14: ‘Groupons For Strategy’

YTT thumbnailThis week special guest Zoe Dunn from Hale Advisors joins the show to discuss Apple’s shaky Apple Watch launch, how Mad Men is still alarmingly like current agency life, if agencies can evolve enough to survive the next 10 years, profitability vs. value, the sorry state of the Account Management role in pharma, why strategy needs to make a comeback, disruptions as drivers of change, and the bottom of the barrel.

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Show Notes:
Music by the Mysterious Breakmaster Cylinder

How Apple Watch measures your heart rate

From Apple.com

The heart rate sensor in Apple Watch uses what is known as photoplethysmography. This technology, while difficult to pronounce, is based on a very simple fact: Blood is red because it reflects red light and absorbs green light. Apple Watch uses green LED lights paired with light‑sensitive photodiodes to detect the amount of blood flowing through your wrist at any given moment. When your heart beats, the blood flow in your wrist — and the green light absorption — is greater. Between beats, it’s less. By flashing its LED lights hundreds of times per second, Apple Watch can calculate the number of times the heart beats each minute — your heart rate.

My early tests line up with what I assumed would be the case after Apple spent so much time detailing the fitness features of the watch; namely that the heart rate monitor was far more accurate than other fitness bands. Turns out the Apple watch is super accurate monitoring your pulse.

Measuring your ROE, not just your ROI

By William Martino

If you haven’t already listened to episode 13 of the Dose of Digital podcast, Bill and I spoke about content marketing and brand story telling. We covered a few different sides of this topic, but in listening to our conversation again, one of the most interesting—and important—things we spoke about was how content marketing programs are evaluated and measured.

As I mentioned, we learned in doing this at Wunderman that it’s essential to measure beyond the transaction. Engaging through content is a longer-term strategy, which delivers a host of different benefits back to the business, be they organic traffic, efficiency measures, or improvements in overall brand perception and health. To take such a short-sided and narrow view of success is a bit foolish and, frankly, unfair. I suspect that too many people will pull the plug and stop their commitment to something that may be quite successful because they’ll only be looking at an incomplete view of performance.

But these is another piece here that I forgot to mention, and it’s arguably the most important, which is to look at this as a way to learn and be a better marketer; to grow your Return on Education (ROE), not just your ROI.

In the episode, I mentioned a content program that we launched on Tumblr for Flonase and, yes, it was deemed to be successful from a metrics standpoint, based on our objectives and KPIs. But arguably the most important thing we got from it was practice. It was a learning ground to try things out, experiment, feel what it’s like to get into the rhythm of regular publishing, and to establish a new way of working that was right for this team. We learned how to use marketing muscles that we’ve never had to flex before, and we did it when the stakes weren’t so high (we weren’t selling any product yet). Without that practice run and experience under our belts, we never would have been as successful as we have been when it really mattered in this spring.

This is an important lesson to remember, especially for those brands that are doing this for the first time (or really doing anything new or different). You won’t get it right the first time. Any new marketing endeavor takes time to master, so remembering to stop and measure progress in terms of learning, understanding, and competency is just as important as tracking more direct measures of tactical performance.

WM Head Shot 180x240William Martino is the SVP, Global Client Lead @ Wunderman World Health
As a Global Client Lead, William is responsible for the relationship between Wunderman Health and GSK Consumer Healthcare in the United States. Working across multiple brands and product categories, William and his team help to drive business growth and brand love through digital marketing, content marketing, CRM, and consumer engagement.

 

YTT Podcast – 13: ‘Garage Sale Jigsaw Puzzles’

YTT thumbnailAfter a 2 week spring break hiatus, the podcast returns with special guest William Martino. This week we discuss the ways in which healthcare can seek to improve content marketing and storytelling, why UX is dying and what we need to do to save it, the ways in which platform proliferation is diluting the storytelling process, the limitations of the nomenclature we use to describe our craft, and why computer backups are a lifesaver.

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Show Notes:
Music by the Mysterious Breakmaster Cylinder
Flonase Tumbler Page
Marketing Technology Is Eating The Customer Journey
I could not find the clock story, but will add as soon as I can