How Digital Drives Impact, and What it Means for Business
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Transcript of How Digital Drives Impact, and What it Means for Business
© 2011 Adobe Systems Incorporated. All Rights Reserved.
The Business Impact of DigitalBrad Rencher | SVP and General Manager
@bradrencher
© 2011 Adobe Systems Incorporated. All Rights Reserved.
Retail Mail
Phone Newspaper | T.V. | Radio
Then
© 2011 Adobe Systems Incorporated. All Rights Reserved.
Now
IM
SMS
Gaming
Web
In Store
Call Center
Kiosks
Social
Mobile
POS
IPTVSearch
T.V.
Radio
Apps
Tags
Video Local
© 2011 Adobe Systems Incorporated. All Rights Reserved.
Marketing Goals:Increase Social
# +
© 2011 Adobe Systems Incorporated. All Rights Reserved.
Bought media, Launched FB,
Mobile Discounts
Marketing Goals:Increase Social
# +
© 2011 Adobe Systems Incorporated. All Rights Reserved.
Nailed it! 2,000 Followers,
20,000 Likes600 coupons
Like
Bought media, Launched FB,
Mobile Discounts
Marketing Goals:Increase Social
# +
!
© 2011 Adobe Systems Incorporated. All Rights Reserved.
Nailed it! 2,000 Followers,
20,000 Likes600 coupons
Like
Bought media, Launched FB,
Mobile Discounts
Marketing Goals:Increase Social
# +
POS couldn’t read the coupon!
© 2011 Adobe Systems Incorporated. All Rights Reserved.
Nailed it! 2,000 Followers,
20,000 Likes600 coupons
Like
Drove further activity
on social…not all good
UnLike
POS couldn’t read the coupon
Bought media, Launched FB,
Mobile Discounts
Marketing Goals:Increase Social
# +
!
© 2011 Adobe Systems Incorporated. All Rights Reserved.
DIGITAL MARKETINGSTRATEGY
DIGITAL BUSINESS STRATEGY
or
© 2011 Adobe Systems Incorporated. All Rights Reserved.
Rule #1: If it doesn’t matter to theCEO, it doesn’t matter.
© 2011 Adobe Systems Incorporated. All Rights Reserved.
“…six times more Twitter followers…”
Rule #2: You can’t buy friends.
© 2011 Adobe Systems Incorporated. All Rights Reserved.
© 2011 Adobe Systems Incorporated. All Rights Reserved.
© 2011 Adobe Systems Incorporated. All Rights Reserved.
Rule #3: Mobile is digital super glue
© 2011 Adobe Systems Incorporated. All Rights Reserved.
Hi Sushi – fresh Ahi lunch special for Standard Charter customers
Aqua bar - Happy Hourextended to 8 pm forStandard Charter customers
The Denim Zone – Useyour Standard Chartercredit card for 20%off any jeans
© 2011 Adobe Systems Incorporated. All Rights Reserved.
@vailresorts: 18 inches of powder this morning. What are you waiting for?
#Epicpowder @vailresorts today!Skied 100 vertical feet of fresh tracks.
Ski Vail with me. Click here for a season pass discount.
© 2011 Adobe Systems Incorporated. All Rights Reserved.
Rule #4: Today’s CMO is tomorrow’s CEO
© 2011 Adobe Systems Incorporated. All Rights Reserved.
@bradrencher
© 2011 Adobe Systems Incorporated. All Rights Reserved.