Results tagged “Adobe Online Marketing Suite”

Top 10 lessons learned at Cannes Lions

I just returned from Cannes Lions: a weeklong gathering of many of the top creative minds in communications, advertising and marketing. The digital revolution is at the center of the conversation here at Cannes. As Adobe does for digital advertising what we’ve already done for digital marketing, the discussion at Cannes is clearly relevant to our daily focus.

Here are my top 10 lessons learned as a Cannes Lions neophyte:

1. Don’t ever schedule a 9 am meeting with anybody you actually want to talk to.

2. The digital conversation among the movers and the shakers at Cannes is shaping advertising and publishing.

3. The world’s leading digital experiences would truly be lackluster without Adobe.

4. The blend of creative/art and measurement/science is creating big opportunities. With our creative legacy and strength in digital measuring and monetizing, Adobe empowers brands to better express themselves like no one else can.

5. The advertising industry of tomorrow is dependent on a strong digital strategy that includes social and mobile.

6. When they say Cannes is a social event – believe them.

7. People at Cannes get the power of data – smart creative leads are looking at the ways digital innovation shapes better experiences.

8. Data-driven insights around digital campaigns are creating new disciplines in social and mobile and so much more is yet to be discovered.

9. Top discussion of the week is the creative-scorned “traditional vs. digital” debate.

10. Creative innovation that steps up to the challenge of digital deserves to be recognized in a category all its own – like our first ever creative effectiveness award at Cannes Lions.

Number 10 was probably the highlight of my trip. With Adobe’s focus to help our customers not only create and deliver their content, but also measure and optimize its effectiveness, we were proud to sponsor this brand new category. Kudos to all the contestants who were able to prove the ROI and business impact of their creative campaigns.

Meeting with the top ad execs and discussing the future of digital advertising and publishing, I see incredible opportunities for our partners and customers to create new playbooks of business success in the digital landscape. The industry is watching to see what’s next and we are excited to help brands better express themselves though digital experiences.

Already looking forward to Cannes 2012,
-Brad

Off to Cannes Lions 2011

Next week we’re making our way back to Cannes, France for the 58th Cannes Lions International Festival of Creativity, where creative and innovative leaders from all over the globe gather to talk about the future of advertising, marketing and digital trends. We have some great events planned during the week and look forward to connecting with the crowds to talk about the future of digital.

To kick things off on Monday June 20th, our CTO Kevin Lynch will be hosting a panel: Advertising meets Digital Publishing: The Hot Issue, featuring advertising firms – Goodby, Silverstein & Partners and Ogilvy & Mather – and publishers from Vanity Fair and Federated Media. Kevin and his fellow panelists will discuss opportunities and debate the industry’s future for both advertisers and publishers in this new era of digital publishing.

Adobe is also proud to sponsor the Young Lions Competition, where up-and-coming creators in film, cyber, media and print are challenged with developing campaigns in just 24 hours (48 hours for film). Many will be leveraging Creative Suite 5.5 to create their content.

Additionally, Adobe is sponsoring a new Creative Effectiveness awards category at Cannes Lions. This category honors creativity that has shown a measurable impact on a client’s business. With a growing focus on helping businesses measure the impact of their marketing investment with Adobe Online Marketing Suite powered by Omniture, we are pleased to support industry recognition for effectiveness.

Be sure to follow @Adobe and stay tuned to our Facebook Page for details around Young Lions, Kevin’s panel, and the events we’re participating in with partners, such as MOFILM and the Society of Digital Agencies (SoDA). We’ll be tweeting with hashtags #CannesLions and #FutureofDigital. We hope you’ll join the conversation with us!

eBay’s X.Commerce – an Innovator’s Toolkit

In my daily conversations with our Adobe team members, partners, and customers, the incredible pace of digital innovation is a big topic of discussion. From smart phones to tablet devices, high-speed mobile networks faster than your DSL connection, and social changing the way we connect – we see that running a business today has more challenges and more opportunities than ever before. Digital commerce is bringing the world via their tablets, smart phones and social networking sites to your storefront – and the question I have for you is: Are you ready?

I see many businesses struggle to understand how these new digital innovations translate into ways to better connect with a global audience of potential customers. For smaller businesses, eBay’s new X.Commerce platform – a cloud-based toolkit designed to power business innovation – will come as great news. The platform aims to level the playing field of the digital wave and put helpful technologies into the hands of people who want to innovate no matter the size of their business. We are excited to be part of it.

