Posts tagged "Digital"

Digital Disruption is changing the Public Sector

131119 Paul RobsonPaul Robson, President, Adobe Asia Pacific

Can you imagine a world without smartphones, or tablets; Facebook or Twitter? Can you imagine relying on enormous paper maps to find your way around a new city, or needing a number – fast – and flicking through a phone book? Most people can’t, because the world has changed with the proliferation of mobile internet. Digital has disrupted almost every aspect of our lives and organizations around the world are undergoing the tectonic shift that is digital transformation. Some are leaping ahead, others are lagging, but no sector is off the hook, including governments, which are at the forefront of citizen interaction.

The community, and the way we communicate, has changed dramatically in the last ten years. At the same time, we have access to the most sophisticated technology we’ve ever seen. Governments have an opportunity, and a responsibility, to leverage that technology to better engage with citizens, inspire them with streamlined, personal experiences, and generate efficiency and savings in these cost-conscious times. There are three key drivers that will shape digital disruption in the public sector: mobile, the internet of things and making everything digital.

 

Mobile and the proliferation of smartphones and tablets

Mobile is no longer a nice-to-have option – it’s a requirement. Smartphone penetration in Asia Pacific has exploded in recent years and according to the OECD, markets in Australia, Japan and Korea are above the 100% penetration mark. People have seen the value and convenience in using mobile technology in their day-to-day lives for all sorts of tasks, and they expect the same value and convenience from public sector agencies.

Public sector employees are also benefiting from mobile technology. Some public agencies have introduced BYOD because of the money saved by not providing employees with a device, but also because these employees have increased their productivity using mobile technology. Moreover, mobile technology can enable secure teleworking, which can ensure continuity of government services in times of crisis such as a natural disaster.

Organizations that do not provide content in mobile form are limiting accessibility. This issue does not just affect on-the-go executives. A range of demographics have adopted mobile devices including younger constituents and citizens with limited funds who cannot afford a personal computer and Internet access, but can afford a mobile device and data plan.

When combining the citizen demand for mobile information with the agency demand to increase self-service as a means to lower agency costs, it is clear that mobility is the future of citizen engagement.

 

The Internet of Things

The Internet of Things might have seemed like something from a science-fiction movie not so long ago, but not anymore. As we begin to enter a new era of machine-to-machine communications, we will see a redefining of the relationship between and people and things. For governments, there will be access to citizen insights like never before.

From farmers being able to monitor temperature, soil moisture and acidity and the effect it has on animal behavior; dishwashers knowing when to operate when the energy grid is least busy, to automated self-medication, the Internet of Things is disrupting and changing our lives.

 

Making everything digital

People expect access, engagement and transparency from government. They want faster access to services, to forms and the information they need. So what does that mean for governments? Adobe surveyed government communicators in the US earlier this year as part of its Digital Distress research and found that just 34% felt they had sufficient tools to be an effective communicator for their department of agency.

If governments are going to reach and engage citizens they need to target the platforms people are using and deliver engaging, personalised experiences. Future focus will be around mobile optimization, mobile apps and website optimisation. Today, according to Digital Distress, government communicators are embracing this disruption and are actively preparing for these changes. In fact, 38% of respondents are considering adopting Mobile Optimised Web, while 42% already use this tactic. In the growing field of website personalization, 26% of respondents are considering adopting this technology while 19% already use this.

As our lives become more focused and reliant on digital, those departments and agencies which embrace digital government and invest in the right technology and people will see the benefits. They will inspire their citizens with engaging, personalised experiences and they will reap the benefits of cost savings and efficiencies.

 

To find out where your agency or department falls when it comes to digital transformation, take Adobe’s Digital Marketing Maturity Assessment.

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:

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.

 

smartphone

  • 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.

Tablet

  • 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.

stickrate

  • 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.

Timespent

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.

어도비 서밋 2014: 마케터들이여, 자기 혁신하라!

chris한국 어도비 시스템즈 디지털 마케팅 총괄 전무

 

 

 

 

 

지난 26일(한국시간) 미국 솔트레이크시티 솔트 팰리스 컨벤션 센터에서 개막한 2014 어도비 디지털 마케팅 서밋(Adobe Digital Marketing Summit)현장은 전 세계 33개국에서 6,500여 명의 마케팅 관계자들이 참석, 디지털 마케팅에 대한 관심과 에너지로 가득했습니다.

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‘마케팅의 재창조(The Reinvention of Marketing)’란 주제로 진행된 올해 서밋에는 디지털 퍼스트(Digital First) 전략을 취하고 있는 세계 유수 브랜들의 마케팅 대가들의 디지털 혁신 사례 뿐 아니라, 로버트 레드포드, 리처드 셔먼 등 디지털을 활용해 자신의 커리어와 역할을 재창조해 나간 유명인사들로부터 ‘자기 혁신’에 대한 영감도 얻을 수 있었습니다.

