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gDIGITAL MARKETING LANDSCAPE:

TRENDS, OPPORTUNITIES AND CHALLENGES OF DIGITAL AGE

• 21ST CENTURY MARKETING : FACTS, FIGURES, STATISTICS, SWOT

• DIGITAL MARKETING ESSENTIALS: CHANNEL AND TOOLS

• OPTIMIZING MARKETING CAMPAIGNS

• UTILIZING DIGITAL MARKETING

• CONTENT MARKETING

• COMBINING PRODUCTS AND SERVICES FOR INCREASED ROI AND CUSTOMER SATISFACTION

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gThe Digital Revolution, also sometimes called the third industrial revolution, is the change from analog mechanicaland electronic technology to digital technology which began anywhere from the late 1950s to the late 1970s, with theadoption and proliferation of digital computers and digital record keeping, that continues to the present day.

The Digital Revolution marked the beginning of the Information Age.Central to this revolution is the mass production and widespread use of digital logic circuits, and its derivedtechnologies, including the computer, digital cellular phone, and fax machine.

The Information Age (also known as the Computer Age, Digital Age, or New Media Age) is a period in humanhistory characterized by the shift from traditional industry that the industrial revolution brought throughindustrialization, to an economy based on information computerization. The onset of the Information Age isassociated with the Digital Revolution, just as the Industrial Revolution marked the onset of the Industrial Age.

The phenomenon: digital industry creates a knowledge-based society surrounded by a high-tech global economythat spans over its influence on how the manufacturing throughput and the service sector operate in an efficientand convenient way. In a commercialized society, the information industry is able to allow individuals to exploretheir personalized needs, therefore simplifies the procedure of making decisions for transactions and significantlylowers costs for both the producers and buyers. This is accepted overwhelmingly by participants throughout theentire economic activities for efficacy purposes, and new economic incentives would then beindigenously encouraged, such as the knowledge economy.

Bringing about a fast evolution of technology in daily life, as well as of educational life style, the Information Age has allowed rapid global communications and networking to shape modern society.

Digital Marketing is the practice of promoting products and services using database-driven onlinedistribution channels to reach consumers in a timely, relevant, personal and cost-effective manner.

DIGITAL MARKETING - Umbrella Term

Marketing departments are constantly under pressure to deliver results that are tangible with smaller budgets ….that’s where DM comes in

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Digital marketing is no longer about merely adding online channels to the media mix; it is about integrating digital into all facets of marketing.

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21ST CENTURY MARKETING Part Science, Art, Research, Gut, Passion

• The internet is big and getting bigger; People always carry computers (pc, smartphones, kindle,etc.) 46% of US adults have a smartphone

• People are more connected: 1/3 of U.S. Consumer spend more than 3 hours online Every day

(source: The Media Audit, October 2010)

• Traditional media dollars are quickly migrating to digital channels (cross marketing)

• Very popular form of marketing because of measurability, cost, targeting, responsiveness,relationship building

• Brand is a two-way relationship – a conversation (solve problems)

• Be Intimate

• Grow and evolve

• Be opportunistic – use pop media

• Remain relevant: connect with audience, humanize your ad, do not be self-serving and all aboutthe product

• Repetition – the most effective marketing technique (repeat your call to action a lot, tag line)

• Be aware: Local is Global National media brands, local media sells

• BUILD YOUR ONLINE HQ

• Build trust, build a business – AUTHENTICITY + TRANSPARENCY

Change is occurring at an accelerating rate; today is not like yesterday, and tomorrow will be different from today.

Ego Marketing is dead

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• In 2012 Digital Marketing Spending Averages 2.5% of Company Revenue

Customers are transitioning to communicating and buying through digital channels. That meansmarketing spending is rapidly shifting to digital marketing. These expenses include personnelcosts, contract labor, software as a service and external marketing services such as agencycreative services, search, website design, content creation and management, social and mobilemarketing.

• Digital Advertising Accounts for 12.5% of Digital Marketing Budgets

• Up to 50% of Digital Marketing Activities Are Outsourced

Culturally marketing is accustomed to outsourcing. Working with agencies, data providers andexternal technology providers are an intricate part of marketing processes. This hasn't changedand may be increasing. Digital marketers need help — lots of it — with specialized tasks such assearch marketing, online advertising and mobile marketing.

As a rule, outsourcing your digital marketing activities is a smart tactic when you don't have in-house resources to stay on top of quickly changing technologies and techniques, or needspecialized talent. But you need to monitor results, ensure these providers have a stake in yoursuccess, and assume some risks.

• Source: Gartner (March 2013)

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81% of U.S. Residents are online

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• Source: Pew Research (December 2012)

What adults do online:

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• Source: Search Engine Watch(October 2012)

Why you need to be in the top ten search results

Google is the new Yellow Pages and if Google can’t find you neither will anyone else

At its heart, digital marketing centers around the Internet, which has become both acommunication vehicle and a very powerful marketing medium

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DIRECT MARKETING ESSENTIALS: CHANNEL AND TOOLS

When we talk about digital marketing – what are we talking about? Can you name some of the tools,channels?

• Email• Digital Display (advertising) QR code• PPC, Affiliate, SEO, SEM – mainly Google 85% of global searches• Social Media: Twitter, FB, Pinetrest, YouTube (posting ads instead of TV), Google+, LinkedIn• Blogging• Voice Broadcast, Fax Broadcast, Podcasting, Video Streams• Mobile Apps• Wireless Text Messaging, Instant Messaging• Infographics , eBooks, Case Studies, White Papers

PULL VERSUS PUSH

The consumer actively seeks the marketing content, often via web searches or opening an email, textmessage or web feed.

In push digital marketing the marketer sends a message without the consent of the recipients, such asdisplay advertising on websites and news blogs. Email, text messaging and web feeds can also beclassed as push digital marketing when the recipient has not given permission to receive themarketing message.

Both Push and pull message technologies can be used in conjunction. For example,an email campaign can include a banner ad or link to a content download.

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EMAIL

Has suffered in recent years due to spam – email providers are becoming more savvy to spammers andstarting to black list senders

Can provide significant cost savings and provide depth insights in to recipient responsesGreat for maintaining cost effective communications and developing relationship

Use first-name personalization in emails, subject lines and/or on the website. First name is typically oneof the earliest pieces of data you get from someone, so put it to use in creative ways, such as in thesubject line (“Bill, 10% off all purchases this week”)

DIGITAL DISPLAYBanners – along the topSkyscrapers – down the sideMid page units – in the middleCan be based on website demographicsCan be specifically targeted to individual based on browsing behavior

SEOGetting to the top of natural results – through a # ofactivities such as HTML tags (put keywords in titletags), quantity and quality of internal links; images –give them “alt” names that are relevant to yourcontent; text – make sure it contains relevant keywords; update ur site frequently; articles about urfirm; be active in social media

Effective And Accountable Online AdvertisingReach the right audience and compel them to click and convert. Utilizing everything from Google text ads to GIF, JPEG and HTML banners, Flash and Video Units – result in increased visibility and

demand generation.

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SOCIAL MEDIA GOING VIRAL (SPREADING, WORTH SHARING)

Has quickly become a central element of nearly all branding and marketing activities. Thisrepresents a monumental paradigm change - both in how consumers interact and how theyinfluence each other’s purchasing decisions. Public relations, as we know it, has changed foreverand Social Relations is the path forward.Make Your Social Profile Work For YouDefine yourself or the consumer will define you. With the emergence of social networking sites suchas Facebook, MySpace, and Twitter, this is the nature of the Web these days.Average number of SM channels being used: 5 B2B 4 B2C% of marketers using SM to distribute content: 2012: 74% 2013: 87%WORD OF MOUTH (social media) is the primary factor behind up to 50% ofbuying decisions63% of companies said that posting content on social media has increased marketing effectivene $$

BLOGS

Think – Increased Visibility – another meansThink – Wide Reach – more indexed pages (categorized) + more links = bigger slice of the online pie55% Blogs on company sites result in 55% more visitors97% Companies with blogs get 97% more inbound links than others37% 37% of marketers say blogs are the most valuable content type marketing

Guest blogging – the ultimate blog traffic driver; demonstrate one’s experience and create a human connection with your audience.; borrow guest’s audience; increases your profile in the industry.

GOING VIRAL (SPREADING, WORTH SHARING)the best way to go viral online is to do something no one has done before. The

2nd person to do something never goes viral. BE REMARKABLE

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Your website is the face of your company online

The First Impression is Vital - Users can afford to be choosy and will abandon a website in seconds ifthey are not immediately captivated

• Wireless text messaging, instant messaging

WEBSITE Give Your Business A Compelling Web Presence

A well designed website is the primary tool of digital marketing: it generates sales, leads,

information, gives credibility to your organization

Include call to action to get people to provide desired response – eg. register for a newsletter

Eye tracking – F zone

Understand usage, make site easier to use and more relevant

Built on strong foundation: utilize CMS (content Management System)

Visually appealing

Easy to understand – do u need to go to “About us”? Easy to navigate and make decisions (contact

us, sign up for newsletter)

Easy to make decisions: contact you, buy from you

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PODCASTS, LIVE SEMINARS, VIDEO STREAMS, ETC.

