A Week With Adobe

I had a great week at Adobe Summit, where I was joined by 12,000 marketing executives.  Summit The theme this year was Experience.  Adobe pointed out that businesses that are experience driven have higher net promoter scores and revenue than those that do not have an experience focus.  They defined Experience as the sum total of interactions with a brand. This aligns with The Relevancy Group research, most particularly findings in our latest consumer research, Handle with Care – Consumer Email Marketing Behaviors.

They went on to define an Experience business as one that 1) knows and respects the customer 2) speaks in one voice 3) the technology is transparent 4) is focused on customer delight

The big announcement was the introduction of Adobe Experience Cloud, an overarching cloud platform that ties together, their Creative, Document, Marketing, Analytics and Advertising Clouds.  This unifies the data structure, user interface and includes a number of enhancements to share information across the previously disparate clouds.

Machines Everywhere

They discussed the value of real-time data and their machine learning AI framework Sensei took center stage.  Almost every part of their clouds is now or will be benefiting from the Sensei framework. IBM had their event at the same time and similarly was discussing the same things their Watson tool, which TRG’s Nick Einstein writes about here.  Adobe Sensei is built into the platform, harvests data across the cloud, compares patterns; creativity, intelligence, content.  It also creates a virtual analyst, provides automated anomaly detection and alerting.  The Sensei demos were impressive. In one demo in store ads changed based on facial recognition, different offers were displayed based on gender. It was something out of the film The Minority Report.

More Adobe Summit announcements included:

  • New, Adobe Advertising Cloud, combines the Media Optimizer products along with recently-acquired TubeMogul offering.
  • Experience data model is a common language across their cloud and provides for an open ecosystem, utilizing Adobe I/O.
  • Adobe introduced Launch, their next gen tag management system, fast connections at the experience layer.  Launch, Adobe’s tag management partners include Facebook, Twitter, Zendesk and more, it offers fantastic reach.  This data will also feed into their Adobe Cross Device Co-Op  to enhance their Identity Management solution.
  • Adobe Cross Device Co-Op growth, Information on 850 million devices are now in the co-op which was announced at the 2016 Adobe summit. That is big year-over-year growth.
  • Adobe Analytics now includes a virtual analyst that can spot and analyze anomalies and bring audiences, behaviors & ad data together.  Lots of powerful analytics and insights in one place, on one canvas.  That’s impressive.  The text alerts for anomaly also provides likely root causes.  These are smart alerts and this is something that TRG has been advocating for some time.  It is great to see this in production.
  • Their Advertising Cloud is integrated with the rest of experience cloud, same measures and audiences for re-targeting and on stage, they suggested that they deliver higher match rates.
  • They demo’d ability to use first party customer data in a linear TV buying with one click.  This is a first and impressive.  While this has existed for digital and OTT TV, but never has linear TV buying been so easy to combine with first party data. The targeting potential is enormous.
  • New Marketing Cloud: Fluid experiences using fragments content. Snippets that can be used across screens and channels.  This should improve the marketer’s ability to test and create more personalized messages and experiences.
  • New to Marketing Cloud: Adobe Dreamweaver integrated into Adobe Campaign, one click content dropping, this is a big efficiency gain for email marketers.
  • Expanded Adobe and Microsoft partnership, including new integrations with Dynamics CRM, Azure and Power BI.

Sneaks

Their annual summit favorite, Sneaks did not disappoint.  Hosted by SNL’s Kate McKinnon it was an entertaining way for Adobe to sneak preview some of the items they currently have in development.  The item that seemed to capture everyone’s attention was the ability to inject advertising into VR experiences. Interesting stuff but, future forward for sure.

As always it was great to catch-up with the Adobe team, partners and mutual clients. Thanks to the Adobe AR and Marketing Cloud team for making me feel so welcome.

You can watch the Adobe keynotes and presentations here.

