© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Marketing to the Mobile Elite Rob Zuiderhoek | Business Consultant, Adobe
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
This time it’s personal
3Marketing to the Mobile elite…
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
About Adobe Digital Index Reports
Adobe Digital Index publishes research on digital marketing and other topics of interest to
senior marketing and e-commerce executives across industries. Research is based on the analysis
of select, anonymous, and aggregated data across trillions of transactions and more than 5,000 companies worldwide that use the Adobe Marketing Cloud,
to obtain real-time data and analysis of activity on their websites.
4
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
SOLUTIONS
CORE SERVICES
Adobe Marketing Cloud
PLATFORM
ANALYTICS EXPERIENCE MANAGER
CAMPAIGN MEDIA
OPTIMIZER SOCIAL TARGET
ACTIVATION ASSETS COLLABORATION EXCHANGE MOBILE PROFILES & AUDIENCES
USER MANAGEMENT & ADMINISTRATION
Data & Content
PRIMETIME AUDIENCE MANAGER
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6
Who are the “Mobile Elite”?
Disconnecteds Dabblers Roamers Adapters Immersers Perpetuals
The Mobile Elite
http://www.forrester.com/Forrester+Introduces+The+Mobile+Mind+Shift/-/E-PRE5024
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7
Who are the “Mobile Elite”?
80% mobile bankingvs. 63% general consumer
60% consume musicvs. 38% general consumer
1.9 devices used
47%
53%
2x more likely to frequentlybook travel via mobilevs general consumer
Skewed toward youngand middle-aged
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Companies rise to the mobile challenge
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Which of the following have you employed as part of your attempts to optimise for mobile? (company respondents)
12%
23%
39%
49%
58%
58%
13%
12%
34%
35%
43%
46%
None of the above
Adaptive design
Mobile-optimised email
Mobile application(s)
Mobile-optimised website
Responsive design
Econsultancy / Adobe Quarterly Digital Intelligence Briefing
2014 2015
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Please rank the following digital channels in importance when it comes to providing a consistent customer experience. (company respondents)
3%
10%
16%
71%
17%
20%
49%
12%
31%
38%
18%
8%
51%
68%
83%
91%
Tablet applications
Smartphone applications
Mobile site
Desktop website
Econsultancy / Adobe Quarterly Digital Intelligence Briefing
First choice Second choice Third choice
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Adobe Digital Index/Benchmark
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ADOBE DIGITAL INDEX | Europe Best of the Best
ADOBE DIGITAL INDEX
Visit rate (visits per visitor per month)
12
12
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> Visits
2.25 Visits p/m
> Consumption
8.84 min.
> Conversion
3.6 %
Marketing to the mobile elite
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Improving mobile user experience Directly impacts:
visit rates, consumption & Conversion rates
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Continued appetite for investment though decreased experimentation
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Are you planning to increase your mobile investments in 2015? (company respondents)
62%
35%
3%
Econsultancy / Adobe Quarterly Digital Intelligence Briefing
Yes, increase No, keep the same No, decrease
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
‘We have budget specifically allocated to experimenting with mobile over the next 12 months’ (company respondents)
8% 8%
32% 25%
17% 25%
28% 25%
15% 17%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2014 2015
Econsultancy / Adobe Quarterly Digital Intelligence Briefing
Strongly agree Agree Neutral Disagree Strongly disagree
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> Share of smartphone visits
28% (UK: 52%)
> Share of tablet visits
21,2% > Fastest growing industry
Telecommunication
Up to 88%
Marketing to the mobile elite
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Keep on investing and experimenting
Select a flexible app creation platform
Maintain digital content in one place
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Mobile increasing but measurement and optimization limited
c
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What metrics do you use for measuring the success of mobile applications? (company respondents)
7%
16%
22%
38%
40%
41%
48%
76%
None of the above
External metrics (e.g. reduced cost in customer service due to fewer phone calls)
Custom metrics (e.g. social shares)
Conversion rate
Revenue / leads generated
Time spent
Recurrent usage
Number of downloads
Econsultancy / Adobe Quarterly Digital Intelligence Briefing
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 22
Which of the following apply to your testing and optimisation on mobile applications? (company respondents)
33%
35%
54%
66%
36%
32%
59%
64%
We are using / exploring advanced functions such as geo-location, timed actions and behavioural
triggers in our mobile applications
We have conducted A/B testing on mobile app features, usability, etc.
We regularly update apps based on user behaviour / data
We regularly update apps based on user feedback
Econsultancy / Adobe Quarterly Digital Intelligence Briefing
2014 2015
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 23
> Measure mobile!!
> Increase Stickiness
71%
> Fastest growing industry
Media & Entertainment
Up to 74%
Marketing to the mobile elite
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 24
Analytics must drive immediate, automated action
> Marketers need a play button on the insights coming from
their data
> Data is the voice of your customer, use it…
c
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Key Takeaways
25
Keep improving mobile user journey
1 Select a flexibel mobile
platform
2 Measure, review, and
optimise
3
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Learn more!
Download these three reports:
Adobe Digital Index���http://adobe.ly/1Fgnk1L
Best of the best Benchmark
Find out exactly what motivates today’s mobile elite
http://adobe.ly/1AR0o3u Adobe 2014 Mobile Consumer Survey Results
.
Quarterly Digital Intelligence Briefinghttp://ecly.co/adobe-mobile-2015
Econsultancy The Quest for Mobile Excellence