Posts tagged "Asia-Pacific"

Biz Stone and Adobe Social get down to business on Day 2 of the Adobe Digital Marketing Summit 2012

Anne Russell, Digital Marketing Manager, Adobe ANZ – LinkedIn

Following on from yesterday’s excitement at the Adobe Digital Marketing Summit, I found the second day’s content to be just as rich and interesting as the first.

The day centred on Adobe’s key technology and marketing experts, including John Mellor, VP Strategy & Business Development, who, collectively, shared some of the impressive technological advancements in the world of digital marketing.

We were also very lucky to have Biz Stone, one of the founders of Twitter, at the event providing his views on the ‘Digital Self’ – (a concept I touched on in my blog post, yesterday). Stone’s view is that the ‘Digital Self’ isn’t solely defined by individual employees of a company, but also through the products of a brand and the multiple interactions linked to a particular business.

For example, the Adobe Summit as of today had become its own “Digital Self” – with over 6000 tweets shared in the last 48 hours! We can instigate the ‘Digital Self’ but we cannot create it; it creates itself. External factors, like how people will actually use your products/technologies and what they say about them will actually define your organisation. In this sense, a brand cannot choose its ‘Digital Self’.

So the question is: are you influencing it? I have personally been very engaged in the Summit these last 2 days using Twitter to share my excitement with my followers so I guess that I have influenced the Adobe Summit’s ‘Digital Self’ and I will continue to do that in my every day Adobe life.

In addition to the above concept, Biz had two other pieces of advice to share with the fellow marketers in the room:

  • In regards to privacy, if you are not 100% comfortable about sharing your content or data across social media platforms, then don’t. You must define your own boundaries.
  • On developing social strategies, a strong recommendation from Biz is to speak and engage with your customers in a most humanly manner as possible. Don’t reach out to them as if you are writing press releases and it is acceptable to show your vulnerabilities. People will appreciate your reaching out to them, even if it’s not perfect.

Following the 45 different breakout sessions throughout the day, I and many other delegates were treated to a very special closing keynote session: an amazing Sneak Peek session, showcasing new Adobe technologies by Adobe’s best Product Developers, including Cathi Kwon, Abishek Pani, John Bates, Cedric Huesler, J.D Nyland and many more. These may never be publicly available (which would be a total shame!) however, the aim of the session was to showcase what’s possible to the delegates.

 

These incredibly hard-working and inspiring individuals showed us the following sneak peeks:

  • Tweet2Win – to help you manage twitter contests
  • Project Navigator – for guided analytics
  • Social Connect – for simplifying social targeting
  • Admania – for better ad segmentation
  • Primetime – for real-time video clips and ads via Auditude
  • Pinsanity – for deeper analytics and better engagement
  • Geo Fencing – clever segmentation targeting
  • Sweetlanding – for faster campaign landing pages creation
  • Fortune Teller – the next generation sentiment guidance

My three favourites were Geo Fencing, Primetime and Fortune Teller, although all of them were very clever. What an awe-inspiring day from Adobe today. Over 4000 delegates were busily moving from one session to the next, and I must admit that I have greatly benefited from all the spontaneous conversations and networking this event has brought. Thank you to all the amazing speakers and everyone for organising such an impressive event. I look forward to coming back to next year’s Summit in 2013!

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!

Voices from the floor: Day 1 of Adobe Digital Marketing Summit 2012

Anne Russell, Digital Marketing Manager, Adobe ANZ – LinkedIn

What an exciting first morning at the Adobe Digital Marketing Summit 2012 in Salt Lake City. I am thrilled to have been able to attend the introductory keynote, led by Brad Rencher, Senior VP and General Manager of Digital Marketing, Adobe, and other great speakers, including our CEO, Shantanu Narayen, our CTO, Kevin Lynch, and Facebook’s VP Global Solutions, Grady Burnett. There was lots of engaging discussion today, but main themes focused on the concept of “your digital self”, as well as content personalisation and predictive marketing.

Everyone has a “Digital Self” out there in the online space, and each of us potentially represents a highly valuable customer to businesses with an online presence. When I go online, I much prefer to see relevant ads that engage me as a consumer, rather than generic ones that aren’t tailored to my needs. Brad Rencher reinforced the concept that ‘personalisation matters’. This has been a recurring topic recently so it was interesting to explore how this is evolving.

Dynamic, personalised and engaging content drives today’s consumers to take action, and marketers must be able to deliver and optimise this in real-time. However, for this to be effective you must be able to understand the core data and analytics across personalised experiences, advertising, publishing and social marketing. Shantanu’s view is that technology is most powerful when it is used as an enabler, and today we definitely have access to marketing technologies that enable this understanding.

If there is one thought I can leave you with from today, it is that based on this morning’s exciting announcement about the new releases of the Adobe Predictive Marketing Solutions, CQ5.5 and Discover 3, I think marketers are in for a treat when it comes to enabling them to take control of their data and drive the most relevant content as well as analyse the data that will help them make better marketing investments.

I don’t know about you, but I’m highly excited to be a marketer in today’s digital world!

See you tomorrow morning for a second day of exciting information sessions!

