reinventing marketing in the age of digital
TRANSCRIPT
© 2013 Adobe Systems Incorporated. All Rights Reserved. © 2013 Adobe Systems Incorporated. All Rights Reserved.
Reinventing Marketing in the Age of DigitalJohn Watton, Director, Digital Marketing EMEA, Adobe. 12th June, 2014
Reality
© 2013 Adobe Systems Incorporated. All Rights Reserved.
Personalizationis the use of data to deliver a relevantand engaging experience to a consumeracross channels and devices
Adobe’s definition of personalization
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10%Conversion rates
14%Lift in RPV
Why this is important
19%Uplift in sales
14%Click-through rates
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton
Noise
The average consumer is exposed to
30,000marketing messages per day.
Source: Mashable Email Infographic, Nov 2012
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Problem: Noise
In the time it took you to read this sentence,
20 millionemails have been sent.
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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
70%
5+
Source: Google & Compete B2B Customer Study,
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton
Face facts
86% of IT buyers use social media in their purchase decision process
Source: IDG Connect Survey 2014
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Face facts
More than 50% of web visitors
will be via mobile by 2015
Source: Adobe/eConsultancy Digital Trends 2014
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton9
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton
Right message
Right time
Right place
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton
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
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton
SalesManager
SalesManager
SalesManager
SalesManager
SalesManager
SalesManager
SalesManager
FinanceDirector
FinanceDirector
FinanceDirector
FinanceDirector
FinanceDirector
FinanceDirector
FinanceDirector
RetailSector
RetailSector
RetailSector
RetailSector
RetailSector
RetailSector
@jwatton
At Scale
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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
Display
SearchSocial
Site
Site
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton14
Model Delivers True Empirical Attribution of Marketing Program Impact on Revenue
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton15
Digital Marketing
Marketing in the digital age