Adobe Digital Dialogue

The Digital Pulse at the Heart of Australian Marketing

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

“Every­thing is dig­i­tal now,” said the mar­ket­ing exec­u­tive I was sit­ting down to have a cof­fee with dur­ing a break in last week’s Mar­cus Evans Mar­ket­ing Sum­mit, held on Australia’s Gold Coast. For me, dig­i­tal is so cen­tral to the mar­ket­ing world I inhab­it, that I take its ubiq­ui­ty for grant­ed. But I noticed that for many of the audi­ence of more than 60 mar­keters attend­ing the event, espe­cial­ly those from the B2B sec­tor, the expe­ri­ence was a real eye-open­er.

What real­ly stood out for me was that for some of the lead­ers in their sec­tors – such as Vir­gin Mobile and Qan­tas, dig­i­tal was not thought of as a sep­a­rate chan­nel that required a spe­cif­ic bud­get. Rather, it was an inte­gral part of their over­all mar­ket­ing strat­e­gy. One senior mar­keter from an icon­ic Aus­tralian brand said he could see major cam­paigns in the future com­pris­ing pure­ly dig­i­tal – per­haps even leav­ing out free to air TV from the mix.

With dig­i­tal mar­ket­ing ful­ly bed­ded down into the mar­ket­ing mix, not sur­pris­ing­ly mobile and social were the areas of inter­est at the event.  Social played a role in every case study pre­sen­ta­tion  – but there was cer­tain­ly a divide between the con­sumer mar­keters who were ful­ly engaged  and the B2B mar­keters, for whom there was still clear­ly an air of cau­tious­ness about ‘being on social’. But the ‘dig­i­tal divide’ wasn’t as clear-cut as B2C ver­sus B2B or large com­pa­nies ver­sus small­er organ­i­sa­tions, or about the size of the bud­get

Mar­ket­ing guru Iggy Pin­ta­do (@iggypintado) deliv­ered a keynote on social, empha­siz­ing that we need to be able to prove its busi­ness val­ue beyond pure­ly mar­ket­ing KPIs – some­thing that even the most sophis­ti­cat­ed mar­keters are strug­gling with. Anoth­er inter­est­ing idea that was raised dur­ing the sum­mit was from Justin Papps of Chan­dler Macleod, who has start­ed using Face­book as a chan­nel of pay­ment to their employ­ees.

I sat on a pan­el to talk about trends and direc­tions in Mobile Mar­ket­ing. An on-the-podi­um SWOT analy­sis done by the pan­el togeth­er with all the net­work­ing dis­cus­sions con­firmed in my mind what the reports say: there are more Strengths and Oppor­tu­ni­ties around dig­i­tal mar­ket­ing cam­paigns, includ­ing social, than there are Weak­ness­es and Threats. Indeed the biggest threat was sim­ply being late to the par­ty, and los­ing out to the com­pe­ti­tion.

Over cof­fee with my new mar­ket­ing exec­u­tive friend, we ran a sim­ple search on Twit­ter. Sure enough, it proved his brand was in fact already ‘on social’. Just because his orga­ni­za­tion hadn’t start­ed their social strat­e­gy, didn’t mean they were not already in the game. Dig­i­tal mar­ket­ing real­ly is every­where, the oppor­tu­ni­ties are ter­rif­ic and the time to inte­grate is now.

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