Posts tagged "Asia-Pacific"

Digital marketing and analytics gurus can now get certified

Marc Gagne, Senior Director, Digital Marketing, Adobe APAC – LinkedIn

Last weeks’ Digital Marketing Symposium in Beijing was simply amazing. More than 500 marketers attended the event and Adobe announced the launch of an exciting new digital certification program for digital analytics. I’ve been heavily involved in developing this program and as far as I know, it’s the first of its kind to be designed and created in Asia Pacific, specifically to foster the next generation of APAC digital analysts.

The program itself has a rich backstory. The Adobe team is in a privileged position to travel regularly through the APAC region and no matter which country we visit, we always hear the same thing from our customers and partners; “can’t find enough data driven, digital marketers.”  We developed the program in response to this demand as well as to create an industry-standard certification that can confirm proficiency in digital analytics. We designed it specifically for experienced digital analysts, digital marketers, and online decision-makers to help them make the transition from simply managing data, to using it to derive actionable insights which can be applied to make more informed business decisions.

After putting the final touches on the program, we piloted it with help from one of our major Australian customers, Suncorp Bank. The feedback from the Suncorp team following the five-day, interactive course, was very positive and they felt much more confident about working with data, evaluating and measuring results, and applying the learnings to their strategy.

Garth Stubbin, Suncorp’s Advisor, Digital Measurement and Optimisation, said “We undertook this training to raise our capabilities in our quest to become a data-driven organization. We found the course gave us the opportunity to develop vital skills sometimes overlooked by specialists in this field. The training gave us the confidence to uncover opportunities and present insights to stakeholders across our organization.”

 Like the Suncorp team, attendees of the digital certification program will receive training on:

  • Aligning insights to business objectives
  • Planning and reporting on online campaigns
  • Understanding high volumes of data
  • Setting clear goals and assigning digital KPIs
  • Maximising the value from digital campaigns
  • Integration of digital analysis, digital optimisation and monetization
  • Optimising marketing campaign and channel performance
  • Insights from customer segmentation
  • Advanced industry vertical analysis in sectors including Finance, Media and Advertising, Retail and e-Commerce, Travel, Telco and Technology
  • Attendees will complete the course with an Adobe certificate in Digital Analytics

When it comes to data, what’s really important is what you do with the data once you have it.  This course is going to help make that process even more valuable. If you’re working in this field, take a look at the course today.

Fairfax New Zealand Dishes on Data

David Jordine, Sales Executive, Digital Marketing Suite, Adobe ANZ - LinkedIn

Nigel Tutt, General Manager – Digital Media, Fairfax New Zealand

Nigel Tutt, General Manager – Digital Media, Fairfax New Zealand

It’s no surprise that as the digital marketing industry evolves, the data that proves marketing results is becoming just as important as smart marketing ideas themselves. With this thought in mind, I was excited to attend yesterday’s ad:tech Digital Data Summit in Sydney, an event dedicated to encouraging Australian publishers, marketers and agencies to turn data into actionable insights to optimise campaign performance.

The event offered two tracks for attendees to choose from: one focusing on data and how marketers use it; and the second track providing insights into the digital advertising scene. A mix of some very lively panel discussions and individual presentations gave attendees the chance to hear from some of Australia’s top practitioners.

A highlight of the day for me, was the announcement by our customer, Nigel Tutt, who’s Fairfax New Zealand’s General Manager, Digital Media, that his organization has become the first in Asia Pacific to implement Adobe’s AudienceManager tool as its new data management platform.

The move to work with AudienceManager means that Fairfax NZ, the publisher of some of New Zealand’s most popular online news and information sites (stuff.co.nz, Computerworld, Rugby Heaven and more) will now be able to identify more specific audience sets among their broad and varied traffic. In turn, this is going to enable them to create packages and opportunities offering far more targeted offerings to advertisers across industries.

I’m going to be watching how Fairfax NZ uses this new platform with great interest. I’m also looking forward to seeing the impact this has on the smart advertisers who want to make sure their digital marketing campaigns are highly targeted and performing to maximum impact.

 

Confessions of a once reluctant Digital Marketer

Priscilla Tan, Senior Marketing Manager (Greater China), Adobe APAC – LinkedIn

Priscilla Tan (That’s me!), second from the right at the Adobe Digital Marketing Summit 2012

Two years ago, if anyone had asked me, I would have proudly said that my only connection to social media was my Facebook account. I didn’t tweet, use LinkedIn, or blog. Like many of my friends (or at least my marketing friends) back then, I didn’t see the benefit of getting involved in lots of social media sites. Our jobs were already so busy, even without us getting onto the latest “social” bandwagon and there were very few companies out there who stood out as shining examples of “digital trendsetters”.

Fast forward two years to the Adobe Digital Marketing Summit 2012 in Salt Lake City, Utah, add 4,000 marketers, and I can tell you that my perspective has completely changed.

