Klick Health

Gartner on digital marketing: social and mobile top focus

Director, Digital Insight

in
Read More

A series of studies by Gartner looks at the digital channels and integrates them for marketers in all industries. These reports provide good insight into what is happening outside of the heavily-regulated healthcare industries.

We reviewed all of the “teaser” research to find the nuggets of insight that healthcare marketers can use today in their own marketing efforts. If these seem on-target it is worthwhile visiting the Gartner site.

Recognize the Importance of Digital Marketing

The first place to start is the relative importance of digital marketing as found by Gartner in a survey. Digital is important today, but is growing in the minds of marketers. In this 2012 report Gartner found that 89% of marketers thought that digital would be important or very important in 2014.

Gartner survey: Rate how important your organization's digital or interactive marketing strategy is to the success of each of the following, on a scale of 1 to 7, where 1 is not at all important and 7 is extremely important?

Gartner survey: Rate how important your organization’s digital or interactive marketing strategy is to the success of each of the following, on a scale of 1 to 7, where 1 is not at all important and 7 is extremely important?

This report also looked at where marketers were planning on spending. This is probably a more accurate picture of what they feel is important:

Gartner survey of planned marketing activities

Gartner survey of planned marketing activities

Notice the top five activities:

Digital is clearly important and growing for the marketers surveyed.

How to Get the Data You Need to Win at Digital Marketing

With digital marketing comes data, and lots of it. This report looks at how marketers are using their data, and the problems they encounter. They describe the “three Vs” that plague digital marketers:

The Gartner report looks to subdivide marketers’ data into quadrants:

Gartner report: four quadrants of data analysis

Gartner report: four quadrants of data analysis

How to Integrate Social Media Into Your Marketing Communications Strategy

With all these reports on digital, Gartner had to come back to social. Here are the steps they recommend for integrating social into the larger marketing strategy:

If you want to see how Klick handles our social content, check out Inbound Marketing and the Pharma Sector.

Case Study: Bonobos Uses Social Media to Grow Revenue 65 Percent

The last report in the series is about a US men’s clothing provider who started using social for customer service. The most interesting part of this study was that:

Bonobos went from having 10% of its staff involved in customer service and support to having almost 50% of its staff certified as white belt ninjas (part-time support staff).

Using large numbers of staff to help on social support spreads the workload and also provides a source of empathy for the customers. If handled correctly this insight could drive more customer-oriented behavior in the organization.

The results that Bonobos achieved were:

These studies from Gartner provide a good overview of what other industries are doing in digital and social media. It’s important to keep track of what other industries are doing because you never know when a best practice will emerge that is feasible in the regulated healthcare environment.

More About the Author

Brad Einarsen

Brad is Klick's Director of Digital Insight, supporting our Strategy, Accounts, and New Business groups to gather, disseminate, and make accessible knowledge about our clients, their products, and the markets in which they operate.

More from this author

Go from news to action. Klick Wire

Weekly Digital Health Newsletter

Klick Health will NEVER spam you. Read our privacy policy