Digital Marketing Unified: Knowing Your Customer
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Digital Marketing means reaching to right people at right time through various channels and promoting the products and services. There is a need to build unified digital marketing services incurring optimized cost to enrich customer experience. Organisations catalyze the process on wider range by use of Social Media and launch of campaigns globally and regionally. Watch our detailed guide on Digital Marketing Unified-Knowing Your Customer:
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Digital Marketing Unified: Knowing Your Customer
- 1. www.omnepresent.com Digital Marketing Unified -Knowing your Customer
- 2. www.omnepresent.com ● Digital Marketing ○ Overview ○ Trends ● Digital Portrait Of Life Sciences ○ Overview ○ Challenges Of Fragmented Digital Marketing ● Need To Integrate Digital Marketing Services For Life Sciences Organisations ○ Implementation By Building Blocks And Focus Areas ○ Value Delivery ● Conclusion Contents
- 3. www.omnepresent.com Digital Marketing-Overview ● Digital Marketing means reaching to right people at right time through various channels and promoting the products and services ● Organisations catalyse the process on wider range by use of Social Media and launch of campaigns globally and regionally ● It can be accessed by ○ Mobile ○ Desktop ○ Gaming Console ○ Smartphone ○ Tablet ● Digital Marketing is ○ Cost Saver, Consistent ○ Provides effective delivery of Tailor made content
- 4. www.omnepresent.com Digital Marketing-Overview ● Inbound Marketing Strategies are ○ Social Media Marketing ○ Search Services ○ Online Campaign ○ Portals,Podcast ○ e-journals ● Outbound Marketing Strategies are ○ Email Marketing ○ RSS feeds ■ Both the techniques are used to leverage Digital Marketing ■ Survey suggests that Inbound Marketing creates 34% lead while Outbound Marketing creates 22% leads
- 5. www.omnepresent.com Digital Marketing-Trends ● Mobility o 1 in every 5 owns a smartphone o 1 in every 17 owns a tablet o This study points out that there has been an increase in customers using smartphones o Hence company needs to optimize their content for mobile phones ● Social Media ○ It offers real time interaction with customers ○ Reaches out to potential customers by providing medical campaign information
- 6. www.omnepresent.com Digital Marketing-Trends ● Social-Local-Mobile Marketing ○ Local based social activities like sharing,reviewing,reading have increased with the use of social media ○ Global Positioning System(GPS) helps to achieve organizational goals more easily ● Tailor Made Content Marketing ○ Email is primarily used to broadcast message and campaign to targeted audience to enrich customer engagement, acquisition and retention
- 7. www.omnepresent.com Digital Marketing-Trends ● Advanced Analytics: ○ Using it we can collect huge generated data showing the customer practices, to define good strategies ● Search Engine Marketing (SEM) / Search Engine Optimization (SEO): ○ SEM and SEO are used to make more and more audience aware of their products and services
- 8. www.omnepresent.com Digital Portrait of Life Sciences-Overview ● Companies using Life Sciences have taken great care while stepping into the world of digital marketing ● Reasons are : ○ Small User Base ○ Highly Regulated Nature Of Industry ○ Unclear Industry Guidelines On Social Media Usage
- 9. www.omnepresent.com Digital Portrait Of Life Sciences-Overview ● What Overcame The Above Reasons to Explore The Digital World? ○ Emerging Online Professional And Patient Communities ○ Increased use of social media, mobile , Online Seeking And Sharing Information By Patients, Health Care Professional, Key Opinion Leaders and larger medical fraternity ○ Need to streamline internal communication to maximise work efficiency and employee satisfaction thus, connecting Life Science organizations with potential customers
- 10. www.omnepresent.com Challenges Of Fragmented Digital Marketing ● Life Sciences have used isolated approach rather than unified one ● To estimate the success rate in Life Sciences one has to cross many barriers at several customer touch-points through digital channels
- 11. www.omnepresent.com Challenges Of Fragmented Digital Marketing ● Challenges are: ○ Lack of analytics to measure success across various digital channels ○ Lack of agreement over business process ○ Independent and fragmented digital promotion across various geographical areas ○ Organizations offer multiple IT solutions for similar services ○ Unable to reuse digit assets ○ Lack of implementation of regulations and compliances ○ Lack of teamwork across services, products and markets across digital marketing
- 12. www.omnepresent.com Need To Integrate Digital Marketing Services ● There is a need to build unified digital marketing services incurring optimized cost to enrich customer experience ● Various ways for integrating digital marketing services in order to perform better across various channels are: ○ Campaign Management ○ Email Marketing ○ Search Engine Optimization ○ eDetailing ○ eCommerce
- 13. www.omnepresent.com Value Delivery ● Implementing unified digital marketing helps organizations to: ○ Reduce extra cost to maximize returns ○ Enrich decision making by use of proper analytics ○ Faster reach to customers via promotion and campaigns ○ Digital asset reusability ○ Deliver scalable solutions ○ Proper mapping of geographic area to services ○ Analysis of customers behaviour measured for future sales ○ Building brand loyalty to give add-on values ○ Enriching customer experience ○ Delivering message uniformly throughout
- 14. www.omnepresent.com Key Digital Marketing Initiatives
- 15. www.omnepresent.com Conclusion ● Life Science organizations can step into the world of digital marketing with confidence and the means to achieve them are: ○ Defining multi-channel strategy ○ Adopting global model for initiatives like Big Data, high performance and cloud services ○ Comply to regulations on various levels ○ Continuous evaluation of customer for effective channel ○ Target on cost optimized initiatives like managed services, global vendor and reuse digital assets ○ Standardize processes ○ Define and start change strategy management