Posts tagged "Digital Marketing Symposium"

Singapore Showcases Top Trends and Innovations in Digital Marketing

Lauren Power – @LSP2Japan

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More than 1,000 marketing and advertising professionals gathered at Singapore’s iconic Marina Bay Sands for Adobe’s Digital Marketing Symposium 2014, the premier event for APAC’s digital marketing industry, nearly doubling the attendance from 2013. The Singapore and APAC regional markets have exploded with Adobe across many key industries, according to Paul Robson, Adobe President of Asia Pacific.

“Adobe’s heritage is creativity,” says Robson, and Adobe has been transforming the digital experience for over 30 years. This legacy of innovation has reinvented digital marketing and communications possibilities again and again, solidifying Adobe’s role as an industry leader. With the Singapore Symposium’s theme of reinvention, Adobe President and CEO, Shantanu Narayen called for organizations to meet the challenges of “always on” marketing through Adobe solutions in analytics, cloud, mobile and social media. Data is the voice of the customer, but “success over the long term doesn’t come just from the biggest data,” Narayen says. The question of how to manage “big data” continues to intimidate and torment marketers, and the division of the data and creativity business silos within organizations drags down productivity.

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“The digital age is not impersonal,” says Narayen, “Digital is redefining business, but it’s creativity that still drives innovation and success.” The content cycle generated through Adobe Creative Cloud and Adobe Marketing Cloud allows organizations to make, manage, measure, and monetize “big data” seamlessly, blurring the lines between solutions. Data should both inform and reaffirm the creative side of digital marketing by providing instant quantitative analytics on any marketing platform.

The intricate technological advances and break-neck speed of “big data” may seem overwhelming even to seasoned marketing professionals, but with the right acquisition of new digital skills and tools, any organization can become proficient and benefit from this new digital landscape.

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For the first time, digital marketers can track and manage customer profiles in an instant, adapting marketing strategies to fit individual profiles. “Digital wakes.” Tracking every click, interaction, and abandoned cart, for every customer, every time, in real time, paints a clearer picture of the customer for digital marketers, and it’s all thanks to “big data” mediated by a more intuitive analytics solution.

According to John Mellor, Adobe’s Vice President of Strategy, Business Development and Marketing, implementing these solutions through traditional marketing channels is not enough. The spike in Singapore and APAC regional markets’ mobile usage and social media engagement makes it vital for digital marketers to use data and analytics to optimize their approach.

Mellor urges organizations to bring mobile into the core of their marketing strategies and to recognize the possibilities of properly postured social marketing. To demonstrate his point, Mellor invited corporate representatives from Maybank and Tourism Australia to discuss their implementation and results from building a new, data-driven digital campaign using Adobe solutions, including interactive web, mobile and social media, with profile matching and customization. In both cases, customer engagement soared from the beginning and the numbers are continuing to go up.

Adobe practices what it preaches. Throughout the Singapore Symposium, the social marketing teams boosted audience engagement through personalized mobile updates, apps, quizzes, polls, videos, and other interactive media across multiple platforms. Creative and analytical audience members alike were convinced that the potential applications of these innovative social marketing solutions, as well as Adobe’s digital marketing solutions in analytics, cloud, and mobile more broadly, could redefine and enhance their own organizations.

With customers being connected 24/7, organizations cannot afford not to harness the power of “big data” and transform their capacity into “real-time” with speed of digital personalization across all channels. At the Adobe Digital Marketing Symposium in Singapore, global innovations and local applications of digital marketing solutions inspire APAC’s best to build new collaborations and even greater success.

Best of the Best: digital marketers in Asia Pacific pull away from the rest

Everything needs context. Without context, marketers are left wondering if their results are any good. For the first time in Asia, the Adobe Digital Index team has released a much needed guide to the best in the region. Finding out where your organization falls within the tiers of the Benchmark is crucial in helping to identify strengths and weaknesses and can help marketers prioritize areas to focus on.

The Adobe Digital Index Best of the Best Benchmark for Asia Pacific compares the overall average versus websites in the top 20% on six key performance indicators across six regions: Australia and New Zealand, Southeast Asia, India, South Korea, Hong Kong, China and the United States. Key performance indicators are mobile and tablet traffic, stick rate*, visits-per-visitor, time spent and conversion rate.

