Results tagged “Adobe Digital Marketing”

Are Marketers Missing the Mark?

Today we unveiled new global research that suggests marketing is still falling short in connecting with consumers online.  Click Here: The State of Online Advertising polled consumers and marketers in seven countries across the United States, Asia-Pacific and Europe.

Among the top findings:

  • A significant portion of consumers and marketers feel online advertising is still not effective (consumers 32%; marketers 21%). Marketers in the U.S. and Europe were the most dismissive of online advertising.
  • Consumer and marketing respondents globally believe that banner ads do not work (49% consumers; 36% marketers).
  • Traditional media such as print and TV received higher scores for credibility and effectiveness among consumers and marketers in all regions.
  • One-third of respondents agreed it is valuable when a website makes personalized product and service recommendations. More specifically, respondents said they were comfortable with targeted advertising based on their behaviors (U.S.74%; Asia-Pacific 63%; Europe 71%).
  • The marketing profession was consistently ranked as one of the least valuable to society, although it’s viewed most positively by consumers (24%) and marketers (47%) in Asia-Pacific.

You can read the study online, and also check out our animated infographic below, highlighting a handful of top insights from the research.

To paraphrase global co-leader of McKinsey & Company’s Digital Marketing and Sales Practice David C. Edelman, the “era of creativity” in online marketing is only beginning. We just have to be smart about how we use it. We hope this research helps fuel some great discussions among marketers who want to make it better.

News Rundown at Adobe Summit 2013

This week at Adobe Summit – The Digital Marketing Conference, more than 4,500 digital marketers and senior leaders representing the world’s top brands are coming together in Salt Lake City to learn the latest about marketing trends, network and share best practices with each other.

At the conference, we are making a series of news announcements to address growing industry needs that include:  1) helping marketers iterate and act more quickly to better meet consumers’ expectations; 2) staying on top of the mobile explosion and delivering better mobile experiences; 3) simplifying the complex task of delivering the right experience or content to the right person at the right time.

Keynote presenters this year include Adobe CEO Shantanu Narayen and SVP and GM of Adobe’s Digital Marketing Business, Brad Rencher, along with record-setting stratospheric daredevil Felix Baumgartner; Adam Bain, president of global revenue at Twitter; and Sal Kahn, founder of Khan Academy.

You can watch the keynote live today, Wednesday, March 6 from 9am-11am MST.

Our news today highlights major new Adobe Marketing Cloud capabilities, including:

New Touch Interface and Mobile Marketing Capabilities 

Adobe today unveiled an innovative new UI for Adobe® Marketing Cloud that surfaces data and insights to marketers and business leaders so they can easily gauge the impact of their marketing dollars.  Through this visually rich, touch based interface, Adobe Marketing Cloud, which marketers use to understand how campaigns are performing, now links with Adobe Creative Cloud™, which agency creatives use to build and deliver those campaigns.  In addition, every solution within Adobe Marketing Cloud has been upgraded with new mobile marketing capabilities, including new mobile capabilities for analytics, advertising, social app development, targeting content on smartphones and tablets, and mobile content management and delivery.

Adobe Social Goes Mobile 

Adobe today upgraded Adobe Social®, part of Adobe Marketing Cloud, with a completely redesigned user interface focused on interpreting and presenting social data in a more digestible format that helps social marketers prove business results.  Adobe also debuted Adobe Social for mobile phones and tablets.  Social marketers now have a marketing tool that’s as mobile as they are.

Delivering Personalized Experiences across Mobile and Social 

The static website is long gone.  Personalizing and optimizing your customer’s experience is essential.  Adobe today announced a major update to Adobe Experience Manager, part of Adobe Marketing Cloud, which introduces new responsive design, social communities and video capabilities that deliver a fully personalized experience to customers. In addition, Adobe today introduced a new Digital Asset Management offering within Adobe Experience Manager.  Adobe has re-imagined digital asset management with both marketers and creatives in mind, giving organizations unprecedented capabilities to deliver consistent, high-quality experiences anywhere.

