SlideShare a Scribd company logo
1 of 44
Download to read offline
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Connected Experiences: From Websites to Wearables to Wherever
Adobe Summit
Rebecca Lieb
Industry Analyst, Altimeter Group
March 10, 2015
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Digital is everywhere.
And will soon be everything.
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Harnessing digital connections to foster
deeper human connections
is the highest opportunity of bridging the
digital & physical worlds
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
AGENDA
• Trends driving connected experiences
• What binds connected experiences?
• Risks and rewards
• Takeaways –fundamentals of connected experiences
• A peek over the horizon
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
From mainframes to ubiquitous computing…
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
What the Internet of Things enables is a far deeper ‘conversation’ between all
elements of brand experience – now including objects
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Mobile ignites this trend, but it transcends mobile into other physical objects
8
Source: Acquity Group 2014
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Smart devices
are transforming
how we access
and use the
Internet
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Differentiation between
channels is eroding for
consumers.
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Second screen
activities have
transformed how
people watch TV
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Rise of streaming video spurs millions to ‘cut the cord’ (and its costs)
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Channel preferences vary widely, based on a myriad of factors
13
Preferences vary based
on consumer’s unique…
• Needs/pain points
• Place
• Time
• Behavior
• History
• Culture
• Exposure to technology
• Influences, etc.
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14
But what ties so many
disparate touchpoints
together?
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The glue that binds
Consistency Context
Content
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
What ties so many disparate touchpoints together?
16
Content is the unifying element of
how brands manifest across all
touchpoints. Content is the atomic
particle of all brand interactions, on
all channels, platforms, and devices,
online or offline.
CONTENT
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17
What ties so many disparate touchpoints together?
Context is the antidote to endless, noisy
media proliferation. Data helps companies
better understand customer context down
to the individual level, including (but not
limited to) personal, location, historical,
behavioral, cultural, social, technological,
and beyond.
CONTEXT
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 18
What ties so many disparate touchpoints together?
Consistency in brand tone,
outreach, response, presence, and
culture. Expanding touchpoints
allows brands to pervade
consumers’ lives by providing timely
content, services, and utility
CONSISTENCY
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Home Depot ties dot.com shopping cart to in-store experience
19
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The bottle becomes the medium
By adding unique QR codes to bottles of Johnny
Walker, Diageo bridged in-store and social
experience via mobile. Individuals opt into the
campaign’s Facebook app, and Diageo creates a
unique personalize-able video to commemorate
Father’s Day.
Diageo connects bottle to smartphone to social for a personalized
Father’s Day experience
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Results
• 72% sales increase in 2 weeks before Father’s
Day
• Earned media impact 5X investment
• 100k increase in Facebook fans
• Global PR and industry coverage
• Permission-based opt-ins to CRM program, loyalty
program expanded
• 100,000 unique QR downloads
• Program expanded to 6 countries
• Increased loyalty, loyalty rewards
• Enabled mobile targeting linked to specific QR
code
• Increased supply-chain efficiencies
Cross-channel campaign drives earned media, sales & supply chain efficiency
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
MGM Resorts serves up recommendations based on guests’ location, interests
MGM Resorts sends notifications for nearby restaurants,
shopping, show deals, coupons, etc., via guests’
smartphones, based on geo-location, loyalty member
status, and preferences.
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Navdy is a heads up display system for drivers– relevant content only!
23
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The rise of mobile-free connected products will depend on new form
factors for content
24
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Risks & Rewards
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Harnessing digital connections to foster
deeper human connections
is the highest opportunity of bridging the
digital & physical worlds
Rewards
For brand and consumer alike…
• Increased relevance and context
• Greater visibility
• Greater utility (‘brands as service partners’)
• Happier, more engaged customers
• Data informs optimization opportunities (across customer and
product lifecycles)
• Increased loyalty
• Improved conversion, business results
• Market differentiation
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The ‘Phygital’ world generates
scores of new opportunities…
but it is not without risks
Risks
• Attribution Impact
• Losing customers along their journeys
• Regarding mobile as a secondary channel
• Advertising-only mentality
• Annoying or creeping out customers > opt-out
• Higher possibility of friction in ‘offline’ contexts
• Under-use of content and brand assets
• Negative impact on brand sentiment/experience
• Ineffective (or unethical) use of data
• Wasted investments
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The risk we often overlook…
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Key Takeaways
Key Takeaways
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 34
Key Takeaways
Five steps companies must take to prepare:
1. Foster a culture of content
2. Orchestrate across teams, internal and external
3. Plan and prioritize for digital transformation
4. Plan for media convergence
5. Plan for technology integration
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
1. Foster a culture of content
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
2. Orchestrate across teams– internal and external
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
3. Plan and prioritize for digital transformation
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
4. Plan for media convergence
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
5. Plan for tool and
technology integration,
eventually convergence
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Looking ahead
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Use cases in IoT
represent ways
brands can use
sensors to create
mutual value
between brand
and consumer
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 42
Rebecca Lieb
Industry Analyst with Altimeter Group
rebecca@rebeccalieb.com
@lieblink
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
adobe.com/go/summit2014portal
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 44
Q&A
Rebecca Lieb
Twitter: @lieblink
rebecca@altimetergroup.com

More Related Content

What's hot

Building Award-Winning Online Destinations
Building Award-Winning Online DestinationsBuilding Award-Winning Online Destinations
Building Award-Winning Online DestinationsRegalix
 
eMarketer Webinar: Marketing Technology—Nine Important Trends for Brands and ...
eMarketer Webinar: Marketing Technology—Nine Important Trends for Brands and ...eMarketer Webinar: Marketing Technology—Nine Important Trends for Brands and ...
eMarketer Webinar: Marketing Technology—Nine Important Trends for Brands and ...eMarketer
 
B2B Mobile Marketing:10-Step Starter Guide for Integrating Mobile Into The B2...
B2B Mobile Marketing:10-Step Starter Guide for Integrating Mobile Into The B2...B2B Mobile Marketing:10-Step Starter Guide for Integrating Mobile Into The B2...
B2B Mobile Marketing:10-Step Starter Guide for Integrating Mobile Into The B2...Christina "CK" Kerley
 
E marketer webinar_cross-device_targeting_challenges_near-term_possibilities
E marketer webinar_cross-device_targeting_challenges_near-term_possibilitiesE marketer webinar_cross-device_targeting_challenges_near-term_possibilities
E marketer webinar_cross-device_targeting_challenges_near-term_possibilitieseMarketer
 
5 Tips to Create Successful Content in the COVID-19 | GMA Webinars
5 Tips to Create Successful Content in the COVID-19 | GMA Webinars5 Tips to Create Successful Content in the COVID-19 | GMA Webinars
5 Tips to Create Successful Content in the COVID-19 | GMA WebinarsGraceChong37
 
