Mais conteúdo relacionado Semelhante a The Reinvention of Digital Marketing with Adobe (20) Mais de Edge Global Media Group (20) The Reinvention of Digital Marketing with Adobe1. The reinvention of marketing
24th September 2014
Jamie Brighton | Marketing Cloud Strategy, Adobe | @jamiebrighton
© 22001144 AAddoobbee SSyysstteemmss I nInccoorprpoorartaetde.d .A All lRl iRghigths tRse Rseersveervde. dA. d Aodbeo bCeo Cnfiodnefindteianl.t ial.
2. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The world is changing
Move to
Mobile & Tablets
The Internet
of Things
Making
Everything Digital
3. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
4. NEW
MARKETER
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
5. “The blindingly obvious is something
only visible to customers.”
Mark Mullen, CEO First Direct
@ CEX in FSI Event
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
6. For customers, there is only your brand
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
BRAND
“X”
7. But marketers see four screens: TV, computer, tablet, mobile
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
8. They see 6 channels: web, social, email, search, display and apps
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
9. They see three sources of trust: paid, earned, owned
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
10. And no two customer journeys are the same
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
11. For customers, there is only your brand
BRAND
“Inconsistent Experience Undermines Brand Trust”
Create a Connected “Communication X” Plan for the Post-Digital Era – 5 February 2014
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
12. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
76% Say marketing has changed more
in the last 2 years than the past
50
66% Marketers who think companies won’t
succeed unless they have a digital
approach
48%
of Digital Marketers who feel ‘highly
proficient’ in digital marketing
DIGITAL DISTRESS
13. How can we ease this digital distress?
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 13
14. ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night?
14
Be a data guru
Always be testing
Go digital. Everywhere
15. Be a data guru
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 15
art+architecture
$12k-$25k
central
urban
financial services
banking
education
#239857
#00e0c9
F = k ( q1 q2 / r2 )
( sin θ1 )/(sin θ2 ) = v1 /v2 = n2 /n1 = λ1 /λ2
09
Fb = Vρg = mg
001 002 003
004 005 006
007 008 009
16. Big Data
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Most Confusing Buzzword of the Decade
–Global Language Monitor
17. Metrics matter.
Know how to instrument the data for business impact.
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17
18. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Each travel segment (Airline, Online Travel Agency, Car Rental and
Hotel) is up year-over-year in bookings
Spending online on
travel this Summer will
be up 15% from last
year
19. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 19
Always Be Testing
20. Always Be Testing
Test Results Immobilise HiPPOs
(Highest Paid Person’s Opinion)
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 20
21. Adobe Digital Index: Conversion Rate
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
21
22. Your opinion,
while interesting,
is irrelevant.
“
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 22
”
PRAGMATIC MARKETING | TUNED IN
23. Go digital. Everywhere. (Your customers already have)
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 23
24. Adobe Digital Index: Apps drive majority of usage on mobile devices
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Source: Adobe Digital Index 2013
Tablets: Time spent per app session is
4X longer than web
Smartphones: Time spent per app session is
2.5X longer than web
25. Adobe Digital Index: UK leads the way in mobile visits
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
25
26. Audi
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
28. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
29. © 202194 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
MONETIZE
MEASURE
MAKE
MANAGE
30. Marketing needs reinvention to meet the demands of
the new consumer 1
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Understanding digital trends means you can
stay ahead of your customers 2
Using digital marketing technology can provide
competitive differentiation and help you become
the best of the best 3
31. Jamie Brighton
Strategic Marketing EMEA
@jamiebrighton
Adobe Digital Index: http://eu.cmo.com/adobe-digital-index.html/
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.