Author Archive: adobeapac

Roger Federer generating social buzz at Australian Open 2015

Michelle Gautrin, Senior Social Media Strategist, Digital Marketing, APAC, Adobe Systems @mgautrin

As the Australian Open kicks off, the Swiss tennis legend, Roger Federer, is all the buzz on social. Eclipsing his 1000th career win, Federer is generating 2.5 times more social buzz now than he did leading up to Wimbledon.

Roger Federer social buzz

Using data from Adobe’s Marketing Cloud Solutions leveraging Adobe Social to take the pulse of tennis fans ahead of the Australian Open Tennis, Adobe Digital Index analysed more than 2.5 million social mentions of the tournament across various social platforms.

While interest in Federer was high in the lead up to the tournament, not even he could eclipse the status of the world’s number 5 player, Serbian Ana Ivanovic, who attracted more buzz in the 30 days.

social buzz wimbledon vs australian open

Although the Australian Open only has half the buzz that Wimbledon had leading up to the event, social buzz share related to anticipation is more than 3 times higher for Australian Open than it was for Wimbledon. In addition, mentions related to surprise were 2 times higher than Wimbledon as well.

australian open sentiment

Wondering where all the buzz is coming from? Interestingly, Australia isn’t the top country buzzing about the annual tennis tournament. Instead, the U.S. takes the lead, followed by Australia and the U.K while India is also heavily engaged with the tournament. Within Australia, the state of Victoria is producing the largest share of social buzz with Queensland close behind.

 

Australian open - geo split

Adobe Digital Index projects that social media buzz surrounding the Australian Open will continue to rise as the stars of tennis seek to start their 2015 seasons off with a strong result.

Data driven marketing – getting started guide

 Scott Thomson, Senior Manager Industry Strategy APAC, Adobe Systems

In most enterprises today, IT and marketing functions have varying but significant investments in data warehouse, business intelligence, customer relationship management and campaign management systems. All this accumulated investment in technology will be producing campaign lists for outbound call centers, direct mail and potentially electronic direct mail.

Scott's Data driven marketing blog

Enterprises market to different customer segments about different products. These segments may be determined by product holdings, product usage, geo demographic or behavioural profiles. The technology, processes & skills to create campaign lists already exist within the enterprise. Known customer segments can be matched to known product offerings and campaigns can be measured in terms campaign responses and point of sale outcomes.

With very little additional effort, existing campaign lists can be re-purposed in digital. This has two effects: first, it will provide a marked improvement over any current “spray & pray” digital media buying strategy; and second, it will provide us with a means to create a known audience and an unknown audience in digital. The unknown audience can then be segmented based on look-a-like characteristics based on a geo demographic or behavioural basis. Either way, the known data and look-a-like segments should produce an immediate uplift over random reach-based, prospecting approaches.

Scott's Data driven marketing blog (2)

The advantage to this approach is that it capitalizes on prior investments in data warehousing, business intelligence, customer relationship management and campaign management as well as pre-existing teams, processes and messaging rules to engineer a quick and positive uplift result.

The trick to this approach is getting a non-personally identifiable ID that will allow you to link your campaign lists in 3rd party digital sites. This is relatively simple if you have a digital site or app that requires your customers to login in or authenticate in some fashion. For instance, they might login in to check their account balance, view and pay accounts, make transactions, post user generated content, make comments or any other sort of authenticated activity.

When your visitors authenticate themselves, they give you a means to tie their digital activity to your data warehouse data. You can allocate them a unique but not personally identifying ID and you can then exchange this identifier with 3rd party data partners allowing you to find these same people on 3rd party sites. The most common means of exchanging IDs is by cookie syncing. Cookie syncing essentially maps your cookie identifiers to those of another site and is used extensively in the digital ad technology ecosystem. (The process of cookie syncing is explained in more technical detail by Ad Ops Insiders if you are interested in understanding more.)

If you don’t have digital sites or apps that encourage visitor authentication (via login or social sign in), all is not lost. You can still allocate a unique but not personally identifying ID in a cookie. You will be able to tie browsing behavior on your sites to this cookie, retarget this browser on 3rd party sites, augment what you know about this browser from 3rd party data sources and create look-a-like audiences. You just won’t be able to tie this browser to data or campaign segmentation from your data warehouse without some form of authentication.

In either case, the next steps are relatively straightforward but are each worthy of blog posts on their own…

  1. Transfer your existing campaign lists on a monthly, weekly or nightly basis to a data management platform (DMP) using your non-personally identifiable identifier as a the key
  2. Set up programmatic buying such as bids on demand side platforms to buy against these campaign lists
  3. Expose these same campaign lists to your digital sites & apps to allow testing & optimization to operate on your data warehouse data and 3rd party data obtained from partners.
  4. Augment your audience segments with real-time analytics and augment your analytics with data from your data management platform, bringing your data warehouse data and 3rd party data into your analytics reports.
  5. Use data from your data warehouse, analytics, data management platform and programmatic buying to develop weighted attribution models that provide optimal media mixes for combinations of products and campaign segmentations.

