If you’re a direct or digital marketer, you’re probably no stranger to email marketing. You’re also probably very much aware of the costs associated with using email to reach your customers. Email marketing firms have long relied on email CPM (cost per thousand emails sent) to price the value of their services to the marketing organization. And in a push-based world where one size fits all, CPM did its job. It was simple and based on a critical, and often times flawed assumption: that email volume was directly proportional to effectiveness.
We’ve realized that up until now marketers have been held hostage by email CPM. They are in effect paying to talk to their own customers. After all, CPM is the main cost driver for this industry, and at a time when single channel, push-based marketing was the norm, email CPM worked just fine. But increasingly, it is an anachronism in a world that is rapidly headed towards cross-channel orchestration. I started writing about cross-channel marketing back in 2009 when I led the Customer Intelligence practice at Forrester Research. It’s now been more than four years, and marketers still have way too many hurdles in delivering a truly consistent cross-channel experience. We want to remove the roadblocks and help marketers get there faster.
Today, Adobe announced a new approach that will help marketers embrace cross-channel marketing once and for all. Starting in January, we are changing the way brands will be charged for communicating with their customers. We will no longer rely on email CPM or for that matter any channel messaging costs. Instead of CPM, we will charge based on the customer profiles that marketers have in their database.
No longer will marketers have to worry about email volumes, and associated overages, and penalties related with marketing communications. We want marketers to do whatever is right by their customers. If this means sending them more email then they should be able to do that. But if this means reducing email and amping up mobile and social messages, well that’s fine too. We want marketers to use all the channels at their disposal to deliver compelling, personalized marketing messages, offers, and experiences.
Customer profiles provide invaluable information on end-consumers, including their preferences, behaviors, attitudes, and value. This new approach allows marketers to not only look at whether email is the right vehicle to reach their customers, but to try new channels (social, mobile, etc.) and scale marketing efforts to do what is right for their customers and the business. This is about freedom and flexibility. Essentially, by evaluating multiple channels marketers can pick and choose the mix that best serves their customers and their business objectives.
Only Adobe Campaign offers this flexibility. As a world-class, cross-channel campaign management solution, Adobe Campaign enables marketers to harnesses the intelligence of an integrated customer profile to build meaningful relationships with their customers, deliver relevant offers and messages, and orchestrate great experiences. And Adobe Campaign is the only solution that lets you scale email, direct mail, social, and mobile communications without worrying about your Cost Per Message.
When people talk about green building, they’re usually focused on the environmental impact, such as water, waste and energy efficacy, and aren’t necessarily thinking about how the people working inside or their overall well-being are affected. Today, 68% of Adobe’s square footage is LEED certified — and growing. As a leader in LEED-certified buildings and as a founding partner of the U.S. Green Building Council’s (USGBC) Building Health Initiative, we’re looking to make the connections between green building workplaces and healthier, more collaborative and creative employees.
Our headquarters’ open spaces feature natural light, clean air, and access to views of San Jose, CA.
The goal of the initiative is to raise awareness about the health effects of existing buildings and change the way builders and contractors choose products that are not only better for the environment, but also for our own well-being. As part of the initiative, Adobe has taken the Building Health Challenge – a pledge to promote health and wellness and take actions to catalyze industry change in building healthy places. Our first action is a study that will measure our existing LEED certified workspaces and how they contribute to a more collaborative, creative, innovative and healthy work environment for our employees.
For Adobe, creating “sustainable” workplaces for our employees is a priority. It’s important to us that our employees come to work each day and feel that working here enables their creativity and collaborating with colleagues is easy. We want our employees to view their workplaces as healthy and that they feel good while working. A few examples of this are most visible in our open workspaces:
Natural light is the dominant lighting source.
The air in our buildings is, on average, 10x better than the air outside.
It is easier and more efficient to regulate the temperature in an open workspace so our employees are more comfortable.
Studies by Carnegie Mellon, among others, have demonstrated that productivity in green buildings is .4% to 18% higher than in conventional buildings, due to better lighting, cleaner, fresher air, and greater access to daylight and outside views. And according to the USGBC, a 1% increase in productivity is worth more than the entire cost of utilities for most companies.
We are excited to be a part of this drive towards sustainability and will continue to keep you updated on where our efforts are focused and how we’re progressing.
Most days, I love my job. I am chief IP counsel at one of the most innovative companies on the planet—Adobe. I work with some of smartest people in the world who develop industry-leading technologies for creatives and marketing pros. I also have the privilege of working with leading universities and technology companies to license their IP to help make our products the world-class experiences people expect from Adobe. All of this innovation is protected by intellectual property law, including over three thousand patents and applications, which is what enables Adobe to employ thousands, serve our customers and provide value to our shareholders.
