Digital marketing is a constantly changing discipline, impacted by all the latest and greatest trends and technologies that have popped up.
Just take a look at some of these recent digital marketing stats that illustrate the different ways in which brands like the UEFA Champions League and companies like dating website Zoosk gain exposure across a number of platforms.
Sports (see: the Boston Celtics) and online dating aside, how do you apply digital marketing to some of the more highly regulated industries like healthcare, politics and telecommunications? What’s the best approach to leveraging new technologies in these markets to get the right digital message in front of the right person?
Digital Marketing for Highly Regulated Markets
According to Chris McArdle, Senior VP of Sales and Marketing at Audience Partners, transparency, compliance and the “non-creepy factor” are all key. Take a look at his comments from Digital BrainFest 2015:
Further, in these industries, the importance of an omni-channel approach to customer tracking can’t be overlooked. As Chris points out:
There are lots of markets where digital can’t be the only thing you do…
If you synchronize with a direct mail campaign, you’re synchronized with a television campaign, you’ll see significant lift by doing both – so, more leads, more conversions, less spend, for example.
When it comes to targeting consumers, Chris explains, it’s all about having data to get “the right idea in front of the right person at the right time.”
Check the Digital BrainFest Highlights page for additional recaps, videos and takeaways from this year’s event.
Free Guide: Keep Up with Your Customers Across Channels
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