Our Adobe dig­i­tal mar­ket­ing cam­paign con­tin­ues.  Let’s look at some learn­ings gar­nered over the last cou­ple of months.

Learn­ing #1:  On-going media opti­miza­tion is help­ing us refine our mar­ket­ing mix.

As we have seen how our tar­get audi­ences respond to our adver­tis­ing, we have been tweak­ing the media mix.  Video ads have per­formed very well in dri­ving traf­fic to the Adobe Mar­ket­ing Cloud and Adobe​.com web sites, so we’ve increased invest­ment. (See Learn­ing #2.) Addi­tional analy­sis lever­ag­ing Adobe Ana­lyt­ics and Adobe Media Opti­mizer shows search as the top action taken by our exec­u­tive level tar­get audi­ence to find infor­ma­tion and answers.

Results: We’ve added new dis­play cre­ative and video ads. SEM and SEO have always been a focus and it’s pay­ing off.  Through test­ing and opti­miza­tion, we are see­ing our SEM ads reach­ing CTRs of 4.4%.  For SEO, nearly 95% of our branded key­words are rank­ing on page 1 and nearly 75% of our non-branded key­words are rank­ing on page 1.

MarketersBannerAd_1

 MarketersBannerAd_2 MarketersBannerAd_3

Learn­ing #2:  When it comes to con­tent, video is king.

Given the ini­tial results that we saw from the cam­paign video ad strat­egy, we decided to invest in more video con­tent.  To lever­age the ad-mania around the Super Bowl in a cost effec­tive and mea­sur­able way, we cre­ated a spoof video about ads for the Super Bowl and placed it on sites vis­ited dur­ing the Super Bowl.  “Less Mon­key Busi­ness” suc­cinctly and humor­ously advises mar­keters to spend their mar­ket­ing dol­lars widely based on data and mea­sure­able impact.  “For­tune Teller” high­lights what most mar­keters fear – not know­ing if their mar­ket­ing cam­paigns are really work­ing.  Videos con­tinue to be the best per­form­ing ads of the campaign.

Fortune TellerSuperBowl_Animals

 

 

 

 

 

On-going Results:

Within paid media, the per­for­mance of video place­ments has actu­ally ramped.  Our ini­tial CTR and visit rate was 4x the over­all cam­paign aver­age.  Now we are at a 6x CTR and visit rate over the aver­age.  The video ads account for 10% of impres­sions, but drive nearly 60% of total vis­its.  We also gar­nered indus­try press cov­er­age from the bold and ironic mes­sage of the Super Bowl ad video, such as this arti­cle by Ad Week.

Learn­ing #3:  Deliv­er­ing the proof is working.

The Adobe Mar­ket­ing Cloud promises to help mar­keters get from data to insights to action, faster and smarter.  There­fore, the con­tent we share obvi­ously need to show how we do this and how we enable our cus­tomers to do it.  Some of the best per­form­ing exam­ples include: Adobe Dig­i­tal Index reports, “Cre­ate a data-driven dynasty” white paper, and a joint Adobe and eCon­sul­tancy report, “Dig­i­tal Trends for 2013”.  That said, we still have bounce rates above our tar­gets.  We are address­ing this by refin­ing our media strat­egy to drive more qual­i­fied traf­fic (as men­tioned in Learn­ing #1), using Adobe Tar­get to improve the web expe­ri­ence, and invest­ing in more rel­e­vant content.

Results:  Using Adobe Ana­lyt­ics, we know that the cam­paign has con­tin­ued to drive direct inquiries at 1.2x our weekly tar­get.  These inquiries are con­vert­ing to ‘sales accepted leads’ above our tar­get rates.  Based on these results we also decided to increase our invest­ment in CMO​.com, a robust resource of dig­i­tal mar­ket­ing con­tent and insights for CMOs (and those aspir­ing to be a CMO some­day).  Check it out!

cmo_com

 

 

 

 

 

 

More to come:

Our next blog post will look at how we used Adobe Mar­ket­ing Cloud to mar­ket our own annual dig­i­tal mar­ket­ing con­fer­ence, Adobe Sum­mit, which was held in early March. What else would you like to hear about next?  More of my peers on the dig­i­tal mar­ket­ing team will be con­tribut­ing to the Ulti­mate Case Study blog posts going forward.

Keep check­ing back to our web site to learn more about the cam­paign results and insights.   We will have more insights and learn­ings to share in the weeks and months ahead.

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