Posts tagged "Social Media"

Benchmarking Asia Pacific: A Unique Region

Mark Phibbs from Adobe and Liz Miller from the CMO Council discuss the methodology behind the APAC Digital Marketing Performance Dashboard 2012 and how Asia Pacific is a unique region.

Capitalise on Asia Pacific’s growth and learn the latest digital marketing know-how to boost your business at Adobe Digital Marketing Symposium 2013! Join us in Sydney on the 16th of July or Singapore on the 18th of July 2013.  Register here now to receive an invitation

The Top 5 Digital Marketing Priorities in APAC 2013

This infographic is based on the APAC Digital Marketing Performance Dashboard 2012, a joint research by CMO Council and Adobe measuring the state of digital marketing performance and maturity across APAC. Marketers in the APAC region were asked what areas of digital marketing will be their top priorities to execute in 2013.  The top 5 results are displayed below:

Adobe_Mini Infographic-Top 5 Priorities_13 May

Attend Adobe Digital Marketing Symposium 2013 to hear, learn & share with the leaders of digital marketing in the region. View the latest technology available and acquire best practices from leading companies in APAC. Join us in Sydney and Singapore this July! Register here to receive an invitation.

Are you connecting the digital dots?

Umang Bedi, Managing Director – Adobe, South Asia LinkedIn

Mr Umang Bedi Adobe Systems India (189)The marketing world is undergoing a tsunami of change. This rate of change is compounded by the sheer quantum of data being generated from multiple sources be it CRM data, third party data, user preference data or the massive deluge of social data . The main struggle that marketers’ today face is how to get meaningful insights from this vast quantity of data. Additionally, today marketing is a boardroom conversation where marketers have added pressure to justify the ROI on marketing budgets which itself is just the tip of the ice berg.  An effective marketing organization needs to keep pace with these changes.  How does a marketer surface insight from the vast quantity of data and decide what step to take next? Marketers need to understand how campaigns are performing, which creative to use and how to deliver those campaigns and across which devices.  Additionally, this must happen whether the campaign is a search ad, mobile app, on a social platform, email, landing page or the entire web site which adds to the complexity of data mining to gather the right insights.

 

The Digital Self

This vast quantum of data, in all its forms, paints a picture of who your customer really is – the ‘Digital  Self’ which is a whole new source of intelligence and influence. Within this, lie the smaller, critical insights that will drive success for the marketer. It is this tremendous idea that whether you are an advertiser, marketer or publisher – it’s the small things that bring meaning to every digital interaction and experience. It is this that lets us rethink what’s possible; taking signals and creating something magical transforming it into an expression of a brand connecting with real people. Not people who reside in rows and columns of a database but real people who have wants, desires and needs. It is about taking the countless signals, the self-defining choices, and turning them into meaningful experiences. Not just for the 1.5 billion individuals who are online everyday but also for the next billion who are coming. The Digital Self reflects how individuals are represented online – their likes, friends, purchases, comments, and everything that is shared through digital channels. If we can learn how to take these signals and map the patterns in a way that helps create more meaningful digital experiences it will change the way we advertise, market and publish and the way we reach each other.

 

Data and Content – Two sides of the same coin

Data is at the very core of digital marketing. However, data isn’t actionable alone – it is simply the left hand of digital marketers. The right hand is content. Content is elemental, it is beautiful, expressive and what brings experiences to life. It is content that provides the substance and drives people to take action – knowing what you want, seeing what you want and getting what you want. As marketers, we are creating more content than ever before; it is exploding just as much as data is. While content drives people to action, data is the enabler that helps amplify the content in small yet profound ways. We have often relied on cumbersome and time-consuming processes that require crunching large quantities of data over months to identify high-value audiences. As marketers, we need information that paints a full picture of the business- creative designs, advertising and analytics in one easy-to-access spot. There is a huge need in the market to help sort through terabytes of data quickly, to uncover valuable audiences and in a timeframe that allows them to promptly identify audiences based on shared characteristics and to also predict the probability of them converting. Digital marketers that get this are ripping out antiquated systems that simply do not scale and re-platforming their digital infrastructure.  But, the real payoff is the optimization that brings together data and content. It is the intelligence that allows us to deliver unique experiences to consumers that speak to them and inspire them to act. Everyone who engages with digital is exposed to a message, and if those aren’t just generic messages but connections that are relevant and meaningful to one’s interests and life – that’s even better.

 

The Last Millisecond

Marketers are tasked with delivering experiences to consumers in a fractional space of time: between the action – every swipe, tag, drag and click – and the decision – to buy, to subscribe, to join, or to leave the page. This is a concept which we at Adobe define at the last millisecond. To deliver a quality, engaging, in-context experience in that last millisecond, marketers need to overcome not only technology barriers but also organizational ones. It is not only about the right tools but how to work better with them. It is about understanding your customer. What do you know about this visitor? Where has he come from – banner ads, facebook posts, mobile app; is he an existing customer or is he a new visitor? What are his interests? What is the value that I can offer him? The system must be able to track his behavior, preempt his need and give him something relevant. This involves assimilating all the information I have, filtering it as per the interests of the visitor, understanding his requirement and delivering that onto an omni channel environment including mobile devices, tablets, kiosks and smart TV has to happen in the last millisecond. For example, the CMO of a car rental company would like to maximize revenue from car rentals during the holiday season. To accomplish this, she needs to know which potential audiences would be most likely to respond to a holiday car rental campaign. Today using advanced analytical tools this is a reality that will help the CMO analyze terabytes of multichannel data to uncover previously unidentified, high-value audiences, perhaps families of five or more and retired couples etc. These audiences are then ranked by their likelihood of converting, which in this case is defined as the customer actually picking up the car they reserve. Going even deeper, solutions today empower marketers to tailor match the interests of the potential customers. For instance, a six-person family would be offered a minivan while the retired couple would be offered a comfortable sedan. It is this kind of optimization in the last millisecond that activates ROI.  It drives a better experience for the customer, allows for media dollars to be spent more wisely and makes the delivery of content as effective as possible.

