Ty BriggsCampaign Marketing Mgr

@briggs_ty

From Customer Journey to OmnichannelTyler Briggs | Global Campaign Strategy, Adobe

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

EXPERIENCEMATTERS

A Customer Journey: Marc

Marc

BigBonus! Marc |

Banker

Marc | BankerConsidering: Home Theater

Marc | BankerResearching: Home Theater

best ultra high def|inition tv

best ultra high definition tvbest ultra high definition televisionbest ultra high definition monitorbest buy ultra high definition tv

best ultra high def|inition tv

best ultra high definition tvbest ultra high definition televisionbest ultra high definition monitorbest buy ultra high definition tv

Manufacturers Need You to Buy an Ultra-High-Def 4K TV. Save Your MoneyBY ROBERTO BALDWIN 01.08.13 | 6:30 AM | PERMALINK

(65) Comments

+ unhide article

audiophile 6 hours ago

This is extremely new technology – I don’t recommend buying this unless you want to be the industry’s beta tester!

Manufacturers Need You to Buy an Ultra-High-Def 4K TV. Save Your MoneyBY ROBERTO BALDWIN 01.08.13 | 6:30 AM | PERMALINK

(65) Comments

+ unhide article

audiophile 6 hours ago

This is extremely new technology – I don’t recommend buying this unless you want to be the industry’s beta tester!

Samsung UN85S9 85-Inch 4K Ultra HD 120Hz 3D Smart LED TVBY SAMSUNG

+ unhide article

15 customer reviews

Price $3,997.99 & FREE Shipping. DetailsLow Price Guarantee2% back in RewardsEnhanced delivery

Only 2 left in stockShips from and sold by Amazon.com

• 4K Ultra HD with Micro Dimming: Best picture quality

• 120Hz Refresh Rate: Better for general viewing, video games, action movies, and sports

> See more product details

Samsung - S9 - 85" Class (84-1/2" Diag.) - LED - 4K Ultra HD TV (2160p) - 120Hz - Smart - 3D - HDTV

$3,997.98IN STORE ONLY

This Samsung S9 UN85S9AFXZA HDTV features 2160p (4K) resolution for clear visuals. To build a complete 3D home theater system, we recommend you purchase a 3D Blu-ray player, high-speed HDMI cable and an A/V receiver that is compatible with 3D products.

MODEL: UN85S9AFXZA | SKU: 8908129CUSTOMER RATING: 4.8 (4 customer reviews)

Samsung UN85S9 85-Inch 4K Ultra HD 120Hz 3D Smart LED TVBY SAMSUNG

15 customer reviews

Price $3,997.99 & FREE Shipping. DetailsLow Price Guarantee2% back in RewardsEnhanced delivery

Only 2 left in stockShips from and sold by Amazon.com

• 4K Ultra HD with Micro Dimming: Best picture quality

• 120Hz Refresh Rate: Better for general viewing, video games, action movies, and sports

> See more product details

$3,999.98

17

4K tv re|liability

4K tv reliabilitySony 4K tv reliability4K tv resolution4K tv refresh rate

BestBuy.com – 4K HDTVs At Best Buy® www.bestbuy.com/TVsThe Brilliant New Way To Watch TV. Learn & Shop Best Buy® Now!Best Buy has 191,422 followers on Google+ 125 18th St. Anywhere, Earth – (123) 456-7890

Ad

Geek Squad CareWith Geek Squad® Reliability Is Included

Extended WarrantyGet Extended Warranties With Your Best Buy Visa

18

4K tv re|liability

4K tv reliabilitySony 4K tv reliability4K tv resolution4K tv refresh rate

BestBuy.com – 4K HDTVs At Best Buy® www.bestbuy.com/TVsThe Brilliant New Way To Watch TV. Learn & Shop Best Buy® Now!Best Buy has 191,422 followers on Google+ 125 18th St. Anywhere, Earth – (123) 456-7890

Ad

Geek Squad CareWith Geek Squad® Reliability Is Included

Extended WarrantyGet Extended Warranties With Your Best Buy Visa

If You Don't Think 4K TV Is Freaking Awesome, There's Something Wrong With YouSam BiddleFiled to: OP-ED 1/15/13 11:00am

Ads by Google

Best Buy 4K TV Sale4X The Resolution of 1080p Free Shipping on all 4K TVswww.bestbuy.com/4k

CES is mostly useless, sure, and most of the trillion dinky things trotted out like chrome and plastic show chihuahuas will wind up in landfills. But CES is worth it just to give 4K, Ultra HD TV its big debut. And if you're not amazed by it, I'm afraid you're an idiot.

