Monthly Archives: October 2011

michael leander in dubai at the mall with npario

Data is the new oil: Refine, unsilo your data to better understand buyer intent

In this video interview Michael Leander talked to Nayef Hijazi from nPario about data and how important it is to be able to refine data and use data proactively to improve your marketing efforts

Delivering effective marketing and advertising messages requires deep understanding of consumer intent. Getting access to consumer intent insight that allow organizations to acquire the right customers, deliver relevant messages, measure campaign performance and optimize campaign effectiveness in real time is critical now and in the near future.

And that is some of the areas touched upon by Nayef Hijazi in this interview from Dubai with Michael Leander.

If you are interested in the workshop/seminar mentioned in the video, go here to subscribe to the 360 Degree Dialogue Brief and you will automatically be notified

Delivering the right content, service or ad to the right audience is key for Internet content and service providers. Whether you are trying to attract more viewers to your site to promote your products, or increase revenue from third party advertisers, marketers need solutions that can capture, understand and act on consumers’ intent.

See the interview about and get an understanding of why data is the new oil.  

Who is nPario?
nPario Insights is a suite of self-serve applications that allows product and marketing managers to extract value out of vast amounts of data by enabling: Sophisticated audience segmentation Precise targeting based on demographic, behavioral, usage and search variables Campaign performance analysis Churn analysis Optimization

>> Learn more about nPario at their website here
>> Learn about Michael Leander Company consulting in UAE here
>> Get the 360 Degree Dialogue Brief here to stay tuned for more articles like this one 

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Do CMO’s finally understand and care about the science too?

Chief marketing officers unprepared to face the futureInteresting, but expected data from IBM’s Global CMO Study entitled “From Stretched to Strengthened: Insights from the Global Chief Marketing Officer Study” reveals a four (critical) areas that CMO’s aren’t prepared for.

Today’s customers can shop around the globe, find out more than ever before about the organizations they’re dealing with, and share their views with hundreds of thousands, if not millions, of fellow customers. Their expectations — be they consumers, citizens or business customers — are soaring. And they can make or break brands overnight.

The diagram to the left shows how little prepared the average CMOs is. (see a large version here). For example CMO’s are highly unprepared for the data explosion and growth of channels and (consumer) device choices. 

So how are chief marketing officers (CMOs) faring amid such turbulence?
IBM conducted face-to-face interviews with 1,734 CMOs, spanning 19 industries and 64 countries, to find out what they are doing to help their enterprises cope with the fundamental shifts transforming business and the world.

IBM’s interviews reveal that CMOs see four of these challenges as pervasive,universal game-changers:

  • the data explosion
  • social media
  • proliferation of channels and devices
  • shifting consumer demographics.

Additionally, most CMOs are struggling in one vital respect — providing the numbers that demonstrate a return on marketing investment (ROMI) for marketing. The most proactive CMOs are responding to these challenges by trying to understand individuals as well as markets. They are focusing on relationships,not just transactions. Outperformers are also committed to developing a clear “corporate character.”

In the course of IBM’s conversations with CMOs worldwide, an overwhelming consensus emerged. The vast majority of CMOs believe there are three key areas for improvement.

  • understand and deliver value to empowered
  • create lasting relationships with those customers;
  • and measure marketing’s contribution to the business in relevant,quantifiable terms.

Michael Leander Company take on this in brief
We aren’t surprised about the survey findings
. But knowing is one thing, dealing with the facts is something entirely different. For one it shall be interesting to see if we will get a new breed of CMOs. People with a greater understanding of and care of data.

CMOs need to understand that being great at developing and seeding social media marketing campaigns, for example, is a far cry away from achieving real, tangible Return on Marketing Investment. Saying “we care” means nothing if CMOs haven’t got the culture and systems in place to really deliver good to great customer experiences across all touch-points. To effectively manage consumers and business buyers requires the ability to manage individual relationships on a whole different level.

If you are interested in this topic, be sure to sign-up for our 360 Degree Dialogue Brief and get more insights like this one 

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2 interesting loyalty marketing articles from The Loyalty Magazine

The Loyalty Magazine is a great resource for anything related to loyalty marketing and the customer experience – the two necessarily must go hand in hand. Here we bring you two of their latest articles. Click on the links to read the full article.

