where was I - ah...the control...when you or your team set up a control, you can also call it a focal point. Funnel all relevant details that need to be evaluated through it.
Too much politics involved?
That's the beauty of the control...it knows no politics, no gut feelings - just the facts ma'am.
Let the data-driven insights move the decision making. The control is the center of all data, reporting, etc. Now remember, I'm not talking about a tool here - i'm talking about a person or a group. Who cares what tools or technology this control uses. Sorry IT folks, the control is not an IT person or people - the control belongs to marketing - the experts within.
Come to think of it, it's about time people understand that websites are not about technology - they are marketing tools that need to be controlled by marketing through expert controls that are extension of the marketing team.
Wow- what a thought!
Tuesday, December 12, 2006
Saturday, December 2, 2006
set up a control - to lessen the bias
As a marketer, you are bombarded with all kinds of stuff coming from all sides. Sometimes, as you know - it can get confusing.
Your creative agency is telling you something. Your interactive and your media buy agencies are saying something totally the opposite.
Other groups such as your database vendor are pitching the latest and slickest tools. You're IT folks want to keep things in house.
You've incorporated findings from your market research group into your marketing strategy but you don't know if it has been effective. What is good? Is your marketing doing good?
And besides...
Who do you trust?
Take a step back and setup a control.
A control in this case is an individual or group that is there to do only one thing: help you assess and diagnose your marketing business by providing you with continual unbiased data-driven insights.
Ideally, this control an indepent source that is:
Your creative agency is telling you something. Your interactive and your media buy agencies are saying something totally the opposite.
Other groups such as your database vendor are pitching the latest and slickest tools. You're IT folks want to keep things in house.
You've incorporated findings from your market research group into your marketing strategy but you don't know if it has been effective. What is good? Is your marketing doing good?
And besides...
Who do you trust?
Take a step back and setup a control.
A control in this case is an individual or group that is there to do only one thing: help you assess and diagnose your marketing business by providing you with continual unbiased data-driven insights.
Ideally, this control an indepent source that is:
- the right solution (has the expert skill sets within the niche)
- at the right place (stays close to the marketing area - literally and figuratively)
- at the right time (the earlier in the marketing plan - the better)
Monday, November 27, 2006
be clear on your objectives
One of the most important -no make that the most important decision that a marketer or marketing organization makes is the brand's marketing goal or objective. You want to know where your brand needs to get to, so you have a chance of making it happen.
Traditionally, the brand marketing goal in pharma has been to build awareness and affect attitude. However, due to its many benefits, many brands have embraced direct marketing for which the goal is to acquire response, establish two way dialog, and affect behavior.
Brands with advanced needs such as those in more targeted markets dealing with more complex messaging or even big brands who want more personal (rather than mass) appeal elect Relationship Marketing (RM).
Relationship Marketing's goal is to customize the dialog depending on the specific need or behavior (segementation) in order to maximize lifetime value.
RM definitely is the right fit for pharma - and benefits all aspects of the marketing "p's"- patients, physicians, and payer. So pRM could actually work for any - interesting...
Anyway, make certain that your goal is crystal clear vertically (upper management may have other ideas) and horizontally so that all in the extended brand team buy in - it's critical.
Traditionally, the brand marketing goal in pharma has been to build awareness and affect attitude. However, due to its many benefits, many brands have embraced direct marketing for which the goal is to acquire response, establish two way dialog, and affect behavior.
Brands with advanced needs such as those in more targeted markets dealing with more complex messaging or even big brands who want more personal (rather than mass) appeal elect Relationship Marketing (RM).
Relationship Marketing's goal is to customize the dialog depending on the specific need or behavior (segementation) in order to maximize lifetime value.
RM definitely is the right fit for pharma - and benefits all aspects of the marketing "p's"- patients, physicians, and payer. So pRM could actually work for any - interesting...
Anyway, make certain that your goal is crystal clear vertically (upper management may have other ideas) and horizontally so that all in the extended brand team buy in - it's critical.
Sunday, November 26, 2006
bulding pRM from the ground
welcome all...want to build, enhance, and then optimize something together? excellent!
what is that something though?
How about something that serves a highly specialized need? ok.
How about if that need is for marketers (my favorite people)? ok
what kind? direct / relationship pharmaceutical marketers targeting consumers / patients
phew!
lets just call it pRM (Patient Relationship Marketing)...it's easier...i like easy.
in this blog, you'll see what it takes to make pRM success a reality. You'll get my unbiased opinion about how you as a marketer need to have all of the players (CRM, web and other creative agencies, seo specialists, database marketing service providers and other vendors, media buyers, market research, etc.) act as one.
what is that something though?
How about something that serves a highly specialized need? ok.
How about if that need is for marketers (my favorite people)? ok
what kind? direct / relationship pharmaceutical marketers targeting consumers / patients
phew!
lets just call it pRM (Patient Relationship Marketing)...it's easier...i like easy.
in this blog, you'll see what it takes to make pRM success a reality. You'll get my unbiased opinion about how you as a marketer need to have all of the players (CRM, web and other creative agencies, seo specialists, database marketing service providers and other vendors, media buyers, market research, etc.) act as one.
Subscribe to:
Posts (Atom)