The entirety of CES was both an ornate celebration and obnoxious whine-fest about 4K television. The charges are simple:

Event Reminder! 4K Ultra HD TV In-Store Experience Today.

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$3,499

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

EXPERIENCESMATTER

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

CHANGING THE WORLD THROUGHDIGITAL EXPERIENCES

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

ADOBE CREATIVE CLOUDADOBE DOCUMENT CLOUDADOBE MARKETING CLOUD

26

\\\\001\\\\002\\\\003

27

It’s Not About Who You Know…

Say It…Don’t Spray It

\\\\001\\\\002 More Cowbell With The Right Tools\\\\003

Devices &Engagement Points Data

Partner Data

DatalogixExelateAddThisEpsilonExperian

LiveRampBlueKaiAcxiomQuantcast

1st

2nd

3rd

Channels &Mediums

EmailSearch

Messaging

POS

Call Center

IVRDisplay

Social

Web

App

CRM

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THEM US

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Quantitative Customer Data Qualitative Customer Data

PERSONA

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Not meant to be a perfect or exact definition of a title or functional area

What is a persona? What is it not?

1. A persona is a hypothetical humanized representation of an identified audience.

2. Gives you deeper insight into an individual leader3. Helps you build trust and credibility with that leader

32

33

It’s Not About Who You Know…

Say It…Don’t Spray It

\\\\001\\\\002 More Cowbell With The Right Tools\\\\003

receives email

checks reviews

researches via mobile

site

calls company goes online

purchases in-store

makes an exchange

35

DISCOVER

EXPLOREEVALUATE

BUY

• Content Syndication

• Display Advertising

• Paid Social• Discover Email• 3rd Party Webinars• SEM/SEO• PR• Conference

Sponsorship

• Website• SEM• Social• Door Openers• Direct Mail• Call Blitzes• Roundtables

• Solution webinars

• Social• Solution

Nurture Emails

• Networking events

• Phone call

• Sales Enablement

• Partner/Channel

CHANNELS ALONG THE CUSTOMER JOURNEY

36

DISCOVER

EXPLOREEVALUATE

BUY

• Thought leadership

• Brand awareness

• Use case• Problem

identification• Problem

solving

• Solution specific

• Benefits and features

• Differentiation from the competition

• Price

MESSAGING ALONG THE CUSTOMER JOURNEY

“DAVID”

“AMBER”

“NATASHA”

“AMANDA”

Looking for what’s trendy this season

Walking by a local store

Abandoned her onlineshopping cart

The product she wanted is sold out online

VISITOUR STORENEAR YOU

JOIN OUR LOYALTY

CLUB

THANK YOU FOR YOUR PURCHASE

OPEN THE APP FOR

YOUR DEAL

VISIT THE OUTDOOR

DEPARTMENT

AMBER, SAVE 25% ON SHOES

AMBER, SAVE 25% ON SHOES

THANK YOU FOR YOUR PURCHASE

CALL US ABOUT THE SOLD OUT

ITEM

10% OFF AND FREE SHIPPING

THANK YOU FOR YOUR PURCHASE

Frequency | Recency

38

It’s Not About Who You Know…

Say It…Don’t Spray It

\\\\001\\\\002 More Cowbell With The Right Tools\\\\003

39

Example of Experience Business

Connect me to all inventory Know my email Know my cell People know me RecommendationsCare about exp.

SMSReminder

In-Store Pick-up

Follow-up email with experience survey

RetentionEmailMobile App

Order ConfirmationMobile

Order

PhoneCall

40

Example of Experience Business

Connect me to all inventory Know my email Know my cell People know me RecommendationsCare about exp.

SMSReminder

In-Store Pick-up

Follow-up email with experience survey

RetentionEmailMobile App

Order ConfirmationMobile

Order

PhoneCall

41

Example of Experience Business

Connect me to all inventory Know my email Know my cell People know me RecommendationsCare about exp.

SMSReminder

In-Store Pick-up

Follow-up email with experience survey

RetentionEmailMobile App

Order ConfirmationMobile

Order

PhoneCall

42

It’s Not About Who You Know…

Say It…Don’t Spray It

\\\\001\\\\002 More Cowbell With The Right Tools\\\\003• Talk to your customers

• Get to know your data• Develop personas

• Evaluate marketing mix• Align messaging to stage

of the customer journey

• Invest in the technology that your customers care about

• Connect the tools to deliver a seamless customer experience

Thank You!Tyler Briggs | Global Campaign Strategy, Adobe