Adobe Experience Manager Vision and Roadmap
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The document discusses the evolution of digital experiences and connected devices. It notes that consumers expect personalized, relevant experiences in real-time across multiple channels. The document summarizes research showing growing adoption of devices like smartphones, tablets, smartwatches, connected homes/cars, and the challenges of managing diverse digital properties. It argues experiences will be driven by connection between the digital and physical worlds, with innovations in areas like personalized content delivery, content velocity, experience-driven commerce, cloud agility, and connected experiences across channels and devices.
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Adobe Experience Manager Vision and Roadmap
- 1. AUGUST 18, 2015 EVOLUTION OF DIGITAL EXPERIENCES Adobe Experience Manager Insight & Roadmap Loni Stark, Senior Director of Strategy & Product Marketing @lonistark
- 2. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Consumers Expect More… 2 PERSONALIZED RELEVANT REAL-TIME
- 3. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Connected Experiences: Where are we on this journey? © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 4. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. State of Digital Experiences in 2015 1.3 million iOS apps 17 7 million websites 1.4 million Android apps 26 8 Average number of customer-facing web and mobile experiences managed by enterprises 36% 34% 30% Managing digital properties challenges firms Around the world, firms manage millions of digital properties Customers engage more than ever on a variety of channels Percentage of US online adults who personally use a: 40% 63% 67% 71% Tablet Desktop Smartphon e Laptop Organization manage complex digital ecosystems Digital experience delivery budgets have a number of owners Technology management Business Marketing Source: Forrester, 2015
- 5. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The world’s largest device market. Source: Strategy Analytics, October 2014 today
- 6. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Connected Lifestyle – Timeline North America Asia-Pacific Western Europe 2002 ‘04 ‘06 ‘08 ‘10 ‘12 ‘14 ‘16 ‘18 ‘20 ‘22 2024 50% of broadband households have at least one:: 50% of households have: Interne t High-speed Internet Smartphone Tablet Connected Home Entertainment Device Connected Health/ Fitness Device Smart Home Device Source: 2002-2014 Multiple Parks Associates Consumer Surveys
- 7. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Connected Fitness Device 2014 2015 2016 2017 2018 2019 21.6 33.0 42.5 53.1 65.8 74.8 7.3 34.7 55.7 76.0 91.3 103.4 Smart Watch Unit sales in millions Connected Wearables • 77% feel useful to receive marketing promotions on their smartwatch while inside a physical store. Jumps to 84% for those 18-34 (millennials) • 66% say they want to be alerted to marketing offers and promotions on smartwatch. Jumps to 71% for those 18-34 • Marketers need consent to reach consumers on their smartwatch Source: Adobe survey, 2015 Source: Parks Associates, 2015
- 8. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Connected Cars 3G HSDPA 2012 2015 2016 2017 2018 2020 4G LTE, HSPA+ Unit sales in millions 201920142013 5.8 15.9 17.1 18.0 18.9 20.419.714.310.5 N/A 5.0 9.8 15.3 21.6 36.628.71.3N/A Technology is a key driver for people's car buying decisions, especially for millennials that are already tech-savvy consumers. Source: Parks Associates, 2015
- 9. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Connected Homes 2015 2016 2017 2018 202020192014 Asia Europe N. America S. America Africa Source: Pike Research, IBIS World, USITC, European Commission, Northeast Group, Ernst & Young, News Release, BI Intelligence, 2015
- 10. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. We’re still babies in our digital transformation. Value will be in connection of digital & physical. © 2015 Adobe Systems Incorporated. All Rights Reserved.
- 11. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Innovative and meaningful applications will be key
- 12. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Smartwatch gives insight into what’s holding back adoption Adobe Study: Only 2% of US consumers own a smartwatch. Far less popular than today’s dominant wearable, the fitness tracker. Aware of smartwatch – value unclear. 83%don’t see any value/no functionality I need 45 %too pricey 9% my watch needs to be fashionable and I don’t find today’s smartwatches attractive 9% concerned with privacy /security © 2015 Adobe Systems Incorporated. All Rights Reserved.
