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Despite the fact that there are more ways than ever to target and reach audiences, marketers face numerous challenges.
And perhaps few face the number of challenges that confront healthcare marketers.
Here are seven of the biggest that this group must contend with.
Measurement is top of mind for marketers and the organizations they serve, but it's rarely a cut-and-dry matter.
That's particularly true for healthcare marketers.
According to researchers at Stanford, highly targeted ads may not be all they're cracked up to be.
Based on a mathematical model they built based on game theory, the researchers instead suggest that advertisers "prefer to remain in a state of partial willful ignorance so as to preserve communication credibility."
In 2012, Jerry Storch, then the CEO of Toys R Us, told attendees at the Shop.org conference that stores will never die thanks to omni-channel retail.
Since that time, many traditional retailers have invested heavily in omni-channel initiatives that seem wise, at least on the surface.
But are retailers' omni-channel hopes really delusions?
Pharma companies face a number of challenges when it comes to digital marketing.
We recently reported on the spectre of a consumer marketing clampdown, and how pharma brands aren't making the most of mobile and social opportunities.
The road to retail hell might be paved with discounts, but for retailers looking to survive and thrive, deal strategy is all but required.
And it's only likely to become more important if data indicating that consumers are increasingly searching for deals is accurate.
For marketers looking to sell their wares to millennials and their younger siblings, Gen Z, social media is an indispensable channel.
But according to a new study conducted by Harris Poll for Lithium Technologies, marketers that are using targeted social ads to reach members of these groups may be shooting themselves in the foot.
At its digital Newfronts event last week, Google's YouTube announced a new ad offering that it hopes will give advertisers the ability to take advantage of viral videos.
Breakout Videos is part of Google Preferred, which launched in 2014 and gives advertisers access to inventory from YouTube's most popular channels and content creators.
Through Preferred Breakout Videos, advertisers can now capitalize in real time on inventory belonging to content that is gaining significant traction.
The world is awash in content.
As recently detailed by Wired's David Pierce, Instagram's photo cache grows by 80m each day.
YouTube sees 400 hours of video uploaded every minute, and more than 250,000 status updates are posted to Facebook in the same span.
For years, local businesses have been told that customer reviews sites like Yelp can make or break them, but is that still the case?
Big data analytics company Palantir reportedly helped the US Government determine the whereabouts of Osama bin Laden.
But despite this claim to fame, the business apparently isn't finding it easy to convince its customers that its services are a worthwhile investment.
Thanks to the rise of social platforms like Instagram, more and more brands are adding influencer marketing to their digital marketing mix.
But as influencer marketing matures and the most prominent influencers become more costly to work with, is it time for brands to adapt?