2014 : When Digital Marketing moves from Hype to Reality

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Presented at Overherd Seminar, April 2014.

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2014 : When Digital Marketing moves from Hype to Reality

  1. 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 Reality
  2. 2. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton About me
  3. 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,
  4. 4. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton Face facts 86% of IT buyers use social media in their purchase decision process Source: IDG Connect Survey 2014
  5. 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
  6. 6. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton6
  7. 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. 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
  9. 9. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton
  10. 10. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton
  11. 11. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton
  12. 12. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton
  13. 13. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton
  14. 14. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton
  15. 15. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton
  16. 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
  17. 17. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton Problem: Noise In the time it took you to read this sentence, 20 millionemails have been sent.
  18. 18. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton18 Selling has changed. A lot.
  19. 19. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton19
  20. 20. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton Right message Right time Right place
  21. 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. 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. 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. 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
  25. 25. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton25 Channels : Its all about balance
  26. 26. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton26 Model Delivers True Empirical Attribution of Marketing Program Impact on Revenue
  27. 27. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton27 Digital Marketing Marketing in the digital age

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