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The Future of Marketing is Creative
Dorothea Sieber | Senior Director, Content Strategy &Thought Leadership at Adobe
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
An Internet Minute in 2020…
Source: Visual Capitalist
764,000 of
hours
watched on Netflix
694,000
users
scrolled Instagram
2.5 million
snaps
created on snapchat
190 million
emails sent
1.2 million
views on Twitch
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
The Buyer Journey is Not Linear Anymore
3
Source: Medium
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
The Marketer’s Job is More Complex Than Ever Before
Customer
Expectations:
 Personalization
 Data privacy & Security
 New Content
 Relevant Communication
 Continuous Innovation
 Excellent Experience
 High Quality
 Reasonable Price
4
Internal
Expectations:
 Marketing Driving
Growth
 Seat at the Revenue
Table
 Business Impact
 Innovative Teams
 Analytics &
Measurement
 Internal Alignment
 Cost Savings
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
“Leaders have to encourage and elevate creative
thinking. It’s not enough to have a culture that tolerates
creativity. Every meeting is an opportunity to reject the
status quo — and we have to endorse creative problem
solving and require it from our teams.”
Sarah Kennedy Ellis
VP of Global Marketing, Adobe
5
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
Research Study: The Future of Marketing
6
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
Embrace the Shift (EQ + AI)
1. Human connection
becomes more important
than ever before
2. Every business will have
to become a digital
experience business
3. It’s an “everything”
initiative but Marketing
can take the lead
7
© 2020 Adobe. All Rights Reserved. Adobe Confidential. 8
10%
11%
9%
8%
9%
9%
7%
6%
7%
5%
6%
4%
3%
4%
10%
9%
11%
8%
6%
6%
7%
6%
7%
7%
4%
4%
4%
3%
10%
10%
5%
9%
8%
7%
7%
8%
5%
5%
5%
5%
4%
2%
Creativity
Teamwork
Social media management
Customer experience (e.g., CX/UX/UI)
Analytics
Customer knowledge
Project management
Research
Design skills
Storytelling/writing
SEO/SEM
Finance (e.g., ROI)
AI/machine learning
Quantitative analysis
Rated first Second Third
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
The Five Phases to Leading the Change
9
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
…From an In-Person Event to an Online-Only
Experience…
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
2
3
4
5
1
CREATE
Breed Loyalty With Content
PLAN
Use Data to Unlock Customer Insights
ENGAGE
Forge Deep Connections On- and Offline
CONVERT
Make Conversion as Easy and Intuitive as Possible
OPTIMIZE
Never Stop Improving the Customer Experience
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
2
3
4
5
1 PLAN
Use Data to Unlock Customer Insights
CREATE
Breed Loyalty With Content
ENGAGE
Forge Deep Connections On- and Offline
CONVERT
Make Conversion as Easy and Intuitive as Possible
OPTIMIZE
Never Stop Improving the Customer Experience
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
Plan for the Best Experience
Understanding
customers’ pain
points
Selection of
sessions
Content Reevaluating
event goals and
benchmarks
Leveraging
analytics and AI
13
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
3
4
5
1
2
PLAN
Use Data to Unlock Customer Insights
CREATE
Breed Loyalty With Content
ENGAGE
Forge Deep Connections On- and Offline
CONVERT
Make Conversion as Easy and Intuitive as Possible
OPTIMIZE
Never Stop Improving the Customer Experience
© 2020 Adobe. All Rights Reserved. Adobe Confidential. 15
Marquee Content
New Video Format
Authenticity is Key
Ease of Consumption
Go Digital
1
2
3
4
Create an Online Event Experience in <30 days
Lead With Your Customers5
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
2
4
5
1
3
PLAN
Use Data to Unlock Customer Insights
CREATE
Breed Loyalty With Content
ENGAGE
Forge Deep Connections On- and Offline
CONVERT
Make Conversion as Easy and Intuitive as Possible
OPTIMIZE
Never Stop Improving the Customer Experience
Engage Your Customers
 Online design elements that
encourage attendee participation
 Chapterize your content
 Personalized chatbot experience
 Speak to attendee pain points
 Engage your advocates
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
 Put the customer at the center of everything you
do
 Pull together cross-functional team
 Creative, Web, Content, Demand Gen, Events, Customer
etc.
 Collaboration across entire company is key
 >400,000 Summit online visits in week 1
Engage Your Team
18
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
2
3
5
1
4
PLAN
Use Data to Unlock Customer Insights
CREATE
Breed Loyalty With Content
ENGAGE
Forge Deep Connections On- and Offline
CONVERT
Make Conversion as Easy and Intuitive as Possible
OPTIMIZE
Never Stop Improving the Customer Experience
© 2020 Adobe. All Rights Reserved. Adobe Confidential. 20
Experience Needs to Match Demand Strategy
1
5
4
2
3
What content is most
relevant?
