Presentación de Loni Stark en IAB Conecta 2013

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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
1
Build Your Digital Brand: How to Win the Battle for Attention
Loni Stark - Director of Adobe Digital Marketing Solutions
@lonistark

2. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
@lonistark #IABConecta 2

3. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
@lonistark #IABConecta
Research
product
online
Receive mobile
ad for product
Search online
for product
Join Facebook
community for
product
Research
accessories
for product
Buy
accessories
in store
Receive
product
updates
See TV ad
for product
Buy
product
online
Visit
store
for help
Visit store to
get help with
product
View video
for newer
product
1. Attention is Scarce: Focus on capturing sustained attention
Receive
promo for
product

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In 2012, 1.8 zettabytes of data will be created on
the internet.
That’s more than 7 million times the totality of
digital assets stored by the Library of Congress
today

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2. Average Online Ad Spend Per User Is Increasing
5
2013 Central & Latin America Advertising Forecast (Source: Advertising Market Forecast: Central & Latin
America)

6. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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3. Location is not Everything
6

7. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Location of Your Customer: Context is everything
7

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3 key trends changing how businesses compete in Digital Age
8
Content and Gadget Explosion. Attention is Scarce.
Online Advertising Cost Per User Increasing.
Customer Context, Not Business Location is King.

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Digital experiences that are useful, different, and convenient
for customers, it significantly impacts the bottom line.
Same business Goals, new sources of competitive advantage
9
Increase
engagement
New client
acquisition
Increase brand loyalty
lifetime value

10. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
@lonistark #IABConecta
Digital brands that matter are the ones that stand out.
Be the answer to a customer problem,
everyday.
Be Useful
Reinforce the brand and extend the customer
value beyond the physical product.
Be Different
Be Convenient Design for your laziest customers.

11. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Be Useful: Good Hair Day - Expert advice on how to have a “good hair day”
11
Provide “how to”
content to persuade the
buyer to read an article
watch a video
and then
buy GHD products.

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Be Useful: HealthNow New York personalized the web experience
12

13. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Be Useful: My Intersil, personalized content in B2B

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Be Different: Crate & Barrel, Nike – digital experiences that personalize product
14

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Be Different: Philips extends physical product with social experience

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Be Different: Caesars Entertainment – increasing engagement online & offline
16
• Reduced time for
monthly reporting from
weeks to hours
• Quantified subjective
design decisions
• Optimized web
experience for 70%
higher conversion
• Increased signup rates to
loyalty program by 10%

17. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Be Different: Travelocity – An entire product based on digital experience
17

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Investec:
“it’s all about the right content, at the
right time, for the right device.”
Be Convenient: Investec makes it easy

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20. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
@lonistark #IABConecta
Be Convenient: Mobile as part of omnichannel experience

21. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
@lonistark #IABConecta
Digital brands that matter are the ones that stand out.
Be the answer to a customer problem,
everyday.
Be Useful
Reinforce the brand and extend the customer
value beyond the physical product.
Be Different
Be Convenient Design for your laziest customers.

22. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
@lonistark #IABConecta
22
Solutions for Building Your Digital Brand
Connect the two and figure out quickly
what resonates and what doesn’t
What you have to deliver/
show to the customer
What you know about
the customer

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@lonistark:
Find out your
#DigitalMarketing
fortune @
#IABConecta. Visit
@AdobeMktgCloud
booth.

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@lonistark #IABConecta
Loni Stark
Twitter: @lonistark
www.lonistark.com

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