Off to a promis­ing start!

We recently launched our new Dig­i­tal Mar­ket­ing cam­paign and are happy to share the early results and insights with you, our mar­ket­ing peers.

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 researchhumorengag­ing 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.

 

 

 

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