But there is one aspect of my job that is not so fabulous—dealing with patent trolls. My boss, Mike Dillon, has blogged about this scourge (with his usual flair). I was privileged to testify about it before Congress earlier this year, to urge our lawmakers to act, and act now. As a lawyer, and as someone who believes in sticking up for the little guy, I truly believe in the importance of having access to courts to help redress rights. In fact, I am married to a lawyer who has devoted her entire career to helping underprivileged people gain access to the courts, and it is an issue we are both passionate about. But abusive patent litigation is just a cynical practice designed to extort money out of its victims by taking advantage of the high cost of defending patent lawsuits. When put to the test, these patent trolls lose. One study shows that patent trolls’ lawsuits are defeated in court 92% of the time, compared to 60% for other plaintiffs. But in today’s system, they face no consequences for their actions.
That’s why I am excited that help is on the way, thanks to the Innovation Act. The bill was written by Chairman Bob Goodlatte of the House Judiciary Committee, along with a bipartisan group of cosponsors including Reps. Zoe Lofgren, Howard Coble, Peter DeFazio, Lamar Smith, Anna Eshoo, Jason Chaffetz, Spencer Bachus, Tom Marnio, Blake Farenthold, and George Holding. Many Adobe employees live in the districts of Zoe Lofgren, Anna Eshoo, and Jason Chaffetz, and we are particularly grateful for their support of a hometown company.
Adobe supports passage of the Innovation Act. We believe it protects the integrity of the patent system while reining in abusive litigation with the right solutions, especially with its focus on fee shifting. We need to restore balance to this broken system, and the Innovation Act does just that.
Of course, there is more work to do to improve the bill, and we’ll be working with our friends in industry and Congress to help make those improvements going forward. Adobe’s sincere thanks go to Chairman Goodlatte for his leadership and to all the cosponsors and their staffs for understanding the insidious nature of the troll phenomenon and working to fix the problem.
It’s been a busy year for us in digital marketing and our momentum with Adobe Marketing Cloud continues. Today, we’re excited to announce Adobe Mobile services for Adobe Marketing Cloud to help marketers better manage, optimize and monetize their mobile apps. Available today through initial integration with Adobe Analytics and Adobe Target, the new cloud-based Adobe Mobile services offer a series of app-centric capabilities including a new user interface for mobile teams, app experience geotargeting (via GPS), and audience testing to maximize the user experience.
With these new services, we’re offering capabilities that drive ROI across mobile apps and eliminate having to integrate multiple point solutions across operating systems, devices, and app stores. Even better is that developers can rapidly deploy Adobe Mobile services and have customers up and running with apps in minutes. Additional support for solutions that provide mobile capabilities including Adobe Campaign and Adobe Experience Manager is expected in 2014. Check out the website for the latest capabilities Adobe Mobile services can offer – including geo-location targeting, app analytics, app optimization, broad platform support, ease of deployment, and data privacy. Also, Adobe’s Ray Pun discusses the app-centric user interface of Adobe Mobile services in his blog post, “Mobile Marketing Just Got Easier” (part one of a three-part series), and the video demo will let you see things in action.
Additionally, Adobe’s Digital Index team released some new findings around mobile app trends after measuring engagement on apps versus websites for more than 600 brands. Some key takeaways:
Compared to those browsing websites, tablet and smartphone users spend 3-4 times more time with apps – with app usage outpacing mobile web visits by an average of 100 minutes per month
Android apps are used 40% more often than iOS apps, but iOS apps get twice as much ‘time spent’ per month
Banking and investment apps are used 30% more frequently than other apps
The data goes to show that mobile app users are more loyal to brands opposed to those who just visit a brand’s website from their mobile device. Full commentary and findings are available here. And for the latest digital marketing trends and insights, visit the Adobe Digital Index portal on CMO.com.
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V-Ray 2.4 for Maya Update Available: New Features and Improvements
A new V-Ray for Maya service pack is now available for download at the Chaos Group Downloads page. This is a free update for all V-Ray 2.0 for Maya customers. The service pack includes many bug fixes and new features. Important highlights include: V-Ray RT GPU: added a CUDA engine, in addition to OpenCL (requires a Fermi or Kepler card and the newest nVidia drivers); V-Ray RT and V-Ray RT GPU: support for motion blur (transformation and deformation); Added a set for renderable curves (like the object properties, displacement, etc.); VRayDistanceTex for Maya and Standalone. See the full list of features and optimizations in V-Ray 2.4 for Maya.