The decision makers who decide which drugs appear on their hospital or insurance plan’s drug formulary are increasingly reliant on information delivered through digital channels, presenting pharmaceutical companies with a digital imperative.
As marketers, we are constantly encouraged to be ‘data-driven’. For starters, we are expected to keep a close eye on acquisition costs, track funnel metrics, and keep tabs on conversion rates.
Digital PR is currently experiencing a boom.
Digital out-of-home advertising (DOOH) is predicted to hit 50% of all outdoor revenue by the end of 2017, while the number of digital screens in the UK has increased from 2,056 in 2009 to over 17,000 in 2017 thanks to investment of around £100m.
I had the pleasure of hearing author Rachel Botsman speak at two events recently – NESTA and the Royal Society of Arts alongside Andy Haldane of the Bank of England.
One of the most popular topics at Econsultancy events is online advertising.
Countless discussions have been had about paying for social media reach, whether to retarget or not, and the latest on programmatic buying.
When you think of the National Trust, you probably think of stately homes, country walks, and cups of tea. You perhaps don’t immediately make an association with neuroscience.
However, the National Trust’s marketing team recently turned to brain scans and other scientific techniques as part of a project to optimise visitor journeys and experiences.
Festival of Marketing 2017 was epic (and we know that’s an over-used word, but it was).
Here are just a smattering of interesting quotes heard over the two days. If you missed out, put ‘London, 3-4 October 2018’ in your diary now.
Thanks to its treasure trove of data, in little more than a decade, Facebook has fast become one of the most important marketing channels for many businesses.
But for many marketers, Facebook’s most productive targeting functionality is Custom Audiences, which allows marketers to deliver Facebook ads to users they’re already interacting with.
At the Festival of Marketing 2017 in London, Diego Lopez Moreda, digital marketing tech leader at GE Healthcare Life Sciences, gave delegates the lowdown on how the $4 billion business underwent a digital transformation.
Influencer marketing is a hot topic at the moment, yet it’s still rare to find case studies from brands who are working with influencers beyond one-off campaigns.
At the Festival of Marketing today Nicolas Chabot and Gemma Dodd from Traackr gave an overview of how the automotive brand uses influencers at each stage of its marketing strategy.
Voice interfaces are steadily gaining popularity among consumers, so many brands have been quick to start trials with Amazon Alexa and Google Home devices.
At the Festival of Marketing this morning Paddy Power’s product innovation manager, Stephen McMeel, gave an insight into the betting firm’s own experiments with Alexa skills.