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Machine Translation Market to hit $1.5bn by 2024: Global Market Insights, Inc.

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The industry statistics report ?Machine Translation Market Size By Technology (SMT, RBMT), By Application (Automotive, Electronics, IT, Military & Defense, Healthcare), Industry Analysis Report, Regional Outlook (U.S., Canada, Germany, UK, France, Spain, China, India, Japan, Brazil, Mexico), Growth Potential, Price Trends, Competitive Market Share & Forecast, 2017 2024 by Global Market Insights, Inc. says Machine Translation Market size is poised to cross USD 1.5 billion by 2024. Increasing requirement to localize the rising amount of content in the organizations to eradicate language barriers is driving the machine translation market. The ability to translate different languages according to the customer preferences and lack of existing translators for several specialized fields and language combinations is providing tremendous growth opportunities for the industry. Make an inquiry for purchasing this report @ https://www.gminsights.com/inquiry-before-buying/159 Growing demand across businesses to implement a cost-effective translation system in their business process is anticipated to drive the adoption rate of machine translation market size over the forecast timeframe. Implementation cost of these services is lower than traditional alternative. In addition to being-cost effective in nature, the technology is capable of performing at much faster speeds than human translators. Players operating in the machine translation market have been increasing their R&D spending to develop cost effective solutions to fulfil customer requirements. For instance, Lionbridge introduced Smart Automated Translation software that quickly translate large volume content with minimum error and at lower costs. Lack of output accuracy and quality provided by the technology is anticipated to inhibit the machine translation market growth. Machines or software sometime fails to translate content with great accuracy. Such mistakes sometimes prove to be very costly and may hamper the overall business growth. Global machine translation market share was dominated by SMT technology, which contributed over 60% to the revenue in 2016. This is attributed to the rising demand in the commercial space as it can be trained for specific data set and can be used recurrently for a business. Furthermore, the demand for cheap, fast computing hardware has enabled the SMT demand as it aids applications that rely on billions of statistics and large data. Automotive applications will witness considerable growth due to the increasing use of the technology in efficiently interpreting motor part catalogs, technical documentation, how-to manuals, and automotive websites, such as ChromeData. This way the machine translation market aids the OEMs in quickening entry into international markets and surge revenue and brand equity. Request for a sample of this research report @ https://www.gminsights.com/request-sample/detail/159 The U.S. machine translation market is set to be driven by the presence of a large number of service providers in the region. The support from governmental organizations such as the Defense Advanced Research Projects Agency (DARPA) provides extensive funding for MT for military & defense industry. In addition, the organization has Spoken Language Communication and Translation System for Tactical Use (TRANSTAC) program aimed at evolving transportable two-way speech translation systems that can operate on handheld and laptop devices. The players operating in the machine translation market include Moravia IT, Lionbridge Technologies Inc., Google, Microsoft, Systran International, and IBM. In October 2016, AppTek LLC and Emergent LLC, announced that they had entered a partnership agreement. The partnership will aid, Emergent LLC to make the AppTek solutions and product catalog available on SEWP, where Emergents customers can update their businesses and grow their revenue using with AppTeks technologies. The machine translation market size is primarily driven by the rising demand for automated translations to eliminate repetitive tasks and the escalating need for localization to better serve the customers by the companies. In addition, several companies are deploying the technology to deliver multilingual content for their global website. Browse key industry insights spread across 120 pages with 92 market data tables & 11 figures & charts from this 2017 report Machine Translation Market in detail along with the table of contents at:�� https://www.gminsights.com/industry-analysis/machine-translation-market-size Machine translation market research report includes in-depth coverage of the industry�with estimates & forecast in terms of revenue in USD million from 2013 to 2024, for the following segments: Machine translation market by application Augmented Reality Market Size By Component (Hardware, Software), By Display Device (Smart Glass, Head-Mounted Display, Head-Up Display), By Application (Medical, Automotive, Aerospace & Defense, Gaming, Retail, Industrial), Industry Analysis Report, Regional Outlook (U.S., Canada, Germany, UK, France, Italy, Russia, China, Japan, India, South Korea, Taiwan, Brazil, Mexico), Application Potential, Price Trends, Competitive Market Share & Forecast, 2016 2024 � � ��https://www.gminsights.com/industry-analysis/augmented-reality-ar-market Intelligent Virtual Assistant (IVA) Market Size By Technology (Speech Recognition, Text-To-Speech, Voice Recognition), By Service (Customer Service, Marketing Assistant), By Application (Automotive, BFSI, Retail, IT & Telecom, Healthcare, Education), By End-Use (SMBs, Large Enterprises, Individual Users), Industry Analysis Report, Regional Outlook (U.S., Canada, Germany, UK, France, Italy, Spain, China, India, Japan, South Korea, Brazil, Mexico), Application Potential, Price Trends, Competitive Market Share & Forecast, 2016 2024 � � ��https://www.gminsights.com/industry-analysis/intelligent-virtual-assistant-iva-market � About Global Market Insights Global Market Insights, Inc., headquartered in Delaware, U.S., is a global market research and consulting service provider; offering syndicated and custom research reports along with growth consulting services. Our business intelligence and industry research reports offer clients with penetrative insights and actionable market data specially designed and presented to aid strategic decision making. These exhaustive reports are designed via a proprietary research methodology and are available for key industries such as chemicals, advanced materials, technology, renewable energy and biotechnology. Contact Us: Arun Hegde Corporate Sales, USA Global Market Insights, Inc.

