20130712 Opening Keynote Adobe Andreas Helios
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20130712 Opening Keynote Adobe Andreas Helios

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Andreas Helios von Adobe Systems eröffnete mit seiner Keynote zum Thema „Die Transformation des Marketings“ den zweiten Tag des Werbeplanung.at-Summit 2013. ...

Andreas Helios von Adobe Systems eröffnete mit seiner Keynote zum Thema „Die Transformation des Marketings“ den zweiten Tag des Werbeplanung.at-Summit 2013.

Das Marketing hat oft den Bezug zum realen Leben verloren. Wir müssen auf die Wirkung und das Ergebnis zurückkommen, dann treffen wir wieder den Nerv der Entscheider“, sagt Andreas Helios, Marketingleiter Zentraleuropa von Adobe Systems, in seiner Keynote am zweiten Tag des Werbeplanung.at-Summit 2013.

Das digitale Marketing erlaube zwar eine starke Individualisierung und Messbarkeit, dennoch „sind die Kunden immer noch dazu gezwungen, Inhalte zu konsumieren, die nicht für sie zugeschnitten sind“, kritisiert er. Die User seien durch die Informationsüberflutung mit einer sehr schmalen Aufmerksamkeitsspanne ausgestattet. Die Konsequenz daraus – Helios zitiert dabei den Digital Index Report von Adobe aus dem Jahr 2012 – dass 97 Prozent der Seitenbesucher nicht konvertieren.

„Viele Unternehmen sind zufrieden damit, Traffic zu haben und vergessen aber, zu optimieren und den nächsten Schritt zur Conversion zu machen.“ Der Nachholbedarf in diesem Bereich sei „dramatisch“, sagt Helios. „Zwischen dem Markenversprechen des klassischen Marketings und die Realität bei der Transaktion klafft eine riesige Kluft.“

Big Data clever aufbereiten

Das Buzzwort „Big Data“ ist für Helios kein neues Thema, „wenn man vor zehn Jahren auf SAP-Konferenzen war, wurde bereits über die Bewältigung große Datenmengen gesprochen.“ Er plädiert darauf, Big Data nicht als Problem zu sehen, solange man es schaffe, Daten mit Erklärungsgewinn darzustellen. Über das „Urgestein“ von Big Data, die Wetterkarte, gäbe es ja auch keine negativen Stimmen. „Ziel ist es, die Informationstöpfe zusammenzuführen - nicht mit dem Ziel, die Person auszukundschaften -, sondern Personen mit den für sie relevanten Informationen zu versorgen.“

Helios plädiert dafür, in der gesamten Diskussion das Vertrauen in das Sammeln von Daten zu erhöhen: „Transparenz und Klarheit sind die wichtigsten Punkte. Sorgen Sie dafür, dass Ihre Kunden wissen, was Sie sammeln und wo sie dem widersprechen können.“ Seine abschließende Botschaft an die Marketingverantwortlichen: „Seien Sie relevant, testen Sie, messen Sie und machen Sie sich Gedanken über die Konversion.“

http://werbeplanung.at/news/summit/2013/07/zweite-keynote-am-werbeplanung-at-summit-2013

