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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


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    Presentation Transcript
    1. Changes: Agenda, Home depot change

    2. Connected Experiences: From Websites to Wearables to Wherever Adobe Summit Rebecca Lieb Industry Analyst, Altimeter Group March 10, 2015

    3. Digital is everywhere. And will soon be everything.

    4. Harnessing digital connections to foster deeper human connections is the highest opportunity of bridging the digital & physical worlds

    5. AGENDA • Trends driving connected experiences • What binds connected experiences? • Risks and rewards • Takeaways –fundamentals of connected experiences • A peek over the horizon

    6. From mainframes to ubiquitous computing…

    7. What the Internet of Things enables is a far deeper ‘conversation’ between all elements of brand experience – now including objects

    8. Mobile ignites this trend, but it transcends mobile into other physical objects Connected security system Wearable fitness device Wearable headgear display Smart clothing Smart thermostat Smart vacuum cleaner Smart refrigerator Smart watch Source: Acquity Group 2014

    9. Smart devices are transforming how we access and use the Internet

    10. Differentiation between channels is eroding for consumers.

    11. Second screen activities have transformed how people watch TV

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

    13. Channel preferences vary widely, based on a myriad of factors • Preferences vary based on consumer’s unique… • Needs/pain points • Place • Time • Behavior • History • Culture • Exposure to technology • Influences, etc.

    14. But what ties so many disparate touchpoints together?

    15. The glue that binds • Content • Consistency • Context

    16. What ties so many disparate touchpoints together? CONTENT 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.

    17. What ties so many disparate touchpoints together? CONTEXT 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.

    18. What ties so many disparate touchpoints together? CONSISTENCY Consistency in brand tone, outreach, response, presence, and culture. Expanding touchpoints allows brands to pervade consumers’ lives by providing timely content, services, and utility

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

    20. Diageo connects bottle to smartphone to social for a personalized Father’s Day experience 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.

    21. Cross-channel campaign drives earned media, sales & supply chain efficiency • 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

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

    24. The rise of mobile-free connected products will depend on new form factors for content

    25. Risks & Rewards

    26. Harnessing digital connections to foster deeper human connections is the highest opportunity of bridging the digital & physical worlds

    27. For brand and consumer alike… • Increased relevanceand 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 Rewards

    28. The ‘Phygital’ world generates scores of new opportunities… but it is not without risks

    29. 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 Risks

    30. The risk we often overlook…

    31. Key Takeaways Key Takeaways

    32. Key Takeaways Five steps companies must take to prepare: • Foster a culture of content • Orchestrate across teams, internal and external • Plan and prioritize for digital transformation • Plan for media convergence • Plan for technology integration

    33. 1. Foster a culture of content

    34. 2. Orchestrate across teams– internal and external

    35. 3. Plan and prioritize for digital transformation

    36. 4. Plan for media convergence

    37. 5. Plan for tool and technology integration, eventually convergence

    38. Looking ahead

    39. Use cases in IoT represent ways brands can use sensors to create mutual valuebetween brand and consumer

    40. Rebecca Lieb Industry Analyst with Altimeter Group rebecca@rebeccalieb.com @lieblink

    41. adobe.com/go/summit2014portal

    42. Q&A Rebecca Lieb Twitter: @lieblink rebecca@altimetergroup.com