Jean-Louis Serradilla - Adobe-Neolane - HUBFORUM Paris 2013
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HUBFORUM PARIS 2013 Panel : Showcase Intervenant : Jean-Louis Serradilla - Country Manager - Adobe-Neolane http://www.hubforum.com/paris/2013/ www.hubinstitute.com
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Jean-Louis Serradilla - Adobe-Neolane - HUBFORUM Paris 2013
- 1. Building Your Customer Experience Quotient Suresh Vittal, Vice President Strategy © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 2. Changing the world through digital experiences © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2
- 3. Adobe Campaign Cross-Channel Marketing in a Digital World Campaign Management technology that helps redefine how brands engage with consumers. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3
- 4. THE CONSUMER HAS SEIZED CONTROL © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4
- 5. New Interaction Channels are Changing How Consumers Engage Receive promo for product Join Facebook community for product Search online for product View video for newer product See TV ad for product Buy product online © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Receive mobile ad for product Researc h product online 5 Buy accessories in store Research accessories for product Visit store to get help with product Visit store for help Receive product updates
- 6. The New Digital Customer © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6
- 7. Forecast: European Online Retail Sales By Country, 2012 To 2017 € 180,000 € 160,000 € 140,000 UK € 120,000 € 100,000 Germany € 80,000 € 60,000 France € 40,000 € 20,000 €0 2012 2013 2014 2015 2016 Spain Italy Netherlands Sweden 2017 Source: Forrester Research, “European Online Retail Forecast, 2012 To 2017” © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7
- 8. Touchpoint Sophistication Varies Across Europe 15% 11% 13% 7% 8% 11% 7% 6% 11% 11% 7% 16% 14% 7% 37% Northern European countries display the 52% complex 49% most multitouchpoint behavior. 8% 54% 57% Mainland European countries have embraced web shopping, but have yet to adopt mobile widely. 13% 10% 13% 17% UK Sweden France Researchers 38% Southern European countries are latecomers to online shopping, but are keen to adopt mobile. 29% 15% Holdouts 50% 8% 17% 16% 16% Germany Netherlands Two-channel buyers 15% 16% Spain Digital shoppers 25% Italy Multidevice buyers Source: Forrester Research, “European Online Retail Forecast, 2012 To 2017" © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8
- 9. Access to Near-Perfect Information… 54% primarily use digital channels 66% research even low-consideration products 82% researched a product before buying in 2012 Source: Forrester Research, “The Role Of Digital In The Path To Purchase,” August 27, 2012 © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9
- 10. Traditionally Marketing was a linear process using TV, radio and print to reach a homogenous market © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10
- 11. NOW (the new normal) © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11
- 12. Amplify Your CX Quotient: 4 Areas of Focus Find Insight In Big Data Re-Skill the Marketing Org. Play Well with Other Departments Re-Tool for The Digital Era © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 12
- 13. “By 2017, the CMO will spend more on IT than the CIO.” …But Remember Who Holds the Purse Strings © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Source: Gartner, Inc. 13 Source: Gartner, Inc.
- 14. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Hinweis der Redaktion
- In light of these digital experiences, what does a purchase decision look like today? [Give example of how a consumer interacts with all these channels that is relevant to the customer’s industry.]Previously if a consumer wanted to purchase golf clubs, they would simply go to the store, perhaps take a swing, and purchase some clubs. Today, the purchasing cycle is highly fragmented. Consider this example: John, who is a 32 year old with a wife and 2 kids, loves golf. This past weekend he was watching the PGA tournament and decided he wanted to get some new clubs. John gets on Facebook and updates his status asking for recommendations for new golf clubs. His friends all chime in saying they love the new Nike clubs and send him a link for a review. Using his tablet, he reads reviews from Golf Magazine and decides he needs to check these new clubs out in person. At the store he is able to use his phone to scan the barcode and do comparative shopping. He finds that he can get a discount online and makes the purchase. When he gets his email confirmation he gets a coupon to play a local course if he writes a review. Digital technology has fundamentally changed our way of life and the way consumers interact. Previously marketers had to make a decision between allocating ad spend between print, radio and tv. Now we have an abundance of options: Facebook, Twitter, YouTube, Tablets, Smartphones, Search, Email, Display, Online videos, Crowd Sourcing, Websites, Ecommerce, M-comerce Online Communities, the list goes on and on. How do you make smart decisions to allocate across those?
- Traditionally marketing was a very linear process using one-way static channels…