The document discusses real-time marketing and the challenges of implementing it. It describes real-time marketing as listening to customer signals, predicting their needs, assembling relevant digital assets and delivering them through the right channel at the last moment. It outlines factors like metric misalignment, skills gaps and tool fragmentation that make real-time marketing difficult. It proposes building towards real-time marketing through improved organizational structure, technology, processes and cross-team collaboration.
Software as a Service — Things to Know Before you Build a SaaS ProductAlaina Carter
Software as a service is a public cloud service model in which third-party providers launch the software on a subscription basis over the internet. SaaS offers a remote accessibility option, which is it's USP. Read more to know the things that you need to know before you build a SaaS product.
Every year we look at the big mobile trends for the upcoming year and share practical recommendations on how to become a mobile leader. This presentation focuses on the 10 trends that will impact your organization in 2016.
Here we have synthesized four important trends in mobile for 2016:
1.) Mobile Screens Are Now The Primary Screens
2.) Retail Shifts to Mobile
3.) Internet of Things (IoT) Is A Mobile Sales Bonanza
4.) Ad-Blocking Moves to Mobile
Software as a Service — Things to Know Before you Build a SaaS ProductAlaina Carter
Software as a service is a public cloud service model in which third-party providers launch the software on a subscription basis over the internet. SaaS offers a remote accessibility option, which is it's USP. Read more to know the things that you need to know before you build a SaaS product.
Every year we look at the big mobile trends for the upcoming year and share practical recommendations on how to become a mobile leader. This presentation focuses on the 10 trends that will impact your organization in 2016.
Here we have synthesized four important trends in mobile for 2016:
1.) Mobile Screens Are Now The Primary Screens
2.) Retail Shifts to Mobile
3.) Internet of Things (IoT) Is A Mobile Sales Bonanza
4.) Ad-Blocking Moves to Mobile
Vala Afshar, CMO at Extreme Networks, spoke on The Power of Collaboration to business entrepreneurs and technology leaders gathered at Washington University in an event sponsored by Core Networks, the Kellogg Alumni Association of St. Louis, and Extreme Networks. Video of Vala's presentation is here - https://www.youtube.com/watch?v=F9ZtNNtlid4 For more, follow on Twitter - @ValaAfshar @CoreNetworksLLC
Highlights from the Voices.com 2021 Trends ReportVoices
We leveraged internal data and surveyed over 1,000 of our clients, in industries ranging from advertising, education, media, entertainment, technology, and more, to uncover trends that emerged in 2020 and to explore the trends that will stick around for 2021.
This report contains:
- The four biggest trends impacting creative services industries right now
- Insights into how 2020 and the COVID‑19 pandemic shaped the future of work and accelerated change in digital transformation, content strategies, and the rise in voice technologies
- Our top four predictions for 2021
Read more: https://www.voices.com/company/press/reports/2021-annual-trends-report
Build a successful enterprise mobility strategyAjit Gokhale
Build a sustainable , scalable and fail-safe mobility strategy for your enterprise. Mobien Technologies helps companies create a robust, ROI driven mobility strategies.
Mobility is an opportunity to reinvent your business. Innovate your product, process or business model with the help of mobile and tap into a whole new world of service offerings and revenue streams. Here are some companies that exemplify what we mean together with tangible tips on how you can reinvent your business through mobility.
Choosing the right mobility strategy is key for enterprises to leverage the latest technology trend and stay competitive. More often enterprise tend to either prolong the decision on mobility strategy or adopt a short sighted approach. The rapid evolution of mobile technology and its proliferation into enterprises is unprecedented, which led to many misconceptions in the mind of enterprise IT. This document clarifies the misconceptions enterprises have in mobility strategy.
#1NLab15: Creating Digital Harmony – The Marketing Technology EcosystemOne North
One North Technical Strategist Pete Amundson walks us through the complicated web of today’s Marketing Technology Ecosystem. From content management systems to customer relationship management tools, there is a lot to consider when assembling your “ecosystem.” Pete gives some tips for getting started.
From the 2015 Experience Lab: Digital Working in Concert. You can view the video recording of this presentation here: https://youtu.be/bf9kVCVj0M8
Disruptive innovation creates new market and reshapes existing one. To achieve growth in a fast-changing world, you want to be a disruptor, don't be disrupted!
Magnus Jern's presentation from this year's Market Research Summit on "Understanding the Mobile Tech Adoption Curve". What are the new opportunities for live, in the moment, research approaches? How do you predict the success and adoption curve of new mobile technology?
The most leading tech companies to watch compressed.Merry D'souza
This latest issue of Ciolook India, features ‘The Most Leading Tech Companies to Watch’ & the stories of companies that are leveraging technology at every level of their business & providing products, services, or solutions related to advanced tech in a dynamic way.
Co-written with influencer Brian Solis, this eBook helps execs get their business on the path to becoming a social enterprise by following 20 short, but impactful principles.
Cloud Computing Technology: A Mechanism for Achieving Sustainable IT GoalsBooz Allen Hamilton
Booz Allen Hamilton, has long recognized the significant impact Cloud Computing will have on organizations providing services and products to costumers. This article focuses on Booz Allen's approach to using Computing as a mechanism for achieving sustainable IT goals.
Top 10 Companies Leading the Cloud Revolution 2021 features a handful of companies leading their respective industries to the adoption of cloud computing
We have decided to go for a special issue on “The 10 Most Booming SaaS Solution Providers 2018”. It will walk you through a list of companies which have proved their substance with their innovatory services. On the Cover of the issue, we have featured Socialbakers, ‘One And All’ SaaS Solution Provider for all digital marketing queries.
From Gold Rush to Online Gold Mine: How Brooks Brothers Used Analytics to Dri...Adobe
The website for Brooks Brothers, the company that invented the ready-to-wear concept during the Gold Rush era, is creating an online gold mine has employed website by using analytics from Adobe to increase revenue by millions of dollars by implementing a data-driven customer experience. The company’s testing and web analytics strategies with a direct feedback loop has enabled Brooks Brothers to capture and analyze online activities, and take profitable action on that information.
In this presentation, Cindy Lincks of Brooks Brothers and Aseem Chandra of Adobe (who powers Brooks Brothers’ analytics) will shared insights and strategies on how to sort through vast amounts of data to uncover hidden behavioral patterns that help to determine the best action to achieve business goals.
This presentation was presented by Aseem Chandra of Adobe and Cindy Lincks of Brooks Brothers This presentation was given at Internet Retailer Conference and Exhibition in Chicago on June 6, 2013.
Vala Afshar, CMO at Extreme Networks, spoke on The Power of Collaboration to business entrepreneurs and technology leaders gathered at Washington University in an event sponsored by Core Networks, the Kellogg Alumni Association of St. Louis, and Extreme Networks. Video of Vala's presentation is here - https://www.youtube.com/watch?v=F9ZtNNtlid4 For more, follow on Twitter - @ValaAfshar @CoreNetworksLLC
Highlights from the Voices.com 2021 Trends ReportVoices
We leveraged internal data and surveyed over 1,000 of our clients, in industries ranging from advertising, education, media, entertainment, technology, and more, to uncover trends that emerged in 2020 and to explore the trends that will stick around for 2021.
