Geary LSF Vice President of Paid Media, Liz Serafin, presented at the 2014 MEDevice medical device conference in San Diego on the topic of digital marketing in the healthcare industry. See her tips for successful digital advertising.
Building and maintaining a loyal customer base isn’t easy. It takes more than just a good product or service to earn a customer’s devotion. Offering a rewards program isn’t enough, either. Given the voluminous number of loyalty programs available to consumers, brands must find innovative ways to engage today's empowered shoppers. A snapshot look at the loyalty landscape underscores the need and opportunity for brands to offer more engaging rewards programs.
The social universe is constantly expanding and businesses have responded by increasing the
pace of social strategy adoption to generate leads, enhance customer care, and increase their
brand awareness. This infographic demonstrates the expanding size of the social universe, the
business value in adopting strategies that effectively tap into this exosystem to reach these prospects
and customers, and how many companies still lag in developing social strategies.
e-Book: 13 Market Trends in Online Communities 2014Get Satisfaction
More than 800 professionals in support, marketing, and product teams weighed in on their thoughts and plans for online customer communities. There are 13 key findings in this new e-book including: the ROI of support communities (as much as 10-25%), the importance of user-generated content, the benefits of increased SEO, how to generate new product ideas from the community, and much more.
Mobile apps are ubiquitous. With more than 1.5 million apps in Apple's App Store alone, there's an app for nearly everything. Consumers’ app usage correlates to their growing availability. In response, marketers must adapt their mobile strategies to
better serve customers’ needs and expectations. 1to1 Media, with its partner SurveyMonkey, polled 578 U.S. consumers about their mobile app usage and preferences to help guide your app strategy.
8…7…6… : Marketing in the Age of the Hyper-Connected ConsumerMediaPost
Hyper-connected consumers are transforming the customer-brand relationship. Customer journeys are no longer linear; they are a collection of fragmented micro-moments. And the battle for consumer attention has never been fiercer (You’ve got 8 seconds!). For brands to remain relevant (and respected), marketers must deliver value in every customer interaction. Join Selligent Chief Strategy Office Dave Frankland for a lively discussion on how marketers can adopt a Consumer-First Marketing approach to thrive in this new reality.
Infographic: Harnessing the Power of Customer Service 1to1 Media
In today’s interconnected and hyper-social world, consumers have little patience for poor customer
service. Companies are under pressure to meet customer expectations for optimal service. As
business leaders assess their customer strategies, here’s a snapshot look at why savvy companies
are investing in customer service and support as a key differentiator. —By Judith Aquino and Lorri Cosentino
Building and maintaining a loyal customer base isn’t easy. It takes more than just a good product or service to earn a customer’s devotion. Offering a rewards program isn’t enough, either. Given the voluminous number of loyalty programs available to consumers, brands must find innovative ways to engage today's empowered shoppers. A snapshot look at the loyalty landscape underscores the need and opportunity for brands to offer more engaging rewards programs.
The social universe is constantly expanding and businesses have responded by increasing the
pace of social strategy adoption to generate leads, enhance customer care, and increase their
brand awareness. This infographic demonstrates the expanding size of the social universe, the
business value in adopting strategies that effectively tap into this exosystem to reach these prospects
and customers, and how many companies still lag in developing social strategies.
e-Book: 13 Market Trends in Online Communities 2014Get Satisfaction
More than 800 professionals in support, marketing, and product teams weighed in on their thoughts and plans for online customer communities. There are 13 key findings in this new e-book including: the ROI of support communities (as much as 10-25%), the importance of user-generated content, the benefits of increased SEO, how to generate new product ideas from the community, and much more.
Mobile apps are ubiquitous. With more than 1.5 million apps in Apple's App Store alone, there's an app for nearly everything. Consumers’ app usage correlates to their growing availability. In response, marketers must adapt their mobile strategies to
better serve customers’ needs and expectations. 1to1 Media, with its partner SurveyMonkey, polled 578 U.S. consumers about their mobile app usage and preferences to help guide your app strategy.
