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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
© 2015 Adobe Systems Incorporated. All Rights Reserved.
In the time it took you to read this sentence,
20 million emails have been sent.
© 2015 Adobe Systems Incorporated. All Rights Reserved. @jwatton 8
© 2015 Adobe Systems Incorporated. All Rights Reserved.
@briansolis, #AdobeSummit
@jwatton 9
© 2015 Adobe Systems Incorporated. All Rights Reserved.
Marketing is Maths
@jwatton 10
© 2015 Adobe Systems Incorporated. All Rights Reserved.
Continuous marketing
@jwatton 11
© 2015 Adobe Systems Incorporated. All Rights Reserved.
Right time Right place
@jwatton 12
© 2015 Adobe Systems Incorporated. All Rights Reserved.
The end of Segmentation
@jwatton 13
© 2015 Adobe Systems Incorporated. All Rights Reserved.
Sorry Roger. You’re being replaced by an ad exchange.
@jwatton 14
© 2015 Adobe Systems Incorporated. All Rights Reserved. @jwatton 15
© 2015 Adobe Systems Incorporated. All Rights Reserved. @jwatton 16
© 2015 Adobe Systems Incorporated. All Rights Reserved. @jwatton 17
Just because you can doesn’t mean you should
© 2015 Adobe Systems Incorporated. All Rights Reserved. @jwatton 18
© 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
@jwatton 19
© 2015 Adobe Systems Incorporated. All Rights Reserved.
10% Conversion rates
Why this is important
19% Uplift in sales
14% Click-through rates
@jwatton 20
© 2015 Adobe Systems Incorporated. All Rights Reserved.
Marketing is Hyper-Personal
@jwatton 21
© 2015 Adobe Systems Incorporated. All Rights Reserved.
© 2015 Adobe Systems Incorporated. All Rights Reserved. @jwatton 23
© 2015 Adobe Systems Incorporated. All Rights Reserved. @jwatton 24
© 2015 Adobe Systems Incorporated. All Rights Reserved.
Right time Right place
Right message
@jwatton 25
© 2015 Adobe Systems Incorporated. All Rights Reserved.
Marketing is Emotional
© 2015 Adobe Systems Incorporated. All Rights Reserved. @jwatton 26
© 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
@jwatton 27
© 2015 Adobe Systems Incorporated. All Rights Reserved.
© 2015 Adobe Systems Incorporated. All Rights Reserved. @jwatton 29
© 2015 Adobe Systems Incorporated. All Rights Reserved.
© 2015 Adobe Systems Incorporated. All Rights Reserved. @jwatton 31
© 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
@jwatton 32
© 2015 Adobe Systems Incorporated. All Rights Reserved.
It’s the little things that count
@jwatton 33
© 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.
© 2015 Adobe Systems Incorporated. All Rights Reserved. @jwatton 37
© 2015 Adobe Systems Incorporated. All Rights Reserved.
© 2015 Adobe Systems Incorporated. All Rights Reserved.
© 2015 Adobe Systems Incorporated. All Rights Reserved. @jwatton 40
© 2015 Adobe Systems Incorporated. All Rights Reserved.
29-30 April, 2015 | ICC, ExCel, London
41
All Channels are valid
© 2015 Adobe Systems Incorporated. All Rights Reserved. 42
© 2015 Adobe Systems Incorporated. All Rights Reserved. @jwatton 43
© 2015 Adobe Systems Incorporated. All Rights Reserved. @jwatton 44
© 2015 Adobe Systems Incorporated. All Rights Reserved.
“The report of my death was an exaggeration” - Mark Twain, telemarketing, direct mail, events, email etc. etc.
45 @jwatton
© 2015 Adobe Systems Incorporated. All Rights Reserved. @jwatton 46
© 2015 Adobe Systems Incorporated. All Rights Reserved. @jwatton 47
© 2015 Adobe Systems Incorporated. All Rights Reserved. @jwatton 48
© 2015 Adobe Systems Incorporated. All Rights Reserved.
Marketing is going beyond marketing
@jwatton 49
© 2015 Adobe Systems Incorporated. All Rights Reserved.
Experience is the brand
@jwatton 50
© 2015 Adobe Systems Incorporated. All Rights Reserved.
© 2015 Adobe Systems Incorporated. All Rights Reserved.
Art + Science The NEW Marketer
© 2015 Adobe Systems Incorporated. All Rights Reserved.