Archive for June, 2013

Effective Personalisation: An Organisational Challenge

Brent Watson, Head of Digital Marketing Product, Adobe JAPAC – LinkedIn @BrentWatson

Looking across the globe, companies have highly diverse patterns of adoption of digital marketing technologies. Some companies are starting with the basics – how do I make my products and services known and marketable to those who choose to find them? Others are scaling to drive more transparency with measurement and agility with their publishing capabilities to more rapidly adapt to shifting market needs and interests. Then there are those fighting for audience first, in order to have the chance to tell their story at all. The best companies however, are capturing audience via the myriad means available while optimising experiences for conversion. By measuring conversion rates and patterns alongside costs of visitor acquisition and campaign efficacy, they wisely divert marketing spend toward increasing conversion rates via personalisation.

A standard challenge we see in the organisations with whom we work is the need to advocate for added budget when embarking upon personalisation. It’s pretty simple, the more tests you run, the more personalized experiences you deploy, and the more creative assets are needed to serve those individual experiences. This reality never goes away. One key lies in being diligent in measuring the value of the increased conversion being driven by your personalisation tactics. The second key lies in getting your executive leadership to treat the personalisation program as a peer to advertising and other acquisition tactics.

As we watch the competition for growing audiences continues in the APAC region, a strong opportunity remains in driving business results by increased conversion. I am looking forward to the opportunity to share some of the best practices for personalisation while at our Symposium events. I am even more excited to talk with local marketers and understand what tactics they are currently employing for best results, what successes they are having, and what organisational challenges they face.

Join me at Adobe Digital Marketing Symposium either in Sydney on July 16th or in Singapore on July 18th. Don’t miss out and register now!

Picking up the Pace: SEA no longer a follower in digital

Stephen Hamill, Director of Adobe Marketing Cloud for SEA – LinkedIn @stephenhamill

An interview with Stephen Hamill from Adobe SEA on his views on the digital marketing landscape in the region, top 3 trends and challenges, Adobe Marketing Cloud and Adobe Digital Marketing Symposium Singapore:

 

1) What are your views on the digital marketing landscape in SEA?

Traditionally SEA has looked to the US, EU and even ANZ to prove digital concepts and innovation.  The stresses that globalisation, cloud and multi-channel are putting on SEA businesses are demanding that local companies close the time-gap between their US counterparts and themselves. SEA companies can no longer wait and be a follower, they need to take action as changes occur.

This puts local companies in a slightly uncomfortable position where they need to have the tools to innovate quickly, test for success fail fast or adapt quickly.  On-line is no longer seen as just the company’s website;  it is often shifting to be viewed as their primary business and as such the profile of on-line is increasing dramatically at the highest levels of the organization.  I am regularly surprised when speaking to C-level clients, as they are so digitally savvy and their focus is shifting more and more to perceiving digital as a primary business driver.  Only a handful of years back my conversations with middle to senior leadership would be around the frustrations of helping their senior executives understand the value of digital and the inherent challenges in the multi-channel world.  This is no longer the case: the CEO of a large financial institution recently finished a meeting with me with the statement, “it’s a no-brainer”.

2) In your opinion, what are the top 3 trends emerging in digital marketing?

  1. CMOs are more prominent and increasingly driving business growth
  2. Struggle to deal with the complexity of multiple digital marketing challenges all at once
  3. Traditional businesses (finance and media) that have been slow to fully commit are now making the move

3) From your experience with talking with customers, what are their top 3 challenges in the digital marketing space?

  1. Connecting data with content- providing a personalized experience that gives clients the experience that delights them and encourages a deeper relationship. Organisations need to be able to react in real-time and deliver in the last millisecond.
  2. Connecting the various components necessary for successful digital marketing in a meaningful way without becoming a system integrator – The Nirvana of digital marketing platforms is not just a vision, it’s a reality but making the parts work together is the biggest challenge. At the moment many organisations are finding their systems working in silos and what is needed is an integration of all those systems to allow for fast and effective delivery.
  3. Creating any meaningful digital strategy – 5 year strategy plans are out.  Imagine a 5 year digital strategy created 5 years ago; it wouldn’t have tablet devices and probably wouldn’t consider social as a business tool.  Building an infrastructure that will last, will be flexible enough to withstand whatever comes next and empowers innovation is a challenge most clients struggle to solve.

4) Why Adobe Marketing Cloud?

Digital marketing is faster paced than any other business discipline and as such the need to stay ahead and informed is paramount.  Milliseconds can make the difference between digital success and digital failure and the need for businesses to be on top and equipped with the tools necessary to survive is not negotiable.  Delivery of the latest technology and features, integration with other marketing components right now is only possible through the cloud.  Adobe is pioneering this space and the others are chasing us to try to keep up.

5) What you are looking forward to at Adobe Digital Marketing Symposium Singapore on July 18?

Despite the fact that we are the global leader as recognised by the analysts in Digital experience, the majority of our SEA marketing colleagues are still discovering the extent of Adobe’s experience and capability in this space.  I am looking forward sharing our proposition: end-to-end creation to monetisation and helping them re-think and innovate their multi-platform marketing strategies.

Join Stephen Hamill at Adobe Digital Marketing Symposium Singapore on July 18 for more on the latest trends, tips and best practices for digital marketing. Register now as seats are limited.

