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Suresh Vittal, Vice President StrategyBuilding Your Customer Experience Quotient

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Changing the world through digital

experiences

2

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Adobe Campaign

Cross-Channel Marketing in a Digital World

Campaign Management technology that helps redefine how brands engage with

consumers.

3

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THE CONSUMER HAS SEIZED CONTROL

4

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New Interaction Channels are Changing How Consumers Engage

Researchproduct online

Receive mobilead for product

Search onlinefor product

Join Facebookcommunity forproduct

Research accessoriesfor product

Buy accessoriesin store

Receive productupdates

See TV adfor product

Buy productonline

Visit storefor help

Visit store to get help with product

View video for newer product

Receive promo for product

5

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The New Digital

Customer

6

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Forecast: European Online Retail Sales By Country, 2012 To 2017

2012 2013 2014 2015 2016 2017€ 0

€ 20,000

€ 40,000

€ 60,000

€ 80,000

€ 100,000

€ 120,000

€ 140,000

€ 160,000

€ 180,000

UK

Germany

France

SpainItalyNetherlandsSweden

Source: Forrester Research, “European Online Retail Forecast, 2012 To 2017”

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Touchpoint Sophistication Varies Across Europe

UK Sweden France GermanyNetherlands Spain Italy

15% 13% 17% 17% 16% 16%25%

8% 10%13% 8%

16%29% 15%

52% 49%

54%57%

50%37%

38%

11% 16%

8%7% 11% 7%

7%

15% 13% 7% 11% 6% 11% 14%

Holdouts Researchers Two-channel buyers Digital shoppers Multidevice buyers

Northern European countries display the most complex multitouchpoint

behavior.

Mainland European countries have embraced web shopping, but have yet to adopt mobile

widely.

Southern Europeancountries are

latecomers to online shopping, but are

keen to adopt mobile.

Source: Forrester Research, “European Online Retail Forecast, 2012 To 2017"

8

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Access to Near-Perfect Information…

82% researched a product before buying in 2012

66% research even low-consideration products

54% primarily use digital channels

Source: Forrester Research, “The Role Of Digital In The Path To Purchase,” August 27, 2012

9

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Traditionally

Marketing was a linear processusing TV, radio and print to reach ahomogenous market

10

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

NOW (the new normal)

Channels are Changing

The Internet

of Things The Semantic Web is a Reality

Digital

Screens are

Everywhere

11

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Re-Skill theMarketing Org.

Play Well withOther Departments

Re-Tool for The Digital Era

Find Insight InBig Data

Amplify Your CX Quotient: 4 Areas of Focus

12

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“By 2017, the CMO will spend more on IT than the CIO.”

…But Remember Who Holds the Purse StringsSource: Gartner, Inc.

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Source: Gartner, Inc.

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