jjStephen 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.