Connected Experiences: From Websites to Wearables to Whatever
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Harnessing digital connections to foster deeper human connections is the highest opportunity of bridging the digital & physical worlds. How marketing is evolving to create connected customer experiences, the risks and rewards to marketers of doing so, and how to start the journey.
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Connected Experiences: From Websites to Wearables to Whatever
- 1. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1
- 2. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Connected Experiences: From Websites to Wearables to Wherever Adobe Summit Rebecca Lieb Industry Analyst, Altimeter Group March 10, 2015
- 3. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Digital is everywhere. And will soon be everything.
- 4. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Harnessing digital connections to foster deeper human connections is the highest opportunity of bridging the digital & physical worlds
- 5. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. AGENDA • Trends driving connected experiences • What binds connected experiences? • Risks and rewards • Takeaways –fundamentals of connected experiences • A peek over the horizon
- 6. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. From mainframes to ubiquitous computing…
- 7. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. What the Internet of Things enables is a far deeper ‘conversation’ between all elements of brand experience – now including objects
- 8. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Mobile ignites this trend, but it transcends mobile into other physical objects 8 Source: Acquity Group 2014
- 9. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Smart devices are transforming how we access and use the Internet
- 10. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Differentiation between channels is eroding for consumers.
- 11. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Second screen activities have transformed how people watch TV
- 12. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Rise of streaming video spurs millions to ‘cut the cord’ (and its costs)
- 13. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Channel preferences vary widely, based on a myriad of factors 13 Preferences vary based on consumer’s unique… • Needs/pain points • Place • Time • Behavior • History • Culture • Exposure to technology • Influences, etc.
- 14. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14 But what ties so many disparate touchpoints together?
- 15. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The glue that binds Consistency Context Content
- 16. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. What ties so many disparate touchpoints together? 16 Content is the unifying element of how brands manifest across all touchpoints. Content is the atomic particle of all brand interactions, on all channels, platforms, and devices, online or offline. CONTENT
- 17. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17 What ties so many disparate touchpoints together? Context is the antidote to endless, noisy media proliferation. Data helps companies better understand customer context down to the individual level, including (but not limited to) personal, location, historical, behavioral, cultural, social, technological, and beyond. CONTEXT
- 18. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 18 What ties so many disparate touchpoints together? Consistency in brand tone, outreach, response, presence, and culture. Expanding touchpoints allows brands to pervade consumers’ lives by providing timely content, services, and utility CONSISTENCY
- 19. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Home Depot ties dot.com shopping cart to in-store experience 19
- 20. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The bottle becomes the medium By adding unique QR codes to bottles of Johnny Walker, Diageo bridged in-store and social experience via mobile. Individuals opt into the campaign’s Facebook app, and Diageo creates a unique personalize-able video to commemorate Father’s Day. Diageo connects bottle to smartphone to social for a personalized Father’s Day experience
- 21. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Results • 72% sales increase in 2 weeks before Father’s Day • Earned media impact 5X investment • 100k increase in Facebook fans • Global PR and industry coverage • Permission-based opt-ins to CRM program, loyalty program expanded • 100,000 unique QR downloads • Program expanded to 6 countries • Increased loyalty, loyalty rewards • Enabled mobile targeting linked to specific QR code • Increased supply-chain efficiencies Cross-channel campaign drives earned media, sales & supply chain efficiency
- 22. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. MGM Resorts serves up recommendations based on guests’ location, interests MGM Resorts sends notifications for nearby restaurants, shopping, show deals, coupons, etc., via guests’ smartphones, based on geo-location, loyalty member status, and preferences.
