John watton adobe - deck

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This document discusses the importance of personalization in digital marketing. It notes that personalization uses data to deliver a relevant experience to consumers across channels and devices. The document provides statistics showing the benefits of personalization, such as conversion rate lifts of 10-14% and sales uplifts of 19%. It also notes that the average consumer is exposed to many marketing messages daily and that mobile usage is increasing. The document advocates for using personalization to deliver the right message to consumers at the right time and place through various digital channels.

© 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

© 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

© 2013 Adobe Systems Incorporated. All Rights Reserved.
10%
Conversion rates
14%
Lift in RPV
Why this is important
19%
Uplift in sales
14%
Click-through rates

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton
Noise
The average consumer is exposed to
marketing messages per day.
Source: Mashable Email Infographic, Nov 2012

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton
Noise
In the time it took you to read this sentence,
20 millionemails have been sent.

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

© 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

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton
Face facts
More than 50%of web visitors will be
via mobile by 2015
Source: Adobe/eConsultancy Digital Trends 2014

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton9

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

© 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

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

© 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

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton14
Empirical Attribution of Marketing Program Impact on Revenue

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton15
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Marketing in the digital age

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John watton adobe - deck

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

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

4. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton Noise The average consumer is exposed to marketing messages per day. Source: Mashable Email Infographic, Nov 2012

6. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton 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,

8. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton Face facts More than 50%of web visitors will be via mobile by 2015 Source: Adobe/eConsultancy Digital Trends 2014

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

12. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton 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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