This report contains:
- The four biggest trends impacting creative services industries right now
- Insights into how 2020 and the COVID‑19 pandemic shaped the future of work and accelerated change in digital transformation, content strategies, and the rise in voice technologies
- Our top four predictions for 2021
Read more: https://www.voices.com/company/press/reports/2021-annual-trends-report
Build a successful enterprise mobility strategyAjit Gokhale
Build a sustainable , scalable and fail-safe mobility strategy for your enterprise. Mobien Technologies helps companies create a robust, ROI driven mobility strategies.
Mobility is an opportunity to reinvent your business. Innovate your product, process or business model with the help of mobile and tap into a whole new world of service offerings and revenue streams. Here are some companies that exemplify what we mean together with tangible tips on how you can reinvent your business through mobility.
Choosing the right mobility strategy is key for enterprises to leverage the latest technology trend and stay competitive. More often enterprise tend to either prolong the decision on mobility strategy or adopt a short sighted approach. The rapid evolution of mobile technology and its proliferation into enterprises is unprecedented, which led to many misconceptions in the mind of enterprise IT. This document clarifies the misconceptions enterprises have in mobility strategy.
#1NLab15: Creating Digital Harmony – The Marketing Technology EcosystemOne North
One North Technical Strategist Pete Amundson walks us through the complicated web of today’s Marketing Technology Ecosystem. From content management systems to customer relationship management tools, there is a lot to consider when assembling your “ecosystem.” Pete gives some tips for getting started.
From the 2015 Experience Lab: Digital Working in Concert. You can view the video recording of this presentation here: https://youtu.be/bf9kVCVj0M8
Disruptive innovation creates new market and reshapes existing one. To achieve growth in a fast-changing world, you want to be a disruptor, don't be disrupted!
Magnus Jern's presentation from this year's Market Research Summit on "Understanding the Mobile Tech Adoption Curve". What are the new opportunities for live, in the moment, research approaches? How do you predict the success and adoption curve of new mobile technology?
The most leading tech companies to watch compressed.Merry D'souza
This latest issue of Ciolook India, features ‘The Most Leading Tech Companies to Watch’ & the stories of companies that are leveraging technology at every level of their business & providing products, services, or solutions related to advanced tech in a dynamic way.
Co-written with influencer Brian Solis, this eBook helps execs get their business on the path to becoming a social enterprise by following 20 short, but impactful principles.
Cloud Computing Technology: A Mechanism for Achieving Sustainable IT GoalsBooz Allen Hamilton
Booz Allen Hamilton, has long recognized the significant impact Cloud Computing will have on organizations providing services and products to costumers. This article focuses on Booz Allen's approach to using Computing as a mechanism for achieving sustainable IT goals.
Top 10 Companies Leading the Cloud Revolution 2021 features a handful of companies leading their respective industries to the adoption of cloud computing
We have decided to go for a special issue on “The 10 Most Booming SaaS Solution Providers 2018”. It will walk you through a list of companies which have proved their substance with their innovatory services. On the Cover of the issue, we have featured Socialbakers, ‘One And All’ SaaS Solution Provider for all digital marketing queries.
From Gold Rush to Online Gold Mine: How Brooks Brothers Used Analytics to Dri...Adobe
The website for Brooks Brothers, the company that invented the ready-to-wear concept during the Gold Rush era, is creating an online gold mine has employed website by using analytics from Adobe to increase revenue by millions of dollars by implementing a data-driven customer experience. The company’s testing and web analytics strategies with a direct feedback loop has enabled Brooks Brothers to capture and analyze online activities, and take profitable action on that information.
In this presentation, Cindy Lincks of Brooks Brothers and Aseem Chandra of Adobe (who powers Brooks Brothers’ analytics) will shared insights and strategies on how to sort through vast amounts of data to uncover hidden behavioral patterns that help to determine the best action to achieve business goals.
This presentation was presented by Aseem Chandra of Adobe and Cindy Lincks of Brooks Brothers This presentation was given at Internet Retailer Conference and Exhibition in Chicago on June 6, 2013.
Each one of us gives out more digital signals in the cyberspace than we actually realise. Leading marketers are gaining capabilities to make sense of those signals so that their messages can become more engaging and relevant to us.
Recommendations for Brooks Brothers Video StrategyJavier Cobo
A video content strategy should take advantage of the opportunity social media allows companies to tell stories. YouTube is not limited by the thirty-second time constraint of a TV commercial, so companies can use YouTube to fully explain products or build an emotional connection with visitors. That said, entertaining 30-second spots are effective at attracting visitors.
In this content strategy recommendation, I examined how Brooks Brothers was approaching video in 2011 and recommended some future initiatives.
Delivering digital experiences in record time using Adobe Experience ManagerJoost van Dun
Today's customers are demanding. They want better experiences, and they want it now. To please your customers, you need to be agile and fast to market. Learn how Philips, a global brand in HealthTech and Consumer technology, developed best practices for marketers and developers to be more productive using Adobe Experience Manager, Analytics and Target.
Adobe Experience Manager is a CMS that gives you the power to deliver valuable content to your audience on different channels.
Adobe Experience Manager organizes, manages, and delivers creative assets.
AEM adds value to other Adobe tooling such as:
- Campaign
- Analytics
- Audience Manager
- Target
See in these slides how these toolings blend with Adobe Experience Manager.
IMMERSE'16 Intro to Adobe Experience Manager & Adobe Marketing CloudAdobeMarketingCloud
Sunil Bhaskaran takes you through the Adobe Marketing Cloud in this session of IMMERSE Intro Track session. You will see how integrating your Adobe Marketing Cloud with Experience Manager creates a full-circle, digital experience. Using critical Adobe services: Adobe Analytics, Adobe Campaign, Adobe Digital Publishing Suite, and Adobe Target with Experience Manager helps you deliver better business solutions for your customers. To see the on-demand IMMERSE Session please go to http://bit.ly/Immerse16
PCC#105 PT2. SOCIAL IMPACT: How do you know your company's investment in soci...Gary Wang
For companies of all sizes, it is no brainer that having presence in social media space is critical to your business success.
But many of those companies do not have ability to articulate why social presence is important and how this is impacting their businesses.
Through Sho's presentation, he will demonstrate current trend in social media and challenges social media marketers face. He will also present what technologies are available today to address such issues and how technology can enable companies to justify their investment in social media activities.
Speaker Profile:
Shotaro (Sho) Uehara is a Senior Evangelist and Product Manager at Adobe Systems in Japan & APAC region. In his role, he has responsibility to define and own the product strategy as well as product roadmap in the JAPAC market. Prior to joining Adobe, he held product management & alliance partner positions in Enterprise marketing group at Dell. Uehara holds a MBA from McGill University and a Master’s degree in Information Technology from Waseda University. He is a graduate from California State University, Long Beach where he received a bachelor’s degree in Business Administration, emphasis in business application programing.
