Results tagged “marketing ROI”

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!

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.

Meeting of Minds at Cannes Lions

Ann and Steve discussing the CORE solution

Ann and Steve discussing the CORE solution

While here at Cannes Lions, Ann Lewnes, our SVP of Global Marketing met up with Steve Plimsoll, CTO of Mindshare, to talk through their launch of CORE. CORE is a data-driven marketing intelligence platform that empowers both analysts and non-technical users to make informed marketing spend, audience targeting and creative optimisation decisions across all touch points in real-time.  It brings together data sets such as CRM, sales and supply chain data, with media channel spend, social, audience profiles and real-time trading information and reveals consumer actions and insight at a granular level, taking away the guesswork, latency and siloed nature of marketing-spend decision making.

The digital marketing team, here at Adobe, has been working closely with Steve on CORE, with Adobe Insight, part of the Digital Marketing Suite, powering the user interface for data visualisation, modeling, data mining and reporting.

In an age where the amount of data available to marketers has never been greater, the value of all this data lies in the ability to deliver actionable insight in real-time.  It was great to see CORE in action!

Delivering Relevant Site Search Experiences Just Got Easier

Whether you’re an online retailer, a bank or news site, there’s a good chance that one of the very first things your site visitors do when they land on your site is search for something. In fact, we know that search remains the primary means of navigation for most visitors, and we also know that bad search experiences are still the one of the main reasons visitors (aka potential customers) abandon early in their journey. And think about mobile experiences: smart phone users are apt to use search even more, so delivering experiences that get users closer TO their desired outcomes is especially important.

So what’s changed in site search? Well, a lot. And today, Adobe Search&Promote, powered by Omniture, proves it. Adobe Search&Promote is the first enterprise-class SaaS site search application built for marketers who want to ensure their visitors have optimal search experiences — efficient and relevant ones that shorten the path to achieving their goals, whether they’re looking to equip their kids for the coming ski season, get a car insurance quote, rent a car or obtain a instructional video on how to make a roux. That’s really what it’s all about isn’t? Every visitor has a goal and it’s your job to help them — to understand his or her intent and act on it.

But what about your goals? Certainly you have key business requirements (KBRs) and corresponding KPIs. You measure what’s important to your business, so why not harness everything that you know as a result of your disciplined measurement and analysis to influence what you deliver to site visitors. Adobe Search&Promote represents the state-of-the-art in metrics-driven relevance. Today’s search engines today provide pretty darn good natural relevance, no argument, but leaving your conversions in the hands of, well, math — at least entirely — may be a mistake. Today’s business sites should be determining relevance at least partially based on their KPIs or metrics. Number or orders, conversion rates, revenues or even product views — data our customers capture through Adobe SiteCatalyst — is a great indication of what might drive more business. Let’s face it, past behavior is a great indicator of future behavior. Why not put this knowledge to work? We’re seeing amazing results with customers using Adobe Search&Promote to automate relevance tuning by leveraging their metrics: one retailer reported a 100% increase in conversions from search when they used order data to rank search results (boy, people really do tend to buy this set of skis more often THAN alternatives when they search for ‘junior racing skis’…). I’m going to be writing a lot more on this topic over the next few weeks, and will be exploring the impact, for example, of social media metrics.

While developing Adobe Search&Promote we consulted companies in a variety of industries, but what we heard most often was: “create a marketing application — make it easy for our lines of business to point their customers in the right direction, and easily promote — or merchandise — their products and content”. We took this request to heart. Adobe Search&Promote breaks the mold, allowing business users to build, simulate and test search-driven experiences like no other product on the market can. Early adopters and industry analysts have commented on how easy it is to work within the Adobe Search&Promote marketing interface — and that it enables “unfettered experimentation” that turn site search scenarios into marketing opportunities.

Did I mention Adobe Search&Promote is a SaaS application? Okay I did, but why SaaS? The marketer wants to focus on delivering continual innovation when it comes to customer experiences, rather than worry about whether the site is on the latest version of the software. The merchandiser wants to watch the sales roll in during the Holidays, rather than worry about whether search queries will get fast responses when traffic peaks. And customers expect that they will always have access to the latest products and information when they go searching for it. Your time is better spent focusing on driving the top and bottom lines, and thinking about the next strategic initiatives. As the second-largest SaaS company in the world, processing over a trillion transactions per quarter, Adobe understands how to deliver mission-critical applications.

Adobe Search&Promote represents a new way of delivering rich, personalized site search experiences to your customers and allows you to focus on your competency (while allowing us to focus on ours).

Check out Adobe Search&Promote on our website and be sure to download IDC’s new white paper Next Generation Site Search: Redefining Relevance for a Personalized Era.

I welcome your comments and suggestions for other site search topics — watch for new posts in the New Year.

Happy Holidays!

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