Posts tagged "digital analytics"

Great Eastern – Embracing a Healthy Digital Future

Great Eastern, headquartered in Singapore and the oldest and most-established life insurance group in Southeast Asia, was the first company in the world to implement all five digital marketing solutions in one agreement, rolling out Adobe Analytics, Adobe Target, Adobe Experience Manager including Scene7, Adobe Media Optimizer, and Adobe Social. Adobe Marketing Cloud has become the technology platform that is powering a transformational strategy that redefines standards in customer engagement and service.

Watch Christopher Wei, Group CEO of Great Eastern Holdings Limited talk about how Great Eastern is embracing the digital future with Adobe Marketing Cloud:

Picking up the Pace: SEA no longer a follower in digital

Stephen Hamill, Director of Adobe Marketing Cloud for SEA – LinkedIn @stephenhamill

An interview with Stephen Hamill from Adobe SEA on his views on the digital marketing landscape in the region, top 3 trends and challenges, Adobe Marketing Cloud and Adobe Digital Marketing Symposium Singapore:

 

1) What are your views on the digital marketing landscape in SEA?

Traditionally SEA has looked to the US, EU and even ANZ to prove digital concepts and innovation.  The stresses that globalisation, cloud and multi-channel are putting on SEA businesses are demanding that local companies close the time-gap between their US counterparts and themselves. SEA companies can no longer wait and be a follower, they need to take action as changes occur.

This puts local companies in a slightly uncomfortable position where they need to have the tools to innovate quickly, test for success fail fast or adapt quickly.  On-line is no longer seen as just the company’s website;  it is often shifting to be viewed as their primary business and as such the profile of on-line is increasing dramatically at the highest levels of the organization.  I am regularly surprised when speaking to C-level clients, as they are so digitally savvy and their focus is shifting more and more to perceiving digital as a primary business driver.  Only a handful of years back my conversations with middle to senior leadership would be around the frustrations of helping their senior executives understand the value of digital and the inherent challenges in the multi-channel world.  This is no longer the case: the CEO of a large financial institution recently finished a meeting with me with the statement, “it’s a no-brainer”.

2) In your opinion, what are the top 3 trends emerging in digital marketing?

  1. CMOs are more prominent and increasingly driving business growth
  2. Struggle to deal with the complexity of multiple digital marketing challenges all at once
  3. Traditional businesses (finance and media) that have been slow to fully commit are now making the move

3) From your experience with talking with customers, what are their top 3 challenges in the digital marketing space?

  1. Connecting data with content- providing a personalized experience that gives clients the experience that delights them and encourages a deeper relationship. Organisations need to be able to react in real-time and deliver in the last millisecond.
  2. Connecting the various components necessary for successful digital marketing in a meaningful way without becoming a system integrator – The Nirvana of digital marketing platforms is not just a vision, it’s a reality but making the parts work together is the biggest challenge. At the moment many organisations are finding their systems working in silos and what is needed is an integration of all those systems to allow for fast and effective delivery.
  3. Creating any meaningful digital strategy – 5 year strategy plans are out.  Imagine a 5 year digital strategy created 5 years ago; it wouldn’t have tablet devices and probably wouldn’t consider social as a business tool.  Building an infrastructure that will last, will be flexible enough to withstand whatever comes next and empowers innovation is a challenge most clients struggle to solve.

4) Why Adobe Marketing Cloud?

Digital marketing is faster paced than any other business discipline and as such the need to stay ahead and informed is paramount.  Milliseconds can make the difference between digital success and digital failure and the need for businesses to be on top and equipped with the tools necessary to survive is not negotiable.  Delivery of the latest technology and features, integration with other marketing components right now is only possible through the cloud.  Adobe is pioneering this space and the others are chasing us to try to keep up.

5) What you are looking forward to at Adobe Digital Marketing Symposium Singapore on July 18?

Despite the fact that we are the global leader as recognised by the analysts in Digital experience, the majority of our SEA marketing colleagues are still discovering the extent of Adobe’s experience and capability in this space.  I am looking forward sharing our proposition: end-to-end creation to monetisation and helping them re-think and innovate their multi-platform marketing strategies.

