Adobe Marketing Cloud

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Learn how Adobe's Marketing Cloud works as a great enabler for synchronized and personalized interactions with customers thereby providing a Unified Customer Engagement.

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Adobe Marketing Cloud

  1. 1. 1 eDynamic, Monday, May 5, 2014 1 ADOBE MARKETING CLOUD
  2. 2. 2 eDynamic, Monday, May 5, 2014 1. TheUpsurgeofDigitalMarketingTechnology 2. TheHyper-connectedCustomer 3. B2B:TheBuyingCycleView 4. AdobeMarketingCloud:IntegratedMarketing Cloud 5. Adobe:CloserViewoftheTools 6. Adobe:TheDifference Agenda
  3. 3. 3 eDynamic, Monday, May 5, 2014 3 TheUpsurgeof DigitalMarketing Technology
  4. 4. 4 eDynamic, Monday, May 5, 2014 TheUpsurgeofDigitalMarketingTechnology  In 2012, the audience of internet users in the U.S. will expand by 3.1% to 239 million, representing 75.6% of the total population  5 billion people worldwide are mobile subscribers  350 million smart phones  Online video viewers will reach 169.3 million in 2012  About 2/3 of web users will use social networks in 2012  Mobile shoppers will reach 72.8 million in 2012.  Tablet users will reach 54.8 million in 2012, up 62.8% from 33.7 million in 2011. 800 million people on Facebook  Over 250 million of them log in every day  88.1% of US internet users ages 14+ will browse or research products online in 2012. The Expanding Digital Marketing Technology Fabric
  5. 5. 5 eDynamic, Monday, May 5, 2014 5 The Hyper-connected Customer
  6. 6. 6 eDynamic, Monday, May 5, 2014 UnderstandingtheHyperconnectedconsumers! Googledescribesthisexercisetobethe‘Zero MomentofTruth’.Even beforeaserviceispurchased,aperceptionisgettingbuiltaroundit! Discovery Awareness Consideration Purchase Retention Advocacy Website Web Mobile Store Blog Sites Social Consumer 1 Consumer 2 Consumer 3 Consumer 4 Consumer 5
  7. 7. 7 eDynamic, Monday, May 5, 2014 7 B2B:TheBuying CycleView
  8. 8. 8 eDynamic, Monday, May 5, 2014 Throughoutthisdecisioningjourney,theenduser traversesvariousDigital Touch-pointswhichmakeorbreakthe‘ZeroMomentofTruth’ DigitalTouchPointsTraversed SEO Email SEM/ PPC Social Ads Reviews Blogs Newsletters Landing Page Website Direct Mail Sales Meeting Surveys Newsletters Direct Mail Newsletters Blogs Website Testimonials Social Page Mobile Site RETAINENGAGEACQUIRE Discovery Awareness Consideration Purchase Retention Advocacy PLAN
  9. 9. 9 eDynamic, Monday, May 5, 2014 TheMarketer’sJourney Throughouttheconsumer’sjourney,themarketerleveragesthefollowing digitalmarketingelementstoAcquire,EngageandRetaintheconsumers RETAINENGAGEACQUIRE Search Engine Optimisation SEM/ Pay Per Click Email Marketing Social Media Marketing Affiliate Marketing Ad Copy/ Landing Pages Website /Mobile Site Content Social Media Pages Mobile Site Content Physical channel Integration – QR Code eCommerce Basket and Checkout Reviews and Ratings Recommenda tions and cross-selling Email Marketing Persona based Selling Blogs Newsletter emails Website Testimonials Content Marketing Newsletters, Promotions Lead Nurturing and Scoring A/B & Multi- Variate Testing Analyze Results Marketing Budget Planning Campaign Planning Discovery Awareness Consideration Purchase Retention Advocacy PLAN Campaign Planning Analyze Results Multi-Variate Testing Analyze Results Automated behavioral targeting Analyze Results Social Media Governance
  10. 10. 10 eDynamic, Monday, May 5, 2014 HowAdobecatalyzestheseservices AdobeDigitalMarketing providestherightamalgamationofproducts fromCMStoAnalytics,Socialandmore… Search Engine Optimisation SEM/ Pay Per Click Email Marketing Social Media Campaigns Affiliate Marketing Ad Copy/ Landing Pages Website /Mobile Site Content Social Media Pages Search and Browse Physical channel Integration – QR Code eCommerce Basket and Checkout Reviews and Ratings Recommenda tions and cross-selling Email Marketing Persona based Selling Blogs Newsletter emails Website Testimonials Content Marketing Newsletters, Promotions Lead Nurturing and Scoring A/B & Multi- Variate Testing Analyze Results Marketing Budget Planning Campaign Planning Predictive modeling ADOBE MEDIA OPTIMISER Adlens, Audience Manager, Audence Research ADOBE AEM CQ5, Scene 7, Neolane ADOBE SOCIAL Adobe Social ADOBE ANALYTICS Sitecatalyst, Discover, Insights ADOBE TARGET Test & Target, Recommendations, Search & Promote Analyze Results Analyze Results Analyze Results Automated behavioral targeting Multi-Variate Testing Social Media Governance