•Mobile (apps) is reshaping how people consume healthcare info•By 2015, more U.S. users will access the Internet through mobile devices than through PCs/wireline devices.•Global internet traffic via mobile: 13%•The Apple App Store will be available in 32 new countries (total: 152)•64% of mobile time is spend on apps.•Mobile worldwide advertising revenue: 2012 $9.6 billion

2016 $24.5 billion

As it gets harder for sales reps to see physicians, sales access is probably becoming the number 1concern for pharma. The trick is to deliver an “educationally interactive” experience that engagesdocs. Think: live seminars – posted on line.

APPS

PODCASTS are audio broadcasts that can be downloaded off the web & either played streaming fromthe web, or played on a portable media device

Can build an even closer relationship to a potential customer because he has now associated a voiceto your brandMake sure your podcast follows a schedule – podcasts should be released at the same time everyweek or bi---weekly.The ideal length is somewhere around 10-20 minutes. Shorter and you can’t make much of an impact.Much longer and you’ll lose the listener’s attention. If you are going to have a long podcast, try tohave multiple voices, or a conversation going on (keeps it interesting for listener).

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Learn how patients use their medicine: Mobile applications offer a direct channel of communicationbetween the manufacturer of a pharmaceutical product and the patient. Patients using an application“tell” you when and how they use their medications – the dosage, to what extent and for how longthey consult package inserts, etc, and are able to give feedback on the drug’s impact and their ownsatisfaction with the product. Applications provide direct usage information which can assist inunderstanding the usage habits of patients.

REASONS WHY SMARTPHONE APPS MATTER TO PHARMA:

Potential reach: enable pharma companies to reach out to anyone. Most of these smartphone users will be in developed countries with above average private healthcare spending.

Differentiation: The potential for smartphone apps to support patient adherence and compliancemakes them the ideal add-on for pharmaceutical products. Pill reminders, glucometers and fooddiary apps are all solutions that have proven efficient in the support of treatment, and pharmacompanies that publish applications that support therapies will not only be providing a service, theywill also differentiate their products from those offered by the competition.

Contemporary marketing: It is already established that physicians are using smartphones and tabletsto access healthcare related information. It would make sense therefore for pharmaceuticalcompanies to re-allocate marketing budgets spent on printed medical reference and CME programsto applications – they cost a fraction of what printed materials cost, are more innovative.

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Optimizing Marketing Campaigns (to offer greater reach, better relevancy and higher customer engagement)

Consumers are relying on each other to learn about products and services and influence theirbuying behavior.All channels are being challenged. Media is increasingly fragmented and traditional marketing rulesare being re-written.Media is more accountable, measurable and "earn-able".People are more time-starved and convenience is more valued than ever before.

UTILIZING DIGITAL MARKETING (PR, SOCIAL MEDIA, EMAIL MARKETING, ETC.)

The pharmaceutical industry is one of the world’s largest. The market has always been cash-rich, asit needs to be given the investment required to continue the research and development behind themedical advances which have made such a difference to humanity, but nonetheless increasingpressure from regulators, thin pipelines and the patent cliff which has seen the rise of generics is athreat to continued prosperity. Innovative business models will help pharmaceutical manufacturersto remain competitive amidst these challenges.

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CONTENT MARKETING

Useful content should be at the core of your marketingConsumers have shut off the traditional world of marketing. They own a DVR to skip televisionadvertising, often ignore magazine advertising, and now have become so adept at online “surfing”that they can take in online information without a care for banners or buttons (making themirrelevant).Smart marketers understand that traditional marketing is becoming less and less effective by theminute, and that there has to be a better way.Enter content marketing.

With the rise of social media and the proliferation of devices, applications and platforms, onlinemarketing has undergone a significant transformation. Marketers need to reflect on how best toextend their brands and cultivate consistent relationships with customers via various channels. Ascross-channel marketing has become the norm, continuous monitoring, evaluation and real-timeoptimization of campaigns are required to ensure their (the campaigns’) effectiveness.

• Infinite time horizon – content is always available on your site 10/2013 and 10/2011

• Generates leads

• Shareable – can be shared via social media for viral effect

• Recycle pieces of old content

• Use old content – brochures, presentations, etc.

