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2014 : When Digital Marketing moves from Hype to RealityJohn Watton, Director, Digital Marketing EMEA, Adobe. Overherd, 23rd April 2014
Reality
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton
About me
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton
2014’s Buyer has more CHOICE & CONTROL, more points of contact
4The number of online sources the average B2B customer uses when shopping for a business purchase
The average number of searches performed by the average B2B converter
of purchase cycle in B2B is completed before getting in touch with a vendor
70%
5+
Source: Google & Compete B2B Customer Study,
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton
Face facts
86% of IT buyers use social media in their purchase decision process
Source: IDG Connect Survey 2014
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton
Face facts
More than 50% of web visitors
will be via mobile by 2015
Source: Adobe/eConsultancy Digital Trends 2014
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton6
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton
The B2B marketing revolution - then
BrochuresDirect MailTelemarketingEventsPRAdvertising (if you were lucky)
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton
The B2B marketing revolution - now
BrochuresDirect MailTelemarketingEventsPRAdvertising (if you were lucky) Brochureware websiteBatch & blast EmailBloggersSEOSEMTrigger-based emailWebinars
Social Media NetworksPersonalised sitesMobile sitesPeer-to-peer review sitesVideo channelsInbound MarketingContent SyndicationMobile appsOwned mediaPaid socialSMSGeo-location
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton
13,441
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton
Noise
The average consumer is exposed to
30,000marketing messages per day.
Source: Mashable Email Infographic, Nov 2012
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton
Problem: Noise
In the time it took you to read this sentence,
20 millionemails have been sent.
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton18
Selling has changed. A lot.
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton19
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton
Right message
Right time
Right place
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton
The need to get personal
B R O A D C A S T T A R G E T I N G S E G M E N T I N G P E R S O N A L I S I N G
relevant
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton
SalesManager
SalesManager
SalesManager
SalesManager
SalesManager
SalesManager
SalesManager
FinanceDirector
FinanceDirector
FinanceDirector
FinanceDirector
FinanceDirector
FinanceDirector
FinanceDirector
RetailSector
RetailSector
RetailSector
RetailSector
RetailSector
RetailSector
@jwatton
At Scale
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton23
Unified Media ExperienceAdobe Marketing Personalization “Vision”
Same message or sequential messaging no matter where the user sees Adobe
Adobe Audience Manager
Single Audience Definition across all Marketing Channels
Conversion
Mobile
Event Marketing
Display
Display
SearchSocial
Site
Site
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton
Numbers on the table
Impact Visibility Predictability =Credibility!
$$ Marketing sourced revenue
Won Opps
SALs from telesales
MQLs from marketing
Inbound Inquiries
$$ New Business Target
Channels
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Channels : Its all about balance
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton26
Model Delivers True Empirical Attribution of Marketing Program Impact on Revenue
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @jwatton27
Digital Marketing
Marketing in the digital age