DigitasLBi strategy director Ruben van den Born about cross-device strategy at Product Tank on the 24th of February 2015.

1. About cross-device experiences -
through the eyes of an agency
Ruben van den Born. ProductTank – February 24th 2015

2. Ruben van den Born
Strategy Director for DigitasLBi
Background in business administration
and a passion for digital innovation
@rvdborn

3. Yes
88%
No
10%
Don’t
know
2%
Is your organization currently undergoing
a digital transformation?
Digital Transformation Survey, Altimeter Group (2014)

4. We are a global marketing
and technology agency that
transforms businesses
for the digital age.

5. Founded in 1993
Started with CD-
ROM software.
Focus: Websites &
Games
2001: International
collaboration
Focus: All online
channels
2013: Acquired by
Publicis. Part of
global media network
Focus: Digital
transformation
A brief history
“I want a
website”
“I want an
app, and
something
social”
“I want my
business to
be more
digital”

6. Mobile

7. In the Netherlands 66%
is using 3 or more
connected devices
(China: 31%, US 50%, Norway 56%)

8. Multi-device has gotten so fundamental
that it’s completely integrated in
everything that we do.
Creating consistent digital experiences
is getting more complex…

9. ! Non-linear journeys that can take a long time
! Multi-device and multi-location path through the journey
This could easily be someone's journey

10. Context is king
How does what we create fit into the
lives of the people we create it for?
Context Process Value

11. LocationDevice Moment Interests Connection
Recent
history
Context
Preferences
& settings
Weather
conditions
Experience Habits
Social
relations
…

12. (Branded)
Utilities
Connected
commerce
Innovation
labs

13. (Branded)
Utilities
Connected
commerce
Innovation
labs

17. Connected
commerce
Innovation
labs
(Branded)
utilities

18. Smartphones are increasingly important during all stages
(However, still 75% purchases come via desktop/laptop)
ROPO: Research Online, Purchase Offline
(88% have used their smartphone before purchasing in store)
Showrooming effect
(18% leaving after consulting phone; 28% considering)
‘Digital in store’ is enhancing the experience
(Offers, iBeacons, pay via tablet, interactive store window etc.)
Connected Commerce Survey, DigitasLBi 2014
1.
2.
3.
4.

23. Innovation
labs
Connected
commerce
(Branded)
utilities

24. What’s
next?

25. The number of
connected devices
grows continuously.
This means new
possibilities of
engaging with your
customers.

26. Tech innovation
Solution
User insights
Problem
Differentiating
relevance
Briefing

27. Volvo casefilm: https://www.youtube.com/watch?v=kEs76iUu6O0

28. “Like air and drinking water,
being digital will be noticed
only by its absence, not its
presence”
Nicholas Negroponte, 1998