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E-Folder - Giving Voice to Your Marketing Personality on the Web
If You Don't Someone Else Will
Every company has a personality whether they know it or not. If you don't develop and foster an appropriate marketing personality for your company, your employees and customers will do it for you, and that could be disastrous. Successful companies pay serious attention to creating and implementing a dominant corporate identity; and use it to deliver a consistent, coherent and cohesive Web-presence in the methodical and persistent pursuit of the company's core marketing objec
Every company has a personality whether they know it or not. If you don't develop and foster an appropriate marketing personality for your company, your employees and customers will do it for you, and that could be disastrous. Successful companies pay serious attention to creating and implementing a dominant corporate identity; and use it to deliver a consistent, coherent and cohesive Web-presence in the methodical and persistent pursuit of the company's core marketing objec
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
tives.
Marketing Personality and the Web
With the right marketing personality in place, companies can deliver their message in a memorable manner using all the assets at their disposal. Unfortunately, most businesses have failed to connect the dots between this not-so-abstract notion of marketing personality and its implementation in the ever-expanding Web-based business environment.
Today every business has a website; a company's Web-presence has become their single most important marketing platform, a
Marketing Personality and the Web
With the right marketing personality in place, companies can deliver their message in a memorable manner using all the assets at their disposal. Unfortunately, most businesses have failed to connect the dots between this not-so-abstract notion of marketing personality and its implementation in the ever-expanding Web-based business environment.
Today every business has a website; a company's Web-presence has become their single most important marketing platform, a
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
le to reach millions of potential
customers on a one-to-one basis. But despite its promise; the Web has failed to
live-up its potential - not because it can't, but rather because business leaders
resist using its inherent multimedia capabilities.
Prospects are People Too
The Web like marketing is not about technology but rather communication; in order to attract, inform, and persuade our prospects to become customers, we must communicate how our companies can benefit those prospects; and in order to do
Prospects are People Too
The Web like marketing is not about technology but rather communication; in order to attract, inform, and persuade our prospects to become customers, we must communicate how our companies can benefit those prospects; and in order to do
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
that, we must relate to those prospects in a very human way.
Experienced marketing executives understand most customers make purchases based on wants rather than needs, and that relationships trump hard evidence in the decision making process. The bottom-line: people buy things they want rather than things they need; and they buy them from people they like and trust, rather than from the lowest bidder.
A reliance on technical answers to human questions is a strategy doomed to fail. No matter how large or
Experienced marketing executives understand most customers make purchases based on wants rather than needs, and that relationships trump hard evidence in the decision making process. The bottom-line: people buy things they want rather than things they need; and they buy them from people they like and trust, rather than from the lowest bidder.
A reliance on technical answers to human questions is a strategy doomed to fail. No matter how large or
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
small you are as a company, and no matter how many
prospects and customers you have in your database - they are all people not
abstract business entities; their decisions are human not mechanical; and their
dealings with you are based on relationships not transactions. Failure to grasp these
fundamental issues has lead to botched business tactics like telemarketing that
irritates, offshore service centers that regurgitate proforma answers, and websites
that run on autopilot ignoring real enquiries from r
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
eal people with real concerns.
Anyone who has every tried to decipher the arcane assembly instructions on a new product should know enough to know that written Q&As, FAQS, and database driven knowledge bases are not a substitute for the sound of the human voice. After hours of racking your brains trying to figure out what the instructions mean, they all of a sudden become clear when your spouse or friend reads them to you aloud. We understand, we learn, and we relate to what we hear. It is a primal impera
Anyone who has every tried to decipher the arcane assembly instructions on a new product should know enough to know that written Q&As, FAQS, and database driven knowledge bases are not a substitute for the sound of the human voice. After hours of racking your brains trying to figure out what the instructions mean, they all of a sudden become clear when your spouse or friend reads them to you aloud. We understand, we learn, and we relate to what we hear. It is a primal impera
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
ive.
How We Learn, Comprehend, and Remember
Despite the evidence most people think visual presentation is our primary intake sense and that has lead to Web-development decisions and marketing attitudes that just don't add-up. There have been a number of studies that confirm verbal presentation as the primary sense with which we learn, understand, and remember what we experience. In her paper, Implications from Cognitive Research, Farzad Sharifan, PhD (University Mt. Lawley, Australia) presents research e
How We Learn, Comprehend, and Remember
Despite the evidence most people think visual presentation is our primary intake sense and that has lead to Web-development decisions and marketing attitudes that just don't add-up. There have been a number of studies that confirm verbal presentation as the primary sense with which we learn, understand, and remember what we experience. In her paper, Implications from Cognitive Research, Farzad Sharifan, PhD (University Mt. Lawley, Australia) presents research e
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
idence that
auditory presentation is superior to visual presentation.
