The document discusses the evolution of digital engagement between customers and brands in three waves: 1) Website-centric interactions in the first wave 2) Channel-centric interactions across different digital channels in the second wave 3) Journey-centric interactions that integrate the customer experience across organizational boundaries in the third wave. As digital has rapidly transformed, marketers now need to measure effectiveness across the entire customer journey rather than individual touchpoints, requiring enterprise-wide integration of digital marketing.

1. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Riding
DIGITAL
the
ENGAGEMENT
wave
VIJAYANTAGUPTA | DIRECTOROF INDUSTRYSTRATEGY & MARKETING FOR DIGITAL
MARKETING
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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3. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Riding
DIGITAL
the
ENGAGEMENT
wave
VIJAYANTAGUPTA | DIRECTOROF INDUSTRYSTRATEGY & MARKETING FOR DIGITAL
MARKETING
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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Understanding Societal Waves: The Third Wave, Alvin Toffler
4

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Society
EVOLVESin
wavesEach one builds on &
replaces the previous
– Alvin Toffler

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Information societyWAVE 3
Industrial societyWAVE 2
Agrarian societyWAVE 1

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Digital is
TRANSFORMING
rapidly
Digital is going through a similar evolution…very rapidly.

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Three waves of digital engagement
Journey-centric digital interactions
& organizational integration
Channel-centric digital interactions
between customers & brands
Website-centric digital interactions
between customers & brands

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The First Wave: Web Site-based Interaction Between Consumers and Brands
9

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The Dot-com Bust
4,600
1,200
Nasdaq
Points
Source: Bloomberg
2002
2000

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Real Winners Started to Emerge
11

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What We Learned: The Effect of Online Advertising on Online Sales Can Be
Measured
12

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The Second Wave: Channel-based Digital Interaction Between Customers and
Brands
13
DIGITALTV
EMAIL
SOCIAL
LOCATION-BASED
SERVICES
ONLINEVIDEO
OUTLET/KIOSK
DIGITIZATION
MOBILE

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Marketers Were Faced With Two Very Interesting Trends
14
Explicit
TWO-WAY
COMMUNICATION
Implicit
Multiple
TOUCHPOINTS
per customer

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What We Learned: Every Interaction has a Digital Footprint
15
ONLINE TOUCH POINTS OFFLINE TOUCH POINTS
In-storepurchases Favoritestores Recentloan

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Measure effectiveness
across the entire
customer journey and
not just the touch-point
The Third Wave: Customer Journey-centric Digital Engagement
16

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Channel-focused Silos Getting in the Way
17

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Integration and Interaction Needed Across the Organization
18
SURF TOGETHER
Everyone needs to

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This Wave is an Enterprise Transformation Initiative
19
This wave
ENTERPRISE
TRANSFORMATION
exercise
is an

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How mature is
your
organization’s
digital marketing?

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The Adobe Perspective on Digital Marketing
Maturity
22
1
TOUCHPOINT EXPERIENCES BRAND & CAMPAIGN EXPERIENCES
PublicationOutboundBroadcastSearchDisplayOfflineAffiliateSocialHumanMobileOnline Interface

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The Adobe Perspective on Digital Marketing Maturity
23
2
ADD CONTEXT by attributing
segment likeness to visitors
BUILD AUDIENCESwith visitor and third-party
data
Visitor activities & behavior
PublicationOutboundBroadcastSearchDisplayOfflineAffiliateSocialHumanMobileOnline Interface
Third-party data

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The Adobe Perspective on Digital Marketing Maturity
24
3
%

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The Adobe Perspective on Digital Marketing Maturity
25
4
%

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The Adobe Perspective on Digital Marketing Maturity Components
26
Online Mobile Interface Human Publication Outbound Broadcast Search Display Offline Affiliate Social
Othe
r
data
collect, measure, report,
analyze, enrich, segment,
predict, prescribe,
optimize
1st,
2nd,
3rd
partie
s
create, manage, assemble,
deliver, target, personalize,
experiment, test, optimize
Experiences
Othe
r
asset
s 1st,
2nd,
3rd
parties
Assets
Content
Inspire Define Investigate Target Assemble Publish Measure Optimize
Campaign
experience
s
Performanc
e
Segments Profiles
Analytics

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Before You Get Started . . .
27

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Take the Digital Marketing Maturity Self-Assessment Test & Download the Report
Determine & exceed
your benchmarks
by category
Compare your
results with industry
benchmark data
Set new People,
Product, and
Process goals &
discover how to get
there
28

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