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Marketing to the Mobile Elite


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Simply having a mobile strategy is no longer enough. Marketers need a mobile strategy that understands, targets and engages their most valuable mobile customers: the mobile elite.

This presentation explains how consumers are using devices today and how to identify the most profitable mobile segments.

Based on findings from the 2014 5th Adobe Mobile Consumer Survey, which had over 3,000 global responses from mobile users, this presentation will give valuable insights into:

• Preferred mobile channels and spending habits
• How to deliver and optimise targeted, engaging mobile experiences
• How to personalise in real time through the use of geo-location

This presentation will guide your formation of a high-value mobile strategy.

Published in: Marketing
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Marketing to the Mobile Elite

  1. 1. Marketing to the Mobile Elite Andrew Savory | Mobile Services and Solutions Evangelist, Adobe
  2. 2. This time it’s personal 2
  3. 3. 3 16%REVENUE FROM MOBILE 20%OF SALES INFLUENCED BY MOBILE Industry Trends: Mobile experience impacts sales Source:
  4. 4. 4 SMARTPHONES 50%+OF MOBILE AUDIENCES ESTIMATES OF 2 BILLIONSMARTPHONES IN 2014 Industry Trends: Smartphone market penetration rate
  5. 5. 5 56%US TABLET USERS IN 2014 796MILLION GLOBAL TABLET USERS BY 2016 Industry Trends: Tablet market penetration rate
  6. 6. 6 The New Mobile Imperative
  7. 7. 7 The Adobe Mobile Consumer Survey
  8. 8. 8 3000+ consumers across NA & EMEA Survey Demographics 50.4% 49.6% 1251 NA 601 UK 600 FR 601 DE 1251 1802 33% 18-29 33% 30-49 34% 50-64
  9. 9. 9 The Adobe Digital Index
  10. 10. 10 The Adobe Mobile Marketing Survey
  11. 11. 11 Who are the “Mobile Elite”? Disconnecteds Dabblers Roamers Adapters Immersers Perpetuals The Mobile Elite
  12. 12. 12 Who are the “Mobile Elite”? 80%mobile banking vs. 63% general consumer 60%consume music vs. 38% general consumer 1.9devices used 47% 53% 2xmore likely to frequently book travel via mobile vs general consumer Skewed toward young and middle-aged
  13. 13. The Mobile Elite and Media & Entertainment 13 60%consume music vs. 38% general consumer apps for social, games, music web for magazines, sports, news they connect from anywhere, frequently, and use nearly every possible type of app ”“ FOLLOW SOCIAL POST SOCIAL MUSIC LOCAL INFO GAMING ↑16% ↑20% ↑22% ↑14% ↑12%
  14. 14. The Mobile Elite and Travel 14 2xmore likely to frequently book travel via mobile vs general consumer ANTICIPATED TO REACH $61BONLINE TRAVEL BOOKINGS IN 2014 2%increase in mobile travel bookings 10%increase in mobile destination research 8%increase in mobile check-ins
  15. 15. The Mobile Elite and Financial Services 15 80%mobile banking vs. 63% general consumer 20%more research new investments 20%more research new accounts 88%spend time in apps general consumers prefer apps to sites 54%
  16. 16. The Mobile Elite and Retail 16 Mobile Elite and general consumers all prefer apps to sites for consumer products shopping 70% vs. 57% general consumer access product & price information Mobile Elite and general consumers all prefer sites to apps for consumer electronics shopping
  17. 17. 17 Personalise content and offers based on mobile characteristics Build loyalty by understanding behaviours and preferences A great mobile experience is a point of brand differentiation Innovating Experiences
  18. 18. Emerging Tactics: QR Codes 18 Have you used your primary mobile device to scan a QR code in the last 3 months?
  19. 19. 19
  20. 20. Emerging Tactics: QR Codes 20 Have you used your primary mobile device to scan a QR code in the last 3 months?
  21. 21. Emerging Tactics: Location Check-ins 21 Have you used your mobile device to “check-in” to a location service in the last three months?
  22. 22. Emerging Tactics: Mobile Advertising 22 During the last 3 months, have you clicked through on mobile ads that are presented in a mobile app or mobile website?
  23. 23. Emerging Tactics: Mobile Messaging 23 Do you send SMS/text messages to connect with brands or receive discounts?
  24. 24. Emerging Tactics: Mobile Wallets used by the Mobile Elite 24 Have you used a “mobile wallet” capability where you can use your mobile device to pay for products and services in the last 3 months?
  25. 25. Emerging Tactics: Augmented Reality used by Mobile Elite 25 Have you used an augmented reality app in the last 3 months?
  26. 26. Mobile-assisted shopping whilst in-store: Showrooming is a problem for retailers 26 In North America, 58% of consumers allow apps to use GPS location to personalise the experience Do you access your mobile device when physically visiting a store to assist or support your shopping?
  27. 27. Building Mobile Experiences 27 Do you have a responsive, adaptive, or device-specific website?
  28. 28. Polls 28
  29. 29. 29 Only 49% of interactive marketing professionals surveyed in 2013 used mobile analytics Only 20% of digital marketers indicated they are planning to optimize their mobile channels 50% didn’t know if A/B testing is part of their 2014 strategy Flying Blind
  30. 30. 30 Mobile investment is insufficient and not proportional to mobile traffic App innovation requires people investment App innovation requires technology investment The audience on mobile is potentially HUGE Good News, Bad News
  31. 31. 31 30%spend more than $5 million per year on apps and websites. OF MOBILE MARKETERS 9% spend more than $20 million per year on mobile apps
  32. 32. 32 Delivering digital experiences should not be rocket science.
  33. 33. The virtuous cycle of mobile marketing 33
  35. 35. Key Takeaways 35 A marketing strategy for all channels 1 Build engaging experiences 2 Measure, review, and optimise everything 3
  36. 36. What next? 36 Download these three great reports: How to win the mobile marketing game Adobe Mobile Marketing Survey Find out exactly what motivates today’s mobile elite Adobe 2014 Mobile Consumer Survey Results Do you know what your marketing is doing? Adobe can help. Lessons from the personalisation pros Adobe 2014 Digital Marketing Optimisation Survey Results
  37. 37. @savs CREDITS •  People designed by Mark Shorter from the Noun Project •  Travel designed by Stephanie Wauters from the Noun Project •  Child designed by Joey Edwards from the Noun Project •  Media designed by misirlou from the Noun Project •  Diversity designed by Stephen Plaster from the Noun Project •  Bank designed by Emily L from the Noun Project •  Watch designed by la-fabrique-créative from the Noun Project •  Graph designed by Garrett Knoll from the Noun Project •  Basket designed by mathies janssen from the Noun Project •  Scales designed by Ryan Dell from the Noun Project