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  • Thank you BradTo highlight the digital marketing controls that Brad was talking about, I want to take you behind the scenes of Adobe’s recent Creative Suite 6 launch to show you some of the secret processes and metrics that we don’t normally share publically. This real-world case study is exciting because not only did it use great examples of Digital Marketing strategy, but it also delivered more than 10 times Return on Investment.
  • This perspective makes our jobs much more challenging, because everybody has input, and everybody thinks they could do it better than you are…Another way to look at this presentation, “5 ways to re-establish yourself as the marketing expert.”
  • So what are we doing about it?
  • But, the misperceptions are still out there. So today, I want to do some myth-busting.
  • A recent CEO study found they doubt the impact of marketing. We’re not connected to business results… we live in a creative and social media “bubble” I’m sure you’ve heard it all before … This a long-standing perception. [[AFTER A CLICK]]I’m here today to tell you this is NONSENSE.
  • One of the most common opinions is that Marketing is that we’re all talk and no rigor. Of course, everyone in this room knows… CLICK
  • Adobe is living proof that this isn’t true. We made an extreme right-hand turn to digital years ago Today Adobe spends 74% of our marketing $ on digital Why digital? Enables huge creativity Stronger connection & insights about our customers Easier to get in market & iterate More efficient; able to measure MROI
  • First myth. Social Media Is Worthless. “Social media is nothing more than empty chatter, meaningless “likes”, and imaginary “friends”
  • Apparently, a lot of marketers have bought in to this myth too A survey by Collective showed that while marketers plan to spend more on Social, even they are unsure it really works They should know better. I can prove it. I’d like to share some example of how we’re creating engaging social experiences at Adobe and, more importantly, how we’re measuring their impact
  • Here’s an example from Japan. As part of our CCM launch, we did a very novel thing on our Japanese Facebook fan page. Viewers watched launch event stream on FB and could hit interactive “Wow” button when they liked the new features shown during the launch event. You can see which features got more “Wow” by the size of the balloon. The balloon gets bigger as the wow button is hit. Acquired more than 6Knew fans and over 10K uniqueviewers during the live stream of the launch event This is great as it tells us which products/features are most popular and we can market those more.
  • Here’s another example from Australia. Adobe partnered with Quicksilver for a “Design Our Line” competitionFacebook fans were invited to design their own shirt – the winning design to be included in Quicksilver’s 2013 summer line 260+ entries and close to 6,000 new fans Grew our ANZ social community by +60% percent Embodies what Adobe is all about: blending creativity with creative marketing
  • Social is also creating a new balance of power over who truly owns a brand.A strong brand has a strong, active community. I want to show you a video that really demonstrates this.[[Fotoshop by Adobe’ Video]] 3.7 MILLION VIEWS TO DATE This is great and we didn’t have to do a thing. These are all examples of very engaging social media programs. But, people want to be able to measure more than views, fans and followers.
  • Enter Adobe Social. Adobe Social links social activities and campaigns to real business results like revenue and conversion. “Only company that can correlate marketing spend to marketing ROI.”
  • We piloted AdobeSocial during the our recent Creative Cloud/CS6 Launch. Let’s just say we did a lot more than count likes… Social was an incredible driver of traffic… more than 3M visits to Adobe.com during the first 2 days of launch Customers “referred” to CCM/CS6 via social spend twice as much per order than all other customers Social had an impact on 13% of all new Creative Cloud subscriptions Last one – get this – in the first 3 days after launch Social outperformed Paid Search in total revenue generated[[AFTER CLICK]] Consider this one busted. Social media CAN be measured
  • OK, on to Myth #2. Along with Social, this might be THE hot topic for Marketers. Big Data And the myth goes something like this: Big Data Is A Big Pain “There’s too much data, we don’t know where to start.” “Data is the domain of Finance and IT, it’s not ours.” Not true
  • Big Data is THE big story right now… it’s overwhelming if not a little bit out of control And if you read the coverage, you’ll come away with the impression that Big Data has something for everyone… the CMO, the CIO, the head of sales And everything. You’ll see there was even a recent article about how Big Data was going to lead to more sustainable sushi So let me be clear…
  • The Big Data I’m talking about today is specifically for Marketers How can we harness big data to be more efficient, reach more customers in more impactful ways, more accurately measure marketing results and more confidently bolt marketing to the bottom line
  • Like most companies, the centerpiece of our marketing efforts is our website. One of world’s largest sites—with 420M+ TOTALvisits per month. We collect and process tons of Big Data every day.Constantly testing and iterating… Serving up different home page “recipes” through A/B and MVT… different and more compelling visuals, customized content, product recommendations and more. Here’s some of what we’ve learned: Page personalization and product recommendations can drive up to 23% more revenue per visitor In some cases, we’ve seen a 50% jump in click-through-rate on pages with more engaging visuals Even shortening the marquee and adding more content “above the fold” can drive16% more revenue per visitorWe’re usingBig Data to our advantage, improving our ability to “personalize” marketing, making marketing more efficient and driving revenue
  • It starts with the website but it goes far beyond that; to virtual events, social media, digital advertising. These are all opportunities for marketers to reach new customers and “weaponize” their data It’s given us unprecedented insight into how we’re doing. Just some examples: Progress against our goals Site to order conversion Attribute revenue to a given channel: search, display, email, social… Attribute revenue by geo and customer profile One shared view of marketing and business results. It really is marketing nirvana
  • Last Myth. Data Is Killing Creativity. I’ve spent the last few minutes geeking you all out on marketing data. Hopefully, I’ve made the case for it. But where does creativity fit in?
  • As data rises in importance, this myth grows If data is marketing’s new secret weapon, what separates the marketing department from the accounting department at this stage?
  • Creativity is something we hold dear at Adobe. It’s key to our DNA. We just did a study in US, UK and Japan among consumers. The findings are a bit disturbing. We actually believe that creativity has never been more alive. Everybody is now a creator—taking photos, shooting videos, making apps and websites. There’s an actual explosion in creativity taking place
  • But I want to be clear… great marketing still begins and ends with creativityGood creative has traditionally been what an advertiser/marketer strives for – it still should be.A great story, an emotional connection. Creative will always matter.
  • In fact, because we’re Adobe and have ready access to our amazing CS tools. We have always set a high bar for our creativeYou’ve heard me talk about how we’re taking advantage of Big Data, how we’ve become more analytical, why you should measured moreBut Data is not a substitute for Creativity. Let me show you what I’m talking about. [[Adobe Marketing Highlights Video]]
  • Creativity and originality still matter. They arguably matter even more than before.Another Myth BustedCreativity is alive and well.
  • In sum, this stuff worksSocial lets us speak directly to customers and, more importantly, lets them speak to usData and analytics let us measure everything and prove everythingAnd data is helping, not hurting creativity. It is actually MAKING CREATIVITY COUNT.So, don’t buy into the myths. Bust them.

