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DIGITAL MARKETING JOURNEY 2013 Amsterdam | Friday 8th November
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Adobe Digital Marketing Journey 2013
Lars SørensenMark ZablanPresident EMEA, AdobeWerner te RietCountry manager Netherlands, Adobe
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PPT Mark Zablan + Werner te Riet8 SLIDES
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential. 5
CVO
MARKETING MANAGER
Webanalyst
DIRECTOR DIGITAL ANALYTICS
DIRECTOR OF SOCIAL MEDIA
Strateeg
Director Digital Strategy & Experience
DIGITAL CUSTOMER EXPERIENCE
ONLINE OPERATIONS
CMST CMC
Mobile Marketing Manager
CHIEF MARKETING
OFFICER
ECOMMERCE MANAGER
Head of Search Engine Marketing
DIGITAL STRATEGIST
Targeting Manager
DATA ARCHITECT
HEAD OF DIGITAL
GLOBAL MARKETING OPERATIONS
InnovatorCEO
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential. 6
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential. 7
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential. 8
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
LISTEN PREDICT ASSEMBLE DELIVER
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© Copyright 2013 Adobe Systems Incorporated. All rights reserved. 11
DIGITAL DISTRESS:What Keeps Marketers Up at Night?
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential. 12
Social marketing
Cross-channel experiences
Transformation of marketing
Paid media optimisation
Mobile sites and apps
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Transformation of Marketing
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Kevin Lindsay Director of Product Marketing, Adobe Target, Adobe
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PPT KEVIN LINDSAY
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Jorij Abrahams Director Research & Advice, !uiswinkel.org
E-Commerce Europe Trends
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PPT JORIJ ABRAHAMS
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E-Commerce Europe Trends
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Martin de Boer Global Online Marketing Manager, Travix
Customer testimonial - Analytics
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PPT MARTIN DE BOER
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COFFEE BREAKslide not visible
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Suresh Vi"alVice President Strategy Adobe Campaign, Adobe
New rules for cross channel marketing
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PPT SURESH VITTAL
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Maxime MezinChief Data Scientist, Photobox
New rules for cross channel marketing
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PPT MAXIME MEZIN
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Digital transformation
Coen Olde OlthofSenior Vice President Online, KPN
Koos van der Veen, Ecommerce Director, Aegon
Martin de BoerGlobal Online Marketing Manager, Travix
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Coen Olde OlthofSenior Vice President Online, KPN
Digital transformation
Koos van der Veen Ecommerce Director, AegonMartin de BoerGlobal Online Marketing Manager, Travix
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12:40 Lunch
13:30 What does marketing in the cloud mean? 14:10 Best practice – !e seamless customer journey Joost van Dun, Senior Digital Marketing Expert, Philips
Coffee break
Adobe Digital Marketing Journey 2013
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14:50 Best practice – Social marketing at enterprise scale Marc Blinder, Director of Social Media Strategy, Adobe Simon Nicholson, Social Media Manager, Honda Motor Europe
15:25 Social marketing & Advertising – panel discussion Bas Blom, Marketing Solutions Benelux, Facebook Peeter Verlegh, Associate Professor University of Amsterdam & Director SWOCC Simon Nicholson, Social Media Manager, Honda Motor Europe Nick Morley, EMEA Director Social & Media Optimizer, Adobe
15:55 What's next?
16:00 Networking reception
Adobe Digital Marketing Journey 2013
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LUNCH BREAKslide not visible
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Jamie BrightonStrategic Marketing Manager, Adobe
What does marketing in the cloud mean?
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Gerard LindeboomSolution Consulting, Adobe
Drive business value from analytics
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Waldo SmeetsSolution Consulting, Adobe
Deliver an engaging omni-channel experience
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Marc BlinderDirector of Social Media Strategy, Adobe
Connecting social to real world results
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Marco NiebuhrSolution Consulting, Adobe
Paid media optimisation
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Joost van DunSenior Digital Marketing Expert, Philips
Best Practice !e seamless customer journey
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PPT Joost van Dun
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14:50 Best practice – Social marketing at enterprise scale Marc Blinder, Director of Social Media Strategy, Adobe Simon Nicholson, Social Media Manager, Honda Motor Europe
15:25 Social marketing & Advertising – panel discussion Bas Blom, Marketing Solutions Benelux, Facebook Peeter Verlegh, Associate Professor University of Amsterdam & Director SWOCC Simon Nicholson, Social Media Manager, Honda Motor Europe Nick Morley, EMEA Director Social & Media Optimizer, Adobe
15:55 What's next?
16:00 Networking reception
Adobe Digital Marketing Journey 2013
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PLAY MOVIE Walk-‐in instart 2 commercials
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54
Register now for 40% discount by visi6ngh8p://summit.registra6on.adobe.com and use the promo6on code JOURNEY
May 14 + 15, 2014 London, ExcelI
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Marc Blinder Director of Social Media Strategy, Adobe
2014 Trends in Social Media
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential. 56
I believe that we do not know anything for certain, but everything probably.
