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#AdobeChat - The Future of Digital Experiences - Oct 19

ParitMittal

20-10-2016

Each week on Twitter, @AdobeMktgCloud asks several questions to the community. Responses are transcribed here to facilitate further discussion. The following is question 1 asked Oct 19 2016:

Q1 :How do you see digital experiences changing in the future? What will facilitate these changes?

Top 10 Answers:

Michael Halbrook ‏@Halbrook
More/most digital experiences will be personalized & 1:1. Tech & location awareness will allow for this.

Loni Stark ‏@lonistark
See digital & physical experience continue to blur. Connected devices #IoT #AR #VR & desire for heightened experience.

Christopher Thames ‏@ChrisThames29
Where do I start? Virtual Reality, AI integration, self-driving cars, the hyperloop, Mars tours, etc.

Venture ‏@VentureComms
Digital experiences need to become more visually immersive. We're getting there with the rise in VR, AR, and livestream.

David Daniels ‏@EmailDaniels
They will be hyper relevant and personalized. This will be driven by Identity Management, People Based Marketing.

David Cooperstein ‏@minicooper
Digital experiences will become more than just web/mobile/screen driven. They are going to enhance offline through many "interfaces".

Jennifer Baker ‏@JenniferBakerCo
Digital experiences HAVE changed the future.

R2integrated ‏@R2integrated
Consumer tech always drives change in UX. Big question right now is whether or not VR/AR manages to find a stable audience.

Rina Popat ‏@RinaSPopat
Users are becoming more savvy to their experience. Orgs need to enhance the way users interact with content.

Ken Burbary ‏@kenburbary
Experiences will continue to improve via personalization, data integration that gives greater context and optimal outcomes.

Cory Edwards @coryedwards
The future of digital experiences will be in a world where personalization meets relevance & need for customers.

Pernille Korzon ‏@PernilleKorzon
More Customer journey demands know-how will be more demanding on peer-2-peer knowledge sharing.

What are your thoughts on this question? If you didn't have an opportunity to respond on Twitter, please share your thoughts here!

Replies

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ParitMittal

20-10-2016

The following is question 2 asked Oct 19 2016:

Q2: As new digital channels are invented and come into play, how do you determine which are revolutionary and which are hype?

Top Answers:

Christoph Trappe ‏@CTrappe
Try to hit new digital channels early, determine viability and then keep going or move on.

Michael Halbrook ‏@Halbrook
Watch closely & test, test, test, test. Some are revolutionary for some, others are hype for others.

Ken Burbary ‏@kenburbary
Evaluate any new channel/platform through the lens of your audience. Is your audience spending time there?

Christoph Trappe ‏@CTrappe
The whole digital channel thing is about due for a mix up, disruption, whatever (Pick your buzzword). Just because there are new channels that doesn't mean old channels disappear or are totally irrelevant.

R2integrated ‏@R2integrated
Consumer adoption is key – VR & AR have failed to ignite the general population, where chatbots have already succeeded.

Venture ‏@VentureComms
Most important, where is your audience? No point in using a new platform if your key demo isn't on there

Manzar Mashhood ‏@Manzar360
Research and Results matter. Don't buy the hype, always test and leverage market research to determine results.

Joel Renner ‏@JoelRRenner
Revolutionary and hype look the same. The only difference is longevity

David Chang ‏@davidsejinchang
Tech takes time and iteration to mature. It will suck before it becomes revolutionary.

Christopher Thames ‏@ChrisThames29
You need to do your research on the internal/external stakeholders & backers. RESEARCH!

What are your thoughts on this question? If you didn't have an opportunity to respond on Twitter, please share your thoughts here!

ParitMittal

20-10-2016

The following is question 3 asked Oct 19 2016:

Q3: What opportunities and challenges does the future of digital experiences present for marketers?

Top Answers

Christoph Trappe ‏@CTrappe
Challenges: True attribution and impact. Opportunities: Relevance and also: ca-ching.

Nate Dame ‏@seonate
At the risk of sounding cliche, challenges ARE opportunities for marketers. That's where you differentiate your brand.

Jennifer Baker ‏@JenniferBakerCo
The ability to grow your business w/ the changes in tech can be both an opportunity & challenge!

