Ad Age’s B-to-B Outlook: Marketing Priorities and Plans survey reports that 52.5% of marketers plan to increase their marketing budgets in 2014. What does this mean for healthcare marketers?
Sixty-one percent of B-to-B marketers say they will spend more than 25% of their 2014 budget on digital platforms, and 10% will spend 75%. These are huge percentages, especially if working on a global brand. Agencies are the catalyst for a trickle-down effect of information, counseling clients on the best way to move forward with digital media and ultimately developing strong campaigns to reach consumers, who increasingly search for their healthcare information online. Knowing digital spend is increasing, recommending deeper research into how people are connecting online or responsive design development is key.
In 2013, just 21% of respondents cited mobile advertising as a priority. Outlook is this will more than double to 47% for 2014, although more than 60% of respondents said they currently don’t use mobile as part of their marketing strategy—a definite missed opportunity in healthcare. There’s tremendous opportunity to educate clients on the importance of mobile in making brands a part of consumers’ lives, and especially with so many health apps in the market, a differentiated message will be key.
Content marketing budgets will increase by 12% on social media and 9% on mobile platforms. Ensuring all content is accessible, relevant and provides timely information around critical aspects of the wellness journey will be the difference between a one-time and frequent visitor. Content that engages the consumer will help position the brand as an ally in the health journey versus a one-time source of information.
Marketing strategy shifts are indicative of understanding target consumers’ behaviors and preferences. The right content in the right channel can generate brand visibility and help to position for long-term success.