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  • Title: Adobe and Digital Marketing: Mobile experiences that drive business successDescription: Adobe is changing the world through digital experiences. We help marketers to “Create, Manage, Analyze, & Optimize” experiences for mobile consumers. In this presentation, learn about:Adobe solutions for mobile marketingGM’s strategy for delivering a mobile experience across 100+ websitesMobile engagement and conversion metrics for GM’s mobile channels
  • Social media: Linkedin and Facebook, TwitterMobile self: Weather, Sports, Twitter, Yelp, Angry BirdsIf you are a marketer, you could personalize the offers that I receive based upon my location, favorite sports teams, my family (married with 1 child)… However, I still receive advertising and offers that are not relevant to me, so this is a great opportunity for you
  • Adobe is changing the world through digital experiences.We are virtually everywhere you look, from TV and movies to magazines, to websites and advertising. Over the past nearly 30 years, we have enabled businesses to engage consumers as technology and the web have evolved. We are continuing to transform our company just as our customers are transforming to keep pace with the enormous opportunities in front of them.I would like to spend a few minutes walking you through how we see the current technology landscape; what challenges that landscape is creating; and how we make a difference.
  • In Digital Media, we provide the tools and services that allow individuals, small businesses and enterprises to create, publish, promote and monetize their content - anywhere.This includes all kinds of content, from images and video to apps, and our customers range from the largest and most respected creative companies in the world down to many individuals who have a personal passion for design and creativity.
  • In Digital Marketing, we help customers optimize their digital marketing and advertising investments. Our solutions help companies make the most of virtually every digital asset and campaign they produce – website, email, search, social media and advertising to name just a few. This business grew out of two key acquisitions we made as a company – Omniture in 2009 and Day Software in 2010. This is a key strategic investment area for us moving forward, and we’re continuing to build new innovations while also integrating our capabilities with the digital media side of our business.
  • Marketers had focused on building 2 primary channels: Mobile sites via browser and mobile apps downloaded to device. In addition, acquisition and engagement via a range of mobile tactics such as SMS, QR codes, display ads, search ads.Adobe provides solutions to help organizations create, manage, & publish content for these channels.However, the “secret sauce” for digital marketers is the ability to analyze engagement and conversion thru mobile channels and the power to optimize these experiences for increased monetization.
  • Demo Script:Managing content in fragments – make it easy to reuse and “reflow”The ability to reference and inherit all or parts of the contentProvide a “near-real” preview to authors Mobile App or Site? – content is content - reuse
  • Do we have anyinfographics or graphics that show this?
  • Web Strategy that drives engagement & innovation Embraces ever-changing consumer touch-pointsOperating Model that enables speed & flexibility Delivers strategic, relevant user experienceRun fast, but with a sense of purpose Use consumer-driven analytics & insights, best practices, clear objectivesLead in scalable technology solutions Pioneer new integrations that offer secure, stable and optimized performanceDeliver cost efficiencies Optimize resources for infrastructure, new innovations in content development & consumer-facing programs Since 2009 GM has leveraged CQ to globally deploy high-quality relevant websites for shopping activities: we have over 100 big-browser websites
  • High complexity, High effort with Agencies
  • GM leverages Adobe Technology StackContent ManagementAnalyticsOptimizationPersonalizationLeverage PlatformScalableFast to deployCost efficienciesIntegrated tool setsCQ: Manage contentSiteCatalyst: Analyze contentT&T: Optimize content via A/B testing
  • The first sites to launch are the US/North American vehicle lines (GMC, Buick): Feb 2012
  • Cadillac provides more advanced user experience: Launched Nov. 2011
  • For Tablets visiting Cadillac site, you can scroll vertical and swipe horizontal using touch gestures.
  • Marketers had focused on building 2 primary channels: Mobile sites via browser and mobile apps downloaded to device. In addition, acquisition and engagement via a range of mobile tactics such as SMS, QR codes, display ads, search ads.Adobe provides solutions to help organizations create, manage, & publish content for these channels.However, the “secret sauce” for digital marketers is the ability to analyze engagement and conversion thru mobile channels and the power to optimize these experiences for increased monetization.
  • In summary, we at Adobe are committed to helping our customers reinvent how they engage with their customers across all digital channels in a way that advances the needs of marketing while optimizing the capabilities of IT. We are the only company that provides an end-to-end solution to make, manage, mobilize and monetize digital experiences across devices, channels and industries in a way that promotes the brand and drives demand. At the same time, our cross-platform approach minimizes the need for expensive content and infrastructure re-work, allowing you to bring more agility to the challenges in your business.Adobe is changing the world through digital experiences, and we hope we can help your company transform yours.
