The role of marketing has gone through more transformation in the last two years than in the previous fifty. Successful brands now have a marketing team that thinks beyond marketing, puts mobile first and understands that a brand is truly defined by the experience it creates for its customers. Find out why the rules of the marketing game have changed and how marketing is going through its biggest transformation ever.

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Reinventing Marketing in the Age of Digital
John Watton | EMEA Marketing Director, Adobe Marketing Cloud | @jwatton

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The average individual is exposed to
marketing messages per day.
Source: Mashable Email Infographic, Nov 2012

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In the time it took you to read this sentence,
20 millionemails have been sent.

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What’s Different? Everything.
People
Process
Technology
New skills:
“Bring in the
Nerds”
Strategic In-
sourcing
Single view across
owned, earned &
paid media
“Always On”
marketing
A single source
of truth
Ongoing testing
and iteration
@jwatton

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Reinvention is Maths
@jwatton9

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Continuous marketing
@jwatton10

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Right time
Right place
@jwatton11

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The end of Segmentation
@jwatton12

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Sorry Roger.
You’re being replaced by
an ad exchange.
@jwatton13

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Just because you can doesn’t mean
you should

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Reinvention is Creativity
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Right time
Right place
Right message
@jwatton16

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It’s all about CONFIDENCE
 To have the confidence to take a RISK
 Not talk about US
 Be HUMAN
 Pick a HOT issue
 Have a STRONG opinion
 Be CONTROVERSIAL
 Be INDEPENDENT
 Have some FUN
@jwatton17

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Adobe Marketing Cloud

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Marketing is going beyond marketing
@jwatton20

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Experience is the brand
@jwatton21

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Art + ScienceThe Reinvention of Marketing

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