As the recession has (hopefully!) begun to wane a bit, and marcomm budgets are growing again, we’re finding that many members are either re-establishing relationships with agencies they had to cut in the downturn, or finding new agencies to pick up the slack. We figured it was worth taking a trip through our findings on agency relationships to re-introduce folks to the best practices of our network in terms of finding great partner agencies, structuring their work within the broader organization, and evaluating/compensating them according to their results.
Clearly marketing is very important, and the activities we as marketers do have monumental impact on the world (okay, so maybe we’re a little biased). But, even the most passionate among us could agree with the sentiment: ‘It’s not like we’re curing cancer.’ When it comes to marketing innovation approaches, however, perhaps we should think of it in the same way they are starting to think about curing cancer.
For instance, have you seen the Cancer Commons app that is generating buzz (and hope) among the science community? Essentially it’s a Web application that enables cancer patients, doctors and researchers to connect with each other to share the best possible information and resources. In the words of its creator, cancer survivor Marty Tenenbaum: Read More »
The week after Super Bowl Sunday is often the time for a fun debate on the best and worst commercials that aired – some of the most expensive television advertising we’re likely to see all year. What makes a memorable ad? Cute babies, a catchy soundtrack? New developments in neuroscience are shedding light on how the brain responds to ads and stores memories. Scientists believe different parts of the brain store different types of memories. For example, our prefrontal cortex supports cognitive memory while our amygdala houses behavioral memory. In fact, our implicit memory can influence attitudes and decisions without entering our conscious thought. Read More »
With smartphone usage growing fast amongst both consumers and physicians, pharma is going mobile. Some 40% of pharmaceutical companies already use mobile to communicate with physicians, consumers, or employees, while a further 30% will launch their first mobile experiment this year (according to a recent survey).
Marketing to Healthcare Professionals
A full 100% of surveyed companies plan to target (or already target) healthcare professions with their mobile initiatives. This is the right starting point for investment in mobile, given both the regulatory complications of marketing to consumers and the high level of smartphone adoption amongst physicians. 72% of physicians are now using smartphones – mostly iPhones and Blackberries. Moreover, 80% are more likely to base a clinical decision on information accessed via Smartphone than on information from a journal. That ability to access information in the moment makes all the difference. For pharma companies, ensuring that educational websites are mobile-friendly is a critical first step here. But leading companies are going further to make sure their sites are useful enough to merit regular visits. These companies provide third-party data, latest news, and tools (e.g., medical calculators) that save physicians time. Read More »
Superbowl Sunday is an exciting day for marketers. Not only is it the greatest football day of the year (and an excuse to eat way too many chicken wings), it is the greatest advertisement day of the year as well…at least for those in the B2C world. B2B marketers typically don’t have much to look at – except for maybe the GoDaddy.com girls. But 2011 was a bit different. Amidst a Coke-drinking, firework-breathing dragon and a dead grandpa revived by the magic of Doritos were not one but two ads for the new “enterprise Facebook” otherwise known as Salesforce.com’s Chatter. Read More »
You’re now finding your buyers and consumers throwing caution to the wind, opening their wallets eagerly and jumping at the chance to buy your product no matter what it costs, right?
Well, probably not quite. Even with things looking up slightly from last year, your buyers and consumers are still pulling your cost-value ratio through a fine-toothed comb. Read More »
Here are our picks for the best and worst ads of this year’s big game. Agree/disagree? Let us know in comments. Read More »
By Ana Lapter
The adage “Scientia Potentia Est” (knowledge is power) has a new meaning in today’s marketing world. “Knowledge” has become synonymous with “information sharing” and “information visibility”.
The phrase du jour is “content marketing”, a strategy to educate customers and make them confident that the originator of information is the right and trustworthy choice when it’s time to make a purchasing decision. Yet, how effective is your content marketing strategy in improving the bottom line? Read More »
Here at MLC, this is the year of customer purchasing behavior. We’re looking at the question of changing customer behaviors from both a b2c and b2b perspective, with surveys and interviews with our members. (B2B members, let us know if you want to take part in our survey and get custom results for your industry). The best part about this is we get to read the latest neuroscience books for work. Well, OK, I recognize I should probably stay in research if I think that’s the best part.
One of my favorite books so far has been How We Decide by Jonah Lehrer. He keeps a fascinating blog called The Frontal Cortex, writes for the New Yorker and Wired, and is frequently on NPR radio shows like This American Life and Radio Lab. He’s not a neuroscientist, but at this point he has learned enough to write authoritatively on the brain.
In this book, he investigates how good our brain is at helping us make the best decisions. The answer? Really good, and really bad. As humans, we have amazing ability to rely on our experience-honed instinct, but those same instincts can lead us far astray.
Here are some of the biggest takeaways from How We Decide: Read More »
The Super Bowl is back—meaning it’s time to stock up on Buffalo Chicken dip, kick back in front of the TV and watch some of the best commercials you’ll see all year. Or, catch some football. Whether you’re a sports fanatic or not, the creative ads airing between tackles are always highly anticipated. As well they should be—advertisers shell out close to $3million for a 30-second spot.
While some ads miss the mark, many make such an impact that we still talk about them years later. We’ve compiled a list of our top Super Bowl ads ever for your very own trip down memory lane: Read More »