Essential Digital Marketing Capabilities in 2022

Prior to 2020, marketers were already devoting a significant portion of their budget toward marketing technology. A Gartner 2020 CMO Spend Survey showed that technology was eating up just over 26 percent of marketing budgets – the largest proportion within those budgets.

According to another source, “The pandemic sparked rapid digital transformation for many businesses and accelerated digital technologies’ adoption by an average of seven years.”

So, with such heavy investment in marketing technology, which capabilities should pharma and medical device brands have in their toolboxes? Let’s take a look at seven key needs for marketers in 2022.

 

Data Management & Customer Profiles

Success begins with data. A data management platform helps you optimize data usage to make better-informed decisions about content creation, campaign deployment, and audience targeting.

Managed data can then help develop customer profiles built from behaviors, preferences, and characteristics. These profiles can then be associated with specific audiences that can be used to target campaigns through the most effective channels with the most engaging content.

 

Analytics

Once you have data management in place, analytics help extract meaningful insights from the data. Most data analytics platforms provide dynamic, automatic model building that can help enable you to understand what is going on as campaigns are launched.

 

Content Creation & Management

Content is a huge difference maker when it comes to audience engagement. Often, brands will have multiple people or teams involved with creating content. So you need a platform that makes content creation a breeze for various skill levels. Furthermore, content management is essential for running multiple campaigns and websites. So your platform should provide organized storage, retrieval, and approval capabilities for all your copy, visuals, video, and other digital assets.

 

Email Campaigns

Email marketing is essential to successful sales activities. With so much competition for inbox attention, you need to have an email service provider that allows you to quickly optimize your emails for maximum results. Many of the stronger email marketing platforms provide automation and machine learning capabilities that streamline campaign delivery and optimization, so your messages reach the inbox and get clicks.

 

Advertising Campaigns

A programmatic advertising platform uses automated technology to buy optimal ad placement for pay-per-click advertisements covering a wide range of websites, search engines, video platforms, and social media channels. It searches for the best placement based on audience targeting rules, which enables you to refine your campaign delivery and increase conversion rates.

 

Conversion Optimization

Speaking of conversion rates, a conversion rate optimization tool helps you determine the most engaging content for your specific goal, such as collecting email contact details. A conversion rate optimization tool gathers data from your visitors’ use of your website to turn leads into customers by using heatmaps, A/B testing, chatbots, and more.

 

Social Media Management

Sharing content and engaging with followers regularly can be overwhelming on a manual basis, which is why a social media management platform is necessary. The right tools will help you manage multiple accounts, schedule and automate post deliveries, organize conversations, notify you about responses, and analyze your community growth.

 

If these fundamental capabilities aren’t in place, explore your options and select tools and platforms that integrate easily and share data. With a tightly connected marketing stack, you’ll be able to deploy and manage multichannel campaigns while gaining a clear understanding of your customer audience.

 

Increase your conversion rates by advertising in an industry-leading journal. Elsevier’s premium journals have a host of print and digital options for your next data-driven campaign. 

 

Article Written by: Alex Brown