Getting access to the data that will deliver the information we need to build the right experiences can itself be a big challenge. Marketers need to be empowered to access their data at any time in a simple and efficient manner. Where marketers can connect the digital dots to deliver in that last millisecond, is where the big results start to happen.

Lenovo Selects Adobe Digital and the Adobe Marketing Cloud to Optimise its Digital Marketing

Adam Goodman, Strategy Director, Adobe Digital – LinkedIn, @goodmanan

http://www.techrific.com.au/images/lenovo_thinkpad_10.1_d.jpg

Lenovo Australia, a leading global PC manufacturer, boosted the return of its online ad spend and tripled search engine marketing growth after introducing a new process based on Adobe Digital and the Adobe Marketing Cloud.

Lenovo’s goal is to engage with customers as they are making purchase decisions online, either via a laptop, tablet or mobile.

Adobe Media Optimiser along with Adobe Digital helped Lenovo Australia to manage search engine marketing campaigns, improve display advertising investment and maximize the reach of social campaigns all through one fully automated system. Adobe SiteCatalyst delivers real-time, detailed analytics and reporting that helps Lenovo measure, analyse and optimize their digital marketing spending. The combination of these solutions coupled with Adobe Digital’s consulting expertise, has helped Lenovo Australia to achieve impressive efficiency gains and increase ecommerce sales.

Below is an infographic on the results of Lenovo’s ad spend since partnering with Adobe Digital and Adobe Media Optimiser:

Lenovo-Case-Study_Adobe-Digital_A4

Adobe is excited to be working with Lenovo Australia to help deliver the right tools for its social media and marketing team, and equipping this iconic brand with cutting edge capabilities to improve business outcomes and deliver better experience for customers.

Read the full press release here.

For more information about Adobe Digital visit: http://www.adobe.com/au/products/adlens/services-for-adlens.html

Felix Baumgartner at the Adobe Summit! Day 2 Keynote Recap

Suzie Brady, Communications Manager, Adobe ANZ, LinkedIn

Snow clouds are moving in across Salt Lake City on Day Two of the Adobe Summit, the Digital Marketing conference and the delegates are moving slowly this morning. Everyone is still coming down from the Adobe Bash; the excitement of The Black Keys concert, the innovation of the showcase room and the dancing that went on to the early morning. Little did we know we were about to go on a roller coaster ride of emotion, suspense and intrigue at the opening keynote: we were about to jump from space, drive over 100 miles an hour, win an Olympic medal and conquer long division at last!

Felix

It might be freezing outside but the temperature rose in the conference room as Austrian base jumper Felix Baumgartner walked on stage. His ‘walk on’ would have been underwhelming if Adobe’s gigantic screens weren’t playing Felix’s record-breaking skydive from space. Even though we know he landed safely after breaking the sound barrier, we delegates were on the edge of our seats as the enormous images beamed out across the room.

Adobe’s John Mellor introduced Felix and spoke about how marketers were forced to make big decisions every day as we take risks to adapt to the pace of the technology evolution.

Felix knows a lot about risk. He said a lot of people call him an adrenalin junkie but he thinks of himself as  a risk manager. His skydive from space was the culmination of five years of meticulous planning. Overlooking any detail would likely result in death and Felix discussed the importance of the team he had around him; the knowledge he acquired to understand every detail of anything that could go wrong and being one step ahead so every possible issue had a solution.

In the middle of his discussion with John, Felix had a little coughing fit and attributed it to a ‘space cough’; he is probably one of the very few in the world who could use that as an excuse to miss work! In the end, Felix said the only unknown factor that remained before the jump was whether a human could survive breaking the sound barrier. It was an inspirational discussion.

Nascar

Delegates then had to change gear as the giant screens screeched NASCAR footage across the venue. Marc Jenkins, Vice President of Digital Media for NASCAR was joined by Alan Wexler, Executive Vice President, Managing Director for North America and Europe. The duo spoke about how they are working with Adobe to deliver a richer and more personalised experience for their fans.

By taking advantage of rigorous analytics and feedback from fans, NASCAR is allowing fans to interact with their favorite car and its team, and get a real time understanding of what’s happening to the car, and what the team is doing, during a race. That level of detail has never before been available in real time.

Olympic

Senior Vice President for Digital and Broadcast at NBC, Julie DeTaglia then took delegates on a journey to deliver coverage of the Olympic Games. The challenge to adapt to new technologies every two years is a daunting prospect; but it is often big sporting events that drive innovation and that only benefits viewers.

KhanAcademy

The keynote ended on a surprisingly emotional note. Salman Khan, founder of the Khan Academy, told the audience how he is changing the world by delivering education videos around the world. His mission statement is to deliver world class education for anyone, anywhere.

The Khan Academy now has over 75 million unique users and Sal’s inspirational journey in his quest to deliver education to anyone, anywhere brought delegates to their feet in a standing ovation. An incredible finish to a great session! You can follow him on Twitter @salkhanacademy

 

If you couldn’t be part of this fantastic event, don’t despair.  Adobe is bringing you this content and more to events in Sydney and Singapore in mid-year. Register here to receive an invitation.