One of the powerful technologies from Adobe that eBay offers in the X.Commerce platform is analytics – the ability to measure data about how customers interact with your business and how your current online approaches and practices are working. Adobe SiteCatalyst has long been considered the gold standard in web analytics. As one of our earliest customers eBay has seen firsthand what measuring data can do for a business.

Analytics unlocks the power of your customer data. If you want to better know your customer, the details are within the data. Need a realistic snapshot of your business? That’s in the data, too. How is your site being used and what changes could you make to increase sales? Which of your products are your customers Tweeting and Facebooking about and how it is impacting your business? Getting answers to these questions means you can invent faster and better meet the needs of your customers, and that leads to more revenue. This is really cool stuff – and it means that you can drive your business success in new and meaningful ways.

We are excited to power the web analytics of X.Commerce and look forward to empowering eBay retailers with increased functionality in the future using additional offerings from the Adobe Online Marketing Suite. When you are taking action on your data – that is where the magic really happens.

It’s your data for the taking and if you aren’t using it, watch out because I can guarantee your competitors are gleaning valuable business insights from theirs.

I’d love to hear your experiences with going digital and how analytics has helped your business. Share your story by emailing me at customersuccess@adobe.com.

-Brad

2011 Digital Marketing Trends Revealed

With online technology rapidly evolving and consumers’ appetites increasing for more relevant and engaging experiences, online marketers and merchandisers are continually challenged to keep up with the latest tools and technologies – but how do you know what the most effective tactics are?

Are you curious about where your peers are investing their digital marketing dollars to grow their businesses?

The answers are here! In our 5th annual quantitative, global survey: the Adobe Scene7 2011 Survey: Digital Marketing in the Next Decade. The survey reveals what businesses worldwide have identified as the most deployed, most popular and most effective online tactics across seven categories:Capture

• Rich media/merchandising features
• Social media-based features • Mobile features
• Mobile commerce visualization features
• Personalization features
• Digital advertising executions
• Analytics

This year’s survey was expanded and for the first time measured deployment, planned deployment and effectiveness of analytics tools, mobile commerce visualization features and digital advertising. For 2011, social media executions along with mobile initiatives and rich media tactics are among the top planned with more than 25 percent of respondents planning to deploy features in these categories.

Digital marketers validated an ever-growing focus to further tap social media with an emphasis on social media analytics, which respondents cited as the top planned tactic (21 percent) and the third most deployed execution in the analytics category. Also, one out of three of the top planned initiatives and deployed executions are social-media based:
• Building branded social community pages – planned: 25 percent; deployed: 40 percent
• Advertising on social networking sites – planned: 25 percent; deployed: 22 percent

After years of hype and exploration, mobile is becoming a very viable commerce channel as mobile commerce enablement showed the highest year-over-year change in effectiveness (+124 percent) and was one of the top five tactics with the highest year-over-year increase in deployment (+13 percent). And, for businesses with more than $100 million in annual revenue, four out of the six most effective features were in the mobile category:

• Mobile advertising, promotions and bar-coded coupons to drive in-store or Web purchases (42 percent)
• Mobile product comparisons (41 percent)
• Address book integration for mobile (40 percent)
• Check inventory status on mobile devices, in-store or Web (40 percent)

In addition to social media and mobile initiatives, interactive catalogs stand out as a key tactic in 2011. They were cited as the overall top planned tactic across all categories (27 percent) as well as the top planned for mobile commerce visualization (19 percent), and were ranked as the fourth most effective tactic overall.

How do these strategies line up with your 2011 initiatives?

Adobe Omniture Summit 2011 Kicks-Off

The 9th Annual Adobe Omniture Summit kicked off today in Salt Lake City, Utah, and there’s a lot of news that we are excited to share with you. We’ve announced a next-generation platform for the Adobe Online Marketing Suite, and the latest version of SiteCatalyst is built on this new platform. We’ve also announced a brand new social analytics solution, strengthened our data and advertising technology partner ecosystem with the Demdex acquisition, and received industry accreditation from the Media Rating Council.

Learn more about today’s news on the Omniture blog. Follow our official Twitter account @omtrsummit for live updates, and join the conversation with #omtrsummit!

View of the Grand America Hotel, home of Adobe Omniture Summit 2011

View of the Grand America Hotel, home of Adobe Omniture Summit 2011

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