Archive for January, 2012

Australia’s Murdoch University gets an A+ for customer engagement

Imogen Riley, Digital Marketing Senior Manager, Adobe APAC - @IERiley

 

Looking to boost your business’ online engagement? Learn how Murdoch University in Perth, Australia leveraged the Adobe Digital Marketing Suite to engage customers with content through social media, websites, smartphones, and tablets – whenever or wherever.

Hear how the University used a mix of physical and virtual events to create relevant experiences that connect with diverse audiences and then measure the impact on university enrollment.

The video also shows how Murdoch University used these techniques with Adobe Digital Marketing Suite to engage potential students and lead them to enroll in university programs that produce additional tuition revenue.

 

I’m drowning! How can we simplify mobile marketing in an increasingly complex environment?

Siva Ganeshanandan, Director, Digital Marketing Suite, Adobe APAC – @sivagatwork

 

Can you remember the release of the first IBM Simon smartphone in 1992? Web access is now a standard feature in even the most bare-bones mobile device, and mobile apps are a multi-billion dollar business. In countries such as India, mobile web access has outpaced desktop access for years. Smartphones remain hot connectivity tools and now tablets are also making their impact on the market.  With an ever-increasing variety of devices to choose from, consumers are becoming more accessible on-the-go, with no sign of this trend slowing.

This means it’s imperative that businesses reach out to their growing mobile population. Of course, with these new opportunities come heavy implications: Make the user experience seamless and you create advocates for your brand and generate return business. Fail to deliver- and you drive the user to a competitor who is only a “swipe” away.

To maintain brand loyalty and customer retention, consumers should experience seamless engagement across multiple touch points. If the experience is fragmented by a failure to close the gap between the customer and the business, users will turn to a competitor. It comes down to this: How do companies differentiate themselves in this mobile landscape? – By delivering a superior experience to the end user.

And just as the consumer should have a seamless experience, enabling that experience should be just as easy behind the scenes. Businesses have to empower marketing and IT professionals to manage the experience their companies deliver intuitively without overwhelming them with multi-faceted mobile device support.

Here are five steps you can follow when you’re considering how to apply this to your own business.

  • Understand what information or services customers are looking for on their mobile devices. What content do they need and where and when do they need it? How can a company make it easy for customers to do business with them? If customers want to share their experiences with you or their friends, how can you help them do that? Measurement and analytics technologies can help you pinpoint and analyse these kinds of behaviours. In some cases, it’s unrealistic to assume that all online content can be available on a mobile phone, but by working out what’s most useful to customers who are on the go, organisations can meet customer expectations and deliver outstanding experiences.
  • Know what devices your customers are using. You’re going to need to deliver content that’s optimised for their specific phone or tablet to ensure the best experience. For example, applications should be able to interact with a vast range of screen sizes and screen resolutions, be able to handle various interaction patterns for touch screens, as well as distinct input sources such as cameras and GPS.

You can find solutions which provide granular details such as the users’ screen size and whether it is a touch screen or not. This will allow you to make adjustments to improve your user experience and you’ll start enjoying a competitive advantage by knowing and using the best platform to engage with mobile customers.

  • Close the gap between all users involved both inside and outside your company. If managing your organisation’s customer experience is cumbersome and complicated for staff, then you can be pretty sure the end product will be impacted- and your customer can tell. On the other hand, experiences that can be intuitively managed by staff charge translate into optimised and engaging experiences for consumers. Empower your workforce by consolidating vendors and platforms involved in the process and providing tools that effectively simplify the authoring of mobile experiences.
  • Give your employees the right tools for the job. Along those lines, employees involved in managing a company’s mobile presence should have a baseline report of analysis data that helps them consistently optimise experiences. Simplify the workload by equipping workers with the right tools.

Want to really futureproof your brand? Make your content work across multiple channels. Instead of designing content mainly for traditional desktop users in mind, make it your mission to always remember that mobile, social and cloud-based experiences are just as important. Can your content be shared as an app, or a link?

Calling all APAC digital marketers, advertisers and publishers!

Imogen Riley, Digital Marketing Senior Manager, Adobe APAC - @IERiley

 

Want to learn how to gain a competitive advantage, strengthen customer relationships and extend brand value – and top it off by hitting the ski slopes? Then you’ll want to book a trip Stateside to Salt Lake City, Utah for the Adobe Digital Marketing Summit (formerly Omniture Summit) from March 20-23, 2012!

Attend Summit 2012 to take advantage of up to four days of informative sessions, insightful keynotes from industry leaders, training workshops and numerous networking opportunities exploring the latest trends around social, mobile and web analytics, site conversions, audience and advertising optimisation, Web Experience Management (WEM) and implementing multi-channel marketing. More than 70 breakout sessions across eight tracks (Analyst & Reporting, Media Monetisation, Mobile, Web Experience Management, Multi-Channel Campaigns, Personalised Engagement, Social, and Tech Track) will focus on real-world customer case studies and how digital marketing data can drive business decisions.

Summit 2012 will also include a customer and partner showcase, opportunities for you to connect with Adobe’s Digital Marketing teams, a Summit Bash with a surprise headliner concert and a ski day at the end of the week.

Join a team of fellow marketers, industry leaders and Adobe staff from Asia Pacific, as we meet with thousands of marketers, advertisers, publishers, agencies and developers and share the latest advances on how to better manage, measure and optimise digital experiences. Visit the registration, pricing, and accommodations page for more information about special discounts and group passes.

We hope to see you in March!

Welcome to Digital Dialogue! A blog providing news and views for the APAC Digital Marketer.

Mark Phibbs, Senior Director Marketing and Global Channel Marketing, Adobe APAC

2011 was without question a wild ride for our industry.  Digital marketers across Asia experienced explosive growth in content authoring, mobile marketing, social media engagement…and of course, the ability to capture all this increased reach through advancements in optimisation and analytics. It was truly a year of real progress.

Brace yourselves, because we believe that 2012 is going to be even more dynamic for digital marketers.  If 2011 introduced these exciting industry advancements, then this year ahead is poised to be a banner year for adoption and usage.

It’s a particularly intriguing moment for all of us in the Asia Pacific region. We’re lucky enough to work in the fastest growing region in the world and when an industry changes so quickly as marketing did last year, you can be certain that this change will be even more rapid here.

So what better place to capture and talk together about the changes we’re all seeing in digital marketing than here, on ‘Digital Dialogue’, a blog providing news and views for the APAC Digital Marketer.

Adobe welcomes you to this new online destination for APAC-specific industry news, best practice tips, and insights and opinions straight from Adobe’s senior marketers.Jump right in and start sharing your views and experiences: we want to hear from you!

Watch this space…