The Business Impact of Digital<br />Brad Rencher  |  SVP and General Manager<br />@bradrencher<br />
Retail<br />Mail<br />Then<br />Phone<br />Newspaper  |  T.V.  |  Radio<br />
Now<br />Call Center<br />IM<br />SMS<br />Gaming<br />Web<br />In Store<br />Kiosks<br />Social<br />Mobile<br />POS<br /...
Marketing Goals:<br />Increase Social<br /># +<br />
Bought media, Launched FB, Mobile Discounts<br />Marketing Goals:<br />Increase Social<br /># +<br />
Nailed it! 2,000 Followers,<br />20,000 Likes<br />600 coupons<br />Bought media, Launched FB, Mobile Discounts<br />Marke...
Nailed it! 2,000 Followers,<br />20,000 Likes<br />600 coupons<br />Bought media, Launched FB, Mobile Discounts<br />Marke...
Nailed it! 2,000 Followers,<br />20,000 Likes<br />600 coupons<br />Drove further activity on social…not all good<br />POS...
DIGITAL MARKETINGSTRATEGY<br />DIGITAL BUSINESS STRATEGY<br />or<br />
Rule #1: If it doesn’t matter to theCEO, it doesn’t matter.<br />
“…six times more Twitter followers…” <br />Rule #2: You can’t buy friends.<br />
Rule #3: Mobile is digital super glue<br />
Aqua bar - Happy Hourextendedto 8 pm forStandard Charter customers <br />The Denim Zone – Useyour Standard Chartercredit c...
#Epicpowder @vailresorts today!Skied 100 vertical feet of fresh tracks.<br />Ski Vail with me. Click here for a season pas...
Rule #4: Today’s CMO is tomorrow’s CEO<br />Rule #4: Today’s CMO is tomorrow’s CEO.<br />
@bradrencher<br />
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.

Published in: Technology, Business
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How Digital Drives Impact, and What it Means for Business

  1. 1. The Business Impact of Digital<br />Brad Rencher | SVP and General Manager<br />@bradrencher<br />
  2. 2. Retail<br />Mail<br />Then<br />Phone<br />Newspaper | T.V. | Radio<br />
  3. 3. Now<br />Call Center<br />IM<br />SMS<br />Gaming<br />Web<br />In Store<br />Kiosks<br />Social<br />Mobile<br />POS<br />IPTV<br />Search<br />T.V.<br />Print<br />Radio<br />Apps<br />Tags<br />Video<br />Local<br />
  4. 4. Marketing Goals:<br />Increase Social<br /># +<br />
  5. 5. Bought media, Launched FB, Mobile Discounts<br />Marketing Goals:<br />Increase Social<br /># +<br />
  6. 6. Nailed it! 2,000 Followers,<br />20,000 Likes<br />600 coupons<br />Bought media, Launched FB, Mobile Discounts<br />Marketing Goals:<br />Increase Social<br />!<br /># +<br />Like<br />
  7. 7. Nailed it! 2,000 Followers,<br />20,000 Likes<br />600 coupons<br />Bought media, Launched FB, Mobile Discounts<br />Marketing Goals:<br />Increase Social<br />POS couldn’t read the coupon<br />!<br /># +<br />Like<br />
  8. 8. Nailed it! 2,000 Followers,<br />20,000 Likes<br />600 coupons<br />Drove further activity on social…not all good<br />POS couldn’t read the coupon<br />Bought media, Launched FB, Mobile Discounts<br />Marketing Goals:<br />Increase Social<br />!<br /># +<br />UnLike<br />Like<br />
  9. 9. DIGITAL MARKETINGSTRATEGY<br />DIGITAL BUSINESS STRATEGY<br />or<br />
  10. 10. Rule #1: If it doesn’t matter to theCEO, it doesn’t matter.<br />
  11. 11. “…six times more Twitter followers…” <br />Rule #2: You can’t buy friends.<br />
  12. 12.
  13. 13.
  14. 14. Rule #3: Mobile is digital super glue<br />
  15. 15. Aqua bar - Happy Hourextendedto 8 pm forStandard Charter customers <br />The Denim Zone – Useyour Standard Chartercredit card for 20%off any jeans<br />Hi Sushi – fresh Ahi lunch special for Standard Charter customers<br />
  16. 16. #Epicpowder @vailresorts today!Skied 100 vertical feet of fresh tracks.<br />Ski Vail with me. Click here for a season pass discount.<br />@vailresorts: 18 inches of powder this morning. What are you waiting for?<br />
  17. 17. Rule #4: Today’s CMO is tomorrow’s CEO<br />Rule #4: Today’s CMO is tomorrow’s CEO.<br />
  18. 18. @bradrencher<br />
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