SlideShare a Scribd company logo
1 of 24
© 2013 Adobe Systems Incorporated. All Rights Reserved.© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Anoop Sahgal | Industry Strategy & Marketing
The Rise of Content Marketing
@anoop_sahgal
© 2013 Adobe Systems Incorporated. All Rights Reserved.
Video: Adobe Brand Anthem
2
© 2013 Adobe Systems Incorporated. All Rights Reserved.
Agenda
3
§  What is Content Marketing?
§  Content Marketing Trends
§  Examples
§  Tips and Takeaways
© 2013 Adobe Systems Incorporated. All Rights Reserved.
Content marketing involves creating and curating unique,
relevant, and compelling materials that position a company as
a genuine industry expert or brand deserving of loyalty.
4
Creating customer-centric content
© 2013 Adobe Systems Incorporated. All Rights Reserved. 5
The CUSTOMER JOURNEY is not what is used to be, but it’s what
matters.
© 2013 Adobe Systems Incorporated. All Rights Reserved.
Trends
6
This is the part of the presentation where we geek out on stats
to prove my point…..
© 2013 Adobe Systems Incorporated. All Rights Reserved.
Lead Generation
7
Source: eMarketer, “B2B Content Marketers Prioritize Lead Gen”, Oct. 2012.
§  B2B marketers often turn to content
marketing for lead generation and
prospect nurture throughout the
lengthy sales process.
§  A growing number of worldwide B2B
technology marketers are turning to
content marketing for more brand-based
goals, namely boosting thought
leadership and brand awareness
© 2013 Adobe Systems Incorporated. All Rights Reserved.
Lead Generation
8
Source: eMarketer, retrieved Mar. 2013.
© 2013 Adobe Systems Incorporated. All Rights Reserved.
Buying Process of Tech Purchases
9
Source: eMarketer, retrieved Mar. 2013.
© 2013 Adobe Systems Incorporated. All Rights Reserved.
86 percent of B2C companies and 92 percent of B2B
companies now use content marketing.
10
More than two dozen types of content used: case studies, webinars,
research reports, mobile apps, infographics, podcasts and events, as well as
newsletters and books .
Marketers answering the survey allot between 28 percent and
33 percent of their budgets to content marketing, and more
than half will spend more next year.
86% 92%
B2C
28-33%
50+%
B2B
© 2013 Adobe Systems Incorporated. All Rights Reserved.
And even more stats…..
11
§  9 out of 10 organizations market with
content marketing.
§  On average, B2B marketers employ
eight different content marketing tactic
to achieve their goals.
§  Marketers, on average, spend over
a quarter of their marketing budget
on content marketing
Source: Content Marketing Institute
© 2013 Adobe Systems Incorporated. All Rights Reserved. 12
Marketing USED TO BE LIKE THIS…
© 2013 Adobe Systems Incorporated. All Rights Reserved. 13
NOW, Marketing is viewed as more
strategic, but you don’t control the
content anymore
© 2013 Adobe Systems Incorporated. All Rights Reserved. 14
© 2013 Adobe Systems Incorporated. All Rights Reserved. 15
EXAMPLES
© 2013 Adobe Systems Incorporated. All Rights Reserved. 16
© 2013 Adobe Systems Incorporated. All Rights Reserved.
Corporate Responsibility and Community Examples
© 2013 Adobe Systems Incorporated. All Rights Reserved. 18
OK…but what about the ROI?
© 2013 Adobe Systems Incorporated. All Rights Reserved.
AutoTrader.com
CHALLENGE
Gaining greater visibility into online customer
interactions and boosting sales for AutoTrader
and its partners
BENEFITS
§  Increased landing page conversion by 33%
§  Lifted conversion by as much as 8% through
targeted pricing adjustments
§  Transformed reputation from a vendor into
a trusted business partner
§  Documented increased search traffic from
133% to 1,775% for certain models of
vehicles during the Super Bowl
“..constantly engage our customers with new, relevant
content and offers—guiding more people more often down
a conversion path.”
Thomas Gage Senior director, Business Development, AutoTrader.com
© 2013 Adobe Systems Incorporated. All Rights Reserved.
TE Connectivity
CHALLENGE
Increase insight into visitor segments and make experiences more
relevant for customers wanting complex product details
200+ websites – numerous products
BENEFITS
§  Enabled on-the-fly personalization of content based on visitor
behavior
§  Improved conversion on major brand campaigns by 33%
§  Reduced cost per conversion on major brand campaigns by 48%
§  Reduced time to generate reports by a factor of 20 “Adobe software gives us the intelligence, control, and
automation to help ensure that we are delivering exactly the
right experience and content, through the right channel, at the
right time.”
Michael Deckman
Senior manager of e-marketing solutions,
© 2013 Adobe Systems Incorporated. All Rights Reserved.© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 21
Creating customer-centric content
© 2013 Adobe Systems Incorporated. All Rights Reserved.
Tips and Takeaways
© 2013 Adobe Systems Incorporated. All Rights Reserved.
Tips and Takeaways
Impact across the organization
© 2013 Adobe Systems Incorporated. All Rights Reserved.
Impact Across The Organization
© 2013 Adobe Systems Incorporated. All Rights Reserved.
Anoop Sahgal
asahgal@adobe.com
Twitter: @anoop_sahgal
Sign up for the newsletter

