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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
ADOBE DIGITAL MARKETING:
The Transformation of Marketing
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Marketing Pet Peeve
#2884
everyone has an opinion
HAVE YOU EVER NOTICED…
about marketing
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MYTHS & REALITIESOF DIGITAL MARKETING
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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
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This is not true.
everyone in this room
knows…
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Aber wir müssen deutlicher werden, neue kennziffern verwenden
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74% of Adobe’s Marketing Spend is on Digital
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Big Datais a Big
Pain
Social Mediais Worthless
Data is Killing Creativity
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62% of marketers will increase spending in social media. But only 12% actually think social media ads work.
Collective
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Myth #1: Social Media is Worthless
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Facebook Social Balloons
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Quicksilver & Adobe: Design Our Line
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Fotoshop by Adobé
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Adobe Social to the Rescue
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Social Drove
3 Million+Visits to Adobe.com
Social Referrals Spent
2x moreThan Other Customers
Social “touched”
13%of Creative Cloud
Subscriptions
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Social Generated
More Revenue Than Paid
Search
Social & Adobe Creative Cloud
Myth #1 Busted
Social CAN
Be Measured
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Big Datais a Big
Pain
Social Mediais Worthless
Data is Killing Creativity
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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
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Big Data for Marketers
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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
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Campaign Measurement/Optimization
POST LAUNCH
Optimize Budget& Mix
Track Progress & Fine Tune Approach
AnalyzeResults
DURING LAUNCHDURING LAUNCHPRE-LAUNCHPRE-LAUNCH
Track Progress & Fine Tune Approach
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Testing, Testing 1-2-3
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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
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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
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Campaign Measurement/Optimization
POST LAUNCH
Optimize Budget& Mix
Track Progress & Fine Tune Approach
AnalyzeResults
POST LAUNCHDURING LAUNCHDURING LAUNCHPRE-LAUNCH
AnalyzeResults
Myth #2 Busted
Marketers LOVE
Big Data
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Big Datais a Big
Pain
Social Mediais Worthless
Data is Killing Creativity
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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
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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
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Creative Has Always Mattered
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There is no substitute for
CREATIVITY
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There is no substitute for
CREATIVITY
Myth #3 Busted
Creativity is
Alive & Well
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Making Creativity Count
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