Results tagged “digital marketing”

Are We Enlightened Marketers?

In the 17th century, England had a water quality problem. The water was dirty, and it made you sick, so people chose to drink less of it – it was safer (and a bit more fun) to drink beer instead. They’d even have a little bit with breakfast. But by the middle of the century, a new beverage came on the scene: coffee. People started to spend a little less time gathered in the pub drinking depressants, and a lot more time in coffee houses drinking stimulants – and when they switched their fuel from beer to coffee, they started talking – fast – about big, important ideas. That’s when the Enlightenment really started to take off.

I told this story today on stage in London at EMEA Summit – which I see as the one of the “coffeehouses” where marketers are coming together to discuss some of the biggest issues facing the industry today. It’s an interesting way to start the conversation, not just because some of the attendees might have indulged in a little pre-Enlightenment lifestyle the night before, but also because I believe that marketing is on the verge of its own big transformation.

Digital is transforming businesses, and it’s challenging marketers at every level. Systems across the business are becoming more connected, moving marketing towards the center of the enterprise and offering more touch points for marketers to connect companies and consumers. And the pressure on marketers is higher than it’s ever been to engage consumers across channels and to demonstrate real ROI for their businesses.

We need new ideas to make that happen, and new ideas don’t normally surface in isolation – they come from being exposed to networks of thinkers who are wrestling with the same challenges we are. But it’s going to take all of us, on a personal level, committing to doing things differently than we’ve ever done them before.

It is harder than ever to work in marketing – but in spite of this, we see some companies that excel where it seems impossible. These are the companies that seem to already be operating with an enlightened approach to digital, and we want to know what’s making them so good. They’re the best of the best in digital marketing, and we hear stories about them all of the time.

We wanted to know empirically what it meant to be one of the best of the best, so we looked across industries with our Digital Index research to find out what makes the difference between getting by and being best in class. What we found was dramatic: in the travel and retail verticals, best-in-class marketers posted a 200% higher conversion rate. The best marketers in finance had 50% higher stickiness. (See all Best-of-the-Best Research results)

But as we dove even deeper into the best of the best, we realized something staggering. It’s not just that the best of the best are hitting amazing marks in conversion, stick rate, visit depth or consumption – it’s that they’re getting better at a faster rate than anyone else. They’re actually accelerating the performance curve for everyone. And, when we dug a little deeper into “why” the best of the best are accelerating, we found that theme that emerged from their organizations – the fuel driving their explosive growth – is the maturity of their marketing.

There’s a big difference between age and maturity. If you’ve been at something for a long time, that doesn’t automatically mean you’re great at it. When we think of mature marketers, we see them as deeply fluent in three key areas: products, processes and people.

To be a highly mature marketing organization, you need products that are best in class and that are integrated around data and content. You need processes that span the organization and catalyze change. And you need people with the abilities and competencies to take on new challenges in an era of digital. And you need to work effectively across all of these dimensions. They either enhance our capabilities as marketers, or they create drag on our work that we may not even notice.

To be a best-in-class marketer, you need to be aware of these issues in your organization, and take action on them. But how? It’s not enough to theorize about the “Three Ps.” You want to deconstruct these concepts, understand them, benchmark them – and then plan against them.

In our research, we wanted to call out the gaps that exist between where we are as organizations, teams and individuals – and where we want to be. If we could do that, we could begin to figure out how to put the three Ps into alignment just like the best of the best are doing, and accelerate marketing across the board.

But to get the data we wanted, we had to get creative. The tools to measure what we were looking for simply didn’t exist. So we created the Adobe Digital Marketing Maturity Assessment – a set of 44 targeted questions designed to tease out insights about how marketers rate their products, processes and people. (Check out Adobe’s Maturity Self-Assessment Tool) We tested more than 650 customers around the world, and it generated some incredible data about our industry.

