The Holistic Marketing Strategy is an organic
and inter-related process that builds on team
oriented approaches to achieving
organizational goals. At Emedwriter,
we provide expertise that helps you define appropriate market metrics (how you
measure), research requirements, vehicles for measurement, and appropriate media
buys that will enable you to achieve your market goals.
Through our partnership program, we offer
integrated holistic market planning and support. Our support infrastructure
provides a wide spectrum of services comprising all the major slices of the
holistic marketing pie. Some of these are: organizational goal setting,
content generation, content generation relative to market based technologies,
and end to end product, visual aid, and web-visual testing, and usability
studies.
E-World
considerations
There
are two important components in the
e-world that I would like to take a few moments to discuss.
The
first is the human
viewer/user’s impression of the
media itself -- its utility, touch and feel, the content, and its message. These
qualities pertain to the content based portion of the media, and they affect how
individuals process the information they receive there.
A second
component of the media is the machine as the
viewer/user, or perhaps better stated, the vehicle of the media
itself. Historically when we test media it is in one medium – television,
print, or radio. This medium is more or less ubiquitous in the way it is
delivered. While it is true that fidelity differs on different stereos and image
quality differs from one T.V. set to the next, for general purposes these
differences are predicated to a base-line standard with very few exceptions. On
the web, however, the e-marketer must market not
only to the human, but also in essence to the machine.
For example, there are multiple browser platforms with multiple versions, with
multiple bandwidth access, and the list goes on and on. In addition, these media
are delivered on multiple devices in entirely different environments --
PDA’s, desktop computers, web TV, mobile connections, and more. The
metrics of visibility and utility change from one environment to the next.
In other words, what a user might do on a PDA may be different than on a
desktop, all other things being equal, which is rarely the case.
In addition
to these machine oriented platform issues is the
interactive technical aspect. Technical factors include media visibility to
machine, web spider visibility, plug-in support, meta-tagging, XML portability,
bandwidth requirements, load-n-view times, and so forth. At this point you might
be asking, how would we ever find our way through this environment?
But
before you lose heart, there are ways through this; please read on.
Clearly,
these issues have a huge range of impact on the success of e-marketing
strategies. While it is true that the web is a multi-fingered, multi-metric
environment, it is also true that it is growing at the speed of light, and
advertising revenue is moving to interactive media. And while recent reports
show slowing in some areas, we believe web marketing and second- and
third-generation e-marketing plans are here to stay and will comprise a large
part of the advertising dollar.
The Holistic
Marketing Team
As a result
of the changes in media environment, the successful marketing
team is no longer the same. E-marketing
is technology driven, and market
based technologies are the wave of the present and the future. We believe
that a holistic marketing team is now required to
address the complex issues of marketing on the web in conjunction with
conventional media. This
team needs to consist of real time interaction between media developers,
web masters, marketers, project managers, Customer Relationship Management (CRM)
and Enterprise Resource Planning (ERP) intra-organizational systems, and the
management team. Each of these individuals brings a piece of a necessary
interactive discussion to the table. In the web’s infancy, web developers were
suddenly relegated to writing ad copy, and marketers found themselves in foreign
terrain in terms of media issues (such what is available in the new media, what
bandwidth is needed, and viewer/user demographics). Today we are entering a more
mature second-generation web. This is a web where the ‘hype bubble’ has
burst, and making definitive decisions that have positive effects on long-term
customer relationships as well as ROI are key.
How we can help you?
Introducing the Emed
Market network:
Our
partnership network is a group of people
and organizations that work together to provide full spectrum, end-to-end holistic
marketing strategies in the health, pharmaceutical, and publishing
industries. In choosing partners for our network we have hand- picked individuals
and organizations who have the following capabilities: scalable
service structures, well-integrated conceptual
understandings, team-based approaches to
problem solving and goal attainment, a
representative piece of the holistic marketing pie, and an understanding of organic,
recursive development cycles. We encourage you to familiarize yourself
with our partner network below.
As a
team we can:
Help you
define appropriate market metrics that are
consistent with your e-marketing goals. Not
every revenue model, whether it is subscription-based, a point of purchase
model, or the more qualitative branding goals, have the same measurement
requirements. In this environment simply deciding what to measure and why can be
an ordeal. By “appropriate,” we mean a plan that follows critical
basic rules. Web and content development need to interact organically and
recursively with each component of the holistic marketing strategy. Strategies
need to be developed that are based on clear understandings of market based
technologies as well as organizational goals and cross media portability. The
metrics you need to utilize are specific to your revenue model (one size does
not fit all), and your organizational goals. They need to match your predominate
media platforms, and they need to match your technical capabilities as well as
your budget. In addition they need to follow three basic steps.
1.
Establish the specific goal or goals,
2.
Determine an appropriate method of measurement (marketing without
measuring is like throwing money down a black hole), and
3.
Determine how this translates into ROI and other bottom line criteria.
Introducing
our internet testing programs:
1.
We conduct testing for integrated web media. These
include banner ads, pop-ups, flash movies, streaming media, name branding,
survey requests, web navigation, viewer/user exposure times, statistical action
based response reporting, click through analysis, demographic identification,
color use, eye movement, reverse spider base-line definition, search engine
marketability, affiliate and partner program chain of action definition, basic
market metrics, user action criteria and so forth.
2.
We conduct testing via the web utilizing various different technologies.
These can include online surveys, e-mail surveys, list validation,
e-conferencing, web-casting, e-focus groups, password protected surveying, chat
rooms, traffic data collection, and other tools.
When
you need a team of dedicated people who understand the complexity of
e-marketing in the health, pharmaceutical, or publishing industries, then it is
time to turn to Emed
market network.
Visit us today at http://www.emedwriter.com
Contact information:
e-mail: emn@emedwriter.com
101 First Street
Utica, NY 13501
Phone: 315.733.7760
Fax: 877.801.2899
