Posts tagged "Adobe social"

Getting ROI from your 2013 Digital Marketing Investment

That was the underlying theme of Adobe’s Digital Marketing Forum that was held last week in Singapore. Regional experts Ali Bullock, Head of Communications for World Wildlife Fund Hong Kong, Damien Cummings, Regional Marketing Director, Digital and Social Media for Samsung Asia and Marco Ryan, Managing Director ASEAN for Accenture Interactive were the highlighted guest speakers and shared a wealth of anecdotes, insights and words of wisdom. We also heard from Adobe’s Marc Gagne, Senior Director Digital Marketing, APAC, Nicholas Smith, APAC Chanel Sales Manager,Siva Ganeshanandan, Director, Digital Marketing Suite APAC and Julie Cleeland Nicholls, Director of APAC Communications

Marc Gagne kicked off the event by discussing the concept of ‘the digital self’ and how our avatars help marketers to better understand consumers wants, needs and desires like never before. This allows companies to create a highly personalized experience, deliver uniquely targeted advertising and gain a deeper understanding through analytics and data.

Damien Cummings then took the stage to present on Samsung’s LASER digital strategy. He explains how marketing has gone beyond campaigns into an “always on” framework for marketing, integrating social media into everything the brand does and the challenges around implementing e-commerce for Samsung who has a strong retail go-to-market strategy.

Is 2013 the year of mobile? Nicholas Smith certainly thinks so, and he shared the latest mobile marketing trends in APAC and explained how getting mobile strategy right can make it the glue between the digital and the physical worlds.

Being able to predict the returns on your advertising spend changes how you allocate your budget. This information is pivotal to marketers and Adobe’s Siva Ganeshanandan took us through the new technology on offer that provides the capabilities to do this.  WWF’s Bullock followed and shared his insights into the best social marketing strategies to increase returns on engagement and build value. Ali also talked about Adobe Social and how it has been a critically important in managing his social communities first at Cathay Pacific and now at WWF.

ASEAN is the place to be for digital marketers due to abundance of opportunity: so said Marco Ryan in his closing keynote for the event. ASEAN has the highest penetration of Digital Natives in the world, the highest availability of mobile devices and an appetite for social media and online gaming which makes this region a treasure chest of opportunity for digital marketing!

The event finished with an interesting and engaging panel discussion with our distinguished guests speakers, Adobe experts and digital marketing peers as they shared their insights, experiences and best practices around digital marketing strategies and tactics.

Panel discussion (from left to right) with Marco Ryan, Nicholas Smith, Ali Bullock, Damien Cummings and Siva Ganeshanandan.

With over 130 delegates in attendance, interesting case studies and insights were shared and exchanged.  Be sure to look out for the event next year and sign up early as seats are limited.

Please feel free to email or leave a comment if you are looking for further information about the event or Adobe products, we’d love to hear from you!

Acer gets popular on Facebook!

In this digital era, where social media is becoming an integral platform for engagement with consumers, companies around the world are looking to optimize their social presence. The challenges companies are facing is driving membership’s growth, delivering ongoing engagement and generating awareness on new products and campaigns through multiple channels. These challenges are amplified in regions like Asia, which is so richly diverse in culture and language.

With Facebook still taking the lead as the number 1 social platform in the world, Acer, like many other brands, hoped to leverage the enormous Facebook global community base to increase its mind share and market share. They succeeded: discover how Acer leveraged Adobe Social and Multi-channel Advertising Technology to increase its US Facebook fan base by 10 times! Adobe Digital Marketing Suite acts as an all-encompassing and comprehensive digital marketing solution. From content publishing and management to integrated paid media optimization and the underlying analytics to give you insights to optimize customer experience in real time.

Read on to learn how Acer used the Adobe solutions to drive awareness and participation in its sweepstakes competition while boosting follower acquisition. Just click on the link below and register with your contact details.

http://bit.ly/ODZMXb

 

Is your brand smashable?

Imogen Riley, Digital Marketing Senior Manager, Adobe APAC – LinkedIn @IERiley

My team and I recently attended Martin Lindstrom’s symposium, Brandwashed. Martin had my attention from the get go – his ability to engage the audience for an entire day was incredible! He takes you on a journey into consumer psychology and challenges you to think outside the box.  Here are the key takeaways I took from the event and hopefully give you some actionable insight on ways to boost your brand.

1)      The brain acts irrationally – Martin begins by explaining how we act irrationally and are ruled by emotions. Did you know 15% of what we do daily is rational compared to 85% which is irrational? Therefore businesses cannot assume their consumers behavior without extensive research.

