Adobe Summit 2015: Panel conversation with MGM Resorts, REI, and Adobe execs about how Mobile is driving digital transformation.

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#AdobeSummit

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Reinventing Your Organization Around Mobile First Consumers
Ray Pun | Strategic Marketing for Mobile @RayPunSD

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SOLUTIONS
CORE
SERVICES
Adobe Marketing Cloud
PLATFORM
ANALYTICSEXPERIENCE
MANAGER
CAMPAIGNMEDIA
OPTIMIZER
SOCIAL TARGET
ACTIVATIONASSETS COLLABORATIONEXCHANGEMOBILE
PROFILES &
AUDIENCES
USER
MANAGEMENT &
ADMINISTRATION
Data & Content
PRIMETIME AUDIENCE
MANAGER

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Place the mobile consumer
at the center
of your digital transformation

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Ray Pun
Strategic Marketing for Mobile, Adobe
@RayPunSD

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John Bollen
SVP & Chief Digital Officer, MGM Resorts International
@BollenJohn

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Michelle Eten
Divisional VP of Digital Retail, REI

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Matt Asay
VP of Mobile Strategy, Adobe
@mjasay

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Donald Brady
Principal, Mobile & Digital Marketing, Deloitte Consulting
@donald_brady

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Agenda
1 | Mobile and digital transformation
2 | Organization
3 | Processes
4 | Marketing technology
5 | Emerging mobile trends

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Consumers are becoming Mobile First
Source: Gartner, eMarketer, Adobe Digital Index
Appdownloads:
310Billion by2016
Mobiletimespent:
23%ofmedia
Mobilecommerce:
29%of salesonThanksgiving

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“The gap will increase between marketing leaders who re-engineer
their businesses to deliver mobile moments and the majority of
marketing executives”
-Forrester Predictions 2015
Mobile is Driving Digital Transformation

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Organization: People, Skills, Structure
13
Mobileteam
vs.
Digitalteam
Marketer
vs.
Developer
Partners
vs.
In-houseteams

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QR Codes
SMS
Processes: Strategy, Development, Measurement, Optimization
14
Strategy
Measurement
Optimization
Design &
Development
Mobile WebMobile Apps Marketing Tactics

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Marketing Technology: App Experiences vs. Web Experiences
15
+ +
?
Apps
Mobile web

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Location Marketing and Beacons: New opportunities to personalize experiences
Winter Gear
Department
Cycling
Department

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Mobile Wallets: New opportunities to drive mobile commerce
17
In-Store Payment In-App Payment
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Wearables: New marketing opportunities with biometric data
18
Interpret your emotional state or mood:
• Heart rate
• Blood pressure
• Hours of sleep

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Every Session Tuesday Wednesday Thursday
$100
Gift Card
$10
Gift Card
$100
Gift Card
SKI
Swag
Take the Survey to WIN!
(Go to “surveys” section of mobile app)

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Q&ARay Pun
Strategic Marketing for Mobile, Adobe
@RayPunSD
John Bollen
Chief Digital Officer, MGM Resorts
@BollenJohnMatt Asay
VP of Mobile Strategy, Adobe
@mjasay
Donald Brady
Principal, Deloitte Consulting
@donald_brady
Michelle Eten
DVP of Digital Retail, REI
#AdobeSummit

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Key Takeaways
“Success in mobile
requires a platform for
iteration and
innovation”
Matt Asay
1 “Success in mobile +
digital requires
investment in API
infrastructure”
Donald Brady
“Speed to market
requires developing a
mobile strategy & key
functional roles focused
on mobile”
Michelle Eten
“Keep your mobile
content fresh”
John Bollen
2 3
4

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