Health-related research is among the top three online activities worldwide. In the United States alone, more than 100 million Americans per year will visit health-related sites such as WebMD, Familydoctor.org, Healthfinder.gov, and CNN Health, among thousands of others. Within the massive ecosystem of health-related content websites, community-based sites are critical sources of trusted information for patients and caregivers. They offer a single spot for multiple stakeholders — including marketers — to interact with and contribute content to the community. And that’s where marketers need to get smart. Continue Reading
More B2C and B2B marketers are shifting their focus toward increased digital in their tactical mix. Understanding the digital locations of their target audiences is becoming a standard step in the creation of a digital plan, but many are overlooking the intentions of their online audiences, and aren’t adapting their content and tactics accordingly.
This blog introduces the concept of the digital ocean and the need to locate and market to both fishers (those actively researching products/services) and swimmers (those who are just “hanging out” online, rather than actively seeking out your information).