While the “Correction of Misinformation” Guidance seems on the right track, we can’t necessarily say so for theGuidance on “Social Media Platforms with Character Space Limitations.” This is a major concern, and it undermines the customers’ experiences with Pharma on social media platforms. The FDA seems to be sending a clear message that branded promotional activities on certain social media platforms are a big no-no. It’s impossible to include the brand and generic name PLUS a balance of benefits and side effects in 140-character tweets. And while branded promotion in social media should have very clear tie-in to business objectives, this guidance might take a big chunk of that social media messaging off the table…we hope this guidance isn’t a foreshadowing of what’s to come from the FDA when it gets around to addressing mobile guidelines.
Thinkbox is the marketing body for commercial TV in the UK, in all its forms - broadcast, on-demand and interactive. Its shareholders are Channel 4, ITV, Sky Media, Turner Media Innovations and UKTV, who together represent over 90% of commercial TV advertising revenue through their owned and partner TV channels. RTL Group and Virgin Media are Associate Members and Discovery Channel UK & STV also give direct financial support. Thinkbox works with the marketing community with a single ambition: to help advertisers get the best out of today's TV.
CIM Academy's insight:
What drives word of mouth communication and 'conversations'? Paid, owned or earned media?
"Only 4% of brands achieved a score of 80 or more and TNS said that those with the highest brand IQ tended to have the courage to recognise that they can never appeal to every individual" - just what we were saying last night?!
To stay competitive, companies must stop experimenting with digital and commit to transforming themselves into full digital businesses. Here are seven habits that successful digital enterprises share. A McKinsey & Company article.
Business management magazine, blogs, case studies, articles, books, and webinars from Harvard Business Review, addressing today's topics and challenges in business management.
CIM Academy's insight:
Looking at reducing customer churn for your you MPP assignment? This is a useful article from the Harvard Business Review about looking at the customer's end to end journey rather than just touchpoints