Posts tagged "Adobe"

Adobe Summit 2014: The Reinvention of Marketing

Michelle Gautrin, Senior Social Media Specialist, Digital Marketing APAC, Adobe Systems – @mgautrin LinkedIn

summit

6,500 marketers from 1,100 companies across 33 countries flocked into the Salt Lake Convention center yesterday for the first day of Adobe Summit, the biggest digital marketing conference in the world. The energy was palpable as the enormous main hall filled with brilliant minds and eager leaners. Some cool facts on the demographics for Summit 2014:

8 of 10 top internet retailers
5 of 5 leading media companies
9 of 10 top commercial banks
5 of 5 global auto manufacturers
64% of Fortune top 50 companies

To kick start the event, Adobe’s CEO Shantanu Narayen took to the stage to talk about reinvention – very appropriate, as he has led Adobe through a successful reinvention over recent years. To succeed in the digital era and meet expectations, companies must reinvent themselves and transform into a real-time customer enterprise, explained Shantanu. “At the end of the day, everything boils down to the customers. What do customers want? They want more. They expect more. And in the digital world, their tolerance for bad web experience is now extremely low, and expectations are high,” he said.

reinvention

Shantanu made an interesting point: the digital era is not the end of the creative effort but the beginning. He went even further to claim, “without creativity there is no inspired marketing strategies”. Creativity allows marketers to think outside the box, to reach our customers in innovative ways and engage with them. Adobe’s mission as a company has remained the same ‘changing the world through digital experiences’. Today, this means bringing the best of creative expression and digital insights through both the creative cloud and marketing cloud. Merging the two clouds together is where the magic happens; breaking down the barriers and turning businesses into marketing lead real time enterprise.

brad

There is never a dull moment when Brad Rencher, Adobe’s SVP of Digital Marketing presents. He continued with the theme of reinvention, talking about how digital marketing is accelerating at an alarming rate: digital trends are constantly popping up and marketers need to be equipped to respond to these changes. However, an ad hoc approach to marketing is not enough; we need to plan for the future. This is where ‘Real Time Enterprise’ comes into play; it allows us to move at the speed of digital while making sure every system is interconnected. Adobe Marketing Cloud was built with a unified vision – addressing all your marketing needs bottled into 6 key solutions.

In addition to the 6 Adobe Marketing Cloud solutions (Adobe Analytics, Adobe Campaign, Adobe Experience Manager, Adobe Media Optimizer, Adobe Social & Adobe Target), Adobe has taken it one step further with core services. Core services allows for a seamless working experience across all the solutions, ensuring that work done in any of the six major Adobe Marketing Cloud tools is now available everywhere instantly. It includes things like Profile Management, a one-of-a-kind in the industry which helps marketers harmonise their customer into one single actionable view. SAP

On top of all the excitement came another significant announcement: Adobe has signed an agreement to partner with SAP. Together, the Adobe Marketing Cloud and SAP HANA platform will enable companies to analyse huge data sets across various marketing channels and help engage customers in real time. You can read the full press releases here.

Stay tuned for more on the general session and Adobe Summit coming soon.

If you missed out on Adobe Summit, not to worry! You can catch the recording of the general session here.

Also you could attend Adobe Symposium closer to home, to be held in Sydney on 22 July and Singapore on 24 July – save the date!

Malaysia Airlines Fuels Digital Business Transformation with Adobe Marketing Cloud

Malaysia.airlines.b747-400.9m-mph.arp

Malaysia Airlines gallops its way into the Year of the Horse with an exciting digital business transformation. After spending close to a year evaluating proposals from some of the industry’s leading solutions and point product vendors, Malaysia Airlines has chosen Adobe to implement a mission-critical technology refresh.

Today,  we’re excited to announce that Malaysia Airlines will implement not only Adobe Marketing Cloud but Adobe Creative Cloud as well, making this one of the company’s largest enterprise licensing agreement in Asia Pacific. Malaysia Airlines, a leader in the aviation industry and winner of Asia’s Leading Airline at the 2013 World Travel Awards, will use Adobe Marketing Cloud to power its digital marketing and customer engagement across all the company’s platforms and brands. Firefly, MAS Wings, MAS Cargo and loyalty program Enrich are expected to leverage Adobe Marketing Cloud in the near future.

The consolidation of digital marketing platforms across the Malaysia Airlines group will take place over the next three years. The integration of off-line customer data from the loyalty program and customer call center, together with digital records and footprints, will give them access to a single holistic customer view. This will allow them to deliver a whole new level of customer experience, through more personalised and customised content, offers and services.

At the heart of the digital strategy is MAS’ website, which is a mission-critical business channel delivering a significant share of the company’s revenue every day. Through Adobe Experience Manager, Malaysia Airlines is planning to boost its brand campaign along with strong customer experience management to deliver on a consistent brand promise across both real-world and digital touch points.

Engagement via social media is also critical to the transformation, and Malaysia Airlines celebrated the milestone of 1 million Facebook fans in October 2013. Social media is becoming a key element of marketing for many brands and Malaysia Airlines is no exception.  Through Adobe Social, Malaysia Airlines wants to continue to grow engagement with customer globally via various social platforms.

The partnership with Malaysia Airlines is Adobe’s first managed services deal in Southeast Asia, and reflects how customers are looking to implement more complex solutions across whole-of-business rather than deploy point products.

It’s full speed ahead for Malaysia Airlines and Adobe.

From Sales Zero to Hero: Digital Optimisation can change your website

Scott King, Digital Optimisation Consultant, Adobe APAC – LinkedIn

For most businesses these days their website is a primary and significant sales tool responsible for a large percentage of business revenue. It is the online digital sales person of the business and it interacts with more customers each day then the best human sales person could ever hope.