- 13. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. MULTIPLE DATABASES & TECHNOLOGIES MULTIPLE MESSAGES MULTIPLE CHANNELS $15 off Today Only!Loyalty Rewards 25% off “Like” us to win! Free Shipping! DISJOINTED EXPERIENCE Proliferation of Channels + Static, Silo’ed Support Systems = Breakdown in Experience
- 14. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Getting from Customer Journey to Cycle of Customer Conversion CONSIDERATIO N CONSUMER AWARENES S PURCHASE SERVICE LOYALTY Word of Mouth PR Radio, TV, Print, Outdoor Digital Billboard s Viral Emails Online Ads Mobile Website In Store Download Delivery SUBSCRIBE TO… Blog Email Newsletter Promotion on Invoice Mailing List of Ads and Promotions Evaluation of Alternatives Trial/Get Advice Validate Advice Consumer looking online Interested in product Buys Product, becomes Custome r Likes
- 15. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. .000 .003.001 .002 USER EXPERIENCE Success Starts in “The Last Millisecond” USER ACTIONS Predict The Last Millisecond Listen CRM 3rd Assemble Deliver
- 16. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. SOLUTIONS CORE SERVICES Adobe Marketing Cloud PLATFORM ANALYTICSEXPERIENCE MANAGER CAMPAIGNMEDIA OPTIMIZER SOCIAL TARGET ACTIVATIONASSETS COLLABORATION EXCHANGEMOBILEPROFILES & AUDIENCES USER MANAGEMENT & ADMINISTRATION Data & Content PRIMETIME AUDIENCE MANAGER
- 17. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. What are the innovations today, to prepare for tomorrow
- 18. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Experience Manager: Next-generation Digital Experiences SITES Web experiences and On-site screens ASSETS Single place for all digital assets from creation to delivery COMMUNITIES Simplifies the creation and optimization of customer communities FORMS Mobile-first Forms and Personalized Correspondence APPS Mobile Apps Development Platform for Marketers and Developers Digital Experience Delivery Platform Beyond Integrations. Expose Adobe Target & Adobe Analytics capabilities within AEM Adobe Experience Manager conquers complexity so businesses can deliver connected digital experiences across the customer journey that builds brand loyalty and drives demand from online to physical interactions.
- 19. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Connected Experiences Personalization Content Velocity Experience- driven Commerce Cloud Agility 1 2 3 4 5
- 20. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Connected Experiences Personalization Content Velocity Experience- driven Commerce Cloud Agility
- 21. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Connected Experiences
- 22. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Everything Mobile
- 23. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 24. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Single Place to Manage All Owned Digital Experiences Projects are the nexus of all digital experiences across channels
- 25. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Personalizati on
- 26. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Unified Product Experience Target Analytic s
- 27. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 28. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Content Effectiveness Has Two Metric Types for Effective Reporting: Page Name / URL Page Views Home Page 200,000 Personal Checking Page 125,000 Banking Solutions 115,000 Money Market 105,000 Savings Page 90,000 Order Checks 88,000 Loan and Credit 80,000 Business Banking Page 70,000 Online Banking Page 60,000 Commercial Banking 55,000 Traffic Based Metrics: (Page Views, Visits, Visitors, Time Spent, Reloads etc..) provide an incomplete picture for content effectiveness. (Participation Metrics are Missing) Traffic: Visits, Page Views, Clicks, Video Views, Time Spent Traffic and Participation One Dimensional Ranked Reporting
- 29. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Two dimensional content analysis Traffic: Visits, Page Views, Clicks, Video Views, Time Spent Participation:ApplicationConversionRate Invest Change Monitor Eliminate Allows quadrant based organization and action steps.
- 30. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Content Velocity
- 31. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Stock performance of design-driven companies vs. S&P 500 (10 years) Performance 219% Survival S&P 500 companies will not exist in 10 years 40% Study fromJohn M. OlinSchool of Business, Washington University – CNBC Finance May 2015 J. Rae - DesignValue Index, May 2015 Design is a Secret Weapon
- 32. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. New IDC Survey: Asset Management is a real challenge Source: IDC, sponsored by Adobe 85% say they are under pressure to create assets/deliver campaigns more quickly 76% say personalization is driving increased need for more assets 71% say they need to create 10x as many assets these days to support all the different channels 75% of Marketers often work with both internal creative pros and external agencies to churn out lots of content
- 33. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Creative Professionals and Digital Agencies Marketing Professionals and Content Managers Accelerate Work in Progress with Creative Cloud Deliver Personalized Experiences with Marketing Cloud AEM Assets Connection between Marketing and Creative Cloud AEM Assets Central Content Hub
- 34. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Content Marketing 34 PERSONALIZEDEXPERIENCE DESIGNTOWEB
- 35. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Experience- Driven Commerce
- 36. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Two thirds of Australian shoppers check prices online before they shop in a physical store, and nearly one third use a mobile device while shopping to check prices and features. (Deloitte) Online Shopping Meets In-Store Shopping 100 90 80 70 60 50 40 30 20 10 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 %ofin-storevisitsinfluencedbydigital US digital influence projection 40% Australia digital potential influence projection 14% 38% 49% 64%
- 37. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Experience Manager Commerce Templates and Components
- 38. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Content Marketing: Shoppable Media 38
- 39. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Shoppable Video – Coming Soon
- 40. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Cloud Agility
- 41. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Cloud Agility 41 UK Office Singapore Office
- 42. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Connected Experiences Personalization Content Velocity Experience- driven Commerce Cloud Agility