How can you entice
attendees to go behind
the gate?
What is your pre-,
during, and post-event
strategy?
How can you align
content to your
attendee journey?
Do you want a live
experience and
interactivity?
Answering
questions
like:
You must work
closely with
demand to
ensure right
gating and
promotion
strategy
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
2
3
4
1
5
PLAN
Use Data to Unlock Customer Insights
CREATE
Breed Loyalty With Content
ENGAGE
Forge Deep Connections On- and Offline
CONVERT
Make Conversion as Easy and Intuitive as Possible
OPTIMIZE
Never Stop Improving the Customer Experience
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
Analyze & Optimize
22
Attendee
Journey
Understand the
experience of every
attendee
Content
Formats
Ensure you are having
your content delivered the
best way
Consumption
Expand features that
helped ease of
consumption
Rollout
Plan the frequency of
releasing content
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
Key Takeaways
1
2
3
4
5
Put customer experience
first
Embrace the shift
Lead transformation
Foster creativity
Plan, create, engage,
convert, and optimize
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
Experience Makers Live: The Rise of the Experience Maker
 Join the Adobe team for
our Summer virtual event,
Experience Makers Live,
July 22 and July 23.
 Day One: You are an
experience maker. You create
the opportunity
 Day Two: You are an
experience maker. You guide
your industry.
 Hear from brands like the
PGA Tour, Gigster, PINO,
Forrester and more!
24
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
Questions?
25
26

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The Future of Marketing is Creative

  • 1. The Future of Marketing is Creative Dorothea Sieber | Senior Director, Content Strategy &Thought Leadership at Adobe
  • 2. © 2020 Adobe. All Rights Reserved. Adobe Confidential. An Internet Minute in 2020… Source: Visual Capitalist 764,000 of hours watched on Netflix 694,000 users scrolled Instagram 2.5 million snaps created on snapchat 190 million emails sent 1.2 million views on Twitch
  • 3. © 2020 Adobe. All Rights Reserved. Adobe Confidential. The Buyer Journey is Not Linear Anymore 3 Source: Medium
  • 4. © 2020 Adobe. All Rights Reserved. Adobe Confidential. The Marketer’s Job is More Complex Than Ever Before Customer Expectations:  Personalization  Data privacy & Security  New Content  Relevant Communication  Continuous Innovation  Excellent Experience  High Quality  Reasonable Price 4 Internal Expectations:  Marketing Driving Growth  Seat at the Revenue Table  Business Impact  Innovative Teams  Analytics & Measurement  Internal Alignment  Cost Savings
  • 5. © 2020 Adobe. All Rights Reserved. Adobe Confidential. “Leaders have to encourage and elevate creative thinking. It’s not enough to have a culture that tolerates creativity. Every meeting is an opportunity to reject the status quo — and we have to endorse creative problem solving and require it from our teams.” Sarah Kennedy Ellis VP of Global Marketing, Adobe 5
  • 6. © 2020 Adobe. All Rights Reserved. Adobe Confidential. Research Study: The Future of Marketing 6
  • 7. © 2020 Adobe. All Rights Reserved. Adobe Confidential. Embrace the Shift (EQ + AI) 1. Human connection becomes more important than ever before 2. Every business will have to become a digital experience business 3. It’s an “everything” initiative but Marketing can take the lead 7
  • 8. © 2020 Adobe. All Rights Reserved. Adobe Confidential. 8 10% 11% 9% 8% 9% 9% 7% 6% 7% 5% 6% 4% 3% 4% 10% 9% 11% 8% 6% 6% 7% 6% 7% 7% 4% 4% 4% 3% 10% 10% 5% 9% 8% 7% 7% 8% 5% 5% 5% 5% 4% 2% Creativity Teamwork Social media management Customer experience (e.g., CX/UX/UI) Analytics Customer knowledge Project management Research Design skills Storytelling/writing SEO/SEM Finance (e.g., ROI) AI/machine learning Quantitative analysis Rated first Second Third
  • 9. © 2020 Adobe. All Rights Reserved. Adobe Confidential. The Five Phases to Leading the Change 9
  • 10. © 2020 Adobe. All Rights Reserved. Adobe Confidential. …From an In-Person Event to an Online-Only Experience…
  • 11. © 2020 Adobe. All Rights Reserved. Adobe Confidential. 2 3 4 5 1 CREATE Breed Loyalty With Content PLAN Use Data to Unlock Customer Insights ENGAGE Forge Deep Connections On- and Offline CONVERT Make Conversion as Easy and Intuitive as Possible OPTIMIZE Never Stop Improving the Customer Experience
  • 12. © 2020 Adobe. All Rights Reserved. Adobe Confidential. 2 3 4 5 1 PLAN Use Data to Unlock Customer Insights CREATE Breed Loyalty With Content ENGAGE Forge Deep Connections On- and Offline CONVERT Make Conversion as Easy and Intuitive as Possible OPTIMIZE Never Stop Improving the Customer Experience
