4A’s Transformation 2013 - March 11 - Adobe - Ann Lewnes

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Opines on the Myths and Realities of Digital Marketing

Ann Lewnes, CMO of Adobe

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4A’s Transformation 2013 - March 11 - Adobe - Ann Lewnes

  1. 1. Digital Or Die Ann Lewnes | CMO, Adobe | @alewnes© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  2. 2. $1.25 Trillion Dollars Spent Online in 2013 Online Video Views are Up Across all Devices $2 Billion in Cyber The Opportunity Monday Sales ~4 Zettabytes of Data Created & Shared in 2013 Marketing Spend Growing Faster than IT Spend, Will Eclipse it by 2017 says Gartner© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  3. 3. 68% of People Find Online 66% of People Say TV Advertising Annoying Commercials are More Effective than Online Advertising The Missed Opportunity Marketers Spending Less Than Social Media Being Undervalued by Up to 25% of Budgets on Digital 94%© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  4. 4. 74% of Adobe‟s Marketing Spend is on Digital© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4
  5. 5. DIGITAL OR DIE© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  6. 6. We Still Need Your Data is Creative Ideas Killing Creativity© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  7. 7. Art + Science© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7
  8. 8. An Insight Spurs a Concept of CEOs Do Not Trust Marketers  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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  9. 9. An Insight Spurs a Concept of CEOs Do Not Trust Marketers  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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  10. 10. An Attention Grabber© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  11. 11. We Still Use Digital Need Your To Surround Data is Creative Ideas Your Target Killing Creativity© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  12. 12. Anatomy of a Campaign in 2013 Website Print Ads Social Media Video The Concept Display & Native Ads© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  13. 13. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 13
  14. 14. Super Bowl Ads Drive 20% Bump to Web Traffic© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14
  15. 15. It‟s All About the Video Six videos drove 60 million+ impressions Video had 4x the CTR of other media Video accounted for just 10% of impressions but drove 50% of site visits© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  16. 16. We‟re Here! Now What? Bounce rates a big Traffic exceeding concern. Product expectations. info too hard to Persona-based find. content driving strong conversion. Video & case study content sees high CTR.© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 16
  17. 17. Transparency Pays Off Case Study Visitors Tied to Higher Revenue; ~$49 Per Visit© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17
  18. 18. We Still Use Digital Love Math Need Your To Surround Like You Creative Ideas Your Target Love Creativity© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  19. 19. Have you heard about this “Big Data” thing? Big Data May Ensure Big Data Rewrites the Sustainable Sushi CMO‟s Role IBM Introduces New Mainframe Computers Big Data and its for Age of „Big Data‟ Big Problems Big Data Can Make a Big Difference in Marketing How Facebook is Handling All That The Year Big Data of Big Data© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 19
  20. 20. Big Data for Marketers© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  21. 21. Big Data for Marketers PRE-LAUNCH DURING LAUNCH POST LAUNCH Optimize Budget Track Progress & Fine Tune Analyze & Mix Approach Results Revenue Point of Diminishing MARKETING BUDGET Returns Profit Contribution 0% 20% 40% 60% 80% 100% 120% 140% 160% % of % of % of % of % of % of Budget Budget Budget Budget Budget Budget Spend Spend Spend Spend Spend Spend Video Display Offline Search Email Social Media Advertising Advertising© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  22. 22. Big Data for Marketers PRE-LAUNCH DURING LAUNCH POST LAUNCH Optimize Budget Track Progress & Fine Tune Analyze & Mix Approach Results© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  23. 23. Big Data for Marketers PRE-LAUNCH DURING LAUNCH POST LAUNCH Optimize Budget Track Progress & Fine Tune Analyze & Mix Approach Results© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  24. 24. Be The Catalyst for Your Clients© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  25. 25. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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