The two days that I spent at this year’s summit have opened my eyes to new developments in the digital space, and helped answer many of my personal and professional questions. One particularly eye opening moment came when Brad Rencher, Senior VP and General Manager of Digital Marketing, Adobe, emphasized in his keynote that “The power of digital self has gone from academic to action”. I think this is a perfect metaphor to describe the way my perspective has changed towards digital and social media in recent years.

Though there are now many answers to the questions I had several years ago, there are still more questions that I think we all wonder about today. Here are three of the biggest ones for me:

  • How should a marketer or company define social media?

The answer to this is surprisingly simple. As advocated at the summit by Arianna Huffington, President and Editor in Chief of The Huffington Post, social media is like telling your stories and having a conversation with friends. Social media, as a platform, is one of the best ways that companies can begin to tell their stories, in interesting ways that invite customers to have a conversation with them.

  • What is the “digital self” that a marketer or company should project in the digital world?

At the summit, Biz Stone, co-founder of Twitter, shared his own “digital self” is his actual self. At first, it came as a surprise to me that they were basically the same. I would think the real Biz Stone would be different from the digital Biz Stone. But on deeper thought, it all makes sense. Companies and/or marketers who hope to get customer attention should be ready to project a real and authentic voice or brand image in the digital platform. And it is perfectly OK to show one’s vulnerabilities because customers can see through anything that’s less than authentic.

  • How do we define success from social media?

Biz Stone also commented on how we often define success as having customers “glued” to our social media profiles 24×7 and never leaving it. However, he said that true success is better measured by how often the customers check out our social media profile a day.

After everything has been said and done, the best advice came from Ariana Huffington when she said that as digital marketers, we need to unplug in order to reconnect again. None of us wants to be “burnt out” from too much of digital and social media. And what better way to “unplug”, recharge and learn than to be part of this Summit community of digital marketers.

Now I am a “converted” digital marketer.

This is what Digital Marketing looks like! (Photo Gallery : Adobe Digital Marketing Summit 2012)

It’s now one week since we were in Salt Lake City for the Adobe Digital Marketing Summit 2012. The event was full of great announcements, sneak peeks and thought provoking discussions. To catch up or if you couldn’t attend the Summit, many of the sessions are available to view here.

In addition to session videos, some of the best moments from the event were captured by a team or roving photographers. We’ve put together a short gallery of our favourite shots below – Enjoy!

You can check out all the Adobe Digital Marketing Summit 2012 Flickr sets here, or see the large photo gallery below.

Things that made me go “hmmm…” – observations from Day 2 of the Adobe Digital Marketing Summit

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

9.00pm – I signed off last night to head out to the Adobe Bash with ‘Foster the People’ headlining.  Took Arianna Huffington’s advice and unplugged for a few hours to engage my ‘analogue’ self – face to face with our customers and partners.  What a great experience!  Channeling my youth with some likeminded souls, we were front and right of centre stage, any closer we would have been on stage.  This band has incredible energy, talent and a base that rocked the stadium, my teeth and maybe even Nevada.

Observation # 1 – must remember – unplug the earphones… live music recharges you

8.25am – I applaud all 4000 ‘analogue souls’ who showed up on time to hear Biz Stone – @biz, co-founder of Twitter and our own Ann Lewnes sharing their insights on the #digitalself@biz exemplified all aspects of social engagement – authenticity, opinion & humour.  He shared his “secret sauce” for success…

  • In order to succeed spectacularly you must be prepared to fail spectacularly.  I love this! We can’t change the world if we are too risk averse.
  • Great ideas are obvious in retrospect… a la twitter! @biz and team are working on the next big thing, too early to announce but stay tuned…
  • If you want to succeed engage folks outside your company and discipline, they will give you a view you haven’t thought of yet.

What’s your great idea? And was it the one you thought was the smartest and brightest?

Observation #2 – entrepreneurialism is a state of mind, not a PhD – it needs smarts, a network of amazing minds and passion

5.30pm – Sneak peaks from the amazing geeks…

Great ideas come from everywhere, but do they ever get the forum or funding to be successful?

Some of our best and brightest engineers and developers bared their souls and the efforts of their sleepless nights and lonely days, watch the recordings and tweet your thoughts – you can help shape the strategy and solutions for the 3.0 world.

I have been lucky to work in technology my entire career, I love it, but it can be exhausting.  But then I catch up with friends who are Doctors and Laywers and think- thank goodness I am not saving lives or worse – not, or putting them in gaol – I love my work in technology.  I think we are in the Renaissance 2.0 – Medici would be proud.

Observation # 3 – be bold, be inclusive, engage smart minds from outside your field

If you want to stay engaged & share your thoughts – join the dialogue in our LinkedIn group

Some parting comments – thanks to all our customers, partners and friends in the media who travelled so far to join us at Summit2012!

Thanks to the City of Salt Lake – you are an amazing hostess – incredible support to all 4000 digital selves – your ambassadors and businesses have made our stay! Don’t just take my word for it, check out what our APAC customers had to say about the Summit in the video below:


9.30pm Signing off now to head to the Summit after party – Karaoke @ The Depot, I am tone deaf & the only song I have is ‘Land Down Under’…

More from the ski slopes tomorrow.