Results tagged “online marketing”

Adobe SocialAnalytics European Launch Roadshow

2,000 people, 9 countries, 5 languages, over 2 months…

Our hugely successful European launch of Adobe SocialAnalytics reached the end of the line at the St.Pancras Hotel in London last week!

With growing pressure on Marketing Executives to demonstrate value from their social media efforts, we expected strong interest in these launch events. That being said, the sheer volume of registrations and high turnout rates at all the events surpassed our expectations. Thank you to everyone who joined us, we hope you’ve been inspired to take your social media marketing to the next level.

Over the last few months, we have been collaborating with Facebook and were delighted to welcome them as the guest speaker at our German, French and UK launches. Many people requested a copy of the Adobe & Facebook white paper on ‘Best practices for measuring and optimizing the business impact of the Facebook Like button’. Click here if you would like to receive a copy.

If you were unable to attend your country launch but would like to find out more, listen to Neville Hobson interviewing Chad Warren about Adobe SocialAnalytics in this FIR podcast.

There have also been a number of reviews and articles published about the launch events which are worth checking out:

The Social Analytics era is upon us, Clive Roach, cliveroach.tumblr.com
Lanceringen af Adobe Social Analytics, Martine Gjede, atcore.dk
ADOBE DÉVOILE SOCIALANALYTICS : QUE VOUS RAPPORTE VOTRE PRÉSENCE SUR LES RÉSEAUX SOCIAUX ?, François Guéno, labecommerce.com
Social Analytics Tools are Finally Getting Serious, Tac Anderson, newcommbiz.com
How to Market Using Facebook – According to Facebook, Tac Anderson, newcommbiz.com
Adobe SocialAnalytics aims to quantify business benefits of Facebook and Twitter, Khidr Suleman, v3.co.uk
Adobe and Facebook collaborate to prove monetary value of Likes, Lara O’Reilly, marketingweek.co.uk

And make sure you take a look at the photos on Facebook (feel free to tag yourselves!):

4 October 2011 – Amsterdam
6 October 2011 – Copenhagen
18 October 2011 – Zurich
20 October 2011 – Stockholm
26 October 2011 – Madrid
2 November 2011 – Milan
8 November 2011 – Hamburg
9 November 2011 – Paris
10 November 2011 – London

Keep your eye on www.social-optimisation.com for the latest information on connecting social media to business results. We’ll also be updating the site with videos, blogs, case studies, insight from industry leaders and more.

In the meantime, stay in touch with us via @OmnitureEMEA and #AdobeSocial.

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

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!

SteveMadden.com Demonstrates Its Digital Marketing Street Smarts

As a trendsetting footwear site, SteveMadden.com is the place to turn when it comes to outfitting your overworked tootsies in the latest fashions. But did you know that the retailer is also a shining example of digital marketing proficiency? Because its website serves as an important research, browsing and purchasing channel for its customers, the brand is zealously committed to providing the best online experience possible. The Omniture Online Marketing Suite is a key part of its strategy.

SteveMadden.com is leveraging the Omniture Suite in order to gain access to real-time, actionable analytics data and to define distinct visitor segments. After defining segments, it can deliver more relevant and personalized content on its website and within marketing emails. In fact, after running several different tests targeting homepage content to distinct visitor segments, the company was able to boost conversions by over 7% and revenue per visitor (RPV) by more than 8% in just three days. See the full Success Story here.

Targeting a holiday promo “countdown” message to visitors reaching the homepage from related marketing emails increased conversion and RPV.
SteveMadden screenshot for blog post.JPG

Omniture Analytics and Optimization Extensions Now Available Within CS5

We’re pleased to share that Omniture analytics and optimization extensions are newly integrated within CS5, in the form of Omniture SiteCatalyst and Test&Target. Adobe/Omniture customers can now deliver more engaging and relevant content by constantly measuring consumer preferences (with SiteCatalyst) and applying that knowledge to optimize their marketing content and campaign performance (with Test&Target) higher upstream within the creative workflow. These extensions are available now at no additional cost to customers who have licensed Adobe and Omniture products. Read more about it here.

We’d also like to tell you about SiteCatalyst NetAverages, a new online service available within CS5, which provides mobile and Internet usage benchmark data to help designers optimize creative for Web and mobile screens much earlier in the content creation process. Drive your designs based on the most popular browser and operating system configurations and optimize designs and images to fit within the constraints of users’ desktop or mobile device screen sizes. You can even track the latest trends and see when a specific browser or mobile device has gained or lost market share. The NetAverages service is available at no additional cost for a limited time. Find out more here.

Image: Use data about popular system configurations from SiteCatalyst NetAverages to help drive design choices.
NetAverages.JPG

Is search overhyped?

Today I appeared on CNBC’s Power Lunch along with Marissa Mayer of Google to discuss trends in online search as retailers ramp up for the holiday season. One of the key points I wanted to convey is that search is overhyped. What do I mean by that? Search gets credited with driving sales for more than it actually does. This occurs because search is relatively easy to buy and measure. However, search reflects the intent of the consumer, meaning that OTHER channels have helped influence that intent BEFORE the consumer uses Google, or any other search engine for that matter. Retailers have discovered that social media and mobile can be an effective way to have a dialogue and interaction with consumers that influences the intent behind an Internet search. For example:

  • 83% of major brands have a Facebook page (see Sears and Gap) and many are using Facebook pages to communicate current and upcoming holiday specials.
  • For the first time, brands are using Twitter to disseminate coupons and communicate specials (see Sephora and Toys RUs). Twitter wasn’t on any retailer’s radar screen 12 months ago.
  • Brands are using iPhone applications to facilitate easier mobile shopping and gift finding (Walmart and Target are good examples).

As Omniture helps customers better understand how social media, mobile, video and other channels are affecting the purchase cycle, our customers are doing a better job of allocating their marketing budgets and resources. In other words, they are doing a lot more to drive conversion and sales than just giving money to Google.

Which brings me to a topic we didn’t have time to discuss on today’s segment: the game is changing. If you look at online marketing in terms of “innings,” we are currently in the top of the third inning. The first inning was dominated by Yahoo! The second inning went to Google. And while Google will be important in the third inning, I don’t believe it will be dominated by a single vendor. I think this third inning will field multiple significant players, including Facebook, Twitter, the iPhone and, of course, Adobe.

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