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B2B Marketing Solutions

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Just like all of the other responsibilities today’s modern marketer faces, B2B marketing solutions take time, money, resources, and serious manpower.

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The Art of Achieving Supernormal Success In Any Marketing Goal With Influencer Marketing

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Throughout 2017, influencer marketing was the buzzword that kept on, well, buzzing in digital marketing circles. All you need is to take a quick look at some super successful influencer marketing campaigns to get inspired…

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Marketing AI Today: 3 Links in 3 Minutes (Feb. 7, 2018)

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Our team curates the most interesting and informative AI articles of the week. Tune in to read about a $175 billion AI venture fund and other top AI stories.

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The Road to MROI: The 5 Marketing Costs You Should Be Tracking

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Uncover the mystery of marketing return on investment (MROI) by first calculating the following five must-have marketing costs.

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Marketing Objectives: How to Set Them in Six Steps - CoSchedule

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How do you set clear marketing objectives and measure progress in Google Analytics to focus on 10X growth? Discover how with this post + step-by-step guide.

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5 Marketing Metrics That Don't Mean What You Think They Do

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The bottom line is that if you want to take full advantage of marketing trends in 2018 and actually improve your efforts, you have to be able to monitor your progress and set the right goals.

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Protecting your podcast: Finding and using "pod-safe" music - Schaefer Marketing Solutions: We Help Businesses {grow}

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Did you know your podcast music can result in a lawsuit? Pay attention to these vital tips for protecting your podcast from attorney Kerry Gorgone.

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Five reasons to be enthusiastic about the future of social media marketing - Schaefer Marketing Solutions: We Help Businesses {grow}

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There is a lot of negative news on the social media scene but examining the big picture reveals an optimistic view of the possibilities of social media marketing.

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14 fascinating digital marketing stats from the past week