• Be CONSISTENT ---- RELEVANT ---- THE EXPERT

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But what exactly is content marketing?Content marketing is a marketing technique of creating and distributing relevant and valuable contentto attract, acquire, and engage a clearly defined and understood target audience – with the objectiveof driving profitable customer action.Content marketing’s purpose is to attract and retain customers by consistently creating and curatingrelevant and valuable content with the intention of changing or enhancing consumer behavior. It isan ongoing process.Basically, content marketing is the art of communicating with your customers and prospects withoutselling. It is non-interruption marketing. Instead of pitching your products or services, you aredelivering information that makes your buyer more intelligent. The essence of this content strategy isthe belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers,they ultimately reward us with their business and loyalty.And they do. Content marketing works and is used by small and large corporations.

TODAY’S ENVIRONMENT : 1000S OF MARKETING MESSAGES PER PERSON PER DAY. GOOD CONTENT

MARKETING MAKES A PERSON STOP…READ… THINK… BEHAVE… DIFFERENTLY. … SHARE WITH FRIENDS

ON SM AND THE CHAIN REACTION CONTINUES

Marketing is impossible without great contentRegardless of what type of marketing tactics you use, content marketing should be part of your process, not something separate. Quality content is part of all forms of marketing:SM marketing: Content strategy comes before your social media strategy.SEO: Search engines reward businesses that publish quality, consistent content.PR: Successful PR strategies address issues readers care about, not their business.PPC: For PPC to work, you need great content behind it.Inbound marketing: Content is key to driving inbound traffic and leads.

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Visualizations of data; can help audiences quickly grasp complex sets of ideas.The key to a good infographic design is to find interesting and reliable data, then come up with anawesome blueprint and visual story to deliver the underlying message.

INFOGRAPHICS

charts, graphs

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gRegardless of whether you are exploring the feasibility of content marketing or have alreadydeveloped a cohesive strategy, you probably want to better understand the precise forms of contentthat your specific audience wants to connect with.There are no “silver bullets” or one-size-fits-all plans that apply to every organization. However, thereare some core, common elements across successful content marketing programs.

PLAN

AUDIENCE

STORY

CHANNELS

PROCESS

CONVERSATIONS

MEASUREMENT

When it comes to marketing strategies, content marketing has just been crowned king, farsurpassing search engine marketing, public relations and even print, television and radioadvertising as the preferred marketing tool for today's business-to-business entrepreneur.

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PLAN PLAN THE WORK. WORK THE PLAN.

Weather your co has a marketing army of 1 or 100, at the core of your continued success will be athoughtful, strategic plan that ideally aligns with business plan.

Forms of plan:-Mission statement-Checkpoints (to ensure that your programs continue to meet broader bus goals-Specified goals to be accomplished: measurable-To enhance existing marketing programs or change perception-Who is involved in the plan, their roles-Identify key deliverable

-Plan can become a case study – or it might be an annual strategy that gets reviewed and renewedevery 12 months.

-FUNDAMENTAL PURPOSE: WHO YOU ARE AND WHERE YOU ARE AND WHERE YOU WANT TO BE

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AUDIENCE

Those whom you are trying to reach.Evaluate your audience, as WHO you are may be changing – so will the target audience.External audience is constantly changing (how and where they want to receive content) – take it into aconsideration.Sales cycles change.Lifestyle, age groups.New consumers vs. loyal long-time consumers vs undecided prospects = must understand theirdifferent needs and guide them thru buying cycle.

IN ORDER TO MAINTAIN SUCCESS IN A LONG RUN – ONE MUST CONTINUALLY ENGAGE PEOPLE

STORY

Clearly identify and communicate your story.Storytelling: Method of building strong relationships with customers and a thriving COMMUNITY ofloyal customers over time. People remember stories – not facts. Stories identify passions – morepersonal. Passion, purpose + heart = emotional bond established. Helps story evolve. Once the story isestablished – you can build your pillars of content. Your story will echo throughout the content youshare = guideline for future communications.History; how did it all started, the journey of where you are today, what is driving the future.

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CHANNELS

Identify the right channels to deliver your message.HOW AND WHERE TO DELIVER THE CONTENT

Pick a context in which your audience will view the content and alter the content accordingly.Identify all channels (existing and potential future ones) and explore which one is most effective.Establish objectives for each channel selected (and how they can support one another).Take budgeting and editorial planning into consideration.Reevaluate often to ensure channel’s effectiveness and ability to meet evolving needs.Measure the results (identify parameters: # of visitors) to optimize over time.

