Posts tagged "mobile"

Top 5 Reasons for Adoption of Digital Marketing in APAC 2013

The digital world has evolved into an area that in ingrained in many of our lives and has become a space for consumers to interact with their brands. This has provided opportunities for digital marketing to flourish.

There are multiple reasons why organisations are making the shift to digital marketing  –  it’s cost effective, delivers better ROI, it happens in real time etc.  After interviewing 300 marketers in Asia Pacific for the APAC Digital Marketing Performance Dashboard 2012, here are the top 5 reasons for the adoption of digital marketing:

 Top 5 Reasons Adoption of Digital Marketing

Wondering what’s all the hype about digital marketing? Find out at Adobe Digital Marketing Symposium this July in Australia & Singapore. Register now to get access to the latest tips, tricks & technology.

10 Snake Themed Digital Marketing Predictions to Celebrate the Chinese Year of the Snake!

Siva Ganeshanandan, Director, Adobe Marketing Cloud, APAC – LinkedIn, @sivagatwork

It’s the Chinese year of the snake…and here are my predictions for what will be happening in the world of the Digital Marketer in APAC – with a snake theme.

 

 

 

1) Venom: Big Data in the Hands of the Marketer

Big Data is still today, focused on transactional systems – sales data, booking data, phone usage data etc. There is a lot of high signal to noise ratio that these systems like, but they are still too slow and inflexible to allow a data query conversation:

>Do customers with a higher NPS spend more with us?
Wait a few days, to build a new cube and run through the data.
>Yes – promoters spend 25% more than detractors and neutrals.
>Ok – can you break down neutrals and detractors? Yes, 30% less and 20% less.
>How often do the promoters transact with us?

Before you know it, before you have something you can use – a month has gone by.

Then if you throw in marketing data – you are really in trouble. There is a high noise to signal ratio and many ‘Big Data’ solutions are not great at handling this.

In reality however, the combination is where the power is.  Think of this example: Based on this loyal customer’s previous bookings, I should give him a promotion on flights to London in the lead up to Christmas. This is based on years of behavior shown on my frequent flyer program. But if, before logging in, the customer spent 5 minutes on my destination guide to Bali, and did some search for flights to Bali around Christmas time, that is a stronger indicator of intent.

Bringing the two sources of data together is critical, and customer insights departments are starting to see the value of behavior data (and of combining it with their Data Warehouses).

Big data will start to deliver insights that move the marketing needle.

Looking back and moving forward –Digital Marketing at Adobe

 

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?

Getting ROI from your 2013 Digital Marketing Investment

That was the underlying theme of Adobe’s Digital Marketing Forum that was held last week in Singapore. Regional experts Ali Bullock, Head of Communications for World Wildlife Fund Hong Kong, Damien Cummings, Regional Marketing Director, Digital and Social Media for Samsung Asia and Marco Ryan, Managing Director ASEAN for Accenture Interactive were the highlighted guest speakers and shared a wealth of anecdotes, insights and words of wisdom. We also heard from Adobe’s Marc Gagne, Senior Director Digital Marketing, APAC, Nicholas Smith, APAC Chanel Sales Manager,Siva Ganeshanandan, Director, Digital Marketing Suite APAC and Julie Cleeland Nicholls, Director of APAC Communications

Marc Gagne kicked off the event by discussing the concept of ‘the digital self’ and how our avatars help marketers to better understand consumers wants, needs and desires like never before. This allows companies to create a highly personalized experience, deliver uniquely targeted advertising and gain a deeper understanding through analytics and data.

Damien Cummings then took the stage to present on Samsung’s LASER digital strategy. He explains how marketing has gone beyond campaigns into an “always on” framework for marketing, integrating social media into everything the brand does and the challenges around implementing e-commerce for Samsung who has a strong retail go-to-market strategy.

Is 2013 the year of mobile? Nicholas Smith certainly thinks so, and he shared the latest mobile marketing trends in APAC and explained how getting mobile strategy right can make it the glue between the digital and the physical worlds.

