Health care organizations of all types are at the forefront of this new era. Big data is creating enormous opportunities not only to improve patient outcomes and manage costs, but also advance marketing efforts. Organizations that can combine data, analytics and strategy will be able to implement processes that change the way they operate, for the better.
The aim of the game for 2019 for marketers is to keep moving. To keep pace with consumers, marketers must continually test new marketing channels and tactics to supplement and evolve their acquisition strategies. But they also need to prove the impact of these investments on sales, revenue and other key business metrics.
While marketing mix modeling can answer key channel allocation questions, this approach only works at an aggregate level. To tactically understand how an individual spot or ad performs, marketers need multi-touch attribution.
Savvy marketers realize the benefits of omnichannel marketing. They use sophisticated tactics to engage their best customers and prospects wherever they are—online, on their phones, watching video or TV, or out of home.
As consumer expectations and demands continue to evolve, marketers must keep pace. To create the best consumer experiences and the greatest returns for their business, they must pursue an audience-centric approach to marketing and advertising that puts the customer at the center of everything they do.
Buying a car is a long process that requires marketers to strike a balance between consumers’ wants and needs, and the marketing and advertising touchpoints that will have the greatest influence along the way.