As a whole, marketers feel like we’ve made some great strides in order to respond to the demands of digital – but we still have a long way to go before we can ace this test. The average maturity assessment score was a 2.2 out of 5, and the best-in-class marketers averaged a 3.4. On products, marketers are good with analytics, segmentation and targeting. But we have real gaps in advanced capability in mobile optimization, data integration and automation. On process, we do well with communicating with segments, but we can do better on attribution and efficient content creation. And in people, we have a good handle on strategy – but we need more people trained and skilled to make strategy real. Overall, none of these results are necessarily good or bad. They simply uncover some of the detail in aligning the 3 P’s to get best in class results.

These numbers also show us that the majority of marketing organizations have to work on each of these areas if we want to mature our marketing. It looks like a long way to go to get from a 2.2 to a 5.0 – but it’s a huge opportunity. And a good way to get started is to take a close look at ourselves – what are our strengths, and what do we need to learn from others, in order to become the best of the best?

If you can understand yourself, you can train your sights on the new ideas and new ways of thinking. And when you’ve identified the most fruitful opportunities for you to develop professionally, and for your organization to evolve, you can work your way from average to best-in-class – and drive our industry towards a more enlightened form of marketing.

Adobe unveils new marketing cloud innovations at Summit London

maxresdefaultToday Adobe kicked off Summit London.  With close to 4000 marketers from around the world and hundreds of leading brands in attendance, this years’ digital marketing conference in Europe focuses on how marketers can take the big leap to reinvent themselves and become digital marketers that embrace data and algorithmic technologies to reach their customers with more meaningful content. During the opening session Brad Rencher, SVP of Digital Marketing, and industry thought leaders are introducing innovations to help marketers through this transformation.

New algorithm advancements across Adobe Marketing Cloud now enable marketers to accurately forecast the outcome of advertising campaigns, maximizing performance and optimizing them in real-time. New capabilities help predict and respond to browsing and purchasing behaviors of visitors to web sites. And, Adobe launched Adobe Marketing Cloud Exchange, a new app marketplace that extends the functionality of all six Adobe Marketing Cloud solutions. The main announcements include:

  • A major update to Adobe’s digital advertising platform, Adobe Media Optimizer, helps marketers increase the performance of search ad campaigns across Google, Yahoo/Bing and other major search engines by up to 25% across desktops and mobile devices. New audience management capabilities allow users to efficiently manage and optimize remarketing lists for Google search ads and with look-alike modeling, marketers can identify new prospects whose characteristics and behaviors are similar to top customers, further extending the reach of each ad campaign. More in the AMO release.
  • A significant new release of Adobe Analytics introduces Live Stream to enable marketers to view sub second, raw customer data and respond in real-time. The live data stream can be broken down to understand micro trends and used in a variety of ways including real-time campaign personalization and insights into live purchasing behaviors. New Decision Trees help predict the most likely decisions a visitor will make while browsing web sites and target them with highly personalized information to complete the purchase of a product or service. More in our Analytics release.
  • Adobe Marketing Cloud Exchange, a core service in Adobe Marketing Cloud, is a new marketplace for pre-built integrations and apps between Adobe solutions and third-party technologies like Google DDM, Microsoft Dynamics CRM, and Tableau. It extends the functionality of Adobe Marketing Cloud, integrates additional data sources, and enhances the master marketing profile. The Exchange hosts over 150 apps, is used by more than 1,200 major brand customers worldwide, and was solely built to serve the needs of digital marketers. View the new marketplace.

All new advancements feature intuitive UIs that are consistent across Adobe solutions and make it easy for marketers to leverage big data across the different marketing channels. To learn more about Marketing Cloud, watch the keynotes live or on-demand or get more information about the more than 80 sessions, visit our Summit EMEA site.

A marketer’s guide to more effective personalization

personal-robot-02-by-franz-steiner

Image via VentureBeat post

What do rogue animals crossing a chaotic highway and rapid-fire mouse clicks have in common? More than you may think.

When I was visiting India a couple of years ago, I made sure to keep my wits about me whenever I crossed a street since pedestrians, bicyclists, all kinds of vehicles, and, of course, livestock all share the road. Few traffic laws exist, and even fewer are obeyed. No one on the road is paying attention to anyone other than themselves, much less the color of the nearest traffic signal. It’s chaotic and, yes, a little frightening.

