The Digital Marketing Process
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Farma Marketing & Online Marketing Latinoamérica 2010 Jorge Herrera Rojas | Business Technology Director | Pfizer Digital Marketing Content distribution online
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This is the slide deck that I used on the Marketing Online Latin America Summit by Eye for Pharma on March, 2010to know more about me follow me @gzones1974
Transcript of The Digital Marketing Process
Farma Marketing & Online Marketing Latinoamérica 2010Jorge Herrera Rojas | Business Technology Director | Pfizer
Digital Marketing
Content distribution online
Farma Marketing & Online Marketing Latinoamérica 2010Jorge Herrera Rojas | Business Technology Director | Pfizer
95% of the top 20 pharmaceutical companies have a presence on at least one type of social media platform (Twitter, YouTube, Facebook or brand-sponsored patient communities)
First World 01 - 2010
Farma Marketing & Online Marketing Latinoamérica 2010Jorge Herrera Rojas | Business Technology Director | Pfizer
+/- 9% of the top Pharma Twitter followers are physicians
First World 01 - 2010
Farma Marketing & Online Marketing Latinoamérica 2010Jorge Herrera Rojas | Business Technology Director | Pfizer
PHARMA COMPANIES ON TWITTER
PROCESS OVERVIEW
DEFINE ACTIONS
IDENTIFY CHALLENGES
PRODUCE
DISTRIBUTE
CONTENT DISTRIBUTIONNowadays our voice competes not only with offline professional publishers but thousands of online professionals and social media
All process are keyEach step is key to ensure effectiveness
Farma Marketing & Online Marketing Latinoamérica 2010Jorge Herrera Rojas | Business Technology Director | Pfizer
IDENTIFY CHALLENGESINTEREST
EVALUATION
COMMITMENT
AWARENESS
BUSINESS GOALS
Farma Marketing & Online Marketing Latinoamérica 2010Jorge Herrera Rojas | Business Technology Director | Pfizer
There are 3 main online activitiesDEFINE ACTIONS
The principal reason why Google is the #1 web site on the planet
RESEARCH (LISTEN)
RESEARCH, PUBLISH OR INTERACT All users, brands and other users use the web for these main 3 activities
The web 2.0 revolution
PUBLISH (COMMUNICATE)
Bring current and new customer services process and
hear your clients
INTERACT (ENGAGE)
Farma Marketing & Online Marketing Latinoamérica 2010Jorge Herrera Rojas | Business Technology Director | Pfizer
UTILITYUTILITY USABILITYUSABILITY LIKENESSLIKENESS
Any brand related action should cover these 3 drivers.
PRODUCE
Farma Marketing & Online Marketing Latinoamérica 2010Jorge Herrera Rojas | Business Technology Director | Pfizer
E-PRSEM /SEO
AF
FIL
IAT
EO
NLIN
E
AD
S
SOCIAL MEDIA
AFFILIATEHow to partner with publishers to drive users to our message
SEM / SEOA must to do tactic.
SOCIAL MEDIAKey for personal contact
E-PUBLIC RELATIONSKey to expand your message across multiple sites
ONLINE ADVERTISINGDisplay advertising Either contextual, e-mail or behavioral is a good alternative to drive traffic fast
DISTRIBUTE
Farma Marketing & Online Marketing Latinoamérica 2010Jorge Herrera Rojas | Business Technology Director | Pfizer
Farma Marketing & Online Marketing Latinoamérica 2010Jorge Herrera Rojas | Business Technology Director | Pfizer
RECORDED VIDEO DETAILING THROUGH PARTNERS
Farma Marketing & Online Marketing Latinoamérica 2010Jorge Herrera Rojas | Business Technology Director | Pfizer
LEVERAGE GLOBAL RESOURCES
Farma Marketing & Online Marketing Latinoamérica 2010Jorge Herrera Rojas | Business Technology Director | Pfizer
ADJUSTING THE EXPERIENCE
Farma Marketing & Online Marketing Latinoamérica 2010Jorge Herrera Rojas | Business Technology Director | Pfizer
DISTRIBUTING ACROSS MEDICAL NETWORKS
Farma Marketing & Online Marketing Latinoamérica 2010Jorge Herrera Rojas | Business Technology Director | Pfizer
Gracias
Jorge A. Herrera RojasFollow me @gzones1974
