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Ensuring the success of your mobile strategy
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Objectives
What is YOUR mobile strategy: Web Application Both?
Measuring Performance Increasing the Success Rate
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Multi-screen strategy
3
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Multi-screen is not a subset It is an add-in with really high segmentation
Perception
Desktop web MultiscreenTablet
Phone
Mobile OS
Screenresolution
Browser
Reality
Desktop web Multiscreen
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Why Should I Change? Business Impact of Mobile
12%Conversion Rate
All Visitsto Standard Website
1.5%Conversion Rate
Visits from Mobile Devicesto Standard Website
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Industry Trends: Tablets & Shopping
Source: Adobe Digital Marketing Insights “Impact of Tablet Visitors on Retail”, Jan. 2012
Tablets Convert 3x Better Than Smartphones
Average Order Value For Tablets > Desktop
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Blind Spots Created By Mobile-Only Solutions
Business Challenges
Splintering Of Mobile Experiences: 2 Channels X 3 Devices = 6
Mobile ChannelsAre Isolated
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Create Publish Analyze
Optimize
Optimization cycle
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Mobile Dashboards, Reports, Segmentation
Days Since First Use
Days
Sin
ce L
ast
Use
0
Bench Warmers Cut List
All-StarsRookies
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Mobile analytics : Mobile applications and behaviorsQuestion: Which feature is the most used ?
Action: Modify the navigation to highlight the feature which drives the most revenue
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Sample of Mobile dahsboard
10
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Mobile Dashboards, Reports, Segmentation
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Mobile Dashboards, Reports, Segmentation
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Best practices for success:
• Analyze mobile & all digital channels with “one” data platform• Cross device and cross channel visitor analysis • Optimize and personalize mobile experiences using data and
insights• You can only make a decision about mobile strategy when you
understand the full customer journey
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
14
Q
AXavier AgnettiEMEA Mobile specialist
© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
OPTIMIZATION
PLATFORM
PERSONALIZED
ENGAGEMENT
MULTI-CHANNELCAMPAIGN EXECUTION
MEDIAMONETIZATIO
N
DATA
CONTENT
ADOBE DIGITAL MARKETING
SUITE
ANALYTICS & REPORTING
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Adobe
Mobile solutions
