adobe experience manager vision and roadmap

Important Notes about the 16x9 Template

AUGUST 18, 2015Evolution of Digital ExperiencesAdobe Experience Manager Insight & RoadmapLoni Stark, Senior Director of Strategy & Product Marketing @lonistark

Consumers Expect More2

PERSONALIZEDRELEVANTREAL-TIME

2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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Connected Experiences:Where are we on this journey? 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.



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State of Digital Experiences in 2015

1.3millioniOS apps

177millionwebsites1.4millionAndroid apps

268Average number of customer-facing web and mobile experiences managed by enterprises

36%34%30%Managing digital properties challenges firmsAround the world, firms manage millions of digital propertiesCustomers engage more than ever on a variety of channelsPercentage of US online adults who personally use a:

40%

63%

67%

71%TabletDesktopSmartphoneLaptopOrganization manage complex digital ecosystemsDigital experience delivery budgets have a number of ownersTechnology managementBusinessMarketingSource: Forrester, 2015


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The worlds largest device market.Source: Strategy Analytics, October 2014 today


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Connected Lifestyle TimelineNorth AmericaAsia-PacificWestern Europe200204060810121416182022202450% of broadband households have at least one:: 50% of households have:

Internet

High-speed Internet

Smartphone

Tablet

Connected Home Entertainment Device

Connected Health/ Fitness Device

Smart HomeDeviceSource: 2002-2014 Multiple Parks Associates Consumer Surveys


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Connected Fitness Device20142015201620172018201921.633.042.553.165.874.87.334.755.776.091.3103.4Smart WatchUnit sales in millionsConnected Wearables77% feel useful to receive marketing promotions on their smartwatch while inside a physical store. Jumps to 84% for those 18-34 (millennials)66% say they want to be alerted to marketing offers and promotions on smartwatch. Jumps to 71% for those 18-34Marketers need consent to reach consumers on their smartwatchSource: Adobe survey, 2015Source: Parks Associates, 2015

2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Connected Cars3G HSDPA2012201520162017201820204G LTE, HSPA+Unit sales in millions2019201420135.815.917.118.018.920.419.714.310.5N/A5.09.815.321.636.628.71.3N/A

Technology is a key driver for people's car buying decisions, especially for millennials that are already tech-savvy consumers.Source: Parks Associates, 2015

2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Connected Homes2015201620172018202020192014

AsiaEuropeN. AmericaS. AmericaAfricaSource: Pike Research, IBIS World, USITC, European Commission, Northeast Group, Ernst & Young, News Release, BI Intelligence, 2015


Were still babies in our digital transformation. Value will be in connection of digital & physical.

2015 Adobe Systems Incorporated. All Rights Reserved.

2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.It is truly going to be a world of Connected Experiences By end of decade there will be 33 billion devices connected to the internet, or roughly four connected devices for every living person.

Traditional connected devices like PCs, smartphones and tablets now account for less than a third of all connected devices in use 50% of them will come from emerging categories that are beginning to make up the Internet of ThingsIoT: Top IoT devices consumers want to interact with digitally: 1. Home electronics (61%); 2. Home appliances - thermostat, fridge, oven (54%) 3. Cars (51%)Apple Watch, Wearables 27% of those who dont currently own a smartwatch say they are (very) likely to buy one in next 6 mo.67% of them said they were (very) likely to buy Apple Watch77% feel it would be useful to receive promotions while inside a store (jumps to 84% for 18-34 yo)10

2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Innovative and meaningful applications will be key



Smartwatch givesinsight into whatsholding back adoptionAdobe Study:Only 2% of US consumers own a smartwatch. Far less popular than todays dominant wearable, the fitness tracker. Aware of smartwatch value unclear.

83%dont see anyvalue/nofunctionalityI need

45%too pricey

9%my watch needsto be fashionable and I dont find todays smartwatches attractive

9%concernedwith privacy/security 2015 Adobe Systems Incorporated. All Rights Reserved.


MULTIPLE DATABASES & TECHNOLOGIESMULTIPLEMESSAGES

MULTIPLE CHANNELS$15 offToday Only!Loyalty Rewards25%offLike usto win!Free Shipping!

DISJOINTED EXPERIENCE

Proliferation of Channels + Static, Siloed Support Systems = Breakdown in Experience

2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.But this is hard. These types of challenges often lead to a fragmented brand experience for the consumer. The consumer journey is not a straight path, it never did run true, to paraphrase Mr Shakespeare. And fragmented consumer journeys, where we dont have a cohesive strategy, or an integrated technology, or a comprehensive view of the customer, results in a terribly fragmented brand experience.

Do our customers fill out a form on the web, only to access our brand on a mobile device and not get recognized? Do they like us to win, only to get an unrelated offer of a product they dont want?