Can loyalty prolong the e-retail phenomenon?
E-commerce will continue to grow, but at a considerably lower rate than in previous years. Retailers will have to work harder on their online strategies, and driving loyalty and spend per head across all age groups will become key. Article by Jeff Dakin of payments and loyalty solutions provider Htec

Loyalty Comment: Increasing sales through social media? Coca-Cola should know better
The recent comments by the Coca-Cola VP of global marketing that brands should look at better ways to make money out of social media smacks of the same sentiment that was widespread when card based loyalty schemes were first launched 15 years ago.
The then head of Sainsbury’s commented famously that the company had no intention of issuing quasi-Green Shield stamps, and that it didn’t believe in bribing people to shop with them.

About The Loyalty Magazine
Loyalty Magazine reports on customer retention, loyalty schemes, reward programmes, affinity, customer insight, CRM and other customer information management systems, call centre issues, direct and viral marketing, mobile and internet channels for both B2B and B2C enterprises. It covers all global markets and business sectors, including retail, financial services, travel and hotels, telecoms and electronic commerce.  Learn more and see how you can subscribe

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How pharmaceutical and healthcare companies create a winning digital marketing strategy, Part 1

Michael Leander thinking about pharma and healthcare marketingThe internet and social media has created new opportunities for pharmaceutical companies. In the first of three articles Michael Leander – an international marketing expert, speaker and trainer – gives his viewpoints on what pharmaceutical and healthcare companies need to consider when developing a digital marketing strategy.

The pharmaceutical and healthcare marketing landscape was much more straightforward a few years ago. Taking a simple view, splashy TV and print campaigns raised awareness of major conditions and increased demand for big name drugs. But the consumer shift to new media and technology, especially for health and pharmaceutical information, is transforming the game.

And while there are plenty of examples of innovative digital campaigns in pharma, the reality is that pharmaceutical marketing is struggling to keep up with the media preferences of today’s healthcare consumer

There’s a learning curve associated with the evolution of any marketing model, and pharmaceutical marketers have the added challenge of complying with strict regulatory guidelines and managing public and media scrutiny of advertising.  The leaders will understand that it is important to get their feet wet as early as possible and get experience that will allow them to understand the opportunities and threats presented with the new times.

And where there are opportunities, there are also threats. And so is the case for digital marketing in the pharma and healthcare industries. But opportunities in digital marketing for pharma companies outweigh the threats. In fact if you leverage the channel properly, you might be able to entirely wipe out the threats.

I was asked by  Pharma Conferences to provide my two cents on how a marketer in a pharmaceutical or healthcare business should approach the digital marketing opportunities.   My experience from the industry stems from implementing patient programs for Pfizer, promotional activities for Novo Nordisk, email marketing programs for many and training marketers in the pharmaceutical industry in more than 15 countries.

The shift is real – the evolving consumer media behavior

If one thing is clear in the ever-changing media landscape, it’s that the consumer is in control. Emerging channels provide individuals with more options for obtaining news, entertainment and information, and traditional TV, print and radio sources no longer dominate the consumer media mix the way they did just a few years ago.  And the online health resources consumers find online are impacting the healthcare decisions they are making for themselves and their families

In this article let me give you 4 trends that should be or become obvious for the marketing professional in the pharmaceutical and healthcare industry, yet important to keep in mind when you formulate your digital marketing strategy;

Michael Leander pointing to marketing issues1) the pharmaceutical marketing game is a multi-channel marketing challenge. In any given market there are bound to be a large proportion of your audience whom are not interested in your digital marketing initiatives. They retain their old habits of interacting at the physical point of interaction they always have. Many will change their behavior over time. But there will likely always be a large proportion of people whom prefer to interact with people in the physical and not the digital sense.  The point is that your digital marketing initiatives must be closely aligned with all other vehicles in a multi-channel push and pull strategy. Do not make the mistake of belittling the channel with siloed or one-shot digital campaigns.

2) consumer behavior is changing rapidly. In markets with an internet penetration of 30% or more, consumers are likely to first search for information online before they interact with a doctor, a pharmacist, a medical specialist.  Such is the thirst for information that the average patient is more than adequately equipped with information about their disease, its potential consequences and treatment.  For better or worse this change the game as easily understood information becomes a competitive weapon. If a pharmaceutical or healthcare brand is able to articulate the information a consumer might be looking for in a clear and easily understood way, consumers may in fact take preference for that brand. Trust and  transparency are huge issues in that respect.  Both for blockbuster drugs and niche therapies.

