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The DNA of Marketing

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Digital marketing rapidly introduces new channels, concepts and context into marketing. This can lead to confusion and cognitive dissonance between traditional right-brain marketers and digital …

Digital marketing rapidly introduces new channels, concepts and context into marketing. This can lead to confusion and cognitive dissonance between traditional right-brain marketers and digital left-brain marketers. By going beyond the surface of what is visible in terms of vendors and products and concentrating on the fundamental building blocks of marketing, "The DNA of Marketing" offers a new look at marketing and a way to make sense of digital marketing innovation.

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  • 1. The DNA of Marketing | Lars Trieloff © 2012 Adobe Systems Incorporated. All Rights Reserved. 1
  • 2. Our story Confused men doing strange things People make sense of complexity A simpler way to explain things New models providing a new world view © 2012 Adobe Systems Incorporated. All Rights Reserved. 2
  • 3. Our Story starts in Sweden. In 18th Century Sweden. Gripsholms Slott (Gripsholm Castle) © 2012 Adobe Systems Incorporated. All Rights Reserved. 3
  • 4. Our models define our results Gripsholm Castle Lion In 1731 someone gave to King Frederick I of Sweden skin and bones of a lion, an exotic gift.  The king decided to stuff it.  The only problem was that the taxidermist had never seen a real lion.  And here’s the result.  ! We can only build what we understand. Without a model for Marketing, we will end up with a very strange looking stuffed lion. © 2012 Adobe Systems Incorporated. All Rights Reserved. 4
  • 5. Making Sense of Chaos – building Taxonomies Carolus Linnæus (Carl von Linné) As a biologist in Sweden, Carl lived in an area of unprecedented exploration. New species of plants and animals (Lions, anyone?) would be discovered and Linné was the first trying to make sense out of it by establishing the science of taxonomy. With the knowledge available, Linné’s taxonomy concentrated on the structural similarities instead of their fundamental building blocks. © 2012 Adobe Systems Incorporated. All Rights Reserved. 5
  • 6. Linné’s Taxonomy © 2012 Adobe Systems Incorporated. All Rights Reserved. 6
  • 7. “All models are false. But some are useful anyway” James Watson & Francis Crick In 1953, James Watson and Francis Crick published a paper describing the discovery of the molecular structure of DNA, explaining how the building blocks of life are made up of four bases that are encoding the blue prints of living beings. The discovery of DNA effectively made the Linnéan Taxonomy obsolete, as genetic similarity offers better ways to classify life. © 2012 Adobe Systems Incorporated. All Rights Reserved. 7
  • 8. DNA – coding the instructions needed for organisms to develop, survive and reproduce Develop Survive Reproduce Adenine Guanine DNA Deoxyribonucleic acid Thymine © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Cytosine 8
  • 9. The same story is happening in Marketing right now. Confused men doing strange things People make sense of complexity A simpler way to explain things New models providing a new world view © 2012 Adobe Systems Incorporated. All Rights Reserved. 9
  • 10. Confused men doing strange things Data-driven marketing seems at odds with creativity Digital marketing is marketing made measurable on the individual level. This had lead to tremendous advances in the ability to make decisions founded on data, but it also has lead to a new, and increasing level of complexity. The main driver of complexity: new marketing channels following strange new rules in strange new ways. © 2012 Adobe Systems Incorporated. All Rights Reserved. 10
  • 11. Making Sense of Complexity The 2014 Marketing Technology Landscape Like Linné, Scott Brinker is a cartographer of a new and highly complex space. His Marketing Technology Landscape shows the key areas of Marketing Technology and how the players interact on a high level. Scott separates technology into Infrastructure, Platforms, Middleware, Operations and Experiences. © 2012 Adobe Systems Incorporated. All Rights Reserved. 11
  • 12. Is History repeating itself? Confusion Organization Confusion Foundation Organization Foundation? ? 1725 1750 1775 © 2012 Adobe Systems Incorporated. All Rights Reserved. 1800 1825 1850 1875 12 1900 1925 1950 1975 2000 2025
  • 13. ? © 2012 Adobe Systems Incorporated. All Rights Reserved. Foundation What is the foundation, the DNA of Marketing? 13
  • 14. Campaigns © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14
  • 15. Plan Execute Campaigns © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14 Monitor
  • 16. What are campaigns? Military roots of the campaign Like many concepts in modern corporations (headquarters, promotions, company, strategy), the concept of a campaign has military origin. A campaign is a series of coordinated activities undertaken to achieve a joint goal. Campaigns undergo phases of planning, execution and control and involve a target, an area of operation and specific forces. © 2012 Adobe Systems Incorporated. All Rights Reserved. 15
  • 17. Plan define strategy, goals & teams Execute create and optimize marketing experiences Who Monitor through dashboards & activity feeds Where What Campaigns Why © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 16
  • 18. 7 Concepts of Digital Marketing Plan define strategy, goals & teams Execute create and optimize marketing experiences Audiences Monitor through dashboards & activity feeds Channels (segments, lists, targets, etc) (Sites, Apps, Properties, etc) Content Context (identity, profile, events) (web, offers, mobile, email, social) Campaigns (who, what, where, why) Data Assets (goals, KPIs, analytics) © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. (images, videos, templates) 17
  • 19. Left brain & right brain marketing unified Audiences Channels (segments, lists, targets, etc) (Sites, Apps, Properties, etc) Content Context (identity, profile, events) (web, offers, mobile, email, social) Campaigns (who, what, where, why) Data Assets (goals, KPIs, analytics) © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. (images, videos, templates) 18
