Posts in Category "Web Analytics"

Not all clicks are created equal

Siva Ganeshanandan, Director, Digital Marketing Suite, Adobe APAC – @sivagatwork, LinkedIn

Forrester estimates that by 2014, the web will influence more than half of all retail sales. In this landscape, businesses have to draw attention to themselves, be strategically positioned, and engage consumers with relevant, personalised content after the consumer clicks through to the ‘call to action’ URL. With this in mind, businesses are now working through what the optimum post-click experience will look like for their many different groups of consumers. The ultimate goal? To maximise brand affinity, engagement and ultimately, of course, conversions.

We’re quickly learning that not all clicks are created equal. Not all users are the same, so one digital experience is not necessarily going to resonate with every consumer. To be effective in the online world, brands must determine how to cater to many different audiences, by creating tailored digital assets, landing pages and social media channels for optimal campaign performance.

We’re beginning to realise that the next step to effectively maintaining an online presence is measured by the quality of a user’s visit to a brand’s page – closing the gap between brand awareness and brand affinity. It isn’t so much about the volume of people clicking through to your website, but rather the quality of the consumer’s experience.

If you’re not providing optimised post-click experiences, you’re potentially creating a message mismatch – and that’s the single biggest reason for triggering the back button in a web browser.

For years, marketing professionals have discussed the importance and value of landing pages and click- through. It is only now that digital marketers are beginning to look at the next phase of click-through experiences, the post –click. In recognising the value of providing different digital experiences for different audiences, online brands can ensure that the consumer experience they provide closes the gap between brand awareness and brand affinity, and that is the ultimate goal. So, are you ready to be first past the post(-click)?

Biz Stone and Adobe Social get down to business on Day 2 of the Adobe Digital Marketing Summit 2012

Anne Russell, Digital Marketing Manager, Adobe ANZ – LinkedIn

Following on from yesterday’s excitement at the Adobe Digital Marketing Summit, I found the second day’s content to be just as rich and interesting as the first.

The day centred on Adobe’s key technology and marketing experts, including John Mellor, VP Strategy & Business Development, who, collectively, shared some of the impressive technological advancements in the world of digital marketing.

We were also very lucky to have Biz Stone, one of the founders of Twitter, at the event providing his views on the ‘Digital Self’ – (a concept I touched on in my blog post, yesterday). Stone’s view is that the ‘Digital Self’ isn’t solely defined by individual employees of a company, but also through the products of a brand and the multiple interactions linked to a particular business.

For example, the Adobe Summit as of today had become its own “Digital Self” – with over 6000 tweets shared in the last 48 hours! We can instigate the ‘Digital Self’ but we cannot create it; it creates itself. External factors, like how people will actually use your products/technologies and what they say about them will actually define your organisation. In this sense, a brand cannot choose its ‘Digital Self’.

So the question is: are you influencing it? I have personally been very engaged in the Summit these last 2 days using Twitter to share my excitement with my followers so I guess that I have influenced the Adobe Summit’s ‘Digital Self’ and I will continue to do that in my every day Adobe life.

In addition to the above concept, Biz had two other pieces of advice to share with the fellow marketers in the room:

  • In regards to privacy, if you are not 100% comfortable about sharing your content or data across social media platforms, then don’t. You must define your own boundaries.
  • On developing social strategies, a strong recommendation from Biz is to speak and engage with your customers in a most humanly manner as possible. Don’t reach out to them as if you are writing press releases and it is acceptable to show your vulnerabilities. People will appreciate your reaching out to them, even if it’s not perfect.

Following the 45 different breakout sessions throughout the day, I and many other delegates were treated to a very special closing keynote session: an amazing Sneak Peek session, showcasing new Adobe technologies by Adobe’s best Product Developers, including Cathi Kwon, Abishek Pani, John Bates, Cedric Huesler, J.D Nyland and many more. These may never be publicly available (which would be a total shame!) however, the aim of the session was to showcase what’s possible to the delegates.

 

These incredibly hard-working and inspiring individuals showed us the following sneak peeks:

  • Tweet2Win – to help you manage twitter contests
  • Project Navigator – for guided analytics
  • Social Connect – for simplifying social targeting
  • Admania – for better ad segmentation
  • Primetime – for real-time video clips and ads via Auditude
  • Pinsanity – for deeper analytics and better engagement
  • Geo Fencing – clever segmentation targeting
  • Sweetlanding – for faster campaign landing pages creation
  • Fortune Teller – the next generation sentiment guidance

My three favourites were Geo Fencing, Primetime and Fortune Teller, although all of them were very clever. What an awe-inspiring day from Adobe today. Over 4000 delegates were busily moving from one session to the next, and I must admit that I have greatly benefited from all the spontaneous conversations and networking this event has brought. Thank you to all the amazing speakers and everyone for organising such an impressive event. I look forward to coming back to next year’s Summit in 2013!

