marketing in einer digitalen Ökonomie – digital marketing bei adobe

Andreas.Helios@adobe.com

Marketing in einer digitalen Ökonomie Digital Marketing bei Adobe

§ 70% believe marketers are disconnected from business results

§ 69% believe marketers live too much in their creative and social media bubble

§  “Marketers will have to understand they need to start ‘cutting the rubbish’.”

Source: Fournaise Marketing Group. July 12, 2012

of CEOs Do Not Trust Marketers

Data Driven Marketing

®

Copyright 2012 Adobe Systems Incorporated. All rights reserved.

If we have data, let’s look at data.

If all we have are opinions, let’s go with mine.

(Jim Barksdale, former CEO of Netscape)

97% Site visitors who do not convert

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Speed

Attention Span

Marketers spend $92 to acquire traffic

and only $1 to optimize it.

Source: Digital Index Report Adobe 2012

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Personal Relevant Experience

30+ Channels

Research product online Receive mobile

ad for product

Search online for product

Join Facebook community for product

Research accessories for product

Buy accessories in store

Receive product updates

See TV ad for product

Buy product online

Visit store for help

Visit store to get help with product

View video for newer product

Receive promo for product

Same Story …but different

Delivering relevant content

at the right time through the right channel

and the right device to the right audienc

Make | Manage | Monetize | Measure

Multi-Channel Deployment

Experience Management & Targeting

Creation & Innovation

Optimization Analytics

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science

art

Our Job: Overcome the enterprise information silos….

SEO/SEM

Direct Mail

E-mail

Social

Web

Mobile

Broadcast

Store

Branch

Call Centers

Customer / Account

Display Ads ?

Online Data

SEO/SEM

E-mail

Social

Web

Mobile

Display Ads

Offline Data

Direct Mail

Broadcast

Store

Branch

Call Centers

Customer / Account

….and provide the customers with a personalized experience

1984  

®

Copyright 2012 Adobe Systems Incorporated. All rights reserved.

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http://panopticlick.eff.org/index.php?action=log&js=yes

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®

Copyright 2012 Adobe Systems Incorporated. All rights reserved.

And now for something completely different

ROI in Social Media

®

Copyright 2012 Adobe Systems Incorporated. All rights reserved.

of Adobe’s Marketing Spend is on Digital

“Marketing by the Numbers” @ Adobe

CLOSED/WON BUSINESS.

SALES QUALIFIED

LEADS

SALES ACCEPTED

LEADS

MARKETING QUALIFIED

LEADS

INQUIRIES Purchase Funnel Waterfall Model

Redbull und Adobe Collective Art Projekt

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http://www.youtube.com/watch?feature=player_embedded&v=BRAM8MpqIeA

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17 Mio Views Number of Registrations +26% 12000+ Online Attendees PR Awareness in EMEA and US

What Did YOU Think?

Experience A Experience B

B? A?

Experience A Experience B

Results – Data Optimized

Enter: +12% Learn: 200%

Winner!

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© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

§ 3 million referrals to Adobe.com

§ 13% Revenue Contribution Creative Cloud

§ Reduced Ad Cost by 28%

§ $5,000 revenue from one Twitter follower

Adobe on Adobe: Social ROI

Dashboard View

Linkedin

XING

Facebook

Google +

Blog

Twitter

Forsa Studie – Social Media Einschätzung

“What  gets  measured,  gets  managed.”  Peter  F.  Drucker  

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

“Es  kommt  nicht  darauf  an  wer  wählt  sondern  wer  zählt.”  

   Josef  W.  Stalin  

Deliver the Best Consumer Experience in Real-Time

USER EXPERIENCE USER ACTIONS

§  Clicks on product

§  Clicks on a news story

§  Walks into store

§  Stock hits $50 and triggers an alert

§  Downloads a whitepaper

§  Updates golf scores

.000 .003

1. What do I know about this visitor?

2. What do I predict will make the visitor take the action I want?

§  30% off, Free shipping §  Golf Stories §  Product Recommendation

3. Access & Assemble the Digital assets that match what I predict

4. Deliver those Digital Assets to the visitor in the right channel

The Last Millisecond .001 .002

®

Copyright 2012 Adobe Systems Incorporated. All rights reserved.

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Products are becoming commodities… Experience

is the differentiator.

"The best minds of my generation are thinking about how to make

people click ads."

(Jeff Hammerbacher)

Andreas.Helios@adobe.com

Marketing in einer digitalen Ökonomie Digital Marketing bei Adobe