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Digital Or DieAnn Lewnes | CMO, Adobe | @alewnes

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

The Opportunity

~4 Zettabytes of DataCreated & Shared in 2013

$1.25 Trillion Dollars SpentOnline in 2013

Marketing Spend Growing Faster than IT Spend, Will Eclipse it by 2017 says Gartner

Online Video Views are Up Across all Devices

$2 Billion in Cyber Monday Sales

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

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

66% of People Say TV Commercials are More Effective than Online Advertising

Marketers Spending Less Than 25% of Budgets on Digital

Social Media Being Undervalued by Up to 94%

68% of People Find Online Advertising Annoying

The MissedOpportunity

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74% of Adobe’s Marketing Spend is on Digital

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DIGITAL OR DIE

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Data is Killing Creativity

We StillNeed Your Creative

Ideas

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Art + Science

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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

80% of CEOs Do Not Trust Marketers

An Insight Spurs a Concept

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

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

80% of CEOs Do Not Trust Marketers

An Insight Spurs a Concept

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

An Attention Grabber

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

Data is Killing Creativity

We StillNeed Your Creative

Ideas

Use DigitalTo SurroundYour Target

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Social Media

Website

Anatomy of a Campaign in 2013

Print Ads

Display & Native Ads

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Video The Concept

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Super Bowl Ads Drive 20% Bump to Web Traffic

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Six videos drove60 million+ impressions

Video had 4x the CTR of other media

Video accounted for just 10% of impressions but drove 50% of site visits

It’s All About the Video

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We’re Here! Now What?

Persona-based content driving strong conversion.

Traffic exceeding expectations.

Bounce rates a big concern. Product info too hard to find.

Video & case study content sees high CTR.

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Transparency Pays Off

Case Study Visitors Tied

to Higher Revenue;

~$49 Per Visit

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

We StillNeed Your Creative

Ideas

Use DigitalTo SurroundYour Target

Love MathLike You

Love Creativity

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

Big Data May Ensure Sustainable Sushi

Have you heard about this “Big Data” thing?

19

IBM Introduces New Mainframe Computersfor Age of ‘Big Data’

Big Data and itsBig Problems

The Yearof Big Data

Big Data Can Make a Big Difference in Marketing

Big Data Rewrites the CMO’s Role

How Facebook is Handling All ThatBig Data

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

Big Data for Marketers

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

Big Data for Marketers

POST LAUNCH

Optimize Budget& Mix

Track Progress & Fine Tune Approach

AnalyzeResults

DURING LAUNCHPRE-LAUNCHPRE-LAUNCH

% ofBudgetSpend

% ofBudgetSpend

% ofBudgetSpend

% ofBudgetSpend

% ofBudgetSpend

% ofBudgetSpend

Video DisplayAdvertising

OfflineAdvertising Search Email Social Media

MARKETING BUDGET

0% 20% 40% 60% 80% 100% 120% 140% 160%

Revenue

Profit Contribution

Point of DiminishingReturns

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Big Data for Marketers

POST LAUNCH

Optimize Budget& Mix

Track Progress & Fine Tune Approach

AnalyzeResults

DURING LAUNCHDURING LAUNCHPRE-LAUNCHPRE-LAUNCH

Track Progress & Fine Tune Approach

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

Big Data for Marketers

POST LAUNCH

Optimize Budget& Mix

Track Progress & Fine Tune Approach

AnalyzeResults

POST LAUNCHDURING LAUNCHDURING LAUNCHPRE-LAUNCH

AnalyzeResults

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Be The Catalystfor Your Clients

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