- 23. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Navdy is a heads up display system for drivers– relevant content only! 23
- 24. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The rise of mobile-free connected products will depend on new form factors for content 24
- 25. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Risks & Rewards
- 26. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Harnessing digital connections to foster deeper human connections is the highest opportunity of bridging the digital & physical worlds
- 27. Rewards For brand and consumer alike… • Increased relevance and context • Greater visibility • Greater utility (‘brands as service partners’) • Happier, more engaged customers • Data informs optimization opportunities (across customer and product lifecycles) • Increased loyalty • Improved conversion, business results • Market differentiation
- 28. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 29. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The ‘Phygital’ world generates scores of new opportunities… but it is not without risks
- 30. Risks • Attribution Impact • Losing customers along their journeys • Regarding mobile as a secondary channel • Advertising-only mentality • Annoying or creeping out customers > opt-out • Higher possibility of friction in ‘offline’ contexts • Under-use of content and brand assets • Negative impact on brand sentiment/experience • Ineffective (or unethical) use of data • Wasted investments
- 31. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 32. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The risk we often overlook…
- 33. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Key Takeaways Key Takeaways
- 34. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 34 Key Takeaways Five steps companies must take to prepare: 1. Foster a culture of content 2. Orchestrate across teams, internal and external 3. Plan and prioritize for digital transformation 4. Plan for media convergence 5. Plan for technology integration
- 35. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1. Foster a culture of content
- 36. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2. Orchestrate across teams– internal and external
- 37. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3. Plan and prioritize for digital transformation
- 38. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4. Plan for media convergence
- 39. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5. Plan for tool and technology integration, eventually convergence
- 40. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Looking ahead
- 41. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Use cases in IoT represent ways brands can use sensors to create mutual value between brand and consumer
- 42. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 42 Rebecca Lieb Industry Analyst with Altimeter Group rebecca@rebeccalieb.com @lieblink
- 43. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. adobe.com/go/summit2014portal
- 44. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 44 Q&A Rebecca Lieb Twitter: @lieblink rebecca@altimetergroup.com
Hinweis der Redaktion
- From websites to wearables to wherever, digital is expanding into the physical world. AG Definition of IoT The interconnection and interaction of the digital and physical worlds, wherein uniquely identifiable embedded technology connects and integrates physical ‘things’ to information networks via existing and emerging Internet infrastructure.
- relevance, context, improved business results, happy customers, etc. slide- data
- relevance, context, improved business results, happy customers, etc. slide- data
- The so-called Internet of Things—in which sensors are embedded in objects and gather data for analysis and action—is the glue that binds those two worlds ever closer together. http://www.szamitasifelho.com/home/ugorjunk-a-felhobe-moving-to-the-cloud/a-szamitasifelhon-tul-beyond-the-cloud-computing
- Our connectivity, and the ability to access and take action via the Internet is exploding outwards– becoming more mobile. This trend began with the transition from desktops to laptops Now smartphones, tablets, and game consoles. Next (ANIMATION), we’re already seeing adoption of IoT devices, such as smart TVs, smart watches, wristbands, and beyond. http://destinyseo.com/blog/
- TV is now a multitasking activity thanks to mobile. People don’t just watch TV, they also Surf the web Shop Check sports scores Look up info on actors, plotlines, athletes Buy products/services being advertised Read discussions about TV shows on social media sites Vote or send comments to a live program Watched certain program bc of something said on social media Email or texted a friend about the program http://www.nielsen.com/us/en/insights/news/2014/whats-empowering-the-new-digital-consumer.html
- Consumers care less about ownership or platform, and more about access and convenience. http://www.soundandvision.com/content/zeroing-cord-cutters
- http://robinhq.com/customer-service-guide/channel-strategy/
- Content Consistency Context
- Brands can leverage data to better serve individuals’ unique contexts using combinations of the following: Proprietary data 3rd party data Historical data Real-time data Sensor data Social data Aggregated data
- Home Depot is currently piloting intelligent integrations between customers’ online shopping carts and wish lists and the retailer’s in-store mobile app experience for loyalty members. Upon entering the store, customers that are part of Home Depot’s Pro Rewards program will receive a notification showing them the most efficient route through the store based on the items customers shopped for online. Aware of the vast landscape that is a home supplies warehouse, the retailer also helps shoppers check the inventory by location. Utility and integration with loyalty/rewards helps HD drive sales
