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Thought Leadership

Rosetta’s team members are recognized industry thought leaders who are regularly asked to speak at conferences, lead panel discussions, contribute to articles, and participate in industry/association boards. While all of our perspectives are not officially captured here, below is a sampling of some of the thought leadership generated by our team members.

Featured Articles

Unlocking and Activating Patient Adherence Through Personalization

Healthcare

Two of the more significant components of the Affordable Care Act are (1) the penalty against hospitals for patients readmitted within a month for something that should have been dealt with on the initial visit and (2) the redistribution of higher Medicare payments (in effect, a raise) to the hospitals that are delivering better care. The independent Medicare Payment Advisory Commission estimates that 15.3 percent of hospital admissions result in a re-admission. Read More

Responsive Email Design

Paid, Owned and Earned Media

Over the last two years, desktop email opens have dropped 44%. This means if your emails are not optimized for mobile and tablet devices, you are missing out on a large portion of consumer reach. Most recently, Return Path reported that 43% of emails sent are being opened on a mobile device and Mobile Marketing Association is predicting that by 2015, 54% of emails will be opened on a mobile device. Read More

Using Symbols in Subject Lines

Paid, Owned and Earned Media

Symbols can help set your email apart from the hundreds of others in a crowded inbox, especially for people who are busy with work, family, and running a household. When people open their inbox they usually see a wall of text, but a red heart or green shamrock may cause them to do a double take, causing them to ask “what is that?” or “Who is it from?” Read More

Getting Advanced Analytics Right

Search and Media

Most CEOs understand that they need to be obsessed with customer engagement to drive growth. They need to identify their best customers, engage them and activate them across numerous, critical touch points, while creating meaningful and authentic branded experiences that culminate in the most important interaction of all—the transaction. This is where consumers become customers and where the value exchange is consummated. The question is how to accomplish this arrangement. Read More

FDA Interactive Promotional Media Draft Guidance

Paid, Owned and Earned Media

It’s been four years in the making and the U.S. Food and Drug Administration (FDA) has finally released draft guidelines for “interactive promotional media,” which gives insight into their thinking on social media. Overall, the new guidelines provide structure for social media rules of engagement and largely mirror the current approach of pharmaceutical marketers. This guidance is reasonable and will make it easier for companies to engage in social media. Read More

Google — Encrypted Search AdWords Update

Search and Media

Organic search-term referral data has continued to fall into a segment labeled ‘Not Provided’ from Google’s initial encryption for signed-in users in October 2011 through current day, but will soon overflow that segment, as Google has quietly made secure search the default for all searches going forward. This will make 100% of the keyword-level data unavailable to traditional analytics platforms. However, Google’s recent AdWords tool released for Paid and Organic Insights, enables organic data to be passed into Google AdWords via linking a Google Webmaster Tool account. This tool can provide visibility into organic search terms that other analytic tools (Adobe, IBM, Webtrends) cannot. Read More

Paid & Organic Reporting in AdWords

Search and Media

On 8/22, Google announced a new tool that provides Paid & Organic search insights. This tool provides search query data when Pay-Per-Click (PPC) search ads and/or organic listings appear on the Search Engine Results Page (SERP). Read More

Google - Quality Score Reporting Change

Search and Media

On 7/26, Google announced a change to the reported Quality Score metric in Google AdWords. This update will improve the “transparency, consistency and actionability” of the 1-10 QS metric. Rosetta has noted inconsistencies in the way that Quality Score has been reported, including some observed “plateaus” for certain keywords, regardless of the click-through-rate, relevance or landing page quality. Rosetta is looking forward to this update, as these inconsistencies will allow for useful Quality Score analysis and optimization. Read More

Social Media's Role in Commerce+

Creative and Customer Experience

In looking at the ever-changing role that social media plays in ecommerce, it is important to look at the history of each and how they have intersected in the past. Ever since the 1990’s, when blogs and online forums began to grow in significance, people shared and sought out product recommendations. Word of Mouth marketing, the foundation of social media and a primary driver of purchase decisions, gained its scale with the prominence of the social web. Instead of simply asking a neighbor what they thought of the latest and greatest product, communities were gathering on chat rooms, blogs and on other social platforms not only seeking the same advice, but sharing experiences about these products as well. Read More