PROCESS – methods of execution

Identify who will execute the plan (establish roles, responsibilities, guidelines, schedule)Conversation

Content – is one sided but once delivered thru a channel – it becomes a Conversation – is a two waystreet – and that includes LISTENING (Google alert)Do not over look it: RESPOND

MEASUREMENT

Establish system for monitoring and determine which matrix you want to measure (what applies).You want to measure activities that will answer your questions regarding what’s working.What does your head of sales wants to see?What does your head of advertising wants to see?DO NOT EXPECT RESULTS OVERNIGHT

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gThese days, many firms are trying to mix products with services in an effort to boost revenue andbalance cash flows.HYBRID SOLUTIONS—products and services combined into innovative offerings—can helpcompanies attract new customers and increase demand among existing ones by providing superiorvalue. Such offerings are commonplace—think Apple (the iPod product combined with the iTunesservice) and Xerox (copiers and printers bundled with maintenance or customer support services).For these and many other companies, hybrid solutions have spurred growth or helped reversemarket-share or profit decline.

COMBINING PRODUCTS AND SERVICES FOR INCREASED ROI ANDCUSTOMER SATISFACTION100% guarantee , % of sales to charity, supporting organizations, manufacturer’s coupons or loyalty programs, free sample

Two underlying characteristics determine how customers will value and use an offering. The first iscomplementarity, or the degree to which the value to the customer increases when the productand the service are used together. The iPod and iTunes, for instance, are highly complementary. Theother is independence. Some goods and services are highly dependent (a customer cannot deriveany value from an XM Satellite radio without subscribing to the XM Satellite communication service)and therefore must be bundled together. Other products and services are relatively independent: Acopier will function whether the customer purchases a service contract or not. Products andservices that are highly independent are traditionally sold separately.

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NEW AGE – NEW EDGE EVERYTHING IN MARKETING IS A BIG DECISION• The smaller you are – the more INNOVATIVE you have to be

• The world does not need another DRUG – but it needs a STORY

People do no buy/remember products, they buy a story/promise/experience behind it – DO NOT DISMISS IT Tell me a fact and I will learn Tell me a story and I will have it in my heart forever

• Power of POLARIZATION: avoid grey areas, go extreme – either good or bad, love or hate, no maybes. Let marketing research say that 35% of folks love your products vs. 15% love it, 35% like it, 35% do not like it. Focus on bigger positive.

• CHALLENGE CONVENTION: DeBeers story: diamond industry was slowing down; diamond was used for occasion only: engagement, milestone. DeBeers came out with new concept to adopt to changing times and women’s social position (independent, working, empowered). They positioned diamond as a “gift to yourself” – to be worn on right hand. Right hand – diamond for self purchase vs. traditional left hand engagement ring diamond. Same story with 3 stone anniversary ring –representing past, present, future. Journey design – celebrating relationship which is growing overtime.

• Product has to have “must buy triggers” – reasons for consumer to buy it. Do not let the consumer lead you, you lead the consumer. Be the VISIONARY.

• With digital becoming more of a standalone strategy – and not simply a tool in the marketer’s arsenal – it is growing into a service. Pharma sales model is changing from being product-focused to service-focused. Rather than telling Dr why a product is great, the new way of selling is helping them manage their patients and practices. A health info platform can be a key asset for selling because it enables a sales rep to say to a DR ‘this is an educational tool you can download to ur desktop and use to educate ur patients.’ So it becomes more a conversation about increasing patient health literacy – and achieving better health outcomes. == CREAT VALUE

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• The physician has less time, and the patient has more questions. The issues and drugs are alsogetting more complex. It is important that you communicate clearly to physicians at launch andthat they understand product benefits and differentiation. It is equally important to armphysicians, PA, nurse practitioner and even front desk receptionists with appropriate things to sayto patients because the patient is armed differently.

• Pharma companies must understand that this is not as much selling as it is supporting. If they doit properly it helps the sales reps because they demonstrate that they understand the issuephysician has to face.

• Do not create complicated experiences. How long does it take for your audience to understandwhat you are talking about? Every additional hoop you ask your audience to jump throughreduces the volume of who will engage.

• Do not ask for something with nothing in return: Marketers talk relationships with brands, but formost people its more of a nodding acquaintance, so don’t ask for participation with nothing inreturn.

• Do not talk about yourself: Nobody likes people who talk about themselves all the time. Samegoes for brands. Behave like you do in real social situations. Not every interaction in social mediashould push people to your site or to a commerce engine. Sometimes listen. Sometimes learn.

• MOMENT OF TRUTH: BE PART OF EVERY “CONVERSATION”. Not just physician/patientconversation – patients are talking to pharmacists, people in the physician’s office, other patients,etc. Be a part of all those conversations and develop programs to support it.