Introduction to Digital Marketing
Introduction to Digital MarketingIntroduction to Digital Marketing
Introduction to Digital MarketingWalter Kitchenman
 
eMarketer Webinar: Digital Advertising Trends for 2013
eMarketer Webinar: Digital Advertising Trends for 2013eMarketer Webinar: Digital Advertising Trends for 2013
eMarketer Webinar: Digital Advertising Trends for 2013eMarketer
 
2015 MARKETING TRENDS FOR DELIVERING MULTI-CHANNEL CUSTOMER EXPERIENCES
2015 MARKETING TRENDS FOR DELIVERING MULTI-CHANNEL CUSTOMER EXPERIENCES2015 MARKETING TRENDS FOR DELIVERING MULTI-CHANNEL CUSTOMER EXPERIENCES
2015 MARKETING TRENDS FOR DELIVERING MULTI-CHANNEL CUSTOMER EXPERIENCESIO Integration
 
Customer-Centricity in the Cloud
Customer-Centricity in the CloudCustomer-Centricity in the Cloud
Customer-Centricity in the CloudCandice Mueller
 
eMarketer Webinar: Key Digital Trends for 2014
eMarketer Webinar: Key Digital Trends for 2014eMarketer Webinar: Key Digital Trends for 2014
eMarketer Webinar: Key Digital Trends for 2014eMarketer
 
The Next Generation of Digital Experiences
The Next Generation of Digital ExperiencesThe Next Generation of Digital Experiences
The Next Generation of Digital ExperiencesProgress® Sitefinity™
 
The Next Marketing Era: Marketing's Digital Command Center
The Next Marketing Era: Marketing's Digital Command CenterThe Next Marketing Era: Marketing's Digital Command Center
The Next Marketing Era: Marketing's Digital Command CenterProgress® Sitefinity™
 
How to create killer customer experiences through technology
How to create killer customer experiences through technologyHow to create killer customer experiences through technology
How to create killer customer experiences through technologyIO Integration
 
How Top Brands Create Killer Omnichannel Customer Experiences
How Top Brands Create Killer Omnichannel Customer ExperiencesHow Top Brands Create Killer Omnichannel Customer Experiences
How Top Brands Create Killer Omnichannel Customer ExperiencesIO Integration
 
eMarketer Webinar: Creating Ads on the Fly—New Opportunities in Programmatic
eMarketer Webinar: Creating Ads on the Fly—New Opportunities in ProgrammaticeMarketer Webinar: Creating Ads on the Fly—New Opportunities in Programmatic
eMarketer Webinar: Creating Ads on the Fly—New Opportunities in ProgrammaticeMarketer
 
5 Key Takeaways For Brand Marketers - Mobile World Congress 2016 - Day 4
5 Key Takeaways For Brand Marketers - Mobile World Congress 2016 - Day 45 Key Takeaways For Brand Marketers - Mobile World Congress 2016 - Day 4
5 Key Takeaways For Brand Marketers - Mobile World Congress 2016 - Day 4Gemma Craven
 
eMarketer Webinar: Wearables—10 Insights on Device Adoption and Business Oppo...
eMarketer Webinar: Wearables—10 Insights on Device Adoption and Business Oppo...eMarketer Webinar: Wearables—10 Insights on Device Adoption and Business Oppo...
eMarketer Webinar: Wearables—10 Insights on Device Adoption and Business Oppo...eMarketer
 
Social Media Trends 2014
Social Media Trends 2014Social Media Trends 2014
Social Media Trends 2014NUS-ISS
 

What's hot (20)

2012 Killer Content Awards
2012 Killer Content Awards2012 Killer Content Awards
2012 Killer Content Awards
 
Building Award-Winning Online Destinations
Building Award-Winning Online DestinationsBuilding Award-Winning Online Destinations
Building Award-Winning Online Destinations
 
eMarketer Webinar: Marketing Technology—Nine Important Trends for Brands and ...
eMarketer Webinar: Marketing Technology—Nine Important Trends for Brands and ...eMarketer Webinar: Marketing Technology—Nine Important Trends for Brands and ...
eMarketer Webinar: Marketing Technology—Nine Important Trends for Brands and ...
 
B2B Mobile Marketing:10-Step Starter Guide for Integrating Mobile Into The B2...
B2B Mobile Marketing:10-Step Starter Guide for Integrating Mobile Into The B2...B2B Mobile Marketing:10-Step Starter Guide for Integrating Mobile Into The B2...
B2B Mobile Marketing:10-Step Starter Guide for Integrating Mobile Into The B2...
 
E marketer webinar_cross-device_targeting_challenges_near-term_possibilities
E marketer webinar_cross-device_targeting_challenges_near-term_possibilitiesE marketer webinar_cross-device_targeting_challenges_near-term_possibilities
E marketer webinar_cross-device_targeting_challenges_near-term_possibilities
 
5 Tips to Create Successful Content in the COVID-19 | GMA Webinars
5 Tips to Create Successful Content in the COVID-19 | GMA Webinars5 Tips to Create Successful Content in the COVID-19 | GMA Webinars
5 Tips to Create Successful Content in the COVID-19 | GMA Webinars
 
Introduction to Digital Marketing
Introduction to Digital MarketingIntroduction to Digital Marketing
Introduction to Digital Marketing
 
eMarketer Webinar: Digital Advertising Trends for 2013
eMarketer Webinar: Digital Advertising Trends for 2013eMarketer Webinar: Digital Advertising Trends for 2013
eMarketer Webinar: Digital Advertising Trends for 2013
 
2015 MARKETING TRENDS FOR DELIVERING MULTI-CHANNEL CUSTOMER EXPERIENCES
2015 MARKETING TRENDS FOR DELIVERING MULTI-CHANNEL CUSTOMER EXPERIENCES2015 MARKETING TRENDS FOR DELIVERING MULTI-CHANNEL CUSTOMER EXPERIENCES
2015 MARKETING TRENDS FOR DELIVERING MULTI-CHANNEL CUSTOMER EXPERIENCES
 
Customer-Centricity in the Cloud
Customer-Centricity in the CloudCustomer-Centricity in the Cloud
Customer-Centricity in the Cloud
 
eMarketer Webinar: Key Digital Trends for 2014
eMarketer Webinar: Key Digital Trends for 2014eMarketer Webinar: Key Digital Trends for 2014
eMarketer Webinar: Key Digital Trends for 2014
 
The Next Generation of Digital Experiences
The Next Generation of Digital ExperiencesThe Next Generation of Digital Experiences
The Next Generation of Digital Experiences
 
The Next Marketing Era: Marketing's Digital Command Center
The Next Marketing Era: Marketing's Digital Command CenterThe Next Marketing Era: Marketing's Digital Command Center
The Next Marketing Era: Marketing's Digital Command Center
 
What's Next: eCommerce
What's Next: eCommerceWhat's Next: eCommerce
What's Next: eCommerce
 
How to create killer customer experiences through technology
How to create killer customer experiences through technologyHow to create killer customer experiences through technology
How to create killer customer experiences through technology
 