The new research reveals that marketers across Asia Pacific who deliver best practices are pulling further away from their competitors. The research also confirmed that digital excellence can be closely linked to revenue growth and other business success metrics.

Key findings in the Best of the Best Benchmark for Asia Pacific include:

  • Websites optimized for smartphone visitors in South Korea see nearly 90% difference in share of smartphone traffic than an average site; in the past year the gap between average and best in class for mobile optimization has grown in every country. Mobile optimization refers to websites which have been optimized for smartphone visitors.

 

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  • Australia and New Zealand, and Southeast Asia, have seen the most overall growth in tablet share; the best of the best sites achieve about 5% more tablet visits than the average.

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  • All countries except South Korea saw an increase in stick rate year on year; India led all countries with that nation’s ‘best of the best’ marketers improving their stick rate by over 14% year on year.

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  • The ‘best of the best’ websites increase the amount of return visits by as much as 25% compared to the average across Asia Pacific.

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  • Time spent on websites is higher in Australia and New Zealand, and Southeast Asia, but has fallen year on year in all other countries.

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There’s a major gap developing between being average and being in the top 20% of marketers across Asia Pacific. For conversion rates alone, the ‘best of the best’ websites in industries that sell online deliver nearly double the average conversion rate. There is no such thing as ‘offline’ any more. The data is telling us that delivering seamless experiences across devices and within social media is driving the best performance and leading to superior business performance.

It is evident from the research that making a commitment to digital excellence can results in a significant increase in revenue. It’s also encouraging to see that across Asia Pacific, those marketers delivering best in class are on par with top marketers around the world, proving we are a region to watch.

To find out where your organization falls on within the Benchmark take Adobe’s Digital Marketing Maturity Assessment.

*Stick rate is the percentage of visits that last more than one page.

What’s An Analyst Worth to A Business Anyway?

John Bates, Senior Product Manager, Predictive Analytics, Adobe Systems

Image courtesy of suphakit73 / FreeDigitalPhotos.net

As many already know, growing a business is not always about more sales, though they certainly help. More sales with less investment of time, materials and capitol is even better. More sales, less investment of time, materials, and capitol without sacrificing the customer experience is best.

Enter your friendly neighborhood analyst. Analysts are able to see trends, suggest minor (or sometimes major) adjustments in strategy and tactics that keep the customer experience personalized and effective. The role of an analyst is one that is flexible and always being redefined by individual companies, but one thing is an absolute in relation to the role analysts’ play; they are worth their weight in gold.

Analysts have the ability to identify specific customer groups and cluster them, personalizing the customer experience. In addition to this, an analyst has the ability to further increase customer satisfaction as well as build lasting relationships with literally millions of individuals at the same time. Having the ability to speak to the needs of groups of individuals across any assortment of specified traits means giving the customer what they want with more accuracy than ever before.

Whether a company is wanting to grow their current analytical team or invest in recruiting their first full time analyst, there are challenges and rewards one should be aware of. Knowing the key factors in building a framework to measure the business justification for building on or adding an analytics program helps to insure success and put your program and company in the “best” category.

Get more digital marketing tips at the Adobe Digital Marketing Symposium on 24 July this week. There still time to register, so what are you waiting for? Register now!

Making data readable

john-batesJohn Bates, Senior Product Manager, Predictive Analytics, Adobe Systems

 

 

 

In 1450 Johannes Gutenberg invented the movable type printing press. The advent of this marvelous mechanical device led to a sharing of general knowledge that had not been seen in the world until that time. Until that point in history only governments, churches and the rich could afford the knowledge that books provided. Suddenly, owning a book was within everyone’s reach. Arguably, having the ability to compile and share knowledge on a larger scale altered Western culture forever. It wasn’t until Melvin Dewy devised his decimal system in 1876 that a system for keeping up with all of these books was standardized; 425 years after books began to become available to everyone.

