DML15 - Adobe - Rob Zuiderhoek

© 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. 2

Swipe wheel


This time it’s personal

3Marketing to the Mobile elite…


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.

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© 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


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


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


Companies rise to the mobile challenge


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


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


First choice Second choice Third choice


Adobe Digital Index/Benchmark


ADOBE DIGITAL INDEX | Europe Best of the Best

ADOBE DIGITAL INDEX

Visit rate (visits per visitor per month)

12

12


>  Visits

2.25 Visits p/m

>  Consumption

8.84 min.

>  Conversion

3.6 %

Marketing to the mobile elite


Improving mobile user experience Directly impacts:

visit rates, consumption & Conversion rates


Continued appetite for investment though decreased experimentation


Are you planning to increase your mobile investments in 2015? (company respondents)

62%

35%

3%


Yes, increase No, keep the same No, decrease


‘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


Strongly agree Agree Neutral Disagree Strongly disagree


>  Share of smartphone visits

28% (UK: 52%)

>  Share of tablet visits

21,2% >  Fastest growing industry

Telecommunication

Up to 88%



Keep on investing and experimenting

Select a flexible app creation platform

Maintain digital content in one place


Mobile increasing but measurement and optimization limited

c


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



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


2014 2015


>  Measure mobile!!

>  Increase Stickiness

71%

>  Fastest growing industry

Media & Entertainment

Up to 74%



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


Key Takeaways

25

Keep improving mobile user journey

1 Select a flexibel mobile

platform

2 Measure, review, and

optimise

3


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

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Quarterly Digital Intelligence Briefinghttp://ecly.co/adobe-mobile-2015

Econsultancy The Quest for Mobile Excellence
