Results tagged “Marketing”

Day 1 at Cannes Lions – “You can’t trust Marketers.”

photoToday’s digital marketing innovations give marketers a newfound credibility. However, our recent search showed that marketers may still be missing the mark, as consumers still believe marketing is ineffective and view the marketing profession as one of the least valuable professions to society. We as marketers still have a lot of work to do to help dispel some of these common myths, and today’s panel at Cannes Lions, “You Can’t Trust Marketers,” aimed to do just that.

Moderated by Adobe CMO Ann Lewnes, with Tina Brown, Lisa Donohue, and Steven Althaus, the speakers discussed and debated the changing landscape of digital marketing and how it impacts what marketers can, and should, do better. They discussed a variety of topics including brand authenticity, user generated content, integrating marketing across functions, and proving the ROI of marketing investments.

After the panel, we got a chance to talk to festival attendees for their take: do they trust marketers? The results were interesting and entertaining, check out the highlights reel below.

Marketing: Fine Art or Blunt Object?

Marketing, at times, can be a blunt object. It can be in your face, intrusive and repetitive. But as more marketing has gone digital, marketers have access to data and insights that allow us to understand our customers better. This brings an opportunity to learn more about our audience and deliver more personalized customer experiences that are better tailored and better timed.

Last week, I had the opportunity to discuss the challenges and opportunities for customer insights and analytics with fellow CMOs John Boris of Shutterfly, and Heidi Melin of Plex Systems, at a Churchill Club talk here in Silicon Valley. A few key takeaways:

  • People want personalized experiences – Consumers want to receive information that is relevant to them and they value personalized experiences.
  • Collaboration is key – It is now more important than ever for organizations to work cross-functionally. We formed a Marketing Insights and Operations group to be a “single source of truth” for customer data and marketing performance here at Adobe. This group consists of Adobe employees from sales, customer support, global marketing and product marketing, and meets to align all marketing data collected across the company.
  • The right data, not just ‘big data’, is a huge opportunity – We use data at every single point in our marketing campaigns to understand campaign effectiveness, mix modeling, media and website optimization, and overall impact and ROI. Developments to customer insights are evolving, and they aren’t slowing down anytime soon. That means big opportunities for innovation. It’s important to know what you’re looking for before you start collecting data to make sure that data is actionable. I like what Fatemeh Khatibloo of Forrester Research, the moderator of our talk, said – “It’s not about big data, it’s about the right data.”

The impact on brands is huge when marketing is personalized for the consumer and online experiences are rewarding, and I believe it makes all the difference. A replay of last week’s talk is below – or you can view it here.  Take a look and let us know what you think.

You Can’t Trust Marketers. Or can you? Find out at Cannes Lions 2013

You Can't Trust MarketersIt’s hard to believe that another year has gone by and we’ll be back again on the sunny beaches of Cannes for the 60th Cannes Lions Advertising Festival.

We’re kicking off the week on Monday, June 17th at 10 a.m. with a panel, “You Can’t Trust Marketers.” Did you know that 80% of CEOs say they can’t trust marketers? It’s time to prove them wrong. Today’s digital marketing solutions are renewing the credibility of marketers, and putting the advertising world in a position to prove its business impact like never before.

Come hear the best minds in the industry, including our own CMO Ann Lewnes, Lisa Donohue, CEO of Starcom USA, Dr. Steven F. Althaus, Director Brand Management, BMW, and Tina Brown, Editor in Chief, The Newsweek Daily Beast Company, discuss marketing’s changing landscape. Will you be joining us?

For those of you who will be following the festival from home, follow us on Twitter: @Adobe. We’ll also be blogging highlights and capturing videos throughout the week here and on our Cannes site so check back for more.

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.

When Buzzwords Aren’t Enough: Adobe Summit

Adobe Summit, THE digital marketing conference, is set for March 4-8 in Salt Lake City Utah. If you need help to convince your boss to get you there, we have a letter you can use, or just send her this video. It’s a good reminder that Summit is all about adding to your skillset, and not about building your buzzword dictionary.