Topic: The reinvention of Marketing
* 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!
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!
An introduction from Adobe's Jeremy Waite on the future of social business, before welcoming Brian Solis to the stage for an exclusive Q&A in London on 12 July 2013 (view Brian's slides here: http://slidesha.re/13kKtIY)
"The Truth About Mobile Marketing for B2B Companies" -- As part of SoCal BMA's 'The Leading Edge' executive signature series, Adobe's Head of Strategic Marketing for Mobile, Ray Pun, delivered this interactive presentation to our members and guests on November 19, 2015, at in San Diego.
Over the past 5 years, we have heard the call for “Mobile First”. But how does this apply to business-to-business companies, especially if the buyer is transacting through a salesperson? According to Forrester Research, 53% of B2B purchase decision makers use personal mobile devices to research new business-related products and services. In the B2B world, Mobile First is what's next.
Thinking about the buyer’s journey, it is clear that smartphone and tablet experiences are important influencers. Attendees to this event gained insights on why companies are shifting focus to Mobile First marketing, as well as the key points on the importance and opportunities of mobile marketing for B2B organizations.
Ray addressed the impact of mobile on your digital marketing strategies; trends among B2B companies investing in mobile experiences; key considerations for building an effective mobile marketing team; and the future "mobile only” buyer.
My presentation from Emerce Performance, Amsterdam on 21st November 2013. Discusses trends in Search Engine Marketing for 2014, with some best practice tips.
Andreas Helios von Adobe Systems eröffnete mit seiner Keynote zum Thema „Die Transformation des Marketings“ den zweiten Tag des Werbeplanung.at-Summit 2013.
Das Marketing hat oft den Bezug zum realen Leben verloren. Wir müssen auf die Wirkung und das Ergebnis zurückkommen, dann treffen wir wieder den Nerv der Entscheider“, sagt Andreas Helios, Marketingleiter Zentraleuropa von Adobe Systems, in seiner Keynote am zweiten Tag des Werbeplanung.at-Summit 2013.
Das digitale Marketing erlaube zwar eine starke Individualisierung und Messbarkeit, dennoch „sind die Kunden immer noch dazu gezwungen, Inhalte zu konsumieren, die nicht für sie zugeschnitten sind“, kritisiert er. Die User seien durch die Informationsüberflutung mit einer sehr schmalen Aufmerksamkeitsspanne ausgestattet. Die Konsequenz daraus – Helios zitiert dabei den Digital Index Report von Adobe aus dem Jahr 2012 – dass 97 Prozent der Seitenbesucher nicht konvertieren.
„Viele Unternehmen sind zufrieden damit, Traffic zu haben und vergessen aber, zu optimieren und den nächsten Schritt zur Conversion zu machen.“ Der Nachholbedarf in diesem Bereich sei „dramatisch“, sagt Helios. „Zwischen dem Markenversprechen des klassischen Marketings und die Realität bei der Transaktion klafft eine riesige Kluft.“
Big Data clever aufbereiten
Das Buzzwort „Big Data“ ist für Helios kein neues Thema, „wenn man vor zehn Jahren auf SAP-Konferenzen war, wurde bereits über die Bewältigung große Datenmengen gesprochen.“ Er plädiert darauf, Big Data nicht als Problem zu sehen, solange man es schaffe, Daten mit Erklärungsgewinn darzustellen. Über das „Urgestein“ von Big Data, die Wetterkarte, gäbe es ja auch keine negativen Stimmen. „Ziel ist es, die Informationstöpfe zusammenzuführen - nicht mit dem Ziel, die Person auszukundschaften -, sondern Personen mit den für sie relevanten Informationen zu versorgen.“
Helios plädiert dafür, in der gesamten Diskussion das Vertrauen in das Sammeln von Daten zu erhöhen: „Transparenz und Klarheit sind die wichtigsten Punkte. Sorgen Sie dafür, dass Ihre Kunden wissen, was Sie sammeln und wo sie dem widersprechen können.“ Seine abschließende Botschaft an die Marketingverantwortlichen: „Seien Sie relevant, testen Sie, messen Sie und machen Sie sich Gedanken über die Konversion.“
http://werbeplanung.at/news/summit/2013/07/zweite-keynote-am-werbeplanung-at-summit-2013
Social's Third Wave: from Listening to Destination to Core Marketing Layer
The first wave of social marketing software let companies listen to their customers, monitor their brands, and inform their market research. The second provided a means to engage consumers and businesses at scale, publishing content and enabling direct interaction across multiple social platforms. The third, just emerging in the past year, will propel brands beyond the platforms themselves, and allow marketers to nuture and capture social's value across numerous aspects of the customer journey, including advertising, on-site and on-premise experience, customer service, and multi-channel interaction. Learn how Adobe is integrating social into data, engagement tools, advocacy distribution, organic sharing, and owned experiences throughout the customer life-cycle, and how this integration will substantially increase social's impact on business operations and value to the organization.
Presenter: Jeff Feldman, Business Development and Strategy, Adobe
Jeff Feldman leads social strategy at Adobe, the global leader in digital marketing and digital media solutions, where he manages Adobe's relationships with its social partners and is responsible for ensuring Adobe Social's access across the ecosystem.
Feldman joined Adobe via its acquisition of Context Optional, a social media management platform, where he served as Vice President of Strategy and spearheaded many of the company's market facing operations. Previously Feldamn led partnerships at Instructables, an online how-to community later acquired by Autodesk, and the consulting and strategic services group at Cymfony, a pioneer in social media analytics, later acquired by TNS. He holds a Bachelor of Science in Economics from the Wharton School of the University of Pennsylvania.
Content Targeting and Personalization: Improving Engagement at the Account LevelG3 Communications
"With buyer engagements shifting online, B2B marketers need to deliver digital experiences that resonate with TARGET businesses, differentiate themselves from their competitors, and accelerate the sales cycle. Web analytics, targeting tools and content systems are now adapting to this new B2B buyer, as companies are learning how to engage and connect content to target audiences in order to nurture and accelerate leads to sales. Hear how Adobe has embarked on a journey to connect data from analytics, testing tools and visitor identification technologies to understand their targets, personalize their web experiences and better serve content to the accounts that are not only most likely to convert, but also most likely to buy.
