Bayer Consumer Care’s Digital and Mobile Advertising Strategy 68

Bayer Consumer Care's Digital and Mobile Advertising Strategy

The following article is a guest post.

Global pharmaceutical giant Bayer announced that it engaged a short list of digital advertising and marketing firms for its Customer Care division.

After competitive review of top digital creative, mobile and Internet websites, Bayer announced that iCrossing, a Hearst company, will create digital content for Bayer’s analgesics, cough, cold, and foot care products. iCrossing is a leader in the digital marketing space, successfully navigating the landscape for almost 20 years.

According to Advertising Age, Bayer spends about USD 500 M on marketing and advertising each year. Proposal requests were sent out by Bayer to prospective digital agencies as part of the competitive evaluation. Bayer confirmed its recent appointments to the press.

In 2014, Bayer spent about USD 1.09 B in U.S. advertising programs to promote Aleve, Alka-Seltzer, Claritin, and Dr. Scholl’s products to American consumers.

Agency Search Partner

New York-based Avidan Strategies conducted the search in Bayer’s mobile and digital “bake-off. VML, a global digital marketing and advertising firm, and OgilvyOne, a self-billed global customer engagement firm that’s part of Ogilvy & Mather, competed in the mix.

Competitive Review

Bidding agencies in the competitive review process simultaneously evaluate competitors’ digital campaigns in order to evaluate their strategies. Winning agencies successfully determined Bayer’s competitive universe and analyzed strengths and weaknesses of competing products and services offered.

Agencies in the contest also considered Bayer’s competitive marketing plans. Both defensive and offensive marketing strategies were evaluated as part of the process.

Crossover from Traditional Advertising

According to Forrester Research, more traditional advertisers like Bayer are ramping up digital and mobile content and reassessing website designs to ensure a positive user experience. Forrester previously predicted that major advertisers would cross-over from traditional media like television to online media.

Although many marketers have included digital advertising as part of their total strategy in the past 20 years, it’s more competitive today. Marketers must consider multiple rich media formats including video. Consumers are more attracted to interactive and video formats than previous text and/or image banners of the past. Multiple devices used by many consumers must be considered as part of the marketer’s overall digital advertising strategy.

Transformation to Digital Creative

More consumers go online to buy what they need. Younger consumers are more likely to shun traditional TV and cable advertising networks. These consumers often prefer to use a computer or tablet in place of the once ubiquitous television set. In this marketing environment, more marketing organizations evaluate how to best reach these consumers in the digital world.

Since more consumers also get news and information they need to make buying decisions, pharmaceutical companies like Bayer Consumer Care user digital creative, mobile apps, and easy-to-use websites to reach current and prospective buyers.

More mainstream consumer advertisers like Bayer want to take advantage of the most current digital advertising trends, including:

• The continuing explosion of mobile marketing: mobile continues to outpace desktop advertising revenues. Younger advertisers use a mobile device while shopping in a store and make more purchases online. Internet advertising revenues reached USD 60 B (2015), a greater than 20 percent uptick over 2014.
• Mobile marketers must consider new consumer rules. For instance, Snapchat research says that ultra-short video spots are the most successful.
• Mainstream marketers report that Facebook is still one of the preferred digital platforms to reach millennial consumers. Runners-up include Snapchat and Instagram.
• Digital research from multiple investigators says that marketers can use Twitter to reach about half of millennial consumers but message delivery must be fast. The average user spends less time on Twitter than other social media platforms.

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What the Richest People in the World Have in Common 6

What the Richest People in the World Have in Common

Getting rich is something everyone dreams about.

For those facing financial hardships, getting rich seems the only way out to tide over shortage of money. For the bourgeoisie – the working class – getting rich conjures up visions of stuff they want to buy for luxury or higher social status. Millionaires also wish to get rich: they want to become billionaires and enter Forbes List of the world’s wealthiest people.

Unless you inherit a fortune or get lucky at lottery or sweepstakes, getting rich can be quite tough.

Yet, there are countless rags-to-riches stories around the world. Enterprises such as Amazon, KFC, Facebook or SpaceX have become runaway successes within a short span. The reason: their founders have several things in common, which is rare among other people.

Here we look at various traits that the world’s richest and most successful entrepreneurs have in common.

The Common Traits of The World’s Richest People

The Common Traits of The World's Richest People

1. Serving People.

“If your only goal is to become rich, you will never achieve it,” said John D. Rockefeller, who laid the foundation stone for America’s giant petroleum industry and his own enterprise, Standard Oil. The same adage holds good today.

Facebook, for example, was launched by Mark Zuckerberg and his roommate, Eduardo Saverin to allow Harvard University students to share profiles and pictures

There are countless such examples of ordinary people striking rich. However, they share one thing in common: serving people. The main objective of launching these enterprises was to make life easier or enjoyable for people rather than earning money.

