© 2011 Adobe Systems Incorporated. All Rights Reserved.

The Business Impact of DigitalBrad Rencher | SVP and General Manager

@bradrencher

© 2011 Adobe Systems Incorporated. All Rights Reserved.

Retail Mail

Phone Newspaper | T.V. | Radio

Then

© 2011 Adobe Systems Incorporated. All Rights Reserved.

Now

IM

SMS

Gaming

Web

In Store

Call Center

Kiosks

Social

Mobile

POS

IPTVSearch

T.V.

Print

Radio

Apps

Tags

Video Local

© 2011 Adobe Systems Incorporated. All Rights Reserved.

Marketing Goals:Increase Social

# +

© 2011 Adobe Systems Incorporated. All Rights Reserved.

Bought media, Launched FB,

Mobile Discounts

Marketing Goals:Increase Social

# +

© 2011 Adobe Systems Incorporated. All Rights Reserved.

Nailed it! 2,000 Followers,

20,000 Likes600 coupons

Like

Bought media, Launched FB,

Mobile Discounts

Marketing Goals:Increase Social

# +

!

© 2011 Adobe Systems Incorporated. All Rights Reserved.

Nailed it! 2,000 Followers,

20,000 Likes600 coupons

Like

Bought media, Launched FB,

Mobile Discounts

Marketing Goals:Increase Social

# +

POS couldn’t read the coupon!

© 2011 Adobe Systems Incorporated. All Rights Reserved.

Nailed it! 2,000 Followers,

20,000 Likes600 coupons

Like

Drove further activity

on social…not all good

UnLike

POS couldn’t read the coupon

Bought media, Launched FB,

Mobile Discounts

Marketing Goals:Increase Social

# +

!

© 2011 Adobe Systems Incorporated. All Rights Reserved.

DIGITAL MARKETINGSTRATEGY

DIGITAL BUSINESS STRATEGY

or

© 2011 Adobe Systems Incorporated. All Rights Reserved.

Rule #1: If it doesn’t matter to theCEO, it doesn’t matter.

© 2011 Adobe Systems Incorporated. All Rights Reserved.

“…six times more Twitter followers…”

Rule #2: You can’t buy friends.

© 2011 Adobe Systems Incorporated. All Rights Reserved.

© 2011 Adobe Systems Incorporated. All Rights Reserved.

© 2011 Adobe Systems Incorporated. All Rights Reserved.

Rule #3: Mobile is digital super glue

© 2011 Adobe Systems Incorporated. All Rights Reserved.

Hi Sushi – fresh Ahi lunch special for Standard Charter customers

Aqua bar - Happy Hourextended to 8 pm forStandard Charter customers

The Denim Zone – Useyour Standard Chartercredit card for 20%off any jeans

© 2011 Adobe Systems Incorporated. All Rights Reserved.

@vailresorts: 18 inches of powder this morning. What are you waiting for?

#Epicpowder @vailresorts today!Skied 100 vertical feet of fresh tracks.

Ski Vail with me. Click here for a season pass discount.

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Rule #4: Today’s CMO is tomorrow’s CEO

© 2011 Adobe Systems Incorporated. All Rights Reserved.

@bradrencher

© 2011 Adobe Systems Incorporated. All Rights Reserved.