1. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Cross-Channel Marketing in a Digital World
Patrick Tripp, Sr. Product Marketing Manager, Adobe Neolane

2. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
About Neolane
Campaign Management Technology
that helps redefine how brands
engage with consumers.

3. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
RETAIL/ECOMMERCE/CPGRETAIL/ECOMMERCE/CPG TRAVEL/TOURISMTRAVEL/TOURISM ENTERTAINMENTENTERTAINMENT
FIN. SERVICESFIN. SERVICES MSPsMSPsMEDIAMEDIA
INDUSTRY TELECOMSINDUSTRY TELECOMS
TECH/TELCOTECH/TELCO
We Help Marketers Deliver Business Value

4. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Cross-Channel
Marketing in a
Digital World
Cross-Channel
Marketing in a
Digital World

5. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Marketing was a
linear process
using TV, Radio and
Print to reach a
Homogenous Market.
Traditionally

6. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Now (the new normal)
Digital
Screens
Internet
of Things
Semantic
Web
Diverse
Channels

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How has it gotten this way?
3 major
Disruptors
How has it gotten this way?
3 major
Disruptors

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1
Social
Media
2
Mobile
Devices
3
Data
Deluge

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Social is
disrupting
how consumers
learn about brands.

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How people express affinity How often they do it per month
Liking and Voting -83 billion Facebook likes
-1.5 billion Instagram likes
Talking -12 billion tweets
-39 million Wordpress blog posts
Reviewing -More than 6 million Amazon.com
reviews
-1 million Yelp reviews
Sharing -57% of items shared online are sent by
email
-77 billion Facebook shares
Source: Forrester Research
Consumers are sharing their affinities
and influencing the behavior of others.

11. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Source: Deloitte and Conlumino Mobile Influence studies
.
Mobile lengthens
shopping cycles
from 83 minutes to
111 minutes in less
than a decade.
61% of mobile
users use it during
a purchase in store
Mobile influence
on store sales is
more than E and M
commerce
combined.
Mobile
Devices are
disrupting
how consumers
access brands.

12. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
GEOLOCATION
PAYMENT
REVIEWS
LOYALTY
COMMENTS
change how we
access reviews,
communities, pricing,
content and ultimately
how we buy —
anytime, anywhere.
Mobile Devices

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Data Deluge
disrupts traditional business models.

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=
+ +
1
Social
Media
2
Mobile
Devices
3
Data
Deluge
Empowered
Consumers

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16. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
How can marketers satisfy
the demands of the
Empowered
Consumer?

17. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
1
Know your
Consumer
2
Respect the
CX
3
Be
Accountable

18. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
“The bottom 20% of customers can
drain profits by at least 80%
… while the top 20% can generate
150% of a company’s profit.”
Larry Selden
Professor Emeritus
Columbia University
Know Your Consumer

19. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Know your Customer: Match.com

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Source: CMO Club
Respect the CX
39% 37% 35% 34%
27%
25%
21% 20% 19%
16% 15%
10%
2%
What are the 3 most essential tools marketers need to deliver the best
customer experience today?

21. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Respect the CX: Disney Paris

22. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Be Accountable
Traditionally, marketing
was regarded as the
“make it pretty”
department.
But Marketing is asked
to prove its worth
to the business

23. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
to deal with the empowered consumer,
Marketers must:
Be Accountable
Prove ROI
Increase
Loyalty
Drive
Innovation

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Be Accountable: Sephora

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How to be a Successful
Cross-Channel Marketer
Guidelines for Marketers to Get Started
(according to Adobe Neolane)

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1
Progessively
Profile
2
Act in
Real-Time
3
Experiment
Relentlessly

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Progressively
Profile Affinities
Preferences
Name
Number
Social
Profile
Web
ActivityCustomer
Lifetime
Value
Name
Phone
Twitter
Facebook
Opinion
Influence
Web
• Harvest insights from
multiple interactions
• Adapt your intelligence
• Recognize changes of state

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Progressively Profile: EMI

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Act in
Real-Time
LISTEN
across
channels
CAPTURE
consumer
insights
LEVERAGE
contextual
data

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Act In Real-Time: Groupe Flo

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• Balance data with creative
• Learn fast, cheap, and first
• Build a learning culture
→
Experiment

32. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Cross-Channel Marketing Maturity Model
Tactician
Proficient in digital
marketing technology
and analytics.
Expert
Proficient in digital
marketing technology
and have a robust
strategy.
Laggard
Lack digital marketing
technology and
analytics and lack
robust strategy.
Strategist
Have a robust
organizational strategy
and process.
TechnologyandAnalytics
Organizational Strategy and Process
Most Marketers
Are Here today
Source: A commissioned study
conducted by Forrester
Consulting on behalf of
Adobe Neolane, June 2013
Base: 192 digital marketing decision
makers from North America and Europe
56%
11% 26%
8%

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A New Horizon for
Digital
Marketing
A New Horizon for
Digital
Marketing

34. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Deliver the Best Consumer Experience in the Last Millisecond

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ANALYTICS EXPERIENCE
MANAGER
TARGET SOCIAL MEDIA
OPTIMIZER
Adobe Marketing Cloud
Solutions
Shared Services
Data Content
Tag
Management
AudiencesOptimization Campaigns
Access & Collaboration Dashboard
User
Management
Share &
Collaborate
Partner&Integrate

36. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 36
ANALYTICS EXPERIENCE
MANAGER
TARGET SOCIAL MEDIA
OPTIMIZER
Solutions
Shared Services
Data Content
Tag
Management
AudiencesOptimization Campaigns
Dashboard
User
Management
Share &
Collaborate
Partner&Integrate
• Master
Marketing
Record
• Cross-Channel
Campaign
Management
• Email
Execution
• Master
Marketing
Record
• Cross-Channel
Campaign
Management
• Email
Execution
Access & Collaboration
Adobe Marketing Cloud

37. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Web Email Call CenterMobile Social POS Direct Mail
Enterprise DataDigital Interactions
Content
CROSS-CHANNEL CAMPAIGN MANAGEMENT
MASTER MARKETING RECORD
Cross-Channel Marketing and Adobe’s Unique Value Proposition

38. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Changing the world
through digital
experiences

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Thank You!
@ptripp