2. Reading Books.

Microsoft founder Bill Gates, celebrity TV show host Oprah Winfrey, SpaceX and Tesla CEO Elon Musk, Berkshire-Hathaway CEO Warren Buffet and several other extremely rich people of the world have one more thing in common: they are avid readers.

Bill Gates reads at least 50 books every year – an average of nearly four and a half books per month.

Elon Musk owes his success at SpaceX, the project to open space tourism to his love for books and the knowledge he gained from them about rocketry. Oprah Winfrey attributes her success to dozens of books, including some 70 top titles she read on her way to success while Warren Buffet spends about 80 percent of his day reading books.

3. Long-Term Financial Strategies.

A report by CNBC states, all wealthy people depend upon long-term financial strategies rather than short-term gains. They utilized their earnings and savings to invest in safe stocks that would assure gains in the long run rather than indulging in risky trading that can offer high returns.

Such financial planning and decisions ensured they do not lose money. Further, they invested money in their enterprises without the hope of immediate returns.

These wealthy people first focused on building a brand, offering value for people to identify with the brand. And later, popularize the brand through word-of-mouth publicity, which is more effective than traditional advertising.

4. Never Say Die.

Yet another common character trait shared by the world’s richest people is, they are not quitters.

Like every other human on Earth, these wealthy folks also witnessed ups and downs in life. Some of these were so overwhelming most ordinary people would have called it quits and gone in search of easier ventures.

Brian Chesky, Joe Gebbia and Nathan Bleckharczyk, founders of Airbnb, the world’s largest hotels and accommodations aggregator were plagued with financial problems.


Heavily encumbered with debts, bankruptcy was staring at these entrepreneurs in the very eye. Yet, they did not budge. They innovated their service that made Airbnb the world leader in its field today.

Another excellent example is Colonel Harland Sanders, whose recipe for fried chicken was rejected as many as 1,009 times before it was accepted. Col. Sanders is the founder of global chain Kentucky Fried Chicken or KFC.

5. Accepting Criticism.

Most people flee from criticism of any sort. Rather than learning from negative comments arising out of their behavior or work, they take umbrage rather quickly. Yet, they do not bother to amend their behavior or work pattern.

All wealthy people, however, are different. They are willing to be criticized for introducing new ideas or thoughts.

Jeff Bezos, founder of Amazon, rightly says that those who will try and do something new must be willing to draw criticism.

Steve Jobs, founder, Apple, Inc. puts it in even stronger words: “If you want to make everyone happy, do not become a leader; sell ice cream instead.”

The success of Amazon and Apple proves their founders were right when it came to accepting criticism.

6. Out of The Box Thinking.

how regular life looks like and why it won't make you happy

Thinking outside of the ‘box’ or a typical mindset is often impossible for most people. Understandably, because everyone draws their mindset from factors and circumstances they are raised and educated in.

This mindset eventually becomes a formidable fetter for anyone wanting to become an entrepreneur. Generally, most people follow the flock and take professions they falsely believe as best suited for their skills. Others try to follow footsteps of their parents.

The wealthiest people in the world never followed flock or took lucrative professions of their parents.

Mark Zuckerberg’s father was a dentist and mom – a psychiatrist. Bill Gates’ dad was a banker father while his mother was a lawyer.

Despite coming from wealthy families, they chose to follow their passion rather than confine their thinking to the proverbial boxed mindset. Col. Sanders had lost his parents at a young age of six years and had to shoulder responsibilities of his siblings.

Other Examples of What The Wealthiest People Have in Common

As we can see, these qualities or personality traits are common to the world’s richest people. It sets them apart from others. Most of them launched small enterprises with the sole purpose of bettering the lives of people. Their products or services gained popularity because money was never their consideration. Widespread use of their technology, products, and services eventually led them to become wealthy.

These traits are not typical to the US or the western world, as one may mistakenly come to believe. A glance at some richest people in India and elsewhere also reveals, they share the same characteristics with their American counterparts. This amply proves that richest people around the world share something in common, regardless of where they live and flourish.

Another common trait that all rich people share in common is philanthropy.

Since childhood, they believe in giving back to the society and helping the underprivileged. They practiced charity when they were not so rich and continue to donate money for the betterment of the society even after becoming billionaires.

These richest people on the planet never waited to become wealthy. Instead, they were philanthropists since childhood – a trait most other people pathetically lack or try to foist upon themselves to gain popularity.

In Conclusion

It is not easy to become wealthy. Or everyone would become a millionaire. People who do make it to the top have a different way of thinking combined with an undying zest for learning new things and educating themselves.

They do not consider conventional learning at universities as the end of their education. Instead, they try and acquire new skills every day and find ways and means to become better humans rather than focusing on fattening their purses.

The world’s wealthiest people also share one common trait: they are not people pleasers, despite their generosity and willingness to serve the society. Because they know, trying to please everyone will get them nowhere and could mean possible failure.