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How Digital Drives Impact, and What it Means for Business
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How Digital Drives Impact, and What it Means for Business

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Brad Rencher, SVP & GM
Omniture Business Unit
Adobe Systems, Inc.

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    How Digital Drives Impact, and What it Means for Business How Digital Drives Impact, and What it Means for Business Presentation Transcript

    • The Business Impact of Digital
      Brad Rencher | SVP and General Manager
      @bradrencher
    • Retail
      Mail
      Then
      Phone
      Newspaper | T.V. | Radio
    • Now
      Call Center
      IM
      SMS
      Gaming
      Web
      In Store
      Kiosks
      Social
      Mobile
      POS
      IPTV
      Search
      T.V.
      Print
      Radio
      Apps
      Tags
      Video
      Local
    • Marketing Goals:
      Increase Social
      # +
    • Bought media, Launched FB, Mobile Discounts
      Marketing Goals:
      Increase Social
      # +
    • Nailed it! 2,000 Followers,
      20,000 Likes
      600 coupons
      Bought media, Launched FB, Mobile Discounts
      Marketing Goals:
      Increase Social
      !
      # +
      Like
    • Nailed it! 2,000 Followers,
      20,000 Likes
      600 coupons
      Bought media, Launched FB, Mobile Discounts
      Marketing Goals:
      Increase Social
      POS couldn’t read the coupon
      !
      # +
      Like
    • Nailed it! 2,000 Followers,
      20,000 Likes
      600 coupons
      Drove further activity on social…not all good
      POS couldn’t read the coupon
      Bought media, Launched FB, Mobile Discounts
      Marketing Goals:
      Increase Social
      !
      # +
      UnLike
      Like
    • DIGITAL MARKETINGSTRATEGY
      DIGITAL BUSINESS STRATEGY
      or
    • Rule #1: If it doesn’t matter to theCEO, it doesn’t matter.
    • “…six times more Twitter followers…”
      Rule #2: You can’t buy friends.
    • Rule #3: Mobile is digital super glue
    • Aqua bar - Happy Hourextendedto 8 pm forStandard Charter customers
      The Denim Zone – Useyour Standard Chartercredit card for 20%off any jeans
      Hi Sushi – fresh Ahi lunch special for Standard Charter customers
    • #Epicpowder @vailresorts today!Skied 100 vertical feet of fresh tracks.
      Ski Vail with me. Click here for a season pass discount.
      @vailresorts: 18 inches of powder this morning. What are you waiting for?
    • Rule #4: Today’s CMO is tomorrow’s CEO
      Rule #4: Today’s CMO is tomorrow’s CEO.
    • @bradrencher