Managing Customer Experience in Multichannel Environments

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

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

Managing Customer Experience in Multichannel Environments

Digital Marketing Specialist Rob In der Maur

Adobe Hoogoorddreef 54a Amsterdam, Netherlands T +31 20 65 11 200 M +31 646 32 42 49 [email protected] Twitter: @ridmaur


The World is Changing

Move to Mobile & Tablets


Pope John-Paul II - 2005


Pope Francis - 2013




The Internet of Things


LET’S BE THIS AWESOME




The Internet of Things

Making Everything Digital

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


DIGITAL DISTRESS

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Copyright – Luma Partners

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

NEXT STEPS

fierce Competition is

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 97% Site visitors who do not convert


how did we get here?


We began with catalogues,…

15 …which allowed us to tell a story, make a connection, and inspire a purchase.


1999 But when we launched the web, we started with boring database driven stores…

16

…which focused on •  a home page, •  category pages, •  product detail

pages, and •  the shopping

cart paradigm.


Over time, marketers wanted more and began building their own sites. Landing pages.

Microsites. Mobile sites. Tablet sites.

Apps.







END OF AN ERA


Meet “The New Marketer”


Jen | Gym Instructor

Lululemon Athletica is fantastic. Felix | College Professor

VERIZON LTE 4G Samsung Galaxy S4

Fred Leger Age 30

Pier 83

Fort

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e

2nd

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10th

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21st

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Pier 83

Fort

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2nd

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T-Mobile 4 Nokia Lumia 520

Sue Child

Chris Manchester Elisa Sanchez

Age 40

Jerry | Stock Broker

AT&T Iphone 4s

@AdobeMktgCloud Albert

Sushi

3,343, 4,453

WELCOME TO THE ERA OF

DIGITAL


Changing the world through digital experiences


Art + Science


Art + Science

Creative Cloud Marketing Cloud


Ideation Creation Analysis Personalization


LISTEN PREDICT ASSEMBLE DELIVER

Best Real-Time Consumer Experience

300 MILLISECONDS


ADOBE MARKETING CLOUD

Adobe Social

Adobe Media

Optimizer Adobe

Analytics

Adobe Target

Adobe Experience Manager

Adobe Campaign


Adobe Social

Next Gen Buzz Monitoring Social Campaign Attribution to Business Results Predictive Publishing


Adobe Media Optimizer

Portfolio Optimization & Rules Based Bidding One Price, Multiple Channels Twitter API


Adobe Target

A/B/N Testing Multi-variate Testing One-Click Automated Targeting Recommendations



Dynamic Personalized Experiences Cross device, Responsive design Connected to the Marketing Cloud


Adobe Campaign

Cross-channel marketing Connects Marketing Cloud to your CRM Enables Anonymous to Known Marketing


Adobe Analytics

Full marketing analytics made actionable with data connected to marketing & business systems


Web Content Management

Social Media Management

Cross-Channel Campaign

Management

Data Management Platforms

Web Analytics

Web Content Management For Digital Customer Experience

Online Testing

Adobe Leadership in Digital Marketing

TOTAL QUADRANT DOMINATION


MARKETING CLOUD ARCHITECTURE


Adobe Marketing Cloud: Cross-Solution Experience & Shared Services

Content Data

Attract &

Acquire

Manage Deploy Engage Convert

Report &

Analyze

Connect & Optimize

Platform


Adobe Marketing Cloud: What is a Marketing Cloud?

Content Data

Attract & Acquire

Adobe Social


Engage & Convert


Adobe Target

Adobe Campaign

Report & Analyze

Adobe Analytics

Data Exchange Creative Cloud Profile, Data & Content

Content Campaigns Context

Assets Channels Audiences Data

Shared Capabilities



•  Simpler infrastructure •  Single tool for IT and merchants

•  Improved content change ability by business stakeholders

•  Gain benefits of CMS workflows

•  Business owner drives customer experience

•  Ultimately flexibility to tailor rich media site designs across

devices

Benefits

Challenges •  High cost to change front-end

typically requiring developers •  Changes require significant

regression testing

•  Business still limited on affecting change to customer experiences •  CMS feature set limited to

content data store

•  Initial integration effort greater

E-Comm Engine

CMS E-Comm Engine

CMS E-Comm Engine

Integration Approaches


Experience-Driven Architecture

Consistent Business Managed Customer Experience

Brand Site eStore Mobile Other… §  All marketing experiences can be shoppable

§  Accelerated time to market for brand and design changes

•  Single digital asset management

Shopping | Blogs | Forums | Customer Service | etc.

Adobe Marketing Cloud

Actionable Insights Across Experience

Product Catalogue | Cart & Checkout | Order Management | Customer Service


Adobe Marketing Cloud: What is a Marketing Cloud?

Content Data

Attract & Acquire

Adobe Social


Engage & Convert


Adobe Target

Adobe Campaign

Report & Analyze

Adobe Analytics

Data Exchange Creative Cloud Profile, Data & Content

Content Campaigns Context

Assets Channels Audiences Data

Data




experience driven commerce transact anywhere on any device with relevant, personalized, socially engaged immersive experiences, that are current and tell a story with rich media, and have measured success.


SOCIAL

TESTING

OPTIMIZING

EXPERIENCE

ANALYTICS


New Cross-product Interface & Campaign Collaboration: marketing.adobe.com

50

1 New Marketing Cloud & Solution branding and design

2 Single Sign-on access across Marketing Cloud Solutions 3 Sharing and collaboration of select data and reporting across Marketing Cloud solutions

4

5

6 …

…

…


SOCIAL

TESTING

OPTIMIZING

EXPERIENCE

ANALYTICS


2014 NERDS UNITE


@ridmaur

THANK YOU
