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Marketing in einer digitalen Ökonomie – Digital Marketing bei Adobe
The document discusses challenges in digital marketing, emphasizing that many CEOs mistrust marketers due to a perceived disconnect with business results. It highlights the importance of data-driven marketing and the need to deliver personalized experiences across various channels. Adobe's marketing strategies are showcased, demonstrating a focus on optimizing customer engagement and measurable outcomes.
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Marketing in einer digitalen Ökonomie – Digital Marketing bei Adobe
- 1. Andreas.Helios@adobe.com Marketing in einerdigitalen Ökonomie Digital Marketing bei Adobe
- 2. of CEOs DoNot 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
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- 4. If we havedata, 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 whodo not convert 97%
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- 7. $92 Marketers spend to acquiretraffic and only $1 to optimize it. Source: Digital Index Report Adobe 2012
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- 9. 30+ Channels Research product online Receivepromo 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 …butdifferent 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
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- 13. Our Job: Overcomethe enterprise information silos…. Social Direct Mail Branch Web E-mail SEO/SEM Broadcast Mobile ? Store Display Ads Customer / Account Call Centers
- 14. ….and provide thecustomers 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
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- 16. http://panopticlick.eff.org/index.php?action=log&js=yes 16 Copyright 2012 AdobeSystems Incorporated. All rights reserved. ®
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- 19. And now forsomething completely different ® Copyright 2012 Adobe Systems Incorporated. All rights reserved.
- 20. ROI in SocialMedia
- 27. of Adobe’s MarketingSpend is on Digital ® Copyright 2012 Adobe Systems Incorporated. All rights reserved.
- 28. “Marketing by theNumbers” @ Adobe Purchase Funnel Waterfall Model INQUIRIES MARKETING QUALIFIED LEADS SALES ACCEPTED LEADS SALES QUALIFIED LEADS CLOSED/WON BUSINESS.
- 29. Redbull und AdobeCollective Art Projekt 29
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- 33. 17 Mio Views Numberof Registrations +26% 12000+ Online Attendees PR Awareness in EMEA and US 33
- 34. What Did YOUThink? Experience A Experience B A? B?
- 35. Results – DataOptimized Experience A Experience B Winner! Enter: +12% Learn: 200%
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- 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.
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- 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 BestConsumer 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
- 57. Products are becomingcommodities… Experience is the differentiator. 57 Copyright 2012 Adobe Systems Incorporated. All rights reserved. ®
- 58. "The best mindsof my generation are thinking about how to make people click ads." (Jeff Hammerbacher)
- 59. Andreas.Helios@adobe.com Marketing in einerdigitalen Ökonomie Digital Marketing bei Adobe