Until next time,

 

 

David

Spread The Love

Spread the Love

By Peggy Reinders – Principal Analyst

Sweet Talk

It’s Valentine’s Day! The Holiday that I’m convinced was created by Hallmark way back when to sell more cards. Men and women everywhere will take time today to express their love to one another. Whether through red roses, heart shaped boxes of candy, Valentine’s cards at school, or the little boxes of conversation hearts, we all join in the celebration of love (or at least we should, if we know what’s good for our relationships). 😉

In the spirit of conversation hearts, I decided to share today what I love about our latest report findings from The Relevancy Group – “The Emergence of Madtech in 2017: How DMPs Enable People-Based Marketing”.

Be Mine –  Martech Be Mine. For the first time, we see early signs that using an Identity Management solution or a DMP can enhance marketing results (ie. email CTRs are higher). DMP and Identity Management results are usually tied to advertising or offline sales. This is a first, where we see results tied to Martech!

Valentine candy hearts with "Friend Me" saying

The Relevancy Group found that 15 percent of those who had implemented a DMP or identity management solution had higher email CTR than those that didn’t implement a DMP. On the other hand, only 11 percent of marketers who had used CRM data saw such results. In the 24 percent or greater email CTR segment, nearly 9 percent of users of DMPs and identity management solutions achieved that level as opposed to only 6 percent of the total.

As Marketers move beyond CRM data to DMPs and Identity Management solutions, we would expect to see results like this continue. In other words, as the Adtech and Martech relationship keeps growing, we would hope to see red roses on Valentine’s Day, but not a marriage proposal yet.

• Me and You –  Me, the Marketer, has heard a lot from you, the vendor, on why I need a DMP or Identity Management solution. But do you really understand me? Do you know my unique business challenges?

The Relevancy Group found that lack of education is affecting pace of adoption of DMPs and Identity Management solutions. Marketers need to build strong business cases to overcome challenges such as privacy concerns or lack of data centralization (both challenges preventing utilization of data across channels). In many cases, the potential of these types of technologies are already beyond the Marketer’s understanding.

So where’s the love from vendors to educate and help Marketers build these business cases? Do vendors understand that each Marketer may have a business case unique to their organization instead of a one size fits all approach? In other words, treat me like the unique organization I am. Buy me red tulips instead of roses, because roses don’t work for me.

Whatever type of relationship you’re in- Marketer or Vendor- I encourage you to share results with others and help build business cases. Do what you can to help our industry continue to move forward. In the spirit of Valentine’s Day, spread the love.

Research Subscriber Series – 2017

The Relevancy Group Research Subscriber Series – The 2017 Offering

What is it? An annual subscription to our 2017 research The Relevancy Groupthat includes access to our back catalog of original hypothesis driven research.  Each coverage area will produce 12 original reports in 2017, which should not be confused with our sponsored research which is available for free with registration.  The Research Subscriber Series includes our Relevancy Ring Buyer’s Guides, market landscapes and tactical advice that is based on executive and consumer surveys as well as case studies.  Each report comes with 30 minutes of inquiry time allowing to go one-on-one with the analyst that authored and/or contributed to the research. We provide direct access to answers.

Who are the authors? The Relevancy Group is proud to have the most tenured research staff of any analyst/research firm in the industry. All of our analysts have at least 15 years of experience in their coverage area as a practitioner, industry analyst – or both. Learn more about our team.

What does it cost? Each coverage area is available for $5,000.00 which includes 12 new reports a year plus access to previous Research Subscriber Series from that coverage area. Purchase all three coverage areas and get 32 original research reports and analyst access for $15,000.00 dollars. This is a tremendous discount to purchasing our research on a one-off basis and a fantastic value for any organization seeking the latest analysis. As a former Jupiter Research and Forrester Research executive I also know it is the most affordable comprehensive apporach to delivering the best original research with the most tenured staff.

What are the coverage areas?  There are three distinct coverage areas, yet our analysts do collaborate to ensure that we have a consistent understanding of these disparate topics. The coverage area and research topics for each are as follows:

  • Email/Everychannel Marketing
  • Madtech, the marriage of Martech and Adtech
  • Social Marketing and Publishing

Email MarketingEmail/Everychannel Marketing 2017 Report List            *report titles subject to change

ORDER YOUR SUBSCRIPTION HERE, $5,000.00 Annually | Questions about this offering – ask us!

Get a  free example of a report from 2016 – ask us!

