Posts tagged "Social"

Power to the Marketer!

Srihari Palangala, Senior Marketing Manager Digital Media, Adobe India – LinkedIn

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Every single opportunity to listen to the customer and market delivers more power to the marketer.  The digital era provides a choice of open and direct customer listening possibilities. Because of this, the next decade is an absolutely great time to be a marketer. Digital avenues and technology will allow marketers to play increasing strategic roles – helping script moves that have manifold impact on the business. More importantly, data and technology make it easier for marketers to move away from a purely tactical view and engagement – not to imply that tactical is not just as important by any means!

Here are three specific areas where I see technology and digital outreach providing more power to the marketer:

1)      Marketers can scale volumes of business data more easily - If you are reaching consumers with your product or service, then you can target (create awareness), deliver the right message (drive interest) and fulfill consumer purchase transactions online. Marketers in this case, such as in the FMCG world, play a key role in driving business – while firmly in the driver’s seat.

On the other hand, if you are marketing to businesses (SMBs or Enterprises), then you can drive inbound interest from influencers/decision makers. When coupled with good CRM systems, digital marketing can help you monitor conversion and sales funnels better. As you understand your conversion funnel you can have funnel metrics-driven marketing programs. I’ve talked about elements of digital marketing in this slide deck.

2)      Marketers can focus on profitable business customers and on margin contribution – With digital outreach you can closely measure and constantly drive down the customer acquisition costs (variable costs). As you acquire customers, you can also track and measure the ‘quality’ of the customer and constantly target to pursue profitable (and returning) customers. Finally you can observe and track life-time value of customers and run targeted activities to keep customer engagement and retention high.

3)      Marketers can embrace the Internet to scale distribution and reach – Search, social and mobile has transformed the Internet experience for everyone. The number of people a marketer can potentially reach with technology today is astounding — about 40% of the world population has access to the Internet: ~10% through fixed broadband and ~30% through mobile broadband. And people are spending an increasing amount of time online. Digital allows us to quickly determine which marketing channels are working, and if they are not then we can fail fast and switch to more effective approaches. And as we see pilot campaigns delivering results, they can be potentially scaled up. Technology also allows us to look at effective ways to bring offline and online together on marketing campaigns.

The above said, from a practitioner perspective there is a lot of data to handle, digest and rationalize to be successful. This can be a daunting task – but nobody said that coming to terms with the new “marketer power” was going to be easy!

Top 5 APAC Digital Marketing Priorities 2014

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Check out the region’s top digital trends in the APAC Digital Marketing Performance Dashboard report.

The Korean Digital Revolution is Underway

Adobe Systems Korea and Asiance have come together in a partnership to provide digital marketing business skills and consulting to the fast-expanding Korean market. Asiance is a digital agency that provides integrated digital strategy including online brand communications, digital engagement and commerce to help its clients more effectively engage today’s connected consumers. It is the first digital agency to announce a partnership with Adobe in Korea, and will deliver consulting and solutions across digital channels, focusing on responsive web development. The partnership will help more clients access solutions that deliver optimized consumer experiences across Web, social, e-commerce and mobile with Adobe Marketing Cloud at the heart of its offering, including Adobe Experience Manager, coupled with Asiance consulting and design expertise.

As devices and consumer behaviors are changing so quickly, it has become a real challenge to make sure customers are having an optimal experience. With Adobe Marketing Cloud and Asiance’s digital capabilities, clients are offered a customized web experience together with added analytical edge to measure, refine, and optimize.

The ability to optimize content is at the core of how a marketer provides customers with relevant, engaging experiences whenever and wherever they connect with a brand.  The partnership between Adobe Korea and Asiance reflects how important it is for a digital agency to be able to deliver an innovative and holistic solution. The partnership is going to help more Korean marketers move at the speed of digital to deliver the best possible experience to their customers.

Picking up the Pace: SEA no longer a follower in digital

Stephen Hamill, Director of Adobe Marketing Cloud for SEA – LinkedIn @stephenhamill

An interview with Stephen Hamill from Adobe SEA on his views on the digital marketing landscape in the region, top 3 trends and challenges, Adobe Marketing Cloud and Adobe Digital Marketing Symposium Singapore:

 

1) What are your views on the digital marketing landscape in SEA?

Traditionally SEA has looked to the US, EU and even ANZ to prove digital concepts and innovation.  The stresses that globalisation, cloud and multi-channel are putting on SEA businesses are demanding that local companies close the time-gap between their US counterparts and themselves. SEA companies can no longer wait and be a follower, they need to take action as changes occur.

This puts local companies in a slightly uncomfortable position where they need to have the tools to innovate quickly, test for success fail fast or adapt quickly.  On-line is no longer seen as just the company’s website;  it is often shifting to be viewed as their primary business and as such the profile of on-line is increasing dramatically at the highest levels of the organization.  I am regularly surprised when speaking to C-level clients, as they are so digitally savvy and their focus is shifting more and more to perceiving digital as a primary business driver.  Only a handful of years back my conversations with middle to senior leadership would be around the frustrations of helping their senior executives understand the value of digital and the inherent challenges in the multi-channel world.  This is no longer the case: the CEO of a large financial institution recently finished a meeting with me with the statement, “it’s a no-brainer”.

2) In your opinion, what are the top 3 trends emerging in digital marketing?

  1. CMOs are more prominent and increasingly driving business growth
  2. Struggle to deal with the complexity of multiple digital marketing challenges all at once
  3. Traditional businesses (finance and media) that have been slow to fully commit are now making the move

3) From your experience with talking with customers, what are their top 3 challenges in the digital marketing space?

  1. Connecting data with content- providing a personalized experience that gives clients the experience that delights them and encourages a deeper relationship. Organisations need to be able to react in real-time and deliver in the last millisecond.
  2. Connecting the various components necessary for successful digital marketing in a meaningful way without becoming a system integrator – The Nirvana of digital marketing platforms is not just a vision, it’s a reality but making the parts work together is the biggest challenge. At the moment many organisations are finding their systems working in silos and what is needed is an integration of all those systems to allow for fast and effective delivery.
  3. Creating any meaningful digital strategy – 5 year strategy plans are out.  Imagine a 5 year digital strategy created 5 years ago; it wouldn’t have tablet devices and probably wouldn’t consider social as a business tool.  Building an infrastructure that will last, will be flexible enough to withstand whatever comes next and empowers innovation is a challenge most clients struggle to solve.

4) Why Adobe Marketing Cloud?

Digital marketing is faster paced than any other business discipline and as such the need to stay ahead and informed is paramount.  Milliseconds can make the difference between digital success and digital failure and the need for businesses to be on top and equipped with the tools necessary to survive is not negotiable.  Delivery of the latest technology and features, integration with other marketing components right now is only possible through the cloud.  Adobe is pioneering this space and the others are chasing us to try to keep up.

5) What you are looking forward to at Adobe Digital Marketing Symposium Singapore on July 18?

Despite the fact that we are the global leader as recognised by the analysts in Digital experience, the majority of our SEA marketing colleagues are still discovering the extent of Adobe’s experience and capability in this space.  I am looking forward sharing our proposition: end-to-end creation to monetisation and helping them re-think and innovate their multi-platform marketing strategies.

Join Stephen Hamill at Adobe Digital Marketing Symposium Singapore on July 18 for more on the latest trends, tips and best practices for digital marketing. Register now as seats are limited.

Addressing the key challenges for Australia’s Marketers 2013

Davinia Noble, Account Director ANZ, Adobe Marketing CloudLinkedIn @DaviniaNoble