Google Penguin 2.0

Paid, Owned and Earned Media

On May 22, 2013, Google announced the release of the most recent algorithm update, Penguin 2.0. This update is the fourth iteration of Penguin updates from Google and is aimed at addressing webspam in search results. Read More

Search and Media

Getting Advanced Analytics Right

Most CEOs understand that they need to be obsessed with customer engagement to drive growth. They need to identify their best customers, engage them and activate them across numerous, critical touch points, while creating meaningful and authentic branded experiences that culminate in the most important interaction of all—the transaction. This is where consumers become customers and where the value exchange is consummated. The question is how to accomplish this arrangement. Read More

Google — Encrypted Search AdWords Update

Organic search-term referral data has continued to fall into a segment labeled ‘Not Provided’ from Google’s initial encryption for signed-in users in October 2011 through current day, but will soon overflow that segment, as Google has quietly made secure search the default for all searches going forward. This will make 100% of the keyword-level data unavailable to traditional analytics platforms. However, Google’s recent AdWords tool released for Paid and Organic Insights, enables organic data to be passed into Google AdWords via linking a Google Webmaster Tool account. This tool can provide visibility into organic search terms that other analytic tools (Adobe, IBM, Webtrends) cannot. Read More

Paid & Organic Reporting in AdWords

On 8/22, Google announced a new tool that provides Paid & Organic search insights. This tool provides search query data when Pay-Per-Click (PPC) search ads and/or organic listings appear on the Search Engine Results Page (SERP). Read More

Google - Quality Score Reporting Change

On 7/26, Google announced a change to the reported Quality Score metric in Google AdWords. This update will improve the “transparency, consistency and actionability” of the 1-10 QS metric. Rosetta has noted inconsistencies in the way that Quality Score has been reported, including some observed “plateaus” for certain keywords, regardless of the click-through-rate, relevance or landing page quality. Rosetta is looking forward to this update, as these inconsistencies will allow for useful Quality Score analysis and optimization. Read More

Facebook Home

With the introduction of Facebook Home on April 4, Mark Zuckerberg, the founder of Facebook, emphasized the social network’s focus on people first, with apps becoming secondary. Contrary to speculation before the official announcement, the Facebook phone is not a phone or a single app. It’s a free, downloadable interface that transforms Android OS phones into a “Facebook-first” experience. Read More

Mobile CRM

The ongoing shift of audiences from desktop to mobile has presented a new set of challenges for publishers and brands. How can publishers and brands monetize this fickle mobile audience while respecting the constraints and sensitivities of the channel? Read More

Encrypted Search Impact

On October 18, 2011, Google US announced it would prevent a “logged-in” user’s search query terms for organic search referrals performed on a PC from being delivered to analytics reporting tools. In March 2012, Google encrypted searches globally. Analytics packages will still register visits and all other data from Google Search. Only the keyword phrase resulting in a visit will be replaced with the phrase “not provided." The loss of data from encrypted search plagues all analytics platforms – including Google Analytics. Google initially planned and has continued to provide all keyword-level data for Adwords paid search programs. Read More

The Importance of Social Annotations

Google introduced Social Search, a type of web search that takes into account the social graph of the person initiating a keyword search, in 2009. The purpose of Social Search is to incorporate the opinions of those in one’s social circle into search results. This is intended to help provide the most beneficial content for the searcher and increase the ranking of socially linked content in search rankings, based on the user’s social circles. Since the creation of organically modified Social Search, Google has made many improvements that are now affecting the order of rankings and appearance of paid advertisements. Read More

Current State of Mobile Couponing

A mobile coupon is a digital ticket that is delivered to a mobile device to be used for financial discount when purchasing a product or service. The "always on" nature of mobile phones allow shoppers to easily store and conveniently redeem timely and relevant coupons at point of sale. Current numbers indicate that US mobile coupon users will continue to increase. Read More

