20130712 opening keynote adobe andreas helios

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

ADOBE DIGITAL MARKETING:

The Transformation of Marketing

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2

Marketing Pet Peeve

#2884

everyone has an opinion

HAVE YOU EVER NOTICED…

about marketing


MYTHS & REALITIESOF DIGITAL MARKETING


70% believe marketers are disconnectedfrom business results

69% believe marketers live too much in their creative and social media bubble

“Marketers will have to understand they need to start ‘cutting the rubbish’.”

Source: Fournaise Marketing Group. July 12, 2012

80% of CEOs Do Not Trust Marketers


This is not true.

everyone in this room

knows…


Aber wir müssen deutlicher werden, neue kennziffern verwenden


74% of Adobe’s Marketing Spend is on Digital


Big Datais a Big

Pain

Social Mediais Worthless

Data is Killing Creativity


62% of marketers will increase spending in social media. But only 12% actually think social media ads work.

Collective


Myth #1: Social Media is Worthless


Facebook Social Balloons


Quicksilver & Adobe: Design Our Line


Fotoshop by Adobé


Adobe Social to the Rescue

http://blogs.adobe.com/digitalmarketing/wp-content/uploads/2012/09/AdobeSocialScreenshot11-e1346877100289.jpg


Social Drove

3 Million+Visits to Adobe.com

Social Referrals Spent

2x moreThan Other Customers

Social “touched”

13%of Creative Cloud

Subscriptions


Social Generated

More Revenue Than Paid

Search

Social & Adobe Creative Cloud

Myth #1 Busted

Social CAN

Be Measured


Big Datais a Big

Pain




Big Data is a Big Story

Big Data May Ensure Sustainable Sushi

IBM Introduces New Mainframe Computers for Age of ‘Big Data’

18

Big Data and its Big Problems

2012: The Year of Big Data

Big Data Can Make a Big Difference in Marketing

How Facebook is Handling All That Big Data

Big Data Rewrites the CMO’s Role


Big Data for Marketers


Campaign Measurement/Optimization

POST LAUNCH

Optimize Budget& Mix

Track Progress & Fine Tune Approach

AnalyzeResults

DURING LAUNCHPRE-LAUNCHPRE-LAUNCH

% ofBudgetSpend

% ofBudgetSpend

% ofBudgetSpend

% ofBudgetSpend

% ofBudgetSpend

% ofBudgetSpend

PR DisplayAdvertising

OfflineAdvertising Search Email Social Media

MARKETING BUDGET

0% 20% 40% 60% 80% 100% 120% 140% 160%

Revenue

Profit Contribution

Point of DiminishingReturns



POST LAUNCH



AnalyzeResults

DURING LAUNCHDURING LAUNCHPRE-LAUNCHPRE-LAUNCH



Testing, Testing 1-2-3

© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Engaging Visuals Drove 50% Greater

Click-Thru Rate

Short Marquee & Content “above the fold” Drove 16%+ Revenue Per Visitor

Personalization & Recommendations Fueled 16-23%+ Revenue Per Visitor


Site to Order Conversion

Revenue by Channel: Search, Display, Social, Email, Offline, etc.

Revenue by Visitor Profile

Revenue by Geo &Campaign

First and Last Click Attribution

Progress Against Goals

100,000 50,000

20,000 20,000 20,000 20,000 20,000



POST LAUNCH



AnalyzeResults

POST LAUNCHDURING LAUNCHDURING LAUNCHPRE-LAUNCH

AnalyzeResults

Myth #2 Busted

Marketers LOVE

Big Data


Big Datais a Big

Pain




Myth #3: Data is Killing Creativity

“Data advocates say it’s data, rather than any creative flair, that actually inspires campaigns in today’s world… without question, data is the most important component of marketing today.”

B2B Marketing


Only 1 in 4 are living up to their creative potential

75% under pressure to be productive, not creative

Only 25% of time at work is spent being creative

Creativity In Crisis


Creative Has Always Mattered


There is no substitute for

CREATIVITY


There is no substitute for

CREATIVITY

Myth #3 Busted

Creativity is

Alive & Well


Making Creativity Count




20130712 opening keynote adobe andreas helios

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