Posts tagged "Insights"

Social Media Marketing In India

Srihari Palangala, Country Marketing Manager, Adobe IndiaLinkedIn

I recently attended a networking evening here in Mumbai, and it was great to spend time with fellow digital and social media marketing experts from various industries. It didn’t take long before someone raised the hottest topic right now: social media marketing and how it’s unfolding in India. It was great to hear multiple perspectives and ideas on the subject.  I gained some very interesting insights from this group, including some wise tips and tricks the best ways to use social platforms in India.

Dipping your Toes – The Opening Game:

Social media marketing is still far from being integrally woven into the marketing mix for most marketers. Based on this group’s feedback, one of the biggest challenges is to move social media marketing (and to some extent digital marketing too) from being an isolated, one-off campaign to instead delivering and executing in a sustained, predictable and mature way. Uncertainty about the best strategy and tactical execution means social media marketing is still underrated in the country. The fact that there is often a struggle on who ‘owns’ social within the business does not make things easier: it seems that marketing will often be held accountable, but with only powers to influence the outcome at best! By and large in India, social media marketing still remains a relatively smaller percentage of the overall marketing spend to reach audiences.

Staying Afloat – The Middle Game:

As you tread further on the trail of social media marketing, you will find that your goals can be extremely varied: from ongoing nurturing (engagement or keeping interest alive, improving the quality of followers), to growing the base (acquisition, increasing the quantity of followers) or around conversion (registering for a product trial, signing up for an event or subscription). Deep engagement and success around any goal requires creating intriguing and up to date content. It is always vital that the marketing message and content delivered through your social platform is relevant for your audience. Take the time to study your social platform and understand the ways your customers interact. This will allow you to respond in engaging ways and push out relevant content that will help retain followers and gain new ones. The challenge, however will be getting the right talent for social media marketing (either in-house or contract) to meet the above goals. Niche marketing agencies might work better in this case – you are probably better staying away from the generic marketing agencies that claim to also do digital.

Winning the End Game:

Social engagement can generate a LOT of buzz – and the key will be to filter out what are genuine business feedback/considerations vs. ‘other noise’ in the system. If you can find intelligent ways (or tools) to do that, social can provide with direct access to genuine customer feedback.These feedback and comments can then be used for product enhancements, new lines of business, or enhanced services and support. In turn, this will allow you to create active and relevant social communities in adjoining and similar areas, giving you a variety of avenues to understand yours customers’ needs and growing your brand further.

What are your thoughts? Where are you in the journey and how have things played out for you? Do drop in a comment and let us know

Digital marketing and analytics gurus can now get certified

Marc Gagne, Senior Director, Digital Marketing, Adobe APAC – LinkedIn

Last weeks’ Digital Marketing Symposium in Beijing was simply amazing. More than 500 marketers attended the event and Adobe announced the launch of an exciting new digital certification program for digital analytics. I’ve been heavily involved in developing this program and as far as I know, it’s the first of its kind to be designed and created in Asia Pacific, specifically to foster the next generation of APAC digital analysts.

The program itself has a rich backstory. The Adobe team is in a privileged position to travel regularly through the APAC region and no matter which country we visit, we always hear the same thing from our customers and partners; “can’t find enough data driven, digital marketers.”  We developed the program in response to this demand as well as to create an industry-standard certification that can confirm proficiency in digital analytics. We designed it specifically for experienced digital analysts, digital marketers, and online decision-makers to help them make the transition from simply managing data, to using it to derive actionable insights which can be applied to make more informed business decisions.

After putting the final touches on the program, we piloted it with help from one of our major Australian customers, Suncorp Bank. The feedback from the Suncorp team following the five-day, interactive course, was very positive and they felt much more confident about working with data, evaluating and measuring results, and applying the learnings to their strategy.

Garth Stubbin, Suncorp’s Advisor, Digital Measurement and Optimisation, said “We undertook this training to raise our capabilities in our quest to become a data-driven organization. We found the course gave us the opportunity to develop vital skills sometimes overlooked by specialists in this field. The training gave us the confidence to uncover opportunities and present insights to stakeholders across our organization.”