- 43. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. With innovations and continued integrations across Adobe Solutions, and the Marketing and Creative Clouds, AEM becomes an even more powerful platform to manage and deliver connected digital experiences across the customer journey from online to physical interactions. Adobe Experience Manager – 2015 Product Themes APPS DPS & PGE Apps Content Viewer Management Dashboard Push Notifications iBeacon support FORMS Easy to use adaptive forms and documents Offline support Correspondence Management Document Security Integration with Document Cloud COMMUNITIE S Turnkey Communities Enablement Communities ASSETS CCE runs on AEM Shoppable Media Enhanced metadata & Search Core Asset Management innovations (Assets Insight) SITES Screens: Support experiences on large screens Direct access to Target and Analytics Responsive design for business users Developer efficiency and component reuse
- 44. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. CREATE THE FUTURE
- 45. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Notas do Editor
- It is truly going to be a world of “Connected Experiences” By end of decade there will be 33 billion devices connected to the internet, or roughly four connected devices for every living person. Traditional connected devices like PCs, smartphones and tablets now account for less than a third of all connected devices in use 50% of them will come from emerging categories that are beginning to make up the Internet of Things IoT: Top IoT devices consumers want to interact with digitally: 1. Home electronics (61%); 2. Home appliances - thermostat, fridge, oven (54%) 3. Cars (51%) Apple Watch, Wearables 27% of those who don’t currently own a smartwatch say they are (very) likely to buy one in next 6 mo. 67% of them said they were (very) likely to buy Apple Watch 77% feel it would be useful to receive promotions while inside a store (jumps to 84% for 18-34 yo)
- But this is hard. These types of challenges often lead to a fragmented brand experience for the consumer. The consumer journey is not a straight path, it never did run true, to paraphrase Mr Shakespeare. And fragmented consumer journeys, where we don’t have a cohesive strategy, or an integrated technology, or a comprehensive view of the customer, results in a terribly fragmented brand experience. Do our customers fill out a form on the web, only to access our brand on a mobile device and not get recognized? Do they like us to win, only to get an unrelated offer of a product they don’t want? That’s the result of multiple databases, disparate technologies, multiple channels, and myriad messages. A confusing and disjointed experience.
- The “Customer Journey” isn’t linear and is only partially predictable. It’s more organic, flexible, often unpredictable. Each customer will proceed at their own pace, often doubling back, stalling, restarting, etc… The real-time enterprise is at the ready to present relevance in real-time, at any time, to ensure that any consumer is able to progress to customer through a series of meaningful, satisfying experiences that lead to a relationship where the consumer trusts your company and becomes a long-term and loyal customer and advocate.
- “The Last Millisecond” represents the micro-level challenge that marketers must face and where they must win time and time again, day after day. In fact, the last millisecond represents a “moment of truth” for marketers: Every user action creates an experience – every time a user: downloads a video, clicks on an ad, etc… marketers have a “moment of truth”. Will we deliver a meaningful, personalized and relevant experience or will we deliver something generic and hope for the best? What needs to happen to maximize our chance for marketing success? That experience has to be optimized to channel, device, locations, history, preferences And the time between action and experience isn’t minutes or seconds – it’s milliseconds. We call it the last millisecond. How marketing wins here is by following a specific formula and doing in real-time. The formula consists of: Listen, Predict, Assemble, and Deliver Listen – aggregate everything we know about this visitor (anonymous or know) what do we know that helps us interpret intention and expectation Predict – consider what content/offers do we have that will be suit this visitor’s intent and most likely meet their expectations Assemble – now comes the task of pulling together all the assets and information into a cohesive experience Deliver – lastly we must deliver these components in an experience that adapts to and reflects the channel, device and environment into which the consumer is expecting. Consumers will not discriminate when and where they expect a quality experience with your brand – you get one shot – this is your moment of truth. The Adobe Marketing Cloud helps you deliver. Every digital marketing platform must do this
- UNLIKE other marketing suites and bundles that are an incomplete collection of point products that are barely interoperable, much less integrated, Adobe Marketing Cloud is a comprehensive set of best-in-class, integrated solutions, all built on a common data platform with a common set of powerful core services that creates a lift and, dare we say it, synergy you can’t get with a jumbled toolbox. Adobe Marketing Cloud consists of 8 comprehensive and integrated solutions. This is where the execution happens: Adobe Analytics—Get real-time analytics across online and offline channels to continuously improve the performance of marketing activities. Adobe Experience Manager—Organize, manage, and deliver creative assets and other content across digital marketing channels. Adobe Campaign—Plan and execute orchestrated campaigns across all channels. Adobe Target—Test and target digital experiences to maximize business results. Adobe Media Optimizer—Manage, forecast, and optimize your media mix to deliver peak return on your spend. Adobe Social—Manage social marketing with a comprehensive platform that enables social listening, publishing, and analytics. Adobe Primetime--Engage viewers across devices and deliver targeted ads independent of platform or device. Audience Manager – Identity Management. Audience Activation, Cross Device Measurement, Audience Marketplace , Audience Optimization And above and beyond best in class individual solutions, once you own any part of Adobe Marketing Cloud, you get the secret integrated sauce. Adobe Marketing Cloud Core Services—A set of core technologies that allow each of the solutions to tap into a common framework and architecture, including Profiles & Audiences, Assets, Activation, Mobile, Exchange, Collaboration, the Exchange partner network, and User Management and Administration, all built upon a common data platform.
- Cloud??