8…7…6… : Marketing in the Age of the Hyper-Connected ConsumerMediaPost
Hyper-connected consumers are transforming the customer-brand relationship. Customer journeys are no longer linear; they are a collection of fragmented micro-moments. And the battle for consumer attention has never been fiercer (You’ve got 8 seconds!). For brands to remain relevant (and respected), marketers must deliver value in every customer interaction. Join Selligent Chief Strategy Office Dave Frankland for a lively discussion on how marketers can adopt a Consumer-First Marketing approach to thrive in this new reality.
Infographic: Harnessing the Power of Customer Service 1to1 Media
In today’s interconnected and hyper-social world, consumers have little patience for poor customer
service. Companies are under pressure to meet customer expectations for optimal service. As
business leaders assess their customer strategies, here’s a snapshot look at why savvy companies
are investing in customer service and support as a key differentiator. —By Judith Aquino and Lorri Cosentino
How to Make Your Customer Experience StickyBoomtrain
Customer stickiness is what you need to build your brand and make sure every customer wants to come back to your brand. Here's how you can build the right kind of sticky experiences.
Presentation on how to set social media metrics - part of a panel presentation on Social Media for Green Business presented at Green America's Business Conference at Green Festival, Washington, DC, October 23, 2010. I was followed by two clients - Mom Made Foods and FreshFarm Markets - who talked about how their social media campaigns delivered RoI.
Kinetic Social: Insurance Company Drives Engagement with Driver's Ed QuizDon Mathis
Kinetic Social CEO Don Mathis provides a look at a recent study done by the digital advertising company in order to see how the quiz helped the company earn engagements, views and interactions across social media profiles such as Twitter, Facebook and Pinterest.
PCMA - Get Your Marketing APPeal for a better ROIRachel Stephan
“Build it and they will come” is a thing of the past. It’s not about technology, it’s about what you want to achieve with it. Learn first hand how to integrate your event app in your meeting or organization marketing strategy. Leave this session with practical and easy to implement marketing solutions.
Learn best practices to leverage your CrowdCompass mobile app and maximize your event’s ROI. Get a sneak peek at recent enhancements, including how you can:
Instantaneously see your event changes previewed in the Event Center.
Highlight sub-sessions or multiple speaker slots within larger block sessions.
Target specific attendee segments using Group Based Content.
Let your attendees plan and schedule meetings with each other, all inside of the app.
National Airline Promotes Social AwarenessKinetic Social
A major national airline partnered with Kinetic Social to generate buzz around
their “green” initiatives during Earth Day. The campaign targeted frequent flyers
who had expressed interest in environmental concerns.
In his presentation, "The DigiMarketing Imperative", Chief Operating Officer of Ogilvy & Mather Asia Pacific, Kent Wertime, advocates a shift from the POE (paid, owned, earned) paradigm to a new PUC (participation, utility and contribution) approach.
Geary LSF University Presents: Paid Media DisciplineKatie Fellenz
The Geary LSF University is pleased to present an advanced course on how to implement Paid Media skills such as Paid Search, Display Marketing, and Retargeting into your marketing campaign. With real-world examples and case studies, you're sure to learn everything you need to know about digital advertising.
Geary LSF University Presents: Advanced AnalyticsKatie Fellenz
Geary LSF University, a Geary LSF Initiative, is proud to present this How-to presentation about Analytics. Learn everything you need to know about analytics and attribution for digital advertising.
How to Make Your Customer Experience StickyBoomtrain
Customer stickiness is what you need to build your brand and make sure every customer wants to come back to your brand. Here's how you can build the right kind of sticky experiences.
Presentation on how to set social media metrics - part of a panel presentation on Social Media for Green Business presented at Green America's Business Conference at Green Festival, Washington, DC, October 23, 2010. I was followed by two clients - Mom Made Foods and FreshFarm Markets - who talked about how their social media campaigns delivered RoI.
