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On 07, Oct 2013 | No Comments | In Design | By novatk

What's your digital marketing strategy for 2014?

It can pay to follow the trends. This year, expect a continued interest in content marketing, which is tipped to be even more significant than it was in 2013. Social media and SEO should get further into bed together over the next 12 months, with images likely to be instrumental for success.

Finally, mobile now matters more than ever. Forbes estimates that by 2017, 87 percent of connected device sales – a category which includes desktop-based PCs and laptops – will be smartphones and tablets. This visual from Infographic Design Team takes a closer look at digital marketing trends for 2014.

The Secrets of a Successful Marketing Campaign

On 30, Aug 2013 | No Comments | In Blog, News | By Marisa Moody

For the past few years, I had the priv­i­lege to head up the Adobe Cam­paign mar­ket­ing orga­ni­za­tion and direct many mar­ket­ing cam­paigns. Although each effort was unique (and of course bril­liant), I have dis­cov­ered that there are three com­mon ten­ants to mak­ing your cam­paign a suc­cess. So here they are, my three secrets to a suc­cess­ful campaign.

Estab­lish an Emo­tional Connection

Whether you have a B2B or B2C mar­ket­ing cam­paign, it is impor­tant to remem­ber that peo­ple don't just buy what you do, but why you do it (Simon Sinek's golden cir­cle). That means that in order for cus­tomers to embrace your brand you have to con­nect with them on an emo­tional, and not just prag­matic, level. When mar­ket­ing tech, it is easy for com­pa­nies to focus on speeds and feeds—what your prod­uct does—and for­get that in order to break through you need to make peo­ple feel some­thing. Jim Sten­gel, for­mer CMO and global mar­ket­ing offi­cer at Proc­ter & Gam­ble, has iden­ti­fied five core intrin­sic human val­ues that stim­u­late an emo­tional bond between cus­tomers and a brand:

1. Inspir­ing joy
2. Mak­ing a connection
3. Encour­ag­ing exploration
4. Pro­mot­ing pride
5. Chang­ing the world

Accord­ing to Sten­gel, at the core of every sin­gle company's suc­cess is its abil­ity to deliver on at least one of those five intrin­sic human val­ues. I have to con­cur; in my expe­ri­ence every suc­cess­ful cam­paign I have ever done has deliv­ered on one of the above values.

Cre­ate a Seam­less Cus­tomer Experience

Once you've cho­sen your emo­tional hook, you need a great cre­ative idea to bring your cam­paign to life. Great cre­ative can­not be under­es­ti­mated; it is what gets you noticed and allows you to break through. But just hav­ing a great cre­ative con­cept is not enough. You need to sur­round your cus­tomer and ensure that through all touch points and chan­nels you deliver a near ideal expe­ri­ence that delights your customer.

This is not easy, and one thing that has worked for us is devel­op­ing cus­tomer jour­ney walls. We lit­er­ally go old school for this, and pin up each of our touch points on a wall so we can get a holis­tic view of what the cus­tomer sees as they inter­act with our cam­paign. It is the only way that we can get a com­plete view of what we are putting the cus­tomer through (and trust me it is not always pretty). This allows us to make sure that the cus­tomer expe­ri­ence is straight­for­ward, inte­grated, and frankly makes sense.

Embrace Big Data

Our mantra at Adobe is "Mar­ket­ing by the Num­bers," and we have adopted a rig­or­ous three-step process of how we do this:

1. Dur­ing the plan­ning stage, we use econo­met­ric mod­el­ing to fore­cast how much we should spend to reach a given rev­enue tar­get. This goes hand in hand with Mix opti­miza­tion to deter­mine how to allo­cate mar­ket­ing dol­lars to spe­cific activ­i­ties such as PR, social, search, dis­play, event, etc. to achieve the most effi­cient and effec­tive mar­ket­ing mix.

2. Once we launch, we can mea­sure every­thing and any­thing. At this stage it is impor­tant to set your goals care­fully, how­ever, or you will be over­whelmed by data. Spend extra time defin­ing your KPIs, and since most of us man­age what we mea­sure, you can ensure you are opti­miz­ing the right things to hit your KPIs and achieve the most for the dollar.

3. Once the cam­paign is hit­ting its stride, we are able to move beyond in-process met­rics (such as traf­fic, con­ver­sion, etc.) and quan­tify our impact on busi­ness results such as the per­cent of pipeline sourced, or the con­tri­bu­tion to rev­enue, and prove the ROI we are dri­ving for the company.

Estab­lish­ing an emo­tional con­nec­tion, deliv­er­ing an inte­grated and seam­less cus­tomer expe­ri­ence, and "mar­ket­ing by the num­bers" have been my secrets to a suc­cess­ful cam­paign. What has worked for you? I would love to hear from you and be let in on your secret.