Adobe Marketing Lectures

Moderatoren: Robert Spies und Verena Seeger Geschäftsleitung "Capitombolo" - Akademie für Präventions- und Kompetenztraining

In dieser Session wird das notwendige Basiswissen vermittelt, um Gefahrensituationen richtig einschätzen zu können und verantwortungsvoll zu helfen, ohne sich dabei selbst in Gefahr zu bringen. Der Workshop geht auf Täterstrategien ein, Hemmfaktoren, Blockaden und Ängste sowie auf die neuesten Forschungsergebnisse zu Gegenwehrverhalten.
Ziele dieser Veranstaltung sind:

• Gefahrensituationen erkennen und richtig einschätzen
• Steigerung des Kompetenzgefühls
• Selbstbewusstes und sicheres Auftreten in Konfliktsituationen
• Professionelle Hilfe leisten ohne Eigengefährdung
• Förderung von Flexibilität und Kreativität
• Umsetzung einer konstruktiven Streit- und Konfliktkultur, um einer Eskalation vorzubeugen

Über Capitombolo

Die Capitombolo GbR ist eine private Akademie für Präventions- und Kompetenztraining. Das Team setzt sich u. a. aus Polizei- bzw. Kriminalbeamten, Psychologen, Erziehungswissenschaftlern und Pädagogen zusammen. Capitombolo bietet Selbstbehauptungskurse für Kinder und Schüler ab dem Kindergarten bis zu weiterführenden Schulen an. Erwachsene finden u. a. Kurse zur Stärkung der Zivilcourage und Elternkurse zur Unterstützung der Erziehungsarbeit.

• Teilnehmen

Using on-site data to drive greater marketing performance

Speaker: Neil Morgan (VP, EMEA Marketing & Channels)

In this session Neil will overview how the marketing team at Omniture use their own optimisation technology to drive their B2B digital marketing campaigns.
Topics to be covered include:

• The opportunity provided by on-site data
• How to build an actionable online profile
• Testing alternative creatives to maximise conversion
• Optimising campaigns with on-site data

About Neil Morgan

Neil Morgan leads marketing for Europe, Middle East and Africa at Omniture, an Adobe company, and the leading provider of online business optimization software. A career marketer in enterprise software, he has spent 20 years across all marketing disciplines including product management, product marketing, channel marketing, public relations, analyst relations, and strategic marketing management. For the past ten years Neil has been involved in working with customers on customer facing systems from CRM to digital marketing. Prior to Omniture, Morgan led the marketing team at Siebel Systems, responsible for marketing to all sectors across Europe, Middle East and Africa.

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• View presentation (PDF, 4.7M)

The World Wide Computer or The Cloud

As a result of a survey amongst actual and potential participants about the timing of this lecture we will give the lecture at lunchtime starting from now on. Listening to the potentials convinced us that the timing was a reason for not attending so far. Please use this new opportunity and join us for this lecture!

Toni Kaufmann shows the past epochs in IT and explains why we are at the brink of the cloud era. He outlines the evolution in the internet from Web 1.0 to Web 2.0 and precursors of Web 3.0. These fast evolutions effect our society if nothing else.

In the beginning every technology is the future and in the end will be outdated. Toni shows the phases of Technologies and which indications point to an assertion of that Technology.

About Toni Kaufmann

Toni Kaufmann is the CEO of e-nvention ag. He studied Electrical Engineering at the FH Lucerne and Computer Science at the ETH in Zurich. Beside leading the company, Toni still loves architecting and coding new software solutions.

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• View presentation (PDF, 6.1M)

Imagine you could rejuvenate your company. How much would that be worth to you?

Dr. Willms Buhse explains the new paradigm for enterprises in dynamic and complex markets and is looking beyond technology. He describes how enterprises can increase their collective intelligence with methods like OpenSpaces and OpenInnovation. And more important, their impact on communication and leadership – based on “the art of letting go”. Recently he conducted management workshops and established Digital Natives as change agents.

So why should you care? Because this new paradigm will change the way we manage marketing.