Here come the Digital Marketers

Julie Cleeland Nicholls, Senior Group Manager, Corporate Communications, Adobe APAC – @jcnsingapore, LinkedIn

This week, the peaceful streets of Salt Lake City in Utah will be filled with the buzz, energy and general craziness that can only be generated by more than 4,000 marketers, advertising executives, digital communications and social media leaders. They’re converging to attend the annual Adobe Digital Marketing Summit, and among them will be more than 80 marketing leaders and strategists from across Asia Pacific, including representatives from China, Hong Kong, India, Taiwan, Australia, New Zealand, Korea and Singapore. This is the largest attendance at the event from APAC to date, and it shows how marketers in our region are taking the emergence of digital marketing very seriously indeed.

I’m excited to be attending. I manage social media strategy for Adobe in Asia Pacific, and the last 18 months have been a steep but absolutely fascinating learning curve. I’m especially looking forward to hearing from keynote speakers including Twitter founder Biz Stone, and Arianna Huffington of the renowned Huffington Post. Our own Adobe SVP of Digital Marketing, Brad Rencher, will present his thoughts on ‘The Power of the Digital Self’ and that’s another highlight for me. But in addition to listening and learning myself, together with several of my colleagues from across APAC, I’ll also be posting and sharing updates from this leading-edge forum for our communities across the region.

You can follow what’s happening at Summit on these social media links:

Stay tuned – it’s going to be a big Digital Marketing Week!

South Korea’s Digital Marketing: Donald Trump Or Sean Connery?

Siva Ganeshanandan, Director, Digital Marketing Suite, Adobe APAC – @sivagatwork

The first time I looked at Alexa it was 2000. I was living in London and I got a bit of a shock that the number one website in the world was not Yahoo!, but in fact Daum. I was already looking at moving to the APAC region, so had heard about South Korea’s online penetration but this really shocked me.

After I moved to the region, I was in South Korea a fair bit to visit customers and learn more about the market. It was immediately obvious that the internet industry there was a true global leader. Fast forward by 12 years and, while South Korea leads the world in many areas, much of that early promise at the turn of the millennium was not fulfilled.

First let’s look at the positives.  South Korea continues to have the highest broadband penetration of any country in the world.  With its population, it was never going to be the biggest in terms of size for very long, but in sophistication it has led in some areas. The culture of online commerce is woven into the fabric of society more than anywhere else, with over 90% of the population having bought something online. According to a recent IPSOS survey, 65% of South Koreans actually prefer buying things online to buying them from a physical shop, which makes them the direct opposite of the global average, which sits at around 35%.

Donald Trump

But in many areas the country’s online industry missed several significant opportunities to continue leadership in areas such as digital advertising. It was almost as if the industry grew complacent, as the amount of business available through digital channels was significant enough for innovation to decline.  So while South Korea was third behind only Sweden and the UK in terms of the Internet’s contribution (4.6% of GDP in 2009 according to a McKinsey study) it fell to 7th place on McKinsey’s Internet Leadership supply index – letting the likes of Japan, USA and even China take leadership positions.

It’s important to note that it’s still well ahead of some developed markets like France and Germany, which is impressive. However, when I was asked last year to characterise each of the APAC digital markets by comparing them to a celebrity, I decided South Korea was the national equivalent of Donald Trump. Why? Clearly Mr.Trump has a lot of traits that can make this analogy inaccurate, but on a very basic level here is a man who is established – he has been at the top of his game and very successful for quite some time. However, he is also widely considered to be unsophisticated. So, the analogy has nothing to do with gaudiness or reality TV shows, but rather: Established, yet Unsophisticated.

Sean Connery 

Since joining Adobe last year, I have had the opportunity to spend more time in South Korea, meeting with Adobe’s customers, which include some of the big digital publishers as well as the country’s biggest brands.  In this time I’ve come to realise some interesting statistics – like the fact that despite being so mature, South Korea’s digital marketing spend is set to increase by 20.8% this year according to the Korea Online Advertising Association. This will be the first time digital crosses the 20% mark in terms of increase in overall ad spend.

Last week I spoke at IDG Korea’s Digital Marketing 2012 event, attended by over 500 digital marketers. There, I realized the conversations we were having were far more “Sean Connery” (in other words, mature and sophisticated), than Donald Trump.

No Room for Apprentices

For brands targeting South Korea, digital just got more important.  Actually, it was always important, but the bad news is that it’s just got more difficult. The competition keeps raising the bar. Moreover, given the maturity of the market, I see South Korean brands using these technologies in remarkably innovative ways that challenge the market.

When marketing to the South Korean digital audience, you will need the fullest possible range of tools to maintain competitive advantage along with the ability to understand local nuances and innovate specifically for that geographic market. Everything from real-time bidding on display advertising, to portfolio bid management on search will be needed for campaign optimisation. Your competitors are offering personalised engagement across their owned media and getting results from Multi-variate testing, behavioral targeting, automated recommendations and more – and these approaches are working.

We are seeing the results of these initiatives. CPAs are being driven down through better post-click analysis of ad effectiveness. We are also seeing our customers increase conversion rates by double digits by better engaging their audience. But this is not China or India, where such increases can be sustained by the overall growth of the market.  To get these results, they are growing market share, and they are growing at the expense of their competitors. In fact, what I’m seeing may mean I need to come up with an entirely different celebrity comparison for the South Korean digital market in the years ahead. Watch this space ….