Marketing

This category contains 181 posts

The Fix: Underscore’s Four-Step Process

By: Hemali Lakhani No marketing professional should ever stand alone in defending their ad plan. Yet, that’s often what marketing is asked to do.  When the last of the planning sessions comes to a close, it’s the marketing professional who has to stand up in front of senior management to defend the approach and the… Continue reading »

SEO On A Budget

By: Martin Cahill If you don’t know a ton about SEO, then it can certainly seem overwhelming. It can be difficult enough trying to figure out how to optimize your site, but the fact that you may have to do it every few months as search engines and algorithms shift, can seem like a lot,… Continue reading »

Who Is The Villain Here?

By: Tom Hespos “The Media is the Villain – for Creating a World Dumb Enough for Trump” Such was a highly-shared headline of a Rolling Stone opinion piece by Matt Taibbi, a writer whose in-depth stories I tend to point to when fellow communications enthusiasts ask me for an example of a journalist who is… Continue reading »

The Benefits of Social Media in Pharma

The pharmaceutical industry is known for being a slow adopter of innovation, often letting other industries dive head first into new advertising and marketing tactics, while waiting to see if they sink or swim. Of course, the FDA does not help the pharma industry’s case, as they tend to publish their rules and regulations far… Continue reading »

The Importance of Social Listening

By: Martin Cahill So much of what we do in marketing and Search is geared toward execution. Making campaigns, creating content, developing tags, gauging customers or consumers or visitors, forecasting, and so on, all of it is centered around preparation, implementation, and execution. And while the great part of that execution and reporting can be… Continue reading »

The Evolution of Point-of-Care Marketing

By: Lynnsey Rijos There is no question that the patient journey has evolved over time. There are more steps involved, from the time symptoms occur to the time when you visit a doctor. With numerous health websites, people are more inclined to first research their symptoms and then diagnose themselves, or consult a friend or… Continue reading »

SEO On The Page and Off

By: Martin Cahill But there are some aspects that, no matter the algorithm update or the demands of the user, will not change. Those aspects are On Page SEO and Off Page SEO. And while it may seem better to focus on one or the other, the best practice is grounded in contributing to both… Continue reading »

In Defense of Annual Planning

It’s that time of year – marketers are allocating 2018 dollars to their various marketing efforts and trying to answer the question: “What will the brand do next year?” Whether you work for a brand marketer or support one, the implications are very real. You might be spending late nights at the office, marrying strategies… Continue reading »

The Cannes Humblebrag

By: Kevin Ryan The festival is behind us, the data has been collected, and the digital world has had a few minutes to digest the goings on from Cannes. Coming home from Cannes was an interesting journey this year. Not because it was the first time I was invited to speak at such an event,… Continue reading »

Using Surrogate Metrics – The Advantages and Pitfalls

By: David Ruppel When planning a measurement strategy for a digital campaign, it makes sense to align the goals of the campaign and its measurement methods directly. But what happens when that alignment isn’t immediately feasible? In healthcare campaigns, directly connecting prescriptions (or sales or leads generated) directly to a media tactic is the most… Continue reading »

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