Posts tagged "Digital Media"

Where are all the digital analysts?

Imogen Riley, Digital Marketing Senior Manager, Adobe APAC – LinkedIn @IERiley

The digital era is upon us. Companies around the globe are already online or moving online. Digital marketing has grown substantially over the years and becoming a priority in many companies. Social media and mobile platforms are becoming pivotal to brands eager to reach customers.  All this has created for an explosion of data. Useful data. But data on its own is just numbers – you need analysis to unlock its secrets and put it to work. And that’s where the problem starts. Where on earth are all the digital analysts?


Skilled data analysts are needed now more than ever to analyse data and make sense of the findings to help justify, improve and optimize marketing efforts and customer engagement.

The lack of digital talent is not just a problem here in Australia but around the globe as well. As the demand for digital increases, it seems likely there will be a talent vacuum for a few years yet to come.

Analytical talent requires practitioners to possess a whole variety of skills, as Damon Scarr, Commercial Director of Yahoo!7 says. “Today you can’t just be a data analyst; you need to be a sociologist, an anthropologist, a strategist and a developer – a veritable digital jack of all trades.”

There are several suggestions companies can follow to help bridge the talent gap. Here are a few:

1)      Invest in the education path for digital talent. This can be done by working together with universities to promote digital courses, internships and help popularise the trade. Think of ways of making it ‘cool’ to young graduates, show them the potential of having such an in-demand talent and let them know that the digital sector is the place to be at the moment!

2)      Take the time and effort to train and up-skill your current team. Instead of waiting around for new digital analysts, invest in your current employees. Get your traditional marketing experts trained so they embrace the digital world.

3)      Given the lack of talent at the moment, ensure that you offer the right work environment and culture to make your company a highly desirable workplace. This means investing in the most sophisticated technology and tools, and developing a culture where digital analysis is central and highly valued to marketing and the business.

4)      Hire and train specialists. Being an expert in every element of digital analysis is almost impossible. The role requires constant training and updating on all the latest technologies and methods. Companies can avoid overwhelming their digital analytics team and optimize their efforts by investing in specialized analysts – such an implementation specialist/engineer who solely manages the implementation of web analytics tools and maintains ongoing implementation changes to capture data. For more information on the sort of specialized roles analysts perform, click here.

As companies are starting to embrace digital media and marketing more and more, the demand for digital analysts skyrockets. What else can we do to bridge the gap? What other suggestions do you have that companies can do to increase the talent pool for digital analysts?

The Marketing Events Awards 2012 – get your submission in now!

Mark Phibbs, Senior Director Marketing and Global Channel Marketing, Adobe APAC

The first-ever Marketing Events Awards will be held in Singapore this November and I was very pleased to receive an invitation to join a panel of judges with executives from companies such as Adidas, HSBC, Sony and many more.

It’s an excellent time to be holding awards like these. Even in this digital era, events are still a critical avenue for companies to attract new customers, nurture relationships with their existing clients and boost brand presence and awareness. The difference we’re seeing now is that digital technology and social media have really changed the way we promote, hold and measure the effectiveness of events. We are seeing some truly innovative and ground-breaking ways to integrate technology into events, making them more interactive and memorable. For example, events can be held virtually, online, which will allow communities across time zones and geographies to meet easily. Social media is being used to enrich the experience, spread the word, share your thoughts and connect like-minded people. How many times have you ‘attended’ an event just by following the hashtag on Twitter? Not only do you get a great sense of the highlights and key points that speakers are making, it’s also a terrific way to broaden your own network by getting to know new people in your field of interest.

So are you an entrant in the 2012 Marketing Events Awards? If you haven’t already got a submission in, you can still enter any time until 8th October. Here’s the link:

As a judge, I’m going to be looking for a strong planning process and for great thinking behind the execution. There needs to be a clear measurement and evaluation methodology. Finally, I’ll be looking for visionary, out-of-the-box thinking that showcases the amazing creativity we have here in Asia Pacific.

I’m very much looking forward to see Asia’s best example of digital events and interactive marketing!

Reach v Disruption: two new models for messaging and channel selection

Srihari Palangala, Country Marketing Manager, Adobe India (LinkedIn)

Marketing has become a lot more complex with new media channels and vehicles turning many established marketing conventions on their heads, particularly when you aim to target the right audience with the right message. I experienced this for the first time in a recent planning session with my team.

We decided to tackle this complexity with a whiteboard session and a round of coffees. However, unlike our usual planning sessions, as the meeting progressed we were consistently confronted by one specific challenge – how could we cover the length and breadth of our heavily segmented market (India) efficiently (with minimal lead times) and cost effectively while also ensuring we had the right mix of messaging and media channels to ensure ROI.

