on the edge reading - adobe - jamie brighton
DESCRIPTION
Topic: The reinvention of Marketing * How to understand, measure and optimise Big Data * Analysing the audience: How they are using current trends in digital marketing and solutions and what you should be doing * Comparing and Competing: How to use “Digital Index Reports” to benchmark sectors and companies for awesome results!TRANSCRIPT
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© 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
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The world is changing
Move to Mobile & Tablets
The Internet of Things
Making Everything Digital
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
NEW MARKETER
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
“The blindingly obvious is something only visible to customers.”
Mark Mullen, CEO First Direct @ CEX in FSI Event
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
BRAND “X”
For customers, there is only your brand
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
But marketers see four screens: TV, computer, tablet, mobile
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
They see 6 channels: web, social, email, search, display and apps
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
They see three sources of trust: paid, earned, owned
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
And no two customer journeys are the same
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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
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© 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
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 13
How can we ease this digital distress?
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ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? 14
Be a data guru
Always be testing
Go digital. Everywhere
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 15
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
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Most Confusing Buzzword of the Decade –Global Language Monitor
Big Data
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17
Metrics matter. Know how to instrument the data for business impact.
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© 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
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Always Be Testing
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Always Be Testing
Test Results Immobilise HiPPOs (Highest Paid Person’s Opinion)
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Adobe Digital Index: Conversion Rate
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Your opinion, while interesting, is irrelevant.
“
” PRAGMATIC MARKETING | TUNED IN
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Go digital. Everywhere. (Your customers already have)
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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
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Adobe Digital Index: UK leads the way in mobile visits
25
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Audi
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Ancestry.com
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 29
MONETIZE
MEASURE
MAKE
MANAGE
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Jamie Brighton Strategic Marketing EMEA @jamiebrighton Adobe Digital Index: http://eu.cmo.com/adobe-digital-index.html/