The Power of Digital Self

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Each one of us gives out more digital signals in the cyberspace than we actually realise. Leading marketers are gaining capabilities to make sense of those signals so that their messages can become …

Each one of us gives out more digital signals in the cyberspace than we actually realise. Leading marketers are gaining capabilities to make sense of those signals so that their messages can become more engaging and relevant to us.

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  • Leapfrog the competition – learn from what has already been done for addressing the digital self and start thinking about personalization driven by data, content and optimisation. Now I am going to change gears…when you build your strategy around the digital self of your customer and use data, content and optmisation to their maximum, you become more relevant to your customer. However, that is not the only benefit of focussing on data, content and optimisation…focussing on these also allows us to…
  • …start changing the world through digital experiences, one digital experience at a time…time after time.

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  • 1. The Power of Digital SelfVijayanta GuptaDirector, Industry Strategy and Marketing, Adobe EMEA © 2012 Adobe Systems Incorporated. All Rights Reserved.
  • 2. © 2012 Adobe Systems Incorporated. All Rights Reserved. 2
  • 3. central v=λf automotive art+architecture manufacturing <$12k $12k-$25k 09 36-55 03 #2950392 Fb = Vρg = mg 05 12-18 #FFCC00 #eeccff F = k ( q1 q2 / r2 ) V = V0(1 + βΔ T ) urban northwest02 female southeast #00e0c9$50k-$100k 08 001 002 003 004 005 006 government rural education male financial services 007 008 009 18-36 #f1f1f1 southwest 01 #239857 10 55+ $25k-$50k 04 northeast suburban banking ( sin θ1 )/(sin θ2 ) = v1 /v2 = n2 /n1 = λ1 /λ2 1/ Ceq = 1/ C1 + 1/ C2 + 1/ C3 © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 4. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 5. central v=λf automotive art+architecture manufacturing <$12k $12k-$25k 09 36-55 03 UNIQUE SITES 524,867 +798%#2950392 READERSHIP Fb = Vρg44.098%USERS = mg TABLET 05 12-18 #FFCC00 #eeccff F = k ( q1 q2 / r2 ) V = V0(1 + βΔ T ) urban northwest02 female southeast #00e0c9$50k-$100k 08 001 002 003 004 005 006 government rural education male financial services 007 008 009 18-36 #f1f1f1 southwest 89.78% CLICKTHROUGH 01 PRICE RANGE #239857 RICH CONTENT BASED ON PHONE $25k-$50k AND EXPERIENCE 398% ROI 10 55+ DATA 04 northeast suburban banking ( sin θ1 )/(sin θ2 ) = v1 /v2 = n2 /n1 = λ1 /λ2 1/ Ceq = 1/ C1 + 1/ C2 + 1/ C3 © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5
  • 6. USER ACTIONS do I know about this visitor? 1. What USER EXPERIENCE  Clicks on product  Stock hits $50 and triggers an alert  Clicks on a news story  Downloads a 2. What do I predict will make the visitor whitepaper  Walks into store take the action I want?  Updates golf  30% off, Free shipping scores  Golf Stories  Product Recommendation 3. Access & Assemble the Digital assets that match what I predict 4. Deliver those Digital Assets to the visitor in the right channel The Last Millisecond .000 .001 .002 .003© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 7. Marketers need capability that optimizes the customer marketing experience – the point of digital interaction … “The Last Millisecond” DYNAMIC CONSUMER DECISIONING & CONTENT DELIVERY PROFILE ALGORITHMS ASSEMBLY© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7
  • 8. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8
  • 9. Drive increased customer engagement with personalized experiences© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 10. Gain insights & provide measurable ROI on marketing investment© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 11. LEAPFROG…© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11
  • 12. of CEOs Do Not Trust Marketers  70% believe marketers are disconnected from business results  69% believe marketers live too much in their creative and social media bubble  “Marketers will have to understand they need to start „cutting the rubbish‟.”Source: Fournaise Marketing Group. July 12, 2012© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 13. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 13
  • 14. Changing the world through digital experiences© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14
  • 15. © 2012 Adobe Systems Incorporated. All Rights Reserved.