adobe symposium · the world was analogue. • our customers are past this – we now live in...
TRANSCRIPT
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ADOBE SYMPOSIUM Extending the Digital Customer Journey to the Physical World
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Extending the Digital Customer Journey to the Physical World
1. PETER BUCKMASTER - Director Digital Experience Design, NSW Department of Education
2. MARK SZULC - Principal Solution Consultant, Adobe APAC
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Extending the Digital Customer Journey to the Physical World
NSW Department of Education
August 2018
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AGENDA1. Being Digital and the Experience Economy
2. Becoming Phygital
3. Phygital and Education
4. Creating a Single Destination
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BEING DIGITAL• Nicholas Negroponte’s 1996 book
Being Digital, tells of life in the future, a digital age at a time when the world was analogue.
• Our customers are past this – we now live in Phygital.
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PHYGITAL - ALWAYS ON
In the beginning electricity was only available in the evening. Dialup was also limited.
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GOVERNMENT IS CHANGING• Customers expect to engage
24/7.
• Digital is the underlying channel to deliver this
• Digital and physical experiences are converging (phygital)
• Government experience need to evolve to mainstream experiences
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WELCOME TO THE EXPERIENCE ECONOMY
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• Products and Services are becoming commoditised
• Millennials now value “experience over tangibles”
.
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LEARN TO LEARNAlvin Toffler tells us that… “It’s not the rate of change but our ability to absorb it”
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LEARN TO LEARNIO The Moon
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Our Personas
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DATA COLLECTION AND PERSONALISATION
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Data collection and personalisation will enable individual experience not just in digital spaces but physical
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CONVERGENCE OF DIGITAL AND PHYSICALBoundaries will become more burred as we combine
• Virtual Reality
• Augmented Reality
• Artificial Intelligence/Machine Learning
• Voice
• Personalised learning
• Data capture and visualisation
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AI & MACHINE LEARNING
14
Students will program their own AI Image scanning and voice connect the digital & physical worlds
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DIGITAL TWIN
Students being able to create a digital twin (virtual model of a process) or scenario
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SINGLE DESTINATION• DoE process has started with consolidation of its digital ecosystem
• This has started wit hub and spoke approach –
• School Website Service – 2,000 plus websites
• Facebook consolidation of 1,500 FB pages
• We are moving to a personalised spaces
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The future is already here – it’s just not evenly distributed
William Gibson
“”
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TAKE AWAYS1. Digital and physical spaces and converging
2. Education is moving to a personalized experience to meet learning modes
3. The future is already here it’s just not evenly distributed
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© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Extending the Digital Customer Journey to the Physical WorldMark Szulc | Principal Solution Consultant
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© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2
Brands must elevate in-store
experiencesto survive in the
digital age
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© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3
91% Buy in-store
40% Learn in-store
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© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Source: Forrester, “The Digital Signage And Display Opportunity In 2016”
In-venue digital screens give brands a powerful tool to augment in-store experiences
2-5XImpressionsPer Patron
66%more
purchases
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© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
DESIGNING EXPERIENCES
ADVERTISING
EXPERIENTIAL
INFORMATIONAL
BRANDING
Asking“WHY?”“FOR WHO?”
Informs“WHAT”
Content & Audience should drive technology decisions
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© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Key Elements to a Digital Signage Solution
Your Content Your Computer Internet
Media Player #1 Media Player #2
Media Player #3
Server
Screen #1
Screen #3
Screen #2
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© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Content Strategy: Experience
7
Common Mistakes in Content Strategy decisions:
Content not optimizedfor Application
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© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Content Strategy: Simplicity
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3 - 4 - 5 Rule
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© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Use cases for Digital Signage Experiences
Use case Retail Auto Telco T&H FSI
Content playlist Y Y Y Y Y
Video wall Y Y Y Y Y
Lift & Learn Y Y
Inventory based offers Y Y Y Y
Digital Menu Board Y
Product configurator Y Y Y Y
UGC Recommendations Y Y Y
Wayfinding Y Y
Dynamic content (ie. weather, stock tickers)
Y Y Y Y Y
Connected experience Y Y Y Y
Sensor trigger content Y Y Y Y Y9
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© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Build for re-use and consistency across digital touch points
CONSIDERATION
AWARENESS
CONSUMER
PURCHASE
SERVICE
LOYALTY
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Before & After – Part of the Digital Journey
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Sales Assistance
12
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© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 13
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© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14
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© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 16
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© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Environment Variables Foot Traffic
Web & App Traffic
Temporal Variables
Transaction Data
Digital Fingerprint of the Store
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Real Time Viewer Analysis
19
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Team alignment & Planning
20
Store Operations
Marketing Agency ITA/V Integrator
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Day 2 Support, Helpdesk & NOC
21
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Make Hardware Decisions for Now & Future
REMEMBER!
System lasts 5+ yrs.
Content Strategy will likely evolve
Evaluate Trade-Offs
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Adopting a phased approach
23
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© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Creative StrategyConsulting & Ideation
Functionality Testing
AV/IT Engineering & Design
AV/IT Documentation
Project Management
Content Management
Device Remote Monitoring
& Management
Tech Dispatch & Onsite Issue
Resolution
Equipment Sourcing, Kitting
& Distribution
InstallationServices
Complete Solution
MANAGEBUILDDESIGN
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© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Business Value
25
Revenue upliftTime-to-MarketCost savings and efficiency
Productivity & Collaboration
Branding & Omnichannel CX
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© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 26
Web Content Management
Analytics Digital Asset Management
Personalization
Campaign ManagementData Management Platform
Goal: Manage in-store experiences as easily as web experiences
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Screens extends AEM’s experience delivery to physical locations
27
Web Mobile IoTScreens Social
Experience Management
DataContent Localization & Personalization
Adobe Sensei
Playback
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