Experience Marketing Takes Adobe Summit by Storm
Kate McKinnon, Penn & Teller, Peyton Manning, OneRepublic, Ryan Gosling, and Death Cab for Cutie all walk into a casino… No, this isn’t the start of some terrible joke you might hear at 1 a.m. while playing poker at the Venetian in Vegas. This was the all-star lineup that was brought to 2017’s Adobe Summit. So, what do these celebrities have in common with Digital Marketing?
Digital Marketing is all about experience. This was the common theme at Adobe Summit. Adobe brought this cast of amazing Hollywood and sports superstars together because they are all experts at creating amazing experiences.
Some of the themes from this year’s Adobe Summit were:
Experiences built for the physical world: Do you like creepy marketing? Because Adobe does! Adobe announced they are developing a product for their Experience Cloud that can not only dynamically serve creative to an individual in a physical space (think digital poster on the side of a bus stop), but also have that ad be specific to the individual based on defining physical attributes such as their age, gender and other characteristics. In addition to enhancements to targeting in the physical world, Adobe also unveiled some product enhancements that allow marketers to both improve the user experience while improving their own ROI. This included enhancements to dynamic and personalized marketing within the Adobe Marketing Cloud, enhanced data automation within the Adobe Analytics Cloud, and additional features and functionality to be added within the Adobe Advertising Cloud.
One-stop shop for all things marketing: Adobe is quickly becoming the Costco of Digital Marketing, with everything from your tire service (Adobe Advertising Cloud), to your pharmacy (Adobe Analytics Cloud), to your everyday bulk grocery needs covered (Adobe Marketing Cloud). With the acquisition of TubeMogul, Adobe is now allowing advertisers to target consumers not just in the digital space, but they have extended that into linear TV, allowing advertisers to overlay first-party data from Adobe Audience Manager and other Adobe Marketing Cloud tools as they plan and buy their television campaigns.
Overall, the internet is shrinking: Adobe knows a lot about you. As if it was not evidence enough by their sharing a fiber-optics network with the freaking NSA, Adobe is also leveraging the trillions of data points to which they have access to tell us how people are behaving online. Adobe shared that they have seen a 0.4% decline in overall total internet traffic. This is making the internet a very competitive space, as advertisers fight to drive more traffic to their sites and acquire more customers, and steal that traffic from other advertisers. A leading cause in the decline is that user experience is improving, causing there to be less need to consume as much content or visit as many sites. Another cause is the shift from a desktop to a mobile experience. This shift has not always been incremental in terms of the volume of potential traffic, but rather people are simply shifting from one device to another.
Media inflation is a real thing: Due to inflation, the average cost of a cup of coffee in Russia is $8.30. Or, in other words, they now have Starbucks in Russia! The overall worldwide inflation rate is at 2%; however, digital advertising inflation is far exceeding that. In 2017, thus far, advertisers have spent 42% more to garner just 11% more traffic. This holds true across other digital channels as well. Mobile search CPMs are up 11% and digital video CPMs are up 30%. The lone holdout is display, which is seeing an overall decline in CPM as dollars shift to higher-impact digital tactics such as social, native, video and search.
“Mobile, mobile, mobile!”: Mobile marketing continues to be the Marsha Brady of digital and experiential marketing in general. Many industry experts spoke to how not only is mobile the last transformation marketers needed to make, but it’s also the next transformation. T-Mobile SVP of Digital Nick Drake spoke about how they are aiming, as a mobile company, to make the mobile experience the best experience. With new enhancements to customer service such as text support, T-Mobile Tuesdays and more, it’s their primary goal to make it as easy as possible for their customers to do business with them. Facebook VP of Partnerships David Fisher reiterated this point. When asked what marketers should be looking toward, he said he feels the mobile transformation is not done yet. “Mobile isn’t the small screen. It may not be the big screen, but it is the [consumer’s] main screen,” said Fisher.