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Ben Atkin’s defines real-time marketing, provides case studies and best practices to show its increased prominence across popular brands and underscores its place within the healthcare industry at ePharma Summit West.
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REAL TIME MARKETING
EPHARMA WEST CONFERENCE
SAN FRANCISCO, SEPT 23, 2014
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“…the practice of brands engaging their audience via content, advertising, and product placement that is relevant to a specific current event or cultural happening. The content is most often in the form of a meme or graphic advertisement shared through social media channels.”
Source: Evergage
A DEFINITION
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From the shadow of
the Super Bowl
football field, Oreos
evolved social media
marketing
BREAKING THE MOLD
FOOLS PARADE
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Efforts to imitate
Oreos often fell short
and met cynical
reaction
ON TREND
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Yet Oreos had ridden
a growing
phenomena: from
Facebook to Twitter,
from Instagram to
Snap Chat, the
newsfeed is seizing
our attention
Americans spend over 12 hours a day
consuming media, sometimes
concurrently, the so-called ‘second
screen’
MADE IN REAL-TIME
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Oreos is a much
broader call-to-arms
for brands to evolve
their marketing in a
real-time world
Success, it turns out,
means you need to be
prepared and tooled
up
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PREPARATION, PREPARATION
The Oreos tweet was
18 months in planning
and preparation, a fact
largely missed at the
time
So what are the hall-
marks of success?
DATE SMARTER
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RTM Tip 1: Find
events or holidays
that fit your brand's
voice, purpose and
audience
A REAL THUMB-STOPPER
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RTM Tip 2: Be
timely, creative and
relevant to your
audience
TIMELY
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It doesn’t have to be
an event; you can tie
RTM to a significant
cultural moment
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“It's a way of looking at the brands you work with and colliding them ahead of time with the cultural calendar.”
Nils Leonard, Grey London
CREATIVE
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Do something that
stands out to
someone, makes his
or her day just a little
better, and creates a
memorable
experience
RELEVANT
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Add to the knowledge
or understanding of
those paying attention
FORCED ERROR
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RTM Tip 3: If it's
forced, and feels
forced, it will fail
15
With data you can
anticipate serendipity.
Less about a quick-
witted response and
more about being
responsive – and
proactively so
FUTURE IN DATA?
Social
MediaMobile
Data
Prospective
16
VinTank is building a
“geofence” around
every major wine
region in California
that alerts wineries
when an upmarket
prospect is driving,
staying or dining in
the vicinity
social media
monitoring
“For our wineries about 10% of their tasting room traffic comes from geo-fencing.”
Paul Mabray
GEOFENCING
social media
management
social CRM
platform
17
Molson Coors ran
creative ads in place
of generic ads when it
was above 23 degrees
and sunny
The ads based on the
‘hot weather
conditions’ delivered
higher engagement
WEATHER & AUTOMATION
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“It’s not necessarily about developing creative in real time. It’s about having a creative approach that allows you to operate in real time.”
Bonin Bough, Mondelez
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REAL-TIME IN HEALTH
It’s about breaking out of
the campaign mentality and
marketing in response to,
and anticipation of, the
patient and provider
relationship, and a satisfying
outcome to treatment
Find ways to be present:
• Guide the patient in their
understanding of their disease and
for diagnosis
• Help prepare the physician and
patient for a productive office
visit
• Enable the patient to easily obtain
any required medicine
• Support and monitor the patient,
after the visit
• Be the point of knowledge
regarding your science
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A BROADER DEFINITION
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Disease
Awareness
Medical
Meetings
Spokes
peoplePoint of Care
STARTER IDEAS
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DISEASE AWARENESS
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MEDICAL MEETING
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"Twitter and ASCO have enabled internal and external dialogue, a very close dialogue with cancer communities and a better understanding of patients' unmet needs.“
Pharmaphorum
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SPOKESPEOPLE
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POINT OF CARE(ISH)
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THANK YOU!