2)      Smashables – Would your consumers still recognize your brand if your logo was removed? Martin’s concept of ‘the smashable brand’ was a real eye opener. He explained how businesses have to own every aspect of their brand. By this he means a whole range of related elements, sound, shape, colour, a word, an icon and so on. For example, Coca Cola can still be recognised if you remove its logo just by the shape of the coke bottle. Apple is associated with the apple icon, the ‘i’ naming series and many more instances.  Google owns the word ‘search’ – when a consumer goes to search something online, they almost always go to Google (so much so that people say ‘google it’ instead of ‘search it’). So, is your brand smashable?

3)      Word – of – mouth – Never underestimate the power of word-of-mouth marketing. It can be your most useful or detrimental tool – use it wisely and effectively. “It takes a mere 5% of ‘informed individuals’ to influence the direction of a crowd of up to two hundred people” according to Professor Jens Krause from Leeds University. Identify your key influencers: who are your 5%?

4)      Generation-to-generation Branding: Did you know that 65% of our adult brand choices come from our parents?  If this is the case should we then relook at our target group? People tend to remember their past in a positive way and associate certain sound, smells and taste with it – clever brands can leverage this to tap into their consumers’ nostalgia for the past.

5)      Gamification – We are entering the era of games. Brands are capitalising on the concept of games and using it to drive consumer engagement. How can your brand incorporate a gaming aspect?

6)      Contextual Branding & Customisation – in the future everything will be customised. In this highly competitive environment, brands need to offer a customised experience to customers, either through website content, promotions, product selection or so on. Brands must understand their customers and their social interactions in order to engage them. Technologies such as Adobe Social allow brands to have full visibility into their customers’ social interactions and behaviours and respond to them appropriately.

7)      Have a mission in mind– Clarify your mission to your customer and employees. A mission will create a vision which in return will generate passion. Think about what you are selling, what the benefit is and what the added value is. This will then clarify and simplify your message. For example, Adobe’s mission is: To transform the world through digital experience’. What is your statement?

Get into the minds of your consumers! Go out, interact with them, conduct research, and understand their needs. Talk to them on social media and listen to what they are saying. The more you understand your consumers and how they view your brand, the better you become in responding to their needs and the more you will grow. Feel free to leave your comments and questions.

Facebook and The Huffington Post Headline Day 1 of the Adobe Digital Marketing Summit 2012

Imogen Riley, Digital Marketing Senior Manager, Adobe APAC – LinkedIn @IERiley

 

What a great start to the Adobe Digital Marketing Summit in Salt Lake City this week. Over 4000 Digital Marketers, Advertisers and Publishers from around the world, including 90 delegates from Asia Pac representing China, Korea, Taiwan, Hong Kong, Singapore, India, Australia and New Zealand – up from just 5 customers attending 2 years ago, which to me signifies a massive shift and focus on digital in APAC.

This is my 3rd year attending Adobe Digital Marketing Summit and every year it’s been a quantum leap in terms of the content and the incredible new solutions delivered to drive ease, efficiency and effectiveness for digital marketers.  Two major highlights for me today were the new Adobe Predictive Marketing and the new Adobe Social Marketing solutions. The comment I overheard most, “when can I get it?”  If you were one of those people, you’ll find much more here

Social is a major focus at this year’s summit, and this resonated in two of today’s keynotes. Facebook VP, Grady Burnett, shared best practices for businesses embracing Facebook, with key advice that ads can become stories and several examples of key companies leveraging Facebook really well – Starbucks and American Express.  You can read more about how Amex are doing it here

Ariana Huffington, President and Editor in Chief of The Huffington Post, closed out Day 1 discussing how social has changed the world of publishing and provided guidance on how to engage responsibly.  Social brought the great conversations from the offline world online and extended the conversation through active engagement and commentary. It can change the world, as seen in Tunisia and Egypt, but it can equally distract us or be negative.  We need to engage responsibly, and the key to success here is ensuring our core values as a brand and an individual are in the DNA of our social engagement and commentary.

We have been in a period of adolescence with social – staying up too late, consuming too much “junk food” content.  Now in our grown up social lives we are embracing a more curated approach.

Ariana’s parting advice – take the time to unplug, disconnect and re-charge.  People who are sleep deprived may still be smart but not so wise.  Take the time to re-connect with your wisdom and thrive.

For more detail on the keynotes, see my colleague Anne Russell’s blog post and www.CMO.com. You can also follow us on twitter #Adobesummit

Signing off now to head to the Summit concert with Foster the People!