Kinetic Social: Insurance Company Drives Engagement with Driver's Ed QuizDon Mathis
Kinetic Social CEO Don Mathis provides a look at a recent study done by the digital advertising company in order to see how the quiz helped the company earn engagements, views and interactions across social media profiles such as Twitter, Facebook and Pinterest.
PCMA - Get Your Marketing APPeal for a better ROIRachel Stephan
“Build it and they will come” is a thing of the past. It’s not about technology, it’s about what you want to achieve with it. Learn first hand how to integrate your event app in your meeting or organization marketing strategy. Leave this session with practical and easy to implement marketing solutions.
Learn best practices to leverage your CrowdCompass mobile app and maximize your event’s ROI. Get a sneak peek at recent enhancements, including how you can:
Instantaneously see your event changes previewed in the Event Center.
Highlight sub-sessions or multiple speaker slots within larger block sessions.
Target specific attendee segments using Group Based Content.
Let your attendees plan and schedule meetings with each other, all inside of the app.
National Airline Promotes Social AwarenessKinetic Social
A major national airline partnered with Kinetic Social to generate buzz around
their “green” initiatives during Earth Day. The campaign targeted frequent flyers
who had expressed interest in environmental concerns.
In his presentation, "The DigiMarketing Imperative", Chief Operating Officer of Ogilvy & Mather Asia Pacific, Kent Wertime, advocates a shift from the POE (paid, owned, earned) paradigm to a new PUC (participation, utility and contribution) approach.
Geary LSF University Presents: Paid Media DisciplineKatie Fellenz
The Geary LSF University is pleased to present an advanced course on how to implement Paid Media skills such as Paid Search, Display Marketing, and Retargeting into your marketing campaign. With real-world examples and case studies, you're sure to learn everything you need to know about digital advertising.
Geary LSF University Presents: Advanced AnalyticsKatie Fellenz
Geary LSF University, a Geary LSF Initiative, is proud to present this How-to presentation about Analytics. Learn everything you need to know about analytics and attribution for digital advertising.
The Local-Mobile Opportunity: Presented by 15milesKatie Fellenz
The 3rd webinar in a series presented by Local Search experts, 15miles. Learn how-to take your business mobile and optimize your business for local search.
Geary LSF University Presents: Advanced Paid Media LessonsKatie Fellenz
Geary LSF's VP of Paid Media, Liz Serafin, recently presented a class on Advanced Paid Media techniques and trends for the internal Geary LSF University initiative. These slides focus on Display Advertising, Paid Search (PPC), and various updates and tricks of the trade.
Online Marketing for Healthcare PracticesBrad Smith
BARQAR CEO, Brad Smith, shares tips and best practices for building a healthcare practice through social media, digital marketing and online reputation.
ACCE Conference - Trends in Association Web Marketing TechnologyCaitlin Jeansonne
I presented this to the Association of Chamber of Commerce Executives. They were a great crowd and I loved talking trends in websites, social media, analytics, and more with them!
5 ways innovative brands leverage social data insights (1)Cision
The social intelligence space is evolving rapidly. Will you stay ahead of your competitors and industry trends? Learn the intelligent approach communicators take to harness the power of social data to inform business strategy. Members of the Visible Technologies team show how to beat competitors with the latest social intelligence trends, reduce research spend, and move beyond standard social metrics.
Title: Brand Matters
In this 60 minute intro session, you will learn a general overview of how to create, launch and maintain your brand and why your brand awareness affects how much capital you will get.
- Why your brand matters and how it impacts your success
- Creating & defining your brand
- Launching your brand publicly
- How to build your brand on social networks such as Twitter, Facebook, & Linkedin
In following sessions we will dive deeper into each social network and discuss how to make the most of each social platform.
this provides a template to create a social media strategy, governance and a business case, loaded with social media statistics it is intended as a resource to inform executives of the importance of a social media strategy.
