Marketing

Personalized Advertising Using Data-Driven Dynamic Advertising

In today’s rapidly evolving landscape of digital marketing, technological and marketing innovations have changed the way marketers engage with their potential customers. Innovations such as using artificial intelligence to effectively deliver and manage multichannel ad campaigns through probabilistic matching, and the use of native advertising to exponentially increase the CTR of digital banner ads have great potential to not only increase the ROI of ad spend, but also to enrich customer experience.

How Procurement Can Help Digital Marketing

Procurement helps organizations in acquiring appropriate services or materials at the best available cost. The marketing procurement landscape has evolved over the past few years, as companies have been using procurement as a tool for managing marketing spend. However, procurement and marketing differ; marketing is seen as creative, innovative and dynamic, which slightly differs from procurement.

Challenges in Implementing Real World Evidence (RWE)

Real World Evidence (RWE) has been one of the most resonated words within the pharmaceutical industry in recent years. The industry is facing a tough time, as they need to invest heavily in development costs and patient-centric technologies in spite of facing high regulatory constraints. Increasing drug prices and plummeting drug pipelines are placing high pressure on life sciences companies. As such, they are moving for a ‘beyond the pill’ approach to become more solution provider-oriented. This will, in turn, push pharma companies to adapt different commercial models in the future. Building robust RWE capabilities will be the key differentiator for life science companies.

Increase in the Adoption of Native Advertising to Overcome Digital Marketing Challenges

Within the digital advertising arena, traditional display ads and banner ads are quickly losing their effectiveness, with the average click through rates (CTR) falling to 0.17%. However, digital marketers are quickly adopting a new type of digital advertising tool known as “native advertising” to leverage its benefits and engage with the ever-increasing number of internet users.

Crowdsourcing in Marketing

Usage of crowdsourcing platforms by top fast-moving consumer goods (FMCG) companies grew by 27% between 2014 and 2015. Crowdsourcing is a process of outsourcing services & organizing labor by companies through online communities via open platforms. The process helps organizations in driving deeper consumer engagement, task optimization, co-creating opportunities, generating new ideas & solutions and in reducing costs.

Overcoming the Challenge of Multi-Device Ad Campaigns Using AI

Online shopping habits of consumers has evolved over the years, along with the development of technology and proliferation of mobile devices. As a result, a consumer’s attention is now fragmented across various devices such as smartphones, tablets, computers and TVs.

How Digital Disruption Is Augmenting Patient Engagement in Healthcare

Eighty percent of Internet users seek online health information, 66 percent of Internet users look online for information about a specific disease or medical problem, and one in 20 Google searches is for health-related information.

Gamification as an Emerging Medical Education Channel

Gamification is a trending topic in the areas of patient disease awareness and education, HCP training for complex concepts and Patient Condition Management (Emerging). Pharma companies develop their own games with the help of interactive agencies and also fund innovative games.

Emerging Trends in Digital Media

Advertisers are entering an era of precise targeting and subscription-funded viewing platforms. Marketers are adopting more sophisticated online and mobile media plans to improve synergies across the overall media mix, comprised of online video content, news and information sites, special interest content sites, social media, gaming, online retail, review platforms and search.

Ad Injectors: A Menace Crippling the Online Ad Industry

Ad fraud poses a major threat to online advertising space. Tools called ad injectors insert ads into webpages without rightfully purchasing ad space from publishers. Companies are working to tackle this problem in several ways.

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