1. © 2013 Adobe Systems Incorporated. All Rights Reserved.© 2013 Adobe Systems Incorporated. All Rights Reserved.
Reinventing Marketing in the Age of Digital
John Watton, Director, Digital Marketing EMEA, Adobe. 12th June, 2014
Reality

2. © 2013 Adobe Systems Incorporated. All Rights Reserved.
Personalization
is the use of data to deliver a relevant
and engaging experience to a consumer
across channels and devices
Adobe’s definition of personalization

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10%
Conversion rates
14%
Lift in RPV
Why this is important
19%
Uplift in sales
14%
Click-through rates

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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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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,

7. © 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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10. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton
Right message
Right time
Right place

11. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton
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

13. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton13
Unified Media Experience
Adobe Marketing Personalization “Vision”
Same message or sequential messaging no matter where the user
sees Adobe
Single Audience
Definition across
all Marketing
Channels
Conversion
Email Mobile
Event
Marketing
Display
Display
Search
Social
Site
Site

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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