Top tactics for identifying, engaging and converting visitors from your most important web segments Identify the top conversion metrics to pay attention to and optimize against Learn how to engage visitors—and keep them engaged—utilizing personalization technology"
neuro-linguistic programming - covers neuro (your brain),
linguistics (your language), and programming (your internal
models of the world which you think of as reality)
These silos of information make it increasingly difficult to do things core to your business and growth. Adobe has been working with Telco companies for years helping to meet customer needs in a very dynamic marketplace and grow their business. In fact, Adobe works with over 70% of the top 25 Global Telecommunications companies. These are a core set of objectives that we have helped them achieve again and againthings such as:Innovation –There are few industries that are as dynamic as telecommunications. To stay ahead of the pack and to envision the next revolutionary trend, success is driven through experimentation and innovation.First is product/services innovation as part of driving desire to grow revenues in areas beyond data downloads. We see a lot of experimentation with new offerings such as bundles and family plans which provide opportunities to benefit from content downloads, gain share of wallet & improve ARPUs. Telco organizations are increasing tapping customers for inputs during the product development cycle which provides early inputs into product features and audience preferences and positioning. focused on the development of New offerings that will both improve revenues and provide more stickiness (like data and content subscriptions) and marketing innovation- novel ways to engage and retain customers (apps and OTT collaborations, mobile broadband) gain a (adobe value proposition is through social technologies that support innovation strategies, analytics that enable the organization to identify trends)Differentiate Customer Experiences- CSP can differentiate themselves from the competition by providing personalized, engaging experiences across the customer lifecycle. For example, CSP are able to improve CSAT and reduce churn by providing intuitive e-support experiences. (analytics, targeting, WEM) Harness the power of big data: Telco organizations have a wealth of data- billing relationship, phone, app usage like other organizations want to harness the power of their data are looking to identify actionable insights and segments within their data sets to inform audience targeting, cross sell/up sell, and provide intuitive support experiencesANDThey are the only player in the eco system that can see the market in totality: what mobile subscribers are doing- how all apps & devices are being used so that could be used to sell back to ecosystem as intel or they could participate in ad networks (analytics, Insight, Target)Execute on a Dime: Efficient and speed from content/campaign development to publishing to different form factors. Quickly measure and react based on target audiences reaction- optimize advertising spend to deliver biggest benefit for the buck. (WEM, Media optimizer)Need to expand wallet share- and reduce churn (new offerings that combine data/content, look at new business models - mobile advertisingAcquire new customersMarket for carriers is mature, saturated - having a challenge acquiring new customers and keeping existing customers. Focused on expanding “wallet share” across their served customer base…bundling offerings is popular (4P offering - Internet, Voice, TV, Mobile). Major focus of customer relationship management strategy is influencing uptake of additional offerings to prevent defection. A dominant KPI is client spend. Disruptive new entrants are stealing market share (Free Mobile story in France…already has 5% market share) and regulatory pressure challenging the growth in revenues from increased data consumption with growth of mobile subscribers
These silos of information make it increasingly difficult to do things core to your business and growth. Adobe has been working with Telco companies for years helping to meet customer needs in a very dynamic marketplace and grow their business. In fact, Adobe works with over 70% of the top 25 Global Telecommunications companies. These are a core set of objectives that we have helped them achieve again and againthings such as:Innovation –There are few industries that are as dynamic as telecommunications. To stay ahead of the pack and to envision the next revolutionary trend, success is driven through experimentation and innovation.First is product/services innovation as part of driving desire to grow revenues in areas beyond data downloads. We see a lot of experimentation with new offerings such as bundles and family plans which provide opportunities to benefit from content downloads, gain share of wallet & improve ARPUs. Telco organizations are increasing tapping customers for inputs during the product development cycle which provides early inputs into product features and audience preferences and positioning. focused on the development of New offerings that will both improve revenues and provide more stickiness (like data and content subscriptions) and marketing innovation- novel ways to engage and retain customers (apps and OTT collaborations, mobile broadband) gain a (adobe value proposition is through social technologies that support innovation strategies, analytics that enable the organization to identify trends)Differentiate Customer Experiences- CSP can differentiate themselves from the competition by providing personalized, engaging experiences across the customer lifecycle. For example, CSP are able to improve CSAT and reduce churn by providing intuitive e-support experiences. (analytics, targeting, WEM) Harness the power of big data: Telco organizations have a wealth of data- billing relationship, phone, app usage like other organizations want to harness the power of their data are looking to identify actionable insights and segments within their data sets to inform audience targeting, cross sell/up sell, and provide intuitive support experiencesANDThey are the only player in the eco system that can see the market in totality: what mobile subscribers are doing- how all apps & devices are being used so that could be used to sell back to ecosystem as intel or they could participate in ad networks (analytics, Insight, Target)Execute on a Dime: Efficient and speed from content/campaign development to publishing to different form factors. Quickly measure and react based on target audiences reaction- optimize advertising spend to deliver biggest benefit for the buck. (WEM, Media optimizer)Need to expand wallet share- and reduce churn (new offerings that combine data/content, look at new business models - mobile advertisingAcquire new customersMarket for carriers is mature, saturated - having a challenge acquiring new customers and keeping existing customers. Focused on expanding “wallet share” across their served customer base…bundling offerings is popular (4P offering - Internet, Voice, TV, Mobile). Major focus of customer relationship management strategy is influencing uptake of additional offerings to prevent defection. A dominant KPI is client spend. Disruptive new entrants are stealing market share (Free Mobile story in France…already has 5% market share) and regulatory pressure challenging the growth in revenues from increased data consumption with growth of mobile subscribers
These silos of information make it increasingly difficult to do things core to your business and growth. Adobe has been working with Telco companies for years helping to meet customer needs in a very dynamic marketplace and grow their business. In fact, Adobe works with over 70% of the top 25 Global Telecommunications companies. These are a core set of objectives that we have helped them achieve again and againthings such as:Innovation –There are few industries that are as dynamic as telecommunications. To stay ahead of the pack and to envision the next revolutionary trend, success is driven through experimentation and innovation.First is product/services innovation as part of driving desire to grow revenues in areas beyond data downloads. We see a lot of experimentation with new offerings such as bundles and family plans which provide opportunities to benefit from content downloads, gain share of wallet & improve ARPUs. Telco organizations are increasing tapping customers for inputs during the product development cycle which provides early inputs into product features and audience preferences and positioning. focused on the development of New offerings that will both improve revenues and provide more stickiness (like data and content subscriptions) and marketing innovation- novel ways to engage and retain customers (apps and OTT collaborations, mobile broadband) gain a (adobe value proposition is through social technologies that support innovation strategies, analytics that enable the organization to identify trends)Differentiate Customer Experiences- CSP can differentiate themselves from the competition by providing personalized, engaging experiences across the customer lifecycle. For example, CSP are able to improve CSAT and reduce churn by providing intuitive e-support experiences. (analytics, targeting, WEM) Harness the power of big data: Telco organizations have a wealth of data- billing relationship, phone, app usage like other organizations want to harness the power of their data are looking to identify actionable insights and segments within their data sets to inform audience targeting, cross sell/up sell, and provide intuitive support experiencesANDThey are the only player in the eco system that can see the market in totality: what mobile subscribers are doing- how all apps & devices are being used so that could be used to sell back to ecosystem as intel or they could participate in ad networks (analytics, Insight, Target)Execute on a Dime: Efficient and speed from content/campaign development to publishing to different form factors. Quickly measure and react based on target audiences reaction- optimize advertising spend to deliver biggest benefit for the buck. (WEM, Media optimizer)Need to expand wallet share- and reduce churn (new offerings that combine data/content, look at new business models - mobile advertisingAcquire new customersMarket for carriers is mature, saturated - having a challenge acquiring new customers and keeping existing customers. Focused on expanding “wallet share” across their served customer base…bundling offerings is popular (4P offering - Internet, Voice, TV, Mobile). Major focus of customer relationship management strategy is influencing uptake of additional offerings to prevent defection. A dominant KPI is client spend. Disruptive new entrants are stealing market share (Free Mobile story in France…already has 5% market share) and regulatory pressure challenging the growth in revenues from increased data consumption with growth of mobile subscribers
