Everything’s changed but nothing’s changed. - adobe.com€¦ · Everything’s changed but...
Transcript of Everything’s changed but nothing’s changed. - adobe.com€¦ · Everything’s changed but...
Everything’s changed but nothing’s changed.Adobe’s own digital transformationJohn Travis | VP, EMEA Marketing, Adobe, Inc.
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
More than half of German Marketersdon’t feel proficient in digital marketing
Over ¾’s of German Creatives agree they arebecoming more important to business
German Marketers believe marketing has changed more in the past 2 years than the past 50
76%
DIGITALTRANSFORMATION
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German consumers stop engaging or switch devices if content is unattractive in layout or imagery
77%
On average, Creatives in Germanyare working in 5 different locationsper week
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“Always On” Marketing
PeopleProcess
TechnologyNew skills:
“Bring in the Nerds”
Risk-Takers
Strategic In-sourcing
A single source of truth
Ongoing testing and iteration
Content roadmaps, audits, rapid deployment
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NOTHING’SCHANGED
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FUNDAMENTALSSTILL MATTER
BRAND
5
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BRANDMANAGEMENTPREVIOUS APPROACHPROTECT | CONTROL | ENFORCE
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BRANDCREATIONMODERN APPROACHCO-CREATE | COLLABORATE | OPEN UP
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RESEARCHMARKET
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MARKETINGDATA-DRIVEN
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Point of Diminishing
Returns
MARKETING BUDGET CURRENT MEDIA MIX MARKET LEADS
REVENUE
PREDICT THE RIGHT MIX
PRE-LAUNCH DURING LAUNCH POST-LAUNCH
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MONITOR & FINE TUNE APPROACH
PRE-LAUNCH DURING LAUNCH POST-LAUNCH
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MONITOR & FINE TUNE APPROACH
PRE-LAUNCH DURING LAUNCH POST-LAUNCH
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SHOW PERFORMANCEAGAINST GOALS
PROVECAMPAIGN ROI ASK FOR
MORE MONEY
ANALYZE RESULTS
PRE-LAUNCH DURING LAUNCH POST-LAUNCH
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EXPLOSIONMEDIA
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PRINT, DISPLAY& NATIVE ADS
WEBSITE VIDEOEVENTS SOCIAL MEDIA&PR
MOBILE EXPERIMENTS
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THE APPIS THE AD
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CUSTOMERIS KING
THE
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COMMUNITYIS KING
THE
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STILL MATTERSCREATIVITY
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© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.