See on Scoop.it - Marketing Solutions for Telecom Industry It’s Valentine’s Day on Sunday, and I’ve got the perfect gift idea for you… No, it’s not something trashy and predictable like a box of chocolates or a diamond necklace. It’s the Econsultancy digital marketing stats round-up. Seriously, I sent the link to my wife last year along with the message 'from Meconsultancy with love', and she didn’t even divorce me. In fact, I was out of the dog house within days without having spent a single penny. Totally worth it. Thank me later. This week we’re covering – yep, you guessed it – Valentine’s Day, along with lots of other exciting stats around marketing salaries, digital skills, ad viewability and much more. Buckle up, this is a good one... Mobile highest-paid digital specialism There’s a very simple way to gauge what the most in-demand skills are, and that’s to find out how much companies are willing to pay for them. That’s exactly what our 2016 career and salary survey aimed to do, and mobile emerged as the top-paid specialism, with mobile-savvy marketers receiving an average basic salary of £49,280. UX still remains strong. Marketers with this specialism can expect to be paid £48,111 on average. Gender pay gap still persists There is still a significant gender pay gap in marketing, according to our salary survey. Male digital specialists enjoy an average salary of £46,378, while their female counterparts only receive £38,176 on average. The gap is equally wide for general marketers, with males getting paid £45,750 on average vs. just £37,477 for females. 47% say young people can’t apply digital skills at work Almost half of senior decision makers in UK companies say that while young people are digitally savvy they don’t know how to apply those skills in a work situation, according to a recent YouGov poll. Other key findings include: 84% of respondents agree digital literacy is important in their place of business. 18% believe that not enough young people have the specific digital skills needed for their organisation, rising to 20% in media, marketing and PR and 37% in IT and telecoms. The ability to use the internet for work purposes (87%), staying safe online (87%) and creating basic digital content (84%) were identified as the most sought after when recruiting young people. 80% of shoppers want to collect loyalty points on their phone Eight in ten UK consumers would like to start collecting loyalty points on a retail app, according to new research from Apadmi. Other key findings include: 29% of shoppers would be happy to share their location with a retail app to gain incentives and loyalty points when they walk around the store. 51% of consumers claim they own more than one loyalty card. 46% say they regularly collect and spend points on a reward card. Only 20% of UK smart phone users currently interact with a retail loyalty scheme on their phone, however. Only 3% of European ad inventory is available at 80%+ campaign viewability goal Ad viewability levels are suffering across Europe, according to new research from Quantcast, which analysed 5bn impressions per month across more than 10,000 publishers for three years. Other key findings include: An average of 16% of UK inventory not measurable from a viewability perspective. At 75%-100% viewability, inventory is 92% more expensive than RTB average. Half of UK online retailers ignoring Chinese ecommerce While two-thirds of the UK’s largest online retailers are selling internationally, almost half are completely ignoring China’s growing ecommerce market, according to new research from Global-e. Other key findings include: Just 26% of retailers present prices in Chinese Yuan. Only 22% of retailers that ship to China offer shoppers the ability to pay using local payment methods. Only one in ten retailers offers a Mandarin-language shopping experience. 98% uplift in conversion rate for flowers in lead-up to Valentine’s Day Perhaps unsurprisingly (definitely unsurprisingly), online conversion rates for flowers increased by almost 100% in the days leading up to Valentine’s Day last year, according to new figures from Ve. But Mother’s Day saw an even bigger uplift in conversions for flowers (138%). Check out the table below for a breakdown of sectors and their respective conversion rates, split between Valentine’s Day (middle column) and Mother’s Day (right column): 54% of Q4 2015 retail app traffic came from London More than half of all Q4 2015 retail app traffic in the UK came from London, according to a new report by Poq. Other key findings include: App users in the North East of England generated the highest average order values of the UK, with average order values 126% higher than average. Revenue per user was highest for Scotland-based app users, who were 143% more profitable for retailers than the average app user. The average person shopping from an app generated 2.6x more revenue for a retailer than someone shopping from a mobile site, and 1.5x more than someone using a desktop device. Customers using apps also interacted with retailers 2.8x more often than customers using the mobile website. 57% plan on using Instagram for Valentine’s gift inspiration More than half of people say they will turn to Instagram to look for ideas on what to buy their significant other for Valentine’s Day, according to new research from Greenlight. Other key findings include: 41% of Instagram users admit to dropping hints on the social network about what they want to receive. Celebrities posting luxurious presents on their profiles doesn’t influence us as much as we think, with 76% of us valuing our friends and family’s posts the most when searching for what to buy. 35% of younger Instagram users will be influenced by celebrities, however. ‘Actionable emails’ best sent on Friday The best time to send emails that require a decision from the reader is the end of the week, according to a new infographic from My.com. Check out the infographic below for more stats: TV no longer the dominant screen in the living room When it comes to the coveted living room attention span, all screens are increasingly equal, according to new research from Sparkler. Only 50% of UK online adults now say the TV set is the focal point of their living room, while 70% report they ordinarily use a connected device while watching TV – this rises to 87% of 16-34s. Multi device activity peaks between 6pm-9pm, and during TV programmes more than one third (34%) check emails, 31% Instant Message or text and 25% shop online. Half will use digital device to research and buy Valentine’s gifts Almost half (49%) of people will do Valentine’s Day gift research on a digital device, with 27% using a smartphone or tablet, according to a new infographic from RadiumOne. Check out the infographic below for more stats: 7 in 10 Valentine’s Day retail searches to be made from a mobile device More than 70% of Valentine’s Day related searches will be made from a mobile in the lead-up to the day, according to new figures from Bing Ads. Other key findings include: More than half of Valentine’s Day searches are expected to be made on the move. Men leave it later to start searching for gifts. The most popular pre-Valentine’s day search times are 11am–2pm on mobile, with a last-minute rush between 7pm-10pm on PCs ‘City breaks’ are the most searched-for romantic getaway. Wedding bells could be ringing with ‘engagement rings’ the most searched-for jewellery category. Valentine’s gift searches grow 195% from 2013-2015 The number of people searching for ‘Valentine’s gifts’ in the run-up to the day increased by almost 200% between 2013 and 2015, according to new research from Connexity. The research also reveals the top sites cashing in over Valentine’s Day, with the results listed in the table below: Timely and vaguely relevant stat of the week… On this day in 2004, Mattel announced that Barbie and Ken were breaking up. The dolls had met on the set of their first television commercial together in 1961. For lots more up-to-date statistics… Download Econsultancy’s Internet Statistics Compendium, a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media. It’s updated monthly and covers 11 different topics from advertising, content, customer experience, mobile, ecommerce and social.

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pelatro-blog · 7 years ago

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17 Healthcare Marketing Tips to Stay Competitive in Today's Environment

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Ever notice how severely slow healthcare marketing can be when it comes to adopting modern marketing strategies? Check out these stats:The healthcare and pharma industry is still expected to have the smallest digital ad spend share by 2020 – image source When you compare the adoption of digital marketing strategies across industries, healthcare is certainly straggling behind. On average, the percentage of overall marketing budget dedicated to digital marketing is 24% with organizations spending $205,757 on digital marketing annually:2017 average digital healthcare marketing budgets – image source This means many healthcare companies continue to allocate a large chunk of their marketing dollars to traditional media. Traditional media channels like TV, radio, outdoor, print, and direct mail come with a high sticker price – it’s no wonder these forms of advertising eat up most of the marketing budget. There are, of course, many reasons why this lag could be happening:

Regulatory standards and lengthy approval processesConcerns with bioethical issuesDistrust with unchartered territory and unfamiliar types of ad formats and ad spendBelief that traditional media purchases are still integral to ROI

And the list goes on… These reasons, however, aren’t enough to turn a blind eye to industry trends.

