Opines on the Myths and Realities of Digital Marketing Ann Lewnes, CMO of Adobe

1. Digital Or Die
Ann Lewnes | CMO, Adobe | @alewnes
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

2. $1.25 Trillion Dollars Spent
Online in 2013
Online Video Views are Up Across all
Devices
$2 Billion in Cyber
The Opportunity
Monday Sales
~4 Zettabytes of Data
Created & Shared in 2013
Marketing Spend Growing Faster than IT
Spend, Will Eclipse it by 2017 says
Gartner
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

3. 68% of People Find Online 66% of People Say TV
Advertising Annoying Commercials are More
Effective than Online
Advertising
The Missed
Opportunity
Marketers Spending Less Than
Social Media Being Undervalued by Up to 25% of Budgets on Digital
94%
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

4. 74% of Adobe‟s Marketing Spend is on
Digital
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5. DIGITAL OR DIE
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

6. We Still
Need Your Data is
Creative Ideas Killing Creativity
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

7. Art + Science
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8. An Insight Spurs a Concept
of CEOs Do Not Trust Marketers
 70% believe marketers are disconnected
from business results
 69% believe marketers live too much in
their creative and social media bubble
 “Marketers will have to understand they
need to start „cutting the rubbish‟.”
Source: Fournaise Marketing Group. July 12, 2012
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

9. An Insight Spurs a Concept
of CEOs Do Not Trust Marketers
 70% believe marketers are disconnected
from business results
 69% believe marketers live too much in
their creative and social media bubble
 “Marketers will have to understand they
need to start „cutting the rubbish‟.”
Source: Fournaise Marketing Group. July 12, 2012
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

10. An Attention Grabber
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

11. We Still Use Digital
Need Your To Surround Data is
Creative Ideas Your Target Killing Creativity
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

12. Anatomy of a Campaign in 2013
Website
Print Ads Social Media
Video The Concept Display & Native Ads
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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14. Super Bowl Ads Drive 20%
Bump to Web Traffic
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15. It‟s All About the Video
Six videos drove
60 million+ impressions
Video had 4x the CTR of
other media
Video accounted for just
10% of impressions but
drove 50% of site visits
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

16. We‟re Here! Now What?
Bounce rates a big
Traffic exceeding concern. Product
expectations. info too hard to
Persona-based find.
content driving
strong conversion. Video &
case
study
content
sees high
CTR.
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17. Transparency Pays Off
Case Study Visitors Tied
to Higher Revenue;
~$49 Per Visit
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18. We Still Use Digital Love Math
Need Your To Surround Like You
Creative Ideas Your Target Love Creativity
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

19. Have you heard about this “Big Data” thing?
Big Data May Ensure Big Data Rewrites the
Sustainable Sushi CMO‟s Role
IBM Introduces New
Mainframe Computers Big Data and its
for Age of „Big Data‟ Big Problems
Big Data Can Make a Big
Difference in Marketing
How Facebook is
Handling All That The Year
Big Data of Big Data
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20. Big Data for Marketers
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

21. Big Data for Marketers
PRE-LAUNCH DURING LAUNCH POST LAUNCH
Optimize Budget Track Progress & Fine Tune Analyze
& Mix Approach Results
Revenue
Point of Diminishing
MARKETING BUDGET Returns
Profit Contribution
0% 20% 40% 60% 80% 100% 120% 140% 160%
% of % of % of % of % of % of
Budget Budget Budget Budget Budget Budget
Spend Spend Spend Spend Spend Spend
Video Display Offline Search Email Social Media
Advertising Advertising
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

22. Big Data for Marketers
PRE-LAUNCH DURING LAUNCH POST LAUNCH
Optimize Budget Track Progress & Fine Tune Analyze
& Mix Approach Results
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

23. Big Data for Marketers
PRE-LAUNCH DURING LAUNCH POST LAUNCH
Optimize Budget Track Progress & Fine Tune Analyze
& Mix Approach Results
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

24. Be The Catalyst
for Your Clients
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

25. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.