DIGITAL MARKETING
JOURNEY 2013

Amsterdam | Friday 8th November
Adobe Digital Marketing Journey 2013
Lars Sørensen
Werner te Riet
Mark Zablan
Country manager Netherlands, Adobe
President...
PPT	
  Mark	
  Zablan	
  +	
  Werner	
  te	
  Riet
8	
  SLIDES
Director Digital
Strategy &
Experience

Strateeg

DIRECTOR DIGITAL
ANALYTICS 

CVO

ONLINE
OPERATIONS

MARKETING
MANAGER

...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

6
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

7
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

8
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
LISTEN

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

PREDICT

ASSEMBLE

DELIVER
DIGITAL DISTRESS:

What Keeps Marketers Up at Night?

© Copyright 2013 Adobe Systems Incorporated. All rights reserved.

1...
Social marketing

Mobile sites and apps

Transformation of marketing
Paid media optimisation

Cross-channel experiences
© ...
Transformation of Marketing
Kevin Lindsay
Director of Product Marketing, Adobe Target, Adobe
PPT	
  KEVIN	
  LINDSAY
E-Commerce Europe Trends
Jorij Abrahams
Director Research & Advice, Thuiswinkel.org
PPT	
  JORIJ	
  ABRAHAMS
E-Commerce Europe Trends
Customer testimonial - Analytics
Martin de Boer
Global Online Marketing Manager, Travix
PPT	
  MARTIN	
  DE	
  BOER
COFFEE	
  BREAK
slide	
  not	
  visible
New rules for cross channel marketing
Suresh Vittal
Vice President Strategy Adobe Campaign, Adobe
PPT	
  SURESH	
  VITTAL
New rules for cross channel marketing
Maxime Mezin
Chief Data Scientist, Photobox
PPT	
  MAXIME	
  MEZIN
Digital transformation
Coen Olde Olthof
Senior Vice President Online, KPN

Koos van der Veen,
Ecommerce Director, Aegon

M...
Digital transformation
Martin de Olthof
Coen van der Veen
Koos OldeBoer
Global Online Marketing Manager,
Senior Vice Presi...
Adobe Digital Marketing Journey 2013
12:40

Lunch

13:30

What does marketing in the cloud mean?

14:10

Best practice – T...
Adobe Digital Marketing Journey 2013
14:50

Best practice – Social marketing at enterprise scale
Marc Blinder, Director of...
LUNCH	
  BREAK
slide	
  not	
  visible
What does marketing in the cloud mean?
Jamie Brighton
Strategic Marketing Manager, Adobe
Drive business value from analytics
Gerard Lindeboom
Solution Consulting, Adobe
Deliver an engaging omni-channel experience
Waldo Smeets
Solution Consulting, Adobe
Connecting social to real world results
Marc Blinder
Director of Social Media Strategy, Adobe
Paid media optimisation
Marco Niebuhr
Solution Consulting, Adobe
Best Practice
The seamless customer journey
Joost van Dun
Senior Digital Marketing Expert, Philips
PPT	
  Joost	
  van	
  Dun
Adobe Digital Marketing Journey 2013
14:50

Best practice – Social marketing at enterprise scale
Marc Blinder, Director of...
COFFEE	
  BREAK
slide	
  not	
  visible
PLAY	
  MOVIE	
  
Walk-­‐in	
  instart	
  2	
  commercials
May	
  14	
  +	
  15,	
  2014	
  	
  I	
  London,	
  Excel
	
  
Register	
  now	
  for	
  40%	
  discount	
  by	
  visi6ng...
2014 Trends in Social Media

Marc Blinder
Director of Social Media Strategy, Adobe
I believe that we do not know anything for
certain, but everything probably.
Christiaan Huygens

© 2013 Adobe Systems Inco...
4 Predictions for 2014

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

57
1

Social becomes more like search, search
becoming more social

© 2013 Adobe Systems Incorporated. All Rights Reserved. A...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Natural Language Search:

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

© COPYRIGHT CONTEXT...
Results:

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

61
Made for mobile
Uses natural language processing
Weights results on +1s
© 2013 Adobe Systems Incorporated. All Rights Rese...
eanwhile on Twitter timelines….
TARGETED KEYWORD: “going to Miami”
Marissa Taylor @LifesABeach
YAY! I’m going to Miami for...
Your new Twitter strategy, is your old search
strategy…

1

Conversion Analytics

3
© 2013 Adobe Systems Incorporated. All...
Integrate Search + Social
• Convergence of these two budgets & teams is
coming soon
• Bonus structure should be goals base...
2
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Winning in Social will happen on
Mobile & L...
Populate your meta-data!
Check ins + Likes + Recommendations = Results

© 2013 Adobe Systems Incorporated. All Rights Rese...
Populate your meta-data!
Encourage offline customers to connect on mobile

