4a’s transformation 2013 - march 11 - adobe - ann lewnes
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Opines on the Myths and Realities of Digital Marketing Ann Lewnes, CMO of AdobeTRANSCRIPT
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Digital Or DieAnn Lewnes | CMO, Adobe | @alewnes
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The Opportunity
~4 Zettabytes of DataCreated & Shared in 2013
$1.25 Trillion Dollars SpentOnline in 2013
Marketing Spend Growing Faster than IT Spend, Will Eclipse it by 2017 says Gartner
Online Video Views are Up Across all Devices
$2 Billion in Cyber Monday Sales
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
66% of People Say TV Commercials are More Effective than Online Advertising
Marketers Spending Less Than 25% of Budgets on Digital
Social Media Being Undervalued by Up to 94%
68% of People Find Online Advertising Annoying
The MissedOpportunity
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74% of Adobe’s Marketing Spend is on Digital
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
DIGITAL OR DIE
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Data is Killing Creativity
We StillNeed Your Creative
Ideas
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Art + Science
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
70% believe marketers are disconnectedfrom 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
80% of CEOs Do Not Trust Marketers
An Insight Spurs a Concept
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
70% believe marketers are disconnectedfrom 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
80% of CEOs Do Not Trust Marketers
An Insight Spurs a Concept
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
An Attention Grabber
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Data is Killing Creativity
We StillNeed Your Creative
Ideas
Use DigitalTo SurroundYour Target
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Social Media
Website
Anatomy of a Campaign in 2013
Print Ads
Display & Native Ads
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Video The Concept
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14
Super Bowl Ads Drive 20% Bump to Web Traffic
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Six videos drove60 million+ impressions
Video had 4x the CTR of other media
Video accounted for just 10% of impressions but drove 50% of site visits
It’s All About the Video
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We’re Here! Now What?
Persona-based content driving strong conversion.
Traffic exceeding expectations.
Bounce rates a big concern. Product info too hard to find.
Video & case study content sees high CTR.
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Transparency Pays Off
Case Study Visitors Tied
to Higher Revenue;
~$49 Per Visit
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
We StillNeed Your Creative
Ideas
Use DigitalTo SurroundYour Target
Love MathLike You
Love Creativity
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Big Data May Ensure Sustainable Sushi
Have you heard about this “Big Data” thing?
19
IBM Introduces New Mainframe Computersfor Age of ‘Big Data’
Big Data and itsBig Problems
The Yearof Big Data
Big Data Can Make a Big Difference in Marketing
Big Data Rewrites the CMO’s Role
How Facebook is Handling All ThatBig Data
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Big Data for Marketers
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Big Data for Marketers
POST LAUNCH
Optimize Budget& Mix
Track Progress & Fine Tune Approach
AnalyzeResults
DURING LAUNCHPRE-LAUNCHPRE-LAUNCH
% ofBudgetSpend
% ofBudgetSpend
% ofBudgetSpend
% ofBudgetSpend
% ofBudgetSpend
% ofBudgetSpend
Video DisplayAdvertising
OfflineAdvertising Search Email Social Media
MARKETING BUDGET
0% 20% 40% 60% 80% 100% 120% 140% 160%
Revenue
Profit Contribution
Point of DiminishingReturns
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Big Data for Marketers
POST LAUNCH
Optimize Budget& Mix
Track Progress & Fine Tune Approach
AnalyzeResults
DURING LAUNCHDURING LAUNCHPRE-LAUNCHPRE-LAUNCH
Track Progress & Fine Tune Approach
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Big Data for Marketers
POST LAUNCH
Optimize Budget& Mix
Track Progress & Fine Tune Approach
AnalyzeResults
POST LAUNCHDURING LAUNCHDURING LAUNCHPRE-LAUNCH
AnalyzeResults
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Be The Catalystfor Your Clients
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.