the top digital marketing trends for 2013, jamie brighton, product marketing manager, adobe
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Technology for Marketing & Advertising 2013, 26-27 February 2013, Earl's Court 2, LondonTRANSCRIPT
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Digital Marketing Trends for 2013Jamie Brighton | Product Marketing Manager Adobe
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Changing the world Changing the world through digital through digital
experiencesexperiences
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70% believe marketers are disconnectedfrom 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
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700
4
What are we talking about today?
60%
50:50
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2013 is the year of content – creating, optimising and marketing
content
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What do you regard as the most important opportunity in 2013?What do you regard as the most important opportunity in 2013?
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What do you regard as the most important opportunity for 2013?
7
Content marketing: it’s in the realm of ‘marketing without marketing’, building soft power and social gravity for a brand through shared values and interests.
“”
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Capitalising on engagement: increasing conversion from earned
and owned media
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Which three digital-related areas are the top priorities for your organisation in 2013?
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Great content, spread through social channels and consumed anywhere
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Which three digital-related areas are the top priorities for your clients in 2013?
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Investec
CHALLENGE
•Publishing timely market and product information tailored to local markets worldwide•Delivering seamless, consistent brand and user experience•Responding quickly to fast-changing market conditions
BENEFITS•Enabled rapid, localised response to changing market conditions and opportunities•Improved Investec’s ability to project and leverage its brand•Doubles traffic and provided a foundation for an enhanced mobile channel
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Inspired content + informed algorithms – excitement for 2013
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Most exciting digital opportunities
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59% increase in ISA application conversions
4% increase in sales. Increased conversions from new customers by 29%
And overall revenue by 11%
RSA Group Laithwaite’s Barclays
59% increase in ISA application conversions
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CMO and CXO? The role of marketing in customer experience management
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What needs to change in your marketing team in 2013?
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PI-shaped marketers shall inherit the digital earth
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What will change in your marketing approach in 2013?
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T 21
π
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Omnichannel consumers on the march – priorities for a mobile
customer base
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Beyond 2013?
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Dollar Thrifty
Optimized online ad spend
Reduced time on Search keyboard bidding
Targeted Email have a 50% higher open rates
Targeted content is clicked 43% more than randomly served content
Connected online behaviour to real-world interactions in branch
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My predictions for 2013
Predictive
25
NPS
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#MetricsNotMyths
Changing the world Changing the world through digital through digital
experiencesexperiences
![Page 26: The Top Digital Marketing Trends for 2013, Jamie Brighton, Product Marketing Manager, Adobe](https://reader034.vdocuments.net/reader034/viewer/2022051515/5558048bd8b42a200d8b5406/html5/thumbnails/26.jpg)
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Jamie [email protected]: @jamiebrighton
http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-digital-trends-for-2013
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