20130712 Opening Keynote Adobe Andreas Helios 20130712 Opening Keynote Adobe Andreas Helios Presentation Transcript

  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. ADOBE DIGITAL MARKETING: The Transformation of Marketing
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2 Marketing Pet Peeve #2884 everyone has an opinion HAVE YOU EVER NOTICED… about marketing
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. MYTHS & REALITIES OF DIGITAL MARKETING
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.  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 of CEOs Do Not Trust Marketers
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7 This is not true. everyone in this room knows…
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Aber wir müssen deutlicher werden, neue kennziffern verwenden
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. of Adobe‟s Marketing Spend is on Digital
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Big Data is a Big Pain Social Media is Worthless Data is Killing Creativity
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 62% of marketers will increase spending in social media. But only 12% actually think social media ads work. Collective © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Myth #1: Social Media is Worthless
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Facebook Social Balloons
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Quicksilver & Adobe: Design Our Line
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Fotoshop by Adobé
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Social to the Rescue
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Social Drove 3 Million+ Visits to Adobe.com Social Referrals Spent 2x more Than Other Customers Social “touched” 13% of Creative Cloud Subscriptions © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Social Generated More Revenue Than Paid Search Social & Adobe Creative Cloud
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Big Data is a Big Pain Social Media is Worthless Data is Killing Creativity
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Big Data is a Big Story Big Data May Ensure Sustainable Sushi IBM Introduces New Mainframe Computers for Age of „Big Data‟ 18 Big Data and its Big Problems 2012: The Year of Big Data Big Data Can Make a Big Difference in Marketing How Facebook is Handling All That Big Data Big Data Rewrites the CMO‟s Role
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Big Data for Marketers
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Campaign Measurement/Optimization POST LAUNCH Optimize Budget & Mix Track Progress & Fine Tune Approach Analyze Results DURING LAUNCHPRE-LAUNCHPRE-LAUNCH % of Budget Spend % of Budget Spend % of Budget Spend % of Budget Spend % of Budget Spend % of Budget Spend PR Display Advertising Offline Advertising Search Email Social Media MARKETING BUDGET 0% 20% 40% 60% 80% 100% 120% 140% 160% Revenue Profit Contribution Point of Diminishing Returns
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Campaign Measurement/Optimization POST LAUNCH Optimize Budget & Mix Track Progress & Fine Tune Approach Analyze Results DURING LAUNCHDURING LAUNCHPRE-LAUNCHPRE-LAUNCH Track Progress & Fine Tune Approach
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Testing, Testing 1-2-3 © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Engaging Visuals Drove 50% Greater Click-Thru Rate Short Marquee & Content “above the fold” Drove 16%+ Revenue Per Visitor Personalization & Recommendations Fueled 16-23%+ Revenue Per Visitor
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 23 Site to Order Conversion Revenue by Channel: Search, Displa y, Social, Email , Offline, etc. Revenue by Visitor Profile Revenue by Geo & Campaign First and Last Click Attribution Progress Against Goals 100,000 50,000 20,000 20,000 20,000 20,000 20,000
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Campaign Measurement/Optimization POST LAUNCH Optimize Budget & Mix Track Progress & Fine Tune Approach Analyze Results POST LAUNCHDURING LAUNCHDURING LAUNCHPRE-LAUNCH Analyze Results
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Big Data is a Big Pain Social Media is Worthless Data is Killing Creativity
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Myth #3: Data is Killing Creativity “Data advocates say it‟s data, rather than any creative flair, that actually inspires campaigns in today‟s world… without question, data is the most important component of marketing today.” B2B Marketing
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Only 1 in 4 are living up to their creative potential 75% under pressure to be productive, not creative Only 25% of time at work is spent being creative Creativity In Crisis
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Creative Has Always Mattered
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. There is no substitute for CREATIVITY
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. There is no substitute for CREATIVITY
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Making Creativity Count © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 33