Hospital Branding: Marketers need to SWIM with digital media, or sink.

Hospital Branding: Marketers need to SWIM with digital media, or sink.

The next wave of digital marketing requires brand builders to either SWIM or sink. Digital marketing is no longer the after-thought in the marketing plan.  In fact, it should be front and center in your discussions about the most effective ways to market your organization’s products and services.  While traditional, off-line communications still has its place in terms of promoting a brand message and satisfying goals related to awareness and preference, digital marketing is the “go to” for achieving behavioral metrics and creating customer transactions. At a recent healthcare strategy conference, savvy marketing guy Chris Bevolo of Interval, presented on the topic of digital marketing.  In his presentation, Chris stressed that digital marketing strategies must be considered first, and in this order: search, web, and mobile.  Marketers need to think through how consumers will search their brand, where it will take them, and how they are searching.  A highlight of his session for me was the discussion that mobile is not just for those on the go anymore. The cell phone and pad have replaced the remote control and the “couch potato” is a person on the go when it comes to mobile marketing. In thinking about Chris’ presentation, and my own need for acronyms to keep things simple and memorable, I added another element to the formula above and put a tidy bow around it called “SWIM,” and if you don’t approach your digital strategy with this in mind, you might just sink. SWIM stands for Search, Web, Interact, and Mobile, and here’s why: Search:  How people find your brand, and how your brand finds interested consumers. As you plan...
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