More Related Content

What's hot

How to Compete on Google Shopping (PLAs)
How to Compete on Google Shopping (PLAs)How to Compete on Google Shopping (PLAs)
How to Compete on Google Shopping (PLAs)Koozai
 
"5 Keys for Delivering Personalized Marketing" - Merkle + Deckers Brands, Dig...
"5 Keys for Delivering Personalized Marketing" - Merkle + Deckers Brands, Dig..."5 Keys for Delivering Personalized Marketing" - Merkle + Deckers Brands, Dig...
"5 Keys for Delivering Personalized Marketing" - Merkle + Deckers Brands, Dig...Tealium
 
Glossy Forum: Age of E-Commerce | Cordial
 Glossy Forum: Age of E-Commerce | Cordial Glossy Forum: Age of E-Commerce | Cordial
Glossy Forum: Age of E-Commerce | CordialDigiday
 
How To Justify Spending More On Mobile
How To Justify Spending More On MobileHow To Justify Spending More On Mobile
How To Justify Spending More On MobileMediaPost
 
Tech Talk: How in house marketplaces empower retailers and brands-pf_tech_chvala
Tech Talk: How in house marketplaces empower retailers and brands-pf_tech_chvalaTech Talk: How in house marketplaces empower retailers and brands-pf_tech_chvala
Tech Talk: How in house marketplaces empower retailers and brands-pf_tech_chvalaNational Retail Federation
 
De - Shopware Community day - E-Mailmarketing: tips & tricks
De - Shopware Community day - E-Mailmarketing: tips & tricksDe - Shopware Community day - E-Mailmarketing: tips & tricks
De - Shopware Community day - E-Mailmarketing: tips & tricksCopernica BV
 
Reimagine Growth 3: Customer Acquisition
Reimagine Growth 3: Customer AcquisitionReimagine Growth 3: Customer Acquisition
Reimagine Growth 3: Customer AcquisitionCleverTap
 
SNB10. It's Not Chemistry: Data Science Tells You How to Get Personal
SNB10. It's Not Chemistry: Data Science Tells You How to Get PersonalSNB10. It's Not Chemistry: Data Science Tells You How to Get Personal
SNB10. It's Not Chemistry: Data Science Tells You How to Get PersonalSalesLoft
 
Leveraging Mobile Apps as a Marketing Channel
Leveraging Mobile Apps as a Marketing Channel Leveraging Mobile Apps as a Marketing Channel
Leveraging Mobile Apps as a Marketing Channel Marketo
 
A Fitter Funnel in 2014: Streamline and Accelerate Your Lead-to-Revenue Model
A Fitter Funnel in 2014: Streamline and Accelerate Your Lead-to-Revenue ModelA Fitter Funnel in 2014: Streamline and Accelerate Your Lead-to-Revenue Model
A Fitter Funnel in 2014: Streamline and Accelerate Your Lead-to-Revenue ModelMarketo
 
Work Together Even When You're Not Together: Marketing Collaboration in the C...
Work Together Even When You're Not Together: Marketing Collaboration in the C...Work Together Even When You're Not Together: Marketing Collaboration in the C...
Work Together Even When You're Not Together: Marketing Collaboration in the C...Marketo
 
DV 2016: Building a Culture of Testing and Optimization
DV 2016: Building a Culture of Testing and OptimizationDV 2016: Building a Culture of Testing and Optimization
DV 2016: Building a Culture of Testing and OptimizationTealium
 
Power Your Mobile App: Improve Retention, Engagement and Revenue with Marketi...
Power Your Mobile App: Improve Retention, Engagement and Revenue with Marketi...Power Your Mobile App: Improve Retention, Engagement and Revenue with Marketi...
Power Your Mobile App: Improve Retention, Engagement and Revenue with Marketi...Marketo
 
"How to Create a Practical and Profitable Personalization Strategy" - Brooks ...
"How to Create a Practical and Profitable Personalization Strategy" - Brooks ..."How to Create a Practical and Profitable Personalization Strategy" - Brooks ...
"How to Create a Practical and Profitable Personalization Strategy" - Brooks ...Tealium
 
How to Benchmark Social Data to Drive ROI
How to Benchmark Social Data to Drive ROIHow to Benchmark Social Data to Drive ROI
How to Benchmark Social Data to Drive ROIMarketo
 
E-commerce Berlin Expo 2017 - Chaos to control: Managing Customer Conversatio...
E-commerce Berlin Expo 2017 - Chaos to control: Managing Customer Conversatio...E-commerce Berlin Expo 2017 - Chaos to control: Managing Customer Conversatio...
E-commerce Berlin Expo 2017 - Chaos to control: Managing Customer Conversatio...E-Commerce Berlin EXPO
 
5 tips to improve ecommerce site search and increase conversions
5 tips to improve ecommerce site search and increase conversions5 tips to improve ecommerce site search and increase conversions
5 tips to improve ecommerce site search and increase conversionsDavidAltmen
 
Build a Foundation for Data Integrity with Analytics Auditing
Build a Foundation for Data Integrity with Analytics AuditingBuild a Foundation for Data Integrity with Analytics Auditing
Build a Foundation for Data Integrity with Analytics AuditingTinuiti
 
Magento (David Wise)
Magento (David Wise)Magento (David Wise)
Magento (David Wise)Screen Pages
 

What's hot (20)

How to Compete on Google Shopping (PLAs)
How to Compete on Google Shopping (PLAs)How to Compete on Google Shopping (PLAs)
How to Compete on Google Shopping (PLAs)
 
"5 Keys for Delivering Personalized Marketing" - Merkle + Deckers Brands, Dig...
"5 Keys for Delivering Personalized Marketing" - Merkle + Deckers Brands, Dig..."5 Keys for Delivering Personalized Marketing" - Merkle + Deckers Brands, Dig...
"5 Keys for Delivering Personalized Marketing" - Merkle + Deckers Brands, Dig...
 
