Learn how Adobe's Marketing Cloud works as a great enabler for synchronized and personalized interactions with customers thereby providing a Unified Customer Engagement.
4. 4
eDynamic, Monday, May 5, 2014
TheUpsurgeofDigitalMarketingTechnology
In 2012, the audience of
internet users in the U.S.
will expand by 3.1% to 239
million, representing 75.6%
of the total population
5 billion people worldwide
are mobile subscribers
350 million smart phones
Online video viewers will reach
169.3 million in 2012
About 2/3 of web users
will use social networks in
2012
Mobile shoppers will reach 72.8
million in 2012.
Tablet users will reach 54.8
million in 2012, up 62.8% from
33.7 million in 2011. 800 million people on
Facebook
Over 250 million of them
log in every day
88.1% of US internet users ages
14+ will browse or research
products online in 2012.
The Expanding
Digital
Marketing
Technology
Fabric
8. 8
eDynamic, Monday, May 5, 2014
Throughoutthisdecisioningjourney,theenduser traversesvariousDigital
Touch-pointswhichmakeorbreakthe‘ZeroMomentofTruth’
DigitalTouchPointsTraversed
SEO
Email
SEM/ PPC
Social
Ads
Reviews
Blogs
Newsletters
Landing
Page
Website
Direct Mail
Sales
Meeting
Surveys
Newsletters
Direct Mail
Newsletters
Blogs
Website
Testimonials
Social Page
Mobile Site
RETAINENGAGEACQUIRE
Discovery Awareness Consideration Purchase Retention Advocacy
PLAN
9. 9
eDynamic, Monday, May 5, 2014
TheMarketer’sJourney
Throughouttheconsumer’sjourney,themarketerleveragesthefollowing
digitalmarketingelementstoAcquire,EngageandRetaintheconsumers
RETAINENGAGEACQUIRE
Search
Engine
Optimisation
SEM/ Pay Per
Click
Email
Marketing
Social Media
Marketing
Affiliate
Marketing
Ad Copy/
Landing Pages
Website
/Mobile Site
Content
Social Media
Pages
Mobile Site
Content
Physical
channel
Integration –
QR Code
eCommerce
Basket and
Checkout
Reviews and
Ratings
Recommenda
tions and
cross-selling
Email
Marketing
Persona
based Selling
Blogs
Newsletter
emails
Website
Testimonials
Content
Marketing
Newsletters,
Promotions
Lead
Nurturing and
Scoring
A/B & Multi-
Variate
Testing
Analyze
Results
Marketing
Budget
Planning
Campaign
Planning
Discovery Awareness Consideration Purchase Retention Advocacy
PLAN
Campaign
Planning
Analyze
Results
Multi-Variate
Testing
Analyze
Results
Automated
behavioral
targeting
Analyze
Results
Social Media
Governance
10. 10
eDynamic, Monday, May 5, 2014
HowAdobecatalyzestheseservices
AdobeDigitalMarketing providestherightamalgamationofproducts
fromCMStoAnalytics,Socialandmore…
Search
Engine
Optimisation
SEM/ Pay Per
Click
Email
Marketing
Social Media
Campaigns
Affiliate
Marketing
Ad Copy/
Landing Pages
Website
/Mobile Site
Content
Social Media
Pages
Search and
Browse
Physical
channel
Integration –
QR Code
eCommerce
Basket and
Checkout
Reviews and
Ratings
Recommenda
tions and
cross-selling
Email
Marketing
Persona
based Selling
Blogs
Newsletter
emails
Website
Testimonials
Content
Marketing
Newsletters,
Promotions
Lead
Nurturing and
Scoring
A/B & Multi-
Variate
Testing
Analyze
Results
Marketing
Budget
Planning
Campaign
Planning
Predictive
modeling
ADOBE MEDIA OPTIMISER
Adlens, Audience Manager,
Audence Research
ADOBE AEM
CQ5, Scene 7,
Neolane
ADOBE SOCIAL
Adobe Social
ADOBE ANALYTICS
Sitecatalyst, Discover,
Insights
ADOBE TARGET
Test & Target,
Recommendations,
Search & Promote
Analyze
Results
Analyze
Results
Analyze
Results
Automated
behavioral
targeting
Multi-Variate
Testing
Social Media
Governance
11. 11
eDynamic, Monday, May 5, 2014
edynamicprovidesservicesbundledwithAdobeproductstohelp
Marketersmeettheirbusinessobjectivesacrossthedigitallifecycle
Plan marketing
operations for optimum
budget allocation
Build Awareness on digital
media and drive traffic to
web presence
Achieve conversions to marketing
goals such as fans, leads or sales