The Patient Experience is at the Forefront

Buzzwords like patient engagement, patient centricity, patient-centered care, patient power, patient empathy, and so on, all focus on healthcare consumerism and the patient experience. A prediction by Gartner claims that “by 2018, more than 50% of organizations will focus their efforts on the customer,” which for healthcare, means a focus on the patient experience. How engaged is your patient audience? – image source According to MM&M’s Healthcare Marketers Trend report, when targeting market segments in pharma, there’s a growing perception that patients and consumers are perceived as an audience of top importance. While physicians and specialists are still ranked as top priority by 62% of the report respondents, the patients and consumers audience comes in second, at an increasing rate.Modern digital healthcare marketing efforts can help achieve a successful patient experience, entirely from A to Z. That’s why we’ve gathered 17 healthcare marketing tips that you can incorporate into your marketing plans right away. Here they are:

17 Healthcare Marketing TipsHealthcare Marketing Tip #1: Have a mobile-first strategy

According to this State of Digital Marketing in Healthcare report, healthcare organizations are not truly prepared for mobile, and only 33% consider a mobile-first strategy to be essential. Go beyond the mobile responsive design and create a designated mobile-only experience. There’s too much evidence nowadays, showing our increasing reliance on mobile usage, to ignore the need to focus on a mobile user experience. We’ve gone beyond the desktop usage level – image source To stay ahead of the industry curve, it’s imperative to scrutinize your entire mobile strategy for your users to make sure every interaction with your brand goes smoothly. This includes everything from your messaging to user experience. Otherwise, you run the risk of losing your visitors: Mobile users are 5x more likely to abandon the task if your mobile site isn’t optimized – image source Some advantages to having a mobile-first strategy:

Your content is prioritized above everything elseIt allows you to create a UX that aligns with how your audience is behavingIt decreases the download times of your most important site contentIt offers a standardized experience across all platforms

Healthcare Marketing Tip #2: Include micro-moments

Micro-moments are an effective way to stay in touch with your consumers during every step of their buyer journey. If you tailor your content and experience to each stage in the journey, the micro moments can turn into micro conversions and help nudge your audience further along the sales funnel. According to Google/Ipsos Consumers in the Micro-Moment:

“Of online consumers, 69% agree that the quality, timing, or relevance of a company’s message influences their perception of a brand.”

If you speak to each of your consumer’s needs and break up your marketing messaging into little chunks at each stage, the patient experience can be customized and tailored at each micro-moment. Google lays it out for us in these types of micro-moments:

“I-want-to-watch-what-I’m-into” moments – feeding passions or interests“I-want-to-know” moments – learning, exploring or researching“I-want-to-go” moments – seeking direction from search to action“I-want-to-do” moments – seeking instruction“I-want-to-buy” moments – deciding what or how to buy

Which micro-moments are you addressing in your messaging? – image source A successful “I-want-to-go” moment could exist in your messaging within online communities. We conducted a Behavioral Intent Study and surveyed 433 patient influencers across seven condition areas and found that 91% of participants said that online communities play a role in their healthcare.Online communities serve as a significant resource to many patients and could be an important platform for creating micro-moments for a wide variety of healthcare brands.

Healthcare Marketing Tip #3: Increase your credibility

Protect your reputation online by building credibility. You can do this through testimonials, reviews, ratings, and social shares.

Testimonials – testimonials are qualitative and personal, and appeal to the emotions. They complement the quantitative data and stats that back up your brand. According to Orbit Media’s Andy Crestodina, a good testimonial is short, direct, and authentic.Reviews – ProBlogger’s How to Write a Must-Read Product Review claims among the most common reasons why people look for product reviews are: to learn the pros and cons, to find out about other user experiences, and to ultimately learn if the product is worth buying. KissMetrics suggests using Facebook Reviews, YouTube Video Reviews, and niche review sites, and rewarding customers who take the time to review.Ratings – Ratings have historically played a significant role in determining a brand’s credibility, whether it’s the ratings of a TV network in determining where to purchase media or a product rating that shows the average number of stars as a scale. Nielsen has adopted a new rating system that incorporates Facebook and Twitter into its social network measurement system. According to a Cornell University study, “in the eyes of consumers, the numerical ratings are seen as an objective measurement of a business’s quality.”Social shares – Different from social media follow buttons, according to Hubspot, social media share links and buttons “allow you to expand the reach of your content to new audiences and generate new visitors back to your website.” Within online patient communities, we found in our Role of Patient Influencers: How do patients truly share information? report we found that:87% of study participants say they share health information via Facebook posts, and81% of study participants say they share health information via Facebook messages.

There are numerous ways to peg this effort digitally, especially with the surging of information-sharing behaviors online, hence Healthcare Marketing Tip #4.

Healthcare Marketing Tip #4: Consider information-sharing behaviors

In our Behavioral Intent Study, we found that 87% of our 433 patient influencer participants are likely to ask their physician or health professional about a specific medication when the info from a pharmaceutical company is shared by someone seen as influential in the online health community.We also found 75% of online sharing is done through private channels. Wondering how to access these private audiences? That brings us to the next tip.