Join Stephen Hamill at Adobe Digital Marketing Symposium Singapore on July 18 for more on the latest trends, tips and best practices for digital marketing. Register now as seats are limited.

Top 5 Reasons for Adoption of Digital Marketing in APAC 2013

The digital world has evolved into an area that in ingrained in many of our lives and has become a space for consumers to interact with their brands. This has provided opportunities for digital marketing to flourish.

There are multiple reasons why organisations are making the shift to digital marketing  –  it’s cost effective, delivers better ROI, it happens in real time etc.  After interviewing 300 marketers in Asia Pacific for the APAC Digital Marketing Performance Dashboard 2012, here are the top 5 reasons for the adoption of digital marketing:

 Top 5 Reasons Adoption of Digital Marketing

Wondering what’s all the hype about digital marketing? Find out at Adobe Digital Marketing Symposium this July in Australia & Singapore. Register now to get access to the latest tips, tricks & technology.

Manorama Online teams up with Adobe

manorama

Leading Indian media house Malayala Manorama, which has diverse interests in the print, visual and online media has entered into an agreement with Adobe Systems under a multi-million dollar deal. This agreement is expected to drive digital-transformation initiatives at Manorama, which is pursuing a comprehensive digital strategy.

Manorama Online has been in the online media business for more than 15 years, and this deal would support its preparation for challenges posed by the digital world with constantly developing apps and multitude of devices.

It will leverage Adobe Marketing Cloud to allow for fast and flexible delivery of content across a wide range of devices and platforms, including mobile and social. Adobe Experience Manager and Adobe Analytics solutions, along with consulting services will be used to attain Malayala Manorama’s vision of being a leading digital player in the media and publishing domain. The publishing house will also take extensive advantage of the Adobe Digital Publishing Suite to make its content available on a wide range of devices and platforms. Three of the major highlights of this strategic engagement are:

  • Open and cross-platform: Adobe’s next-generation content management platform with open core will help Malayala Manorama integrate different news sources and deliver it seamlessly across mobile, web and social.
  • Efficiency in the newsroom: Adobe has integrated its Creative Suite® with Adobe Marketing Cloud to drive efficiencies across Malayala Manorama’s newsroom enabling content reuse from print to web and mobile
  • Scalability: Being one of the most-visited news sites in India, Malayala Manorama has adopted a solution which has a small footprint but provides but scalable enough to handle spikes in traffic during key events.

Key Adobe solutions include:

  • Adobe Experience Manager: It helps clients organize and manage the delivery of creative assets and other content across their various digital channels.
  • Adobe Analytics: It helps clients to see the trends, get key insights, and make strategic decisions that help them customize their brand’s digital experiences, find and create loyal customers, and increase revenue.
  • Adobe Digital Publishing Suite: It is a complete solution that lets media and business publishers create, distribute, monetize and optimize publications for tablet devices.

Manorama Online will implement a complete end to end Adobe technology solution that will allow fast and flexible delivery of content across any platform, including mobile and social networks. As more businesses prepare for the fast approaching digital future, Adobe is excited to be part of the transformation of a renowned Indian company. We look forward to seeing the great content and reader experience that Malayala Manorama will deliver across all its platforms.

Are you connecting the digital dots?

Umang Bedi, Managing Director – Adobe, South Asia LinkedIn

Mr Umang Bedi Adobe Systems India (189)The marketing world is undergoing a tsunami of change. This rate of change is compounded by the sheer quantum of data being generated from multiple sources be it CRM data, third party data, user preference data or the massive deluge of social data . The main struggle that marketers’ today face is how to get meaningful insights from this vast quantity of data. Additionally, today marketing is a boardroom conversation where marketers have added pressure to justify the ROI on marketing budgets which itself is just the tip of the ice berg.  An effective marketing organization needs to keep pace with these changes.  How does a marketer surface insight from the vast quantity of data and decide what step to take next? Marketers need to understand how campaigns are performing, which creative to use and how to deliver those campaigns and across which devices.  Additionally, this must happen whether the campaign is a search ad, mobile app, on a social platform, email, landing page or the entire web site which adds to the complexity of data mining to gather the right insights.

