Read up on our latest pharmaceutical marketing strategy recommendations to optimize your marketing plan and convert more customers over the next 12 months

Take stock heading into 2021 after what has been a challenging year for pharmaceutical marketers, healthcare, medical and high-science marketers, and all who work in the industry. The strategic evaluation and forecasting season that comes with year-end means many of you are scanning, benchmarking, and prioritizing to strengthen your pharmaceutical marketing strategies for the coming year.

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When getting ready for 2021, before even looking at your strategy it's essential to revisit your planning framework. So, let's quickly take a whistlestop tour of why the RACE Framework is the key to setting up your pharmaceutical marketing strategy for success.

Using the RACE Framework to plan your pharmaceutical marketing strategy

The RACE Framework is a practical framework to help manage and improve results from your digital marketing. When planning your overall…

76% of B2B marketers have a formal marketing plan, but what B2B marketing trends can you optimize in your 2021 digital marketing strategy?

Understanding where B2B industries are going with their marketing strategies can help you identify trends and outpace your competition. Our 2021 B2B marketing trends summarises the key tactics you can look to for increased sales and conversions over the next few months. We’ve taken a look at the B2B 2021 Marketing Mix Report from Sagefrog Marketing Group to see what the state of B2B marketing currently is. We’ve highlighted what we believe are some of the key trends that could help you see more success from your marketing planning in 2021. "Use a structured framework to create a plan and improvement process. The RACE practical digital strategy Learning Path is designed for marketers to plan, manage and optimize their digital marketing strategy."

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Most organizations have…

Industry experts explore the email marketing trends set to impact your strategy in 2021 and consider how COVID-19 has permanently and positively changed email marketing 

In 2020, email marketing has, like so many parts of our work and personal lives, had to undergo a rapid transformation. 

As the pandemic continues to lead to wide-ranging changes to the way consumers perceive brands and consider purchases, email marketers have adapted in many innovative and inspiring ways.

In this blog, five of the brightest minds from the world of email marketing provide their key trends for 2021. With email continuing to play a vital role in nurturing, acquiring and retaining customers, it’s time to explore the opportunities that lie ahead.

Email marketing through the K-shaped COVID-19 recovery

As we head into 2021, COVID-19 continues to impact marketing strategies and budgets within organizations of all sizes and…

Review these digital marketing innovations to identify opportunities to improve leads and sales There is always a huge interest in digital marketing trends and innovation in marketing as we get closer to the new year. And rightly so, since reviewing innovation in digital marketing, technology, and platforms for the year ahead can help marketers identify new opportunities that agile businesses and marketers can tap into... if they're looking in the right place and know the right questions to ask... Each year, for the last ten years, I have assessed the digital marketing landscape to help give recommendations on the digital marketing trends marketers should focus on in the future. In this year's guidance on the Smart Insights blog I will cover what I see as the main trends across our RACE customer lifecycle framework which defines 25 key digital marketing activities that can be harnessed by businesses to drive growth through: Improved…

Evaluating technology options for innovation in marketing - do you know your Hype Cycles?

If you're involved in marketing strategy development, you will be constantly making judgements and doubtless reviewing with colleagues which digital technology innovations are most relevant to your organization. In this article, we compare different examples of the well-established Gartner Hype Cycle tools which serve to highlight the adoption of new technology services within marketing technology. Gartner publishes many different hype cycles reviewing the adoption curves for different types of technologies, but as a digital strategist, I am most interested in those focusing on marketing technologies. A summary of the report with the infographic is published annually and I have been monitoring them and sharing them for over 10 years in this post.  You can compare the newest to the latest at the end. The methodology is described later in the post. Through the updates you can see how technology…

What needs to go into a marketing communications action plan to survive a recession?

In March 2020, we saw global brands like Apple, Nike and Starbucks closing stores around the world and posting Coronavirus advisories to their websites and social networks. Since then, many businesses and individuals have seen their fortunes transformed by the COVID-19 pandemic and following recession. By May, we saw many countries moving from lockdown to re-opening some businesses, with new measures in place. But this wasn't enough. By mid-June, the impending global recession had been confirmed, the worst economic hit since WWII. This forecast by the World Bank demonstrates a GDP drop in 2020 for all regions, Latin America and the Caribbean being hit the worst and East Asia Pacific the least. To help consider the priorities and options from…

Today, content marketing is one of the most effective forms of marketing. Demand Metric revealed that content marketing delivers 3 times more leads than traditional marketing and costs 62% less.

Considering this statistic, it’s, therefore, no surprise that 91% of B2B marketers and 86% of B2C marketers use content marketing, according to the Content Marketing Institute (CMI).

In a nutshell, businesses are using content marketing as a strategy to reach and convert prospects. But are they getting the best results possible?

To achieve these results, you need to focus on improving these 9 most important content marketing skills.

1. Content creation skills

Even though it’s obvious, very few content marketers can create the type of content that…

Communicating relevant and meaningful site content to your audience is about way more than the keywords you target.

Yes, you heard me. SEO is not all about keywords and spending every waking hour tracking the algorithm changes until you’re blue in the face and more confused than when you started. Google has always been clear about its stance on providing meaningful content. So, instead of scrutinizing the technology behind the search, marketers really need to start directing their efforts towards prioritizing the content above the technology. It’s about providing communication between your brand and your audience’s needs and this is where priorities should lie in 2020 (and should have always lied in the previous years). Articles that are written and then copy checked for SEO second are fundamentally incorrect from their beginning sentences. If you write a blog, an article, a white paper or any form of content without your audience’s search intent…

Nobody can deny that the rise of video has drastically changed the way we consume content.

Video allows customers today to get all the information they need about your brand in a matter of minutes, with as little resistance as possible. Importantly, brands using video can engage customers more intimately than ever before.

Statistics about video marketing that will blow your mind

A study conducted by Hubspot showed that 78% of people watch videos every week, while 55% of people watch videos daily. Hubspot found that 72% of customers want to learn about brands through video and 85% of businesses now use videos as a marketing tool. Cisco predicts that in 2020, there will be close to 1 million minutes of videos uploaded to the internet per…

Find out what video marketing trends you need to be aware of for 2020 in order to better shape your digital marketing strategy and deliver results.

Social media, the rise of Stories and the way in which people consume media have all contributed to making video more important than ever before, meaning it pays to be aware of the video marketing trends for 2020. In fact, 83% of marketers believe that video is becoming increasingly important, which signals the start of more brands using them as part of their digital marketing strategies. It is estimated that people will spend more daily minutes watching video over the next few years than ever before, resulting in more advertisers investing in online video ads in order to drive engagement. While this is…