1. © 2014 Adobe Systems Incorporated. All Rights Reserved.
In digital space no one can hear you scream.
Inbound Marketing 2014, 8th July 2014
John Watton | Director, Digital Marketing EMEA, Adobe | @jwatton

2. © 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton2

3. © 2014 Adobe Systems Incorporated. All Rights Reserved. 3
The average consumer is exposed to
marketing messages per day.
Source: Mashable Email Infographic, Nov 2012
@jwatton

4. © 2014 Adobe Systems Incorporated. All Rights Reserved.
The average social
post has a half-life of
Source: SEOmoz blog, Feb 2013
mins
@jwatton4

5. © 2014 Adobe Systems Incorporated. All Rights Reserved. 5
In the time it took you to read this sentence,
20 millionemails have been sent.
@jwatton

6. © 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton6

7. © 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton7

8. © 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton8
To be heard you need Automation

9. © 2014 Adobe Systems Incorporated. All Rights Reserved.
Segmentation is dead
Male
30-40
Male
30-40
Male
30-40
Male
30-40
Male
30-40
Male
30-40
Male
30-40
Female
Homeowner
Female
Homeowner
Female
Homeowner
Female
Homeowner
Female
Homeowner
Female
Homeowner
Female
Homeowner
College
Educated
With kids
College
Educated
With kids
College
Educated
With kids
College
Educated
With kids
College
Educated
With kids
College
Educated
With kids

10. © 2014 Adobe Systems Incorporated. All Rights Reserved.
Behaviour-based marketing
1
By Profile
2
By Preference
3
By Now?
?
@jwatton10

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To be heard you need Maths
@jwatton11

12. © 2014 Adobe Systems Incorporated. All Rights Reserved.
Digital = Data
@jwatton12

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14. © 2014 Adobe Systems Incorporated. All Rights Reserved.
To be heard you need Creativity
@jwatton14

15. © 2014 Adobe Systems Incorporated. All Rights Reserved.
GREAT marketing is all about CONFIDENCE
15
 To have the confidence to
 Not talk about US
 Be HUMAN
 Pick a HOT issue
 Have a STRONG opinion
 Be CONTROVERSIAL
 Be INDEPENDENT
 Take a RISK
 Have some FUN
@jwatton

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Click Baby Click
@jwatton16

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Post box
@jwatton17

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20. © 2014 Adobe Systems Incorporated. All Rights Reserved.
“The report of my
death was an
exaggeration”
- Mark Twain,
telemarketing, direct
mail, events, email
etc. etc.
@jwatton20

21. © 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton21

22. © 2014 Adobe Systems Incorporated. All Rights Reserved.

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25. © 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton25
To be heard YOU need to Transform

26. © 2014 Adobe Systems Incorporated. All Rights Reserved. 26
Art + ScienceThe NEW Marketer
@jwatton

27. © 2014 Adobe Systems Incorporated. All Rights Reserved.
Curiosity + Change + Risk
= The Perfect Recruit
@jwatton27

28. © 2014 Adobe Systems Incorporated. All Rights Reserved.
things you can actually do tomorrow
@jwatton28

29. © 2014 Adobe Systems Incorporated. All Rights Reserved.
buy a piece of wearable tech
@jwatton29

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31. © 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton31

32. © 2014 Adobe Systems Incorporated. All Rights Reserved.
write a blog
@jwatton32

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36. © 2014 Adobe Systems Incorporated. All Rights Reserved.
Share like hell
@jwatton36

37. © 2014 Adobe Systems Incorporated. All Rights Reserved.
The Value Exchange
INSPIRE
INFORM
ACCESS
RELATE
FACILITATE
AMPLIFY
SEEK
Source : 1000 heads
@jwatton37

38. © 2014 Adobe Systems Incorporated. All Rights Reserved.
do the opposite
@jwatton38

39. © 2014 Adobe Systems Incorporated. All Rights Reserved.
What am I?
48mUK users
21 hrsper week
(+1m in 2013)
@jwatton39

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41. © 2014 Adobe Systems Incorporated. All Rights Reserved.
In digital space no one can hear you scream.
@jwatton41

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43. © 2014 Adobe Systems Incorporated. All Rights Reserved. @jwatton43

44. © 2014 Adobe Systems Incorporated. All Rights Reserved.
Photo acknowledgements
 Slide 2 : http://www.moviedevil.com/images/bd/Q3GkV4xqsB.jpg
 Slide 3 : http://latestfunnypics.blogspot.co.uk/2012/01/kittens-and-puppies.html
 Slide 31 : http://glass-apps.org/google-glass
 Slide 32 : http://www.makeuseof.com/tag/fitbit-flex-vs-jawbone-up-a-comparative-review/
 Slide 38 : http://www.utahpeoplespost.com/2014/05/scientists-create-living-organism-with-alien-
dna/
 Slide 40 : http://www.sky.com/tv/show/alan-partridge/gallery/reasons-to-watch
 Slide 42 : http://www.strong-island.co.uk/2011/06/13/summer-at-the-big-screen-e-t/
@jwatton44