Glossy Forum: Age of E-Commerce | Cordial
 Glossy Forum: Age of E-Commerce | Cordial Glossy Forum: Age of E-Commerce | Cordial
Glossy Forum: Age of E-Commerce | Cordial
 
How To Justify Spending More On Mobile
How To Justify Spending More On MobileHow To Justify Spending More On Mobile
How To Justify Spending More On Mobile
 
Tech Talk: How in house marketplaces empower retailers and brands-pf_tech_chvala
Tech Talk: How in house marketplaces empower retailers and brands-pf_tech_chvalaTech Talk: How in house marketplaces empower retailers and brands-pf_tech_chvala
Tech Talk: How in house marketplaces empower retailers and brands-pf_tech_chvala
 
De - Shopware Community day - E-Mailmarketing: tips & tricks
De - Shopware Community day - E-Mailmarketing: tips & tricksDe - Shopware Community day - E-Mailmarketing: tips & tricks
De - Shopware Community day - E-Mailmarketing: tips & tricks
 
Reimagine Growth 3: Customer Acquisition
Reimagine Growth 3: Customer AcquisitionReimagine Growth 3: Customer Acquisition
Reimagine Growth 3: Customer Acquisition
 
SNB10. It's Not Chemistry: Data Science Tells You How to Get Personal
SNB10. It's Not Chemistry: Data Science Tells You How to Get PersonalSNB10. It's Not Chemistry: Data Science Tells You How to Get Personal
SNB10. It's Not Chemistry: Data Science Tells You How to Get Personal
 
Leveraging Mobile Apps as a Marketing Channel
Leveraging Mobile Apps as a Marketing Channel Leveraging Mobile Apps as a Marketing Channel
Leveraging Mobile Apps as a Marketing Channel
 
Intro to Criteo
Intro to CriteoIntro to Criteo
Intro to Criteo
 
A Fitter Funnel in 2014: Streamline and Accelerate Your Lead-to-Revenue Model
A Fitter Funnel in 2014: Streamline and Accelerate Your Lead-to-Revenue ModelA Fitter Funnel in 2014: Streamline and Accelerate Your Lead-to-Revenue Model
A Fitter Funnel in 2014: Streamline and Accelerate Your Lead-to-Revenue Model
 
Work Together Even When You're Not Together: Marketing Collaboration in the C...
Work Together Even When You're Not Together: Marketing Collaboration in the C...Work Together Even When You're Not Together: Marketing Collaboration in the C...
Work Together Even When You're Not Together: Marketing Collaboration in the C...
 
DV 2016: Building a Culture of Testing and Optimization
DV 2016: Building a Culture of Testing and OptimizationDV 2016: Building a Culture of Testing and Optimization
DV 2016: Building a Culture of Testing and Optimization
 
Power Your Mobile App: Improve Retention, Engagement and Revenue with Marketi...
Power Your Mobile App: Improve Retention, Engagement and Revenue with Marketi...Power Your Mobile App: Improve Retention, Engagement and Revenue with Marketi...
Power Your Mobile App: Improve Retention, Engagement and Revenue with Marketi...
 
"How to Create a Practical and Profitable Personalization Strategy" - Brooks ...
"How to Create a Practical and Profitable Personalization Strategy" - Brooks ..."How to Create a Practical and Profitable Personalization Strategy" - Brooks ...
"How to Create a Practical and Profitable Personalization Strategy" - Brooks ...
 
How to Benchmark Social Data to Drive ROI
How to Benchmark Social Data to Drive ROIHow to Benchmark Social Data to Drive ROI
How to Benchmark Social Data to Drive ROI
 
E-commerce Berlin Expo 2017 - Chaos to control: Managing Customer Conversatio...
E-commerce Berlin Expo 2017 - Chaos to control: Managing Customer Conversatio...E-commerce Berlin Expo 2017 - Chaos to control: Managing Customer Conversatio...
E-commerce Berlin Expo 2017 - Chaos to control: Managing Customer Conversatio...
 
5 tips to improve ecommerce site search and increase conversions
5 tips to improve ecommerce site search and increase conversions5 tips to improve ecommerce site search and increase conversions
5 tips to improve ecommerce site search and increase conversions
 
Build a Foundation for Data Integrity with Analytics Auditing
Build a Foundation for Data Integrity with Analytics AuditingBuild a Foundation for Data Integrity with Analytics Auditing
Build a Foundation for Data Integrity with Analytics Auditing
 
Magento (David Wise)
Magento (David Wise)Magento (David Wise)
Magento (David Wise)
 

Viewers also liked

Curating Cultures: Digital Technologies and Their Ramifications for Museums a...
Curating Cultures: Digital Technologies and Their Ramifications for Museums a...Curating Cultures: Digital Technologies and Their Ramifications for Museums a...
Curating Cultures: Digital Technologies and Their Ramifications for Museums a...agnes.stauber
 
