© 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.

No one cares about your marketing

…as much as you do

@jwatton2

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The average consumer is exposed to

30,000marketing 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

18Source: SEOmoz blog, Feb 2013

mins@jwatton4

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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

Male30-40

Male30-40

Male30-40

Male30-40

Male30-40

Male30-40

Male30-40

FemaleHomeowner

FemaleHomeowner

FemaleHomeowner

FemaleHomeowner

FemaleHomeowner

FemaleHomeowner

FemaleHomeowner

College EducatedWith kids

College EducatedWith kids

College EducatedWith kids

College EducatedWith kids

College EducatedWith kids

College EducatedWith kids

© 2014 Adobe Systems Incorporated. All Rights Reserved.

Behaviour-based marketing

1

By Profile

2

By Preference

3

By Now?

?

@jwatton10

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To be heard you need Maths

@jwatton11

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Digital = Data

@jwatton12

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© 2014 Adobe Systems Incorporated. All Rights Reserved.

To be heard you need Creativity

@jwatton14

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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

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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.

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

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

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To be heard YOU need to Transform

© 2014 Adobe Systems Incorporated. All Rights Reserved. 26

Art + ScienceThe NEW Marketer

@jwatton

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Curiosity + Change + Risk= The Perfect Recruit

@jwatton27

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4things you can actually do tomorrow

@jwatton28

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1buy a piece of wearable tech

@jwatton29

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

© 2014 Adobe Systems Incorporated. All Rights Reserved.

2write a blog

@jwatton32

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

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

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3Share 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.

4do the opposite

@jwatton38

© 2014 Adobe Systems Incorporated. All Rights Reserved.

What am I?

48m

UK users

21 hrs

per 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