The Top Digital Marketing Trends for 2013, Jamie Brighton, Product Marketing Manager, Adobe

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

#MetricsNotMyths© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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Digital Marketing Trends for 2013Jamie Brighton | Product Marketing Manager Adobe


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Changing the world Changing the world through digital through digital

experiencesexperiences


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70% believe marketers are disconnectedfrom business results

69% believe marketers live too much in their creative and social media bubble

“Marketers will have to understand they need to start ‘cutting the rubbish’.”

Source: Fournaise Marketing Group. July 12, 2012


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700

4

What are we talking about today?

60%

50:50


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2013 is the year of content – creating, optimising and marketing

content


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What do you regard as the most important opportunity in 2013?What do you regard as the most important opportunity in 2013?


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What do you regard as the most important opportunity for 2013?

7

Content marketing: it’s in the realm of ‘marketing without marketing’, building soft power and social gravity for a brand through shared values and interests.

“”


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Capitalising on engagement: increasing conversion from earned

and owned media


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Which three digital-related areas are the top priorities for your organisation in 2013?


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Great content, spread through social channels and consumed anywhere


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Which three digital-related areas are the top priorities for your clients in 2013?


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Investec

CHALLENGE

•Publishing timely market and product information tailored to local markets worldwide•Delivering seamless, consistent brand and user experience•Responding quickly to fast-changing market conditions

BENEFITS•Enabled rapid, localised response to changing market conditions and opportunities•Improved Investec’s ability to project and leverage its brand•Doubles traffic and provided a foundation for an enhanced mobile channel


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Inspired content + informed algorithms – excitement for 2013


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Most exciting digital opportunities


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59% increase in ISA application conversions

4% increase in sales. Increased conversions from new customers by 29%

And overall revenue by 11%

RSA Group Laithwaite’s Barclays

59% increase in ISA application conversions


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CMO and CXO? The role of marketing in customer experience management


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What needs to change in your marketing team in 2013?


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PI-shaped marketers shall inherit the digital earth


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What will change in your marketing approach in 2013?


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T 21

π


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Omnichannel consumers on the march – priorities for a mobile

customer base


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Beyond 2013?


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Dollar Thrifty

Optimized online ad spend

Reduced time on Search keyboard bidding

Targeted Email have a 50% higher open rates

Targeted content is clicked 43% more than randomly served content

Connected online behaviour to real-world interactions in branch


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My predictions for 2013

Predictive

25

NPS


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Changing the world Changing the world through digital through digital

experiencesexperiences


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Jamie [email protected]: @jamiebrighton

http://econsultancy.com/reports/quarterly-digital-intelligence-briefing-digital-trends-for-2013

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The Top Digital Marketing Trends for 2013, Jamie Brighton, Product Marketing Manager, Adobe

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