Posts tagged "Adobe"

Putting the Strategic back into Campaign Strategy in a Digital World

Scott King, Digital Optimisation Consultant, Adobe APAC – LinkedIn

23cf90cWe all know that digital marketing campaigns add new, incredibly powerful capabilities to traditional marketing methods due to their ability to offer a two way interaction between the marketer and consumer.

The one-size-fits-all approach to digital marketing is dead; users now expect completely dynamic, reactive and intelligent web site experiences.

However this creates an incredible challenge for marketers responsible to develop and deploy and managing campaigns in such a fluid environment.

Traditional campaign strategy methodologies are developed for one-way communication mediums such as TV, radio and print. To truly take advantage of the new capabilities afforded by two-way digital experiences new methodologies must be developed and applied.

This same approach is just as powerful in the digital marketing world. But smart digital marketers know that they can augment the traditional method of segmentation strategy with a new age understanding of user behaviors and variables to deliver even more specialized and targeted campaigns.

To this end I have been experimenting with a new methodology I call User Intent Scoring. It is designed specifically to address the challenges digital marketers face when developing tactical campaigns and provides a structured approach to developing campaign strategy and road-maps.

User intent scoring is the measure of a digital marketing campaigns effectiveness based upon the level of insight into a user’s intent strength as it relates to the campaign delivery and additionally accounts for the factors frequency and recency of the intent.

To best understand user intent scoring let’s look at some practical examples.

Let’s say you’re a customer of a financial institution and you perform a search for a specific product, let’s say “high interest credit card” you’re telling the digital marketer at a very granular level what type of product you are looking for. You are giving them a strong intent. Conversely if you simply searched for “credit card” the, now the insight you’re providing isn’t as strong and the marketer needs to apply a greater level of presumption.

This can be illustrated like so:

Search keyword targeting is the most powerful digital campaign in the world. It is the reason that Google is the most powerful advertising business in the world. However this simple digital marketing campaign is often overlooked in our own campaign strategy because it is not effectively scored or prioritized against less valuable campaign types.

Let’s examine at another digital marketing campaign type, category or product affinity. Perhaps you’re a business women looking for a new suit, you visit your favorite on-line fashion retailer’s home page and you’re presented with a 10% discount on men’s suits. You then browse to the Women’s category and browse around this category and view a several suits. You then return to home page only to receive the same promotional discount on men’s suits that you saw earlier. Due to your browsing habits you’ve actually told the digital marketer that you’re female and thus the promotion on men’s suit has no relevance for you, the website has failed to optimize the and personalize the experience for you and missed a value interaction opportunity.

Category affinity is another powerful digital marketing campaign but again it is often looked over as it is not scored or quantified as a powerful campaign type. By prioritizing campaigns using User Intent Scoring not only can digital marketers ensure they are launching and sustaining the most effective campaigns they can also ensure that the most effective and relevant campaign is delivered to the user.

Let’s look at a final example. In this scenario you are a customer of a large Telecommunications company in need a new mobile phone. You arrive on the home page of your telco and receive a promotion for a new iPhone, however you are an avid HTC and Android advocate. You perform a search for “Android” and you are presented with options for the various Android based Samsung or HTC handsets. You click on the HTC offerings and review a few options. You decide to come back to the site after pay day and buy the latest HTC. When you return a few days later the home page is optimized with an Samsung promotion based upon the earlier search you performed. However the marketer has failed to take into account the category or product affinity of the HTC handsets you looked at.

 

The Factors of User Intent Frequency scoring

The first factor of User Intent Frequency scoring is Presumption. The greater the level of presumption applied to the campaign the less the strength of user intent.

The second factor is the frequency of the behavior, how many times has a user exhibited the particular behavior. For example has a user on a banking web site visited the high interest credit card section five times but only visited the reward point card once we can determine a greater affinity toward the high interest card.

Finally we factor in recency that is how recently the user exhibited the behavior. If a user looked at a credit card five times a month ago but today they are looking at a reward point card then they are more likely to have an interest in the more recent item, but don’t discount the previous behavior, instead it should be weighted with a lower priority.

