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How can Pharma organize for agility in the digital age?

As pharma and healthcare companies embrace the need for digital transformation, how can they ensure that they are set up for success?

I was recently invited to speak at a Brand Innovation Summit in Princeton NJ. Senior representatives from a number of large Pharma and healthcare companies attended the session co-hosted by Hale Advisors and  eXL Pharma.  

Attendees were looking for answers to key questions such as: “what makes a company nimble and able to embrace digital transformation?” and “What types of organizational structures are best for pharmaceutical and healthcare companies looking to build digital marketing capabilities?” 

Q&A: Gary Vaynerchuk on Facebook marketing

There’s been a great deal of discussion recently around the perceived decline in brands’ ability to achieve organic reach on Facebook, with some suggesting that Facebook should now be considered as an ad network rather than a social network.

Our own head of social Matt Owen has had his say on the matter, arguing that brands need to reappraise their Facebook strategies and pointing out that the social network would ultimately suffer if it artificially limited marketers’ ability to reach consumers.

And to add to the debate I spoke to Gary Vaynerchuk, a man with particularly strong views on Facebook ads. 

Vaynerchuk, who is CEO of VaynerMedia, was among the keynote speakers at the recent IMW event in New York.

Why you should be monitoring your brand on Twitter

66.7% of all public brand mentions on social media happen on Twitter.

Twitter is the key battleground on which your social reputation is won or lost.

This may sound overly dramatic, but you just have to look at the positivity around Oreo or Paddy Power since they entered social media compared to the highly publicised meltdowns of Ryanair or British Gas to understand that it’s a channel you have to tread carefully on.

Thankfully with a good social strategy and a fully trained social team or manager, potential Twitter storms can easily be avoided and positive engagement amplified to drive improvements in your brand perception.

To aid your team there are also various social media management tools that can help you monitor any mention of your brand, therefore allowing you to engage with followers and non-followers in real-time.

In this article I’ll be taking a look at five stats from the latest research from Mention, in which 35.7m company mentions were analysed, to show just how important it is to monitor your brand on Twitter

BBC trials video subreddit to reach ‘increasingly fragmented’ online audience

The BBC’s experimentation with new methods of content distribution has continued apace with the creation of a new subreddit and a separate Reddit video news channel. Officially unveiled in June, the news channel hosts a range of the BBC’s latest videos while the subreddit acts almost like an RSS feed. Reddit received 114m unique visitors […]

10 speakers you’ll want to see at the Festival of Marketing

Our Festival of Marketing event was last week crowned ‘Event of the Year’ by the PPA.

I thought I’d give November’s Festival (12-13) a push and list some of the speakers we have confirmed, as well as blog posts about each brand mentioned, to give a bit of background.

The Festival of Marketing is all about educating, inspiring, celebrating and empowering today’s modern marketer. It includes 120 sessions across ten streams, plus one-to-one advice clinics and networking with 4,000 senior marketers from across every sector.

We hope to see you at Tobacco Docks in London!

Forecasting traffic and sales: an introduction

A high proportion of professionals in the digital marketing field will have needed to, or have been asked to, forecast things such as expected revenue or traffic at one time or another.

In my role managing PPC campaigns, I’ve generally done this for existing projects I’ve been working on, but also when pitching for new business.

10 most shared ads of 2014, so far

Now seems an appropriate time to see which ads have generated the most amount of shares so far in 2014, what with it being past the half-way mark now. 

In not all that unsurprising news, four of the ads are related to the World Cup, although it will be interesting to see whether any of these make it to the end of year list due to their short shelf life. After all, only one video remains in the top 10 after the Super Bowl in February.

It’s also notable to point out that of the World Cup videos, only one of them is from an actual sponsor. In fact 71% of online shares for World Cup ads have come from non-sponsors.

Here’s the top 10, which is as varied as it is impossible to predict. Thank you to Unruly for the numbers.

The five immutable laws of digital marketing

Marketers grapple with digital everyday. Why? Because the laws of marketing have changed. These five laws can help you navigate the torid waters of today’s digital marketing.

Is digital marketing really different than any other type of marketing? What’s funny is that’s not quite the right way to look at it. Digital marketing isn’t a type of marketing, it’s a way to market.

It’s a contrast to traditional marketing in that it focuses on direct engagement with the intended audience. Digital is all about “talking with” whereas traditional marketing is all about “talking to.”

How to create engaging email content to drive conversion

The days of guaranteed inbox placement are over, therefore it’s time to concentrate on the second layer of email marketing: data.

It is now more important than ever to understand the asset which is your data and the ability of data to provide inbox placement for your emails.  

So how can you utilise data to produce emails which recipients want to read, as well as email that delivers revenue?

I believe that the answer to this query is engagement.

Seven paid search features local marketers should be using

Local marketers now have many tools to consider when using paid search that go beyond simply bidding on keywords for ads to appear. 

Google and Bing have built out advanced functionality in their platforms over the last few years that can help search engine marketers drive engagement with consumers at a local level.

Yet even the more experienced local marketers are not making use of all of the available options.

I’ve grouped together seven of the most useful paid search features below.

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