© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #DPSSymp
Nieuwe strategieën voor apps en
mobile marketing
Pieter van Helvoirt - Adobe Mobile Sales Specialist
@pvanhelvoirt [email protected]
19 May 2015 Copyright © Econsultancy
Quarterly Digital Intelligence Briefing:
The Quest for Mobile Excellence
In association with Adobe
April 2015
About the survey…
• Online survey between February and March 2015
• Nearly 3,000 respondents globally across all
sectors, B2B and B2C
• 51% of respondents based in Europe, 21% in
North America
519 May 2015
Which of the following have you employed as part of your attempts to
optimise for mobile? (company respondents)
19 May 2015 7
12%
23%
39%
49%
58%
58%
13%
12%
34%
35%
43%
46%
None of the above
Adaptive design
Mobile-optimised email
Mobile application(s)
Mobile-optimised website
Responsive design
Econsultancy / Adobe Quarterly Digital Intelligence Briefing
2014
2015
Does your organisation have a mobile strategy?
(company respondents – regional comparison)
19 May 2015 8
34%31%
36%41%
14%
46%
43%
46%46%
50%
20% 26% 18% 13% 36%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Europe North America Asia Australasia Middle East
Econsultancy / Adobe Quarterly Digital Intelligence Briefing
No, we don’t have a mobile strategy
No, but we are working on it
Yes, we have a defined mobile strategy that goes out at least 12 months
Which of the following are part of your / your clients’ mobile-related
marketing or wider business activities?
19 May 2015 10
8%
18%
26%
24%
28%
27%
42%
40%
52%
47%
8%
14%
20%
22%
27%
29%
44%
49%
51%
51%
NFC (near field communication)
In-store display mobile apps / POS mobile apps
Location technology (GPS, beacons, geo-fencing)
Mobile solutions to assist sales staff (e.g. field enablement)
QR codes
Cross-channel tracking / visitor stitching (identifying same users across
desktop / app as single user)
Mobile messaging (SMS, push notifications, responsive email)
Optimisation (i.e. A/B testing)
Personalisation
Measuring user engagement and ROI
Econsultancy / Adobe Quarterly Digital Intelligence Briefing
Company respondents Agency respondents
What single thing would most help you address your pain points
around mobile optimisation? (company respondents)
• “Being able to measure more, faster and more accurately.”
• “Better tracking of the importance of mobile in the overall purchase path of our customers. It is
being underrepresented right now and that does not help getting more investment.”
• “Improved functionality to measure ROI and user experience that will result in return
customers.”
• “The means to effectively measure ROI and attribute conversion to build the case for a more
in-depth mobile build-up.”
• “Implementing cross-device tracking”
• “Cross-device customer identification / tracking”
• “Being able to track cross-device to see to what extent customers are using mobile as part of
their buying journey.”
19 May 2015 11
In the context of your own organisation, please indicate whether you agree or
disagree with the following statements. (company respondents)
19 May 2015 13
9%
15%
23%
27%
29%
41%
44%
42%
18%
17%
10%
15%
3%
4%
3%
Time spent per session is higher for mobile apps than for the
mobile web
Achieving stand-out in app stores is a huge challenge for us
Mobile app and desktop experiences are completely different
Econsultancy / Adobe Quarterly Digital Intelligence Briefing
Strongly agree Agree Neutral Disagree Strongly disagree
For which of the following use cases do you or your clients have a
mobile app or apps?
19 May 2015 14
81%
60%
13%11%
81%
69%
15%
8%0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Content Interaction Gaming Other
Econsultancy / Adobe Quarterly Digital Intelligence Briefing
Company respondents Agency respondents
Have you / your clients built apps specifically for any of the following?
19 May 2015 15
1%
8%
14%
18%
51%
64%
86%
91%
2%
10%
14%
23%
46%
61%
84%
86%
Other
BlackBerry smartphone
Windows tablet
Windows smartphone
Android tablet
iPad
Android smartphone
iPhone
Econsultancy / Adobe Quarterly Digital Intelligence Briefing
Company respondents Agency respondents
What metrics do you use for measuring the success of mobile
applications? (company respondents)
19 May 2015 17
7%
16%
22%
38%
40%
41%
48%
76%
None of the above
External metrics (e.g. reduced cost in customer service due to fewer
phone calls)
Custom metrics (e.g. social shares)
Conversion rate
Revenue / leads generated
Time spent
Recurrent usage
Number of downloads
Econsultancy / Adobe Quarterly Digital Intelligence Briefing
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #DPSSymp
What Is The FutureOf (Digital) Business?
