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

1. Andreas.Helios@adobe.com
Marketing in einer digitalen Ökonomie
Digital Marketing bei Adobe

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. Data Driven
Marketing

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. Site visitors who do not convert
97%

6. Speed
Attention Span
6

7. $92
Marketers spend
to acquire traffic
and only
$1 to optimize it.
Source: Digital Index Report Adobe 2012

8. Personal
Relevant
Experience
8

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. Same Story …but different
at the right time
through the right channel
Delivering relevant
content
and the right device
to the right audienc

11. Make | Manage | Monetize | Measure
Experience
Management & Targeting
Creation &
Innovation
Multi-Channel
Deployment
Optimization
Analytics

12. science
art
12

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. ….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. 1984

16. http://panopticlick.eff.org/index.php?action=log&js=yes
16
Copyright 2012 Adobe Systems Incorporated. All rights reserved.
®

17. 17

19. And now for something
completely different
®
Copyright 2012 Adobe Systems Incorporated. All rights reserved.

20. ROI in
Social Media

27. of Adobe’s Marketing Spend is on Digital
®
Copyright 2012 Adobe Systems Incorporated. All rights reserved.

28. “Marketing by the Numbers” @ Adobe
Purchase Funnel
Waterfall Model
INQUIRIES
MARKETING
QUALIFIED
LEADS
SALES
ACCEPTED
LEADS
SALES
QUALIFIED
LEADS
CLOSED/WON
BUSINESS.

29. Redbull und Adobe Collective Art Projekt
29

30. 30

31. 31

32. http://www.youtube.com/watch?feature=player_embedded&v=BRAM8MpqIeA
32

33. 17 Mio Views
Number of Registrations +26%
12000+ Online Attendees
PR Awareness in EMEA and US
33

34. What Did YOU Think?
Experience A
Experience B
A?
B?

35. Results – Data Optimized
Experience A
Experience B
Winner!
Enter: +12%
Learn: 200%

36. 36

37. 37

38. 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.

40. Dashboard View

46. Linkedin

47. XING

48. Facebook

49. Google +

50. Blog

51. Twitter

52. Forsa Studie – Social Media Einschätzung

53. “What
gets
measured,
gets
managed.”
Peter
F.
Drucker

54. “Es
kommt
nicht
darauf
an
wer
wählt
sondern
wer
zählt.”
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Josef
W.
Stalin

55. 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

57. Products are becoming commodities…
Experience
is the differentiator.
57
Copyright 2012 Adobe Systems Incorporated. All rights reserved.
®

58. "The best minds of my generation
are thinking about how to make
people click ads."
(Jeff Hammerbacher)

59. Andreas.Helios@adobe.com
Marketing in einer digitalen Ökonomie
Digital Marketing bei Adobe