Adobe Symposium 2017

23-24 May, 2017 | Sydney Opera House | #AdobeSymp

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Marketing to the People You Know

Having someone’s contact details is not just an opportunity but also a responsibility. Whether they are a customer, fan or prospective customer, there is no excuse for interrupting them unless our message is relevant – given everything they have shared about themselves. This track is about understanding your known audience so well that you can orchestrate outbound communication in a way that bridges marketing and customer experience.

Session 2:
Deep Dive on E-Mail, Messaging Apps & Beyond

Too many marketers abuse the workhorse of outbound marketing. Hear how brands are going beyond batch and blast email campaigns to instead focus on improving the customer experience by giving emails the effort and attention given to the rest of their marketing activities. Learn about communicating beyond email via the latest messaging apps and bots.

For email, direct and database marketers.


Wednesday, 24 May

Marketing to the People You Know Breakout – 3.00pm–4.20pm
Scaling Content Marketing to the Customer - Nicole Flinton, BUPA
Attributing e-mail the right way - are we under or over-estimating its effectiveness?
Westpac NZ’s - Valuing Customers to Achieve a Double Figure ROMI
* Agenda is subject to change

Content Velocity

Presented by:
Michael Stoddart, Director, Adobe Digital Media, Adobe APAC
Bringing creatives and marketers closer together for experiences that break through.
Attributing e-mail the right way - are we under or over-estimating its effectiveness?

Presented by:
Lisa Marchant, Head of Data Activation, NAB
NAB has a strategic imperative to focus on delivering communications that enable a focus on the customer and their financial services journey as opposed to a traditional campaign push. This requires us to understand our customers better than before, scaling communications, personalisation and digitisation.

We have used a fail fast methodology and agile principles to fast track impact and iterate learnings, with an initial focus on building email capability.

This session will focus on NAB’s journey to date, and some of our wins and challenges experienced along the way.
A Digital Hub for Australia's Heartland

Presented by:
Charlie Thomas, General Manager for Digital and Industry Partnerships, National Farmers' Federation
Jack Stevenson, Senior Manager, Accenture Digital
Australian Farmers is a transformative digital hub built to unite the Australian agricultural industry. The platform will deliver the most up-to-date food and agribusiness news, weather and market information and amplify the voices of Australian agriculture with campaigns and live policy development, this will grow over time to integrate cutting-edge digital agriculture tools.
Westpac NZ’s - Valuing Customers to Achieve a Double Figure ROMI

Presented by:
Tracy Smithers, Westpac NZ
Westpac NZ’s First 100 Days programme takes a fresh approach to conventional onboarding campaigns. It is shaped entirely around individual customers’ behaviour; recognising each action they take, prompting them on the next step and providing personalised support whenever they need it. Addressing all major customer pain points, the non-linear contact strategy exemplifies what being as Experience Business is by being fully adaptive to give customers exactly what they need, when they need it.

In stark contrast to standard onboarding programmes, the multi-channel strategy for The First 100 Days programme is built entirely around a digitally-led, human-backed approach – it includes email, SMS, DM and outbound calling, with each of these channels offering different benefits for engaging with customers and delivering different behavioural or emotional outcomes.

Westpac’s Tracy Smithers will walk you through the key elements of the First 100 Days programme, as well as discuss the results to date, which include a dramatic reduction in churn; an impressive uplift in additional financial needs met; customer satisfaction scores increase to above 9 out of 10; a double figure ROMI; best of all, customers feel valued: “In this big world, I felt like I mattered”.

Pre-Conference Training
Join us for pre-conference training at Adobe Symposium, upskill and continue to move forward in your career.