  11. 11. 11 eDynamic, Monday, May 5, 2014 edynamicprovidesservicesbundledwithAdobeproductstohelp Marketersmeettheirbusinessobjectivesacrossthedigitallifecycle Plan marketing operations for optimum budget allocation Build Awareness on digital media and drive traffic to web presence Achieve conversions to marketing goals such as fans, leads or sales via digital channel Build customer and fan relationships to encourage repeat visits and sales  Digital Strategy & Roadmap  Customer Engagement Roadmap  Digital Media Planning and Best Practices  Implementation of Adobe Media Optimizer RETAINENGAGEACQUIREPLAN  Marketing Technology Roadmap  Product Feature Mapping  Creative Design  Adobe CQ5 Implementation  Demand Generation Implementation  Social Media Strategy  Lead Generation Strategy  SEO/ SEM, PPC  Segmentation and user persona Creation  Implementation of Adobe Social and Adobe Target  Governance and Moderation  Cross-Channel Analytics  Multi-Variate Testing  Social Analytics  Rules definition and User segment analytic  Integration of analytics with other products with Genesis  Implementation of Analytics ADOBE MEDIA OPTIMISER Adlens, Audience Manager, Audience Research ADOBE AEM CQ5, Scene 7, Neolane ADOBE SOCIAL Adobe Social ADOBE TARGET Test & Target, Recommendations, Search & Promote ADOBE ANALYTICS Sitecatalyst, Discover, Insights ADOBE TARGET Test & Target, Recommendations, Search & Promote Howedynamichelpsconnectthedots!
  12. 12. 12 eDynamic, Monday, May 5, 2014 Usecase1:Planmarketingoperationsforoptimumbudgetallocation RETAINENGAGEACQUIREPLAN Howedynamichelpsconnectthedots!  MediaPlanning  Budget Allocation  Personabased  Digital Strategy & Roadmap  Customer Engagement Roadmap  Digital Media Planning and Best Practices  Implementation of Adobe Media Optimizer and other related products ADOBE MEDIA OPTIMISER Adlens, Audience Manager, Audience Research
  13. 13. 13 eDynamic, Monday, May 5, 2014 Usecase2:BuildAwarenessondigitalmediaanddrivetraffictowebpresence RETAINENGAGEACQUIREPLAN Howedynamichelpsconnectthedots!  Website Management  Multi-Channels  Search  TargetedContent  Marketing Technology Roadmap  Product Feature Mapping  Creative Design  Adobe CQ5 Implementation  eCommerce Impementation  Demand Generation Implementation ADOBE AEM CQ5, Scene 7, Neolane
  14. 14. 14 eDynamic, Monday, May 5, 2014 Usecase3:Achieveconversionstomarketinggoalssuchasfans,leadsor salesviadigitalchannel RETAINENGAGEACQUIREPLAN Howedynamichelpsconnectthedots!  Increase ‘Stickiness’  LeadGeneration  Segmentation, Targeting  Social Optimisation  Social Media Strategy  Lead Generation Strategy  SEO/ SEM, PPC  Segmentation and user persona Creation  Implementation of Adobe Social and Adobe Target  Governance and Moderation ADOBE SOCIAL Adobe Social ADOBE TARGET Test & Target, Recommendations, Search & Promote
  15. 15. 15 eDynamic, Monday, May 5, 2014 Usecase4:Buildcustomerandfanrelationshipstoencouragerepeatvisits andsales RETAINENGAGEACQUIREPLAN Howedynamichelpsconnectthedots!  Measure Engagement  Campaign Effectiveness  Seamless Persona Tracking  Cross-Channel Analytics  Multi-variate Testing  Define key measurement criteria/ KPIs  Rules definition and User segment analytics  Implementation of Analytics  Integration of analytics with other products with Genesis ADOBE TARGET Test & Target, Recommendations, Search & Promote ADOBE ANALYTICS Sitecatalyst, Discover, Insights
  16. 16. 16 eDynamic, Monday, May 5, 2014 edynamicfocusesonhelpingcompaniesoptimizetheirengagementwith prospectsandcustomersalongtheentirecustomerlifecycle RETAINENGAGEACQUIREPLAN Digital Strategy & Roadmap edynamicServicePortfolio Marketing Technology Customer Engagement Creative Design Cross-Channel Design Digital Marketing Services Digital Marketing Technology Implementation SEO/ SEM/ PPC Content Marketing Campaign Marketing Social Media Analytics CRM CMS Community Marketing Automation Targeting Social
