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The Scoop – Mobile Whitepaper | Multi-Channel Marketing Learnings | Facebook and Apple News March 20, 2014

Filed under: Corporate — CMI/Compas @ 3:52 pm

Did you know that March 30th is National Doctor’s Day? And speaking of end of the month plans, our own EVP Eugene Lee will be speaking at the ClickZ Live NY conference on April 1 (no joke) in a panel titled “Attract, Engage, Convert: Smart Paid Media Tactics.”

Campaign Analyst Patti Flannery shared takeaways from a new IBM whitepaper on mobile (let me know if you’d like to see the full copy and I’ll point you in the right direction.): IBM released their Mobile Marketing thought leadership whitepaper, to address different tactics and technologies that should be utilized to understand and engage mobile customers. Consumers are leveraging innovative and richly functional mobile devices to become connected and empowered like never before, reshaping the consumer/marketer relationship and raising the stakes for marketers to utilize the mobile channel to engage shoppers and drive revenue. What are marketers doing to drive engagement and sales with mobile device users? The IBM study found the top three initiatives to be mobile versions of websites (46 percent), mobile applications (45 percent) and mobile versions of email (35 percent), followed by mobile text messaging, location based targeting and mobile ads. Mobile marketing is clearly on the radar screen for a majority of organizations in retail, financial services, travel and hospitality, food and beverage, and others. For instance, 96 percent of marketers expect to run mobile-optimized websites over the next several years, according to the IBM study. About 88 percent plan to roll out mobile apps and mobile email over the same timeframe.

Calvin Butts, VP Strategic Services, attended this week the Business Marketing Association lecture featuring Paul Kaiser, CEO, Digital Intervention, Consultant with Novartis, on the topic “Multi Channel Marketing: A Digital Vortex of Choices.” Some of the key takeaways from Cal: The device we choose is driven by our context – Where we are at the time. 57% of the time when we are using a smartphone we are also using another device. 77% of the time when we are using TV we are using another device. 75% of the time when we are using a tablet we are using another device. 67% of the time when we are using PC we are using another device. Marketing lesson from multi-screen usage:
• Optimize your content for multiple devices
• Create a cohesive experience and be as user friendly as possible
• Context plays in a consumer’s decision to use one device over another
• Critical to understand how your audience accesses your content so you can cater you marketing strategy

Facebook has been messing around with its News Feed formula, and has warned marketers that changes may result in less organic traffic.

The rumor mill is abuzz over what plans Apple has in health; the latest speculation is that the company’s Healthbook app will include but also go beyond fitness and wellness into disease state management (diabetes for example.)

A new look for clinical trials? Perhaps, reports World Pharma News: “Experts across academia, industry and government propose a new method for health care providers to get the right treatments to the right patients at the right time. This new approach, A Proposal for Integrated Efficacy-to-Effectiveness (E2E) Clinical Trials, published in Nature Clinical Pharmacology & Therapeutics, recommends a seamless transition from controlled experiments to real-world comparative effectiveness trials. This continuum will improve the accuracy of treatment selection and better determine how those treatments work on different groups of people.” (Thanks CMIO Dr. Susan Dorfman for this story.)

It seems every day that there’s a new advanced non-invasive tests for disease detection. Some of the latest innovations are in Alzheimer’s disease, colon cancer, stomach cancer and pregnancy/fetal testing.

-Carly Kuper, VP, Strategic Marketing & Corporate Communications
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