About Dr. Willms Buhse

Willms Buhse is a recognized expert on Enterprise 2.0 and founder of the network agency doubleYUU with customers such as Alcatel-Lucent, Deutsche Telekom, IBM or NEC Electronics. He has published five books, including the management book “Enterprise 2.0 – the art of letting go”. Before doubleYUU, Buhse gained 20 years sales & marketing experience at enterprises like the top-management consultancy Roland Berger, at the media house Bertelsmann and at Deutsche Telekom’s internet venture CoreMedia. After several years abroad, including Madrid and New York, Buhse now resides in Hamburg, Germany.

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Gravity is the major success factor in the web.

Thomas H. Kaspar explains a new model of building aggregators for websites and brands in the Internet. He provides answers to some questions and hopefully some more. How important is unique content? What is a good data model for the web? What is the difference in publishing content between print and online? He will also look at SEO, SEM and semantic aggregation and why should you invest in them.

He will highlight how you can attract multipliers and ways to bind them. Focus will be placed on the difference between user generated content and user generated feedback and whether or not it is possible to build premium content and products together with users; and stressing the difference between relevance and reach?

Ok you're big, but how can you use this power for brand expansion, line extensions and some new planets around the sun in your galaxy?

About Thomas H. Kaspar

Thomas H. Kaspar has developed the community based sites Download.CHIP.eu** and Download.CHIP.asia***. He is responsible for a user base with more than one million registered users. He has also developed certain sites for metaweb and aggregators for communities. Active in the academic field, he is currently lecturing on web development, usability and community management.

**Available in the UK, Germany, Italy, the Netherlands, Russia, Turkey, Hungary, Poland, Romania and the Czech Republic
***Available in China and India

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Cloud Computing is all about "Services on the Web". Why is this hot topic relevant for marketing?

• What is it anyway or may it be?
• What part of it is important for marketing?
• What does this mean for Adobe?

Eric Schmidt, Google CEO: "Cloud computing and advertising go hand-in-hand".
Experts: Amazon will make much more money with cloud computing than with its sales platform.

By any terms cloud computing will change the IT industry. We will take a first look at how it will change marketing too.

Michael Domsalla is owner of KMTO, agency for communication & technology and is well known for his experiences in digital marketing. He was responsible for many successful national and international projects and knows the corporate side as well as the agency side of business.

Former clients are Zapf Creation, Karstadt AG or HypoVereinsbank. Domsalla is lecturer at the private university of applied science, Bielefeld and the german dialog marketing academy, Hamburg. He is founding member of the consortium of social media.

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2 0 0 9 - a huge opportunity for marketing talents

Regina puts the current crisis in perspective and takes us on a journey – looking at this as a huge opportunity for talents. She will be referring to several projects she has created and successfully delivered in her previous marketing jobs within the IT industry.

Project by project she will be covering challenges as entering new markets without budgets, bringing innovational ideas into marketing teams, creating a pool of Think Tanks, building C-level relationships all the way up to Bill Gates. In addition she will be reflecting the Obama election campaign as an outstanding marketing campaign. Its all about making a change in the economical situation we are in while thinking different, act different and therefore create additional attention and awareness.

Regina Mehler is Marketing Director Central & Eastern Europe, Middle East and Africa at Adobe Systems. She has 20+ years of marketing management experience in the IT industry and she has gathered a broad expertise in the opening of new markets in Russia and Eastern Europe. She focuses on brand awareness as a key success factor for marketing programs, has experiences in building C-level networks as well as proven marketing success by marketing efficiency measuring.

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CV Dr. Robert Mayer Uellner (PDF,  32K)

Dr. Robert Mayer-Uellner, graduate in communication and business studies, joined iCrossing GmbH (former 3GNet) in 2007. As Head of Business Development, he is responsible for consulting, research and internal process optimization. Before, he worked as innovation- and service management consultant for k.newvision and as managing director of a machine factory. As an experienced speaker, adjacent to workshops and in-house presentations, he often lectures about current online marketing topics such as "Emotional Key wording" or Strategies and Best Practices in online Performance Marketing.