3) transparency is at play like never before. With social media platforms consumers – and your industry peers – have access to the information shared by others. Patients share information about their situation, the effects of treatments and discuss good and bad experience with doctors, hospitals, treatments and so on.  Marketers in the pharmaceutical industry need to understand how to leverage the conversation taking place in social media with transparency and openness. This will in turn change the day-to-day operation of a typical marketing & communication department in the industry as constant attention and engagement is required to participate in and encourage the online conversation.

4) healthcare is a serious matter.  Regardless of the nature and seriousness of a disease or illness, healthcare is a serious matter.  Hence family and friends to a patient take a great interest in understanding exactly what is wrong, how the situation is treated medically and in other ways, and what the ultimate consequences could be. For that reason in the digital sense, your target audience is not just your patient, but also everyone whom takes an interest in that person. *

As you know the external factors are contributing to changing the game as well. Depending on the market, lots of new initiatives have been implemented or are planned to make the digital experience better and more complete for the patients. And regulations and legislation is changing. Some of these changes represent significant challenges for the industry.

Before closing this article, let me share with you two examples from my own life:

Michael Leander- When my 67 years old father recently had a heart attack (coronary thrombosis), members of the family and myself took to the internet to get the information we needed to fully understand what happened, what should be done and what the future circumstances may be.

– When I encountered a vicious virus some 5 years ago, I found myself in a situation where I had to get an ocular prosthetics (artificial eye). Naturally concerned about the operation, side effects and – not the least – the final look and feel of the product, if you will, I took to the internet. Spending hours and hours searching for information, learning from other patients and even reading research papers, comforted me enormously and prepared me for it. Even surgeons instructional videos helped me (see this example: http://www.ioi.com/bioeyevideo.html)

Footnote: If you are attending the E-marketing and online strategies for Pharma in Poland, be sure you engage with strategic thinkers. People with an opinion about where the pharma and healthcare industries are going and what consumers, distributors, doctors, hospitals will be expecting of you in the future. There are far too many siloed tactical initiatives in the pharma industry – most of them a sad excuse for not really addressing the issues with a solid future-proof strategy for emarketing and online.

A mini guide to getting started on a successful digital marketing plan
In my next article for Pharma Conferences I am going to share with you 5 things you can do to start or improve your digital marketing presence.

My tips will include;
– how to use mobile marketing for the pharma and healthcare industries
– why educational sequential auto-responders are relevant to the pharma industry

Be sure you sign-up to Pharma Conferences Pharma Marketing Newsletter here

About Michael Leander
Michael Leander is an international marketing expert, trainer, speaker and moderator. Having presented in more than 35 countries for thousands of people, he is known for his deep marketing and CRM knowledge. Michael Leander Company is an international marketing consultancy helping clients in Europe, the Middle East and Asia develop and implement winning marketing programs.

You can get Michael Leander Company’s Newsletter 360 Degree Dialogue Brief here

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Deliverability Return Path report

NEW REPORT: The Global Email Deliverability Report from Return Path

A recent report on Global Email Deliverability Report from Return Path shows that email deliverability still plagues commercial email senders worldwide.

The Return Path report examines data from more than 149 ISPs (Internet Service Providers) in North America, Central and Latin America, Europe, Asia and the Pacific territories from January through June of 2011.

Email Deliverability Failures Remain a Challenge for Commercial Email Senders with an average 1 in 5 emails never reaching the inbox.

Below is just one of many findings in the report. The diagram shows that for the EMEA region deliverability rates averages 83,5% while in the United Kingdom the average deliverability is slightly higher at 86%.

deliverability averages for email in europe

The free report gives you this insight: 

  • Find out how much email never makes it to consumer inboxes across the globe and discover how your region compares to the global average
  • Learn about Gmail Priority Inbox and the impact these new filter technologies have on inbox placement
  • Discover the top myths that are impeding your email deliverability success rates
  • Get actionable steps that will optimize your inbox placement rates and earn the response you deserve

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