This webcast presented by W2O Group brought together experts from Swoop and IPM.ai, Takeda and Twitter Client Solutions – Health to discuss some of the new methods and technologies that are making precision marketing possible for health care companies—especially the use of clinical and claims data to identify and target both HCPs and consumers with relevant marketing while protecting patient privacy and HIPAA compliance.
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As the Covid-19 pandemic continues, long-held marketing beliefs about shopping habits and brand purchases are being called into question as consumers face life disruptions on a magnitude previously unimagined. Shopping has become an essential activity, but overwhelming demand has limited usual access to favorite brands and driven substitute experimentation. Marketing strategies had to pivot quickly to adapt as e-commerce came to the forefront, shouldering the brunt of new customers ordering online. At SHOPPERxSCIENCE 2020, the ARF delved into consumer behavior in the “new normal”, speaking to notable marketers and researchers about their experiences and which new habits will persist moving forward.
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The third installment of the ARF Social Council webcast series provided an update on changes in the popularity of different types of influencers, how brands have shifted their social media strategies to maintain brand loyalty as consumption patterns have been disrupted by the pandemic, and how usage of social media has changed. This event provided a better understanding of where the influencer market is going and how to best react to the current situation. Editor’s Note: The full summary is available to members only.
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The ARF, in collaboration with 605, Central Control and Bill Harvey Consulting, is championing a research initiative designed to establish methods for applying randomized control testing (RCT) to cross-platform advertising impact analysis. The proof-of-concept study, named RCT21, applies experimentation methods to measure incremental ROI of large ad campaigns run across multiple media channels at once, including addressable linear TV and multiple major digital media platforms.
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