Research Of Data Driven Digital Marketing Strategy Optimization Plan For Pfizer Centrum Product

From 2005 to 2015,China consumer health market experienced a period of fast growth.The average annual growth is 13%.China consumer health market growth rate is the fastest among the major countries.The market scale is higher than Japan following US as the second largest marketing in the world.It's also forecasted that until 2020,driven by consumer consumption level up,government support,average age getting older,China consumer health market scale will grow from 150 billion RMB to 180 billion RMB.With the development of internet infrastructure in China,the netizen penetration is continually growing,it's forecasted that by 2017 the netizen population will be around 55% of total population.More and more consumers get information from internet and make purchase via eCommerce platforms.The consumer health industry is not an exception.The original TV advertising plus conversion in drug store model is rapidly changing into digital marketing model.And the meanwhile,with the internet environment,marketers can access huge and various data to support marketing strategy establish.With the internet the change is not only the communication and purchase channel,and the more important is the marketing theory.Targeting the huge change Prof Don E.Schultz who used to introduced IMC theory now introduced the brand new SIVA marketing theory.In this article,analyzed status of Pfizer Pharm consumer health department(PCH)digital marketing,point out the improve area of PCH digital marketing strategy.Then analyzed Chinese health product consumer online purchase behavior,combined with Chinese digital marketing's status and data use case,made improve suggestions.With this article,hope we can though analyze the digital marketing strategy problems of PCH “Centrum product” and the improvement project and result,to provide reference to marketers in consumer health industry.And furtherly to move forward digital marketing strategy development in China,especially for the data driven methodology adoption in digital marketing strategy.