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JUMP13 Whitepapers Live: Mobile Innovation
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JUMP13 Whitepapers Live: Mobile Innovation

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A new statistic or report seems to be released every day about device adoption, app downloads or the changing ways in which consumers are interacting on mobile channels. Behind these statistics are ...

A new statistic or report seems to be released every day about device adoption, app downloads or the changing ways in which consumers are interacting on mobile channels. Behind these statistics are significant business challenges that also represent significant business opportunities for those brands and marketers that embrace mobile marketing. This session will explore those opportunities and look at some specific examples of companies that are innovating in the mobile channel - by providing uniquely mobile customer experiences that truly enhance the relationship that the customer has with the brand. It will also look at the tools that are available to help marketers address the mobile channel, from app creation and management to behavioural analytics and mobile content optimisation and targeting.

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JUMP13 Whitepapers Live: Mobile Innovation Presentation Transcript

  • 1. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Whitepapers Live #FoM13 #Jump13 Mobile innovation: delivering unique and engaging mobile experiences Strategic Marketing, Adobe EMEA Jamie Brighton
  • 2. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2 Lots of stats but which are the important ones?
  • 3. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. New interaction channels are changing how consumers engage 3 Research product online Receive mobile ad for product Search online for product Join Facebook community for product Research accessories for product Buy accessories in store Receive product updates See TV ad for product Buy product online Visit store for help Visit store to get help with product View video for newer product Receive promo for product
  • 4. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Camera What is unique about the mobile channel? 4 Device type SensorsOperating system Connection speed Location
  • 5. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Offline DataPreferences Time Behaviour Social Graph What is unique about the mobile channel? 5
  • 6. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Survey: describe your organisation’s approach to mobile marketing Source: Guardian Media Network/Adobe Survey 2013
  • 7. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Mobile is not a silo §  If mobile is handled by a separate team, often the data and KPIs are separate §  Mobile needs to be an integral part of every digital strategy §  Additional tactics: Push, Location, QR Codes
  • 8. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Survey: when will customer’s interactions via the mobile channel overtake those from desktop? The vast majority of respondents still think that it will take more than two years for mobile interactions to overtake desktop Source: Guardian Media Network/Adobe Survey 2013
  • 9. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Mobile traffic is taking over desktop browser traffic 9 ~70% of consumption via Smartphone & Tablet Apps Apps Source: Gannett presentation at Adobe Summit Pageview contribution by platform 1/11-1/13 Tablet Apps Phone Apps Mobile Web Browser
  • 10. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Mobile first is influencing desktop design 10
  • 11. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. §  Targeted at screen size §  3x Higher CTR on large banner §  <10% increase in conversion 11
  • 12. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Desired Outcome Mobile Option Smartphone A personalised experience Mobile Site Aids in customer acquistion Retains customers & loyalty AppTablet Tablet To use for transactions What purpose does your mobile presence serve?
  • 13. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Nearly a quarter of organisations have a mobile app Yes 24% No 76% (but more than 1 in 10 plan to develop an app in 12 months) Cost   Business justification   Lack of will from management   Lack of capacity and capability   Don’t know   Survey: does your organisation provide a mobile app? Source: Guardian Media Network/Adobe Survey 2013
  • 14. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2006 - 2013 Live Nation Worldwide, Inc. All rights reserved. +
  • 15. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2006 - 2013 Live Nation Worldwide, Inc. All rights reserved. 15 50% of Visits are on Mobile Desktop On Computer Desktop On Mobile Phone Desktop On Tablet m.tm.com iPhone App Android App
  • 16. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2006 - 2013 Live Nation Worldwide, Inc. All rights reserved. 16 Mobile in 2007 Ticketmaster Mobile in 2007
  • 17. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2006 - 2013 Live Nation Worldwide, Inc. All rights reserved. 17 Mobile in 2013 Ticketmaster Mobile in 2013 Buy online (obviously) Transfer your tickets Use your phone as your ticket New methods to prevent fraudulent tickets
  • 18. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2006 - 2013 Live Nation Worldwide, Inc. All rights reserved. Two Different Mobile Consumers Conversion is 5x higher than mobile web App User Mobile Web User 20% of the visits/ 80% of the orders Is a “browse” visitor. Low Conversion 80% of the visits/ 20% of the orders 18 Same Experience
  • 19. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2006 - 2013 Live Nation Worldwide, Inc. All rights reserved. What did we do? 19 Midnight 6:00 AM Midday 6:00 PM 2 6 10 14 0 Tablet Mobile (no app) Desktop Try to convert mobile web users to the app: Banners on mobile web Try to improve conversion thru app tracking: Performance metrics Feature use vs. conversion on non sell outs App experiences for all devices Traffic by Time of Day
  • 20. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Trends in mobile 1.  All shapes & sizes 2.  More platforms, limited talent 3.  No nonsense apps 4.  In-Source 5.  On-site
  • 21. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. •  Productivity/Ease of use •  Leverage DAM asset investments •  WYSIWYG authoring FOCUS: SEO, Targeted, Quick / infrequent use. Business Decision: •  Bandwidth optimization •  Rendering optimization •  Mobile/Touch native UI Experience Multi-Language / Multi-Site •  Smart integration •  Reduced to the max •  Web scale Backends Mobile Optimized “M-dot“ •  dedicated mobile experience & click flow A Single Digital Presence “responsive“ •  flexible/fluid layout •  auxillary content/assets B Mobile websites
  • 22. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Features: §  3 seconds loadtime §  Bandwidth optimized delivery §  Manageable experience for all languages and regions §  Full control over dedicated mobile clickstream (m-dot) §  Responsive preview §  Time to market §  Integrate to backend §  Analytics Available both as barcode scanner app build with PhoneGap and part of new m-dot site Having a visibilty of your shipment is very important to big enterprises, SMB‘s and any household
  • 23. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Tablet optimised experience: H&M 23
  • 24. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Trends in mobile 1.  All shapes & sizes 2.  More platforms, limited talent 3.  No nonsense apps 4.  In-Source 5.  On-site
  • 25. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Trends in mobile 1.  All shapes & sizes 2.  More platforms, limited talent 3.  No nonsense apps 4.  In-Source 5.  On-site
  • 26. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Camera: Shop by preferred colors with Gilt Group §  Elements of Success: §  Camera §  Color preferences 26
  • 27. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Sensors: Personalizing content to reduce your stress with Huffington Post 27
  • 28. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Trends in mobile 1.  All shapes & sizes 2.  More platforms, limited talent 3.  No nonsense apps 4.  In-Source 5.  On-site “41% of companies outsourced mobile development in 2013, down from 80% in 2012.“ Source: Forrester
  • 29. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. •  Unified or •  Mobile OS native UI •  Unique energy & memory constraints •  Unique variables and sensors •  Each platform costs extra •  Consider 3-6 updates a year How will it look and feel? (UI) Mobile devices are not small computers What is the TCO of your app? Mobile Apps §  Mobile is just a part of your digital strategy. §  Reuse your infrastructure. §  Connected cross device experience, optimization, and targeting.
  • 30. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Trends in mobile 1.  All shapes & sizes 2.  More platforms, limited talent 3.  No nonsense apps 4.  In-Source 5.  On-site
  • 31. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 32. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 32 http://www.youtube.com/watch?v=7ZXucLUfh0U
  • 33. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Key takeaways Ask yourself how, not if you need mobile. Make mobile a business decision & an integral part of your digital strategy. Start with responsive, continue with your apps. 1 2 3
  • 34. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 35. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Jamie Brighton jbrighto@adobe.com twitter: @jamiebrighton