Super Bowl Advertisers Can Expect a 20% Increase in Web Traffic

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.

In Defense of Marketing

“You can’t prove advertising really works.”  “Marketing is all gut, there’s no science to it.”  “The marketing department is a cost center, not a revenue driver.”  As marketers, we’ve been hearing this for decades.  And even as new marketing channels and technologies have arrived on the scene – including many that savvy digital marketers see as game-changers – new doubts and stigmas have arrived with them.

There’s never been a better time to be a marketer.  That’s how I see it.  The creative tools we have at our disposal make it easier than ever to turn a great idea into something real.  New technology has given us new ways to connect with customers and measure the impact of our work. Marketing matters more than ever.

But not everyone is convinced.  According to a recent study by The Fournaise Marketing Group, more than 70% of CEOs believe marketers are too disconnected from business results.  The view from consumers isn’t much better.  A new study just released by Adobe shows 68% of those surveyed find online ads “annoying.”  “Distracting,” “invasive” and “creepy” were not far behind.  What’s more, a recent article making the rounds in marketing circles calls for the death of the CMO position because, among other reasons, “Marketing impact is often hard to measure… …to know whether all those millions of dollars spent have led to an increase in real sales.”

This is nonsense. And Adobe is calling BS.

Today, we launched a brand new marketing campaign we’re calling “Metrics, not myths.” Our approach is to identify top myths about digital marketing that plague brands, agencies, chief marketing officers and CEOs and turn them on their head — with irony, humor, a provocative point of view and proof.

Our first myth, “Marketing is BS” runs in The New York Times, Wall Street Journal and numerous online outlets today.  Other myths – like “Social Media is Worthless” and “Marketers Hate Big Data” – will roll out in the coming days and weeks. The whole campaign will be bolstered with a robust social campaign, some fun videos and more.

I hope you’ll pardon our French, but we want this campaign to be honest in capturing both the passion and genuine frustration marketers feel when their contributions are undervalued and they’re told the impact of their work isn’t measureable.  As a company that’s served marketers and designers for 30 years, Adobe feels their pain.  As a CMO who spends 74% of her own marketing budget on digital, I know better.  Marketing’s impact can be measured. Creativity and data can work beautifully together.  We’re willing to prove it.

Digital marketing can work.  More importantly – with so many eyeballs and so much opportunity moving online, to mobile, to social – digital marketing has to work.  As a career marketer, I feel strongly about this. If you agree, I hope you’ll join the conversation.  After all, there’s never been a better time to bust a few myths.  There’s never been a better time to be a marketer.

Ann Lewnes is Chief Marketing Officer at Adobe.  Follow her on Twitter at @alewnes

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Adobe Digital Marketing Summit 2012 in Full Swing

Today, the Adobe Digital Marketing Summit kicked off in full force in Salt Lake City Utah with more than 4,000 digital marketers joining us from the world’s top advertisers, publishers, agencies, systems integrators and technology companies. Brad Rencher, senior vice president and general manager of Adobe’s Digital Marketing business announced some exciting new innovations on stage that broaden the capabilities of the Adobe Digital Marketing Suite and help our customers better measure, manage and optimize their digital marketing investments.

Some of today’s news included:

Adobe Social – A single platform combining social publishing and engagement with monitoring, social ad buying and analytics, helping attribute social activity to business results.

Predictive Marketing – New capabilities within the Digital Marketing Suite that reduce the complexity of uncovering hidden behavioral patterns in big data, identifying the most impactful insights quickly and leverage historical data to predict future results.

Multi-Channel Campaign ExecutionTechnology acquired from Efficient Frontier isnow available as part of the Digital Marketing Suite, providing a unified view of social, search and display campaigns to uncover which channels and campaigns have the largest impact on conversion and revenue.

