The landscape for pharma marketing is changing rapidly and pharma companies are being forced to rethink how and to whom they market.
For example, it’s now reasonable to talk about the possibility of a pharma company shunning sales reps entirely and instead using digital channels to reach healthcare professionals and patients directly – an approach that probably would have seemed unthinkable less than a decade ago.
Thanks to its treasure trove of data, in little more than a decade, Facebook has fast become one of the most important marketing channels for many businesses.
But for many marketers, Facebook’s most productive targeting functionality is Custom Audiences, which allows marketers to deliver Facebook ads to users they’re already interacting with.
The digital ad industry is up in arms about a new Intelligent Tracking Prevention feature that is included in the latest version of Apple’s Safari browser.
The feature is now on millions of mobile and tablet devices as of the release of iOS 11 on Tuesday and will come to millions more later on September 25 with the release of macOS High Sierra.
With a record number of people being accepted into university in the UK last year, more and more brands are starting to realise the potential of students as both a key target market and as a marketing tool in their own right.
Thanks to acquisitions exceeding $100bn in recent years, the largest internet service providers (ISPs) in the US are set to become some of the most dominant digital ad players.
But while there has been significant concern that the Federal Communications Commission’s (FCC) roll-back of consumer broadband privacy rules raises the possibility that ISPs could use their treasure troves of data without customers’ permission, the largest ISP in the US appears to be taking a more cautious approach than it might legally have to when it comes to exploiting customer data.
As things stand, we are in a situation where the immensely valuable commodity of personal data is being collected by businesses either for free, or for a fraction of its true worth.
What’s more, data is being acquired via non-transparent means, used for undisclosed purposes, and sold without legal obligation to reveal its provenance.
While many publishers are trying to find new content streams within the retail sector, few have managed to marry the two worlds of content and commerce like Food52.
First launched in 2009 as a small online food community, Food52 now has an average of 11m monthly visitors across various platforms, including an impressive 1.7m followers on Instagram. Meanwhile, it generates two-thirds of its revenue from sales in its online shop.
By some estimates, upwards of 85 cents of every new dollar spent on digital ads today is going to Google or Facebook.
That’s not just a result of the fact that both companies have massive audiences, but also a result of the fact that both companies continue to offer marketers more and more options for targeting those audiences.
The travel industry is increasingly turning to content-led strategies to create and nurture relationships at all stages of the customer journey.
And it’s paying off: a 2015 Aberdeen study showed 7.8x higher year-on-year traffic for content marketing leaders versus followers. Conversion rates are also 6x higher for content marketing adopters versus non-adopters.
SaleCycle specialises in email and on-site remarketing (otherwise know as behavioural marketing) and the company’s head of product, Michael Barber, is this week’s Day in the Life interviewee.
Read on to find out what Michael has to say, and don’t forget to visit the Econsultancy jobs board if you’re thinking of finding a new position yourself.
There’s an old saying, “Timing is everything,” and if Bloomberg has its way, advertisers will be able to capitalize on that like never before.
As detailed by AdAge, the financial software and media giant used its NewFronts event on Monday to unveil Trigr, a new offering that allows advertisers to deliver custom creative and content based on specific conditions in the financial markets.
Everything from music streaming services to healthy sweets are being marketed through free trials and there’s a reason why it’s such an effective marketing tactic.