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The reinvention of marketing 24th September 2014 Jamie Brighton | Marketing Cloud Strategy, Adobe | @jamiebrighton

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

The world is changing

Move to Mobile & Tablets

The Internet of Things

Making Everything Digital

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

NEW MARKETER

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“The blindingly obvious is something only visible to customers.”

Mark Mullen, CEO First Direct @ CEX in FSI Event

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

BRAND “X”

For customers, there is only your brand

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

But marketers see four screens: TV, computer, tablet, mobile

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

They see 6 channels: web, social, email, search, display and apps

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

They see three sources of trust: paid, earned, owned

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

And no two customer journeys are the same

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

BRAND “X”

“Inconsistent Experience Undermines Brand Trust”

Create a Connected Communication Plan for the Post-Digital Era – 5 February 2014

For customers, there is only your brand

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

76% Say marketing has changed more

in the last 2 years than the past 50

66% Marketers who think companies won’t

succeed unless they have a digital approach

48% of Digital Marketers who feel ‘highly

proficient’ in digital marketing

DIGITAL DISTRESS

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How can we ease this digital distress?

ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night? 14

Be a data guru

Always be testing

Go digital. Everywhere

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Be a data guru

$12k-$25k

central

urban

financial services

banking

art+architecture

education

#239857

#00e0c9

F = k ( q1 q2 / r2 )

( sin θ1 )/(sin θ2 ) = v1 /v2 = n2 /n1 = λ1 /λ2

Fb = Vρg = mg

09

001 002 003 004 005 006 007 008 009

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Most Confusing Buzzword of the Decade –Global Language Monitor

Big Data

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Metrics matter. Know how to instrument the data for business impact.

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

Each travel segment (Airline, Online Travel Agency, Car Rental and Hotel) is up year-over-year in bookings

Spending online on travel this Summer will be up 15% from last year

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Always Be Testing

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Always Be Testing

Test Results Immobilise HiPPOs (Highest Paid Person’s Opinion)

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Adobe Digital Index: Conversion Rate

21

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Your opinion, while interesting, is irrelevant.

“

” PRAGMATIC MARKETING | TUNED IN

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Go digital. Everywhere. (Your customers already have)

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Adobe Digital Index: Apps drive majority of usage on mobile devices

Source: Adobe Digital Index 2013

Tablets: Time spent per app session is 4X longer than web

Smartphones: Time spent per app session is 2.5X longer than web

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Adobe Digital Index: UK leads the way in mobile visits

25

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Audi

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Ancestry.com

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MONETIZE

MEASURE

MAKE

MANAGE

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Marketing needs reinvention to meet the demands of the new consumer 1

Understanding digital trends means you can stay ahead of your customers 2

Using digital marketing technology can provide competitive differentiation and help you become the best of the best

3

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Jamie Brighton Strategic Marketing EMEA @jamiebrighton Adobe Digital Index: http://eu.cmo.com/adobe-digital-index.html/