The Reinvention of Digital Marketing with Adobe

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

The reinvention of marketing 24th September 2014 Jamie Brighton | Marketing Cloud Strategy, Adobe | @jamiebrighton

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

The world is changing

Move to Mobile & Tablets

The Internet of Things

Making Everything Digital



NEW MARKETER


“The blindingly obvious is something only visible to customers.”

Mark Mullen, CEO First Direct @ CEX in FSI Event


BRAND “X”

For customers, there is only your brand


But marketers see four screens: TV, computer, tablet, mobile


They see 6 channels: web, social, email, search, display and apps


They see three sources of trust: paid, earned, owned


And no two customer journeys are the same


BRAND “X”

“Inconsistent Experience Undermines Brand Trust”

Create a Connected Communication Plan for the Post-Digital Era – 5 February 2014

For customers, there is only your brand


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

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 13

How can we ease this digital distress?

ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? 14

Be a data guru

Always be testing

Go digital. Everywhere


Be a data guru

$12k-$25k

central

urban

financial services

banking

art+architecture

education

#239857

#00e0c9

F = k ( q1 q2 / r2 )

( sin θ1 )/(sin θ2 ) = v1 /v2 = n2 /n1 = λ1 /λ2

Fb = Vρg = mg

09

001 002 003 004 005 006 007 008 009


Most Confusing Buzzword of the Decade –Global Language Monitor

Big Data


Metrics matter. Know how to instrument the data for business impact.


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


Always Be Testing


Always Be Testing

Test Results Immobilise HiPPOs (Highest Paid Person’s Opinion)


Adobe Digital Index: Conversion Rate

21


Your opinion, while interesting, is irrelevant.

“

” PRAGMATIC MARKETING | TUNED IN


Go digital. Everywhere. (Your customers already have)


Adobe Digital Index: Apps drive majority of usage on mobile devices

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


Adobe Digital Index: UK leads the way in mobile visits

25


Audi


Ancestry.com



MONETIZE

MEASURE

MAKE

MANAGE


Marketing needs reinvention to meet the demands of the new consumer 1

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


Jamie Brighton Strategic Marketing EMEA @jamiebrighton Adobe Digital Index: http://eu.cmo.com/adobe-digital-index.html/