Adobe Digital Dialogue

January 7, 2013 /Digital Marketing /

Looking back and moving forward –Digital Marketing at Adobe


 Vicky Skipp, Head of South East Asia and APAC CSC, Adobe SEA – LinkedIn










With 2012 now behind and 2013 just begin­ning, let’s take a few moments to reflect on the year just passed and what might come in the year ahead.  Adobe’s Vicky Skipp, Head of South East Asia and APAC CSC and Will Bosma, APAC Solu­tion Con­sult­ing Direc­tor share their insights on the year that was.

What were the high­lights this year with regards to Dig­i­tal Mar­ket­ing for Adobe?

Will:  Per­son­al­ly, there were 3 high­lights that stood out for me in Dig­i­tal Mar­ket­ing for Adobe:

  1. Tremen­dous mar­ket take-up of Adobe Expe­ri­ence Man­age­ment in APAC – espe­cial­ly in the Media and Enter­tain­ment and Finan­cial Ser­vices indus­tries. Some of the largest com­pa­nies in the region have invest­ed their entire busi­ness on our plat­form and have made it the cen­ter of their dig­i­tal trans­for­ma­tion
  2. The acqui­si­tion of Down­stream Mar­ket­ing and the many bright peo­ple there who have joined our busi­ness
  3. The release of Adobe Social – and final­ly a solu­tion that address­es the issues of ROI for Social Mar­ket­ing.

Vicky:  2012 was a very excit­ing year for Adobe all around. In 2012 we rebrand­ed our Dig­i­tal Mar­ket­ing solu­tions to the Mar­ket­ing Cloud which allows us to bring the mag­ic of the cre­ative cloud togeth­er with the mar­ket­ing cloud as well as allow our cus­tomers to access the infor­ma­tion any­where at any time. In addi­tion, we launched a joint research study with the CMO Coun­cil on the Dig­i­tal Mar­ket­ing Land­scape in Asia Pacif­ic. Also, as Will men­tioned we launched Adobe Social which was very excit­ing as is one of the only end-to-end social solu­tion out in the mar­ket.

What are major needs and chal­lenges in Dig­i­tal Mar­ket­ing that cus­tomers have dis­cussed with you this year and why?

Will: CMO’ S and Social Media Man­agers have spo­ken about the chal­lenges of using mul­ti­ple tools to try to deal with Social Busi­ness – result­ing in a dis­con­nect­ed and iso­lat­ed process that is still not well accept­ed by senior exec­u­tives. In addi­tion there’s been a lot of dis­cus­sion about the chal­lenges they face in prov­ing the val­ue of social mar­ket­ing – not only its ROI but also its align­ment with the fun­da­men­tal busi­ness goals of the com­pa­ny they work for. It impacts the fund­ing and resources they get to address this high touch engage­ment channel. More gen­er­al­ly, we heard a lot about the dif­fi­cul­ty of find­ing great Dig­i­tal Ana­lysts – there is an incred­i­ble amount of data avail­able for Dig­i­tal Mar­ket­ing but pre­cious few who know how to find the true ”nuggets’ that can alter busi­ness results – this is a huge chal­lenge that’s arrived with the advent of Big Data.

Vicky: Cus­tomers are steadi­ly evolv­ing their busi­ness mod­els towards focus­ing on mobile as cus­tomers spend increas­ing amounts of their time on their mobile devices. APAC mar­keters are hop­ing to increase their online mar­ket­ing bud­gets in the com­ing year. Accord­ing to Adobe’s recent Dig­i­tal Mar­ket­ing Per­for­mance Dash­board APAC, in Sin­ga­pore alone close to 30% of mar­keters plan to increase dig­i­tal mar­ket­ing spend this year to between 25 – 49% of their total mar­ket­ing bud­gets. But with so much cus­tomer activ­i­ty hap­pen­ing online, the amount of data gen­er­at­ed has become a huge busi­ness com­plex­i­ty. Being able to ana­lyze and make sense of the data col­lect­ed, to turn it into valu­able strate­gic cus­tomer infor­ma­tion has been one of the biggest chal­lenges our cus­tomers face.  Sec­ond­ly, our Dig­i­tal Per­for­mance Dash­board study found that busi­ness­es have been strug­gling with a skill short­age. Poten­tial employ­ees with the cor­rect exper­tise and skillsets to help tack­le the chal­lenges of the dig­i­tal age of mar­ket­ing are hard to find. Cur­rent­ly, over 49% of respon­dents said their cur­rent mar­ket­ing teams did not have the right skills, expe­ri­ence or tal­ent need­ed to take on dig­i­tal mar­ket­ing strat­e­gy.

What would in your opin­ion be the top 3 Dig­i­tal Mar­ket­ing trends to watch out for in 2013 and why?

Will: The top 3 trends I fore­see for 2013 are:

  1. Inbound Mar­ket­ing and Con­tent– organ­i­sa­tions scram­ble to cre­ate com­pelling con­tent that works across mul­ti­ple devices, that cus­tomers and prospects alike want to con­sume and share.
  2. Con­text is king – not only do all com­pa­nies need to become media organ­i­sa­tions but the con­tent needs to be deliv­ered in con­text – the right con­tent, right time, right device and in the cus­tomers con­text. This is a sig­nif­i­cant chal­lenge and goes far beyond what most mar­keters think of in terms of per­son­al­i­sa­tion
  3. Social Busi­ness final­ly arrives in APAC and with it an under­stand­ing that Social is tru­ly organ­i­sa­tion wide – it impacts mar­ket­ing, ser­vice, sales, tal­ent acqui­si­tion, the cus­tomer expe­ri­ence and brings with it a focus on organ­i­sa­tion­al cul­tures and struc­tures.

Vicky:  For me, the top 3 trends for 2013 are:

  1. Mobile – As mobile con­sump­tion con­tin­ues to grow and cus­tomers inter­act more and more via mobile, busi­ness­es will need to adapt con­tent to suit mobile inter­faces.
  2. Cloud – More and more busi­ness will be mov­ing to the cloud as it allows for mobil­i­ty and cus­tomers to access infor­ma­tion any­where and at any time.
  3. Data – Lever­ag­ing data to gen­er­ate ana­lyt­i­cal insights is a crit­i­cal fac­tor to help busi­ness­es advance ahead of the curve by way of track­ing and map­ping cus­tomer insights and behav­iour. In turn, this will help them cre­ate val­ued and per­son­alised expe­ri­ences for their cus­tomers.  In the Dig­i­tal Mar­ket­ing Per­for­mance Dash­board APAC 2012, 72% of respon­dents are already using ana­lyt­ic and report­ing tech­nolo­gies. Busi­ness­es under­stand the need to gath­er more data and insights to dri­ve per­son­al­i­sa­tion, tar­get­ing and seg­ment­ing in order to deliv­er more mean­ing­ful cus­tomer engage­ments. 36% of the busi­ness­es we polled across Asia Pacif­ic have rat­ed rich­er, deep­er cus­tomer pro­fil­ing and engage­ment as one of their top pri­or­i­ties for the fis­cal year.

We’d love to get your com­ments and feed­back. In your opin­ion, what are the top 3 trends for Dig­i­tal Mar­ket­ing in 2013?

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