  • 13. © 2020 Adobe. All Rights Reserved. Adobe Confidential. Plan for the Best Experience Understanding customers’ pain points Selection of sessions Content Reevaluating event goals and benchmarks Leveraging analytics and AI 13
  • 14. © 2020 Adobe. All Rights Reserved. Adobe Confidential. 3 4 5 1 2 PLAN Use Data to Unlock Customer Insights CREATE Breed Loyalty With Content ENGAGE Forge Deep Connections On- and Offline CONVERT Make Conversion as Easy and Intuitive as Possible OPTIMIZE Never Stop Improving the Customer Experience
  • 15. © 2020 Adobe. All Rights Reserved. Adobe Confidential. 15 Marquee Content New Video Format Authenticity is Key Ease of Consumption Go Digital 1 2 3 4 Create an Online Event Experience in <30 days Lead With Your Customers5
  • 16. © 2020 Adobe. All Rights Reserved. Adobe Confidential. 2 4 5 1 3 PLAN Use Data to Unlock Customer Insights CREATE Breed Loyalty With Content ENGAGE Forge Deep Connections On- and Offline CONVERT Make Conversion as Easy and Intuitive as Possible OPTIMIZE Never Stop Improving the Customer Experience
  • 17. Engage Your Customers  Online design elements that encourage attendee participation  Chapterize your content  Personalized chatbot experience  Speak to attendee pain points  Engage your advocates
  • 18. © 2020 Adobe. All Rights Reserved. Adobe Confidential.  Put the customer at the center of everything you do  Pull together cross-functional team  Creative, Web, Content, Demand Gen, Events, Customer etc.  Collaboration across entire company is key  >400,000 Summit online visits in week 1 Engage Your Team 18
  • 19. © 2020 Adobe. All Rights Reserved. Adobe Confidential. 2 3 5 1 4 PLAN Use Data to Unlock Customer Insights CREATE Breed Loyalty With Content ENGAGE Forge Deep Connections On- and Offline CONVERT Make Conversion as Easy and Intuitive as Possible OPTIMIZE Never Stop Improving the Customer Experience
  • 20. © 2020 Adobe. All Rights Reserved. Adobe Confidential. 20 Experience Needs to Match Demand Strategy 1 5 4 2 3 What content is most relevant? How can you entice attendees to go behind the gate? What is your pre-, during, and post-event strategy? How can you align content to your attendee journey? Do you want a live experience and interactivity? Answering questions like: You must work closely with demand to ensure right gating and promotion strategy
  • 21. © 2020 Adobe. All Rights Reserved. Adobe Confidential. 2 3 4 1 5 PLAN Use Data to Unlock Customer Insights CREATE Breed Loyalty With Content ENGAGE Forge Deep Connections On- and Offline CONVERT Make Conversion as Easy and Intuitive as Possible OPTIMIZE Never Stop Improving the Customer Experience
  • 22. © 2020 Adobe. All Rights Reserved. Adobe Confidential. Analyze & Optimize 22 Attendee Journey Understand the experience of every attendee Content Formats Ensure you are having your content delivered the best way Consumption Expand features that helped ease of consumption Rollout Plan the frequency of releasing content
  • 23. © 2020 Adobe. All Rights Reserved. Adobe Confidential. Key Takeaways 1 2 3 4 5 Put customer experience first Embrace the shift Lead transformation Foster creativity Plan, create, engage, convert, and optimize
  • 24. © 2020 Adobe. All Rights Reserved. Adobe Confidential. Experience Makers Live: The Rise of the Experience Maker  Join the Adobe team for our Summer virtual event, Experience Makers Live, July 22 and July 23.  Day One: You are an experience maker. You create the opportunity  Day Two: You are an experience maker. You guide your industry.  Hear from brands like the PGA Tour, Gigster, PINO, Forrester and more! 24
  • 25. © 2020 Adobe. All Rights Reserved. Adobe Confidential. Questions? 25
  • 26. 26

Editor's Notes

  1. To get there, first, let’s take a look at an internet minute in 2020 Think about how a lot of our experiences have become digital AND The way we consume content has completely changed Over 700,000 hours of content PER MINUTE – that’s about 80 years of content within a minute 190 million emails sent per minute The newer generations are growing up… (add nephews’ example)
  2. Now as part of that the buyer journey has also completely changed (add friend example) It’s no news to anyone here, that people inform themselves through other sources long before they ever go to your website And even longer before they make a buying decision And that journey is not linear anymore It includes research online, googling, social media, external review pages like G2Crowd, etc.
