Posts tagged "marketing"

Nobody Said Reinvention Would Be Easy

Liz Miller, Senior Vice President of Marketing, CMO Council -@lizkmiller

Confidence is growing. Sophistication is escalating. Marketers are advancing digital like never before across Asia-Pacific and Japan. But now comes the really hard work.

Today’s marketing organization is at an impasse. We must all make the active decision of whether we are going to cling to the branding and advertising tenets of the past—filled with loose measurements and traditional tactics—or venture into the fast, often out-of-our-control space known as our customer’s digital reality.

Image courtesy of KROMKRATHOG / FreeDigitalPhotos.net

 

 

Here is the singular point of truth to remember: Our customers are already digital. Consider this:

1,621,000: The number of active mobile consumers in Asia

969,583,240: The number of active social media users in Asia

1,255,745,291: The number of active Internet users in Asia

 

 

 

 

While marketer confidence is growing, so is a sense that we are just at the start of one of the hardest journeys that the industry has ever seen: catching up to our customers. We are facing a reinvention, a renaissance of marketing that will usher in a new era of business-minded, data-driven, social and mobile-savvy marketers.

When I look at the findings from last year’s “APAC Digital Marketing Performance Dashboard 2013,” conducted by the CMO Council in partnership with Adobe, two items immediately jump out as things we must stop doing immediately as this reinvention takes off:

• Stop accepting less than exceptional measurements. We cannot afford to market without measuring. According to last year’s survey, only 17 percent of marketers feel they have an excellent or very good grasp on digital marketing measurement and analytics, with 34 percent admitting this area needs improvement. We need to measure marketing outcomes and results against the businesses we are being tasked to drive.

• Stop hedging your digital bets…allocate! Global marketers are investing between 25 and 35 percent of their overall marketing budgets specifically to digital, and we are seeing this number shift and grow dramatically year over year. However, marketers in APAC are spending far less as only 14 percent of survey respondents are spending on par with their global peers. We need to invest properly in the engagements, experiences and channels that are yielding measurable and profitable impact for our brands. It will be hard, but it can and should be done. Consider Molendez, the company behind brands like Oreo and Trident, which will allocate 50 percent of its budget to digital by 2016. Will it be easy? No. But Molendez rightly believes it needs to go where its customers are engaging.

As we prepare for the upcoming Adobe Digital Marketing Symposium, I challenge all of us in marketing to take a hard look at what we need to stop doing in order to spark this reinvention of marketing. What role will each of us play in this advancement?

If you thought the data points I shared in this post were interesting, I’d like to invite you to be part of our 2014 study by taking a short survey that will ask where you are in your brand’s digital marketing maturity. As a thank you for your time, we will share a complimentary copy of the report with you once it is published later this year. Take the survey here.

Personalization: The Dark Art to Engaging Crowds

 Scott Thomson, Senior Manager Industry Strategy APAC, Adobe Systems

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There’s a dark art to talking to or performing in front of crowds. Bands do it. Magicians do it. Politicians and inspirational speakers do it. They personalize their performances and their messages.

A politician enters a crowded auditorium and as she walks down the aisle she stops to warmly shake hands with a few people on the aisle and shares a few friendly words with each.

The lead singer in a band bounds onto the stage of a packed arena, punching the air with energy. He pauses at the stage edge as if he’s caught someone’s eye in the crowd. He smiles broadly, points and waves at what appears to be a fan he’s spotted. He then calls out to the whole city all the time maintaining a pointed finger to his “friend” in the crowd.

Once you stop treating the crowd as a crowd and start focusing on individuals, the crowd notices! The more you do it, the more the crowd engages.

One by one, the experience and expectation in the crowd becomes, that this isn’t just a one to many thing. It’s about the performer and me, a unique, unrepeatable, magic moment shared. Even people who don’t get individually called out still start to believe this.

As the market matures it moves its practices from broad reach & frequency, multi-channel communications and starts focusing strategically on customer journeys and customer centric communications, we begin to see the imperative of getting into the crowd, waving and smiling and connecting with our customers where they are.