New Digital Advertising Solution for Media Agencies and Marketers 

Adobe today unveiled a standard version of Adobe Media Optimizer, part of Adobe Marketing Cloud. Media Optimizer is Adobe’s digital advertising platform for campaigns across search, display and social media. The new edition, Media Optimizer Standard, delivers a rules-based bidding solution that improves the performance of search engine marketing campaigns through seamless integration with Adobe Analytics. Media Optimizer Standard is designed for media buying agencies, search engine marketing (SEM) agencies and direct advertisers seeking more control and transparency over their campaigns at an economical price point.

Taken together, these groundbreaking new solutions and capabilities are all designed to help our customers deliver the right online experience to the right person . They also offer the best way to tie social media activities to business results. And finally, they enable customers to achieve the greatest return on investment from online advertising.

Conversation for a Cause at SXSW 2013

Conversation for a CauseSXSW attendees: let’s talk about the intersection of creativity with data at this year’s festival. Starting March 4th through March 12th, we’ll hold the conversation on Twitter and Instagram with questions such as “Is data killing creativity?” or “Are you a data geek, creative pro, or both?”

Follow us @Adobe for the questions to answer and reply using #AdobeSXSW. Also, take pictures of images that inspire your creativity at SXSW and post to Instagram using #AdobeSXSW. For every mention of #AdobeSXSW on Twitter and Instagram, we will donate $1 up to $10,000 (!) to STEM to STEAM, an initiative focused on integrating art and science into education curricula to prepare the next generation for success.

Will you join our conversation for a cause? Let us know in the comments.

In addition, we will be hosting two days of SXSW sessions focused on the Adobe Creative Cloud, Edge tools and services, and myths about digital marketing. Get a full summary of what we’ll be up to here and mark your calendars with our Eventbrite invitations:

See you there!

Super Bowl Advertisers Can Expect a 20% Increase in Web traffic; Mobile Video Viewing will Double on Super Bowl Sunday

Those of us in the advertising profession don’t view the Super Bowl like most Americans. Let’s face it – most people will be focused on watching their big screen TVs, eating Super Bowl munchies, and hoping for their favorite team to score another touchdown. Marketers, however, think of this event as the Holy Grail of advertising. We run into the room when the commercials start, and admittedly some of us even tune out when the football action resumes. For marketers, it’s our opportunity to be inspired by the world’s best creative talent. Most importantly, it’s our moment to truly entertain, inspire and emotionally touch consumers during one of the biggest TV events of the year. In the back of our minds, however, a huge question looms: Is this the best we can do as marketers? Should we still be spending that much money on a seemingly untargeted and untrackable sports event?

Digital marketers are held to a higher standard nowadays. Measurement, targeting, and the ability to deliver relevant advertising through digital media channels have changed the game. Simply tracking marketing budget ROI via focus groups and awareness studies is insufficient for today’s CMO.  Interaction between online and offline media is still complex, but it’s imperative to analyze and optimize multiple media in order to build effective advertising campaigns.

The Adobe Digital Index team performed two types of analysis to understand 1) the consumption patterns of sports related content across devices, and 2) how web traffic is impacted by television advertising around the Super Bowl.

Mobile video viewing will double on Super Bowl Sunday

The Digital Index team analyzed 1.4 billion video starts during 10 large sporting events in 2012 and compared them to typical, non-event days.  Viewers demonstrated an increasing propensity to check sports-related videos from their mobile phones and an even larger desire to watch those videos from tablets during these special sporting events. These data points are compelling, but most striking is the percentage of online videos accessed by tablets and mobile phones, reaching 16% on a day with a major sporting event – a 100% increase compared to a typical day in sports. Viewership levels of this magnitude are significant and demonstrate the need for media websites to continue to invest in usability, design, and optimization of mobile content.  For advertisers, it begs the question, Should I supplement my Super Bowl ad spend with online video to reach a more affluent and targeted audience with more measurable results?  Or, if I can’t afford America’s most expensive 30 seconds of airtime ($3.8 million in 2013), can I take advantage of the event in other ways online?

