connected experiences: from websites to wearables to whatever

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© 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

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Digital is everywhere.

And will soon be everything.

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Harnessing digital connections to foster

deeper human connections

is the highest opportunity of bridging the

digital & physical worlds

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AGENDA

• Trends driving connected experiences

• What binds connected experiences?

• Risks and rewards

• Takeaways –fundamentals of connected experiences

• A peek over the horizon

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From mainframes to ubiquitous computing…

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What the Internet of Things enables is a far deeper ‘conversation’ between all

elements of brand experience – now including objects

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Mobile ignites this trend, but it transcends mobile into other physical objects

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Source: Acquity Group 2014

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Smart devices

are transforming

how we access

and use the

Internet

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Differentiation between channels is eroding for

consumers.

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Second screen

activities have

transformed how

people watch TV

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Rise of streaming video spurs millions to ‘cut the cord’ (and its costs)

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Channel preferences vary widely, based on a myriad of factors

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Preferences vary based

on consumer’s unique… • Needs/pain points

• Place

• Time

• Behavior

• History

• Culture

• Exposure to technology

• Influences, etc.

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But what ties so many

disparate touchpoints

together?

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The glue that binds

Consistency Context

Content

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What ties so many disparate touchpoints together?

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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

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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

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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

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Home Depot ties dot.com shopping cart to in-store experience

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The bottle becomes the mediumBy 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

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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

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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.

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Navdy is a heads up display system for drivers– relevant content only!

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The rise of mobile-free connected products will depend on new form

factors for content

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Risks & Rewards

© 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

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

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© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

The ‘Phygital’ world generates

scores of new opportunities…

but it is not without risks

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

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© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

The risk we often overlook…

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Key Takeaways

Key Takeaways

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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

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1. Foster a culture of content

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2. Orchestrate across teams– internal and external

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3. Plan and prioritize for digital transformation

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4. Plan for media convergence

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5. Plan for tool and

technology integration,

eventually convergence

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Looking ahead

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Use cases in IoT

represent ways

brands can use

sensors to create

mutual value

between brand

and consumer

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Rebecca LiebIndustry Analyst with Altimeter Group

rebecca@rebeccalieb.com

@lieblink

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adobe.com/go/summit2014portal

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Q&ARebecca Lieb

Twitter: @lieblink

rebecca@altimetergroup.com