 

The Digital Self

This vast quantum of data, in all its forms, paints a picture of who your customer really is – the ‘Digital  Self’ which is a whole new source of intelligence and influence. Within this, lie the smaller, critical insights that will drive success for the marketer. It is this tremendous idea that whether you are an advertiser, marketer or publisher – it’s the small things that bring meaning to every digital interaction and experience. It is this that lets us rethink what’s possible; taking signals and creating something magical transforming it into an expression of a brand connecting with real people. Not people who reside in rows and columns of a database but real people who have wants, desires and needs. It is about taking the countless signals, the self-defining choices, and turning them into meaningful experiences. Not just for the 1.5 billion individuals who are online everyday but also for the next billion who are coming. The Digital Self reflects how individuals are represented online – their likes, friends, purchases, comments, and everything that is shared through digital channels. If we can learn how to take these signals and map the patterns in a way that helps create more meaningful digital experiences it will change the way we advertise, market and publish and the way we reach each other.

 

Data and Content – Two sides of the same coin

Data is at the very core of digital marketing. However, data isn’t actionable alone – it is simply the left hand of digital marketers. The right hand is content. Content is elemental, it is beautiful, expressive and what brings experiences to life. It is content that provides the substance and drives people to take action – knowing what you want, seeing what you want and getting what you want. As marketers, we are creating more content than ever before; it is exploding just as much as data is. While content drives people to action, data is the enabler that helps amplify the content in small yet profound ways. We have often relied on cumbersome and time-consuming processes that require crunching large quantities of data over months to identify high-value audiences. As marketers, we need information that paints a full picture of the business- creative designs, advertising and analytics in one easy-to-access spot. There is a huge need in the market to help sort through terabytes of data quickly, to uncover valuable audiences and in a timeframe that allows them to promptly identify audiences based on shared characteristics and to also predict the probability of them converting. Digital marketers that get this are ripping out antiquated systems that simply do not scale and re-platforming their digital infrastructure.  But, the real payoff is the optimization that brings together data and content. It is the intelligence that allows us to deliver unique experiences to consumers that speak to them and inspire them to act. Everyone who engages with digital is exposed to a message, and if those aren’t just generic messages but connections that are relevant and meaningful to one’s interests and life – that’s even better.

 

The Last Millisecond

Marketers are tasked with delivering experiences to consumers in a fractional space of time: between the action – every swipe, tag, drag and click – and the decision – to buy, to subscribe, to join, or to leave the page. This is a concept which we at Adobe define at the last millisecond. To deliver a quality, engaging, in-context experience in that last millisecond, marketers need to overcome not only technology barriers but also organizational ones. It is not only about the right tools but how to work better with them. It is about understanding your customer. What do you know about this visitor? Where has he come from – banner ads, facebook posts, mobile app; is he an existing customer or is he a new visitor? What are his interests? What is the value that I can offer him? The system must be able to track his behavior, preempt his need and give him something relevant. This involves assimilating all the information I have, filtering it as per the interests of the visitor, understanding his requirement and delivering that onto an omni channel environment including mobile devices, tablets, kiosks and smart TV has to happen in the last millisecond. For example, the CMO of a car rental company would like to maximize revenue from car rentals during the holiday season. To accomplish this, she needs to know which potential audiences would be most likely to respond to a holiday car rental campaign. Today using advanced analytical tools this is a reality that will help the CMO analyze terabytes of multichannel data to uncover previously unidentified, high-value audiences, perhaps families of five or more and retired couples etc. These audiences are then ranked by their likelihood of converting, which in this case is defined as the customer actually picking up the car they reserve. Going even deeper, solutions today empower marketers to tailor match the interests of the potential customers. For instance, a six-person family would be offered a minivan while the retired couple would be offered a comfortable sedan. It is this kind of optimization in the last millisecond that activates ROI.  It drives a better experience for the customer, allows for media dollars to be spent more wisely and makes the delivery of content as effective as possible.

Getting access to the data that will deliver the information we need to build the right experiences can itself be a big challenge. Marketers need to be empowered to access their data at any time in a simple and efficient manner. Where marketers can connect the digital dots to deliver in that last millisecond, is where the big results start to happen.