  • 20. 1 © 2012 Adobe Systems Incorporated. All Rights Reserved. Campaign Brands, Program, Campaigns, Activities, Operations 19
  • 21. Examples: Photoshop Photoshop CC launch Announcement Email Blasts Email to Hungarian edu PS6 customers © 2012 Adobe Systems Incorporated. All Rights Reserved. 20
  • 22. Campaigns Brand Level budget owner Brand Program … Campaign … Strategicbudget control Level (Macro) Go to market, Planningbudget allocation, 
 Level cross channel, audience planning … Campaign … … Activity © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Activity Operations Operations Operations Call-to-actions Tactical Level (Micro) channel specific, content assignment Activity Call-to-actions Call-to-actions 21
  • 23. 2 © 2012 Adobe Systems Incorporated. All Rights Reserved. Channel Channels, Locations, Touch-points 22
  • 24. Channels are the area of operation of our campaigns Channels & Locations Channels are where users and customers can interact with our campaigns and experience our content. What differentiates digital marketing channels from other marketing channels is their measurability, their potential of personalization and their availability of context. A growing number of channels (see Gartner’s subway map) challenges marketers to create cross-channel campaigns and experiences. © 2012 Adobe Systems Incorporated. All Rights Reserved. 23
  • 25. Examples: Websites Adobe.com PS-CC Landing Page Targeted Hero Banner on landing page © 2012 Adobe Systems Incorporated. All Rights Reserved. 24
  • 26. Channels & Locations “A location is a place where users can see or interact with your content.” Landing page © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Box on a page 25
  • 27. Channel & Location Properties Example URL Parent Location Channel Title Description Metadata Metrics References © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. http://adobe.com/photoshop http://adobe.com/ Landing Page Photoshop Landing page The CQ6 landing page for Photoshop Tags, Owner, etc. Visitors, Organic Sources, etc. Content, Campaigns, Audiences 26 “A channel is a common way of delivering content and measuring interaction”
  • 28. 3 © 2012 Adobe Systems Incorporated. All Rights Reserved. Content Product Descriptions, Offers, Articles 27
  • 29. Examples: Feature Descriptions Website Landing Page copy PS-CC Product Descriptions Targeted Hero Offers Help & Training © 2012 Adobe Systems Incorporated. All Rights Reserved. 28
  • 30. Content Channel-specific representation Channel-specific representation Abstract representation Unstructured Web page Structured Web component © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Product
 definition 29 Status
 update Display! ad Text! ad
  • 31. 4 © 2012 Adobe Systems Incorporated. All Rights Reserved. Assets Images, Videos, Animations, Documents 30
  • 32. Examples: Banner Images How-to Videos PS Product Creative PDF Leaflet © 2012 Adobe Systems Incorporated. All Rights Reserved. 31
  • 33. Assets Folders Metadata © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. & Renditions 32 Files Composites
  • 34. Left brain & right brain marketing unified Channels (Sites, Apps, Properties, etc) Content (web, offers, mobile, email, social) Campaigns (who, what, where, why) Assets (images, videos, templates) © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 33
  • 35. Left brain & right brain marketing unified Audiences (segments, lists, targets, etc) Context (identity, profile, events) Campaigns (who, what, where, why) Data (goals, KPIs, analytics) © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 33
  • 36. 5 © 2012 Adobe Systems Incorporated. All Rights Reserved. Audiences Segments, Lists, Groups, Target 34
  • 37. Examples: Photoshop Users Trial CC Customers Email opener from previous PS6 Blast Education Creative Pro in Hungary © 2012 Adobe Systems Incorporated. All Rights Reserved. 35
  • 38. Audiences “Just a group of people” Marketer-defined rules, channel specific interpretation Algorithm-determined rules, channel specific interpretation Explicit (list-based) definition, channel specific interpretation © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 36
  • 39. Audiences “Just a group of people” Marketer-defined rules, channel specific interpretation Algorithm-determined rules, channel specific interpretation Look-alike modeling Explicit (list-based) definition, channel specific interpretation © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 36
  • 40. Audiences “Just a group of people” Marketer-defined rules, channel specific interpretation Algorithm-determined rules, channel specific interpretation Look-alike modeling Audience sharing Explicit (list-based) definition, channel specific interpretation © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 36
  • 41. Audiences “Just a group of people” Model translation Marketer-defined rules, channel specific interpretation Algorithm-determined rules, channel specific interpretation Look-alike modeling Audience sharing Explicit (list-based) definition, channel specific interpretation © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 36
  • 42. 6 © 2012 Adobe Systems Incorporated. All Rights Reserved. Context Master Marketing Profile, Identity, Device 37
  • 43. Examples: Devices Geolocation Purchasing History First Name Segment Membership © 2012 Adobe Systems Incorporated. All Rights Reserved. 38
  • 44. Context is Identity and Behavior Profile Experience Behavior Technographics © 2012 Adobe Systems Incorporated. All Rights Reserved. Demographics 39
  • 45. Context is Identity and Behavior Future events past events Identity © 2012 Adobe Systems Incorporated. All Rights Reserved. 39
  • 46. personalization Context is Identity and Behavior Future events past events Identity data collection © 2012 Adobe Systems Incorporated. All Rights Reserved. 39 individualization
  • 47. Last Millisecond: Listen? Context! ! ! ! ! Transient
 Environment A Edge Network Profile B Enterprise
 Data C 3rd Party & other... D Examples:
 Examples: Examples: Examples: Device
 Geolocation Time & Date Resolution X-Channel Profile Audience Segment Behavioral CRM & MDM
 ERP Support Cases
 Purchase History Customer Insight Weather Demographics Twitter Facebook Anything, really,.. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. ! ! !