Thats the result of multiple databases, disparate technologies, multiple channels, and myriad messages. A confusing and disjointed experience.13

Getting from Customer Journey to Cycle of Customer Conversion

CONSIDERATION

CONSUMER

AWARENESS

PURCHASE

SERVICE

LOYALTY

Word of Mouth

PR

Radio, TV, Print, Outdoor

Digital Billboards

Viral Emails

Online Ads

MobileWebsiteIn Store

DownloadDelivery

SUBSCRIBE TOBlogEmail

NewsletterPromotion on InvoiceMailing List of Ads and Promotions

Evaluation of AlternativesTrial/Get AdviceValidate Advice

Consumer looking online

Interested in product

Buys Product, becomes Customer

Likes

2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.The Customer Journey isnt linear and is only partially predictable. Its more organic, flexible, often unpredictable.

Each customer will proceed at their own pace, often doubling back, stalling, restarting, etc

The real-time enterprise is at the ready to present relevance in real-time, at any time, to ensure that any consumer is able to progress to customer through a series of meaningful, satisfying experiences that lead to a relationship where the consumer trusts your company and becomes a long-term and loyal customer and advocate.

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.000.003.001.002USER EXPERIENCE

Success Starts in The Last MillisecondUSER ACTIONS

PredictThe Last MillisecondListen

CRM

3rdAssemble

Deliver

2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.The Last Millisecond represents the micro-level challenge that marketers must face and where they must win time and time again, day after day. In fact, the last millisecond represents a moment of truth for marketers:

Every user action creates an experience every time a user: downloads a video, clicks on an ad, etc marketers have a moment of truth. Will we deliver a meaningful, personalized and relevant experience or will we deliver something generic and hope for the best? What needs to happen to maximize our chance for marketing success?

That experience has to be optimized to channel, device, locations, history, preferencesAnd the time between action and experience isnt minutes or seconds its milliseconds.

We call it the last millisecond. How marketing wins here is by following a specific formula and doing in real-time. The formula consists of: Listen, Predict, Assemble, and DeliverListen aggregate everything we know about this visitor (anonymous or know) what do we know that helps us interpret intention and expectationPredict consider what content/offers do we have that will be suit this visitors intent and most likely meet their expectationsAssemble now comes the task of pulling together all the assets and information into a cohesive experienceDeliver lastly we must deliver these components in an experience that adapts to and reflects the channel, device and environment into which the consumer is expecting.

Consumers will not discriminate when and where they expect a quality experience with your brand you get one shot this is your moment of truth. The Adobe Marketing Cloud helps you deliver. Every digital marketing platform must do this

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SOLUTIONS

CORE SERVICESAdobe Marketing CloudPLATFORM

ANALYTICS

EXPERIENCEMANAGER

CAMPAIGN

MEDIAOPTIMIZER

SOCIAL

TARGET

ACTIVATIONASSETSCOLLABORATIONEXCHANGEMOBILEPROFILES & AUDIENCESUSER MANAGEMENT & ADMINISTRATION

Data & Content

PRIMETIME

AUDIENCE MANAGER

2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.UNLIKE other marketing suites and bundles that are an incomplete collection of point products that are barely interoperable, much less integrated, Adobe Marketing Cloud is a comprehensive set of best-in-class, integrated solutions, all built on a common data platform with a common set of powerful core services that creates a lift and, dare we say it, synergy you cant get with a jumbled toolbox. Adobe Marketing Cloud consists of 8 comprehensive and integrated solutions. This is where the execution happens:Adobe AnalyticsGet real-time analytics across online and offline channels to continuously improve the performance of marketing activities.Adobe Experience ManagerOrganize, manage, and deliver creative assets and other content across digital marketing channels.Adobe CampaignPlan and execute orchestrated campaigns across all channels.Adobe TargetTest and target digital experiences to maximize business results.Adobe Media OptimizerManage, forecast, and optimize your media mix to deliver peak return on your spend.Adobe SocialManage social marketing with a comprehensive platform that enables social listening, publishing, and analytics.Adobe Primetime--Engage viewers across devices and deliver targeted ads independent of platform or device. Audience Manager Identity Management. Audience Activation, Cross Device Measurement, Audience Marketplace, Audience OptimizationAnd above and beyond best in class individual solutions, once you own any part of Adobe Marketing Cloud, you get the secret integrated sauce.Adobe Marketing Cloud Core ServicesA set of core technologies that allow each of the solutions to tap into a common framework and architecture, including Profiles & Audiences, Assets, Activation, Mobile, Exchange, Collaboration, the Exchange partner network, and User Management and Administration, all built upon a common data platform.16

2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.What are the innovations today, to prepare for tomorrow


2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Adobe Experience Manager: Next-generation Digital ExperiencesSITESWeb experiences and On-site screensASSETSSingle place for all digital assets from creation to deliveryCOMMUNITIESSimplifies the creation and optimization of customer communities

FORMSMobile-first Forms and Personalized CorrespondenceAPPSMobile Apps Development Platform for Marketers and DevelopersDigital Experience Delivery PlatformBeyond Integrations. Expose Adobe Target & Adobe Analytics capabilities within AEM

Adobe Experience Manager conquers complexity so businesses can deliver connected digital experiences across the customer journey that builds brand loyalty and drives demand from online to physical interactions.