  3. All this makes the marketer’s job more complex than ever before Think about it Customers expect hyper personalized content - all while ensuring data privacy & security They expect continuous rollout of relevant content …. And within the company marketers are: Ground zero for growth – Advocating for a seat at the revenue table Proving marketing’s impact on the business …
  4. So where in all this is the role of creativity? It’s actually becoming more important than ever Our VP of Marketing… Constraint breeds creativity – that could be budget, or more like recently – not being able to do physical events and moving all customer engagements virtual We'll dive more into that in a bit
  5. We asked ourselves – looking at all the marketers out there  How is marketing's role evolving for businesses in the next 5 years? What matters to companies and marketers? How does consumer behavior change? And impact how businesses operate? So let’s dive in
  6. First – EQ meets AI And as marketers we MUST embrace the shift Human connection becomes more important than ever before – now even more – technology empowers us marketers – and some of the tasks will likely shift – but the power of human connection won’t go away It’ll be your differentiator Second, it’s not enough to just engage your customers anymore You must drive a seamless end to end experience for them And that journey consists of many touchpoints In that journey of your company to become an experience business - marketing is in an amazing position to LEAD It’s becoming ground zero for growth for most of the successful companies out there Why not lead this impact – but make no mistake – it’s not a marketing initiative – your whole business needs to drive it
  7. Another really interesting insight from the survey was around the skillset needed to be successful in the next 5 years When we originally came up with this question – we assumed analytics, AI, etc. would be up really high BUT it’s Creativity and Teamwork that are the most sought-after skills And it makes sense – why? Because that’s what will differentiate you – And you’ll need it to create those amazing experiences for your customers
  8. We will share the full research report with you as a follow-up – Now, let’s look at what we can do as marketers to drive business success now and in the coming years There are 5 phases to driving that change
  9. And to make this more tangible – we’ll use an example that most of us can relate to nowadays How we went from an in-person event to an online-only experience
  10. - Plan Data is becoming incredibly important to drive decisions It unlocks new insights for you – helping you create the right content and finding new ways to engage them
  11. In our case we looked at previous registration of tracks feedback from our in-person events and history of webinars (attention spans, timing,) Thinking through keynotes (how we came up with innovation keynote) Rethinking event goals – now that we have an online event Deciding what can be done or not in a limited amount of time And leveraging analytics and AI to drive personalized experiences for your customers… content: the thought process of innovation keynotes
  12. Marquee Content (Keynotes, Innovation Keynotes) – different recording formats for different sessions (keynotes, vs. innovation keynotes, vs. breakouts) Shortening all content to make it more consumable Shooting from everyone’s living room How it’s displayed – the journey (will dive in shortly) Chapterization Last but not least – we are so thankful to have such amazing customer advocates – we had about a 100 customers that recorded at all times of the day/evening to get their session in , etc.
  13. Think through online experience How do you make sure to align content, experience & customer journey Personalized chat bot OUTSIDE IN POV – make sure you always start with the external POV/pain points and speak to those Be relevant Leverage your customers – they’re your best advocates Source Image:- https://pixabay.com/en/associate-business-call-calling-3548078/
  14. But there is a second very important element to engage It’s the internal team One of the things that made our event so successful – was because a cross-functional team came together, … And we really put the customer at the center of everything we did – and made it happen Daily meetings, different workstreams, etc. And we had over 400K attendees in week 1
  15. Now one thing that every marketer should care about The experience and content need to match the demand strategy We need to closely pull demand in from the beginning Think through the right content & gating & promoting strategy Answer questions like … Pick marquee sessions that can be promoted Think through live experience & interactivity – do what’s realistic – where can you pull off the best experience What content to you provide before or behind a gate, etc.
  16. And last but not least – optimize It’s a neverending process…
  17. Understand experience What content format works Where do you lose attendees What is relevant to them How does your website layout impact visits & views, etc.? How often do you want to rollout content? Just once? Rolling thunder?
  18. In Summary – we talked about why the future of marketing is creative and clear steps on how you can lead your company to be a true experience business Most important – put customer experience first Embrace the shift – AI and EQ go hand in hand – and the faster you leverage the power of human connection – the better off you are LEAD – don’t wait for another department to lead this change – be the change Don’t just tolerate it – but FOSTER creativity – think outside the box – figure out things that haven’t been done before – And last – follow a framework – plan, create, engage, convert, optimize That’s what’ll make you a successful marketer today and in the future
  19. EML Plug