Healthcare Marketing Tip #5: Get intimate with online patient communities

Tapping into online patient communities and truly understanding where, why, and when they hang out online to share health information can be a major game-changer in your healthcare marketing plan. Social listening and connecting with influential Patient Leaders can lead to a whole targeted audience that would have otherwise been closed off. Medical Economics lists out these four reason why online patient communities should be embraced:

Education and experienceResources and information for caregiversPlace for interactionImprove outcomes

Building trust among Patient Leaders is an effective way to access their private online communities. When a trustworthy Patient Leader who speaks on behalf of her online community, in turn, trusts an educational resource with the purpose of improving outcomes, the information is more likely to be shared among her private online audience. There are numerous ways to build trust among Patient Leaders, one of which is Healthcare Marketing Tip #6.

Healthcare Marketing Tip #6: Feature Patient Leaders in ad creative

The concept of User Generated Content (UGC) is defined by Tint as “any type of content that has been created and put out there by unpaid contributors…or fans.” Marketing Land touts UGC as ideal for any content marketing strategy because “you can take any piece of UGC and use it across virtually any channel, at any time” to build brand equity. In one case study, we found that featuring an influential Patient Leader in creative content generates a level of trust among online community audiences, apparent in the 7x increase in visits to a pharma brand resource sharing hub.

Healthcare Marketing Tip #7: Improve your social media game

Social media is playing an increasingly dominant role in the customer health journey. Take a look at these stats:

More than 40% of consumers say that information found via social media affects the way they deal with their health – source41% of people said that social media would affect their choice of a specific doctor, hospital, or medical facility – source40% of people polled said info found on social media affects how they coped with a chronic condition, their view of diet and exercise, and their selection of a physician – source

There’s more to boosting your products and services on social media than meets the eye. It’s a best practice to tailor your messaging to the various nuances and personalities of each social media platform. Tailored messaging plays a central role in making your content relevant, trustworthy and relatable to your audience on various social media platforms. Here are some ideas and types of content (which you’ll need to tailor across channels) that you can post on your social media platforms, whether through an organic post or a sponsored ad:

Answer a health questionInterview a patientShare something about a patient communityShare your storyShare something inspirationalShare an attention-grabbing stat about a condition areaShare a Patient Leader videoCorrect a common misconception in the healthcare industry

Not only is tailored messaging important, but it’s also critical to focus on social media targeting and reaching your key audience. Social media promotions can be challenging – here are some useful targeting tips for healthcare companies:

Lookalike audiences – in Facebook, you can create a Lookalike Audience from a chosen source audience. If you can access a proprietary healthcare consumer audience that fits your target market, this can be helpful in increasing your number of new, ideal customers.Demographic – depending on the platform, you can zero in on audience segments like age, gender, location, language, industry, company, company size, role, etc.Interest groups – another way to target your audience is by interest-level categories. This can provide another level of personalization to new audience members by segmenting your content to tailor to various lifestyles, hobbies, groups, etc.Retargeting – by dropping a script tag in the footer of your website, you can display retargeting ads to your site visitors as they browse other sites. This can be very effective if you segment your visitors and tailor your messaging to the various stages of the buyer journey.

Healthcare Marketing Tip #8: Aim for precision medicine in messaging and branding

In precision medicine, the patient’s time is seen as being as equally valuable as the doctor’s time. The concept entails a retail-consumer relationship that features a 1:1 experience enabled by technology. In terms of healthcare marketing, convenience and even more personalized experiences can be your path to new competitive currency. Value your consumer’s time and tailor your messaging, delivery, and user experiences even more – and make it a top priority. An example of how this concept was successfully applied is in Evolution Health’s anti-smoking campaign, which took place in Canada. They segmented their audience into various groups, and found that among the young smokers aged 18-24 who predominantly spent time on Facebook on mobile devices, a text message campaign with both proactive and reactive tailored messaging was most effective. The result? At three months, 32% quit smoking and 73% had plans of quitting. Evolution Health went on to include in phase II of their campaign 1:1 text chats with quitline specialists.

Healthcare Marketing Tip #9: Gut check your messaging with market research

Why use your gut when you can test your messaging and campaign ideas with real audience members before spending your ad budget? Market research is a great tool for uncovering insights about your target audience. Through surveys, community insight groups, and focus group sessions, you can better understand what resonates with your target audience and validate whether your marketing message is on track or not. According to MarketResearch.com, these are five benefits of market research reports:

Gather industry information quicklyValidate internal researchGet a holistic view of the marketUse objective data to make informed decisionsStrengthen your credibility and reputation

In a monARC case study, the biopharma company hired Patient Leaders to serve on an advisory board which enabled them to glean important feedback from members who spoke on behalf of their communities. The ideas that the Patient Leaders provided, along with their consultation, made a large impact on the outcome of the company’s health initiative.

