Posts tagged "Adobe Marketing Cloud"

Adobe Digital Marketing Symposium Singapore 2014: Key Takeaways

If you missed out on the biggest digital marketing event in the region or just want a recap, here’s a short video on the key takeaways from some of the attendees:

Singapore Showcases Top Trends and Innovations in Digital Marketing

Lauren Power – @LSP2Japan

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More than 1,000 marketing and advertising professionals gathered at Singapore’s iconic Marina Bay Sands for Adobe’s Digital Marketing Symposium 2014, the premier event for APAC’s digital marketing industry, nearly doubling the attendance from 2013. The Singapore and APAC regional markets have exploded with Adobe across many key industries, according to Paul Robson, Adobe President of Asia Pacific.

“Adobe’s heritage is creativity,” says Robson, and Adobe has been transforming the digital experience for over 30 years. This legacy of innovation has reinvented digital marketing and communications possibilities again and again, solidifying Adobe’s role as an industry leader. With the Singapore Symposium’s theme of reinvention, Adobe President and CEO, Shantanu Narayen called for organizations to meet the challenges of “always on” marketing through Adobe solutions in analytics, cloud, mobile and social media. Data is the voice of the customer, but “success over the long term doesn’t come just from the biggest data,” Narayen says. The question of how to manage “big data” continues to intimidate and torment marketers, and the division of the data and creativity business silos within organizations drags down productivity.

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“The digital age is not impersonal,” says Narayen, “Digital is redefining business, but it’s creativity that still drives innovation and success.” The content cycle generated through Adobe Creative Cloud and Adobe Marketing Cloud allows organizations to make, manage, measure, and monetize “big data” seamlessly, blurring the lines between solutions. Data should both inform and reaffirm the creative side of digital marketing by providing instant quantitative analytics on any marketing platform.

The intricate technological advances and break-neck speed of “big data” may seem overwhelming even to seasoned marketing professionals, but with the right acquisition of new digital skills and tools, any organization can become proficient and benefit from this new digital landscape.

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For the first time, digital marketers can track and manage customer profiles in an instant, adapting marketing strategies to fit individual profiles. “Digital wakes.” Tracking every click, interaction, and abandoned cart, for every customer, every time, in real time, paints a clearer picture of the customer for digital marketers, and it’s all thanks to “big data” mediated by a more intuitive analytics solution.

According to John Mellor, Adobe’s Vice President of Strategy, Business Development and Marketing, implementing these solutions through traditional marketing channels is not enough. The spike in Singapore and APAC regional markets’ mobile usage and social media engagement makes it vital for digital marketers to use data and analytics to optimize their approach.

Mellor urges organizations to bring mobile into the core of their marketing strategies and to recognize the possibilities of properly postured social marketing. To demonstrate his point, Mellor invited corporate representatives from Maybank and Tourism Australia to discuss their implementation and results from building a new, data-driven digital campaign using Adobe solutions, including interactive web, mobile and social media, with profile matching and customization. In both cases, customer engagement soared from the beginning and the numbers are continuing to go up.

Adobe practices what it preaches. Throughout the Singapore Symposium, the social marketing teams boosted audience engagement through personalized mobile updates, apps, quizzes, polls, videos, and other interactive media across multiple platforms. Creative and analytical audience members alike were convinced that the potential applications of these innovative social marketing solutions, as well as Adobe’s digital marketing solutions in analytics, cloud, and mobile more broadly, could redefine and enhance their own organizations.

With customers being connected 24/7, organizations cannot afford not to harness the power of “big data” and transform their capacity into “real-time” with speed of digital personalization across all channels. At the Adobe Digital Marketing Symposium in Singapore, global innovations and local applications of digital marketing solutions inspire APAC’s best to build new collaborations and even greater success.

What’s An Analyst Worth to A Business Anyway?

John Bates, Senior Product Manager, Predictive Analytics, Adobe Systems

Image courtesy of suphakit73 / FreeDigitalPhotos.net

As many already know, growing a business is not always about more sales, though they certainly help. More sales with less investment of time, materials and capitol is even better. More sales, less investment of time, materials, and capitol without sacrificing the customer experience is best.

Enter your friendly neighborhood analyst. Analysts are able to see trends, suggest minor (or sometimes major) adjustments in strategy and tactics that keep the customer experience personalized and effective. The role of an analyst is one that is flexible and always being redefined by individual companies, but one thing is an absolute in relation to the role analysts’ play; they are worth their weight in gold.

Analysts have the ability to identify specific customer groups and cluster them, personalizing the customer experience. In addition to this, an analyst has the ability to further increase customer satisfaction as well as build lasting relationships with literally millions of individuals at the same time. Having the ability to speak to the needs of groups of individuals across any assortment of specified traits means giving the customer what they want with more accuracy than ever before.

Whether a company is wanting to grow their current analytical team or invest in recruiting their first full time analyst, there are challenges and rewards one should be aware of. Knowing the key factors in building a framework to measure the business justification for building on or adding an analytics program helps to insure success and put your program and company in the “best” category.

Get more digital marketing tips at the Adobe Digital Marketing Symposium on 24 July this week. There still time to register, so what are you waiting for? Register now!

Delivering Delightful Experiences

mark-henleyMark Henley, Director, Transformation and Digital Strategy, Adobe Systems

 

 

I polled a room of people recently for their best customer experiences. There was a long silence. Eventually, someone said – “I can remember my worst experience really well”. Immediately there was an avalanche of similar comments.