© 2013 Adobe Systems Incorporated. All Rights R...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

69
3

Social Businesses measure ROI:
Creating & defending revenue

© 2013 Adobe Systems Incorporated. All Rights Reserved. Ad...
You probably already have:
A professional social media team
and a way to measure revenue from
social
© 2013 Adobe Systems ...
You probably don’t have:
A strategy for linking advertising,
marketing and customer experience

© 2013 Adobe Systems Incor...
A few metrics that really matter
•
•
•
•

ARPU: Average Revenue Per User
CLV: Customer Lifetime Value
SAL: £ value for sal...
4
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Social customer service reaches a
tipping p...
The Connected Consumer

THIS IS A PRODUCT PROBLEM

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confident...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The Connected Consumer

THIS IS A BRAND PROBLEM

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidentia...
The Connected Consumer

CLV: £1080 (£30 / Month for 3 years?)
NPS: Very Negative
Brand Impact: five friends at a party, a
...
I CAME THIS CLOSE

The Connected Consumer

< EE Shop

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confid...
If you do social customer
service well, go get budget…
1. Measure your impact on Revenue
2. Measure your impact on NPS
3. ...
1

Social becomes more like search, search
becoming more social

3

2

Winning in Social will happen on
Mobile & Local

So...
Best Practice
Social marketing at enterprise scale
Simon Nicholson
Social Media Manager, Honda Motor Europe
@Sikenic
How does Honda manage many
divisions across borders?

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confid...
Product Division

Cars

Country

Marketing

Power Equipment

Racing

Corporate

Europe

Department

Motorcycles

PR

Custo...
What about the digital journey for
your customers?

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confiden...
Brand Awareness

Product
Knowledge

Active
Consideration

Point of Purchase Product
Experience

Product Knowledge

For any...
Do different countries require
different content strategies?

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adob...
No
1. Content is aligned to progressing the
customer journey
2. Type of content used is the result of
reaction and optimiz...
Does unifying your Data actually
help?

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

89
Customer Journey: Path Optimisation
The clearer picture we have of where an individual is, the better we can
optimise thei...
There are a lot of Platforms out
there, what matters for Honda?

© 2013 Adobe Systems Incorporated. All Rights Reserved. A...
Brand Awareness

Product
Knowledge

Active
Consideration

Point of Purchase Product
Experience

Product Knowledge

© 2013 ...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Digital transformation
Bas Blom
Marketing Solutions Benelux, Facebook

Simon Nicholson
Social Media Manager, Honda Motor E...
Social marketing & Advertising
Nick Morley
Bas Blom
Simon Nicholson
Peeter Verlegh

EMEA Media Manager, HondaFacebook Adob...
Adobe Digital Marketing Journey 2013
What’s next?
May	
  14	
  +	
  15,	
  2014	
  	
  I	
  London,	
  Excel
	
  

97
PLAY	
  MOVIE	
  
Capture	
  of	
  the	
  day
DIGITAL MARKETING
JOURNEY 2013

Amsterdam | Friday 8th November
END

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Mark Zablan
President EMEA, Adobe