이번 서밋을 통해 발표한 ‘어도비 보고서(Digital Roadblock: Marketers Struggle to Reinvent Themselves)’에 따르면, 조사에 응한 마케팅 담당자 5명 중 2명(40%)이 스스로를 재창조하여 자기 혁신을 이루길 원하고 있으나, 이 중 14%만이 그 방법을 알고 있다고 답했습니다. 또한, 50%의 응답자가 이상적이고 성공적인 마케터가 되기 위해 더 큰 위험을 감수해야 한다고 응답한 반면, 65%의 응답자는 신기술 수용에 있어, 신기술이 주류가 되고 나서야 받아들이는 것이 더 편하다고 답해 이상과 현실의 간극을 보여주었습니다. 디지털로의 변화는 새로운 기술, 새로운 접근방식을 요구하고 있어, 대부분 마케팅 담당자에게 전혀 다른 역할을 수행하길 요구하고 있습니다. 좋은 소식은 이미 많은 마케터들이 이러한 변화를 잘 알고 있다는 점입니다. 이제 그러한 생각을 실행에 옮길 때입니다.

서밋 둘째 날 연사로 나선 명배우이자 영화감독 그리고 제작자인 로버트 레드포드는 자신이 설립한 선댄스 연구소 및 영화제의 진화를 통해 살펴 본 재창조에 관한 대담에서 이렇게 말했습니다.

“실패는 끝이 아닌, 여정의 한 과정이다. 위험을 회피하는 것이 바로 위험이다”

실패에 대한 두려움으로 거대한 디지털 시프트 물결 앞에서 주저하고 있습니까. 이제 자기혁신을 통해 디지털 시대가 요구하는 마케터로의 변화가 필요한 때입니다.

Adobe Summit 2014: The Reinvention of Marketers

Suzie Brady, Communications Manager, ANZ, Adobe Systems – @SuzieBrady1 LinkedIn

Winter returned to Salk Lake City on Day 2 of Summit, The Digital Marketing Conference, but no one cared because the program inside was the hottest ticket in town. Robert Redford was in the building and 7,000 delegates were bubbling with excitement.

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Waiting for Robert was made easy. Mike Rude, Managing Director of Customer Experience at FedEx, inspired the crowd with this energy and encouragement to embrace the technology we have invested in, and jump onboard before the ship departs. Mike urged marketers to take calculated risks and use technology to deliver better experiences for their customers – and enjoy the results.

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Richard Sherman is Cornerback with the Seattle Seahawks, part of the National Football League in the US. Coming from Australia, I have no idea what a Cornerback is, so I was mildly confused about what Richard was doing on stage at the world’s premiere digital marketing event. I didn’t have to wait long. Two months ago, Richard caused a social media sensation with a crazed TV interview after a match. It turns out Richard is a Stanford graduate with a degree in communications. Richard had a plan for his own brand and his crazy interview turned out to be his launch pad to stardom. Richard leveraged his notoriety to grow his Twitter following by over 600,000 in just two months; he’s also launched his own fashion line. At the same time, he’s raising awareness of the importance of education and encouraging us to take advantage of moments that are own launch pads to achieve our goals. Richard’s advice: have a plan, stick to that plan, ride through the bumps in the road, and take advantage of opportunities that come your way.  I still don’t know what a Cornerback is, but I’m now following Richard on Twitter (you can too – @Rsherman_25).

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John Bollen is from MGM Resorts and was next to take the stage on Day 2. John is MGM Resort’s Chief Digital Office, overseeing the company’s digital strategy across 19 resorts and a customer database of over 65 million. John explained the reinvention MGM is about to undertake. The business has been built on acquisitions and that means customer experience has been disjointed, with silos delivering the marketing campaign. MGM is embarking on a reinvention that will shift its strategy to a continuous, engaging experience for customers. John also introduced a new role – Chief Experience Manager, who is bringing the team together to execute the reinvention.

And finally, it was time for Robert Redford… Butch Cassidy and the Sundance Kid; The Candidate; The Way We Were; The Great Gatsby… the Sundance Film Festival…environmentalist, artist, entrepreneur, activist: a true Hollywood legend in our midst and he didn’t disappoint. At Summit, we hear a lot about the importance of data – what information do we have and how can we use it to deliver better experiences for customers. Robert reminded us that at the heart of everything we do is art and in turn, content. Without a beautiful, rich and exciting experience, our customers will never be engaged. The combination of art and science is key and exactly what sets Adobe apart.

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Robert inspired us to take risks and not to be afraid of failure. He said failure can propel us forward and that not taking a risk was actually a risk. Robert shared a story from his school days where a teacher encouraged him to tell stories through drawing and he said this inspired him to have the courage to be an artist. We all agreed his risk to become an artist has paid off.

Robert talked about the role of technology in film and said that art has a major role to play in new innovations. Art is at the centre of everything Robert has done over his decades as a leading actor, director, producer and film festival founder. His reinvention – or evolution as he prefers – was inspiring and it was a great thrill to have a true Hollywood star at Summit 2014.

Feeling inspired and looking to find out more? Stay tuned to this channel.

Also you could join us at the Adobe Symposium taking place in Sydney on 22 July and Singapore on 24 July – save the date now and follow us for more updates!