John Watton is Lead marketing for Adobe's Digital Marketing business in Europe, responsible for the marketing strategy and execution of Adobe’s fastest growing business segment and largest international territory. Read John's presentation "Stop thinking facts, start thinking emotions" from Oi15!

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Stop thinking facts, start thinking emotions
John Watton | EMEA Marketing Director, Adobe Marketing Cloud | @jwatton

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2015
1984

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The average individual is exposed to
30,000marketing messages per day.
Source: Mashable Email Infographic, Nov 2012

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In the time it took you to read this sentence,
20 millionemails have been sent.

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@briansolis, #AdobeSummit
@jwatton9

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Marketing is Maths
@jwatton10

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Continuous marketing
@jwatton11

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Right time
Right place
@jwatton12

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The end of Segmentation
@jwatton13

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Sorry Roger.
You’re being replaced by
an ad exchange.
@jwatton14

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Just because you can doesn’t mean
you should

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Personalisation
is the use of data to deliver a relevant
and engaging experience to a consumer
across channels and devices
@jwatton19

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10%
Conversion rates
Why this is important
19%
Uplift in sales
14%
Click-through rates
@jwatton20

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Marketing is Hyper-Personal
@jwatton21

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Right time
Right place
Right message
@jwatton25

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Marketing is Emotional
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It’s all about CONFIDENCE
§ To have the confidence to take a RISK
§ Not talk about US
§ Be HUMAN
§ Pick a HOT issue
§ Have a STRONG opinion
§ Be CONTROVERSIAL
§ Be INDEPENDENT
§ Have some FUN
@jwatton27

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OVER 4 MILLION VIEWS
IN EXCESS OF 3 MILLION
MINUTES WATCHED
3,012 SHARES
899 FAVOURITES
800 COMMENTS
531 SUBSCRIBERS
….. AND GROWING
@jwatton32

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It’s the little things that count
@jwatton33

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29-30 April, 2015 | ICC, ExCel, London
41
All Channels are valid

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“The report of my
death was an
exaggeration”
- Mark Twain,
telemarketing,
direct mail, events,
email etc. etc.
45 @jwatton

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Marketing is going beyond marketing
@jwatton49

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Experience is the brand
@jwatton50

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Art + ScienceThe NEW Marketer

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