Digital has transformed Marketing forever and is now opening up new opportunities for Marketing to take the lead in the latest wave of Enterprise transformation. How ready are you as a marketer to ride this wave?

1. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Marketers
DIGITAL
Ride the
ENGAGEMENT
wave
VIJAYANTAGUPTA | DIRECTOROFINDUSTRYSTRATEGY&MARKETINGFORDIGITALMARKETING© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

2. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2

3. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Riding
DIGITAL
the
ENGAGEMENT
wave
VIJAYANTAGUPTA | DIRECTOROFINDUSTRYSTRATEGY&MARKETINGFORDIGITALMARKETING© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

4. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Understanding Societal Waves: The Third Wave, Alvin Toffler
4

5. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5
Society
EVOLVES in
wavesEach one builds on &
replaces the previous
– Alvin Toffler

6. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6
Information societyWAVE3
Industrial societyWAVE2
Agrarian societyWAVE1

7. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7
WAVE1 WAVE2
Digital is
TRANSFORMING
rapidly
WAVE3
Digital is going through a similar evolution…very rapidly.

8. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Three waves of digital engagement
Journey-­centricdigital interactions &
organizational integration
Channel-­centric digital interactions
between customers & brands
Website-­centric digital interactions
between customers & brands

9. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The First Wave: Web Site-based Interaction Between Consumers and Brands
9

10. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The Dot-com Bust
4,600
1,200
Nasdaq
Points
Source: Bloomberg
2002
2000

11. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Real Winners Started to Emerge
11

12. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
What We Learned: The Effect of Online Advertising on Online Sales Can Be Measured
12
$
$$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$

13. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The Second Wave: Channel-based Digital Interaction Between Customers and Brands
13
DIGITALTV
EMAIL
SOCIAL
LOCATION-BASED
SERVICES
ONLINEVIDEO
OUTLET/KIOSK
DIGITIZATION
MOBILE

14. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Marketers Were Faced With Two Very Interesting Trends
14
Explicit
TWO-WAY
COMMUNICATION
Implicit
Multiple
TOUCHPOINTS
per customer

15. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
What We Learned: Every Interaction has a Digital Footprint
15
ONLINETOUCHPOINTS OFFLINETOUCHPOINTS
In-storepurchases Favoritestores Recentloan

16. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Measure effectiveness
across the entire
customer journey and
not just the touch-point
The Third Wave: Customer Journey-centric Digital Engagement
16

17. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Channel-focused Silos Getting in the Way
17

18. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Integration and Interaction Needed Across the Organization
18
SURFTOGETHER
Everyone needs to

19. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
This Wave is an Enterprise Transformation Initiative
19
This wave
ENTERPRISE
TRANSFORMATION
exercise
is an

20. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 20
DIGITALMARKETINGMATURITYREADINESS
How ready
are you to
ride this wave?

21. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 21
DIGITALMARKETINGMATURITYREADINESS
How mature is your
organization’s
digital marketing?
DIGITAL MARKETING
Maturity Components

22. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The Adobe Perspective on Digital Marketing Maturity
22
CUSTOMERS ENGAGE WITH YOUR BRAND ACROSS CHANNELS1
DIGITALMARKETINGMATURITYREADINESS
TOUCHPOINT EXPERIENCES BRAND & CAMPAIGN EXPERIENCES
PublicationOutboundBroadcastSearchDisplayOfflineAffiliateSocialHumanMobileOnline Interface

23. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The Adobe Perspective on Digital Marketing Maturity
23
DIGITALMARKETINGMATURITYREADINESS
BUILD AUDIENCES AND CONTEXT2
ADDCONTEXTby attributing
segment likeness to visitors
BUILDAUDIENCES with visitor and third-party data
Visitor activities & behavior
PublicationOutboundBroadcastSearchDisplayOfflineAffiliateSocialHumanMobileOnline Interface
Third-party data

24. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The Adobe Perspective on Digital Marketing Maturity
24
DIGITALMARKETINGMATURITYREADINESS
SERVE THE RIGHT CONTENT AND ASSETS3
%

25. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The Adobe Perspective on Digital Marketing Maturity
25
DIGITALMARKETINGMATURITYREADINESS
DELIVER AND OPTIMIZE CAMPAIGNS4
%

26. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The Adobe Perspective on Digital Marketing Maturity Components
26
DIGITALMARKETINGMATURITYREADINESS
CHANNELS
Online Mobile Interface Human
TOUCHPOINT EXPERIENCES
Publication Outbound Broadcast Search Display Offline Affiliate Social
BRAND & CAMPAIGN EXPERIENCES
Other
data
collect, measure, report,
analyze, enrich, segment,
predict, prescribe, optimize
AUDIENCES CONTEXT
1st,
2nd,
3rd
parties
create, manage, assemble,
deliver, target, personalize,
experiment, test, optimize
Experiences
CONTENT
ASSETS
Other
assets
1st, 2nd,
3rd
parties
Assets
Content
CAMPAIGNS
Inspire Define Investigate Target Assemble Publish Measure Optimize
Campaign
experiences
Performance Segments Profiles
DATA
Analytics
DIGITAL MARKETING
Maturity Components
§ AUDIENCES
§ CHANNELS
Generate data
across channels
§ CONTENT
§ CONTEXT
Build audiences
& context
§ ASSETS
Serve the right
content & assets
§ DATA
§ CAMPAIGNS
Deliver & optimize
customer campaigns

27. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Before You Get Started . . .
27

28. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Take the Digital Marketing Maturity Self-Assessment Test & Download the Report
Determine & exceed
your benchmarks
by category
Compare your results
with industry
benchmark data
Set new People,
Product, and Process
goals & discover how
to get there
28
WWW.ADOBEMARKETINGPRO.COM

29. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 29
THANK YOU

30. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.