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The Reinvention of Digital Marketing with Adobe

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Presentation at On The Edge Reading, 24th September 2014.

The reinvention of Marketing with Jamie Brighton, Head of Strategic Marketing EMEA, Adobe

- How to understand, measure and optimise Big Data
- Analysing the audience: How they are using current trends in digital marketing and solutions and what you should be doing
- Comparing and Competing: How to use “Digital Index Reports” to benchmark sectors and companies for awesome results!

Published in: Marketing

The Reinvention of Digital Marketing with Adobe

  1. 1. The reinvention of marketing 24th September 2014 Jamie Brighton | Marketing Cloud Strategy, Adobe | @jamiebrighton © 22001144 AAddoobbee SSyysstteemmss I nInccoorprpoorartaetde.d .A All lRl iRghigths tRse Rseersveervde. dA. d Aodbeo bCeo Cnfiodnefindteianl.t ial.
  2. 2. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The world is changing Move to Mobile & Tablets The Internet of Things Making Everything Digital
  3. 3. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  4. 4. NEW MARKETER © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  5. 5. “The blindingly obvious is something only visible to customers.” Mark Mullen, CEO First Direct @ CEX in FSI Event © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  6. 6. For customers, there is only your brand © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. BRAND “X”
  7. 7. But marketers see four screens: TV, computer, tablet, mobile © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  8. 8. They see 6 channels: web, social, email, search, display and apps © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  9. 9. They see three sources of trust: paid, earned, owned © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  10. 10. And no two customer journeys are the same © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  11. 11. For customers, there is only your brand BRAND “Inconsistent Experience Undermines Brand Trust” Create a Connected “Communication X” Plan for the Post-Digital Era – 5 February 2014 © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  12. 12. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 76% Say marketing has changed more in the last 2 years than the past 50 66% Marketers who think companies won’t succeed unless they have a digital approach 48% of Digital Marketers who feel ‘highly proficient’ in digital marketing DIGITAL DISTRESS
  13. 13. How can we ease this digital distress? © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 13
  14. 14. ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? 14 Be a data guru Always be testing Go digital. Everywhere
  15. 15. Be a data guru © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 15 art+architecture $12k-$25k central urban financial services banking education #239857 #00e0c9 F = k ( q1 q2 / r2 ) ( sin θ1 )/(sin θ2 ) = v1 /v2 = n2 /n1 = λ1 /λ2 09 Fb = Vρg = mg 001 002 003 004 005 006 007 008 009
  16. 16. Big Data © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Most Confusing Buzzword of the Decade –Global Language Monitor
  17. 17. Metrics matter. Know how to instrument the data for business impact. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17
  18. 18. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Each travel segment (Airline, Online Travel Agency, Car Rental and Hotel) is up year-over-year in bookings Spending online on travel this Summer will be up 15% from last year
  19. 19. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 19 Always Be Testing
  20. 20. Always Be Testing Test Results Immobilise HiPPOs (Highest Paid Person’s Opinion) © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 20
  21. 21. Adobe Digital Index: Conversion Rate © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 21
  22. 22. Your opinion, while interesting, is irrelevant. “ © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 22 ” PRAGMATIC MARKETING | TUNED IN
  23. 23. Go digital. Everywhere. (Your customers already have) © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 23
  24. 24. Adobe Digital Index: Apps drive majority of usage on mobile devices © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Source: Adobe Digital Index 2013 Tablets: Time spent per app session is 4X longer than web Smartphones: Time spent per app session is 2.5X longer than web
  25. 25. Adobe Digital Index: UK leads the way in mobile visits © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 25
  26. 26. Audi © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  27. 27. Ancestry.com © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  28. 28. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  29. 29. © 202194 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. MONETIZE MEASURE MAKE MANAGE
  30. 30. Marketing needs reinvention to meet the demands of the new consumer 1 © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Understanding digital trends means you can stay ahead of your customers 2 Using digital marketing technology can provide competitive differentiation and help you become the best of the best 3
  31. 31. Jamie Brighton Strategic Marketing EMEA @jamiebrighton Adobe Digital Index: http://eu.cmo.com/adobe-digital-index.html/ © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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