There is ample evidence that we as a species grasp meaning, and comprehend more, when information is presented in the form of linear anecdotal narratives (storytelling) than in a straightforward recitation of factual information. In her research paper, Information Relevance and Recognition Memory: First, Second, and Third Person, Narrative, Bree Patrick Luck, Dept of Psychology, Georgia Southern University found Storytelling results i
There is ample evidence that we as a species grasp meaning, and comprehend more, when information is presented in the form of linear anecdotal narratives (storytelling) than in a straightforward recitation of factual information. In her research paper, Information Relevance and Recognition Memory: First, Second, and Third Person, Narrative, Bree Patrick Luck, Dept of Psychology, Georgia Southern University found Storytelling results i
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
better factual recall of material than non-
narrative presentation; and oral storytelling is a cross-cultural instructive method
that promotes motivation, comprehension, and memory. These are important facts
that should not be ignored when we think about delivering our marketing messages
on the Web.
The hyperlinked nature of the Web provides a non-linear method of pursuing information, that as a communication method for presenting, persuading, and embedding our message in the minds of our audience flies
The hyperlinked nature of the Web provides a non-linear method of pursuing information, that as a communication method for presenting, persuading, and embedding our message in the minds of our audience flies
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
-in-the-face of our
natural instincts to relate, comprehend, and retain information presented in a linear
oral narrative.
Giving an audience of distracted, attention-deficit Web-browsers the opportunity to hyperlink their way out of your carefully and expensively constructed website, is like leaving your front door open and wondering why your dog disappeared - audiences need structure and a linear framework within which they can absorb your message presented by a distinctive signature voice. If you find
Giving an audience of distracted, attention-deficit Web-browsers the opportunity to hyperlink their way out of your carefully and expensively constructed website, is like leaving your front door open and wondering why your dog disappeared - audiences need structure and a linear framework within which they can absorb your message presented by a distinctive signature voice. If you find
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
this concept runs contrary to
prevailing visual design thinking - it does, because most visual design schools teach
visual design not communication.
David Pisoni, professor of psychology and cognitive science and director of Indiana University's Speech Research Laboratory, is one of the nation's foremost authorities on spoken language processing. "We are interested in how people perceive and comprehend spoken language, This involves everything from the perception of phonemes [sounds] and syllables to wo
David Pisoni, professor of psychology and cognitive science and director of Indiana University's Speech Research Laboratory, is one of the nation's foremost authorities on spoken language processing. "We are interested in how people perceive and comprehend spoken language, This involves everything from the perception of phonemes [sounds] and syllables to wo
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
d recognition, to what we call lexical access,
or how people locate and retrieve the sound and meanings of words in memory, to
sentence comprehension and spoken language understanding." Some of Pisoni's
findings need to be understood by marketing professionals wishing to use the Web
as a communication vehicle:
1. Familiarity with a voice helps the cognitive processing of the content;
2. Audiences store vast amounts of voice-related characteristics (pitch, speaking rate, dialect, gender, emotional state,
1. Familiarity with a voice helps the cognitive processing of the content;
2. Audiences store vast amounts of voice-related characteristics (pitch, speaking rate, dialect, gender, emotional state,
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
nd eccentricities) all of which provide a rich
oral-rendering of personality and character that in turn enhances understanding
and memory;
3. Voice is not an abstract ephemeral sense; it is concrete, substantive and richer than its visual alternative.
The Practicalities of Signature Voice Representing Marketing Personality Using audio to deliver your marketing message and brand personality on the Web is not technically challenging, but understanding the implications and impact of such a presentation req
3. Voice is not an abstract ephemeral sense; it is concrete, substantive and richer than its visual alternative.
The Practicalities of Signature Voice Representing Marketing Personality Using audio to deliver your marketing message and brand personality on the Web is not technically challenging, but understanding the implications and impact of such a presentation req
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
uires someone with an understanding of the psychology, medium,
environment and process.
Some small business early adapters have instinctively understood the value of oral presentation and have used it to present themselves on their websites. I won't say that this will never work, but unless they are a trained voice-over talent, it is unlikely that they are achieving what they want, compared to what could be achieved if done professionally.
