Lars

DIGITAL MARKETING JOURNEY 2013 Amsterdam | Friday 8th November

Adobe Digital Marketing Journey 2013

Lars SørensenMark ZablanPresident EMEA, AdobeWerner te RietCountry manager Netherlands, Adobe

PPT Mark Zablan + Werner te Riet8 SLIDES

© 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


LISTEN PREDICT ASSEMBLE DELIVER

© Copyright 2013 Adobe Systems Incorporated. All rights reserved. 11

DIGITAL DISTRESS:What Keeps Marketers Up at Night?


Social marketing

Cross-channel experiences

Transformation of marketing

Paid media optimisation

Mobile sites and apps

Transformation of Marketing

Kevin Lindsay Director of Product Marketing, Adobe Target, Adobe

PPT KEVIN LINDSAY

Jorij Abrahams Director Research & Advice, !uiswinkel.org

E-Commerce Europe Trends

PPT JORIJ ABRAHAMS

E-Commerce Europe Trends

Martin de Boer Global Online Marketing Manager, Travix

Customer testimonial - Analytics

PPT MARTIN DE BOER

COFFEE BREAKslide not visible

Suresh Vi"alVice President Strategy Adobe Campaign, Adobe

New rules for cross channel marketing

PPT SURESH VITTAL

Maxime MezinChief Data Scientist, Photobox

New rules for cross channel marketing

PPT MAXIME MEZIN

Digital transformation

Coen Olde OlthofSenior Vice President Online, KPN

Koos van der Veen, Ecommerce Director, Aegon

Martin de BoerGlobal Online Marketing Manager, Travix

Coen Olde OlthofSenior Vice President Online, KPN


Koos van der Veen Ecommerce Director, AegonMartin de BoerGlobal Online Marketing Manager, Travix

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


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


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Jamie BrightonStrategic Marketing Manager, Adobe

What does marketing in the cloud mean?

Gerard LindeboomSolution Consulting, Adobe

Drive business value from analytics

Waldo SmeetsSolution Consulting, Adobe

Deliver an engaging omni-channel experience

Marc BlinderDirector of Social Media Strategy, Adobe

Connecting social to real world results

Marco NiebuhrSolution Consulting, Adobe

Paid media optimisation

Joost van DunSenior Digital Marketing Expert, Philips

Best Practice !e seamless customer journey

PPT Joost van Dun

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


COFFEE BREAKslide not visible

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May 14 + 15, 2014 London, ExcelI

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Marc Blinder Director of Social Media Strategy, Adobe

2014 Trends in Social Media


I believe that we do not know anything for certain, but everything probably.

Christiaan Huygens


4 Predictions for 2014


Social becomes more like search, search becoming more social1


Natural Language Search:

© COPYRIGHT CONTEXT OPTIONAL


Results:


Made for mobileUses natural language processingWeights results on +1s


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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….


Conversion Analytics1Keyword Strategy2

Bid Optimization4Creative Development 3

Your new Twitter strategy, is your old search strategy…


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


Winning in Social will happen on Mobile & Local2


Populate your meta-data! Check ins + Likes + Recommendations = Results


Populate your meta-data! Encourage offline customers to connect on mobile


Social Businesses measure ROI:Creating & defending revenue3


You probably already have:A professional social media team and a way to measure revenue from social


You probably don’t have:A strategy for linking advertising, marketing and customer experience


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


Social customer service reaches a tipping point4


#e Connected Consumer

THIS IS A PRODUCT PROBLEM


#e Connected Consumer

THIS IS A BRAND PROBLEM


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


#e Connected ConsumerI CAME THIS CLOSE

< EE Shop


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…


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

Simon Nicholson Social Media Manager, Honda Motor Europe@Sikenic

Best Practice Social marketing at enterprise scale


How does Honda manage many divisions across borders?


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.


What about the digital journey for your customers?


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


Do different countries require different content strategies?


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.


Does unifying your Data actually help?


?? 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.


There are a lot of Platforms out there, what matters for Honda?


Point of PurchaseActiveConsideration

Product Knowledge

ProductExperience

Brand Awareness

Product Knowledge


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

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


What’s next?

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May 14 + 15, 2014 London, ExcelI

PLAY MOVIE Capture of the day

DIGITAL MARKETING JOURNEY 2013 Amsterdam | Friday 8th November

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Werner te RietCountry manager Netherlands, Adobe

Mark ZablanPresident EMEA, Adobe

Lars

Business

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