Think of your last 5 campaigns. Were they optimized for desktop or mobile?
https://www.polleverywhere.com/multiple_choice_polls/94qduh10jrDjKm1
Desktop Optimization
Kennecott is you desktop optimization program – you’ve dug and dug
The hill to the west is your Mobile Mine – Gold Right beneath the surface
Polling slide.
Please insert picture of laptop and then picture of mobile phone
fFind your mobile gold by identifying key entry pages
Identify a Key Mobile entry point and develop a plan
Find Your Mobile Mine and Start Digging
Talk to your team about your Mobile opportunity
Talk to your team about what mobile marketing you are going to do today
Gather Your Mobile Miners and Start Prospecting
Panning is a tedious process it’s better to pick
Find your Mine and put your picks to work
Take your first step in mobile marketing today
Launch your first mobile campaign
Reap the Rewards of fresh Paydirt
Grab Your Pan, You’ve Hit PAYDIRT
Point – you need to look at who you have in your organization. Determine their responsibilities and their motivations
Designer – this is a rough one. We were thinking images of three different personas. Table could be taken away and we can speak to these points. Just need to illlustrate looking at the org and finding out who matters.
Point: Highlight most programs start with raw download numbers, but what does this mean to your overall strategy and monetization?
Designer – can you please make this a better graph and source eConsultantcy? Key metrics are # of downloads, down to conversion rate. Can get rid of return usage if needed.
Point – there is a mobile maturity curve. Where do you fit on this?
Designer – this is stock smart art. Anyway to make this look like a progression into a mine?
fFind your mobile gold by identifying key entry pages
Identify a Key Mobile entry point and develop a plan
Find Your Mobile Mine and Start Digging
Talk to your team about your Mobile opportunity
Talk to your team about what mobile marketing you are going to do today
Gather Your Mobile Miners and Start Prospecting
Panning is a tedious process it’s better to pick
Find your Mine and put your picks to work
Take your first step in mobile marketing today
Launch your first mobile campaign
Reap the Rewards of fresh Paydirt
Grab Your Pan, You’ve Hit PAYDIRT
Adobe Marketing Cloud: Integrated SDK and app marketing workflows
For native or cross platform development, we provide a Mobile SDK that integrates multiple solutions including Analytics, Target, & Audience Manager. In addition, we provide an app-centric UI that supports integrated app marketing workflows from analytics, to optimization, to messaging.
NOTE: OTT SDKs currently support Analytics (with Video Heartbeats) & Audience Manager capabilities.
Link to story: Pending approval
“Our mobile strategy places a premium on our mobile app—our goal is to create a tool that our customers will download and continue to use over time,” says Bekker. “Adobe Marketing Cloud enables us to focus more time and resources on content by streamlining how we develop and optimize the experience.” Alex and Ani now estimates that 70% of its digital marketing resources are dedicated to developing new, inspiring lifestyle content daily—enabling Alex and Ani to be one of the first retailers that can engage customers in this way.
User data collected with Adobe Marketing Cloud will also help to drive innovation within the mobile app. Understanding what type of interactive new content, from quizzes and style guides to video, resonate best with customers will help to shape editorial and new in-app functionality.
With the recent launch of Adobe Mobile Services in their mobile app, the company has started moving the needle with app analytics and optimization. Alex and Ani ran a mobile marketing campaign using links optimized for customer acquisition and saw a 10% increase in app downloads. Overall, 20% of the company’s mobile app purchases can be attributed back to this activity.
In addition, the company plans to use the recommendations capability within Adobe Target to personalize content and product offers in the mobile app. “Adobe Marketing Cloud enables us to be smarter about how we serve new content, experiences, and product offers to customers across devices,” says Bekker. “Beyond sales and engagement numbers, our customers know that we understand who they are and what they want, and that’s something truly transcendent.”
Also using the geotargeting capability within Adobe Target, the company can target customers with in-app messages as they interact with the brand and travel around cities. Customers can receive push messages letting them know that they are close to an Alex and Ani retail location, as well as make them aware of current offers or provide them with personalized coupons for stopping by.
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This philosophy has led Alex and Ani down the path of focusing digital resources on creating engaging content for delivery across channels—including online, mobile, and mobile apps—that are more reminiscent of a lifestyle brand than a retailer. To achieve this, Alex and Ani needed audience management, analytics, and testing capabilities to deliver data-driven insights into the unique personalities and interests of its customers.
“Adobe Marketing Cloud offers a fully integrated platform that enables us to test and measure virtually every experience across digital channels and optimize them,” says Bekker. “With this, we can further blur the line between lifestyle and retail content, making for a more cohesive brand experience that encourages sales.”
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Geo-target push notifications: They have licensing with Disney, MLB, and NFL. Whenever a customer enters a Yankees stadium, music concert, or Disneyland they will use geo-targeting and push notifications to push a message to the customer recommending them to purchase a Disney character or Yankees bangle bracelet.
In-store personalization: Employees will use the information they have gathered about the customer from their app and web behavior to offer merchandise that is similar to what they have purchased or wish-listed in the past.
Inspirations: There is a tab on their mobile app called “Inspirations.” You input your birthdate, name, pick a favorite tree and flower, and perhaps give a little more information and then they recommend products based on your input. They want to test this to see if it is effective. They will play around with the questions and wording, etc.
Link to blogpost: http://blogs.adobe.com/digitalmarketing/mobile/mlb-com-strengthens-mobile-fan-engagement-with-adobe-marketing-cloud
MLB, a leading sports media company sought to improve below average app store ratings and in-app purchases. By using targeted in-app messages for “Rate my app”, they were able to improve app store ratings to 4.5 stars and increase downloads.
MLBAM received valuable feedback about the app from users and interactivity within At Bat’s premium features also increased as a result as well as in-app purchases.
Criteria for target audience:
Paid Users
No recent crashes
Using latest devices (iPhone 6, 6Plus, iPad Air2)
Only message when games ARE NOT live (do not want disrupt experience)
Current App ID Users
Latest OS Version
We are only sending the message to a user one time
Point – the viewport functionality in Target helps you validate your experience looks great across the major screensizes your customers use
Designer – there isn’t much here other than making the nugget stand out
By turning on the Enhanced Experience Composer, you will have the mobile viewport configuration
This viewport function allows for the preview of a campaign at the different screen sizes you are dealing with
Point – there is a new javascript library out for Target. Upgrade when you can to at.js for improved performance on mobile
Designer – stock smart art. Please modify if you can. The logos on the right are more just to show you can implement on these platforms
Talk track: Similar to how you upgraded s_code to appMeasurement, this is a modernized approach.
fFind your mobile gold by identifying key entry pages
Identify a Key Mobile entry point and develop a plan
Find Your Mobile Mine and Start Digging
Talk to your team about your Mobile opportunity
Talk to your team about what mobile marketing you are going to do today
Gather Your Mobile Miners and Start Prospecting
Panning is a tedious process it’s better to pick
Find your Mine and put your picks to work
Take your first step in mobile marketing today
Launch your first mobile campaign
Reap the Rewards of fresh Paydirt
Grab Your Pan, You’ve Hit PAYDIRT
Point – here is a library or wealth of knowledge
Designer – can you make this look like a library of info.