Is this really the year of mobile?

Angus Beattie, Senior Account Manager, Adobe ANZ (@AngusBeattie, LinkedIn)

I’m going to share a statistic I came across in a Forbes magazine story and I’d love to know whether you find it as absolutely staggering as I did when I first read the piece. According to a study released by Cisco last month, by 2016 monthly global mobile traffic is estimated to exceed 10 exabytes (for reference, an exabyte is a million terabytes) – and while that alone is quite significant, a whopping 40% of that traffic will come from Asia. 40%, it is hard to believe that nearly half of worldwide mobile traffic is poised to come from our region alone!

As mobile marketing has gained momentum over the past few years, there’s been prolific industry chatter nominating that each new year was ‘the year of mobile‘. Frankly, I’ve never taken that view. I think we’re just starting to grasp exactly how far we in the marketing industry can go with one of the most exciting and expansive areas we’ve seen in years.

Today’s marketers have a vast mobility tool kit full of tactics for consumer engagement such as QR codes, SMS, location-based marketing using GPS technology and more. Long gone are the days when mobile device users were considered a niche audience. These days, developers understand that they have a wide audience to reach via a wide range of platforms like iOS, Android and Windows. Those platforms are running on an devices like smartphones, tablets, and even ‘phablets’ (yes, a phone-tablet hybrid now exists). More often than ever at marketing events we hear industry leaders proclaim that when it comes to digital content we need to ‘build for mobile first and expand out from there’.

The proliferation of devices shows no signs of slowing down, and mobile delivery platforms are continuing to mature. So, what does this mean for marketers across APAC? Marketing directly to the palm of consumers’ hands through their personal devices is now well received. According to the Asia Digital Marketing Association’s (ADMA) 2011 Digital Marketing Yearbook, more than two-thirds of consumers across the region say they are comfortable receiving mobile advertising. Also worth noting:

  • 65% of consumers use online services to locate nearby services
  • More than a quarter of mobile users across APAC say they will use their device in-store to research products and services
  • Nearly half of mobile users in the region say they’ve benefitted from being introduced to a product via mobile advertising

Rather than stating last year, this year or even next year as the singular banner year for mobile marketing, perhaps we’re best to agree that we’re right in the middle of the mobile era — or is this just the beginning?  I welcome your thoughts on the topic.

 

 

The Importance of Optimising Customers Online Experiences: How HTC and Samsung Card Co discovered the power of optimizing their customers’ experiences

Julie Cleeland Nicholls, Senior Group Manager, Corporate Communications Adobe APAC – @jcnsingapore

 

Last year, we saw some really innovative examples of how the role of the customer is changing as it becomes a much more central focus for digital marketing campaigns. This is happening because of the changing ways customers choose to interact with brands, using devices to consume information anywhere, anytime.

Some brands, such as HTC picked up on this change very quickly and sought ways to gather actionable, real-time intelligence about their customer’s behaviour across multiple marketing channels. To do this, the company implemented a global roll out of Adobe SiteCatalyst to optimise their customer’s experience.

John Starkweather, Global Director of Digital Marketing, HTC, said his company’s priority was to build brand value for its innovative products. “We operate in an incredibly fast-moving sector,” he explained. “Growing so quickly in such a competitive space, it’s imperative for us to continue to invest in creating better customer experiences – whether that be across HTC.com, our communities on social platforms such as Facebook or YouTube, and through applications and services.”

“After significant evaluation and a successful implementation in the US market, we were confident that Adobe SiteCatalyst would give us the insight we need across all of our markets globally, enabling us to remain in a leadership position by giving our customers more relevant information and engaging experiences,” said Mr Starkweather.

Another organisation quick to pick up on this shift to customer-centric marketing was Samsung Card Co, Korea’s largest credit card company.

Through the implementation of Adobe Test&Target, Samsung Card Co. was able to determine the most effective content and make changes that increased its card sign-up rate through the website by up to 20%. The tests focused on the main page banner design and size, and on the order in which various products were displayed.

“Samsung Card Co. is very satisfied with Adobe Test&Target. It helps us discover how to enhance our web performance more effectively,” said Park, Chang-Min of Samsung Card. “The solution is expected to help us increase the productivity of our web channels and to provide an objective evaluation tool that will help us decide on the most effective activities within the online operating process.”

Adobe Australia Exceptional Digital Experiences Tour

Tony Katsabaris, Sales Director – Digital Marketing, Adobe ANZ

 

The art of successful customer experience management — and the key to competitive advantage-  is to consistently deliver exceptional interactions for your customers through rich enterprise applications and easy-to-use interfaces.

Watch this video for a quick snapshot of the Adobe Australia Exceptional Digital Experiences Tour held in Sydney last year, along with some intriguing insights from leading marketers into what customer experience means to them.