  • 48. Introducing Master Marketing Profile ! Unknown Profile (Visitors, Unauthenticated, 
 Shallow Data, Less Reliable, 
 Large number of Profiles) © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. x xx x x Master Identity, Profile Data, History) Marketing Profile (Audience, Known Profile (Customers, Authenticated, Deep Data, More Reliable,
 Fewer Profiles)
  • 49. 7 © 2012 Adobe Systems Incorporated. All Rights Reserved. Data Metadata, Metrics, KPIs, Dimensions, Goals, Analytics 42
  • 50. Examples: Website Traffic on Photoshop Website Product Categories in Digital Media Number of revisions per asset © 2012 Adobe Systems Incorporated. All Rights Reserved. 43
  • 51. There are three fundamental types of data Website Traffic on Photoshop Website Product Categories in Digital Media Number of revisions per asset METADATA © 2012 Adobe Systems Incorporated. All Rights Reserved. 44 METRIC TAXONOMY
  • 52. Taxonomies – déjà vu Taxonomies Taxonomies describe relationships of terms to other terms and can be used to classify objects in the real world (animals and plants – as Linné did) or in the digital world (assets, product categories, messaging types, campaign goals, place names) Relationships between terms (parent-child, synonymy, etc) can be used to optimize search and retrieval of objects. © 2012 Adobe Systems Incorporated. All Rights Reserved. 45
  • 53. Metadata – déjà vu Data about Marketing Objects Metadata is best known in relationship to assets (title, creator, size, tools used) but can be applied to any marketing object (campaign, channel, content, profile, event, audience) Most metadata is qualitative, which means it is expressed in concrete values (sometimes backed by a taxonomy) and can be used as a dimension in reporting. Quantitative metadata is referred to as metrics. © 2012 Adobe Systems Incorporated. All Rights Reserved. 46
  • 54. Where are my metrics? Metrics are qualitative metadata observed calculated inferred © 2012 Adobe Systems Incorporated. All Rights Reserved. 47 They describe objects in countable or calculable values. Metrics can be either directly observed, inferred by counting other objects or aggregating metrics about other objects or calculated by combining multiple existing metrics. Metrics allow marketers to describe the effectiveness of marketing and compare against set goals.
  • 55. Summary Taxonomies and vendor lists are not enough to explain the rapid change in marketing and resolve the cognitive dissonance between right-brain and left-brain markers. © 2012 Adobe Systems Incorporated. All Rights Reserved. 48
  • 56. Summary Right-brain marketers create campaigns by composing experiences that place content and assets into the right channel. Content Campaigns Brand Level budget owner Channel-specific representation Brand Channel-specific representation Program … Campaign … Strategicbudget control Level (Macro) Go to market, Planningbudget allocation, 
 Level cross channel, audience planning … Abstract representation Campaign Activity Operations Operations Call-to-actions Web component Product
 definition Operations Call-to-actions Web page Activity Call-to-actions © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Structured … … Activity Tactical Level (Micro) channel specific, content assignment Unstructured 21 © 2012 Adobe Systems Incorporated. All Rights Reserved. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 49 29 Status
 update Display! ad Text! ad
  • 57. Summary Left-brain marketers measure and optimize campaigns by defining audiences based on collected context data that combines behavior and identity. Audiences “Just a group of people” Context is Identity and Behavior Model translation Marketer-defined rules, channel specific interpretation Algorithm-determined rules, channel specific interpretation Look-alike modeling Audience sharing Explicit (list-based) definition, channel specific interpretation © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 37 © 2012 Adobe Systems Incorporated. All Rights Reserved. © 2012 Adobe Systems Incorporated. All Rights Reserved. 40 50