Reinventing Marketing in the Age of Digital
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The document discusses reinventing marketing in the age of digital. It notes that personalization using consumer data can increase conversion rates, revenue per visitor, and sales. However, the average consumer is exposed to many marketing messages each day, creating noise. Modern buyers have more choice, control multiple online sources, and 70% of business purchases are researched online before contacting vendors. Most IT buyers and web visitors will soon use mobile. To be effective, marketing must deliver the right message at the right time through the right channel using personalization at scale to account for these new realities of digital marketing.
Reinventing Marketing in the Age of Digital
- 1. © 2013 Adobe Systems Incorporated. All Rights Reserved.© 2013 Adobe Systems Incorporated. All Rights Reserved. Reinventing Marketing in the Age of Digital John Watton, Director, Digital Marketing EMEA, Adobe. 12th June, 2014 Reality
- 2. © 2013 Adobe Systems Incorporated. All Rights Reserved. Personalization is the use of data to deliver a relevant and engaging experience to a consumer across channels and devices Adobe’s definition of personalization
- 3. © 2013 Adobe Systems Incorporated. All Rights Reserved. 10% Conversion rates 14% Lift in RPV Why this is important 19% Uplift in sales 14% Click-through rates
- 4. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton Noise The average consumer is exposed to marketing messages per day. Source: Mashable Email Infographic, Nov 2012
- 5. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton Problem: Noise In the time it took you to read this sentence, 20 millionemails have been sent.
- 6. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton 2014’s Buyer has more CHOICE & CONTROL, more points of contact 4 The number of online sources the average B2B customer uses when shopping for a business purchase The average number of searches performed by the average B2B converter of purchase cycle in B2B is completed before getting in touch with a vendor 70% 5+ Source: Google & Compete B2B Customer Study,
- 7. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton Face facts 86% of IT buyers use social media in their purchase decision process Source: IDG Connect Survey 2014
- 8. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton Face facts More than 50%of web visitors will be via mobile by 2015 Source: Adobe/eConsultancy Digital Trends 2014
- 9. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton9
- 10. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton Right message Right time Right place
- 11. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton The need to get personal B R O A D C A S T T A R G E T I N G S E G M E N T I N G P E R S O N A L I S I N G relevant
- 12. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton Sales Manager Sales Manager Sales Manager Sales Manager Sales Manager Sales Manager Sales Manager Finance Director Finance Director Finance Director Finance Director Finance Director Finance Director Finance Director Retail Sector Retail Sector Retail Sector Retail Sector Retail Sector Retail Sector @jwatton At Scale
- 13. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton13 Unified Media Experience Adobe Marketing Personalization “Vision” Same message or sequential messaging no matter where the user sees Adobe Single Audience Definition across all Marketing Channels Conversion Email Mobile Event Marketing Display Display Search Social Site Site
- 14. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton14 Model Delivers True Empirical Attribution of Marketing Program Impact on Revenue
- 15. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton15 Digital Marketing Marketing in the digital age