The online channel has grown and become an integral part of the vast majority of retail and wholesale
organisations, but what does the future hold? David Bowen will present his predictions for the
challenges and opportunites we will all face in the next few years.
Location has been the foundation of establishing a business since day one. With consumers gravitating away from in-person experiences in favor of online interactions, we will discuss how a business can give themselves prime real estate digitally with a few key strategies being implemented. Ultimately each business wants to "Always Be Found, Always Be Chosen, and Be Easy to Work With."
Presented by Daniel Burstein, Rebecca Strally, and Diana Sindicich of MECLABS.
This content was originally developed for Dr. Goel's Social Media Class (Graduate level) at the University of North Florida. Learn how to use data to leverage your social media presence using a tested methodology and strategy.
Digital marketing in pharma - trends and way aheadRanajay Sengupta
This presentation captures the trends in the Pharma Marketing today and how digital is shaping consumer behaviour, brand awareness and customer pull. This also includes the areas where Pharma companies should focus in the new era to successfully leverage the potential of digital
Paid Social Advertising: Now, Next and What Works BestR2integrated
This year r2i was proud to co-host a presentation with Adobe at the Seattle Interactive Conference (SIC). R2i's Page Sands and Monica Lay, Senior Product Marketing Manager at Adobe, led a discussion on paid social advertising.
Presentation: Paid Social Advertising: Now, Next and What Works Best
With the drop-off in organic social engagement between brands and customers, the value of paid advertising has come full circle and is a critical component of a scalable social marketing strategy to reach targeted audiences and make an impact. This session reviews the current landscape of paid social media on the leading social channels, why brands need paid media to reach a target audience and how they can use specific targeting, budgeting and forecasting tools to optimize social media campaigns.
- How to leverage the right mix of paid social channels based on audience and objectives
- How to navigate the various targeting options on the leading social platforms
- How to engage audiences using different content-types
- How to use the right metrics to know if your campaigns are working
- How to optimize campaign performance to get real business results
Content Marketing: Your Digital SalespersonKatie Fellenz
The San Diego American Marketing Association's 2016 Signature Series trip through the funnel continued with NextLeft’s Katie Fellenz sharing cutting-edge insights with 40+ local marketers.
Katie Fellenz led the discussion around content strategy. Key takeaways included:
As a brand, how do you capitalize on “micromoments” all those little parts of the buyer’s journey that are driven by mobile technology? The key is to:
• Be there – People use mobile more for search than PCs
• Be useful – 80% of Google searches are “how to”; more than 50% of buyers will change from an initial brand selection based on content usefulness. Example: Realtor.com has a nurturing path built around the process of moving to a new home.
•Be relevant – 78% of consumers expect personalized content. Example: Through its “Hosted Walks”, Airbnb’s hosts illuminate points of interests along a walking journey.
Google is responding to micromoments in four ways:
• Localized search results (the 3-pack)
• Rich Snippets/Article Cards
• Knowledge Cards/Answer Boxes
• Video results
A presence on YouTube is vital, not just because videos are showing up in Google search results, but because people are now using YouTube as a search engine in itself.
Here is Katie Fellenz's slides from the 2016 SDAMA 'Middle of the Funnel' conversion discussion on Content Marketing.
Google Partner Agency Digital Breakfast with Geary LSFKatie Fellenz
Geary LSF and Google partnered up to present the latest innovation at Google and in digital marketing at an exclusive Google Partner Agency event in San Francisco.
Geary LSF University Presents: Social Media BasicsKatie Fellenz
Geary LSF presents an overview of basic Social Media practices. Learn how to use social media in your marketing and the benefits social media can have on your business. For more information, or for help with your social media, contact Geary LSF at sales@gearylsf.com.
Geary LSF University Presents: Digital media 101Katie Fellenz
Geary LSF's Growth & Development committee presents Digital Media 101, a powerpoint about the basics of paid search, PPC, SEM, Display advertising and more. Learn how-to do PPC and more with this presentation by Geary LSF's Paid Media experts.
