Lars

1. DIGITAL MARKETING
JOURNEY 2013
Amsterdam | Friday 8th November

3. Adobe Digital Marketing Journey 2013
Lars Sørensen
Werner te Riet
Mark Zablan
Country manager Netherlands, Adobe
President EMEA, Adobe

4. PPT
Mark
Zablan
+
Werner
te
Riet
8
SLIDES

5. Director Digital
Strategy &
Experience
Strateeg
DIRECTOR DIGITAL
ANALYTICS
CVO
ONLINE
OPERATIONS
MARKETING
MANAGER
Webanalyst
HEAD OF
DIGITAL
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
CEO
DIGITAL
CUSTOMER
EXPERIENCE
5
DATA
ARCHITECT
CHIEF
MARKETING
OFFICER
DIGITAL
STRATEGIST
GLOBAL
MARKETING
OPERATIONS
DIRECTOR OF
SOCIAL MEDIA
CMST CMC
Innovator
Mobile
Marketing
Manager
ECOMMERCE
MANAGER
Targeting
Manager
Head of Search
Engine Marketing

6. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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8. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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9. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

10. LISTEN
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
PREDICT
ASSEMBLE
DELIVER

11. DIGITAL DISTRESS:
What Keeps Marketers Up at Night?
© Copyright 2013 Adobe Systems Incorporated. All rights reserved.
11

12. Social marketing
Mobile sites and apps
Transformation of marketing
Paid media optimisation
Cross-channel experiences
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
12

13. Transformation of Marketing

14. Kevin Lindsay
Director of Product Marketing, Adobe Target, Adobe

15. PPT
KEVIN
LINDSAY

17. E-Commerce Europe Trends
Jorij Abrahams
Director Research & Advice, Thuiswinkel.org

18. PPT
JORIJ
ABRAHAMS

19. E-Commerce Europe Trends

20. Customer testimonial - Analytics
Martin de Boer
Global Online Marketing Manager, Travix

21. PPT
MARTIN
DE
BOER

23. COFFEE
BREAK
slide
not
visible

26. New rules for cross channel marketing
Suresh Vittal
Vice President Strategy Adobe Campaign, Adobe

27. PPT
SURESH
VITTAL

28. New rules for cross channel marketing
Maxime Mezin
Chief Data Scientist, Photobox

29. PPT
MAXIME
MEZIN

31. Digital transformation
Coen Olde Olthof
Senior Vice President Online, KPN
Koos van der Veen,
Ecommerce Director, Aegon
Martin de Boer
Global Online Marketing Manager, Travix

32. Digital transformation
Martin de Olthof
Coen van der Veen
Koos OldeBoer
Global Online Marketing Manager,
Senior Vice President Aegon KPN Travix
Ecommerce Director, Online,

33. Adobe Digital Marketing Journey 2013
12:40
Lunch
13:30
What does marketing in the cloud mean?
14:10
Best practice – The seamless customer journey
Joost van Dun, Senior Digital Marketing Expert, Philips
Coffee break

34. Adobe Digital Marketing Journey 2013
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

35. LUNCH
BREAK
slide
not
visible

37. What does marketing in the cloud mean?
Jamie Brighton
Strategic Marketing Manager, Adobe

39. Drive business value from analytics
Gerard Lindeboom
Solution Consulting, Adobe

41. Deliver an engaging omni-channel experience
Waldo Smeets
Solution Consulting, Adobe

43. Connecting social to real world results
Marc Blinder
Director of Social Media Strategy, Adobe

45. Paid media optimisation
Marco Niebuhr
Solution Consulting, Adobe

47. Best Practice
The seamless customer journey
Joost van Dun
Senior Digital Marketing Expert, Philips

48. PPT
Joost
van
Dun

49. Adobe Digital Marketing Journey 2013
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

51. COFFEE
BREAK
slide
not
visible

52. PLAY
MOVIE
Walk-­‐in
instart
2
commercials

54. May
14
+
15,
2014
I
London,
Excel
Register
now
for
40%
discount
by
visi6ng
h8p://summit.registra6on.adobe.com
and
use
the
promo6on
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JOURNEY
54

55. 2014 Trends in Social Media
Marc Blinder
Director of Social Media Strategy, Adobe

56. I believe that we do not know anything for
certain, but everything probably.
Christiaan Huygens
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
56

57. 4 Predictions for 2014
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57

58. 1
Social becomes more like search, search
becoming more social
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58

59. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

60. Natural Language Search:
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© COPYRIGHT CONTEXT OPTIONAL

61. Results:
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61

62. Made for mobile
Uses natural language processing
Weights results on +1s
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