Healthcare Marketing Tip #10: Consider programmatic video buying

Mashable found that 15% of people use YouTube as a resource for health information. Do you have a video campaign in your current marketing plan? – image source Last year,EMarketer estimated programmatic digital video ad spending will increase to $10.65 billion and make up 74% of total digital video ad spending by 2018. That’s quite the escalation in ad spend – image source What is programmatic video? Simply put, it’s automated, real-time buying and selling of video ads. According to AdPushup and the Internet of Advertising Bureau, there are three types of video ad impressions to consider:

Instream – linear video ads with various starting points (pre-roll, mid-roll, post-roll) that disrupt videoOutstream – these are displayed on top of the content and don’t disrupt videoIn-display – video served in the display ad unit (rich media, in-banner, in-feed, etc.)

Some advantages that Digital Bee lists for programmatic video buying are:

Uses socio-demographic and behavioral data for your targetingMakes it possible to buy just the audience vs place/time on media buying platformsAllows real-time adjustments and optimization to your campaignIdeal for brand awareness campaigns

Healthcare Marketing Tip #11: Focus on search (SEM & SEO) efforts

Let’s first define SEM & SEO: SEM is search engine marketing, which Wikipedia defines as a form of internet marketing that promotes sites by increasing their visibility in results pages. It includes both optimization (SEO tactics) and paid advertising. SEO is search engine optimization, which is a sector of SEM. Hubspot and Google’s Knowledge Graph define it as the process of maximizing the number of visitors to your site, using tactics to make sure you appear at the top of the results list.Search engines play a significant role in a patient’s search for health or medical information. According to a PEW research report:

“When asked to think about the last time they hunted for health or medical information, 77% of online health seekers say they began at a search engine such as Google, Bing, or Yahoo. Another 13% say they began at a site that specializes in health information, like WebMD. Just 2% say they started their research at a more general site like Wikipedia and an additional 1% say they started at a social network site like Facebook.”

While these terms and tactics aren’t new to digital marketing strategies, you can focus on combining your SEM and SEO effort by making sure these elements are included in your plans:

Keyword strategy – make sure your brand, key phrases, unique value propositions, condition areas, etc. are intentionally and appropriately sprinkled into your online contentAd extensions – be sure to include your sitelink extensions, call extensions, and location extensions when purchasing your PPC mediaConversions – the more you can engage your audience with compelling and authentic content, the more likely your clicks will convert.

According to MD Connect:

“…the higher Google will rank your paid ads and web pages. Moreover, inserting your messages directly into your target demographic encourages word-of-mouth discussion among patient communities and popular forums.”

Healthcare Marketing Tip #12: Incorporate native advertising

Incorporating your ad content into an environment where your ads appear to be a natural fit can be an effective way to increase engagement from your target audience. Not only can the information come off as relevant to the content on the platform or site, but your ads can also serve as resourceful and educational info. According to a Business Insider article, spending on native ads is estimated to reach $21 billion by 2018. Add to that, native ads on social media (social-native), including Facebook News Feed ads and promoted Tweets, will draw a majority of the native ad revenue through 2018. Social-native is increasingly becoming more prominent in native ad spending – image source In the world of influencer marketing, creators of native ads base their content off of relevancy vs the number of followers they may have, and align content with interests and styles. We have found in our own case studies, Patient Leader creative and UGC create a sense of authenticity and trustamong online communities, two key ingredients to building awareness and increasing engagement in a campaign (refer to Healthcare Marketing Tip #6).

Healthcare Marketing Tip #13: Create smarter content

Creating smart content is yet another way to customize and tailor your messaging to your audience. Whether your marketing messages are deployed in the format of drip email campaigns, newsletters, PPC ads, landing pages, opt-in forms, or even your site content, by including elements that change according to who’s looking at your content, you can drive engagement. Smart content creates a highly personalized experience for your audience, based on their previous behaviors. Here’s a HubSpot example: You can go from default footer CTA (addressing the top-of-funnel visitor) to smart content CTA (addressing mid-funnel visitor who has downloaded a piece of content). Depending on the user’s actions, the next piece of content displayed is tailored accordingly. There are many tools out there that can help with implementing smarter content. Bound presents us with an example of how a marketer would use smart content in a healthcare-specific product campaign using their Get Smart Content tool. Here’s the scenario: With these insights, the healthcare marketer is “able to serve up their healthcare-specific product content and a case study on mobile visualization tools and dashboard immediately when that prospect visits the site.” If you have the resources, using smart content tools like HubSpot, Quark, Vertical Response, MindTouch, and Bound can improve your content marketing ROI.

Healthcare Marketing Tip #14: Invest in marketing automation tools

Similar to smart content tools, marketing automation tools allow you to manage entire campaigns based on predetermined behaviors, so you can push out custom messages that are based on previous actions. Here’s an Orlando Health example of how they incorporated their marketing automation tool into the CRM in their New Mom campaign: By following this automated messaging flow, Orlando Health was able to increase their ongoing patient engagement level. Their automated content campaign covered an expansive 12 months of resourceful information. Martin Jones of Cox believes the benefit of using marketing automation tools in healthcare is something that can help patient engagement and education:

“If we can get the right people the right information, and walk them through the right sequence of steps (or story), we can bring in more of the people who need treatment while saving money by reducing preventable cases and false alarms.”

