Like most Pharma Marketers now, I am trying to make a sense what does “Going Digital” exactly means? The situation is typical a VUCA for me. On one hand is the urgency, on the other hand it is too much information and complexity. I performed a “Digital Triage” and restricted the subject to 3 aspects.
Going Digital is about using new Media. The new age media commonly referred to as Social Media is all about content sharing. It is participative, engaging and can reach more people rapidly that too without any incremental costs. The first thing we need to understand the lifespan of content on each media. On twitter is one hour, Facebook is about 2.5 hour, Instagram is 3 days and Pinterest is one week. Although WhatsApp is instant messaging it’s a valuable tool. With new age media as Marketeers we also need to understand the difference between Virality and Amplification of a message. The subject of Virality is fascinating. A formula to Viral content is invaluable. Available research on Virality is more co-relational than causal. It shows that humor and catchy stories have a seed of Virality in them. But it has been very challenging to replicate Virality consistently. And amplification depends upon medium and authenticity of the message and the messenger. Once again it’s about the right questions. Why should someone share what we have prepared? Who are the right triggers? Is it funny or relevant? Social Media content sharing increases in magnitude and momentum after they are picked by regular mainstream media.
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