63. eanwhile on Twitter timelines….
TARGETED KEYWORD: “going to Miami”
Marissa Taylor @LifesABeach
YAY! I’m going to Miami for a hen party in May! Can’t wait to
strut down Collins Ave :-)
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.
63
MARKETING MOMENT
ALWAYS ON
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

64. Your new Twitter strategy, is your old search
strategy…
1
Conversion Analytics
3
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
2
Keyword Strategy
Creative Development
4
64
Bid Optimization

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
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
65

66. 2
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Winning in Social will happen on
Mobile & Local
66

67. Populate your meta-data!
Check ins + Likes + Recommendations = Results
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
67

68. Populate your meta-data!
Encourage offline customers to connect on mobile
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
68

69. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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70. 3
Social Businesses measure ROI:
Creating & defending revenue
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70

71. You probably already have:
A professional social media team
and a way to measure revenue from
social
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
71

72. You probably don’t have:
A strategy for linking advertising,
marketing and customer experience
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
72

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
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
73

74. 4
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Social customer service reaches a
tipping point
74

75. The Connected Consumer
THIS IS A PRODUCT PROBLEM
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

76. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

77. The Connected Consumer
THIS IS A BRAND PROBLEM
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

78. The Connected Consumer
CLV: £1080 (£30 / Month for 3 years?)
NPS: Very Negative
Brand Impact: five friends at a party, a
few hundred people on Twitter & now this
speech
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

79. I CAME THIS CLOSE
The Connected Consumer
< EE Shop
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

80. If you do social customer
service well, go get budget…
1. Measure your impact on Revenue
2. Measure your impact on NPS
3. Count your leads
4. Surface success stories tied to CLV
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

81. 1
Social becomes more like search, search
becoming more social
3
2
Winning in Social will happen on
Mobile & Local
Social Businesses measure ROI:
Creating & defending revenue
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
4
Social customer service reaches a
tipping point
81

82. Best Practice
Social marketing at enterprise scale
Simon Nicholson
Social Media Manager, Honda Motor Europe
@Sikenic

83. How does Honda manage many
divisions across borders?
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
83

84. Product Division
Cars
Country
Marketing
Power Equipment
Racing
Corporate
Europe
Department
Motorcycles
PR
Customer
Product Planning
Borders are not just geographical
Opening communication up across the company for an integrated
customer journey focus.
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
84

85. What about the digital journey for
your customers?
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
85

86. Brand Awareness
Product
Knowledge
Active
Consideration
Point of Purchase Product
Experience
Product Knowledge
For any given point on the customer
journey we want to move them forward
The journey as an integrated offline – online experience
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
86

87. Do different countries require
different content strategies?
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87

88. No
1. Content is aligned to progressing the
customer journey
2. Type of content used is the result of
reaction and optimization.
Strategies are the same, resulting content is
different.
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

89. Does unifying your Data actually
help?
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
89

90. Customer Journey: Path Optimisation
The clearer picture we have of where an individual is, the better we can
optimise their path.
Communication Point
Tracked user
data limited
?
Known data
?
Known data
Brand
Content
Brand
Content
Maximise
continuation
Content
Product
Minimise drop
off
More data leads to more targeted communication
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
No product interest,
continue brand level
messaging
90
Product interest, develop
product knowledge to
lead to consideration.

91. There are a lot of Platforms out
there, what matters for Honda?
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
91

92. Brand Awareness
Product
Knowledge
Active
Consideration
Point of Purchase Product
Experience
Product Knowledge
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
92

93. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

94. Digital transformation
Bas Blom
Marketing Solutions Benelux, Facebook
Simon Nicholson
Social Media Manager, Honda Motor Europe
Peeter Verlegh
Associate Professor University of Amsterdam & Director SWOCC
Nick Morley
EMEA Director Social & Media Optimizer, Adobe

95. Social marketing & Advertising
Nick Morley
Bas Blom
Simon Nicholson
Peeter Verlegh
EMEA Media Manager, HondaFacebook Adobe
Marketing Professor University Motor Europe & Director SWOCC
Social Director Social & Media Optimizer,
Associate Solutions Benelux, of Amsterdam

96. Adobe Digital Marketing Journey 2013
What’s next?

97. May
14
+
15,
2014
I
London,
Excel
97

98. PLAY
MOVIE
Capture
of
the
day

99. DIGITAL MARKETING
JOURNEY 2013
Amsterdam | Friday 8th November

100. END
slide
not
visible

101. Mark Zablan
President EMEA, Adobe
Werner te Riet
Country manager Netherlands, Adobe