Changing the world through digital experiences, Adobe

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Avaus Executive Lounge 26th of March.
Carola Förnäs – Account Manager, Digital Marketing Solutions Finland
Pablo Munoz – Sr. Solution Consultant, Digital Marketing Solutions Nordic

Noise

Expectations
PERSONALIZED
RELEVANT
REAL-TIME

Todays agenda
8
§ Adobe Digital Trends
report
(The future of Marketing)

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9
How to stay on trend in 2015
27th March 2015

March 27, 2015 Copyright © Econsultancy
Quarterly Digital Intelligence Briefing:
Digital Trends 2015

About the survey…
•  Online survey between November 2014 and
January 2015
•  More than 6,000 respondents globally across all
sectors, B2B and B2C
•  4th year of survey
11March 27, 2015

INTRODUCTION AND
REVIEW OF 2014
March 27, 2015 13

Last year’s most exciting opportunity: predicted versus actual
(company respondents)
March 27, 2015 14
6%
6%
6%
7%
8%
16%
16%
17%
17%
10%
10%
4%
3%
10%
10%
18%
20%
15%
Big data
Personalisation
Marketing automation
Video
Multichannel campaign management
Social
Mobile
Customer experience
Content marketing
Econsultancy / Adobe Quarterly Digital Intelligence Briefing
2014 2015

“The nature of marketing has exploded from an
ancillary communications function to the Grand
Central Station of customer experience.”
- Scott Brinker, Chief Marketing Technologist.com
March 27, 2015 15

To what extent does digital permeate your own organisation’s
marketing activities? (company respondents)
March 27, 2015 16
20%
43%
14% 14%
10%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Digital marketing is
very much
separate
Digital permeates
most of our
marketing
programmes
Digital permeates
all our marketing
programmes
We are a digital-
first organisation
Don’t know

‘We are going to be experimenting heavily with digital next year’
March 27, 2015 17
64% 69%
27% 21%
9% 10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2014 2015
Agree Neutral Disagree

In which areas are you going to be experimenting most heavily in the
coming year? (company respondents)
March 27, 2015 18

CUSTOMER EXPERIENCE
IN THE ASCENDANCY
March 27, 2015 19

Single most exciting opportunity – 2015 vs 2014
March 27, 2015 20
3%
5%
6%
7%
7%
11%
11%
13%
15%
22%
3%
4%
10%
10%
10%
10%
18%
15%
20%
Location-based services
Video
Social
Big data
Personalisation
Mobile
Content marketing
Customer experience
2014 2015

‘We try to differentiate through customer experience’
March 27, 2015 21
28%
50%
17%
4%1%
Strongly agree Agree Neutral Disagree Strongly disagree

DRIVING A CX-FRIENDLY
CULTURE
March 27, 2015 22

Over the next five years, what is the primary way your organisation will
seek to differentiate itself from competitors? (company respondents)
March 27, 2015 23
5%
7%
7%
9%
28%
44%
Price
Convenience - fast delivery, in-store pickup,
multiple payment mechanism, buy online return-
to-store etc.
Mobile - becoming a 'mobile first' company that
absolutely caters to the mobile shopper/buyer
Product / service choice
Product / service quality
Customer service / customer experience -
making it easy, fun, valuable and/or pleasurable
to shop from us

Please rank the importance of these areas as building blocks for
building a brilliant customer experience. (company respondents)
March 27, 2015 24
10%
11%
9%
28%
42%
17%
17%
18%
23%
25%
21%
22%
28%
12%
15%
48%
49%
55%
63%
82%
Data - having access and control over the customer
and marketing application data.
Technology - the tools to use data to create compelling,
personalised, real-time experiences
Skills - combining digital marketing skills with analytics
and technology
Culture - a cross-team approach with the customer at
the heart of all initiatives
Strategy - the cohesive plan, long-term view and
executive support for the future of our customer
First choice Second choice Third choice

Where does your organisation place the highest emphasis in terms of
improving the customer experience? (company respondents)
March 27, 2015 25
4%
5%
7%
10%
12%
29%
33%
Making experience as mobile-friendly as possible
Making experience as fast as possible
Making experience as fun / fulfilling as possible
Making experience as safe and reliable as possible
Making experience as consistent as possible across
channels
Making experience as valuable as possible
Making experience as personalised and relevant as
possible

MARKETING GETS
PERSONAL AND
PERSONALISATION
GOES OMNICHANNEL
March 27, 2015 26

Which three digital-related areas are the top priorities for your
organisation in 2015? (company respondents)
March 27, 2015 27
6%
7%
8%
9%
9%
9%
12%
13%
15%
15%
16%
17%
20%
22%
24%
27%
29%
30%
Mobile app analytics
Video advertising
Ad targeting optimisation
Customer scoring / predictive marketing
Real-time marketing
Social media analytics
Joining up online and offline data
Mobile app engagement
Video content
Mobile optimisation
Search engine marketing
Conversion rate optimisation
Brand building / viral marketing
Social media engagement
Content optimisation
Targeting and personalisation

‘Omnichannel personalisation will become a reality in 2015’
March 27, 2015 28
10%
28%
39%
17%
6%

Most exciting opportunity – 2015 vs ‘five years’ time’
March 27, 2015 29
5%
4%
7%
12%
5%
14%
16%
8%
8%
20%
3%
5%
6%
7%
7%
11%
11%
13%
15%
22%
Location-based services
Video
Social
Big data
Personalisation
Mobile
Content marketing
Customer experience
Most exciting opportunity in 2015 Most exciting opportunity in five years' time