Rina Popat ‏@RinaSPopat
Digital is confused w/ automated. A personal touch has a better ROI than automated; e.g. the auto twitter DM.

Pernille Korzon ‏@PernilleKorzon
Fast, fast, faster digital market place and a more impatient customer / reader

Rina Popat ‏@RinaSPopat
Cyber security is a big challenge. We might be able to reach a bigger audience but data needs to be secure.

Venture ‏@VentureComms
Ensuring your team are experts on the changes in digital marketing tools.

Ken Burbary ‏@kenburbary
Measurement of brand experiences is still a challenge. Currently often a bucket of click-based metrics.

Joel Renner ‏@JoelRRenner
I wish more marketers had conversations instead of pushing content and trying to be visible at all times.

Manzar Mashhood ‏@Manzar360
Org dysfunction and lack of analytics/attribution are stifling organization cooperation, which is not good for customers

What are your thoughts on this question? If you didn't have an opportunity to respond on Twitter, please share your thoughts here!

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ParitMittal

20-10-2016

The following is question 4 asked Oct 19 2016:

Q4: What are the technologies of today that you believe marketers should be prioritizing in their digital experiences?

Top Answers :

Rina Popat ‏@RinaSPopat
It all depends on what audience you are looking to target which depends on what tech to use. You wouldn't target an OAPs on snapchat or kids on LinkedIn. Knowing where what audience uses is key.

Jennifer Baker ‏@JenniferBakerCo
That depends on who they are trying to reach! Know your target market.

R2integrated ‏@R2integrated
A robust analytics solution should be at the top of the list. Digital experiences rely on data-driven insights.

Nate Dame @seonate
Prioritizing tech will look different for every brand. Prioritize the ones your target audience prioritizes.

Michael Halbrook ‏@Halbrook
A foundation of analytics, plus testing/optimization capacity. That preps you for any platform/channel.

Venture ‏@VentureComms
Analytics. Data drives decisions

Ken Burbary ‏@kenburbary
Content & Asset management, Content Creation, Publishing, Measurement & Analytics tools.

Pernille Korzon ‏@PernilleKorzon
A fluent mix of digital platforms. You need to inspire but in a more interactive and participatory way

David Cooperstein ‏@minicooper
I agree with others on analytics, but also tools to easily map/track/execute at scale

Loni Stark ‏@lonistark
Foundation for #DX delivery & personalization (web, mobile, #IoT), tech to speed access to content, data to connect journey

Most users think that context-sensitive technologies along with Analytics are most important. What are your thoughts? If you didn't have an opportunity to respond on Twitter, please share your thoughts here!

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ParitMittal

20-10-2016

The following are questions 5 and 6 asked Oct 19 2016:

Q5: What role does storytelling play in digital experience design?

Top Answers :

Michael Halbrook ‏@Halbrook
It's foundational - you must know your audience, and know how you want to move & inspire them. Experiences ARE stories.

Rina Popat ‏@RinaSPopat
No story = no marketing. In content, adverts and messaging the build up is a story which makes it relatable.

Christoph Trappe ‏@CTrappe
Whoever tells the best stories wins. Having a meaningful story to tell can connect us long-term to our communities and customers. I tune some stories out because they are lame. Just have it be a real and authentic story.

Patrick Kitchell ‏@denmark98
Storytelling is about creating emotional connections. It is hard to do but when done right it is awesome.

R2integrated ‏@R2integrated
Any digital experience can inspire a sale. Those with memorable stories are the ones that get people talking. The beauty of digital experience is stories can be connected across all channels & platforms to create a consistent message.

Fred Faulkner IV ‏@FredFaulknerIV
I like to think that we need to create “choose your own adventure” storylines to allow for multiple experiences. Not everyone’s story will be the same, but you still want to get them to the endpoint.

Joel Renner ‏@JoelRRenner
Storytelling is about evoking emotion wish can drive action in anyone. Central to all experiences.

Nate Dame ‏@seonate
Story is the foundation and the common thread. All of the experiences should weave the brand story with the user's story.

Ken Burbary ‏@kenburbary
Storytelling is essential for a successful brand experience. People hear facts, but people FEEL stories.