He believes that by using marketing automation tools, patients can better receive the right information at the right time, which will improve the quality of their treatment, whether it’s preparing for surgery, recovery, physical therapy, or taking medication.

Healthcare Marketing Tip #15: Test your usability

Usability testing demonstrates to you how real users are navigating your site pages. By testing your user experience, you can evaluate and improve your customer experience. Jakob Nielsen at Nielsen Norman Group defines usability with five components:

Learnability – how easy is it for users to do basic tasks the first time they see your site?Efficiency – how quickly are users performing the tasks?Memorability – when users return, are they still up to speed?Errors – how many and how severe are the errors, and are the users able to recover?Satisfaction – how pleasant is the experience?

According to Oxford College of Marketing, here’s how site usability relates to revenue growth: Additionally, knowing that 79% will search for another site to complete the task at hand, it’s best to conduct rounds of user testing to ensure your user experience is top-notch and that you’re not missing out on traffic engagement.

Healthcare Marketing Tip #16: Increase UI speed

Every second counts when it comes to your user interface. Here’s a chart by Kissmetrics that shows how page abandonment increases as your page load time increases: Here are 10 tips from Crazy Egg on what you can do to shorten your load time:

Minimize HTTP requestsReduce server response timeEnable compressionEnable browser cachingMinify resourcesOptimize imagesOptimize CSS deliveryPrioritize above-the-fold contentReduce the number of plugins you use on your siteReduce redirects

Healthcare Marketing Tip #17: Clean up your design

Designing your site pages to accommodate these three stats and their respective tips can be helpful in increasing your conversions and page engagements.

Stat: once on a site’s homepage, 86% of visitors want to see information about that company’s products/services – source Tip: make sure your homepage includes explicit and easily digestible information about your products/servicesStat: once on a company’s homepage, 52% of visitors want to see “about us” information – source Tip: include trustworthy info about your company and its purpose on your “about us” page. This is your opportunity to build credibility and show empathy as a thought leader in healthcare and/or as a company with intentions of solving the many problems and challenges that patients and caregivers face.Stat: 38% of people will stop engaging with a website if the content/layout is unattractive – source Tip: use sufficient white space and categorize your content into clean buckets. This will keep your info simple, organized, and easier to ingest. Closing Thoughts

Understanding that the healthcare industry lags in adopting modern marketing tactics, I encourage you to tackle these 17 healthcare marketing tips to better optimize your patient experience before your competitors do. Staying ahead of the industry curve can greatly impact your ROI and improve the results of your digital marketing effort. Which healthcare marketing tactics have you implemented, and what was the impact on your patient engagement?

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pelatro-blog · 7 years ago

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How the Internet of Things is transforming digital marketing