It’s depressing that we remember the bad more quickly than the good, because it makes the job of delivering great experiences so difficult. The net promoter score mechanism is a great quantitative measure of this. As a reminder, on a scale of 1-10, a 6 counts as a net detractor, 7 and 8 are ignored and only 9 and 10 are considered loyal or enthusiasts. Further, the total net promoter score is the percentage of detractors subtracted from the percentage of promoters – meaning a negative score is frighteningly easy to achieve (if a negative can be considered an achievement?)

The point is for each customer experience, excellence is only 20% of the available range, with the remaining 80% is neutral or negative in tone. This is why my room could so readily remember the poor experiences – by definition there are simply more of them.

Image courtesy of stockimages / FreeDigitalPhotos.net

But, there is another factor. The inconvenience, rudeness, lack of personal attention, and sheer incompetence of some experiences stick with us, and are being more sharply contrasted than ever before. Why? Because there are more truly amazing products and services emerging, more rapidly, and in more aspects of our daily lives than at any other time in history. Customer centricity driven by digital tools and processes is genuinely changing the nature of these experiences for the better.

Some examples – Apple is a classic of course. Uber and AirBnB work due to their cheeky disintermediation. Amazon is famed for their focus on the customer – manifested not necessarily in user experience, but lowest price and widest choice. High end travel innovates constantly to preserve and extend the ‘special’ factor. You will undoubtedly have your own favourites – precisely because some part of the experience was memorable in the right way, and likely unique to your customer journey.

What are the hallmarks of a delightful interaction? I think they can be categorized thus:

  1. Reducing friction of an existing and regular transaction – eg Uber, Paypal, etax (Australia). As an aside, wearable tech is going to extend low friction interactions even further.
  2. Creating a genuine relationship where the consumer cares enough to engage with the brand, due to a combination of product AND service. Part of the draw may be brand cachet too, but rarely is it the product in isolation that creates the attraction. Retail examples abound in Apple, Nike, Facebook, Harley Davidson, Cartier. It’s not just premium brands either – daily commodities can succeed in creating advocates too – Tetley tea, the Sydney Morning Herald (or South China Morning Post). These are all high frequency and high touch B2C experiences, and they drive the customer expectations of what is ‘normal’. For lower touch, and lower engagement services such as banking, finance and insurance, the customer expectations formed in retail experiences are applied indiscriminately- why aren’t all experiences as good as…?
  3. Surprise – Offering the customer or user an experience they didn’t know they wanted, often at the right time and in the right context. Google Now is doing a good job of this predictive utility behavior. Each of these mirco experiences that are clearly in the 9 or 10 range for NPS will tend to stick with us. I suspect that this ability to accurately pre-empt the customer will become a clear differentiator for brands, as long as the result is useful rather than intrusive or ‘creepy’. (A word whose definition and application is yet to be fully quantified, and seems context dependent)
  4. Interconnections: Each encounter leaves a ripple. Only when all those ripples are known can the experience work at its best. Online/offline retail, my fitbit logs, supply chain optimization for an iron ore mine – all these depend on the en-clouding of the customer state and their data. Interconnections also matter in the social sense – a good meal is improved by the presence of good company – and so a pleasing experience becomes more so when confirmed by your social circle.

Ultimately, we all crave recognition of our identity – not in the narcissistic sense, but at the deep, human level that seeks out other genuine human interactions. For too long we have had to accept impersonal best guesses as digital substitutes for relevant and useful encounters that meet both our needs and desires. Happily, that world is passing. We now have the tools, the data and the processes to make the best of each opportunity to hit a 9 or 10 rather than a 5 or a 6. Great customer experiences are within reach, and Adobe can help you on the journey toward them.

Join me at Adobe Digital Marketing Symposium where I will be covering the importance of a great customer experience and the tips and tricks to implementing the right tools to help you achieve it.

Data Management Platforms: Your Audience Matters

scott-thomsonScott Thomson, Senior Manager Industry Strategy APAC, Adobe Systems 

DMPs

Data management platforms, or DMPs, promise to be an enabling audience engine for digital ad technology and content personalization. But given all the hype around them, what can and can’t they do? What should you look for in a DMP?

Firstly, DMPs need to support easy ingestion and normalization of data from multiple sources in a secure and privacy compliant manner. Not only the myriad of internal (1st Party) data sources such as your data warehouse, CRM & onsite analytics but also a vast array of ad tech partners such as premium publishers (often referred to as 2nd Party) and other partner enterprises and data suppliers (3rd Party).

Secondly, DMPs need to be able to manage insights derived from audience activity and targeting to audiences. Based on a predefined set of audiences, DMPs need to be able to intuit look-a-like audiences and also allow the predefined audiences models to evolve as new data is on-boarded, especially in near real time.

Thirdly, and most critically, DMPs need to support integrations to multiple channels and many partners within those channels and they need to maintain the highest possible audience match rates with those partners.

DMPs aren’t just a cloud based data mart. They maintain ongoing, best practice integrations with tens or hundreds of other partners and in doing so they manage all the legal relationships & operational costs those integration incur to maintain.

DMPs also maintain the greatest audience match rates to those partners. If your partner DMP has a low match rate, say 30%, it means only 30% of the audience you worked to long and hard to create is going to be matched.

When done right, a data management platform can be the key stone of your digital marketing program – finally allowing marketers to lead with a customer-centric, rather than channel-centric, approach to marketing.

Join me at the Adobe Digital Marketing Symposium 2014 in Sydney and Singapore where I’ll cover more on what DMPs can and can’t do, how they fit into the digital advertising and personalization ecosystems and what are the best practices for deploying and managing a DMP.