EVOLVE'13 | Keynote | Patrick Tripp
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EVOLVE'13 | Keynote | Patrick Tripp

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EVOLVE'13 | Keynote | Patrick Tripp EVOLVE'13 | Keynote | Patrick Tripp Presentation Transcript

  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Cross-Channel Marketing in a Digital World Patrick Tripp, Sr. Product Marketing Manager, Adobe Neolane
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. About Neolane Campaign Management Technology that helps redefine how brands engage with consumers.
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. RETAIL/ECOMMERCE/CPGRETAIL/ECOMMERCE/CPG TRAVEL/TOURISMTRAVEL/TOURISM ENTERTAINMENTENTERTAINMENT FIN. SERVICESFIN. SERVICES MSPsMSPsMEDIAMEDIA INDUSTRY TELECOMSINDUSTRY TELECOMS TECH/TELCOTECH/TELCO We Help Marketers Deliver Business Value
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Cross-Channel Marketing in a Digital World Cross-Channel Marketing in a Digital World
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Marketing was a linear process using TV, Radio and Print to reach a Homogenous Market. Traditionally
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Now (the new normal) Digital Screens Internet of Things Semantic Web Diverse Channels
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. How has it gotten this way? 3 major Disruptors How has it gotten this way? 3 major Disruptors
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1 Social Media 2 Mobile Devices 3 Data Deluge
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Social is disrupting how consumers learn about brands.
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. How people express affinity How often they do it per month Liking and Voting -83 billion Facebook likes -1.5 billion Instagram likes Talking -12 billion tweets -39 million Wordpress blog posts Reviewing -More than 6 million Amazon.com reviews -1 million Yelp reviews Sharing -57% of items shared online are sent by email -77 billion Facebook shares Source: Forrester Research Consumers are sharing their affinities and influencing the behavior of others.
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Source: Deloitte and Conlumino Mobile Influence studies . Mobile lengthens shopping cycles from 83 minutes to 111 minutes in less than a decade. 61% of mobile users use it during a purchase in store Mobile influence on store sales is more than E and M commerce combined. Mobile Devices are disrupting how consumers access brands.
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. GEOLOCATION PAYMENT REVIEWS LOYALTY COMMENTS change how we access reviews, communities, pricing, content and ultimately how we buy — anytime, anywhere. Mobile Devices
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Data Deluge disrupts traditional business models.
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. = + + 1 Social Media 2 Mobile Devices 3 Data Deluge Empowered Consumers
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 15
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. How can marketers satisfy the demands of the Empowered Consumer?
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1 Know your Consumer 2 Respect the CX 3 Be Accountable
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. “The bottom 20% of customers can drain profits by at least 80% … while the top 20% can generate 150% of a company’s profit.” Larry Selden Professor Emeritus Columbia University Know Your Consumer
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Know your Customer: Match.com
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Source: CMO Club Respect the CX 39% 37% 35% 34% 27% 25% 21% 20% 19% 16% 15% 10% 2% What are the 3 most essential tools marketers need to deliver the best customer experience today?
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Respect the CX: Disney Paris
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Be Accountable Traditionally, marketing was regarded as the “make it pretty” department. But Marketing is asked to prove its worth to the business
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. to deal with the empowered consumer, Marketers must: Be Accountable Prove ROI Increase Loyalty Drive Innovation
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Be Accountable: Sephora
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. How to be a Successful Cross-Channel Marketer Guidelines for Marketers to Get Started (according to Adobe Neolane)
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1 Progessively Profile 2 Act in Real-Time 3 Experiment Relentlessly
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Progressively Profile Affinities Preferences Name Number Social Profile Web ActivityCustomer Lifetime Value Name Phone Twitter Facebook Opinion Influence Web • Harvest insights from multiple interactions • Adapt your intelligence • Recognize changes of state
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 28 Progressively Profile: EMI
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Act in Real-Time LISTEN across channels CAPTURE consumer insights LEVERAGE contextual data
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Act In Real-Time: Groupe Flo
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. • Balance data with creative • Learn fast, cheap, and first • Build a learning culture → Experiment
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Cross-Channel Marketing Maturity Model Tactician Proficient in digital marketing technology and analytics. Expert Proficient in digital marketing technology and have a robust strategy. Laggard Lack digital marketing technology and analytics and lack robust strategy. Strategist Have a robust organizational strategy and process. TechnologyandAnalytics Organizational Strategy and Process Most Marketers Are Here today Source: A commissioned study conducted by Forrester Consulting on behalf of Adobe Neolane, June 2013 Base: 192 digital marketing decision makers from North America and Europe 56% 11% 26% 8%
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. A New Horizon for Digital Marketing A New Horizon for Digital Marketing
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Deliver the Best Consumer Experience in the Last Millisecond
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 35 ANALYTICS EXPERIENCE MANAGER TARGET SOCIAL MEDIA OPTIMIZER Adobe Marketing Cloud Solutions Shared Services Data Content Tag Management AudiencesOptimization Campaigns Access & Collaboration Dashboard User Management Share & Collaborate Partner&Integrate
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 36 ANALYTICS EXPERIENCE MANAGER TARGET SOCIAL MEDIA OPTIMIZER Solutions Shared Services Data Content Tag Management AudiencesOptimization Campaigns Dashboard User Management Share & Collaborate Partner&Integrate • Master Marketing Record • Cross-Channel Campaign Management • Email Execution • Master Marketing Record • Cross-Channel Campaign Management • Email Execution Access & Collaboration Adobe Marketing Cloud
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Web Email Call CenterMobile Social POS Direct Mail Enterprise DataDigital Interactions Content CROSS-CHANNEL CAMPAIGN MANAGEMENT MASTER MARKETING RECORD Cross-Channel Marketing and Adobe’s Unique Value Proposition
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Changing the world through digital experiences
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Thank You! @ptripp