Werner te Riet
Country manager Netherlands, Adobe
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  1. 1. DIGITAL MARKETING JOURNEY 2013 Amsterdam | Friday 8th November
  2. 2. Adobe Digital Marketing Journey 2013 Lars Sørensen Werner te Riet Mark Zablan Country manager Netherlands, Adobe President EMEA, Adobe
  3. 3. PPT  Mark  Zablan  +  Werner  te  Riet 8  SLIDES
  4. 4. Director Digital Strategy & Experience Strateeg DIRECTOR DIGITAL ANALYTICS  CVO ONLINE OPERATIONS MARKETING MANAGER Webanalyst HEAD OF DIGITAL © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. CEO DIGITAL CUSTOMER EXPERIENCE 5 DATA ARCHITECT CHIEF MARKETING OFFICER DIGITAL STRATEGIST GLOBAL MARKETING OPERATIONS DIRECTOR OF SOCIAL MEDIA CMST CMC Innovator Mobile Marketing Manager ECOMMERCE MANAGER Targeting Manager Head of Search Engine Marketing
  5. 5. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6
  6. 6. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7
  7. 7. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8
  8. 8. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  9. 9. LISTEN © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. PREDICT ASSEMBLE DELIVER
  10. 10. DIGITAL DISTRESS: What Keeps Marketers Up at Night? © Copyright 2013 Adobe Systems Incorporated. All rights reserved. 11
  11. 11. Social marketing Mobile sites and apps Transformation of marketing Paid media optimisation Cross-channel experiences © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 12
  12. 12. Transformation of Marketing
  13. 13. Kevin Lindsay Director of Product Marketing, Adobe Target, Adobe
  14. 14. PPT  KEVIN  LINDSAY
  15. 15. E-Commerce Europe Trends Jorij Abrahams Director Research & Advice, Thuiswinkel.org
  16. 16. PPT  JORIJ  ABRAHAMS
  17. 17. E-Commerce Europe Trends
  18. 18. Customer testimonial - Analytics Martin de Boer Global Online Marketing Manager, Travix
  19. 19. PPT  MARTIN  DE  BOER
  20. 20. COFFEE  BREAK slide  not  visible
  21. 21. New rules for cross channel marketing Suresh Vittal Vice President Strategy Adobe Campaign, Adobe
  22. 22. PPT  SURESH  VITTAL
  23. 23. New rules for cross channel marketing Maxime Mezin Chief Data Scientist, Photobox
  24. 24. PPT  MAXIME  MEZIN
  25. 25. Digital transformation Coen Olde Olthof Senior Vice President Online, KPN Koos van der Veen, Ecommerce Director, Aegon Martin de Boer Global Online Marketing Manager, Travix
  26. 26. Digital transformation Martin de Olthof Coen van der Veen Koos OldeBoer Global Online Marketing Manager, Senior Vice President Aegon KPN Travix Ecommerce Director, Online,
  27. 27. Adobe Digital Marketing Journey 2013 12:40 Lunch 13:30 What does marketing in the cloud mean? 14:10 Best practice – The seamless customer journey Joost van Dun, Senior Digital Marketing Expert, Philips Coffee break
  28. 28. Adobe Digital Marketing Journey 2013 14:50 Best practice – Social marketing at enterprise scale Marc Blinder, Director of Social Media Strategy, Adobe Simon Nicholson, Social Media Manager, Honda Motor Europe 15:25 Social marketing & Advertising – panel discussion Bas Blom, Marketing Solutions Benelux, Facebook Peeter Verlegh, Associate Professor University of Amsterdam & Director SWOCC Simon Nicholson, Social Media Manager, Honda Motor Europe Nick Morley, EMEA Director Social & Media Optimizer, Adobe 15:55 What's next? 16:00 Networking reception
  29. 29. LUNCH  BREAK slide  not  visible
  30. 30. What does marketing in the cloud mean? Jamie Brighton Strategic Marketing Manager, Adobe
  31. 31. Drive business value from analytics Gerard Lindeboom Solution Consulting, Adobe
  32. 32. Deliver an engaging omni-channel experience Waldo Smeets Solution Consulting, Adobe
  33. 33. Connecting social to real world results Marc Blinder Director of Social Media Strategy, Adobe
  34. 34. Paid media optimisation Marco Niebuhr Solution Consulting, Adobe
  35. 35. Best Practice The seamless customer journey Joost van Dun Senior Digital Marketing Expert, Philips
  36. 36. PPT  Joost  van  Dun
  37. 37. Adobe Digital Marketing Journey 2013 14:50 Best practice – Social marketing at enterprise scale Marc Blinder, Director of Social Media Strategy, Adobe Simon Nicholson, Social Media Manager, Honda Motor Europe 15:25 Social marketing & Advertising – panel discussion Bas Blom, Marketing Solutions Benelux, Facebook Peeter Verlegh, Associate Professor University of Amsterdam & Director SWOCC Simon Nicholson, Social Media Manager, Honda Motor Europe Nick Morley, EMEA Director Social & Media Optimizer, Adobe 15:55 What's next? 16:00 Networking reception
  38. 38. COFFEE  BREAK slide  not  visible
  39. 39. PLAY  MOVIE   Walk-­‐in  instart  2  commercials
  40. 40. May  14  +  15,  2014    I  London,  Excel   Register  now  for  40%  discount  by  visi6ng h8p://summit.registra6on.adobe.com  and   use  the  promo6on  code  JOURNEY 54
  41. 41. 2014 Trends in Social Media Marc Blinder Director of Social Media Strategy, Adobe
  42. 42. I believe that we do not know anything for certain, but everything probably. Christiaan Huygens © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 56
  43. 43. 4 Predictions for 2014 © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 57
  44. 44. 1 Social becomes more like search, search becoming more social © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 58
  45. 45. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  46. 46. Natural Language Search: © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © COPYRIGHT CONTEXT OPTIONAL
  47. 47. Results: © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 61
  48. 48. Made for mobile Uses natural language processing Weights results on +1s © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  49. 49. eanwhile on Twitter timelines…. TARGETED KEYWORD: “going to Miami” Marissa Taylor @LifesABeach YAY! I’m going to Miami for a hen party in May! Can’t wait to strut down Collins Ave :-) Aaron Jensen @AJJ Emma is 4 years old now so I think she’s ready for her 1st trip to Disney World. Going to Miami after that for a little sun. 63 MARKETING MOMENT ALWAYS ON © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  50. 50. Your new Twitter strategy, is your old search strategy… 1 Conversion Analytics 3 © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2 Keyword Strategy Creative Development 4 64 Bid Optimization