Artcasting at SFMOMA: First-Year Lessons, Future Challenges for Museum Podca...
Artcasting at SFMOMA: First-Year Lessons, Future Challenges for Museum Podca...Artcasting at SFMOMA: First-Year Lessons, Future Challenges for Museum Podca...
Artcasting at SFMOMA: First-Year Lessons, Future Challenges for Museum Podca...Stephanie Pau
 
Script Writing for In-Gallery Mobile Interpretation: A Participatory Workshop...
Script Writing for In-Gallery Mobile Interpretation: A Participatory Workshop...Script Writing for In-Gallery Mobile Interpretation: A Participatory Workshop...
Script Writing for In-Gallery Mobile Interpretation: A Participatory Workshop...Stephanie Pau
 
Minimalism - It's Really About the User!
Minimalism - It's Really About the User!Minimalism - It's Really About the User!
Minimalism - It's Really About the User!Barbara Beresford
 
MIDEA Connect Webinar > Building an Interpretive Technology Strategy From Zero
MIDEA Connect Webinar > Building an Interpretive Technology Strategy From ZeroMIDEA Connect Webinar > Building an Interpretive Technology Strategy From Zero
MIDEA Connect Webinar > Building an Interpretive Technology Strategy From ZeroNew Media Consortium
 

Viewers also liked (6)

Be GLAMorous
Be GLAMorousBe GLAMorous
Be GLAMorous
 
Curating Cultures: Digital Technologies and Their Ramifications for Museums a...
Curating Cultures: Digital Technologies and Their Ramifications for Museums a...Curating Cultures: Digital Technologies and Their Ramifications for Museums a...
Curating Cultures: Digital Technologies and Their Ramifications for Museums a...
 
Artcasting at SFMOMA: First-Year Lessons, Future Challenges for Museum Podca...
Artcasting at SFMOMA: First-Year Lessons, Future Challenges for Museum Podca...Artcasting at SFMOMA: First-Year Lessons, Future Challenges for Museum Podca...
Artcasting at SFMOMA: First-Year Lessons, Future Challenges for Museum Podca...
 
Script Writing for In-Gallery Mobile Interpretation: A Participatory Workshop...
Script Writing for In-Gallery Mobile Interpretation: A Participatory Workshop...Script Writing for In-Gallery Mobile Interpretation: A Participatory Workshop...
Script Writing for In-Gallery Mobile Interpretation: A Participatory Workshop...
 
Minimalism - It's Really About the User!
Minimalism - It's Really About the User!Minimalism - It's Really About the User!
Minimalism - It's Really About the User!
 
MIDEA Connect Webinar > Building an Interpretive Technology Strategy From Zero
MIDEA Connect Webinar > Building an Interpretive Technology Strategy From ZeroMIDEA Connect Webinar > Building an Interpretive Technology Strategy From Zero
MIDEA Connect Webinar > Building an Interpretive Technology Strategy From Zero
 

Similar to The Rise of Content Marketing

The Rise of Content Marketing
The Rise of Content MarketingThe Rise of Content Marketing
The Rise of Content MarketingAnoop Sahgal
 
Let's get personal - how to provide the most personal experience possible
Let's get personal - how to provide the most personal experience possibleLet's get personal - how to provide the most personal experience possible
Let's get personal - how to provide the most personal experience possibleWorld Brand Academy
 
Get social: How to create a social content strategy to change perceptions
Get social: How to create a social content strategy to change perceptionsGet social: How to create a social content strategy to change perceptions
Get social: How to create a social content strategy to change perceptionsLinkedIn Talent Solutions
 
Adobe Summit, Andy Betts @andybetts1 @PeterKrmpotic Content Optimization Fram...
Adobe Summit, Andy Betts @andybetts1 @PeterKrmpotic Content Optimization Fram...Adobe Summit, Andy Betts @andybetts1 @PeterKrmpotic Content Optimization Fram...
Adobe Summit, Andy Betts @andybetts1 @PeterKrmpotic Content Optimization Fram...Andy Betts
 
7 Marketing Strategies for Business Growth
7 Marketing Strategies for Business Growth7 Marketing Strategies for Business Growth
7 Marketing Strategies for Business GrowthMarketo
 
Next Generation Analytics Engine: Web Analytics Demystified
Next Generation Analytics Engine: Web Analytics DemystifiedNext Generation Analytics Engine: Web Analytics Demystified
Next Generation Analytics Engine: Web Analytics DemystifiedRegalix
 
Adobe : Comment toucher la meilleure audience possible grâce à une DMP - Prog...
Adobe : Comment toucher la meilleure audience possible grâce à une DMP - Prog...Adobe : Comment toucher la meilleure audience possible grâce à une DMP - Prog...
Adobe : Comment toucher la meilleure audience possible grâce à une DMP - Prog...Christophe Lauer
 
Content Targeting and Personalization: Improving Engagement at the Account Level
Content Targeting and Personalization: Improving Engagement at the Account LevelContent Targeting and Personalization: Improving Engagement at the Account Level
Content Targeting and Personalization: Improving Engagement at the Account LevelG3 Communications
 
5 Winning Strategies - Social Ecommerce Ebook
5 Winning Strategies - Social Ecommerce Ebook5 Winning Strategies - Social Ecommerce Ebook
5 Winning Strategies - Social Ecommerce EbookMelih ÖZCANLI
 
