Measuring your ROE, not just your ROI

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…

“Garbage At The Speed Of Light”

“Garbage At The Speed Of Light”

  A few evenings ago I was attending a work function and the guests included several senior members of the extended organization who don’t normally interact with our group. Amongst the various conversations that were going on, a very interesting comment was made to me by one of those senior attendees. He joked (I assume), that “digital stuff is just garbage produced at the speed of light.” He wasn’t referring to the quality of the work, or the depth of the creative. His jest, and for the sake of my…

Who Responds To The Responders?

Who Responds To The Responders?

As I thought it might, my last post about social media stirred quite a bit of discussion. As such, I thought it would be useful to perhaps dedicate another post as a means of both clarifying my position, and providing some counter-points to the various responses that have been generated around the web. To recap, my original post wasn’t meant to suggest that pharma should completely abandon social media, but rather that the interest in social engagements is over-calibrated when weighed against the potential business impact for a given brand….

Is It Time For Pharma To Give Up The Social Media Ghost?

Is It Time For Pharma To Give Up The Social Media Ghost?

Social media has been a big focus for pharma marketers for a while now. By my count, at least 30-45% of ePharma’s agenda from the 2014 NY conference was focused on the subject, and there is a whole cottage industry of other conferences specifically for social media fin the pharma industry. If you spend any time following pharma folks on Twitter, you can find tons of tweets on the subject and create whole feeds for hashtags like #socpharm, #hcsm, #pharmsm, etc. I say it’s time to move on. You read…