Last week the city of São Paulo hosted the Adobe Experience House, a series of workshops, VR and AR activations, and lectures focused on customer experience and experience businesses. Some of Latin America’s leading professionals in the areas of marketing, innovation, and creativity debated and shared their experiences regarding the digital transformation of their companies.
Here we summarize the six key takeaway messages that emerged during the event.
1. Going digital is about more than the tools: Technology partners play a crucial role in the digital transformation of companies. However, internal engagement also play a key part in the success of such strategic movements.
“We have been reorganizing our internal structure to work with our products and services within the digital realm. We are looking for a new mindset--that is, a new culture to deliver digital experience to our clients,” said Paulo de Tarso, vice president of continuing education at Kroton Educacional, at the event.
2. Customer experience expands the reach of brand messages: When companies understand “experience” as each and every interaction between clients and brands, then customer experience becomes an integral part of marketing and communication.
“New communication channels and the integration of physical and digital points of contact increase the reach of our products and strategic brand messages. That is how customers become our spokespersons,” explained Gabriela Monteiro, digital transformation director of the pharmaceutical giant Sanofi, Brazil.
3. Customization is the new e-commerce frontier: The most innovative brands worldwide meet or exceed expectations along the entire customer journey. When it comes to e-commerce, customization becomes a piece in the puzzle.
“We have to create journeys that show clients how unique they are, that show them we know their habits and what they need, that respect the purposes of each screen: desktop, mobile or watch. These elements have a crucial role in conversion,” said Fabio Marão, interactive marketing and e-commerce manager of Azul Airlines.
4. Data-driven businesses exceed client expectations: Company executives make more assertive and safer decisions when they base marketing and business strategies on careful data analysis.
“Today, brands face the challenge of responding to customers that demand more and more from them. How do you approach this issue? With data-driven strategies,” stated Paula Bellizia, president of Microsoft, Brazil.
5. Transparency in exchange for engagement: A keyword within ethical companies, transparency will increasingly guide the work of marketing leaders.
“Our research indicates that 80% of consumers are confortable with data gathering, as long as companies are transparent about data use,” said Eduardo Bicudo, managing director at Accenture Interactive, Latin America.
6. Data provides an accurate picture of human consumption and behavior: During the Adobe Experience House, the creative use of data in marketing campaigns gained sharper contours.
“When we talk about data, we talk about people. We talk about repetitive behavior patterns that are not always clear, if we do not have a tool to analyze them. Data is the network, and the network reflects the behavior of people,” said Benito Berretta, speaker from the innovation school Hyperisland, Latin America.