Press Release Link Value

In November 2012, PRWeb made headlines after distributing a false press release that WiFi provider ICOA was being acquired by Google for $400 million in an effort to inflate ICOA’s stock price. News regarding low-quality press release syndication triggered a follow-up exposé from Danny Sullivan highlighting the proliferation of low-quality “news” being spread via popular syndication channels. These blatant efforts to manipulate news outlets have called attention to the use of optimizing press releases for SEO because of the lack of “integrity” some news wires provide, which means their links are devalued. Some online marketers are using this medium to spam news sites with deliberate sales messages as opposed to sharing legitimate news updates. Read More

Election 2012 – Insights from the Candidates’ Online Campaigns

2012 will set new records for the use of online marketing by United States Presidential candidates. President Obama and Mitt Romney are each spending over $1B on trying to win the election, and the Internet is a major battleground. This large sum of investment in advertising, especially digitally, demonstrates a shift in the war for consumers’ votes. 50% of voters compare candidates online across nearly 15 different sources of information while making a decision.* This reliance on digital media and the vast number of sources available makes winning the digital war that much more important in this election. Rosetta has performed an assessment of each campaign’s performance across Paid, Owned, and Earned Media (POEM). These include paid ads that appear in search results, online display advertising banners, and “organic” (free) search engine results. Read More

Facebook Exchange

Facebook has recently introduced RTB on its ad inventory through the Facebook Exchange. RTB is a technology used by major ad platforms (Google, Microsoft, etc.) to more efficiently buy media at the individual impression level based on various criteria. Read More

Google Auction Insights

On May 22, 2012, Google introduced the Auction Insights Report. This report is on the keyword-level, with data showing performance in relation to other advertisers running in the same auctions on Google Search. Read More

Search Marketing Point of View - Yahoo! Axis

Yahoo! Axis was released on May 23, 2012. This search engine was built on the concept of displaying search results in a visual, horizontal layout that takes searchers straight to what they are looking for. This replaces the traditional text and link format on search engine results pages (SERPs). Axis is available as a plug-in, which is compatible with all desktops and laptops. Read More

Google Knowledge Graph

Google launched the Knowledge Graph on May 16, 2012. This new functionality amends the way search results are delivered to the user. Rather than just matching queries to results, Google is now looking deeper to understand the real-world entities that people are searching for and their relationship to one another. Read More

Google Penguin Review

Google Penguin was a major update pushed to the Google ranking algorithm during the week of April 24th, 2012. This update was expected to have impacted 3% of organic search results. Like most Google updates, the underlying goal of this change was to enhance users’ search experiences by providing them with quality web results. Read More

How Online Marketers Can Prepare for Google's Near Match

Starting mid-May, Google will update Exact and Phrase match keywords to automatically show on close variants including plurals, misspellings, stemmings, abbreviations, accents and acronyms. Read More

Search Engine Marketing: Google Panda Review

Google Panda was first released on February 24, 2011. The purpose was to decrease the rank of “lower value sites” in the organic search engine results pages (SERPs). The first update known as 1.0, targeted “content farms,” which publish content solely for search engine algorithms. This change affected 12% of US searches. Google continued to release updates under Panda to improve the quality of content delivered to its users. Read More

5 Questions Every Marketer Should Ask About Their Search Strategy

Marketers' budgets are clearly in the process of shifting from offline media channels to online, such as Search and Display, and show no signs of slowing down. With the growth of online media consumption by today's consumers, the need to reach and deliver the right message online has become a competitive imperative. Current projections show spending for Search and Display will drive online advertising spending past $36 billion in 2012 and approach $50 billion by 2015. Read More

Google Product Search: Search Engine Marketing Point of View

Google Product Search, also known as Google Shopping, is a search engine for products. Comparison shopping engines, such as Google Product Search, are frequently used by customers to make more informed purchase decisions. Customers have the added convenience of comparing product prices, features, etc. from multiple retailers at the same time. This helps pre-qualify the customer before reaching a site, which can increase the likelihood of purchasing a product. Read More