In summary, User intent is a key component for consideration when developing digital campaign strategy. Different campaigns leverage different levels of user intent and it’s important to quantify the level of user intent available during your optimization campaign development process.

APAC Digital Marketing Performance Dashboard 2013: Content & Data

In this episode of the APAC Digital Marketing Performance Dashboard 2013 video series, Paul Robson from Adobe and Liz Miller from the CMO Council discuss the the importance of content and data for marketers.

Interested to find out more about APAC Digital Marketing Performance Dashboard 2013? Check out the links below:

Download the complimentary executive summary

View the Digital Dashboard Infographic

Follow the latest on twitter via #APDash

APAC Digital Marketing Performance Dashboard 2013: 2012 vs 2013 Comparison

The second annual APAC Digital Marketing Performance Dashboard 2013 is joint research by the CMO Council in partnership with Adobe, measuring the state of digital marketing performance and maturity across  APAC.

In this episode, Paul Robson from Adobe and Liz Miller from the CMO Council discuss the 2013 findings compared to the 2012 survey results. Find out how the digital marketing landscape has changed in the past year:

Interested to find out more about APAC Digital Marketing Performance Dashboard 2013? Check out the links below:

Download the complimentary executive summary

View the Digital Dashboard Infographic

Follow the latest on twitter via #APDash

New research reveals Greater China’s digital marketers are poised to take digital marketing to the next level

Paula Parkes, Head of Marketing, Digital Marketing Business, Adobe Asia Pacific – LinkedIn @Keywebird

PaulaThe release of the second annual Adobe Digital Marketing Performance Dashboard reports that Asia Pacific marketers are gaining in digital confidence – is this the case for Greater China where the digital dynamics are unique?

 

 

China

In fact, not only are Chinese marketers convince that digital is a path to competitive advantage, 97% of Chinese marketers, compared to 81% last year, said they were putting their faith in the business benefits of digital marketing. Respondents from China are telling us that they’re ready to bring digital marketing to the next level, learning more about how to apply measurement and analytics to build stronger business cases to encourage more investment.

Much like the rest of APAC, where social optimization and content strategy are main priorities in digital marketing, China has taken it a step further with 90% of respondents stating that social networking and gaming is driving digital adoption, which was the top response for this question in all of APAC. The success and popularity of strong players such as Sino Weibo and Tencent WeChat demonstrate the potential for social networking to help marketers engage customers in China. In addition, China’s marketers will be placing particular emphasis on mobile relationship marketing (60% versus 25% of regional average), a response which is consistent with the high levels of mobile adoption among China’s customer base.

Even though 77%  of Chinese marketers  spend less than 24% of their total marketing budget on digital marketing, which is about the same as the regional average of 71%, Chinese marketers are more positive about their chances of boosting investment in the future. 40% of Chinese respondents are planning to increase their budget to align with or even exceed the global average in 2014. It will be interesting to see if this confidence brings the desired results.

On the other hand, China lags behind the regional average regarding measurement and analysis. Up to 27% of respondents are not measuring the results of digital campaigns and initiatives at all.  Of those measuring their results, 57% of respondents confirmed they are using marketing analytics and reporting technologies. Although it increased from 33% in 2012, this is still far behind the regional average of 80%.

 

Hong Kong

Unlike confident China, HK marketers showed lower confidence in their digital capabilities compared with the other APAC countries. This could be a reality check after embarking on more complex and sophisticated programs in the last twelve months. However, they are still optimistic and interested in digital marketing with 84% of respondents believe Digital Marketing can open up new channels of engagement & commerce (double last year result and much higher than regional average of 60%).

In China, social networking and gaming drove digital adoption. The case is very different in Hong Kong, where half of marketers admit that competitor use of digital marketing technologies were one of the key drives for them to adopt digital marketing. Hong Kong marketers definitely see the benefits of social networks with marketers shifting their budgets to focus on social media community development (47%) and social media advertising (38%), but their innate competitive nature to get ahead of the competition is essentially what drives their decision to adopt digital marketing.

In addition, while budget limitation seems a significant challenge across APAC (51% on average), 38% of Hong Kong marketers did not recognise it as the biggest obstacle, yet half of them (50%) agreed they are facing challenges in limited training opportunities for staff to gain skills & limited digital agency capability.

