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PhIMA: Philadelphia Interactive Marketing Association

Industry Happenings

PhIMA Resource Center

This is the place for PhIMA members to check out news and what’s new in the interactive marketing industry. If you’re interested in submitting a resource of your own, please email us at resources@phillyinteractive.org.

Programmatic: The Future of Media Buying and the Key to Unlocking Your Consumers

Submitted by Netmining

Programmatic has been a hot concept in the world of digital media lately - mainly due to its transformative abilities to revolutionize the way the industry sells and buys media.But first, let’s all get on the same page - what exactly is it, and what are the changes we should be expecting? Let’s clear up the confusion and clarify the buzzwords flying around - such as, how does programmatic differ from RTB, what are the different “kinds” of Programmatic (what’s “Premium Programmatic” vs. “Programmatic Direct”, or are they the same thing)? What does programmatic mean for our current media practices – does it have an impact on progressing display branding dollars and the creative canvas? Lastly, what place does it have in our evolving platforms like mobile, beyond display, and what applications will it have in the near future?

Infographics

Case Study

Display Guide

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PhIMA Panel: Video Advertising

Submitted by PointRoll

We’ve come a long way since the first TV was placed in a living room some 60 years ago. The promise of today’s digital video advertising is clear; it is the multi-screen equalizer and will captivate users in new and more interactive ways with better measurement, dynamic content and creative possibilities limited only by our imaginations.

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[Whitepaper] Driving Engagement for Holiday Shopping 2013

Submitted by Stuzo

Holiday season is the largest consumer-spending event of the year, and consumer behaviors across social channels and mobile devices will be playing their largest role in holiday purchasing ever. From 2011 to 2012, there was a 250% increase in mobile traffic over Thanksgiving, Black Friday, and Cyber Monday; and, in 2012, 66% of online purchases on Black Friday came from social media referrals. This year the increase will be greater and, for large brands, the stakes higher.

Here, we’ll take a look at six different campaign types and provide successful case studies for each. Stuzo has deep insight and experience in this space gained from over 800 custom social and mobile campaigns, and we offer the tactics and strategic best practices needed to design, execute on, and deliver marketing solutions with maximum performance and return on spend.

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[Infographic] Leveraging Social and Mobile to Create a Snowball Effect for Your Holiday Marketing

Submitted by Stuzo

Believe it or not, the holiday shopping season is right around the corner. Not only is it the largest consumer-spending event of the year, but consumer behaviors across social channels and mobile devices will also play a larger role in purchasing than ever before.

In 2012, for example, there was a 250% increase in mobile traffic over Thanksgiving, Black Friday, and Cyber Monday and 66% of Black Friday sales came from social media referrals. This year the increase will be greater and, for brands, the stakes much higher.

As brands compete to break through the holiday noise and onto the radar of busy shoppers, social and mobile engagement will emerge as a key differentiator for both capturing attention and closing sales. Traditional holiday campaigns alone are no longer enough; brands must be just as connected as the consumers they hope to influence.

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Research: Marketing Tools Study 2012

Submitted by PointRoll

With so many forms of media at our fingertips, from magazines and newspapers to mobile phones and tablets, brands can be seen in more places than ever before. Today, modern technologies provide marketing and advertising professionals with added opportunities to reach the consumers they want.

A new study by PointRoll and Kelton Research finds that many brand decision-makers are interested in audience management tools and tap into new marketing channels, but managing a campaign with a variety of components can be time consuming and confusing, especially when managing multiple partners. Plus, ensuring the quality of ROI measurement methods is an important marketing goal for many of those surveyed.

Marketing Study Tools 2012 originally appeared on PointRoll’s Digital Marketing Blog. To contact PointRoll, please connect with them on Twitter @PointRoll or find them on their PointRoll Facebook Page. You can email them at marketing@pointroll.com.

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Case Study: Effective Storytelling Through Video Drives Business Results for Bing

Submitted by PointRoll

Recognizing that half of “search” users were trying to make decisions – from “where should Ieat tonight?” to “where should I go on vacation?” to “which car should I buy?” – Microsofts Bing emerged as the “decision engine” in 2009. Bing and their agency Razorfish turned to PointRoll as their partner to help tell that story through video.

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Case Study: SUPERVALU Drives In-Store Grocery Sales with Localized Expandable Rich Media

Submitted by PointRoll

Innovative digital marketing efforts around changing consumer behavior deliver increased in sales and a solid return on media investment.

