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Andreas.Helios@adobe.com

Marketing in einer digitalen Ökonomie
Digital Marketing bei Adobe
of CEOs Do Not Trust Marketers
§  70% believe marketers are disconnected

from business results

§  69% believe marketers live too much in their

creative and social media bubble

§  “Marketers will have to understand they need

to start ‘cutting the rubbish’.”

Source: Fournaise Marketing Group. July 12, 2012
Data Driven
Marketing
If we have data, let’s look at data.
If all we have are opinions, let’s go
with mine.
(Jim Barksdale, former CEO of Netscape)

®

Copyright 2012 Adobe Systems Incorporated. All rights reserved.
Site visitors who do not convert

97%
Speed

Attention Span
6
$92

Marketers spend
to acquire traffic
and only

$1 to optimize it.
Source: Digital Index Report Adobe 2012
Personal
Relevant
Experience
8
30+ Channels

Research
product online
Receive promo
for product

Receive mobile
ad for product

Join Facebook
community for
product

Search online
for product
View video for
newer product

See TV ad
for product

Buy product
online

Research accessories
for product

Visit store to get
help with product

Visit store
for help

Buy accessories
in store

Receive
product
updates
Same Story …but different

at the right time
through the right channel
Delivering relevant

content

and the right device

to the right audienc
Make | Manage | Monetize | Measure

Experience
Management & Targeting

Creation &
Innovation

Multi-Channel
Deployment

Optimization

Analytics
science

art

12
Our Job: Overcome the enterprise information silos….
Social
Direct Mail
Branch
Web
E-mail

SEO/SEM

Broadcast

Mobile

?

Store

Display Ads

Customer /
Account

Call Centers
….and provide the customers with a personalized experience

Online Data

Offline Data

SEO/SEM

Direct Mail

E-mail

Broadcast

Display Ads

Store

Social

Branch

Web

Call Centers

Mobile

Customer /
Account
1984	
  
http://panopticlick.eff.org/index.php?action=log&js=yes

16
Copyright 2012 Adobe Systems Incorporated. All rights reserved.

®
17
And now for something
completely different	


®

Copyright 2012 Adobe Systems Incorporated. All rights reserved.
ROI in 	

Social Media
of Adobe’s Marketing Spend is on Digital

®

Copyright 2012 Adobe Systems Incorporated. All rights reserved.
“Marketing by the Numbers” @ Adobe
Purchase Funnel

Waterfall Model

INQUIRIES
MARKETING
QUALIFIED
LEADS
SALES
ACCEPTED
LEADS
SALES
QUALIFIED
LEADS

CLOSED/WON
BUSINESS.
Redbull und Adobe Collective Art Projekt

29
30
31
http://www.youtube.com/watch?feature=player_embedded&v=BRAM8MpqIeA

32
17 Mio Views
Number of Registrations +26%
12000+ Online Attendees
PR Awareness in EMEA and US

33
What Did YOU Think?
Experience A

Experience B

A?

B?
Results – Data Optimized
Experience A

Experience B

Winner!

Enter: +12%

Learn: 200%
36
37
Adobe on Adobe: Social ROI

§  3

million referrals to Adobe.com

§  13%

Revenue Contribution
Creative Cloud

§  Reduced

Ad Cost by 28%

§  $5,000

revenue from one Twitter
follower

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Dashboard View
Linkedin
XING
Facebook
Google +
Blog
Twitter
Forsa Studie – Social Media Einschätzung
“What	
  gets	
  measured,	
  
gets	
  managed.”	
  
Peter	
  F.	
  Drucker	
  
“Es	
  kommt	
  nicht	
  
darauf	
  an	
  wer	
  wählt	
  
sondern	
  wer	
  zählt.”	
  
	
  

© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

	
  Josef	
  W.	
  Stalin	
  
Deliver the Best Consumer Experience in Real-Time
USER ACTIONS

USER EXPERIENCE

1. What do I know about this visitor?

Clicks on product §  Stock hits $50 and
triggers an alert
§  Clicks on a news
§  Downloads a do I predict will make the visitor
2. What
story
whitepaper the action I want?
take
§ 

§ 

Walks into store

§ 

§  30% off, Free shipping
Updates golf
scores §  Golf Stories

Product Recommendation
3. Access & Assemble the Digital assets
that match what I predict
§ 

4. Deliver those Digital Assets to the
visitor in the right channel

.000

The Last Millisecond
.001

.002

.003
Products are becoming commodities…

Experience
is the differentiator.

57
Copyright 2012 Adobe Systems Incorporated. All rights reserved.

®
"The best minds of my generation
are thinking about how to make
people click ads."

