Today we launched our new Dig­i­tal Mar­ket­ing cam­paign.  As a cam­paign lead, I thought it would be inter­est­ing to share a behind-the-scenes look at how we mea­sure, opti­mize and improve our own mar­ket­ing cam­paign as it rolls out.

Each week my peers and I will share the cam­paign results, how we are using Adobe Mar­ket­ing Cloud and what’s work­ing, as well as what’s not and how we are adjust­ing to meet our goals.

Let’s start with the cam­paign goals:

This is a fully inte­grated cam­paign intended to raise aware­ness and demand for Adobe Mar­ket­ing Cloud. We have estab­lished goals for over­all aware­ness, media & social sen­ti­ment, social engage­ment, com­mu­nity growth, web site traf­fic and conversion.

Here is a quick cam­paign overview:

The cam­paign is based on bust­ing the myths of mar­ket­ing.  Why? Mar­ket­ing over­all has a per­cep­tion prob­lem. A recent Four­naise Mar­ket­ing Group study reported that 73% of CEOs say that mar­keters lack busi­ness cred­i­bil­ity. Accord­ing to an Adobe study, released today, on The State of Online Adver­tis­ing, 53% of con­sumers think most mar­ket­ing is a bunch of B.S. Well, as mar­keters, we all know that’s non­sense.  Here at Adobe we see the Adobe Mar­ket­ing Cloud help com­pa­nies prove the busi­ness impact of their mar­ket­ing invest­ments all the time.

So, we are tak­ing mar­ket­ing myths head on to dis­pel them. For more details and back­ground on the cam­paign, read our CMO’s blog post.

We are weav­ing the “Met­rics, not Myths” theme across all our mar­ket­ing – from paid and social media to the web site and lead gen­er­a­tion. We are also offer­ing oppor­tu­ni­ties to hear from other lead­ers in the indus­try as they dis­cuss the value and future of marketing.

 In fact, join us tomor­row, Oct. 25 9AM PT for a live debate and Twit­ter chat. Our host, Michael Brito, SVP Edel­man Dig­i­tal and author of Smart Busi­ness, along with Jon Vein @MarketShareCo and Olivier Blan­chard @thebrandbuilder will dis­cuss how you prove the value of marketing.

See how the cam­paign performs

As the cam­paign rolls out, we will look at how social is impact­ing busi­ness results.  Learn which mar­ket­ing vehi­cles deliver the most busi­ness impact.  We’ll ana­lyze our ad cre­ative per­for­mance.  Under­stand who our most influ­en­tial com­mu­nity mem­bers are and what that really means.  We’ll share our search opti­miza­tion strate­gies.  And, when things are not work­ing we’ll tell you what we are doing to address them.

Just like your CEO wants to see how mar­ket­ing helps to drive the busi­ness, so does ours.  Join us and check back to this blog and our web site each week as we share and dis­cuss the campaign’s insights with you.

 

 

 

 

 

 

 

 

 

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