Advertising Strategy

This category contains 157 posts

Adjusting To An Evolving SEO Landscape

The world of Search is constantly evolving as search engines become smarter, grow, and continue learn how to best answer the “questions” users present to them. The fast pace of online search can make it an intimidating channel for digital marketers to tackle. There are simply not enough not enough hours in the day for… Continue reading »

The Strengths of Point Of Care Marketing

By: Amanda Fiore Point-of-care is a sweet spot for pharmaceutical marketers and it’s no surprise that more and more pharmaceutical brands are beginning to acknowledge the media channel and the value that it brings, (above and beyond its typically strong ROI). The CDC has reported that in 2017, American patients visited their doctor over 1… Continue reading »

Artificial Intelligence is Taking Over

By: Hemali Lakhani As a noob at South by Southwest (or “South By,” as the cool kids call it), explaining the scene requires the use of the phrase “controlled chaos.” From the second you land in Austin, to your first adventure down 6th Street, the feeling is a combination of concert, convention, and rave. Attendees… Continue reading »

There’s No Humor In Ignorance

By: Tom Hespos It’s been almost a week since Facebook CEO Mark Zuckerberg wrapped up his testimony on Capitol Hill, and digital advertising still doesn’t get it. I know. Congressional testimony began to mimic those awkward moments when you have to explain modern technology to your hopelessly lost elderly relatives. Yes, it was painful for… Continue reading »

The Power of Modern In-Store Testing

By: Tom Hespos Q: How much do we need to spend in digital to get a gauge on sales lift? A: An investment of $300,000 over three months. Just a few years ago, whether a CPG or OTC product could get an idea of what digital display advertising could do for its off-the-shelf sales, was… Continue reading »

The Shifting Role of Print

By: Lynnsey Rijos and Amanda Fiore Print media has been around for decades and was once the primary source of advertising for marketers, especially in certain industries. In the world of pharma, print is a trusted and effective channel to reach Healthcare Professionals (HCPs) in the right place, at the right time. Print media was,… Continue reading »

The Future of Marketing Strategies for Physicians

By: Hemali Lakhani There’s a massive shift occurring within the healthcare system. Today, physician teams are moving beyond the individual unit of patient treatment to an advanced team-based approach. In the face of ever-increasing complexity, the hard work and best intentions of individual physicians can no longer guarantee efficient, high-quality care. Doctors are, and must… Continue reading »

The Three Biggest Lies of Hypertargeted Digital Campaigns

By: Tom Hespos With the digital ad industry’s pivot to programmatic ad buying, you’re probably deluged by a sea of potential programs for your brand, many indistinguishable from the another. The key to the “me too” syndrome that permeates the latest group of targeted programs is the data used to focus the program’s working media.… Continue reading »

Strategic Business Challenge: Mobile Posse’s Adrian Velthuis

Mobile Posse CRO Adrian Velthuis tells WIT Strategy Partner Bill Brazell that one of the biggest challenges his business has faced is fighting malvertising — the insertion of fraudulent ads into the ecosystem. After describing their successful efforts against this scourge, Velthuis, a lover of economics, offers a suggestion regarding the Federal Reserve.

The Fix: @Sense

The Fix: @Sense by Dave Ruppel PowerPoint presentations. You get them at every reporting meeting. One per month. Really, it’s more like 4 per month. With your current media campaign, you have 4 different partners all responsible for different pieces: one for display, one for search, another handling social, and a fourth responsible for a… Continue reading »

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