Our second annual Digital Marketing Symposium in London brings together some of the most evolutionary minds in marketing to share insight on how their brands are reimagining their marketing strategies to evolve with the digital age.
The way in which marketers reach their customers has undergone a monumental change in recent years. Marketing budgets have shifted from print to digital, social media platforms have brought with them a whole new marketplace, and the rise of mobile phones, tablets and wearable devices means there are now more customer touchpoints than ever before. Marketing is being reimagined, and in a major way.
To better understand this changing marketing landscape, we commissioned a piece of research which delved into the online purchasing decisions of over 2,000 consumers. We discovered that the traditional four Ps of marketing (Price, Place, Product and Promotion) have been radically overturned, with the study revealing that in the digital age, it is in fact ‘Price’ (32%), ‘Product’ (17%), ‘Online Reviews’ (15%) and ‘Offers’ (10%) that are deemed the top online purchasing influences.
Marketers can thank the proliferation of channels for this, as online shoppers can increasingly make purchases whenever they want, and from wherever they choose. This ability to get the best offers, products and price, at a time and place that suits them — combined with easy access to online communities and reviews — means consumers are getting savvier. For online brands, this subtle power shift towards the customer means that providing the best experience possible should always be the priority. A competing brand is just one click away.
At this year’s Digital Marketing Symposium, we’re hearing about what marketing reimagination means to brands, including RBS talking about how a ‘test and learn’ culture helped them to dramatically increase the volume and value of optimisation of the digital experience. Penguin Random House also share how they became a more digital business by effecting change through multiple layers of the organisation. This included working with Cognifide to build and migrate key website properties of their most valuable brands. We consider ourselves to be pretty evolutionary here at Adobe, so we’re touching upon our own digital transformation too.
To demonstrate how intelligent processes and real-time data can create an experience that is personalised to each and every customer, we have Razorfish on hand to demo RazorShop, a connected retail experience made up of mobile devices, interactive in-store screens and product RFID tagging. Plus we’re demonstrating the latest in our own touch-screen, interactive technology.
The marketing landscape is certainly in a period of transition, with traditional methods of building brand loyalty fast becoming obsolete and new channels and techniques taking their place. Many brands have responded by transforming their marketing and successfully developing a single view of the customer – some of whom are joining us today.
If you can’t be with us to hear from them in person, you don’t have to miss out — follow the conversation from 13:00 BST at #AdobeSymp and watch on the live stream here.
About the research: All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 2068 adults. Fieldwork was undertaken between 15th — 16th September 2015. The survey was carried out online. The figures have been weighted and are representative of all GB adults (aged 18+).