Workshop MMA na Lew Lara- Apresentação Kadu Zagatti da Adobe.

1. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
THE POWER OF
CUSTOMER
O CONTEÚDO, A EXPERIÊNCIA E OS DESAFIOS DOS CANAIS DIGITAIS
EXPERIENCE

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§ Video click baby click

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Digital Has Never Been Easier . . . Or More Difficult
Explosion of touchpoints
and rising expectations
Flood of information from
devices, servers and the cloud
Companies racing to
reinvent themselves

5. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
6 AM 7 AM 8 AM 5 PM 8 PM 11 PM
WAKE COMMUTE WORK COMMUTE ENTERTAIN READ SLEEP
Source: @Lukew
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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WHAT MAKES A
GREAT EXPERIENCE?
COMPELLING PERSONAL USEFUL EVERYWHERE
PG. 17© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

8. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© 2015 Systems Incorporated. All Rights Reserved. Adobe Confidential.
INSIDE THE STORM

9. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Hot Topics for the Automotive Industry
PERSONALIZATION
• Build holistic view of the consumer
• Enable Dealers to leverage consumer data
• Deliver relevant and tailor made content
CONSITENT CONSUMER EXPERIENCE
• Build Digital ecosystem as thru all touch points
• Deliver brand consistency in the consumer journey
• Help dealers to deliver the right customer experience
ORGANIZATIONAL CHANGE MANAGEMENT
• Enabling OEM organization to bridge grown silos
• Re-Integrate Dealer organization
• Building unified digital strategy in Marketing, Sales,
Aftersales & Retention

10. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Customers and enthusiasts engage with the brand across a variety of
touchpoints throughout their lifecycle
desktop
call
center
search
mobile
& app
dealer
affiliates
social
display
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential

11. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
A “perfect world” journey ? – No, lived by the consumer!
Research
Delivery
Service
(Experience)
Renewal
Test drive
(Experience)
Attention Ad
Purchase
(Dealership)
Configurator
Compare
(Competition)
Compare
(Competition)
Production
(Experience)
Experience
(Dealer Ship)
Reassurance
(Dealer Ship)
Compare
(Competition) Test drive
(Experience)
Configurator
Experience
(Dealer Ship)
Compare
(Competition)
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential

12. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
A “perfect world” journey ? – No, lived by the consumer!
Research
Delivery
Service
(Experience)
Renewal
Test drive
(Experience)
Attention Ad
Purchase
(Dealership)
Configurator
Compare
(Competition)
Compare
(Competition)
Production
(Experience)
Experience
(Dealer Ship)
Reassurance
(Dealer Ship)
Compare
(Competition) Test drive
(Experience)
Configurator
Experience
(Dealer Ship)
Compare
(Competition)
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential
I need to engage my customers with the right
content, in the right place, at the right time

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§ Video We are the future

14. © 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
A importância do contexto e da experiência
não iremos apenas assistir [...] esperamos conteúdo inteligente
e personalizado [...] para mim!
queremos interagir [...] não apenas com toque, mas com voz,
com gestos, com objetivo
podemos mudar o seu negócio [...] [...] [...] e manter você
acordado a noite toda
so if you work in marketing, you better start upping your game

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Fonte: MMAMobile Report 2015 - Brasil

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Fonte: MMAMobile Report 2015 - Brasil

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18. A TRANSFORMAÇÃO DO NEGÓCIO
Da posse para a era do uso

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KNOW ME
RESPECT ME
MAKE
TECHNOLOGY TRANSPARENT
DELIGHT ME
AT EVERY TURN
SPEAK
IN ONE VOICE
THE EXPERIENCE BUSINESS WAVE

20. 20

21. INACTIVITY HAS
CONSEQUENCES
• Productivity is not keeping pace with
expectations
• Conversion rates are flat, down, or not
increasing fast enough
• Customer acquisition costs are too high
• Marketing is losing the trust or confidence of
upper management
• Your personal credibility is at stake
• Finger pointing and panic are at the end of this
tunnel
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. PG. 12

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Relatórios…
Sua mensagem
Serviço
Conteúdo

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Digital Content Strategy – 10 years ago
Web

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Digital Content Strategy – 5 years ago
+ Mobile & Social

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+ Personalization
Today

27. Content explosion creates stress
Under pressure to create assets
and deliver more campaigns,
more quickly
85%
Creating over TEN TIMES the
assets today to support increasing
channels
71%
Personalization increases the
need for even more assets
76%
Content velocity
IDC InfoBrief, Proving the Value of Digital Asset Management
LOW ENGAGEMENTSLOW TIME TO MARKET HIGHER COST & COMPLEXITY

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© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
What is the primary way your organization
will seek to differentiate?
User experience:
making it easy, fun, valuable
and/or pleasurable to engage
with your Brand
only
carrying out
multichannel
personalization
based on digital &
offline data
TOP FOCUS AREAS
Mobile Personalization
2015 5 years
Source: Adobe/EConsultancy, 2015

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§ Video AEM Screens
29

30. 30
85%
Acreditam que os mobile apps serão a interface “dominante” no futuro
Source: Accenture, Growing the DigitalBusiness: Spotlight on Mobile Apps 2015 Survey of 1,925 senior executives in digitalstrategy positions
Mobile não é uma tendência, é uma era
Ricardo Longo, 2012

31. Social Mobile Web Mobile Apps
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A cena mobile

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A cena mobile
Mobile Apps: Deep Engagement & Experience

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Se existe um motivo para a sua
audiência instalar o seu app,
você passa a ter acesso e
capacidade de relacionamento
sem precedentes

34. Mobile App Development
Platforms (MADPs)
34
Source: "The Global Tech Market Outlook For 2015 To 2016”, Forrester, January 2015
App Prototyping
for UX Design
Point
App Services
Mas é tão complicado...

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Há 15 anos atrás a web também era assim,
lembra como era difícil fazer e gerenciar sites?

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37. Art & Science

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§ Video The Launch

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