How 2014 is the year in which we realise the potential of digital marketing

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2014 : When Digital Marketing moves from Hype to Reality
John Watton, Director, Digital Marketing EMEA, Adobe. Overherd, 23rd April 2014

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About me

3. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton
2014’s Buyer has more
CHOICE & CONTROL,
more points of contact
4
The number of online sources the
average B2B customer uses when
shopping for a business purchase
The average number of searches
performed by the average B2B
converter
of purchase cycle in B2B is
completed before getting in touch
with a vendor
70%
5+
Source: Google & Compete B2B Customer Study,

4. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton
Face facts
86% of
IT buyers use
social media in
their purchase
decision
process
Source: IDG Connect Survey 2014

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Face facts
More than 50%of web visitors will be
via mobile by 2015
Source: Adobe/eConsultancy Digital Trends 2014

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The B2B marketing revolution - then
Brochures
Direct Mail
Telemarketing
Events
PR
Advertising (if you were lucky)

8. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton
The B2B marketing revolution - now
Brochures
Direct Mail
Telemarketing
Events
PR
Advertising (if you were lucky)
Brochureware website
Batch & blast Email
Bloggers
SEO
SEM
Trigger-based email
Webinars
Social Media Networks
Personalised sites
Mobile sites
Peer-to-peer review sites
Video channels
Inbound Marketing
Content Syndication
Mobile apps
Owned media
Paid social
SMS
Geo-location

9. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton

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13. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton

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Noise
The average consumer is exposed to
marketing messages per day.
Source: Mashable Email Infographic, Nov 2012

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Problem: Noise
In the time it took you to read this sentence,
20 millionemails have been sent.

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Selling has changed. A lot.

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Right message
Right time
Right place

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The need to get personal
B R O A D C A S T T A R G E T I N G S E G M E N T I N G P E R S O N A L I S I N G
relevant

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Sales
Manager
Sales
Manager
Sales
Manager
Sales
Manager
Sales
Manager
Sales
Manager
Sales
Manager
Finance
Director
Finance
Director
Finance
Director
Finance
Director
Finance
Director
Finance
Director
Finance
Director
Retail
Sector
Retail
Sector
Retail
Sector
Retail
Sector
Retail
Sector
Retail
Sector
@jwatton
At Scale

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Unified Media Experience
Adobe Marketing Personalization “Vision”
Same message or sequential messaging no matter where the user
sees Adobe
Adobe
Audience
Manager
Single Audience
Definition across
all Marketing
Channels
Conversion
Email Mobile
Event
Marketing
Display
Display
Search
Social
Site
Site

24. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton
Numbers on the table
 Impact
 Visibility
 Predictability
 =Credibility!
$$ Marketing sourced revenue
Won Opps
SALs from telesales
MQLs from marketing
Inbound Inquiries
$$ New Business Target
Channels

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Channels : Its all about balance

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Model Delivers True Empirical Attribution of Marketing Program Impact on Revenue

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Digital Marketing
Marketing in the digital age

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May 14-15, 2014 | ICC ExCel, London
Learn more at summit.adobe.com/emea
#AdobeSummit