evolve'13 | keynote | patrick tripp

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

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


About Neolane

Campaign Management Technologythat helps redefine how brands

engage with consumers.


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

FIN. SERVICESFIN. SERVICES MSPsMSPsMEDIAMEDIAINDUSTRY TELECOMSINDUSTRY TELECOMS

TECH/TELCOTECH/TELCO

We Help Marketers Deliver Business Value


Cross-ChannelMarketing in aDigital World

Cross-ChannelMarketing in aDigital World


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

Traditionally


Now (the new normal)Digital

ScreensInternet

of ThingsSemantic

WebDiverse

Channels


How has it gotten this way?

3 majorDisruptors

How has it gotten this way?

3 majorDisruptors


1

SocialMedia

2

MobileDevices

3

DataDeluge


Social is disruptinghow consumers learn about brands.


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.


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.


GEOLOCATION

PAYMENT

REVIEWS

LOYALTY

COMMENTS

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

Mobile Devices


Data Delugedisrupts traditional business models.


=

+ +1

SocialMedia

2

MobileDevices

3

DataDeluge

EmpoweredConsumers


How can marketers satisfy the demands of theEmpoweredConsumer?


1

Know yourConsumer

2

Respect theCX

3

BeAccountable


“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


Know your Customer: Match.com


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?


Respect the CX: Disney Paris


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

But Marketing is asked to prove its worthto the business


to deal with the empowered consumer,Marketers must:

Be Accountable

Prove ROIIncreaseLoyalty

DriveInnovation


Be Accountable: Sephora


How to be a SuccessfulCross-Channel Marketer

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


1Progessively

Profile

2Act in

Real-Time

3ExperimentRelentlessly


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


Progressively Profile: EMI


Act inReal-Time

LISTENacross

channels

CAPTUREconsumer

insights

LEVERAGEcontextual

data


Act In Real-Time: Groupe Flo


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

→

Experiment


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%


A New Horizon forDigital

Marketing

A New Horizon forDigital

Marketing


Deliver the Best Consumer Experience in the Last Millisecond


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


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


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


Changing the world through digital

experiences


Thank You!@ptripp