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© 2014 Adobe Systems Incorporated. All Rights Reserved.
In digital space no one can hear you scream.
Inbound Marketing 201...
© 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton2
© 2014 Adobe Systems Incorporated. All Rights Reserved. 3
The average consumer is exposed to
marketing messages per day.
S...
© 2014 Adobe Systems Incorporated. All Rights Reserved.
The average social
post has a half-life of
Source: SEOmoz blog, Fe...
© 2014 Adobe Systems Incorporated. All Rights Reserved. 5
In the time it took you to read this sentence,
20 millionemails ...
© 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton6
© 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton7
© 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton8
To be heard you need Automation
© 2014 Adobe Systems Incorporated. All Rights Reserved.
Segmentation is dead
Male
30-40
Male
30-40
Male
30-40
Male
30-40
M...
© 2014 Adobe Systems Incorporated. All Rights Reserved.
Behaviour-based marketing
1
By Profile
2
By Preference
3
By Now?
?...
© 2014 Adobe Systems Incorporated. All Rights Reserved.
To be heard you need Maths
@jwatton11
© 2014 Adobe Systems Incorporated. All Rights Reserved.
Digital = Data
@jwatton12
© 2014 Adobe Systems Incorporated. All Rights Reserved.
© 2014 Adobe Systems Incorporated. All Rights Reserved.
To be heard you need Creativity
@jwatton14
© 2014 Adobe Systems Incorporated. All Rights Reserved.
GREAT marketing is all about CONFIDENCE
15
 To have the confidenc...
© 2014 Adobe Systems Incorporated. All Rights Reserved.
Click Baby Click
@jwatton16
© 2014 Adobe Systems Incorporated. All Rights Reserved.
Post box
@jwatton17
© 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton18
© 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton19
© 2014 Adobe Systems Incorporated. All Rights Reserved.
“The report of my
death was an
exaggeration”
- Mark Twain,
telemar...
© 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton21
© 2014 Adobe Systems Incorporated. All Rights Reserved.
© 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton23
© 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton24
© 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton25
To be heard YOU need to Transform
© 2014 Adobe Systems Incorporated. All Rights Reserved. 26
Art + ScienceThe NEW Marketer
@jwatton
© 2014 Adobe Systems Incorporated. All Rights Reserved.
Curiosity + Change + Risk
= The Perfect Recruit
@jwatton27
© 2014 Adobe Systems Incorporated. All Rights Reserved.
things you can actually do tomorrow
@jwatton28
© 2014 Adobe Systems Incorporated. All Rights Reserved.
buy a piece of wearable tech
@jwatton29
© 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton30
© 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton31
© 2014 Adobe Systems Incorporated. All Rights Reserved.
write a blog
@jwatton32
© 2014 Adobe Systems Incorporated. All Rights Reserved.
© 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton34
© 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton35
© 2014 Adobe Systems Incorporated. All Rights Reserved.
Share like hell
@jwatton36
© 2014 Adobe Systems Incorporated. All Rights Reserved.
The Value Exchange
INSPIRE
INFORM
ACCESS
RELATE
FACILITATE
AMPLIFY...
© 2014 Adobe Systems Incorporated. All Rights Reserved.
do the opposite
@jwatton38
© 2014 Adobe Systems Incorporated. All Rights Reserved.
What am I?
48mUK users
21 hrsper week
(+1m in 2013)
@jwatton39
© 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton40
© 2014 Adobe Systems Incorporated. All Rights Reserved.
In digital space no one can hear you scream.
@jwatton41
© 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton42
© 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton43
© 2014 Adobe Systems Incorporated. All Rights Reserved.
Photo acknowledgements
 Slide 2 : http://www.moviedevil.com/image...
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In digital space no one can hear you scream

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Transcript of "In digital space no one can hear you scream"

  1. 1. © 2014 Adobe Systems Incorporated. All Rights Reserved. In digital space no one can hear you scream. Inbound Marketing 2014, 8th July 2014 John Watton | Director, Digital Marketing EMEA, Adobe | @jwatton
  2. 2. © 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton2
  3. 3. © 2014 Adobe Systems Incorporated. All Rights Reserved. 3 The average consumer is exposed to marketing messages per day. Source: Mashable Email Infographic, Nov 2012 @jwatton
  4. 4. © 2014 Adobe Systems Incorporated. All Rights Reserved. The average social post has a half-life of Source: SEOmoz blog, Feb 2013 mins @jwatton4
  5. 5. © 2014 Adobe Systems Incorporated. All Rights Reserved. 5 In the time it took you to read this sentence, 20 millionemails have been sent. @jwatton
  6. 6. © 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton6
  7. 7. © 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton7
  8. 8. © 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton8 To be heard you need Automation
  9. 9. © 2014 Adobe Systems Incorporated. All Rights Reserved. Segmentation is dead Male 30-40 Male 30-40 Male 30-40 Male 30-40 Male 30-40 Male 30-40 Male 30-40 Female Homeowner Female Homeowner Female Homeowner Female Homeowner Female Homeowner Female Homeowner Female Homeowner College Educated With kids College Educated With kids College Educated With kids College Educated With kids College Educated With kids College Educated With kids
  10. 10. © 2014 Adobe Systems Incorporated. All Rights Reserved. Behaviour-based marketing 1 By Profile 2 By Preference 3 By Now? ? @jwatton10
  11. 11. © 2014 Adobe Systems Incorporated. All Rights Reserved. To be heard you need Maths @jwatton11
  12. 12. © 2014 Adobe Systems Incorporated. All Rights Reserved. Digital = Data @jwatton12
  13. 13. © 2014 Adobe Systems Incorporated. All Rights Reserved.
