Posts tagged "social marketing"

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?

Adobe Digital Marketing Summit 2013

Adobe Digital Marketing Summit 2013 is fast becoming the world’s premier industry event, held annually in Salt Lake City, Utah at the Salt Palace Convention Center from March 4-8, 2013. Here, thousands of marketers from around the globe come together to learn about the newest trends impacting the industry, what lies ahead for the year, and preview the latest digital marketing technologies on offer from Adobe. Summit 2013 will convene thousands of marketers, advertisers, publishers, agencies, analysts and developers across industries to explore how to create, measure and optimize digital experiences, leveraging the Adobe® Marketing Cloud to build brand loyalty and secure new customers. Attendees can immerse themselves in up to four days of keynotes, informative sessions, training workshops and networking opportunities focused on strategies and best practices for optimizing multi-channel analytics, online conversion, social and mobile marketing, audience segmentation and advertising, and Web experience management.

Summit 2013 – The Leading Digital Marketing and Advertising Event of the Year

Keynotes featuring Adobe executives, industry luminaries and analysts will explore the latest trends impacting the digital marketing industry and provide an outlook on what lies ahead. Summit 2013 will also include a customer and partner showcase, opportunities for attendees to connect with Adobe’s digital marketing experts, a Summit Bash with a surprise headliner concert, receptions, and a world-class ski day.

More than 70 breakout sessions!

The sessions will feature leading companies and Adobe digital marketing professionals will delve into analytics and reporting, social media marketing, digital advertising, personalized customer engagement, and maximizing digital marketing investments. Sessions are designed to provide real-world skills development including demos, tips and tricks, and tutorials on how to efficiently use Adobe Marketing Cloud solutions. Registered attendees can sign up for sessions within these seven tracks:

  • Digital Analytics (for Web Analysts, digital and mobile marketers) – Hear from your peers and Adobe experts as they reveal analytics principles, strategies and techniques for optimizing performance of digital marketing campaigns by making online, social, mobile, video and customer analytics data actionable. Web and business analysts will learn how digital analytics can effectively identify the most profitable strategies to serve customers, engage audiences with compelling content, and determine the critical inputs to achieve digital marketing success.
  • Web Experience Management (for content, digital and mobile marketers) – Join Adobe’s experts, plus innovative marketers and technologists from leading enterprises, to discover the latest strategies and solutions for creating relevant brand and commerce experiences. Discover new ideas, learn tips and tricks, and explore the latest solutions for Web content and digital asset management that will give you and your company a competitive edge.
  • Digital Advertising (for advertisers and publishers) – Gain valuable insights on how to reach the right audience at the right time with the right message across channels while maintaining your budget and positively impacting ROI. Learn how to focus resources on the most salient and impactful solutions in order to compete in the aggressive advertising landscape.
  • Targeting & Optimization (for content and digital marketers) – Obtain effective digital strategies for targeting potential and existing customers. Ensure that their interactions with your business are meaningful by creating connections with customers that drive stronger engagement and higher conversion. The key to digital success is accurate and effective data-driven targeting and ongoing, disciplined optimization.
  • Social Marketing (for social marketers and community managers) – Discover the latest trends, challenges, and how leading social marketers are harnessing social media to improve ROI and extend relationships with their customers. Social media marketing is the fastest growing digital channel of 2012 and cannot be an isolated marketing tactic. Social influences all marketing activity, and businesses demand solutions that connect social activity to their business results.
  • Marketing Innovation (for marketing executives) – Meet with industry luminaries and innovative business leaders who are at the forefront when it comes to marketing in the age of the digital self. These speakers will share their expertise, vision and experience on how to take digital marketing to the next level. Marketing Innovations combines their leadership insights, marketing strategies and the solutions that allow them to build the next generation of marketing.
  • Tech Labs (for developers) – Interact with Adobe’s top technologists who will share innovative approaches to measurement and optimization across your digital marketing activities. Learn how to capture data from unique new sources in video and social while using Adobe APIs and SDKs to automate processes and leverage your data. Developers will get hands-on experience at every lab and walk away with code assets to implement in digital marketing initiatives.

Additionally, customers can take advantage of interactive workshops offered by Adobe Training Services (March 4-5, 2013), which will provide in-depth training on specified Adobe Marketing Cloud solutions. Courses will be available at a rate of $700 per one-day session and $1,400 per two-day session. There is an option to sign up for Adobe Training Services classes when registering for the conference.

This event is critical for marketers, publishers and advertisers looking to engage with industry experts and get the latest information on digital marketing.

Don’t miss Summit 2013! Register today and take advantage of early bird pricing until Sunday, January 13, 2013. Loyalist pricing is also available for previous Summit attendees until Sunday, December 16, 2012. Visit the registration, pricing and accommodations page for more information about special discounts and group passes.

Summit 2013 Helpful Links

Stay Connected – Summit 2013 Social Media Channels

 

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!

mUmBRELLA 360 2012: Media Battles and Marketing Success

By Anne Russell, Digital Marketing Manager, Adobe Australia – LinkedIn, @arussellmktg

ExactTarget’s Eric Prugh presenting at mUmBRELLA 360 2012

An entertaining battle of the media took place at the recent second annual Mumbrella360 conference, where over 700 attendees met over 2 days to discuss Australia’s media and marketing landscape. Across different presentation tracks, interviews and discussion panels, conference attendees were encouraged to settle a long-standing industry debate: Which medium is preferred these days:  Radio advertising, film advertising, magazines, outdoor or digital?

The first day saw battles between outdoor versus newspapers, TV versus magazines, and online versus cinema. That morning, we saw some interesting arguments, with each presenter strongly defending their medium. It was argued that movies reign supreme – reaching over 100 million Australians each year — the humble radio’s air waves still reach audiences throughout the day, at any given time. Some argued against newspaper advertising, making the case that even the most widely read dailies still compete with dozens of other direct messages, decreasing potential impact.

During his interview with mUmBRELLA’s editor, Tim Burrowes, Commonwealth Bank Chief Marketing and Online Officer, Andy Lark, told the conference that marketers can benefit from using multiple media sources to communicate with their audiences. Commbank has been using multiple platforms, including newspapers and TV as well as online to promote its new engagement campaign, “CAN”, around Australia.

My take on this is that whatever your strategy, it needs to be relevant, personal and measurable. Measurement is key to gauge return on investment and the most indisputably effective ways to achieve that are in the digital space. Why? Because, as Adobe’s Mark Phibbs and ExactTarget’s Eric Prugh shared in their “Intimate Insights into Digital Marketing” presentation on day 1, digital marketing works!

Today’s customers can be targeted by experience using over 30 different marketing tactics at any given time. Search, landing pages, blogs, social networks, online display advertising to email, online videos and webinars all play a role in the mix.  The challenge marketers have is budget limitations and the need to quantitatively demonstrate impact. Digital marketing is revolutionary because for the first time, we can see how successful our campaigns are as data and analytics let us measure many touch points. By using all the data you accrue about your customers, you can create a more seamless, individualised and engaging experience for your audience. .

So even if TV, newspaper, radio and outdoor ad placements are still part of the marketing mix, I believe digital is going to play a more  prominent part in marketing campaigns, and at the same time this shift is happening, it’s time for  marketers to take the steps to capture and analyse their data to aim for measureable results.