Posts tagged "Digital"

Leading Australian retailer David Jones launches mobile application as it celebrates 175 years in business

Posted on February 5, 2013 by adobeapac | Comments (0)

Iconic Australian retailer David Jones has launched its first retail iPad application, created with Adobe® Digital Publishing Suite.  For the first time, David Jones customers can browse the latest brands and designs on their tablets – making shopping not only easy, but interactive, fun and inspiring, deepening brand engagement.

The app is part of the retailer’s omni-channel strategy, and is a component of its new ecommerce website roll-out. Named the David Jones Magazine, it’s now available on iTunes, and showcases guest editorial, David Jones shop-able content and provides customers with an interactive shopping and catalogue experience.

David Jones chose Adobe’s solution for its new digital venture as it offers a complete solution to create, distribute, monetise and optimise engaging content and publications for tablet devices. Like many organisations, David Jones has recognised the power of offering customers a tablet solution – the Adobe Digital Index revealed that tablet users on average purchase 20 per cent more than web visitors and 50 per cent more than smartphone users.

The Adobe Digital Publishing Suite allows retailers to take advantage of and avoid missing out on new untapped revenue and engagement opportunities on mobile devices. Not only does it bring to life catalogue images through richly designed content and interactivity, it also captures consumer insights through analytics, a vital requirement for driving revenue growth.

For David Jones, the Adobe Digital Publishing Suite provided a flexible, end-to-end solution which made app development easy and was an effective way to connect with  customers. David Jones plans to use the platform to scale to multiple devices, such as Android devices and the iPhone.

Apps are beginning to have a much larger reach for businesses as consumers choose to interact online either via their tablet or mobile phones to make purchase decisions. Out of the many publishing platforms available, Adobe plays a leadership role in publishing transformation , with many apps  developed using Adobe Digital Publishing Suite, includingMartha Stewart, Time, Oprah, Newsweek, National Geographic, Magazine, Fast Company, Reader’s Digest and Vanity Fair.  To read more about the Adobe Digital Publishing Suite and its full capability click here

About Adobe Digital Publishing Suite
Digital Publishing Suite is a set of turnkey hosted services and viewer technology that tightly integrates with Adobe Creative Suite 6 products. Using Digital Publishing Suite in combination with Adobe InDesign CS6 allows traditional media publishers, corporate organisations, ad agencies as well as individual freelance designers and small design firms to publish, distribute, monetise and optimise a new class of innovative digital magazines, newspapers, ads and corporate publications on leading tablets including the Apple iPad, Apple iPhone, Kindle Fire, Samsung Galaxy and other Android tablet devices. The Digital Publishing Suite includes Enterprise, Professional and Single Editions.

About Adobe Systems Incorporated
Adobe is changing the world through digital experiences. For more information, visit www.adobe.com

Looking back and moving forward –Digital Marketing at Adobe

Posted on January 7, 2013 by adobeapac | Comments (2)

 

Vicky Skipp, Head of South East Asia and APAC CSC, Adobe SEA - LinkedIn

 

 

 

 

With 2012 now behind and 2013 just beginning, let’s take a few moments to reflect on the year just passed and what might come in the year ahead.  Adobe’s Vicky Skipp, Head of South East Asia and APAC CSC and Will Bosma, APAC Solution Consulting Director share their insights on the year that was.

What were the highlights this year with regards to Digital Marketing for Adobe?

Will:  Personally, there were 3 highlights that stood out for me in Digital Marketing for Adobe:

  1. Tremendous market take-up of Adobe Experience Management in APAC – especially in the Media and Entertainment and Financial Services industries. Some of the largest companies in the region have invested their entire business on our platform and have made it the center of their digital transformation
  2. The acquisition of Downstream Marketing and the many bright people there who have joined our business
  3. The release of Adobe Social – and finally a solution that addresses the issues of ROI for Social Marketing.

Vicky:  2012 was a very exciting year for Adobe all around. In 2012 we rebranded our Digital Marketing solutions to the Marketing Cloud which allows us to bring the magic of the creative cloud together with the marketing cloud as well as allow our customers to access the information anywhere at any time. In addition, we launched a joint research study with the CMO Council on the Digital Marketing Landscape in Asia Pacific. Also, as Will mentioned we launched Adobe Social which was very exciting as is one of the only end-to-end social solution out in the market.

What are major needs and challenges in Digital Marketing that customers have discussed with you this year and why?

Will: CMO' S and Social Media Managers have spoken about the challenges of using multiple tools to try to deal with Social Business – resulting in a disconnected and isolated process that is still not well accepted by senior executives. In addition there’s been a lot of discussion about the challenges they face in proving the value of social marketing - not only its ROI but also its alignment with the fundamental business goals of the company they work for. It impacts the funding and resources they get to address this high touch engagement channel. More generally, we heard a lot about the difficulty of finding great Digital Analysts – there is an incredible amount of data available for Digital Marketing but precious few who know how to find the true ''nuggets' that can alter business results – this is a huge challenge that’s arrived with the advent of Big Data.