How Top Brands Create Killer Omnichannel Customer Experiences
How Top Brands Create Killer Omnichannel Customer ExperiencesHow Top Brands Create Killer Omnichannel Customer Experiences
How Top Brands Create Killer Omnichannel Customer Experiences
 
eMarketer Webinar: Creating Ads on the Fly—New Opportunities in Programmatic
eMarketer Webinar: Creating Ads on the Fly—New Opportunities in ProgrammaticeMarketer Webinar: Creating Ads on the Fly—New Opportunities in Programmatic
eMarketer Webinar: Creating Ads on the Fly—New Opportunities in Programmatic
 
5 Key Takeaways For Brand Marketers - Mobile World Congress 2016 - Day 4
5 Key Takeaways For Brand Marketers - Mobile World Congress 2016 - Day 45 Key Takeaways For Brand Marketers - Mobile World Congress 2016 - Day 4
5 Key Takeaways For Brand Marketers - Mobile World Congress 2016 - Day 4
 
eMarketer Webinar: Wearables—10 Insights on Device Adoption and Business Oppo...
eMarketer Webinar: Wearables—10 Insights on Device Adoption and Business Oppo...eMarketer Webinar: Wearables—10 Insights on Device Adoption and Business Oppo...
eMarketer Webinar: Wearables—10 Insights on Device Adoption and Business Oppo...
 
Social Media Trends 2014
Social Media Trends 2014Social Media Trends 2014
Social Media Trends 2014
 

Similar to Connected Experiences: From Websites to Wearables to Whatever

Mobilizing Your Marketing Messages for Email
Mobilizing Your Marketing Messages for EmailMobilizing Your Marketing Messages for Email
Mobilizing Your Marketing Messages for EmailAdobe Experience Cloud
 
Adobe Experience Manager Vision and Roadmap
Adobe Experience Manager Vision and RoadmapAdobe Experience Manager Vision and Roadmap
Adobe Experience Manager Vision and RoadmapLoni Stark
 
Managing Customer Experience in Multichannel Environments
Managing Customer Experience in Multichannel EnvironmentsManaging Customer Experience in Multichannel Environments
Managing Customer Experience in Multichannel Environmentscreuna_fi
 
S607_PersonalizationProfitability_RussLewis
S607_PersonalizationProfitability_RussLewisS607_PersonalizationProfitability_RussLewis
S607_PersonalizationProfitability_RussLewisRussell Lewis
 
Getting Your Boss Excited about Mobile Marketing
Getting Your Boss Excited about Mobile MarketingGetting Your Boss Excited about Mobile Marketing
Getting Your Boss Excited about Mobile MarketingRay Pun
 
20140327-S602-Mobile
20140327-S602-Mobile20140327-S602-Mobile
20140327-S602-MobileRussell Lewis
 
Digital, bear or just bull
Digital, bear or just bullDigital, bear or just bull
Digital, bear or just bullScott Rigby
 
Mobile can be a Goldmine
Mobile can be a GoldmineMobile can be a Goldmine
Mobile can be a GoldmineRussell Lewis
 
Increasing Profitability with Personalization
Increasing Profitability with PersonalizationIncreasing Profitability with Personalization
Increasing Profitability with PersonalizationAdobe Experience Cloud
 
LVIMA DPD 2015 - Adobe
LVIMA DPD 2015 - AdobeLVIMA DPD 2015 - Adobe
LVIMA DPD 2015 - AdobeChris Evans
 
When Content Meets Data, Big Things Happen - Peter Krmpotic, Adobe
When Content Meets Data, Big Things Happen - Peter Krmpotic, AdobeWhen Content Meets Data, Big Things Happen - Peter Krmpotic, Adobe
When Content Meets Data, Big Things Happen - Peter Krmpotic, AdobeNewsCred
 
The Role of Mobile Web in Optimizing Sales, Service & Cross-sell - with Comca...
The Role of Mobile Web in Optimizing Sales, Service & Cross-sell - with Comca...The Role of Mobile Web in Optimizing Sales, Service & Cross-sell - with Comca...
The Role of Mobile Web in Optimizing Sales, Service & Cross-sell - with Comca...Shoaib Alam
 
Adobe Summit - Advanced Advertising Analytics
Adobe Summit - Advanced Advertising AnalyticsAdobe Summit - Advanced Advertising Analytics
Adobe Summit - Advanced Advertising AnalyticsChris Haleua
 
Adobe : Comment toucher la meilleure audience possible grâce à une DMP - Prog...
Adobe : Comment toucher la meilleure audience possible grâce à une DMP - Prog...Adobe : Comment toucher la meilleure audience possible grâce à une DMP - Prog...
Adobe : Comment toucher la meilleure audience possible grâce à une DMP - Prog...Christophe Lauer
 

Similar to Connected Experiences: From Websites to Wearables to Whatever (20)

Mobilizing Your Marketing Messages for Email
Mobilizing Your Marketing Messages for EmailMobilizing Your Marketing Messages for Email
Mobilizing Your Marketing Messages for Email
 
Fighting Disillusionment with Corporate Social Media
Fighting Disillusionment with Corporate Social MediaFighting Disillusionment with Corporate Social Media
Fighting Disillusionment with Corporate Social Media
 
Adobe Experience Manager Vision and Roadmap
Adobe Experience Manager Vision and RoadmapAdobe Experience Manager Vision and Roadmap
Adobe Experience Manager Vision and Roadmap
 
Managing Customer Experience in Multichannel Environments
Managing Customer Experience in Multichannel EnvironmentsManaging Customer Experience in Multichannel Environments
Managing Customer Experience in Multichannel Environments
 
Workshop mma nissan kadu zagatti adobe
Workshop mma nissan kadu zagatti adobeWorkshop mma nissan kadu zagatti adobe
Workshop mma nissan kadu zagatti adobe
 
App Analytics: The Key that Unlocks Mobile Value from Your Brand - Nate Smith...
App Analytics: The Key that Unlocks Mobile Value from Your Brand - Nate Smith...App Analytics: The Key that Unlocks Mobile Value from Your Brand - Nate Smith...
App Analytics: The Key that Unlocks Mobile Value from Your Brand - Nate Smith...
 