But digital marketers go through something similar every day on the job. The digital signals from our online visitors fly at us from all directions as we do our best to decipher who each visitor is and what they are looking for. We’ve got to keep our eyes wide open and react quickly, lest we become the next roadkill: an irrelevant brand.

*Note: This is an excerpt from a guest post on VentureBeat. Read the rest of the post here.

Adobe Campaign and Adobe Experience Manager: Like Chocolate and Peanut Butter

Last year was an exciting year for the technology industry, and even more so for the digital marketing space. The amount of competitive energy, consolidation, and innovation that has been happening has been remarkable.

As we kick off 2014, we at Adobe are wasting no time in announcing the momentum we have gained since the acquisition of Neolane and the rebranding of Adobe Campaign. In November we discussed our new simplified pricing and packaging strategy with you. Now comes the next step in our journey in the Adobe Marketing Cloud, product enhancements to Adobe Campaign.

Today at NRF we announced the latest release of Adobe Campaign, which will provide marketers more scale and sophistication for their cross-channel marketing programs.1381305308091

In this release we are also very excited to join forces with the rock stars from Adobe Experience Manager, as we now offer first level integration between it and Adobe Campaign. When you think about the specific areas that Adobe Campaign will be integrating within the Adobe Marketing Cloud, most of our customers along with analysts and press feel it’s a no brainer that we start by focusing on the integration with Experience Manager.

As many of you know, Adobe Experience Manager is a world-class web experience management solution, and a Leader in the most recent, relevant Gartner and Forrester reports. Adobe Campaign is a Leader in cross-channel campaign management in Forrester.

It’s all about combining the chocolate of great content with the peanut butter of cross-channel customer engagement. It’s about personalizing content for every customer, and delivering that at the right time, in the most appropriate way that drives customer loyalty. We feel this combination of capabilities is very unique in the market.

Regardless of industry, it has always been a major challenge for marketing organizations to create high quality content, and utilize that content all within the same marketing tools. Typically, marketers are forced to work with outside agencies or disparate organizations using manual processes, or attempt to leverage external content management systems that do not allow them execute messages, or easily make changes.

Adobe has addressed this problem by allowing a marketer to simply create an email for example, using templates, embed dynamic personalization fields into that content, publish the content, and execute that content across multiple channels all within a few clicks. This greatly reduces the time it takes marketers to engage in conversations with customers, and drives marketing effectiveness and brand consistency.

In addition to the integration of Adobe Campaign and Experience Manger within the Marketing Cloud, the latest release of Adobe Campaign also features:

  • Real-time marketing and scalability enhancements
  • Improvements in distributed marketing for local entities
  • Reporting enhancements for transactional messaging
  • German language support
  • More technical platform enhancements

Interested in learning more? Visit the Adobe Campaign page and check out our new explainer video. Look for more updates from us soon, and we hope to see you at Adobe Summit, where we promise you a lot more chocolate and peanut butter!

This post was previously published on the Adobe Digital Marketing blog on January 14, 2014.

 

Don’t Miss Adobe Summit 2014 – The Digital Marketing Conference (March 24-28)

#AdobeSummit - The Digital Marketing Conference

Calling all digital marketers! Want to hone your marketing skills, measure your marketing effectiveness, and deliver better business results to thrive in today’s digital age – plus top it off by hitting the slopes? Then you’ll want to book a trip to Salt Lake City, Utah for Adobe Summit 2014 – The Digital Marketing Conference from March 24-28!

