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© 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 R...
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Digital is everywhere.
And will soon be everyt...
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Harnessing digital connections to foster
deepe...
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
AGENDA
• Trends driving connected experiences
...
© 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 d...
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Mobile ignites this trend, but it transcends m...
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Smart devices
are transforming
how we access
a...
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Differentiation between
channels is eroding fo...
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Second screen
activities have
transformed how
...
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Rise of streaming video spurs millions to ‘cut...
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Channel preferences vary widely, based on a my...
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14
But what ties so many
disparate touchpoints...
© 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 togeth...
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17
What ties so many disparate touchpoints tog...
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 18
What ties so many disparate touchpoints tog...
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Home Depot ties dot.com shopping cart to in-st...
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The bottle becomes the medium
By adding unique...
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Results
• 72% sales increase in 2 weeks before...
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
MGM Resorts serves up recommendations based on...
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Navdy is a heads up display system for drivers...
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The rise of mobile-free connected products wil...
© 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
deepe...
Rewards
For brand and consumer alike…
• Increased relevance and context
• Greater visibility
• Greater utility (‘brands as...
© 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 o...
Risks
• Attribution Impact
• Losing customers along their journeys
• Regarding mobile as a secondary channel
• Advertising...
© 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 tak...
© 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 exte...
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
3. Plan and prioritize for digital transformat...
© 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,
e...
© 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...
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 42
Rebecca Lieb
Industry Analyst with Altimete...
© 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...
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Connected Experiences: From Websites to Wearables to Whatever

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Harnessing digital connections to foster deeper human connections is the highest opportunity of bridging the digital & physical worlds. How marketing is evolving to create connected customer experiences, the risks and rewards to marketers of doing so, and how to start the journey.

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Connected Experiences: From Websites to Wearables to Whatever

  1. 1. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1
  2. 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. 3. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Digital is everywhere. And will soon be everything.
  4. 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. 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. 6. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. From mainframes to ubiquitous computing…
  7. 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. 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. 9. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Smart devices are transforming how we access and use the Internet
  10. 10. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Differentiation between channels is eroding for consumers.
  11. 11. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Second screen activities have transformed how people watch TV
  12. 12. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Rise of streaming video spurs millions to ‘cut the cord’ (and its costs)
  13. 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. 14. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14 But what ties so many disparate touchpoints together?
  15. 15. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The glue that binds Consistency Context Content
  16. 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. 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. 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. 19. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Home Depot ties dot.com shopping cart to in-store experience 19
  20. 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. 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. 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. 23. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Navdy is a heads up display system for drivers– relevant content only! 23
  24. 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. 25. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Risks & Rewards
  26. 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. 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. 28. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  29. 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. 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. 31. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  32. 32. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The risk we often overlook…
  33. 33. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Key Takeaways Key Takeaways
  34. 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. 35. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1. Foster a culture of content
  36. 36. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2. Orchestrate across teams– internal and external
  37. 37. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3. Plan and prioritize for digital transformation
  38. 38. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4. Plan for media convergence
  39. 39. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5. Plan for tool and technology integration, eventually convergence
  40. 40. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Looking ahead
  41. 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. 42. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 42 Rebecca Lieb Industry Analyst with Altimeter Group rebecca@rebeccalieb.com @lieblink
  43. 43. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. adobe.com/go/summit2014portal
  44. 44. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 44 Q&A Rebecca Lieb Twitter: @lieblink rebecca@altimetergroup.com

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