The Future Is NowThe Future Is MobileThe Future Is Mindset
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #DPSSymp
33%
50%
75%
90%
STOVE
PHONE
CAR
ELECTRICITY
VCR
DISH WASHER PC
SMARTPHONE
INTERNET
PC
1900 1910 1920 1930 1940 1950 1960 1970 1980 1990 2000
2010 2020
TABLET
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #DPSSymp
4G 2015 150Mbps5G 2020 7500Mbps
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #DPSSymp
625X faster
Easy to use
Personal
Taken everywhere
Sensors
Cameras
Location
Payments
1995 2015
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #DPSSymp
Denis | Gym Instructor
Lululemon Athletica is fantastic.Cristian Citu | BonnIntegrating Mobile Into Strategy 2020
Vodafone 4GSamsung Galaxy Note 4
Rob Cullen Age 43T-MobileNokia Lumia 520
Marta D.
Paolo Motta, ItalyMark Greenaway
Age 40
Andreas | MarriedBought a new sports car
TeliaSoneraIphone 6 Plus
@AdobeMktgCloud
Eliott S.3,343, 4,453
Meet Generation C
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #DPSSymp
Meet Generation C
0.91
1.06
1.201.32
1.43
60% of digital media is consumed on smartphones and tablets
(50% higher than last year)
Tablet Users Worldwide 2014-2018In Billions
comScore, The US Mobile App Report, August 2014
310 billion apps downloaded by end of 2015
Market Trends: Mobile App Stores, Worldwide, 2012
eMarketer, December 2013
2,500,000,000 smartphones by end of 2016
eMarketer, December 2014
2014 2015 2016 2017 2018
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #DPSSymp
Skate to where the puck is going to
be,
not where it has been.
Wayne Gretzky
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 27
The New Mobile Imperative
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 28
Who are the “Mobile Elite”?
80% mobile banking
vs. 63% general consumer
60% consume music
vs. 38% general consumer
1.9 devices
used
47%
53%
2x more likely to frequently
book travel via mobile
vs general consumer
Skewed toward young
and middle-aged
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The Mobile Elite and Retail
29
Mobile Elite and general consumersall prefer apps to sites forconsumer products shopping
70%vs. 57% general consumer
access product
& price information
Mobile Elite and general consumersall prefer sites to apps forconsumer electronics shopping
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 30
Personalise content and offers based on mobile
characteristicsBuild loyalty by understanding behaviours and
preferencesA great mobile experience is a point of brand
differentiation
Innovating Experiences
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
New Mobile Marketing Demands
Mobile Maturity
Develop Acquire Analyze Engage Monetize
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
New Mobile Marketing Demands
Develop Acquire Analyze Engage Monetize
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
New Mobile Marketing Demands
Develop Acquire Analyze Engage Monetize
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
New Mobile Marketing Demands
Develop Acquire Analyze Engage Monetize
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
New Mobile Marketing Demands
Develop Acquire Analyze Engage Monetize
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
New Mobile Marketing Demands
Develop Acquire Analyze Engage Monetize
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 37
Only 49% of interactive marketing professionals surveyed in 2013 used mobile
analyticsOnly 20% of digital marketers indicated they are planning to optimize their mobile
channels50% didn’t know if A/B testing is part of their 2014
strategy
Flying Blind
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 38
Mobile investment is insufficient and not proportional to mobile
trafficApp innovation requires people investment
App innovation requires technology investment
The audience on mobile is potentially
HUGE
Good News, Bad News
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 39
Delivering digital experiences
should not be rocket science.
Mobile Publishing Solutions
Native App Hybrid App
Content-Centric App
Solution AEM + Native Apps AEM + PhoneGap DPS
Why use? Utility-oriented apps, with
complete access to native
device features
Utility-oriented apps with
cross-platform access to
device features
Rapid production of content-
centric apps
ExamplesCustomer productivity (e.g. bill pay),
Employee/Sales productivity (order lookup)
Sales enablement,
Customer communication
Magazines, Brand affinity,
Utility App
Robust platform with marketing
features, presentation APIs,
targeted content delivery
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The New Mobile Imperative
43
CONSISTEN
T
RELEVANT
TIMELY
PERSONALISE
D
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Mobile Maturity
Develop Acquire Analyze Engage Monetize
EXPERIENCE
MANAGER
CAMPAIGN
AUDIENCE
MANAGER
MOBILEANALYTICS
MOBILE MOBILE MOBILETARGET
CAMPAIGN PRIMETIME
EXPERIENCE
MANAGER
ANALYTICS TARGET
CAMPAIGN
Adobe helps at every step on the mobile
journey
DPS
AUDIENCE
MANAGER
MEDIA
OPTIMIZER
MEDIA
OPTIMIZER
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 46
Key Takeaways
A marketing strategy
for all channels
1Build engaging
experiences
2Measure, review,
and optimise
everything
3
19 May 2015 47
Download the full report: http://ecly.co/adobe-mobile-2015