A deep dive into Adobe's Metrics not Myths campaign.
This is my inaugural column so let me set the tone for all future articles. I will dedicate this column to the promotion and advocacy of a data-driven marketing methodology. As I wrote on my Adobe blog, "I like to think the future of digital marketing lies in the intelligent use of data and the ability to inspire desired digital behavior based on an unparalleled understanding of content, channels and the target audience."
In October, Adobe relaunched its digital marketing solutions under the Marketing Cloud brand name. Along with this launch, we also began a fully integrated digital campaign to increase awareness and demand for the solution. The "Metrics Not Myths" campaign was launched to dispel the perception that marketing is a bunch of B.S. and that its value could not be established in numbers. We set goals for ourselves on multiple terms – overall awareness, media and social sentiment, social engagement, community growth, website traffic, and conversion.
Results within 1 week:
Results after 3 weeks:
Results after a month:
I have run through a lot of metrics and numbers and I hope they've been succinct and self-explanatory. We have since then tracked our conversion of visitors to leads and the overall conversion has been 45 percent better than our pre-campaign period. Lots of useful data, analyzed correctly, and the analyses used to make the right marketing decisions can result in a successful campaign. And Adobe's recent campaign was an attempt to prove just that!
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Parth heads the marketing team at Jifflenow and brings in considerable experience in the tech marketing space for products as well as services. In this capacity, he manages brand and marketing strategy, investments, campaigns, and product evangelism. Prior to joining Jifflenow, Parth was senior product marketer at ad tech startup, Vizury and he has also worked at Adobe , Cognizant, and Infosys. Parth holds an MBA in Marketing from XLRI and a Bachelors degree in Engineering from IIT Kanpur in India. He can be found on Twitter @parthsm and LinkedIn.
Hong Kong, May 5-6, 2015
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