Display Advertising Trends: Standardizing Viewable Impressions

The 3MS initiative is comprised of the Interactive Advertising Bureau (IAB), the Association of National Advertisers (ANA) and the American Association of Advertising Agencies (“4A’s”). Under this initiative, one of the key principles of digital measurement is to move to a “viewable impressions” standard and count real exposures online. Read More

Search Engine Marketing: Optimizing for Connected Devices

More accessibility as well as enhanced connectivity to the Internet from portable devices has allowed people to access information more easily. These connected devices interact with the Internet in different ways, some through applications specifically designed for the medium, others limited by the scaled-down functionality of the device, while others have full functionality and browsing capabilities. All of these devices are important because of what and how they enable a consumer’s behavior. Read More

"Google Plus Your World"

Google announced Search plus Your World through the company’s official blog on January 10, 2012, where they summarized the transformation of search results by introducing three main new features. Read More

Google +1 for Organic Search, Paid Search, and Display

Google is often improperly classified as a technology company, when it is in fact one of the most progressive marketing organizations in the world. The 2011 rollout of Google +1, which allows individuals who are logged-in to Google to “vote” for a particular Web page or digital asset, is more proof that Google plans to promote highly personalized marketing for years to come. Read More

Click-Through-Rate: Establishing a Standard for SERP Visibility

Clients are fact-seekers, and we can’t blame them. Every day we face a tug-of-war between ‘what clients want to know’ and ‘what we can actually tell them in confidence.’ It is our responsibility as strategists to present clients with data that brings them value. However, with a constantly changing search engine landscape, it has become increasingly difficult to convey ‘how much’ or ‘how many.’ This POV is aimed at establishing a general click-through-rate (CTR) to help clients understand the impact of organic rankings within SERPs. Read More

Nielsen Online Campaign Ratings Review

Historically, TV has been measured in terms of Gross Rating Points (GRPs). GRPs are calculated by determining the reach (% of a target audience exposed) and multiplying it by the frequency (number of times a person is exposed to the message) of the campaign. In contrast, digital media measurement has been much more granular and fluid, allowing delivery to be measured across multiple KPIs such as impressions, clicks, site visits, banner engagement and conversions/actions taken. Read More

Google Freshness Update

Google recently released an additional tweak to their search algorithm to supplement the 2010 Caffeine update, which focused on faster crawling and indexing for larger amounts of web content. Known in the search industry as the Freshness update or Caffeine 2.0, the new algorithm tweak focuses on queries that require the most recent, relevant content and aims to deliver timely results that can range from a few minutes old to a few days old. At this time, the update is expected to impact 35% of search queries, with only 6% to -10% of those being noticeable to the average user. Read More

Organic Search Engine Market Share

How many organic search visitors come from Google™, Yahoo!®, and Bing®? Rosetta recently (Jan to May 2011) measured the percentage of organic-referred visits coming to client sites, and divided it by industry vertical. The data we pulled showed considerable deviation from the traffic reports we see on a monthly basis from Experian Hitwise™ and comScore™. comScore's "Explicit Core Search" report from May 2011 shows that of all search engine visits, 65% occurred at Google, with 14% and 16% happening at Bing and Yahoo sites, respectively. Read More

EU Privacy Directive Implications

Cookies are small data files typically used by websites to provide customized experiences or to track engagement across the Web. Steps taken in recent years are changing the way that advertisers and site owners use these cookies and may change the face of digital measurement for years to come. Read More

ICANN Generic Top-Level Domains

The Internet Corporation for Assigned Names and Numbers (ICANN), rolled out a new “Generic Top Level Domain” (gTLD) application process. gTLDs are the designation that a URL typically has at the end of the root domain name, such as (dot)com, (dot)org or (dot)edu. Historically, ICANN, the organization that governs many naming and numeric conventions and standards for the Internet, has only approved 22 gTLDs since 1998. Many other TLDs including Country Code TLDs (ccTLDs) and custom name/brand TLDs also exist. Read More