What does that have to do with Analytics? There are several correlations between Europe after the advent of the printing press and marketing today. The common person in Europe could neither read nor write, the resources were not readily available to the average person. The same could be said for data in today’s world. With the advent of analytics more information is available in a very pure way, but much like reading and writing during the era prior to the Renaissance, there are not enough people who can understand and utilize the data provided. Luckily, no one will have to wait 425 years for a standardized way to organize and understand the data that is so readily available.

Imagine walking into the world’s biggest library and, without the Dewy Decimal System, you have to find several books for a report. It could be done, but not easily, and not productively. Big data presents many of the same challenges to those who do not have the knowledge or a guide to help them reach their goals. Through the use of Adobe’s analytics solution and application of our marketing maturity model and a little coaching it is possible for anyone to:

  • Identify anomalies and know how to interpret and apply the knowledge gained from them.
  • Explore relevant data patterns to replicate success or avoid disaster, streamline business, and make your company more agile than ever.
  • Gain an understanding of how customers leverage Adobe Digital Marketing Cloud to drive even greater success.

Going back to the world’s biggest library, most of you have piles and piles of data that you collect and keep. Big Data contains vast amounts of information about customers, products, and habits that can help you sell advertising, build better customer relationships, or prevent subscription cancellations. Learn how easy it is to identify anomalies, explore relevant data patterns, build audience clustering models, score each customer on their likelihood to complete an action, and optimize your marketing.

The Adobe Digital Marketing Symposium is taking place today at Sydney – follow the conversation via #AdobeSymp

Nobody Said Reinvention Would Be Easy

Liz Miller, Senior Vice President of Marketing, CMO Council -@lizkmiller

Confidence is growing. Sophistication is escalating. Marketers are advancing digital like never before across Asia-Pacific and Japan. But now comes the really hard work.

Today’s marketing organization is at an impasse. We must all make the active decision of whether we are going to cling to the branding and advertising tenets of the past—filled with loose measurements and traditional tactics—or venture into the fast, often out-of-our-control space known as our customer’s digital reality.

Image courtesy of KROMKRATHOG / FreeDigitalPhotos.net

 

 

Here is the singular point of truth to remember: Our customers are already digital. Consider this:

1,621,000: The number of active mobile consumers in Asia

969,583,240: The number of active social media users in Asia

1,255,745,291: The number of active Internet users in Asia

 

 

 

 

While marketer confidence is growing, so is a sense that we are just at the start of one of the hardest journeys that the industry has ever seen: catching up to our customers. We are facing a reinvention, a renaissance of marketing that will usher in a new era of business-minded, data-driven, social and mobile-savvy marketers.

When I look at the findings from last year’s “APAC Digital Marketing Performance Dashboard 2013,” conducted by the CMO Council in partnership with Adobe, two items immediately jump out as things we must stop doing immediately as this reinvention takes off:

• Stop accepting less than exceptional measurements. We cannot afford to market without measuring. According to last year’s survey, only 17 percent of marketers feel they have an excellent or very good grasp on digital marketing measurement and analytics, with 34 percent admitting this area needs improvement. We need to measure marketing outcomes and results against the businesses we are being tasked to drive.

• Stop hedging your digital bets…allocate! Global marketers are investing between 25 and 35 percent of their overall marketing budgets specifically to digital, and we are seeing this number shift and grow dramatically year over year. However, marketers in APAC are spending far less as only 14 percent of survey respondents are spending on par with their global peers. We need to invest properly in the engagements, experiences and channels that are yielding measurable and profitable impact for our brands. It will be hard, but it can and should be done. Consider Molendez, the company behind brands like Oreo and Trident, which will allocate 50 percent of its budget to digital by 2016. Will it be easy? No. But Molendez rightly believes it needs to go where its customers are engaging.

As we prepare for the upcoming Adobe Digital Marketing Symposium, I challenge all of us in marketing to take a hard look at what we need to stop doing in order to spark this reinvention of marketing. What role will each of us play in this advancement?

If you thought the data points I shared in this post were interesting, I’d like to invite you to be part of our 2014 study by taking a short survey that will ask where you are in your brand’s digital marketing maturity. As a thank you for your time, we will share a complimentary copy of the report with you once it is published later this year. Take the survey here.