John watton adobe - deck

Reinventing Marketing in the Age of DigitalJohn Watton, Director, Digital Marketing EMEA, Adobe. 12th June, 2014

Personalizationis the use of data to deliver a relevantand engaging experience to a consumeracross channels and devices

Adobe’s definition of personalization

10%Conversion rates

14%Lift in RPV

Why this is important

19%Uplift in sales

14%Click-through rates

The average consumer is exposed to

30,000marketing messages per day.

Source: Mashable Email Infographic, Nov 2012

In the time it took you to read this sentence,

20 millionemails have been sent.

2014’s Buyer has more CHOICE & CONTROL, more points of contact

4The number of online sources the average B2B customer uses when shopping for a business purchase

The average number of searches performed by the average B2B converter

of purchase cycle in B2B is completed before getting in touch with a vendor

Source: Google & Compete B2B Customer Study,

Face facts

86% of IT buyers use social media in their purchase decision process

Source: IDG Connect Survey 2014

Face facts

More than 50% of web visitors

will be via mobile by 2015

Source: Adobe/eConsultancy Digital Trends 2014

Right message

Right time

Right place

The need to get personal

B R O A D C A S T T A R G E T I N G S E G M E N T I N G P E R S O N A L I S I N G

relevant

SalesManager

FinanceDirector

RetailSector

@jwatton

At Scale

Unified Media ExperienceAdobe Marketing Personalization “Vision”

Same message or sequential messaging no matter where the user sees Adobe

Single Audience Definition across all Marketing Channels

Conversion

Mobile

Event Marketing

Display

SearchSocial

Empirical Attribution of Marketing Program Impact on Revenue

Digital Marketing

Marketing in the digital age

John watton adobe - deck

Marketing

Jane Collings and Pete Watton Learning Skills Session 2

Jane Collings and Pete Watton Introduction and module overview

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