Google Search Eye Tracking Test Findings

If there is one constant in the ever-changing online search environment, it is Google's continual charge to test and innovate the search engine experience. With each feature update to the leading search engine, the way users interact with Google search results changes. Online marketers must understand how these changes to search results relate to their industry—whether it is financial services or consumer products and retail—and ensure their paid search and search engine optimization (SEO) strategies remain relevant and forward-looking. It is for this reason, to continually inform strategy and test the status quo, that Rosetta's Search & Media Innovation Lab Team conducted an eye tracking study, which evaluated how search behavior evolves with various iterations of Google's changes. Read More

Google Farmer Update

In an effort to cut through the low-quality content on top results pages, Google implemented an algorithm update on February 24, 2011. According to Google, an estimated 12% of U.S.-based search queries will be impacted by the algorithm update, and they expect this to expand to non-U.S. queries in the near future. An assortment of "content farms" took a direct hit as this update was rolled out. A content farm is a website that generates or hosts a large volume of content with the sole intention of driving advertising revenue through reader page views. Read More

Rosetta Link Spam

Since the inception of search engines, webmasters have been looking for ways to artificially manipulate organic rankings. As Internet usage has exploded and competition for rankings continues to grow, the use of these so-called “black hat” tactics has intensified. Users judge search engines based on the relevance of their search results, so search engines work to continuously evolve ranking algorithms to stifle such activities. Regardless, webmasters continue to find and exploit weaknesses in a high stakes game of digital cat and mouse. Read More

Display Radar

Display advertising has, without a doubt, gained significant momentum this year due to developments in technology and media channels. As marketers, we need to be cognizant of these developments, as they are impacting the way we plan, buy, implement, and, most importantly, measure success of our display media. Read More

Google Instant

On Wednesday September 8, 2010, Google rolled out Google Instant to users across multiple Google domains and browser types. This document outlines the changes, the potential impact of those changes on advertisers, and the steps that Rosetta is taking to address those changes. Read More

Social Media and the New Marketing Funnel

The proverbial Marketing Funnel has been a staple of business school classes and agency presentations for decades. With the renaissance in marketing that social media has inspired, many would argue the old marketing funnel is dead in today’s new media world. Consider the mass media and broadcasting approach to building awareness as an example. Pundits in social media would argue that mass media is on the decline, and relationship building through conversation is taking over. This shift, while debatable in terms of level of impact to date, doesn’t mean the Marketing Funnel is deceased – rather it requires an extension to go beyond “purchase” as the final step in customer interaction. Read More

The Cost of Search Engine Optimization

For many site owners, the question is not whether to invest in search engine optimization (SEO), but rather when to make the investment. Frequently the decision is made to wait until after a Web site design or redesign is complete before addressing the need for search engine optimization. Whether this decision is made because of an aggressive project timeline or simply because of budget limitations, the fact remains the same – organic search engine visibility is often treated as an afterthought. Read More

"Bail" or "No Bail"

While organic search engine listings attract a large percentage of the search engine traffic, pay-per-click (PPC) search marketing has emerged as a leading source of targeted web site promotion, branding, and online conversions. Read More

In-house + Agency: Twice the SEO Power

Search engine optimization is getting pretty close to becoming a universally accepted component of advertising. More and more C-level executives are asking questions of their marketing teams about ranking in Google — definitely a good sign. Another good sign? Classic advertisingand marketing theories and tenets can increasingly be translated to the language of SEO. Claude Hopkins’ classic, Scientific Advertising (originally published in 1923), said: “The best ads ask no one to buy. That is useless... The ads are based entirely on service. They offer wanted information.” One could argue that a search engine spider reads on-page content and awards authority and objective value (and thus high organic positions) with this directive in mind. Read More

Paid, Owned and Earned Media

Responsive Email Design

Over the last two years, desktop email opens have dropped 44%. This means if your emails are not optimized for mobile and tablet devices, you are missing out on a large portion of consumer reach. Most recently, Return Path reported that 43% of emails sent are being opened on a mobile device and Mobile Marketing Association is predicting that by 2015, 54% of emails will be opened on a mobile device. Read More