Another group of earlier Web-audio adapters are professional spea
Some small business early adapters have instinctively understood the value of oral presentation and have used it to present themselves on their websites. I won't say that this will never work, but unless they are a trained voice-over talent, it is unlikely that they are achieving what they want, compared to what could be achieved if done professionally.
Another group of earlier Web-audio adapters are professional spea
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
ers, authors,
and expert presenters. It seems like a natural for this group to present themselves
on the Web, but the ability to speak in front of an audience armed with copious
Power Point slides, is not the same as delivering a Web-based presentation. Whereas
a live conference audience will ignore stumbles, stammers and slip-ups, a Web-
audience will interpret each mistake as a blunder. Like a photograph that displays
every wrinkle and line in your face, so a flawed audio presentation will project a
s
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
oppy and amateurish persona.
The Familiar But Not Quite Recognizable Choice
We have all sat in front of our televisions listening to commercials with the sounds of familiar voices. Big-budget advertisers hire big-name actors to portray their products in fifteen- and thirty-second spots. Unlike straightforward testimonials these unnamed famous voice-overs make subtle use of voice recognition: Keffer Sutherland speaks for Ford, Sam Elliot for IBM, Gene Hackman for Lowes, and on and on, but none of these fa
The Familiar But Not Quite Recognizable Choice
We have all sat in front of our televisions listening to commercials with the sounds of familiar voices. Big-budget advertisers hire big-name actors to portray their products in fifteen- and thirty-second spots. Unlike straightforward testimonials these unnamed famous voice-overs make subtle use of voice recognition: Keffer Sutherland speaks for Ford, Sam Elliot for IBM, Gene Hackman for Lowes, and on and on, but none of these fa
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
ous actors are actually identified.
According to Mark Forehand of the University of Washington Business School and Andrew Perkins of Rice University, in their article presented in the Journal of Consumer Research, "the presence of a celebrity voice can influence brand evaluation even when the consumer has no idea that the voice-over was provided by a celebrity … When consumers did not recognize the celebrity, their brand evaluations shifted in the direction of their attitude toward that celebrity… This
According to Mark Forehand of the University of Washington Business School and Andrew Perkins of Rice University, in their article presented in the Journal of Consumer Research, "the presence of a celebrity voice can influence brand evaluation even when the consumer has no idea that the voice-over was provided by a celebrity … When consumers did not recognize the celebrity, their brand evaluations shifted in the direction of their attitude toward that celebrity… This
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
effect is called assimilation… Ultimately this is one of many examples of implicit
cognition in advertising response – advertising features that influence people
independent of their conscious awareness."
What does this mean for the average business wanting to add a signature voice to their website: you do not need to hire a major movie or television star to present your material, just a voice-over artist who can emulate the style, cadence, and deliver of a well-liked personality that represents the marke
What does this mean for the average business wanting to add a signature voice to their website: you do not need to hire a major movie or television star to present your material, just a voice-over artist who can emulate the style, cadence, and deliver of a well-liked personality that represents the marke
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
ing persona you want
to project.
With enough variation of voice characteristics, the savvy marketing manager who has properly defined his company's personality and selected a representative voice can take full advantage of 'implicit cognition' while projecting an independent, cost- effective signature personality that takes full advantage of the psychological advantages of Web-based voice-over presentation.
The Rational Approach is Highly Over-rated
In Malcolm Gladwell's book, 'The Tipping Point,' he poi
With enough variation of voice characteristics, the savvy marketing manager who has properly defined his company's personality and selected a representative voice can take full advantage of 'implicit cognition' while projecting an independent, cost- effective signature personality that takes full advantage of the psychological advantages of Web-based voice-over presentation.
The Rational Approach is Highly Over-rated
In Malcolm Gladwell's book, 'The Tipping Point,' he poi
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
ts out that patients tend to
sue doctors who don't spend enough time with them, rather than doctors who are
incompetent. For the most part, consumers of medical services don't sue doctors
they like, even if they screw-up.
Customers are people and they react with their senses and instincts like people. Until we as marketing professionals learn to deal with customers as human beings, and relate to them on a human level, we will never achieve what is achievable, and our websites will continue to disappoint
Customers are people and they react with their senses and instincts like people. Until we as marketing professionals learn to deal with customers as human beings, and relate to them on a human level, we will never achieve what is achievable, and our websites will continue to disappoint
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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