marketing in einer digitalen Ökonomie – digital marketing bei adobe
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Präsentation von der Veranstaltung "Marketing in einer digitalen Ökonomie" mit beim www.marketingclub-muenchen.de am 17.10.2013TRANSCRIPT
Marketing in einer digitalen Ökonomie Digital Marketing bei Adobe
§ 70% believe marketers are disconnected from business results
§ 69% believe marketers live too much in their creative and social media bubble
§ “Marketers will have to understand they need to start ‘cutting the rubbish’.”
Source: Fournaise Marketing Group. July 12, 2012
of CEOs Do Not Trust Marketers
Data Driven Marketing
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Copyright 2012 Adobe Systems Incorporated. All rights reserved.
If we have data, let’s look at data.
If all we have are opinions, let’s go with mine.
(Jim Barksdale, former CEO of Netscape)
97% Site visitors who do not convert
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Speed
Attention Span
Marketers spend $92 to acquire traffic
and only $1 to optimize it.
Source: Digital Index Report Adobe 2012
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Personal Relevant Experience
30+ Channels
Research product online Receive mobile
ad for product
Search online for product
Join Facebook community for product
Research accessories for product
Buy accessories in store
Receive product updates
See TV ad for product
Buy product online
Visit store for help
Visit store to get help with product
View video for newer product
Receive promo for product
Same Story …but different
Delivering relevant content
at the right time through the right channel
and the right device to the right audienc
Make | Manage | Monetize | Measure
Multi-Channel Deployment
Experience Management & Targeting
Creation & Innovation
Optimization Analytics
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science
art
Our Job: Overcome the enterprise information silos….
SEO/SEM
Direct Mail
Social
Web
Mobile
Broadcast
Store
Branch
Call Centers
Customer / Account
Display Ads ?
Online Data
SEO/SEM
Social
Web
Mobile
Display Ads
Offline Data
Direct Mail
Broadcast
Store
Branch
Call Centers
Customer / Account
….and provide the customers with a personalized experience
1984
®
Copyright 2012 Adobe Systems Incorporated. All rights reserved.
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http://panopticlick.eff.org/index.php?action=log&js=yes
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®
Copyright 2012 Adobe Systems Incorporated. All rights reserved.
And now for something completely different
ROI in Social Media
®
Copyright 2012 Adobe Systems Incorporated. All rights reserved.
of Adobe’s Marketing Spend is on Digital
“Marketing by the Numbers” @ Adobe
CLOSED/WON BUSINESS.
SALES QUALIFIED
LEADS
SALES ACCEPTED
LEADS
MARKETING QUALIFIED
LEADS
INQUIRIES Purchase Funnel Waterfall Model
Redbull und Adobe Collective Art Projekt
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http://www.youtube.com/watch?feature=player_embedded&v=BRAM8MpqIeA
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17 Mio Views Number of Registrations +26% 12000+ Online Attendees PR Awareness in EMEA and US
What Did YOU Think?
Experience A Experience B
B? A?
Experience A Experience B
Results – Data Optimized
Enter: +12% Learn: 200%
Winner!
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© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
§ 3 million referrals to Adobe.com
§ 13% Revenue Contribution Creative Cloud
§ Reduced Ad Cost by 28%
§ $5,000 revenue from one Twitter follower
Adobe on Adobe: Social ROI
Dashboard View
Google +
Blog
Forsa Studie – Social Media Einschätzung
“What gets measured, gets managed.” Peter F. Drucker
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
“Es kommt nicht darauf an wer wählt sondern wer zählt.”
Josef W. Stalin
Deliver the Best Consumer Experience in Real-Time
USER EXPERIENCE USER ACTIONS
§ Clicks on product
§ Clicks on a news story
§ Walks into store
§ Stock hits $50 and triggers an alert
§ Downloads a whitepaper
§ Updates golf scores
.000 .003
1. What do I know about this visitor?
2. What do I predict will make the visitor take the action I want?
§ 30% off, Free shipping § Golf Stories § Product Recommendation
3. Access & Assemble the Digital assets that match what I predict
4. Deliver those Digital Assets to the visitor in the right channel
The Last Millisecond .001 .002
®
Copyright 2012 Adobe Systems Incorporated. All rights reserved.
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Products are becoming commodities… Experience
is the differentiator.
"The best minds of my generation are thinking about how to make
people click ads."
(Jeff Hammerbacher)
Marketing in einer digitalen Ökonomie Digital Marketing bei Adobe