In digital space no one can hear you scream
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Transcript of In digital space no one can hear you scream
© 2014 Adobe Systems Incorporated. All Rights Reserved.
In digital space no one can hear you scream.
Inbound Marketing 2014, 8th July 2014
John Watton | Director, Digital Marketing EMEA, Adobe | @jwatton
© 2014 Adobe Systems Incorporated. All Rights Reserved.
No one cares about your marketing
…as much as you do
@jwatton2
© 2014 Adobe Systems Incorporated. All Rights Reserved. 3
The average consumer is exposed to
30,000marketing messages per day.
Source: Mashable Email Infographic, Nov 2012
@jwatton
© 2014 Adobe Systems Incorporated. All Rights Reserved.
The average social post has a half-life of
18Source: SEOmoz blog, Feb 2013
mins@jwatton4
© 2014 Adobe Systems Incorporated. All Rights Reserved. 5
In the time it took you to read this sentence,
20 millionemails have been sent.
@jwatton
© 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton6
© 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton7
© 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton8
To be heard you need Automation
© 2014 Adobe Systems Incorporated. All Rights Reserved.
Segmentation is dead
Male30-40
Male30-40
Male30-40
Male30-40
Male30-40
Male30-40
Male30-40
FemaleHomeowner
FemaleHomeowner
FemaleHomeowner
FemaleHomeowner
FemaleHomeowner
FemaleHomeowner
FemaleHomeowner
College EducatedWith kids
College EducatedWith kids
College EducatedWith kids
College EducatedWith kids
College EducatedWith kids
College EducatedWith kids
© 2014 Adobe Systems Incorporated. All Rights Reserved.
Behaviour-based marketing
1
By Profile
2
By Preference
3
By Now?
?
@jwatton10
© 2014 Adobe Systems Incorporated. All Rights Reserved.
To be heard you need Maths
@jwatton11
© 2014 Adobe Systems Incorporated. All Rights Reserved.
Digital = Data
@jwatton12
© 2014 Adobe Systems Incorporated. All Rights Reserved.
© 2014 Adobe Systems Incorporated. All Rights Reserved.
To be heard you need Creativity
@jwatton14
© 2014 Adobe Systems Incorporated. All Rights Reserved.
GREAT marketing is all about CONFIDENCE
15
To have the confidence to Not talk about US Be HUMAN Pick a HOT issue Have a STRONG opinion Be CONTROVERSIAL Be INDEPENDENT Take a RISK Have some FUN
@jwatton
© 2014 Adobe Systems Incorporated. All Rights Reserved.
Click Baby Click
@jwatton16
© 2014 Adobe Systems Incorporated. All Rights Reserved.
Post box
@jwatton17
© 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton18
© 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton19
© 2014 Adobe Systems Incorporated. All Rights Reserved.
“The report of my death was an exaggeration”
- Mark Twain, telemarketing, direct mail, events, email etc. etc.
@jwatton20
© 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton21
© 2014 Adobe Systems Incorporated. All Rights Reserved.
© 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton23
© 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton24
© 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton25
To be heard YOU need to Transform
© 2014 Adobe Systems Incorporated. All Rights Reserved. 26
Art + ScienceThe NEW Marketer
@jwatton
© 2014 Adobe Systems Incorporated. All Rights Reserved.
Curiosity + Change + Risk= The Perfect Recruit
@jwatton27
© 2014 Adobe Systems Incorporated. All Rights Reserved.
4things you can actually do tomorrow
@jwatton28
© 2014 Adobe Systems Incorporated. All Rights Reserved.
1buy a piece of wearable tech
@jwatton29
© 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton30
© 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton31
© 2014 Adobe Systems Incorporated. All Rights Reserved.
2write a blog
@jwatton32
© 2014 Adobe Systems Incorporated. All Rights Reserved.
© 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton34
© 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton35
© 2014 Adobe Systems Incorporated. All Rights Reserved.
3Share like hell
@jwatton36
© 2014 Adobe Systems Incorporated. All Rights Reserved.
The Value Exchange
INSPIRE
INFORM
ACCESS
RELATE
FACILITATE
AMPLIFY
SEEK
Source : 1000 heads
@jwatton37
© 2014 Adobe Systems Incorporated. All Rights Reserved.
4do the opposite
@jwatton38
© 2014 Adobe Systems Incorporated. All Rights Reserved.
What am I?
48m
UK users
21 hrs
per week
(+1m in 2013)
@jwatton39
© 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton40
© 2014 Adobe Systems Incorporated. All Rights Reserved.
In digital space no one can hear you scream.
@jwatton41
© 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton42
© 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton43
© 2014 Adobe Systems Incorporated. All Rights Reserved.
Photo acknowledgements
Slide 2 : http://www.moviedevil.com/images/bd/Q3GkV4xqsB.jpg Slide 3 : http://latestfunnypics.blogspot.co.uk/2012/01/kittens-and-puppies.html Slide 31 : http://glass-apps.org/google-glass Slide 32 : http
://www.makeuseof.com/tag/fitbit-flex-vs-jawbone-up-a-comparative-review/ Slide 38 :
http://www.utahpeoplespost.com/2014/05/scientists-create-living-organism-with-alien-dna/
Slide 40 : http://www.sky.com/tv/show/alan-partridge/gallery/reasons-to-watch Slide 42 : http://www.strong-island.co.uk/2011/06/13/summer-at-the-big-screen-e-t/
@jwatton44