Presentación Loni Stark, Director of Product & Industry Marketing, Adobe
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Presentación Loni Stark, Director of Product & Industry Marketing, Adobe

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Presentación de Loni Stark en IAB Conecta 2013

Presentación de Loni Stark en IAB Conecta 2013

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Presentación Loni Stark, Director of Product & Industry Marketing, Adobe Presentación Loni Stark, Director of Product & Industry Marketing, Adobe Presentation Transcript

  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @lonistark #IABConecta © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1 Build Your Digital Brand: How to Win the Battle for Attention Loni Stark - Director of Adobe Digital Marketing Solutions @lonistark
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @lonistark #IABConecta 2
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @lonistark #IABConecta Research product online Receive mobile ad for product Search online for product Join Facebook community for product Research accessories for product Buy accessories in store Receive product updates See TV ad for product Buy product online Visit store for help Visit store to get help with product View video for newer product 1. Attention is Scarce: Focus on capturing sustained attention Receive promo for product
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @lonistark #IABConecta 4 In 2012, 1.8 zettabytes of data will be created on the internet. That’s more than 7 million times the totality of digital assets stored by the Library of Congress today
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @lonistark #IABConecta 2. Average Online Ad Spend Per User Is Increasing 5 2013 Central & Latin America Advertising Forecast (Source: Advertising Market Forecast: Central & Latin America)
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @lonistark #IABConecta 3. Location is not Everything 6
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @lonistark #IABConecta Location of Your Customer: Context is everything 7
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @lonistark #IABConecta 3 key trends changing how businesses compete in Digital Age 8 Content and Gadget Explosion. Attention is Scarce. Online Advertising Cost Per User Increasing. Customer Context, Not Business Location is King.
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @lonistark #IABConecta Digital experiences that are useful, different, and convenient for customers, it significantly impacts the bottom line. Same business Goals, new sources of competitive advantage 9 Increase engagement New client acquisition Increase brand loyalty lifetime value
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @lonistark #IABConecta Digital brands that matter are the ones that stand out. Be the answer to a customer problem, everyday. Be Useful Reinforce the brand and extend the customer value beyond the physical product. Be Different Be Convenient Design for your laziest customers.
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @lonistark #IABConecta Be Useful: Good Hair Day - Expert advice on how to have a “good hair day” 11 Provide “how to” content to persuade the buyer to read an article watch a video and then buy GHD products.
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @lonistark #IABConecta Be Useful: HealthNow New York personalized the web experience 12
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @lonistark #IABConecta Be Useful: My Intersil, personalized content in B2B
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @lonistark #IABConecta Be Different: Crate & Barrel, Nike – digital experiences that personalize product 14
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @lonistark #IABConecta Be Different: Philips extends physical product with social experience
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @lonistark #IABConecta Be Different: Caesars Entertainment – increasing engagement online & offline 16 •  Reduced time for monthly reporting from weeks to hours •  Quantified subjective design decisions •  Optimized web experience for 70% higher conversion •  Increased signup rates to loyalty program by 10%
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @lonistark #IABConecta Be Different: Travelocity – An entire product based on digital experience 17
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @lonistark #IABConecta 18 Investec: “it’s all about the right content, at the right time, for the right device.” Be Convenient: Investec makes it easy
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @lonistark #IABConecta
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @lonistark #IABConecta Be Convenient: Mobile as part of omnichannel experience
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @lonistark #IABConecta Digital brands that matter are the ones that stand out. Be the answer to a customer problem, everyday. Be Useful Reinforce the brand and extend the customer value beyond the physical product. Be Different Be Convenient Design for your laziest customers.
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @lonistark #IABConecta 22 Solutions for Building Your Digital Brand Connect the two and figure out quickly what resonates and what doesn’t What you have to deliver/ show to the customer What you know about the customer
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @lonistark #IABConecta 23 @lonistark: Find out your #DigitalMarketing fortune @ #IABConecta. Visit @AdobeMktgCloud booth.
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @lonistark #IABConecta Loni Stark Twitter: @lonistark www.lonistark.com
  • © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @lonistark #IABConecta 25