Adobe Experience Manager Vision and Roadmap
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Transcript of Adobe Experience Manager Vision and Roadmap
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AUGUST 18, 2015Evolution of Digital ExperiencesAdobe Experience Manager Insight & RoadmapLoni Stark, Senior Director of Strategy & Product Marketing @lonistark
Consumers Expect More2
PERSONALIZEDRELEVANTREAL-TIME
2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Connected Experiences:Where are we on this journey? 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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State of Digital Experiences in 2015
1.3millioniOS apps
177millionwebsites1.4millionAndroid apps
268Average number of customer-facing web and mobile experiences managed by enterprises
36%34%30%Managing digital properties challenges firmsAround the world, firms manage millions of digital propertiesCustomers engage more than ever on a variety of channelsPercentage of US online adults who personally use a:
40%
63%
67%
71%TabletDesktopSmartphoneLaptopOrganization manage complex digital ecosystemsDigital experience delivery budgets have a number of ownersTechnology managementBusinessMarketingSource: Forrester, 2015
2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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The worlds largest device market.Source: Strategy Analytics, October 2014 today
2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Connected Lifestyle TimelineNorth AmericaAsia-PacificWestern Europe200204060810121416182022202450% of broadband households have at least one:: 50% of households have:
Internet
High-speed Internet
Smartphone
Tablet
Connected Home Entertainment Device
Connected Health/ Fitness Device
Smart HomeDeviceSource: 2002-2014 Multiple Parks Associates Consumer Surveys
2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Connected Fitness Device20142015201620172018201921.633.042.553.165.874.87.334.755.776.091.3103.4Smart WatchUnit sales in millionsConnected Wearables77% 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 18-34Marketers need consent to reach consumers on their smartwatchSource: Adobe survey, 2015Source: Parks Associates, 2015
2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Connected Cars3G HSDPA2012201520162017201820204G LTE, HSPA+Unit sales in millions2019201420135.815.917.118.018.920.419.714.310.5N/A5.09.815.321.636.628.71.3N/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
2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Connected Homes2015201620172018202020192014
AsiaEuropeN. AmericaS. AmericaAfricaSource: Pike Research, IBIS World, USITC, European Commission, Northeast Group, Ernst & Young, News Release, BI Intelligence, 2015
2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Were still babies in our digital transformation. Value will be in connection of digital & physical.
2015 Adobe Systems Incorporated. All Rights Reserved.
2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.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 ThingsIoT: 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 dont 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 Watch77% feel it would be useful to receive promotions while inside a store (jumps to 84% for 18-34 yo)10
2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Innovative and meaningful applications will be key
2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Smartwatch givesinsight into whatsholding back adoptionAdobe Study:Only 2% of US consumers own a smartwatch. Far less popular than todays dominant wearable, the fitness tracker. Aware of smartwatch value unclear.
83%dont see anyvalue/nofunctionalityI need
45%too pricey
9%my watch needsto be fashionable and I dont find todays smartwatches attractive
9%concernedwith privacy/security 2015 Adobe Systems Incorporated. All Rights Reserved.
2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
MULTIPLE DATABASES & TECHNOLOGIESMULTIPLEMESSAGES
MULTIPLE CHANNELS$15 offToday Only!Loyalty Rewards25%offLike usto win!Free Shipping!
DISJOINTED EXPERIENCE
Proliferation of Channels + Static, Siloed Support Systems = Breakdown in Experience
2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.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 dont 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 dont want?
Thats the result of multiple databases, disparate technologies, multiple channels, and myriad messages. A confusing and disjointed experience.13
Getting from Customer Journey to Cycle of Customer Conversion
CONSIDERATION
CONSUMER
AWARENESS
PURCHASE
SERVICE
LOYALTY
Word of Mouth
PR
Radio, TV, Print, Outdoor
Digital Billboards
Viral Emails
Online Ads
MobileWebsiteIn Store
DownloadDelivery
SUBSCRIBE TOBlogEmail
NewsletterPromotion on InvoiceMailing List of Ads and Promotions
Evaluation of AlternativesTrial/Get AdviceValidate Advice
Consumer looking online
Interested in product
Buys Product, becomes Customer
Likes
2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.The Customer Journey isnt linear and is only partially predictable. Its 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.