Join thousands of digital marketers at Adobe Summit to discover best practices around marketing analytics, media optimization, social marketing, audience targeting, and more. Take advantage of up to five days of keynotes, breakout sessions, panel discussions, workshops, and networking opportunities.  A few highlights:

  • New – A third main conference day (March 27) comprised of specialized breakout sessions, mixers, and other events addressing digital marketing challenges and opportunities facing vertical industries – retail/e-commerce, media and entertainment, financial services, and technology
  • Keynotes featuring Adobe executives, industry luminaries, and analysts exploring the latest trends impacting marketers and discussing the evolution of the digital marketing landscape
  • More than 100 interactive breakout sessions and hands-on labs focused on “must have” digital marketing skills, industry trends, and driving marketing ROI
  • Community pavilion with Adobe partners, networking opportunities to connect with Adobe’s digital marketing experts, a Summit Bash with headliner entertainment, receptions, and a ski day at Utah’s largest resort, Canyons.

Don’t miss out! Register today and lock-in early bird pricing by Friday, December 13, 2013. Visit the registration and pricing page for more information about special discounts and group passes.

Check out today’s announcement for more details, or visit the Adobe Summit 2014 website and follow us on our social channels. We hope to see you in Utah next March!

No more Email CPM? Yes! We’re accelerating cross-channel marketing

No More Email CPM

If you’re a direct or digital marketer, you’re probably no stranger to email marketing. You’re also probably very much aware of the costs associated with using email to reach your customers. Email marketing firms have long relied on email CPM (cost per thousand emails sent) to price the value of their services to the marketing organization. And in a push-based world where one size fits all, CPM did its job. It was simple and based on a critical, and often times flawed assumption: that email volume was directly proportional to effectiveness.

We’ve realized that up until now marketers have been held hostage by email CPM. They are in effect paying to talk to their own customers. After all, CPM is the main cost driver for this industry, and at a time when single channel, push-based marketing was the norm, email CPM worked just fine. But increasingly, it is an anachronism in a world that is rapidly headed towards cross-channel orchestration. I started writing about cross-channel marketing back in 2009 when I led the Customer Intelligence practice at Forrester Research. It’s now been more than four years, and marketers still have way too many hurdles in delivering a truly consistent cross-channel experience. We want to remove the roadblocks and help marketers get there faster.

Today, Adobe announced a new approach that will help marketers embrace cross-channel marketing once and for all. Starting in January, we are changing the way brands will be charged for communicating with their customers. We will no longer rely on email CPM or for that matter any channel messaging costs. Instead of CPM, we will charge based on the customer profiles that marketers have in their database.

No longer will marketers have to worry about email volumes, and associated overages, and penalties related with marketing communications. We want marketers to do whatever is right by their customers. If this means sending them more email then they should be able to do that. But if this means reducing email and amping up mobile and social messages, well that’s fine too. We want marketers to use all the channels at their disposal to deliver compelling, personalized marketing messages, offers, and experiences.

Customer profiles provide invaluable information on end-consumers, including their preferences, behaviors, attitudes, and value. This new approach allows marketers to not only look at whether email is the right vehicle to reach their customers, but to try new channels (social, mobile, etc.) and scale marketing efforts to do what is right for their customers and the business. This is about freedom and flexibility. Essentially, by evaluating multiple channels marketers can pick and choose the mix that best serves their customers and their business objectives.

Only Adobe Campaign offers this flexibility. As a world-class, cross-channel campaign management solution, Adobe Campaign enables marketers to harnesses the intelligence of an integrated customer profile to build meaningful relationships with their customers, deliver relevant offers and messages, and orchestrate great experiences. And Adobe Campaign is the only solution that lets you scale email, direct mail, social, and mobile communications without worrying about your Cost Per Message.

Want to learn more? Please turn to our press release with additional information.

The New Adobe Target – Live!

The ability to test offers and target digital content just got easier for marketers. Today we released our newest version of Adobe Target—part of Adobe Marketing Cloud. We’re really excited about Adobe Target’s new features: easy deployment; step-by-step workflow; visual experience composer; and our integrated custom audience library. Customers will now access Adobe Target through their Marketing Cloud login, which will not only allow users to access all their Adobe digital marketing solutions, but also gives them a great environment in which they can collaborate with peers and share their optimization successes.

Visual Composer - Image Swap

Whether you’re an existing Adobe Target customer or just starting to look into increasing the impact of digital through optimization, we encourage you to learn more. You can browse some of the resources on our website or check out the new interface through an interactive tour. If you’re an existing customer, you will have received a special notification—including an invitation to a webinar taking place tomorrow, Oct. 2, at 10am PDT.