Ken Burbary ‏@kenburbary
“If you lead with data, people’s shields come up. Dry, factual arguments are met with skepticism.”

David Daniels ‏@EmailDaniels
If you're not a good storyteller, you’re not a great marketer. Content is king #storymatters but best the story is targeted.

Loni Stark ‏@lonistark
Stories are the soul of digital experiences. Telling them invokes feelings & imagination. Without them, pixel wasteland.

Q6 :What role does machine learning play in these experiences?

Top Answers:

Michael Halbrook ‏@Halbrook
The depth & breadth of personalized experiences consumers demand aren't possible (at scale) w/out machine learning. Critical.

Nathan Farner ‏@ncfarner
Not much now but will be the bedrock in the future. Scale is what Machine Learning provides. Personalization is easy one off but almost impossible without machine learning.

Clicktale ‏@Clicktale
Machine learning poses both opportunity and challenge. Like all personalization, it means more #CXs to optimize. Machine learning also helps human #CX experts and analysts scale. Focus where it matters most.

Pernille Korzon ‏@PernilleKorzon
Faster customer service, voice recognizability replays. Siri can hear and feel the emotions behind the question.

Nate Dame ‏@seonate
Machine learning is keeping SEO on our toes. It's improving Google 24/7/365, which demands our best all day, every day.

David Chang ‏@davidsejinchang
The rise of AI will allow for smarter advertising, reduction of digital friction and witty brandbots.

David Cooperstein ‏@minicooper  53s53 seconds ago
As we venture into AI, the ability to have a "conversation" digitally will require a brand, a story, and a narrative to follow.

Loni Stark ‏@lonistark
Helps to determine (really fast) best content/experience to present depending on context of customer you are trying to reach.

What are your thoughts on these questions? If you didn't have an opportunity to respond on Twitter, please share your thoughts here!

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ParitMittal

20-10-2016

The following is question 7 asked Oct 19 2016:

Q7: Think of a brand that delivered a great personalized experience to you recently. What elements made this experience pleasant?

Top Answers :

Daniel Newman ‏@danielnewmanUV
@soccerdotcom always personalizes and retargets in a smart way creating great #CustomerExperience.

Nathan Farner ‏@ncfarner
Location and context. All of mine have included contextual understanding of where I am at as well as what I am doing!

Cory Edwards ‏@coryedwards
@Marriott nailed it last weekend. They personalized my room to have a great experience with my daughters. They know me.

Christopher Thames ‏@ChrisThames29
@Amazon. Easy to use interface and fast checkout system. Delivered before estimated date. As usual.

What brands have given you an exceptional experience? If you didn't have an opportunity to respond on Twitter, please share your thoughts here!

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ParitMittal

20-10-2016

The following is question 8 asked Oct 19 2016:

Q8: What advice would you give to marketers looking to provide exceptional digital experiences to customers?

Top Answers :

Ken Burbary ‏@kenburbary
Listen. Listen. Listen. Learn about and focus relentlessly on the customer, needs, wants, expectations.

Daniel Newman @danielnewmanUV
Exception #DX requires excellent use of #BigData while creating a highly engaged (read: Human) and personal experience.

Clicktale ‏@Clicktale
As Ana Grace from GoDaddy, says: "Let customers show you the way to create exceptional experiences".

R2integrated ‏@R2integrated
Focus on your audience first. The experience comes second.

Nate Dame ‏@seonate
Everything has to be seamless and awesome cross-channel -- from email to social to content to events to direct mail, etc.

David Daniels ‏@EmailDaniels
Capture preferences, listen to them, measure satisfaction as a KPI for value and market to them in that manner.

Nathan Farner ‏@ncfarner
Adopt the technology that enables marketers to understand their consumer!

Christopher Thames ‏@ChrisThames29
Survey. Ask your customers how they would like to be digitally engaged. Email, social, chat, etc.

Cory Edwards ‏@coryedwards
Find a way to make it feel personal, special... even when your customer base may be in the millions.

If you could give digital experience advice to fellow marketers, what would it be? If you didn't have an opportunity to respond on Twitter, please share your thoughts here!