Learn the tools, but…Value propositions, compelling messaging, trade dress, etc. still matterDon’t get so heavy in the science that you forget the art
These silos of information make it increasingly difficult to do things core to your business and growth. Adobe has been working with Telco companies for years helping to meet customer needs in a very dynamic marketplace and grow their business. In fact, Adobe works with over 70% of the top 25 Global Telecommunications companies. These are a core set of objectives that we have helped them achieve again and againthings such as:Innovation –There are few industries that are as dynamic as telecommunications. To stay ahead of the pack and to envision the next revolutionary trend, success is driven through experimentation and innovation.First is product/services innovation as part of driving desire to grow revenues in areas beyond data downloads. We see a lot of experimentation with new offerings such as bundles and family plans which provide opportunities to benefit from content downloads, gain share of wallet & improve ARPUs. Telco organizations are increasing tapping customers for inputs during the product development cycle which provides early inputs into product features and audience preferences and positioning. focused on the development of New offerings that will both improve revenues and provide more stickiness (like data and content subscriptions) and marketing innovation- novel ways to engage and retain customers (apps and OTT collaborations, mobile broadband) gain a (adobe value proposition is through social technologies that support innovation strategies, analytics that enable the organization to identify trends)Differentiate Customer Experiences- CSP can differentiate themselves from the competition by providing personalized, engaging experiences across the customer lifecycle. For example, CSP are able to improve CSAT and reduce churn by providing intuitive e-support experiences. (analytics, targeting, WEM) Harness the power of big data: Telco organizations have a wealth of data- billing relationship, phone, app usage like other organizations want to harness the power of their data are looking to identify actionable insights and segments within their data sets to inform audience targeting, cross sell/up sell, and provide intuitive support experiencesANDThey are the only player in the eco system that can see the market in totality: what mobile subscribers are doing- how all apps & devices are being used so that could be used to sell back to ecosystem as intel or they could participate in ad networks (analytics, Insight, Target)Execute on a Dime: Efficient and speed from content/campaign development to publishing to different form factors. Quickly measure and react based on target audiences reaction- optimize advertising spend to deliver biggest benefit for the buck. (WEM, Media optimizer)Need to expand wallet share- and reduce churn (new offerings that combine data/content, look at new business models - mobile advertisingAcquire new customersMarket for carriers is mature, saturated - having a challenge acquiring new customers and keeping existing customers. Focused on expanding “wallet share” across their served customer base…bundling offerings is popular (4P offering - Internet, Voice, TV, Mobile). Major focus of customer relationship management strategy is influencing uptake of additional offerings to prevent defection. A dominant KPI is client spend. Disruptive new entrants are stealing market share (Free Mobile story in France…already has 5% market share) and regulatory pressure challenging the growth in revenues from increased data consumption with growth of mobile subscribers
“There has not been a common vision for this site for a very long time under one leader. It has moved from one leader to another, so it keeps shifting.”
These silos of information make it increasingly difficult to do things core to your business and growth. Adobe has been working with Telco companies for years helping to meet customer needs in a very dynamic marketplace and grow their business. In fact, Adobe works with over 70% of the top 25 Global Telecommunications companies. These are a core set of objectives that we have helped them achieve again and againthings such as:Innovation –There are few industries that are as dynamic as telecommunications. To stay ahead of the pack and to envision the next revolutionary trend, success is driven through experimentation and innovation.First is product/services innovation as part of driving desire to grow revenues in areas beyond data downloads. We see a lot of experimentation with new offerings such as bundles and family plans which provide opportunities to benefit from content downloads, gain share of wallet & improve ARPUs. Telco organizations are increasing tapping customers for inputs during the product development cycle which provides early inputs into product features and audience preferences and positioning. focused on the development of New offerings that will both improve revenues and provide more stickiness (like data and content subscriptions) and marketing innovation- novel ways to engage and retain customers (apps and OTT collaborations, mobile broadband) gain a (adobe value proposition is through social technologies that support innovation strategies, analytics that enable the organization to identify trends)Differentiate Customer Experiences- CSP can differentiate themselves from the competition by providing personalized, engaging experiences across the customer lifecycle. For example, CSP are able to improve CSAT and reduce churn by providing intuitive e-support experiences. (analytics, targeting, WEM) Harness the power of big data: Telco organizations have a wealth of data- billing relationship, phone, app usage like other organizations want to harness the power of their data are looking to identify actionable insights and segments within their data sets to inform audience targeting, cross sell/up sell, and provide intuitive support experiencesANDThey are the only player in the eco system that can see the market in totality: what mobile subscribers are doing- how all apps & devices are being used so that could be used to sell back to ecosystem as intel or they could participate in ad networks (analytics, Insight, Target)Execute on a Dime: Efficient and speed from content/campaign development to publishing to different form factors. Quickly measure and react based on target audiences reaction- optimize advertising spend to deliver biggest benefit for the buck. (WEM, Media optimizer)Need to expand wallet share- and reduce churn (new offerings that combine data/content, look at new business models - mobile advertisingAcquire new customersMarket for carriers is mature, saturated - having a challenge acquiring new customers and keeping existing customers. Focused on expanding “wallet share” across their served customer base…bundling offerings is popular (4P offering - Internet, Voice, TV, Mobile). Major focus of customer relationship management strategy is influencing uptake of additional offerings to prevent defection. A dominant KPI is client spend. Disruptive new entrants are stealing market share (Free Mobile story in France…already has 5% market share) and regulatory pressure challenging the growth in revenues from increased data consumption with growth of mobile subscribers
These silos of information make it increasingly difficult to do things core to your business and growth. Adobe has been working with Telco companies for years helping to meet customer needs in a very dynamic marketplace and grow their business. In fact, Adobe works with over 70% of the top 25 Global Telecommunications companies. These are a core set of objectives that we have helped them achieve again and againthings such as:Innovation –There are few industries that are as dynamic as telecommunications. To stay ahead of the pack and to envision the next revolutionary trend, success is driven through experimentation and innovation.First is product/services innovation as part of driving desire to grow revenues in areas beyond data downloads. We see a lot of experimentation with new offerings such as bundles and family plans which provide opportunities to benefit from content downloads, gain share of wallet & improve ARPUs. Telco organizations are increasing tapping customers for inputs during the product development cycle which provides early inputs into product features and audience preferences and positioning. focused on the development of New offerings that will both improve revenues and provide more stickiness (like data and content subscriptions) and marketing innovation- novel ways to engage and retain customers (apps and OTT collaborations, mobile broadband) gain a (adobe value proposition is through social technologies that support innovation strategies, analytics that enable the organization to identify trends)Differentiate Customer Experiences- CSP can differentiate themselves from the competition by providing personalized, engaging experiences across the customer lifecycle. For example, CSP are able to improve CSAT and reduce churn by providing intuitive e-support experiences. (analytics, targeting, WEM) Harness the power of big data: Telco organizations have a wealth of data- billing relationship, phone, app usage like other organizations want to harness the power of their data are looking to identify actionable insights and segments within their data sets to inform audience targeting, cross sell/up sell, and provide intuitive support experiencesANDThey are the only player in the eco system that can see the market in totality: what mobile subscribers are doing- how all apps & devices are being used so that could be used to sell back to ecosystem as intel or they could participate in ad networks (analytics, Insight, Target)Execute on a Dime: Efficient and speed from content/campaign development to publishing to different form factors. Quickly measure and react based on target audiences reaction- optimize advertising spend to deliver biggest benefit for the buck. (WEM, Media optimizer)Need to expand wallet share- and reduce churn (new offerings that combine data/content, look at new business models - mobile advertisingAcquire new customersMarket for carriers is mature, saturated - having a challenge acquiring new customers and keeping existing customers. Focused on expanding “wallet share” across their served customer base…bundling offerings is popular (4P offering - Internet, Voice, TV, Mobile). Major focus of customer relationship management strategy is influencing uptake of additional offerings to prevent defection. A dominant KPI is client spend. Disruptive new entrants are stealing market share (Free Mobile story in France…already has 5% market share) and regulatory pressure challenging the growth in revenues from increased data consumption with growth of mobile subscribers
The first sites to launch are the US/North American vehicle lines.