Quite simply, we are moving from an enterprise centric marketing approach to a customer centric marketing approach.

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Two potential challenges for the near term will be if we see the bulk uptake of addressable TV and the predicted mass uptake of wearables. Not long to go, we were saying, “Next year will be the year of mobile”. We kept saying that year in, year out – 2007, 2008, 2009… then we got to 2010 and uptake passed critical mass and people were scrambling for mobile resources and desperately trying to get apps to market.

Think about the “year of connected devices”, including TV and wearables. When do you think that will be? – 2015, 2016, 2017? Especially with TV, what happens when the bulk of TV marketing and content suddenly has access to address their audiences individually?

Are marketing and content teams laying down the foundations and skilling up their teams to have personally addressable conversations? Are they working towards addressable conversations with customers across TV, tablets, mobiles, wearables and the potentially dizzying array of addressable Internet of Things we are promised? Are we being wise or will we be left scrabbling?

There are now and will be in the near future more ways than ever before to use all this to listen, predict, assemble and deliver all kinds of content in near real time to our customers. We could also match the context and journey of the customer to meet them where they are most engaged and most receptive to our messages. How are you coping now and how are you preparing for the future?

Join my colleague, Kevin Lindsay, and me at the Adobe Digital Marketing Symposium 2014 in Sydney and Singapore where Kevin will conduct a deep dive into personalization and I will cover Data Management Platforms – Your Audience Matters.

Also, find my presentation on personalization (with the Australian spelling) as well as data driven advertising on my slideshare: http://www.slideshare.net/sufood

Confessions of a marketer – the truth is out

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For those of us who work in marketing day-to-day, there’s no denying that so much has changed. But many of our CMOs and industry peers just haven’t kept up. Do you agree?

We took to the internet to ask marketers across Asia Pacific (APAC) what really goes on in their organisations and here are some of the results:

  • 54% of APAC marketing leaders base decisions on what management wants, rather than data
  • 39% of marketers believe their team is not aligned with all the business functions, including IT, customer service, and operations, to drive digital programs.
  • 64% of APAC marketing leaders value digital results over traditional metrics
  • 47% of APAC marketing leaders claim to embrace social, but someone tweets on their behalf.
  • 70% of CEO’s believe digital and social can deliver business transformation.

It seems that although many marketing leaders value digital, they are still holding back and afraid to take the full leap forward. Many are still guilty of following top management decisions rather than adjusting their marketing efforts based on the data as well as claiming to embrace social but rely on others (probably an agency) to tweet on their behalf.

Here are some of the other things marketers had to say:

  • “1. The results from digital programs cannot convince management that they may need to invest more. Although feedback and results say otherwise. 2. ROI and Sales are still the main indicators.”
  • “There are times when ’conventional wisdom’, ’what the founders / investors prefer’, and ’quick fixes’ take over from decisions based on data and facts.”
  • “There is a great interest in digital at C-level thanks to social media. But on the other hand, very few marketers are trained in it or know how to use it to deliver campaigns and metrics in the right way to the C-level audience within companies. Currently the drive to show ROI has made marketers show analytics based on random apophenia rather than quality gains from marketing which are actually a mix of quantitative and qualitative metrics rather than a numbers game alone.”
  • “The cost ratios of digital marketing are attractive to senior management in a company. However, the real question is whether non marketers truly understand and buy into the value (as opposed to cost savings) that it brings. The process of internal education remains an important component of the mix.”
  • “When metrics are still based on traditional marketing, numbers generated by digital activities cannot be accurately tracked and taken into account.”

The majority of marketers agree there is an interest in digital by senior management but generally there is also a lack of understanding and skill on how to leverage it. The power of digital is endless and companies which adopt digital marketing into their overall strategy will have a better idea of their customers and how to engage with them, all in real time.

Looking to drive your company’s digital transformation or improve your digital marketing strategy? Attend Asia Pacific’s most anticipated digital marketing gigs of the year – Adobe Digital Marketing Symposium. Register now to attend the Sydney Symposium on the 22 July and Singapore Symposium on the 24 July where marketing experts and innovators will share the latest digital marketing know-how.

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!