Vicky: Customers are steadily evolving their business models towards focusing on mobile as customers spend increasing amounts of their time on their mobile devices. APAC marketers are hoping to increase their online marketing budgets in the coming year. According to Adobe’s recent Digital Marketing Performance Dashboard APAC, in Singapore alone close to 30% of marketers plan to increase digital marketing spend this year to between 25 – 49% of their total marketing budgets. But with so much customer activity happening online, the amount of data generated has become a huge business complexity. Being able to analyze and make sense of the data collected, to turn it into valuable strategic customer information has been one of the biggest challenges our customers face.  Secondly, our Digital Performance Dashboard study found that businesses have been struggling with a skill shortage. Potential employees with the correct expertise and skillsets to help tackle the challenges of the digital age of marketing are hard to find. Currently, over 49% of respondents said their current marketing teams did not have the right skills, experience or talent needed to take on digital marketing strategy.

What would in your opinion be the top 3 Digital Marketing trends to watch out for in 2013 and why?

Will: The top 3 trends I foresee for 2013 are:

  1. Inbound Marketing and Content– organisations scramble to create compelling content that works across multiple devices, that customers and prospects alike want to consume and share.
  2. Context is king – not only do all companies need to become media organisations but the content needs to be delivered in context – the right content, right time, right device and in the customers context. This is a significant challenge and goes far beyond what most marketers think of in terms of personalisation
  3. Social Business finally arrives in APAC and with it an understanding that Social is truly organisation wide – it impacts marketing, service, sales, talent acquisition, the customer experience and brings with it a focus on organisational cultures and structures.

Vicky:  For me, the top 3 trends for 2013 are:

  1. Mobile – As mobile consumption continues to grow and customers interact more and more via mobile, businesses will need to adapt content to suit mobile interfaces.
  2. Cloud – More and more business will be moving to the cloud as it allows for mobility and customers to access information anywhere and at any time.
  3. Data - Leveraging data to generate analytical insights is a critical factor to help businesses advance ahead of the curve by way of tracking and mapping customer insights and behaviour. In turn, this will help them create valued and personalised experiences for their customers.  In the Digital Marketing Performance Dashboard APAC 2012, 72% of respondents are already using analytic and reporting technologies. Businesses understand the need to gather more data and insights to drive personalisation, targeting and segmenting in order to deliver more meaningful customer engagements. 36% of the businesses we polled across Asia Pacific have rated richer, deeper customer profiling and engagement as one of their top priorities for the fiscal year.

We’d love to get your comments and feedback. In your opinion, what are the top 3 trends for Digital Marketing in 2013?

Where are all the digital analysts?

Posted on November 15, 2012 by adobeapac | Comments (5)

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?

Fairfax Metro Media prepares for the next generation of news

Posted on October 16, 2012 by adobeapac | Comments (0)

Paul Robson, Managing Director, Adobe Australia & New Zealand – LinkedIn

Fairfax publications have been synonymous with quality journalism in Australia since John Fairfax purchased The Sydney Morning Herald in 1841. Fairfax Media is now a leading multi-platform media company in Australasia with metropolitan, rural and regional publications and websites across Australia and New Zealand.

Fairfax Media’s Metro Division has taken a bold and future-focused step, one which many other publishing houses are considering. It’s transforming its metropolitan business into a powerful digital media-based business model that also allows it to remain loyal to its roots in print – something only the combination of Adobe digital marketing and digital media technologies can achieve.

Fairfax Media’s Metro Media division is introducing an end-to-end Adobe editorial publishing platform to power its newly integrated, multi-platform newsrooms for Australian mastheads including The Sydney Morning Herald and The Age. The full solution will integrate Adobe technologies including Adobe ® CQ,  Adobe® SiteCatalyst, Adobe® Digital Publishing Suite, content creation technologies from Adobe® Creative Suite 6, along with training support to create a complete Web Experience Management solution.

Like many organisations, Fairfax Media has recognised that effective Web Experience Management is the key to successfully managing, monetising and optimising content on the web. Fairfax’s approach will help its editorial team become much more flexible and efficient with content, and will now be able to create all their content through a central web interface that will automatically output to any platform, including print, mobile, tablet, social and IPTV.

The Adobe Web Experience Management solution will be used by Fairfax to create and author all content, and will feature a next-generation dashboard of real-time analytical data powered by Adobe ® CQ and Adobe® SiteCatalyst that will significantly enhance the way it creates digital experiences for its large and highly fragmented audiences. At a glance, the dashboard will show Fairfax exactly what types and specific pieces of content readers are best engaging with and allow it to tailor the content and advertising of its mastheads more towards the preferences of individuals.

In making this move, Fairfax has given its business a solid foundation to address the swiftly accelerating pace of the local and global media market and prepare its newsrooms for new digital platforms, while also providing a simplified process for its print outlets.

Today’s media landscape has changed dramatically since the Fairfax family first entered the newspaper business over 170 years ago. We have moved from the industrial revolution and into the digital future and Adobe is excited to be part of the transformation of a great Australian company. I look forward to seeing the great content and reader experiences that Fairfax will deliver across all of its platforms.