The first sites to launch are the US/North American vehicle lines.
Understand which metrics matter the mostKnow what moves the key metricsGet sharp on attribution
Understand which metrics matter the mostKnow what moves the key metricsGet sharp on attribution
These silos of information make it increasingly difficult to do things core to your business and growth. Adobe has been working with Telco companies for years helping to meet customer needs in a very dynamic marketplace and grow their business. In fact, Adobe works with over 70% of the top 25 Global Telecommunications companies. These are a core set of objectives that we have helped them achieve again and againthings such as:Innovation –There are few industries that are as dynamic as telecommunications. To stay ahead of the pack and to envision the next revolutionary trend, success is driven through experimentation and innovation.First is product/services innovation as part of driving desire to grow revenues in areas beyond data downloads. We see a lot of experimentation with new offerings such as bundles and family plans which provide opportunities to benefit from content downloads, gain share of wallet & improve ARPUs. Telco organizations are increasing tapping customers for inputs during the product development cycle which provides early inputs into product features and audience preferences and positioning. focused on the development of New offerings that will both improve revenues and provide more stickiness (like data and content subscriptions) and marketing innovation- novel ways to engage and retain customers (apps and OTT collaborations, mobile broadband) gain a (adobe value proposition is through social technologies that support innovation strategies, analytics that enable the organization to identify trends)Differentiate Customer Experiences- CSP can differentiate themselves from the competition by providing personalized, engaging experiences across the customer lifecycle. For example, CSP are able to improve CSAT and reduce churn by providing intuitive e-support experiences. (analytics, targeting, WEM) Harness the power of big data: Telco organizations have a wealth of data- billing relationship, phone, app usage like other organizations want to harness the power of their data are looking to identify actionable insights and segments within their data sets to inform audience targeting, cross sell/up sell, and provide intuitive support experiencesANDThey are the only player in the eco system that can see the market in totality: what mobile subscribers are doing- how all apps & devices are being used so that could be used to sell back to ecosystem as intel or they could participate in ad networks (analytics, Insight, Target)Execute on a Dime: Efficient and speed from content/campaign development to publishing to different form factors. Quickly measure and react based on target audiences reaction- optimize advertising spend to deliver biggest benefit for the buck. (WEM, Media optimizer)Need to expand wallet share- and reduce churn (new offerings that combine data/content, look at new business models - mobile advertisingAcquire new customersMarket for carriers is mature, saturated - having a challenge acquiring new customers and keeping existing customers. Focused on expanding “wallet share” across their served customer base…bundling offerings is popular (4P offering - Internet, Voice, TV, Mobile). Major focus of customer relationship management strategy is influencing uptake of additional offerings to prevent defection. A dominant KPI is client spend. Disruptive new entrants are stealing market share (Free Mobile story in France…already has 5% market share) and regulatory pressure challenging the growth in revenues from increased data consumption with growth of mobile subscribers
Highlight roll out roadmap (Roadmap and announcementsNew UI of Marketing Cloud – David N Demo in JanuaryAnnounced advances in innovations across all 5 solutionsThings like anomaly detections and clustering…Big idea we shared at Summit – the Last Millisecond (introduced a few months ago to employees now it Resonated with customersIdea is: From the moment I take an action, the experience is built for me in milliseconds.Every swipe, tag, tap, snap, drag, click…Across brands, devices and platforms, Consumers just want it their way and they don’t care about the complexity required to make that happen. Action to experience -> Last MillisecondHeroes or look very, very averageTo do this right, execution across four key pillars [LIST ALL FOUR]LISTEN - SignalsBehavioral (what is being shared)3rd party (demo, income range, age, zip)Enterprise data (PoS, CRM), Social data and graphSit in different places, once consolidated has to be ready to scale to real-time requirement of LMPREDICT: With our data about consumer and interests, now what do we predict they want to see / offer / contentMath, Algorithms, machine learning, Has to be. Massive scale.Based on the prediction, need to assemble the fundamental creativeASSEMBLE: The assets to assemble this sit in elemental form in different places, the creative over in the DAM, the font is over in another place, product pricing, inventory systems – everything must be assembled dynamically.DELIVER:This sounds simple, but is anything but. Must be done seamlessly – end-to-end and in mere moments with pinpoint accuracyAll critical – next version of the marketing cloud is overcome org hurdles
Enterprises must first collect all customers’ behavioral information not only from online interactions, but also from inbound, offline channels like point-of-sale retail systems and call centers, which are typically fragmented and stored in many different silos.
And then Consolidate all this data into a single analysis infrastructure in order to provide a 360º view of the Customer.Then using the right customer analytics solution, you can attribute online activities to offline conversion (and vice versa), establishing an accurate picture of visitor conversion and the affects of campaign investmentThis enables True Customer segmentation, taking into account all data attributes and activities, which empowers the leap to customer centric marketing. Ultimately, you will improve all your acquisition, conversion and retention activities.