Personalization – A significant update to Adobe CQ 5.5, the company’s Web Experience Management (WEM) solution that helps marketers deliver more consistent and contextually relevant experiences across the web, mobile devices and social media. We also announced a partnership with hybris, a leader in multi-channel commerce software, to deliver comprehensive commerce capabilities to marketers.

Please visit our online press room for more details and to access the Digital Marketing Suite press releases issued.

Fundamental Shift in Customer Experience Management at Core of Enterprise Success

The fundamentals of Customer Experience Management (CEM) are changing faster than anyone ever imagined. Consumers are experiencing brand in profoundly different ways than in the past. Companies and government agencies are trying to catch up with this rapid change, asking themselves how they can evolve their brands while leveraging mobile, social and cloud innovations to stay ahead of the competition.

To solve this problem for our customers, I’m very proud to announce today the launch of our new Adobe Digital Enterprise Platform, along with a set of new Customer Experience Solutions built on the new platform. This is one of the most exciting announcements in Adobe’s enterprise business’ history, and a significant achievement on our journey to deliver a complete CEM offering that empowers our customers to support and extend the immersive, multi-channel, digital interactions that their own customers demand.

The Adobe Digital Enterprise Platform gives enterprises the ability to bring together marketing and IT to deliver engaging, authentic solutions that increase brand loyalty and bolster competitive differentiation. I share my thoughts on this exciting announcement in the video below and discuss how complete customer experience means delivering the four Ms: make, manage, measure and mobilize. These four Ms are transforming business for our customers.

We will highlight the capabilities of the Adobe Digital Enterprise Platform and our Customer Experience Solutions at our Adobe Digital Marketing Summit, taking place at the Salt Palace Convention Center, March 20-23 2012 in Salt Lake City, UT. The Adobe Digital Marketing Summit will bring together industry thought leaders, along with Adobe experts and solution partners to showcase the power of combining the art and science of customer experience, starting from the customer’s point of view, to deliver an extraordinary customer journey. I hope you’ll join us on our CEM journey at the first-ever Adobe Digital Marketing Summit.

– Rob

For more information, see today’s announcement. To learn more about the Adobe Digital Enterprise Summit, please visit the Summit page.

Follow me on Twitter @rtarkoff to continue the conversation.

 

Digitize + Socialize + Optimize = The New Way to Market

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Ironic. That’s what it felt like being on stage at the CM Summit in New York this week. I was there to share a brief case study on our recent Creative Suite 5 launch – how we held a virtual launch event, maxed our outreach efforts through social media, and measured, optimized and measured again. If it was digital, social or virtual – we probably did it. I note the irony because I was standing in the very building where one of the largest old-school, in-person launch events in tech history took place. In 1990, Microsoft unveiled Windows 3.0 in that very theater and I was there (I was in high school of course☺). Aside from being broadcast via satellite to eight other cities, it wasn’t very digital. It was a spectacular launch for Microsoft. But needless to say, the science of marketing has changed tremendously since then.

In fact, it’s incredible to think about how much marketing has changed in just the past two years alone. Take for example our use of social networks such as Facebook and Twitter. In the blink of an eye we’ve gone from simply counting audience size – followers, friends, updates and tweets – to truly measuring the impact social media has on our product trials, customer sentiment and revenue. We’ve put this into action as part of our CS5 marketing program and have developed a social media dashboard that tracks specific marketing results back to social media activities. Of all the topics I touched on at the CM Summit, this one probably got the most attention and positive response from the audience. Just some of the feedback (via Twitter, of course):
• “Marketing used to be a soft science. Now with social media analytics it can become an exact science.”
• “What I like… …is that Adobe tries new social tools for marketing and testing value through numbers”
• “Optimizing Omniture dashboards are nirvana for marketers. Amen!!”

The CM Summit featured a great two-day line up of speakers and I was glad to play a small part in it. All summit presentations – including my “Digitize+Socialize+Optimize” case study – are posted at http://www.slideshare.net/CMSummit/

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