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© 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
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The World is Changing
Move to Mobile & Tablets
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Pope John-Paul II - 2005
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Pope Francis - 2013
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The World is Changing
Move to Mobile & Tablets
The Internet of Things
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LET’S BE THIS AWESOME
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The World is Changing
Move to Mobile & Tablets
The Internet of Things
Making Everything Digital
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DIGITAL DISTRESS
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NEXT STEPS
fierce Competition is
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 97% Site visitors who do not convert
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how did we get here?
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We began with catalogues,…
15 …which allowed us to tell a story, make a connection, and inspire a purchase.
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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.
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Over time, marketers wanted more and began building their own sites. Landing pages.
Microsites. Mobile sites. Tablet sites.
Apps.
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© 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.
END OF AN ERA
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Meet “The New Marketer”
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Jen | Gym Instructor
Lululemon Athletica is fantastic. Felix | College Professor
VERIZON LTE 4G Samsung Galaxy S4
Fred Leger Age 30
Pier 83
Fort
h Av
e
2nd
Ave
10th
Ave
21st
St
Pier 83
Fort
h Av
e
2nd
Ave
10th
Ave
21st
St
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
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Changing the world through digital experiences
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Art + Science
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Art + Science
Creative Cloud Marketing Cloud
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Ideation Creation Analysis Personalization
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LISTEN PREDICT ASSEMBLE DELIVER
Best Real-Time Consumer Experience
300 MILLISECONDS
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ADOBE MARKETING CLOUD
Adobe Social
Adobe Media
Optimizer Adobe
Analytics
Adobe Target
Adobe Experience Manager
Adobe Campaign
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Adobe Social
Next Gen Buzz Monitoring Social Campaign Attribution to Business Results Predictive Publishing
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Adobe Media Optimizer
Portfolio Optimization & Rules Based Bidding One Price, Multiple Channels Twitter API
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Adobe Target
A/B/N Testing Multi-variate Testing One-Click Automated Targeting Recommendations
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Adobe Experience Manager
Dynamic Personalized Experiences Cross device, Responsive design Connected to the Marketing Cloud
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Adobe Campaign
Cross-channel marketing Connects Marketing Cloud to your CRM Enables Anonymous to Known Marketing
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Adobe Analytics
Full marketing analytics made actionable with data connected to marketing & business systems
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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
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MARKETING CLOUD ARCHITECTURE
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Adobe Marketing Cloud: Cross-Solution Experience & Shared Services
Content Data
Attract &
Acquire
Manage Deploy Engage Convert
Report &
Analyze
Connect & Optimize
Platform
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Adobe Marketing Cloud: What is a Marketing Cloud?
Content Data
Attract & Acquire
Adobe Social
Adobe Media Optimizer
Engage & Convert
Adobe Experience Manager
Adobe Target
Adobe Campaign
Report & Analyze
Adobe Analytics
Data Exchange Creative Cloud Profile, Data & Content
Content Campaigns Context
Assets Channels Audiences Data
Shared Capabilities
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
• 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
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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
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Adobe Marketing Cloud: What is a Marketing Cloud?
Content Data
Attract & Acquire
Adobe Social
Adobe Media Optimizer
Engage & Convert
Adobe Experience Manager
Adobe Target
Adobe Campaign
Report & Analyze
Adobe Analytics
Data Exchange Creative Cloud Profile, Data & Content
Content Campaigns Context
Assets Channels Audiences Data
Data
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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.
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SOCIAL
TESTING
OPTIMIZING
EXPERIENCE
ANALYTICS
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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 …
…
…
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SOCIAL
TESTING
OPTIMIZING
EXPERIENCE
ANALYTICS
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2014 NERDS UNITE
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@ridmaur
THANK YOU
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