Posts tagged "Digital Marketing Symposium"

The culture of 1’s & 0’s

Scott Rigby, Consulting Manager APAC, Adobe Marketing Cloud -  Linkedin, @rigbyscott

Napoleon Bonaparte once said ‘War is ninety percent information’. A large number of our customers are operating in highly competitive environments where having the information available to inform their decisions is vital to succeed. The war they’re fighting is not only to stay competitive and relevant, but also internally within their organisations in getting access to the information, analysing it and actioning it.

We know that organisations that use data and analytics to create competitive advantage are 2x more likely to outperform their peers*. However organisations today are being challenged on how to move from the traditional “gut-based” decision making culture to an evidence based one. Does this mean that organisations should make decisions only off the data? Absolutely not – the data should be used to support the decision makers, make predictions and even prescribe what the organisation should do.

Quite often organisations face resistance to this cultural change towards evidenced based practice. This can be attributed to lack of information on why the change is necessary, fear of the unknown, not having the right skills or having grown accustomed to doing things a certain way. Commonly we see a gap where companies want to become data-driven and who have invested heavily in their technology, but have failed to make a corresponding investment in their people, processes and culture to maximise this.

So where do you start?

Don’t start by throwing the baby out with the bathwater. Most organisations have some of the building blocks they need in place already and for some it can be a long process of crawling – walking – running, use baby steps to get you started. Start by devising a basic plan that outlines the goals of the business, the KPI metrics you will use to measure these and how these will be included in reporting across the business. Gain cross function stakeholder buy-in and circulate this to the wider team with clear communication on the intent.

Identify the teams that are using data to make decisions (usually they’re operating in silos) and start to promote how they’ve leveraged the data to drive monetised uplift and wins for the business.

Nominate individuals who are data advocates within the organisation to spread the word and evangelise the benefits and techniques they used to deliver their wins. Have them assist other teams to do the same and communicate, communicate, communicate!

In July, Adobe will be running our annual client event ‘Symposium’. I am thrilled this year to see we are running a track that zeroes in on the collective marketing organization and we will be delivering some definitive tools and frameworks businesses can use to become data driven. So please join us for this informative event if you are looking to transform your business.

To register for the Sydney symposium on July 16th click here.
To register for the Singapore symposium on July 18th click here.

* Source: Columbia Business School & NY American Marketing Association, 2012.

Effective Personalisation: An Organisational Challenge

Brent Watson, Head of Digital Marketing Product, Adobe JAPAC – LinkedIn @BrentWatson

Looking across the globe, companies have highly diverse patterns of adoption of digital marketing technologies. Some companies are starting with the basics – how do I make my products and services known and marketable to those who choose to find them? Others are scaling to drive more transparency with measurement and agility with their publishing capabilities to more rapidly adapt to shifting market needs and interests. Then there are those fighting for audience first, in order to have the chance to tell their story at all. The best companies however, are capturing audience via the myriad means available while optimising experiences for conversion. By measuring conversion rates and patterns alongside costs of visitor acquisition and campaign efficacy, they wisely divert marketing spend toward increasing conversion rates via personalisation.

A standard challenge we see in the organisations with whom we work is the need to advocate for added budget when embarking upon personalisation. It’s pretty simple, the more tests you run, the more personalized experiences you deploy, and the more creative assets are needed to serve those individual experiences. This reality never goes away. One key lies in being diligent in measuring the value of the increased conversion being driven by your personalisation tactics. The second key lies in getting your executive leadership to treat the personalisation program as a peer to advertising and other acquisition tactics.

As we watch the competition for growing audiences continues in the APAC region, a strong opportunity remains in driving business results by increased conversion. I am looking forward to the opportunity to share some of the best practices for personalisation while at our Symposium events. I am even more excited to talk with local marketers and understand what tactics they are currently employing for best results, what successes they are having, and what organisational challenges they face.

Join me at Adobe Digital Marketing Symposium either in Sydney on July 16th or in Singapore on July 18th. Don’t miss out and register now!

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.

The Writing on the Wall: An Ever-Fragmenting Audience

Frank Alexander, Senior Account Manager, Adobe Marketing Cloud, SEA & India – LinkedIn

When I’m out in public these days, I can’t help but notice that so many people have stopped looking up when they’re walking. They’ll navigate sidewalks using their peripheral vision, all the while keeping their heads and eyes fixed on the glowing rectangular devices in the palms of their hands.

You can thank Steve Jobs and Apple for introducing products to us we didn’t realize we wanted or needed until they made their debut, we owned them, and they quickly became extensions of our limbs – this goes for the iPod, iPhone, and iPad alike. You can thank Google for introducing Android and the various electronics manufacturers of the hardware it runs on. As a human being, something inside me hopes that one day these folks will put down those devices and start making eye contact again, but as a digital marketer the writing is on the wall and has been for some time: we should be doing everything in our power to capture and retain consumers’ ever-fragmenting attention wherever they are, whenever we can.

A one-size-fits all approach won’t and can’t accomplish this, you need to have a strategy to target and personalize content to your audience.

Join me on July 18th in Singapore at the Marina Bay Sands for the Adobe Digital Marketing Symposium to see how some e-tailers and a telecommunications giant stopped thinking and started doing. We take a look at the small changes they made that led to big impacts on their respective organizations. Register now as seats are limited.

Addressing the key challenges for Australia’s Marketers 2013

Davinia Noble, Account Director ANZ, Adobe Marketing CloudLinkedIn @DaviniaNoble