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© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @RayPunSD @MJAsay
29-30 April, 2015 | ICC, ExCel, London
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The Mobile Innovation Mandate: Are you keeping pace?
Ray Pun | @RayPunSD
Matt Asay | @MJAsay
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Adobe Marketing Cloud
SOLUTIONS
MEDIA
OPTIMIZER
CAMPAIGN
SOCIAL
TARGET
EXPERIENCE
MANAGER
ANALYTICS
PRIMETIME
AUDIENCE
MANAGER
CORE
SERVICES
PROFILES &
AUDIENCES
PLATFORM
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
ASSETS
ACTIVATION
MOBILE
EXCHANGE
COLLABORATION
Data & Content
#AdobeSummit @RayPunSD @MJAsay
USER
MANAGEMENT &
ADMINISTRATION
Ray Pun
Strategic Marketing for Mobile
Adobe
@RayPunSD
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @RayPunSD @MJAsay
Agenda
1 | People: Organising for mobile & digital transformation
2 | Processes & Technology: Iteration & innovation
3 | Customer Success
4 | Emerging Trends
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @RayPunSD @MJAsay
Consumers are becoming Mobile First
Mobile time spent:
23% of media
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Source: Gartner, eMarketer, Adobe Digital Index
App downloads:
310 Billion by 2016
Mobile commerce:
29% of holiday sales
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Mobile is Driving Digital Transformation
“The gap will increase between marketing leaders who reengineer their businesses to deliver mobile moments and the
majority of marketing executives”
-Forrester Predictions 2015
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @RayPunSD @MJAsay
Organization: People, Skills, Structure
Mobile team
vs.
Digital team
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Marketer
vs.
Developer
Partners
vs.
In-house teams
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Adobe & eConsultancy Report: The Quest for Mobile Excellence
Centralized Mobile
Team
Yes
22%
No
88%
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Source: Adobe and Econsultancy Report “The Quest for Mobile Excellence” 2015
15%
Plan to increase mobile
investment this year?
of digital spend
on mobile
experiences
#AdobeSummit @RayPunSD @MJAsay
62%
35%
3%
Align your people & investments
to serve the mobile first consumer
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Matt Asay
VP of Mobile Strategy, Adobe
@mjasay
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Mobile is transformative… but where to begin?
“People are spending about 25% of their
day on mobile devices, checking them
over 100 times a day. That is going to
change not only marketing, but
business completely. So if you’re an ecommerce company that starts today,
you’d start as a mobile e-commerce
company. If you were to start a financial
institution today, you’d start completely
thinking about mobile.”
- Carolyn Everson, VP, Global Marketing, Facebook
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @RayPunSD @MJAsay
Phase 1: “There’s an app for that”
27 is the average number of apps used per person
80% of time spent in mobile apps vs. web
59% of time spent in an individuals Top 2 most frequently used apps
50% of apps lose a majority of their peak audience in 3 months
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Sources: Nielsen, comScore, Flurry, NetMarketShare
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Phase 2: App user acquisition
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Source: Digiday and eMarketer
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Phase 3: Analyse
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Phase 4: Panic
“Customer expectations have changed. They used to be more
understanding if certain features weren’t part of your mobile app,
but now they expect to do whatever they want, whenever and
wherever they want to do it.”
- Andres Wolberg-Stok, Global Head Emerging Platforms and Services,
Citi
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @RayPunSD @MJAsay
What is “Mobile”?
Mobile isn’t so much a matter of device
as it is of experience.
“Mobile is not small Web. Mobile is a
service to inject your business value
into your customers' hands in their
moments of need.”
That experience is a composite of form
factor, data services, sensors, constant
connectivity, etc.
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @RayPunSD @MJAsay
Iterate toward a great user experience
“As companies target more devices and
platforms when building modern applications,
client-side development costs will increase. At
the same time, they will need to deploy
releases faster than ever. The only way to
survive this Catch-22 is to lower the cost
of testing new ideas and make it
quicker and cheaper to separate the
good ideas from the bad.”
- Forrester, 2014
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @RayPunSD @MJAsay
Adobe Enables Iteration
DEVELOP
MONETISE
SMS
Apps
ENGAGE
Mobile Web
ACQUIRE
Marketing Tactics
ANALYSE
Comprehensive support for mobile marketing lifecycle across mobile and web
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @RayPunSD @MJAsay
Success in mobile requires a
platform for iteration and
innovation
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Customer Success
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Being a “Mobile First” Retailer
Digital Traffic:
71% via mobile & tablet
Mobile commerce:
29% of sales on mobile & tablet
May 2010: iPhone app
June 2011: Mobile website
July 2011: Android app
“Iteration drives
long term value”
Nov 2012: iPad app
July 2013: Android tablet app
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Source: Argos presentation Adobe Summit 2015
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Digital Measurement: Don’t treat Mobile as a Silo
Digital Traffic:
55% via smartphone & tablet
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Source: ASOS presentation Adobe Summit 2015
#AdobeSummit @RayPunSD @MJAsay
Emerging Trends
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
MobileGeddon: Google Updates Search Algorithm on April 21
Mobile friendly website?
Impact: Organic search ranking will drop if you are not
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Location Marketing and Beacons: New opportunities to personalise experiences
Winter Gear
Department
Cycling
Department
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @RayPunSD @MJAsay
Mobile Wallets: New opportunities to drive mobile commerce
In-Store Payment
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
In-App Payment
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Wearables: New marketing opportunities with biometric data
Interpret your emotional state or mood:
• Heart rate
• Blood pressure
• Hours of sleep
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeSummit @RayPunSD @MJAsay
Q&A
If this session supports questions sent in via the app just go to Summit Interact
Your question, or one similar, may already be in the queue
Ray Pun
Strategic Marketing for Mobile, Adobe
@RayPunSD
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Matt Asay
VP of Mobile Strategy, Adobe
@mjasay
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