In digital space no one can hear you scream

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John Watton

Negócios Tecnologia

© 2014 Adobe Systems Incorporated. All Rights Reserved.
In digital space no one can hear you scream.
Inbound Marketing 2014, 8th July 2014
John Watton | Director, Digital Marketing EMEA, Adobe | @jwatton

© 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton2

© 2014 Adobe Systems Incorporated. All Rights Reserved. 3
The average consumer is exposed to
marketing messages per day.
Source: Mashable Email Infographic, Nov 2012
@jwatton

© 2014 Adobe Systems Incorporated. All Rights Reserved.
The average social
post has a half-life of
Source: SEOmoz blog, Feb 2013
mins
@jwatton4

© 2014 Adobe Systems Incorporated. All Rights Reserved. 5
In the time it took you to read this sentence,
20 millionemails have been sent.
@jwatton

© 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton6

© 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton7

© 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton8
To be heard you need Automation

© 2014 Adobe Systems Incorporated. All Rights Reserved.
Segmentation is dead
Male
30-40
Male
30-40
Male
30-40
Male
30-40
Male
30-40
Male
30-40
Male
30-40
Female
Homeowner
Female
Homeowner
Female
Homeowner
Female
Homeowner
Female
Homeowner
Female
Homeowner
Female
Homeowner
College
Educated
With kids
College
Educated
With kids
College
Educated
With kids
College
Educated
With kids
College
Educated
With kids
College
Educated
With kids

© 2014 Adobe Systems Incorporated. All Rights Reserved.
To be heard you need Maths
@jwatton11

© 2014 Adobe Systems Incorporated. All Rights Reserved.
Digital = Data
@jwatton12

© 2014 Adobe Systems Incorporated. All Rights Reserved.

© 2014 Adobe Systems Incorporated. All Rights Reserved.
To be heard you need Creativity
@jwatton14

© 2014 Adobe Systems Incorporated. All Rights Reserved.
GREAT marketing is all about CONFIDENCE
15
 To have the confidence to
 Not talk about US
 Be HUMAN
 Pick a HOT issue
 Have a STRONG opinion
 Be CONTROVERSIAL
 Be INDEPENDENT
 Take a RISK
 Have some FUN
@jwatton

© 2014 Adobe Systems Incorporated. All Rights Reserved.
Click Baby Click
@jwatton16

© 2014 Adobe Systems Incorporated. All Rights Reserved.
Post box
@jwatton17

© 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton18

© 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton19

© 2014 Adobe Systems Incorporated. All Rights Reserved.
“The report of my
death was an
exaggeration”
- Mark Twain,
telemarketing, direct
mail, events, email
etc. etc.
@jwatton20

© 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton21

© 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton23

© 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton24

© 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton25
To be heard YOU need to Transform

© 2014 Adobe Systems Incorporated. All Rights Reserved. 26
Art + ScienceThe NEW Marketer
@jwatton

© 2014 Adobe Systems Incorporated. All Rights Reserved.
Curiosity + Change + Risk
= The Perfect Recruit
@jwatton27

© 2014 Adobe Systems Incorporated. All Rights Reserved.
things you can actually do tomorrow
@jwatton28

© 2014 Adobe Systems Incorporated. All Rights Reserved.
buy a piece of wearable tech
@jwatton29

© 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton30

© 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton31

© 2014 Adobe Systems Incorporated. All Rights Reserved.
write a blog
@jwatton32

© 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton34

© 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton35

© 2014 Adobe Systems Incorporated. All Rights Reserved.
Share like hell
@jwatton36

© 2014 Adobe Systems Incorporated. All Rights Reserved.
The Value Exchange
INSPIRE
INFORM
ACCESS
RELATE
FACILITATE
AMPLIFY
SEEK
Source : 1000 heads
@jwatton37

© 2014 Adobe Systems Incorporated. All Rights Reserved.
do the opposite
@jwatton38

© 2014 Adobe Systems Incorporated. All Rights Reserved.
What am I?
48mUK users
21 hrsper week
(+1m in 2013)
@jwatton39

© 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton40

© 2014 Adobe Systems Incorporated. All Rights Reserved.
In digital space no one can hear you scream.
@jwatton41

© 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton42

© 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton43

© 2014 Adobe Systems Incorporated. All Rights Reserved.
Photo acknowledgements
 Slide 2 : http://www.moviedevil.com/images/bd/Q3GkV4xqsB.jpg
 Slide 3 : http://latestfunnypics.blogspot.co.uk/2012/01/kittens-and-puppies.html
 Slide 31 : http://glass-apps.org/google-glass
 Slide 32 : http://www.makeuseof.com/tag/fitbit-flex-vs-jawbone-up-a-comparative-review/
 Slide 38 : http://www.utahpeoplespost.com/2014/05/scientists-create-living-organism-with-alien-
dna/
 Slide 40 : http://www.sky.com/tv/show/alan-partridge/gallery/reasons-to-watch
 Slide 42 : http://www.strong-island.co.uk/2011/06/13/summer-at-the-big-screen-e-t/
@jwatton44

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1. © 2014 Adobe Systems Incorporated. All Rights Reserved. In digital space no one can hear you scream. Inbound Marketing 2014, 8th July 2014 John Watton | Director, Digital Marketing EMEA, Adobe | @jwatton

9. © 2014 Adobe Systems Incorporated. All Rights Reserved. Segmentation is dead Male 30-40 Male 30-40 Male 30-40 Male 30-40 Male 30-40 Male 30-40 Male 30-40 Female Homeowner Female Homeowner Female Homeowner Female Homeowner Female Homeowner Female Homeowner Female Homeowner College Educated With kids College Educated With kids College Educated With kids College Educated With kids College Educated With kids College Educated With kids

15. © 2014 Adobe Systems Incorporated. All Rights Reserved. GREAT marketing is all about CONFIDENCE 15  To have the confidence to  Not talk about US  Be HUMAN  Pick a HOT issue  Have a STRONG opinion  Be CONTROVERSIAL  Be INDEPENDENT  Take a RISK  Have some FUN @jwatton

44. © 2014 Adobe Systems Incorporated. All Rights Reserved. Photo acknowledgements  Slide 2 : http://www.moviedevil.com/images/bd/Q3GkV4xqsB.jpg  Slide 3 : http://latestfunnypics.blogspot.co.uk/2012/01/kittens-and-puppies.html  Slide 31 : http://glass-apps.org/google-glass  Slide 32 : http://www.makeuseof.com/tag/fitbit-flex-vs-jawbone-up-a-comparative-review/  Slide 38 : http://www.utahpeoplespost.com/2014/05/scientists-create-living-organism-with-alien- dna/  Slide 40 : http://www.sky.com/tv/show/alan-partridge/gallery/reasons-to-watch  Slide 42 : http://www.strong-island.co.uk/2011/06/13/summer-at-the-big-screen-e-t/ @jwatton44

In digital space no one can hear you scream

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