Yet the vast majority of businesses operate with an online sales tool that is completely oblivious when it comes to this interaction – making it the biggest Sales Zero in the business!

Digital Optimisation is the practice of turning your businesses’ most critical sales channel – your website – from a sales zero to visionary sales hero. It does this by infusing sophisticated artificial intelligence and leveraging hard data and insights to respond to an individual users’ characteristics. Businesses that run even basic optimisation programs enjoy 10-30+% gains in online sales activity and digital expenditure. The data and insight can be utilized to measure lift and return in investment from online expenditure in real world dollar amounts.

Optimisation spans two distinct yet intimately related disciplines: testing and targeting. Testing is the process of understanding user behavior. This is achieved by monitoring the performance of different variations of content against different groups of users. By quantifying just how well a variation of the ‘default’ experience performs, you begin to answer the fundamental yet critical business questions: How effective is my digital marketing at a granular level? What is the return on investment from the digital marketing expenditure on this particular campaign or channel? What are the most valuable user groups or ‘segments’, what are the least valuable, and how can we close the gap between them? Most importantly, how can we create a better experience for our customers?

There is no such thing as bad test. Thomas Edison, the inventor of the light globe famously said when he was testing different versions of his light globe, “I have not failed. I’ve just found 10,000 ways that won’t work.” Even negative lift or underperforming experiences teach us something: they teach us what not to do. I always say that this is just as important, if not more so, then undertaking what actually works.

Targeting is the process of responding to that understanding; to deliver the right content, promotions, and experiences to the right segments at the right time. It is about connecting the user with the content he or she wants to consume, when they want to consume it.

Optimisation should be key to any business conducting online marketing. An integrated continuous optimisation program allows businesses to utilise hard data to understand how visitors (prospects!) react to different marketing campaigns, promotions and experiences and use that data to deliver targeted and meaningful content.

This optimised visitor experience vastly increases the likelihood of a visitor performing an action that is valuable to a business such as a sale, a sign-up or a lead generation.

Optimisation can provide unprecedented insight into user behavior. Different users and groups will respond completely differently to one promotion then another. Some people like green. Some people prefer blue. Some people want to research your product before they purchase. Some just want to buy and then go to lunch early.

The data provided by optimisation programs can provide valuable and sometimes surprising information about your customers purchasing behaviors. This new-found understanding can provide a wealth of information about which campaigns are effective, which products are popular with who, and which clients are interested in certain services.

Smart optimisation organisations can make informed decisions about digital marketing budget allocation and campaign prioritization creating strategic, effective long and short term tactical programs for all digital marketing efforts.

Adobe Campaign joins forces with Adobe Experience Manager to give great customer experience and drive customer loyalty

Adobe is kicking off 2014 by announcing the latest release of Adobe Campaign which will provide marketers more scale and sophistication for cross-channel marketing programs. Today’s  announcement follows momentum from the acquisition of Neolane,  the rebranding of Adobe Campaign and our new simplified pricing and packaging strategy.

In the new release, Adobe Campaign will join forces with Adobe Experience Manager allowing marketers to create a seamless and personalised customer experience. The integration will permit marketers to work from a single digital asset management repository and integrate data from both anonymous visitors and identified customers.

Adobe Experience Manager is a world-class web experience management solution, and a Leader in the most recent, relevant  Gartner and Forrester reports while Adobe Campaign is a Leader in cross-channel campaign management in Forrester. The integration of both solutions combines the best content with cross-channel customer engagement.  This means we can now deliver personalised content to each customer at the right time through the right channel, while driving customer loyalty.

Creating quality content has always been a major challenge for marketers. It’s even harder to utilizing that content within the same marketing tools. Until now,  marketers have had to work with external agencies or different organisations,  using manual processes or an external content management system, that do not allow them to execute messages or make changes easily. Now, with the integration, marketers can simply create an email, embed dynamic personlisation fields into the content, publish and execute the content across multiple channels all within a few clicks.

In addition to the integration of Adobe Campaign and Experience Manger within the Adobe Marketing Cloud, the latest release of Adobe Campaign also features:

  • Real-time marketing and scalability enhancements
  • Improvements in distributed marketing for local entities
  • Reporting enhancements for transactional messaging
  • German language support
  • More technical platform enhancements

Interested in learning more? Visit the Adobe Campaign page and check out our new explainer video. You can also check out Patrick Tripp’s blog here.

Take the Journey from Lists to Conversations

Why digital channels demand it, and your customers will love it

With its roots in direct marketing, campaign management is very mature. But just as we got good at building better and better lists, the game has changed.

This webinar will touch not only on the challenges posed by ever more fragmented paths to purchase, but will focus on what we can do about it. When the game changes, an opportunity opens up to not just adapt faster than the competition, but to provide experiences that really delight your customers at every touch point, reinventing the way you engage them.

Key Points that will be covered in this session:
• Marketing Insights based broadcasts to cross channel customer centric conversations
• The importance of trigger based and event based communication for real time marketing
• Blurring the lines between Campaign Marketing and Digital Marketing
• Technologies role changing from barrier to enabler
• What does doing it right look like : Examples and Case Studies

Date: 16 January 2014, Thursday

Time:

9.00am – 10.00am India, Sri Lanka
10.30am – 11.30am Thailand, Indonesia,
Vietnam
11.30am - 12.30pm China, Hong Kong,
Singapore, Taiwan,
Macau, Malaysia, Philippines,Perth
12.30pm – 1.30pm Korea
2.00pm – 3.00pm Adelaide
2.30pm – 3.30pm Australia (Sydney, Melbourne,
Canberra)
4.30pm – 5.30pm New Zealand

Format: Online Webinar