© 2015 Adobe Systems Incorporated. All Rights Reserved. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Stop thinking facts, start thinking emotions John Watton | EMEA Marketing Director, Adobe Marketing Cloud | @jwatton
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© 2015 Adobe Systems Incorporated. All Rights Reserved. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Stop thinking facts, start thinking emotions John Watton | EMEA Marketing Director, Adobe Marketing Cloud | @jwatton
© 2015 Adobe Systems Incorporated. All Rights Reserved.
© 2015 Adobe Systems Incorporated. All Rights Reserved.
2015
1984
© 2015 Adobe Systems Incorporated. All Rights Reserved.
© 2015 Adobe Systems Incorporated. All Rights Reserved.
© 2015 Adobe Systems Incorporated. All Rights Reserved.
The average individual is exposed to
30,000 marketing messages per day.
Source: Mashable Email Infographic, Nov 2012
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In the time it took you to read this sentence,
20 million emails have been sent.
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© 2015 Adobe Systems Incorporated. All Rights Reserved.
@briansolis, #AdobeSummit
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© 2015 Adobe Systems Incorporated. All Rights Reserved.
Marketing is Maths
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© 2015 Adobe Systems Incorporated. All Rights Reserved.
Continuous marketing
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Right time Right place
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The end of Segmentation
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Sorry Roger. You’re being replaced by an ad exchange.
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Just because you can doesn’t mean you should
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© 2015 Adobe Systems Incorporated. All Rights Reserved.
Personalisation is the use of data to deliver a relevant and engaging experience to a consumer across channels and devices
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© 2015 Adobe Systems Incorporated. All Rights Reserved.
10% Conversion rates
Why this is important
19% Uplift in sales
14% Click-through rates
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Marketing is Hyper-Personal
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© 2015 Adobe Systems Incorporated. All Rights Reserved. @jwatton 24
© 2015 Adobe Systems Incorporated. All Rights Reserved.
Right time Right place
Right message
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© 2015 Adobe Systems Incorporated. All Rights Reserved.
Marketing is Emotional
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© 2015 Adobe Systems Incorporated. All Rights Reserved.
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
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© 2015 Adobe Systems Incorporated. All Rights Reserved.
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© 2015 Adobe Systems Incorporated. All Rights Reserved.
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© 2015 Adobe Systems Incorporated. All Rights Reserved.
OVER 4 MILLION VIEWS IN EXCESS OF 3 MILLION MINUTES WATCHED 3,012 SHARES 899 FAVOURITES 800 COMMENTS 531 SUBSCRIBERS ….. AND GROWING
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© 2015 Adobe Systems Incorporated. All Rights Reserved.
It’s the little things that count
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© 2015 Adobe Systems Incorporated. All Rights Reserved. © 2015 Adobe Systems Incorporated. All Rights Reserved. @jwatton 34
© 2015 Adobe Systems Incorporated. All Rights Reserved.
© 2015 Adobe Systems Incorporated. All Rights Reserved.
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© 2015 Adobe Systems Incorporated. All Rights Reserved.
© 2015 Adobe Systems Incorporated. All Rights Reserved.
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© 2015 Adobe Systems Incorporated. All Rights Reserved.
29-30 April, 2015 | ICC, ExCel, London
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All Channels are valid
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© 2015 Adobe Systems Incorporated. All Rights Reserved.
“The report of my death was an exaggeration” - Mark Twain, telemarketing, direct mail, events, email etc. etc.
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© 2015 Adobe Systems Incorporated. All Rights Reserved. @jwatton 47
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© 2015 Adobe Systems Incorporated. All Rights Reserved.
Marketing is going beyond marketing
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© 2015 Adobe Systems Incorporated. All Rights Reserved.
Experience is the brand
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© 2015 Adobe Systems Incorporated. All Rights Reserved.
© 2015 Adobe Systems Incorporated. All Rights Reserved.
Art + Science The NEW Marketer
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