With the premise that marketers do not get a lot of love and with the objective to promote both digital marketing products and analytics tools, Adobe is trying to set things straight with the “Metrics Not Myths” campaign. It began in October 2012 with a blog post by Adobe CMO Ann Lewnes in which she cited a recent study by The Fournaise Marketing Group that found more than 70% of CEOs believe marketers are disconnected from business results. She called this “nonsense” and spelled out some other myths: “You can’t prove advertising really works.” “Marketing is all gut, there’s no science to it.” “The marketing department is a cost center, not a revenue driver. Marketing is BS.”
Lewnes countered by saying, “marketing’s impact can be measured. Creativity and data can work beautifully together. We’re willing to prove it.” Adobe is on a mission led by a few hundred people in PR, product marketing, social marketing, and at agencies, Goodby Silverstein and Edelman Digital.
(Ann Lewnes)
Matt Rozen, group manager, corporate social media, said Adobe wanted “to elevate the role of the marketer in today’s business world” through a large scale campaign across paid, owned, and earned media. To start conversations around “Marketing is BS, that’s Baloney,” Adobe turned to video and social networks with a large dose of humor.
(Screen shot from video mentioned above)
Paid Digital and Print Media
Social media cross-promotion span(s or spanned) YouTube, Twitter, Facebook, and LinkedIn. Ads appeared in high traffic news and video sites such as CNN, Hulu, Mashable, and The Onion. Print editions of the New York Times and Wall Street Journal carried “Metrics Not Myths” ads.
Video Drives Owned Media
Video attracted the most interest with a click through rate four times that of any other media. Rozen said, “while video accounted for 10% of total campaign impressions, it drove a whopping 50% of traffic to our website.”
One short video produced for the 2013 Super Bowl, but available only online, led All Things D to proclaim: The Adobe Super Bowl Ad CBS Doesn’t Want You to See
Earned Media for Traffic and Conversation
Social media led Adobe’s efforts to create awareness, spur conversation, and generate traffic to websites with more content. The main traffic drivers were @adobemarketingcloud and the Adobe Marketing Cloud Facebook page helped by LinkedIn.
“Metrics Not Myths” Insights
“Twitter (#metricsnotmyths) is a great channel for marketers as it’s an ideal platform for the interaction between paid and organic,” explained Rozen. “Paying for promoted Tweets or promoting a campaign only works when you mix in organic content of interest to the community.” Without that mix, he said, a marketing program risks “losing followers gained from paid efforts or promoted tweets, and links to them could be perceived as spam.”
( Matt Rozen)
Rozen emphasized the importance of video with more than 60 million impressions, he added, “good video is a great way to quickly and simply bottle up a feeling or create an emotional response.
Adobe found that Facebook was not as strong a performer as the team originally thought it would be given its large user population, but Rozen felt “marketers just don’t seem to be going to Facebook to talk about marketing.”
Adobe built the “ultimate” case study, a web site around its “Metrics Not Myths” campaign, which leveraged Adobe Marketing Cloud to showcase sider details about how well the campaign was running.
(click image below to visit case study site)
The case study site has proven to be the best closer for the campaign with the highest revenue visits at about $49 extra per click.
Rozen told IDG Knowledge Hub that the campaign will continue through the second half of 2013 with a big push in the social sphere. The team will focus on reaching senior marketers through CMO.com, and galvanize marketing experts via a new community hub that will provide expertise to debunk myths, expose new ideas, and showcase their success.
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