Keynote I gave at the EVOLVE 2015. The presentation provides context on where we are world-wide in our digital transformation, key trends driving innovations in Adobe's digital experience management solution and the product themes for 2015.
It is truly going to be a world of “Connected Experiences” By end of decade there will be 33 billion devices connected to the internet, or roughly four connected devices for every living person.
Traditional connected devices like PCs, smartphones and tablets now account for less than a third of all connected devices in use 50% of them will come from emerging categories that are beginning to make up the Internet of Things
IoT: Top IoT devices consumers want to interact with digitally: 1. Home electronics (61%); 2. Home appliances - thermostat, fridge, oven (54%) 3. Cars (51%)
Apple Watch, Wearables
27% of those who don’t currently own a smartwatch say they are (very) likely to buy one in next 6 mo.
67% of them said they were (very) likely to buy Apple Watch
77% feel it would be useful to receive promotions while inside a store (jumps to 84% for 18-34 yo)
But this is hard. These types of challenges often lead to a fragmented brand experience for the consumer. The consumer journey is not a straight path, it never did run true, to paraphrase Mr Shakespeare. And fragmented consumer journeys, where we don’t have a cohesive strategy, or an integrated technology, or a comprehensive view of the customer, results in a terribly fragmented brand experience.
Do our customers fill out a form on the web, only to access our brand on a mobile device and not get recognized? Do they like us to win, only to get an unrelated offer of a product they don’t want?
That’s the result of multiple databases, disparate technologies, multiple channels, and myriad messages. A confusing and disjointed experience.
The “Customer Journey” isn’t linear and is only partially predictable. It’s more organic, flexible, often unpredictable.
Each customer will proceed at their own pace, often doubling back, stalling, restarting, etc…
The real-time enterprise is at the ready to present relevance in real-time, at any time, to ensure that any consumer is able to progress to customer through a series of meaningful, satisfying experiences that lead to a relationship where the consumer trusts your company and becomes a long-term and loyal customer and advocate.
“The Last Millisecond” represents the micro-level challenge that marketers must face and where they must win time and time again, day after day. In fact, the last millisecond represents a “moment of truth” for marketers:
Every user action creates an experience – every time a user: downloads a video, clicks on an ad, etc… marketers have a “moment of truth”. Will we deliver a meaningful, personalized and relevant experience or will we deliver something generic and hope for the best? What needs to happen to maximize our chance for marketing success?
That experience has to be optimized to channel, device, locations, history, preferences
And the time between action and experience isn’t minutes or seconds – it’s milliseconds.
We call it the last millisecond.
How marketing wins here is by following a specific formula and doing in real-time. The formula consists of: Listen, Predict, Assemble, and Deliver
Listen – aggregate everything we know about this visitor (anonymous or know) what do we know that helps us interpret intention and expectation
Predict – consider what content/offers do we have that will be suit this visitor’s intent and most likely meet their expectations
Assemble – now comes the task of pulling together all the assets and information into a cohesive experience
Deliver – lastly we must deliver these components in an experience that adapts to and reflects the channel, device and environment into which the consumer is expecting.
Consumers will not discriminate when and where they expect a quality experience with your brand – you get one shot – this is your moment of truth. The Adobe Marketing Cloud helps you deliver. Every digital marketing platform must do this
UNLIKE other marketing suites and bundles that are an incomplete collection of point products that are barely interoperable, much less integrated, Adobe Marketing Cloud is a comprehensive set of best-in-class, integrated solutions, all built on a common data platform with a common set of powerful core services that creates a lift and, dare we say it, synergy you can’t get with a jumbled toolbox.
Adobe Marketing Cloud consists of 8 comprehensive and integrated solutions. This is where the execution happens:
Adobe Analytics—Get real-time analytics across online and offline channels to continuously improve the performance of marketing activities.
Adobe Experience Manager—Organize, manage, and deliver creative assets and other content across digital marketing channels.
Adobe Campaign—Plan and execute orchestrated campaigns across all channels.
Adobe Target—Test and target digital experiences to maximize business results.
Adobe Media Optimizer—Manage, forecast, and optimize your media mix to deliver peak return on your spend.
Adobe Social—Manage social marketing with a comprehensive platform that enables social listening, publishing, and analytics.
Adobe Primetime--Engage viewers across devices and deliver targeted ads independent of platform or device.
Audience Manager – Identity Management. Audience Activation, Cross Device Measurement, Audience Marketplace , Audience Optimization
And above and beyond best in class individual solutions, once you own any part of Adobe Marketing Cloud, you get the secret integrated sauce.
Adobe Marketing Cloud Core Services—A set of core technologies that allow each of the solutions to tap into a common framework and architecture, including Profiles & Audiences, Assets, Activation, Mobile, Exchange, Collaboration, the Exchange partner network, and User Management and Administration, all built upon a common data platform.