via digital channel
Build customer and fan
relationships to encourage
repeat visits and sales
Digital Strategy &
Roadmap
Customer Engagement
Roadmap
Digital Media Planning
and Best Practices
Implementation of
Adobe Media Optimizer
RETAINENGAGEACQUIREPLAN
Marketing Technology
Roadmap
Product Feature Mapping
Creative Design
Adobe CQ5
Implementation
Demand Generation
Implementation
Social Media Strategy
Lead Generation Strategy
SEO/ SEM, PPC
Segmentation and user persona
Creation
Implementation of Adobe Social
and Adobe Target
Governance and Moderation
Cross-Channel Analytics
Multi-Variate Testing
Social Analytics
Rules definition and User
segment analytic
Integration of analytics with
other products with Genesis
Implementation of Analytics
ADOBE MEDIA
OPTIMISER
Adlens, Audience
Manager, Audience
Research
ADOBE AEM
CQ5, Scene 7,
Neolane
ADOBE SOCIAL
Adobe
Social
ADOBE TARGET
Test & Target,
Recommendations,
Search & Promote
ADOBE ANALYTICS
Sitecatalyst,
Discover, Insights
ADOBE TARGET
Test & Target,
Recommendations,
Search & Promote
Howedynamichelpsconnectthedots!
12. 12
eDynamic, Monday, May 5, 2014
Usecase1:Planmarketingoperationsforoptimumbudgetallocation
RETAINENGAGEACQUIREPLAN
Howedynamichelpsconnectthedots!
MediaPlanning
Budget
Allocation
Personabased
Digital Strategy & Roadmap
Customer Engagement Roadmap
Digital Media Planning and Best Practices
Implementation of Adobe Media
Optimizer and other related products
ADOBE MEDIA
OPTIMISER
Adlens, Audience
Manager, Audience
Research
14. 14
eDynamic, Monday, May 5, 2014
Usecase3:Achieveconversionstomarketinggoalssuchasfans,leadsor
salesviadigitalchannel
RETAINENGAGEACQUIREPLAN
Howedynamichelpsconnectthedots!
Increase
‘Stickiness’
LeadGeneration
Segmentation,
Targeting
Social
Optimisation
Social Media Strategy
Lead Generation Strategy
SEO/ SEM, PPC
Segmentation and user persona Creation
Implementation of Adobe Social and
Adobe Target
Governance and Moderation
ADOBE SOCIAL
Adobe
Social
ADOBE TARGET
Test & Target,
Recommendations,
Search & Promote
15. 15
eDynamic, Monday, May 5, 2014
Usecase4:Buildcustomerandfanrelationshipstoencouragerepeatvisits
andsales
RETAINENGAGEACQUIREPLAN
Howedynamichelpsconnectthedots!
Measure
Engagement
Campaign
Effectiveness
Seamless
Persona
Tracking
Cross-Channel Analytics
Multi-variate Testing
Define key measurement criteria/ KPIs
Rules definition and User segment analytics
Implementation of Analytics
Integration of analytics with other products
with Genesis
ADOBE TARGET
Test & Target,
Recommendations,
Search & Promote
ADOBE ANALYTICS
Sitecatalyst,
Discover, Insights
16. 16
eDynamic, Monday, May 5, 2014
edynamicfocusesonhelpingcompaniesoptimizetheirengagementwith
prospectsandcustomersalongtheentirecustomerlifecycle
RETAINENGAGEACQUIREPLAN
Digital Strategy & Roadmap
edynamicServicePortfolio
Marketing Technology
Customer Engagement
Creative Design
Cross-Channel Design
Digital Marketing Services
Digital Marketing Technology Implementation
SEO/ SEM/ PPC
Content Marketing
Campaign Marketing
Social Media
Analytics
CRM
CMS
Community
Marketing Automation
Targeting
Social
27. 27
eDynamic, Monday, May 5, 2014
TheAdobeAdvantage
• Accelerated Campaign launch times from months to days for its multichannel
campaigns. It can also optimize its web campaigns on the fly.
• Unlocked the value of analytics data to boost conversions increasing the online
channel’s contribution to sales volume from 6% to more than 80%, at the same
accelerating time-to-web a from about 4-to-6 weeks to as little as 15 minutes.
• Viacom increased mobile page views by 10%
• Content Creation has changed forever. Newspaper the biggest creator of content
has seen 5th straight year of decline. The New York Times has avoided the fate
of many other newspapers by aggressively moving to the online world