Digital Index data suggests that marketers should be saying yes and yes. Super Bowl advertisers should consider the mobile video consumption trend to supplement their television expenditure with incremental online video advertising. Advertisers seeking more targeted vehicles or those who cannot afford the Super Bowl premium can tap into this marketing moment online and capitalize on the digital channel’s great targeting, low cost per mille (or cost per impression), and affluent audience. We know that mobile advertising is still complex, but the prices remain relatively low while the audience is growing and is proven to spend more. U.S. advertisers spent 180 billion dollars in 2012, but directed only 2% of that spend into mobile advertising (Source: eMarketer Worldwide Ad Spending Forecast, January 2013).

Mobile Video Graph

Super Bowl advertisers will see a 20% increase in web traffic and the bump in visits will last about a week

Visits and page views to companies that advertise on TV during the Super Bowl show a 20% increase in visits on the day of the game and maintain higher than average traffic for a week following the game.  However, by the following week, all is forgotten and traffic returns to its normal levels.

This chart shows visits leading up to and following the Super Bowl in 2011 and 2012:

2011-2012 Super Bowl Graph

In 2012, more and more brands launched Super Bowl videos online before the game. The 2012 data in the graph above shows that traffic for advertisers peaked much earlier in the cycle prior to the Super Bowl. The week following the Super Bowl, however, saw a lower lift of 12% more page views versus 15% in 2011, and 12% more visits in 2012 versus 23% in 2011. These findings indicate that the previews were more likely to pull traffic forward than increase the overall impact. Clearly, optimizing the digital returns from Super Bowl advertising is still a work in progress.

Many advertising conversations revolve around the tradeoffs between digital and traditional advertising when in fact, the most powerful formula comes from the combination of them. As media companies expand their digital content and ad insertion capabilities, especially in the area of video and mobile, and as advertisers dial in the magic formula between online and offline media spend, it becomes increasingly clear that we can no longer think in terms of one versus the other. The marriage of digital and traditional media will become the ultimate solution and will drive unprecedented results.

Will Super Bowl advertisers be able to dial in the previews and extend the post-Super Bowl bump this year? Will they incorporate online and offline campaigns more effectively and improve the effectiveness of their Super Bowl ad spend? Will advertisers get their money’s worth? A lot of these questions will be topics of discussions after February 3rd.  In the meantime, we’d be interested in hearing your thoughts and predictions.

Advances in Digital Publishing Technologies Help Brands Tap into Mobile Consumers

Today, Adobe released some interesting insights into mobile-specific shopping behaviors that predict purchasing habits in the coming year. The research is based on a national survey of smartphone and tablet users, and show why retailers should pay attention to the growing role of apps when tapping into mobile consumers.

Adobe_MobileRetail_Infographic

Adobe Social is here!

Adobe Social, available today, will transform how companies use social media as a digital marketing channel. Read some thoughts from Brad Rencher, senior vice president, Digital Marketing Business, about social’s need to grow out of awkward adolescence and into a mature digital marketing channel. Lawrence Mak, product marketing manager for Adobe Social, shares three things about demonstrating social media business impact that will get digital marketers excited, while freecreditscore.com’s Johanna Riggle Segesser has an Adobe Social Q/A.

Is there real value there in social media? See what people have to say:

Adobe Report Provides Global Digital Advertising Update for Q1 2012 and Outlook for 2012

Today, we released the Adobe Digital Index: Global Digital Advertising Update for Q1 2012. Data for this report is derived from the former Efficient Frontier, which was acquired by Adobe in January 2012. This report provides digital advertising industry insights for Q1 2012, as well as an outlook for the remainder of the year.

The report shows that digital advertising continues its rapid growth across all channels. Additionally, while Facebook is still an emerging digital advertising channel, search remains the biggest driver of ROI for marketers, according to the report.

The analysis of digital marketing and Facebook performance is based on data derived from technology Adobe acquired via Efficient Frontier and Context Optional, which is now part of the Adobe Digital Marketing Suite. Data is based on a client index across key verticals including retail, entertainment, CPG, and finance.

Check out the full report here to learn about the four-fold growth in mobile traffic Year-over-Year, growing Facebook ad spend, and other key digital advertising trends plus an outlook for 2012.

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