5 Winning Strategies Social Ecommerce Ebook
5 Winning Strategies Social Ecommerce Ebook5 Winning Strategies Social Ecommerce Ebook
5 Winning Strategies Social Ecommerce EbookOptaros
 
8 Steps To Build Your Content Marketing Hub
8 Steps To Build Your Content Marketing Hub8 Steps To Build Your Content Marketing Hub
8 Steps To Build Your Content Marketing HubMichael Brenner
 
How to drive great customer experiences for content ROI - government edition
How to drive great customer experiences for content ROI - government editionHow to drive great customer experiences for content ROI - government edition
How to drive great customer experiences for content ROI - government editionMelissa Wilfley
 
8 Steps To Brand Publishing - CMO Summit
8 Steps To Brand Publishing - CMO Summit8 Steps To Brand Publishing - CMO Summit
8 Steps To Brand Publishing - CMO SummitMichael Brenner
 
La trasformazione digitale è una questione di customer experience e d’innovaz...
La trasformazione digitale è una questione di customer experience e d’innovaz...La trasformazione digitale è una questione di customer experience e d’innovaz...
La trasformazione digitale è una questione di customer experience e d’innovaz...InSide Training
 
Merkle - 2019 Sponsor Luncheon Presentation
Merkle - 2019 Sponsor Luncheon PresentationMerkle - 2019 Sponsor Luncheon Presentation
Merkle - 2019 Sponsor Luncheon PresentationMediaPost
 
Howtocreatecontentthatconverts 131212075924-phpapp02
Howtocreatecontentthatconverts 131212075924-phpapp02Howtocreatecontentthatconverts 131212075924-phpapp02
Howtocreatecontentthatconverts 131212075924-phpapp02Irina Hayward
 
Adam Sharp - Funnel 16-9-2013
Adam Sharp - Funnel 16-9-2013Adam Sharp - Funnel 16-9-2013
Adam Sharp - Funnel 16-9-2013CleverTouch
 
The Right Ingredients for Building an Effective Customer Profile
The Right Ingredients for Building an Effective Customer ProfileThe Right Ingredients for Building an Effective Customer Profile
The Right Ingredients for Building an Effective Customer ProfileDemandbase
 

Similar to The Rise of Content Marketing (20)

The Rise of Content Marketing
The Rise of Content MarketingThe Rise of Content Marketing
The Rise of Content Marketing
 
Let's get personal - how to provide the most personal experience possible
Let's get personal - how to provide the most personal experience possibleLet's get personal - how to provide the most personal experience possible
Let's get personal - how to provide the most personal experience possible
 
EVOLVE'13 | Keynote | Patrick Tripp
EVOLVE'13 | Keynote | Patrick TrippEVOLVE'13 | Keynote | Patrick Tripp
EVOLVE'13 | Keynote | Patrick Tripp
 
Get social: How to create a social content strategy to change perceptions
Get social: How to create a social content strategy to change perceptionsGet social: How to create a social content strategy to change perceptions
Get social: How to create a social content strategy to change perceptions
 
Adobe Summit, Andy Betts @andybetts1 @PeterKrmpotic Content Optimization Fram...
Adobe Summit, Andy Betts @andybetts1 @PeterKrmpotic Content Optimization Fram...Adobe Summit, Andy Betts @andybetts1 @PeterKrmpotic Content Optimization Fram...
Adobe Summit, Andy Betts @andybetts1 @PeterKrmpotic Content Optimization Fram...
 
7 Marketing Strategies for Business Growth
7 Marketing Strategies for Business Growth7 Marketing Strategies for Business Growth
7 Marketing Strategies for Business Growth
 
Next Generation Analytics Engine: Web Analytics Demystified
Next Generation Analytics Engine: Web Analytics DemystifiedNext Generation Analytics Engine: Web Analytics Demystified
Next Generation Analytics Engine: Web Analytics Demystified
 
Adobe : Comment toucher la meilleure audience possible grâce à une DMP - Prog...
Adobe : Comment toucher la meilleure audience possible grâce à une DMP - Prog...Adobe : Comment toucher la meilleure audience possible grâce à une DMP - Prog...
Adobe : Comment toucher la meilleure audience possible grâce à une DMP - Prog...
 
Content Targeting and Personalization: Improving Engagement at the Account Level
Content Targeting and Personalization: Improving Engagement at the Account LevelContent Targeting and Personalization: Improving Engagement at the Account Level
Content Targeting and Personalization: Improving Engagement at the Account Level
 
5 Winning Strategies - Social Ecommerce Ebook
5 Winning Strategies - Social Ecommerce Ebook5 Winning Strategies - Social Ecommerce Ebook
5 Winning Strategies - Social Ecommerce Ebook
 
5 Winning Strategies Social Ecommerce Ebook
5 Winning Strategies Social Ecommerce Ebook5 Winning Strategies Social Ecommerce Ebook
5 Winning Strategies Social Ecommerce Ebook
 
The Truth About Mobile Marketing for B2B Companies
The Truth About Mobile Marketing for B2B CompaniesThe Truth About Mobile Marketing for B2B Companies
The Truth About Mobile Marketing for B2B Companies
 
8 Steps To Build Your Content Marketing Hub
8 Steps To Build Your Content Marketing Hub8 Steps To Build Your Content Marketing Hub
8 Steps To Build Your Content Marketing Hub
 
How to drive great customer experiences for content ROI - government edition
How to drive great customer experiences for content ROI - government editionHow to drive great customer experiences for content ROI - government edition
How to drive great customer experiences for content ROI - government edition
 
8 Steps To Brand Publishing - CMO Summit
8 Steps To Brand Publishing - CMO Summit8 Steps To Brand Publishing - CMO Summit
8 Steps To Brand Publishing - CMO Summit
 
La trasformazione digitale è una questione di customer experience e d’innovaz...
La trasformazione digitale è una questione di customer experience e d’innovaz...La trasformazione digitale è una questione di customer experience e d’innovaz...
La trasformazione digitale è una questione di customer experience e d’innovaz...
 
Merkle - 2019 Sponsor Luncheon Presentation
Merkle - 2019 Sponsor Luncheon PresentationMerkle - 2019 Sponsor Luncheon Presentation
Merkle - 2019 Sponsor Luncheon Presentation
 
Howtocreatecontentthatconverts 131212075924-phpapp02
Howtocreatecontentthatconverts 131212075924-phpapp02Howtocreatecontentthatconverts 131212075924-phpapp02
Howtocreatecontentthatconverts 131212075924-phpapp02
 
Adam Sharp - Funnel 16-9-2013
Adam Sharp - Funnel 16-9-2013Adam Sharp - Funnel 16-9-2013
Adam Sharp - Funnel 16-9-2013
 
The Right Ingredients for Building an Effective Customer Profile
The Right Ingredients for Building an Effective Customer ProfileThe Right Ingredients for Building an Effective Customer Profile
The Right Ingredients for Building an Effective Customer Profile
 

More from InnoTech

"So you want to raise funding and build a team?"
"So you want to raise funding and build a team?""So you want to raise funding and build a team?"
"So you want to raise funding and build a team?"InnoTech
 
Artificial Intelligence is Maturing
Artificial Intelligence is MaturingArtificial Intelligence is Maturing
Artificial Intelligence is MaturingInnoTech
 
What is AI without Data?
What is AI without Data?What is AI without Data?
What is AI without Data?InnoTech
 
Courageous Leadership - When it Matters Most
Courageous Leadership - When it Matters MostCourageous Leadership - When it Matters Most
Courageous Leadership - When it Matters MostInnoTech
 
The Gathering Storm
The Gathering StormThe Gathering Storm
The Gathering StormInnoTech
 
Sql Server tips from the field
Sql Server tips from the fieldSql Server tips from the field
Sql Server tips from the fieldInnoTech
 
Quantum Computing and its security implications
Quantum Computing and its security implicationsQuantum Computing and its security implications
Quantum Computing and its security implicationsInnoTech
 
Converged Infrastructure
Converged InfrastructureConverged Infrastructure
Converged InfrastructureInnoTech
 
Making the most out of collaboration with Office 365
Making the most out of collaboration with Office 365Making the most out of collaboration with Office 365
Making the most out of collaboration with Office 365InnoTech
 
Blockchain use cases and case studies
Blockchain use cases and case studiesBlockchain use cases and case studies
Blockchain use cases and case studiesInnoTech
 
Blockchain: Exploring the Fundamentals and Promising Potential
Blockchain: Exploring the Fundamentals and Promising Potential Blockchain: Exploring the Fundamentals and Promising Potential
Blockchain: Exploring the Fundamentals and Promising Potential InnoTech
 
Business leaders are engaging labor differently - Is your IT ready?
Business leaders are engaging labor differently - Is your IT ready?Business leaders are engaging labor differently - Is your IT ready?
Business leaders are engaging labor differently - Is your IT ready?InnoTech
 
AI 3.0: Is it Finally Time for Artificial Intelligence and Sensor Networks to...
AI 3.0: Is it Finally Time for Artificial Intelligence and Sensor Networks to...AI 3.0: Is it Finally Time for Artificial Intelligence and Sensor Networks to...
AI 3.0: Is it Finally Time for Artificial Intelligence and Sensor Networks to...InnoTech
 
Using Business Intelligence to Bring Your Data to Life
Using Business Intelligence to Bring Your Data to LifeUsing Business Intelligence to Bring Your Data to Life
Using Business Intelligence to Bring Your Data to LifeInnoTech
 
User requirements is a fallacy
User requirements is a fallacyUser requirements is a fallacy
User requirements is a fallacyInnoTech
 
What I Wish I Knew Before I Signed that Contract - San Antonio
What I Wish I Knew Before I Signed that Contract - San Antonio What I Wish I Knew Before I Signed that Contract - San Antonio
What I Wish I Knew Before I Signed that Contract - San Antonio InnoTech
 
Disaster Recovery Plan - Quorum
Disaster Recovery Plan - QuorumDisaster Recovery Plan - Quorum
Disaster Recovery Plan - QuorumInnoTech
 
Share point saturday access services 2015 final 2
Share point saturday access services 2015 final 2Share point saturday access services 2015 final 2
Share point saturday access services 2015 final 2InnoTech
 
Sp tech festdallas - office 365 groups - planner session
Sp tech festdallas - office 365 groups - planner sessionSp tech festdallas - office 365 groups - planner session
Sp tech festdallas - office 365 groups - planner sessionInnoTech
 
Power apps presentation
Power apps presentationPower apps presentation
Power apps presentationInnoTech
 

More from InnoTech (20)

"So you want to raise funding and build a team?"
"So you want to raise funding and build a team?""So you want to raise funding and build a team?"
"So you want to raise funding and build a team?"
 
Artificial Intelligence is Maturing
Artificial Intelligence is MaturingArtificial Intelligence is Maturing
Artificial Intelligence is Maturing
 
What is AI without Data?
What is AI without Data?What is AI without Data?
What is AI without Data?
 
Courageous Leadership - When it Matters Most
Courageous Leadership - When it Matters MostCourageous Leadership - When it Matters Most
Courageous Leadership - When it Matters Most
 
The Gathering Storm
The Gathering StormThe Gathering Storm
The Gathering Storm
 
Sql Server tips from the field
Sql Server tips from the fieldSql Server tips from the field
Sql Server tips from the field
 
Quantum Computing and its security implications
Quantum Computing and its security implicationsQuantum Computing and its security implications
Quantum Computing and its security implications
 
Converged Infrastructure
Converged InfrastructureConverged Infrastructure
Converged Infrastructure
 
Making the most out of collaboration with Office 365
Making the most out of collaboration with Office 365Making the most out of collaboration with Office 365
Making the most out of collaboration with Office 365
 
Blockchain use cases and case studies
Blockchain use cases and case studiesBlockchain use cases and case studies
Blockchain use cases and case studies
 
Blockchain: Exploring the Fundamentals and Promising Potential
Blockchain: Exploring the Fundamentals and Promising Potential Blockchain: Exploring the Fundamentals and Promising Potential
Blockchain: Exploring the Fundamentals and Promising Potential
 
Business leaders are engaging labor differently - Is your IT ready?
Business leaders are engaging labor differently - Is your IT ready?Business leaders are engaging labor differently - Is your IT ready?
Business leaders are engaging labor differently - Is your IT ready?
 
AI 3.0: Is it Finally Time for Artificial Intelligence and Sensor Networks to...
AI 3.0: Is it Finally Time for Artificial Intelligence and Sensor Networks to...AI 3.0: Is it Finally Time for Artificial Intelligence and Sensor Networks to...
AI 3.0: Is it Finally Time for Artificial Intelligence and Sensor Networks to...
 
Using Business Intelligence to Bring Your Data to Life
Using Business Intelligence to Bring Your Data to LifeUsing Business Intelligence to Bring Your Data to Life
Using Business Intelligence to Bring Your Data to Life
 
User requirements is a fallacy
User requirements is a fallacyUser requirements is a fallacy
User requirements is a fallacy
 
What I Wish I Knew Before I Signed that Contract - San Antonio
What I Wish I Knew Before I Signed that Contract - San Antonio What I Wish I Knew Before I Signed that Contract - San Antonio
What I Wish I Knew Before I Signed that Contract - San Antonio
 
Disaster Recovery Plan - Quorum
Disaster Recovery Plan - QuorumDisaster Recovery Plan - Quorum
Disaster Recovery Plan - Quorum
 
Share point saturday access services 2015 final 2
Share point saturday access services 2015 final 2Share point saturday access services 2015 final 2
Share point saturday access services 2015 final 2
 
Sp tech festdallas - office 365 groups - planner session
Sp tech festdallas - office 365 groups - planner sessionSp tech festdallas - office 365 groups - planner session
Sp tech festdallas - office 365 groups - planner session
 
Power apps presentation
Power apps presentationPower apps presentation
Power apps presentation
 

Recently uploaded

The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003believeminhh
 
ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...
ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...
ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...ISONIKELtd
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHelene Heckrotte
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsIntellect Design Arena Ltd
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxJemalSeid25
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023Steve Rader
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Winbusinessin
 
Chapter_Five_The_Rural_Development_Policies_and_Strategy_of_Ethiopia.pptx
Chapter_Five_The_Rural_Development_Policies_and_Strategy_of_Ethiopia.pptxChapter_Five_The_Rural_Development_Policies_and_Strategy_of_Ethiopia.pptx
Chapter_Five_The_Rural_Development_Policies_and_Strategy_of_Ethiopia.pptxesiyasmengesha
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfJohnCarloValencia4
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsyasinnathani
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)tazeenaila12
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarNathanielSchmuck
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfHajeJanKamps
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfHajeJanKamps
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhangmcgroupjeya
 
Trauma Training Service for First Responders
Trauma Training Service for First RespondersTrauma Training Service for First Responders
Trauma Training Service for First RespondersBPOQe
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxWorkforce Group
 

Recently uploaded (20)

The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
 
ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...
ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...
ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking Applications
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptx
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024
 
Chapter_Five_The_Rural_Development_Policies_and_Strategy_of_Ethiopia.pptx
Chapter_Five_The_Rural_Development_Policies_and_Strategy_of_Ethiopia.pptxChapter_Five_The_Rural_Development_Policies_and_Strategy_of_Ethiopia.pptx
Chapter_Five_The_Rural_Development_Policies_and_Strategy_of_Ethiopia.pptx
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story points
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry Webinar
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdf
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhang
 
Trauma Training Service for First Responders
Trauma Training Service for First RespondersTrauma Training Service for First Responders
Trauma Training Service for First Responders
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
 

The Rise of Content Marketing

  • 1. © 2013 Adobe Systems Incorporated. All Rights Reserved.© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Anoop Sahgal | Industry Strategy & Marketing The Rise of Content Marketing @anoop_sahgal
  • 2. © 2013 Adobe Systems Incorporated. All Rights Reserved. Video: Adobe Brand Anthem 2
  • 3. © 2013 Adobe Systems Incorporated. All Rights Reserved. Agenda 3 §  What is Content Marketing? §  Content Marketing Trends §  Examples §  Tips and Takeaways
  • 4. © 2013 Adobe Systems Incorporated. All Rights Reserved. Content marketing involves creating and curating unique, relevant, and compelling materials that position a company as a genuine industry expert or brand deserving of loyalty. 4 Creating customer-centric content
  • 5. © 2013 Adobe Systems Incorporated. All Rights Reserved. 5 The CUSTOMER JOURNEY is not what is used to be, but it’s what matters.
  • 6. © 2013 Adobe Systems Incorporated. All Rights Reserved. Trends 6 This is the part of the presentation where we geek out on stats to prove my point…..
  • 7. © 2013 Adobe Systems Incorporated. All Rights Reserved. Lead Generation 7 Source: eMarketer, “B2B Content Marketers Prioritize Lead Gen”, Oct. 2012. §  B2B marketers often turn to content marketing for lead generation and prospect nurture throughout the lengthy sales process. §  A growing number of worldwide B2B technology marketers are turning to content marketing for more brand-based goals, namely boosting thought leadership and brand awareness
  • 8. © 2013 Adobe Systems Incorporated. All Rights Reserved. Lead Generation 8 Source: eMarketer, retrieved Mar. 2013.
  • 9. © 2013 Adobe Systems Incorporated. All Rights Reserved. Buying Process of Tech Purchases 9 Source: eMarketer, retrieved Mar. 2013.
  • 10. © 2013 Adobe Systems Incorporated. All Rights Reserved. 86 percent of B2C companies and 92 percent of B2B companies now use content marketing. 10 More than two dozen types of content used: case studies, webinars, research reports, mobile apps, infographics, podcasts and events, as well as newsletters and books . Marketers answering the survey allot between 28 percent and 33 percent of their budgets to content marketing, and more than half will spend more next year. 86% 92% B2C 28-33% 50+% B2B
  • 11. © 2013 Adobe Systems Incorporated. All Rights Reserved. And even more stats….. 11 §  9 out of 10 organizations market with content marketing. §  On average, B2B marketers employ eight different content marketing tactic to achieve their goals. §  Marketers, on average, spend over a quarter of their marketing budget on content marketing Source: Content Marketing Institute
  • 12. © 2013 Adobe Systems Incorporated. All Rights Reserved. 12 Marketing USED TO BE LIKE THIS…
  • 13. © 2013 Adobe Systems Incorporated. All Rights Reserved. 13 NOW, Marketing is viewed as more strategic, but you don’t control the content anymore
  • 14. © 2013 Adobe Systems Incorporated. All Rights Reserved. 14
  • 15. © 2013 Adobe Systems Incorporated. All Rights Reserved. 15 EXAMPLES
  • 16. © 2013 Adobe Systems Incorporated. All Rights Reserved. 16
  • 17. © 2013 Adobe Systems Incorporated. All Rights Reserved. Corporate Responsibility and Community Examples
  • 18. © 2013 Adobe Systems Incorporated. All Rights Reserved. 18 OK…but what about the ROI?
  • 19. © 2013 Adobe Systems Incorporated. All Rights Reserved. AutoTrader.com CHALLENGE Gaining greater visibility into online customer interactions and boosting sales for AutoTrader and its partners BENEFITS §  Increased landing page conversion by 33% §  Lifted conversion by as much as 8% through targeted pricing adjustments §  Transformed reputation from a vendor into a trusted business partner §  Documented increased search traffic from 133% to 1,775% for certain models of vehicles during the Super Bowl “..constantly engage our customers with new, relevant content and offers—guiding more people more often down a conversion path.” Thomas Gage Senior director, Business Development, AutoTrader.com
  • 20. © 2013 Adobe Systems Incorporated. All Rights Reserved. TE Connectivity CHALLENGE Increase insight into visitor segments and make experiences more relevant for customers wanting complex product details 200+ websites – numerous products BENEFITS §  Enabled on-the-fly personalization of content based on visitor behavior §  Improved conversion on major brand campaigns by 33% §  Reduced cost per conversion on major brand campaigns by 48% §  Reduced time to generate reports by a factor of 20 “Adobe software gives us the intelligence, control, and automation to help ensure that we are delivering exactly the right experience and content, through the right channel, at the right time.” Michael Deckman Senior manager of e-marketing solutions,
  • 21. © 2013 Adobe Systems Incorporated. All Rights Reserved.© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 21 Creating customer-centric content © 2013 Adobe Systems Incorporated. All Rights Reserved. Tips and Takeaways
  • 22. © 2013 Adobe Systems Incorporated. All Rights Reserved. Tips and Takeaways Impact across the organization
  • 23. © 2013 Adobe Systems Incorporated. All Rights Reserved. Impact Across The Organization
  • 24. © 2013 Adobe Systems Incorporated. All Rights Reserved. Anoop Sahgal asahgal@adobe.com Twitter: @anoop_sahgal Sign up for the newsletter