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Case Study: BHLDN Connects Campaign to Website Activity

Submitted by PointRoll

BHDLN’s smart digital strategy connects display campaign and website to better measure ROI and drive more than a 70% return on media spend.

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FDA Regulation of Mobile Medical Apps

Submitted by CMI Media

The FDA has issued its Draft Guidance for Industry and Food and Drug Administration Staff (on) Mobile Medical Applications (hereafter referred to as the “Mobile Guidance”). This whitepaper explores the Mobile Guidance in order to accurately capture the essential information we need to understand internally and to communicate to our clients, as well as to clearly comprehend our respective roles in assuring compliance.

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NP and PA-Targeted Multi-Channel Marketing

Submitted by CMI Media

CMI’s recommendations on Multi-Channel Non-Personal Promotion to Nurse Practitioners and Physician Assistants

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Google Analytics

Submitted by CMI Media

CMI’s recommendations on Client Use of Google Analytics.

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Updated MMA Mobile Ad Unit Guidelines

Submitted by CMI Media

The Mobile Marketing Association (MMA) recently released an updated set of global mobile advertising unit guidelines. The intentions of these guidelines are to simplify the creation, planning, buying, selling and reporting of mobile display ad units for smartphones, feature phones and tablets.

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National TV Buying for Pharma

Submitted by CMI Media

TV buyers usually employ one of three types of buying strategies, and a variety of factors can help determine which strategy is best suited for a client’s needs. Buyers can purchase inventory in either an upfront, scatter or opportunistic basis.

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Google Health Symptom Search Results

Submitted by CMI Media

According to Google’s own internal data, searches on symptom-related keywords are often followed by searches related to conditions relevant to those symptoms. In an effort to improve user experience, Google has launched a new feature of enhanced health search results.

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Facebook Updates from FMC 2012: Implications for the Pharma Industry

Submitted by Digitas Health

On February 29, 2012, Facebook held FMC, the first-ever Facebook Marketing Conference in New York City. Unlike previous developers conferences that focused on the bells and whistles of the platform itself, for the first time, the focus was on advertisers actively using the platform.

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Creating successful sweepstakes & contests on Facebook

Submitted by King Design

Free stuff!! Coupons!! Giveaways!! Prizes!! Yep. You want it. You know you do. So why wouldn’t your consumer base? Facebook provides you the perfect platform to connect, and they’re already there — waiting and looking for you. You just need to give them a reason.

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So you’re adding a custom Facebook tab

Submitted by King Design

So you’re adding a custom Facebook tab. Congrats! You did it. You defined your space in Facebook, and now you’re painting the walls and putting u some drapes. It’s going to be downright CozyTown on your Page pretty soon, but, wait. Did you remember all the not-so-pretty stuff?

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Health Styles of the 40-Everything Woman

Submitted by Digitas Health

Women in their 40s and 50s are a critical audience for advertisers today based on their tremendous spending power. For marketers in the health sector, this segment is especially critical since roughly 3 out or 4 women in this age range have at least one health condition. Yahoo! and Digitas Health partnered to thoroughly understand these women as people, not just as patients.

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Can You Help Me?

Submitted by Digitas Health

A Digitas Health White Paper on what today’s consumers want marketers to know.

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Responding to Unsolicited Requests via Social Media

Submitted by Digitas Health

On December 27, 2011, the Food and Drug Administration (FDA) released a draft Guidance to Industry: Responding to Unsolicited Requests for Off-Label Information About Prescription Drugs and Medical Devices. This guidance is the first of the so-called social media guidances that FDA has released. While this document does not address every issue associated with the use of social media, it does include numerous specific examples with direct bearing on communication channels widely employed in marketing prescription medicines and medical devices. Specifically, in light of this guidance, marketers have further information about the use of microblogging sites (such as Twitter) and patient testimonials.

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A Powerful Entry-Level E-Detailing Tool Emerges from Apple

Submitted by Digitas Health

Apple unveiled its new interactive iPad textbook format at an education-focused event in New York on Thursday, Jan. 19th. This recent Apple iPad Textbook publishing event included announcements for two new products, both available for free to Apple customers: the media-rich interactive iBook Textbook format and the iBooks Authoring Tool for creating interactive iBooks.

Touted as “the next chapter in learning,” this new digital publishing innovation and its easy-to-use authoring tool mean much more for pharma companies and sales forces that want to use the iPad to transform their rep-to-physician communications.

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