Posts tagged "Adobe social"

A New Era of Customer Interaction: Great Eastern selects Adobe Marketing Cloud to Power its Transformation Digital Strategy

Stephen Hamill, Director of Adobe Marketing Cloud for SEA – LinkedIn @stephenhamill

Great Eastern, the oldest and most-established life insurance group in Southeast Asia is embracing the digital future with the implementation of Adobe Marketing Cloud.  Adobe’s comprehensive digital marketing solutions, driven by powerful data analytic capabilities will provide Great Eastern with a key competitive advantage and usher a new era of customer interaction.

Great Eastern is among the first companies globally to implement all five digital marketing solutions, rolling out Adobe Analytics, Adobe Target, Adobe Experience Manager including Scene7, Adobe Media Optimizer, and Adobe Social.

In the highly fragmented and noisy digital world, a key solution to standing out from your competitors is through delivering targeted and relevant content to your customers. This is what Great Eastern plans to do with the help of Adobe Experience Manager. A personalised online experience for customers can be created based on better insights as to their needs and expectations. By customising relevant information to individuals, customers will have an even stronger relationship with the brand and will be more satisfied.

Another highlight of the implementation will be the introduction of Adobe Media Optimizer, the industry’s first fully integrated digital advertising platform that delivers cross-channel ad management, optimization and forecasts across search, display and social media campaigns for peak return on investment. Great Eastern is looking to use Adobe Media Optimiser to analyse how their online advertising campaigns are performing in real-time and be able to efficiently adjust and optimise their strategy, so as to ensure they deliver return on investment.

Great Eastern will also make use of Adobe Social to manage and optimize their latest social engagement campaign on Facebook launching July 15. The Live Great Challenge is a fun campaign aimed at supporting consumers to make small lifestyle changes which will have a great impact on their well-being.

The solution implementation has begun and will continue in the months ahead. Great Eastern is embracing digital strategies that bring value to customers as well as give it that valuable edge over its competitors.

Driving profitable social relationships with Adobe Social 3.0

Amy Robson, Social & Media Optimizer Specialist, Adobe Marketing CloudLinkedIn

NAmy Robsonext week is the Adobe Digital Marketing Symposium, where the widely anticipated  launch of our all new Adobe Social will occur.

Packed with an array of new features and further integration with the Adobe Marketing Cloud, we’ve focused on improving the way marketing teams collaborate, utilize social data, and build personal relationships with customers at scale, all on our new tablet first UI.

Big data is a hot topic for digital marketers and social marketing is not exempt. I think Nate Elliot from Forrester put it nicely when he said, “Every day, huge numbers of people tell us what they like by voting for things, reviewing things, and engaging in other online social interactions. All of these behaviours add up to what we call a “database of affinity”: a catalog of people’s tastes and preferences, collected by observing their social behaviours.” But how do we utilize all of this social content to build brand affinity?

Building brand affinity is becoming increasingly difficult with the proliferation of social networks and the amount of content needed to engage with fans.This highlights the need for a solution to collect and aggregate all aspects of social data such as conversations to understand how people are talking about your brand, engagement metrics to understand how customers are reacting to your content and conversion metrics to understand the business impact. This is where Adobe Social really stands out, enabling social marketers to understand what their customers want and how to engage with them to drive profitable social relationships.

I’m personally very excited about Adobe Social 3.0 with its integration into the Adobe Marketing Cloud improving collaboration and workflows so digital marketers can get from data to insights to action, faster and smarter than ever before!

At Symposium we’ll have a sneak peak at Adobe Social 3.0 as well as some great tracks around driving business impact from social marketing and best practices for owned and earned social media.

So don’t forget to register if you haven’t already, as we are close to reaching capacity!

To register for the Sydney Symposium on July 16th click here.

Adobe Summit 2013: Voices from the Floor

Siva Ganeshanandan, Director of Adobe Marketing Cloud for Asia Pacific, interviews APAC customers and delegates at Adobe Summit 2013, the Digital Marketing Conference.

 

Join us in Sydney and Singapore for the Adobe Digital Marketing Symposium 2013! Register here to receive an invitation.

Welcome to Adobe Summit – Day 1

Anne Russell, Digital Marketing Manager, Adobe ANZ – LinkedIn

Summit 2

I can’t believe I’m back again at the Adobe Summit, the Digital Marketing conference exactly one year later, where a multitude of top thinkers and leaders are coming to continue to innovate and push boundaries in digital marketing. Time flies when you are having fun and technology has certainly continued to take off! Digital marketing seems to have taken a life of its own in the last year; maybe not quite as speedy as the fall from outer space by Felix Baumgartner – one of the amazing luminary speakers due to speak tomorrow at Summit, but still the digital marketing tools continue to evolve to better serve marketers today.

