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Stop thinking facts, start thinking emotions John Watton | EMEA Marketing Director, Adobe Marketing Cloud | @jwatton

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2015

1984

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The average individual is exposed to

30,000 marketing messages per day.

Source: Mashable Email Infographic, Nov 2012

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In the time it took you to read this sentence,

20 million emails have been sent.

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@briansolis, #AdobeSummit

@jwatton 9

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Marketing is Maths

@jwatton 10

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Continuous marketing

@jwatton 11

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Right time Right place

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The end of Segmentation

@jwatton 13

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Sorry Roger. You’re being replaced by an ad exchange.

@jwatton 14

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Just because you can doesn’t mean you should

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Personalisation is the use of data to deliver a relevant and engaging experience to a consumer across channels and devices

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10% Conversion rates

Why this is important

19% Uplift in sales

14% Click-through rates

@jwatton 20

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Marketing is Hyper-Personal

@jwatton 21

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Right time Right place

Right message

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Marketing is Emotional

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It’s all about CONFIDENCE

§  To have the confidence to take a RISK §  Not talk about US §  Be HUMAN §  Pick a HOT issue §  Have a STRONG opinion §  Be CONTROVERSIAL §  Be INDEPENDENT §  Have some FUN

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OVER 4 MILLION VIEWS IN EXCESS OF 3 MILLION MINUTES WATCHED 3,012 SHARES 899 FAVOURITES 800 COMMENTS 531 SUBSCRIBERS ….. AND GROWING

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It’s the little things that count

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29-30 April, 2015 | ICC, ExCel, London

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All Channels are valid

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“The report of my death was an exaggeration” - Mark Twain, telemarketing, direct mail, events, email etc. etc.

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Marketing is going beyond marketing

@jwatton 49

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Experience is the brand

@jwatton 50

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Art + Science The NEW Marketer

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