In Come Across, a monthly newsletter, our consultants reflect on the new evolutions in their area of expertise.
Case: Marketing Mix Optimisation (by Bernard Depaepe)
How to cut spending by 10% while maintaining market share. Optimisation of the marketing mix is one of the key priorities in pharma today. In this case, a marketer in a top-10 pharmaceutical company was facing a sudden 10% budget cut. The challenge was to know which channels could be reduced (or even stopped) and which should be strengthened -- without losing market share. A unique, proven, and cost-effective on-line research methodology was put in place to address this increasingly common business issue.
SEM: how it really works ... (by Christophe Brock)
Internet is great, internet is wonderful. With a minimum effort you can get your information in a jiffy to your target group. Just put it on your website, and done you are. Unfortunately, you are not the only player on the internet, putting your site at risk of getting lost in the crowd. So the key question is, how do you get your information to stand out among the rest? Or how do you best get your message across?