Archive for February, 2013

10 Snake Themed Digital Marketing Predictions to Celebrate the Chinese Year of the Snake!

Siva Ganeshanandan, Director, Adobe Marketing Cloud, APAC – LinkedIn, @sivagatwork

It’s the Chinese year of the snake…and here are my predictions for what will be happening in the world of the Digital Marketer in APAC – with a snake theme.

 

 

 

1) Venom: Big Data in the Hands of the Marketer

Big Data is still today, focused on transactional systems – sales data, booking data, phone usage data etc. There is a lot of high signal to noise ratio that these systems like, but they are still too slow and inflexible to allow a data query conversation:

>Do customers with a higher NPS spend more with us?
Wait a few days, to build a new cube and run through the data.
>Yes – promoters spend 25% more than detractors and neutrals.
>Ok – can you break down neutrals and detractors? Yes, 30% less and 20% less.
>How often do the promoters transact with us?

Before you know it, before you have something you can use – a month has gone by.

Then if you throw in marketing data – you are really in trouble. There is a high noise to signal ratio and many ‘Big Data’ solutions are not great at handling this.

In reality however, the combination is where the power is.  Think of this example: Based on this loyal customer’s previous bookings, I should give him a promotion on flights to London in the lead up to Christmas. This is based on years of behavior shown on my frequent flyer program. But if, before logging in, the customer spent 5 minutes on my destination guide to Bali, and did some search for flights to Bali around Christmas time, that is a stronger indicator of intent.

Bringing the two sources of data together is critical, and customer insights departments are starting to see the value of behavior data (and of combining it with their Data Warehouses).

Big data will start to deliver insights that move the marketing needle.

Bridge Social Media and Communities to Build Brand Loyalty

Philips

Joining in the conversation on social communities is vital in helping to understand your customers.  One great way to reach your digital audience is through participating in third-party social networks. Brands need to take the next step and build immersive communities such as forums, ratings, and blogs to extend their brand and deepen customer relationships.

Take a look at this on-demand webinar “Creating branded social communities,” where a team from Philips talk about integrating social media and online communities to market their electronics. The webinar features Joost van Dan, IT Business Specialist- Web from Philips and Lars Trieloff, Product manager from Adobe. Tune in to learn how to:

  • Integrate with Facebook and Twitter log-ins to create personalized experiences through targeted content
  • Amplify your community efforts by enabling sharing for your users with their social networks and plug-ins to facilitate sharing
  • Empower marketers to easily manage content, moderate users, and steer community with a drag-and-drop interface

Click here to complete a short form, and watch this complimentary webinar on-demand

Key Findings from APAC Digital Marketing Performance Dashboard 2012

APAC Digital Marketing Performance Dashboard 2012 is a joint research by  the CMO Council in partnership with Adobe, measuring the state of digital marketing performance and maturity across APAC. Adobe’s Mark Phibbs and Liz Miller of the CMO Council talk about three key findings from the APAC Digital Marketing Performance Dashboard 2012.

Leading Australian retailer David Jones launches mobile application as it celebrates 175 years in business

Iconic Australian retailer David Jones has launched its first retail iPad application, created with Adobe® Digital Publishing Suite.  For the first time, David Jones customers can browse the latest brands and designs on their tablets – making shopping not only easy, but interactive, fun and inspiring, deepening brand engagement.

The app is part of the retailer’s omni-channel strategy, and is a component of its new ecommerce website roll-out. Named the David Jones Magazine, it’s now available on iTunes, and showcases guest editorial, David Jones shop-able content and provides customers with an interactive shopping and catalogue experience.

David Jones chose Adobe’s solution for its new digital venture as it offers a complete solution to create, distribute, monetise and optimise engaging content and publications for tablet devices. Like many organisations, David Jones has recognised the power of offering customers a tablet solution – the Adobe Digital Index revealed that tablet users on average purchase 20 per cent more than web visitors and 50 per cent more than smartphone users.

The Adobe Digital Publishing Suite allows retailers to take advantage of and avoid missing out on new untapped revenue and engagement opportunities on mobile devices. Not only does it bring to life catalogue images through richly designed content and interactivity, it also captures consumer insights through analytics, a vital requirement for driving revenue growth.

For David Jones, the Adobe Digital Publishing Suite provided a flexible, end-to-end solution which made app development easy and was an effective way to connect with  customers. David Jones plans to use the platform to scale to multiple devices, such as Android devices and the iPhone.

Apps are beginning to have a much larger reach for businesses as consumers choose to interact online either via their tablet or mobile phones to make purchase decisions. Out of the many publishing platforms available, Adobe plays a leadership role in publishing transformation , with many apps  developed using Adobe Digital Publishing Suite, includingMartha Stewart, Time, Oprah, Newsweek, National Geographic, Magazine, Fast Company, Reader’s Digest and Vanity Fair.  To read more about the Adobe Digital Publishing Suite and its full capability click here

About Adobe Digital Publishing Suite
Digital Publishing Suite is a set of turnkey hosted services and viewer technology that tightly integrates with Adobe Creative Suite 6 products. Using Digital Publishing Suite in combination with Adobe InDesign CS6 allows traditional media publishers, corporate organisations, ad agencies as well as individual freelance designers and small design firms to publish, distribute, monetise and optimise a new class of innovative digital magazines, newspapers, ads and corporate publications on leading tablets including the Apple iPad, Apple iPhone, Kindle Fire, Samsung Galaxy and other Android tablet devices. The Digital Publishing Suite includes Enterprise, Professional and Single Editions.

About Adobe Systems Incorporated
Adobe is changing the world through digital experiences. For more information, visit www.adobe.com