Local Content, Global Context; Investec Delivers A World Class Web Experience With Help From Adobe

The @AdobeUK Team

August 01, 2012

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Act local – it’s a mantra for multi-nationals the world over. However, it’s often easier to say than do, especially when it comes to digital marketing. Issues of quality, control and ownership often push firms down a ‘vanilla’ route of centrally created content.

For Investec – an international specialist bank and asset manager serving corporate investors and high net worth individuals – the challenge was to move from a single on-line presence in Johannesburg to a 15-region digital marketing platform that would allow the company to take advantage of local opportunities, often at relatively short notice.

Using Adobe CQ, part of Adobe Digital Marketing Suite, Investec now has a global web experience platform that delivers a distinct, local visual and user experience without being limited to generic-looking templates or designs.

What does this mean for Investec? It now has a highly decentralised web experience management platform with powerful content authoring tools and global brand management capabilities. In practice this means its digital marketing team can now react quickly to local opportunities and changing customer trends with relevant regional and customer-specific content.

And the results? Because Adobe CQ takes away the organisational complexity normally associated with multi-region content creation and publishing, Investec has been able to focus on delivering compelling, creative content that drives the business forward. For example, when Investec signed a midnight deal to sponsor Tottenham Hotspur football club in the English Premier League (seasons 2010/2011 and 2011/2012), the firm was able to launch a major microsite the following morning

Online traffic has also doubled since the system went live, along with a vast increase in the volume of both global and locally published content. It has also laid the foundations for multichannel communication, enabling Investec to respond to, and engage with, its customers regardless of time-zone, location or device.

“Our web presence plays a vital role in providing the level of service our clients expect from a world-class firm,” says Diarmaid Crean, Global Online Marketing, Investec. “Having our web infrastructure on Adobe CQ makes it simple for personnel throughout our organization to author and publish content, everywhere we do business, quickly and easily.”

Manny Vaghuela, Adobe’s Solution Consulting Director and Fahim Salim, Investec’s Web Development Manager can be seen discussing Investec’s moving to the Adobe CQ platform (a process described as re-platforming) during a recent webinar.

The discussion also covers the evolution of content management software and how Investec is using Adobe CQ to optimise its content to meet marketing goals and keep up with evolving consumer and technological demands.

The full case study, with more information on the Adobe CQ platform including how it allows Investec to add local, dynamic content can be found here.

Check out our webinar around replatforming web marketing systems in the age of the multi-channel consumer below.

 

Former Multi-Channel Advertising Technology from Efficient Frontier is Now Adobe AdLens

The @AdobeUK Team

July 18, 2012

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 We’re excited to announce that our multi-channel adver­tis­ing opti­miza­tion tech­nol­ogy acquired from Effi­cient Fron­tier has now been rebranded Adobe AdLens. This uni­fied solu­tion for opti­miz­ing search, social and dis­play adver­tis­ing has been enhanced with a new user inter­face inte­grated into the broader Adobe Dig­i­tal Mar­ket­ing Suite. AdLens also offers data inte­gra­tion with the Dig­i­tal Mar­ket­ing Suite to pro­vide cus­tomers with improved ad opti­miza­tion, accu­rate fore­cast­ing, and sim­ple deployment.

With the Dig­i­tal Mar­ket­ing Suite inte­gra­tion with AdLens, large data sets can be used for ad opti­miza­tion, cus­tom analy­sis and report­ing in real-time. Through ease of deploy­ment, AdLens cus­tomers can quickly real­ize ROI from adver­tis­ing opti­miza­tion with a com­pre­hen­sive view of their dig­i­tal adver­tis­ing spend. This native inte­gra­tion with real-time data will allow Dig­i­tal Mar­ket­ing Suite cus­tomers to rapidly deploy AdLens with min­i­mal effort and no man­ual inte­gra­tion or cum­ber­some data feeds.

Avail­able now, dig­i­tal mar­keters and adver­tis­ers using AdLens will ben­e­fit from these fea­tures and capabilities:

  • Uni­fied View of Multi-Channel Cam­paigns—See which chan­nels and cam­paigns are impact­ing key busi­ness met­rics, such as con­ver­sion and revenue.
  • Multi-Channel Strat­egy Exe­cu­tion from Uni­fied Inter­face—Cam­paign man­age­ment and opti­miza­tion for search, dis­play and social chan­nels. Appli­ca­tion pro­gram­ming inter­face inte­gra­tion with Baidu, Face­book, Google, LinkedIn, Yahoo, Bing and Yan­dex, as well as real-time bid­ding inte­gra­tion with lead­ing ad exchanges and supply-side platforms.
  • Flex­i­ble Attri­bu­tion Mod­els and Accu­rate Fore­cast­ing—Move from an over-reliance on “last-click” attri­bu­tion to flex­i­ble mod­els that can accu­rately fore­cast which chan­nel, or com­bi­na­tion of chan­nels, will deliver results for chang­ing goals and budgets.
  • Seam­less Work­flow from Insight to Action—Uniquely auto­mates opti­miza­tion, enabling mar­keters to pur­chase more of what is work­ing based on proven bid­ding mod­els and algo­rithms. Mar­keters still main­tain con­trol at every step of the process.
  • Updated User Inter­face—New UI pro­vides many capa­bil­i­ties famil­iar to search mar­keters, as well as break­through fea­tures such as inline edit­ing for quick changes, advanced fil­ter­ing for large adver­tis­ers with mil­lions of key­words, and auto­mated cus­tom labeling.

