adobe - pieter van helvoirt - efashion15

© 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

COMPANIES RISE TO THE

MOBILE CHALLENGE

19 May 2015 6

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


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

THE NEED FOR MOBILE

MEASUREMENT

19 May 2015 9

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


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

THE RISE AND RISE OF

MOBILE APPS

19 May 2015 12

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


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



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



MEASURING, TESTING

AND OPTIMISING APPS

19 May 2015 16

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


What are the main barriers to updating your app or apps?

(company respondents)

19 May 2015 18


What Is The FutureOf (Digital) Business?

The Future Is NowThe Future Is MobileThe Future Is Mindset


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


4G 2015 150Mbps5G 2020 7500Mbps


625X faster

Easy to use

Personal

Taken everywhere

Sensors

Cameras

Location

Payments

1995 2015


=


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


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


Skate to where the puck is going to

be,

not where it has been.

Wayne Gretzky


The New Mobile Imperative


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


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


New Mobile Marketing Demands

Mobile Maturity

Develop Acquire Analyze Engage Monetize


New Mobile Marketing Demands



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


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


Delivering digital experiences

should not be rocket science.

In the beginning, there was just iPad … Now there are many devices!

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

Easy content creation and providing the best user experience


The New Mobile Imperative

43

CONSISTEN

T

RELEVANT

TIMELY

PERSONALISE

D


CREATIVITY & DATA


Mobile Maturity


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


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

http://ecly.co/adobe-mobile-2015

adobe - pieter van helvoirt - efashion15

Business

mobile strategy

mobile appsmay

importance of mobile

mobile measurementmay

mobile optimisation

mobile challengemay

adobe confidential

indepth mobile buildup