What other up-and-coming technological development/advancements are marketers exploring?
Robert Palmer, managing partner, S&H Digital: The “influence mapping” technologies that monitor where conversations are taking place on the Web and what is being discussed have uncovered some surprising trends: health content has rapidly become less site-centric and dependent on “traditional” venues such as message boards. The research indicates that healthcare information seekers want to gather and spread information on portable, flexible platforms such as text messaging on mobile phones or passing along e-mail strings. From a marketing point of view, these portable pipelines live largely outside of traditional online search; optimizing the growing volume of content that is being generated and consumed outside of the PC environment is a challenge. To meet that challenge, a plethora of widgets have been developed (e.g., Wego Health’s “personal blog” widget; iMedix’s Buddy, which encourages communication through MSN Messenger). These applications can offer the best of both worlds: vast