We look forward to continuing the conversation as you dive into the new version or have questions as you’re learning more about the solution. Leave a comment or follow and ping us on Twitter @AdobeTarget.

KEEP CALM and optimize on!

Note: This was previously posted on the Adobe Digital Marketing blog on October 2.

We’re Heading to Advertising Week 2013 (#AWX)

#AWX - Advertising Week 2013The 10th annual Advertising Week begins Monday, Sept. 23, and Adobe will join the almost 80,000 people amassing in NYC to discuss the future of marketing and communications. Two integral elements of Adobe solutions, and all good marketing? Creativity and data. The prettiest pictures and coolest experiences get even better when marketers can measure what their efforts are doing and tweak their campaigns accordingly. If you are in midtown next week, be sure to join us at our sessions and our AWE area and let’s discuss the intersection of art and science.

Connecting the Creative World: Exciting Changes in the Creative Community
Monday, Sept. 23 at 1 p.m. ET
Times Center Main Stage
With great opportunity comes great responsibility. Scott Belsky, Adobe’s Vice President of Products & Community and co-founder of Behance, will share insights and lead a discussion with a panel of some of the best creative minds in the industry on the future of creative careers and steps we can take to empower creative people to make ideas happen.

  • Scott Belsky VP of Products & Community, ADOBE (BEHANCE)
  • Susan Credle CCO, LEO BURNETT
  • Joshua Hirsch CTO, PUBLICIS KAPLAN THALER
  • Paul Lavoie Chairman & Cofounder, TAXI
  • Paul Woolmington Investor, Advisor, Communications Entrepreneur

Do You Know What Your Marketing is Doing?
Tuesday, Sept. 24 at 4 p.m. ET
Lucille’s at BB King Blues Club
How to navigate trials and tribulations of marketing in a digital world. 

  • Tim Waddell Director of Marketing, ADOBE

AWE Exhibit – Discovering Creativity
Monday, Sept. 23 – Thursday, Sept. 26, 9 a.m. – 5 p.m. ET
The Times Center Gallery

Don’t forget — if you will be tweeting from panels and sessions or watching them streamed to your desk, use the hashtag #AWX.

We’ll keep this space updated with the conversation streams from Advertising Week 2013, and provide news updates and videos so be sure to check back through the week or add us to your blog feed. And for a look at what’s happening on the the ground, follow us on Instagram.

Neolane is now Adobe Campaign

Over the last two months we have been hard at work integrating the former Neolane operations, product, and customer base into the Adobe Digital Marketing business. Today, I am happy to announce the official launch of the sixth solution in the Adobe Marketing Cloud – Adobe Campaign.Adobe Campaign

As part of the Adobe Marketing Cloud, we join the other five solutions – Analytics, Target, Social, Experience Manager, and Media Optimizer – in redefining marketing in a world of digital primacy. Like the other five solutions, the name is simple, clear and very self-explanatory.

Adobe Campaign is a world-class, cross channel campaign management solution that powers marketers as they harness the intelligence of an integrated customer profile to build meaningful relationships with their customers, deliver relevant offers and messages, and orchestrate great experiences – in real-time; all through an open and flexible architecture.

For our clients nothing changes. Thank you for your trust, support, and feedback. I have enjoyed connecting with many of you over the last two months sharing our plans and receiving your feedback. We will continue to do that. Your existing support infrastructure and personnel from technical support, account management, R&D, and professional services will still be involved and continue to deliver value to you. But with this launch comes another great detail: the incredible strength of the Adobe brand, commitment to service, and integration capabilities with the industry’s most complete set of marketing technologies in the Adobe Marketing Cloud.

Adobe continues to aggressively invest in the former Neolane technology in a number of ways – by giving us access to: a) top notch engineering talent; b) an innovative and visionary marketing cloud; and c) Adobe labs that will help us accelerate innovation much faster than we could in our previous iteration. This is an expression of intent and the reimagining of the future of marketing technology. Over the course of the next few months we will share our roadmap and integration plans but in the near term, let me share some core concepts that are top of mind for us.

