presentación loni stark, director of product & industry marketing, adobe

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

@lonistark #IABConecta © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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Build Your Digital Brand: How to Win the Battle for Attention Loni Stark - Director of Adobe Digital Marketing Solutions @lonistark


@lonistark #IABConecta

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Research product online

Receive mobile ad for product

Search online for product

Join Facebook community for product

Research accessories for product

Buy accessories in store

Receive product updates

See TV ad for product

Buy product online

Visit store for help

Visit store to get help with product

View video for newer product

1. Attention is Scarce: Focus on capturing sustained attention

Receive promo for product



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In 2012, 1.8 zettabytes of data will be created on the internet. That’s more than 7 million times the totality of digital assets stored by the Library of Congress today



2. Average Online Ad Spend Per User Is Increasing

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2013 Central & Latin America Advertising Forecast (Source: Advertising Market Forecast: Central & Latin America)



3. Location is not Everything

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Location of Your Customer: Context is everything

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3 key trends changing how businesses compete in Digital Age

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Content and Gadget Explosion. Attention is Scarce. Online Advertising Cost Per User Increasing. Customer Context, Not Business Location is King.



Digital experiences that are useful, different, and convenient for customers, it significantly impacts the bottom line.

Same business Goals, new sources of competitive advantage

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Increase engagement

New client acquisition

Increase brand loyalty lifetime value



Digital brands that matter are the ones that stand out.

Be the answer to a customer problem, everyday.

Be Useful

Reinforce the brand and extend the customer value beyond the physical product.

Be Different

Be Convenient Design for your laziest customers.



Be Useful: Good Hair Day - Expert advice on how to have a “good hair day”

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Provide “how to” content to persuade the

buyer to read an article watch a video

and then buy GHD products.



Be Useful: HealthNow New York personalized the web experience

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Be Useful: My Intersil, personalized content in B2B



Be Different: Crate & Barrel, Nike – digital experiences that personalize product

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Be Different: Philips extends physical product with social experience



Be Different: Caesars Entertainment – increasing engagement online & offline

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•  Reduced time for monthly reporting from weeks to hours

•  Quantified subjective

design decisions •  Optimized web

experience for 70% higher conversion

•  Increased signup rates to

loyalty program by 10%



Be Different: Travelocity – An entire product based on digital experience

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Investec: “it’s all about the right content, at the right time, for the right device.”

Be Convenient: Investec makes it easy



Be Convenient: Mobile as part of omnichannel experience



Digital brands that matter are the ones that stand out.

Be the answer to a customer problem, everyday.

Be Useful

Reinforce the brand and extend the customer value beyond the physical product.

Be Different

Be Convenient Design for your laziest customers.



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Solutions for Building Your Digital Brand

Connect the two and figure out quickly what resonates and what doesn’t

What you have to deliver/ show to the customer

What you know about the customer



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@lonistark: Find out your #DigitalMarketing fortune @ #IABConecta. Visit @AdobeMktgCloud booth.



Loni Stark Twitter: @lonistark www.lonistark.com

Name [email protected] Twitter: @ LinkedIn:



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