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Managing Customer Experience in Multichannel Environments

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Customers are shopping everywhere today – at home, on the subway, anywhere they feel like doing it. How can you make the most of your customers' interaction to give them the best possible experience …

Customers are shopping everywhere today – at home, on the subway, anywhere they feel like doing it. How can you make the most of your customers' interaction to give them the best possible experience on your shopping site regardless if it's in a browser, on a mobile phone or on a tablet?

Rob in der Maur, Digital Marketing Specialist, Adobe

Published in: Marketing

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  • 1. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 2. Managing Customer Experience in Multichannel Environments Rob In der Maur Digital Marketing Specialist Adobe Hoogoorddreef 54a Amsterdam, Netherlands T +31 20 65 11 200 M +31 646 32 42 49 rmaur@adobe.com Twitter: @ridmaur © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 3. The World is Changing Move to Mobile & Tablets © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 4. Pope John-Paul II - 2005 © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 5. Pope Francis - 2013 © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 6. The World is Changing Move to Mobile & Tablets © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The Internet of Things
  • 7. LET’S BE THIS AWESOME © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 8. The World is Changing Move to Mobile & Tablets © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The Internet of Things Making Everything Digital
  • 9. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9
  • 10. DIGITAL DISTRESS © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 11. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Copyright – Luma Partners
  • 12. NEXT STEPS Competition is © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 13. Site visitors who do not convert © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 14. how did we get here? © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 15. We began with catalogues,… …which allowed us to tell a story, make a connection, and inspire a purchase. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 15
  • 16. 1999 But when we launched the web, we started with boring database driven stores… © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. …which focused on •  a home page, •  category pages, •  product detail pages, and •  the shopping cart paradigm. 16
  • 17. Over time, marketers wanted more and began building their own sites. Landing pages. Microsites. Mobile sites. Tablet sites. Apps. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17
  • 18. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 19. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 20. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 21. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 22. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 23. END OF AN ERA © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 24. Meet “The New Marketer” © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 25. WELCOME TO THE ERA OF DIGITAL Sushi Albert @AdobeMktgCloud Sue Child 3,343, 4,453 T-Mobile 4 Ave rth Fo Samsung Galaxy S4 © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2n 21 st Av e th Av e 10 r th AT&T VERIZON LTE 4G Pier 83 Fo Lululemon Athletica is fantastic. Felix | College Professor Jerry | Stock Broker dA ve St 21 th 10 Jen | Gym Instructor Iphone 4s Age 30 Fred Leger st Av e 2n Pier 83 St Elisa Sanchez dA ve Chris Manchester Age 40 Nokia Lumia 520
  • 26. Changing the world through digital experiences © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 27. Art + Science © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 28. Art + Science Creative Cloud © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Marketing Cloud
  • 29. Ideation © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Creation Analysis Personalization
  • 30. Best Real-Time Consumer Experience LISTEN PREDICT ASSEMBLE 300 MILLISECONDS © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. DELIVER
  • 31. ADOBE MARKETING CLOUD Adobe Campaign Adobe Media Optimizer Adobe Social Adobe Experience Manager © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Target Adobe Analytics
  • 32. Adobe Social Next Gen Buzz Monitoring Social Campaign Attribution to Business Results Predictive Publishing © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 33. Adobe Media Optimizer Portfolio Optimization & Rules Based Bidding One Price, Multiple Channels Twitter API © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 34. Adobe Target A/B/N Testing Multi-variate Testing One-Click Automated Targeting Recommendations © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 35. Adobe Experience Manager Dynamic Personalized Experiences Cross device, Responsive design Connected to the Marketing Cloud © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 36. Adobe Campaign Cross-channel marketing Connects Marketing Cloud to your CRM Enables Anonymous to Known Marketing © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 37. Adobe Analytics Full marketing analytics made actionable with data connected to marketing & business systems © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 38. Adobe Leadership in Digital Marketing Web Content Management Social Media Management Cross-Channel Campaign Management Data Management Platforms TOTAL QUADRANT DOMINATION Web Analytics © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Web Content Management For Digital Customer Experience Online Testing
  • 39. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. MARKETING CLOUD ARCHITECTURE
  • 40. Adobe Marketing Cloud: Cross-Solution Experience & Shared Services Manage Deploy Engage Convert Attract & Acquire Platform Connect & Optimize © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Content Data Report & Analyze
  • 41. Adobe Marketing Cloud: What is a Marketing Cloud? Attract & Acquire Engage & Convert Report & Analyze Adobe Experience Manager Adobe Social Adobe Target Adobe Media Optimizer Adobe Campaign Content Campaigns Context Assets Channels Audiences Creative Cloud © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Analytics Profile, Data & Content Content Data Shared Capabilities Data Data Exchange
  • 42. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 42
  • 43. Integration Approaches E-Comm Engine CMS CMS E-Comm Engine E-Comm Engine Benefits •  Simpler infrastructure •  Single tool for IT and merchants •  Improved content change ability by business stakeholders •  Gain benefits of CMS workflows •  Business owner drives customer experience •  Ultimately flexibility to tailor rich media site designs across devices Challenges •  High cost to change front-end typically requiring developers •  Changes require significant regression testing © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. •  Business still limited on affecting change to customer experiences •  CMS feature set limited to content data store •  Initial integration effort greater
  • 44. Experience-Driven Architecture onsistent Business Managed Customer Experience Shopping | Blogs | Forums | Customer Service | etc. Other… Actionable Insights Across Experience Product Catalogue | Cart & Checkout | Order Management | Customer Service © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. All marketing experiences can be shoppable §  Accelerated time to market for brand and design changes •  Adobe Marketing Brand Site eStore Cloud Mobile §  Single digital asset management
  • 45. Adobe Marketing Cloud: What is a Marketing Cloud? Attract & Acquire Engage & Convert Report & Analyze Adobe Experience Manager Adobe Social Adobe Target Adobe Media Optimizer Adobe Analytics Adobe Campaign Content Campaigns Context Data Assets Channels Audiences Data Creative Cloud © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Profile, Data & Content Content Data Data Exchange
  • 46. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 46
  • 47. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 48. experience driven commerce transact anywhere on any device with relevant, personalized, socially engaged immersive experiences, that are current and tell a story with rich media, and have measured success. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 49. ANALYTICS SOCIAL OPTIMIZING EXPERIENCE TESTING © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 50. New Cross-product Interface & Campaign Collaboration: marketing.adobe.com 1 2 3 … 5 … 6 50 Single Sign-on access across Marketing Cloud Solutions Sharing and collaboration of select data and reporting across Marketing Cloud solutions 4 © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. New Marketing Cloud & Solution branding and design …
  • 51. ANALYTICS SOCIAL OPTIMIZING EXPERIENCE TESTING © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 52. 2014 NERDS UNITE © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 53. THANK YOU @ridmaur © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 54. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.