Posts tagged "Social Media"

Picking up the Pace: SEA no longer a follower in digital

Stephen Hamill, Director of Adobe Marketing Cloud for SEA – LinkedIn @stephenhamill

An interview with Stephen Hamill from Adobe SEA on his views on the digital marketing landscape in the region, top 3 trends and challenges, Adobe Marketing Cloud and Adobe Digital Marketing Symposium Singapore:

 

1) What are your views on the digital marketing landscape in SEA?

Traditionally SEA has looked to the US, EU and even ANZ to prove digital concepts and innovation.  The stresses that globalisation, cloud and multi-channel are putting on SEA businesses are demanding that local companies close the time-gap between their US counterparts and themselves. SEA companies can no longer wait and be a follower, they need to take action as changes occur.

This puts local companies in a slightly uncomfortable position where they need to have the tools to innovate quickly, test for success fail fast or adapt quickly.  On-line is no longer seen as just the company’s website;  it is often shifting to be viewed as their primary business and as such the profile of on-line is increasing dramatically at the highest levels of the organization.  I am regularly surprised when speaking to C-level clients, as they are so digitally savvy and their focus is shifting more and more to perceiving digital as a primary business driver.  Only a handful of years back my conversations with middle to senior leadership would be around the frustrations of helping their senior executives understand the value of digital and the inherent challenges in the multi-channel world.  This is no longer the case: the CEO of a large financial institution recently finished a meeting with me with the statement, “it’s a no-brainer”.

2) In your opinion, what are the top 3 trends emerging in digital marketing?

  1. CMOs are more prominent and increasingly driving business growth
  2. Struggle to deal with the complexity of multiple digital marketing challenges all at once
  3. Traditional businesses (finance and media) that have been slow to fully commit are now making the move

3) From your experience with talking with customers, what are their top 3 challenges in the digital marketing space?

  1. Connecting data with content- providing a personalized experience that gives clients the experience that delights them and encourages a deeper relationship. Organisations need to be able to react in real-time and deliver in the last millisecond.
  2. Connecting the various components necessary for successful digital marketing in a meaningful way without becoming a system integrator – The Nirvana of digital marketing platforms is not just a vision, it’s a reality but making the parts work together is the biggest challenge. At the moment many organisations are finding their systems working in silos and what is needed is an integration of all those systems to allow for fast and effective delivery.
  3. Creating any meaningful digital strategy – 5 year strategy plans are out.  Imagine a 5 year digital strategy created 5 years ago; it wouldn’t have tablet devices and probably wouldn’t consider social as a business tool.  Building an infrastructure that will last, will be flexible enough to withstand whatever comes next and empowers innovation is a challenge most clients struggle to solve.

4) Why Adobe Marketing Cloud?

Digital marketing is faster paced than any other business discipline and as such the need to stay ahead and informed is paramount.  Milliseconds can make the difference between digital success and digital failure and the need for businesses to be on top and equipped with the tools necessary to survive is not negotiable.  Delivery of the latest technology and features, integration with other marketing components right now is only possible through the cloud.  Adobe is pioneering this space and the others are chasing us to try to keep up.

5) What you are looking forward to at Adobe Digital Marketing Symposium Singapore on July 18?

Despite the fact that we are the global leader as recognised by the analysts in Digital experience, the majority of our SEA marketing colleagues are still discovering the extent of Adobe’s experience and capability in this space.  I am looking forward sharing our proposition: end-to-end creation to monetisation and helping them re-think and innovate their multi-platform marketing strategies.

Join Stephen Hamill at Adobe Digital Marketing Symposium Singapore on July 18 for more on the latest trends, tips and best practices for digital marketing. Register now as seats are limited.

Digital and Marketing Leaders: The Change Agents

Yu Dan Shi, APAC Industry Strategy Director, Adobe Marketing Cloud – @yudanshi LinkedIn

Yu Dan Shi

After spending 15 years in the field of marketing and digital, this is the first time I am attending a digital marketing event as a host rather than a client. And I cannot be any more excited. With over a thousand of top digital marketing professionals attending the Adobe Symposium in both Singapore and Australia, every one of us will have the opportunity to learn the very latest approaches and best practices on digital and marketing strategy.

The digital landscape has never been more complex and exciting at the same time. For many organzations, digital is no longer just a channel to promote products and services. It is part of the core business strategy that would help accelerate the revenue growth, transform the customer experience, and set them apart from the competitors. No organization can afford to underestimate the impact of digital on all aspects of the business.

However, this paradigm shift has also created immense challenges for the business leaders. Many of us have been tasked to lead and accelerate the digital transformation journey, which means we now increasingly play a change agent role. Many of you would know that change management is a complex and evolving journey. It often requires different skill sets compared to the ones that have made you successful in the past.

In addition to that, talent shortage, digital and traditional marketing divide, lack of cross-channel strategy and ability to accelerate are just some of the challenges today’s digital and marketing leaders face in creating relevant and impactful digital organizations. The leaders who have the ability to overcome these challenges, and create strategies that transform how the companies understand customer behavior and service them in most personalized way will be the true winners in the future. For these reasons, I am looking forward to discussing with you at the event the latest ideas and approaches to organizational transformation and building best-in-class digital marketing organizations.

