on the edge reading - adobe - jamie brighton

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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Condential. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Condential. e reinvention of marketing 24 th September 2014 Jamie Brighton | Marketing Cloud Strategy, Adobe | @jamiebrighton

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Page 1: On The Edge Reading - Adobe - Jamie Brighton

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

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

Page 2: On The Edge Reading - Adobe - Jamie Brighton

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

The world is changing

Move to Mobile & Tablets

The Internet of Things

Making Everything Digital

Page 3: On The Edge Reading - Adobe - Jamie Brighton

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

Page 4: On The Edge Reading - Adobe - Jamie Brighton

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

NEW MARKETER

Page 5: On The Edge Reading - Adobe - Jamie Brighton

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

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

Mark Mullen, CEO First Direct @ CEX in FSI Event

Page 6: On The Edge Reading - Adobe - Jamie Brighton

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

BRAND “X”

For customers, there is only your brand

Page 7: On The Edge Reading - Adobe - Jamie Brighton

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

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

Page 8: On The Edge Reading - Adobe - Jamie Brighton

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

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

Page 9: On The Edge Reading - Adobe - Jamie Brighton

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

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

Page 10: On The Edge Reading - Adobe - Jamie Brighton

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

And no two customer journeys are the same

Page 11: On The Edge Reading - Adobe - Jamie Brighton

© 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

Page 12: On The Edge Reading - Adobe - Jamie Brighton

© 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

Page 13: On The Edge Reading - Adobe - Jamie Brighton

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 13

How can we ease this digital distress?

Page 14: On The Edge Reading - Adobe - Jamie Brighton

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

Be a data guru

Always be testing

Go digital. Everywhere

Page 15: On The Edge Reading - Adobe - Jamie Brighton

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 15

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

Page 16: On The Edge Reading - Adobe - Jamie Brighton

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

Most Confusing Buzzword of the Decade –Global Language Monitor

Big Data

Page 17: On The Edge Reading - Adobe - Jamie Brighton

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17

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

Page 18: On The Edge Reading - Adobe - Jamie Brighton

© 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

Page 19: On The Edge Reading - Adobe - Jamie Brighton

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 19

Always Be Testing

Page 20: On The Edge Reading - Adobe - Jamie Brighton

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 20

Always Be Testing

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

Page 21: On The Edge Reading - Adobe - Jamie Brighton

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

Adobe Digital Index: Conversion Rate

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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 22

Your opinion, while interesting, is irrelevant.

” PRAGMATIC MARKETING | TUNED IN

Page 23: On The Edge Reading - Adobe - Jamie Brighton

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 23

Go digital. Everywhere. (Your customers already have)

Page 24: On The Edge Reading - Adobe - Jamie Brighton

© 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

Page 25: On The Edge Reading - Adobe - Jamie Brighton

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

Adobe Digital Index: UK leads the way in mobile visits

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Page 26: On The Edge Reading - Adobe - Jamie Brighton

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

Audi

Page 27: On The Edge Reading - Adobe - Jamie Brighton

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

Ancestry.com

Page 28: On The Edge Reading - Adobe - Jamie Brighton

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

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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 29

MONETIZE

MEASURE

MAKE

MANAGE

Page 30: On The Edge Reading - Adobe - Jamie Brighton

© 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

Page 31: On The Edge Reading - Adobe - Jamie Brighton

© 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/