Using Symbols in Subject Lines

Symbols can help set your email apart from the hundreds of others in a crowded inbox, especially for people who are busy with work, family, and running a household. When people open their inbox they usually see a wall of text, but a red heart or green shamrock may cause them to do a double take, causing them to ask “what is that?” or “Who is it from?” Read More

FDA Interactive Promotional Media Draft Guidance

It’s been four years in the making and the U.S. Food and Drug Administration (FDA) has finally released draft guidelines for “interactive promotional media,” which gives insight into their thinking on social media. Overall, the new guidelines provide structure for social media rules of engagement and largely mirror the current approach of pharmaceutical marketers. This guidance is reasonable and will make it easier for companies to engage in social media. Read More

Google Penguin 2.0

On May 22, 2013, Google announced the release of the most recent algorithm update, Penguin 2.0. This update is the fourth iteration of Penguin updates from Google and is aimed at addressing webspam in search results. Read More

Twitter Keyword Targeting

Twitter announced keyword targeting in timelines, increasing advertiser’s ability to target users through new keyword targeting options. This new targeting capability focuses on understanding user intent on Twitter and serves ads that are based on specific keywords within their Tweet. This is anticipated to have a profound impact on marketers, as this is an opportunity to increase consideration and awareness almost immediately after a Tweet is posted. Twitter will be the first social media platform to leverage this type of targeting. Read More

Google Shopping for Suppliers

Shopping for Suppliers is Google’s first foray into the B2B Shopping space. The program is designed to make shopping easier for both customers and suppliers by accommodating the unique elements that often accompany a B2B transaction (e.g. pricing and payment terms, shipping costs, volume discounts, etc.). At this time, Google’s revenue model is driven by a Verified Suppliers program (one-time fee of $1K), with benefits including having your products show ahead of those from unverified suppliers. It’s important to stress that the search results are largely “organic,” so at least for now there isn’t anything an advertiser can do to influence the listings beyond becoming a Verified Supplier. Read More

Facebook News Feed

On March 7th, Facebook announced some major changes to the News Feed, which will have a profound impact on marketers. With rumors circulating for weeks, this announcement represents a major shift into the social platform’s functionality. In fact, there hasn’t been a major overhaul to Facebook since the introduction of Timeline in late 2011. While the new design, which Mark Zuckerberg called “the most personalized newspaper,” reduces clutter and allows its users to focus more on stories from people they care about, its impact on marketing is evolving. Read More

Google FTC Antitrust Suit

The FTC had aggregated a number of antitrust complaints regarding Google and its potential for monopoly. Though the FTC had pushed for a settlement, Google held its ground and the FTC ultimately took their vote on Jan 3, 2013 and took no formal steps. Google did agree to make some minor changes to search practices related to search advertising. Read More

Google Enhanced Campaigns

Google believes that the influx of new devices that allow people to be connected (PCs, laptops, tablets, smartphones, hybrid devices, mini-tablets, televisions, and more) provides great opportunities for businesses, but can also make marketing more complex and time-consuming. Read More

Facebook Graph Search

Facebook's Graph Search was introduced on January 15 and represents an attempt to help users more easily uncover information and content through greatly enhanced search functionality. Read More

Responsive Design

In today’s ever-changing online environment, creating and marketing a website has become an even greater challenge. Because there are so many different devices accessing the Web—from mobile flip phones, to big screen televisions—it’s nearly impossible to create a custom website for each device or screen resolution. Unfortunately, the more versions of a site that exist, the greater the possibility of errors and inconsistencies. Read More

Consumer Products and Retail

Domain Monitoring

With ICANN’s (Internet Corporation for Assigned Names and Numbers) decision to accept applications for new gTLDs starting May 30, 2011, online marketers will soon have a unique opportunity to reinforce their brand, company, or industry. Every company with an online presence needs to have a strategy for how they will respond to this opportunity. Read More