GEO-TARGETING
SIGNPOSTS A NEW ERA
IN MOBILE
March 27, 2015 30

What best describes your approach to geo-targeting technology used
for delivering location-based notifications (e.g. iBeacons)?
March 27, 2015 31
11%
13%
25%
32%
19%
0%
5%
10%
15%
20%
25%
30%
35%
We are using this
technology today
We have this
technology in the
plan for 2015
We are exploring
this technology but
there is no set
date for
implementation
We are not yet
exploring this
technology
Don't know / No
opinion

Approach to geo-targeting technology by sector
March 27, 2015 32
Using today
In the plan for
2015
Exploring, but
no set date for
implementation
Not yet
exploring
Consumer Goods 18% 18% 33% 31%
Financial Services
and Insurance
17% 7% 37% 39%
Retail / Mail Order
(including online
retail)
8% 27% 40% 26%
Telecoms 23% 20% 30% 27%
Travel & Hospitality 10% 17% 33% 40%

Remember it’s the most personal device
March 27, 2015 33

MARKETERS JOIN UP
THE CHANNELS
March 27, 2015 34

‘Cross-channel marketing will be a key focus for us in 2015’
March 27, 2015 35
14%
45%
30%
8%
3%

How important will the following be for your digital marketing over the
next few years? (company respondents)
March 27, 2015 36
38%
43%
45%
51%
57%
66%
70%
48%
43%
42%
35%
38%
30%
27%
14%
14%
13%
14%
5%
4%
3%
Using offline data to optimise the online experience
Using online data to optimise the offline experience
Understanding when and where customers use
different devices
Understanding how mobile users research / buy
products
Training teams in new techniques, channels and
disciplines
Ensuring consistency of message across channels
Having a clear understanding of customer journeys
across channels
Very important Quite important Not important

DATA-DRIVEN
MARKETING: FROM
CATCHPHRASE TO
TREASURE TROVE
March 27, 2015 37

Do you agree or disagree with the following statements?
March 27, 2015 38
9% 9%
29% 28%
27% 29%
26% 25%
9% 9%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
We have the analysts we need to make
sense of our data
We have a good infrastructure in place
to collect the data we need

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Making sense and taking advantage of the trends

CUSTOMER EXPERIENCE

“How Customers perceive their
interactions with your company.”
Forrester

Perception
42
How my friends see me How my parents see me How people see me
How colleagues see me How I see myself How I actually am

Perception
43
ANGER HAPPINESS SURPRISE SORROW

But marketers see four screens: TV, computer, tablet, mobile

They see 6 channels: web, social, email, search, display and apps

They see three sources of trust: paid, earned, owned

And no two customer journeys are the same

Organisational alignment is a key enabler for delivering superior customer
experience
Organizational
Alignment
WHAT’S INVOLVED
Strategic
“buy-in”
of all groups
that understand
the end goal &
effort involved
Coordinated
approach
to becoming a
data-driven
organisation
Aligned &
empowered
community
of practitioners
Common KPI
framework
that is role based
& multi-channel

Products are becoming commodities…
50
Experienceis the differentiator.

The Art of Marketing is Lost Online
51
$300 - $500$100 - 200 > $500< $100

Move Beyond the Overwhelming Product Category Pages…
52
Traditional Experience-driven

Breaks the “e-shop” paradigm
with a differentiated brand
experience
Content rich product discovery
Visually appealing design
Socially engaging
Relevant content and offers to
each visitor
Connected experience across
mobile and in-store
53© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 53
… to Experience-driven Commerce

Mobile
54
MOBILE

Mobile Campaign
Management
Mobile Development
& Content
Management
Mobile
Optimization &
Personalization
Mobile Analytics
Intelligent Location
Marketing
Mobile Business Challenges
55

Mobile Development & Management: Reduce the time & cost of updating experiences
56
•  Rising costs and complexity of updating & managing content for apps and
mobile websites across multiple platforms & devices
•  Lack of marketing agility due to time consuming development processes
•  Delivering mobile optimized images and videos across devices

Mobile Analytics: Understand the customer journey across apps & mobile web
57
•  Complexity of measuring the “customer journey” across apps, mobile
web, and related digital channels
•  Business leaders require a clear understanding of ROI and
monetization across mobile experiences and campaigns

Mobile Optimization & Personalization: Improve engagement and conversions
58
•  Improve engagement & conversion for apps and mobile web
•  Delight consumers who expect personalization of mobile app, mobile
web, and email experiences on their mobile devices
Smartphone
conversion rate:
1.05%
Tablet
conversion rate:
2.03
%

Intelligent Location Marketing: Deliver contextual experiences with location
technology
59
•  Cohesive strategy for location-based marketing tactics such as geo-fences
and iBeacons (Bluetooth LE) to deliver contextually relevant experiences
and messages
•  Complexity of integrating data from real-time, online & offline systems to
deliver location-aware and personalized experiences

Mobile Shopping: Personalized Recommendations
60
Challenge:
•  E-Commerce wants to increase RPV
for mobile shoppers
•  Consumers have limited time to search
and browse on Smartphone website
Relevant Solution:
•  Automatically monitor consumer
behavior
•  Present “more like this”
recommendations in mobile web or
mobile app

Changing the world through digital experiences, Adobe

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