evolve'13 | keynote | patrick tripp

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Cross-Channel Marketing in a Digital WorldPatrick Tripp, Sr. Product Marketing Manager, Adobe Neolane

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

About Neolane

Campaign Management Technologythat helps redefine how brands

engage with consumers.

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

RETAIL/ECOMMERCE/CPGRETAIL/ECOMMERCE/CPG TRAVEL/TOURISMTRAVEL/TOURISM ENTERTAINMENTENTERTAINMENT

FIN. SERVICESFIN. SERVICES MSPsMSPsMEDIAMEDIAINDUSTRY TELECOMSINDUSTRY TELECOMS

TECH/TELCOTECH/TELCO

We Help Marketers Deliver Business Value

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Cross-ChannelMarketing in aDigital World

Cross-ChannelMarketing in aDigital World

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Marketing was a linear processusing TV, Radio and Print to reach aHomogenous Market.

Traditionally

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Now (the new normal)Digital

ScreensInternet

of ThingsSemantic

WebDiverse

Channels

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How has it gotten this way?

3 majorDisruptors

How has it gotten this way?

3 majorDisruptors

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1

SocialMedia

2

MobileDevices

3

DataDeluge

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Social is disruptinghow consumers learn about brands.

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How people express affinity How often they do it per month

Liking and Voting -83 billion Facebook likes -1.5 billion Instagram likes

Talking -12 billion tweets-39 million Wordpress blog posts

Reviewing -More than 6 million Amazon.comreviews-1 million Yelp reviews

Sharing -57% of items shared online are sent by email-77 billion Facebook shares

Source: Forrester Research

Consumers are sharing their affinities and influencing the behavior of others.

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Source: Deloitte and Conlumino Mobile Influence studies

.

Mobile lengthens shopping cycles

from 83 minutes to 111 minutes in less

than a decade.

61% of mobile users use it during a purchase in store

Mobile influence on store sales is

more than E and Mcommerce combined.

Mobile Devices are disruptinghow consumers access brands.

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GEOLOCATION

PAYMENT

REVIEWS

LOYALTY

COMMENTS

change how we access reviews, communities, pricing, content and ultimately how we buy —anytime, anywhere.

Mobile Devices

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Data Delugedisrupts traditional business models.

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

=

+ +1

SocialMedia

2

MobileDevices

3

DataDeluge

EmpoweredConsumers

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How can marketers satisfy the demands of theEmpoweredConsumer?

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1

Know yourConsumer

2

Respect theCX

3

BeAccountable

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“The bottom 20% of customers can drain profits by at least 80%

… while the top 20% can generate 150% of a company’s profit.”

Larry SeldenProfessor Emeritus

Columbia University

Know Your Consumer

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Know your Customer: Match.com

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Source: CMO Club

Respect the CX39% 37% 35% 34%

27% 25%21% 20% 19% 16% 15%

10%2%

What are the 3 most essential tools marketers need to deliver the best customer experience today?

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Respect the CX: Disney Paris

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Be AccountableTraditionally, marketing was regarded as the “make it pretty”department.

But Marketing is asked to prove its worthto the business

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to deal with the empowered consumer,Marketers must:

Be Accountable

Prove ROIIncreaseLoyalty

DriveInnovation

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Be Accountable: Sephora

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How to be a SuccessfulCross-Channel Marketer

Guidelines for Marketers to Get Started (according to Adobe Neolane)

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

1Progessively

Profile

2Act in

Real-Time

3ExperimentRelentlessly

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

ProgressivelyProfile Affinities

Preferences

Name

Number

Social Profile

Web ActivityCustomer

Lifetime Value

Name

Phone

Twitter

Facebook

Opinion

Influence

Web

• Harvest insights from multiple interactions

• Adapt your intelligence• Recognize changes of state

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Progressively Profile: EMI

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Act inReal-Time

LISTENacross

channels

CAPTUREconsumer

insights

LEVERAGEcontextual

data

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Act In Real-Time: Groupe Flo

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• Balance data with creative• Learn fast, cheap, and first • Build a learning culture

→

Experiment

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Cross-Channel Marketing Maturity Model

TacticianProficient in digital

marketing technology and analytics.

ExpertProficient in digital

marketing technology and have a robust

strategy.

LaggardLack digital marketing

technology and analytics and lack robust strategy.

StrategistHave a robust

organizational strategy and process.Te

chno

logy

and

Ana

lytic

s

Organizational Strategy and Process

Most MarketersAre Here today

Source: A commissioned study conducted by Forrester Consulting on behalf of Adobe Neolane, June 2013

Base: 192 digital marketing decision makers from North America and Europe

56%

11% 26%

8%

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A New Horizon forDigital

Marketing

A New Horizon forDigital

Marketing

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Deliver the Best Consumer Experience in the Last Millisecond

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ANALYTICS EXPERIENCEMANAGER

TARGET SOCIAL MEDIAOPTIMIZER

Adobe Marketing Cloud

Solutions

Shared Services

Data Content Tag Management AudiencesOptimization Campaigns

Access & Collaboration Dashboard User Management

Share & Collaborate

Part

ner &

Inte

grat

e

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 36

ANALYTICS EXPERIENCEMANAGER

TARGET SOCIAL MEDIAOPTIMIZER

Solutions

Shared Services

Data Content Tag Management AudiencesOptimization Campaigns

Dashboard User Management

Share & Collaborate

Part

ner &

Inte

grat

e

• Master Marketing

Record• Cross-Channel

Campaign Management

• Email Execution

• Master Marketing

Record• Cross-Channel

Campaign Management

• Email Execution

Access & Collaboration

Adobe Marketing Cloud

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Web Email Call CenterMobile Social POS Direct Mail

Enterprise DataDigital InteractionsContent

CROSS-CHANNEL CAMPAIGN MANAGEMENT

MASTER MARKETING RECORD

Cross-Channel Marketing and Adobe’s Unique Value Proposition

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Changing the world through digital

experiences

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Thank You!@ptripp