To help crystallise our thoughts around the audience segments, messaging, the marketing mix and the best strategic approach for our campaign, we started considering the various aspects of our potential physical and digital media options. We came up with two new models that we wanted to share with you below.

The first model captures key marketing messages, based on whether they are interruptive or non-interruptive, and the target audience we are trying to reach. Using this model, specific styles and types of top level product messages can be paired with specific audiences – for example, targeted core business segments need more granular, specific messaging that engage loyalists, activate community members and speak to product features.

Model 1: Key Messaging Model


The second model overlays into the framework the choice of the physical and digital marketing medium that might make most sense to use. For example, engagement with a broad outreach through physical media (eg. print, PR, radio, outdoor) would likely cover interruptive messaging to show the “bigger product picture”. On the other hand, the core business segment audience requires a higher level of direct engagement and one of the best non-interruptive ways to engage with them could be through owned social channels.

Model 2: Media Channel Selection Model


When we applied the thought processes behind Models 1 and 2 to our situation, we agreed that we were largely trying to reach our core segment audience with a minimal spill-over into a broad based reach. In our scenario, running live events across the country would be counter intuitive based on lower possible ROI, time consumption and significant lead times. So with these things in mind, we were able to decide on email outreach campaigns, a series of online seminars (to reach our core audience segments), and non-interruptive online advertising as the best strategic approach to reach a broader audience beyond end users.

I’d be keen to hear if you think these models could be overlaid on your campaigns? What other considerations do you make when selecting your Physical/Digital media mix?

Leave a comment below and tell me what you think.



Mark Phibbs to tell all at iStrategy Sydney Conference

Imogen Riley, Digital Marketing Senior Manager, Adobe APAC – @IERiley

Adobe’s Mark Phibbs will share his deepest marketing secrets when he presents his “Confessions of a Digital Marketer” keynote at the iStrategy conference held in Sydney, Australia on February 21 – 22

The brainchild of a team of passionate digital marketers from Bristol, UK, the conference brings together marketing professionals from around the world to discuss the constantly evolving digital media and digital marketing landscapes. Now in its fourth year, the iStrategy Conference has quickly developed into a hugely popular bi-annual event staged in North America, Europe, Australia and Asia.

In line with the theme of this year’s event – results-oriented digital and social media strategies – Mark’s “Confessions of a Digital Marketer” keynote will cover the trends that are driving the massive disruption and changes in our field, and taking a close look at how to take digital campaigns to the next level with the latest techniques and tools available to create, measure and monetize content, delivery and engagement.

This year’s conference will also cover:

  • the rise of social gaming
  • how to harness  the power of augmented reality
  • social media in a B2B context
  • overcoming challenges in e-commerce and
  • mobile campaigns and the future of online video.

It’s going to be a terrific line-up, so get your registrations in now.

The iStrategy Sydney conference runs from 21– 22 February at ANZ Stadium. For information on registration, pricing, programme and accommodation visit the iStrategy Sydney website.

We’ll see you there!

The Importance of Optimising Customers Online Experiences: How HTC and Samsung Card Co discovered the power of optimizing their customers’ experiences

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


Last year, we saw some really innovative examples of how the role of the customer is changing as it becomes a much more central focus for digital marketing campaigns. This is happening because of the changing ways customers choose to interact with brands, using devices to consume information anywhere, anytime.

Some brands, such as HTC picked up on this change very quickly and sought ways to gather actionable, real-time intelligence about their customer’s behaviour across multiple marketing channels. To do this, the company implemented a global roll out of Adobe SiteCatalyst to optimise their customer’s experience.

John Starkweather, Global Director of Digital Marketing, HTC, said his company’s priority was to build brand value for its innovative products. “We operate in an incredibly fast-moving sector,” he explained. “Growing so quickly in such a competitive space, it’s imperative for us to continue to invest in creating better customer experiences – whether that be across, our communities on social platforms such as Facebook or YouTube, and through applications and services.”

“After significant evaluation and a successful implementation in the US market, we were confident that Adobe SiteCatalyst would give us the insight we need across all of our markets globally, enabling us to remain in a leadership position by giving our customers more relevant information and engaging experiences,” said Mr Starkweather.

Another organisation quick to pick up on this shift to customer-centric marketing was Samsung Card Co, Korea’s largest credit card company.

Through the implementation of Adobe Test&Target, Samsung Card Co. was able to determine the most effective content and make changes that increased its card sign-up rate through the website by up to 20%. The tests focused on the main page banner design and size, and on the order in which various products were displayed.

“Samsung Card Co. is very satisfied with Adobe Test&Target. It helps us discover how to enhance our web performance more effectively,” said Park, Chang-Min of Samsung Card. “The solution is expected to help us increase the productivity of our web channels and to provide an objective evaluation tool that will help us decide on the most effective activities within the online operating process.”