The Writing on the Wall: An Ever-Fragmenting Audience

Frank Alexander, Senior Account Manager, Adobe Marketing Cloud, SEA & India – LinkedIn

When I’m out in public these days, I can’t help but notice that so many people have stopped looking up when they’re walking. They’ll navigate sidewalks using their peripheral vision, all the while keeping their heads and eyes fixed on the glowing rectangular devices in the palms of their hands.

You can thank Steve Jobs and Apple for introducing products to us we didn’t realize we wanted or needed until they made their debut, we owned them, and they quickly became extensions of our limbs – this goes for the iPod, iPhone, and iPad alike. You can thank Google for introducing Android and the various electronics manufacturers of the hardware it runs on. As a human being, something inside me hopes that one day these folks will put down those devices and start making eye contact again, but as a digital marketer the writing is on the wall and has been for some time: we should be doing everything in our power to capture and retain consumers’ ever-fragmenting attention wherever they are, whenever we can.

A one-size-fits all approach won’t and can’t accomplish this, you need to have a strategy to target and personalize content to your audience.

Join me on July 18th in Singapore at the Marina Bay Sands for the Adobe Digital Marketing Symposium to see how some e-tailers and a telecommunications giant stopped thinking and started doing. We take a look at the small changes they made that led to big impacts on their respective organizations. Register now as seats are limited.

Addressing the key challenges for Australia’s Marketers 2013

Davinia Noble, Account Director ANZ, Adobe Marketing CloudLinkedIn @DaviniaNoble

On July 16th, Sydney is hosting one of the key digital marketing events of the year. The Adobe Digital Marketing Symposium is in town for a one-day event, bringing together Australia and New Zealand’s finest digital leaders to discuss the next big bets in digital.

I first attended this event in 2012 – and joined the other 450+ delegates to hear more about the current state and forecasts on the digital economy.  Adobe organised various breakout sessions, sharing trends and insights in mobile, web and social transformation – complimented with a few sneak peaks of Adobe’s technology in those areas.  We heard from marketing leaders of iconic ANZ brands, such as CBA, Fairfax and Telstra as they embarked on their own journey of digital transformation.

Everyone knows Adobe for our world leading Creative Suite technology.  However in 2012, Adobe launched a new platform, the Adobe Marketing Cloud, which enables marketers to manage, mobilise, measure and monetise digital content more quickly, and more effectively than ever before.

In the last 12 months, the digital marketing landscape has continued to evolve at an incredible pace.  A technological acceleration is happening: smartphones will soon be in every pocket giving the consumer a new sense of power – which in turn brings a new set of challenges to marketers.  Consumers now have new, heightened expectations around access, availability, speed and relevancy when it comes to their digital experience.  Gone are the days when your digital strategy is all about driving customers to your website and converting them.  Whether it’s an app, a Facebook Page, a PC, phone or Tablet, you have to go to your customers or they won’t come to you.  Australia’s most successful marketers are integrating all channels to engage their customers wherever they are.

At Symposium, we will be addressing key industry needs such as:

  • How to iterate and act more quickly to better meet consumer expectations
  • Stay on top of the mobile explosion and deliver better mobile experiences
  • Simplify complex tasks of delivering the right experience and content to the right person at the right time

I’m most looking forward to the keynote speakers at Symposium this year.  Our line-up of presenters includes Adobe’s Senior Vice President of Digital Marketing, Brad Rencher, Adobe’s ANZ Managing Director, Paul Robson and Rakesh Nambiar from US Bank.  The agenda also includes customer case studies by Telstra and Fairfax NZ sharing insights and strategies in digital for 2013.

If you’re keen to learn more about the agenda, click here for details and register now!

Digital and Marketing Leaders: The Change Agents

Yu Dan Shi, APAC Industry Strategy Director, Adobe Marketing Cloud – @yudanshi LinkedIn

Yu Dan Shi

After spending 15 years in the field of marketing and digital, this is the first time I am attending a digital marketing event as a host rather than a client. And I cannot be any more excited. With over a thousand of top digital marketing professionals attending the Adobe Symposium in both Singapore and Australia, every one of us will have the opportunity to learn the very latest approaches and best practices on digital and marketing strategy.

The digital landscape has never been more complex and exciting at the same time. For many organzations, digital is no longer just a channel to promote products and services. It is part of the core business strategy that would help accelerate the revenue growth, transform the customer experience, and set them apart from the competitors. No organization can afford to underestimate the impact of digital on all aspects of the business.

However, this paradigm shift has also created immense challenges for the business leaders. Many of us have been tasked to lead and accelerate the digital transformation journey, which means we now increasingly play a change agent role. Many of you would know that change management is a complex and evolving journey. It often requires different skill sets compared to the ones that have made you successful in the past.

In addition to that, talent shortage, digital and traditional marketing divide, lack of cross-channel strategy and ability to accelerate are just some of the challenges today’s digital and marketing leaders face in creating relevant and impactful digital organizations. The leaders who have the ability to overcome these challenges, and create strategies that transform how the companies understand customer behavior and service them in most personalized way will be the true winners in the future. For these reasons, I am looking forward to discussing with you at the event the latest ideas and approaches to organizational transformation and building best-in-class digital marketing organizations.

We have also invited experts and industry thought leaders to share and discuss the best practices on topics ranging from omni-channel, targeting, personalization, advertising, social, to digital marketing organization of the next decade. I invite you to join us this July for an amazing event and experience at the Adobe Digital Marketing Symposium Australia and Adobe Digital Marketing Symposium Singapore.