Clients generally have unrealistic expectations of a integrated digital marketing strategy. They expect results immediately or within the first 3-6 months. We prepare our clients for real expectations by reviewing a Digital Marketing Timeline.
An Integrated Digital Marketing strategy has five stages during a 27+ month period. (note: the timeline can be collapsed to 6+ months depending on the relevancy and the timeliness of the promotion) During each stage the number of touchpoints, client marketing efforts that touch the customer, are expanded. These touchpoints build on each other and grow exponentially. As your network expands the media (traditional advertising, PR, online, social) begin to synergize with each other. In the future a successful strategy will be self generating and grow virally. The goal is to convert your network of touchpoints to actions that support your strategic objectives. Here are the expectations projected for the five stages of the Digital Marketing Timeline Strategy.
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Healthcare professionals and marketing consultants converged in New York City this month to attend Social Communications & Healthcare; Case Studies and Roundtables, a conference hosted by Business Development Institute. Ira Kaufman, President of Entwine Inc, and I were honored to have been chosen to Moderate Roundtable discussions.
Hospitals, non-profits, pharmaceutical companies and medical professionals are searching for effective venues to engage patients. They are investigating the application of social media as they are confounded with compliance issues, newly proposed FDA regulations and conservative management. The conference featured case studies of healthcare companies and organizations that are using social media in different contexts. Some of the companies included: Read More »
Did you know… Facebook’s value has more than doubled in the past 12 months to over $ 8 billion!
Did you know… Women aged 55 and up are the fastest growing Facebook demographic in America!
Did you know… The average Facebook user has 130 friends.
Facebook stats are constantly being updated. Recently Mashable included a great graphic showing some little known Facebook stats that I found extremely interesting. They provided the code so we could embed the graphic on our site, so read on to find the most popular Facebook pages and other interesting statistics. Read More »
Patient Touchpoint Strategy
Patient touchpoints or interactions with health care facility and professionals define patient centered care. They determine the total patient experience and satisfaction, affecting not only the clinical tasks but patient outcomes. With the growth of online and social media, healthcare administrators have new tools to evaluate and effect patient centered care.
California HealthCare Foundation Study of Health 2.0 suggests,
“Innovative collaborations online among groups of patients, medical professionals, and other health care players are challenging the notion that health care happens only between a single patient and doctor in an exam room.”
In the growing Health 2.0 model, online and social media have dramatically Read More »
Entwine Inc was selected by the Adhesive and Sealant Council to educate industry leaders about social media and B2B marketing at the 2010 Adhesive and Sealant Spring Conference in Savannah, Georgia. Ira Kaufman and Patsy Stewart studied the industry and gathered examples of companies starting to embrace social media such as Lanxess, H.B. Fuller, Cytec, Hexion and Arizona Chemical. It really wasn’t a surprise, but the adhesive and sealant industry has barely tapped into social media.
Social Media Revolution – Creating Value for Your B2B Business
Our presentation, Social Media Revolution – Creating Value for Your B2B Business, introduced industry leaders to the value of Social Media when used in an Integrated Media Marketing Strategy. We divided it into three parts; the case, the integrated strategy and the social media marketing tactics. Read More »
‘Prove to me social media works!’
That is the cry of many businesspeople when challenged by the hype of Twitter and Facebook. The answer will not come simply from growing social media followers. Rather, it will come from the effect social media has on expanding and converting your company’s touchpoints. The marketing strategy of every company is to touch their customers, engage them, and move them to a targeted action. But most companies are not aware of their touchpoints, their effectiveness and why they work. “Touchpoint Optimization Strategy ” is a 5-step process that tracks the conversion from a one way touchpoint to an “action point” in the customer relationship lifecycle.
Step 1: Listening
Many companies view their touchpoints as one-way, passive listening posts to the voice of the consumer or feedback on the effectiveness of traditional marketing efforts. Sales and consumer insights measures include surveys, ad test, awareness tracking, contact centers, media tests, customer satisfaction studies, and brand tracking. However, these listening posts often provided measures that are “time challenged”, needing to wait for the end of a marketing effort before being able to “listen” to the results and gain feedback. Read More »
To listen to the blogosphere you would think the 30-second TV spot is toast — no longer relevant. It’s not toast and those spots still work. Advertising – TV or otherwise still has its place and value in an integrated media marketing strategy.
It’s easy to know what to do with a TV ad. Advertisers buy a time slot that makes sense for the product or service and put the ad on TV.
What’s not so obvious is what to do with social media. Once you determine your message, then what? Tweet it? Facebook it? Podcast it? Blog it? And once you do it, have you done “advertising” or “public relations”?
The answers to those questions come somewhat organically, if you look at what you are trying to accomplish. Read More »
