Digital Futures 2014 webinar

@PMLiVEcomwww.pmlive.com

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Digital Futures > marketing priorities > social media > industry challenges

Dominic TyerEditorial Director

PMGroup


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“Honestly, I would say trying to do more with even less budget, with mixed results.

I also think we'll continue to see limited spending on traffic generation, limited

uptake of social and continued creation of apps for the sake of it.”



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“More positively, we'll see creation of significant, robust and enduring digital

strategies … whether these ever influence what happens on the ground

will be a different matter”



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Q1: What areas of digital marketing would you like to make more use of in 2014?

1 Multi-channel marketing 1 Mobile (apps) 2 Healthcare professional networks 3 Closed loop marketing 4 Social media (use)


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1 Multi-channel marketing 1 Mobile (apps) 2 Healthcare professional networks 3 Closed loop marketing 4 Social media (use) 5 E-details (tablet detailing) 6 Use of data 7 Websites (disease awareness) 8 Games/gamification 9 Social media (listening)


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1 Multi-channel marketing 1 Mobile (apps) 2 Healthcare professional networks 3 Closed loop marketing 4 Social media (use) 5 E-details (tablet detailing) 6 Use of data 7 Websites (disease awareness) 8 Games/gamification 9 Social media (listening) 10 Mobile (websites) 11 Websites (product) 12 Online search 13 Quantified self/self-tracking 14 Online advertising






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Q2: What areas of digital marketing would you like to make better use of in 2014?

1 Multi-channel marketing 2 E-details (tablet detailing) 2 Social media (use) 3 Mobile (apps) 4 Healthcare professional networks





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1 Multi-channel marketing 2 E-details (tablet detailing) 2 Social media (use) 3 Mobile (apps) 4 Healthcare professional networks 5 Closed loop marketing 6 Use of data 7 Websites (disease awareness) 8 Websites (product) 9 Social media (listening)



1 Multi-channel marketing 2 E-details (tablet detailing) 2 Social media (use) 3 Mobile (apps) 4 Healthcare professional networks 5 Closed loop marketing 6 Use of data 7 Websites (disease awareness) 8 Websites (product) 9 Social media (listening) 10 Mobile (websites) 11 Online search 12 Games/gamification 13 Online advertising 15 Quantified self/self-tracking




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Q3: What areas of digital marketing do you think your company will focus on in 2014?

1 Multi-channel marketing 1 E-details (tablet detailing) 2 Healthcare professional networks 3 Closed loop marketing 4 Mobile (apps)







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1 Multi-channel marketing 1 E-details (tablet detailing) 2 Healthcare professional networks 3 Closed loop marketing 4 Mobile (apps) 5 Websites (disease awareness) 6 Social media (use) 7 Websites (product) 8 Use of data 9 Social media (listening) 9 Mobile (websites)







1 Multi-channel marketing 1 E-details (tablet detailing) 2 Healthcare professional networks 3 Closed loop marketing 4 Mobile (apps) 5 Websites (disease awareness) 6 Social media (use) 7 Websites (product) 8 Use of data 9 Social media (listening) 9 Mobile (websites) 10 Online advertising 11 Games/gamification 12 Quantified self/self-tracking






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“Social media, but trying to understand how to gain real value

from it rather than just doing it because it's there”



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Q4: Which social media channel do you expect to find most valuable in 2014?

1 Healthcare professional networks 2 Twitter 3 LinkedIn 4 Blogging 5 Facebook



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1 Healthcare professional networks 2 Twitter 3 LinkedIn 4 Blogging 5 Facebook 6 YouTube 7 Google+ 8 Pinterest 9 Instagram 9 Tumblr



1 Healthcare professional networks 2 Twitter 3 LinkedIn 4 Blogging 5 Facebook 6 YouTube 7 Google+ 8 Pinterest 9 Instagram 9 Tumblr 10 Vine 11 Flickr


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Q5: What will be the most important social media channels for your company to use in 2014?

1 Healthcare professional networks 2 Twitter 3 LinkedIn 4 Blogging 5 Facebook


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Q5: What will be the most important social media channels for your company to use in 2014?

1 Healthcare professional networks 2 Twitter 3 LinkedIn 4 Blogging 5 Facebook 6 YouTube 7 Google+ 8 Instagram 9 Tumblr 9 Flickr 11 Vine




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“I hope this year’s trend will be integrating digital as part of overall brand strategy rather

than executing it in isolation, as it generally is now ”



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Q6: What is the biggest challenge the industry will face with digital in 2014?

Unclear strategy 30.5%

Overly-restrictive external regulations 20.7% Gaining internal buy-in 17.2%

Working within internal rules 15.5%

Recruiting/retaining suitable staff 6.9%

Lack of budget 6.3%

Other 2.9%


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Q7: How do you expect your company's use of 'digital’ will compare to that of its peers in 2014

Better 54.6%

The same 33.2%

Worse 12.2%


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“What would I like to make better use of in 2014? Anything that’s useful and not just digital

for the sake of being trendy”



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Marketing

Digital Futures 2014 webinar