Assessing your marketing maturity # maturity

Transcription

1 Assessing your marketing maturity # maturity PATRICK TRIPP Sr. Product Marketing Manager, ADOBE

2 People are checking around the clock 3.2h 6.3h 91% 87% 18% 3.1h 2 Source: Adobe Consumer Study, July 2015

3 People are guilty of checking in awkward locations or times 70% of respondents think they check their as often as they should Only 24% believe they check way too much. 69% 32% 70% 52% 50% 43% 42% 18% 70% % 27% 3 Source: Adobe Consumer Study, July 2015

4 Millennials are obsessed Millennials (ages 18 34) are more mobile and more frequently check than other age groups. 33% 45% 88% 76% 7% 4 Source: Adobe Consumer Study, July 2015

5 is still crucial Marketing 91% Display Advertising Social Marketing (Facebook, Twitter, etc.) Paid Search Marketing Print Direct Marketing Mobile App Use of video, YouTube Marketing Mobile Push Messaging SMS Marketing Catalog Marketing 81% 76% 72% 70% 67% 63% 59% 54% 49% Source: Assessing the Return on Marketing Strategy, Adobe and the Relevancy Group

6 Study Uncovers Marketing Challenges Two-thirds of marketers are less than satisfied with their marketing efforts 6 Source: DMA and Adobe Study of 263 marketers in North America

7 Cross-channel Marketing Challenges 7

8 ERLICH BACHMANN Classic Marketer Erlich has achieved some of the basic strategies of marketing, such as ing lapsed customers, including basic personalization fields, or cross-selling. GAVIN BELSON Dynamic Marketer Gavin has achieved some of the more advanced, real-time strategies of marketing, such as automated remarketing, coordinating s with other channels, and capturing customer feedback. RICHARD HENDRICKS Contextual Marketer Richard has achieved some of the more advanced, data driven, realtime strategies of marketing, such as automated remarketing, coordinating s with other channels, and capturing customer feedback.

9 But, where are marketers today? 32% 14% Most are still Classic 54% Classic Dynamic Contextual Source: Assessing the Return on Marketing Strategy, Adobe and the Relevancy Group

10 Most Classic Marketers are not Satisfied "We are very satisfied with the effectiveness of our program" Contextual 93% Dynamic 72% Classic 43% Source: Assessing the Return on Marketing Strategy, Adobe and the Relevancy Group

11 Data We can easily access and manage our marketing database 47% 86% 97% We can easily bring in various data sources, such as purchase info, CRM data, 3rd party data, etc. 27% 39% 60% We have the ability to enhance our customer marketing data over time, enriching insights 22% 62% 67% We can test, target, and segment different areas of our customer base in real-time for campaigns 28% 55% 83% We can easily manage, measure, and impact click, open, deliverability and bounce rates 33% 52% 60% Classic Dynamic Contextual Source: Assessing the Return on Marketing Strategy, Adobe and the Relevancy Group

12 Content We can easily create and manage content with drag and drop design tools 50% 75% 93% We can easily access an asset repository that allows us to upload and import images for s 23% 55% 77% We have the ability to deeply personalize content, leveraging customer database info 25% 51% 50% We can tap into contextual data such as location, date, time, and weather to enhance s as they are opened 20% 49% 77% We have the tools in place to easily collaborate with external agencies to create content 31% 52% 83% Classic Dynamic Contextual Source: Assessing the Return on Marketing Strategy, Adobe and the Relevancy Group

13 Delivery We currently execute specific marketing messages like from within our platform 45% 68% 90% We can easily automate and orchestrate a series of s that flow together with other channels 27% 47% 80% We consistently have deliverability rates over 95% with our ISPs 21% 37% 58% We can easily deliver real-time triggered or transactional s based on events 27% 58% 80% We have the ability to build, automate, and deliver customer experiences from a single marketing tool 24% 55% 83% Classic Dynamic Contextual Source: Assessing the Return on Marketing Strategy, Adobe and the Relevancy Group

14 Strategy We have a clearly defined strategy for communicating and interacting with customers across channels and/or devices over time. 38% 56% 87% We are able to collaborate effectively with our channel owners in our organization to drive integrated marketing campaigns 20% 47% 70% Our management tactics can be generally described as customer-centric (i.e. listening and reacting), not product centric (i.e. pushing offers) 28% 47% 54% We have executive buy-in on the progress and strategy around our programs 28% 54% 90% We are very satisfied with the effectiveness of our marketing programs 43% 72% 93% Contextual Dynamic Classic Source: Assessing the Return on Marketing Strategy, Adobe and the Relevancy Group

15 What s the Value of being Contextual? Classic Dynamic Contextual $617,298 $362,330 $154,765 Source: Assessing the Return on Marketing Strategy, Adobe and the Relevancy Group

16 Over a Decade Serving Marketers FIRST CUSTOMERS POWER THEIR WITH ADOBE CAMPAIGN % BILLION IN 2014

17 maturitymodel.co m

18 Marketing: Value Added Services Classic: Onboarding Campaign Reengagement Campaign A/B testing Dynamic Delivery Template Dynamic: Abandoned Cart Campaign Outbound Offer Management Channel Additions Preference Center Survey Business Advisor Contextual: Open-Time Channel Analysis Inbound offer management Data Analysis expanding the customer profile Cross Level: Desk Side Coaching Lifecycle Marketing Audit 18

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20 maturitymodel.com