Geary LSF University Presents: Analytics BasicsKatie Fellenz
Geary LSF's Growth & Development task force behind the Geary LSF University offers classes on everything ranging from Analytics to Social Media to Project Management and more. This presentation by Geary LSF's Director of Analytics was used to educate team members on the basics of Analytics and how we use Analytics to benefit our clients.
15miles, the Local Search division of Geary LSF, along with Neustar Localeze produced the 6th Annual Local Search Usage Study, conducted by comScore. Here are the primary findings.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
10. DIGITAL
MEDIA
The Web is Evolving the Purchase Cycle
Business to Business (Medical Device)
• More than 50% of the purchase cycle is completed before
contacting a sales rep
• More than 90% of hospital administrators rely on search to
identify products and vendors, and research features
• 82% cite ratings and reviews as a source used
Business to Consumer (Medical Equipment)
• 86% of consumers researched medical equipment purchase
• Average research phase is 30 days
• 56% cited internet as primary source for information
• Medical equipment websites are the top source. Search
engines are 2nd
Source:
Google
Article:
“Information
is
Power:
How
Hospital
Administrators
Research
Online”
-‐
October
2013
11. Role of Digital Media in Medical Device Purchases
• The web is evolving the
purchase cycle
• Research starts online
• More than ½ of the purchase
cycle is completed before
contacting a sales rep
Source:
Google
Article:
“Information
is
Power:
How
Hospital
Administrators
Research
Online”
-‐
October
2013
DIGITAL
MEDIA
12. Medical Device Decision Makers Move Across Screens
Source:
Google
Article:
“Information
is
Power:
How
Hospital
Administrators
Research
Online”
-‐
October
2013
• 50% of hospital
administrators use mobile in
the purchase process
• Product Reviews
• Testimonials
• Requesting product info
• Google predicts that medical
device related searches on
mobile will overtake desktop
this year
DIGITAL
MEDIA
13. Video: Show and Tell
Source:
Google
Article:
“Information
is
Power:
How
Hospital
Administrators
Research
Online”
-‐
October
2013
• Key for product
demonstrations,
comparisons, and viewing
online procedures
• Video drives action
• 79% of video viewers go
on to contact a
manufacturer directly
• 63% discuss info with
others
DIGITAL
MEDIA
14. Different Online Sources Favored Among Consumers
Based on Stage of Purchase Process
DIGITAL
MEDIA
16. Awareness
Consideration
Conversion
Loyalty
Advocacy
• Display
Advertising
• Social
Advertising
• Content
Marketing/Advertising
• Video
• Search
• Social
• Email
• Display
• Video
• Remarketing
• Paid
Search
• Remarketing
• Email
• Remarketing
• Email
• Social
• Social
DIGITAL
MEDIA
Typical Roles of Digital Media Types
17. Categories
Paid Search • Tier 3 Engines
• Google and Bing sponsored listings
Video • Site Specific (e.g. YouTube)
• Video Networks (e.g. BrightRoll)
• Facebook Page Post Ads
• Twitter Sponsored Tweets
• LinkedIn Ads Social
• In App Advertising
• Mobile Display
• Mobile Directories Mobile
Remarketing • Site Re-Targeting
• Search Re-Targeting
• Ad Networks and Exchanges
• Direct Site Buys
• DSP’s/Programmatic Display
DIGITAL
MEDIA
18. 1. Ensure your site is mobile responsive
2. Acquire video assets and market them
3. Develop a social strategy; Embrace the conversation
4. Search should be the foundation of digital advertising
5. Keep messaging educational
6. Solicit ratings, reviews, testimonials from your customers
7. Define additional conversion events; It’s not just about the
form-fill
8. Test a variety of channels, find what works for you and
develop longer term strategies
9. Track everything
10. Don’t forget post-purchase; Training and advocacy
MEDICAL
DEVICE
Marketing In the
Digital World
10 Tips for Multi Channel Marketing