workshop mma nissan kadu zagatti adobe

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

THE POWER OF

CUSTOMERO CONTEÚDO, A EXPERIÊNCIA E OS DESAFIOS DOS CANAIS DIGITAIS

EXPERIENCE


§ Video click baby click


Digital Has Never Been Easier . . . Or More Difficult

Explosion of touchpointsand rising expectations

Flood of information from devices, servers and the cloud

Companies racing toreinvent themselves

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

6 AM 7 AM 8 AM 5 PM 8 PM 11 PM

WAKE COMMUTE WORK COMMUTE ENTERTAIN READ SLEEP

Source: @Lukew© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.


WHAT MAKES A

GREAT EXPERIENCE?

COMPELLING PERSONAL USEFUL EVERYWHERE

PG. 17© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Systems Incorporated. All Rights Reserved. Adobe Confidential.

INSIDE THE STORM


Hot Topics for the Automotive Industry

PERSONALIZATION• Build holistic view of the consumer • Enable Dealers to leverage consumer data • Deliver relevant and tailor made content

CONSITENT CONSUMER EXPERIENCE• Build Digital ecosystem as thru all touch points• Deliver brand consistency in the consumer journey• Help dealers to deliver the right customer experience

ORGANIZATIONAL CHANGE MANAGEMENT• Enabling OEM organization to bridge grown silos• Re-Integrate Dealer organization • Building unified digital strategy in Marketing, Sales,

Aftersales & Retention


Customers and enthusiasts engage with the brand across a variety of touchpoints throughout their lifecycle

desktop call center

search

mobile & app

dealer

affiliates

social

display

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential


A “perfect world” journey ? – No, lived by the consumer!

Research

Delivery

Service(Experience)

Renewal

Testdrive(Experience)

AttentionAd

Purchase(Dealership)

Configurator

Compare(Competition)


Production(Experience)

Experience(DealerShip)

Reassurance(DealerShip)

Compare(Competition) Testdrive

(Experience) Configurator





A “perfect world” journey ? – No, lived by the consumer!

Research

Delivery

Service(Experience)

Renewal

Testdrive(Experience)

AttentionAd

Purchase(Dealership)

Configurator



Production(Experience)


Reassurance(DealerShip)

Compare(Competition) Testdrive

(Experience) Configurator




I need to engage my customers with the right content, in the right place, at the right time


§ Video We are the future


A importância do contexto e da experiência

não iremos apenas assistir [...] esperamos conteúdo inteligente e personalizado [...] para mim!

queremos interagir [...] não apenas com toque, mas com voz, com gestos, com objetivo

podemos mudar o seu negócio [...] [...] [...] e manter você acordado a noite toda

so if you work in marketing, you better start upping your game


Fonte: MMA Mobile Report 2015 - Brasil

A TRANSFORMAÇÃO DO NEGÓCIODa posse para a era do uso

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 19

KNOW ME RESPECT ME

MAKETECHNOLOGY TRANSPARENT

DELIGHT ME AT EVERY TURN

SPEAKIN ONE VOICE

THE EXPERIENCE BUSINESS WAVE

INACTIVITY HASCONSEQUENCES• Productivity is not keeping pace with

expectations

• Conversion rates are flat, down, or not increasing fast enough

• Customer acquisition costs are too high

• Marketing is losing the trust or confidence of upper management

• Your personal credibility is at stake

• Finger pointing and panic are at the end of this tunnel

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. PG. 12

23

Relatórios…

Sua mensagemServiçoConteúdo


Digital Content Strategy – 10 years ago

Web


Digital Content Strategy – 5 years ago

+ Mobile & Social


+ Personalization

Today

Contentexplosioncreatesstress

Underpressuretocreateassetsanddelivermorecampaigns,

morequickly

85%CreatingoverTENTIMESthe

assetstodaytosupportincreasingchannels

71%Personalizationincreasestheneedforevenmoreassets

76%

Content velocityIDCInfoBrief,ProvingtheValueofDigitalAssetManagement

LOW ENGAGEMENTSLOW TIME TO MARKET HIGHER COST & COMPLEXITY

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

What is the primary way your organization will seek to differentiate?

User experience:making it easy, fun, valuable and/or pleasurable to engage with your Brand

only

carrying out multichannel personalization based on digital & offline data

TOP FOCUS AREAS

Mobile Personalization

2015 5 years

Source: Adobe/EConsultancy, 2015


§ Video AEM Screens

29

30

85%

Acreditam que os mobile apps serão a interface “dominante” no futuro

Source: Accenture, Growing the Digital Business: Spotlight on Mobile Apps 2015 Survey of 1,925 senior executives in digital strategy positions

Mobile não é uma tendência, é uma eraRicardo Longo, 2012

Social MobileWeb MobileApps

31

A cena mobile

32

A cena mobile

Mobile Apps: Deep Engagement & Experience

33

Se existe um motivo para a sua audiência instalar o seu app, você passa a ter acesso e capacidade de relacionamento sem precedentes

Mobile App Development Platforms (MADPs)

34

Source: "The Global Tech Market Outlook For 2015 To 2016”, Forrester, January 2015

App Prototyping for UX Design

Point App Services

Mas é tão complicado...


Há 15 anos atrás a web também era assim,lembra como era difícil fazer e gerenciar sites?

Art & Science


§ Video The Launch

workshop mma nissan kadu zagatti adobe

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