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Changes: Agenda, Home depot change презентация
Содержание
- 1. Changes: Agenda, Home depot change
- 2. Connected Experiences: From Websites to Wearables to
- 3. Digital is everywhere. And will soon be everything.
- 4. Harnessing digital connections to foster deeper human
- 5. AGENDA Trends driving connected experiences What binds
- 6. From mainframes to ubiquitous computing…
- 7. What the Internet of Things enables is
- 8. Mobile ignites this trend, but it transcends
- 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
- 14. But what ties so many disparate touchpoints together?
- 15. The glue that binds Consistency Context Content
- 16. What ties so many disparate touchpoints together?
- 17. What ties so many disparate touchpoints together?
- 18. What ties so many disparate touchpoints together?
- 19. Home Depot ties dot.com shopping cart to in-store experience
- 20. The bottle becomes the medium By adding
- 21. Results 72% sales increase in 2
- 22. MGM Resorts serves up recommendations based on
- 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
- 27. Rewards For brand and consumer alike… Increased
- 29. The ‘Phygital’ world generates scores of new opportunities… but it is not without risks
- 30. Risks Attribution Impact Losing customers along their
- 32. The risk we often overlook…
- 33. Key Takeaways Key Takeaways
- 34. Key Takeaways Five steps companies must take
- 35. 1. Foster a culture of content
- 36. 2. Orchestrate across teams– internal and external
- 37. 3. Plan and prioritize for digital transformation
- 38. 4. Plan for media convergence
- 39. 5. Plan for tool and technology integration, eventually convergence
- 40. Looking ahead
- 41. Use cases in IoT represent ways brands
- 42. Rebecca Lieb Industry Analyst with Altimeter Group rebecca@rebeccalieb.com @lieblink
- 43. adobe.com/go/summit2014portal
- 44. Q&A Rebecca Lieb Twitter: @lieblink rebecca@altimetergroup.com
Connected Experiences: From Websites to Wearables to Wherever Adobe Summit Rebecca Lieb Industry Analyst, Altimeter Group March 10, 2015
Слайд 2Connected Experiences: From Websites to Wearables to Wherever
Adobe Summit
Rebecca Lieb
Industry Analyst,
Altimeter Group
March 10, 2015
March 10, 2015
Слайд 4Harnessing digital connections to foster deeper human connections
is the highest
opportunity of bridging the digital & physical worlds
Слайд 5AGENDA
Trends driving connected experiences
What binds connected experiences?
Risks and rewards
Takeaways –fundamentals of
connected experiences
A peek over the horizon
A peek over the horizon
Слайд 7What the Internet of Things enables is a far deeper ‘conversation’
between all elements of brand experience – now including objects
Слайд 8Mobile ignites this trend, but it transcends mobile into other physical
objects
Smart thermostat
Connected security system
Smart refrigerator
Wearable fitness
device
Smart watch
Smart vacuum cleaner
Wearable headgear
display
Smart clothing
Source: Acquity Group 2014
Слайд 13Channel 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.
Needs/pain points
Place
Time
Behavior
History
Culture
Exposure to technology
Influences, etc.
Слайд 16What ties so many disparate touchpoints together?
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
Слайд 17What 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
Слайд 18What 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
Слайд 20The 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.
Diageo connects bottle to smartphone to social for a personalized Father’s Day experience
Слайд 21Results
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
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
Слайд 22MGM 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.
Слайд 26Harnessing digital connections to foster deeper human connections
is the highest
opportunity of bridging the digital & physical worlds
Слайд 27Rewards
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
Happier, more engaged customers
Data informs optimization opportunities (across customer and product lifecycles)
Increased loyalty
Improved conversion, business results
Market differentiation
Слайд 30Risks
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
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
Слайд 34Key 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
Orchestrate across teams, internal and external
Plan and prioritize for digital transformation
Plan for media convergence
Plan for technology integration
Слайд 41Use cases in IoT represent ways brands can use sensors to
create mutual value between brand and consumer
