Everything’s changed but nothing’s changed.Adobe’s own digital transformationJohn Travis | VP, EMEA Marketing, Adobe, Inc.

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More than half of German Marketersdon’t feel proficient in digital marketing

Over ¾’s of German Creatives agree they arebecoming more important to business

German Marketers believe marketing has changed more in the past 2 years than the past 50

76%

DIGITALTRANSFORMATION

2

German consumers stop engaging or switch devices if content is unattractive in layout or imagery

77%

On average, Creatives in Germanyare working in 5 different locationsper week

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“Always On” Marketing

PeopleProcess

TechnologyNew skills:

“Bring in the Nerds”

Risk-Takers

Strategic In-sourcing

A single source of truth

Ongoing testing and iteration

Content roadmaps, audits, rapid deployment

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NOTHING’SCHANGED

4

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FUNDAMENTALSSTILL MATTER

BRAND

5

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BRANDMANAGEMENTPREVIOUS APPROACHPROTECT | CONTROL | ENFORCE

6

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BRANDCREATIONMODERN APPROACHCO-CREATE | COLLABORATE | OPEN UP

7

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RESEARCHMARKET

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MARKETINGDATA-DRIVEN

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Point of Diminishing

Returns

MARKETING BUDGET CURRENT MEDIA MIX MARKET LEADS

REVENUE

PREDICT THE RIGHT MIX

PRE-LAUNCH DURING LAUNCH POST-LAUNCH

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MONITOR & FINE TUNE APPROACH

PRE-LAUNCH DURING LAUNCH POST-LAUNCH

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MONITOR & FINE TUNE APPROACH

PRE-LAUNCH DURING LAUNCH POST-LAUNCH

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SHOW PERFORMANCEAGAINST GOALS

PROVECAMPAIGN ROI ASK FOR

MORE MONEY

ANALYZE RESULTS

PRE-LAUNCH DURING LAUNCH POST-LAUNCH

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EXPLOSIONMEDIA

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PRINT, DISPLAY& NATIVE ADS

WEBSITE VIDEOEVENTS SOCIAL MEDIA&PR

MOBILE EXPERIMENTS

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THE APPIS THE AD

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CUSTOMERIS KING

THE

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COMMUNITYIS KING

THE

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STILL MATTERSCREATIVITY

21

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