Highlight roll out roadmap (Roadmap and announcementsNew UI of Marketing Cloud – David N Demo in JanuaryAnnounced advances in innovations across all 5 solutionsThings like anomaly detections and clustering…Big idea we shared at Summit – the Last Millisecond (introduced a few months ago to employees now it Resonated with customersIdea is: From the moment I take an action, the experience is built for me in milliseconds.Every swipe, tag, tap, snap, drag, click…Across brands, devices and platforms, Consumers just want it their way and they don’t care about the complexity required to make that happen. Action to experience -> Last MillisecondHeroes or look very, very averageTo do this right, execution across four key pillars [LIST ALL FOUR]LISTEN - SignalsBehavioral (what is being shared)3rd party (demo, income range, age, zip)Enterprise data (PoS, CRM), Social data and graphSit in different places, once consolidated has to be ready to scale to real-time requirement of LMPREDICT: With our data about consumer and interests, now what do we predict they want to see / offer / contentMath, Algorithms, machine learning, Has to be. Massive scale.Based on the prediction, need to assemble the fundamental creativeASSEMBLE: The assets to assemble this sit in elemental form in different places, the creative over in the DAM, the font is over in another place, product pricing, inventory systems – everything must be assembled dynamically.DELIVER:This sounds simple, but is anything but. Must be done seamlessly – end-to-end and in mere moments with pinpoint accuracyAll critical – next version of the marketing cloud is overcome org hurdles
The marketer worked with our predictive services team to build a media mix model tool. In this dashboard, the marketer enters all of the planned budgets for its various media.He then clicks the “Calculate Optimum” button to run the customized predictive model against the inputs.
You can see the small incremental improvement in revenue based on the predictive model.
Highlight roll out roadmap (Roadmap and announcementsNew UI of Marketing Cloud – David N Demo in JanuaryAnnounced advances in innovations across all 5 solutionsThings like anomaly detections and clustering…Big idea we shared at Summit – the Last Millisecond (introduced a few months ago to employees now it Resonated with customersIdea is: From the moment I take an action, the experience is built for me in milliseconds.Every swipe, tag, tap, snap, drag, click…Across brands, devices and platforms, Consumers just want it their way and they don’t care about the complexity required to make that happen. Action to experience -> Last MillisecondHeroes or look very, very averageTo do this right, execution across four key pillars [LIST ALL FOUR]LISTEN - SignalsBehavioral (what is being shared)3rd party (demo, income range, age, zip)Enterprise data (PoS, CRM), Social data and graphSit in different places, once consolidated has to be ready to scale to real-time requirement of LMPREDICT: With our data about consumer and interests, now what do we predict they want to see / offer / contentMath, Algorithms, machine learning, Has to be. Massive scale.Based on the prediction, need to assemble the fundamental creativeASSEMBLE: The assets to assemble this sit in elemental form in different places, the creative over in the DAM, the font is over in another place, product pricing, inventory systems – everything must be assembled dynamically.DELIVER:This sounds simple, but is anything but. Must be done seamlessly – end-to-end and in mere moments with pinpoint accuracyAll critical – next version of the marketing cloud is overcome org hurdles
Digital Readinessis the right combination of People, Process and Products which enabledata rich organisations to become information and action rich. It enables organisations to setup a strong digital analytics foundation that supports the success of existing and future digital marketing activities. Specifically at M&S we’re talking about enabling your core teams to develop an insight-driven organisation.
Highlight roll out roadmap (Roadmap and announcementsNew UI of Marketing Cloud – David N Demo in JanuaryAnnounced advances in innovations across all 5 solutionsThings like anomaly detections and clustering…Big idea we shared at Summit – the Last Millisecond (introduced a few months ago to employees now it Resonated with customersIdea is: From the moment I take an action, the experience is built for me in milliseconds.Every swipe, tag, tap, snap, drag, click…Across brands, devices and platforms, Consumers just want it their way and they don’t care about the complexity required to make that happen. Action to experience -> Last MillisecondHeroes or look very, very averageTo do this right, execution across four key pillars [LIST ALL FOUR]LISTEN - SignalsBehavioral (what is being shared)3rd party (demo, income range, age, zip)Enterprise data (PoS, CRM), Social data and graphSit in different places, once consolidated has to be ready to scale to real-time requirement of LMPREDICT: With our data about consumer and interests, now what do we predict they want to see / offer / contentMath, Algorithms, machine learning, Has to be. Massive scale.Based on the prediction, need to assemble the fundamental creativeASSEMBLE: The assets to assemble this sit in elemental form in different places, the creative over in the DAM, the font is over in another place, product pricing, inventory systems – everything must be assembled dynamically.DELIVER:This sounds simple, but is anything but. Must be done seamlessly – end-to-end and in mere moments with pinpoint accuracyAll critical – next version of the marketing cloud is overcome org hurdles
Mobile as part of multi-channel marketing strategy
These silos of information make it increasingly difficult to do things core to your business and growth. Adobe has been working with Telco companies for years helping to meet customer needs in a very dynamic marketplace and grow their business. In fact, Adobe works with over 70% of the top 25 Global Telecommunications companies. These are a core set of objectives that we have helped them achieve again and againthings such as:Innovation –There are few industries that are as dynamic as telecommunications. To stay ahead of the pack and to envision the next revolutionary trend, success is driven through experimentation and innovation.First is product/services innovation as part of driving desire to grow revenues in areas beyond data downloads. We see a lot of experimentation with new offerings such as bundles and family plans which provide opportunities to benefit from content downloads, gain share of wallet & improve ARPUs. Telco organizations are increasing tapping customers for inputs during the product development cycle which provides early inputs into product features and audience preferences and positioning. focused on the development of New offerings that will both improve revenues and provide more stickiness (like data and content subscriptions) and marketing innovation- novel ways to engage and retain customers (apps and OTT collaborations, mobile broadband) gain a (adobe value proposition is through social technologies that support innovation strategies, analytics that enable the organization to identify trends)Differentiate Customer Experiences- CSP can differentiate themselves from the competition by providing personalized, engaging experiences across the customer lifecycle. For example, CSP are able to improve CSAT and reduce churn by providing intuitive e-support experiences. (analytics, targeting, WEM) Harness the power of big data: Telco organizations have a wealth of data- billing relationship, phone, app usage like other organizations want to harness the power of their data are looking to identify actionable insights and segments within their data sets to inform audience targeting, cross sell/up sell, and provide intuitive support experiencesANDThey are the only player in the eco system that can see the market in totality: what mobile subscribers are doing- how all apps & devices are being used so that could be used to sell back to ecosystem as intel or they could participate in ad networks (analytics, Insight, Target)Execute on a Dime: Efficient and speed from content/campaign development to publishing to different form factors. Quickly measure and react based on target audiences reaction- optimize advertising spend to deliver biggest benefit for the buck. (WEM, Media optimizer)Need to expand wallet share- and reduce churn (new offerings that combine data/content, look at new business models - mobile advertisingAcquire new customersMarket for carriers is mature, saturated - having a challenge acquiring new customers and keeping existing customers. Focused on expanding “wallet share” across their served customer base…bundling offerings is popular (4P offering - Internet, Voice, TV, Mobile). Major focus of customer relationship management strategy is influencing uptake of additional offerings to prevent defection. A dominant KPI is client spend. Disruptive new entrants are stealing market share (Free Mobile story in France…already has 5% market share) and regulatory pressure challenging the growth in revenues from increased data consumption with growth of mobile subscribers
Typically you think of adobe as a software company who sells only product, meaning tools which are used to manage, measure or optimize digital marketing. We can offer much more. Thank you for your time.Shall we proceed to bring in our consultants to prepare an assessment of your Digital Readiness situation?