See on Scoop.it - Marketing Solutions for Telecom Industry Ever heard of John Wanamaker? No? Born in 1838, Wanamaker was a merchant and religious, civic and political figure, and he was considered by some to be one of the first marketing geniuses in American business. A huge proponent of advertising, Wanamaker said: “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.” Fast-forward nearly 160 years to 1995 and another pivotal moment in history—the first time I got on the Internet, which was through a dial-up modem. Not really knowing what to do on the Internet, I surfed the web, but back then there wasn’t much content. The waves weren’t big, so I turned off my surfboard, or my Compaq desktop, and probably put on a CD or something else 90ish. The magic of Internet ads One thing I’ll always remember about those early Internet days was ad display. Banner ads—later on, pop-up ads—all seemed like billboards along the freeway. There was no data and no ability to establish causation in relation to top-line growth. A couple years later in a college Lit class, a professor instructed us to Google a book written by Johann Wolfgang von Goethe to get clarification on what some obscure passage meant. I actually think I applied for a job with Google that night after realizing how superior the search experience was in comparison with Yahoo. A few years later, a good friend of mine got a job at Google and on the phone one day he explained how Google made its money. He asked me to search for something, and then directed me to click on the square ad on the right side of the results page, and I did. “See, you just made Google money,” said my friend. “Genius,” I thought. Since then, new channels have continued to enter the digital marketing and advertising landscape, in addition to banner ads and a search capability already in place. Soon came YouTube video, and shortly after that came mobile and social computing. Marketers now have a significant variety of channels and platforms to get their messages out, and now hiding from the taxman is easier than avoiding being advertised or marketed to—no matter what you’re doing or where you are. The return on digital advertising Today, significant money is spent on digital advertising, and while estimates vary, possibly more than $120 billion will be spent on digital advertising in 2016. That amount of money is spent because marketers know that doing so is effective; they just can’t tell how effective. Imagine an organization is budgeted to spend $1,000 a year on digital ads. For simplicity’s sake that company earns revenues of $2,000. In theory, you could say marketing produced 100 percent return on investment (ROI) for the organization’s fiscal year marketing budget, which would be a great return. But what if it only spent half that amount? Would it only earn $1,000 in revenues? This scenario offers a basic example, but it illustrates my thesis: the most sophisticated customers and marketing analytics platforms struggle to establish true causality. Many come very close, but marketing spend will always be a correlation to sales, not the reverse. I wonder what John Wannamaker would say now? Correlation is not causation—but it sure helps! The value of behavior Today’s marketers see strong correlations to Google ad buys and increased revenues. That’s why Google is such a powerful company, and its revenues continue to increase after more than 15 years of being in the Internet search business. Google has data on our searches, our YouTube views, our email content, our Global Positioning System (GPS) data and much more. Google can segment its user base, using highly advanced analytical tools that correlate preferences, context and location of an individual and deliver relevant engaging offers. Yet there’s still room for improvement. Improvement is needed because even though an individual may click a text display ad or a search link or a video banner ad, no implicit assurance of how that ad impacted a sale exists. If the ad hadn’t been there, would the sale have happened regardless? With no insight into how or if, marketers remain unsure how much top-line growth they’re contributing to the company, and they remain unsure of the cost of revenue. With banner ads and, for that matter, billboards and television ads, the goal is to simply reach an audience. But in today’s world, companies are trying to promote specific behaviors that represent value to a marketing organization. Facebook likes, shares, tweets, registrations and yelp reviews all represent valuable data to the marketing department, and metrics such as cost per impression are less valuable. Metrics more closely aligned with revenue, such as pay per call, cost per order and cost per lead take a large step forward in articulating correlation and, perhaps in some cases, causality. But room to improve still exists. Marketing organizations of the future, after solving the how-and-the-if challenge, should be able to measure themselves by a simple cost of revenue metric, as in, what does it cost to buy more revenue? The Internet of Things will enable marketers to measure cost of revenue because the data created from connected devices can solve the how and if. But how can it do so? The Internet of Things and caffeine management In the future, and to some extent today, Internet of Things connected devices are connecting themselves to other devices and exchanging data. A wearable device knows how long the person wearing it sleeps and when that person wakes up in the morning. It can communicate that data to the coffee machine, and the act of waking up triggers the coffee to start brewing. In addition, one coffee unit can be subtracted from the personal coffee inventory. A wearable device also knows when its wearer is away on business, and coffee won’t be made if that person is not sleeping at home. The same person’s spouse, who only drinks decaf on Sundays while reading the New York Times on a tablet, has a wearable device that also communicates with the coffee maker. As a result, two coffee types are brewed on Sundays, and two units are subtracted from the home coffee inventory. Coffee deliveries typically take five days to arrive, so 10 days before the coffee runs out, a message from the coffee maker arrives with an ad that says “buy”—no more emails with a repurchase reminder, no more alerts or cookie-based banner ads attempting to grab someone’s attention. And the risk that a person may forget to click a link and make selections no longer exists. Certainly, cross-sell and up-sell communications and additional offers will be made, but sizable segments of marketing budgets will be hypertargeted offers that fuse sales and marketing into an unbroken continuum of ecommerce. That offer may come from someone else, perhaps a food and coffee supplier, and the message may appear on a tablet, a wearable device, in a car or by some other means. It may come in email form, a text, a phone call, an instant message or some other communication channel. The person receiving the message may have set this event up to preorder coffee at the six-days-left period, in which case a message may not come at all—just a receipt. The point is, marketing will have the data and the ability to actually determine the cost of revenue. Now imagine that message comes from a competing brand with an offer to try its coffee, with access to the data and maybe with offers to switch to tea. The more connected the devices are in our lives, the more precise the offers will be, and it seems the precision may be limitless. The causality determination The future of the Internet of Things is one in which the point of sale is everywhere and anywhere. It blends sales, marketing and advertising into an omnichannel, platform-agnostic ecosystem that captures sales conversion metrics and links them to purchase-intent data, establishing causality. Matt Ackley, chief marketing officer (CMO) at Marin Software, calls this future “audience-based marketing.” Kevin Cain, director of content strategy at OpenView Venture Partners, calls it "targeted content." But I think this Forbes blog post comes closest to what I’m saying here by labeling it “integrated marketing.” Essentially, we’re all saying the same thing. By using data and analytics, we can market and advertise by delivering offers to highly defined, hypersegmented audiences and make those advertisements and offers as personal and contextual as possible. The huge advance that isn’t discussed is what the Internet of Things enables, which is the data-driven identification of marketing-to-sales causality, or figuring out true cost of revenue—which is the true Holy Grail of marketing. Now is the time to invest in integrating passive marketing and promotion capabilities into your Internet of Things products and devices. A tsunami of data is crashing down upon the enterprise, and only those who have plans in place to capitalize will make it out the other side. An Internet of Things integration trial Speaking of advertising, do you want something complimentary? Maybe a Raspberry Pi? Want to know what to do with it? Give this IBM Big Data & Analytics blog post by Bret Greenstein a read. It tells you all about how to set it up and start using it to test the IBM Watson Internet of Things platform. Try integrating the platform with a push notification, and send yourself a marketing message every time the Raspberry Pi detects an Internet of Things event. And if you do, send me a pic @peter_ryans or reach me here. Follow @IBMAnalytics

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