EVOLVE'15 | Enhance | John Fait | AEM App Enhanced In-App Messaging & Beacons
EVOLVE'15 | Enhance | John Fait | AEM App Enhanced In-App Messaging & BeaconsEVOLVE'15 | Enhance | John Fait | AEM App Enhanced In-App Messaging & Beacons
EVOLVE'15 | Enhance | John Fait | AEM App Enhanced In-App Messaging & Beacons
 
The Truth About Mobile Marketing for B2B Companies
The Truth About Mobile Marketing for B2B CompaniesThe Truth About Mobile Marketing for B2B Companies
The Truth About Mobile Marketing for B2B Companies
 
Marketing in the Age of Mobile
Marketing in the Age of MobileMarketing in the Age of Mobile
Marketing in the Age of Mobile
 
S607_PersonalizationProfitability_RussLewis
S607_PersonalizationProfitability_RussLewisS607_PersonalizationProfitability_RussLewis
S607_PersonalizationProfitability_RussLewis
 
Getting Your Boss Excited about Mobile Marketing
Getting Your Boss Excited about Mobile MarketingGetting Your Boss Excited about Mobile Marketing
Getting Your Boss Excited about Mobile Marketing
 
20140327-S602-Mobile
20140327-S602-Mobile20140327-S602-Mobile
20140327-S602-Mobile
 
Digital, bear or just bull
Digital, bear or just bullDigital, bear or just bull
Digital, bear or just bull
 
Mobile can be a Goldmine
Mobile can be a GoldmineMobile can be a Goldmine
Mobile can be a Goldmine
 
Increasing Profitability with Personalization
Increasing Profitability with PersonalizationIncreasing Profitability with Personalization
Increasing Profitability with Personalization
 
LVIMA DPD 2015 - Adobe
LVIMA DPD 2015 - AdobeLVIMA DPD 2015 - Adobe
LVIMA DPD 2015 - Adobe
 
When Content Meets Data, Big Things Happen - Peter Krmpotic, Adobe
When Content Meets Data, Big Things Happen - Peter Krmpotic, AdobeWhen Content Meets Data, Big Things Happen - Peter Krmpotic, Adobe
When Content Meets Data, Big Things Happen - Peter Krmpotic, Adobe
 
The Role of Mobile Web in Optimizing Sales, Service & Cross-sell - with Comca...
The Role of Mobile Web in Optimizing Sales, Service & Cross-sell - with Comca...The Role of Mobile Web in Optimizing Sales, Service & Cross-sell - with Comca...
The Role of Mobile Web in Optimizing Sales, Service & Cross-sell - with Comca...
 
Adobe Summit - Advanced Advertising Analytics
Adobe Summit - Advanced Advertising AnalyticsAdobe Summit - Advanced Advertising Analytics
Adobe Summit - Advanced Advertising Analytics
 
Adobe : Comment toucher la meilleure audience possible grâce à une DMP - Prog...
Adobe : Comment toucher la meilleure audience possible grâce à une DMP - Prog...Adobe : Comment toucher la meilleure audience possible grâce à une DMP - Prog...
Adobe : Comment toucher la meilleure audience possible grâce à une DMP - Prog...
 

More from Rebecca Lieb

Global Content Strategy: This Is Going to Be Big!
Global Content Strategy: This Is Going to Be Big!Global Content Strategy: This Is Going to Be Big!
Global Content Strategy: This Is Going to Be Big!Rebecca Lieb
 
Content Methodology: A New Model for Content Marketing
Content Methodology: A New Model for Content MarketingContent Methodology: A New Model for Content Marketing
Content Methodology: A New Model for Content MarketingRebecca Lieb
 
Content Strategy Workshop for Contently Finance Summit
Content Strategy Workshop for Contently Finance SummitContent Strategy Workshop for Contently Finance Summit
Content Strategy Workshop for Contently Finance SummitRebecca Lieb
 
The Eclipse of Online Ads
The Eclipse of Online AdsThe Eclipse of Online Ads
The Eclipse of Online AdsRebecca Lieb
 
Content, Connectivity & Convergence: Sorting Out Complexity
Content, Connectivity & Convergence: Sorting Out ComplexityContent, Connectivity & Convergence: Sorting Out Complexity
Content, Connectivity & Convergence: Sorting Out ComplexityRebecca Lieb
 
Content Marketing Performance: A Framework to Measure Real Business Impact
Content Marketing Performance: A Framework to Measure Real Business ImpactContent Marketing Performance: A Framework to Measure Real Business Impact
Content Marketing Performance: A Framework to Measure Real Business ImpactRebecca Lieb
 
How Connected Content Will Change Your (Marketing) World
How Connected Content Will Change Your (Marketing) WorldHow Connected Content Will Change Your (Marketing) World
How Connected Content Will Change Your (Marketing) WorldRebecca Lieb
 
Report content marketing performanceContent Marketing Performance: A Framewor...
Report content marketing performanceContent Marketing Performance: A Framewor...Report content marketing performanceContent Marketing Performance: A Framewor...
Report content marketing performanceContent Marketing Performance: A Framewor...Rebecca Lieb
 
Global Content Marketing
Global Content MarketingGlobal Content Marketing
Global Content MarketingRebecca Lieb
 
Content Marketing Software RFP: A Framework to Determine Marketer Needs & Sol...
Content Marketing Software RFP: A Framework to Determine Marketer Needs & Sol...Content Marketing Software RFP: A Framework to Determine Marketer Needs & Sol...
Content Marketing Software RFP: A Framework to Determine Marketer Needs & Sol...Rebecca Lieb
 
[Report] Real-Time Marketing: The Agility to Leverage 'Now' by Rebecca Lieb
[Report] Real-Time Marketing: The Agility to Leverage 'Now' by Rebecca Lieb [Report] Real-Time Marketing: The Agility to Leverage 'Now' by Rebecca Lieb
[Report] Real-Time Marketing: The Agility to Leverage 'Now' by Rebecca Lieb Rebecca Lieb
 
Optimizing the Customer Experience with Real-Time Marketing
Optimizing the Customer Experience with Real-Time MarketingOptimizing the Customer Experience with Real-Time Marketing
Optimizing the Customer Experience with Real-Time MarketingRebecca Lieb
 
Organizing for Content: Models to Incorporate Content Strategy and Content Ma...
Organizing for Content: Models to Incorporate Content Strategy and Content Ma...Organizing for Content: Models to Incorporate Content Strategy and Content Ma...
Organizing for Content: Models to Incorporate Content Strategy and Content Ma...Rebecca Lieb
 
Vertical Social Networks
Vertical Social NetworksVertical Social Networks
Vertical Social NetworksRebecca Lieb
 
The Converged Media Imperative
The Converged Media ImperativeThe Converged Media Imperative
The Converged Media ImperativeRebecca Lieb
 
Outlook: 2013 Marketing, Advertising & Social Media Trends
Outlook: 2013 Marketing, Advertising & Social Media TrendsOutlook: 2013 Marketing, Advertising & Social Media Trends
Outlook: 2013 Marketing, Advertising & Social Media TrendsRebecca Lieb
 
Converged Media Success: Setting the Stage with Content Strategy
Converged Media Success: Setting the Stage with Content StrategyConverged Media Success: Setting the Stage with Content Strategy
Converged Media Success: Setting the Stage with Content StrategyRebecca Lieb
 
Converged Media - Altimeter Group Webinar
Converged Media - Altimeter Group WebinarConverged Media - Altimeter Group Webinar
Converged Media - Altimeter Group WebinarRebecca Lieb
 
The Converged Media Imperative - DMA/IBM Webinar
The Converged Media Imperative - DMA/IBM WebinarThe Converged Media Imperative - DMA/IBM Webinar
The Converged Media Imperative - DMA/IBM WebinarRebecca Lieb
 
Co-op Advertising: Digital's Lost Opportunity
Co-op Advertising: Digital's Lost OpportunityCo-op Advertising: Digital's Lost Opportunity
Co-op Advertising: Digital's Lost OpportunityRebecca Lieb
 

More from Rebecca Lieb (20)

Global Content Strategy: This Is Going to Be Big!
Global Content Strategy: This Is Going to Be Big!Global Content Strategy: This Is Going to Be Big!
Global Content Strategy: This Is Going to Be Big!
 