Online performance marketing includes different sales channel like search engine marketing (SEM), search engine optimization (SEO), affiliate marketing or display marketing. All activities within these channels are strongly performance orientated, driven by generating of sales, registrations, clicks or other quantified targets. Based on the actual Adobe performance within these channels the speech gives an overview about typical optimization levers, best practice examples and competitor activities. In doing so the following chapters are covered:

Overview Online Marketing Mix – is introducing main terminologies in online performance marketing based on a typical Adobe sales funnel

Status Quo in SEM – shows optimization levers concerning keywords, text ads, landing pages and deep linking at actual Adobe campaigns

Adobe and SEO – includes an SEO quick check of the actual Adobe website

Competitor analysis in Affiliate Marketing – shows competitor activities within different affiliate networks

Adobe in Social – gives a slightly introduction into Social Media Marketing as new channel within the Online Marketing Mix

Management Summary – recapitulates the previous chapters

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• View presentation (PDF, 4.3M)

CV Michael Westphal (PDF,  52K)

Michael Westphal, founder and CEO of TV1.EU presents the newest trends around Online Video and Web TV. Furthermore he demonstrates on the example of popular brands how companies successfully use online videos and therefore generate extra revenue.

Michael Westphal (born 1965 in Munich) graduated in 2003 from School of Management and Innovation in Berlin as Master of Business Administration in Media Management. Already in 1987 he took a first step as a self-employed manager when he founded the air-travel business HuckePack. At the same time he was also founder and CEO of the Munich based business MultiMedia 2000 where he developed the tourist reservations system Columbus. In 1992 he assumed his first position working in the media, as a presenter at Radio Gong 96,3 in Munich. Until 1997 he expanded his media experience: He worked as an editor and presenter at tv münchen, then until 1994 as a reporter for RTL, and finally as chief editor and presenter at ARD where he was responsible for the development and introduction of new formats.

In 1997 Michael Westphal founded the corporation TV1.DE, where he acts as CEO until today. Under his direction the business became the leading provider of IPTV and internet-based media services. Through IPTV - digital television delivered through the internet - TV1.DE enables businesses to run their own TV-stations on the internet while actively involving users, for example through advertising.

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CV Prof. Jo Gröbel (PDF,  17K)

Prof. Gröbel will speak about user perspectives. Different aspects are involved, such as collective information behavior and the dissociation from media carriers. Also the anticipation to find anything anywhere at any time and the dominance of mobile communication have an impact on how we deal with communication and information.

Professor Jo Gröbel is one of the best known media psychologists in Germany. Along with his position as director of the German Digital Institute in Berlin he is a guest professor at Amsterdam University. He also taught at the University of Utrecht, at UCLA, and the Business school St. Gallen. Furthermore he initiated research projects about TV and Internet plus a number of other projects with the Harvard Law School, Columbia, Yale and Cambridge. He heads the UNESCO Global Study on Children and the Media.

During his time as a consultant he advised the Dutch government, heads of state like Bill Clinton, Richard von Weizsäcker, Gerhard Schröder and Angela Merkel, as well as big companies such as Bertelsmann, ING Group and Deutsche Telekom. Professor Jo Gröbel has published around 30 books, his current book "Mobile Media: Content and Services for wireless Communications" is about the growth of mobile media in the past few years, a topic he will also address in his lecture at Adobe.

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What are social communities?

The difference between video sharing, social and professional networking platforms and communities is the involvement of the users.

Who’s using social communities?

The classic target definitions are not specific enough to describe the web 2.0 users. More than 40 percent of active users are keen on communication with others, independent of age, gender, education or similar criteria. But there are big differences between these users, described as the longing one, the sensitive one, the keen thinker and the independent one.

How can companies implement advertising in social media?

Marketers should start a conversation. To build up publicity and image they should interact and communicate – even if there are no general benchmarks or criteria to measure successful social media campaigns, i.e. a currency like pay-for-conversation.

Elements for the successful creation of a community

• The understanding for the customer as conversational partner
• Implementation of technical means of interaction
• Knowledge about motivation and need of the target group
• Using relevant communication drivers
• Community culture and the chance to make a career within the community

• View podcast (June 2008)