It’s that time again. Brands are starting their annual cycle of planning for the coming year. One of the quirks of pharma, that I haven’t experienced when working with other industries, is that brand managers responsible for digital turn over (through promotion or responsibility change) at an alarmingly high rate. As such, the institutional knowledge and learning for the role gets easily lost. Since a decent portion of pharma marketers enter a digital management role with little or no actual digital marketing experience, I thought it would be helpful to provide some edicts to ensure fruitful digital marketing campaigns for the years to come. Enjoy.
1. Thou shalt put no other strategy before thy brand strategy.
Too often for brands, digital strategies are created in a complete vacuum from the overall brand strategy, or worse, no digital strategy is crafted at all. Since digital is the glue that ties the entirety of a marketing plan and tactics together, anything that happens online needs to ladder up to the higher objectives of the brand. An effective digital strategy is typically composed of a group of sub strategies to effectively plan and account for owned, earned, shared, and paid assets. Take a look at your plan. If you can’t clearly articulate how your digital strategy (or objectives) ladder up in the overall brand, you need to rethink your approach.
2. Thou shalt not make for yourselves any shiny idols.
Most brands have some form of goal around innovation. And that’s important because innovations drive the business forward. But innovation doesn’t mean new, it means better. Your strategy should help you select your tactics, not the other way around. If you are seeking to use a tool or platform because you think it’s cool or innovative, and can’t identify how or why it works for your audience, you’re worshipping the shiny object and are destined to fail.
3. Thou shalt remember thy user and put no interests before theirs.
I can’t stress this enough. Too often marketers approach digital from the mindset of their own (or their brand) objectives. Users crave value, utility, and having their needs met. This is especially true online where fractions of a second can make or break a potential engagement. Instead of focusing on your needs, try and determine what your users want and how you can insert your brand or your content into their lives in a way that makes sense. It may mean you have to produce less banner ads and create more of something else. Read More…