Keynote Dare to Explore: Finding Frontiers in the Future of Marketing
Customer Stories Unplugged: Collaborating with Professional Services
Innovative horizons: Shaping the future with Adobe
Charting the course: Opportunity and Impact Workshop
Source: http://mediasmarts.ca/marketing-consumerism/advertising-its-everywhere
79% of consumers said brands must demonstrate they understand and care about them before they consider purchasing
Wunderman
Seconds
Deliver intelligent, contextual and relevant one-to-one experiences in real-time at every meaningful touch point in the customer journey
Insights and activation Orchestrated and omnichannel Management and collaboration
OPERATING MODEL
People, process, organizational and operating models
%
Utilize generative AI to reshape client interactions and drive employee productivity 53%
Agile organizational evolution
Adapt structures and processes to rapidly respond to market conditions
Data activation for personalization
Use new data sources to refine customer experiences 48%
Unify cross-channel experiences
Data
Identity Artificial Intelligence Journeys
Unify cross-channel experiences
Content
Experience Fragments
Federated audience composition
GenStudio for Performance Marketing
Adobe Journey
Optimizer B2B Journey Canvas
What’s the status of store #877?
Generate
There have been power outages in the region which affected some of the smaller data centers. Would you like more info on this?
Federated audience composition
The rapidly growing challenge in understanding customers
• No source of truth
• Data redundancy and duplication
• Disjointed view of the customer
• Lack of cohesive governance framework
All leading to disconnected customer experiences
Collect, ingest, collaborate
First-party
Known and behavioral data
Second-party
Data collaboration
Third-party
Durable partner data
Activate anywhere
Advertising
DSPs, platforms, and beyond
Marketing
Email, SMS, push, and beyond
Owned properties
Web, in-app, and beyond
Audience creation Audience enrichment
Access essential data with minimal data copy
Federated audience composition
GenStudio for Performance Marketing
Adobe Journey Optimizer B2B
Journey Canvas
However 59% of marketing teams say their creative teams and agencies can’t meet the demand for content
Marketers can access standardized templates and use generative AI for
Marketers can access standardized templates and use generative AI for on-brand content creation
Performance campaigns saw 1.5x RoAS when utilizing 5 assets refreshed at least once a week
Make it easy for teams to find, reuse, customize and localize existing assets
✓ 6X+ productivity gains observed in resizing assets, editing videos, creating multi-channel content.
✓ 26X higher relevance and engagement observed.
Omnichannel insights and actionable profiles
Personalization at scale
Create and deliver impactful and engaging experiences
Maximize the ability of over 1,000 marketers in crosschannel campaigns to diverse audiences in 40+ languages 52,000 variations +57% CVR
People, process, organizational and operating models
Right-time engagement across any journey
On-Brand Customized Performant Compliant
Federated audience composition
GenStudio for Performance Marketing
Adobe Journey Optimizer B2B Journey Canvas
Optimize website layout to personalize content to each visitor
Pseudonymous Desktop Visit
Webinar registration
Desktop app and personal profile
Prospect browses content
Progress towards sale Thank you for viewing!
A/B test offers for re-engagement
Personalized and Optimized Messaging
Automated sales team reminders and insights
Prospect info linked to CRM
Personalized Webinar Reminder
Webinar Experience
Follow-up from account team
Optimize content recommendations based on prospect interest and webinar data
Informed by Prospect Interests
marketing.
“This person is interested, but what about the account?
Focus on people that matter and avoid the people that don’t according to your company’s product GTM motions. Revenue marketing.
“These contacts are interested, but for which product(s), and who are the stakeholders?
Federated audience composition
GenStudio for Performance Marketing
Adobe Journey
Optimizer B2B
Journey Canvas
I´m somebody that sends emails
I´m responsible for paid media
I´m responsible for the authenticated site experience
I´m responsible for home loans
I do public site marketing
I´m responsible for credit cards I operate a channel
I´m responsible for small business
I´m responsible for branches
Reactive
Unclear effectiveness
Identify key audiences, scale content creation to improve personalization and increase experimentation for greater impact
Identify patterns and discover new insights
Administrative Dependent Campaign driven
Unclear effectiveness Insight driven Independent Brand consistent Always on Higher Impact
Reactive
We are happy with our personalization performance. Agree Disagree
Disagreement increases when asked about staffing, training, expertise or alignment incentives
We are happy with our personalization performance
We are staffed adequately to meet our personalization goals
We provide on-going training to our personalization teams
Our personalization teams have the right expertise
We have aligned our employee incentives to enable personalization
JOURNEY MANAGEMENT
Intelligence, decisioning, and orchestration required for creating optimal and personalized experiences
Technology, architecture, and data foundation that is required to create stunning customer experiences
STRATEGY & LEADERSHIP
Top leadership prioritizes digital maturity and drives transformation with business agility
OPTIMIZED EXPERIENCES
Immersive experiences driving conversion and retention across different channels
SCALABLE CONTENT
Content agility and efficiency from production to delivery of experiences at scale
CUSTOMER CENTERED ORGANIZATION
Ways of working are driven by customer success KPIs, empowered teams, governance & security
If you are here with colleagues, discuss amongst yourselves how you believe your company scores for each of the criteria.
DOWN
CRITERIA. This will help later in the workshop.
If you are here with colleagues, discuss amongst yourselves how you believe your company scores for each of the criteria. Once submitted, the tool will benchmark your responses against Adobe’s robust cross-industry dataset.
CRITERIA. This will help later in the workshop.
Co-create a North Star strategy for your transformation
Begin today’s workshop journey by starting your Digital Maturity SelfAssessment.
Use this URL to navigate to the tool: www.adobe-envision.com
Compare your scores with other companies across the industry leveraging Adobe’s Digital Maturity Assessment and Customer Experience Index dataset.
Where do you fall behind peers and competitors?
Where do you differentiate with special opportunities?
Customer-driven organizations ask themselves: How might we…
…evaluate our experience objectively against competitors and peers to define our differentiators?
…gather all the best practices that apply to our business and leverage them in our transformation?
…match these insights with a feasible technology strategy that will work for our business?
In this example, Scalable Content was scored lower than the average. An impact statement may look like:
“How might we coordinate between business functions to efficiently produce and publish consistent content?”
Evaluate your performance gaps. Look at strengths and weaknesses to find opportunities. Think critically about what you can improve and draft an impact statement for each improvement.
Go for volume! Use assessment tags to organize your impact statements.
Prioritization factors
Key question
Considerations (data needed)
Prioritization questions
Are we creating a solution that customers really need? Are we building on strengths of current operational capabilities?
• Value to customers
• Value to partners
• Market size (TAM)
• Value modeling
• Which statements represent the biggest opportunities according to customer research?
• Which statements represent what stakeholders value most?
• What is the business case to support each statement?
• Regulations
• Lighthouse customers
• Tech enablers (Adobe solutions + Tech partners)
• Capabilities needed
• Which statements represent current solutions furthest along in development (solution maturity)?
• Which statements represent solutions made possible by current tech?
• Which statements represent the most disruption based on recent regulatory or industry changes (known roadblocks)?
• Which statements represent solutions which, based on known factors, will be most easily adopted from target accounts?
When complete, click Submit Impact Statements.
Set the precedence for your transformation by evaluating how desirable a solution to your impact statement would be and how feasible it would be for your organization to accomplish it. Is a solution to your impact statement highly desirable? Would it be easy or difficult to address the necessary solutions needed?
Let’s talk about our impact statements.