Report Title Month
Consumer Marketing Trends January
TRR ESP Buyers Guide 2017 February
State of Email Industry 2017 March
Email Acquisition Tactics April
Fast Marketing: A Real-Time Data Case Study May
Email Hygiene Vendor Landscape June
Best Practices Round-up 2017 July
2017 Martech Innovators August
TRR Email Agency Buyer’s Guide 2017 September
Machine Learning in Email Marketing October
Holiday Email Marketing Guide November
Adaptive Content Case Studies December


ORDER YOUR SUBSCRIPTION HERE
, $5,000.00 Annually | Questions about this offering – ask us!
Madtech (Martech+Adtech) 2017 Report List *report titles subject to change Identity Marketing       

Get a  free example of a report from 2016 – ask us!

 

Report Title Month
Emergence of Madtech 2017: How DMPs are Enabling People-Based Marketing January
Programmatic Advertising Trends in 2017 February
Mobile Identity Resolution March
People Based Marketing Trends 2017 April
Madtech, DMP Buyer’s Guide 2017 May
State of Identity Management 2017 June
Video Advertising Trends July
Madtech Services Landscape –  Best Practices to Selecting an Agency August
2017 Madtech Vendor Innovators September
Madtech Data – How First Party Data is Being Utilized October
Consumer Advertising Trends November
Beyond The Walled Garden – Growing a New Farm December

ORDER YOUR SUBSCRIPTION HERE, $5,000.00 Annually | Questions about this offering – ask us!Social Marketing and Publishing 2017 Report List *report titles subject to changeSocial Marketing     

Get a  free example of a report from 2016 – ask us!

 

Report Title Month
All About Attribution January
Consumer Social Trends February
Social Acquisition Advertising March
Snapchat – Marketing Guide & Tactics April
Facebook – Marketing Guide & Tactics May
Video Marketing Trends June
2017 Social Vendor Innovators July
Mobile App Marketing August
Social Publishing Landscape September
Customer Experience – Social Listening  Case Study October
Social Marketing Amid Fake News November
The New Paper – Social Publishing Case Study December

ORDER ALL THREE COVERAGE AREAS $15,000.00 annual subscription *report titles subject to change | Questions about this offering – ask us!

Webinar Wednesdays from The Relevancy Group – 2017

Join The Relevancy Group every Wednesday for a free webinar on the latest marketing topics. Webinar WednesdaysRegister for all events so that you can hear the recording later.  Many of our webinars come with a research white paper as well.  All Webinar Wednesdays start at 1:00 PM ET. Register for these upcoming webinars.

1/25 – The Value of Adaptive Content: Tactics to Optimize Email Marketing. Join this free webinar with The Relevancy Group’s David Daniels and PowerInbox’s Jeff Kupietzky present new data on the value of adaptive content. You will learn: New data on email marketing trends, Details on contextual marketing, Value and ROI models when implementing contextual marketing and more.

2/1 – The Future of Relevance and it’s Impact on Attribution Trends.  Join this free webinar with The Relevancy Group’s David Daniels and Nicholas Einstein as well as Zeta Global‘s John Polcari. We will dicuss two of the latest research white papers which will also be sent to all registratiants.  We will discuss segmentation tactics, the rise of People-based Marketing and it means for data management and attribution. This will be a tactic rich discussion.

The Relevancy Group’s 2017 Marketing Predictions

The Relevancy Group’s 2017 Marketing Predictions

It is that time of year again, to focus in on what we at The Relevancy Group think marketers will be doing in 2017.  In no particular order we believe the following will be capturing the marketers’ attention.

