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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  • 1. The Business Impact of Digital
    Brad Rencher | SVP and General Manager
    @bradrencher
  • 2. Retail
    Mail
    Then
    Phone
    Newspaper | T.V. | Radio
  • 3. Now
    Call Center
    IM
    SMS
    Gaming
    Web
    In Store
    Kiosks
    Social
    Mobile
    POS
    IPTV
    Search
    T.V.
    Print
    Radio
    Apps
    Tags
    Video
    Local
  • 4. Marketing Goals:
    Increase Social
    # +
  • 5. Bought media, Launched FB, Mobile Discounts
    Marketing Goals:
    Increase Social
    # +
  • 6. Nailed it! 2,000 Followers,
    20,000 Likes
    600 coupons
    Bought media, Launched FB, Mobile Discounts
    Marketing Goals:
    Increase Social
    !
    # +
    Like
  • 7. 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
  • 8. 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
  • 9. DIGITAL MARKETINGSTRATEGY
    DIGITAL BUSINESS STRATEGY
    or
  • 10. Rule #1: If it doesn’t matter to theCEO, it doesn’t matter.
  • 11. “…six times more Twitter followers…”
    Rule #2: You can’t buy friends.
  • 12.
  • 13.
  • 14. Rule #3: Mobile is digital super glue
  • 15. 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
  • 16. #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?
  • 17. Rule #4: Today’s CMO is tomorrow’s CEO
    Rule #4: Today’s CMO is tomorrow’s CEO.
  • 18. @bradrencher