Einsight

The Scott Public Relations Healthcare, Insurance and Technology Public Relations Blog

Einsights

The Scott Public Relations Healthcare, Insurance and Technology Public Relations Blog

Recommendations for Successful Digital Marketing Activities

Digital Marketing puzzle piece

Our third and final blog in this series takes a look at the recommendations outlined in the Salesforce 2014 State of Marketing report.

Here are several recommendations for an effective marketing campaign, including:

  • Focus on customer engagement: Note when and how often your customers connect with you and your messages, and then create a strategy that revolves around those key engagement times.
  • Develop a clear data strategy: Consider the customer interaction data you currently have and will obtain in the future, and develop a long-term method for compiling that data to better analyze differing customer engagement times. Also, determine which social channels better serve your business and what your customers respond more to.
  • Evaluate your lifecycle campaigns: In terms of the four lifecycle stages (acquire, onboard, engage, and retain) you should note the summary of the success of your programs, and then assess and reform the way you interact with your audience.
  • Roll out responsive design: After observing how many of your customers view your emails on their mobile device, determine whether utilizing a responsive design plan will allow you to gain a ROI.
  • Hone in on clear objectives: Have set, quantifiable goals for monitoring your marketing campaign componentssocial media marketing plans and then you will be able to more easily identify what needs to be changed or added within your content and customer service initiatives.
  • Don’t ignore the importance of mobile: Have your overall marketing strategy coincide with your mobile strategy so that you will be able to conclude how to successfully use them together to create stellar engagement results, such as using emails to link back to your landing page website.
  • Take a deep look at how customers are currently experiencing your brand: Observe how customers are interacting with your brand both online and offline, and then produce a new plan that enhances any lackluster results you may have found.
  • Start communicating 1:1 with your customers: Although we live in a dominantly digital world, it does not mean that we should speak like robots on the web. It has become important to study data that is related to customers’ behavior regarding your brand, and then develop more high-quality personalized messages to send them.
  • Think about personalization beyond email: Aside from personalized emails, businesses are also creating full personalized web interactions. Based on the success of your email marketing efforts, you should develop the same unique experience through various channels, including social, mobile and the web.

By having a marketing strategy that appeals to both to your brand and your customers, you will be sure to create a large amount of interaction and ROI. Clear, personalized messages will always go a long way.

As Salesforce concludes their report, they end on a final thought that we also wanted to share:

Adapting to change is the one strategy that every digital marketer should adopt.

If you’re in healthcare, insurance, technology or other professional services industries, and need help with a PR, marketing or social media campaign, contact Scott Public Relations.

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Categories: Healthcare, Insights, Insurance, Public Relations and Marketing, Social Media, Technology

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Mobile Marketing: Are You Keeping Up?

mobile marketing statistics

In this second post, we wanted to share additional mobile marketing related insights from the Salesforce 2014 State of Marketing report. In our first post, covering the basics of mobile marketing, we discussed the benefits of having a marketing strategy that coincides with the layout and function of mobile devices. As the number of people using mobile devices continually increases, having a pragmatic and agile mobile marketing strategy is a must.

According to the Salesforce report:

  • U.S. adults spend an average of two hours and twenty minutes on their mobile devices every day.
  • More than half (fifty-one percent) of respondents believe mobile marketing will allow them to eventually produce ROI, while only sixteen percent believe mobile marketing is unlikely to produce ROI.
  • The average mobile marketing team size is two to three people (reported by thirty-nine percent of respondents) while twenty-seven percent of respondents say they require only one person.

Businesses within the healthcare, insurance and technology industries can benefit from being mobile-friendly as the number of potential clients look to their mobile devices as their primary communication tools.

Mobile marketing and mobile optimization are crucial pieces to an effective digital campaign today – are you keeping up?

If you’re in healthcare, insurance, technology or other professional services industries, and need help with a PR, marketing or social media campaign, contact Scott Public Relations.

Like what you’ve read? Follow Scott Public Relations on Facebook , Twitter, Pinterest, LinkedIn and Google+. For convenient blog updates, sign up for the Einsight RSS feed!

(Note: Many internet browser platforms are discontinuing their internal RSS reader. If you are viewing this in Google Chrome the RSS feed will not work properly since they discontinued Google Reader. If you have an independent reader set up already you should be fine. If you do not, may we suggest you look to Digg Reader, AOL Reader, or our personal favorite – Feedly to handle your RSS feeds. Happy reading.)

Categories: Healthcare, Insights, Insurance, Public Relations and Marketing, Social Media, Technology

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Basics of Mobile Marketing: Are you Mobile Compatible?

mobile responsive design

Mobile optimization of websites is no longer ‘optional’ if you want to demonstrate your ability to adapt to the constantly changing technologically-dominant society we live in today. It is safe to say that mobile marketing is a trend that is here to stay, and it requires having a user-friendly and visually appealing mobile website. This is especially true when it comes to sending out emails.

Salesforce recently discussed the current trends of responsive design in their 2014 State of Marketing report where they emphasized the continuing growth of mobile usage throughout everyday life.

man with electronicsHere are a few highlights from the report:

  • Despite growing mobile adoption, when asked how often they use mobile responsive design in emails, forty-two percent of survey respondents said ‘rarely or never.’
  • According to Cisco’s Visual Networking Index from February 2013, by the year 2017, there will be 5.2 billion mobile users globally (up from 4.3 billion in 2012).
  • Forty-one percent of survey respondents said that thirty-one to fifty percent of their subscribers open their emails via a mobile device.
  • Only twenty-two percent of those surveyed said they use mobile responsive design for landing pages.

It is clear that mobile usage and the growing need for an engaging mobile responsive design in emails is essential for communicating with audiences today.

Also of note are the top 2014 marketing priorities outlined in the State of Marketing report.

Top three marketing priorities:

  • Driving increased conversion rates.
  • Increasing and improving brand awareness.
  • Collecting, measuring and using behavior-based data.

Stay tuned for our second blog that addresses findings from the 2014 State of Marketing report.

If you’re in healthcare, insurance, technology or other professional services industries, and need help with a PR, marketing or social media campaign, contact Scott Public Relations.

Like what you’ve read? Follow Scott Public Relations on Facebook , Twitter, Pinterest, LinkedIn and Google+. For convenient blog updates, sign up for the Einsight RSS feed!

(Note: Many internet browser platforms are discontinuing their internal RSS reader. If you are viewing this in Google Chrome the RSS feed will not work properly since they discontinued Google Reader. If you have an independent reader set up already you should be fine. If you do not, may we suggest you look to Digg Reader, AOL Reader, or our personal favorite – Feedly to handle your RSS feeds. Happy reading.)

Categories: Healthcare, Insights, Insurance, Public Relations and Marketing, Social Media, Technology

Tags: , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , ,