Reif für die Insel? Multi-Channel-Marketing in einer digitalen Ökonomie
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1 Reif für die Insel? Multi-Channel-Marketing in einer digitalen Ökonomie
2 Sonntag Abend, , 0:30 Uhr
3 Multi-Channel-Marketing Brauch ich das? Umsatz Gewinn Source: Cap Gemini Digital Advantage Studie, 2013
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9 Massen Marketing Adobe.com Juli 2004
10 Segment Marketing PHOTOGRAPHER STUDENT CREATIVE DIRECTOR VIDEO PRODUCER
11 Segment of One Juni 2014
12 Vision Konsistente Markenerlebnisse Site Event Marketing Display Social Search Conversion Site Display Mobile
13 entlang der Customer Journey Site Event Marketing Display Social Search Konsistente Botschaften unabhängig vom gewählten Kanal Conversion Mobile Display Site Single Audience Definition across all Marketing Channels
14 Voraussetzung: Transparenz.
15 und Selbstbestimmung
16 Die Marketing Aufgaben bleiben Marke Nachfrage Kundenbindung Konsistente Markenbotschaft über alle Kanäle hinweg Neue Kunden gewinnen Kunden begeistern und zu Multiplikatoren machen
17 aber die Kunden ändern sich.
18 Keine App kein mobiler Kanal? Tablets: 4X längere Nutzung im Vergleich zum Browser Smartphones: 2,5X längere Nutzung im Vergleich zum Browser 18 Source: Adobe Digital Index
19 App Entwicklung - Herausforderungen Fragmentierte Technolgogie Dynamik & Ressourcenknappheit Strategische Planung 19
20 App Development als Manufaktur?
21 Industrielle Fertigung Arbeitsteilung
22 Industrielle Fertigung Arbeitsteilung
23 science art 23
24
25 Adobe Marketing Cloud Analytics Target Experience Manager Campaign Social Media Optimizer
26 Einschätzung der Analysten Web Content Management Social Media Management Cross-Channel Campaign Management Data Management Platforms Web Analytics Web Content Management For Digital Customer Experience Online Testing
27 ANALYTICS ADOBE MARKETING CLOUD EXPERIENCE MANAGER PLATFORM CAMPAIGN MEDIA OPTIMIZER TARGET SOCIAL
28 ASSET SHARING MARKETING MIX PLANNING ADOBE MARKETING CLOUD CORE SERVICES PROFILE MANAGEMENT TAG MANAGEMENT PLATFORM CONTEXTUAL ACTIVATION INTEGRATION USER MANAGEMENT & SECURITY COLLABORATION
29 Master Marketing Profile Ganzheitlicher Blick auf den Kunden 3 RD Party Data 3 RD Party Data Marketing Master Marketing Profile Ops ERP IT CRM Product Product Use
30 Adobe Marketing Cloud Advertising Social Website(s) Mobile Website(s) Apps Newsletter Print & epublishing Adobe Marketing Cloud UI FEEDS COLLABORATION DASHBOARD AGILITY REPORTING MEASUREMENT DASHBOARD PREDICTIVE MODELS OPTIMIZE ADVERTISING SYNDICATE SEGMENTS PROFILES AUDIENCES SOCIALIZE ANALYZE MODERATE PUBLISH ADS EXPERIENCES OFFERS CONTENT ETC. CROSSCHANNEL CAMPAIGNS TESTING SEGMENTATION DECISIONING TARGETING ANALYZE CREATE ASSETS PERSONALIZE MANAGE EXPERIENCES MASTER MARKETING RECORD CROSS CHANNEL EXECUTION ADOBE InDesign & DPS MOBILE DESKTOP SOCIAL APPS MANAGE ASSETS PHOTOS IMAGES VIDEO PDF ID CLOUD SYNC ADOBE DRIVE ACCESS. ETC. #digitaljourney
31 Vorteile der integrierten Lösung 1 1 gemeinsame Datenbasis für alle Bereiche 2 Einheitlicher Zugriff auf Content und Lösungen 3 Zeitgewinn bei Rollout und Management 4 Effiziente Integration neuer
32 If I had an hour to solve a problem I'd spend 55 minutes thinking about the problem and 5 minutes thinking about solutions. Albert Einstein 32
33 Reif für die Insel? Multi-Channel-Marketing in einer digitalen Ökonomie
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