social, Mobile and Marketing
Google Report on Multi...
Property of Paul B. Kaiser
Digital Life
20+ yrs healthcare industry
Agency and client side
14 yrs of digital and multi-
ch...
Property of Paul B. Kaiser
“View From A Glass”
Property of Paul B. Kaiser
Social, Mobile & Marketing
Property of Paul B. Kaiser
Mobile & Social Dominate
1.75 Billion Smartphones worldwide in 2014
Samsung and Apple again lea...
Property of Paul B. Kaiser
The New
Marketer
Who is in charge?
The modern
marketer must have
a strategic and
analytical mind
Property of Paul B. Kaiser
My Sources for New Technology
Property of Paul B. Kaiser
Multi-Screen Marketing
Property of Paul B. Kaiser
Broken iPad [video]
Property of Paul B. Kaiser
Google: The New Multi-screen World
Understanding Cross-platform Consumer Behavior
According to ...
Property of Paul B. Kaiser
Google: The New Multi-screen World
Findings from the study
Nation of multi-screeners
The device...
Property of Paul B. Kaiser
Multi-Screen Usage & Content
This is why content
matters…

• 90% use multiple
screens sequentia...
Property of Paul B. Kaiser
Sequential Multi-Screen
Other aspects:
The way that users went
from device to device is
as such...
Property of Paul B. Kaiser
Simultaneous Multi-Screen
Companion devices used simultaneous
Property of Paul B. Kaiser
Google Search UX
- Based on this study Google updated its UX
Laptop Tablet
Smartphone
Property of Paul B. Kaiser
Marketing Take-aways from
Multi-Screen Usage
Optimize your content and UX for multiple devices
...
Property of Paul B. Kaiser
Marketing Take-aways from
Multi-Screen Usage
Consumers seek
information or shop
differently acr...
Property of Paul B. Kaiser
Multi-Channel Strategies
Property of Paul B. Kaiser
Property of Paul B. Kaiser
A Lot of Channels
A lot of channels to choose from
and coordinate - is it too much?
Does it mak...
Property of Paul B. Kaiser
Why Multi-Channel
Marketing - Good News!
Simply, it’s coordinating between channels
The greates...
Property of Paul B. Kaiser
Keys to Effective Multi-Channel
Marketing
Social / Email
Search marketing/display ads
Direct ma...
Property of Paul B. Kaiser
Just starting a campaign -
Keep It Simple
•To start - keep it simple
•Look at the assets you al...
Property of Paul B. Kaiser
How do you balance and
support all of these channels?
Set goals and expected ROI:
Before embark...
Property of Paul B. Kaiser
How do you balance and support
all of these channels? continued…
Don't Criss-Cross:
Keep everyt...
Property of Paul B. Kaiser
Thank You
Paul B. Kaiser
!
!
Twitter: @Onlinevision
Blog: http://digitalintervention.blogspot.c...
Property of Paul B. Kaiser
Questions
Property of Paul B. Kaiser
#SXSW
“Woodstock for the 

Tech Industry”
Property of Paul B. Kaiser
Property of Paul B. Kaiser
Property of Paul B. Kaiser
Hot Topics at SXSW
Privacy - Edward Snowden: “Major Tech
Companies Need to Stand Up”
Made his fi...
Property of Paul B. Kaiser
Hot Topics at SXSW
Mobile APPs still rule for Marketers
There will be 100 billion app downloads...
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Property of Paul B. Kaiser - Pharmaceutical Multi-Channel Marketing Strategy Conference

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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.

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

  1. 1. Text Property of Paul B. Kaiser Pharmaceutical Multi-Channel Marketing 
 Strategy Conference Developing Content for New Channels
 April 24, 2014 - Philadelphia
  2. 2. Property of Paul B. Kaiser –Steve Jobs “The best way to predict the future is to invent it” 2
  3. 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. 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. 5. Property of Paul B. Kaiser “View From A Glass”
  6. 6. Property of Paul B. Kaiser Social, Mobile & Marketing
  7. 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. 8. Property of Paul B. Kaiser The New Marketer Who is in charge? The modern marketer must have a strategic and analytical mind
  9. 9. Property of Paul B. Kaiser My Sources for New Technology
  10. 10. Property of Paul B. Kaiser Multi-Screen Marketing
  11. 11. Property of Paul B. Kaiser Broken iPad [video]
  12. 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. 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. 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. 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. 16. Property of Paul B. Kaiser Simultaneous Multi-Screen Companion devices used simultaneous
  17. 17. Property of Paul B. Kaiser Google Search UX - Based on this study Google updated its UX Laptop Tablet Smartphone
  18. 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. 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. 20. Property of Paul B. Kaiser Multi-Channel Strategies
  21. 21. Property of Paul B. Kaiser
  22. 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. 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. 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. 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. 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. 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. 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. 29. Property of Paul B. Kaiser Questions
  30. 30. Property of Paul B. Kaiser #SXSW “Woodstock for the 
 Tech Industry”
  31. 31. Property of Paul B. Kaiser
  32. 32. Property of Paul B. Kaiser
  33. 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. 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

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