- http://adage.com/article/global-news/diageo-personalizes-whiskeys-videos-gift-givers/238015/
- gives Diageo a direct, one-to-one channel for communicating with consumers: their products. 3. It enables users to personalize products, by definition, in unique ways. 4. It converts existing, even generic, products into functionally intelligent ones, which (with the addition of smart phones) can deliver dynamic ad messaging linked to specific physical objects. 5. It creates a rationale for the consumer to have an on-going relationship with the brand — by linking continuing online interactions to real world product-based experiences. – The campaign changed customer perception of the whisky category, re-positioning the participating Diageo brands as innovative and modern – CRM opt-ins meant that Diageo gathered permission-based intelligence it could then reapply for future customer interactions – Resulted in a 72% sales uplift in the two weeks leading up to Father’s Day, plus an earned media value five times higher than investment – Due to the success in Brazil, the Father’s Day digital gifting campaign will rollout in 2013 across multiple markets, and Diageo’s first mobile loyalty scheme running on EVRYTHNG’s Engine launches in May this year Results 72% increase in sales in the 2 weeks before Father’s Day Earned media impact 5x investment Several celebrities created videos tweeted to 1M followers 100k increase in Facebook fans Global PR and industry coverage Permission-based opt-ins to CRM program, loyalty program expanded 100,000 unique QR downloads Program expanded to 6 countries Increased loyalty, loyalty rewards Enabled mobile targeting linked to specific QR code Increased supply-chain efficiencies https://evrythng.com/customers/diageo-case-study/ http://www.marketingmagazine.co.uk/article/1311292/five-brands-successfully-embracing-internet-things
- “Monetizing your Wifi Network” MGM sends notifications for nearby restaurants, shopping, show deals, etc., for hotel guests staying in Bellagio Las Vegas via their smartphones, based on geo-location, loyalty member status, and preferences. and the MGM app. Delighted Customers: MGM Corporation. http://internetofeverything.cisco.com/see/delighted-customers http://internetofeverything.cisco.com/see/delighted-customers
- Text Messages, Directions, Phone Calls, service notifications – the Google Glass for your car Note this product is still in development In fact, the company has received more than 600 email inquiries from car dealerships, OEMs, and other parties interested in integrating or selling Navdy’s display. “Car manufacturers, cell carriers and data providers, and the phone handset makers themselves all think of the car as a new consumer frontier, as well as all the companies that provide apps and services that are of high use in a vehicle, such as audio music and radio, navigation, directory listings, and more,” he said. But even more interesting is that Navdy has been approached by and is talking to “companies that have a lot of cars,” such as ride-sharing services like Uber and Lyft, car rental companies, delivery services, and so on, though Simpson declined to go into much detail. Ride-sharing services that require drivers to interact frequently with their phones may find that a head-up option improves safety. http://venturebeat.com/2014/10/02/navdy-gets-6-5m-for-its-in-car-display-for-your-phone-might-show-up-in-rental-cars-soon/
- The majority of connected products require or leverage a mobile device in order to extract value (insights, content, service, etc.) This will likely continue until we see better, perhaps more hands-free interfaces emerge…(fashion may have a role here too) Augmented reality Virtual reality Infrastructure-based touchscreens Adoption of smart glasses ‘Personal assistant’ devices like Amazon echo- syncs through the cloud with all Amazon apps through Voice control/recognition Left: Augmented reality through glasses projected onto hand via Augmenta Augmented reality through smart glasses Right: Augmented reality (source remains unclear) predicted in Google’s acquisition of MagicLeap Amazon Echo’s personal assistant- connects with all Amazon media and services, screen involved (e.g. music, shopping, audio, etc.)
- relevance, context, improved business results, happy customers, etc. slide- data
- relevance, context, improved business results, happy customers, etc. slide- data
- NPS – net promoter score
- (losing customer on their journeys; regarding mobile as secondary; stuck in advertising-only mentality; under-use of content and brand assets, etc) slide- impact to brands + attribution
- (losing customer on their journeys; regarding mobile as secondary; stuck in advertising-only mentality; under-use of content and brand assets, etc) slide- impact to brands + attribution
- Interface is everything!
- Benefits of Digital Transformation Most Important Digital Transformation Initiatives Top Digital Transformation Challenges
- Foster a culture of content A culture of content is critical for coordination across departments, channels, and devices
- Orchestrate!
- Plan for digital transformation
- Plan for media convergence
- Content Stacks are Emerging- Plan for tool and technology integration By 2016, there will be “content stack” offerings in the marketplace — end-to-end solutions akin to ad stacks. Currently, no single vendor has an end-to-end solution. Eventually, a few will partner, merge, acquire, and/or collaborate to create a total solution.