We have also invited experts and industry thought leaders to share and discuss the best practices on topics ranging from omni-channel, targeting, personalization, advertising, social, to digital marketing organization of the next decade. I invite you to join us this July for an amazing event and experience at the Adobe Digital Marketing Symposium Australia and Adobe Digital Marketing Symposium Singapore.

What consumers want: relevant content, community & context

Paul Robson, Managing Director, Adobe Australia & New ZealandLinkedIn

The immense volume and variety of information on the Internet makes it easier than ever for consumers to form opinions about brands and make purchasing decisions. In such a heavily saturated media environment, marketers need to know what the most powerful factors in the purchasing process are, which methods are most valuable, and what Australian consumers want. New research suggests that the answers are: highly-relevant and personalised content, a strong community of peers and a unique social context that binds the community, content and company.

Marketing Myth Busters, a study conducted by Edelman Berland, in partnership with Adobe, shows most Australians are comfortable with online products and services that have been customised for them, but they don’t want to sacrifice their privacy to get it. The study also shows that most Australians prefer to look at traditional ads in magazines or on TV, rather than online. So does this mean digital marketers are failing consumers?

Relevancy and personalization are key to delivering successful digital marketing campaigns. Digital marketers are getting access to more information than ever before but unless they can use that data more effectively they will miss opportunities. At the same time, consumers need to consider how much of their personal information they are willing to share in order to receive products and services that are more relevant to them.

The Myth Busters research has also found that consumers believe the two most effective ways to encourage consideration of a product or brand is through recommendations from someone they trust (69%) and recommendations from consumer reviews (45%). This suggests that through social media, peers have become an influential factor in purchasing decisions.

Consumers are actively using social media to seek out information and reviews of products from peers, but they want content from brands to tell unique stories rather than simply ‘sell’. Their motivations for engaging with brands and products, as well as the types of content they wish to see, are very specific and this means advertisers need to re-consider how they construct their messages and content for social media. Simply mirroring the content or methods used in other media won’t produce results.

The Marketing Myth Busters study also found that:

  • Checking updates from friends is the primary function of social media for both consumers (32%) and marketers (40%)
  • 63% of consumers feel positive or neutral when a company customizes its products or services for them
  • 84% of consumers agree that companies collect too much information on consumers
  • 49% of consumers said they ‘like’ brands on social media that they buy regularly
  • 51% of consumers see the action of ‘liking’ a product or brand on social media equal to communicating tastes or interests, while 41% see it as recommending that product to friends or family
  • 51% of consumers answered “Yes, very much” when asked if they wished there was a ‘dislike’ button on social media sites
  • 75% of consumers believe advertisements should tell a unique story, and not sell.
  • Consumers and marketers prefer to look at ads in their favourite print magazine (consumers: 33%, marketers: 27%) or favourite TV show (marketers: 39%, consumers: 31%), compared to online media.

The consumer perception of marketing’s ineffectiveness may seem concerning, but the fact that consumers prefer to look at ads in printed magazines and on TV suggests they’re still receptive to advertising. Marketers should be more concerned with the context created by the messaging and positioning of content.

To create successful campaigns for the social and digital world, marketing content needs to be created and positioned in a context that is unique and relevant to the social community. But this can only be achieved by abandoning standardised messaging and direct calls to action in favor of content that; fosters community discussion about relevant topics between peers, provides unique brand or product-oriented experiences and leverages in-direct social calls to action.

Consumers want to be social. They want to be a part of a community, and they also want to be involved with brands and products that engage them with their peers in a bigger social context. Is your company creating this context for its consumers yet?

Adobe_consumer_marketing_infographic_final

To read the full findings of the Marketing Myth Busters report, click here.

Discover more about social marketing and business impact at the Adobe Digital Marketing Symposium in Sydney this July 16th. Click here to register now!

Benchmarking Asia Pacific: A Unique Region

Mark Phibbs from Adobe and Liz Miller from the CMO Council discuss the methodology behind the APAC Digital Marketing Performance Dashboard 2012 and how Asia Pacific is a unique region.

Capitalise on Asia Pacific’s growth and learn the latest digital marketing know-how to boost your business at Adobe Digital Marketing Symposium 2013! Join us in Sydney on the 16th of July or Singapore on the 18th of July 2013.  Register here now to receive an invitation

The Top 5 Digital Marketing Priorities in APAC 2013

This infographic is based on the APAC Digital Marketing Performance Dashboard 2012, a joint research by CMO Council and Adobe measuring the state of digital marketing performance and maturity across APAC. Marketers in the APAC region were asked what areas of digital marketing will be their top priorities to execute in 2013.  The top 5 results are displayed below:

Adobe_Mini Infographic-Top 5 Priorities_13 May

Attend Adobe Digital Marketing Symposium 2013 to hear, learn & share with the leaders of digital marketing in the region. View the latest technology available and acquire best practices from leading companies in APAC. Join us in Sydney and Singapore this July! Register here to receive an invitation.