How To Solve the Free Shipping Challenge

As ecommerce grew, e-tailers began charging extra fees to ship products to their customers to protect profit margins, and while these fees were industry standard, they differed among competing companies. This became just one of the myriad variables that consumers faced when making purchase decisions. Besides product features, availability and price, the cost to ship the product became increasingly significant. Read More

The Changing Digital Landscape

As many of our clients gear up for the holiday season and make plans for a successful 2011, the digital landscape continues to evolve and become more complex. This complexity has created new challenges for companies as they look to differentiate their brands in the marketplace. Read More

If it doesn’t get personal, it’s not personalization

Everyone has heard the old adage of “location, location, location” being critical for retail success. A simple formula where good locations drive lots of foot traffic into retailers leading to sales and success. The best locations generally have the highest traffic and could count on this driving sales volume. As you think about how this applies to e-commerce, there are a couple key differences to consider. Users can change location with the click of the mouse. Just because someone arrived at a site doesn’t have the same assurances that visitors will make a purchase. How can marketers look to define a similar singular defining criterion for success for onsite conversion? Read More

Curbing the Internal Cost Conflict of Search Marketing

At Rosetta, we address many challenges that our clients encounter in trying to gain the best results through search marketing. These challenges consist of tackling the emerging mobile medium, seeking co-op funding from vendor partners or, in many cases, optimizing search to eliminate conflicts and bidding wars between two different product groups or channels of a single company. These conflicts ultimately create inefficiencies and increase costs of marketing two or more similar offerings – leading to inherently higher acquisition costs and a degraded operating margin. Read More

Healthcare

Unlocking and Activating Patient Adherence Through Personalization

Two of the more significant components of the Affordable Care Act are (1) the penalty against hospitals for patients readmitted within a month for something that should have been dealt with on the initial visit and (2) the redistribution of higher Medicare payments (in effect, a raise) to the hospitals that are delivering better care. The independent Medicare Payment Advisory Commission estimates that 15.3 percent of hospital admissions result in a re-admission. Read More

Syncing Customer Needs to Brand Offerings

At many companies, professional relationship marketing (PRM) efforts end up as cautionary tales, with stories about investments in programs that yielded limited or unclear results. Here are the critical factors to consider as you architect your next plan. Read More

Pharma SEO — Branded vs. Unbranded

A branded pharma or healthcare website will generally rank well for branded keywords since the domain name of the site is usually the brand name. But you should still focus on optimizing for your top branded terms. You can bet there will be other sites vying for top rankings for your pharma brand name. So you can’t just assume you’ll rank # 1 for branded keywords without putting forth any effort. Read More

Overview of Bing’s Default Organic Healthcare Listings

Similar to Google’s Health OneBox, Bing also features default organic listings that display whenever a user searches for healthcare-related head terms such as epilepsy, diabetes or gout. This feature is called Bing Health. Microsoft originally introduced Bing Health in January 2010 and further enhanced it in June 2010. Their default listings will only show up for head terms. So once you add more words to your keyword phrase, such as gout symptoms, the Bing Health listing goes away and Bing shows their “unadulterated” top 10 organic results without the default listing. Read More

Overview of Google’s Health OneBox and Medication OneBox

If you’ve entered a medical-related search query in Google during the past 2 years, chances are you’ve seen Google’s Health OneBox or Medication OneBox at the top of your organic search results. Google has said their main goal with Health OneBox and Medication OneBox is to provide search users with accurate healthcare information as quickly as possible and that their motives are not monetary based. However some have questioned Google’s true motives since they’re manipulating their own organic or “free” search listings with unoriginal content that can be found elsewhere on the web. Read More

How Market Segmentation Is Making a Comeback

Delivering a brand's message based on each customer's wants and needs—aka "mass personalization"—is now more important than ever. The key to achieving this calls for pulling an old standby out of a marketer's arsenal—segmentation. Read More