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.000.003.001.002USER EXPERIENCE
Success Starts in The Last MillisecondUSER ACTIONS
PredictThe Last MillisecondListen
CRM
3rdAssemble
Deliver
2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.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, preferencesAnd the time between action and experience isnt minutes or seconds its 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 DeliverListen aggregate everything we know about this visitor (anonymous or know) what do we know that helps us interpret intention and expectationPredict consider what content/offers do we have that will be suit this visitors intent and most likely meet their expectationsAssemble now comes the task of pulling together all the assets and information into a cohesive experienceDeliver 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
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SOLUTIONS
CORE SERVICESAdobe Marketing CloudPLATFORM
ANALYTICS
EXPERIENCEMANAGER
CAMPAIGN
MEDIAOPTIMIZER
SOCIAL
TARGET
ACTIVATIONASSETSCOLLABORATIONEXCHANGEMOBILEPROFILES & AUDIENCESUSER MANAGEMENT & ADMINISTRATION
Data & Content
PRIMETIME
AUDIENCE MANAGER
2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.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 cant get with a jumbled toolbox. Adobe Marketing Cloud consists of 8 comprehensive and integrated solutions. This is where the execution happens:Adobe AnalyticsGet real-time analytics across online and offline channels to continuously improve the performance of marketing activities.Adobe Experience ManagerOrganize, manage, and deliver creative assets and other content across digital marketing channels.Adobe CampaignPlan and execute orchestrated campaigns across all channels.Adobe TargetTest and target digital experiences to maximize business results.Adobe Media OptimizerManage, forecast, and optimize your media mix to deliver peak return on your spend.Adobe SocialManage 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 OptimizationAnd 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 ServicesA 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.16
2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.What are the innovations today, to prepare for tomorrow
2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Adobe Experience Manager: Next-generation Digital ExperiencesSITESWeb experiences and On-site screensASSETSSingle place for all digital assets from creation to deliveryCOMMUNITIESSimplifies the creation and optimization of customer communities
FORMSMobile-first Forms and Personalized CorrespondenceAPPSMobile Apps Development Platform for Marketers and DevelopersDigital Experience Delivery PlatformBeyond 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.
2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.ConnectedExperiencesPersonalization
Content VelocityExperience-drivenCommerceCloud Agility
12345
2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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ConnectedExperiencesPersonalization
Content VelocityExperience-drivenCommerceCloud Agility
2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Cloud??20
Connected Experiences
2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Everything Mobile
2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Single Place to Manage All Owned Digital ExperiencesProjects are the nexus of all digital experiences across channels
2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Personalization
2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Unified Product Experience
Target
Analytics
2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Content Effectiveness Has Two Metric Types for Effective Reporting: Page Name / URLPage Views Home Page200,000 Personal Checking Page125,000 Banking Solutions115,000 Money Market105,000 Savings Page90,000 Order Checks88,000 Loan and Credit80,000 Business Banking Page70,000 Online Banking Page60,000 Commercial Banking55,000
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
FAQ
Personal Checking
Banking Solutions
Money Market
Savings Page
Order Checks
Loan and Credit
Business Banking
Online Banking
Commercial Bank
Student Checking
Home PageTraffic and ParticipationOne Dimensional Ranked Reporting
2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Two dimensional content analysis
Traffic: Visits, Page Views, Clicks, Video Views, Time Spent
Participation: Application Conversion Rate
FAQ
Personal Checking
Banking Solutions
Money Market
Savings Page
Order Checks
Loan and Credit
Business Banking
Online Banking
Commercial Bank
Student Checking
Home PageInvestChangeMonitor EliminateAllows quadrant based organization and action steps.
2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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ContentVelocity
2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Stock performance of design-driven companies vs. S&P 500 (10 years)
Performance219%SurvivalS&P 500 companies will not exist in 10 years
40%Study from John M. Olin School of Business, Washington University CNBC Finance May 2015
J. Rae - Design Value Index, May 2015Design is a Secret Weapon
2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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New IDC Survey: Asset Management is a real challengeSource: IDC, sponsored by Adobe85%say they are under pressure to create assets/deliver campaigns more quickly76%say personalization is driving increased need for more assets71%say they need to create 10x as many assets these days to support all the different channels75%of Marketers often work with both internal creative pros and external agencies to churn out lots of content
2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Creative Professionalsand Digital AgenciesMarketing Professionalsand Content ManagersAccelerate Work in Progress with Creative CloudDeliver Personalized Experiences with Marketing CloudAEM AssetsConnection between Marketing and Creative Cloud
AEM AssetsCentral Content Hub
2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Content Marketing34
PERSONALIZED EXPERIENCEDESIGN TO WEB
2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Experience-DrivenCommerce
2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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 1009080706050403020102009201020112012201320142015201620172018201920202021% of in-store visits influenced by digitalUS digital influence projection
40%Australia digital potentialinfluence projection14%38%49%64%
2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Adobe Experience Manager Commerce Templates and Components
2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Content Marketing: Shoppable Media38
BUY NOWVISIT WE.FASHION
2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Shoppable Video Coming Soon
2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Cloud Agility
2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Cloud Agility41
UKOffice
SingaporeOffice
2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.ConnectedExperiencesPersonalization
Content VelocityExperience-drivenCommerceCloud Agility
2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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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
APPSDPS & PGE Apps Content ViewerManagement DashboardPush NotificationsiBeacon support
FORMSEasy to use adaptive forms and documentsOffline supportCorrespondence ManagementDocument SecurityIntegration with Document Cloud
COMMUNITIESTurnkey CommunitiesEnablement Communities
ASSETSCCE runs on AEMShoppable MediaEnhanced metadata & SearchCore Asset Management innovations (Assets Insight)
SITESScreens: Support experiences on large screensDirect access to Target and Analytics Responsive design for business users Developer efficiency and component reuse
2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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CREATE THE FUTURE
2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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