Добрый день, уважаемые коллеги.Я представляю компанию Адоби системз, о которой, думаю, большинство из вас знает по креативным решениям, таким как PhotoShop, Illustrator, Acrobat, и так далее. Однако я занимаюсь развитием Digital Marketing направления, которое относительно новое для Adobe и в особенности новое - для российского рынка. Наши решения представляют собой комплексное решение для аналитики и оптимизации цифровых каналов, которые являются прямыми или косвенными источниками лидов. Сегодня коснусь только небольшой части этой обширной темы – это мультиканальная аналитика эффективности генерации лидов, и расскажу немного о тестировании и таргетировании контента как инструмента оптимизации.
Я сама по роду деятельности занимаюсь лидогенерацией и отчасти маркетингом, поэтому такие слова как SEO, SMM, таргетированная реклама для меня не новы.Однако если смотреть на клиентов современных компаний в комплексе, сегодня на пути от формирования потребности до непосредственно покупки может совершать множество конверсионных действий и проходить одновременно через множество онлайн и оффлайн каналов. Каналов лидогенерации становится все больше и основную сложность составляет комплексный взгляд на клиента по всем точкам соприкосновения.
Из каждых $92, потраченных на генерацию лидов, только $1 приходится на квалицицированных. И у каждой компании рано или поздно возникает вопрос, как это посчитать.Результаты PR деятельности, оффлайн кампаний считаются, как правило относительно вручную агентствами, менеджерами по маркетингу. Данные об количестве и качестве лидов, привлеченных онлайн рекламой, или Social Media маркетингом все чаще предоставляются также агентствами или менеджерами на основе их ручных и эмпирических подсчетов. Контент сайта выбирается на основе профессионального опыта специалиста, который этим занимается.Для веб – аналитики используются базовые инструменты, такие как Google Analytics или Яндекс.Метрика, анализирующие лишь определенный процент данных и дающие приблизительную оценку эффективности Вашего траффика.
Тогда как на лидеры мирового рынка уже пришли к комплексному подходу от создания и управления контентом до измерения и монетизации.
Adobe Digital Marketing Suite и обеспечивает такую работу с лидами на всех уровнях воронки, но сейчас не об этом.
Что из себя представляет этот комплексный подход в Аналитике?Основной вывод с том, что необходимо видеть лида со всех сторон и оценивать не только ОТКУДА он узнал о сайте или компании, столько КАКАЯ маркетинговая кампания заставила его совершить конверсионное действие.
Также сегодня потребитель совершает конверсионные действия от первого знакомства с продуктом до непосредственно покупки через различные виды экранов и ожидает от поставщика одинаково высокий уровень взаимодействия и качества контента на всех девайсах. Здесь основной задачей становится создание таргетированного и персонализированного контента для каждого потенциального клиента.
Максим Королев из Play.Mambaуделил много внимания таргетированию онлайн рекламы. Было сказано и о тестировании контента и подсчета, сколько трафика он приносит при использовании: например, различных картинок.
Чем отличается здесь таргетирование от ретаргетинга?
The Adobe Digital Marketing Suite addresses our customers’ most complex digital marketing challenges. These challenges includes issues such as how to effectively deliver the right online experience to the right person at the right time; how to best spend online ad dollars to drive the best acquisition traffic; how to better monetize audiences to command the highest possible ad rates. And with the Adobe Digital Marketing Suite, ultimately we make our customers money. Let me show you how we do this…[click- first build is Optimization box]Over the past decade, we’ve proven that the most successful businesses are those that optimize their marketing efforts-- optimization is all about taking action to deliver the highest return on marketing spend, and marketing efforts. The Adobe Digital Marketing Suite enables our customers to optimize their marketing to create those opportunities for the highest return on spend, and to drive performance of the business. Ultimately, optimization is all about helping our customers make money.[click- 2nd build is Personalized Engagement box]The optimization efforts enable businesses to deliver the best possible experience to the right customer at the right time-- the primary persona who benefits here is The Marketer. The Marketer can now deliver upon the expectation a consumer has for a personal experience dynamically assembled when they want, where they want it– so that each consumer has a completely different, unique and personal experience. For example, the consumer doing a search for mountain bikes– when they click from Google and land at REI.com– REI now has the opportunity to deliver that right experience, with pictures/messages/offers/copy/etc. of mountain bikers bombing down the trail. The very next search from a consumer searching for latest ski gearcan also land at REI.com but instead have pictures/messages/offers/copy/etc. of skiers . This is but one simple, but powerful example, of many scenarios where businesses can leverage the capabilities of the Digital Marketing Suite to connect with customers by delivering personalized experiences in real-time that engage and ultimately convert these customers in ways not possible without this Suite. [click- next build is Multi-channel Campaign Execution box]Marketing is the new finance, and marketing decision makers– in this case the primary persona being The Advertiser-- are now being held more accountable than ever before. Over $100B will be spent on digital advertising in 2012. and the Suite enables marketers to not only be more accountable, but to make critical decisions and effectively execute multi-channel campaigns– be it search, display, social, mobile, video, games, and others– optimizing the ad dollars to deliver highest return possible. We enable The Advertiser to make decisions on how to allocate ad budgets across these channels and execute on the digital ad experience that is delivered across these respective channels. The capabilities in the Suite here help advertisers best understand how each channel performs, so they can decide which ones to spend more money on, which ones to stop, which creative works best in which channels, does local advertising work, which offers do Facebook fans best respond to, and more. For example, a financial services company like Scottrade has been challenged with driving more engagement to their business across devices (PC, smartphones, tablets, etc.) to achieve greater account openings and funding by the customer for those new accounts. The Multi-channel campaign execution capabilities enable Scottrade to test and experiment with multiple ad channel, including search, social, and banner ads, and measure which ones performed best in driving account open. By testing, using data models, and linking their ad spend with the onsite customer behaviors, Scottrade was able to drive a 30% increase in page views per web visit, a 25% increase in time spent at scottrade.com, and a 20% increase in new online brokerage accounts due to the multi-channel campaign execution capabilities of the Suite to optimize ad spend.