  1. Mobile Drives Real-time Data and Location Utilization. One-third of marketers 2017 jahrtold us that utilizing real-time data was a top priority for them in 2016. We witnessed that adoption rise through the adoption of adaptive content vendors such as Power Inbox, Movable Ink, LiveClicker and the like. The mass utilization of mobile phones will also increase marketer’s application of real-time data such as location.  Sixty-two percent of US consumers are on their mobile phone every 3 hours or more frequently and overall one-third of consumers state their phone is their primary email device.  Utilization of location data to target marketing will increase in 2017.  Additionally email marketers will increase their utilization of universal linking to mobile apps via solutions such as Branch.
  2. Increased Utilization of AI and Machine Learning. Marketers will began to embrace and hug the machines. Artificial Intelligence (AI) is impacting personalization, with solutions that are leveraging customer behaviors to learn from them and predict the new best offers to present to customers.  In a Relevancy Group executive survey we found that 38% of marketers were already utilizing such machine driven Martech and another 33% stated that they plan to implement it in 2017.  We expect marketers to become more efficient and effective through the utilization of machine driven learning.
  3. The Rise of Madtech and People Based Marketing. At The Relevancy Group we refer to the collision of Martech and Adtech, Madtech. This allows for CRM-customer data to be utilized in advertising efforts to identify individuals across channels, and also taken anonymous unknown online profiles and make them known individuals.  This will give rise to People Based Marketing, the ability to effectively target consumers online and as an individual which will make online display advertising more effective and efficient.  In our 2016 research we were able to prove that marketers that were practicing People Based Marketing had double the online revenue than those that were not doing this.  We expect to see more rapid adoption of these Madtech tactics and strategies in 2017.
  4. Greater Use of Attribution and Flattening of Silos. One of the top five 2016 email marketer priorities was to increase the utilization of analytics and attribution. We believe that marketers will increase their utilization of attribution which will in part be driven by the utilization of Madtech and People Based Marketing.  Attribution will not only improve the accurate measurement of marketing programs but can also be an instrument to flatten the siloed marketing department. The majority of marketers’ state that their marketing department operates with no common goals and that channels operate independently.  We expect marketing organizations will begin to break down silos to deliver a consistent customer experience in the era of Madtech and People Based Marketing.

If you’d like to hear more of what The Relevancy Group’s CEO David Daniels has to say about 2016 and his 2017 predictions in greater detail listen to Episode 10 of Email Marketing Grave’s Podcast.

Wishing you Happy Holidays and all the best for 2017.

Best,

david

 

 

Web Summit Puts the Arena Rock in Tech: Inside Europe’s Biggest Web Conference

Web Summit Puts the Arena Rock in Tech: Inside Europe’s Biggest Web Conference

Dianna Dilwothby Dianna Dilworth

When you think of the Iberian Peninsula and digital conferences, one town comes to mind: Barcelona, home of the Mobile World Congress. But the government of Portugal didn’t get the memo. Lisbon is hosting the Web Summit this week for the first time (it’s previously been held in Dublin) and 53,000 plus people from 166 countries showed up.

Droves of Portuguese youth stood in lines wrapped around the FIL arena for hours on Monday night and it wasn’t to see Radiohead or Beach House. WebSummit LinesThey were lined up to hear politicians discuss economic policy and the role that technology will play in the future.
The prime minister of Portugal, the president of the United Nations and the mayor of Lisbon were among those that took to the stage to talk about the future role that technology will play in the global economy. (The live stream of the event drew one million viewers, according to conference organizer Paddy Cosgrave, founder/CEO of Web Summit).

The consensus on the stage: governments need to commit to creating the framework that opens the way for innovative technologies to succeed in all aspects of society. The Portuguese government is putting their money where their mouth is: Portuguese Prime Minister António Costa revealed a public fund of 200 million Euros designed to attract the best investors to help Portuguese start-ups become more global.

Web SummitBut tech innovation is not going to come over night in Europe where there are 28 different digital markets due to differing laws, unlike the US where there is one. Resistance to one true digital market is a problem for startups who can’t afford the cost of legal compliance issues against the big tech players, said José Manuel Barroso, Non-executive Chairman, Goldman Sachs International and former Prime Minister of Portugal and former president of the European Commission, arguing that European governments could do more to help.

To inspire European technology entrepreneurs, the conference programmers brought out the tech heavyweights and Hollywood actors. Leaders from Facebook, GE, Tinder, LINE Corporation, Reddit and even Hollywood actor/entrepreneur Joseph Gordon-Levitt
Director, Founder, hitRECord, took to the stage to talk about digital disruption.