2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.ConnectedExperiencesPersonalization

Content VelocityExperience-drivenCommerceCloud Agility

12345


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ConnectedExperiencesPersonalization


2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Cloud??20

Connected Experiences



Everything Mobile


2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Single Place to Manage All Owned Digital ExperiencesProjects are the nexus of all digital experiences across channels


Personalization



Unified Product Experience

Target

Analytics



Content Effectiveness Has Two Metric Types for Effective Reporting: Page Name / URLPage Views Home Page200,000 Personal Checking Page125,000 Banking Solutions115,000 Money Market105,000 Savings Page90,000 Order Checks88,000 Loan and Credit80,000 Business Banking Page70,000 Online Banking Page60,000 Commercial Banking55,000

Traffic Based Metrics: (Page Views, Visits, Visitors, Time Spent, Reloads etc..) provide an incomplete picture for content effectiveness. (Participation Metrics are Missing)

Traffic: Visits, Page Views, Clicks, Video Views, Time Spent

FAQ

Personal Checking

Banking Solutions

Money Market

Savings Page

Order Checks

Loan and Credit

Business Banking

Online Banking

Commercial Bank

Student Checking

Home PageTraffic and ParticipationOne Dimensional Ranked Reporting


Two dimensional content analysis

Traffic: Visits, Page Views, Clicks, Video Views, Time Spent

Participation: Application Conversion Rate

FAQ

Personal Checking

Banking Solutions

Money Market

Savings Page

Order Checks

Loan and Credit

Business Banking

Online Banking

Commercial Bank

Student Checking

Home PageInvestChangeMonitor EliminateAllows quadrant based organization and action steps.


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ContentVelocity



Stock performance of design-driven companies vs. S&P 500 (10 years)

Performance219%SurvivalS&P 500 companies will not exist in 10 years

40%Study from John M. Olin School of Business, Washington University CNBC Finance May 2015

J. Rae - Design Value Index, May 2015Design is a Secret Weapon


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New IDC Survey: Asset Management is a real challengeSource: IDC, sponsored by Adobe85%say they are under pressure to create assets/deliver campaigns more quickly76%say personalization is driving increased need for more assets71%say they need to create 10x as many assets these days to support all the different channels75%of Marketers often work with both internal creative pros and external agencies to churn out lots of content


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Creative Professionalsand Digital AgenciesMarketing Professionalsand Content ManagersAccelerate Work in Progress with Creative CloudDeliver Personalized Experiences with Marketing CloudAEM AssetsConnection between Marketing and Creative Cloud

AEM AssetsCentral Content Hub


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Content Marketing34

PERSONALIZED EXPERIENCEDESIGN TO WEB


Experience-DrivenCommerce



Two thirds of Australian shoppers check prices online before they shop in a physical store, and nearly one third use a mobile device while shopping to check prices and features. (Deloitte)Online Shopping Meets In-Store Shopping 1009080706050403020102009201020112012201320142015201620172018201920202021% of in-store visits influenced by digitalUS digital influence projection

40%Australia digital potentialinfluence projection14%38%49%64%


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Adobe Experience Manager Commerce Templates and Components


Content Marketing: Shoppable Media38

BUY NOWVISIT WE.FASHION

2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.Shoppable Video Coming Soon


Cloud Agility



Cloud Agility41

UKOffice

SingaporeOffice

2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.ConnectedExperiencesPersonalization



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With innovations and continued integrations across Adobe Solutions, and the Marketing and Creative Clouds, AEM becomes an even more powerful platform to manage and deliver connected digital experiences across the customer journey from online to physical interactions.Adobe Experience Manager 2015 Product Themes

APPSDPS & PGE Apps Content ViewerManagement DashboardPush NotificationsiBeacon support

FORMSEasy to use adaptive forms and documentsOffline supportCorrespondence ManagementDocument SecurityIntegration with Document Cloud

COMMUNITIESTurnkey CommunitiesEnablement Communities

ASSETSCCE runs on AEMShoppable MediaEnhanced metadata & SearchCore Asset Management innovations (Assets Insight)

SITESScreens: Support experiences on large screensDirect access to Target and Analytics Responsive design for business users Developer efficiency and component reuse


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CREATE THE FUTURE


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