Cross-device strategy by Ruben van den Born
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Transcript of Cross-device strategy by Ruben van den Born
About cross-device experiences - through the eyes of an agency Ruben van den Born. ProductTank – February 24th 2015
Ruben van den Born Strategy Director for DigitasLBi Background in business administration and a passion for digital innovation @rvdborn
Yes 88%
No 10%
Don’t know 2%
Is your organization currently undergoing a digital transformation?
Digital Transformation Survey, Altimeter Group (2014)
Founded in 1993 Started with CD-ROM software. Focus: Websites & Games
2001: International collaboration Focus: All online channels
2013: Acquired by Publicis. Part of global media network Focus: Digital transformation
A brief history
“I want a website”
“I want an app, and
something social”
“I want my business to
be more digital”
Multi-device has gotten so fundamental
that it’s completely integrated in everything that we do.
Creating consistent digital experiences
is getting more complex…
! Non-linear journeys that can take a long time ! Multi-device and multi-location path through the journey
This could easily be someone's journey
Context is king How does what we create fit into the lives of the people we create it for?
Context Process Value
Location Device Moment Interests Connection
Recent history
Context
Preferences & settings
Weather conditions Experience Habits
Social relations
…
Smartphones are increasingly important during all stages (However, still 75% purchases come via desktop/laptop)
ROPO: Research Online, Purchase Offline (88% have used their smartphone before purchasing in store)
Showrooming effect (18% leaving after consulting phone; 28% considering)
‘Digital in store’ is enhancing the experience (Offers, iBeacons, pay via tablet, interactive store window etc.)
Connected Commerce Survey, DigitasLBi 2014
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The number of connected devices grows continuously. This means new possibilities of engaging with your customers.
“Like air and drinking water, being digital will be noticed only by its absence, not its
presence”
Nicholas Negroponte, 1998