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Riding the Digital Engagement Wave
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Riding the Digital Engagement Wave

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Digital has transformed Marketing forever and is now opening up new opportunities for Marketing to take the lead in the latest wave of Enterprise transformation. How ready are you as a marketer to …

Digital has transformed Marketing forever and is now opening up new opportunities for Marketing to take the lead in the latest wave of Enterprise transformation. How ready are you as a marketer to ride this wave?

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  • 1. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Marketers DIGITAL Ride the ENGAGEMENT wave VIJAYANTAGUPTA | DIRECTOROFINDUSTRYSTRATEGY&MARKETINGFORDIGITALMARKETING© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 2. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2
  • 3. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Riding DIGITAL the ENGAGEMENT wave VIJAYANTAGUPTA | DIRECTOROFINDUSTRYSTRATEGY&MARKETINGFORDIGITALMARKETING© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 4. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Understanding Societal Waves: The Third Wave, Alvin Toffler 4
  • 5. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5 Society EVOLVES in wavesEach one builds on & replaces the previous – Alvin Toffler
  • 6. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6 Information societyWAVE3 Industrial societyWAVE2 Agrarian societyWAVE1
  • 7. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7 WAVE1 WAVE2 Digital is TRANSFORMING rapidly WAVE3 Digital is going through a similar evolution…very rapidly.
  • 8. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Three waves of digital engagement Journey-­centricdigital interactions & organizational integration Channel-­centric digital interactions between customers & brands Website-­centric digital interactions between customers & brands
  • 9. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The First Wave: Web Site-based Interaction Between Consumers and Brands 9
  • 10. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The Dot-com Bust 4,600 1,200 Nasdaq Points Source: Bloomberg 2002 2000
  • 11. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Real Winners Started to Emerge 11
  • 12. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. What We Learned: The Effect of Online Advertising on Online Sales Can Be Measured 12 $ $$ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $
  • 13. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The Second Wave: Channel-based Digital Interaction Between Customers and Brands 13 DIGITALTV EMAIL SOCIAL LOCATION-BASED SERVICES ONLINEVIDEO OUTLET/KIOSK DIGITIZATION MOBILE
  • 14. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Marketers Were Faced With Two Very Interesting Trends 14 Explicit TWO-WAY COMMUNICATION Implicit Multiple TOUCHPOINTS per customer
  • 15. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. What We Learned: Every Interaction has a Digital Footprint 15 ONLINETOUCHPOINTS OFFLINETOUCHPOINTS In-storepurchases Favoritestores Recentloan
  • 16. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Measure effectiveness across the entire customer journey and not just the touch-point The Third Wave: Customer Journey-centric Digital Engagement 16
  • 17. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Channel-focused Silos Getting in the Way 17
  • 18. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Integration and Interaction Needed Across the Organization 18 SURFTOGETHER Everyone needs to
  • 19. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. This Wave is an Enterprise Transformation Initiative 19 This wave ENTERPRISE TRANSFORMATION exercise is an
  • 20. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 20 DIGITALMARKETINGMATURITYREADINESS How ready are you to ride this wave?
  • 21. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 21 DIGITALMARKETINGMATURITYREADINESS How mature is your organization’s digital marketing? DIGITAL MARKETING Maturity Components
  • 22. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The Adobe Perspective on Digital Marketing Maturity 22 CUSTOMERS ENGAGE WITH YOUR BRAND ACROSS CHANNELS1 DIGITALMARKETINGMATURITYREADINESS TOUCHPOINT EXPERIENCES BRAND & CAMPAIGN EXPERIENCES PublicationOutboundBroadcastSearchDisplayOfflineAffiliateSocialHumanMobileOnline Interface
  • 23. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The Adobe Perspective on Digital Marketing Maturity 23 DIGITALMARKETINGMATURITYREADINESS BUILD AUDIENCES AND CONTEXT2 ADDCONTEXTby attributing segment likeness to visitors BUILDAUDIENCES with visitor and third-party data Visitor activities & behavior PublicationOutboundBroadcastSearchDisplayOfflineAffiliateSocialHumanMobileOnline Interface Third-party data
  • 24. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The Adobe Perspective on Digital Marketing Maturity 24 DIGITALMARKETINGMATURITYREADINESS SERVE THE RIGHT CONTENT AND ASSETS3 %
  • 25. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The Adobe Perspective on Digital Marketing Maturity 25 DIGITALMARKETINGMATURITYREADINESS DELIVER AND OPTIMIZE CAMPAIGNS4 %
  • 26. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The Adobe Perspective on Digital Marketing Maturity Components 26 DIGITALMARKETINGMATURITYREADINESS CHANNELS Online Mobile Interface Human TOUCHPOINT EXPERIENCES Publication Outbound Broadcast Search Display Offline Affiliate Social BRAND & CAMPAIGN EXPERIENCES Other data collect, measure, report, analyze, enrich, segment, predict, prescribe, optimize AUDIENCES CONTEXT 1st, 2nd, 3rd parties create, manage, assemble, deliver, target, personalize, experiment, test, optimize Experiences CONTENT ASSETS Other assets 1st, 2nd, 3rd parties Assets Content CAMPAIGNS Inspire Define Investigate Target Assemble Publish Measure Optimize Campaign experiences Performance Segments Profiles DATA Analytics DIGITAL MARKETING Maturity Components §  AUDIENCES §  CHANNELS Generate data across channels §  CONTENT §  CONTEXT Build audiences & context §  ASSETS Serve the right content & assets §  DATA §  CAMPAIGNS Deliver & optimize customer campaigns
  • 27. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Before You Get Started . . . 27
  • 28. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Take the Digital Marketing Maturity Self-Assessment Test & Download the Report Determine & exceed your benchmarks by category Compare your results with industry benchmark data Set new People, Product, and Process goals & discover how to get there 28 WWW.ADOBEMARKETINGPRO.COM
  • 29. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 29 THANK YOU
  • 30. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.