changing the world through digital experiences, adobe

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Avaus Executive Lounge 26th of March.

Carola Förnäs – Account Manager, Digital Marketing Solutions Finland Pablo Munoz – Sr. Solution Consultant, Digital Marketing Solutions Nordic


Noise


Expectations PERSONALIZED

RELEVANT

REAL-TIME


Todays agenda

8

§ Adobe Digital Trends report

(The future of Marketing)

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9

How to stay on trend in 2015 27th March 2015

March 27, 2015 Copyright © Econsultancy

Quarterly Digital Intelligence Briefing: Digital Trends 2015

About the survey…

•  Online survey between November 2014 and January 2015

•  More than 6,000 respondents globally across all sectors, B2B and B2C

•  4th year of survey

11 March 27, 2015

March 27, 2015 12

INTRODUCTION AND REVIEW OF 2014

March 27, 2015 13

Last year’s most exciting opportunity: predicted versus actual (company respondents)

March 27, 2015 14

6%

6%

6%

7%

8%

16%

16%

17%

17%

10%

10%

4%

3%

10%

10%

18%

20%

15%

Big data

Personalisation

Marketing automation

Video

Multichannel campaign management

Social

Mobile

Customer experience

Content marketing

Econsultancy / Adobe Quarterly Digital Intelligence Briefing

2014 2015

“The nature of marketing has exploded from an ancillary communications function to the Grand Central Station of customer experience.” - Scott Brinker, Chief Marketing Technologist.com

March 27, 2015 15

To what extent does digital permeate your own organisation’s marketing activities? (company respondents)

March 27, 2015 16

20%

43%

14% 14% 10%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Digital marketing is very much separate

Digital permeates most of our marketing

programmes

Digital permeates all our marketing

programmes

We are a digital-first organisation

Don’t know


‘We are going to be experimenting heavily with digital next year’ (company respondents)

March 27, 2015 17

64% 69%

27% 21%

9% 10%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2014 2015


Agree Neutral Disagree

In which areas are you going to be experimenting most heavily in the coming year? (company respondents)

March 27, 2015 18


CUSTOMER EXPERIENCE IN THE ASCENDANCY

March 27, 2015 19

Single most exciting opportunity – 2015 vs 2014 (company respondents)

March 27, 2015 20

3%

5%

6%

7%

7%

11%

11%

13%

15%

22%

3%

4%

10%

10%

10%

10%

18%

15%

20%

Location-based services

Video



Social

Big data

Personalisation

Mobile

Content marketing

Customer experience


2014 2015

‘We try to differentiate through customer experience’ (company respondents)

March 27, 2015 21

28%

50%

17%

4% 1%


Strongly agree Agree Neutral Disagree Strongly disagree

DRIVING A CX-FRIENDLY CULTURE

March 27, 2015 22

Over the next five years, what is the primary way your organisation will seek to differentiate itself from competitors? (company respondents)

March 27, 2015 23

5%

7%

7%

9%

28%

44%

Price

Convenience - fast delivery, in-store pickup, multiple payment mechanism, buy online return-

to-store etc.

Mobile - becoming a 'mobile first' company that absolutely caters to the mobile shopper/buyer

Product / service choice

Product / service quality

Customer service / customer experience - making it easy, fun, valuable and/or pleasurable

to shop from us


Please rank the importance of these areas as building blocks for building a brilliant customer experience. (company respondents)

March 27, 2015 24

10%

11%

9%

28%

42%

17%

17%

18%

23%

25%

21%

22%

28%

12%

15%

48%

49%

55%

63%

82%

Data - having access and control over the customer and marketing application data.

Technology - the tools to use data to create compelling, personalised, real-time experiences

Skills - combining digital marketing skills with analytics and technology

Culture - a cross-team approach with the customer at the heart of all initiatives

Strategy - the cohesive plan, long-term view and executive support for the future of our customer


First choice Second choice Third choice

Where does your organisation place the highest emphasis in terms of improving the customer experience? (company respondents)

March 27, 2015 25

4%

5%

7%

10%

12%

29%

33%

Making experience as mobile-friendly as possible

Making experience as fast as possible

Making experience as fun / fulfilling as possible

Making experience as safe and reliable as possible

Making experience as consistent as possible across channels

Making experience as valuable as possible

Making experience as personalised and relevant as possible


MARKETING GETS PERSONAL AND PERSONALISATION GOES OMNICHANNEL

March 27, 2015 26

Which three digital-related areas are the top priorities for your organisation in 2015? (company respondents)

March 27, 2015 27

6% 7%

8% 9% 9% 9%

12% 13%

15% 15%

16% 17%

20% 22%

24% 27%

29% 30%

Mobile app analytics Video advertising

Ad targeting optimisation Customer scoring / predictive marketing

Real-time marketing Social media analytics

Joining up online and offline data Mobile app engagement

Marketing automation Video content

Mobile optimisation Search engine marketing

Conversion rate optimisation Multichannel campaign management

Brand building / viral marketing Social media engagement

Content optimisation Targeting and personalisation


‘Omnichannel personalisation will become a reality in 2015’ (company respondents)

March 27, 2015 28

10%

28%

39%

17%

6%



Most exciting opportunity – 2015 vs ‘five years’ time’ (company respondents)

