Archive for February, 2014

Power to the Marketer!

Srihari Palangala, Senior Marketing Manager Digital Media, Adobe India – LinkedIn

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Every single opportunity to listen to the customer and market delivers more power to the marketer.  The digital era provides a choice of open and direct customer listening possibilities. Because of this, the next decade is an absolutely great time to be a marketer. Digital avenues and technology will allow marketers to play increasing strategic roles – helping script moves that have manifold impact on the business. More importantly, data and technology make it easier for marketers to move away from a purely tactical view and engagement – not to imply that tactical is not just as important by any means!

Here are three specific areas where I see technology and digital outreach providing more power to the marketer:

1)      Marketers can scale volumes of business data more easily - If you are reaching consumers with your product or service, then you can target (create awareness), deliver the right message (drive interest) and fulfill consumer purchase transactions online. Marketers in this case, such as in the FMCG world, play a key role in driving business – while firmly in the driver’s seat.

On the other hand, if you are marketing to businesses (SMBs or Enterprises), then you can drive inbound interest from influencers/decision makers. When coupled with good CRM systems, digital marketing can help you monitor conversion and sales funnels better. As you understand your conversion funnel you can have funnel metrics-driven marketing programs. I’ve talked about elements of digital marketing in this slide deck.

2)      Marketers can focus on profitable business customers and on margin contribution – With digital outreach you can closely measure and constantly drive down the customer acquisition costs (variable costs). As you acquire customers, you can also track and measure the ‘quality’ of the customer and constantly target to pursue profitable (and returning) customers. Finally you can observe and track life-time value of customers and run targeted activities to keep customer engagement and retention high.

3)      Marketers can embrace the Internet to scale distribution and reach – Search, social and mobile has transformed the Internet experience for everyone. The number of people a marketer can potentially reach with technology today is astounding — about 40% of the world population has access to the Internet: ~10% through fixed broadband and ~30% through mobile broadband. And people are spending an increasing amount of time online. Digital allows us to quickly determine which marketing channels are working, and if they are not then we can fail fast and switch to more effective approaches. And as we see pilot campaigns delivering results, they can be potentially scaled up. Technology also allows us to look at effective ways to bring offline and online together on marketing campaigns.

The above said, from a practitioner perspective there is a lot of data to handle, digest and rationalize to be successful. This can be a daunting task – but nobody said that coming to terms with the new “marketer power” was going to be easy!

Top 5 Challenges in Executing Digital Campaigns 2014

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Check out the region’s top digital trends in the APAC Digital Marketing Performance Dashboard report.

Manorama Online teams up with Adobe Marketing Cloud

Manorama Online is implementing a complete end to end Adobe technology solution for fast and flexible delivery of content across multiple channels and devices including mobile and social networks with the objective of driving digital transformation initiatives for the company.

Top 5 APAC Digital Marketing Priorities 2014

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Check out the region’s top digital trends in the APAC Digital Marketing Performance Dashboard report.

Testing & Targeting Just Got Easier – Introducing the New Adobe Target

As a digital marketer, you know all too well that you should always be testing. Why? Validating your website offers and digital marketing is not only a prudent thing to do ensure your customers have personalised online experiences, but also has the potential to help you make a lot more money! Whether you’re A/B testing landing pages to increase your search marketing ROI, or optimizing product page layout to improve purchase conversions—testing puts you in the driver’s seat. So what’s been holding you back? To this point, testing has frankly been too damn difficult: whether it’s the daunting task of tagging pages, the need to code alternate experiences or building audiences for targeting.

That’s where Adobe Target comes in. Please join us for an informative webinar* to find out about the newest release of the leading optimization solution. You hear about and see the latest capabilities. Adobe Target now offers:

  • Guided Testing and Targeting Workflow
  • Visual Experience Composer
  • Custom Audience Library
  • Real-time Interactive Reporting
  • Adobe Marketing Cloud Integration

Get all your questions answered on how Adobe Target can help marketers—from seasoned testing pros to novice line-of-business personnel who want to get in on the testing action. Whether you use Adobe Target today or are just starting to dabble with testing tools, if you are tasked with optimizing the customer experience and increasing conversions, this is a must-attend virtual event.

Date: 13 February 2014, Thursday

Time:

9.00am – 10.00am India, Sri Lanka
10.30am – 11.30am Thailand, Indonesia,
Vietnam
11.30am – 12.30pm China, Hong Kong,
Singapore, Taiwan,
Macau, Malaysia, Philippines,Perth
12.30pm – 1.30pm Korea
2.00pm – 3.00pm Adelaide
2.30pm – 3.30pm Australia (Sydney, Melbourne,
Canberra)
4.30pm – 5.30pm New Zealand

Format: Online Webinar