Content Methodology: A New Model for Content Marketing
Content Methodology: A New Model for Content MarketingContent Methodology: A New Model for Content Marketing
Content Methodology: A New Model for Content Marketing
 
Content Strategy Workshop for Contently Finance Summit
Content Strategy Workshop for Contently Finance SummitContent Strategy Workshop for Contently Finance Summit
Content Strategy Workshop for Contently Finance Summit
 
The Eclipse of Online Ads
The Eclipse of Online AdsThe Eclipse of Online Ads
The Eclipse of Online Ads
 
Content, Connectivity & Convergence: Sorting Out Complexity
Content, Connectivity & Convergence: Sorting Out ComplexityContent, Connectivity & Convergence: Sorting Out Complexity
Content, Connectivity & Convergence: Sorting Out Complexity
 
Content Marketing Performance: A Framework to Measure Real Business Impact
Content Marketing Performance: A Framework to Measure Real Business ImpactContent Marketing Performance: A Framework to Measure Real Business Impact
Content Marketing Performance: A Framework to Measure Real Business Impact
 
How Connected Content Will Change Your (Marketing) World
How Connected Content Will Change Your (Marketing) WorldHow Connected Content Will Change Your (Marketing) World
How Connected Content Will Change Your (Marketing) World
 
Report content marketing performanceContent Marketing Performance: A Framewor...
Report content marketing performanceContent Marketing Performance: A Framewor...Report content marketing performanceContent Marketing Performance: A Framewor...
Report content marketing performanceContent Marketing Performance: A Framewor...
 
Global Content Marketing
Global Content MarketingGlobal Content Marketing
Global Content Marketing
 
Content Marketing Software RFP: A Framework to Determine Marketer Needs & Sol...
Content Marketing Software RFP: A Framework to Determine Marketer Needs & Sol...Content Marketing Software RFP: A Framework to Determine Marketer Needs & Sol...
Content Marketing Software RFP: A Framework to Determine Marketer Needs & Sol...
 
[Report] Real-Time Marketing: The Agility to Leverage 'Now' by Rebecca Lieb
[Report] Real-Time Marketing: The Agility to Leverage 'Now' by Rebecca Lieb [Report] Real-Time Marketing: The Agility to Leverage 'Now' by Rebecca Lieb
[Report] Real-Time Marketing: The Agility to Leverage 'Now' by Rebecca Lieb
 
Optimizing the Customer Experience with Real-Time Marketing
Optimizing the Customer Experience with Real-Time MarketingOptimizing the Customer Experience with Real-Time Marketing
Optimizing the Customer Experience with Real-Time Marketing
 
Organizing for Content: Models to Incorporate Content Strategy and Content Ma...
Organizing for Content: Models to Incorporate Content Strategy and Content Ma...Organizing for Content: Models to Incorporate Content Strategy and Content Ma...
Organizing for Content: Models to Incorporate Content Strategy and Content Ma...
 
Vertical Social Networks
Vertical Social NetworksVertical Social Networks
Vertical Social Networks
 
The Converged Media Imperative
The Converged Media ImperativeThe Converged Media Imperative
The Converged Media Imperative
 
Outlook: 2013 Marketing, Advertising & Social Media Trends
Outlook: 2013 Marketing, Advertising & Social Media TrendsOutlook: 2013 Marketing, Advertising & Social Media Trends
Outlook: 2013 Marketing, Advertising & Social Media Trends
 
Converged Media Success: Setting the Stage with Content Strategy
Converged Media Success: Setting the Stage with Content StrategyConverged Media Success: Setting the Stage with Content Strategy
Converged Media Success: Setting the Stage with Content Strategy
 
Converged Media - Altimeter Group Webinar
Converged Media - Altimeter Group WebinarConverged Media - Altimeter Group Webinar
Converged Media - Altimeter Group Webinar
 
The Converged Media Imperative - DMA/IBM Webinar
The Converged Media Imperative - DMA/IBM WebinarThe Converged Media Imperative - DMA/IBM Webinar
The Converged Media Imperative - DMA/IBM Webinar
 
Co-op Advertising: Digital's Lost Opportunity
Co-op Advertising: Digital's Lost OpportunityCo-op Advertising: Digital's Lost Opportunity
Co-op Advertising: Digital's Lost Opportunity
 

Recently uploaded

Understand user struggles. Optimize mobile app UX.
Understand user struggles. Optimize mobile app UX.Understand user struggles. Optimize mobile app UX.
Understand user struggles. Optimize mobile app UX.VWO
 
"TikTok Trends 101: Stay Ahead of the Curve with the Latest Viral Sensations!"
"TikTok Trends 101: Stay Ahead of the Curve with the Latest Viral Sensations!""TikTok Trends 101: Stay Ahead of the Curve with the Latest Viral Sensations!"
"TikTok Trends 101: Stay Ahead of the Curve with the Latest Viral Sensations!"Theoda Metcalf
 
Winning In House SEO Battles - by Ash Nallawalla
Winning In House SEO Battles - by Ash NallawallaWinning In House SEO Battles - by Ash Nallawalla
Winning In House SEO Battles - by Ash NallawallaAsh Nallawalla
 
How to Analyze and Improve Your PPC Advertisements.pdf
How to Analyze and Improve Your PPC Advertisements.pdfHow to Analyze and Improve Your PPC Advertisements.pdf
How to Analyze and Improve Your PPC Advertisements.pdfBanyanbrain
 
Unlocking Rich Snippets : Elevating your Content In Search Results
Unlocking Rich Snippets : Elevating your Content In Search ResultsUnlocking Rich Snippets : Elevating your Content In Search Results
Unlocking Rich Snippets : Elevating your Content In Search Resultspratikpriyadarshi222
 
Key Trends and Insights for Content Marketing in 2024
Key Trends and Insights for Content Marketing in 2024Key Trends and Insights for Content Marketing in 2024
Key Trends and Insights for Content Marketing in 2024Jomer Gregorio
 
Christopher Stjean MarketSummary.pdf MMB
Christopher Stjean MarketSummary.pdf MMBChristopher Stjean MarketSummary.pdf MMB
Christopher Stjean MarketSummary.pdf MMBchristopherstjean94
 
