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Marketing in einer digitalen Ökonomie – Digital Marketing bei Adobe

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Präsentation von der Veranstaltung "Marketing in einer digitalen Ökonomie" mit beim www.marketingclub-muenchen.de am 17.10.2013

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Marketing in einer digitalen Ökonomie – Digital Marketing bei Adobe

  1. 1. Andreas.Helios@adobe.com Marketing in einer digitalen Ökonomie Digital Marketing bei Adobe
  2. 2. 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
  3. 3. Data Driven Marketing
  4. 4. If we have data, let’s look at data. If all we have are opinions, let’s go with mine. (Jim Barksdale, former CEO of Netscape) ® Copyright 2012 Adobe Systems Incorporated. All rights reserved.
  5. 5. Site visitors who do not convert 97%
  6. 6. Speed Attention Span 6
  7. 7. $92 Marketers spend to acquire traffic and only $1 to optimize it. Source: Digital Index Report Adobe 2012
  8. 8. Personal Relevant Experience 8
  9. 9. 30+ Channels Research product online Receive promo for product Receive mobile ad for product Join Facebook community for product Search online for product View video for newer product See TV ad for product Buy product online Research accessories for product Visit store to get help with product Visit store for help Buy accessories in store Receive product updates
  10. 10. Same Story …but different at the right time through the right channel Delivering relevant content and the right device to the right audienc
  11. 11. Make | Manage | Monetize | Measure Experience Management & Targeting Creation & Innovation Multi-Channel Deployment Optimization Analytics
  12. 12. science art 12
  13. 13. Our Job: Overcome the enterprise information silos…. Social Direct Mail Branch Web E-mail SEO/SEM Broadcast Mobile ? Store Display Ads Customer / Account Call Centers
  14. 14. ….and provide the customers with a personalized experience Online Data Offline Data SEO/SEM Direct Mail E-mail Broadcast Display Ads Store Social Branch Web Call Centers Mobile Customer / Account
  15. 15. 1984  
  16. 16. http://panopticlick.eff.org/index.php?action=log&js=yes 16 Copyright 2012 Adobe Systems Incorporated. All rights reserved. ®
  17. 17. 17
  18. 18. And now for something completely different ® Copyright 2012 Adobe Systems Incorporated. All rights reserved.
  19. 19. ROI in Social Media
  20. 20. of Adobe’s Marketing Spend is on Digital ® Copyright 2012 Adobe Systems Incorporated. All rights reserved.
  21. 21. “Marketing by the Numbers” @ Adobe Purchase Funnel Waterfall Model INQUIRIES MARKETING QUALIFIED LEADS SALES ACCEPTED LEADS SALES QUALIFIED LEADS CLOSED/WON BUSINESS.
  22. 22. Redbull und Adobe Collective Art Projekt 29
  23. 23. 30
  24. 24. 31
  25. 25. http://www.youtube.com/watch?feature=player_embedded&v=BRAM8MpqIeA 32
  26. 26. 17 Mio Views Number of Registrations +26% 12000+ Online Attendees PR Awareness in EMEA and US 33
  27. 27. What Did YOU Think? Experience A Experience B A? B?
  28. 28. Results – Data Optimized Experience A Experience B Winner! Enter: +12% Learn: 200%
  29. 29. 36
  30. 30. 37
  31. 31. Adobe on Adobe: Social ROI §  3 million referrals to Adobe.com §  13% Revenue Contribution Creative Cloud §  Reduced Ad Cost by 28% §  $5,000 revenue from one Twitter follower © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  32. 32. Dashboard View
  33. 33. Linkedin
  34. 34. XING
  35. 35. Facebook
  36. 36. Google +
  37. 37. Blog
  38. 38. Twitter
  39. 39. Forsa Studie – Social Media Einschätzung
  40. 40. “What  gets  measured,   gets  managed.”   Peter  F.  Drucker  
  41. 41. “Es  kommt  nicht   darauf  an  wer  wählt   sondern  wer  zählt.”     © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.  Josef  W.  Stalin  
  42. 42. Deliver the Best Consumer Experience in Real-Time USER ACTIONS USER EXPERIENCE 1. What do I know about this visitor? Clicks on product §  Stock hits $50 and triggers an alert §  Clicks on a news §  Downloads a do I predict will make the visitor 2. What story whitepaper the action I want? take §  §  Walks into store §  §  30% off, Free shipping Updates golf 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 .000 The Last Millisecond .001 .002 .003
  43. 43. Products are becoming commodities… Experience is the differentiator. 57 Copyright 2012 Adobe Systems Incorporated. All rights reserved. ®
  44. 44. "The best minds of my generation are thinking about how to make people click ads." (Jeff Hammerbacher)
  45. 45. Andreas.Helios@adobe.com Marketing in einer digitalen Ökonomie Digital Marketing bei Adobe

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