  • Use this closing slide for printing purposes only

Transcript

  • 1. Adobe & Digital Marketing: Mobile experiences that drive business success Ray Pun | Senior Manager, Product Marketing© 2012 Adobe Systems Incorporated. All Rights Reserved. 0
  • 2. Digital Self: Ray and mobile© 2012 Adobe Systems Incorporated. All Rights Reserved. 1
  • 3. Agenda  Adobe and Digital Marketing  Adobe and Mobile  Case Study: GM© 2012 Adobe Systems Incorporated. All Rights Reserved. 2
  • 4. Changing the world through digital experiences© 2012 Adobe Systems Incorporated. All Rights Reserved. 3
  • 5. We help customers create, publish, promote and monetize their content – anywhere© 2012 Adobe Systems Incorporated. All Rights Reserved. 4
  • 6. We help customers optimize their digital marketing and advertising investments© 2012 Adobe Systems Incorporated. All Rights Reserved. 5
  • 7. Adobe & Mobile OPTIMIZE Mobile Sites Mobile Apps Mobile Tactics QR Codes CREATE SMS MANAGE Display and Search Ads ANALYZE© 2012 Adobe Systems Incorporated. All Rights Reserved. 6
  • 8. GM and Adobe Digital Marketing© 2012 Adobe Systems Incorporated. All Rights Reserved. 7
  • 9. © 2012 Adobe Systems Incorporated. All Rights Reserved. 8
  • 10. Cadillac.com Visits by Device Type Current Usage Annual Growth +70% +76% iPad Visits 6% Mobile Visits 21% Desktop Visits 73% +3% Desktop Mobile Tablet© 2012 Adobe Systems Incorporated. All Rights Reserved. 9
  • 11. WORLD Platform for GM© 2012 Adobe Systems Incorporated. All Rights Reserved. 10
  • 12. Look, Tone, Feel: Before AdobeChevrolet China Chevrolet Singapore Chevrolet US Chevrolet UK Chevrolet South KoreaChevrolet Canada Chevrolet Egypt Chevrolet Peru Chevrolet Russia Chevrolet Mongolia© 2012 Adobe Systems Incorporated. All Rights Reserved. 11
  • 13. Consistent Look, Tone, Feel: After Partnering with Adobe© 2012 Adobe Systems Incorporated. All Rights Reserved. 12
  • 14. Seamless digital experience across multiple devices Right Message, Right Time, Right Place© 2012 Adobe Systems Incorporated. All Rights Reserved. 13
  • 15. GM’s Solution: Adobe Digital Marketing Suite Content + Data + Optimization© 2012 Adobe Systems Incorporated. All Rights Reserved. 14
  • 16. First Rolling-Out: North American Vehicle Brands (GMC, Buick)© 2012 Adobe Systems Incorporated. All Rights Reserved. 15 15
  • 17. Smartphones and Mobile Website for Cadillac.com© 2012 Adobe Systems Incorporated. All Rights Reserved. 16
  • 18. Tablet Experience: Optimize Cadillac.com Website for Touch© 2012 Adobe Systems Incorporated. All Rights Reserved. 17
  • 19. Mobile Metrics: Upper Funnel Engagement Features and Specifications increased Gallery views 700% increased Model Overview views increased 400% 16%© 2012 Adobe Systems Incorporated. All Rights Reserved. 18
  • 20. Mobile Metrics: Lower-Funnel Shopping Activities Completed Dealer Locate increased Views of Offers page increased 267% 650%© 2012 Adobe Systems Incorporated. All Rights Reserved. 19
  • 21. Adobe & Mobile OPTIMIZE Mobile Sites Mobile Apps Mobile Tactics QR Codes CREATE SMS MANAGE Display and Search Ads ANALYZE© 2012 Adobe Systems Incorporated. All Rights Reserved. 20
  • 22. We Help You Make Money! ADOBE Greater revenue Increased efficiency Loyal customers© 2012 Adobe Systems Incorporated. All Rights Reserved.
  • 23. Ray Pun raypun@adobe.com For more info: http://www.adobe.com/solutions/digital-marketing.html© 2012 Adobe Systems Incorporated. All Rights Reserved.
  • 24. © 2012 Adobe Systems Incorporated. All Rights Reserved.
  • 25. Dynamic R - 255 R – 251 R - 255 R - 193 R-0 R - 131 G-0 G - 176 G - 221 G - 216 G - 164 G - 72 B-0 B - 52 B-0 B - 47 B - 228 B - 181 Neutral R - 218 R - 172 R - 107 R - 228 R - 192 R - 136 G - 221 G - 179 G - 115 G - 223 G - 181 G - 120 B– B - 185 B - 123 B - 217 B - 169 B - 104 224© 2012 Adobe Systems Incorporated. All Rights Reserved. 24