3 Ways Health Data Will Impact All Marketers

The popularity of smartphones means that businesses are gaining increasing insight into what consumers want – and exactly when and where. Location-based technology allows anyone with a smart device to find the nearest3 Ways Health Data Will Impact All Marketers restaurant, or shoe store, or coffee shop, or even individual items in a particular aisle of a store. People who use fitness or health applications can track their activity levels and other important wellness factors.

Of course, as the prevalence of location-based data rises, so do privacy concerns. Though consumers are certainly warming up to this type of data sharing, there is an overarching fear about what it all means in the grand scope of consumer privacy. This is especially true when it comes to health data. When consumers are tracked in this realm, does it cross the strict lines of privacy that lawmakers have tried so hard to protect through legislation like HIPAA laws?

It’s an interesting debate, certainly. On one hand, better health tracking benefits patients and can save time in the event of an emergency. On the other hand, health data has always been closely guarded because it can lead to things like discrimination.

But what does it all mean for everyone else? What can all marketers understand better about consumers, based on the health data debate? Why should non-health related apps and services pay attention to what happens with the information allowed in health technology? Here are just a few reasons that what happens with consumer privacy regarding health data will impact everyone else:

  • Consumers will become more aware. As the health tracking debate comes to the public surface, consumers who knew very little about how their smart devices track them will start to learn more. They may not like what they learn – and it could spell trouble for marketers in the future.
  • Consumers will expect more. Think of all the things your smartphone already does for you: gives you instant internet access, reads you your texts and emails, reminds you when it is your mom’s birthday or when you need to make an important phone call for work. As each part of our lives gets connected to smart applications, we expect more intuitive measures from everything else. This mentality will be heightened even more if health apps are fully integrated in what we use our phones to do.
  • Consumers will look elsewhere. As the laws in the U.S. are put in place to provide privacy protection on health apps, consumers will learn more about how data is protected in other countries. Expect issues like the right to be forgotten online to surface with more vocal support from the general public.

Overall the adoption of health apps will lift the mobile technology industry by mainstreaming a necessary area into smartphone usage. It’s important for all marketers to understand the implications of health-based apps and what the laws end up looking like surrounding them, because it will impact consumer behavior and expectations.

What do you think the laws should be when it comes to health tracking?

Beyond Digital Video: 4 Other Ways to Visually Connect with Customers

Visually Connect with Customers

2015 has been called the year of the video, and that moniker makes sense. More than 4 billion videos are uploaded and clicked on Facebook alone every day and that’s only one video-friendly site.

Consider the billions of collective hits sites like YouTube and Vimeo, and even Twitter’s new video platform, garner on a daily basis. These sites are just meeting the consumer demand for digital video content that has skyrocketed in the past few years.

Video content is just one piece of a larger digital strategy though. If you want the best marketing tools to grow your business, you need to think beyond a one-dimensional strategy.

There are other ways to incorporate visuals into your online content and by adding some variety, you will appeal to a larger audience. Take a look at four digital visual tools you should be incorporating, alongside video offerings.

  • These easily digestible pieces of content display information in a fun format that combines images and text. Infographs are surprisingly popular too – 62 million Google searches were done on the term in April 2015. It is also 30 times more likely that an infograph will be read over text formats alone. Not sure how to create an infographic? Head to Slideshare, Piktochart or Visual.ly.
  • These online visuals are designed to be shared and you don’t have to be funny or snarky for it to work. If creating a Grumpy Cat meme isn’t exactly in line with your company branding, look for a basic backdrop and a quote that will resonate with your audience. The key is to find a thought that will have mass appeal so that your followers and fans feel encouraged to share it with their circles.
  • These “Graphics Interchange Format” visuals are a good combination between flat infographics and longer videos. GIFs are engaging, but don’t require a large time commitment. If you are planning a list-style blog post, incorporating GIFs alongside your points will help drive your message home and keep your readers interacting with your content.
  • Photo galleries. Keep people engaged with a topic for longer than one page view with a photo gallery. If you are writing a how-to article, consider making it a photo gallery of the different steps. Photo galleries also work well for travel pieces and recipes. Have your website visitors choose to click on your site again and again with an engaging and intriguing photo gallery.

It’s important to capture the attention of people online as emerging technology advances and visuals will help you accomplish that.

Small businesses that harness the power of easily accessible technology will see their marketing campaigns succeed. Video content is thriving but offering your audience some visual alternatives is another way to ensure that they stay interested in you and ultimately what you are selling.

Do you have a multi-faceted visual marketing strategy?

Understand Your Audience With Social Media Monitoring

Social Media Monitoring

Companies all over the world have been harnessing the power of social media in order to build brand awareness and grow their businesses. They do this through relaying information about new products and services, or communicating with their customers by soliciting feedback or responding to issues/complaints. However, if these are the only ways your organization is using tools such as Twitter, Facebook, etc., you are overlooking a huge opportunity: social networking sites can also be used in order to gain valuable information on your current and future consumers.

Why?

Any marketing expert will tell you that understanding your audience is the key to effective sales. If your target market is girls between the ages of 12 and 15, and your product has a price tag of $300+, you’re going to have a major problem. Using tools in order to monitor your brand’s followers can help you gain valuable insights into your consumers. This information can be used in a number of ways, from developing new product lines to finding new venues for advertising.

How?

Now that you know some of the potential benefits of using this tool, how do you put it into practice? Essentially you want to monitor the activity of your current or potential customers as they use social networking sites, and then in terms of what is most useful to you. One way to do this is to hone in on your company’s followers on social channels. Even if they’re not discussing your brand, or communicating with your company directly, they are still putting out crucial data about their values and interests. Take note of things that come up frequently across the board. You can also gain intelligence on the strength of your brand, how positively or negatively followers feel about it, and how influential those communications are.

Then What?

After you gain some insight into trends among consumers, test out some advertising methods. One of the best things about selling via these networks is that you can quickly and efficiently test keywords in order to identify what’s gaining traction, so don’t be afraid to get creative. Once you find keywords that generate sufficient results, you can begin to invest more in those avenues. In addition to testing marketing locations, you can also use this material on consumer commonalities to create new ad copy. For example, if you’ve found out that the people who buy your brand’s dog food are also interested in green initiatives, this can help you develop new and more effective advertising.

. Check out the messages put out by anyone in the community who has some interest in your field, or is contributing to the conversation. By using these and other strategies in audience monitoring, you’ll begin to see improvements in your marketing goals across the board.