The announcement this week from the new head of the FDA that they are going get tougher on marketing could not have come at a worse time for drug companies who are already reeling from a hostile marketing environment....a new tougher stance will ultimately translate into marketers taking less risk because of legal and regulatory people who are don't understand the new marketing environment.
The web is all about users not marketers or messages...if visitors don't like your message they can turn you off with a click of the mouse and consumers love having this power.
The difference between a good eMarketing and great eMarketing person is that a great eMarketing person can translate web metrics into meaningful insights that raise eyebrows and get the light bulbs turned on. For example, by analyzing web paths thru the site a great eMarketing person can identify how people are going through the decision process in determining is a product is right for them. They can then take this information and optimize websites with something called "intuitive navigation" which arranges navigation based on the way consumers think about products or brands.
Most marketers will chose the safe road and thus the ROI of traditional DTC (direct-to-consumer) will continue to suffer. Consumers are overwhelmed with health information and want to quickly get the information they need without having to sort through millions of web pages.
Pencilbox Takeaway: Use the right vehicle that targets your customer most effectively. Support the strategy with clever creative to break out from the pack.
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