  17. 17. 17 eDynamic, Monday, May 5, 2014 17 AdobeMarketing Cloud:Integrated MarketingCloud
  18. 18. 18 eDynamic, Monday, May 5, 2014 WhatistheAdobeMarketingCloud Adobe Marketing Cloud is the most comprehensive and integrated marketing solution for marketers. Adobe Analytics Adobe Target Adobe Experience Manager Adobe Social Adobe Media Optimizer Adobe Campaign Six Solutions :  Ascalable,secureand integratedplatformtohost andcollaborateondata& content  Real-timeanalyticsand decisioncapabilityacross channels  Optimizationtoincrease customerinteraction,drive conversion,maximizebrand experiencesanddeliverROI
  19. 19. 19 eDynamic, Monday, May 5, 2014 19 Adobe:Closer ViewoftheTools
  20. 20. 20 eDynamic, Monday, May 5, 2014 CAPABILITIES • Real-timeweb,socialandmobile analytics • Advancedad-hocsegmentation • Dataintegrationwithofflineand3rd partysources BENEFITS • Alignmarketinginitiativeswith businessobjectives • Gainreal-timeinsightsinto customerbehavior • Drivesconversionandrelevant consumerexperiences AdobeAnalytics
  21. 21. 21 eDynamic, Monday, May 5, 2014 CAPABILITIES • DigitalAssetManagement • WebContentManagement • SocialCommunities BENEFITS • Improvemarketandbrand perception • Shareandcollaborateondigital assetsandcampaigns • ImproveMarketingandITAgility OperationalExcellence AdobeExperienceManager
  22. 22. 22 eDynamic, Monday, May 5, 2014 CAPABILITIES • Pavesapathfromsimpletestingto targetingtotruesegmentationand optimizationthrough: • A/BandMultivariateTesting • Rules-basedTargeting • AutomatedDecisioningand Targeting BENEFITS • Increasewebandmobilesite conversations • Createdifferentiatedpersonalized experiences • Optimizecustomerengagement andloyalty AdobeTarget
  23. 23. 23 eDynamic, Monday, May 5, 2014 AdobeSocial CAPABILITIES • Managesocialcontentandactivities acrossmultiplesocialnetworksand profilepages • Listenandrespondtocustomer conversationsinreal-time • Createsocialcampaignsandtrack performancewithintegratedanalytics BENEFITS • Scalesocialacrosstheenterpriseand retainoversightatanexecutivelevel • Identifytrends,opportunitiesand threatspertinenttoyourbrand • Connectthedotsbetweensocial interactionsandbusinessresults
  24. 24. 24 eDynamic, Monday, May 5, 2014 CAPABILITIES • Cross-channeloptimization • Searchenginemarketing management • Displayandsocialadvertising management BENEFITS • Determinethemosteffectiveoverall marketingmix • DrivehigherROIwithineach marketingchannel • Optimizecustomerinteractionsacross channels AdobeMediaOptimizer
  25. 25. 25 eDynamic, Monday, May 5, 2014 CAPABILITIES • Cross-channelcampaignorchestration (plan,design,automate,measure) • Integratedcustomerprofile(offline/online) • Personalizedcross-channelexecution (email,web,social,mobile,directmail) BENEFITS • Revenuegenerating–targeting,re- marketing,cross-sell,up-sell • Moreengagedcustomers(increase advocacy,decreaseopt-outrates,higher customerLTV) • Lowercostofcustomercommunication– executehighervolumecampaigns withoutincreasingcost AdobeCampaign
  26. 26. 26 eDynamic, Monday, May 5, 2014 26 Adobe:The Difference
  27. 27. 27 eDynamic, Monday, May 5, 2014 TheAdobeAdvantage • Accelerated Campaign launch times from months to days for its multichannel campaigns. It can also optimize its web campaigns on the fly. • Unlocked the value of analytics data to boost conversions increasing the online channel’s contribution to sales volume from 6% to more than 80%, at the same accelerating time-to-web a from about 4-to-6 weeks to as little as 15 minutes. • Viacom increased mobile page views by 10% • Content Creation has changed forever. Newspaper the biggest creator of content has seen 5th straight year of decline. The New York Times has avoided the fate of many other newspapers by aggressively moving to the online world
  28. 28. 28 eDynamic, Monday, May 5, 2014 Connectwithus 1-877-339-6264 www.edynamic.net contact@edynamic.net twitter.com/edynamic youtube.com/1999dynamic facebook.com/edynamic.net

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