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The Scoop – Highlights from Content Marketing Conference | Microsoft Encryption Decoded | Campaign of the Day December 3, 2013

Filed under: Corporate — CMI/Compas @ 7:22 pm

Live from the Pharma Content Marketing conference yesterday, SVP, Buying Services & Deliverables Nicole Woodland-De Van and VP, Healthcare Clinical Content Michael Grosso shared some interesting stats:
–80% of B2B decision makers prefer to get company information as a series of articles versus ads.
–70% say content marketing makes them feel closer to the sponsoring company.
–90% of information transmitted to the brain is visual, and visuals are processed 60,000 times faster in the brain than text. (Sources: 3M Corporation and Zabisco)
–40% of people will respond better to visual information than plain text. (Source: Zabisco)
–Posts with videos attract 3 times more inbound links than plain text posts. (Source: SEOmoz)
–93% of marketers planned on using video for 2013 online marketing/sales/communications. (Source: 2013 Online Video Marketing Survey)
Some great tidbits:
–Programmatic – the sum of the data it’s using is greater than what a human could strategize on their own.
–Tie the media to business outcome instead of campaign to campaign.
–Strategy not spreadsheets!
–Always be telling.
And some fantastic quotes:
–“You may hate gravity. But gravity does not care.” Clayton Christensen
–“What’s the ROI of putting your pants on every day? It’s hard to measure, but there’s negative consequences for not doing it.” Scott Monty, Global Head, Social Media, Ford (This one was my favorite.)
–“People don’t notice advertising. They notice what interests them. Sometimes it’s an ad.” – Howard Gossage

Thanks to Search Supervisor Mark Barletta for sharing: Monkey see, Monkey do, a few weeks back we noted that Google would start encrypting all search results as ‘extra protection’ for searchers. Now we have learned that Microsoft (who runs Bing/Yahoo) is rallying their engineering teams to encrypt all of the data flying between its data centers as well. The goal for them is to have this implemented by the end of Q1 2014. What does this mean for search marketers? Right now, other than the limited data webmasters get in Google’s Webmaster Tools, having Bing and Yahoo search referrals is really the only way that webmasters can get an idea of what keywords are bringing visitors into their site. Even though it is generally fairly low percentage of traffic for most websites, it is better than nothing…for now.

Cool campaign of the day: Radio Shack’s new email campaign “will use Movable Ink’s technology that allows marketers to set time parameters on emails, so the content changes according to what time of day they are opened,” reports AdWeek.

Top tech story of the day: Apple has purchased analytics firm Topsy for $200 million.

A new report calls medication adherence a “$300 billion elephant” and says adherence interventions should be included in the drug development process.

At a recent conference, Pfizer leaders reported that future clinical trials will use patients’ own smartphones and other tracking devices, rather than pharma-provided tools.

Lilly and BI have teamed up with the International Diabetes Federation for a massive multinational study on type 2 diabetes that focuses on the early conversations between physicians and patients.

– Carly Kuper, VP, Strategic Marketing & Corporate Communications

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