Keeping up with constant technology changes can be exhausting. Only 12 years ago, there were 150 marketing automation platforms to boost and optimize marketing efforts. There are 11,038 options, as of today, to streamline workflows and assess campaign performance. Last year, Web3 and NFTs dominated technology conversations, and then AI emerged, transforming business and personal lives almost overnight. With the advent of Artificial Intelligence, the talk has shifted to focus on all the careers and industries that AI could replace.
Advancements in automation and technology can assist marketers in streamlining execution and deskilling rote tasks, but these tools can’t replace keen data insights, sound strategy, and creativity. So far you can’t use AI to insure the humanity in marketing matters, Your marketing solutions partner should have a keen eye for uncovering business-building insights, the expertise to identify the right tech tools to enhance your strategy, and the ability to help you not only measure success but predict success.
1. Uncovers business-building insights
Your strategy partner should handle your business with relentless energy for engaging consumers and keeping them engaged. Can your partner help you navigate the volume of transactional data to find actionable insights? It’s more than just measuring results, but finding out what your consumers have read, how often, and at what velocity. Can your partner help you enhance this information with descriptive data that can tell you where they live, what pharmacy, what motivates them to act, and how long it takes them to adopt a new product? What friction or pain points are your customers experiencing? How does a consumer make a product decision while standing at a crowded pharmacy shelf?
Enhancing transactional data with behavioral data will deliver real business-building insights that will enrich your marketing plans. For example, a worldwide leader in dermatology approached Luckie to drive an outreach program for the skin condition rosacea. We started by hunting for data about our audience using transactional and demographic data, identifying that consumers wait around five years before seeking treatment. After uncovering the best channels for reach, we created robust consumer segments and delivered a targeted campaign that raised brand awareness, boosted engagement, and ultimately changed consumer behavior.
2. Knows how to leverage technology to solve real problems
Your marketing partner should help you identify the right tools for the journey ahead. Because technology constantly evolves, you need a navigator to adapt your marketing efforts. In the earliest stages of the digital transformation, our CEO steered Fortune 500 companies as they rode the new, uncharted waves of CRM and email. Today, it’s about how AI and marketing automation can build upon a solid business strategy.
Technology can be a differentiator and an accelerator for building a successful healthcare brand. When a global pharmaceutical company tasked Luckie with delivering a flawless new international product launch, our challenge was using cutting-edge technology to personalize and accelerate product awareness. Ultimately, our approach fast-tracked reach and product adoption globally within days instead of weeks.
3. Goes beyond measuring success to predicting success
Tracking how many clicks, likes, or website hits your digital assets receive each month will tell you what happened but won’t tell much more. What if, instead of tracking outcomes, your data could remove the uncertainty around where to invest the next marketing dollar? For example, would you like to know that if you invest $10,000 in an initiative, you can expect revenue to increase by $100,000?
Creating a holistic view of your marketing efforts by building a custom ecosystem will allow you to act faster and more successfully. We’ve designed custom ecosystems for several pharma brands, health insurance companies, and hospital systems that can now accurately understand what tactics within their omnichannel marketing are driving results and optimize their marketing investments on an ongoing basis. For example, we were tasked with identifying the highest potential customers for a new differentiated product coming to market by combining 14 disparate data sets to qualify and prioritize these targets into segments based on past behavior and preferences across multiple channels. We developed messaging strategies based on these insights, enabling us to reach more than 60,000 healthcare providers and engage over 20,000 with specific messaging in less than 12 months post-launch, a critical period for driving early adoption.
As marketers across the globe begin to assess 2023 performance and start planning 2024, I would argue that the most critical business decision is not in selecting the right technology tool but in hiring the right marketing solutions partner so you don’t have to rely on luck in an ever-changing world. If you are looking for a strategic marketing agency that can harness technology to uncover transformational consumer insights to move your business from focusing on past results to predicting future success, contact [email protected] to learn more about Luckie Health.