Facebook- Web SimmitFacebook CTO Mike Schroepfer opened up the show with the first official keynote on Tuesday morning revealing the social network’s plans for the next 10 years. Facebook’s plans are centered around connectivity (for the 4.1 billion people on the planet that don’t currently have access to the Internet), artificial intelligence and virtual reality. Schroepfer discussed both the challenges and advances of machine learning and why robots are still a long way from being as intelligent as humans. He also showed some pretty impressive advances in virtual reality, like how Oculus and robotics combined are helping people that have lost the ability to walk, reactivate neurons that weren’t damaged so that they can walk again.
When it comes to advertising, leaders from the space discussed that while digital has disrupted transmission, storytelling is still at the core of all good messaging. Facebook CMO Gary Briggs said that while fundamentally you still have to get to the core of what the story is, the number of executions you have to build and how fast you have to build these iterations has changed. He also pointed out that today brands have the ability to target to much narrower audiences stressing the importance of knowing who you are talking to.

Maurice Levy Chairman & CEO, Publicis Groupe concurred that digital has changed the speed with which advertisers must work, and said that data is changing how advertisers understand their audiences. Still, he stressed that machines could never replace human creativity.

Amnesty International’s Secretary General, Salil Shetty, spoke about the importance of privacy Facebookin an ever more connected world. While he praised the advances of technology (the group used drones and crowd sourcing to help expose human rights violations in Darfur and they have also live streamed living conditions of Syrian refugees to help raise money, he also pointed out the dangers lack of privacy presents – dictators running the show and jailed journalists to name a few.

In a debate with Shetty, technologist Robert Scoble (who went glove to glove while outfitted in VR glasses) played devil’s advocate arguing that people will be willing to give up privacy in order to benefit from the bells and whistles that VR has to offer. He says people will be willing to let devices access their LinkedIn page so that you can see who people are on their VR glasses or contacts as you walk by them at a conference or give access to your camera so that you can see guided pathways to the bathrooms with the shortest lines in the baseball stadium and so that your hotdog can be delivered to you.
Whether we’ll be wearing VR gear while riding in self-driving cars to our offices that are half staffed with robots, remains to be seen. The startups that filled the massive halls might influence the direction it goes in, or they might not. What is clear is that Lisbon wants a piece of the tech business and they rolled out the red carpet to prove it. From Web Summit check in desks at the airport and billboards plastered throughout the city to parties in the Barrio Alto (whose hills will give any San Franciscan a run for their money) and packed subways and the news radio in the taxis, one thing was clear: everyone in Lisbon was abuzz about Web Summit.

billboard
“The is not the new Silicon Valley. This is Portugal,” read a billboard outside of the FIL, boasting nationwide broadband 400million Euro for co-investments with business angels and VCs, as well as tax benefits. “We rolled up our sleeves to take businesses global since the 16th century and we’re doing it again.”

Quantifying the Rise of Mobile Apps & The Value of Deep Linking

Quantifying the Rise of Mobile Apps & The Value of Deep Linking

Branch Deep LinkingWritten by Nicholas Einstein, David Daniels

Branch, Mobile Apps, Deep Linking, Email Marketing, Deferred Deep Linking

About: Published in September 2016, This is the first of its kind research on the topic of deep linking and deferred deep linking. We investigate the rise of mobile apps and the necessity for email marketers to utilize new technology to support deep linking to optimize the mobile email experience. The research outlines mobile app adoption by marketers as well as challenges, aspirations and spending on mobile marketing endeavors. The research provides thorough analysis of deep linking for email marketing including adoption and the value and ROI of utilizing tactics to ensure deep linking works properly.

We address these topics:

  • Adoption of mobile app marketing in comparison to other marketing channels
  • Best practices to imporve the mobile app experiences today
  • How to prioritize deep linking investments and justify them through ROI analysis
  • The role of contextual data in the mobile app email marketing experience.
Report Excerpt: 
Respondents to the TRG Summer Executive Survey rated their mobile app among the most effective channels for driving revenue for their business. When asked to “rate the effectiveness of each channel in terms of delivering revenue results for your business,” more than 75 percent rated their app as being highly or somewhat effective. This high rank puts mobile higher than stalwart channels like paid search and direct mail.
The Research: 8 pages, 5 graphics 2663 words.