Christiaan Huygens
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential. 57
4 Predictions for 2014
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential. 58
Social becomes more like search, search becoming more social1
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
Natural Language Search:
© COPYRIGHT CONTEXT OPTIONAL
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential. 61
Results:
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
Made for mobileUses natural language processingWeights results on +1s
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
63
ALWAYS ON
MARKETING MOMENT
Aaron Jensen @AJJ
Emma is 4 years old now so I think she’s ready for her 1st trip to Disney World. Going to Miami after that for a little sun.
Marissa Taylor @LifesABeach
YAY! I’m going to Miami for a hen party in May! Can’t wait to strut down Collins Ave :-)
TARGETED KEYWORD: “going to Miami”
Meanwhile on Twitter timelines….
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential. 64
Conversion Analytics1Keyword Strategy2
Bid Optimization4Creative Development 3
Your new Twitter strategy, is your old search strategy…
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential. 65
Integrate Search + Social• Convergence of these two budgets & teams is
coming soon• Bonus structure should be goals based instead of
channel based• Attribution analysis & media mix modeling are key
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential. 66
Winning in Social will happen on Mobile & Local2
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential. 67
Populate your meta-data! Check ins + Likes + Recommendations = Results
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential. 68
Populate your meta-data! Encourage offline customers to connect on mobile
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential. 69
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Social Businesses measure ROI:Creating & defending revenue3
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential. 71
You probably already have:A professional social media team and a way to measure revenue from social
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential. 72
You probably don’t have:A strategy for linking advertising, marketing and customer experience
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential. 73
A few metrics that really matter• ARPU: Average Revenue Per User• CLV: Customer Lifetime Value• SAL: £ value for sales accepted lead• Social NPS: Impact on net promoter score
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential. 74
Social customer service reaches a tipping point4
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
#e Connected Consumer
THIS IS A PRODUCT PROBLEM
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
#e Connected Consumer
THIS IS A BRAND PROBLEM
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
The Connected Consumer
CLV: £1080 (£30 / Month for 3 years?)NPS: Very NegativeBrand Impact: five friends at a party, a few hundred people on Twitter & now this speech
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
#e Connected ConsumerI CAME THIS CLOSE
< EE Shop
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
1. Measure your impact on Revenue2. Measure your impact on NPS3. Count your leads4. Surface success stories tied to CLV
If you do social customer service well, go get budget…
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential. 81
Social becomes more like search, search becoming more social1
Social Businesses measure ROI:Creating & defending revenue3
Social customer service reaches a tipping point4
Winning in Social will happen on Mobile & Local2
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Simon Nicholson Social Media Manager, Honda Motor Europe@Sikenic
Best Practice Social marketing at enterprise scale
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential. 83
How does Honda manage many divisions across borders?
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential. 84
Product Division
Country
Department
Cars Motorcycles Power Equipment Racing Corporate
Europe
Marketing PR Customer Product Planning
Borders are not just geographicalOpening communication up across the company for an integrated customer journey focus.
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential. 85
What about the digital journey for your customers?
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential. 86
Point of PurchaseActiveConsideration
Product Knowledge
ProductExperience
Brand Awareness
Product Knowledge
For any given point on the customer journey we want to move them forward"e journey as an integrated offline – online experience
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential. 87
Do different countries require different content strategies?
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
1. Content is aligned to progressing the customer journey
2. Type of content used is the result of reaction and optimization.
No
Strategies are the same, resulting content is different.
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential. 89
Does unifying your Data actually help?
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential. 90
?? Content
Communication Point
Content
Tracked user data limited
Minimise drop off
Maximise continuation
Known data
Brand
Product
Content
Brand
Customer Journey: Path Optimisation
Known data
More data leads to more targeted communication
!e clearer picture we have of where an individual is, the be"er we can optimise their path.
No product interest, continue brand level messaging
Product interest, develop product knowledge to lead to consideration.
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There are a lot of Platforms out there, what matters for Honda?
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Point of PurchaseActiveConsideration
Product Knowledge
ProductExperience
Brand Awareness
Product Knowledge
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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Con!dential.
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Digital transformation
Bas BlomMarketing Solutions Benelux, Facebook
Simon NicholsonSocial Media Manager, Honda Motor Europe
Peeter VerleghAssociate Professor University of Amsterdam & Director SWOCC
Nick MorleyEMEA Director Social & Media Optimizer, Adobe
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Bas BlomMarketing Solutions Benelux, FacebookSimon NicholsonSocial Media Manager, Honda Motor EuropeNick MorleyEMEA Director Social & Media Optimizer, Adobe
Social marketing & Advertising
Peeter VerleghAssociate Professor University of Amsterdam & Director SWOCC
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Adobe Digital Marketing Journey 2013
What’s next?
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May 14 + 15, 2014 London, ExcelI
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PLAY MOVIE Capture of the day
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DIGITAL MARKETING JOURNEY 2013 Amsterdam | Friday 8th November
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Werner te RietCountry manager Netherlands, Adobe
Mark ZablanPresident EMEA, Adobe