  14. 14. © 2014 Adobe Systems Incorporated. All Rights Reserved. To be heard you need Creativity @jwatton14
  15. 15. © 2014 Adobe Systems Incorporated. All Rights Reserved. GREAT marketing is all about CONFIDENCE 15  To have the confidence to  Not talk about US  Be HUMAN  Pick a HOT issue  Have a STRONG opinion  Be CONTROVERSIAL  Be INDEPENDENT  Take a RISK  Have some FUN @jwatton
  16. 16. © 2014 Adobe Systems Incorporated. All Rights Reserved. Click Baby Click @jwatton16
  17. 17. © 2014 Adobe Systems Incorporated. All Rights Reserved. Post box @jwatton17
  18. 18. © 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton18
  19. 19. © 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton19
  20. 20. © 2014 Adobe Systems Incorporated. All Rights Reserved. “The report of my death was an exaggeration” - Mark Twain, telemarketing, direct mail, events, email etc. etc. @jwatton20
  21. 21. © 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton21
  22. 22. © 2014 Adobe Systems Incorporated. All Rights Reserved.
  23. 23. © 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton23
  24. 24. © 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton24
  25. 25. © 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton25 To be heard YOU need to Transform
  26. 26. © 2014 Adobe Systems Incorporated. All Rights Reserved. 26 Art + ScienceThe NEW Marketer @jwatton
  27. 27. © 2014 Adobe Systems Incorporated. All Rights Reserved. Curiosity + Change + Risk = The Perfect Recruit @jwatton27
  28. 28. © 2014 Adobe Systems Incorporated. All Rights Reserved. things you can actually do tomorrow @jwatton28
  29. 29. © 2014 Adobe Systems Incorporated. All Rights Reserved. buy a piece of wearable tech @jwatton29
  30. 30. © 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton30
  31. 31. © 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton31
  32. 32. © 2014 Adobe Systems Incorporated. All Rights Reserved. write a blog @jwatton32
  33. 33. © 2014 Adobe Systems Incorporated. All Rights Reserved.
  34. 34. © 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton34
  35. 35. © 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton35
  36. 36. © 2014 Adobe Systems Incorporated. All Rights Reserved. Share like hell @jwatton36
  37. 37. © 2014 Adobe Systems Incorporated. All Rights Reserved. The Value Exchange INSPIRE INFORM ACCESS RELATE FACILITATE AMPLIFY SEEK Source : 1000 heads @jwatton37
  38. 38. © 2014 Adobe Systems Incorporated. All Rights Reserved. do the opposite @jwatton38
  39. 39. © 2014 Adobe Systems Incorporated. All Rights Reserved. What am I? 48mUK users 21 hrsper week (+1m in 2013) @jwatton39
  40. 40. © 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton40
  41. 41. © 2014 Adobe Systems Incorporated. All Rights Reserved. In digital space no one can hear you scream. @jwatton41
  42. 42. © 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton42
  43. 43. © 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton43
  44. 44. © 2014 Adobe Systems Incorporated. All Rights Reserved. Photo acknowledgements  Slide 2 : http://www.moviedevil.com/images/bd/Q3GkV4xqsB.jpg  Slide 3 : http://latestfunnypics.blogspot.co.uk/2012/01/kittens-and-puppies.html  Slide 31 : http://glass-apps.org/google-glass  Slide 32 : http://www.makeuseof.com/tag/fitbit-flex-vs-jawbone-up-a-comparative-review/  Slide 38 : http://www.utahpeoplespost.com/2014/05/scientists-create-living-organism-with-alien- dna/  Slide 40 : http://www.sky.com/tv/show/alan-partridge/gallery/reasons-to-watch  Slide 42 : http://www.strong-island.co.uk/2011/06/13/summer-at-the-big-screen-e-t/ @jwatton44
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