Scott's Data driven marketing blog (3)

The important thing is to get started. You very likely have a lot of infrastructure and processes already in place and with a relatively small amount of effort and investment you can get started in data driven advertising. Use small trials with pre-existing and high performing segments to get hard numbers to present to key stakeholders. Use these early successes to drive further investment and before you know it, you will have transformed your existing digital marketing spend from a broadcast based prospecting model to targeted media buys generating uplift in performance.

Scott's Data driven marketing blog (4)

Japanese marketers seek collaboration with IT for successful digital marketing deployment

Hisamichi Kinomoto, VP of Marketing, Japan and Asia Pacific, Adobe Systems

Join the Conversation via #APDash

The recent release of the annual Adobe APAC Digital Marketing Performance Dashboard reveals that although Japanese marketers feel they are not receiving support from their IT departments, they still believe alignment and buy-in from IT is essential to the timely and effective deployment of digital marketing in their organizations.

This in-depth report took three months of detailed quantitative surveying with over 800 marketing executive across the Asia Pacific region including Japan, Australia, China, Korea, Singapore, Hong Kong and India. The study is pivotal in benchmarking the levels of adoption, traction, and success of digital across the region.

Here are some key findings from the research this year:

The importance of IT support

Japanese marketers feel most strongly that IT support is essential to the successful deployment of digital marketing, yet they feel they are currently receiving the least amount of IT support – only 6% in Japan compared to 16% in APAC).

Businesses that have experienced a positive business impact from digital marketing initiatives have not only implemented various digital solutions, they also have defined a process within their organization to achieve efficiency and effectiveness. To achieve this requires the support not only of the marketing department but also the IT department that is involved in deployment and operation.

 

Strong senior management support but lower level of confidence in than regional average

As digital technology plays a greater role in customer touchpoints, there is growing awareness among senior management regarding its effectiveness in delivering an improved and integrated customer experience. Japanese marketers have similar support for digital marketing from senior management as their counterparts in Asia Pacific with56% in Japan and 59% in APAC.

However, compared to countries actively investing in digital marketing, the research found that Japanese marketers feel that senior management has a lower level of confidence. Over 63% of senior management in Japan doesn’t have confidence in ROI from investment in digital marketing compared to only 10% in Australia and 22% in Singapore.

 

What’s next for Japan?

Japanese businesses have opportunities to advance quickly with deploying digital marketing. Customer experience best practice shows that interdivisional communication and cooperation is essential for the successful deployment of digital marketing technologies. Japanese senior leadership has an opportunity to drive collaboration to leverage digital marketing for their companies’ business transformation

Japan’s broadband and mobile environments are well established and many Japanese consumers actively engage in online shopping. There is already a strong foundation in place for businesses to improve customer satisfaction and deliver a richer, more impactful customer engagement experience through a more integrated use of digital marketing.

 

Here are some useful links:

Download the APAC complimentary executive summary

APAC Digital Marketing Performance Dashboard Infographic

 

‘Tis The Season to Spend Online (and with your Mobile!)

Adobe Digital Marketing - Julie Cleeland Nicholls

Julie Cleeland Nicholls (Adobe Digital Marketing)

Julie Cleeland Nicholls, Adobe’s Director of Communications for JAPAC and expert shopper @jcnsingapore LinkedIn

Wondering what the hottest gifts will be this holiday season? Want to avoid the crowded days and shop when it’s most convenient for you? Are you more likely to buy gifts through your mobile rather than battling the shopping crowds this year? The Adobe Digital Index Holiday Predictions Report 2014 reveals the latest online shopping trends for the upcoming holiday season.

This extensive research is based on the analysis of select, anonymous, and aggregated data from over 5,000 major companies worldwide that use Adobe Marketing Cloud, to obtain actionable data and analysis of activity on their websites. The data was collected and analysed from 4,500 websites, 20 billion visits to ecommerce websites in 2014 and over 1 trillion visits since 2008!

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Skill shortages in Hong Kong hinder digital marketing growth

Adobe Asia Pacific President - Paul Robson

Paul Robson, President, Adobe Asia Pacific

The third annual APAC Digital Marketing Performance Dashboard by Adobe and CMO Council reveals that the development of digital marketing in Hong Kong is still struggling as skill shortages continue to bit. Across the region there are widening gaps in digital marketing maturity and while all countries understand the importance and value of digital, no country has managed to take full advantage of the opportunities that exist in this area.

Jointly conducted by the CMO Council and Adobe, the third annual APAC Digital Marketing Performance Dashboard was derived from a survey fielded across Asia-Pacific during the second and third quarters of 2014. The study benchmarked the levels of adoption, traction and maturity of digital marketing across Asia-Pacific which includes Australia, New Zealand, China, South Korea, Singapore, Hong Kong and India. It included a six-month in-field programme comprising quantitative surveys with over 800 marketing executives, the largest gathering of marketing insights over the years. Senior marketers within the Asia Pacific region from a range of industries took part, with 44% holding a title of Vice President or higher.

The Dashboard has found that the overwhelming majority of the respondents (93%) believe digital marketing can bring competitive advantage to their organizations. Although most of the executives in Asia Pacific recognize the role of digital marketing, the survey shows that countries have different performance on various indicators. Countries such as Singapore, Australia and India are pulling away with strong executive support and digital champions, while South Korea, China and Hong Kong struggle with executive support and skill shortages.

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