Presentation at On The Edge Reading, 24th September 2014. The reinvention of Marketing with Jamie Brighton, Head of Strategic Marketing EMEA, Adobe - How to understand, measure and optimise Big Data - Analysing the audience: How they are using current trends in digital marketing and solutions and what you should be doing - Comparing and Competing: How to use “Digital Index Reports” to benchmark sectors and companies for awesome results!

1. The reinvention of marketing
24th September 2014
Jamie Brighton | Marketing Cloud Strategy, Adobe | @jamiebrighton
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2. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The world is changing
Move to
Mobile & Tablets
The Internet
of Things
Making
Everything Digital

3. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

4. NEW
MARKETER
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

5. “The blindingly obvious is something
only visible to customers.”
Mark Mullen, CEO First Direct
@ CEX in FSI Event
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

6. For customers, there is only your brand
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
BRAND
“X”

7. But marketers see four screens: TV, computer, tablet, mobile
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

8. They see 6 channels: web, social, email, search, display and apps
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

9. They see three sources of trust: paid, earned, owned
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

10. And no two customer journeys are the same
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

11. For customers, there is only your brand
BRAND
“Inconsistent Experience Undermines Brand Trust”
Create a Connected “Communication X” Plan for the Post-Digital Era – 5 February 2014
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

12. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
76% Say marketing has changed more
in the last 2 years than the past
50
66% Marketers who think companies won’t
succeed unless they have a digital
approach
48%
of Digital Marketers who feel ‘highly
proficient’ in digital marketing
DIGITAL DISTRESS

13. How can we ease this digital distress?
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14. ADOBE | DIGITAL DISTRESS: What Keeps Marketers Up at Night?
14
Be a data guru
Always be testing
Go digital. Everywhere

15. Be a data guru
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 15
art+architecture
$12k-$25k
central
urban
financial services
banking
education
#239857
#00e0c9
F = k ( q1 q2 / r2 )
( sin θ1 )/(sin θ2 ) = v1 /v2 = n2 /n1 = λ1 /λ2
09
Fb = Vρg = mg
001 002 003
004 005 006
007 008 009

16. Big Data
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Most Confusing Buzzword of the Decade
–Global Language Monitor

17. Metrics matter.
Know how to instrument the data for business impact.
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18. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Each travel segment (Airline, Online Travel Agency, Car Rental and
Hotel) is up year-over-year in bookings
Spending online on
travel this Summer will
be up 15% from last
year

19. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 19
Always Be Testing

20. Always Be Testing
Test Results Immobilise HiPPOs
(Highest Paid Person’s Opinion)
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21. Adobe Digital Index: Conversion Rate
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
21

22. Your opinion,
while interesting,
is irrelevant.
“
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”
PRAGMATIC MARKETING | TUNED IN

23. Go digital. Everywhere. (Your customers already have)
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24. Adobe Digital Index: Apps drive majority of usage on mobile devices
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Source: Adobe Digital Index 2013
Tablets: Time spent per app session is
4X longer than web
Smartphones: Time spent per app session is
2.5X longer than web

25. Adobe Digital Index: UK leads the way in mobile visits
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
25

26. Audi
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

27. Ancestry.com
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28. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

29. © 202194 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
MONETIZE
MEASURE
MAKE
MANAGE

30. Marketing needs reinvention to meet the demands of
the new consumer 1
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Understanding digital trends means you can
stay ahead of your customers 2
Using digital marketing technology can provide
competitive differentiation and help you become
the best of the best 3

31. Jamie Brighton
Strategic Marketing EMEA
@jamiebrighton
Adobe Digital Index: http://eu.cmo.com/adobe-digital-index.html/
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.