 Like the Suncorp team, attendees of the digital certification program will receive training on:

  • Aligning insights to business objectives
  • Planning and reporting on online campaigns
  • Understanding high volumes of data
  • Setting clear goals and assigning digital KPIs
  • Maximising the value from digital campaigns
  • Integration of digital analysis, digital optimisation and monetization
  • Optimising marketing campaign and channel performance
  • Insights from customer segmentation
  • Advanced industry vertical analysis in sectors including Finance, Media and Advertising, Retail and e-Commerce, Travel, Telco and Technology
  • Attendees will complete the course with an Adobe certificate in Digital Analytics

When it comes to data, what’s really important is what you do with the data once you have it.  This course is going to help make that process even more valuable. If you’re working in this field, take a look at the course today.

What do Adobe’s First Facebook PMD Awards mean for you?

Janie Lim, Group Marketing Manager, Adobe SEA – LinkedIn

Face­book’s significance as a social mar­ket­ing plat­form just keeps growing and the demand for deeper marketing opportunities increases too. Facebook has just announc­ed its Pre­ferred Mar­ket­ing Devel­oper (PMD) pro­gram and Adobe is the first PMD mem­ber (out of an ini­tial 232) to be awarded badges for all four of Facebook’s Mar­ket­ing APIs – Pages, Ads, Apps and Insights.

What does this mean and why is this impor­tant for our digital marketing cus­tomers?

Pages API

Adobe offers highly flex­i­ble page man­age­ment with a robust roles and per­mis­sions model.  This enables global and local scale so you can man­age all of your Face­book pages within a sin­gle plat­form, while empow­er­ing regional man­agers to exe­cute cam­paigns locally. We also fea­ture deep inte­gra­tion with Adobe Site­Cat­a­lyst, enabling auto tag­ging of social media posts with cam­paign track­ing codes in the pub­lish­ing work­flow.  This means you can much more eas­ily track how your Face­book con­tent and inter­ac­tions are dri­ving behav­iours on your dig­i­tal prop­er­ties. That’s a fancy way of say­ing you can now tie social activ­ity to busi­ness results.

Apps API

In addi­tion to the flex­i­bil­ity and cus­tomis­abil­ity that the new app builder within Adobe Social pro­vides, Adobe’s inte­gra­tion between Site­Cat­a­lyst and for­mer Effi­cient Fron­tier tech­nol­ogy now enables auto tag­ging of appli­ca­tions with cam­paign track­ing codes to mea­sure users across the entire cus­tomer jour­ney from ad click to app engage­ment to web­site con­ver­sion and beyond. Through inte­gra­tion with Adobe Test&Target, mar­keters can engage in A/B test­ing of app cre­ative and copy, pro­duc­ing crit­i­cal Face­book app opti­misa­tion insights for enhanced engage­ment. Our tar­get­ing tech­nol­ogy auto­mat­i­cally per­son­al­ises the app expe­ri­ences based on social pro­file and demo­graphic data, which improves rel­e­vancy and dri­ves higher conversion.

Ads API

Adobe is cur­rently the only provider to inte­grate “spon­sored story cre­ation” within the Face­book pub­lish­ing work­flow.  Essen­tially, this capa­bil­ity can sig­nif­i­cantly expand the influ­ence of con­tent by max­i­mising reach – get­ting your con­tent in front of a lot more eye­balls – and ampli­fy­ing mes­sages. This inno­va­tion enables com­mu­nity man­agers to col­lab­o­rate closely with ad man­agers dur­ing the plan­ning process to coor­di­nate paid and owned reach at cam­paign launch instead of spon­sor­ing a story after the post has gone live.

Adobe also enables cross-channel attri­bu­tion of social against other dig­i­tal adver­tis­ing chan­nels – search and dis­play – because our tech­nol­ogy man­ages all bid­d­a­ble dig­i­tal ad for­mats.

Insights API

Adobe can tie Face­book activ­ity directly to busi­ness results like rev­enue or other con­ver­sion met­rics. Addi­tion­ally, Adobe can inte­grate lis­ten­ing (earned) data with owned data, paid media (ads) data, and mean­ing­ful ana­lyt­ics (i.e. let’s look beyond “likes” and “fans” to rev­enue and con­ver­sions) within one dataset. This gives you a much more com­plete pic­ture of per­for­mance across chan­nels and insights to opti­mise invest­ments across those chan­nels for the great­est ROI.

The social world gets both richer and more easily accessible for digital marketers with tools such as these. As Face­book con­tin­ues to inno­vate and enhance their plat­form, we will work closely with them to con­tinue pro­vid­ing the most com­pre­hen­sive and sen­si­ble sup­port solu­tions possible