How to Use AI & Make for Self-Reported Attribution in HubSpot
How to Use AI & Make for Self-Reported Attribution in HubSpotHow to Use AI & Make for Self-Reported Attribution in HubSpot
How to Use AI & Make for Self-Reported Attribution in HubSpotDimosMichailidis1
 
india's no 1 Digital Marketing Company.pptx
india's no 1 Digital Marketing Company.pptxindia's no 1 Digital Marketing Company.pptx
india's no 1 Digital Marketing Company.pptxpaperboattechsolutio
 
TOP 10 POWERFULL STRATEGIES OF SOCIAL MEDIA MARKETING IN UAE
TOP 10 POWERFULL STRATEGIES OF SOCIAL MEDIA MARKETING IN UAETOP 10 POWERFULL STRATEGIES OF SOCIAL MEDIA MARKETING IN UAE
TOP 10 POWERFULL STRATEGIES OF SOCIAL MEDIA MARKETING IN UAEasiyahanif9977
 
Understanding Fasting in Islam Rules, Reason, and Types.pptx
Understanding Fasting in Islam Rules, Reason, and Types.pptxUnderstanding Fasting in Islam Rules, Reason, and Types.pptx
Understanding Fasting in Islam Rules, Reason, and Types.pptxelizabethella096
 
Verified Wise Account Buy Verified Wise Account
Verified Wise Account Buy Verified Wise AccountVerified Wise Account Buy Verified Wise Account
Verified Wise Account Buy Verified Wise Accountcashapp
 
"The Ultimate Guide: Creating TikTok Content That Captures Millions"
"The Ultimate Guide: Creating TikTok Content That Captures Millions""The Ultimate Guide: Creating TikTok Content That Captures Millions"
"The Ultimate Guide: Creating TikTok Content That Captures Millions"Theoda Metcalf
 
8020 Interactive: Immersive Marketing Portfolio
8020 Interactive: Immersive Marketing Portfolio8020 Interactive: Immersive Marketing Portfolio
8020 Interactive: Immersive Marketing Portfoliogfrank8020
 
9 Major Google Updates From 2023 & 2024 SEO Predictions
9 Major Google Updates From 2023 & 2024 SEO Predictions9 Major Google Updates From 2023 & 2024 SEO Predictions
9 Major Google Updates From 2023 & 2024 SEO PredictionsSearch Engine Journal
 
How Sales Team Use AI to Close More Deals
How Sales Team Use AI to Close More DealsHow Sales Team Use AI to Close More Deals
How Sales Team Use AI to Close More DealsVbout.com
 
SEO - Keyword Research Prompt Strategy -Marianna Nakou
SEO - Keyword Research Prompt Strategy -Marianna NakouSEO - Keyword Research Prompt Strategy -Marianna Nakou
SEO - Keyword Research Prompt Strategy -Marianna NakouMarianna Nakou
 
Module_ E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthines...
Module_ E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthines...Module_ E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthines...
Module_ E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthines...ivypcsoseo
 
TAM AdEx report - Print Advertising 2023
TAM AdEx report - Print Advertising 2023TAM AdEx report - Print Advertising 2023
TAM AdEx report - Print Advertising 2023Social Samosa
 
Human vs AI Quality Raters for Search Engines.pdf
Human vs AI Quality Raters for Search Engines.pdfHuman vs AI Quality Raters for Search Engines.pdf
Human vs AI Quality Raters for Search Engines.pdfDawn Anderson MSc DigM
 

Recently uploaded (20)

Understand user struggles. Optimize mobile app UX.
Understand user struggles. Optimize mobile app UX.Understand user struggles. Optimize mobile app UX.
Understand user struggles. Optimize mobile app UX.
 
"TikTok Trends 101: Stay Ahead of the Curve with the Latest Viral Sensations!"
"TikTok Trends 101: Stay Ahead of the Curve with the Latest Viral Sensations!""TikTok Trends 101: Stay Ahead of the Curve with the Latest Viral Sensations!"
"TikTok Trends 101: Stay Ahead of the Curve with the Latest Viral Sensations!"
 
Winning In House SEO Battles - by Ash Nallawalla
Winning In House SEO Battles - by Ash NallawallaWinning In House SEO Battles - by Ash Nallawalla
Winning In House SEO Battles - by Ash Nallawalla
 
How to Analyze and Improve Your PPC Advertisements.pdf
How to Analyze and Improve Your PPC Advertisements.pdfHow to Analyze and Improve Your PPC Advertisements.pdf
How to Analyze and Improve Your PPC Advertisements.pdf
 
Unlocking Rich Snippets : Elevating your Content In Search Results
Unlocking Rich Snippets : Elevating your Content In Search ResultsUnlocking Rich Snippets : Elevating your Content In Search Results
Unlocking Rich Snippets : Elevating your Content In Search Results
 
Key Trends and Insights for Content Marketing in 2024
Key Trends and Insights for Content Marketing in 2024Key Trends and Insights for Content Marketing in 2024
Key Trends and Insights for Content Marketing in 2024
 
Christopher Stjean MarketSummary.pdf MMB
Christopher Stjean MarketSummary.pdf MMBChristopher Stjean MarketSummary.pdf MMB
Christopher Stjean MarketSummary.pdf MMB
 
How to Use AI & Make for Self-Reported Attribution in HubSpot
How to Use AI & Make for Self-Reported Attribution in HubSpotHow to Use AI & Make for Self-Reported Attribution in HubSpot
How to Use AI & Make for Self-Reported Attribution in HubSpot
 
india's no 1 Digital Marketing Company.pptx
india's no 1 Digital Marketing Company.pptxindia's no 1 Digital Marketing Company.pptx
india's no 1 Digital Marketing Company.pptx
 
TOP 10 POWERFULL STRATEGIES OF SOCIAL MEDIA MARKETING IN UAE
TOP 10 POWERFULL STRATEGIES OF SOCIAL MEDIA MARKETING IN UAETOP 10 POWERFULL STRATEGIES OF SOCIAL MEDIA MARKETING IN UAE
TOP 10 POWERFULL STRATEGIES OF SOCIAL MEDIA MARKETING IN UAE
 
Understanding Fasting in Islam Rules, Reason, and Types.pptx
Understanding Fasting in Islam Rules, Reason, and Types.pptxUnderstanding Fasting in Islam Rules, Reason, and Types.pptx
Understanding Fasting in Islam Rules, Reason, and Types.pptx
 
Verified Wise Account Buy Verified Wise Account
Verified Wise Account Buy Verified Wise AccountVerified Wise Account Buy Verified Wise Account
Verified Wise Account Buy Verified Wise Account
 
"The Ultimate Guide: Creating TikTok Content That Captures Millions"
"The Ultimate Guide: Creating TikTok Content That Captures Millions""The Ultimate Guide: Creating TikTok Content That Captures Millions"
"The Ultimate Guide: Creating TikTok Content That Captures Millions"
 
8020 Interactive: Immersive Marketing Portfolio
8020 Interactive: Immersive Marketing Portfolio8020 Interactive: Immersive Marketing Portfolio
8020 Interactive: Immersive Marketing Portfolio
 
9 Major Google Updates From 2023 & 2024 SEO Predictions
9 Major Google Updates From 2023 & 2024 SEO Predictions9 Major Google Updates From 2023 & 2024 SEO Predictions
9 Major Google Updates From 2023 & 2024 SEO Predictions
 
How Sales Team Use AI to Close More Deals
How Sales Team Use AI to Close More DealsHow Sales Team Use AI to Close More Deals
How Sales Team Use AI to Close More Deals
 
SEO - Keyword Research Prompt Strategy -Marianna Nakou
SEO - Keyword Research Prompt Strategy -Marianna NakouSEO - Keyword Research Prompt Strategy -Marianna Nakou
SEO - Keyword Research Prompt Strategy -Marianna Nakou
 
Module_ E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthines...
Module_ E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthines...Module_ E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthines...
Module_ E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthines...
 