The Website’s Emerging Role as a Portal to a Larger Digital Experience

Jamie Peck presented at Digital Pharma 2010. His presentation “The professional website’s emerging role as a portal to a larger digital experience.” looked at how the emergence of highly interactive, digitally enabled communication, community and learning experiences is changing the role of the website for HCPs. Read More

The Mobile Device Will Revolutionize Healthcare Marketing

The humble mobile phone is becoming less modest by the minute. What used to be a device that enabled us to make and receive calls has grown into something of a remote control for our lives. It’s an always on, multi-channel interactive communication device, which we increasingly use to entertain us, to see what our friends are up to, guide us, to alert or inform us. This, the most ubiquitous consumer electronics device the world has ever seen, is so intensely insinuated into the fabric of our lives that it knows where we are and what we are interested in at any given time. Read More

Google Sidewiki and Its Implications for Pharma Brands

This POV will also provide several options for minimizing the risks associated with Google Sidewiki, and recommends you develop and implement a plan of action as soon as possible. These recommendations are offered as general principles; any specific brand or client will naturally need to assess their particular situation and act in accord with their company policies and legal guidance. Read More

Financial Services

US Banks Not Meeting Customer's Needs

The study examined online capabilities in four primary areas: home page; personal product landing pages; products and services; and online account opening. The study examined the websites for 32 separate “industry standard” capabilities. None of the 20 banks currently provide all 32 capabilities. Read More

In Search of Financial Services

It’s no secret that the Internet is a powerful tool for new customer education and acquisition. For almost a decade, pure play and traditional retailers have been leveraging this powerful channel to attract customers and drive online and brick-and-mortar store sales. Read More

Online Deposit Gathering

Consumer deposits acquired and retained via online banking offerings more than doubled in size over the past four years. This growth was driven by the maturation and penetration of internet banking, an increasing consumer desire for higher yields on the cash portion of their wealth, and financial institutions' need to develop sustainable and scalable sources of cash. Read More

Creative and Customer Experience

Social Media's Role in Commerce+

In looking at the ever-changing role that social media plays in ecommerce, it is important to look at the history of each and how they have intersected in the past. Ever since the 1990’s, when blogs and online forums began to grow in significance, people shared and sought out product recommendations. Word of Mouth marketing, the foundation of social media and a primary driver of purchase decisions, gained its scale with the prominence of the social web. Instead of simply asking a neighbor what they thought of the latest and greatest product, communities were gathering on chat rooms, blogs and on other social platforms not only seeking the same advice, but sharing experiences about these products as well. Read More

Mobile Landing Pages

Unlike traditional desktop web browsing, where online brands have the full attention of their customers, mobile users are often distracted while engaging with your brand on their smartphone. Therefore, each of your mobile touchpoints must be fully optimized for the device and the user to deliver the best possible experience. A mobile landing page is key to establishing a mobile presence, whether its purpose is to bolster a mobile advertising campaign, promote an app, or simply provide easier mobile navigation and content access. Read More

Mobile Optimized Email

Healthy debate continues on the delivery of mobile optimized experiences within mobile web and native app environments. With almost half of mobile users already using mobile email, however, why has there been so little focus on developing solutions that can deliver a rich, accurate and truly optimized mobile email experience directly within the devices email client? Read More

Unique Design Considerations

Organizations across a wide variety of markets are moving quickly to plan, implement and leverage the power of Rich Internet Applications (RIAs) to engage their customers in fluid, desktop-like online experiences. These experiences are proving to be both highly valued by their customers, in terms of what they offer, as well as beneficial to bottom-line considerations such as online conversion. However, organizations need to understand that for all of their inherent benefits and advantages, RIAs require a new set of approaches for project planning, design and execution. Read More

Rich Internet Applications

Rich Internet Applications (RIAs) may represent the first, true expression of “convergence”, one of the most over hyped yet unrealized concepts from earlier this decade. But with the integration of rich visual interfaces, image and content manipulation, database connectivity, sophisticated animation, and high quality audio and video, RIAs offer companies the opportunity to provide transformative customer experiences that can drive user engagement, build brand, and increase conversion. Read More