The Ultimate Case Study: Part 2 — Off to a promising start
Off to a promising start!
Based on the initial results, we are thrilled! Let’s look at our top three findings from the first few days of the campaign.
Learning #1: Our message seems to be resonating with our target audience, marketers.
Our goal was to be bold and provocative – to break through and jolt the market. We wanted to start a conversation that tapped into the genuine thoughts, concerns and emotions of marketers. This appears to be resonating. By addressing head on the myth that ‘Marketing is B.S.’ with new research, humor, engaging content and proof that marketing works, we are striking a chord with the marketing community.Based on our own experiences and research, we know marketers feel misunderstood. The language in the campaign is meant to reflect that. What we’re finding from these early results is that our strategy is working, and the conversation we’ve started about marketing myths seems to have hit home. We will continue this on-going dialog about the challenges marketers face today.
Initial Results: Nearly 60 articles in publications, such as Forbes, New York Times, Digiday, Mashable, TechCrunch, and CMS Critic, are commenting on the campaign, suggesting the conversation on digital marketing effectiveness is long overdue. There have been over 5,000 mentions of “Adobe Marketing Cloud” on social media channels and the “#MetricsNotMyths’’ Twitter hashtag, and we’ve seen nearly unanimous positive/neutral sentiment.
Learning #2: Our relevant content is helping to drive community growth
Initial Results: As of today, we have grown our Facebook community by more than 40% — up to over 21K. More significantly, engagement is extremely high with a PTAT (People Talking about This) of 30%, versus our targeted weekly average of 3–5%.
The campaign includes a debate series and videos available through a new Facebook app (created and managed with Adobe Social) on our Adobe Marketing Cloud Facebook page. A small percentage of our paid media budget was allocated to Facebook ads and promoted Tweets to drive people to the app and our first debate.Since our goals are to increase awareness and the size of our social community we discussed whether or not to require viewers to “Like” our page to watch the debate. In the end, we focused on the awareness goal and it’s available without the need to ‘Like’ our Facebook page. Yet, we’ve still seen a significant increase in our fans community. We are attributing this to the substance and relevance of the overall content of the campaign.
The first debate replay is available, and our next debate, “Is Data Killing Creativity?”, is slated for later this month. We were planning to ask people to ‘Like’ us for this second debate to see the comparative impact to community growth. Do you think we should? Let us know in the comments below.
Learning #3: Our digital ads are performing well. (Even if 54% of consumers say banner ads don’t work.)
Our paid media strategy, including an emphasis on digital ads and video, has helped to significantly increase traffic to the Adobe Marketing Cloud web site. Are these visits converting to inquiries? They are starting to, and we will be tracking this closely to let you know more.
Initial results: As measured by Adobe Analytics, traffic to our web site was up nearly 10x on the day of launch. Over the coming weeks, we expect to have spikes in traffic to the web site, but we will be managing the overall campaign so that we have a sustainable increase of average daily visits compared to our pre-campaign averages.
As an overall percentage of this traffic, display advertising as a referring source was 47% and Typed/Bookmarked referrers (those influenced by view through from the ads and other coverage) accounted for a third of the traffic.
More to come:
Keep checking back each week to our web site and this blog to learn more about the campaign results and insights. As more time passes, we’ll have more data to analyze and we’ll share how we’re optimizing the various components of this integrated campaign. Stay tuned.