The Trend is Your Friend: 2011

The Trend is Your Friend: 2011

As we move into 2011 I would like to ask, rather, implore marketers in Rx/Dx organizations to move beyond the pilots and integrate digital and social media activities into "normal" marketing planning. For your benefit, here is another trend analysis. I personally think optimization of all activities will occur with particular focus on media and social trying to essentially get to quantifying the value of digital over traditional activities. I expect to see a lot of side-by-side charts.





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How Does Your Garden Grow?

How Does Your Garden Grow?

Check out my guest blog at the health care and social media site Turn Up Your Volume. 

The site is full of great insights. Happy reading.

Photo Credit: www,redbubble.com

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The 7 Forces Driving Forces Shaping Media

The 7 Forces Driving Forces Shaping Media

....And media consumption.

I came across this framework and interesting visual about the 7 forces that are shaping media from Ross Dawson. It's the what behind what we see and feel everyday. Suggested reading.



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Follow the Eyeballs...Where Digital in Rx/Dx Marketing is Failing

Follow the Eyeballs...Where Digital in Rx/Dx Marketing is Failing

As I sit in front of the TV contemplating a new post, which by the way, is long overdue. I can only think about the untold millions of dollars that are spent on TV advertising by health care companies living in the reach and frequency world. It should be noted that they are living there for multiple reasons, including TV is sexy, marketing people love to say they are going on a "shoot" and that digital metrics trail in being able to put together the story to convince people that digital is the way to reach your customers.

I have seen tons of research that are slap yourself upside the head simple to understand that people are online. However, the data to prove that the media mix balance is off-kilter is a little tougher to come by. The issue is that executives need to see the numbers to make the decision. WHY is digital better.

Mary Meeker, famed Internet analyst, outlined 10 questions for Internet Executives.

It's well worth the read, but one questions is particularly relevant when locating data to understand the opportunity that digital presents but isn't yet filling.

Slide 15





Dollars are not yet following eyeballs. Plain and simple. That is missed opportunity.

Until you can figure out a way to tell that story and show empirical data TV dollars in Rx/Dx firms will continue to trump digital.

Here is reference to WARC (World Advertising and Research Forum) a research and media firm that provides ideas and evidence (their words) to tell the digital media story.

If you can combine these elements and get the time to make the case, the facts can not be denied.


Godspeed


Image via: keetsa.com


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Digital Strategy and Behavior Change

Digital Strategy and Behavior Change

Digital and social media has changed the game for marketers and your customers are always in the present. They are in a lean-forward, searching, learning, sharing, and exchanging information. We live in a very dynamic world where brand sentiment, preferences and behavior is constantly changing.

So, when developing your digital strategy are you trying to change customers behavior by building ANOTHER web site that you have to keep fresh with content, invest in traffic generation and attempt to change or disrupt your customers behavior in hopes that they find it?

Or do you understand your customers behavior and know you can't change their habits so you develop a plan to distribute your message and content where people are already spending their time?

I can tell you that trying to change behavior is difficult. Consider that Google has over 1 trillion web sites indexed and the average person has 7-10 Web sites they visit regularly.

The odds are stacked against you to think that you can build something really impactful without a very solid plan and budget to drive awareness. If you don't have the plan or the budget - I know what strategy I would take.



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