2014: When Digital Marketing moves from Hype to Reality

1. © 2013 Adobe Systems Incorporated. All Rights Reserved.© 2013 Adobe Systems Incorporated. All Rights Reserved. 2014 : When Digital Marketing moves from Hype to Reality John Watton, Director, Digital Marketing EMEA, Adobe. Overherd, 23rd April 2014

3. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton 2014’s Buyer has more CHOICE & CONTROL, more points of contact 4 The number of online sources the average B2B customer uses when shopping for a business purchase The average number of searches performed by the average B2B converter of purchase cycle in B2B is completed before getting in touch with a vendor 70% 5+ Source: Google & Compete B2B Customer Study,

5. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton Face facts More than 50%of web visitors will be via mobile by 2015 Source: Adobe/eConsultancy Digital Trends 2014

7. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton The B2B marketing revolution - then Brochures Direct Mail Telemarketing Events PR Advertising (if you were lucky)

8. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton The B2B marketing revolution - now Brochures Direct Mail Telemarketing Events PR Advertising (if you were lucky) Brochureware website Batch & blast Email Bloggers SEO SEM Trigger-based email Webinars Social Media Networks Personalised sites Mobile sites Peer-to-peer review sites Video channels Inbound Marketing Content Syndication Mobile apps Owned media Paid social SMS Geo-location

16. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton Noise The average consumer is exposed to marketing messages per day. Source: Mashable Email Infographic, Nov 2012

21. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton The need to get personal B R O A D C A S T T A R G E T I N G S E G M E N T I N G P E R S O N A L I S I N G relevant

22. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton Sales Manager Sales Manager Sales Manager Sales Manager Sales Manager Sales Manager Sales Manager Finance Director Finance Director Finance Director Finance Director Finance Director Finance Director Finance Director Retail Sector Retail Sector Retail Sector Retail Sector Retail Sector Retail Sector @jwatton At Scale

23. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton23 Unified Media Experience Adobe Marketing Personalization “Vision” Same message or sequential messaging no matter where the user sees Adobe Adobe Audience Manager Single Audience Definition across all Marketing Channels Conversion Email Mobile Event Marketing Display Display Search Social Site Site

24. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton Numbers on the table  Impact  Visibility  Predictability  =Credibility! $$ Marketing sourced revenue Won Opps SALs from telesales MQLs from marketing Inbound Inquiries $$ New Business Target Channels

2014: When Digital Marketing moves from Hype to Reality

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2014: When Digital Marketing moves from Hype to Reality