TAM AdEx report - Print Advertising 2023
TAM AdEx report - Print Advertising 2023TAM AdEx report - Print Advertising 2023
TAM AdEx report - Print Advertising 2023
 
Human vs AI Quality Raters for Search Engines.pdf
Human vs AI Quality Raters for Search Engines.pdfHuman vs AI Quality Raters for Search Engines.pdf
Human vs AI Quality Raters for Search Engines.pdf
 

Connected Experiences: From Websites to Wearables to Whatever

  • 1. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1
  • 2. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Connected Experiences: From Websites to Wearables to Wherever Adobe Summit Rebecca Lieb Industry Analyst, Altimeter Group March 10, 2015
  • 3. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Digital is everywhere. And will soon be everything.
  • 4. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Harnessing digital connections to foster deeper human connections is the highest opportunity of bridging the digital & physical worlds
  • 5. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. AGENDA • Trends driving connected experiences • What binds connected experiences? • Risks and rewards • Takeaways –fundamentals of connected experiences • A peek over the horizon
  • 6. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. From mainframes to ubiquitous computing…
  • 7. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. What the Internet of Things enables is a far deeper ‘conversation’ between all elements of brand experience – now including objects
  • 8. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Mobile ignites this trend, but it transcends mobile into other physical objects 8 Source: Acquity Group 2014
  • 9. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Smart devices are transforming how we access and use the Internet
  • 10. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Differentiation between channels is eroding for consumers.
  • 11. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Second screen activities have transformed how people watch TV
  • 12. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Rise of streaming video spurs millions to ‘cut the cord’ (and its costs)
  • 13. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Channel preferences vary widely, based on a myriad of factors 13 Preferences vary based on consumer’s unique… • Needs/pain points • Place • Time • Behavior • History • Culture • Exposure to technology • Influences, etc.
  • 14. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14 But what ties so many disparate touchpoints together?
  • 15. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The glue that binds Consistency Context Content
  • 16. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. What ties so many disparate touchpoints together? 16 Content is the unifying element of how brands manifest across all touchpoints. Content is the atomic particle of all brand interactions, on all channels, platforms, and devices, online or offline. CONTENT
  • 17. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17 What ties so many disparate touchpoints together? Context is the antidote to endless, noisy media proliferation. Data helps companies better understand customer context down to the individual level, including (but not limited to) personal, location, historical, behavioral, cultural, social, technological, and beyond. CONTEXT
  • 18. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 18 What ties so many disparate touchpoints together? Consistency in brand tone, outreach, response, presence, and culture. Expanding touchpoints allows brands to pervade consumers’ lives by providing timely content, services, and utility CONSISTENCY
  • 19. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Home Depot ties dot.com shopping cart to in-store experience 19
  • 20. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The bottle becomes the medium By adding unique QR codes to bottles of Johnny Walker, Diageo bridged in-store and social experience via mobile. Individuals opt into the campaign’s Facebook app, and Diageo creates a unique personalize-able video to commemorate Father’s Day. Diageo connects bottle to smartphone to social for a personalized Father’s Day experience
  • 21. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Results • 72% sales increase in 2 weeks before Father’s Day • Earned media impact 5X investment • 100k increase in Facebook fans • Global PR and industry coverage • Permission-based opt-ins to CRM program, loyalty program expanded • 100,000 unique QR downloads • Program expanded to 6 countries • Increased loyalty, loyalty rewards • Enabled mobile targeting linked to specific QR code • Increased supply-chain efficiencies Cross-channel campaign drives earned media, sales & supply chain efficiency
  • 22. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. MGM Resorts serves up recommendations based on guests’ location, interests MGM Resorts sends notifications for nearby restaurants, shopping, show deals, coupons, etc., via guests’ smartphones, based on geo-location, loyalty member status, and preferences.
  • 23. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Navdy is a heads up display system for drivers– relevant content only! 23
  • 24. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The rise of mobile-free connected products will depend on new form factors for content 24
  • 25. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Risks & Rewards
  • 26. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Harnessing digital connections to foster deeper human connections is the highest opportunity of bridging the digital & physical worlds
  • 27. Rewards For brand and consumer alike… • Increased relevance and context • Greater visibility • Greater utility (‘brands as service partners’) • Happier, more engaged customers • Data informs optimization opportunities (across customer and product lifecycles) • Increased loyalty • Improved conversion, business results • Market differentiation
  • 28. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 29. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The ‘Phygital’ world generates scores of new opportunities… but it is not without risks
  • 30. Risks • Attribution Impact • Losing customers along their journeys • Regarding mobile as a secondary channel • Advertising-only mentality • Annoying or creeping out customers > opt-out • Higher possibility of friction in ‘offline’ contexts • Under-use of content and brand assets • Negative impact on brand sentiment/experience • Ineffective (or unethical) use of data • Wasted investments
  • 31. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 32. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The risk we often overlook…
  • 33. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Key Takeaways Key Takeaways
  • 34. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 34 Key Takeaways Five steps companies must take to prepare: 1. Foster a culture of content 2. Orchestrate across teams, internal and external 3. Plan and prioritize for digital transformation 4. Plan for media convergence 5. Plan for technology integration
  • 35. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1. Foster a culture of content
  • 36. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2. Orchestrate across teams– internal and external
  • 37. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3. Plan and prioritize for digital transformation
  • 38. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4. Plan for media convergence
  • 39. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5. Plan for tool and technology integration, eventually convergence
  • 40. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Looking ahead
  • 41. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Use cases in IoT represent ways brands can use sensors to create mutual value between brand and consumer
  • 42. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 42 Rebecca Lieb Industry Analyst with Altimeter Group rebecca@rebeccalieb.com @lieblink
  • 43. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. adobe.com/go/summit2014portal
  • 44. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 44 Q&A Rebecca Lieb Twitter: @lieblink rebecca@altimetergroup.com

