Making the Most of the “App”ortunity

herothumbWhen it comes to the mobile shift, health-focused web sites are hardly immune to the trend of more traffic coming from devices. Mobile traffic to sites such as Sharecare, WebMD, Everyday Health and Health Grades, collectively, increased to 81 million from 59.6 million from a year earlier. This uptick in mobile usage suggests two things: an increased reliance on managing one’s health issues on-the-go, and an increased preference in tablet or mobile device usage.

For pharma companies, here’s why that means making mobile more of a focus in marketing and content strategies is important:

  • Mobile apps are not a passing fad.  The use of mobile apps in medicine is steadily and rapidly growing. In a recent study, mobile health technologies are becoming central to healthcare. Drivers of the new market include consumer adoption, clinical adoption, evidence of efficacy, costs of deployment, […]

From Geek to Chic

imagesBeware… those of you who are card-carrying members of the geek elite; the makers of wearable technology are turning to the fashion community for help. But in some sense, wearable tech is already fashionable, as it has over taken the world. Technology companies see wearables as an important area of growth beyond smartphones and tablets, and many are slowly realizing that if they expect people to wear those devices, they must focus as much on form as function.

“The fashion industry says quite vocally that some wearables are ugly, they’d never carry them in their stores,” Sandra Lopez, director of marketing strategy, Intel New Devices Group, said. “We know that we don’t know how to design beautiful things people want to wear.”

Today, clothing designers are increasingly embracing this trend and creating striking fashion-forward pieces that are melding fashion and technology one stitch […]

Do You Have an “I” for Marketing?

UnknownTraditionally, marketing has been seen as a “proactive” activity where marketing activities “create” a brand and “create” demand.  That’s beginning to turn upside down now that customers play a far more visible and powerful role in how brands are perceived. Today’s marketer needs to stay on top of trends and technology; they need to know how social media, search, video, conversions and analytics work in the marketing mix. These days, a marketer must possess the technical know-how to drive adoption of technologies that improve customer interactions, increase revenue, optimize pricing, build brands and expand awareness.

Keep your eye on these “I’s” to stay fresh:

  • Be an Instigator: Instigators are drivers of actions and conversations. Marketers need to challenge the status quo, bringing the voice of customer to the table and using an external vantage point to see what may not be apparent to others in […]

The (Not So Secret) Formula of the Modern CMO

1No question about it: The role of the chief marketing officer has dramatically changed over the past few years. On one front, the digital marketing landscape is taking over and on the other is a growing corporate accountability and shift toward the age of the customer. Layer in management, staffing, planning, and, of course, the business of creativity itself, the makeup of a modern CMO resembles more of a Renaissance man than any character from Mad Men.

“The 21st-century CMO faces an explosively expanding range of options from which to branch out in new directions,” explains Dick Patton, global marketing officer at Egon Zehnder. How this evolution is accepted and understood will largely determine whether today’s CMO will succeed in shaping company success or be relegated to merely owning branding and communications.

Here’s a breakdown of the skills and traits affected by the […]

Riding the Digital Wave

imagesDigital marketing represents the fastest growing new channels of targeted communication, interaction, engagement and delivery for an organization’s branding, communications and products and services. Millennials buy differently than their predecessors, and they’re also very good at tuning out the “noise” of traditional promotions. But they value word of mouth from close friends highly, which makes a strong, genuine social media presence critical for retailers. “Likes” and “retweets” and “shares” and “pins” are the new branding currency for retailers that will bring new younger customers into the fold.

As digital marketing has evolved, we’ve seen digital engagement progress in waves. As we look back, the first wave of digital engagement led many companies and entrepreneurs to believe that if they built a killer web site, revenue would follow. The second wave, characterized by channel-based digital interaction, had marketers struggling to adapt this […]

You Go Girl!

UnknownLots of ads have been popping up recently with their “women rule” themes. These fempowerment campaigns are intended to buff the featured brands and sell everything from shampoo and makeup to educational toys and schooling. Beauty ideals are expanding, and images of women and girls that are authentic, strong, and comfortable in their own skin are resonating with people around the world.

Some of these ads have instantly gone viral, such as the recently launched #LikeAGirl from Procter & Gamble’s Always feminine care line, collecting online high-fives along with 10.5 million video views on YouTube in its first four days. The documentary-style video, which doesn’t hawk a specific product, wants to take the negative sting out of the sexist old phrase, “you run/swing/bat/act like a girl”.

“There’s often a push-pull”, says media critic Barbara Lippert, between advertisers’ bottom-line need […]

Social Media Day-Next Hallmark Holiday?

Untitled-1-webMashable launched its’ first Social Media Day in 2010 to celebrate and honor the growth of digital and social media. Now in its fifth year, Social Media Day has evolved into a worldwide celebration with hundreds of communities organizing events.

While many may only think of Facebook and Twitter when discussing the growth of social media, hundreds of platforms are being used globally on a daily basis. Mashable and social media dashboard giant Hootsuite are leading a discussion with users of some of these global platforms, including WeChat, Sina Weibo, VK, Xing, and Viadeo.

Five years ago, everyone’s social followings were probably much smaller, with fewer connections across those networks. So this year, Mashable is taking a moment to recognize that a single connection is just as valuable as 1,000 by launching a global experiment called the #1Connection. This strategy aims to build global bonds across the web […]

Do You Yo?

imagesYO! There are 1.2 million apps in Apple’s App Store. Most of them you’ve never heard of, most of them will quietly fade away, lost in a competitive marketplace. For app developers, it’s a daunting task to create something that stands out and gets downloaded by thousands. Since April 1st, yes April Fool’s Day, AKA as the debut of Yo, the app’s Twitter feed recently reports that it has over one million users. If  “yo” are clueless, Yo is a messaging app in which users can hit a button and send each other a “yo,” which arrives on their smartphone as a push notification. The app took only eight hours to build, the logo is as vanilla as possible,  a simple shade of purple and its security was weak enough that a group of college kids hacked it. That […]

The World Cup: A Rare Opportunity for Serious Company Bonding

imagesCompany outings are important. They build internal relationships and create camaraderie among employees.  The opportunity to go to a ballgame, have a team dinner, or spend time at a retreat will typically strengthen a team. The rarest of company events is the mid-week, during work hours sporting event that has the entire nation on the edge of their seat.  In some minds, the World Cup is more exciting than the Olympics and Super Bowl combined.  Don’t miss out on the chance to have all of your employees screaming in unison and high-fiving while in the office.  There even may be some hugging going on.  Below are 5 tips to make the most of this rare occurrence:

  1. Get everyone in the same room – Turn the conference room or break room into your game headquarters. Everyone needs to be together.

Authentic Art of Storytelling-Pulling the Pieces Together

imagesToday marks our final post on the secret ingredients to a great brand story.  Over the past few weeks, we’ve revealed all the secret ingredients to a great brand story. We talked about myth and message, heroes and villains, emotion and conflict, and a signature storyline.

  • What do you stand for as a brand? What meaning do you create for your customers? Bring meaning to your myth intelligently like Dove!
  • Who are you? What roles do you and your customers play? Make your audience the hero like Toms shoes!
  • What do you stand against? What tension do you help customers resolve? Trigger action by your customer by tapping emotions! Remember all those insurance companies especially all the mayhem Allstate protects you from.
  • What kind of experience are you providing for your customer? Remember, the goal is participation, so brands must create experiences […]