 

Next Steps for Greater China marketers

Budget and talent are keys to APAC digital marketing development. Most Chinese marketers are considering shifting more resources to digital marketing next year, especially focusing on social networking and gaming.  Observing the better developed digital markets in APAC, we’ve learned that 19% of Australian marketers and nearly 7% of Singaporean marketers are now utilizing data for crucial business differentiation, compared to 4% and 2% respectively last year. The results imply that big data and analytic insights are indeed the crucial. Becoming more adept at handling and leveraging insights gained from big data, will be a critical step for taking Greater China the next step forward.

 

Interested to find out more about digital marketing in Greater China? Check out the links below:

Download the complimentary executive summary

View the Digital Dashboard Infographic and see Hong Kong & China’s results


Indian marketers are ready to adopt and integrate digital marketing in their businesses

Umang Bedi, Managing Director, Sales & Marketing – South Asia Adobe – Linkedin 

Mr Umang Bedi, Adobe Systems India (315)Today we released the second annual Adobe APAC Digital Marketing Performance Dashboard in India, a study done by the CMO Council in partnership with Adobe.  A six-month in-field program comprising quantitative and qualitative surveys, the study benchmarked the levels of adoption, traction and success of digital marketing in Australia, Singapore, Korea, China, Hong Kong and India. 276 senior marketers from a range of industries took part in the study including 43 respondents from India.

“Today digital marketing is a boardroom-level conversation which means marketers are dealing with the expectation that they can justify the return on investment on marketing budgets and show results. The dashboard reflects the changing dynamics that Indian marketers are witnessing today – a big shift is seen in the how the marketers have progressed over this one year in this space. Over 80% of marketers are using analytics and reporting technologies for better understanding. Challenges in terms of finding the right skill sets remain; however, Indian marketers lead the APAC region in terms of their growing confidence in their skill sets”.

Here are some findings for India:

Digital marketing has seen massive progress in India in these last 12 months in terms of understanding, readiness and adoption.100% marketers in India now believe that digital marketing can create competitive advantage for their company, helping them create a more customer centric organization, helping with brand differentiation and building greater customer affinity and attachment (45%). This is a major shift from 2012 when less than 20% believed it to be able to do so.

Cost-efficiency, effectiveness of these channels and their ability to deliver better ROI is considered the top driver (75% marketers believe so) for the adoption of digital marketing, followed by size and appealing demographics of internet population (72% marketers believe so). Other drivers include ability to better engage and activate audiences, and proliferation, appeal, and capability of mobile devices (60%), followed by better campaign analytics, insight, and accountability; customer preference and digital dependency;  social networking and gaming account – ~50%

The percentage of marketers spending over 50% of their budgets in digital marketing has also increased substantially; from 2% in 2012 to 22% in 2013.

Social has been a clear priority for marketers this fiscal year, followed by increasing and improving paid search and online display advertising; and customer listening, feedback, and community. In terms of spend, 75% of marketers have been allocating their digital marketing funds on websites (content development and performance optimization), SEO and SEM, social and email.

A notable shift between 2012 and 2013 is the increase in the number of marketers indicating that the CMO or the dedicated head of marketing is the lead of digital marketing. Today, Indian marketers enjoy the support of senior executives in their organization. However, for 40% of respondents, their digital marketing strategy is developed and executed from global head office and for 20% it is localized and executed in APAC and country level. There is opportunity for Indian marketers to increasingly localize their strategy at a country level.

Budget limitations, making a business case for digital marketing spend and developing a comprehensive strategy for Indian markets continue to be a challenge with each of these points rated at 50%. While asking for funding, a marked shift is that more marketers are looking at assessing overall needs and presenting business case. They are increasingly relying on parameters like customer data on digital media consumption preferences and patterns, analytics on generating customer leads more effectively and overall strategic assessment of potential business impact and contributions (50% each). However a good proportion of marketers feel their current ability to measure the value and ROI of their digital marketing spends is “Getting Better” or “Needs Improvement”.

Interested in finding out how else Indian marketers fared in comparison to the rest of the APAC? Check out the links below:

Download the complimentary executive summary

APAC Digital Marketing Performance Dashboard Infographic