Editor's Notes

  1. From websites to wearables to wherever, digital is expanding into the physical world. AG Definition of IoT The interconnection and interaction of the digital and physical worlds, wherein uniquely identifiable embedded technology connects and integrates physical ‘things’ to information networks via existing and emerging Internet infrastructure.
  2. relevance, context, improved business results, happy customers, etc. slide- data
  3. relevance, context, improved business results, happy customers, etc. slide- data
  4. The so-called Internet of Things—in which sensors are embedded in objects and gather data for analysis and action—is the glue that binds those two worlds ever closer together. http://www.szamitasifelho.com/home/ugorjunk-a-felhobe-moving-to-the-cloud/a-szamitasifelhon-tul-beyond-the-cloud-computing
  5. Our connectivity, and the ability to access and take action via the Internet is exploding outwards– becoming more mobile. This trend began with the transition from desktops to laptops Now smartphones, tablets, and game consoles. Next (ANIMATION), we’re already seeing adoption of IoT devices, such as smart TVs, smart watches, wristbands, and beyond. http://destinyseo.com/blog/
  6. TV is now a multitasking activity thanks to mobile. People don’t just watch TV, they also Surf the web Shop Check sports scores Look up info on actors, plotlines, athletes Buy products/services being advertised Read discussions about TV shows on social media sites Vote or send comments to a live program Watched certain program bc of something said on social media Email or texted a friend about the program http://www.nielsen.com/us/en/insights/news/2014/whats-empowering-the-new-digital-consumer.html
  7. Consumers care less about ownership or platform, and more about access and convenience. http://www.soundandvision.com/content/zeroing-cord-cutters
  8. http://robinhq.com/customer-service-guide/channel-strategy/
  9. Content Consistency Context
  10. Brands can leverage data to better serve individuals’ unique contexts using combinations of the following: Proprietary data 3rd party data Historical data Real-time data Sensor data Social data Aggregated data
  11. Home Depot is currently piloting intelligent integrations between customers’ online shopping carts and wish lists and the retailer’s in-store mobile app experience for loyalty members. Upon entering the store, customers that are part of Home Depot’s Pro Rewards program will receive a notification showing them the most efficient route through the store based on the items customers shopped for online. Aware of the vast landscape that is a home supplies warehouse, the retailer also helps shoppers check the inventory by location. Utility and integration with loyalty/rewards helps HD drive sales
  12. http://adage.com/article/global-news/diageo-personalizes-whiskeys-videos-gift-givers/238015/
  13. gives Diageo a direct, one-to-one channel for communicating with consumers: their products. 3. It enables users to personalize products, by definition, in unique ways. 4. It converts existing, even generic, products into functionally intelligent ones, which (with the addition of smart phones) can deliver dynamic ad messaging linked to specific physical objects. 5. It creates a rationale for the consumer to have an on-going relationship with the brand — by linking continuing online interactions to real world product-based experiences. – The campaign changed customer perception of the whisky category, re-positioning the participating Diageo brands as innovative and modern – CRM opt-ins meant that Diageo gathered permission-based intelligence it could then reapply for future customer interactions – Resulted in a 72% sales uplift in the two weeks leading up to Father’s Day, plus an earned media value five times higher than investment – Due to the success in Brazil, the Father’s Day digital gifting campaign will rollout in 2013 across multiple markets, and Diageo’s first mobile loyalty scheme running on EVRYTHNG’s Engine launches in May this year Results 72% increase in sales in the 2 weeks before Father’s Day Earned media impact 5x investment Several celebrities created videos tweeted to 1M followers 100k increase in Facebook fans Global PR and industry coverage Permission-based opt-ins to CRM program, loyalty program expanded 100,000 unique QR downloads Program expanded to 6 countries Increased loyalty, loyalty rewards Enabled mobile targeting linked to specific QR code Increased supply-chain efficiencies https://evrythng.com/customers/diageo-case-study/ http://www.marketingmagazine.co.uk/article/1311292/five-brands-successfully-embracing-internet-things
  14. “Monetizing your Wifi Network” MGM sends notifications for nearby restaurants, shopping, show deals, etc., for hotel guests staying in Bellagio Las Vegas via their smartphones, based on geo-location, loyalty member status, and preferences. and the MGM app. Delighted Customers: MGM Corporation. http://internetofeverything.cisco.com/see/delighted-customers http://internetofeverything.cisco.com/see/delighted-customers
  15. Text Messages, Directions, Phone Calls, service notifications – the Google Glass for your car Note this product is still in development In fact, the company has received more than 600 email inquiries from car dealerships, OEMs, and other parties interested in integrating or selling Navdy’s display. “Car manufacturers, cell carriers and data providers, and the phone handset makers themselves all think of the car as a new consumer frontier, as well as all the companies that provide apps and services that are of high use in a vehicle, such as audio music and radio, navigation, directory listings, and more,” he said. But even more interesting is that Navdy has been approached by and is talking to “companies that have a lot of cars,” such as ride-sharing services like Uber and Lyft, car rental companies, delivery services, and so on, though Simpson declined to go into much detail. Ride-sharing services that require drivers to interact frequently with their phones may find that a head-up option improves safety. http://venturebeat.com/2014/10/02/navdy-gets-6-5m-for-its-in-car-display-for-your-phone-might-show-up-in-rental-cars-soon/
  16. The majority of connected products require or leverage a mobile device in order to extract value (insights, content, service, etc.) This will likely continue until we see better, perhaps more hands-free interfaces emerge…(fashion may have a role here too) Augmented reality Virtual reality Infrastructure-based touchscreens Adoption of smart glasses ‘Personal assistant’ devices like Amazon echo- syncs through the cloud with all Amazon apps through Voice control/recognition Left: Augmented reality through glasses projected onto hand via Augmenta Augmented reality through smart glasses Right: Augmented reality (source remains unclear) predicted in Google’s acquisition of MagicLeap Amazon Echo’s personal assistant- connects with all Amazon media and services, screen involved (e.g. music, shopping, audio, etc.)
  17. relevance, context, improved business results, happy customers, etc. slide- data
  18. relevance, context, improved business results, happy customers, etc. slide- data
  19. NPS – net promoter score
  20. (losing customer on their journeys; regarding mobile as secondary; stuck in advertising-only mentality; under-use of content and brand assets, etc) slide- impact to brands + attribution
  21. (losing customer on their journeys; regarding mobile as secondary; stuck in advertising-only mentality; under-use of content and brand assets, etc) slide- impact to brands + attribution
  22. Interface is everything!
  23. Benefits of Digital Transformation Most Important Digital Transformation Initiatives Top Digital Transformation Challenges
  24. Foster a culture of content A culture of content is critical for coordination across departments, channels, and devices
  25. Orchestrate!
  26. Plan for digital transformation
  27. Plan for media convergence
  28. Content Stacks are Emerging- Plan for tool and technology integration By 2016, there will be “content stack” offerings in the marketplace — end-to-end solutions akin to ad stacks. Currently, no single vendor has an end-to-end solution. Eventually, a few will partner, merge, acquire, and/or collaborate to create a total solution.