With over 5000 attendees coming from all over the world (27 countries present and 120 just from the Asia Pacific region), Adobe is definitely demonstrating fast technological developments and strong leadership. I am not referring to the stratosphere but to the Digital Marketing space which has come a long way and now definitely seems to catch the attention of many of today’s seasoned marketers and analysts.

During this morning’s keynote, Brad Rencher, Adobe’s Senior VP of Digital Marketing together with his core Product Team shared through great story telling on the theme of “the last millisecond” the Adobe Marketing Cloud’s new technological enhancements to help marketers make, measure, manage and monetize their campaign content. One of the issues experienced by marketing campaign teams worldwide is that it can take many days or sometimes weeks to get a campaign out of the door. The many email exchanges and comments back and forth cause delays to marketers in delivering relevant content to their customers.

Summit 1

In order to make marketers more agile and allow the content, analytical, social team and web teams to work seamlessly and more efficiently, Adobe’s new Marketing Cloud now includes a new touch-based user interface bringing business data collected from your company’s online marketing campaigns and allows your teams to collaborate in the cloud for timely changes and faster approval processes. This also helps CMOs gauge the results and success of their marketing spending faster.

For those customers who have witnessed some of Adobe’s various technology acquisitions over the last few years, such as Day Software and Efficient Frontier and who knew of the Adobe Digital Marketing Suite, Brad Rencher and his team have simplified and re-branded it in five key solutions under the Adobe Marketing Cloud:

Adobe Experience Manager that now includes responsive design, social communities and a stand-alone digital asset management to help customers change their websites faster.

Adobe Target pulls data from the Marketing cloud to deliver one-click targeting for better personalisation.

Adobe Social now seen as the next generation buzz marketing tool with social campaign attribution and predictive publishing that interprets data from social marketing campaigns across mobile devices.

Adobe Media Optimizer upgraded to help marketers manage their budget spending towards search, display and social media.

Adobe Analytics pulls data from the Marketing Cloud to allow for on the fly segmentation shared across the cloud.

As well as attending great sessions today, I have also had the pleasure of networking with customers and based on today’s interactions but also on what many customers are doing around the world, it is clear that many organisations are very much embracing Digital marketing tools. As an example Dupont, one of the world’s largest manufacturers in the world is busy rolling Adobe CQ, across its 12 different business units to allow for better content, greater interactions across its different units and better digital experiences for its customers. The digital team is making the most of Summit to continue its digital journey

Condenast uses the power of analytics every day to deliver better targeted content to its customers as is Fairfax in Australia. We are also seeing large banks such as NAB investing in the Adobe Marketing Cloud. Top companies such as Coca- Cola, Barclay Card, Sony Electronics and Hyatt are here in Utah for the whole week to share, learn and amaze us with what can be done in the digital marketing space.

After a full day of interesting conversations, I better go and watch the Black Keys concert that Adobe has organised tonight for all Summit attendees- I can’t wait! See you all tomorrow for more exciting times.


10 Snake Themed Digital Marketing Predictions to Celebrate the Chinese Year of the Snake!

Siva Ganeshanandan, Director, Adobe Marketing Cloud, APAC – LinkedIn, @sivagatwork

It’s the Chinese year of the snake…and here are my predictions for what will be happening in the world of the Digital Marketer in APAC – with a snake theme.

 

 

 

1) Venom: Big Data in the Hands of the Marketer

Big Data is still today, focused on transactional systems – sales data, booking data, phone usage data etc. There is a lot of high signal to noise ratio that these systems like, but they are still too slow and inflexible to allow a data query conversation:

>Do customers with a higher NPS spend more with us?
Wait a few days, to build a new cube and run through the data.
>Yes – promoters spend 25% more than detractors and neutrals.
>Ok – can you break down neutrals and detractors? Yes, 30% less and 20% less.
>How often do the promoters transact with us?

Before you know it, before you have something you can use – a month has gone by.

Then if you throw in marketing data – you are really in trouble. There is a high noise to signal ratio and many ‘Big Data’ solutions are not great at handling this.

In reality however, the combination is where the power is.  Think of this example: Based on this loyal customer’s previous bookings, I should give him a promotion on flights to London in the lead up to Christmas. This is based on years of behavior shown on my frequent flyer program. But if, before logging in, the customer spent 5 minutes on my destination guide to Bali, and did some search for flights to Bali around Christmas time, that is a stronger indicator of intent.

Bringing the two sources of data together is critical, and customer insights departments are starting to see the value of behavior data (and of combining it with their Data Warehouses).

Big data will start to deliver insights that move the marketing needle.