Being able to predict the returns on your advertising spend changes how you allocate your budget. This information is pivotal to marketers and Adobe’s Siva Ganeshanandan took us through the new technology on offer that provides the capabilities to do this.  WWF’s Bullock followed and shared his insights into the best social marketing strategies to increase returns on engagement and build value. Ali also talked about Adobe Social and how it has been a critically important in managing his social communities first at Cathay Pacific and now at WWF.

ASEAN is the place to be for digital marketers due to abundance of opportunity: so said Marco Ryan in his closing keynote for the event. ASEAN has the highest penetration of Digital Natives in the world, the highest availability of mobile devices and an appetite for social media and online gaming which makes this region a treasure chest of opportunity for digital marketing!

The event finished with an interesting and engaging panel discussion with our distinguished guests speakers, Adobe experts and digital marketing peers as they shared their insights, experiences and best practices around digital marketing strategies and tactics.

Panel discussion (from left to right) with Marco Ryan, Nicholas Smith, Ali Bullock, Damien Cummings and Siva Ganeshanandan.

With over 130 delegates in attendance, interesting case studies and insights were shared and exchanged.  Be sure to look out for the event next year and sign up early as seats are limited.

Please feel free to email or leave a comment if you are looking for further information about the event or Adobe products, we’d love to hear from you!

The State of Social Business in India

Will Bosma, APAC Solution Consulting Director, Adobe Australia – LinkedIn, @wbosma

I recently spent a week in India meeting with some major companies across many different sectors - Financial Services, Communications, Travel and Hospitality, eTailing and Fashion. Regardless of what type of business, the key topic was the same: their current state of development in social business and their plans to integrate Social as part of their overall business strategy.

It was a fascinating week. The landscape in India is changing rapidly. Just to set the scene; there are some 120 million people online in India which is a large number – but still only 10% of the population. There are some 900 million mobile subscribers and about 350 million have data packages. Mobile is clearly the preferred method to connect and it’s estimated there will soon be more mobile subscribers than people. A $50 tablet (Aakash) is being rolled out to schools in India. There some 13 billion advertisements served to mobile devices every month and mobile commerce is set to rise spectacularly. Yet for all that, online commerce today is still quite small.

On the social network side, there are 56 million Facebook users in India, making it the third largest country behind the US and Brazil – although not for long. It’s estimated that on current growth rates there will be more Facebook users in India than in the US by 2014. There are 15 million LinkedIn users – perhaps not surprising given how much of the recruiting process is offshored to India -  and the Twitterverse is growing exponentially. The largest brand page for Facebook in India is Tata Docomo with 9.2 million ‘Likes’.  Yet for all the astounding numbers, the use of social media and the creation of social businesses are still in their very early stages – as we will soon come to see.

It’s interesting that to outsiders, India can appear as one homogenous country. Nothing could be further from the truth. There are significant regional cultural differences and many regional languages – all of which are going to pose serious issues to using social networks for business. Many brands in India are already wrestling with questions of how many presences do they need to cater to these variations and how to manage that? Some are looking at pages per branch, pages per major Tier 1 /2 cities or per state. And how many languages should they support? There’s a growing awareness that every presence is a void to be filled with content and hopefully, engagement. These are serious issues for the Indian business sector.

If I were to categorise the state of Social Business in India, I’d say it’s in an adolescent stage. There is a huge amount of buzz around social in general and almost every business of note is rushing to shore up its social network presence. There is a tried and true method of building a large Facebook community – create pages or content based around sport – cricket and football (soccer) – or around Bollywood. There are more than 20 major enterprises with pages or applications dedicated to the cricket T20 World Cup being played right now. There are also a lot of pages and apps around the upcoming F1 event in Noida.

Generally, these pages have large engagement rates – certainly compared to what we are used to – but the main brand pages still have very low engagement rates. So the challenge for many of these organisations is how to convert the sports and movie related fan pages (sub pages) to a community that is making a real contribution to key business metrics.