Posts tagged "Digital Marketing Symposium"

Adobe Digital Marketing Symposium Singapore 2014: Marketing’s role in real-time enterprise

What role does marketing play in building real-time enterprise? Watch what some attendees from the Adobe Digital Marketing Symposium in Singapore had to say:

Digital Disruption Trends Revealed at Adobe Digital Marketing Symposium Singapore 2014

The latest digital disruption trends revealed at the Adobe Digital Marketing Symposium Singapore 2014:

Adobe Digital Marketing Symposium Singapore 2014: Key Takeaways

If you missed out on the biggest digital marketing event in the region or just want a recap, here’s a short video on the key takeaways from some of the attendees:

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.