Getting It Right, Right From the Start
Success starts at the beginning. That’s why our upfront planning process includes everything from defining audiences and strategies to developing metrics for success. Only then can executions be optimized toward achieving the best results.
Match Media Placements and Creative to Objectives and Care Continuum
We tend to think of people as being “clearly” in one stage of the buying funnel or another. Reality is much murkier. At the same time, promoting through the transitions is OK – and can be quite powerful as well. If someone is 90% on their way to the next stage, it is far easier to push them through the next step. Just don’t miss them, by mistaking them for being already converted.
Match Measurement to Objectives Continuum
It’s also important to account for the fact that different actions take place at different stages of the funnel.
Match Execution and Messaging to Objectives
No matter what the stage, relevance is king. Understand why your audience is where they are. Be sure the value proposition and call-to-action match your objectives – and the audience’s needs. For example:
- A marketer who would like to achieve targeted content delivery might create a content syndication and/or microsite campaign. With these initiatives, content can be branded or unbranded, it can reach target audiences in trusted 3rd-party environments, and audiences don’t typically leave their intended experience to become exposed to the sponsor’s messaging. Only interested audiences click through from promotional vehicles to read the relevant content.
- On the other end of the spectrum, brand awareness campaigns can be delivered to either a broad or targeted audience, depending on objectives.
Improved Optimization
eHealthcare Solutions is dedicated to driving results for your brand and delivering strong ROI. And we’re happy to be held accountable, based on agreed-upon campaign elements and our ability to do what we say . We encourage you to partner with us on defining the success metrics for your campaigns on our Network, and we offer every opportunity to measure results. With the DoubleClick ad-server, for instance, we can generate spotlight tags to place on key pages of the post-click experience – providing critical data and helping guide modifications that can enhance the success of your campaign.
With a shared understanding of success parameters, we can more effectively manage your campaign and optimize the components to achieve maximum results.