  51. 51. Integrate Search + Social • Convergence of these two budgets & teams is coming soon • Bonus structure should be goals based instead of channel based • Attribution analysis & media mix modeling are key © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 65
  52. 52. 2 © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Winning in Social will happen on Mobile & Local 66
  53. 53. Populate your meta-data! Check ins + Likes + Recommendations = Results © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 67
  54. 54. Populate your meta-data! Encourage offline customers to connect on mobile © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 68
  55. 55. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 69
  56. 56. 3 Social Businesses measure ROI: Creating & defending revenue © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 70
  57. 57. You probably already have: A professional social media team and a way to measure revenue from social © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 71
  58. 58. You probably don’t have: A strategy for linking advertising, marketing and customer experience © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 72
  59. 59. A few metrics that really matter • • • • ARPU: Average Revenue Per User CLV: Customer Lifetime Value SAL: £ value for sales accepted lead Social NPS: Impact on net promoter score © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 73
  60. 60. 4 © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Social customer service reaches a tipping point 74
  61. 61. The Connected Consumer THIS IS A PRODUCT PROBLEM © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  62. 62. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  63. 63. The Connected Consumer THIS IS A BRAND PROBLEM © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  64. 64. The Connected Consumer CLV: £1080 (£30 / Month for 3 years?) NPS: Very Negative Brand Impact: five friends at a party, a few hundred people on Twitter & now this speech © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  65. 65. I CAME THIS CLOSE The Connected Consumer < EE Shop © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  66. 66. If you do social customer service well, go get budget… 1. Measure your impact on Revenue 2. Measure your impact on NPS 3. Count your leads 4. Surface success stories tied to CLV © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  67. 67. 1 Social becomes more like search, search becoming more social 3 2 Winning in Social will happen on Mobile & Local Social Businesses measure ROI: Creating & defending revenue © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4 Social customer service reaches a tipping point 81
  68. 68. Best Practice Social marketing at enterprise scale Simon Nicholson Social Media Manager, Honda Motor Europe @Sikenic
  69. 69. How does Honda manage many divisions across borders? © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 83
  70. 70. Product Division Cars Country Marketing Power Equipment Racing Corporate Europe Department Motorcycles PR Customer Product Planning Borders are not just geographical Opening communication up across the company for an integrated customer journey focus. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 84
  71. 71. What about the digital journey for your customers? © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 85
  72. 72. Brand Awareness Product Knowledge Active Consideration Point of Purchase Product Experience Product Knowledge For any given point on the customer journey we want to move them forward The journey as an integrated offline – online experience © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 86
  73. 73. Do different countries require different content strategies? © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 87
  74. 74. No 1. Content is aligned to progressing the customer journey 2. Type of content used is the result of reaction and optimization. Strategies are the same, resulting content is different. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  75. 75. Does unifying your Data actually help? © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 89
  76. 76. Customer Journey: Path Optimisation The clearer picture we have of where an individual is, the better we can optimise their path. Communication Point Tracked user data limited ? Known data ? Known data Brand Content Brand Content Maximise continuation Content Product Minimise drop off More data leads to more targeted communication © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. No product interest, continue brand level messaging 90 Product interest, develop product knowledge to lead to consideration.
  77. 77. There are a lot of Platforms out there, what matters for Honda? © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 91
  78. 78. Brand Awareness Product Knowledge Active Consideration Point of Purchase Product Experience Product Knowledge © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 92
  79. 79. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  80. 80. Digital transformation Bas Blom Marketing Solutions Benelux, Facebook Simon Nicholson Social Media Manager, Honda Motor Europe Peeter Verlegh Associate Professor University of Amsterdam & Director SWOCC Nick Morley EMEA Director Social & Media Optimizer, Adobe
  81. 81. Social marketing & Advertising Nick Morley Bas Blom Simon Nicholson Peeter Verlegh EMEA Media Manager, HondaFacebook Adobe Marketing Professor University Motor Europe & Director SWOCC Social Director Social & Media Optimizer, Associate Solutions Benelux, of Amsterdam
  82. 82. Adobe Digital Marketing Journey 2013 What’s next?
  83. 83. May  14  +  15,  2014    I  London,  Excel   97
  84. 84. PLAY  MOVIE   Capture  of  the  day
  85. 85. DIGITAL MARKETING JOURNEY 2013 Amsterdam | Friday 8th November
  86. 86. END slide  not  visible
  87. 87. Mark Zablan President EMEA, Adobe Werner te Riet Country manager Netherlands, Adobe
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