March 27, 2015 29

5%

4%

7%

12%

5%

14%

16%

8%

8%

20%

3%

5%

6%

7%

7%

11%

11%

13%

15%

22%

Location-based services

Video



Social

Big data

Personalisation

Mobile

Content marketing

Customer experience


Most exciting opportunity in 2015 Most exciting opportunity in five years' time

GEO-TARGETING SIGNPOSTS A NEW ERA IN MOBILE

March 27, 2015 30

What best describes your approach to geo-targeting technology used for delivering location-based notifications (e.g. iBeacons)? (company respondents)

March 27, 2015 31

11% 13%

25%

32%

19%

0%

5%

10%

15%

20%

25%

30%

35%

We are using this technology today

We have this technology in the

plan for 2015

We are exploring this technology but

there is no set date for

implementation

We are not yet exploring this technology

Don't know / No opinion


Approach to geo-targeting technology by sector (company respondents)

March 27, 2015 32

Using today In the plan for 2015

Exploring, but no set date for

implementation Not yet

exploring

Consumer Goods 18% 18% 33% 31%

Financial Services and Insurance 17% 7% 37% 39%

Retail / Mail Order (including online retail)

8% 27% 40% 26%

Telecoms 23% 20% 30% 27%

Travel & Hospitality 10% 17% 33% 40%

Remember it’s the most personal device

March 27, 2015 33

MARKETERS JOIN UP THE CHANNELS

March 27, 2015 34

‘Cross-channel marketing will be a key focus for us in 2015’ (company respondents)

March 27, 2015 35

14%

45%

30%

8% 3%



How important will the following be for your digital marketing over the next few years? (company respondents)

March 27, 2015 36

38%

43%

45%

51%

57%

66%

70%

48%

43%

42%

35%

38%

30%

27%

14%

14%

13%

14%

5%

4%

3%

Using offline data to optimise the online experience

Using online data to optimise the offline experience

Understanding when and where customers use different devices

Understanding how mobile users research / buy products

Training teams in new techniques, channels and disciplines

Ensuring consistency of message across channels

Having a clear understanding of customer journeys across channels


Very important Quite important Not important

DATA-DRIVEN MARKETING: FROM CATCHPHRASE TO TREASURE TROVE

March 27, 2015 37

Do you agree or disagree with the following statements? (company respondents)

March 27, 2015 38

9% 9%

29% 28%

27% 29%

26% 25%

9% 9%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

We have the analysts we need to make sense of our data

We have a good infrastructure in place to collect the data we need



© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Making sense and taking advantage of the trends


CUSTOMER EXPERIENCE


“How Customers perceive their interactions with your company.”

Forrester


Perception

42

How my friends see me How my parents see me How people see me

How colleagues see me How I see myself How I actually am


Perception

43

ANGER HAPPINESS SURPRISE SORROW


But marketers see four screens: TV, computer, tablet, mobile


They see 6 channels: web, social, email, search, display and apps


They see three sources of trust: paid, earned, owned


And no two customer journeys are the same


Organisational alignment is a key enabler for delivering superior customer experience

Organizational Alignment

WHAT’S INVOLVED

Strategic “buy-in” of all groups that understand the end goal & effort involved

Coordinated approach to becoming a data-driven organisation

Aligned & empowered community of practitioners

Common KPI framework that is role based & multi-channel


Products are becoming commodities…

50

Experience is the differentiator.


The Art of Marketing is Lost Online

51

$300 - $500 $100 - 200 > $500 < $100


Move Beyond the Overwhelming Product Category Pages…

52

Traditional Experience-driven


Breaks the “e-shop” paradigm with a differentiated brand experience

Content rich product discovery

Visually appealing design

Socially engaging

Relevant content and offers to each visitor

Connected experience across mobile and in-store

53 © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 53

… to Experience-driven Commerce


Mobile

54

MOBILE


Mobile Campaign Management

Mobile Development & Content

Management

Mobile Optimization & Personalization

Mobile Analytics Intelligent Location Marketing

Mobile Business Challenges

55


Mobile Development & Management: Reduce the time & cost of updating experiences

56

•  Rising costs and complexity of updating & managing content for apps and mobile websites across multiple platforms & devices

•  Lack of marketing agility due to time consuming development processes •  Delivering mobile optimized images and videos across devices


Mobile Analytics: Understand the customer journey across apps & mobile web

57

•  Complexity of measuring the “customer journey” across apps, mobile web, and related digital channels

•  Business leaders require a clear understanding of ROI and monetization across mobile experiences and campaigns


Mobile Optimization & Personalization: Improve engagement and conversions

58

•  Improve engagement & conversion for apps and mobile web •  Delight consumers who expect personalization of mobile app, mobile

web, and email experiences on their mobile devices

Smartphone conversion rate:

1.05% Tablet conversion rate:

2.03%


Intelligent Location Marketing: Deliver contextual experiences with location technology

59

•  Cohesive strategy for location-based marketing tactics such as geo-fences and iBeacons (Bluetooth LE) to deliver contextually relevant experiences and messages

•  Complexity of integrating data from real-time, online & offline systems to deliver location-aware and personalized experiences


Mobile Shopping: Personalized Recommendations

60

Challenge: •  E-Commerce wants to increase RPV

for mobile shoppers •  Consumers have limited time to search

and browse on Smartphone website

Relevant Solution: •  Automatically monitor consumer

behavior •  Present “more like this”

recommendations in mobile web or mobile app

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