In this presentation, I shared advice about conversation starters to get VP and exec level decision-makers excited about mobile marketing. This was part of the Mobile Innovations tour for digital marketing audiences in Auckland, (New Zealand), Melbourne (Australia), and Sydney (Australia).

1. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Getting Your Boss Excited About Mobile: Conversation Starters
Ray Pun | Mobile Strategy & Marketing @RayPunSD

2. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Agenda
• What kind of boss do you have?
• Conversation starters for visionaries
• Conversation starters for pragmatists
2

3. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3
What kind of boss do you have?

4. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Logical vs. Intuitive
4
Logical:
Mr. Spock
Intuitive:
Captain Kirk

5. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Visionary vs. Pragmatist
5
Visionary:
Walt Disney
Pragmatist:
Roy O. Disney

6. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6
Visionary & Intuitive
Conversations

7. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7
“The gap will increase between marketing leaders who re-
engineer their businesses to deliver mobile moments and the
majority of marketing executives”
Mobile is Driving Digital Transformation
-Forrester Predictions 2015
“$550 Million Mobile Push Will Turn
Smartphones Into Hotel Room Keys”

8. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Consumers are becoming “Mobile First”
888
Source: Gartner, eMarketer, Adobe Digital Index
Appdownloads:
310Billion by2016
Mobiletimespent:
23%ofmedia
Mobilecommerce:
29%of holidaysales

9. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Consumers are becoming “Mobile Only” (in some countries)
999
Source: Business Standard
75%ofmobiletrafficviaapps

10. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Consumer Satisfaction with Mobile Experience
10
Mobile Web Apps
Extremely or Very Satisfied
Not Satisfied or Neutral
Source: Adobe Mobile Consumer Survey, 2015
47% 45%
53% 55%

11. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Consumer Priorities for Mobile Experience
11
Simplicity Personalization
Extremely or Important
Source: Adobe Mobile Consumer Survey, 2015
57% 38%

12. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 12
Pragmatic & Logical
Conversations

13. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Technology Investment: One third of technology spend on mobile experiences
13
Source: Adobe Mobile Maturity Survey, 2015
Mobile apps &
Mobile web
2015 Budgets will increase by 28% on average

14. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Plan to increase
mobile team?
64%
People Investment: Mobile app teams are now mainstream
14
Source: Adobe Mobile Maturity Survey, 2015
Centralized Mobile
Team
12%
No
78%
Yes
16%
have 11 to 20
people

15. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Mobile makes money for the business
15

16. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Mobile saves money for the business & improves engagement
16
“Using Adobe Analytics and in-app messages,
we can reach customers to raise their level of
engagement beyond what we could achieve
by other means, like paid media.”
Director of Digital, Turkcell

17. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17
Where can my boss learn more
about digital & mobile?

18. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
How about a trip to Las Vegas?
18
Adobe Summit: March 20 to 24, 2016
• Executive VIP Track
• Mobile Track (11 sessions)

19. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Ray Pun
Mobile Strategy & Marketing
@RayPunSD