  • Enhanced collaboration across the marketing organization. As marketing organizations transform and add new skills, archetypes, and ecosystems, collaboration, optimization, and integration become critical to success. But old school resource and project workflow environments have failed to support marketing’s needs.
  • Truly integrating digital behavior with the customer profile. For the past 10 years, many firms have promised the integration of a consumer’s digital behavior with their “offline” actions. Few have delivered. And this gets more complicated as you think about new data types – social, interaction, loyalty, and much more.
  • Linking the content and execution value chains. As marketers behave like media companies and focus on delivering compelling content to their target audiences, the connection between content and delivery becomes critical. But few firms have cracked the code. As a result, content efforts are limited, lack freshness, and not very compelling.
  • Rethinking cross-channel orchestration. Today, simply delivering messages and offers to consumers in email is only part of the marketing mix.  Adobe is continuing to invest in this capability, but if you truly want to engage an individual across channels you must think about more than email execution. Orchestration, cadence, relevance, and consistency matter.

With the incorporation of Adobe Campaign into the Adobe Marketing Cloud, we are helping our customers achieve greater value from their marketing investments, bringing cross-channel campaign management capabilities to the industry’s most robust marketing solution, and providing brands with the complete digital marketing solution they have been looking for to deliver extraordinary customer experiences.

Neolane Officially Joins Adobe

Adobe_NeolaneNeolane is now part of the Adobe family! Only a few weeks after we announced plans to acquire Neolane, I’m happy to say the deal is closed. Neolane brings Adobe a best-in-class platform for sophisticated automation and execution of marketing campaigns across web, email, social, mobile, call center, direct mail, point of sale (POS), and other emerging channels.

Just as important as its leading technology, Neolane brings an amazing team to our employee base. Everyone I have met at Neolane shares a passion for helping customers, tackling tough problems, and questioning the industry status quo. I want to welcome Neolane employees, customers and partners to the Adobe family. I’m excited to see the great things our teams will do together.

Moving forward, Neolane will become the sixth solution in the Adobe Marketing Cloud, complementing our existing solutions including Analytics, Target, Social, Experience Manager, and Media Optimizer offerings. Additionally, the Neolane technology will make significant contributions to our core Marketing Cloud technology and therefore will become an integrated part of all the other solutions. We believe this creates the most powerful Marketing Cloud in the industry for delivering rich, personalized experiences to consumers across channels and devices, and giving a unified view of the customer to marketers.

I recently posted my thoughts on what the combination of Adobe and Neolane will mean for customers and the industry, and our customers have weighed in since to add to this sentiment. Here are a few of my favorite thoughts from our customers and partners:

-Chantal Berthiaume, Director, Marketing Analytics, Air Canada

“As a new customer of Neolane and a user of Adobe solutions, we are excited about the possibilities that these two leaders in digital marketing technology bring to the table. The combination of these two teams and the integration of their market leading platforms is a promising proposition for organizations like ours that are looking to drive business impact through marketing expertise.”

-Sasha Norkin, Vice President, Global Marketing, NOOK Media/Barnes & Noble

“We congratulate Adobe and Neolane on the news of this acquisition. With the combined power of Adobe and Neolane’s capabilities, we are not only excited that the two companies are joining forces but look forward to all that their future integration can bring to the table for our business.”

-David Jenkins, SVP Marketing Operations, KBM Group

“KBM Group has strong relationships with both Adobe and Neolane. We have a very high opinion of their toolsets, capabilities, and overall market presence and believe there is considerable synergy between them. We look forward to the promise of their combined solutions.”

Every time we complete an acquisition, the Digital Marketing team at Adobe is reminded of our start-up roots. We are proud of what we have accomplished in the last three years and are excited to share our progress as we continue making our vision a reality.

(Twitter, Facebook, my blog, Neolane’s Suresh Vittal’s blog.)

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