1. Marketing needs reinvention to keep up with changes in consumer behavior driven by new digital technologies and channels. 2. Understanding digital trends like the rise of mobile devices allows marketers to stay ahead of their customers' shifting preferences. 3. Effectively utilizing digital marketing technologies can help companies gain a competitive advantage and superior performance by personalizing experiences, testing approaches, and meeting consumers across all channels.

1. The reinvention of marketing
24th September 2014
Jamie Brighton | Marketing Cloud Strategy, Adobe | @jamiebrighton
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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

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4. NEW
MARKETER
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5. “The blindingly obvious is something
only visible to customers.”
Mark Mullen, CEO First Direct
@ CEX in FSI Event
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6. For customers, there is only your brand
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BRAND
“X”

7. But marketers see four screens: TV, computer, tablet, mobile
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8. They see 6 channels: web, social, email, search, display and apps
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9. They see three sources of trust: paid, earned, owned
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10. And no two customer journeys are the same
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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
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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. How can we ease this digital distress?
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14. ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night?
14
Be a data guru
Always be testing
Go digital. Everywhere

15. Be a data guru
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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. Big Data
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Most Confusing Buzzword of the Decade
–Global Language Monitor

17. Metrics matter.
Know how to instrument the data for business impact.
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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

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Always Be Testing

20. Always Be Testing
Test Results Immobilise HiPPOs
(Highest Paid Person’s Opinion)
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21. Adobe Digital Index: Conversion Rate
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21

22. Your opinion,
while interesting,
is irrelevant.
“
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”
PRAGMATIC MARKETING | TUNED IN

23. Go digital. Everywhere. (Your customers already have)
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24. Adobe Digital Index: Apps drive majority of usage on mobile devices
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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. Adobe Digital Index: UK leads the way in mobile visits
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25

26. Audi
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27. Ancestry.com
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29. © 202194 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
MONETIZE
MEASURE
MAKE
MANAGE

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. 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.