We’ll keep invest­ing in industry-leading work­flow and data visu­al­iza­tions to allow mar­keters to quickly drill into data across all online chan­nels to find unique insights and auto­mate action. AdLens will keep expand­ing with addi­tional func­tion­al­ity as well as inte­gra­tions with other prod­ucts in the Dig­i­tal Mar­ket­ing Suite so check it out and let us know what you think!

- Bill Mungo­van is the direc­tor of prod­uct man­age­ment & strat­egy, Adver­tis­ing Solu­tions, for Adobe’s Dig­i­tal Mar­ket­ing Business

Day 2 at #AdobeSummit

Emma Wilkinson

May 17, 2012

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Yesterday Adobe customers and partners, speakers and delegates descended on Battersea Park in London for day two of Adobe’s Digital Marketing Summit – which got started literally with a bang!

The Digital Future

Computers, TV’s and minds where blown by the future casting of Nils Muller, during the opening keynote, in which Muller took the audience on a time travelling journey to 2021. He explored the “web of things” – when technology takes on a social life of its own, and further on into the age of connectedness, when all human experiences may one day be augmented by digital technology and data, including contact lenses that recognise faces (and pull in social network updates!) to communication technology controlled entirely by the user’s thoughts!

Behind The Scenes @ Adobe.com

Once the audience was transported back to the present day, they had a chance to go behind the scenes of adobe.com – with a fascinating presentation of how personalisation, content and optimisation have helped the adobe.com make the most out of every visitor. The team behind the site run 8-10 tests every week, changing up style and content to find the perfect mix.

Throughout the day, seminars and breakouts took delegates into the depths of web experience management, social, mobile, privacy and personalisation – wrestling with the big issues of marketing in the age of the “digital self” (for more on that check out our blog wrap up from yesterday!).

The Future Of Digital Publishing

Delegates in the digital publishing track heard from Condé Nast, who have sold over 250,000 versions of their print magazines as digital versions, across titles such as Wired and Vanity Fair. Jamie Bill from Condé Nast walked through his vision of the future for digital publishing and magazines. He believes “a magazine is no longer a printed product – it is a brand”, something which the CN team are trying to support across all their titles, with social media content, online extras and tablet editions.

The day wrapped up with some exclusive sneak peeks of what’s coming soon to Adobe Digital Marketing Suite which we be sharing with you here on the blog soon, so stay tuned! You can keep up with all the reactions from Summit by following @AdobeUK and @AdobeSummit and join the conversation by leaving your comments here or on Twitter using #AdobeSummit.

Adobe Digital Marketing EMEA Summit – all you need to know!

Emma Wilkinson

May 10, 2012

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Next week, it’s the Adobe Digital Marketing EMEA Summit… and we wanted to tell you a little more about it.

Web analysts, digital marketers, advertisers, publishers and content strategists will all be gathering at Battersea Park in London to discuss and share insights about digital marketing and get a glimpse into future trends from industry leaders.

Over the two days (15th – 16th May) we’ll be covering everything from analytics, personalisation and advertising to WEM, social and mobile – so there will be lots for everyone to discuss long after the Summit has ended. We’re also very excited to announce that our keynote speech comes from Arianna Huffington, one of Time Magazine’s 100 most influential people in the world.

Registration is now closed, but you can stay connected with us throughout on social media. Follow our official Adobe Summit and Adobe UK Twitter feeds to keep tabs on breaking conference news, highlights and insights. And don’t forget to follow the official Summit hashtag – #AdobeSummit – to view the community chatter about the conference.

PLUS! If you haven’t been able to make it to Summit, you can still check out the live streaming of the event keynote, by Adobe SVP Brad Rencher and special very guests.

We’ll see you there! #AdobeSummit

Mobile Search Spend Up: Adobe Digital Index Report

Emma Wilkinson

April 30, 2012

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We recently revealed the findings of our third Digital Index Report which shows that digital advertising continues its rapid growth across all channels.

Jonathan Beeston, our director for new product innovation, believes that the latest findings indicate social is on the rise and an important channel in the UK, however search is still the key driver of digital marketing ROI. He says: “With the emergence of tablets, mobile creates a new opportunity for search investment with efficiency gains to marketers overall program, at least in the short-term. This is really reflected in the UK with mobile spend now accounting for 11 percent of all search spend.”

During Q1 2012 mobile spend on search grew by 250 percent YoY in the UK as traffic on mobile devices, specifically tablets, increased four-fold. Mobile spend now accounts for 11 percent of all search spend in the UK (higher than in the US which accounts for eight percent) while tablets alone assume 4.25 percent of total search spend. Mobile devices and tablets are lower cost channels and ultimately contributed to Google’s Cost Per Click (CPC) decline of five percent YoY.

By the end of 2012 it’s predicted that tablet and mobile spend will make up 15 to 20 percent of all search spend. Indeed, investments in tablet advertising will grow as the number of users rapidly increases. Conversion rates on mobile devices are comparable to desktop performance even though mobile CPCs are 30 percent lower. Furthermore, current trends indicate that tablets may cannibalise smartphone and desktop search spend as investments continue to shift to tablets.

Another key trend highlighted in the report is the growing spend on social, particularly within Facebook. Indeed, spend on Facebook increased by 93% YOY, which on a relative basis represents 3% to 5% of search spend proving it continues to be a strong market.

For more info check out our Digital Index Infographic below.

 

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