[click- next build is Media Monetization box]Many of our customers are challenged with how to sell their ad inventory across digital channels– which directly affect the primary persona here being The Publisher. Almost half of that $100B of ad spend in 2012 will be paid to publishers who are selling ads on their properties, which means these publishers need to understand who their audience is, how much inventory is available, and to maximize– really to optimize--- the CPM rates they charge advertisers. The Suite enables Chief Revenue Officers and publishing decision-makers to see the real ROI on ad spend to clearly understand how to optimize their content across all the digital channels available to them today– providing the optimal yield for their ad inventory. We help our customers understand who their audience is and then build and extend that audience to sell ads for higher rates, across the breadth of digital channels. Our most recent acquisition of Auditude can leverage the Adobe strengths in creation, publishing, and now monetization of the fast-growing video advertising segment. For example, the largest digital media company in Latin America, Telefonica’s Terra Networks, offers video content (Terra TV), music (Sonora), and mobile and digital out-of-home services. Yet they lacked the ability into ad sales across 400 partners, 20 different systems, and 6 brand worldwide. Simply put, they could not arrive at a “single version of the truth” for how to best monetize their media. By standardizing on the Suite and its Media Monetization capabilities, this large publisher now has over 400 employees using the Suite in their daily work and have changed the way they viewed the number of ad impressions per program, to the type of consumer/viewer of content, at what time, and what device used to access the content. This enabled the creation of sophisticated ad package based on audiences with associated profiles which then connected with HOW viewers interacted with advertising. This helped Terra Networks fundamentally shift their business from an old model based on commodity ad impression to the new, sophisticated model based on customer types/channels/content consumed– resulting in a 25% increase in new ad sales based on this new model.[click- next build is Analytics & Reporting box]The golden rule of digital marketing is measure what you market– the primary persona being Digital Analysts who know this more than anyone. You cannot effectively optimize your marketing efforts unless you are analyzing and reporting on those efforts to make the right date-driven decisions. The market-leading capabilities of the Suite enable our customers to answer the question “How do I understand the performance of my business across web, social, video, mobile, email, and all the other digital properties? Guesswork just doesn’t cut it anymore in marketing– we MUST be able to determine what the business impact is of our marketing efforts. The Suite delivers the analytics and reporting capabilities to enable data-driven decision making and provide the insight critical to optimizing marketing efforts and spend– be it delivering personalized experiences, driving better ad spend, or monetizing content with the highest ad rates possible. [click- next build is the Platform box]All of this optimization would not be possible without a robust foundation to enable these key competitive advantages. The Suite platform is comprised of two core elements– Data & Content. And we connect these core elements of the Platform and the elements of the Optimization layer with a set of common services such a single login, APIs, and other common services so that workflows are easily and effectively managed across all the products in the Suite. This Platform provides a robust, scalable foundation that delivers the depth and breadth of capability required by today’s largest digital enterprises– we collect over 1.4 TRILLION transactions per quarter on behalf of all our customers, enabling them the opportunity to optimize each of those mouse clicks, video views, downloads, social postings, etc. from end consumers worldwide.[click- next build is the Data box]You cannot do digital marketing without data. The data capabilities of the Suite enables our customers collect, manage, and execute on the data which is captured throughout the digital marketing workstream. This data foundation incorporates everything from the online channels such a web clickstream data, social, mobile, video, etc. The data also incorporates all that we can integrate from other enterprise systems such as CRM, call centers, point of sale, etc. And we also incorporate the data from 3rd party marketing systems like email, ad serving, etc. By bringing all this data onto on common platform, we provide marketers with the unified capability of best understanding their digital marketing investment and driving the optimization we explained earlier.[click- next build is the Content box]The other key foundational element of the platform is content. Of course, the digital experience is not possible without content, which includes elemental things such as product catalog images, social content scoured from Twitter, blogs, editorial content, advertising and promotional images and copy, etc. A high performance digital repository for this content is critical, and the Suite provides the market-leading content management capabilities to help our customers best manage their digital assets to deliver upon the digital experiences demanded by today’s consumers.By combining the robust, scalable capabilities of the platform with the market-leading optimization capabilities, the Adobe Digital Marketing Suite enables marketers to deliver personalized experiences, drive higher return for ad spend, and best monetize their media investments. Ultimately, the Suite enables our customers to make money!