Thank you BradTo highlight the digital marketing controls that Brad was talking about, I want to take you behind the scenes of Adobe’s recent Creative Suite 6 launch to show you some of the secret processes and metrics that we don’t normally share publically. This real-world case study is exciting because not only did it use great examples of Digital Marketing strategy, but it also delivered more than 10 times Return on Investment.
The next step in the process was to continue building personas around these segments and start assembling content that we could test.For each segment or persona, we developed multiple offers that we could run and test to determine what worked in getting higher conversion rates.
These variations of content were finely tuned for each segment, giving us clearly targeted messages.The goal of these offers was to create a personalized experience for customers once they landed on our company site.These are some of the examples of the A/B images.
And here you can see a second variation for each segment, again with unique messages that are designed to be interesting to the personas.The really cool thing about these landing page experiences though, is that even with anonymous customers, it could evolve in real-time what message the customer sees based on variables like behavior on the site, referring domains, time of day, or what search terms the customer used. This continual optimization was critical to ensure that we were matching the right content with the right user.
We started by comparing the social channels.In this case, we looked at continued trends on Twitter and Facebook and determined that we should run a test to figure out how to increase customer referrals.
If we could get positive comments and recommendations about our products from actual customers, we knew that would be more influential than any marketing message we could come up with.So we decided to enable these social influencers with a campaign that would enable them to share our message for us.
Our approach was to build a Facebook app that encouraged customers to enter for a chance to win free software.The idea again, was to post this and make it exciting enough that people would want to share the message and extend the marketing campaign across the social channels.
This was one of our first big campaigns with social so we decided to do it right and test the campaign.
Let’s check out at some of the results.In this social campaign, we ran multiple versions of the Social Experience App.Here we can see Experience A on the left and B on the right.A was targeted to customers who we hoped would enter the contest and promote to their friends – it was extremely visual and interactive with a smaller call to action Experience B focused more on the product than the contest and had a much larger and more pronounced Enter Button with more white space.We used our testing engine to run both tests at the same time, but split the audience by our target segments. Some people thought the white space and large call to action would generate more success, others thought the more interactive app would win.Which do you think performed the highest? Think about it for a moment and I will show you.I asked this question to 100 people here at the conference and here are the results.37% picked A, and 63% selected B; and 10% just couldn’t make up their minds so I moved on… – Most indicated that they felt the large Enter Now button would get more people to click through.
In fact, its not as easy as just A OR BAdobe’s Digital Marketing Suite allows companies to get passed guess work. The results in this case were more interesting.Version A outperformed B by 12% measured with 91% confidence on getting people to enter the contest, BUT version B was more than 200% higher at 99% confidence in getting customers to click through to learn more. So like most statistics, those of you who guessed A were right, and those of you who guessed B were right.However, the key here is that it comes back to matching the right content to the right user. A works for an audience that is hoping for a chance to get free software and in turn promotes our products to their friends, and B works for prospects that want to learn more about the products. With this information we were able to extend our testing and begin personalizing the experience based on the data.
Before I turn this back to David I want to share a couple more fun results.We ran our Creative Suite launch campaigns across multiple marketing channels, and traditionally Search Marketing is the biggest contributor of success. This time social rocked the results and came out on top. It drove more than 3 million referrals to our site and was a higher contributor to revenue than search, driving almost 13% of Creative Cloud subscriptions. That is HUGE!Why did it work? Well here is an example. With the app we just reviewed, we had influencers across the social networks promoting our products for us, because they like our products, and because we gave them the opportunity. One of these social influencers – just simply by referring Adobe products to his social friends – by himself generated nearly $5,000 Euros in revenue for Adobe Adobe’s Digital Marketing Suite – combined with smart marketers to power a extremely sucessful Creative Suite - with more than 10 times return on investment.That is how you can utilize technologies to create a digital marketing cockpit that is right for your business as well, and that is how Data optimized marketing works.Back to you David.
These silos of information make it increasingly difficult to do things core to your business and growth. Adobe has been working with Telco companies for years helping to meet customer needs in a very dynamic marketplace and grow their business. In fact, Adobe works with over 70% of the top 25 Global Telecommunications companies. These are a core set of objectives that we have helped them achieve again and againthings such as:Innovation –There are few industries that are as dynamic as telecommunications. To stay ahead of the pack and to envision the next revolutionary trend, success is driven through experimentation and innovation.First is product/services innovation as part of driving desire to grow revenues in areas beyond data downloads. We see a lot of experimentation with new offerings such as bundles and family plans which provide opportunities to benefit from content downloads, gain share of wallet & improve ARPUs. Telco organizations are increasing tapping customers for inputs during the product development cycle which provides early inputs into product features and audience preferences and positioning. focused on the development of New offerings that will both improve revenues and provide more stickiness (like data and content subscriptions) and marketing innovation- novel ways to engage and retain customers (apps and OTT collaborations, mobile broadband) gain a (adobe value proposition is through social technologies that support innovation strategies, analytics that enable the organization to identify trends)Differentiate Customer Experiences- CSP can differentiate themselves from the competition by providing personalized, engaging experiences across the customer lifecycle. For example, CSP are able to improve CSAT and reduce churn by providing intuitive e-support experiences. (analytics, targeting, WEM) Harness the power of big data: Telco organizations have a wealth of data- billing relationship, phone, app usage like other organizations want to harness the power of their data are looking to identify actionable insights and segments within their data sets to inform audience targeting, cross sell/up sell, and provide intuitive support experiencesANDThey are the only player in the eco system that can see the market in totality: what mobile subscribers are doing- how all apps & devices are being used so that could be used to sell back to ecosystem as intel or they could participate in ad networks (analytics, Insight, Target)Execute on a Dime: Efficient and speed from content/campaign development to publishing to different form factors. Quickly measure and react based on target audiences reaction- optimize advertising spend to deliver biggest benefit for the buck. (WEM, Media optimizer)Need to expand wallet share- and reduce churn (new offerings that combine data/content, look at new business models - mobile advertisingAcquire new customersMarket for carriers is mature, saturated - having a challenge acquiring new customers and keeping existing customers. Focused on expanding “wallet share” across their served customer base…bundling offerings is popular (4P offering - Internet, Voice, TV, Mobile). Major focus of customer relationship management strategy is influencing uptake of additional offerings to prevent defection. A dominant KPI is client spend. Disruptive new entrants are stealing market share (Free Mobile story in France…already has 5% market share) and regulatory pressure challenging the growth in revenues from increased data consumption with growth of mobile subscribers