(Jeff Hammerbacher)
Andreas.Helios@adobe.com

Marketing in einer digitalen Ökonomie
Digital Marketing bei Adobe

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Marketing in einer digitalen Ökonomie – Digital Marketing bei Adobe

  • 1. Andreas.Helios@adobe.com Marketing in einer digitalen Ökonomie Digital Marketing bei Adobe
  • 2. of CEOs Do Not Trust Marketers §  70% believe marketers are disconnected from business results §  69% believe marketers live too much in their creative and social media bubble §  “Marketers will have to understand they need to start ‘cutting the rubbish’.” Source: Fournaise Marketing Group. July 12, 2012
  • 4. If we have data, let’s look at data. If all we have are opinions, let’s go with mine. (Jim Barksdale, former CEO of Netscape) ® Copyright 2012 Adobe Systems Incorporated. All rights reserved.
  • 5. Site visitors who do not convert 97%
  • 7. $92 Marketers spend to acquire traffic and only $1 to optimize it. Source: Digital Index Report Adobe 2012
  • 9. 30+ Channels Research product online Receive promo for product Receive mobile ad for product Join Facebook community for product Search online for product View video for newer product See TV ad for product Buy product online Research accessories for product Visit store to get help with product Visit store for help Buy accessories in store Receive product updates
  • 10. Same Story …but different at the right time through the right channel Delivering relevant content and the right device to the right audienc
  • 11. Make | Manage | Monetize | Measure Experience Management & Targeting Creation & Innovation Multi-Channel Deployment Optimization Analytics
  • 13. Our Job: Overcome the enterprise information silos…. Social Direct Mail Branch Web E-mail SEO/SEM Broadcast Mobile ? Store Display Ads Customer / Account Call Centers
  • 14. ….and provide the customers with a personalized experience Online Data Offline Data SEO/SEM Direct Mail E-mail Broadcast Display Ads Store Social Branch Web Call Centers Mobile Customer / Account
  • 17. 17
  • 18.
  • 19. And now for something completely different ® Copyright 2012 Adobe Systems Incorporated. All rights reserved.
  • 20. ROI in Social Media
  • 21.
  • 22.
  • 23.
  • 24.
  • 25.
  • 26.
  • 27. of Adobe’s Marketing Spend is on Digital ® Copyright 2012 Adobe Systems Incorporated. All rights reserved.
  • 28. “Marketing by the Numbers” @ Adobe Purchase Funnel Waterfall Model INQUIRIES MARKETING QUALIFIED LEADS SALES ACCEPTED LEADS SALES QUALIFIED LEADS CLOSED/WON BUSINESS.
  • 29. Redbull und Adobe Collective Art Projekt 29
  • 30. 30
  • 31. 31
  • 33. 17 Mio Views Number of Registrations +26% 12000+ Online Attendees PR Awareness in EMEA and US 33
  • 34. What Did YOU Think? Experience A Experience B A? B?
  • 35. Results – Data Optimized Experience A Experience B Winner! Enter: +12% Learn: 200%
  • 36. 36
  • 37. 37
  • 38. Adobe on Adobe: Social ROI §  3 million referrals to Adobe.com §  13% Revenue Contribution Creative Cloud §  Reduced Ad Cost by 28% §  $5,000 revenue from one Twitter follower © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 39.
  • 41.
  • 42.
  • 43.
  • 44.
  • 45.
  • 47. XING
  • 50. Blog
  • 52. Forsa Studie – Social Media Einschätzung
  • 53. “What  gets  measured,   gets  managed.”   Peter  F.  Drucker  
  • 54. “Es  kommt  nicht   darauf  an  wer  wählt   sondern  wer  zählt.”     © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.  Josef  W.  Stalin  
  • 55. Deliver the Best Consumer Experience in Real-Time USER ACTIONS USER EXPERIENCE 1. What do I know about this visitor? Clicks on product §  Stock hits $50 and triggers an alert §  Clicks on a news §  Downloads a do I predict will make the visitor 2. What story whitepaper the action I want? take §  §  Walks into store §  §  30% off, Free shipping Updates golf scores §  Golf Stories Product Recommendation 3. Access & Assemble the Digital assets that match what I predict §  4. Deliver those Digital Assets to the visitor in the right channel .000 The Last Millisecond .001 .002 .003
  • 56.
  • 57. Products are becoming commodities… Experience is the differentiator. 57 Copyright 2012 Adobe Systems Incorporated. All rights reserved. ®
  • 58. "The best minds of my generation are thinking about how to make people click ads." (Jeff Hammerbacher)
  • 59. Andreas.Helios@adobe.com Marketing in einer digitalen Ökonomie Digital Marketing bei Adobe